How Do You Handle Marketing Strategy for Your Listings?

We launch every listing through a timed sequence of paid digital placement, retargeted video ads, and a concentrated showing strategy. Zillow Showcase and Homes.com Boost put your home on the two biggest search platforms. Then retargeted video follows qualified buyers three times a week until they take action. The result? Zillow Showcase listings alone generate 60% more views and sell for roughly 2% more.

Most Real Estate Agents Do Not Have a Marketing System

That sounds harsh, but it is true. Larry Mastropieri saw it firsthand when his father sold a home in New Jersey. Larry interviewed multiple agents before choosing one. The experience confirmed what he already suspected about the industry.

He shared the story on the Discover South Florida Podcast:

"I shopped agents and had a conversation with them. Most agents you talk to don't actually have a system, a process, or a way to repeat success."

Before hiring a listing agent in Boca Raton or Delray Beach, ask one question. Can you walk me through your marketing process step by step? If the answer starts and ends with "we put it on the MLS," keep looking. That tells you everything you need to know. A repeatable system is the baseline. Everything else is guesswork dressed up as experience.

Why the First Meeting Should Happen at Your Home

A good marketing conversation starts inside the property. The agent needs to see the home. They need to understand its strengths. They need to know what photographs and films well.

Larry described how his team handles that first sit-down:

"We're going to do two things. You're going to get to know who I am. You're going to decide if you like me. Then we'll go through the process of listing your home. We'll talk marketing. We'll talk pricing. We do the valuation on the spot."

Where Your Listing Agent's Marketing Dollars Should Go

Mailers and magazine ads still contribute to local awareness. But buyers in 2026 shop from other states and other countries. A postcard mailed to one zip code does not reach a relocating family in Chicago. It does not reach a second-home buyer browsing from London. Digital strategy drives the traffic that actually matters.

Zillow Showcase: The Premium Tier That Earns Its Cost

Zillow is the most visited real estate site in the country. Showcase is its paid premium listing product. It upgrades your photography layout and search placement. It adds interactive floor plans and richer media. According to Zillow, agents who use Showcase on most listings win 30% more clients. For sellers, the 60% jump in engagement means more showings and stronger offers.

Homes.com Boost: The Platform Most Agents Ignore

Homes.com has surged as a buyer search destination over the past 18 months. Its Boost product pushes listings higher in search results. Most agents either skip it or do not know it exists. That creates a gap sellers can exploit.

Larry was blunt about this on the podcast:

"Zillow and Homes.com are the two biggest platforms on the planet. You want to be dominant on there. If an agent isn't paying for these two things, they're doing you a disservice."

How Retargeted Video Ads Chase Buyers Who Scrolled Past Your Listing

Paying for platform placement gets your listing in front of active searchers. Retargeted video captures the ones who scrolled right past. Larry's team produces a property video for every listing. Then they run paid ads targeting a specific audience. These are people who recently searched for a home like yours on Zillow, Realtor.com, or Homes.com.

Larry broke down how the targeting works:

"Whether they saw your listing or not, whether they're local or international, they are getting retargeted three times a week with this video. Whether they remembered it from Zillow or didn't, they're going to remember it now."

This is not a slideshow of listing photos set to stock music. It is a produced video built to stop a thumb mid-scroll. The frequency keeps your home top of mind during the days when buying decisions happen.

Traditional mailers reach one neighborhood. A magazine ad reaches one readership. Retargeted video reaches the exact people already shopping for what you sell. The cost per impression is lower than print. The targeting is sharper. And the frequency keeps working long after a single ad placement fades from memory.

The Week-by-Week Launch Calendar That Generates Competing Offers

Marketing a home is not just about what you do. It is about when. A rushed launch wastes the most valuable window of buyer attention. Larry's team follows a timed calendar that builds demand in layers.

• Wednesday of week one: listing goes "coming soon" across all platforms. Zillow Showcase activates. Homes.com Boost goes live. Retargeted video ads start running immediately.
• Full week of pre-market exposure builds awareness among buyers and agents. No showings happen yet. Impressions stack across every digital channel.
• Wednesday of week two: listing switches to active status. Showing requests start flowing in. The team holds all appointments until Saturday.
• Saturday between 1:00 and 3:00 p.m.: every buyer tours the property in the same window. Concentrated traffic creates competition and urgency.

Larry outlined this approach and addressed the skeptics:

"Some people say the market's changed and you're not getting offers immediately. That's not necessarily true. If it's done right and you're priced right, you're getting multiple offers."

A Listing Marketing Checklist for South Florida Sellers in 2026

Sellers in West Palm Beach, Palm Beach Gardens, and across Palm Beach County should hold their agent accountable. The marketing conversation should happen before any agreement is signed. Ask to see the plan. Ask to see the tools. Then confirm every item on this list:

• Zillow Showcase activated with enhanced media and priority search placement on every listing.
• Homes.com Boost running at the same time to capture traffic on the second-largest platform.
• A professionally produced property video designed for retargeted advertising, not a photo slideshow.
• Retargeted ads reaching qualified buyers three times per week across Zillow, Realtor.com, and Homes.com.
• A coming soon window of five to seven days before switching the listing to active status.
• A concentrated showing strategy that brings all buyers through during the same time block.

An agent who checks every box is not common. An agent who cannot check any of them is everywhere. The gap between those two determines whether your home sells in one weekend or sits for two months. As Larry put it on the podcast:

"Listing marketing is our niche. This is what we do."

Let Us Build the Marketing Plan Around Your Property

Every listing we take gets a custom plan. It is built around the home, the neighborhood, and the buyer most likely to purchase it. We show you the tools, the timeline, and the investment before you sign a thing. Reach out to The Mastropieri Group, Realtors®. Call (561) 544-7000. We will meet you at your home and walk through the entire plan over coffee.