Marketing MATTERS!
I have tracked the effectiveness of all my marketing efforts to fine tune where my time and money must be spent to get your home sold for the highest amount possible and in the shortest time possible! While most agents will inform you on property and market statistics, the missing piece is often correctly identifying YOUR HOME'S target buyer...and developing a plan of action to attract their interest and get them in the door to see all that your property offers. That is why I will customize a marketing plan specifically for you and your home, targeting my efforts where your potential buyers and their agents will be searching! However, here are the most common stategies I utilize in marketing most homes:
AGENT RAPPORT: I strive to motivate all active agents to show and sell your home. Through my many personal contacts, I have established and am constantly working to maintain a high rapport with agents as your property is being marketed. Real Estate professionals are the key source of first contact for home buyers, in 41% of houses sold, the buyer found the property through their agent (National Associaion of Realtors, 2007). EFlyers with photos,property details, and a direct link to the property's MLS listing, are sent out to keep your property visible to the top real estate agents from all brokerages throughout the area, and any out of state areas where your target buyers may come from.
STAGING YOUR HOME: In this tough market, every effort must be made to ensure your home stands out amongst its many competitors. I will spend time to go over the entire property with you, both inside and out. I will make a list with you of the suggestions and recommendations about your home so that it will show at its best. I can also recommend professional staging companies if you wish.
MRIS: I belong to the MLS (often referred to as “The MLS” or Multiple Listing Service). This is a common Internet database shared by local Realtor Associations in five states of the mid-Atlantic region. This database provides listing availability and sales information to all member Realtors. Based on my sellers’ personal preferences, I can have as many as 30 photos of your home or a virtual tour included with your MLS listing.
INTERNET: 87% of all home buyers use the internet for their home search (National Association of Realtors, 2007). Your home will be actively and heavily marketed on the internet with photos and virtual tours as allowed by each site. I pay to have enhanced exposure on Realtor.com, one of the most popular websites with buyers. This means your home is displayed at the top of search results and highlighted. Your home will get exposure on a number of websites that are popular with buyers:
www.realtor.com www.craigslist.org
www.trulia.com www.zillow.com
www.longandfoster.com www.homesdatabase.com
www.homes-just-listed.com
www.oodle.com
www.frontdoor.com
www.washingtonpost.com
www.Eloudounhomes.com
www.roost.com
www.virginiafineliving.com
www.relohomesearch.com
www.cyberhomes.com
AOL Real Estate
Yahoo! Real Estate
Google Real Estate
*Specialty homes only:
www.ChristiesGreatEstates.com*
www.luxuryportfolio.com* www.historicproperties.com*
www.luxuryrealestate.com*
www.preservationdirectory.com*
www.historicforsale.com*
www.oldhouses.com*
www.luxuryhomes.com*
www.uniquehomes.com*
www.dupontregistry.com* www.luxuryhomesandproperties.com*
www.landandfarm.com*
www.virginiaestates.com*
www.horsefarmandranch.com*
www.progressivefarmer.com*
YARD SIGN AND ELECTRONIC LOCKBOX: A quality yard sign with the Long & Foster logo and my direct contact information will be placed in your yard to let agents and prospective buyers know that your home is available for showings. If there is additional road frontage, a second sign may be placed at the sellers’ option. Some sellers may not want a yard sign. It is ultimately the homeowners' decision, though it is advisable to have the exposure for drive by prospects. Luxury home buyers especially, can be impulsive buyers. They could be in the area for a weekend or event, not planning to buy, until they saw your sign and property! Also, a secure, electronic lockbox will also be placed on your door, or in another convenient location, to allow agents to enter your home during designated showing times. This electronic lockbox captures the name and contact information of all showing agents, which allows me to monitor agent traffic at your home (remotely via the internet), and contact them for feedback. Effective January 1, 2009, area realtor associations will no longer all be using the same electronic lockbox and EKey for access to properties throughout Northern Virginia. I will provide more than one lockbox so that any and all area agents will be able to access your home for buyer showings. Be sure any other Realtor you interview will do the same!
BROCHURES: I will accompany my professional photographer one week prior to your home becoming active on the market. With his assistance, professional brochures are created highlighting the key selling points of your home for prospective buyers. The outstanding brochures include color pictures, a list of key features/updates, a list of conveyances, neighborhood information, and if available, a copy of the property’s plat and floorplan. Brochures are key in helping prospective buyers remember the special details of your home after they have left the property.
PRINT ADVERTISING: The effectiveness of print advertising has greatly diminished over the last few years, as consumers have moved to using the internet in their home search. Did you know most buyers never buy the home they inquire about in the paper? Open Houses are always advertised in local papers, provided they meet advertising deadlines. Unique or luxury properties may qualify to be advertised in specialty home magazines. If print advertising is helpful in marketing to your property's target buyers, it will be utilized!
OPEN HOUSES: While it is true that many people visit Open Houses, the actual number of sales that occur due to these visits is very low. Often the visitors who go to Open Houses are just curious or not yet ready to make a purchasing commitment. As a rule, well-qualified purchasers who are ready, willing and able to buy a home in a specific price range are working with an agent who is actively showing them listed homes at other times besides Open Houses. I will host Open Houses upon request. My preference, however, is to host a ‘Brokers’ Open House’. These are scheduled for Tuesdays, and allow the realtor community to come in and preview your home and its features, so that they can try to match your home up with a buyer.
I would love the opportunity to discuss the local market and your home's value, no obligation, at your convenience. Call me at 703.433.7542 or email Jackie.Hagenston@LongandFoster.com to schedule an appointment.