One aspect from my years of consulting and performing Business Development for real estate professionals is explaining how finding a buyer or seller is like dating. Your client or potential client may be looking for a certain type. Just like with people, properties have age ranges, come in different shapes and sizes, and appeal to common interests. Some properties play hard to get, whether by challenging financial stipulations or needing to be fixed up.
Singles dances can be like open houses or property showcases, with people going to look but not fully certain about what they are looking for. Preparing to showcase a listing can be like preparing for a date or a singles event. You dress a certain way, just like you partially or fully stage a property for showing. It is about having a memorable look, and being able to impress.
People use strategies when dating or preparing to date. How they dress, the way they act, and coming up with ice breakers and topics are examples. Yet, most real estate agents do not think of marketing a property in the same way as dating. How and when you present a property can make a big difference, especially when a first impression is so important.
A realistic appearance is an example. As much as virtual staging has become more prominent in recent years, it has pros and cons. It provides a potential buyer or tenant with an idea of what to expect. However, think of how it feels when you see a photograph of someone. You then meet them, and quickly realize how the photograph was from years ago and does not look much like how the person looks at the moment. Some people see a virtually staged property, and then feel disappointed when they arrive in person and are then disappointed. It is why you need to be very careful with virtual staging.
Each listing or opportunity does better when you have a unique plan. What works for one listing may not for another, even with similar location and price range. Just as you need one significant other, you can plan for the one buyer or tenant you are seeking, and be “first in” to get them!
