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Sunday, April 13, 2014

Home Seller Tips: Marketing a home that is "just like the others"

One key tenet of marketing a home is differentiate from the others. 

Sometimes, as in the case of Brevard County, Florida's planned unit development of Viera, the differences between many homes is very limited.  Some developments have "cookie cutter" structures while others have custom and or semi custom features and floor plans.

Not only does this apply to single family homes but this can be especially a challenge when selling condos where there are usually only maybe four different floor plans in an entire complex.

So how do you differentiate a house that is similar to all others? 

The easiest way to stand out from the others is price.  Some sellers take this approach by pricing at the lower end of the market and thereby encouraging competition among buyers.  When the inventory is low this could be a great approach.

So what do you do if you get the competition but all the offers are low?  No problem.  No seller can be compelled to accept any offer.

On the other end of the spectrum a seller can differentiate by pricing above all the other similar homes.  If a home is priced significantly higher than similar properties in your neighborhood or area make sure the differences are really there and promoted as such.

How else can one differentiate?   If there are new, newer or updated components, promote them.  Caution: Be judicious in the use of new, newer and updated.  Something done two or more years ago is not new. There is (or should be) a statute of limitations on "new" and "newer."  Hey, I was a "newer baby" in the late 1950s!

Does your home offer features that really stand out?  The key is "something will be different".  For instance, energy efficient upgrades.

Being different is a sometimes a challenge but the greater challenge is being different when you are like all the others.

Your real estate agent has one job - make your house stand out and promote, promote, promote!
Image courtesy of artur84 /

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