Home Selling Key 2, Best Marketed
In a previous post I wrote, 4 Keys to Selling your Home Quickly and for Top Dollar, I mentioned that the first key is being the Best Looking home in your price category. The second key is being the Best Marketed. Marketing is the job of a professional broker/agent. It’s my job to get your home in front of as many potential buyers as possible.
Now, a billboard may be seen by a lot of eyes but the cost/benefit to the seller probably doesn’t make sense. Some agents post a sign, take one or two poor pictures and run black and white flyers through the company copier. This doesn’t make sense either. What does make sense is getting your home well photographed, well described and well distributed.
Well photographed. Pictures can lie. I’ve seen beautiful homes look terrible online, because the photographer used their cell phone as a camera. The pictures have a date in the corner, cars in the driveway, litter on the yard and all the rooms look like two walls. Unless that home has a significantly discounted price, you won’t get many interested lookers.
Photographs should be bright, clear and tell a story. The proper use of lights, lenses, angles and staging can make a huge difference. These pictures will appear on the flyers, the MLS and every other website the home is distributed to.
Well Described means more than saying, Living Room, Dining Room, etc. A well described home paints both a factual and emotional picture. Different buyers respond to various types of appeals depending on their personality. Engineers need the facts, Parents need to know about safety and proximity to schools, commuters want to know the local bus routes and stores within walking distance, all want to feel like the home is unique and will reflect well on them. As we describe each home we list, we try to consider all the different personality types into what we write to appeal to the broadest part of the market.
Well distributed means starting online. Today the vast majority of home buyers start online and what we put up there can make a difference. Any broker knows to start with the Multiple Listing Service, but why stop there. We distribute our listings to multiple sites like Active Rain, Trulia, Realtor.com, Zillow, Craigslist, every local company site and too many more to mention here. More sites equal more eyes, more eyes equal more showings, more showings equal more offers, more offers equal top dollar.
Additional marketing can be Open Houses, both public and Brokers Opens and Blog posts featuring not just the house, but the city, neighborhood and schools. Homes with unique appeal may benefit from unique types of marketing. I’ve delivered flyers to a Fly Fishing Shop for a home on a lake, sought out organic gardening groups for a home with a well tended organic yard and posted flyers at a local barn for equestrian property.
A well prepared and well marketed home needs to be easy to see or it won’t sell. My next post will describe what this means and how to accomplish it. Home Selling, Key 3, Easiest to See.
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