Discover exciting marketing and the secret to getting high offers!
Without a plan, you are essentially posting the property to the market like an ill-thought-out social media post and hoping that someone sees it and likes it enough to want to buy!
You might sell. You might get an offer.
But it is all a bit...Vanilla?
You may even say, boring??
When marketing your property for sale, the strategy that you follow can make all the difference to your success.
Without a plan, you are essentially posting the property to the market like an ill-thought-out social media post and hoping that someone sees it and likes it enough to want to buy!
So what can you do to make sure there is a clear strategy?
To guarantee that your home selling experience goes without a hitch.
Be organised and strategic with your marketing.
If you drip feed your property to the market - launching on Rightmove, then a few days later, you add the floorplan.
Perhaps a week or so after that, you receive the EPC and add that to the listing.
Maybe it was snowing on the day the photographs were taken, so when the snow melted, your agent went back to re-take some images. The new snow-free images are added a week or two after the initial launch.
Eventually, a few viewing enquiries come in, and appointments are booked.
Some may like it, some might not.
Maybe you get an offer.
Maybe you get a few offers and manage to negotiate a price that you are satisfied with.
All sounds' ok', doesn't it?
But, do you want your marketing to be 'ok'?
You might sell. You might get an offer.
But it is all a bit...Vanilla?
You may even say, boring??
Could you imagine a new marketing campaign from Virgin being described as boring?
Would you say that a new product launch from Apple is vanilla?
No, of course not.
They wouldn't drip feed a half baked photo of the new iPhone, just to update it a few days later for a better image.
Would Richard Branson 'sort of' tell you about a new product before having all of the information to hand?
No, of course, he wouldn't.
Launching your property to the market is just the same as launching a new business or product, albeit on a much smaller scale.
But why not take inspiration from the big guns?
The timing is everything.
At the start of any property marketing, there is a window of approximately 4 weeks, where the interest levels are at the highest.
You wouldn't want to waste those peak weeks without good images or a floorplan missing, would you?
According to a Rightmove survey, up to 60% of buyers wouldn't even look at a property without a floorplan!
It is far better to hold off advertising until you have everything in place.
Then launch with impact rather than slowly leaking onto the market.
When a property is initially listed, it is promoted using many different channels.
Your agent and the portal websites will send out a mailout.
The agent will also have VIP buyers, or hot buyers, that are desperately looking to buy - they will call these buyers to discuss your home and encourage viewings.
Any buyers that are very keen to buy, and are actively looking, will be ready to book viewings on properties as soon as they come on. They will be watching and waiting for new listings and will want to jump in there before anyone else to ensure they don't miss out.
So as you can see, the first 4 weeks are bustling with activity.
Now, if you 'leak' onto the market, you spend much of those 4 weeks not really being ready. The marketing materials are not finished, and the photographs are not done.
Buyers may decide to wait until they can see the video tour before booking the viewing.
Or worse, they might decide not to view it at all because the first photographs didn’t grab their attention.
And, what happens after these 4 weeks have passed?
Nothing really.
The online clicks and enquiries start to slow down. The excitement wains. The property listing is not NEW anymore. And no one has bought it straight away, so there is no urgency to view it.
The buyer knows that there is no rush. They don't have to worry about missing out.
And now you are chasing the market. Desperately seeking a viewer.
The only way to get the boost of activity back is to reduce the price.
And it has to be a significant reduction so that you appeal to new buyers.
Not ideal, really.
So you can see how important that initial flurry is.
If you don't get it right, it could cost you money in reduced offers and wasted time!
The best outcome for anyone selling their property is to agree a sale within these 4 weeks or very shortly after.
The flurry of interest and buzz will ensure that you have the most negotiation power and will likely achieve the highest offer.
The initial frenzy will encourage multiple offers and the highest price achieved through negotiation.
After this time, activity drops.
Once activity slows down, buyers' FOMO reduces, and buyers start to feel more negotiation power.
So, be organised and assemble all of your marketing materials.
Then LAUNCH with impact and intention, don't just slowly leak your way onto the market.