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”

New Law Means it May Take a Month to Get a Sign Post Installed

Update: This is not necessarily a new law. What is new is Virginia’s seriousness about enforcing the law and actually imposing fines.

Virginia just passed the has begun enforcing it’s “Underground Utility Damage Prevention Act”, which requires that Realtors® and sign companies call the Virginia Utility Protection Service (aka Miss Utility) before putting up any sign that involves sticking something in the dirt (including typical spike signs).

How does this affect Virginia home sellers?

It means that the time to get a sign put in your front yard just went from a few days to well over a week, a potential delay in putting your home on the market.

Why so long?

Because Miss Utility is quoting 3 to 4 business days to mark the property (despite the law claiming it only needs 48 hours). Then, the sign company takes 2 to 3 business days to install the sign post. That equals 5 to 7 business days from start to finish.

And that time frame will soon increase dramatically. A total of 4059 new listings came on the market between 1/1/09 and 6/30/09 - in Loudoun County alone. Imagine what is going to happen now that almost every new listing in Virginia has to go through Miss Utility before putting a real estate sign in the ground. I’d be willing to bet that it will soon take up to a month before Miss Utility has a chance to make it out to mark your yard.

Who is allowed to call Miss Utility to mark the property?

Only the person/company actually installing the sign. The overwhelming majority of agents use a sign company to dig the hole and install the sign post in their seller clients’ yards. That means that only the sign company can call Miss Utility. The problem with that is, the sign company has no clue what your property looks like nor how it’s situated on the lot, where underground utilities are, etc., so they can not tell Miss Utility precisely where the sign will go nor where to mark the property. This could further delay the process and/or increase the cost.

Is there a way around it?

Home owners are exempt from the law, but I have yet to find a seller who is willing to dig up a hole and put a real estate sign in their front yard on their own. And don’t forget - whoever installs the sign post is probably going to be the person listed as “at fault” should an underground utility line be damage/broken.

The other loop hole is to use a “coat hanger” sign with “wires”, but that looks about as professional and appealing as a hand written “For Sale” sign hanging by a string from the tree in the front yard.

And no…you can’t claim that your dog dug the hole and the sign post just happened to end up in the hole somehow.

P.S. If Miss Utility finds out that the person/company who installed the sign didn’t call them first, it’s a $2,500 fine.

What’s the solution?

Allow either the homeowner or their listing agent to call Miss Utility to mark the property even if they’re not the one actually installing the sign. Miss Utility could easily be called a week or several weeks ahead of time so that when the sellers are ready to go on the market, the sign can be installed by the sign company within 2 to 3 days just like normal.

As far as the “safety concerns” cited by Virginia regarding this solution, I don’t buy it - once the property is marked, the sign company can easily see where Miss Utility marked the property and put the sign in safely.

Local and state Realtor® Associations (and others) are lobbying Virginia to come up with a solution. Until there is one, plan on at least 1 to 2 weeks to get a sign post in the ground.