The Ultimate Guide to Selling Your Home // Phase III: Marketing


1. Make it Easy for Buyers to View 

When it comes to selling your property, keep in mind that the target here is real buyers, not “tire-kickers.”  

Also (and this is crucial) never forget that the aim is getting the property sold for top dollar, not to make things easy and convenient for yourself.

So at least for a few weeks your goal is to accommodate the buyers’ convenience, not yours.

  1. In summary, here are the key tips that make a house easy to show:

    1. The house can be seen any time (within reason) with minimal notice.

    2. The security system off.

    3. Use a Supra lock-box (this is an electronic Lock-box most agents are using for easy showings).

    4. Make accommodations for your pets so they're not at the house at the time of showing.

These are simply guidelines that will help make a house easier to show and sell.  If you have special concerns or issues, discuss them with your agent and he/she will work with you to figure the best solution.  Remember, the key point is being willing to endure some inconvenience in order to get a better result.

2. Marketing 

Maximum Exposure = Maximum Interest 

Even if your property is a show-stopping, jaw-dropping, gorgeous model home with no apologies, it won’t bring top-dollar if it’s not properly exposed to the right buyers.

Let’s look at how you can get the best exposure for your house.

Ideally you want lots of “action”…fast and furious, right?  High buyer interest creates urgency that causes kind of a buyer stampede.  

Buyers see lots of interest in your home as an indication that this is a desirable property, making them much more likely to submit an offer faster and for more money.

To create this type of action, you want to make sure you property is exposed to ALL the buyers in the market and to the BEST buyers in the market…all at the same time.  

Because of the internet and technology, this is actually much simpler than it used to be, provided it is being exposed through the best channels that hit the best buyers.  

Let’s look at what matters most.

First, who are the best buyers for your house?  

#1) They have the funds and financing to purchase your home now.  

#2) They are highly motivated and serious.  Which means they are not casually looking at homes.  They are focused on finding the right home and they want to make sure they don’t miss it. 

Second, where are ALL of these best buyers really looking for homes?  

Answer: Online and with an agent.  That is why you want to market your house where all the best buyers are shopping.

3. The Deal: Skilled 3rd Party Negotiation

Your home has been prepared to show at its best.  

It is being massively marketed to the best buyers using the best marketing channels.  

And now you have interested buyers who love your house and who want to buy it!  

The one, two, three punch that increases demand for your house:

  1. A great property.

  2. A motivated seller.

  3. An attractive price.

When positioned and negotiated correctly these three elements are a powerful combination to attract motivated buyers and strong offers that will result in the best price and terms for you in the sale of your property.

Having a third party negotiator has several significant advantages.  First, they have knowledge and skills that enable them to negotiate from a stronger position.  Second, they are more objective and can keep emotions out of the equation.  Third, they provide a communication buffer between the parties that allows you to respond more strategically.

However, an agent who does not understand the importance of skilled negotiating, can be more of a liability than an asset when it comes to getting top-dollar. In fact, in terms of value, an agent’s negotiating skills and understanding of how to close a transaction seamlessly is more critical to your bottom line than their “marketing plan.”  

CAUTION: Many agents will come into your home and all they talk about is what they are going to do to market your home. 

Beware of an agent that thinks their main job is marketing.   You need someone to REPRESENT YOU in getting the best RESULT.  

The marketing is only the front end of an agent’s responsibilities.  

With the internet and technology, marketing your home has actually become one of the simplest things an agent does for you. Think about it, are you hiring an agent just to market your home…or to help you get top dollar?  You want the result, right?   

Another word of caution.  When you put your home on the market, you are selling one of your most valuable assets, right?  Don’t go cheap. 

There are times when it’s OK to cut corners, and there are times when it pays to invest in quality, competent professional representation.  We’ve all heard the saying, “You get what you pay for.” When it comes to hiring skill, you get what you pay for.  

Every agent has the same state-issued license, but they most definitely do not have the same skill level to get YOU the best result.

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July 24, 2019

Violeta is a Licensed Real Estate Broker in the States of Georgia and Florida, and the Founder of The House Squad Real Estate SHOP. She has been actively selling real estate for over 15+ years and speaks 3 languages beside English. Her goal is to educate the public of their options, and how they can add more to their bottom line when buying, selling or investing in real estate.