Contrary to what some agents will have you believe, there’s a lot more to marketing your home than just putting it on the MLS – this is especially true if you want to get top dollar.
When it comes to reaching Buyers, an ideal marketing plan should involve the following:
Identifying Your Ideal Buyer
If there’s one thing we’ve learned from the retail big brands, it’s that effective marketing needs to target a specific audience, and the more you know about your ideal Buyer, the better.
The questions below can help you to identify your ideal buyer:
- Who is the most likely person to buy your home?
- Are they single or do they have kids?
- How old are they?
- Will the Buyer be living in the home or renting it out?
- Are the Buyers local, or are they moving from another city, state or country?
- What features and benefits are important to them?
Advertising Media that Resonates with Your Ideal Buyer
Different Buyers will respond to different types of marketing, and it’s important that the marketing and media used for your home is written and designed to appeal to your ideal Buyer.
For instance, if your home is in an area popular with seniors, more traditional marketing and advertising methods may yield better results than, say, a mobile application.
Be prepared to focus on multiple marketing approaches. Open houses, print advertising, yard signs, digital advertising are all strategies and media that must be considered when it comes to informing potential Buyers about your home.
Being an Attraction Online and Offline
Ninety-two percent of Buyers look for a home online, so if they’re not able to find yours, you’re in trouble.
A comprehensive digital and social marketing plan allows Buyers to find your home online, within the spaces where they’re already spending their time searching.
This also means that most potential Buyers will first become acquainted with your home through photos.
Outstanding photos are crucial to capturing the interest of today’s Buyer, and separating your home from the competition.
Professional photography is non-negotiable.
The photography and marketing of your home must look good from day one, or you may miss out on potential Buyers.
Your home will get four times more traffic in its first week than any other week after that. If you miss that timeframe with less than professional photography, they may never look at your home again.
A Thursday or Friday debut is recommended to catch the attention of Buyers who are online over the weekend to explore their options.
Research shows that a home that hits the market on a Friday receives 37 percent more showings than one that debuts on a Monday.
For instance, for a $400,000 home, the result can be a $20,000 difference.
Exposing Your Home to Buyers Who Don’t Even Know They’re Buyers Yet
Sure, your ideal Buyer might already be looking for a home right now…but what if they’re not? What if they’re not working with an agent? Effective marketing reaches people who are already in the market for a home as well as those who are not.
Don’t keep your home a secret. In 2013, 40 percent of Sellers knew their Buyers prior to home purchase. While your agent is marketing your property professionally, you’ll also need to spread the word about the sale to family, friends, co-workers, acquaintances, etc.
For more information, please use the following valuable resources for information about selling your home: