What Marketing Really Works When Selling?

Many sellers wonder what kind of marketing is required when trying to sell their property. Is it really necessary to make use of a strong marketing plan, or you can get away with minimal marketing.

 
To answer that question you would need to answer this: Do you just want to sell your property? Or do you want to sell for the highest price the market will pay?
If you’re like most sellers, you will want the maximum price possible for your property. Assuming that’s the case with you, I can categorically confirm that you will need a comprehensive marketing plan that attracts the maximum number of qualified and motivated buyers.

 
It’s a fact that it’s only when buyers are placed in a situation where they need to compete against other buyers for a property that they will pay their maximum in order to acquire it. Let’s face it – we all want to save money if we can. So buyers will very seldom come in with their best offer unless they absolutely have to. It’s when they are competing against other buyers that they will submit their strongest offers.

 
That being the case, the question to answer is just how do you attract the maximum number of motivated buyers? Simply put, it will depend on the quality and effectiveness of your marketing. There are a number of different ways to market a property, all of them attracting different buyers.

 
Marketing methods include print marketing in newspapers, website marketing on the different property portals, database marketing to qualified buyers, for sale boards, show houses, flyers and drops – to name just a few.

 
Each method has a target audience, and each method has a measure of success. Individually, none of the methods harness all the buyers out there. But used collectively in a carefully tailored marketing plan, you will be able to capture the attention of all the genuine buyers looking for your type of property.

 
I often liken it to fishing. When you have a single line in the water you have the potential to catch a single fish. When you have multiple lines in the water your chances are greatly enhanced. When you use a fishing net you significantly improve your chances of success.

 
So when it comes attracting buyers to your property, would you be satisfied with a weak marketing plan that attracts only one segment of the market?

 
In addition to the need for a varied marketing plan, you also need the kind of marketing that will appeal to buyers’ emotions. After all, we make the decision to purchase with our emotions and justify it with logic. It stands to reason then, that the quality of the marketing and the way it’s delivered must appeal to the emotions in order to generate a strong response. When you make use of a comprehensive marketing plan that appeals to emotions you will attract strong buyer enquiry. Buyers will compete for your property and make you their best offer. It’s what you deserve.

 
Steve Caradoc-Davies
Director, Harcourts Platinum

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