Listings in Tustin Present a Fair (but Annoying) Challenge

By
Real Estate Agent with The Associates Realty Group CA-01880463

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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Rainmaker
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Kristin Johnston - REALTOR®
RE/MAX Realty Center - Waukesha, WI
Giving Back With Each Home Sold!

Great post!  I am sure your phone will be ringing because of it!

Feb 27, 2017 06:58 AM #1
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Rainer
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