Good morning Roni.
My job, within our team, is primarily marketing and advertising. I believe a superior marketing plan has several facets that fall into two principle categories: the product (your home) and exposing the product to the largest audience possible.
The home has to be attractive to the audience of buyers the marketing generates. In the current market this varies by price range and competition. Your icon says Phoenix and there are a number of different markets in the City of Phoenix as well as home types.
If your home has a value of less than $200,000, there will be a lot of potential buyers since this market segment is hot right now. As the value increases, the potential buyer pool goes down. Thus, competitive pricing is more important as home values rise.
The home itself will sell at its highest price if well maintained and appealingly staged. First opinions are of high importance. We evaluate our client's home and provide professional advise on this matter.
Bottom line, the product has to be as pleasing to the eye as possible and competitively priced against the competition.
Attracting an audience of buyers is the next step. My take on this is simple... use every technique possible to expose the home to the largest number of buyers possible. As others have said, the emphasis needs to be internet based with a balance of traditional techniques employed.
We personally have 9 real estate web sites, author 2 real estate blogs, write for several newspapers, are featured on TV news often, and are guest authors and commentators on another 30 or so web sites. To be honest, most of this internet presence will do little to sell your home. The real key, internet-wise, is to get your home listed on as many sites as possible where the public and other real estate agents search. Below are a few of the 40+ sites we post a home.
ARMLS: The most important site. The odds are, a real estate agent will find and bring the buyers of your home. Make sure your agent is a member of ARMLS and knows how to use the system to it's full potential.
Realtor.com: Arguably the most used consumer site. It is very important the listing agent is at least an "Enhanced Listing Member" of Realtor.com. Only about 5% of the agents are and this makes a HUGE difference in placement and visibility on the site.
AZCentral.com: Much used in the Phoenix area. Again, they offer better placement of listings to agents who pay extra fees. To me this is not an option if you are looking for exposure.
Yahoo Real Estate: Another big consumer search portal.
Major Real Estate Brokerage Site: Agents often have their buyers use the company web site to search for homes. Make sure your agent's company site has ALL the local listings,
Homes.com, Trulia, Zillow and a number of other sites are popular as well.
Within the purview of internet marketing are pictures, ad copy, virtual tours, and SEO marketing. Once a person finds your home online, the language of the ad, the quality of the photos and virtual tour will make a huge difference.
* Professional Quality Photos are paramount. The number of photos also makes a huge difference.
* Ad copy is important. One must engage the reader, tell the story and move the reader to action. Poor writing skills and grammar can paint an ugly picture.
* A virtual tour is not an option. People want as much information as possible.
* Search engine optimization and keyword use can help an ad's interment placement and number of viewers.
Traditional marketing has become less important as the Internet has changed the industry. However, it should not be overlooked. The basics include:: A professional looking sign on property, Color fliers in a tube or box on the sign, open houses on a regular basis, easy access to the home by agents. I am no longer of fan of print advertising. The numbers are clear that they no longer have an appreciable effect on sales. There are a few exceptions... yet only a few.
A very important part of the traditional marketing program is access to the listing agent and home seller. Phones and emails have to be answered. Call some agents and see if they actually answer their phones and if not, do they call you back quickly. People want what they want now... not 6 hours later. Does the listing agent get emails sent to his/her phone and do they know how to respond quickly? Do they know how to send text messages? Prompt communication is a big key.
This covers the basics, certainly not everything as I am not much on giving up some of the really cool stuff in a public forum.
Best wishes to you,