Selling Home; Getting the strategy right for selling your home can make the difference between achieving a good sale or just selling for an average price. A perennial question asked by potential vendors to agents, other than what price will they get, is: ‘what is the most effective way to market my property’? A property will still sell in a down market and, if your agent does their work, optimal returns can still be made.
Marketing your property
The essential elements of a successful property marketing campaign include the price you’re willing to accept, the presentation effort you put into offering your property to potential buyers and the marketing effort recommended by your agent. The soul purpose of all real estate marketing campaigns, is to sell. This is usually done by connecting emotionally with the buyer – you must establish and maintain a connection between your property and the potential new owner.
Photos are key
Vicki Gardiner, Director of Gardiner McInnes Estate Agents, Warrandyte, (VIC) says one of the keys to a great marketing campaign is fantastic photographs. “Put yourself in the position of potential buyers scanning hundreds of online and print property advertisements – don’t make them work too hard to see the best features of your home.” It’s a good idea to check with your agent about the quality of the photographs in some of their past marketing campaigns – you are entitled to ask your agent for samples of their photographer’s work and make sure you’re happy with the quality.
Other methods Ms Gardiner suggests to maximise returns include staging living areas to spark buyers’ imaginations. A simple example of home staging is to rearrange your furniture or rent furniture to maximize the space of your property. Clear your clutter away and beware of home staging cliches such as lighting too many candles. Potential purchasers should be able to easily picture themselves in your house, but it shouldn’t have too much of ‘you’ in it. Attention to detail is what matters when staging your property’s presentation. “It’s the little things that count. Take care of any outstanding maintenance items; buyers can make decisions on how sound your home is based on the small details that are easily visible,” says Vicki. Further advice includes playing to your strengths; “…if your property is strongly connected to a particular period, select a complementary interior design.”
Be open minded
Your tastes may not be matched to a home stylist, or even your agent’s, but using a professional means learning from their experience. Don’t be offended if you need to hide your wedding pictures, your cat, your baby photos and that family heirloom vase – keep focused on the goal, the best price for your property.
A 70s inspired example
As a practical example of optimising returns, Gardiner McInnes marketed a property in Warrandyte which was a fantastic 1970s home in entirely original condition. The decor was amazing and would have been the height of fashion in its day, complete with shag pile carpet and large geometric print wallpaper. Rather than alter the design, or remove any elements, the agents worked with the vendors to embrace it in the marketing campaign. The home stylist used the existing furniture and added complementary soft furnishings. During open homes 1970s disco classics were played and a celebratory atmosphere for potential purchasers was created. The home sold in fewer than two weeks for a price the vendors were thrilled with, plus the purchasers loved the decor so much they kept it as was.