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new tool is changing and enhancing the way real estate agents prepare and market
homes. It comes at a time when "for-sale" signs are lingering
too long in the front lawns of houses across America, costing real estate agents
time and money. The problem is that houses aren't presented in ways to show off
the home's best features, and buyers are turned away before they even get to the
front door. In
fact, a recent analysis says the latest electronic marketing strategies can
actually backfire. According to a 1999 California Association of Realtors
Internet vs. Traditional-Buyer study, buyers previewing houses on digital photos
and virtual tours are eliminating a substantial number of houses appearing
cluttered, too small and unattractive. Without ever walking through the front
door, buyers simply move their computer mouse on to the next house to preview,
the study says. Many
real estate agents discuss with their clients the advantages of elaborate
marketing plans, including the Internet. But very few agents explain why
marketing is only as good the product itself.
Especially
in today's roller-coaster-like market, agents' marketing strategies must be
distinguishable. According to the National Association of Realtors, the
Washington, D.C.-based trade organization representing more than 760,000
Realtors nationwide, the number of previously-owned houses sold each month
across the country has fluctuated since late 2000.
For many of those months, the number of sales of existing single-family
houses actually decreased, according to NAR. The
answer: a well-staged home whose appearance shines on digital photos and
virtual tours, inviting potential buyers to schedule in-home tours. An
information-packed video helps agents enhance their marketing plans to be much
more effective and get buyers get to the front door. |
