When listing a home, the more marketing material, the better. But in an age where anything goes, marketing materials should not be restrained to print and digital content alone. And while glossy listing videos can seem like a draw, more appreciable marketing materials are growing in demand—tangible features clients can actually utilize once a sale is complete. More and more, top industry professionals are using home warranty offerings to attract buyers and sellers, and expertly market their listings. Coldwell Banker agent Frank D. Isoldi, covering the Westfield, N.J., marketplace, has been in the real estate business for 27 years. Born and raised in Westfield, no one knows the area better than Isoldi. But when a building boom hit, he turned to home warranties to change his game.
“Up until about 10 years ago, our housing stock was mostly older turn-of-the-century homes,” Isoldi explains. “Buyers came to Westfield for the Colonial charm. Since then, we have seen a huge new-construction boom. When new-construction became a major factor, I decided to provide a one-year warranty on every one of my listings to help them compete.” Backing his listings with a home warranty proved to be a winning strategy, and for Isoldi, the rest is history. He’s been a devoted American Home Shield (AHS®) fan for the past seven years, and the partnership has proven to be invaluable when it comes to marketing homes and securing listings.
When choosing a home warranty company, it’s important to note that they’re not all built the same. Where Isoldi has been mastering his market for 27 years, American Home Shield has been in the home warranty business for over four decades. The company offers a variety of comparative plans that fit an array of diverse needs, from minor appliance repairs to major home systems, including air conditioning, plumbing, heating, and more. When a claim is made, AHS assigns contractors to a job within 15 minutes or less, 90 percent of the time—an impressive industry standard.
What’s interesting about using a warranty as a marketing tool is that it’s appealing to both the seller and buyer, which acts as a double win for the agent. “The buyer gets the benefit of the warranty for a year from the date of purchase, and many of them do take advantage of the services,” says Isoldi. “But it also helps the seller in marketing their home by providing coverage during the listing period. No seller wants to put more money into a home they’re going to be vacating.” Because of this, America Home Shield’s offerings have helped Isoldi secure listings by providing yet another fantastic service to his sellers, and showing them how the warranty can help draw perspective buyers to their property.
One feature that’s been most beneficial to Isoldi over the years is AHS’ notification system. Isoldi is alerted every time a client uses their warranty, allowing him to see exactly how his plans are employed; Isoldi notes that, in his experience, the most utilized AHS offering among his clientele is HVAC servicing.
Appealing to sellers and enticing to buyers, AHS home warranties are a must-have for any well-rounded marketing strategy.
For more information, visit www.ahs.com/realestate.
