Being “first in” to the closing table can happen because of how a property or real estate opportunity is marketed as much as the selling points. A lot of marketing and advertising does not sufficiently address who potential buyers might be. We are not talking about Fair Housing concerns. As a real estate broker, investor, or developer, you can be targeting “likely” potential buyers by the selling points you present.
If the property description includes a tool shed or workshop, chances are it will appeal more to male buyers. If the property description highlights the kitchen, decorations, and security, it may appeal more to female buyers. There is also the matter of ethnic groups having a preference for living in or near a community with other people that speak the language and share the customs.
As undervalued as these factors appear to be in marketing real estate, they are becoming more important. The below linked article provides data about how residential purchases by single women have been on the increase. Fresh statistics show that single women own two and one-half times as many homes as single men. However, many real estate professionals and investors are not used to marketing properties and opportunities in that direction.
Knowing who is a likely potential buyer, why they are, and how to best appeal to them can be more significant than the elements of the property. It is also something to think about when it comes to your team of associates. For example, if you do have an opportunity which seems more appealing to females, having a female lender, attorney, and so on could add to their comfort level upon getting approval and moving forward with your deal.
How to best serve your target audience(s) can be important to your success. My team and I can help you with your strategies!