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Sell A Home

A Picture is Worth a Thousand Words

In any sales and marketing endeavor, you must grab the attention and interest of as many potential buyers as possible. When you develop high quality pictures to “tell the story” of your product – you have already established a foundation for the selling process to start on the right foot.

Prior to the start of actually marketing the property, exciting art and eye-catching photography will be procured to show your listing under a grand spotlight. The quality of the art and photography will, in an instant, reinforce the value of the listing for the potential buyer.

In the competitive luxury property environment, it is imperative to make solid lasting impressions throughout the overall marketing effort -- to create a variety of qualified leads.

  • Birds-eye view photography, showing the land plot and footprint in relation to the neighboring homes

  • Aerial photography showing proximity to inland waterway and Gulf water access

  • Simple, easy to view version of the floor plan

  • Small map of area with at-a-glance representation of the neighborhoods numerous amenities

Gathering and compiling these pieces of art and photography takes considerable time and
investment. However, these tools prove to be invaluable over time – well worth the effort and


Placing Your Listing on MLS (Multiple Listing Service)

Nearly 4,000 area Realtors tap into MLS. However, a smaller percentage of Realtor’s view new
properties “just listed” on a daily basis. The timing (day of week, time of month, and time of day)
when a new listing is posted to MLS can make all the difference when tapping into the area
Realtor network.

  • Good timing when listing is initially placed into the MLS

  • Motivating “property description” within the listing that peaks the interest of Realtor’s – inspires a Realtor to call for more information even when they don’t have a particular customer in mind

  • Professional, detailed and accurate property amenities provided in every “information field”

  • Downloading all of the Art, Photography and Maps into the listing for easy viewing

It is both a science and an art form to piece together a property listing on MLS that represents
all of the nuances and value of a property. Each property has its own personality and own price benefits within the marketplace. While the current owner is already sold on the Property Value and myriad of values that relate to the selling price – it is imperative upon the Listing Realtor to gather all of these
selling points and write a short story that is both convincing and overcomes any of the selling obstacles.

In this day and age of global technology, the information posted into an MLS “new listing” often ends up being viewed by both the Realtor professional as well as a potential buyer. MLS is no longer a
business-to-business communication tool – it is a form of mass marketing. It is a delicate balance
to write the details within a multiple listing that speak to such a broad collection of potential “viewers.” When done properly, qualified leads will be generated.



Southwest Florida is made up of several different subsets of communities – gated communities
and individual neighborhoods. Within each of these geographic subsets there is a collection of Realtors who prefer to sell within this area. These Realtors are a fantastic source for generating qualified leads
for your property listing. These Realtors are the start placing for creating a “buzz” about Your Listing.

The process goes like this:

  • Identify 20-50 Realtors who have sold a property in the geographic area of over the past 12 to 16 months

  • Call each of these Realtors

  • Mail, fax, e-mail follow up with Fact Sheets to each contacted Realtor

  • Visit neighborhood open houses and “place a face with a name”

Building trust, confidence and a strong sense of business relationship within the Network of Neighborhood Realtors will not only create qualified leads – but it serves to eliminate any competitive bias a Realtor might have of your listing price.

It is a time consuming process – making contact with all of the area Realtors and creating lasting
follow-up correspondence and popping in at Open Houses. Yet, this tried and true tactic in the selling process initiates a number of intangible and tangible byproducts. Namely… feedback!
The toughest customer is a Realtor.

A Realtor’s job is to question just about everything about a property – and it is within this
Realtor-to-Realtor dialog that “an iron clad pitch” is developed and fine-tuned, for future use with the qualified leads that come down the pipeline.


Signage [Back To Top]

A “for sale” sign is a great thing – you just never know who is going to drive by and become
intrigued. Neighbors will see the sign and immediately take interest. If there is a “take away” flyer,
you can be sure neighbors will be among the first to pull over and grab a couple of brochures.

The first question on anyone’s mind, when they see a sign is PRICE. It is important to give
this thought a sense of immediate gratification – even if the price is out of reach for the person looking at the sign, they will still grab a flyer or brochure. It’s human nature to want to understand the why’s
of the PRICE on a piece of property.

Some streets or back of property waterway’s have more traffic than others – no matter the perceived “traffic value” a sign with a take-away brochure is key to word of mouth creation of qualified leads.

Other important sign issues include:

  • When zoning permits, the sign should be custom made to represent the property – using an Artist Rendering and/or eye-catching aerial photo to grab attention to the sign

  • Changing the sign from time to time – to keep the message fresh

  • Changing the sign – because the Florida weather will rapidly age the sign

  • Lighting and/or landscaping around the sign to reinforce a notion of highest value with the property

  • Changing the placement of the sign on the property – people frequently drive by the property because they live in the area will no longer notice the sign after a period of time – when you move the sign from time-to-time it will get their attention again

“Less is more” when it comes to deciding what should be placed onto a sign. A sign is a small area for words and information. It needs to get attention; answer the question of price; offer contact
information and a “take away” brochure.

A sign is a lead generator, not a tool to close a deal – only a salesperson can create a sales contract.


Brochure, Fact Sheet, E-mail Campaigns, Direct Mail & Newspaper [Back To Top]

The materials produced to represent a Property Listing are sometimes developed to
create a qualified lead and sometimes produced as a tangible sales tool.

  • Brochure: Designed, written with all of the art and photography… a tangible piece that tells the entire story of the listing

  • Fact Sheet: A simple list of the highlights of the property, using 1-2 pieces of art

  • E-Campaigns: Every 4-6 weeks a different e-mail is disseminated to nearly 4,000 realtors offering the highlights of one or two benefits on the property – to keep the listing fresh in their mind

  • Direct Mail: A postcard or self-mailer brochure is disseminated to a percentage of households within the zip code of the listing and a percentage is mailed to a zip code of equal tax bracket (or slightly above)

  • Advertising: Newspaper advertising will be used on a consistent basis featuring your property, as well as others within your market range, striving to drive qualified prospects to your property.

When you take quality produced visual tools (artist renderings, floor plans, aerial photography and identifying maps), and place them into a cohesive sales message with the written word, the potential buyer or Realtor representative walks away with a strong impression.

A strong impression creates interest.

Interest creates a buzz.

Buzz creates qualified leads.

Qualified leads create an opportunity for a Realtor to sell.

Selling creates a Contract.

Thank you for the opportunity to give you a glimpse of the selling formula!


Call (239) 595-5010

©2006 Kevin W. Small, P.A., Downing-Frye Realty, Inc. Listing information is provided for consumer personal, non-commercial use, solely to identify potential properties for potential purchase; all other use is strictly prohibited and may violate relevant federal and state law. All listing information is deemed reliable but not guaranteed and should be independently verified through personal inspection by appropriate professionals. Listings displayed on the website may be subject to prior sale or removal from sale; availability of any listing should always be independently verified.