How to Market a Home Sale

Some homes seem to sell themselves while others need help.  If your home needs help, understand that effective use of marketing tools can increase your home’s appeal, as well as communicate your home’s value to sell it faster and for more money.  Home sale marketing tools have been used ever since real estate brokerage began.  Although marketing tools come and go, some have stood the test of time.  So you might be wondering how to market a home sale…

How to market a home sale according to a Realtor

how to market a home sale
Housing market supply and demand (infographic from keepingcurrentmatters,com)

If you ask your Realtor how to market a home sale, they may tell you about open houses, print ads, and the internet.

Probably one of the most effective marketing tools an agent has is the open house.  Unfortunately, the open house is under-used, as well as often misused for the agent’s personal gain.  Although the open house routine has changed, brokers have been holding open houses for over one-hundred years.  The open house is the ideal time to communicate directly with home buyers and their agents about your home’s appeal and value.  Try to avoid the use of open house gimmicks (such as cook-outs and carnivals) because they detract from the home sale message.  Furthermore, make sure your agent is focused on selling your home during the open house, instead of focusing on signing-up new clients.

Although not as prevalent today, print advertising was a home marketing staple for over a century.  Today, the majority of home buyers search for homes online, so it’s not likely that a print ad will have a wide audience.  However, agents will uses post cards and door hangers to announce their new listing. Nonetheless, print advertising is still used to market niche homes and agent self-promotion. 

You might be wondering how to market a home sale online? Internet and digital marketing is the most widely used form of advertising today.  Internet marketing is easy because the MLS syndicates your home listing across numerous websites automatically!  Although the syndication is automatic, your agent still needs to check how the listing appears.  If the listing has incorrect information, it needs to be fixed or can hamper results. 

There are a variety of other internet advertising opportunities, including a dedicated webpage, pay-per-click, and video.  However, results, if any, may be limited if not used effectively. 

One of the most important marketing tools to relay your home’s appeal and value is the camera.  Technological advances in MLS feeds and digital photography now allow home buyers to see many pictures of your home and its surroundings in crystal clear clarity.  However, don’t solely rely on new photo technologies for virtual tours, as the viewing ability may be limited.

Virtual reality (VR) is a cutting-edge tech being touted for virtual tours.  Let alone that most home buyers don’t own a VR device, many buyers are likely to search homes when wearing a VR device is not appropriate, such as at work or on the metro.  Even though VR marketing sounds cool, it’s reach is still very limited.

Although VR is yet to be an effective tool, augmented reality such as 3D virtual tours are coming of age.  Although there are still limitations, updated internet browsers, broadband, and new 5G allow home buyers to view your home as a 3D model.

The basics.

Regardless of what real estate agents will tell you, the best marketing tools for your home are the list price, your home’s condition, and its location.  However, a high list price, poor condition and/or location can be helped by your agent’s marketing tools.  Effective marketing tools can also help increase your home’s appeal and communicate the home’s value.  But ultimately, the nitty-gritty of selling your home depends on your agent’s savvy, ability to facilitate an offer, and negotiate a price.

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By Dan Krell
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Disclaimer. This article is not intended to provide nor should it be relied upon for legal and financial advice. Readers should not rely solely on the information contained herein, as it does not purport to be comprehensive or render specific advice. Readers should consult with an attorney regarding local real estate laws and customs as they vary by state and jurisdiction. Using this article without permission is a violation of copyright laws.

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