And Snow It Goes

Still another example of why sellers need to take charge of how their agents are presenting their properties, even with all due respect to a lot of realty agents out there.


The Chicago area has literally had more than 21 inches of snow within the past week, at the time of this writing. Many of the side streets and secondary streets within the city and its suburb are still being cleared for traffic even though there has been no "new" snowfall in 48 hours. Of course, technology hasn't stopped through all of this. The ability to upload and update advertisements and data about new and currently listed properties is the same as it was just a week ago.


As I so often do following a major storm or significant event impacting a geographic area, I check on homes for sale in the impacted area days later to see how many agents representing sellers have updated their advertising and promotion to focus on the true current status.


Even in a competitive market like Chicago, a search of 50 properties within the same general price range did not show ANY references to the recent storm.


This is such a major opportunity to promote a listing on a street where, for example, it was plowed and safe for travel right away and/or something like "streets clear to train station" or "easy snow plow access". Something to tell a potential buyer that it is easier to deal with the big storm for this home than other properties in the area might be.


Here is one specific example, which, prior to clicking to the full property details, shows as "JUST LISTED", at 5654 W. Grace Street in Chicago.


The primary photo of the home shows (again, the same week as 21 inches of snow have fallen) an exterior shot showing the lawn and a nice floral arrangement. JUST LISTED??


Sorry, but right there the credibility is shot. If this home really is "just listed", why was the primary photo clearly taken MONTHS earlier?


Not only is there zero mention of winter or the storm, but the description includes "Lovely deck and backyard for entertaining!" within the copy. Considering that the outdoor temperature had not been above 32 degrees within the past five days (at the time of this writing), I'm not sure this is the best sentence to tempt an immediate response.


Granted, the seller of this home is not responsible for having this advertisement (on a nationally available real estate web site) appear this way.


If that were my property, I would be livid at the agent. If a potential buyer can access this advertisement while the snow is piled up, the agent placing this advertisement can be making sure it is up to the minute, or pull it if the advertising source can't deliver.


Upon looking at the numerous interior photos taken from good angles, this is an impressive property. However, potential buyers seeing the clearly outdated photo and about the "lovely deck and backyard" (and back yard is actually two words, by the way) are more likely to ridicule this advertisement and click on to the next property matching their search criteria.


A little common sense could help the sale of properties even more than the prices and the interest rates.






http://www.homes.com/property/5654-w-grace-st-chicago-il-60634/id-600013188315/