Today’s Tustin listings represent a gigantic leap forward in terms of market efficiency. It’s
hard to imagine a speedier and more convenient way for prospective home buyers to examine the
array of Tustin properties currently being offered. For the sellers, too, the Tustin listings provide a
matchless system for examining the neighborhood competition. In a matter of minutes,
homeowners can make certain that their offering is positioned in line with what the current market
supports.
The Tustin listings are also extremely fair in how local homes for sale are presented. On
most sites, properties are given the same amount of space in blocks that are scrupulously identical.
Since every property is shown using the same format, it’s extremely even-handed— From the real
estate marketer’s point of view, that quality also makes it extremely annoying.
The thing is, the very last thing in the world a marketer looks for is fairness and even-
handedness in presentation. A major tool for any marketer is the use of superior graphics and
design to make their product stand out from the competition. In Tustin real estate terms, the last
thing a marketer seeks to produce is a presentation that’s exactly the same as everybody else’s. But
there’s little choice. Since the Tustin listings are far-and-away the leading funnel through which
first contact with potential buyers is made, the cookie-cutter uniformity of the Tustin listing
formats are a hurdle that has to be overcome.
One of the factors that marketing experts strive to identify is sometimes called the “X-
factor.” As was true on the X-Factor TV reality show, it refers to an elusive quality or feature that
makes one thing stand out from other similar competitors. When it comes to real estate, a prime
objective is memorability. When there are many listings, it becomes all too easy for a property to
get lost in the shuffle. But if a house is lucky enough to be architecturally unique, its X-factor can
simply be its signature glamor photo: the “curb appeal” shot. Even if every listing is restricted to a
same-size slot, if the shot is sufficiently eye-catching, the house will be a standout, and the
marketing challenge will be met.
The technical details (asking price, number of bedrooms and baths; square footage, lot size,
mechanicals, etc.) may add up to a magnificent value story, but since there can be other offerings
with similar features, that may not help overcome the even-handedness of the listing format.
What’s left is the descriptive language—the short blurb that becomes the one other opportunity to
present an X factor that will stick in prospects’ minds. A good example might be a phrase that
introduces a sociability factor, like “great for entertaining!” Others may describe unique views or
the convenience of a prime central neighborhood location.
Making the most of the messaging opportunities possible with each of the many different
electronic and other media is decisive in today’s real estate marketplace. When it’s time to add
your property to the Tustin listings, I hope you’ll give me a call to discuss creating the marketing
approach that gets your job done!
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