Sellers: Use Merchandising Tools – All of Them
In my other life I work in the technology sector where I specialize in online merchandising programs for the hospitality industry. What that means is that I help hotels and attractions sell their products online using a variety of marketing tools and techniques. It really is no different than a realtor teaching sellers to market their homes for sale online, assuming you are fortunate enough to have found one with such skills. And that’s just the problem, isn’t it? The truth is the real estate industry in large part hasn’t moved into the electronic age as quickly as others. So you have to be your own best advocate.
People often ask me how they can realize greater sales online and my answer is simple: use every merchandising tool available. People search and shop in different ways. Some look for price, some look for location, some look for deals, some look for neighboring amenities (schools, restaurants, shops, etc.). If you aren’t exposing yourself in any of these areas you are losing a whole segment of the shopping public.
As a seller, you must think “hmmm, where do people go when shopping for a home?” They go to the local newspaper, they go to the MLS, they use social networking and other web based tools. To capture a complete audience, you have to be all these places. If you want to sell your home fast and for top dollar, make it your mission to promote your own interests and do it with vigor. Look up local real estate bloggers and tell them what you’ve got. Place an ad on Craigs List and in the real estate section of the paper. Take some digital photos and don’t leave anything out. You should provide a visual of every bedroom, bathroom, common area, and exteriors front and back. Describe everything that is unique and appealing about your property. In online marketing, we call this content. It should be honest above all but don’t be bashful about bragging either. Let people know what you have loved about your home, it makes a big difference. This is the age of technology; use it to your advantage. You will be pleased with the outcome…promise!
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