In the old days, a property ad in an estate agent’s window and the local newspaper were all that was required to promote a property. Today we also have our website and numerous portals ensuring that our clients property receives the maximum exposure to the right people – or ideally thousands of them! Plus, of course, a deep social media presence.
But property advertising is not just about exposure. It’s about understanding the psychology of buying and ensuring that adverts, no matter where they appear, continue to pull in new buyer enquiries. Too little detail and buyers will not have anything to hook into; too much detail and they have no reason to view the property – and viewings are critical. Property is seldom sold from an ad – but viewings are!
It’s important to ensure that five main areas are covered in an effective property ad; Where is it? What’s it like? How big is it? How much is it? How do I view it? Anything else is superfluous and distracting.
How your agent handles enquiries from a successful advert is equally important. As well as establishing the ability of the buyer, a good agent will probe further and seek to understand areas of compromise in the buyer that may well result in that buyer viewing, and often proceeding to buy, a property they might never otherwise have considered.
Most buyers buy something different to their original intention, so let various other property ads in addition to yours do the job of making the agent’s phone ring, then leave it to your agent to convert those enquiries into viewings of YOUR property!
Please feel free to contact us today if you’d like advice on how our local property marketing expert would recommend marketing your property.