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Every seller wants their listing to be your top priority.

Like every real estate sales professional, that’s exactly your intent—but it’s easier promised than delivered.

Busy agents can fall victim to marketing by rote, especially after a couple of quarters of office-leading numbers. Maybe it goes something like this: New flyer. Email campaign. Facebook post. Open house. Follow-up.

Some houses “sell themselves.” Some come into a market with low inventory. But, not every listing is the same, and some will need you to break out of the marketing mold.

New business can come to you during some odd market adjustment or reside in a challenging community. Thus, there are times when a problematic listing has to be treated as the only case on your docket.

Thankfully, adjusting your marketing plan isn’t as difficult as it once was. After all, you have the internet now, and it’s sort of powerful.

Create a New Listing Plan

Real estate agents should consider having on-hand a cache of tactics for unique, challenging sales situations.

For example, perhaps your blog is reserved for lifestyle content, like team events, restaurant openings, and community-focused updates. Know that those are the types of stories that can greatly benefit a post about a new listing.

The occasional sales touch within an environment of softer, related content helps it stand out and encourages the reader to connect all that’s going on in a neighborhood with that particular listing.

Additionally, the rise of digital advertising has become a boon for the real estate industry, and it’s been proven a highly effective way to showcase properties for sale.

Best of all, launching an online ad campaign isn’t at all challenging. Companies like Adwerx have made it exceptionally easy for agents to promote listings across a broad swath of highly trafficked websites.

The benefits of online advertising are many-fold, but most clearly evident in its ability to track and deliver messages to the best possible audience.

When an agent creates an ad to showcase a listing, any previous visitors to their website can be presented that property, but they’ll see it on a website like or USAToday, thanks to retargeting technology, a primary feature of Adwerx products.

Like the soft sale of a listing among lifestyle content, the juxtaposition of a local property in an unexpected and reputable global environment builds powerful credibility around the property and the agent; these ads resonate, earning clicks and repeat views.

Digital campaigns are easy to manage, too. This allows agents to measure and fix, a powerful benefit of this medium that would take weeks in traditional print forms of advertising. Price reductions can be disseminated quickly, as can open house announcements and unique home features.

Agents can use ad metrics to better understand what viewers are responding to for the listing in question, shortening the time it takes to narrow down a profile of the most likely buyer.

The key for any house slow to sell is to continue increasing its exposure.

Yes, price reductions always help, but only for those who want that house. The idea is to maintain its presence in the market without allowing it to gain the “stale house” stigma.

After all, there’s a buyer for every listing—some just need to be coaxed into the light of the market.

It’s hard to give more attention to one listing than another; however, if you’re prepared with the right marketing tools, like online ads, those tough homes will quickly become easier to deal with.

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