Is the Complete Campaign just a Nice Idea?

The real estate world is in a bit of turmoil lately, and not just over the bursting of the market bubble back in '06. One of the direct consequences of that burst is that people are starting to explore their options in real estate a lot more than ever before. Suddenly, the idea of limited service brokerages, flat fees, and FSBO websites provided by consultants are looking a lot more appealing to the average home seller interested in saving a few thousand dollars.

Full service brokerages, on the other hand, counter that their complete campaigns stand a better chance of selling a home than what limited service brokers can provide. They argue that with all of the options available for their commission based price, sellers are more likely to succeed in the market.

So, what is the real deal? Who is the best choice for a home seller, a full service or a limited service broker?

To answer the question, let's first take a look at what a complete campaign has to offer. Generally, it includes all of the following, though some brokerages and their agents may offer more:

Lawn sign (free advertising for the brokerage and the agent)

MLS placement (without doubt, the number one tool in real estate marketing today)

Lock box

Unlimited showings

Print advertisements

Open houses

That's the complete campaign offered by full service brokerages, and it looks great. But, how effective are these steps, really?

Well, as noted above, the MLS placement is valuable indeed. Some analysts believe that the MLS listing is responsible for 90% of home sales; obviously outweighing the other options by far.

As for those options, well they undoubtedly prove that an agent is working hard for you, but their effectiveness is demonstrated by the disproportionate amount of sales credited to the MLS. The package is a nice idea, but it is probably not the most cost effective method out there.

Limited service real estate programs will offer piecemeal services on a campaign, the most important of which is MLS placement. Often for as little as 10% of the cost of a full campaign, the most effective tool in the marketing process is used. Granted, you are missing a few options which may prove successful in marketing your home, which means the decision to have a full or limited campaign is up to the seller. Just don't be swayed by entrenched opinion!