Selling A House Or Selling A Home?
By Steven Gillman
Are you selling a house or are you selling a home, and what is the difference? Hopefully your advertisement in the paper won t say, “house for sale.” You are always selling more than just a “house,” aren t you? You are selling a “home.” You are also selling a location, a yard, a certain amount of living space, and more.
To properly market your home, consider what exactly it is that you have for sale. Your house may fit the criteria of many buyers, but there are usually a few critical things that are most important. Identify these and use them in your marketing.
Selling A Home - Marketing Questions
- Is your price higher or lower than similar homes, and why?
- Why did your neighbors move here? (Ask recent arrivals.)
- Who (what kind of people) buys this type of home, and in this type of neighborhood?
- What good things have people told you about your home?
- What schools, parks, or jobs are nearby?
- What lifestyle is associated with your home? (Is it on a beach or golf course?)
Potential buyers need the usual details, but they also need other reasons to look at your home. If it has a view, tell them, or better yet, show the view in a photo. They know they re buying a house, and they know what a garage looks like. Show them what else they re buying.
Selling A Home - What Do Buyers Value?
You answer the question, “What are you selling?” in your marketing, to appeal to the market. However, the moment a specific buyer looks at your house, your focus should change to “What are they buying?” Assuming your home meets their needs, you should sell them on the features they like - and forget about what you like about your house.
For example, suppose a buyer needs space for a playroom for the kids. Show him the convertible basement space, and don t mention how perfect you thought it was for your hunting trophies! And if the buyer never wants to see the beautiful deck you built out back, so what?! What is HE looking for in a home? If there s no way your home can fit his needs, don t waste time. If it can fit his needs, show him how.
Remember that you market to the masses, but you sell to the individual buyer. Oh, and don t forget that you are not selling a house, but selling a home.
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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