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Marketing Real Estate in Santa Cruz

Jan 17, 2008
Marketing in Santa Cruz, no matter what is being marketed, requires unique strategies. This is even more true when it comes to marketing real estate. The real estate market in that part of California is unique in that prices are high and continue to rise, but not due to a high demand from those who are currently living in the area. What is driving up these prices, and how does this fact affect the marketing process?

Wealthy individuals who do not live and work in the area are frequently the ones who purchase Santa Cruz real estate. Some purchase property to use as vacation homes, while others purchase property to use as a primary residence and then commute to their jobs. For this reason, local marketing efforts typically focus on reaching these wealthy potential buyers.

What does this mean for the person looking to sell property in this exquisite part of the world? First, those who are going to successfully sell property in this unique market need some expertise in marketing properties in this unique area. Marketing the property to the wrong target audience will cause it to sit without a buyer longer than necessary. Real estate in this part of California is hot, and carefully targeted marketing ensures a quick sale.

Santa Cruz marketing also requires the right tools. First, you need a clearly visible for sale sign, as well as signs pointing drivers to your property from main roads. Those who are in the market for a home in in this area often drive around the area to see what properties are available.

Clear signage is an essential marketing tool in this diverse area of windy mountain roads and tiny beach neighborhood streets. Along with a proper sign, sellers will want to have a flyer box with professional flyers highlighting the benefits of the home. Serious buyers who have the money for a property will want to leave with some information that they can use to help them make a decision.

When marking real estate in Santa Cruz, the seller must focus on increasing exposure to potential buyers. The internet is one way to increase exposure to property. The people who are shopping for property in this area are typically busy, so they often turn to the internet to do their house shopping.

Sellers need to work with realtors that can offer online listings, complete with descriptions and photos of the property. Magazine ads, newspaper ads, and ads in online classifieds are other ways to increase the amount of exposure to a property.

Finally, properly marketing a property in this eclectic market requires carefully setting the selling price. Properties that are priced too high, even in this highly desirable part of the country, will have a hard time selling. Some areas in Santa Cruz are more desirable than others, so knowing the real selling value of a property can be challenging.

On the other hand, houses that are priced too low will sell quickly, but the seller will lose potential profit on the sale. Working with a local, experienced marketing specialist, usually a Realtor who has expertise in this particular market, is one way to ensure that you set the best price for your property.
About the Author
Seb Frey is a Capitola, California Real Estate Broker specializing in Santa Cruz Real Estate. He is fluent in Spanish and enjoys helping people find their piece of the American Dream in Santa Cruz. You can find Seb's blog at SantaCruzHomeBroker.com/blog.
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