A Marketing Process for Selling Homes

I came to real estate from the consulting world, where everything is done via a defined process. I've spent most of my career in real estate trying to develop and apply a strategic process to marketing the homes I list.

I like to break it down into stages that take place before, during and after the time a seller lists their home for sale. To my mind, the preparation is really what will determine whether you are successful in selling it. Everything else--pricing, promotion, etc., will depend on how well prepared the property is.

The first step in the process is to understand your target market. In real estate, the question we must answer in order to be effective as listing agents is, "who is the buyer that will buy this home?"

Not every home appeals to every buyer out there. You wouldn't market a high-rise urban condominium in the same way you would market a retirement community, suburban residence or a luxury estate. Each of these has a different target market and has to be marketed differently.

So first, you have to identify your target market and understand what is important to them. What makes them get excited about one house, or product, over another? What is the best way to reach them? How do they make decisions? Once you know the answer to these questions, you can proceed to the next steps--developing the plan to attract the targeted buyers, implementing the plan, and then measuring your results.

Let me give you a real world example of how the preparation and target marketing part of this works.

I recently had a listing appointment with a seller whose listing had expired. They called and invited me to come and present a marketing plan to them and identify some of the reasons why their house hadn't sold.

The home was a lovely newer construction home on a greenbelt, with a low maintenance yard, in an upwardly mobile neighborhood. Most of the families have young children, and two parents working. They tend to stay in these homes for 3-5 years. It's a mid-price commuter neighborhood in an affluent area, surrounded by homes selling for as much as twice what these homes sell for. The neighborhood is on a golf course.

All of the above tells us a lot about our target market. They see this neighborhood, with it's smaller, attractive and conveniently located homes, as a good stepping stone towards the lifestyle they aspire to. This is the kind of neighborhood where staging makes a big difference because its not just about the four walls, it's about the life they envision living once they are in the home.

Unfortunately, the home had not been staged in its previous listing. In fact, because the family didn't have much furniture, most of the spaces in the house were used as play areas for the kids. The previous agent had taken pictures of the home with kids' toys cluttering the shots. Poor lighting exacerbated the problem, making the home appear dingy in pictures. The home still had the original flat finish builder's paint and was in need of some color treatments to bring life to the rooms. And furniture was needed to help buyers understand the potential of the rooms and how the home could fit their lifestyle.

The marketing plan for a home like this one would have to solve the issues of room usage, clutter, lighting and color. The price for the home needs to be right as well. And the home needs to be marketed to those buyers who are most likely to buy. For the demographic looking at this type of home, internet marketing is probably the most effective tactic.

People often ask, "can't buyers look past that and use their imagination?" The answer is no. Buyer's need to be shown that a home is right for them. Without furniture, without some color, without a feeling of space and light, it is hard for a buyer to imagine what their life will be like when they are living in the home. Without good pictures, it's hard for buyers to understand why they should come to see THIS house, when there are others on the market that may look more inviting.

This all comes down to packaging and preparation. You have to package your product so that a buyer can appreciate what it has to offer. To do it, you have to understand who your buyer is, and how to appeal to them. This is the kind of expertise that makes the difference between selling for full price, selling for less than full price, or not selling at all. And it's what home staging is all about.