FINE MARKET AFINE N A LY SI S
MARKET A N A LY SI S
5 Secrets
to selling your home’s message 1. Use a Headline Grabber Seth Godin said “Marketing is a contest for people’s attention.” You have to ask yourself what your prospects really value and then craft your pitch around the most relevant benefits or features that would excite a targeted buyer. With just two simple words Robert Allen launched one of the hottest selling real estate books. He called it Nothing Down. Tailor your headline to the burning desires of your target audience and you’ll launch your sales too. 2. Add Hot Buttons To quote another marketing genius, Edwin Land once said, “Marketing is what you do when your product is no good.” Each home you sell (and especially in the luxury market) has tons of features about it that make it a uniquely great product. Maybe it’s the lowest-priced property in the area, perhaps it offers a great tax shelter or it might just even be the friendliest or most walkable community to call home. It will change from property to property, but each property has a list of unique hot buttons that will excite potential buyers. 3. Establish Credibility When you cite numbers back them up with facts and references. It sounds basic but it’s often overlooked and a painfully disappointing way to lose a potential buyer’s attention. Coincidentally, I provide an assortment of market metrics here in FINE Portfolio each month to help you with this (insert winky face).
4. Evoke Emotional Appeal Will owning this home usher a feeling of prestige? Does the reception room offer a great space for family gettogethers or parties? Does the neighborhood offer a fun social environment? Will the kids be safe in this area? People are well, human – appeal to their emotions and you’ll win their hearts and their wallets. 5. Make it Easy for Prospects to Respond Imagine coming upon your dream listing. The headline grabbed you, the claims appear totally credible backed by great resources and the ad has evoked your emotion – you’re ready to call. But when you dial the phone number in the ad you get several rings and no answer. You think “OK, there must be a lot of people calling about this wonderful home, I’ll try again.” You try again, and again and again. What is going on? You finally get a call back a few days later and schedule a tour for a week later and in the meantime hear absolutely nothing from the Realtor until he/she shows up 15 minutes late on the date on the viewing. Prepare for phone calls! And in this day and age of never-ending technological options, open yourself up to multiple channels of contact: email, texting, landline, mobile, Facebook, website contact forms, etc. But most importantly, be available and responsive because the perfect marketing message can prove useless if nobody answers the phone!
FINE PORTFOLIO / 9.15 NO ELEVEN / FINE PORTFOLIO
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