In this respect, running a strong marketing campaign is vitally important because it not only puts your property in front of suitable buyers, but also shapes their perception of it.
When well coordinated, promotional activities can generate plenty of interest. They even bring more people through the door and create greater competition in the offer process.
In this post, we'll take a deeper look into the importance of marketing when selling your property. Hopefully, it will help you to maximise your ROI.
Why Is Online Visibility So Important When Selling a Property?
Most buyers begin their property search online through popular websites like Domain. These platforms let them enter a suburb, price range, and property type into a search engine or real estate website, then compare available homes.
As a buyer, they can be good starting points to help you find the house or flat of your dreams. However, as a seller, there is the possibility that your property can be well presented and fairly priced, yet still attract little attention if its listing is hard to find. For this reason, sellers need a campaign that reaches people on the channels they already use.
The same principle applies to agents, conveyancers, inspectors and other businesses involved in a sale. That is why services such as Prosperity Media, Sydney's SEO agency, can be very effective in helping related businesses to appear in online searches. Essentially, they connect property owners with services they may need during the selling process.
How Can Good Marketing Influence the Sale Price?
Marketing does not change the size, condition, or location of a home. But it can change how many people know that the property is available and how they feel about it.
When only a small number of buyers see a listing, competition may be lower. This can result in the seller receiving fewer offers or having to wait longer for a more suitable one. However, if the campaign reaches a larger pool of relevant buyers, then several people may become interested at the same time.
Strong competition can also encourage buyers to submit higher offers than they normally would. Especially in a popular suburb or when similar homes are scarce. Additionally, a well-run campaign can reduce the risk of selling quietly before the wider market has a chance to respond.
What Makes a Property Listing Stand Out?
When searching for a property, buyers often scroll through dozens of listings in one sitting. The ones they tend to view have an appealing main image, attention-grabbing headline and introductory text that gives them a reason to stop and look more closely.
Arguably, professional photography is one of the most important parts of a listing. One main reason is that bright, accurate images help buyers understand the rooms, layout, and outdoor areas. The best photos show the home at its most appealing without making spaces look misleadingly large or disguising obvious faults.
The written description should focus on features that matter to the likely buyer. These might include:
- Renovated kitchen
- Home office
- Extra storage
- Private parking garage
- Secure garden
- Access to nearby schools and public transport
- Outdoor swimming pool
It is always a good idea to include a floor plan, as it adds useful context, particularly in how rooms connect. Photos often don't do this. Video tours and aerial images may also prove beneficial for large homes, rural properties, or sites with notable views and land.
What Are The Best Marketing Channels to Reach More Buyers?
An online listing is usually the centre of a property campaign. But it shouldn't be the only place the home appears for sale. Indeed, different channels reach buyers at different stages of their search. So, it's always worth mixing up your marketing efforts.
Social media, for instance, can be a great way to introduce the property to people who don't check listing websites every day. Short videos, photo carousels, and local advertising can be particularly useful for agents who want to target users in specific areas.
At the same time, running email campaigns can alert buyers who have already contacted the agency or attended similar inspections. These people may be ready to act and could have finance approval in place. They may also be investors who are looking for the right opportunity.
Another tried-and-tested tactic is a signboard. This can be especially useful in areas where people want to move within the same neighbourhood. Printed brochures can also give visitors something to review after they leave an open home.
Are Presentation and Inspections Part of Marketing?
While marketing may bring people to the front door, the property's condition shapes whether they make an offer. Buyers increasingly compare the listing with what they see during an inspection. Therefore, if the two feel very different, trust can quickly fall away.
There is no harm in treating the presentation and inspection as part of your marketing efforts. Activities like cleaning, decluttering and completing small repairs can all make rooms feel more inviting. Not least because many sellers don't want to pay for a major renovation without a significant reduction in the listing price.
Some sellers hire professional stylists to help buyers see how awkward or empty spaces could be used. However, they do need to strike a fine balance between the home looking inviting and believable. Too much decoration can distract from important considerations like room size, storage, and natural light.
As a seller, you should prepare for questions about the building's condition. Buyers will arrange building, pest or strata inspections before making an offer. So, it's best to be as upfront and honest with them as possible.