A realtor marketing breakthrough can come through many means. Sometimes a shift in marketing your real estate property listings come about just by accident. A sudden thought can bring a whole new perspective on how to sell more houses and properties.
Listen to this story of a realtor friend of mine. He was trying to break into the lucrative mountain property market in the Colorado front range foothills. John had been in the real estate business for a few years and had sold many houses in town. But he wanted to deal in mountain property where he new the real estate market was hot at the time.
John gained a couple of listings and began to promote them using the marketing techinques that his agency had trained him to use. He did the usual MLS and other means of getting the listing out there. He had many showings. But, no accepted offerings, and no closings. He was getting frustrated at the feedback from buyers and other real estate agents.
Most of the prospective buyers were looking for a home in the country, but they really wanted a house in a well maintained subdivision. The mountain properties he had as listings were crude in comparison. But John kept on showing them and wondering to himself why he couldn't match up the right buyer to close the deal.
Finally, the contract ran out on the first property he had listed. The owner told him that they were going to try and sell it themselves. If they couldn't get it sold in a couple of months, they would come back to him and re-list the property through him. John found out a few weeks later that the property was sold within a week of the listing expiration. He was flabbergasted.
He accidentally ran into the couple that had sold the property without him a couple of days later. John asked them about the property and the couple told them that they had indeed sold it. So he asked them if they had someone on the side that was interested and had just waited for the listing contract to expire.
That's when he found out how they had actually sold the property. The property owners had gotten frustrated because all the buyers were looking at the house and they were trying to sell the property and all the country living that comes with it.
The couple told him that just about the time that the contract was ready to expire, they had gone to check their mailbox on the "main" road and ran into a few "bikers" taking a rest and figuring out where they were going to ride to next.
One of them asked if they lived "up on the hill". They said they did. The reply from the bikers was, "Isn't it great to be able to live up here, so far from everyone in town. And a great view too." They answered that it sure was. And that's when the idea hit them ...
They called up "Easy Rider" magazine and placed an ad for their property. The ad stated that the property enjoyed end of the road seclusion and was a great place for city biking friends to come and hang out and enjoy the scenery. Within 24 hours of the magazine reaching the news stands, they had a site unseen offer which they accepted. The property had been sold!
John suddenly realized that he was marketing this property as he would a city house. He also realized that to break into the mountain property market, he had to find the true benefits to the property. The view, the seclusion, country living, and the dreams that people have to escape the hustle and bustle of city life.
His marketing emphasis changed dramatically and now John is well known as the mountain property realtor to list with. Sales in this lucrative market have sky-rocketed.
As a real estate agent, you have to take in the dynamics of each market you're trying to break into. Each has its own benefits and emotions that accompany them. And with each one, you have to make the marketing breakthroughs that fit the situation and market.
This is true whether you're trying to sell a house in town, farm land, industrial property, or whatever. Look for the benefits that sell emotionally to the buyer and you will find that there are many realtor marketing breakthroughs that set you apart from the competition. They may come from the least expected places.
