Real Estate - What Are You Really Selling?
By Steven Gillman
Suppose you are selling a home. What are you selling? If you put an ad in the paper, will it just say “house for sale?” Of course not, because you are always selling more than just a “house.” You are selling a location, a certain amount of living space, and much more.
To properly market your home, you need to consider what exactly you have for sale. The house may fit many people s criteria for a good home, but there will be some few things that are most important about your house for the most potential buyers. These are what you need to identify and use in your marketing.
Then, when the buyers come, the focus changes. The question becomes “What are they buying?” As long as your home meets their needs, you sell them what they want, not what you like about the home.
What Is For Sale?
Ask some questions to identify what you are really selling. These may include:
- Why did your neighbors move here? (Ask the most recent arrivals.)
- Why do people buy this type or style of home?
- Who buys this type of home, and who buys in this neighborhood?
- What about this home gets the most positive comments?
- Do people move here for the schools, parks, or proximity to jobs?
- Is the home large for the price?
- Is there a lifestyle associated with this home? (Is it on a lake or golf course?)
Buyers need some details when they read your ads or the listing for your home. They also need to know other reasons why they should be looking at it. Tell them it has a view. Show the view in the photo, instead of the garage. They know they are buying a house. Tell them what else they are getting.
What Are They Buying?
You want to appeal to the most potential buyers in your marketing. In your showing of the home, and talking to specific buyers, though, you want to focus on what they are looking for. If they mention that they need space for a playroom for the kids, show them the convertible basement space. So what if they never see the beautiful deck you built out back!
Ask a buyer what they are looking for in a home, and they will usually tell you. It will save you time if there is no way your home can fit their needs. It will also help you sell the house if you can show them how it can fit their needs. Selling a home is done by marketing to the masses and then catering to the individual.
Copyright Steve Gillman. For more on selling a home, and to see a photo of the house we bought for $17,500, and to get a free Real Estate Investing Course, visit: Home Selling: Steps To Selling Your Home
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