As a real estate professional, there are some days when I spend the bulk of my time scheduling showings and completing paperwork. It may not be exciting work, but it's part of the job. Equally important is the time spent creating a captivating listing. From words to photos, a well-crafted listing can go a long way in eliminating much of the time and effort on behalf of the agent. As an experienced Realtor, here is the advice I give newcomers to our field on how to create and market a property listing efficiently.
Use the Right Words
The first sentence of your listing needs to be strong – the goal is to paint an overall picture of the home using words. It could be something like, “recently renovated single-family home located on a large, corner lot.” It’s important to be descriptive, succinct and honest, so as not to deceive buyers. The listing should highlight the most worthwhile features of a property. If a home includes stainless steel appliances, granite countertops or updated fixtures, the listing should mention it. Any aspect of the property that’s been recently replaced or upgraded is a wonderful selling point, especially when it comes to significant costs. Think roofs and HVACs. Fenced-in backyards, landscaping and other outdoor features are important areas to highlight for potential buyers as well. The listing should include appropriate adjectives that highlight the aesthetic appeal. Adding words such as “beautiful” or “updated” can make a world of difference in the minds of buyers.
Invest in Worthwhile Photos
There’s nothing worse than including bad photos of a nice home for sale. Enlisting the help of a professional photographer is an example of marketing dollars well-spent. Photos are often the first impression you can make on potential buyers, so why not invest in something that’s going to pique their interests? Before any photos are taken, by a professional or amateur, remove all clutter from living spaces. Organize any papers, gadgets and the like into baskets on bookshelves or tables. Make an attempt to depersonalize the space if at all possible – while homeowners may think their oversized wedding portrait canvas looks great above the mantle, it may deter others from being able to picture themselves in the home. Keep in mind that photographs should not include people or vehicles, which can distract a potential buyer from a home’s most important features.
Reach a Targeted Audience
Once you’ve mastered the art of your property listing, market it efficiently by reaching a relevant audience. If the home is priced high, the goal may be to reach a higher income, educated and perhaps older audience. If the home is priced low, it may be a perfect property to attract first-time homebuyers. Although it’s important to establish a targeted audience, never assume that someone outside the assumed demographic isn’t serious about purchasing the home. It’s the agent's duty to treat all financially qualified individuals with equal levels of respect and attention.
Consider the various media and publications the targeted audience consumes. Social media is a great place to start. An outlet such as Facebook appeals to a broad audience and offers a variety of ways to target specific users in advertising solutions. Placing an ad in a popular, local publication that appeals to the demographic could be a great investment as well.
Using appropriate descriptive language, including professional-looking photos, and marketing the listing to a targeted audience will no doubt attract interested buyers. With any luck, you’ll be sorting through offers and reviewing the best ones in no time. Make sure to choose an agency like Network Real Estate that stays up to date on the latest real estate trends and cutting-edge technology to ensure agents receive first-in-class tools and resources.
Neal Johnson is a CMCA, CRB, CNE and GRI-certified, licensed real estate broker at Network Real Estate, which has exclusively served a high volume of property sales and purchases in the greater Wilmington area for more than 30 years. With offices at College Road, Historic Downtown and Pleasure Island, Network’s brokers are widespread and well-versed in this marketplace, making Network a preferred real estate company for first-home buyers and beyond.
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