There is a wealth of ways to promote a home these days. Now, I am not an agent so I can?t recommend which mediums are most effective, that can only be determined by you through market research. However I am a marketing graduate with extensive experience in online marketing. Here are the top 3 do?s and don?ts I can recommend.
THE DO NOTS
1. DO NOT USE 360 PANORAMIC VIRTUAL TOURS. They are a waste of time and money. Find me one person who has actually gone through it and used it fully. Sure it sounds ?cool? and looks neat?but after a couple minutes it becomes dull, slow, boring, and disorienting. Add that onto the fact that people need to download plugins and other garbage in order for it to work on there computer. A slideshow with music is almost always better. (As long as its consistent with your theme). They are quick, simple, elegant, and get your point across right away.
2. DO NOT USE ALL THE PHOTOS YOU OR YOUR PHOTOGRAPHER TAKES. Choose the best. Your marketing needs to be inspring? like a good movie trailer.. If they showed you everything that happens in the movie trailer would you go see the real movie? I wouldn?t think so. Leave certain aspects a mystery. Keep them wanting more.
3. DO NOT MISLEAD. Sure you can inspire, but be realistic and truthful. Sure, I can green up a burnt patch on the lawn or turn a rainy day into a beautiful day, but I would never change the homes structure. If the side of the house has a massive crack down the chimney, let it be. If there are telephone and electrical lines coming out of the front of the house, let it be. You can get into some serious legal trouble if someone buys that house based on the photos and realizes the structure is actually different. Rule #2 written above can be helpful with this point as well.
THE DO?S
1. ONLY USE PROFESSIONAL IMAGES (VIDEO AND PHOTO). Whats the point of advertising in every local newspaper, magazine and website, when what you are advertising ?looks? like a piece of $%*@? I don?t get it. And I see it everyday. High quality photography and video has been PROVEN to sky rocket online traffic and even increase the final sale price. Sure it might cost you a couple hundred more dollars, but in the end you are probably going to 1) sell the house faster 2) make thousands more in commission. This should be a no brainer. Every home deserves this, not just the mllion dollar listings.
2. THEME YOUR LISTING. Consistent branding goes a long way. If you are trying to sell the ?Country Home Lifestyle Dream? then write your description as such, take your photographs with that in mind, stage your house accordingly, make your features sheets with that theme too. Who is most likely to buy your listing? What are they looking for? What do they want to hear? What is important to them? Make sure you address these points in EACH part of your marketing content.
3. FIND OUT YOUR 80/20. There is a saying: 80% of your success will come from 20% of your efforts. Find which 20% is working for you and expand into it more. Sure you may be getting customer interest from a wide array of marketing mediums, but which ones actually follow through all the way to a sale? TRACK THIS!! Maybe 80% of your sales are coming from only one magazine or 80% of your sales are coming from a combination of your online advertising. Once you figure that out, you can eliminate things which don?t work (saving you big $$$$) and expand further into the areas which do work. Everytime you get a new client write down a piece of paper how they found you and and then check off which clients turn into sales. Piece of cake!
IN CONCLUSION:
Treat your listing like a hollywood movie release. Your marketing materials are like your ?movie trailer?. Inspire, intice, and excite your audience. Be consistent in your image and story. After the sale closes, research into what made it a summer blockbuster hit, or what made it a flop. Cut out the bad, and expand into the good.
Source: http://www.realhomephoto.com/2011/09/01/real-estate-marketing-top-3-dos-and-donts/
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