How are you going to market my home?
There is a neurosurgeon in Boston looking to move to Charleston. The goal is to get on his/her radar screen and make sure they see your home. You are one of thousands of candidates. It's a beauty pageant and there is stiff competition. Your agent has to know how to get your home on the neurosurgeon's short list and it's a lot of work!
Three phases occur in marketing the home
- Creating initial awareness
- Presenting the features of the home while a showing is occurring
- After showing reinforcement of the features and benefits of the home as buyers reflect on candidates for their short list.
It is also important to realize you are also trying to reach two distinct audiences. First, prospective buyers and, second, realtors buyer prospects are working with. Two different skills are needed: consumer marketing to reach prospects and business-to-business marketing to reach realtors.
How do you reach and influence prospects for my home?
Our marketing professionals go to work. We use a wide range of marketing techniques and ever changing 21st century technology to reach target markets. Some highlights:
Professional photography. A picture is worth a thousand words or should we say thousands of dollars in the case of selling a home. What a difference a great picture (we call them money pictures) can make in increasing showings and selling the home faster. Any agent who brings their Instamatic camera to your home is doing you a disservice. Lighting should be good, pictures should show off the great views through the windows not be white splotches of light or worse: black. The kitchen should have "wow!" factor and the walls and ceiling should be corrected for parallax. It seems about 5% of agents go to the trouble and expense to hire a professional. You should have one of the 5%. If your agent shows up with an Instamatic camera in hand you may be in for a long wait to get your home sold.
Professional copywriting. Compelling descriptions of your home. Consumers decide what homes they want to see. They call their agents and say they want to see these 10 homes on Saturday. We believe they should be able to read about the home and feel they are experiencing it. Short bullets or three lines of description says your home isn't worth the time to see it. Add bad pictures to a bad write and, oh my, what a shame. The worst is when an agent puts up one picture of the front of the home - what are they thinking?
Powerful web presence- www.PrestigeHomesOnLine.com - just as you have found us on this site thousands of others do every day. We work hard to present our listings in their best light. Our web site attracts buyers from all over the world. We are complimented every day for understanding that users want detailed information about communities and also want to be able to easily search communities they are interested in and get full details with big pictures of homes of interest.
SEO (search engine optimization) is very important. If you ask your agent about SEO and they look at you blankly, nicely show them the door. Having a great web site is important. Having it on page one at the top of the page is huge. How often do you search Google past the first page for something? Never. We use Google Adwords and important SEO techniques to optimize our site so it is presented when the neurosurgeon in Boston decides to search for his new home in Charleston, he finds us first.
Network of hundreds of websites - The Internet is the undisputed king for promoting homes for sale. Prospects use the web to search to find homes and then keep going back to check out their favorite home as they make final decisions. They may live anywhere in the world or across the street. We cast a wide net using a network of 33 web sites and hundreds more we don't even know about. If your home is listed with Prestige prospects are aware of your home fast. The MLS populates hundreds of web sites in addition to those we enhance manually (again the pictures and description need to be outstanding). The highest number of visitors go to www.realtor.com. We pay for an enhanced level of service so our listings get more pictures and longer write ups.
Showing Management - So we accomplished step one - the neurosurgeon's family got on the plane and now they are in your home. Yahoo! You polished the home top to bottom, replaced those burned out light bulbs, baked cookies - a lot of work... you say to yourself surely they will buy your home, it looks great!
Guess what... they are in the home with their agent who has never been in your home before! So they fumble around the home, flipping on a few lights... getting a general idea of how the home feels and decide if they like it. No discussion about the the fabulous mosquito control system hidden in your walls, the history of the stained glass doors you reclaimed from an old church, the stacked closets which are designed for a future elevator shaft, the fact the carpeting is 4 days old and on and on.
Your agent needs to be there. If they can't be there in person, they need to provide the visual aids to tell the story - compelling brochures and feature signs throughout the house are important. So you had your real estate agent over, you painstakingly walked through your home telling them everything that has been done and why your home is the great home it is. They took copious notes. (They didn't take notes? Kindly show them to the door). We take all those notes and painstakingly create full color brochures showing great photos (yes, professionally shot) and details of the home. Our prospect, the neurosurgeon, loves our brochure's Quick Facts section which tells him facts like: the name of the builder; the total square footage; the special mosquito-control system that's installed in the house. Our prospect thinks to himself, "Wow!" Now, we say to ourselves, "Hey, why not put signs up in the major rooms pointing out all the special features?" All too often, the buyer's agent, who usually shows the prospect around, doesn't know about all that stuff you told your agent. No worries, though. Now the agent has the perfect opportunity to inform prospects about those details...simply by relying on the signs and brochures! But don't just print out a copy of the MLS listing to use for your sign. That's not what we're talking about here. Every big ticket sale deserves big ticket collateral materials.
Showing reinforcement- We have piqued the neurosurgeon's interest. You are on the short list. What do they do to decide if your home is THE ONE? They go back to the brochure, re-look at the pictures on the web site, read all the details about the home. The brochure, the web site pictures and description all need to be compelling to help close the sale. That is why we work so hard on these elements!
How do you get the real estate agents to show my home?
Network and build relationships-There are about 3,500 real estate agents in Charleston. In addition to reaching the prospect as discussed above, we need to get those 3,500 agents excited about your home and bringing their buyer clients. We work hard to develop relationships with the agent community. We return their calls promptly, give them feedback when we show their listings and develop trust. It works - the owners of Prestige were awarded the highest honor awarded by fellow realtors in their association "Executive Level Realtor Of Distinction Award."
Market to them - We also use sophisticated email software to draw real estate agents attention to out listings. Send copies of our brochures to agents who are working with prospects shopping your price range.
Press Easy Button - We work to make it as easy as possible for them to show our listings. We turn on the lights, put brochures and feature signs out, pick up newspapers out of the driveway. They press The Easy Button if we do it right. It's a people business. By helping them succeed we succeed.
For most of us, our home is our biggest investment. When it's time to sell, get the value you deserve with the help of a professional real estate agent. If you'd like to discuss the possibility of one of our agents listing your home, please call us at 843-849-3300 or contact us anytime.
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