Innovative Marketing Techniques
(most brokers don’t use)
Merchandising Different Types of Property
For every type of property there are certain techniques to use that are beneficial in helping to insure that it can actually get shown easily and often, that all brokers can UNDERSTAND the best features and how to show it properly, and that the property itself actually shines its brightest.
Vacant Lots
I’ll arrange for a cleanup of the deadfall if necessary, then we mark the corners and lot lines so they are clearly visible to interested buyers and to the brokers. If it is hard to tell where the boundaries are, it makes it difficult for a broker to do a good job of showing the benefits of the lot to clients.
My team and I will create useful collateral material of maps and site plans to orient buyers to the possible uses and benefits of the lot.
Rental Condos
I initiate my “showings cooperation program” which usually ensures that short-term renters will allow us to show the condo while they’re in it. Do you know how many times showings get blocked by vacationing occupants who do not want to be bothered? If we can’t show it how are we going to sell it? My program gets their cooperation and thus gets you many more showings and faster offers.
Single Family Homes
We try to point out ways to improve the property’s looks without you having to spend a ton of money. If most of the house looks great but the kitchen is ancient and detracting a ton of value and appeal, I will demonstrate the huge return you will have if you just got that one part of the house in line with the rest.
For all types of residential homes and condos, I use lock boxes located on the premises for keys so that brokers with their clients can go see the property “on the fly” without having to pick up a key. It’s surprising how few brokers in our area actually use lockboxes and how often these devices provide extra last-minute showings.
I also try to come up with the best way to “stage” the best features of the home and to make it shine (my background in theater helps!).
Extensive collateral material
It’s extremely important not only to GET buyers initially interested in your property, but also to KEEP them interested. Having all the facts, plat maps, documentation, full descriptions of your property’s wonderful features, and complete explanations of the potential of your property is essential to KEEPING them interested. I create these handy collateral pieces exceptionally and have sold many properties faster because of being able to distribute this important information and collateral immediately when someone shows initial interest.
Saturation promotion to the brokerage community
| 1. | ||
| a. | For vacant lots I list, I’ll arrange for a cleanup of the deadfall if necessary, then we mark the corners and lot lines so they are clearly visible to interested buyers and to the brokers. If it is hard to tell where the boundaries are, it makes it difficult for a broker to do a good job of showing the benefits of the lot to clients. My team and I will create useful collateral material of maps and site plans to orient buyers to the possible uses and benefits of the lot. | |
| b. | For rental condos I list, I initiate my “showings cooperation program” which usually ensures that short-term renters will allow us to show the condo while they’re in it. Do you know how many times showings get blocked by vacationing occupants who do not want to be bothered? If we can’t show it how are we going to sell it? My program gets their cooperation and thus gets you many more showings and faster offers. | |
| c. | For single family homes I list, we try to point out ways to improve the property’s looks without you having to spend a ton of money. If most of the house looks great but the kitchen is ancient and detracting a ton of value and appeal, I will demonstrate the huge return you will have if you just got that one part of the house in line with the rest. | |
| d. | For all types of residential homes and condos I use lock boxes located on the premises for keys so that brokers with their clients can go see the property “on the fly” without having to pick up a key. It’s surprising how few brokers in our area actually use lockboxes and how often these devices provide extra last-minute showings. |
For any type of property I try to come up with the best way to “stage” the best features and to make it shine (my background in theatre helps!). | |
| 2. | Extensive collateral material: It’s extremely important not only to GET buyers initially interested in your property, but also to KEEP them interested. Having all the facts, plat maps, documentation, full descriptions of your property’s wonderful features, and complete explanations of the potential of your property is essential to KEEPING them interested. I create these handy collateral pieces exceptionally and have sold many properties faster because of being able to distribute this important information and collateral immediately when someone shows initial interest. |
| 3. | Saturation promotion to the brokerage community: I’m not afraid to share info and commissions with other brokers, so I make sure they do not forget your property by putting your brochure on their desk, mass e-mailing them about your property, faxing them about your property, holding open houses for them to see your property, putting a comprehensive listing with all pictures in the MLS, and by announcing your listing at broker meetings. I make sure that the brokerage community does not forget your property and that they know how to show it. |
| 4. | A Huge Presence of my incredibly useful web site drives buyers to see your property here. What good is a great website that nobody knows about or can find?? This site is well advertised in the papers and well ranked in the search engines, and it contains the most complete inventory of property profiles in the region. Many people use it often to do their own property searches and to keep abreast of the market. This site is very user friendly for buyers and contains a wealth of information that they desire, and therefore they come back again and again, and they will eventually see your property. |
| 5. | Automatic Notification to Buyer Clients: the automatic e-mail system we implement sends e-mails to all my clients who are looking for properties with your characteristics the day it goes on the market. |
| 6. | Newspaper advertisements with clear messages: a) what the most salient benefits of your property are, and b) where to easily get more info on your property – right here on this website, or by calling. |
| 7. | Postcards: Not many brokers in this area use the typical real estate broker postcards because the typical postcards you can get are NOT pertinent to Telluride. I customize my postcards so that they ARE pertinent to this resort market and then let your neighborhood know that your property is for sale via postcards, and I also invite your neighbors to open houses via postcards also. Who else might be an excellent proponent of your neighborhood (and therefore your property also) than your neighbors? |
| 8. | Nipping problems in the bud. I prevent problems from occurring down the road during contract time by making proper preparations ahead of time, ie: getting all paperwork, deeds, and permits in order ahead of time, getting a seller’s inspection made way before the buyer can ever find any problems, and finding all surveys and encumbrances. Too many contracts fall to pieces when buyers find surprises they don’t like, so I try my hardest to prevent surprises. |
