Marketing a Home
(A continuation of How
to Sell a House)
By Steve Gillman - 2006
This last of four pages on marketing a home starts with a
look at something you may not want to do, but which is crucial
if you want to sell your home yourself. It is learning how to
Learn How to Sell
One mistake that sellers make when talking to buyers is to
get defensive about their home. Listen to the criticisms, and
resolve them or ask how important the issue is to the buyer.
In other words, try to learn a little about selling.
Seriously, if you want to sell your home on your own, and
you are not already a salesman, go get a book. It will keep you
from making the most common mistakes, like arguing with or contradicting
buyers instead of finding a way to give them what they want.
A buyer might be entirely wrong in thinking that your stove
is an inferior brand, but arguing the point will more likely
lose the sale than change his mind. Better to say, "You
may be right. I'll tell you what. Write me a full price offer
and I'll have whichever stove you want in here the day of closing."
Selling is about listening and finding a way to give the person
what they need and want. You may not be able to do that with
your home, by the way. Selling doesn't mean "convincing"
a person to buy something they neither need nor want. Your home
has to suit them in any case, but even if it doesn't, you should
always listen anyhow. Even a person who doesn't buy your home
might point out a problem that you can resolve before showing
Sometimes, when marketing a home, you have to rethink your
strategy. If you or your agent aren't getting many calls, find
out why. Is more advertising necessary, or is the price too high?
Drop it fast, if price is the problem.
Listen to comments of prospects. They will be more objective
than you. If you hear several times that the kitchen is dark,
get out the white paint.
Find out what the average sales time is in your area. If your
house is taking longer than average to sell, there is a problem.
Usually it's price.
More Tips for Marketing a Home
Be sure to ask your real estate agent what he plans to do
to market your home - before you sign a listing agreement. Write
down what he says, and hold him to his promises.
If there are any known problems, such as an old roof, get
an estimate for repairs. The sellers may want a $7,000 allowance
for a new roof - until you show them your $4,000 estimate
Make a map showing nearby stores, parks and libraries, and
have copies available for buyers.
The book continues with pages on how to get a higher price,
which includes ideas about marketing a home in certain ways.
The book continues here: Sell
for More - A few key ways to boost that sales price.