Make sure your marketing campaign is aligned to your personal goals and you’ll be right on the money.
While it may be a cliché, there is plenty of truth to the old saying ‘you must spend money to make money’. When it comes to selling your property that means investing in the right marketing package. But whether to go all out and spend big, or pinch your pennies depends largely on your personal goals.
If you want to sell your property fast, a thorough marketing package will build buzz around your property and get it moving quickly. However, if you’re willing to bide your time and wait for the right buyer to discover your property, then saving money on a basic marketing campaign may be a better option for you.
While you can pick and choose the right marketing tools to suit you, here are three general levels of property marketing campaigns you should consider:
Online listings are a must these days, and professional photography is unavoidable if you want to create a listing that stands out. You’ll also want to go with the traditional ‘for sale’ sign to capture passing trade – especially if your property is in a high traffic location. And don’t discount advertising in local print publications to compliment your online marketing.
- IntermediateGive your listing a professional polish with floor plans that help potential buyers visualise the flow of your home, and enlist a copywriter to ensure your listing is expressing the distinctive features and lifestyle value of your property. A video tour will also take your marketing campaign to the next level, and give your agent content to share on their social media channels.
- AdvancedConsider calling in a property stylist to bring in on-trend furniture and accessories to stage your property for photo shoots and inspections. A stylist will be able to design the look of your home to appeal to your target market, emphasise special features and make the best use of space. Also consider a property microsite that will bring together all your marketing content to present your home in an exclusive online environment without interruption from competing properties.
A note on budget
So how much should you spend on marketing your property? The beauty of modern marketing packages is that they can be tailored to suit your preferred budget, however it may pay to consider a recent study by JA Group. It found that owners who spent less than $5000 on their marketing campaign received an average of 13.3 groups attending inspections over a five-week period. However, owners who spent more than $5000 on their marketing campaign received an average of 32.2 groups attending inspections over the same period. That’s almost two-and-half-times more buyer interest.
The following advice is of a general nature and intended as an opinion and broad guide. For all legal, financial or real estate advice you should obtain independent professional advice to do with the specific nature of your circumstances before making any legal, financial or real estate decisions.