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Seller Snafu #5: Top Secret

By
Real Estate Sales Representative with RE/MAX Unlimited of Northern Virginia

F-14 TomcatWho remembers, in the movie "Top Gun", when Charlie asks Maverick about the MiG-28 fighter?  He says, "I could tell you, but then I'd have to kill you."  What does that have to do with selling a house?  Well, it brings us to Seller Snafu #5:  Inadequate Advertizing.

Let's face it... you can't sell a secret. Unless you are a traitor and we don't like those. No matter how great you have your place looking, in order to generate real buyer interest you need to tell the world.  Sellers need to have a comprehensive marketing plan to make sure potential buyers are aware of the property.  Here are some things a seller and the seller's agent can do to shine a light on your hidden treasure:

  • As soon as the property hits MLS, make sure that there is an agent open house.  By the way, successful agent open houses will usually feature food to attract more agents.  A well-attended open house will make the Realtors in your community aware of your listing, and they will bring potential buyers.
  • Don't rely solely on MLS.  Ask your agent where they are getting buyer enquiries from - and make sure you are featured there.   Put ads in Craigslist and other free sites.
  • Don't forget to use social media.  Facebook, Twitter, LinkedIn an others all offer opportunities to promote your property.
  • Do a buyers open house.  Please remember that you want potential buyers to envision themselves living in the home.  It must be immaculate and staged for show.  The temperature should be comfortable.  Serve bottled water and some snacks (perhaps just a plateful of freshly baked cookies).  If the weather is cool, light a fire to showcase the fireplace.  In warmer weather, create an arrangement of candles in the fireplace to give the ambiance without the heat.
  • Tell your friends, relatives, and neighbors.  Often.  Offer a "bounty" for referring a buyer.
  • If you live in a transient area like we do, contact major local employers to ask about showcasing your home for employees transferring into the area.  For instance, Bristow, VA is the home of the FBI's Washington DC area field office.  The FAA is establishing a new air traffic control center nearby.  Micron and Lockheed Martin are large local employers.  For my clients, I would coordinate with the human resource departments of these and other organizations to market their homes.

The list could be endless, but you get the idea.  Don't just rely on the MLS.  If you do, you're not selling, you're just sitting back and waiting for someone to come buy your house. 

House

Comments (5)

Keith Cook
RE/MAX Whatcom County, Inc. - Bellingham, WA

Good stuff. Every little bit helps.

Jul 13, 2009 04:14 PM
Kat DeLong
Realty ONE Group Mountain Desert - Prescott, AZ
REALTOR

Kim: Excellent advice!  Agent tours and Open Houses really work in our area... and FOOD always gets us to come!

Jul 14, 2009 01:02 AM
Kim Curran
RE/MAX Unlimited of Northern Virginia - Bristow, VA

We don't have too many broker opens in our area but I sure like the ones I have been too! The food and friendship were great.

Jul 14, 2009 12:21 PM
Matt Listro
National Credit Fixers - Matt Listro - Vernon, CT
Your Credit Repair Expert

Hi Kim: Great movie (Top Gun) and great advice.  I think that broker open houses are gold!

:)

Jul 16, 2009 02:42 AM
Sharon Tara
Sharon Tara Transformations - Portsmouth, NH
Retired New Hampshire Home Stager

Very well written and valuable advice for all sellers.  I see too many houses thrown on too fast before they are ready and then the most valuable two weeks are spent "fixing it up."  It's such a shame.

Jul 16, 2009 11:28 PM