While you are actively getting the house ready to show, your listing broker is actively spreading the word that the property is available. Generally speaking, the listing is promoted to two groups: the real estate community and the buying public.

Many home sellers are surprised to learn that approximately 56% of all buyers come from referrals between brokers and their vast network of contacts. Approximately 17% of buyers come from inquiries stimulated by for-sale signs in yards. The remaining 27% of buyers come from a combination of the real estate company’s reputation and image, open houses, and advertising or other promotional efforts.

MLS Profile
Your listing broker enters a profile of your house in the Multiple Listing Service (MLS) computer. MLS is a membership service available exclusively to brokers belonging to the Association of REALTORS®. The profile includes everything from location and price, to house style and showing instructions, and is instantly available to the entire MLS membership.

In addition, your listing broker announces the listing at regular office sales meetings. At Long & Foster, the listing office, as well as other Long & Foster offices, may tour the property. Other real estate companies may also ask to tour your home.

Advertising
Yard signs provide additional exposure for your home. These signs often create high-quality inquiries because buyers looking in the neighborhood are already interested in the area. To reach a wider audience, your home will also be advertised via direct mail cards, ads in major metropolitan and community newspapers, and ads on the Internet.

Long & Foster’s World Search® staff also advertises nationally and internationally for potential relocation buyers in military and foreign service publications. Our entire relocation division receives over 9,000 leads annually, largely from broker referrals and corporate transferees.

Showings
With all this activity, your listing broker and other selling brokers will bring prospective buyers to see your house. Brokers will make an appointment with you to show the home with as much advance notice as possible. This will give you time to tidy up, light dark areas, perhaps pop something in the oven, like a spicy cake, bread, or even a pan of cinnamon. Make every effort to accept all appointments—you never know when your buyer will walk through the front door. Also, have the property profile folder available with information including utility bills, MLS profile, and house location survey.

• If you are home, greet the prospects at the door and politely excuse yourself. Leave the selling to us. Too many people present during a showing may make potential buyers feel like intruders. It is better that you and your family busy yourselves in one part of the house or outside, rather than tagging along. The broker knows the buyer’s desires and can better emphasize your home’s features.
  
• Quiet is the ideal environment. Noise is distracting, so don’t have the radio or TV on—the broker and the buyer need to hear each other.
  
• It is better to keep pets enclosed in the basement, garage, or back yard. Buyers may be timid around unfamiliar animals.
  
• Chatting with a potential buyer may dilute the broker’s ability to present your home’s best features in the best light. If asked a question, respond honestly, but diplomatically refer questions to the broker.
  
• Do not discuss price, terms, possession, or other factors with the potential buyer. Your broker is most qualified to bring negotiations to a favorable conclusion.
  
• If you are not home, selling brokers may leave their business cards. Be sure to give the cards to your listing broker as soon as possible for follow-up.
  
• When an open house is scheduled, plan to be away for the afternoon. Make sure to leave word with your broker on how to contact you.
  
  

If an offer is imminent, should I still show the home?
A property is either sold or available—there is no in between. However, if there is an accepted contract that contains a contingency, and back up contracts are invited, then this must be made clear, and the house should be shown. Refer the selling agent to your listing agent for details.

Seller and Broker Team
During the listing period, the listing broker will periodically update you on the mortgage market, new competitive listings and homes for sale in the area, and progress in selling your home. The listing broker will follow-up with the other real estate brokers and provide feedback to you. This mutual teamwork becomes especially important later when negotiating offers to purchase.