Marketing Your Home to Sell Quickly and Profitably
This is the fifth article in our series called, Love Selling Your Home: Minimize Your Stress, Maximize Your Profit, Dwell Residential’s step-by-step guide to selling your home. Our series takes you through the entire home-selling process — from finding a real estate agent to settlement day.
Now that you’re ready to sell your home, it time to come up with the most strategic and effective marketing plan so your home gets the attention and foot traffic it deserves.
You want potential buyers to love your home and have the confidence that it’s the right choice for them.
Your Own PR Campaign
Here at Dwell Residential, we approach your home the same way we’d approach a PR or advertising client. Ideally, we start well before you actually put it on the market so we can analyze your situation and come up with a specific marketing plan just for your home.
We look at your home as a product to sell and ask the good old basic marketing questions such as:
- “Who is your target audience?”
- “What are the unique selling features of this product?”
- “What sets your product apart from all the others?” (This is a biggie!)
We answer these questions about your home from a buyer’s perspective and then create a plan to market and advertise your home accordingly.
The Happiness Factor
The ultimate king of advertising, Don Draper of Mad Men, says, “Advertising is based on happiness … we invent want.”
Now it’s your turn.
Our strategy sessions are critical in finding this “want.” You need potential buyers to WANT your home because they can see themselves living happily there. Remember they’re looking for “Home Sweet Home.”
Working together, you and your agent want to create a positive emotional response from buyers when they walk through your front door. It’s that gut reaction that can make them think, “This is where I want to live!”
To do this, you’ll need to think outside the box. Our unique approach takes selling your home to a new level by asking pointed questions and looking at the big picture of your sale. Such as these questions:
- What is your goal for this sale … Do you have to sell quickly because of a job relocation? Or, do you want the highest price possible so you can buy that next “move-up” home? Different goal requires different tactics.
- What is your home’s unique story and how do we tell it to buyers?
- Who is most likely to buy your home? What do they want in a home and how do we reach them?
- What are a few quick and inexpensive changes we can make to your home in order to appeal to the most potential buyers and get you the highest price possible?
- What surrounding attractions and community amenities will draw in your target market? What lifestyle are we selling?
Be Just As Savvy
Today’s buyers are better prepared than ever. They’re tapped into the Internet and do their own online searches, receive seller disclosure forms, order home inspections, and etc.
That’s why it’s important for sellers to be just as savvy! Fine-tuning your marketing plan is a key strategy since it will be based on really understanding today’s buyers, how they think, and how best to reach them.
And because of buyers’ intense focus on technology, your home will be promoted using the latest outreach efforts online and via the smartphone. Plus, it will be featured not only the MLS, but all the other listing websites out there.
Making your home’s online “curb appeal” is more important than ever. Your online photos need to shine and not scare away any potential buyers. Buyers use these online listings to help them determine what homes they want to spend the time to see in person. They will move on to the next online listing if your photos don’t wow them.
Another factor to keep in mind is the HGTV-influenced buyer. So many buyers watch shows on this network and have inflated views and raised expectations on what they want (and can get) in a home. You don’t want to disappoint them when they do visit your home.
Preparing your home by making it look (and feel) it’s best for potential buyers is just as important as any other steps in your marketing plan.
As you can see, creating a unique and targeted marketing plan will sell your home. If you price your home correctly and implement these strategies, your sale can be quick and profitable too.