Selling your home may well be one of the largest transactions you will make in your life and, naturally, you want to achieve the highest return possible. While many vendors may, at least at first, shy away from the expense involved in marketing their property for sale, the benefits of investing in a strong strategy can be huge.
A favourable financial outcome is one reason a marketing plan makes good business sense. The other is a quick, efficient sale. The more exposure your property receives, the more interest it will generate, which will, in turn, raise competition and enable you to turn that ‘for sale’ sign into ‘sold!’ in no time.
The best place to start is by seeking out an agent who not only has a strong database, but also maintains a line of contact with clients. They will know who your potential buyers are and will leverage their relationships and expertise to match appropriate buyers to your home. An experienced agent will also know how and when to ramp up momentum, which is critical to a successful sale. Charles Tarbey, Chairman of Century 21 Australia, advises that “Even if there is substantial interest in a property within the first week or two, the intensity of a marketing campaign should not be reduced.” Essentially, you are campaigning your home, so keep interest in your property alive right through to the sale.
Your marketing toolbox
When it comes to building a marketing strategy with your agent, using a combination of both traditional and digital tools will ensure your property pops up wherever buyers are looking. Digital platforms are generally the first port of call for buyers, and can reach thousands of people instantaneously, so it’s highly advisable to create a strong online presence. That said, the quality of your campaign is extremely important, and it pays to have photos taken by a professional photographer who will showcase your property in the best light and from its best angles, and who knows how to highlight its best assets. Before commissioning a photographer, be sure to thoroughly declutter your home and style it with enough neutrality to appeal to a wide range of tastes. Keep your lawns and gardens well manicured, the bins out of sight and even remove your car from the driveway. Remember, presentation is everything!
Another drawcard for campaigning online is the ability to include virtual tours, which are the next best thing to visiting the home itself. The inclusion of drone footage is becoming increasingly popular, especially for homes that are waterfronts, have lovely vistas or are built on large-scale properties. A videographer will also be able to edit the video with a professional script and background music, all of which will capture buyers’ attention and make your property memorable. Videos can easily be pushed out on social media, which again increases your property’s exposure.
Of course, the more intricate the marketing strategy, the more expensive it will become. Ultimately, it will come down to how strongly you want to push for a sale. As Mr Tarbey says: “Most sellers will want to avoid paying a lot to advertise their home, however, the most expensive advertising can generate that one extra buyer needed to create serious competition.”
Tradition lives on
It’s good to know traditional means of marketing homes still have their place in our digital world. Print advertising, particularly in local newspapers, is a great way of reaching people looking to buy in a specific area. Again, quality imagery is key, as is crafting a professional description that will inspire buyers. Your agent will work with copywriters who are skilled at creating short, snappy descriptions that arouse interest.
One of the most humble real-estate marketing tools, a ‘for sale’ sign perched outside your property, is still a very effective way to generate interest in your home. Serious buyers will take the time to drive through areas they want to live in, and on-site advertising gives them a simple way to contact your agent. The ‘for sale’ signs on other properties can also be helpful when you are considering putting your home on the market. “Seek out agents in your area that have SOLD signs on properties as they will surely have other buyers who missed out on the sale waiting for another property to come along,” says Mr Tarbey.
