Marketing - The Real Story
A favorite boast of many real estate agents is
about their “Superior Marketing”. It sounds great, especially to someone
whose home has been listed for a while without selling. But is there really
such a thing in residential home sales?
You be the judge. Would you buy a home in a
poor location because you saw it on TV, or one that needed all new carpet and
paint because of the flashy brochures? How about one that was overpriced
because you went to an open house or saw it advertised? The answer is a
definite No.
The truth is people buy homes based on three
things: Location, Condition, and Price. If a home is dirty, cosmetically
challenged, needing repair, poorly located or priced above the competition all
the marketing in the world won't make any difference.
Unfortunately, home sellers almost always have
an inflated opinion of their home's value, regardless of reality. Instead of
fixing up, cleaning up, or adjusting the price to reflect the location they
often look for magic – marketing.
The bottom line is if your home doesn't sell it
is Priced Too High given its Condition and/or Location. For the best results
in home selling find a Realtor that will tell you the truth about your home,
not a lot of “Superior Marketing” hype.
First Published 8/30/2001
