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Direct Marketing is a Real Estate Investor's Secret Weapon
When looking to sell a home during times when the real estate market is unstable, many simply decide to drastically lower the price. The home would then be placed on every website imaginable as you sit back praying for just one buyer, any buyer. This is a strategy many of your neighbors have also tried; and it didn't work for them either.
Most realtors and home sellers make the same mistake when it comes to creating the listings for these homes. Here's the listing for one of the townhomes in my area:
"Small complex in Burnaby Heights for sale. Rare corner unit offered in stunning Red Brick Heights. Built 2 years ago, 3 bedrooms and 2 baths help to fill up 1,375 square feet of living space. There's also a 3rd floor loft. On the roof you'll find magnificent panoramic views of the North Shore Mountains. Enjoy gourmet kitchen, hardwood floors, granite counters, and stainless steel appliances. Move quick - at this price, the unit won't last long. Reduced strata fee on well managed property."
This is not the way a skilled copywriter would have written this listing. A quality copywriter would understand what their prospective buyer wants. In this example we know the buyer is looking for a home. But people are also feeling more uneasy about investing in real estate. At the same time potential investors also know there could be an occasion to land a good deal. What ends up happening: fear overrides the hope of finding a property to buy at a good price while the market is down.
If you have to sell your house, you need to acknowledge that fear or the desire to make money " not, as was done in the above example, try to create a fake sense of urgency. And you need to appeal to the positive emotions that might make someone want to buy a house even in troubled times.
Never start out an add to sell by simply listing features. You can't just hope that the potential buyer will be swayed in a positive direction based on the homes statistics. Hardwood floors, great views, and stainless steel could be offered in every other home that's on the market. What you should do is get to the root of their feelings about the home you're selling. How will they feel when they walk through these doors or cook in the magnificent kitchen? Keep this in mind as you come up with the proper wording in your listing. Remember to try and tap into the emotional side of why they want to buy and then arrange the listing to tug on those emotions.
A professional copywriter would be able to able to craft an expert listing that would cause buyers to respond rapidly. I think my neighbor could have used some copywriting help in drafting the ad to sell their townhouse.
About the Author How to find money for real estate investments, create financial freedom, positive cashflow and massive wealth with Julie's free Real Estate Investing Starter Tips Guide. Retire a rich real estate investor with tips like: How to find quality investment properties, finding and keeping great tenants, and easy ways to become wealthy with real estate.
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