The real estate market is constantly fluctuating, especially during these uncertain economic times. If industry professionals hope to sell new properties or spaces in up-and-coming neighborhoods, they need foolproof ways of attracting potential buyers.
The first step in attracting prospective buyers is making a strong and engaging first impression. That’s why we asked 14 members of Forbes Real Estate Council how they recommend gaining and holding buyer attention. Follow their tips for a better chance of landing more deals.
1. Great Design And Urban Experiences
Create an equitable, resilient and transformative design that provides opportunities for great urban experiences at every scale while supporting the well-being and health of everyone within the community. Never has this been more important than in today’s world where communities are challenged by racial injustice, a global health crisis, climate change and a realignment of how we live, work and play. – Steven Upchurch, Gensler
Having a reputable real estate agent is helpful, but doing it alone means one thing: cleanliness. Make sure the photos are crisp, the floors are immaculate and the overall presentation is truly prepared in a world-class manner. These small things go a very long way in showing the true beauty of even the dullest of properties. – Danny Hayes, TerraScale
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3. High-Resolution Videos And Virtual Tours
High-resolution videos and virtual tours are integral to promotion and growth in both residential and commercial real estate now more than ever in the era of coronavirus. Anyone who has not yet taken advantage of digital technology in real estate is now scrambling to catch up. You have to be in the digital game—it’s said that upwards of 90% of all real estate transactions begin with a click. – James Prendamano, Casandra Properties, Inc,
4. Thoughtful Property Staging
Reduce the perceived variables associated with buying in a new area by staging the property. Buyers may have a hard time visualizing what the neighborhood will be, so stage the home as it will look in the future. Kids? Leave out a few toys. Work-from-home crowd? Have a Wi-Fi router out in plain sight. Always leave the closets empty as it makes them look bigger. – Robert Jafek, Boomerang Capital Partners
5. Professional Photos
Incredible photos are the best way to hold the attention of buyers. Professional photos are worth their weight in gold, so don’t skimp here even in a hot market. When I look at houses, I go straight to the photos. Most people do this and if they don’t like them, they will move on. If they do like the photos, they then go to the description for more details. We buy with our eyes first! – Bill Allen, 7 Figure Flipping
6. Sharing Knowledge Of The Neighborhood
When promoting an up-and-coming neighborhood, you must be knowledgeable not only about the current state of the neighborhood but also of what the transformation holds. Share your knowledge! Include details about the businesses that have already committed to opening in the neighborhood and share information about proposed developments and their estimated timelines. – Tara Hotchkis, Compass
7. Unique Visuals
It comes down to portraying the home in the best possible light, so work closely with your photographer. But it goes beyond just great pictures. 3D tours can help a buyer gauge if the floor plan will work, and drone footage can not only capture the lot but also the neighborhood. For homes with prime locations or ocean views, those images can bring more buyers through the door than anything else. – Jennifer Anderson, Anderson Coastal Group
8. Neighborhood Growth Statistics
You can attract buyers by highlighting the growth statistics of the neighborhood. This includes the growing job market in the area, increasing property values, high-ranked school district and family-owned restaurants since people love to eat! – Jammie Jelks, Legacy Home Loans
9. Neighborhood Review Videos
Create a neighborhood review video that highlights the area, real estate properties and local businesses. Upload your video to YouTube and title the video the name of the neighborhood and city it is located in. Push the link to the video on all your digital and print marketing. – Mor Zucker, Team Denver Homes – RE/MAX Professionals
10. Marketing To The Wholesale Pioneers
Focus on the upside potential. For example, buying in an up-and-coming neighborhood is buying at a wholesale price. If everything goes as planned, the neighborhood will turn around and the property will eventually list at a retail price. Remind potential buyers that the real winners are always the pioneers—the people who buy wholesale, put down stakes first and sell at a retail price. – Kevin Markarian, Marker Real Estate
11. Collaboration With Local Businesses
Elevate the property by working with local businesses. Build a marketing plan that highlights the neighborhood shops, restaurants and activities. For example, you can partner with restaurants and shops and offer a discount coupon book for anyone visiting your open house. – Marco Del Zotto, LIV | Sotheby’s International Realty – Breckenridge CO
12. Putting Buyers’ Needs First
Successful brokers see the bigger picture. Promoting a property is a chance to educate potential buyers while building an authentic network and customer base. Converse with buyers, learn what your target audience is searching for and engage with them in a genuine fashion. They may just be better candidates for different listings, but they’ll remember you made their interests a priority. – Charles Argianas, Argianas & Associates, Inc.
13. Marketing Success Stories
Market your strengths. Buyers for the most part are always seeking value. In up-and coming-neighborhoods, show examples of success stories. By highlighting the success of previous buyers in a specific neighborhood and showing the value that was created, buyers can see and understand the potential of the property you are showing them. – Blake Plumley, BluWater Capital LLC
14. User-Generated Content
Create user-generated content (UGC). This is content such as photos or video that is raw, authentic and created by a person who wants to do the promotion. A steady stream of UGC on social media and the web will start to develop a community of followers who are highly engaged and look at you as the go-to source for the neighborhood. – Kris Lippi, ISoldMyHouse.com
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