| Today's home seller needs an edge to make their | | | | strong benefits to the buyer. |
| homes stand out in a buyer's market. Besides making | | | | Hurdle #4 Curb Appeal |
| their home most desirable, sellers need to monitor all | | | | |
| aspects of their sale. | | | | When shoppers pull up in front of your house, the first |
| Selling a house is like a steeplechase race horse | | | | glimpse must impress them enough to get out of their |
| jumping over hurdles. Some race horses make the | | | | vehicle to see what's inside. For condo sellers, the |
| jumps look so easy; they run and jump in rhythm under | | | | development has to pass approval and your unit |
| the jockey's guidance. The home seller's job is to | | | | should stand out with added appeal like large potted |
| make home buyer's hurdles easy to jump. Home | | | | plants near the door in colorful containers. The typical |
| buyers make up their minds about a house on each | | | | house needs pizzazz near the front door to draw the |
| step they take or every barrier they cross. As a home | | | | eye into the house. You must entice the buyer to |
| seller, you need to make sure your buyer crosses | | | | cross the threshold to see what's inside. |
| each barrier. Here are eight hurdles for you to win the | | | | Hurdle #5 First Impression |
| house race. | | | | Inside, the typical house shopper makes up their mind |
| | | | within 15 seconds whether or not they're interested in |
| Hurdle #1 Listings and Ads | | | | your house. This is why the first sighting inside must |
| | | | pass inspection and peak interest. |
| Buyers make up their mind about the advertisement or | | | | Hurdle #6 Lasting Impressions |
| listing whether or not to continue reading. That means | | | | To encourage shoppers to spend more than the usual |
| they approve of the basic features and price. | | | | four minutes previewing a house, use home staging |
| They must see something in the advertisement or | | | | strategies. Buyers select a home based on their |
| listing that makes your house stand out in a crowded | | | | emotions. They choose the home they connect with |
| market. To entice a buyer to pick up the phone and | | | | and one they think "feels like home." This just doesn't |
| call about your house, the buyer must read some | | | | happen in four minutes. |
| benefit that they want. This should be your property's | | | | Houses that spark fantasy about living in the home, |
| best benefit to the buyer, such as "Live across from | | | | enjoying a better lifestyle, and entertaining friends help |
| Eagle Point Park; enjoy the views and playgrounds" or | | | | buyers make up their minds. |
| "Move right in without fixing or painting a thing. Owners | | | | Hurdle #7 Easy Purchase |
| will even help with your costs." | | | | Buyers make offers on houses when they feel |
| Hurdle #2 Yard Signs that Attract Attention | | | | comfortable with the paperwork. If you're selling by |
| | | | owner, have a basic contract on hand that doesn't |
| The yard sign should look professional and not take | | | | confuse buyers and have a closing agent or escrow |
| away from the appeal. Many over-sized yard signs | | | | officer draw up the formal documents later. If you're |
| clutter the landscape. Put the sign to the side a bit and | | | | selling by agent, your agent must be trained on how to |
| consider a shorter sign for smaller houses. | | | | handle negotiations beyond just filling out forms. |
| Instead of wasting words with the all the amenities, | | | | Hurdle #8 Keep Sale on Track |
| make the phone number legible from the street and list | | | | During the sale process, monitor all the closing details. |
| the best feature not obvious from the curb. | | | | Keep your home staged for the most important date: |
| Hurdle #3 Non-Generic Sales Flyer | | | | appraisal day. Invite you buyers to return early in the |
| | | | sale for their walk through so they stay "in love" with |
| Perhaps a house shopper will be interested enough to | | | | your home. Make sure all the appointments are made |
| get out of their vehicle and pick up a sales flyer. This | | | | and kept, such as inspections, and contracts signed on |
| means that the flyer needs to be written with sales | | | | time. |
| copy that gives motivation to see the property. A | | | | Turn house shoppers into motivated buyers, help your |
| "ho-hum" generic flyer with a long list of features | | | | buyers jump the hurdles, and you'll win the house race. |
| should be rewritten using Marketing Psychology with | | | | Copyright © 2006 Jeanette J. |