Performing a full market analysis is one of the early steps in a well-crafted property marketing plan. I developed such a plan when I started working full time in real estate in 2005 and I've continuously improved it over the years. If you're researching real estate agents to find one or more to interview for the job of managing the sale of your home, you might want to check out the OttawaAgent.ca marketing plan - click the button below. If you hire me to sell your home, you won't need to separately purchase a full market analysis.

Perhaps you're planning to manage the sale of your property yourself. If that's the case, a full market analysis is one of the best investments in the process you can make. There are a lot of steps in a successful marketing plan. One that is the most difficult for you to do on your own is properly assess your market value and plot a course to maximize the proceeds of your sale. A few hundred dollars spent on a professional market analysis will arm you with the data and recommendations you need to set expectations, prepare the property, price it strategically and execute the rest of your marketing plan. It will help you defend your price, giving you justifiable confidence in negotiations (not to be confused with "being tough" with nothing to back it up).

Whether you're planning to hire an agent or manage the sale yourself, you need a comprehensive plan, of which a full market analysis is one component. I've written a primer that gives you the straight scoop on how to manage the process to net the greatest returns. It explains how the real estate industry functions, what tactics are effective at generating the best results possible and what doesn't work. You're going to be surprised - much of what I have to say is the opposite of what you'll hear from most agents. Many of the tools and techniques that the majority of agents use are not only ineffective, but actually diminish your success. Click the button below to check it out.

Why do I explain how common real estate agent practices are antiquated and not designed to help the client?  Because I believe in the value of professional real estate services and I know that consumers would too if agents always served the client rather than framing the entire client experience around growing the agent's business. Why do people hire agents who undermine their results? Because in most cases the agents are simply copying what other agents do - consumers don't typically don't sell properties very often, and therefore they don't question practices that seem familiar as they've been entrenched since the 1970's. Think about it - most of the tools that seem normal and irreplaceable were created before Internet marketing existed! Why would you expect open houses, yard signs, post-cards, cold-calling your "contacts", or door knocking in the neighbourhood to be effective in the 2020's?

The majority of agents who work like sales persons from 1995 aren't intentionally undermining their client's interests - they believe they're doing the right thing. The problem is they default to following the crowd, doing whatever they see other agents doing without critically assessing how it helps their client. 

For example, why would you allow a real estate agent to put a sign on your lawn with their face on it? Do you think this helps generate a higher sale price? Attract more potential buyers? At least 80% of condominium apartments do not allow "for sale" signs, yet these properties sell just as well as houses. The sign promotes the agent, period. While this particular example isn't overly harmful (although it subverts your privacy and may create security risks) - there are many sales tactics that truly undermine your interest in generating the most successful sale possible.

Are you tired of reading yet? If you've made it this far I'm 1. impressed and 2. honoured. Thank you! I made a video about the process of selling your home or investment property - if you're not in the mood to read through my selling primer right now, maybe you'll enjoy the video for a change of pace.