I’ve spent a small part of my morning today looking over marketing materials agents in San Francisco have paid good money for. Here’s what I’ve noticed

1.    The photography is unacceptable. The photos are digitized, taken from ridiculous angles and, in some cases, half the ad is taken up with a photo of the agent’s mug.
2.    There is no email address. Unless something has changed and no one’s told me, it doesn’t cost extra to put down an email address.
3.    The overuse of adjectives. How many times do I need to read the words: lovely, beautiful or magnificent.

So now, in response to my own complaints, here’s the how-to.

1. Hire a photographer. Yes it costs money, but isn’t that part of the deal when you take on a listing. Most of the time you can get a local photographer to do it for around a $100 and the pictures can be used in your brochures, your MLS post and magazine ads. If you don’t want to spend the money, don’t take the listing…it’s that simple. And enough already with agent photos. Every study I’ve ever read says potential buyers distrust photos or decide not to buy from an agent based on the photo, so unless you’re Brad Pitt or Jennifer Anniston, don’t bother. Use the space to promote the client.

2. Email accounts are free so there is no excuse for not putting one on your ad. If your thinking is “I would rather have them call me so I can work the lead,” you’re living in the wrong time. Most people prefer email, and if they don’t they will call. So don’t deny them your email address or they will find an agent who has one.