Juan & Anyone who is having trouble moving a property...
SOMETIMES... Its just about changing the message. Recently I wrote an article about this topic exactly. Changing the message, fine tuning it to the right kind of buyer, and marketing directly at their appeal can really make a difference. I posted the article here , take a look:
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"How I Sold a 2-Year FSBO In 13 Days"
?This is the story of a home in Newport Beach that went unsold for 2 years, first listed by another agent, then as an FSBO, and then sold for full price, with 8 offers in 13-days!
By Michael Parker, Broker
Many times I have taken on a listing that another agent or homeowner couldn't sell.
I would change nothing but the marketing message, and the home would sell almost instantly! It just happened again.
If I had just one method to effectively sell, this is what I'd do. It's not about having an exciting message, but a more honest one.
They worked their tails off to try to sell this house. They spent thousands on things like: a virtual tour that included high-quality production values with voice-over narration and music, a 4-color professionally-printed brochure, and open house parties for agents and the public. All with no results.
Most interesting; at the end, they felt they simply had a “problem” house.
Anyone could come to the same conclusion based on harsh feedback about the house:
"The lot was half slope without usable yard, the master was small and isolated, the courtyard was wasted space..."
Many complaints poured in that the house was too small and unimpressive given that the neighbors were in the 2,000 - 4,000 sf range with prices up to $3M (this one was $1.95m and had a little under 2,000 sq. ft.)
What would you do in this situation?
I carefully studied the previous marketing and realized all of the complaints about the house were not credible at all. Why?
The marketing was attracting the wrong profile of buyers over, and over, and over. The house wasn’t the problem, it was the message that was the “problem”.
They made the mistake of focusing on where to relay a message instead of the message itself. To sell this "problem" house I created an updated marketing message and put it in the right place (not the MLS).
I didn’t do any of the things in their previous attempt. I changed nothing but the marketing message. I got eight offers in four days, and the home sold for full price!
I have done this for years — updating the marketing message to attract the right buyer.
But the real story lies in the observation that most people concentrate their marketing efforts on the method of delivering a message rather than the message itself.
In recent years agents have spent lots of money and time on the latest marketing fad, social media. Agents and sellers tend to jump from one trend to the next without considering the message that is being used.
Besides “new” media, the real estate industry has another distraction that dooms most advertising of listings.
Advertising messages should always be positive and upbeat. . . are you sure?
The belief that you mention anything in your advertising that might be seen as a drawback will scare people away is simply untrue!
Every home has something about it that will turn off some buyers. The house may have a small yard. It may be dated. It may be on a busy street. It may not have a view etc.
Fear of the home not being “perfect” results in agents who use timid marketing pieces to sell houses. Most agents simply list the number of bedrooms, baths and living areas.
All over the country agents use stock phrases like “gourmet kitchen”, “granite counters” and “highly-rated schools”.
Have you noticed this too?
They’re trying to attract all buyers in the market instead of the right one — the one that will buy this listing!
The previous sellers and their ex-agent on the listing in my example not only used this approach, they ignored all of the drawbacks, as if no one would notice these features when they walked in the house!
My message was bold and decisive. I made no apology for the home’s attributes. I promoted the “drawbacks” as benefits. I did NOT turn a negative into a positive, I used a very specific message to attract a small, targeted audience of buyers who WANTED this home just the way it was.
Are you ready apply my method?
If you listed, or tried to sell your home privately and it did not sell yet, it's time to change the message!