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Do you sell homes, or communities?

By
Services for Real Estate Pros with Marte Cliff Copywriting

Are you selling your community or the homes and land within the community?

My feeling is that for the most part, people make up their minds where they want to live, then choose a home or land in that area.

When I was an agent I did show homes to two or three couples who were traveling and scoping out towns across Montana, Idaho, and Washington before deciding where to settle. But since I sold real estate for 19 years, I felt that they were the exception, not the norm.

Am I wrong? I know things change, but has that changed?

Here's why I'm asking:

About a month ago an overseas client sent me information about an expensive subdivision in a popular ocean front gated community. Those who purchase lots also get moorage for their yachts in a protected cove. dirt road in the country

What he sent was another agency's information about the area – asking me to re-write it to make it both more interesting and "his." So far so good. In addition to his information I did some online research to learn more about the community.Then I sent some questions, which have gone unanswered.

But I'm not happy with what I wrote, because I still don't know what is meant by "generously proportioned land parcels," and "innovative modern residential design."  I'm puzzled about the "design" because this is vacant land.

  • Does it refer to the way the streets are laid out, how the homes can fit into the topography, or??
  • Are the streets paved and lighted?
  • Are there sidewalks?
  • And just how large are "generously proportioned" land parcels?

To me "generously proportioned" would mean at least 5 acres - while to someone else it might mean 1/4 acre.

Meanwhile, he'd like me to go back and list all of the restaurants, night clubs, and shops in the community - along with the music they provide plus the cuisine and kinds of apparel, etc. available in the shops. I can and probably will do that, but I think it will make the copy long, boring, and still lacking the information that buyers need.

So here's my question: When you're selling residential lots, do you want to focus on the community, or the lots? I'm thinking that the community matters, but if the lots turn out to be 50 X 50 and have no water, power, sewer, or streets, the community isn't going to make up for it.

Am I wrong in thinking that potential buyers might want to know a little more about the home site than about the names of all the restaurants, night clubs, and shops in the community?

Comments(71)

Lisa Hickling
Brampton, ON
Picture the 1000 words that could be saved with a well illustrated site plan. I love that you are so thorough and obviously a wholistic writer. A credit to clients for analyzing the job in such detail, Marte!
Jul 16, 2012 07:28 AM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Lisa - Thanks for the kind words. I agree - would love to see a site plan and a map of the area - and instead of talking about the views, I'd like to see some photos.

Jul 16, 2012 07:43 AM
Lyn Sims
Schaumburg, IL
Real Estate Broker Retired

Well, I would say they are both important but the area is secondary to the lot itself. I think that the agent is referring to others that have built contemporary giving a certain custom feel to the area.  Not all the homes will be cookie cutter.  But lot size is important because that decides what style home can be built & also sq footage.  I'm sure areas like this also have square footage restrictions. 

I think then after the buyer likes the lot they ask 'am I in the middle of no-where?'.  Then the community becomes important.

Jul 16, 2012 07:51 AM
Eric Michael
Remerica Integrity, Realtors®, Northville, MI - Livonia, MI
Metro Detroit Real Estate Professional 734.564.1519

Marte, I think it's both. A buyer is always looking for more information about everything. Blogs should probably be the same.

Jul 16, 2012 08:50 AM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Lyn - This is definitely a resort community, and nothing is too far from the action.

Eric - I wish this was about blogging - I could do a whole series! I believe it's a piece to mail out, but my client is not a very good communicator, so I'm not positive.

Jul 16, 2012 09:19 AM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Lyn - People who choose this location are well-off and know where they want to be, I think. The choice is will they purchase a condo, a pre-bult home, or a lot. My client is selling the lots, which is why I think he needs to expand on that information.

Jul 16, 2012 11:56 AM
Melissa Zavala
Broadpoint Properties - Escondido, CA
Broker, Escondido Real Estate, San Diego County
I didn't read the comments (and that's my disclaimer if I say something dumb) but I would think that you focus on the features and benefits. An agent in our office recently listed a horse ranch for like 300 horses, so he really focused on the hose-stuff and much less on the location. It worked because he got more than one offer and fast, too.
Jul 16, 2012 12:19 PM
Evelyn Kennedy
Alain Pinel Realtors - Alameda, CA
Alameda, Real Estate, Alameda, CA

Marte:

I think the community is an important consideration for buyers.  Writing a paragraph about the community with photos of parks, schools and other amenities is a way to convey the essence of a community.

Jul 16, 2012 01:50 PM
Katerina Gasset
The Gasset Group & Get It Done For Me Virtual Services - Provo, UT
Amplify Your Real Estate & Life Dreams!

Around here the attributes of the land or the lot will be very important. After all, dig 4 feet down and you hit water. There are a lot of issues with land in South Florida. After all, most of all of this land used to be swamp land. 

There is also the location aspect to it. 

A one acre vacant lot where you can have a horse here in Wellington is going to run you over $450,000 but if you go right across Southern Blvd to the north to Loxahatchee you can get a lot where you can have your horse, one acre for $25,000. Huge difference in just the value of the name of the town. 

But with either of these lots the buyer needs to know: 

  • is it permitted for horses
  • is it high and dry
  • are there any mitigation issues with the army corps of engineers
  • what can I build on the lot
  • is there ingress 
  • are there any encroachment issues 
  • is there a bore test for the property
  • does it have sewer or septic 

etc. 

Jul 16, 2012 02:18 PM
Ruthmarie Hicks
Keller Williams NY Realty - 120 Bloomingdale Road #101, White Plains NY 10605 - White Plains, NY

Hi Marte, 

Yes, depending on the type of property, but certainly in the luxury market around here people want to know that the best of the best is at their fingertips.  Downtown White Plains has a lot of transplanted high-end restaurants from NYC.  This has been a big selling point.  When  I took a couple to a luxury condo complex today, the sales people mentioned several new amenities that were coming to the neighborhood including a couple of high-end restaurants.  That's just what I'm experiencing.  Every area is different, but I would say "yes" to your question. 

Jul 16, 2012 02:26 PM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Melissa - That would be the way to sell a horse property. People who are really into horses often don't even care what the house looks like - as long as it's a dry place to cook and take a shower. (Especially if "mom" is the one who spends her time on horseback.)

Evelyn - I'm going to keep pushing him for photos. I can link to the theme park and the marina, but his handout or web page should have photos as well.

Nestor and Katerina - isn't that interesting? Hard for me to comprehend, but since my idea of a good place is far away from other homes... (There ARE times when I wish I could order pizza delivery, of course. Nothing is perfect.)

Ruthmarie - Again - interesting to hear what matters to different people.

I was surprised recently to read that homes sell for more if they're within a mile of a WalMart - and I would have guessed just the opposite!

 

Jul 16, 2012 02:44 PM
Christine Emmick
Freelance Writer - Wall, PA
Woman of many words

I might be one of the few, but community means very little to me. I grew up in a suburb subdivision with 1/4 to 1/2 acre lots. Back in the 80's community was more important than it is today. I have many online communites that we are a part of, my kids cyberschool and we drive to actvities such as gymnastics and homeschool group. When we bought our house last year we looked at the house first... and we wanted something specific. 4 to 5 br, hot water heat, and low price.

I know this is not a priority for everyone, but I feel each person's needs are different. There are some that rely on public transportation. Some others that need acreage to homestead, still others are concerned about   prestige of their location. Needs must be individualized for eact client so as to make it feel like the "perfect" home. :) 

Jul 17, 2012 02:11 AM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Christine - Yes, it depends upon what you're looking for and what you actually need from the community - and that could be anything from proximity to work and school to proximity to high end restaurants - to space for gardens and critters.

Glad to meet another home schooler - although it's been many years ago for me. I'd have loved to have a homeschool group for support, but at that time I was the lone rebel in my community.

Jul 17, 2012 02:45 AM
Jon Quist
REALTY EXECUTIVES ARIZONA TERRITORY - Tucson, AZ
Tucson's BUYERS ONLY Realtor since 1996

I sell areas and/or communities. Once we find an area, THEN I look for specific homes. Otherwise you can find yourself driving every which way, and it's too hot for that!

Jul 17, 2012 02:32 PM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Jon - Yes, I guess it would be!

Jul 17, 2012 04:42 PM
Bill Fields
Bill Fields Learning Systems - Treasure Island, FL

Absolutley right and good guidance for those newbies. Thanks.

Jul 17, 2012 09:50 PM
Jenny Durling
L.A. Property Solutions - Los Angeles, CA
For Los Angeles real estate help 213-215-4758

Congrats on the feature.  I think if you are selling vacant lots, you would need to describe the lots in terms of size, shape, topography etc. If you are selling lots in a PUD, then you'd include amenities about that.  The rest of the info he wants sounds like something that might get him more clients, but it seems it should be a whole separate page or post that could be linked to from the lot info post. Just my 2 cents

Jul 18, 2012 03:19 AM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Bill - Thanks. I'm sure all these comments will help them.

Hi Jenny - Thanks. You and I are in agreement. Now if I could just get him to give me that information...

Jul 18, 2012 04:43 AM
Denver Johnson
West USA Realty, Mesa AZ - Gilbert, AZ

Marte, location is always important-- right up there with the price. In your case, you know the location, so looking at the neighborhood is important.

Most buyers in the east Phoenix Metro cities know which city they want to live in-- and which part of the city-- so the job comes down to showing the subdivisions that contain the price-point properties, and accepting/rejecting the areas until we arrive at the acceptable ones.

If we haven't found "the one," we have narrowed the locations and now we can concentrate on the house. Takes a while, sometimes. But-- it usually doesn't involve a lot of research of the neighborhood amenities.

Jul 23, 2012 09:41 AM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Yes, it's a very high-end, exclusive area. The choice is whether to purchae an existing home or condo or build a dream home on one of these lots.

I'm still pushing my client to tell me more about those lots, since that's what he wants to sell.

Jul 23, 2012 01:02 PM