Need to sell your home? It’s all about the marketing

Stephen T. Perrino
Published on February 23, 2017

Need to sell your home? It’s all about the marketing

There’s no secret to getting a home sold quickly – the more people that view it, the better your chances of a quick sale. Unfortunately, too many real estate agents take a “list and pray” attitude toward their home-selling clients – trying to get away with sticking a sign into the dirt, a lockbox on the door and two or three photos on the MLS listing.

Sure, that might work in a hot sellers’ market, but it may also fail. Are you willing to take that chance? Since you will pay the same amount for the list-and-pray agent as you will for the guerilla marketer, shouldn’t you do your best to find the latter and eschew the former?

The key to getting lots of folks through the front door of your home for sale requires a plan and a robust marketing budget to back up that plan.

Keep this in mind when you’re interviewing listing agents. Don’t be afraid to ask them for a copy of their marketing plans, ask to see examples of past marketing efforts and ensure that the agent has the money to put that plan into action.

Getting the listing price right isn’t rocket science

It’s true that pricing a home too high may cause it to languish on the market and the homeowner may even end up getting less for it than hoped. But overpriced homes are typically the work of homeowners, not real estate agents. Determining the market value of a home isn’t rocket science – it’s something we all learn as beginners. Sure, with practice comes perfection, but coming up with market value isn’t our most important task when we take a listing – marketing most certainly is.

Marketing, in a nutshell, is the megaphone for your listing – it screams to the world that your house is for sale, that it’s worth taking a look at and why it’s better than the competition. While there are many ways to accomplish this, the best includes a combination of several. The most important weapon in the marketing arsenal, however, is photography.

Photographs can make or break the sale of a home

Americans are visual creatures and nothing proves this more than the Internet. Websites such as Pinterest achieved their success through the visual medium. Advertising agencies understand this concept and spend weeks to complete a single, what seems to be simple, photo shoot. Because they were hired to convince us to purchase a service or product, photography takes on a critical role.

The same holds true in the real estate industry. Take a tour of any real estate site that offers a glimpse into the local MLS and you’ll find far too many listings that lack any photos at all or offer up photos of homes that are blurry, off center and just downright curious in many cases. Since most homebuyers take to the Internet to begin their search for a home, these photos are useless to the poor homeowner who is just trying to move on to the next phase in her or his life.

The statistics

Studies prove that homes that are photographed by a professional net the owner more money and sell faster than those that were marketed using photographs snapped by an amateur. In fact, a national real estate conglomerate conducted a study that found that the use of a DSLR camera to photograph homes listed between $200,000 and $1 million netted the homeowner from $3,400 to more than $11,000 more than homes that were photographed by a novice. Another study finds that the sharper the photograph, the more money the seller will net at the close of escrow.

It may sound trite, but for many Americans, their home is their largest financial investment. It only makes sense that they want to get every last penny they can when it comes time to cash in. Approach the sale of your home as a business transaction. Search out the best professionals to assist you and you’ll be successful.

Digital, Social and Search Marketing

Along with professional looking photos and pricing the house right, the name of the game in Real Estate marketing is getting the house in front of as many prospective buyers as possible. Just listing it in MLS and relying prospects to find it in the sea of potential properties on Zillow, Trulia, or Homes.com is not going to get it done. Your listing agent has to be well versed in the mechanisms of social media and search media marketing for Real Estate.

How’s their website?

The main hub of any digital marketing strategy is the website. The website should be clean looking and free of clutter. It should be engaging and should be optimized for lead capture to make it easy for prospective buyers to ask for more info or schedule a showing when they land on the page marketing your property. Ideally, the marketing website will have a blog section with regular, Real Estate relevant content, to help keep the site showing up in relevant search results.

Facebook Game

The second leg of the digital marketing platform is the Facebook Business Page. With a proper Facebook business page, your Realtor has the capacity to leverage the website to generate a regular audience within the market where you are trying to sell your home.

This ensures that when you are ready to market your property, they can get it in front of an audience that is in the market for a house and that has a brand trust awareness already associated with your Realtor. This creates a psychological association of trust in your property and makes buyers more likely to feel comfortable making an offer if the features of the house match their needs.

When your agent incorporates boosted posts to the target audience and targeted Facebook ads, it really drives a lot of traffic and puts your property in front of prospective buyers in place where your competition is not reaching them. This gives you a big edge in getting your home sold faster and for more money.

Video Marketing and YouTube

A YouTube channel gives your agent another platform to put content out in the web linking to your property’s marketing page, the agent’s business page, and allows for further marketing opportunities in AdWords for YouTube videos which helps reach an audience beyond what you’re reaching with exposure on the consumer sites likes Zillow and Realtor.com.

From drone footage giving a birds-eye perspective of your property, to a 3D virtual tour shot in 4K HD, or even just a quick video tour of the property made up of the still photos taken by the professional photographer, video marketing adds a more engaging dynamic and helps people see your home in a way that others aren’t.

The above article, “Need to Sell Your Home? It’s all about the marketing”, has been provided by Stephen Perrino as part of our homeowner tips series. Stephen is a professional, full-time Realtor with PAIVA Realty Group and has helped many people buy and sell homes throughout the entire Greater Providence area for many years! If you are in the market to BUYor SELL a home, he would love to connect with you and can be reached via email at [email protected] or by phone at 401-206-8907.

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Are you thinking of selling your home? I’m very good at marketing homes to sell quickly, and for more money. If you’re a first-time home buyer then you’ll be in good hands. I’ve helped countless first-time home buyers through the entire process of buying that first home! I have a real passion for helping folks buy perrino_large__720and sell homes here in the great state of RI and I would love to connect with you!

I help people buy and sell real estate in the following Providence area cities & neighborhoods: Cranston, Providence, Warwick, East Side of Providence, East Providence, West Warwick, Scituate, Johnston, East Greenwich, Exeter, West Greenwich, Smithfield, Lincoln, North Providence, Pawtucket, Barrington, Tiverton, Newport, Jamestown, North Kingstown, Narragansett, Charlestown, Hopkinton, Warren, Coventry, Richmond, South Kingstown, Middletown, Portsmouth, Little Compton, Cumberland, Western Cranston, Garden Hills, Glen Hills, Woodridge, Hope, Garden City, Potowomut, Warwick Neck, Alpine Estates, Knight Farms, Dean Estates.

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