Marketing
your home is more than placing a sign in your yard and placing an ad
in the local newspaper. To get the most exposure for your home, you
should have a marketing plan that has clear objectives and
specifically outlines the resources that will be used to reach
potential buyers.
Each marketing plan should be designed around your property and
capitalize on its most desirable features. Therefore, you need to be
honest with your real estate professional about the condition of
your home, and what's the final price you will accept for your home.
Your real estate professional may advise you to get a home
inspection upfront to determine the current condition, so that you
have time to make any corrective work. This can make your home more
salable and help avoid unpleasant surprises and expenses later on.
Rarely is the successful marketing of a property the result of a
single activity. Therefore the marketing plan should list the types
of tools that will be used to expose your home to buyers. Yard
signs, newspaper ads, and listing with a Multiple Listing Service
should only be the beginning. Other resources may include company
tours, Open Houses, "Just Listed" postcards to clients and
surrounding neighborhood, and referrals.
And don't forget technological tools. Studies show that more and
more people are using the Internet during their home search. Your
exposure can now be worldwide instead of just contained in your
neighborhood. So you want to make sure that your marketing plan
reflects how you will reach that audience. Besides listings on their
personal websites, your real estate professional may list your home
on Realtor.com or their affiliations' website such as Prudential.com.
Another popular technological tool he or she may use to market your
home is virtual tours, which allows viewers to get a 360-degree
preview of your home without leaving their computer.
When marketing your property, there are really two audiences you are
trying to reach—home buyers and other real estate professionals.
Make sure the plan includes action steps on how each audience will
be marketed to.
An effective marketing plan will also spell out specific dates for
marketing activities such as company and broker tours, Open Houses,
postcard mailings, and newspaper advertisements. Yet, it should
leave room for unscheduled events such as following up with sales
professionals or brokers who preview or show the home.
The action steps should also include checkpoints, possibly at the
15-, 30- and 45-day mark, to review activity on the home and
determine if changes need to be made to the marketing plan.
As the home seller, you should be kept in the loop on activity of
your home. The marketing plan should state how (such as by mail,
phone email, or even through a website) and the frequency (daily,
weekly).
Of course these are just guidelines, but can give you an idea if the
marketing plan your real estate professional has proposed to you has
to be refined. You need to be comfortable with the marketing
strategy for your home. An effective plan will not only put you at
ease, but give your home maximum exposure so that hopefully you will
have a quick sell.
If you have questions about formulating
your marketing plan, confer with your real estate professionals who
can help provide you with more detail with this or any other home
buying or selling subject..
We
can be reached at (310) 265-2130
Prudential California Realty is an independently owned and operated
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|of The Prudential Real Estate Affiliates, Inc., a Prudential
Financial company.
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