I once read an article that indicated that 50% of buyers call an agent from the for sale sign in the yard. Are those stats still correct today? So, are you using brochure boxes/home information tubes outside of your listings? Some of those calls are going to the clients buyer's agent.
Does it depend on the listing? The area? The price range?
As a SELLER, would you like to see your agent use them?
Over the years I have heard varying views on this question.
I. personally, do not use home information tubes outside of my listings. I do not care for them.
I have found myself at the kitchen table with many sellers on their expired listings. In my listing presentation I have a section which addresses outside flyers. I don't use home information tubes as I don't want a sheet of paper standing between a prospective buyer and the front door of one of my listings.
When buyers begin looking at homes, their first job is to RULE OUT out those homes that do not suit their criteria. When they are driving through neighborhoods and they are pulling flyers, typically they are not with a REALTOR. So, some are making a decision on a home based on information on a sheet of paper.
What if the flyer is ugly? What if you the interior shots of the property are poor?
What if the flyer is poorly written? What if the buyers doesn't find all the info they need on the flyer?
What if they don't want a home with 3 bedrooms? But, a 4 bedroom?
They are going to rule out this home, and may not consider it as a home that should be on their "to see" list.
There's a reason they're driving through this neighborhood. They have typically determined that they like it here, they want to live in this area.
THESE ARE SOME OF THE MOST SERIOUS BUYERS IN THE MARKET!
We want to TALK TO THESE PEOPLE ON THE PHONE! We don't want them to drive away without ever looking at the inside of the home, based on something they read or didn't read on a flyer!
What percentage of homes sell without the buyer ever stepping foot inside it? I would guess, less than 1%.
BUYERS MAKE A DECISION TO PURCHASE A HOME WHEN THEY'RE STANDING INSIDE IT or after they have viewed the inside of it!
How many houses have you driven by that have empty home information tubes or brochure boxes?
A recent seller, on his expired listing, told me that he loved his home information tube outside. He told me that in the first two weeks of his prior listing 35 flyers were taken.
I asked, "During that period of two weeks, how many calls did your REALTOR receive on the home? How many showings did you have?"
"Well, I don't know. I don't think she got any calls and there were no showings," he replied.
I continued, "You had 35 people interested enough to drive down your street and stop in front of your home to pull one of your flyers. And, your REALTOR didn't get a single phone call during that period of time? So, that means that your agent lost the opportunity to talk to 35 people about your home! And, some client's buyers agent did not get the opportunity to talk to them about your home, either."
Now don't get me wrong, I know that 10 of the 35 flyers pulled could have been taken by neighbors. Some are trying to find out how much their home is worth, But, who better to help you sell a home than someone that lives in the neighborhood?
I do agree, that home information tubes are able to weed out people that aren't in price range of this particular listing. But from a REALTOR standpoint, what about other listings?
But, after viewing the inside of a home, how many times have you heard a buyer say, 'Oh this house looks so different than the picture? Oh, I didn't know there was a bonus room, that would make a perfect 4 bedroom. Those room sizes sounded so small on the listing, but look how roomy it feels.' I could go on forever...
I repeat, Buyers make a decision to purchase a home after looking at the inside. Buyers are "HOT" when they are standing inside a listing.
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*****AND MOST IMPORTANTLY...***
THIS IS FROM A REALTOR STANDPOINT
REALTOR SIGN CALLS bring agents buyers for other properties, don't they? They give agents customers to work with, don't they? Maybe not a customer that wants to buy this particular house we have listed, but they give agents buyers to work with, don't they?
ISN'T THAT WHAT REALTORS ALL NEED,,,MORE SERIOUS BUYERS TO WORK WITH??? (NOTE, I said SERIOUS)
REALTORS sit open houses all the time. The number one goal is to sell the property that they are sitting in. But, isn't it also to get buyers to work with so the agent can help them buy ANY property? So, why would an agent lose an opportunity to talk to additional buyers in OTHER PRICE RANGES THAT they MAY BE ABLE TO WORK WITH?????
(I suppose this could be a difficult situation in a large office, where the list agent doesn't get the calls coming in on their own listings. However, the calls are still coming into that companies office.)
REMEMBER, YOU'RE NOT JUST selling ONE PROPERTY, THERE ARE THOUSANDS OF PROPERTIES IN THE MULTIPLE LISTING SERVICE THAT ARE AVAILABLE FOR SALE, FOR PREAPPROVED BUYERS TO CHOOSE FROM!
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However, if an agent is going to use a brochure box, they must always make sure you have plenty of home brochures/flyers on the kitchen counter, so prospective buyers can take one with them. Include financing options sheets. also.
Remember, if you're going to use them be sure to always keep them full!
So, as a REALTOR do you use home information tubes or brochure boxes outside of your listings? Why or why not?
As a seller, would you like to see your REALTOR use a home information tube outside your home?
This article is authored by Sandy Shores, Melbourne FL REALTOR.
It is the exclusive property of, and may not be used without the written permission of Sandy Shores, Brevard County, Florida Space Coast. All information is believed to be accurate, but is not warranted. Copyright 2008.
that for you
Hi Sandy, As always, you've gotten me to think about this. I have to say that any picture of the interior has never represented to me the way it really was inside. I've actually looked at flyers in my office, and recalling the house, thought " It looked so much better in "real life"! It's like those vacation photos that never really capture the sense of where you were... it's generally in your head- not in the photo. I know sellers love those little flyers because they think they are getting so much more advertising - but maybe it's the wrong kind. What if my brochure in the box said something like: " this beautiful mountain cabin, listed at $256,000 could be exactly what you are looking for! Please call your agent today for a personal showing. If you're not presently working with an agent, please call me! I know you are going to love the great room and huge master bath..." (including no pictures of the interior, of course)
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Hi Mary, I agree with you completely that sellers believe that they are getting so much more advertising with the info tube out front. But, isn't driving down the street and stopping in front of the house enough of an advertisement? Give them a reason to want to go inside, because they don't have all their questions answered by standing outside. I think people's perceptions play into what they decipher off a flyer in the front yard. I do believe that home information tubes weed out buyers that are not in that price range. But are you also weeding out people that may have a misconception based on a flyer.
I don't like them either, a pain to keep the boxes full and I think I would rather have the phone call. On the plus side, it does give the buyer a keep sake to recall the listing for later.
Hi Mary, I would recommend that home flyers be kept inside the house and stocked for every perspective buyer that comes through the door.
Good ideas - I've got this one bookmarked. Thanks, Sandy.
Hi Mary, Thanks for stopping by and for the feedback!
Sandy,
You definitely changed my view about having information boxes outside homes for sale. I thought they can only add value to a listing but after read your post, I agree that more than likely, it would prevent some potential clients from making that important phone call. We do want them to call us so that we can tout our properties (not just the one they drove by and call us about) and get them inside our listed homes. I like what Mary proposed to have as a brochure in the box, just enough (price, contact info and perhaps some wording about the features unique to the home) to rule out those that are not in the correct price range and not too much (no pictures of the interior, no mentioning of all the details about the home including number of bedrooms) to get the attention of potential buyers and get them to contact us for more info and to want to make an appointment to get to see the inside.
HI Gerry, I think today we are in the information age. And we are providing so much info to consumers, they are basing their decisions on whether to look at a property or not by what they are reading online, or on a flyer. So, our phones are barely ringing anymore. People buy a house when they have seen the inside. Today, that's the problem -we're having an impossible time getting them inside anymore.
I do not use flyer boxes outside of my listings. I agree that buyers use the flyers to eliminate the home. If I can get a phone call, then I can enthusiastically tell them about the home and offer to show it to them. I have only agreed put a box on one listing when asked by a seller to do so, and that was because it was the lowest priced in the neighborhood and I decided we would give it a try. Hopefully, it will sell soon. :)
Hard call for me Sandy. As a potential buyer, the flyer does help me decide if I want to see the house or not. Same thing as the listing on the internet. Better quality gets better results. I don't know, luckily, not my choice to make. Good luck on this one.
Hi Tia, I do agree that buyers use the flyers to eliminate the home. I like to talk to as many people as possible about my listings. Good luck with the info tube on your lowest priced listing in the area - that's a good reason to have one on there.
I find information outside the home totally conter productive. Buyers these days are price driven.
Hi Fred, You're looking at it from a buyers perspective, not a realtor perspective. What if the flyer is ruling a house out that if you had gone inside you would have liked? You make a good point, as you always do - buyers are basing their decisions on looking at homes on the internet on the flyer in the internet. The biggest difference there is, that when there is a home info tube on the property you have a buyer that is already familiar with the area, likes it, likes the streeta and likes the outside of the house -THAT'S A HOT BUYER. I love to always hear your pros and cons. Thanks for sharing! This post and the comments really have gotten me thinking.
Hi Jim, I would agree that there is only one factor that sells a home in today's market, PRICE, PRICE and PRICE! Thanks for stopping by!
Sandy, I do use brochure boxes on my listings with a one page flyer. It has the address, MLS #, exterior photo, my branded visual tour link, a few feature/benefit points, my contact info, and call for current price, more info and for a consultation to see if this home can meet your needs. When I didn't have flyers, I would get calls saying "I saw your sign on a house, but I don't remember the address, or the street."
Hi Sandy, Personally I think the brochures work well as long as they remain stocked and provide basic info on the home. Granted, the first batch (or two) go to the neighbors so I'll leave a stack with the homeowners to keep it stocked. During open houses, I pull them out so people will come in and have a first hand look, then re-stock when it's over. I agree it's ideal to have the buyer in person to show the home to, or even over the phone, to explain things in detail. However, if someone stops out front and sees a detail sheet they may decide to call based on what they read. You've definitely got some good points! Thanks!
This is a point that we've been discussing in the office. I've thought about just leaving the box with a bunch of flyers similar to what Mary is talking about. Other people in the office want us to keep using the flyers. For the time being the flyers remain in the boxes but perhaps with the help of this blog post I can convince them otherwise.
Hi Rich, What I love about being here on Active Rain is hearing the different views that others have. I think that if you find flyers effective in your business, that's great! Hope you are well. Have a great day!
Thanks Cindi, We know that many of the first flyers in info tubes go out to neighbors. And stats show that 1 in 20 of your neighbors knows someone that would like to live in that area. And who better to brag about a home that someone that lives around there? Thanks for giving your feedback that home info tubes are working for you! Take care!
Hi Justin, Just playing devils advocate here in this post. I don't use them. I used to years ago, but felt as if I was missing out on some potential buyers. So, I stopped. Thanks for making me think!
Hi Sandy:
I personally use the outside flyers and work hard to keep the boxes always filled.
For one simple reason; I want the buyer to call me directly. Due to our company policy of when a call comes in...the call goes to the up agent, rather than the listing agent.
Have a nice Thanksgiving,
Hi Toula, Okay, I'll bite. I would hate it if the calls coming into the office did not go to the agent that has the listing. So, I can see where it may behoove you to have flyers out front, trying to again redirect buyers to you.
Sandy - read your comment and I can see your point too. When you get them to the street, what do you have to do to get them in the house? Flyers may not be the answer. I am still torn on the idea. Of course, being a neighbor, I always want to know what the flyer says. LOL. That is why the first batch of flyers always go quickly, all the neighbors take them. Thought provoking topic and great responses. You always have such interesting topics. Have a wonderful Thanksgiving!
I HAVE READ THAT ONLY 11% START WITH THE YARD SIGN AND THAT 85% START ON INTERNET. I think brochure boxes are like newpapaper ads...they are demanded by sellers.
Sandy,
The goal is to get them in......I am mixed on the success of the outside brochures....I do not put the price on anymore with hopes to at least get a call.
I think they are costly and non productive. If you want to do something for drivebys, have a sign that says a flyer can be emailed to them while they are there. At least you get their email.
Hi Fred, I think there are different ways that you can look at this...from a buyers viewpoint and a realtors viewpoint, I suppose there is a sellers viewpoint also. Thanks for playing devils advocate with me!
Trey, Really, today only 11% start with yard sign? That's incredible! I have heard that 85% of buyers are on the internet. I agree that newspaper ads and home info flyers are expected by sellers.
Hi Dan, Interesting thought...that you don't include the price. Let me know how that works for you.
Hi Dale, I suppose that I had never really thought about that - letting them know a flyer can be emailed while they are there, interesting! Thanks for the feedback!
You are so right about keeping them full . . . I have had people call me from a web site I created for the property, or a flyer if I am using them. I agree - I would rather have the buyers get inside the home.
Hi Sharon, I think if they're going to be used, they should be stocked. Great for you that you are creating websites for your listings. I like preapproved buyers to be able to get inside the property to really get a feel for it.