WHY WON'T MY HOME SELL???
Time and time again in this market sellers are stunned that their wonderful house sits on the market day after day,month after month. You may indeed have the best house in the neighborhood, but perspective buyers know nothing about your home. Why? Because most agents do the 3 P’s. Place it in the MLS, put up a Post, and Pray.
We’ve been successfully selling luxury properties for over 20 years and we have 3 innovative programs for you to chose from that have proven themselves time and time again.
Program 1
Standard Real Estate Listing w/ Madison Avenue Marketing
In this program we start with a standard real estate listing. Standard things, Multiple Listing Service with pictures and a virtual tour, yard sign, standard web site placement. These are all the regular things that a Realtor® should to do to serve you.
That is where standard stops! We do “Madison Avenue Marketing”, brochures and ad copy. With this type of ad we take the rifle approach instead of the shotgun approach, reaching only our target audience. Mercedes-Benz gladly sacrifices 99% of the market in exchange for reaching the small segment of the population who will buy a luxury car. Positioning is what you stand for in the mind of the consumer. Wal-Mart stands for everyday low prices, e-bay stands for on-line auctions, and Dell was successful selling computers direct instead of thru retail outlets. Positioning is the same thing as branding.
Done correctly, positioning pre-sells. It is advertising shorthand for getting the attention of the kind of customers you want. Positioning is the opposite of trying to be all things to all people. You have heard of the 80/20 rule that says, “80 percent of the sales are made by 20 percent of the salespeople.” What this means is some people sell more than others. The same is true of ads-some are far more persuasive than others. Those are the very ads that we do.
Positioning is the opposite of trying to be all things to all people. You have heard of the 80/20 rule that says, “80 percent of the sales are made by 20 percent of the salespeople.” What this means is some people sell more than others. The same is true of ads-some are far more persuasive than others. Those are the very ads that we do.
Guess what is M-I-S-S-I-N-G from all listing agreements?
You should not sign any listing agreement without reading it carefully. Do so, and discover that it contains no detail about how your home will be advertised. Is there any mention of dates when you will see ads placed for your home? Are there any specific publications named? We provide an attachment to the listing agreement...a detailed advertising schedule that shows dates the ad will run. Publications are in fact named (we use nothing but full page ads). We use display and retail ads targeting both consumers and the real estate industry. We use direct mail campaigns to market them both. We never use multiple properties in the same ad.We hold your house up on a pedestal and get it sold!!!!!
Program 2
The Reverse Auction
In real estate with even the best marketing campaign, price is still a factor. If your home has been on the market for months with no offers, you have 1 of 2 problems and maybe even both of them. Your house has not been marketed properly or the price is toooooooooo high. With a good marketing program you should have a flurry of activity within the first 2 weeks that the marketing program has been implemented. If you do not have multiple showings and offers your price is probably too high. You can chose to blame this on your Realtor®. But if you do that you are trying to shoot the messenger not address the problem. So, if you have had multiple Realtors® with fair marketing programs and no contracts or written offers, what do you think the problem is? Well, it just might be your price. I know that is hard to swallow.
How do we remedy this? With a Reverse Auction! When most people they hear the word “auction” they think of a distressed sale. That is simply not true. Done with proper marketing your home will bring market value. Here is the hard part. If you still believe that your home is worth 10-20% more than the market, even with great marketing it will never sell. What we do in this scenario is start with an appropriate listing price and then aggressively reduce the price every 2 weeks until we start getting a flurry of activity. That means showings and written contract offers. When market value is approached buyers come out of the wood work. Serious offers, multiple offers, in writing for you to chose from.
Program 3
The Auction Method
The auction method is much like an antique auction, an out cry auction. We set an auction date. We do a massive marketing campaign for approximately six weeks. We then hold the property open daily for 2 weeks. We sell the property on auction day then close the sale within the next 30 days with no contingencies. 90 days from start to finish. This puts a lot of things into play. We have created a real sense of urgency. The buyers know if they do not come to the auction and bid that they will never have a chance to buy your home. We put the buyers in a competitive environment assuring the highest sale price possible.
Despite a very slow luxury market nationwide, by using the auction method we can sell and close your home in just 90 days from start to finish.
We’re able to do this by bringing nationwide buyers (who would have never known about your property) together for an exciting one day gala auction event. This creates incredible excitement and urgency-- which gets luxury properties sold, fast!
The benefits of letting me sell your luxury property by auction are:
- Your property gets sold and closed in 90 days.
- Your closing will have NO CONTINGENCIES!
- Your property gets sold at a fair market value and sometimes more.
- There’s no hassle. We handle it all-- from marketing, to auction, to closing.
- NO COMMISSION CHARGED TO THE SELLER
If you are interested in selling or know someone who is...please consider telling them about our unique methods. Please call me and we will get together for coffee and discuss which method is best for you.
Best regards,
Geno Perez
Luxury Estate Marketing Consultant
Toll Free 1-888-808-4366
Cell 1-602-618-8294
Geno@Geno-Perez.com
P.S. Remember we will do it for you in 30 to 90 days from start to finish! |