Sellers Seek More Control Over Marketing Their Listings
Property sellers increasingly want direct control over how their listings are marketed. New platforms and services empower homeowners to manage pricing, promotion, and buyer outreach strategies
Quick Listen:
Picture a homeowner in Holland, Michigan, sitting on their porch, tweaking a listing description to highlight their home's lakefront charm. With a few taps on their phone, they upload a video tour, launch a targeted Instagram ad, and track buyer interest in real time. This isn't an agent's work it's a seller taking charge. The real estate industry, long anchored in tradition, is undergoing a seismic shift. PropTech platforms like SideDoor are empowering homeowners to control how their properties are marketed, challenging the old model where agents held all the keys.
Home buying or selling shouldn't mean paying for services you don't use or need. Now, with new rules, you can choose exactly what you pay for. Side Door's smart match engine connects you with vetted agents offering flexible service levels, so you pay only for what you use. Keep the guidance, skip the extras, and save thousands and still get the keys in hand. Join Side Door for FREE today!
How PropTech Is Empowering Homeowners to Market Their Own Listings
For decades, selling a home meant surrendering control to real estate agents who crafted listings, set prices, and managed marketing. But in regions like West Michigan and Florida, where SideDoor operates, a new breed of technology is flipping the script. These platforms allow sellers to customize listings, run digital ad campaigns, and monitor engagement with unprecedented precision. The result? Homeowners are no longer passengers in the process they're in the driver's seat.
A pivotal force behind this change is the Burnett v. NAR lawsuit, decided on October 31, 2023, by the U.S. District Court for the Western District of Missouri. The court ruled that the National Association of Realtors (NAR) and major brokerages engaged in a price-fixing scheme that inflated brokerage fees, typically around 6% of a home's sale price a rate significantly higher than in countries like Australia or Canada. This landmark decision, grounded in the Sherman Antitrust Act, has spurred platforms like SideDoor to offer flexible, à la carte services, letting sellers choose specific tasks like listing creation or closing support without committing to full-service commissions.
Tools Redefining the Seller's Role
PropTech platforms are equipping sellers with tools that rival professional marketing suites. Homeowners can update listing descriptions in real time, swap photos to showcase a newly staged living room, or adjust pricing based on market trends all from their devices. In competitive markets like Holland, where firms like West Edge Realty and Real Estate One thrive, this agility helps sellers stand out. A listing can highlight local draws say, proximity to Lake Michigan or Holland's vibrant downtown tailored to attract specific buyer demographics.
Digital advertising is another game-changer. Sellers can launch geo-targeted ads to reach buyers in precise zip codes or retarget those who've viewed their listing online. Social media, especially platforms like Instagram and TikTok core channels for SideDoor's audience enables video tours or lifestyle-focused posts. A Florida seller might target retirees with a sunlit patio video, while a Michigan seller could emphasize cozy winters to young families. Real-time analytics dashboards provide insights into ad performance, showing clicks, views, and buyer locations, empowering sellers to refine their approach instantly.
These tools go beyond logistics; they enable storytelling. Sellers can infuse listings with personal touches why their home was perfect for raising kids or the charm of a historic West Michigan neighborhood. This resonates with buyers seeking authentic connections, often lost in cookie-cutter agent listings. As Yahoo Finance reports, while the new commission rules haven't slashed costs dramatically, they've opened doors to creative solutions like SideDoor's, where sellers control the narrative.
Success Stories and Collaborative Models
In Grand Rapids, a seller used a PropTech platform to market a Victorian home, uploading a video tour of its stained-glass windows and running a Facebook ad targeting local professionals. Within days, they adjusted their price after noticing low engagement, leading to multiple offers, including one above asking. Such stories are becoming common in SideDoor's target regions, where sellers leverage technology to bypass traditional barriers.
Agents remain vital, but their role is evolving. Hybrid models, where sellers handle marketing and agents focus on negotiations or legalities, are gaining traction. Title companies like Chicago Title's Holland office and lenders like Lake Michigan Credit Union are aligning with this shift, offering services that complement seller-driven efforts. SideDoor's unique approach lets agents, inspectors, and lenders showcase their expertise in targeted ways, meeting seller's specific needs rather than pushing all-inclusive packages.
This collaboration addresses a key differentiator: agents can join deals they might otherwise miss, while sellers gain flexibility. As Clever.com outlines, negotiating commissions is now easier post-NAR settlement, with sellers using platforms like SideDoor to secure lower fees or tailored services.
Navigating the Challenges
Empowerment comes with obstacles. Not every seller has the skills or time to master digital marketing tools. A poorly crafted listing say, with blurry photos or vague descriptions can deter buyers. Legal risks are real: misrepresenting a property or neglecting disclosures can lead to lawsuits, particularly in states like Michigan with stringent regulations. Data privacy is another hurdle; sellers must handle buyer inquiries securely to avoid mishaps.
Market dynamics add complexity. In areas dominated by established players like RE/MAX or Keller Williams, DIY marketing can struggle against professional network's reach. Prospects often cite SideDoor's “startup” feel, noting its website lacks the polish of competitor's platforms. Others point out that big firms invest heavily in marketing, making it tough for individual sellers to compete. Yet, SideDoor counters these objections by enabling agents to participate in deals selectively, amplifying visibility without the full-service cost.
Opportunities and Cost Savings
The benefits are compelling. By reducing reliance on traditional commissions, sellers can save significantly. A 6% commission on a $400,000 home costs $24,000; SideDoor's model might halve that, freeing funds for targeted ads or home improvements. Data-driven insights allow sellers to pivot quickly if a listing isn't gaining traction, they can tweak photos or pricing without delay. For first-time sellers or smaller homeowners in markets like Florida or West Michigan, this access to professional-grade tools levels the playing field.
The NAR settlement has amplified these opportunities. As Realtor.com notes, commission structures are now more negotiable, empowering sellers to tailor agreements. While costs haven't plummeted, the flexibility to choose services à la carte say, marketing from SideDoor and closing support from an agent offers unprecedented control. Hypothetically, a seller paying 3% instead of 6% on a $300,000 home saves $9,000, enough to fund a robust ad campaign or cover closing costs.
A Future Where Sellers Lead
Industry experts predict PropTech's rise will accelerate as platforms become more intuitive. AI-driven tools could soon auto-generate listing copy or predict buyer preferences, while 3D virtual tours might become standard, letting sellers showcase every detail remotely. Yet, the goal isn't to replace agents but to redefine their role. Hybrid models, blending seller-driven marketing with professional expertise, are the future.
In places like Holland or Florida's coastal markets, where local character drives sales, this shift feels personal. Sellers are crafting stories that resonate highlighting a home's quirks or a neighborhood's charm. As one Michigan seller said, adjusting their listing under the glow of a laptop, “This is my home's story. I want to tell it my way.” With PropTech, they can, and the industry is listening.
Frequently Asked Questions
How can homeowners market their own listings without a real estate agent?
Homeowners can now use PropTech platforms like SideDoor to create and customize their own listings, run targeted digital advertising campaigns, and track buyer engagement in real time. These tools allow sellers to update listing descriptions, swap photos, adjust pricing based on market trends, and launch geo-targeted ads on social media platforms like Instagram and TikTok all from their mobile devices.
What is the NAR lawsuit and how does it affect real estate commission fees?
The Burnett v. NAR lawsuit, decided on October 31, 2023, ruled that the National Association of Realtors engaged in price-fixing that inflated brokerage fees to around 6% of a home's sale price. This landmark decision has made commission structures more negotiable and spurred platforms to offer flexible, à la carte services, allowing sellers to choose specific tasks like listing creation or closing support without committing to full-service commissions.
Can sellers save money by using PropTech platforms instead of traditional real estate agents?
Yes, sellers can achieve significant cost savings by reducing reliance on traditional 6% commissions. For example, on a $400,000 home, traditional commissions cost $24,000, while PropTech models like SideDoor might halve that expense. A seller paying 3% instead of 6% on a $300,000 home saves $9,000, which can fund robust advertising campaigns or cover closing costs while still maintaining professional marketing quality.
Disclaimer: The above helpful resources content contains personal opinions and experiences. The information provided is for general knowledge and does not constitute professional advice.
You may also be interested in: Side Door
Home buying or selling shouldn't mean paying for services you don't use or need. Now, with new rules, you can choose exactly what you pay for. Side Door's smart match engine connects you with vetted agents offering flexible service levels, so you pay only for what you use. Keep the guidance, skip the extras, and save thousands and still get the keys in hand. Join Side Door for FREE today!
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