So, why has no one been to view your house? First, let me tell you a story
Jaffa Cakes were recently in the news about their claim to be, well, a cake. Tax authorities felt differently as cakes don’t get taxed yet biscuits do and eventually went to court to both plead their cases.
The authorities said that they are marketed like biscuits, are often in the biscuit aisle in supermarkets and are biscuit sized.
McVities won. Why?
A cake goes hard when it’s stale, a biscuit goes soft when it is stale. Jaffa cakes go hard.
What is clear is that the marketing of the product was confusing for the authorities and for the consumer. As many of us have debated (Round the water cooler in the staff canteen) exactly what this sweet treat was trying to be.
Why is this important?
When marketing your home you have to be clear on who your product, in this case, your home, is for. What the qualities are and who is likely to buy it.
I went to see a couple who told me that they had had no viewings, but didn’t know why. Their agent told them the market was slow. Yet we had sold their neighbours’ house in just a matter of weeks for full asking price.
They explained who wouldn’t like their house, the mature market wouldn’t like the stairs, they mentioned, their agent told them it’s perfect for a professional with access to the M6.
I felt differently.
Looking at the wording: here’s two extracts from their paragraph write up:
“great accessibility for the commuting professional”
Yet it has a “Family Bathroom”
There are two issues with this, a commuting professional does not want a “family bathroom” and a family does not want to be living with or near “professionals”. They want to be near other families with similar values where their children are welcomed and can play.
There was another problem. The neighbours. None of which were families or professionals.
I asked the homeowners what their neighbours were like, what they did, what their ages were, how long they’d been here.
Here are their answers:
Michelle next door si divorced in her late 40’s. both children left home. She’s been here for 5 years.
Robert and Amanda two doors away, they are in their late 30’s. No children, Roberts works away. Amanda likes the peace and security.
Across the road is Bill and his wife Margaret. They are retired and have a dog, they’ve been here 20 years.
This continued. The reality was that the person likely to buy their house did not have children was probably 45 – 60 and liked the security of the development. Could also have been a person who has had a major life change, such as a separation or death of a loved one. Being near to the motorway only mattered so it was easier to get to the airport for the 2/3 holidays a year they took to Spain.
Take a look at your property details, does it match your local community?
Are you using the right words for that market – words that they would use to tempt them into looking?
Is it targeting the most likely buyer?
When you switch your thinking it can have a profound effect on your outcome. Take a look at yours today and see what you find.
If you’d like me to see, drop me an email on firstname.lastname@example.org or give me a call, I’ll happily take a look and find your perfect buyer to help you sell your home. You don’t even have to become a client of mine.
Have a great week
I’m Victoria, I love VMOVE, I designed the company to fit our beloved clients and it just keeps getting better. We’ve had a phenomenal year, from being the only Lancaster Estate Agent to get into the TOP 10% of estate agents in the country. We were the only local agent to feature in the top 20% for sales locally. It just keeps getting better. It’s all down to my amazing team. They are wonderful, every day is enjoyable, every client looked after and every house marketed to the max. You may not know this but I teach other agents to be the very best they can be too, showing them our secrets to successfully sell houses. Showing them how they too, can achieve some of the very best marketing the UK has seen. We love what we do and we’ll go to the very ends of the earth to make a difference.
If you’d like to know why I love my clients so much try reading this one
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