Attracting the right buyers

By Will Keall
Professional photographs of your property, check. Advertisement in the real estate pages, check. Hiring a real estate agent, check. There are some basic steps that almost everyone follows in order to capture buyers’ interests when they decide to sell their property. 

But there is a difference between just attracting buyers and attracting the  kind of buyers for your property – only the right kind will seriously consider making a purchase.

Here are some handy hints to help you market your property to its next owner:

Do your research
First things first – what market does your property currently appeal to? You can’t assume that the best buyer for your home is someone like yourself – look at your home objectively, focusing on the features and what these could offer to all sorts of buyers.

Perhaps you have a modern but small apartment close to public transport that might suit a young single or couple, or maybe you have a larger home in a quieter area that could be suitable for a family or older persons.

If there is a property nearby that is open for inspection, check it out! It could give you an idea of who is searching for a home/investment property in your area, and could give some insight into what interior styling to use or avoid for your own property.  

It could also be worth speaking with a real estate professional to help guide you in deciding on your target market, as they will know what sort of people are interested in buying into your area, as well as the current market trends in your locality. 

All in the detail
Once you’ve figured out your target market, then your focus turns naturally to marketing. Every detail, from the language used in the property listing, the kind of photos used, the features emphasised in the description and the features that are left out all contribute to attracting the right kind of buyer for your property.

Using buzzwords and acronyms when your target market are more mature buyers or perhaps first home buyers? You might want to simplify the language a bit. Use a copywriting expert to really hit the mark with a property description geared towards your target market.

Buyers are purchasing a lifestyle, not just a property with certain features and a certain number of bedrooms, bathrooms and car spaces. Make sure you include appealing elements that could improve your buyers’ lifestyle, like mentioning nearby facilities like beaches, parks and playgrounds, public transport, shops, good cafes, bars and restaurants, community centres, tennis courts and sporting fields (depending on what you think would be important to your ideal buyer). 

Also have a think about where your listing is posted and published – you may need to get a bit tech-savvy in order to reach a younger market, or opt for the more traditional advertising for an older buyer. 

Think differently
This is especially relevant if your target market is very different to you. They therefore have a set of needs and wants and could possibly use the features in your home in another way. They also may consider some features as more or less important than you do. 

Basically, how you currently use the spaces in your home is not necessarily how others would use them – so have a think about this when arranging your home for inspections. 

Try to cast a more open-minded eye around the features and think about which would be the most appealing for your intended target market. Use this to style your home for an open house. Or else use a stylist to provide you with key tips on what to do.

Consider interior styling
When potential buyers are looking around your property, they are taking in and forming an impression from the interior design as well, even if that isn’t what they are purchasing. 

The overall look of your property’s interiors can actually be quite polarising for some buyers – however this doesn’t mean you have to stick to boring, sterile interiors. Just be aware of the target market and maybe ease up on very trend focused, bold pieces (it is your property that is on display, not your clever interior decorating skills, however amazing they may be). 

Of course, an interior style that appeals to a younger market wouldn’t be aesthetically pleasing for an older market, and vice versa. 

Will Keall, iMortgage’s general manager, has a wealth of marketing and business development experience gained in Australia and the United Kingdom. These include high level roles in a range of sectors such as financial services, insurance, travel and tourism, motoring and professional services.

Will played a pivotal role in the successful establishment of iMortgage. His dedication and passion for the mortgage industry have won Will the utmost respect as an integral part of the iMortgage brand.

A self confessed “numbers and brand geek”, Will calls himself a conservative investor with a long-term philosophy. He also believes it’s important to “love where you live.”

Will is a cricket and football tragic, who also enjoys running.

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