Step 3: Less is more.
Once the home is prepared, we want to make sure that what agents and buyers see is not going to be just informative, but that it will also cause some sort of emotional connection. Homebuying is most often an emotional experience, so keep that in mind when marketing.
Most of us have very busy lives, so if you have 5 outstanding photographs that accurately represent the property while adding some emotional impact, that is far better than weakening your case by throwing in photos that are not as strong.
Most importantly, if a buyer feels that they have the entire story of what you’re selling, you may not get a call. Never tell the entire story – always leave them wanting more, so that they want to experience the property for themselves. A picture can only go so far; being in the space is the most powerful persuasive tool, so that’s your goal.
Step 4: The Story
If you’ve been on the market a long time, you should have a story prepared to tell agents and buyers about why the home has not sold – because they WILL ask. Questions like the ones below all boil down to price: how low can they go?
- How long has the property been on the market?
- Did you ever have any offers?
- Do you have offers now?
- Why is the seller selling?
- When do they want to be done?
- Who is the seller?
Most agents and many buyers who ask these questions are trying to answer: “How motivated is the seller?” You don’t want them thinking the house has been on the market because it’s not a good house. Offer your story whether they ask for it or not.
Everything that you say about the seller, about the home, about the process, about the buyer, and all the information you give to the agent and buyer is going to factor into the results – your final sales price. Homes sell in a range in part because it is people who are selling them. Some people are very good at selling, and others aren’t quite as experienced.
If you’d like more information, feel free to contact me – I sell all over Los Angeles.
These posts are part of my “If your home ends up sitting on the market…” series: