4 Steps to Selling an “Unlovable” Property
The struggle is real.
Despite an improving housing market, it’s no secret that the majority of real estate agents have had—at one time or another—a long-standing face-off with a stubborn property that just won’t sell.
So, how can you avoid these frustrating encounters? The following four steps will point you in the right direction.
1. Be Frank
Identify your client’s expectations at the very beginning of your relationship. If there are noticeable problems with the property, discuss realistic pricing and address the challenges with your client. During this time, highlight appealing features of the home.
To determine your client’s current situation, ask probing questions like:
- What are your reasons for selling this property?
- Are you planning to buy a new home? Why?
- When did you purchase this property?
- How much have you financially invested into this house?
- What recent home improvements have been made?
2. Make it Sparkle
Once you discuss the nitty gritty details, take a look at how the property is staged. Is it displayed to its full potential? Are there any possible improvements to make?
Cluttered, poorly maintained homes cause a property to languish and become a tough sell. Buyers may disregard a property entirely if they’re distracted by awkward presentation and unorganized furniture placement.
Consider the following in your staging efforts:
- Remove all indoor and outdoor clutter.
- Make cosmetic repairs, such as polishing, painting the interior and exterior, or replacing old wallpaper.
- Adjust furniture layout to create focal points.
- Optimize the lighting in your home by opening windows, replacing old light bulbs, and using lightly colored paints.
3. Put in the Effort
Often, your property listing is your one shot at making a good first impression. The majority of buyers start their search online and make an instant decision about the property based on briefly viewing the photos and description.
Most potential buyers scroll past listings that contain no visuals. Use high-quality, eye-catching images of the property that showcase your staging efforts.
The opening statement in your description should take no more than two to three sentences to inform buyers of the strongest features. Highlight the number of bedrooms or bathrooms and make a note of the neighborhood, as well as the property’s closeness to nearby shopping or entertainment centers.
Avoid using embellished words and phrases, such as “beautiful” and “dream property,” throughout your description. Instead, provide the information that matters most to your potential buyer.
4. Give it a Boost
Now that you have a compelling listing, post it to your social media pages. In today’s real estate market, social media has become an essential marketing tool to directly (and inexpensively) reach potential buyers, as well as maximize exposure of your property listings.
Though there are hundreds of social media platforms, Facebook dominates the Internet with a startling 1.79 billion monthly users. Its ability to collect data, assist in finding the right audience, and target specific individuals and groups, makes it an invaluable marketing tool.
Facebook can analyze who is engaging with your content, allowing you to target your posts to certain geographical locations and ZIP codes.
But don’t let Facebook’s popularity prevent you from experimenting with various social media platforms. You may find that your target audience has better engagement on other social networks.
Don’t Give Up
If you’re up for the challenge of taking on a not-so-loveable property, stay persistent and don’t get discouraged. Planning ahead and being transparent with your clients will allow your selling journey to start off on the right foot.
Have you ever taken on a property that was difficult to sell? How did you approach it? Share your thoughts in the comments!
“Stats.” Facebook. N.d., 2016. Web. 10 Jan. 2017.
Meyer, Michele. “What to Do When a Home Won’t Sell.” National Association of REALTORS. REALTOR Mag., Mar. 2016. Web. 10 Jan. 2017.
Ballinger, Barbara. “25 Quick, Cheap and Easy Home Sale Tips.” National Association of REALTORS. Realtor Mag., Aug. 2012. Web. 10 Jan. 2017.
“Home Staging Basics for Clients.” National Association of REALTORS. Realtor Mag., Apr. 2015. Web. 10 Jan. 2017.
Williams, Seth. “HELP! What To Do When Your Property Just Won’t Sell.”REtipster. N.d. Web. 10 Jan. 2017.