Niche Marketing Secrets To Get Great Offers for Your Property
When marketing a home for sale we are looking to find the best buyer, who will make the best offer possible. This article will give you the secret to finding that perfect buyer so that you can make your home-moving dreams a reality.
It's often said that every property has a buyer. No property is truly 'unsellable'. The key is to identify the ideal buyer who will pay a price that satisfies the seller.
Even the worst house would sell if it was cheap enough. Many buyers would think it was worth buying even if the property isn't perfect for them because it is a bargain. But you don't want to sell your property at a bargain price, do you? So, in order to get the best price for your home, you need to find the perfect buyer.
And how do you do that, I hear you ask? Well, it's actually quite simple and is a concept used in marketing of all types. In fact, it is a little-known tip that estate agents and homeowners alike often don't think of when it comes to selling property.
Focus on your ideal buyer. Tailor your brochure description, photography, and all other marketing efforts to attract the perfect buyer for your property.
In business marketing, it is generally accepted that you should speak directly to your demographic when marketing a product or service so that you appeal to the right kinds of buyers. This way, you will not alienate other buyers, but you will more than likely not resonate with them in quite the same way. It works the same way when you are selling a property.
Consider for a moment that you are selling a small, two-up, two-down property. It's nice inside, and the price is good. This property sits at the lower end of the property market, and there is a high proportion of buyers who could afford to buy it.
You may have seen properties like this on the market before, where the wording will say "ideally suited to a range of buyers" or perhaps "would suit a first-time buyer or buy-to-let investor." The truth is a buy-to-let investor will want to pay the lowest possible price for this property. But, a first-time buyer searching for their very first home will be more open to paying a higher price for the right property. If you were to target your marketing towards that buyer only, you stand a chance at selling for a higher price.
And that isn't to say that the investor won't look at the property because you have yet to identify them as a potential buyer. Of course, they might see it online and even come to view it. But, if there are two offers on the table, one is a business venture where the profit is king, and the other is a younger buyer trying to get their foot on the ladder in a property that they want to call 'home' who do you think is going to fall in love with the property? Who is going to buy with emotion? And therefore, pay whatever it takes to get the property.
The first-time buyer is the most likely to buy with emotion, not profit margin, and that will leave you with a committed buyer at a price that you are happy with.
If a property needs total renovation, you will angle this directly towards the builders, developers, and investors. There is clearly a profit to be made from fixing the place up, and the chances of a first-time buyer wanting to or being able to afford to renovate a property like that are limited. This listing would be targeted at a different demographic entirely.
If you try to appeal to everyone, you will ultimately appeal to no one in particular. In property, this means that you are at the mercy of property searchers scrolling through the websites and landing on the photos of your home. Yes, they might be intrigued and book a viewing, but they might equally scroll straight past. Don't leave the sale of your home to a scroll; narrow your marketing message to the perfect buyer so that you receive offers you are thrilled with!
Contact our team today to find out how you can tailor your property marketing to the perfect buyer demographic.