Driving to a meeting today, I passed a real estate sign by the side of the road.  Nothing unusual there. sold signBut wait, what does that sign rider say? 'Ivy Chimney.' Hmmmm, is that really the best thing you can think of to advertise this home?

I have always loved the elegant look of climbing Ivy. My husband, however, sees climbing Ivy and has visions of damaged mortar and invasive tentacles. He has finally brought me over to his way of thinking. When I saw that sign, it might as well have read, 'damaged chimney.' The chimney is probably in great shape, but marketing as ALL about perception.

We all have different views and perspectives on what a consumer will find attractive.  A perfect case in point: the Northern Virginia Swimming Pool. In a community with no access to pools, this is a very attractive feature. In a community like Reston, Virginia,  with many, many swimming pools for the community, a swimming pool can be a negative feature--or at best a neutral one with no value. Putting 'Swimming Pool' on a sign rider can actually cause people to drive by, rather than look at the house. Once in a house, it becomes one of many features; advertised as THE feature, it can scare off people.

When positioning a home to attract the greatest number of potential buyers, it is important to pick features that will appeal to the masses. You can never go wrong with 'great location,' 'large rooms,' 'fantastic light,' etc. (of course, the home has to actually have those features).  Any Realtor® who has worked with buyers knows what the buzz words are that make a buyer choose to see one listing over another.

Once a buyer has chosen to view your property, then the property will need to deliver. Half the battle is getting them in the door. Be sure that your marketing material focuses on things that will attract-and not deter- buyers to your home !

 

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I believe that buying or selling real estate should be a GREAT EXPERIENCE. If I can help you, your friends or family buy or sell their next home in Northern Virginia, please let me know!

If you need help with a home outside of Northern Virginia, I have an extensive network of referral agents and will make sure you are working with the best!

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5 Comments on Is that really the best marketing approach?

JUL
01
2011
433,606 Points 10 Featured Posts Outside Blog

You are correct to accent the things that will be a positive when it comes to selling the home! I opened up a listing the other day and the first picture was that of the Toilet and only a small portion of the rest of the Bathroom!  Hmmmjm, not so good!
9:13am • #1
312,731 Points Attended Rain Camp Called Shot Master

I agree that "Ivy Chimney" seems a strange thing to point out to potential buyers.  It would alert me to be sure and have the chimney looked at very carefully if I were to put in an offer.  In some cases less is best to mention.

Sue of Robin and Sue
9:23am • #2
476,426 Points 15 Featured Posts Outside Blog Attended Rain Camp Called Shot Master

Wow!  That's wild..... an ivy covered chimney.  I guess the rest of the place must be a real stinker if that's the best feature to point out.  Wonder how many people would buy a home just because of a ivy covered chimney?
9:46am • #3
428,770 Points 23 Featured Posts Outside Blog Called Shot Master

I agree with you - and also love the look of ivy-covered chimneys & brickwork but also am aware that it causes other issues.   Yes, better to focus on what appeals to everyone.  Also, you are right about pools.  Some people love the idea of finding a house with a pool while others won't look at one with a pool.  You never know.
10:31am • #4
905,602 Points 93 Featured Posts Attended Rain Camp Called Shot Master

Really? This listing agent felt that "ivy chimney" was the best feature of this home? And that someone would buy it because of that? I say follow that listing and when it expires call those folks immediately! I know you'll do a much better job marketing the property.
11:49am • #5

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Holly Weatherwax--Your Realtor® in Northern VA

Reston, VA

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Momentum Realty,LLC, Potomac Falls,VA

Address: Reston,Herndon,Great Falls, Vienna, Oakton, Oak Hill, Falls Church, Sterling, Potomac Falls, McLean,Chantilly, Leesburg, Ashburn, Reston, VA

Office Phone: (571) 643-4902

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