Marketing Your Property For All It's Worth Oct. 2013 | Page 10

Step #3
Cooperation With Other Agents
Target agents in your marketplace to increase the
flow of buyers to your property.

“70% of
properties are
sold by co-op
agents. We
have a plan to
reach them.”

There are 3 types of buyers in any market. The first group are “Local
buyers” searching neighborhoods, the internet, and local magazines.
Next, there are “out of town buyers” that typically search the
internet for properties. Finally, there are “buyers under the influence
of other agents”. To reach these buyers, you must have a system for
attracting other agents.
We know the importance of working with other agents in our
marketplace and we have a plan that leverages the largest amount
of cooperating agents to sell your property.
There’s a common misconception among property sellers that you
need to work with a local or neighborhood specific agent in order
to get your property sold. The fact of the matter is that 70% of
properties are sold by co-op agents. This means that you have a less
than 30% chance that your agent is going to attract the buyer for
your property.
To increase showings from co-op agents, we target buyer specialists
in our market. This leads to increased showings from them, a higher
profile for your listing among all buyer specialists and an expanded
reach and exposure for your property.
We also make certain that co-op agents are paid a fair portion of the
commission that is negotiated. This not only gets buyer specialists
excited about your property, but also gets them to “talk up” your
property to potential buyers. This positions your property in front of
the stronger agents in our marketplace.
Lastly, we occasionally offer monetary and other incentives to both
co-op agents and prospective buyers when appropriate. This can
increase the excitement about your property by both parties. When
inventory levels are high, additional incentives may be needed to gain
maximum exposure.

Comment by a co-op agent:

“I enjoy working with your
team. They handle nearly
all the paperwork and help
the sale go smooth.”

Marketing directly to the population of buyers in
the marketplace, without focusing on the buyer
specialists who work with these qualified buyers,
can cost you thousands in equity, and weeks or
even months, on the market.
We have the right plan in place to attract the
highest amount of cooperating agents to view
your property.
Century 21 Charleston Real Estate

10