Chris Cochran, Director of Marketing at Harcourts Auctions, breaks down outdated real estate marketing tactics. He critiques the 'Put it on MLS, Put up a sign, Pray' mindset, highlighting why it fails in today's competitive market. Instead, he emphasizes a new framework: preparation, promotion, and pricing. With rising inventory, Cochran shares how top agents are redefining listings through strategic presentation and pricing to stand out. This insightful discussion provides actionable strategies for agents looking to enhance their approach and stay relevant.
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insights INSIGHT
The Failing 'Three Ps'
Most agents rely on three lazy steps: MLS, a yard sign, and hoping buyers show up.
Chris Cochran calls this the industry default that fails in a competitive market.
insights INSIGHT
Exposure Drives Price And Speed
Exposure equals eyeballs on a property and directly correlates with speed and price achieved.
Chris emphasizes online views and saves as predictive signals of sale velocity and over-asking outcomes.
insights INSIGHT
Homes Compete; Use Price And Presentation
Ben argues listings never exist in isolation and must compete against alternatives on the market.
He says price and presentation are the two primary levers that prompt buyer action on portals like Zillow.
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In this brutally honest episode of Rethink Real Estate, host Ben Brady is joined by Harcourts Auctions’ Director of Marketing, Chris Cochran, to dismantle the tired marketing routines used by most real estate agents—and what to do instead. They dive deep into the infamous “3 P’s” of real estate: Put it on the MLS, Put up a sign, and Pray—and why this outdated approach is no longer enough in a competitive, digital-first market.Ben and Chris explore how most agents misuse the word "marketing," and reveal a far more accurate framework: preparation, promotion, and pricing. With inventory rising and days on market climbing, they make the case that agents don’t need more marketing—they need to help their listings compete. You'll hear how top-performing agents are changing the narrative, crafting listings that stand out through strategic presentation and pricing—and how you can do the same.Whether you're tired of listings sitting stale or want a sharper pitch at your next listing presentation, this episode gives you the language and mindset to cut through the noise. Drop the fluff. It’s time to compete—or get left behind.⏱️ Timestamps & Key Topics[00:00:00] – Welcome to Rethink Real Estate with Ben & Chris[00:03:39] – The 3 P’s most agents rely on—and why they fail[00:04:56] – What “marketing” really means (and why it’s misleading)[00:06:11] – The truth about competing in today’s real estate market[00:07:20] – Price and presentation as the only levers that matter[00:09:16] – Case study: How Alex & Diana are crushing DOM stats[00:10:52] – Redefining marketing as competition and exposure[00:12:24] – Listing appointment strategy: ditch the “same old script”[00:14:12] – Setting seller expectations with brutal clarity[00:15:02] – Ben’s script: “My job isn’t to market—it’s to help you win”[00:15:25] – Final thoughts: compete hard, stop hiding behind “marketing”🔗 Related Resources:For more info on Harcourts Auctions, our non-distressed auction platform, visit: https://www.harcourtsauctions.comConnect with Ben Brady and the Harcourts Auctions team:Facebook: www.facebook.com/BenbradyharcourtsLinkedIn: www.linkedin.com/in/ben-brady-0b223517Instagram: www.instagram.com/harcourtsauctionsFacebook: www.facebook.com/HarcourtsAuctions🎧 Subscribe for more no-BS real estate insights. Like, comment, and drop your thoughts on the 3 P’s below 👇
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