Marketing A Luxury Home in Collingwood ~ Blue Mountain; Part 2
After you have established the right asking price, have prepared and staged your luxury home, it’s time to begin marketing the home for sale.
Remember the question most sellers ask is “Will you advertise my home in the Globe & Mail?” Let’s think about that. What we want to find is a suitable buyer. Less than 5% of buyers can afford an upper-tier home and even fewer (less than 1%) of buyers in South Georgian Bay buy a property valued at over 1 million dollars. Where are those buyers and how do we find them?
I can hardly imagine someone sitting down to read ads of out-of-town properties for sale unless they have some interest in the topic. Secondly, if they do, I doubt they suddenly discover South Georgian Bay for the first time and I doubt even more that any ad, usually 30 words or less, will cause them to make a new life plan. No, in reality, the buyer likely already has an attachment to the area be it in past vacations, friends who have invested or moved here or maybe they already own property in the area.
This buyer is affluent and educated. If they are in the market for a luxury home, the probability is extremely high that they will search on the internet for available listings to see what’s out there. They will visit the area and will likely solicit the recommendations of family or friends to find a good area. They’ll drive around, right down some addresses and head back online for details. They’ll eventually hire a local REALTOR® if they are serious. In other words, they are not looking for a two line ad in a paper that cost some agent hundreds of dollars to run with no results. Trust me on this, I know. I know, oh how I know! They are using the internet, signage and salespeople as well as family and friends.
So, a good start for a new listing in this category is for the listing agent to host an Agent Open House inviting other REALTORS® to view and learn about the home. If you can’t sell the agents, chances are you’ll have a tough time selling anyone else.
Secondly, make sure the house is easy to show and that the owners are absent during the showing. Most clients ask that the listing agent be present in the background and therefore available to answer specific questions that might arise. Make sure the keys work, the alarm system is addressed with the agent, that the house is in top notch showing condition and that pets are removed from the home.
Now that the house has been priced, prepared, staged, shown to other agents and is easy and ready to show, the real marketing begins. Naturally, that involves signage, placing the listing on the MLS® Multiple Listing Service and preparing feature sheets. But there’s more. Much more.
Coming Soon: Marketing A Luxury Home in Collingwood ~ Blue Mountain; Part 3
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When it’s time to buy or sell real estate in the Collingwood, Blue Mountain or Georgian Triangle area, contact Marg, an experienced and competent Broker who is ready whenever you are!