We all want the same outcome when it comes to selling our homes, the highest sale price possible
Advertising is a critical component to the sale of any property, as the quality of the real estate advertising campaign that you select can reflect on the number of buyer inspections that take place on your home. Selecting low-cost advertising could lead to it languishing on the market for a long period with very few buyer inspections and even on interest at all taking place, whilst selecting a premium quality advertising campaign could attract large numbers of buyer inspections and a fantastic sale price.
Over the past few years, there has been a dramatic change in the way buyers search for their next home. Most of them no longer go to real estate agents’ windows, check newspapers or even drive around the streets looking for “For Sale” signs to find their next property.
Research shows that today a clear majority of buyers search for their next home on major websites or even social media, using their mobile devices. To attract the attention of these buyers, your internet advertising campaign must use advertising that suits these platforms.
Using the very best real estate advertising gets results
A quality advertising campaign must be a blend of old and new technology. Using the latest in digital applications combined with traditional marketing methods, is an ideal way to grab the attention of the widest spread of potential buyers to your home.
Most real estate websites are made up of several different levels and sizes of ads, each with its own cost and position on the web page relevant to its suburb.
For example, realestate.com.au is Australia’s largest and most popular real estate website with a variety of advertisement sizes. It starts with the smallest, an ad called Standard Placement, usually positioned towards the back pages of the suburb’s web page, out of sight of many buyers (see graph below) and progresses up to the largest advert, Premiere Property, which sits either on the front or second page of the suburb’s web section. Premiere Property is unique in that it is the only advertisement that rotates back to the front page every 15 days, keeping your property constantly in front of fresh new buyers. (We believe Premiere Property to be the ultimate real estate advertisement in Australia).
The graph below shows an actual example of a property that we SOLD, where three different levels of ads were used during the campaign
The property sale commenced with Highlighted Property, the second highest level for 30 days. Initially, buyer inspections and interest were high but tapered off, averaging 200 viewings per day. At the end of this placement, the owner decided to run with a Standard Placement ad, the lowest level on the site. This proved to be disastrous, there were no buyer inquiries or inspections and as you can see, internet interest viewings fell to a record low. At Day 52, the choice was made to upgrade to Premiere Property.
Buyer viewings immediately jumped back up to record numbers (an average of 400 viewings per day) as did buyer inspections, and an offer was placed on the property within 7 days of the upgrade to Premiere Property. As you can see in the graph, at day 65, the property rotated back to the front page attracting another surge of buyer interest. By the time the property’s contract had become unconditional, we had 3 other expressions of interest to purchase the home. Obviously, keeping your property in the limelight has definite advantages, so after analysing the results shown here, we decided to only use Premier Property exclusively in all our residential listings.
So why is Premiere Property so good?
If you are serious about wanting to achieve a fantastic sale price for your home, then Premiere Property is an absolute must in your advertising campaign.
As the graph clearly shows, Premiere Property attracting more buyer interest to your home. We exclusively use Premiere Property with every residential home listing in our 90-day Premium Marketing Campaign.
The importance of photography
Every picture is worth a thousand words, so the saying goes.
The photography should embrace these words. The photographs must be magazine quality, clutter-free and wide-ranging, to entice the maximum buyer interest to the property.
Aerial shots, floor plans, live video, along with styling are all becoming very popular components of modern marketing campaigns. If your home is suitable, many of these enhancements will become part of our Premium Marketing Campaign, to ensure your property stands out in the marketplace.
Brochures and flyers are still integral tools used to find buyers
Buyers like to take a brochure home with them after an inspection to review the home’s character, features, floor plan and other aspects. Providing high-quality brochures keeps your property “top of mind” with buyers.
For sale signs and open homes
These still have their place in the sale process.
We use a For Sale sign that allows drive-by buyers to text a code word from the sign to a designated number, enabling them to receive a full information package about the property direct to their phone.
TRY IT FOR YOURSELF – TEXT CODE WORD BEND to 0428 424 586
Open homes still play a very important part in the sale process. Buyers like to view a property in their own time, at their convenience, (usually on Saturday when they are not at work.)