Marketing
Marketing Preparation
- This can be harsh but we all make snap judgments based on our first impression. Whether or not it is fair to judge books by their cover, it is human nature.
- Buyers are making assumptions about your home even as they climb out of their car in the thirty seconds it takes to approach your front door at the first showing.
- In preparing your house for the market, we put this trait of human nature to work
for us. Your house needs to make an impression such that the first judgments of your home by potential buyers are favorable.
- There is a lot that you can’t see with a house, so we need to make sure that what can be seen is perfect. They will assume that the things they can’t see are as good as what they can see. That’s where my market preparation expertise comes in.
- Houses that look their best tend to sell quickly, and usually for the highest price. And they tend to result in transactions that are remarkably free of problems and issues.
- With close to five decades of noticing what makes the eyes of a buyer light up when view a home, I have created my exclusive 52-page checklist, A Tale of Two Houses.
Print Marketing
These are the two exceptions to print marketing. And… for good reason. Our studies of the market over the years have shown that a high percentage of buyers of luxury property in our market have a personal connection to someone who is already here. Sometimes buyers “parachute” into our market area with no previous connections, but it’s the exception not the rule.
Our mailing of high-quality post cards to the current residents can help us get in front of someone who is considering a home here at the earliest stages of their quest; compliments of their friend, relative or associate who is already here.
When they do arrive and start looking at homes, they will end the day with a stack of listing sheet printouts and brochures. In all likelihood, they will have only one twenty-plus page magazine style brochure of a property they viewed. That will, of course, be the one we create for your offering.
These magazine style brochures are too nice to dispose of, they hang around. They also make great mailers to the post card recipients we discussed above. In both instances, they are directed to the website dedicated to your property.
Post Card Mailers
Brochures
Online Marketing
At sales meetings I would tell a story about a mature couple deciding the time is right to invest in a home on Cape Cod. The illustration showed the couple talking then one of them racing out the front door with a caption that read “Great, ill run out and get a paper so we can start looking ad ads!”
Those days are long over. Today, upwards of 95% of all buyers begin their search for real estate on line. How would you search?
Towards that end, our process involves uncovering, crafting and conveying the story of your property. We create property films to tell the story and disseminate it along with photos, copy and other resources across the World Wide Web.
You can see a sampling of our videos elsewhere on this site.
Demonstrating Homes
People buy more than just houses on Cape Cod. They are coming here for a lifestyle. Part of our job is to immerse potential buyers in the lifestyle that comes with the purchase of a home. That means taking them out by boat when appropriate. It can also mean having a small fleet of bicycles appear at a showing to demonstrate the proximity of a home to a village center, for example. Sometimes is just being willing to take the time to walk buyers to the water or other amenity that may be part of an offering.
I’ve also written a small PDF booklet 14 Showing No No’s. Agents from across the country have requested and read this book. I can promise that none of these will occur during the showing of your home!
