Selling a home in today's challenging real estate market requires more than just a sign in the yard and an ad in the newspaper. Sure, you may be able to sell a house that way but you won't get the highest possible price and you could waste a lot of time.
A technology-based marketing approach is needed to expose the home to the maximum number of qualified buyers. And, since over 85% of all qualified buyers work with a real estate agent, the property must also be marketed to brokers and agents.
Below are the 20 points of my marketing plan. I am so confident the seller will be happy that I always give the seller a written Guarantee of Service that says, if they are not completely satisfied with my efforts, they may cancel the listing at any time and at no cost!
My goal is the same as that of my seller clients -- to attain the highest price for their home in the shortest time and with the least inconvenience to them.
1. Preparing For The Market. To command a premium price, the property must be put in top condition prior to placing it on the market. I give my sellers specific guidance on how to prepare their home and how to stage it prior to showings so the home will help sell itself.
2. Digital Photography. I take between 30-50 digital photos of each property and the surrounding area. The best pictures will be computer-enhanced using photo imaging software and used with the Internet, virtual tours, e-mail, and with desktop publishing to create a variety of professional marketing materials for the home.
3. The Internet. * Out-of-town buyers account for many home sales in San Diego. I employ the Internet to promote my listings worldwide, 24 hours per day, 7 days per week. My clients' homes are featured on my award-winning web site, www.DonKingHomes.com, plus MSN House and Home, RBHomes.com, Realtor.com, Yahoo.com, Living.com, and CyberHomes.com.
4. Virtual Tours. * I design virtual computer tours to include still photos, panoramic photos, and even a floorplan of the home. I e-mail a hyperlink to the virtual tour to the seller, hundreds of buyer prospects, and all of the top local real estate brokers. Many buyers see the virtual tour before they ever come to the home.
5. Custom Color Brochure. * I will employ desktop publishing to create a custom brochure including multiple color photos to emphasize all of the best amenities of the home. The idea is to make the best possible impression so that, after seeing dozens of homes, buyers will remember this one!
6. Home Book. Not all buyer's agents will be knowledgeable about the home and the area. So I create a home book, customized for this specific listing, to answer buyer questions about the property, community facilities, schools, and the surrounding area. The objective is to provide buyers all of the information they need to make the decision to purchase this home.
7. Key Safe. The Supra electronic key safe provides state of the art security while ensuring the home is accessible for agents to bring their qualified clients. Statistically, you get 40% more showings by using a key safe.
8. Multiple Listing Service. * Believe it or not, not every agent uses the MLS. I immediately submit the details of my listings along with color photos to the Multiple Listing Service computer. Information is available 24 hours per day to over 11,000 agents in San Diego County.
9. Sign. * My bright red, white, & blue "For Sale" sign, with the distinctive RE/MAX balloon logo, creates more buyer interest than any other advertising medium. Because my office maintains a large inventory of homes, our signs generate many buyer calls.
10. Brochure Box. * A brochure box on the signpost in front of the home allows the drive-by buyer to get information that may excite them to call for a showing.
11. Hot Sheet. In San Diego, the most effective place to advertise new listings is on the "Hot On The Market" page of the San Diego Union Tribune newspaper, also known as the "Hot Sheet". This is where many homebuyers look each Sunday for new homes on the market. My listings are featured in the "Hot Sheet" for four weeks, the maximum time allowed.
12. Marketing To Agents. I hire a professional messenger service to deliver copies of my listing brochures to all local agents. For example, the brochure on a Rancho Bernardo home would be delivered to 720 brokers and agents in Rancho Bernardo, Carmel Mountain Ranch, Sabre Springs, Poway, 4S Ranch, Penasquitos, Scripps Ranch, and Mira Mesa. The odds are that one of these agents will produce the buyer for the home.
13. Broker Open House. Soon after I take a new listing, I hold it open for all agents. In addition to creating broker interest, this also reduces the number of agents who will straggle through the home to preview it later.
14. Broker Meetings. I personally brief hundreds of brokers and agents on the key features my listings and distribute house brochures at local broker meetings. I am a member of the Poway and San Diego Realtor associations and I run the Rancho Bernardo Real Estate Brokers Association.
15. Newspaper and Magazine Advertising. My listings appear every month in the RE/MAX Homes magazine. In addition, I advertise in the San Diego Union Tribune, Rancho Bernardo News-Journal, Poway Chieftain, and Corridor News.
16. Target Marketing. Typically, "move-up" buyers purchase a home that costs 50% more than their current home. I determine which neighborhoods would have owners that may be interested in the home so I can make sure they are aware of my listing.
17. Neighborhood Involvement. Surveys show that 8-10% of all homebuyers know someone who lives within two blocks of the house they buy. I make sure the neighbors know about my listings so they can tell their friends.
18. Open House. I hold the house open to the public to entice prospective buyers. I maximize attendance with classified advertising and lots of open house directional signs.
19. Status Reports. I give my sellers regular status reports to include actions taken, actions needed, current and upcoming advertising, showing feedback, and changes in market conditions. This way we can adjust the marketing strategy and pricing as necessary. My sellers can choose whether they prefer the reports to be via telephone, mail, or e-mail.
20. Other Strategies. When all else fails, I have several marketing tricks up my sleeve to generate interest in the home. I may use refreshments or cash drawings to entice agent showings. The bottom line is, 99% of my listings have sold since 1997 and I work hard to make it 100%. In addition, my listings sell for more money on average and faster.
* Indicates a feature that will market your property 24 hours per day, 7 days per week.
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