Home Seller Tips, Part Two – Marketing

This is part two in a three part mini-series for home sellers on how to sell your home for the most amount possible in the shortest amount of time. The first part dealt with “The Three C’s” (click here if you missed it). Part two deals with Marketing.

Who is your audience?

The first step is to determine who your audience is. Your audience consists of ready, willing and able buyers. This means buyers who are looking for a property such as yours in your area, can afford a property at your price point and are ready to make an offer on a property and can settle within the next 30 to 90 days.

How does your audience search for and find properties for sale?

In the Washington, DC metro area including Northern Virginia, approximately 90 percent of buyers start their search for real estate on-line. They search through a variety of real estate listing sites, as well as Google, Bing, Yahoo, AOL, etc. This means that you focus heavily on on-line marketing. This includes putting your property on the appropriate web sites and making sure that your property listing stands out from your competition (other similar properties for sale in your area).

Approximately 40 percent of buyers find the property they ultimately buy through a real estate agent/broker. This means that you must put your property listing in front of as many agents/brokers as possible. The best way to do this is to market your property on the MLS as well as word-of-mouth marketing by your agent/broker to other agents/brokers (via phone, email, in person, social media, etc).

How do buyers get more information about the community, amenities, proximity to major routes, etc?

Buyers don’t just buy your property. They buy the community, amenities, location, proximity to major routes, transportation, etc. The amount of information allowed by the MLS and real estate listings sites is limited. There is no place to put links or much information about amenities, the nearest shopping centers, major routes, etc.

That is why having a single property site specifically for your property is so important. Your property’s site should provide potential buyers with all the information they need to make an informed decision about not only your property, but the subdivision, town and general area it’s in.

To see what I mean, check out a few of the single property sites I have created for my sellers:

• 21377scaraplace.com
• coloniescondo.com
• 44039risingsun.com

Do yard signs work?

They used to work much better once upon a time than they do today, but they still help. The statistics a few years ago showed that 15 percent of buyers found the property they ultimately bought by seeing the sign in the yard. That statistic is now in the single digits.

Nevertheless, they do still work a bit so having a sign that stands out and mainly provides information about the property, not the agent or brokerage firm is key.

Let me repeat… The sign must stand out and mainly provide information about the property, not the just the agent or brokerage firm.

Too many real estate signs are the same size, just say “For Sale” and have the brokerage firm’s name, agent’s name and contact information in bold lettering – nothing else. Maybe I’m wrong, but I don’t believe having nothing about the property itself makes a buyer driving down the street say, “Wow! That sounds like a great house on the inside! I want to see it ASAP!”

That’s why a custom signs specific to your property listing is important. Put some photos of the interior of the house on the sign. Point out the main selling points of the property. Share some special features of the property and/or community. Make the sign odd sized. And put a link to your property’s web site. This will make the sign and your property stand out above the rest.

Every sign I create for my listings is unique and specific to the property. All of the things I just mentioned along with some others help my signs stand out and help sell the property. After all, I wasn’t hired to promote myself or my brokerage firm – I was hired to market and sell my clients’ property.

Do Open Houses work?

The answer to this question depends on where you are. If you’re in a market such as New York City, open houses are very effective. In areas such as Northern Virginia, they are not. Statistics shows that about one percent of buyers found they home they ultimately bought through an open house.

So why do agents still do open houses? Because it appeases their clients and they’re afraid to “lose the listing” if they don’t agree to do an open house regardless of whether they’re effective or not. Another reason they do it is to get future listing and buyer leads.

All of your nosy neighbors that come through your open house to see what you have inside, how you’ve decorated and how your property compares to theirs are potential seller/listing clients. Your agent hope to chat with them and get their information at the open house so they have a shot at being hired by your neighbors when they decide to sell their home.

The consumers that go through open houses are typically in the very early stages of house hunting and are usually 6 to 12 months out from actually buying a home. Remember, your target audience is ready, willing and able buyers – not, “not quite ready, not quite willing and not able to buy yet” home browsers.

The next and final part of this three-part mini-series will focus on pricing, which is the most important aspect of selling your home in today’s market.

Related Articles

Home Seller Tips, Part One – “The Three C’s”

Home Seller Tips, Part One – “The Three C’s”

This is the first in a three part mini-series for home sellers on how to sell your home for the most amount possible in the shortest amount of time. The first part deals with the “Three C’s” – Cleanliness, Clutter and Cohesiveness.

Cleanliness

If you’ve ever been house hunting, you know how it is to walk into a dirty home. I’ve heard my buyer clients say things such as,

• “Ewwwww”
• “I can’t believe they can live like this”
• “If the house is this dirty, they must not take care of the rest of the house much either”

These are not things that you want potential buyers saying while going through your property.

Here are some of things that my buyer clients say while going through a very clean house…

• “Wow! They really take good care of their home!”
• “The carpets and hardwoods are in great shape!”
• “The house looks much newer than it really is!”

What a difference in buyer perception, isn’t it?

The cleaner your home is, the more attractive your home will be to potential buyer. And the more a buyer will perceive the house being in good shape which translates to the buyer seeing more value in the property and offering a higher price for it.

Clutter

Though your definition of clutter may be different, the definition of clutter when it comes to real estate is,

• No more than one to two items on any one piece of furniture or wall
• Having no more furniture or items in a room than is necessary to fill it up and make it look lived in

An example of the first would be one lamp on a nightstand…or… two items on the fireplace mantle…or…one item on top of the dresser…or…one painting on the outside wall of the family room.

An example of the second would be a medium sized couch in a medium sized room rather than a huge “L” shaped couch that takes up 1/2 of the room’s floor space…or… a small circular table and two chairs in a small eat-in-kitchen rather than a medium-sized square dining room style table with four chairs that takes up the majority of floor space in the eat-in-kitchen and makes it looks formal when it shouldn’t.

Clutter clouds a buyer’s mind and makes them focus on the items creating the clutter rather than property itself. The less a buyer notices the actual property, the less they will remember the good things about it let alone the property itself. This translates to less of a perceived value by the buyer and less of an offer price – if they make an offer at all.

Cohesiveness

Cohesiveness is how well everything flows together throughout the entire property – furniture, decorating, paint schemes, landscaping, outdoor decorations, etc. If things do not flow, buyers will focus more on that then the  physical property itself. This doesn’t help their perceived value of the property and hurts your chances of getting a high offer price.

For example…Buyers are thrown off when one room is burgundy and has contemporary furniture in it while the next room over is burgundy and has traditional or country style furniture.

Stick with one theme and try to make things match as best as possible.

• If you have contemporary furniture in the family room, do the same in the kitchen and dining room
• If you have neutral paint in two of the bedrooms, do the same or something very similar in the other bedroom(s)
• If you have lots of bright flowers and bushes as part of your landscaping in the front of the home, plant some in the back of the home as well

If you would like to find out how your property does in a “Three C’s” test, call or email me – danilo.bogdanovic (at) gmail (dot) com – 703.582.6900. I would be happy to stop by, give you my professional opinion and be of help.

RELATED READING

Home Seller Tips, Part Two – Marketing

Home Seller Tips, Part Three – Pricing (and Reality)