Chris Cochran, Director of Marketing at Harcourts Auctions, brings his expertise to the table, breaking down the overlooked Four P's of Marketing: Product, Price, Place, and Promotion. He explains why agents often misuse 'marketing' and the dangers of solely focusing on one aspect. Discover how subtle promotional tweaks can transform listings and why understanding perceived value is crucial. Chris shares real-world examples that highlight the impact of strategic pricing and the importance of a holistic marketing approach in today’s competitive landscape.
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insights INSIGHT
Four Controllable Marketing Variables
Marketing has four controllable variables: product, price, place, and promotion.
Effective marketing means balancing these when one variable is weak.
insights INSIGHT
Place Is Largely Standardized
Place in real estate is largely fixed: the MLS and portal syndication.
Agents rarely can differentiate much through place because distribution is standardized.
volunteer_activism ADVICE
Get The Product Market-Ready
Inspect the product (the home) and push for curb appeal fixes before listing.
Advise sellers to mow, declutter, paint, or stage to improve perceived value.
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In this candid episode of Rethink Real Estate, host Ben Brady welcomes back Chris Cochran, Director of Marketing at Harcourts Auctions, to tackle one of the most overused—and misunderstood—words in the real estate industry: marketing. With a formal marketing degree and years of experience, Chris breaks down the Four P’s of Marketing (Product, Price, Place, Promotion) and why most agents only focus on one—and often get it wrong.Ben and Chris dissect how agents misuse “marketing” as a catch-all term with clients, the dangerous assumptions that come from hiding behind it, and why understanding the Four P’s is essential to positioning any listing in today’s market. From the myth that “more exposure” solves everything, to the truth about MLS syndication, this episode will reframe how you present and execute your marketing strategy.You’ll hear real examples of properties that had the right price but the wrong product, the illusion of “different” listing portals, and how small tweaks in promotion can drastically change results. Whether you’re a seasoned agent or brand new to the business, this conversation will arm you with the clarity—and the language—you need to talk marketing with sellers in a way that builds trust and sets realistic expectations.Timestamps & Key Topics:[00:00:00] – Why “Marketing” Is the Most Misused Word in Real Estate[00:02:44] – The Four P’s: Product, Price, Place, Promotion[00:06:07] – Product Control: How Much Can Agents Really Influence?[00:10:05] – The MLS, Zillow, and the Myth of “Other Places”[00:13:25] – Price vs. Perceived Value: Why They’re Not the Same Thing[00:17:57] – The Fifth Variable Agents Forget: The Market Itself[00:21:24] – How to Use the Four P’s in a Listing Presentation🔗 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-fluff real estate insights, and drop a comment with your biggest takeaway from the Four P’s discussion!
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