Selling your home for TOP DOLLAR in a reasonable amount of time is the goal for most homeowners, and probably for you too. With hundreds of homes sold, and more than 30 years combined experience, we’ve learned some Creative and Effective strategies for selling homes that we’ll share with you below.
Tip #1: Start A Community Page on Facebook
Before starting and expanding Your Florida House Team throughout Central Florida, I was working as a single agent focusing on the I4 corridor from Winter Park to Conway. I realized that most of these communities identified with living a “Downtown” lifestyle and so I created (and still actively manage today) the Downtown Orlando Neighbors Facebook Community page.
According to Facebook:
Community Pages are a new type of Facebook Page dedicated to a topic or experience that is owned collectively by the community connected to it. Just like Official Pages for businesses, organizations and public figures, Community Pages let you connect with others who share similar interests and experiences.
I use this page to share a variety of information that our members and neighbors find interesting including updates on new developments, announcements about new businesses and shops, information about community meet-ups and activities, etc. Through providing this service and acting as a community resource, I was able to build trust and relationships that can be leveraged for the purposes of marketing a home for sale. When I post a new listing in this community, our fans know that it’ll be priced correctly, in good condition, and they’re an enthusiastic and informed army neighbors who will be advocates for our listing.
Tip #2: Network With Your Local Real Estate Community
The Orlando Regional Realtor® Association (ORRA) has more than 15,000 members, and while most of these agents are part-time or new to the business, it’s an incredibly large base of people to connect with to help spread the word to a curious buyer. In addition to ORRA, there are local organizations for real estate investors, commercial practitioners, real estate attorneys, title companies, lenders and more! Here are some links to start exploring your local real estate networking opportunities.
Central Florida Realty Investors – https://www.cfri.net/
BiggerPockets® Orlando – https://www.biggerpockets.com/forums/645-orlando-real-estate-forum
Orlando RE Investors Club – https://www.meetup.com/Orlando-Real-Estate-Networking-Coaching/
One particular group we’re proud to be a part of is the Orlando Real Producers organization. Exclusive to the Top 500 REALTORS® in Central Florida, this is a powerful networking organization with a small number of professionals that work with a large number of home buyers.
Tip #3: Create A Brand For Your Home
Every piece of merchandise (your home) and merchant (yourself as the seller) convey an experience and a solution to the buyer. It’s worth pausing to consider who your buyer is, and what problem your home can solve for them. It would also be useful to consider what sort of experience that buyer wants to have when purchasing.
What I know, is that buyers want to be seen and addressed as if they’re the Hero in THEIR own story. Unfortunately, most sellers act is if their house is the Hero AND the Story, which makes it hard for buyers to care about why they should buy your home, and see how it could help improve their lives.
Enter – “Building A Story Brand” by Donald Miller. I did all this work reading books on screenwriting and the hero’s journey the hard way, before this amazing resource was published in 2017. You have the benefit of learning the secrets of professional marketers, story writers, and brand builders, in a nicely packaged and quick read that comes with a great online tool to help. Visit https://storybrand.com/ to get started crafting a compelling reason buyers should own your home.
Tip #4: Get Creative With Your Signs
According to the National Association of REALTORS®, a shockingly low number of buyers (only 7%), said they found the home they purchased through the use of a yard sign. That’s a 50% drop in the past 10 years alone but there are some things you can do to boost this number and increase the effectiveness of your signs.
- Partner with a graphic designer (either local, or through a service like fiverr.com) and incorporate your brand with your property’s unique features.
- Find a sign company locally who’ll print your custom design and provide a post and installation services.
- Use TEXT-ING! and Calls to Action – Signs that make the buyer an offer like “Text for Price and Photos” or “Text for Open House Dates and Times” get substantially more engagement.
- Never put the price on your outside flyer! We know that once we have an opportunity to talk with buyers and explain a homes unique benefits and features, buyers are far more likely to schedule a showing.
Don’t be afraid to play around with your signs and stand out amongst the competition. We recently updated our Open House campaign and saw an 23% increase in weekend traffic!
Tip #6: Leverage Video In All That You Do
A recent Forbes.com article states that in 2019 nearly 80% of all consumer internet traffic will be video, and that nearly 83% of consumers would consider sharing video content with their friends if it’s specific to their interests. Facebook, Instagram, CNN.com, your daughter, your boss, EVERYONE loves video and we know that homebuyers love it too!
The question isn’t if…the question is what. What type of video content should you be using to showcase your home?
Google owns YouTube.
That’s worth repeating…
Google owns YouTube!
Regardless of which type of content you decide on (I’ll list some options below), be sure that it lives on YouTube and that your description, headline, and tags, all sync up with what your writing and posting about your home in other places on the internet. We leverage consistent language across all our listing advertising, so that Google picks up on the fact that “6 Bedroom Home in Oviedo” has a darn good chance of matching with one of our listings, for example:
In addition to walk-through showcase videos like we produced above, some additional types of marketing videos are:
- 3D Tour Videos
- Guided Walk-through with narration
- Neighborhood Tour Videos
- Community Business Spotlight
- and more!
Tip #7: Create an Offer
When I was first starting out in real estate, a successful businesswoman and brilliant online marketer, Alicia Streger of Fit Pro Essentials, quickly introduced me to the brilliance of Dan Kennedy and his rules for direct marketing (which is what we’re doing as home sellers). His best-selling book “No B.S. Direct Marketing: The Ultimate No Holds Barred Kick Butt Take No Prisoners Direct Marketing for Non-Direct Marketing Businesses”, lays out 10 fundamental rules used by the top radio, magazine, mail, newspaper, and TV advertisers of all-time. They are:
- There Will ALWAYS Be an Offer or Offers
- There Will Be Reason to Respond Right Now
- You Will Give Clear Instructions
- There Will Be Tracking, Measurement, and Accountability
- Only No-Cost Brand-Building
- There Will Be Follow-up
- There Will Be Strong Copy
- It Will Look Like Mail-Order Advertising
- Results Rule. Period
- You Will Be a Tough-Minded Disciplinarian and Put Your Business on a Strict Direct Marketing Diet
Some examples of these rules that a For Sale by Owner-seller can apply might sound like:
“Make an offer and close before 10/31/2020, and receive a 1% seller credit towards closing costs”
“Purchase this home By Owner and receive a complimentary 1-year Home Warranty at closing”
Tip #8: Go High Tech with 3D Virtual Tours
According to the most recent research into homebuyers, 28% of buyers say that their real estate agent found the home that they purchased, and 8% of buyers purchased a home because of a relocation (source NAR® Profile of Buyers and Sellers). Virtual tours provide a great benefit in helping reach these buyer pools.
For agents: With 20% of the 15,000+ REALTORS® selling 80% of the homes in Central Florida, busy agents don’t have enough time to preview all the homes that meet (or could meet) their buyer’s criteria. A virtual tour acts as 24-hour open house allowing these agents to tour your home from their office, car, or bedroom!
For relocation buyers: It’s easy for buyers to find excuses in photos. Comments like “The bedroom is too dark” or “I don’t like the stairs in that area” are common when we’re working with buyers relocating to work for Lockheed Martin, Walt Disney World, Seimens, and other major employers. A virtual tour can help buyers get past flaws and distortion in photography, and allows them to see the home as if they’re actually walking through it.
See an example of a virtual tour from one of our recent listings below and let us know what you think!
While 93% of sellers chose to list their home with a REALTOR® in 2018 (source NAR® Profile of Buyers and Sellers), we recognize that the For Sale By Owner (FSBO) method may make sense for some of our friends, family and neighbors. This is usually the case if you’re an attorney, professional marketer, or a licensed commercial real estate agent or property manager.
We also recognize that circumstances can change and we would welcome the opportunity to speak with you about how we use these strategies, along with many others, to consistently beat the competition and put more money in our seller’s pockets. Give us a call today at 321-377-0341, and mention this article for a credit of 0.5% off our normal service fee at closing.
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