"Selling" versus "Marketing" Your Property

One thing that's often forgotten by people who are selling their home, or landlords who are looking for someone to rent their property, is the difference between marketing and selling. Marketing is straightforward and technical. You just take a few attractive photos of the place advertising its best features, write a brief description focusing on its strengths, put these elements up on a property-ads website and wait for the offers to roll in.

These are all good things, and you should definitely do them if you are looking to sell or rent your property. But if you really want to get through the process in the most efficient way, and find a good match, you will also focus on really selling your home, which is a bit trickier and requires a little more care and attention.

What does it mean to sell your home?

Selling a property is about knowing what buyers and tenants are looking for, and tailoring your approach to match.

For example, it’s not just about taking a photo, but choosing exactly the right photos for your clients, the ones that are really going to wow them and make them say, "This is the place for me."

It’s not just about writing a description. You need to get into the head of the prospective buyer or tenant, and think about what they might like to know about the property. Especially those things that might not have occurred to them.

It’s also about knowing who to target. Think about who would really love the property that you are looking to sell or rent, and why. Then tailor your marketing materials to them, emphasising the features that are really going to make them swoon.

But most of all selling your property is about human interaction. You don’t want to be just a faceless landowner at the other end of the Internet. You want to be a real person who can provide a lot of care and attention to whoever is interested in buying or renting your property.

Tips for How to Sell Rather Than Just Market

1. Communicate: 

When you get a response to your property ad, be sure to deal with it in a warm and personable manner. This will help them feel more comfortable about the whole thing, and is more likely to speed up the process.

2. Listen: 

Whether the potential client has come for a viewing or is still just feeling things out over the phone or by email, be sure to really listen to their needs and concerns. What kind of property are they looking for? What amenities do they need in the area? The more closely you pay attention to the particulars of their search, the more able you will be to see if they are right for your property.

3. Choose a Community Estate Agent: 

Renting or selling your property is not about how big your estate agent is. In fact, smaller community-based agents may be a lot more effective than large corporate ones at finding exactly the right person for your property.

Whether you are selling or renting, it's an exciting process. Just make sure you take the time and care you need to do it right.