One of the real estate marketing elements I have been pushing on agents and brokers over the years involves making a property or opportunity a solution for the potential buyer or seller. My blood pressure probably rises when I see ads and marketing pieces with “This home sells itself!”. It could be a wonderful house, but I guarantee it won’t solve the needs of every potential buyer. That is why we have agents and brokers!
The challenges of today’s real estate market make it even more important for real estate agents to present solutions instead of only presenting properties. There is a big difference.
Let’s use the example of the study done by a Chicago area real estate firm showing how suburban home values were higher within one-half mile of commuter train stations. Marketing a listing which fits that criteria should be “Steps from (community) train station”. Suppose you have a listing in a prestigious school district. The approach should be “2 minutes to Central High” before there is one word about the characteristics of the home.
Many agents and brokers overlook how there is typically an external factor which causes a potential buyer to look in a specific location. It could be proximity to transportation, a certain school district, desired amenities, or a quiet area. Those are elements which allow you to paint the picture for potential buyers before giving the specifics.
Of course, there are other reasons people look to buy or sell a property or opportunity which an agent cannot address through general marketing. Upgrading, downsizing, moving away from or to be with family members, and needing to be closer to a job or business are examples. Sometimes it is for fewer stairs to climb or needing additional space for family growth or a business home office. The goal of the agent and seller should be to find the motivation of the potential buyer. Upon doing so, it then becomes about the solution.
Hearing, “Yes, we want to be near Central High, and we need 3 bedrooms” gives you as an agent or broker the opening to present your listing in that light. You can start by pointing out that “the kid’s bedroom is at the other end of the hallway”. Bring out the selling (or buying) points that would likely most appeal to that potential buyer (or seller). It will work much better than the canned “This house sells itself” approach.
Knowing how to address the motivation is the key to being “first in” to the closing table!
We are ready to help you with your marketing strategies and/or with training you, your team, and your agents.
