In the Spot­light with Rémy Mar­tin

SLOW Magazine - - Contents - Text: Kayla Cloete Im­age © is­tock­

There is no point in try­ing to fight it: The world has gone digital. From up­dat­ing your debit or­ders to do­ing your gro­cery shop­ping, al­most ev­ery daily task has mi­grated to the realm of ones and ze­ros. Why should sell­ing your home be any dif­fer­ent?

“In to­day’s mar­ket, most buy­ers will view a prop­erty on­line be­fore they make the ef­fort to view it in per­son. Sell­ers who do not take the time to en­sure that their prop­erty is mar­keted cor­rectly on­line, are dra­mat­i­cally de­creas­ing the true mar­ket­ing po­ten­tial of their homes,” says Adrian Goslett, Re­gional Di­rec­tor and CEO of REMAX South­ern Africa.

DO . . . In­sist on an On­line List­ing

Most rep­utable agents should of­fer to mar­ket your home on a digital plat­form. If they fail to men­tion it in their mar­ket­ing plan, don not be shy to ask them about it. “It is al­ways ad­vis­able to find out from your agent which sites they plan on us­ing for your list­ing so that you can be as­sured that your prop­erty has the widest reach pos­si­ble,” Goslett ad­vises.

Fact-check the List­ing

Copy grem­lins are sneaky crea­tures that man­age to slip past even the most dili­gent of agents. Be sure to dou­ble-check your on­line list­ing for any ty­pos or fac­tual er­rors. Buy­ers search ac­cord­ing to cer­tain fil­ters, so if your list­ing in­for­ma­tion is mis­spelt or some in­for­ma­tion has not been in­cluded, your prop­erty will not sur­face in the list of re­sults for cer­tain searches. Be­yond this, ty­pos tend to make a list­ing look less pro­fes­sional, which could po­ten­tially de­ter the buyer from the prop­erty.

Hire a Pro­fes­sional Pho­tog­ra­pher

“A highly mar­ketable prop­erty can be over­looked if the list­ing im­ages are poor qual­ity or if they do not pro­vide in­sight into what the prop­erty has to of­fer,” Goslett says. To max­i­mize the re­sults of your on­line list­ing, most agents will ad­vise that you hire a pro­fes­sional pho­tog­ra­pher to take your list­ing pho­to­graphs. If you choose to forgo this ad­vice, en­sure that the im­ages that are up­loaded are not blurry and that they pro­vide an en­tic­ing view of each room. A vir­tual tour would be the crème de la crème of on­line list­ings, but in lieu of this, the more qual­ity im­ages you pro­vide of the prop­erty, the bet­ter.

DO NOT . . .

Tan­gle the Lines of Com­mu­ni­ca­tion

If your list­ing will ap­pear on mul­ti­ple on­line por­tals, be care­ful that the lines of com­mu­ni­ca­tion do not get crossed. Ex­pe­ri­enced agents will dou­ble-check this them­selves, but if you have cho­sen to mar­ket your prop­erty your­self, you need to check that the in­for­ma­tion you’ve sup­plied is the same across the board. Fac­tors such as price and con­tact de­tails are par­tic­u­larly im­por­tant in this re­spect.

Ne­glect the De­scrip­tion

We are liv­ing in a world ori­en­tated to­wards in­stant grat­i­fi­ca­tion where buy­ers have be­come too lazy to ask ques­tions. Leav­ing space for ques­tions on your list­ing (pho­to­graphs can only do so much to sat­isfy a buyer’s cu­rios­ity) is an easy way of redi­rect­ing buy­ers to a prop­erty where they can find all the in­for­ma­tion they need. If you’re try­ing to mar­ket your prop­erty on your own, you need to an­tic­i­pate all the ques­tions a buyer might ask af­ter look­ing through the im­ages of your prop­erty, and then try to an­swer as many of them as pos­si­ble in your list­ing de­scrip­tion. Be sure to in­clude key sell­ing fea­tures that are not vis­i­ble in pho­to­graphs, such as un­der­floor heat­ing or heated towel rails.

“While it seems easy enough to mar­ket your own prop­erty on­line, it is trick­ier than it seems. It is best to leave it in the hands of a rep­utable agent who knows ex­actly how to en­tice buy­ers into leav­ing their com­puter screens and tak­ing the next step to view the prop­erty in per­son,” Goslett con­cludes.

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