should be marketed, not simply listed, and Franklin Ruttan
strives to supplement traditional methods with effort and
technique consistent with the magnitude of the property.
Franklin Ruttan exclusively
lists properties, but also co-lists properties with brokers
all over upstate New York to assist traditional brokers with
the marketing of their unique listings to out of area buyers.
rely on a sign and the MLS for 90% of their marketing effort
and sales in my experience. They also typically spend less
than 1/10th of 1% on direct advertisement. The typical MLS
agent plugs a sign in the front yard, posts amature photos
to the MLS and prays the phone rings. That isn't marketing.
That is listing.
Franklin Ruttan supplements the traditional
methods with direct advertising. Mike estimates his ratio
is 10% MLS and sign and 90% direct marketing and media. This
is particularly important when the appeal to the property
is more than just local and the buyer may be down state or
out of state and is more interested in the property and may
not be familiar with the location. The majority of properties
sold by Franklin Ruttan are to buyers who were not familiar
with the town prior to being introduced to the property by
Franklin Ruttan. Proper marketing budgets are 1% to 2% of
realistic sales price which is ten to twenty times that which
traditional and even top luxury brokers spend.
The era of the traditional Realtor
are over as it pertains to unique properties. Technology has
rendered the antiquated MLS model obsolete. It is redundant.
It has become commoditized. The exclusivity the MLS enjoyed
thru their monopolitic control they exerted for years has
now been minimalized by DOJ rules that require the data they
controlled be opened up.
The MLS will continue their control
over conventional properties such as development homes but
it is no longer relavant to unique properties. Even so their
control has been minimized by flat fee listings. The MLS is
a localized system and it is based on search. And if a buyer
isn't familiar with the location they'll not find it, because
the MLSs are localized (36 in New York) A local MLS has minimal
down-state or out-of-state reach.
Unique property buyers can not wait
for buyers to find them. They need to reach out and make potential
buyers aware of their unique property. They must make their
property stand out over the noise of the market. They can
not have their property obscured by thousands of others.
Unique property sellers find that when
listing with top luxury brokers their property is mixed in
and is required to compete with the rest of that brokers listings.
These brokers use the sellers property as bait to secure buyers
agency. Sellers of unique properties need someone to represent
their interest. They need a custom marketing not a listing.
Franklin Ruttan is the top unique property
broker in Upstate New York.
If you think a luxury broker is appropriate
for your unique property...... think again. Luxury brokers
with fancy brands hire traditional agents like all other traditional
brokers. They play the same MLS game. They leverage their
brand to secure listings. But they use the same old listing
Traditional Luxury listing techniques
work in Palm Beach and the Hamptons......................
but Upstate New York is not Palm Beach.
The MLS is just another venue as far
as I am concerned. One of dozens necessary to expose a unique
Your unique property deserves a marketing
of a similar magnitude to the elaborate nature of your property.
A listing is simply inadiquate.