I like a good challenge. That might be one of the biggest reasons I'm excited about listing "The Orchards," a 25 condo community. I'll be the 4th (at least) listing agent in two years. It should be obvious that there have been precious few sales.
The biggest reason for the lack of success of the previous agents, in my mind at least, is that they missed the mark in terms of positioning the property in the market.
Breaking through the market image to create a new image and position isn't easy. These are the challenges as I see them:
1. First and foremost I have to change the picture in the minds of other agents. I am doing this by having our staff meeting at the clubhouse on the property tomorrow so that they get to soak in some of the sense of the property.
Also, I've created a benefit sheet "Why You should Bring Your Buyers to "The Orchards" highlighting the benefits to both buyers and agents. (The transaction should be very easy.)
2. I have to reposition the product in the public's mind. This campaign will feature pictures of people more than the property. The developer's goal was to create a community and that means people. I think everyone missed that the first few times out.
3. I have to change the image that pops up in people's minds when they hear "The Orchards." They see brightly colored buildings. I want them to see the artists' studio, the pottery studio, the woodworking shop, the autobody shop, the pool, the exercise room, and the Discovery Trail.
If any of you have had this kind of challenge, I'm eager to hear how you accomplished success.
Comments(0)