Marketing a home is not like
marketing a commodity, such as bottled water. While everyone needs shelter, it
would be a serious oversimplification to say that’s all a home offers.
Many agents take the
perspective that a home is the right home for a buyer simply because they
happen to be selling it. The truth is that it can be a real waste of time and effort
convincing people that a home’s qualities are exactly what they’re looking for. It’s far more efficient to market the home’s qualities to the segment of buyers
who have a natural lifestyle fit for the home.
Profiling and segmenting buyer
lifestyle is an excellent way to optimize the budget for marketing a home.
Rather than taking a shotgun approach, I like to tailor the home’s story as
much as possible to the types of buyers who best represent the projected buyer
for a specific listing.
Analyzing the specific
qualities of the home is a natural first place to start. Is it close to an
organic farmers’ market? Near a country
club with a legendary golf course? Does
it have a garage fit for two BMWs, or is it a one-Prius sort of place? Has it got natural family sprawl or bachelor
appeal?
I also like to talk with the
sellers about what originally drew them to the home. What caught their eye? Why
was it the right place at the right time? What is encouraging them to move on
now?
All of this adds up to the
story of a listing. This story can then inform the marketing plan for the
property, staging decisions, open houses, and even the way photos/videos are
shot and presented online.
We’re no longer looking for a
convenient cave for shelter from the elements. We live in our homes and they should
reflect our lifestyle. Keeping this in mind throughout the entire listing and
marketing process is what makes me good at matching properties to buyers for my
clients each and every week.
Let’s get started selling your home’s lifestyle today!
Contact me for a no-obligation meeting: (914)
374-8354 Akim.Smyer@cbmoves.com or Click
here to visit my Website at www.akimsmyer.com
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