Planning to sell a home that stands out from the rest? You'll need a
unique marketing plan to avoid the "upscale pitfalls."
First, take a close look at your competition. Yes, there will be other
standout homes against which yours will be measured. Although yours may
offer unique features or amenities, your competition wil be showing off
their own unique features. Be sure to use your head, rather than your
heart, when setting the price.
Next, be flexible. While your privacy, time constraints, and security are
important to you, upscale buyers expect to see homes on their schedule.
They also expect a prompt answer to their purchase offer, so don't play
hard to get. Be prepared to work openly with your sales representative to
arrive at a prompt, satisfactory conclusion to your home sale.
Offer your home in "no excuses" condition. Prospects who can afford your
home expect to make a purchase that reflects a "Better Homes & Gardens"
image. Their lifestyle rarely allow time for "fixing up" and they don't
see themselves as "handymen."
Avoid unrealistic advertising expectations such as TV sports or major
newspaper campaigns. Your agent understands that highly focused target
marketing such as color ads in upscale magazines may be required to
attract the right buyers.
Finally, be informed. Ask your agent to explain the special strategies for
selling your special home.
