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 Coming up with the Right "Angle"
It's amazing how many times people just simply MISS THE POINT !
Many times over the years I have seen a listing remain on the market simply because it had not been presented to buyers with the right approach to DEMONSTRATING the property's good features and the resulting BENEFITS for the buyer. The listing broker simply MISSED THE POINT and therefore many potential buyers never saw the benefits of the property.
You've got to come up with the RIGHT ANGLE and make sure your property reaches all potential buyers and that they UNDERSTAND the benefits.
Below are six examples of clever ways to re-market seemingly "troubled" properties by marketing them differently than they had been done previously and by finding the "Right Angle".
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There was a double commercial lot in town that everyone thought was best used as one larger lot; so even the owner wanted to sell it only as one large lot. I eventually convinced him to let me market the 2 lots separately in addition to marketing it as one large lot. As a result, we ended up selling the 2 individual lots quickly and for MORE money than the asking price of the one large lot. Two lots in the $650,000 range will attract many more buyers than one lot in the $1.25 mil range! |
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Actually RAISING the price of a troubled property and making it known that the property had been marketed incorrectly before has gotten much attention and produced many offers in one case for me.
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All too frequently a residence possesses most all the right components agreeably except that one particular element may need a major updating which will increase its marketability exponentially. Finding that Achilles Heel and fixing it can often lead to a much faster sale and for more money than ever originally expected. |
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On occasion, owners will build a small caretaker's residence on a vacant lot, with plans to build the main house later. But then plans change, the main house never gets built, and the owner needs to sell the property. I have often seen these types of property linger on the market for long periods of time even when they are clearly well-pried and good values. The reason they never get bought up in a timely fashion is that they are marketed as "residences", and most buyers looking for a residence are NOT looking for a tiny care-takers unit on a large piece of land. You have to market this as a piece of "vacant land" (which just happens to have a small house on it) because the buyers who are looking to build their dream home will more likely look under "vacant land" than under "residences". It is much smarter to market this type of property under both "residences" and "vacant land' to make sure that the right kind of buyer will notice your property. |
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For vacant land, buyers need all the help they can get for visualizing the benefits of that land and how their house might fit onto it. Using the right site planners and architects to produce conceptual drawings, I can help buyers see just the right spot to build their home and how to take advantage of the best features. |
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It's amazing how this one broker missed the point entirely on one particular lot. For an in-town lot it was 60% wider than most (thus affording much better floor plans for the house), and it was on the corner (thus giving the future house much more light, space and open air). These two points were major features that gave the buyer incredible benefits that the original listing broker missed entirely. And once I took over the listing and got those 2 points across to the brokerage community, offers started to flow like mad - despite the legal easement issue we had to deal with ! |
Whichever kind of property we have to sell, a good broker will sit in the property for a good period of time to FEEL the property and to walk around in the shoes of the owner in order to UNDERSTAND how to use and enjoy the property. Only then can we find the RIGHT ANGLE on how to market it properly for the benefit of the seller. Only then can we as listing brokers do a superlative job in promoting the property for a successful sale in a timely fashion for the most aggressive price.
This is what I strive to do for my seller clients. And by looking at the following chart
you will see that I have succeeded in large part for many of my clients in the past.
 My listings have sold, by and large, quicker than average, because I PROMOTE THEM CLEARLY AND COMPLETELY. I complete the ordinary promotional duties with full effort, and then go one step further with original ideas. I hope to be able to share some of these original ideas with you someday! And you don't have to take my word for it - read what my past seller clients have to say! Click here
To see more about promoting a property click on the links below
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