Tak­ing a dif­fer­ent ap­proach

Herald Sun - Property - - FRONT PAGE -

IS YOUR home some­thing a lit­tle dif­fer­ent, or spe­cial? I re­alise we all think our own homes are pretty spe­cial, but I’m not talk­ing about typ­i­cal homes — I’m re­fer­ring to homes that re­ally are some­thing a bit dif­fer­ent.

This does not nec­es­sar­ily mean ex­pen­sive, but it is more about the tricky house sale cat­e­gory of ‘‘homes that are not typ­i­cal of the lo­cal mar­ket’’. Properties that are unique.

Per­haps yours is a small, twobed­room house in an area full of big properties. Maybe it is a his­toric home sur­rounded by mod­ern es­tates or a con­tem­po­rary house sur­rounded by 100-year-old ter­races.

You may have nei­ther park­ing, nor a gar­den while ev­ery­one else has both.

Per­haps you have the last big block in your street, the stunner in an area that clearly hasn’t quite fin­ished up-and-com­ing, or it is the only home with­out wa­ter frontage in a street full of wa­ter­front homes.

What­ever the dif­fer­ence, th­ese are the homes that have to be mar­keted re­ally cre­atively and not only need the right agent but also the right mar­ket­ing cam­paign.

I re­cently in­spected a house a client had been try­ing to sell for some time. Look­ing at the prop­erty type and lo­ca­tion, and the fact the home was only bought in re­cent years, my ini­tial reaction was to ex­pect the prob­lem was sim­ply a greedy seller not ac­cept­ing that the value was no longer at the dizzy­ingly high fig­ures of the boom.

My re­search re­vealed a beau­ti­ful home in a de­sir­able lo­ca­tion, which needed more in-depth re­search, meet­ings and some time to think.

It re­ally was not a clear case of ‘‘high-price-itis’’. It ap­peared more a sit­u­a­tion of weak and unimag­i­na­tive mar­ket­ing com­bined with un­cre­ative agents fol­low­ing the set process they did for ev­ery other prop­erty.

The prob­lem was that this home re­ally was pretty spe­cial. It was very im­pres­sive for the hous­ing mar­ket in which it sat and there­fore needed to be mar­keted cre­atively.

The ma­jor is­sue with properties in the ‘‘bit dif­fer­ent’’ cat­e­gory is while they could be nor­mal else­where, in their lo­cal mar­ket they are not the norm. It is all about the seller and agent un­der­stand­ing the home and try­ing to think who it could ap­peal to, and know­ing buy­ers in this cat­e­gory are rarely look­ing for this ex­act type of home and lo­ca­tion and have to be led to the dis­cov­ery. So how do you lead such buy­ers? EN­SURE the dif­fer­ences in the home are ac­knowl­edged and fea­tured, good or bad;

GOOD qual­ity, but not mis­lead­ing, pho­tog­ra­phy and floor plans are a must;

THE agent must be right for the prop­erty and un­der­stand its idio­syn­cra­sies;

YOU may need to ex­pand your on­line and print pro­mo­tion, but stick to ac­knowl­edged, prop­er­ty­based pub­li­ca­tions and web­sites;

WORK to­gether with your agent to man­age the process. You may have to re­design the cam­paign com­pletely at a few stages.

YOU may have to in­vest in en­hanc­ing the prod­uct, if your re­search re­veals ma­jor neg­a­tives that can be min­imised;

Sell­ing some­thing dif­fer­ent is al­ways tricky, but the right mar­ket­ing, the right agent and a true un­der­stand­ing of the prop­erty will im­prove the process. An­drew Win­ter is a real es­tate con­sumer cham­pion and the host of on The Life­Style Chan­nel

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