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#NEWS

MAKING THE MOST OF YOUR MARKETING

By: Antonia Mercorella

CEO, Real Estate Institute of Queensland.

When it comes to selling your home, marketing is an essential ingredient in achieving a successful sale. It builds awareness and captures the attention of a wider target market. An effective marketing campaign helps your property to stand out in an otherwise crowded market and is a critical factor to achieving the sale price possible. No time is ever a good time to cut back on marketing. Even as we navigate our way out of the COVID-19 pandemic. When it comes to property marketing, it’s an indispensable investment that can make the difference between selling for the best price possible and not selling at all. Today’s property market remains fiercely competitive. It’s also currently a seller’s market with strong buyer demand. So to maximise your potential sale price, selling your property is all about an effective marketing strategy. Popular property platforms such as online portals and newspaper advertising (particularly regional) along with search advertising, social media, signboards, window displays, local marketing and letterbox drops all play an important role in spreading the word about your property and garnering the most attention among buyers. Each of these options comes with a cost that must be factored into your marketing budget. The best marketing strategies will combine a mix of different

channels while your real estate agent will have a database of targeted buyers looking for a property like yours ready to kick-start the campaign. The end-game is to create maximum exposure which translates to more buyers and more competition, with the best price outcome possible.

While it’s tricky pinpointing an exact figure on how much to invest in marketing, as it will depend on the property as well as the seller, across the Sunshine Coast region you can expect to pay anywhere between $2,000 and $10,000 depending on what options you choose. Alternatively, a general guide many use today to calculate their marketing investment is around 1% of their property’s value.

You never get a second chance to make a first impression so to achieve maximum exposure and interest in your property, two areas that should never be compromised are photography and copywriting. A buyer’s first impression begins with your property photography so it’s important to have the right photos to help trigger a buyer’s impulse. And let it be said, it pays to have a professional photographer capture your property the best way it can be. They understand the composites of light and staging; how to make areas look bigger, brighter and more inviting; and, will seek out the best attributes to showcase and the best angles to capture.

< Antonia

Mercorella.

Getting the words perfectly polished as well to accompany your photos means using a good copywriter who can produce highly engaging and authentic copy that focuses on your property’s best features, along with the potential lifestyle benefits. Good copywriting evokes imagination and aspiration and will serve as a great guide for photography and floorplans so getting it right is important.

Another great first impression, and proving to be increasingly popular options, are 3D virtual home tours and photo-realistic floorplans. With a wide range of affordable options available starting from $250, it gives you the ability to capture your property within an immersive digital diorama. It’s what is often referred to as experiential marketing and it can result in more buyers, particularly out-of-towners, interstate and even international, who may not have the opportunity to visit your property in person.

Ultimately, property is the biggest purchase in the lifetime of any buyer, and represents much more than material worth. That’s why it pays to invest in a marketing strategy that achieves the lion’s share of market exposure while tapping into the emotional and rational motivations of prospective buyers. Of course, your agent will still need to be a skilled negotiator to extract the best price from the buyer but an effective marketing strategy will attract the largest group of prospective buyer.

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