Guidelines to Marketing Selling-Points

By Sarah Last | Copywriter

Often, when many people tell the same story, it will change slightly each time it’s told. The same holds true for a home. Each buyer who steps through the front door will see the home a little differently than the previous buyer. An imposing, rustic stone fireplace might attract some people, while a sun-lit, open-concept space might resonate more strongly with others. Similarly, a two-story home may communicate privacy to one buyer, while a one-story home may echo convenience to others. Every home has different selling-points, and understanding how to appropriately market them is a crucial step in selling the home quickly. Since there are so many different ways to look at a home, this article will describe some guidelines that can help showcase a house in its best light.

Perspective

When walking into a home for the first time, potential buyers will often try to picture how they would utilize the space. Would they make full use out of the butler’s pantry? How often would they go swimming in the pool? Could they convert that fourth bedroom into an office? Thinking about all the advantages a home can have is dizzying, but it’s important to gather all of those details and showcase them in a way that will provide the maximum amount of potential buyers the ability to see themselves living in that house.

A good way to encompass all of the different perspectives of various buyers is to hone in on main components that create function, style, or sophistication. Open-concept rooms are an excellent example of a desirable feature that promotes function, because of the spacious and flowing layout which provides ample opportunity for communal living, as well as potential for easier indoor-outdoor access. Technological amenities such as home automation, dimmable lighting, or touch-screen climate control can offer a more modern and sophisticated appeal to a space, while crown molding and wainscoting showcase a home’s character in style. In order to appeal to the broadest range of buyers, focusing on how the features affect the function and style of a home are key.

Potential

Seeing the potential in a home isn’t just seeing the home as it is, but seeing what it could be. In order to help understand what aspects can prove a home’s potential, it’s beneficial to think about what specifically makes a home attractive. What features really enhance the home, and make it more than the sum of its parts? Factors like location, storage, recreational space, and natural light give potential buyers desirable options and ways to customize the home to be their own, while still incorporating the home’s original beauty that first drew them to look at the home.

Prioritization

Sometimes, in custom homes or homes that have been recently built, the spaces have been outfitted with an incredible number of excellent features. In order to keep information succinct and potential buyers from being overwhelmed, it’s necessary to know how to prioritize one feature over another. If the style of a house leans more toward being tech-based, then it’s best to call out modern features like remote-controlled window shades, touch-screen automation, or high-end kitchen appliances. A home could have a wealth of character and charm, but be located within strolling distance of parks and the area’s top schools. Since location is paramount, especially in Silicon Valley, it’s vital to put the benefits of the area into the spotlight, while still using the home’s original charm as good background information.

Understanding these three points helps to keep in mind the best features of a home to market, as well as to find the right house for potential buyers. Regardless of whether a home is old or new, custom-built or spec, to DeLeon Realty’s marketing team, whatever lies on the other side of the front door is rife with opportunity.


 

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