The Yin and Yang of Listing Homes

By
Real Estate Broker/Owner with ViewHomes of Clark County - Nature As Neighbors

 

We're working on some new customized marketing plans for upcoming listings.  And while we know that the buying process is a mixture of emotions and logic, we really were struck with the Yin Yang aspect of getting a house ready to list. When things are second nature to us, we tend to forget the psychology behind the process. 

 

 

Emotional Marketing  

  

Know your audience. As always, identify your target demographic(s). Keep them in mind in all marketing efforts. It also helps to target where to best reach them. What are their emotional triggers?

 

First impressions matter. In marketing materials, and when a buyer drives up to a home and first walks through the door, the initial feeling is often visceral. Rarely is there a second chance. 

 

Connect through the lifestyle - Buyers are often purchasing a lifestyle. Present it honestly and accurately. The goal should always be to make a good match.  Videos are especially helpful in conveying the feel of a home and neighborhood. 

 

Ability to visualize themselves living there.  Depersonalize the space and create a good traffic flow throughout the home.  In Feng Shui its known as the Flow of Chi.

 

Create harmony with soothing and appealing rooms. Homes are a respite, a retreat from a busy world,  the goal is to create a calm and welcoming space. Stage for optimal results! 

 

 

The Logical side of Marketing. 

 

Correct pricing. Encourages full-price offers. And at times, multiple offers. 

 

Accurate data.  Accuracy helps dissuade buyer remorse.  Imagine learning a home has 500 sq ft less than advertised? (Inaccurate data makes the logical brain wary.)

 

Optimal condition.  Get HVAC maintenance done, roof and gutter cleaning and repair, etc. (Deferred maintenance makes a logical brain wary.)

 

Pre-Inspection. If necessary a pre-inspection, to alleviate any doubts or concerns about conditions that might not be visible. Proactive measures often alleviate problems down the road. (Logical brains like to feel confident in their decisions.) 

 

Transparency. Don’t let objections creep up on a deal midway through the transaction. Manage any objections from the beginning with disclosure, disclosure, disclosure. ( Logical brains respond well to established patterns of trust.)

 

We both thrive on balance - and think the yin and yang aspect of listing homes (to sell quickly) is not only fascinating, but makes perfect sense. 

Posted by

 

ViewHomes™ grew out of our passion for nature, beautiful surroundings, and peaceful environments. Starting together in an urban environment, over the years we've gravitated towards areas with smaller populations and less density. We now enjoy our lifestyle in a rural environment, but with close proximity to metropolitan areas where we appreciate all the amenities of fine restaurants, shopping, and an easy drive to an international airport.
Living in ViewHomes™ is like having “elbowroom for the soul”.

314 NE Cedar Street
Camas, WA  98607

360-608-4900 

info@natureasneighbors.com
 

                                                                             

 

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Re-Blogged 1 time:

Re-Blogged By Re-Blogged At
  1. Roy Kelley 06/29/2018 01:00 AM
Topic:
Real Estate General Information
Groups:
Realtors®
The Art Of Marketing You
Addicted to Active Rain
Bananatude
The Marketing Maniacs
Tags:
selling
balance
attractingbuyers
salesprocess

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Rainer
401,789
Dörte Engel
RE/MAX Leading Edge - Bowie, MD
ABC - Annapolis, Bowie, Crofton & rest of Maryland

Dear Debb & Bernie,

Very good deliniation of head & heart.

Apr 18, 2018 08:27 PM #24
Rainmaker
560,824
Brian L. Sirota, Esq.
Bristar Realty (Realtor/Attorney) - Orange, CA
For Solutions: (714) 501-7660

Debb & Bernie, I totally dig your video...  it's like you've created a geographic valium!

Apr 18, 2018 10:05 PM #25
Rainmaker
1,328,103
Inna Ivchenko
Barcode Properties - Encino, CA
Realtor® • Green • GRI • HAFA • PSC Los Angeles CA

What a great title, you totally got my attention and I love this discussion you started in the Rain:) 

Apr 18, 2018 10:39 PM #26
Rainmaker
335,436
John Wiley
Right Move Real Estate Group- EXP Realty - Fort Myers, FL
Lee County, FL Real Estate GRI, SRES,GREEN,PSA

Thanks for the great marketing tips that help us focus.

I see so many attempts at marketing that I call the "shotgun" approach.

Putting a lot out there and hope it hits something.

You have to know your audience and focus on them.

Apr 19, 2018 03:41 AM #27
Rainmaker
2,556,288
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

A little bit of realism can always be injected into your emotional state to keep you balanced with everything.

Apr 19, 2018 04:43 AM #28
Rainmaker
1,304,149
Amanda S. Davidson
Amanda Davidson Real Estate Group - Alexandria, VA
Alexandria Virginia Homes For Sale

Debb and Bernie, this is so worthy of a gold star. Congratulations! Emotions show up first and then logic comes behind, you're so smart to make sure both are incorporated into your marketing. One of many reasons you're the best of the best. 

Apr 19, 2018 04:46 AM #29
Rainer
196,986
Dusty Rhoton SRS, MRES, ABR, SRES, GRI
RE/MAX Fine Properties - Flagstaff, AZ
Flagstaff Real Estate

What is there NOT to love about this post and the video!?!  Balance (Ying/Yang) is a very important aspect of life and getting closer to nature is reflective of how to look at your marketing and nature differently.   Great job!

Apr 19, 2018 05:14 AM #30
Rainmaker
4,197,490
Gabe Sanders
Real Estate of Florida specializing in Martin County Residential Homes, Condos and Land Sales - Stuart, FL
Stuart Florida Real Estate

Good morning Debb and Bernie.  You are so right on this topic.  I've always had some difficulty with the emotional aspect of listings, though I do have the logic down pat.

Apr 19, 2018 05:25 AM #31
Rainmaker
1,692,624
Patricia Feager
DFW FINE PROPERTIES - Southlake, TX
Selling Homes Changing Lives

Debb Janes EcoBroker and Bernie Stea JD 

Congratulations on having your post featured. The video balances out with effortless conviction the powerful message you're trying to convey. What you provided here is not just a marketing technique but a personal mission that you both learned to accept and therefore made these changes and implemented them into your own lives too. 

Thank you. 

Apr 19, 2018 05:31 AM #32
Rainmaker
2,964,467
Sheila Anderson
Referral Group Incorporated - East Brunswick, NJ
The Real Estate Whisperer Who Listens 732-715-1133

Good morning Debb and Bernie. This is wonderful post and congratulations on the feature. So much is visceral. Have a great day.

Apr 19, 2018 05:38 AM #33
Rainmaker
227,712
Shirley Coomer
Keller Williams Realty Sonoran Living - Phoenix, AZ
Realtor, Keller Williams Realty, Phoenix Az

Great, advise for successful listings.  Inspections and checking of room and HVAC are so critical.  These often have issues homeowners are unaware of. When is the last time and of us climbed up on the roof?  Most homeowners are surprised when HVAC and roof issues come up.  A great recommendation to avoid surprised!

Apr 19, 2018 05:45 AM #34
Rainmaker
3,481,654
Joan Cox
Metro Brokers - House to Home, Inc. - Denver Real Estate - 720-231-6373 - Denver, CO
Denver Real Estate - Selling One Home at a Time

Debb, buying a home does take emotion and practicality.    Great post, with many factors to consider.

Apr 19, 2018 05:52 AM #35
Rainmaker
2,346,851
Nina Hollander
RE/MAX Executive | Charlotte, NC - Charlotte, NC
Your Charlotte/Ballantyne/Waxhaw/Fort Mill Realtor

Congratulations on the feature, Debb. As I always tell my clients it's marrying the emotional aspects of buying/selling homes with the financial. Both need to be in the formula.

Apr 19, 2018 06:35 AM #36
Rainmaker
115,210
Eva B. Liland with Century 21 Doug Anderson
Century 21 Doug Anderson - Lancaster, CA
Glad to be of Service

Yes, you are so right, it is a balancing act and you couldn't have described it better!

Apr 19, 2018 07:36 AM #37
Rainmaker
4,552,751
Roy Kelley
Realty Group Referrals - Gaithersburg, MD
Roy and Dolores Kelley Photographs

Congratulations on your feature recognition. This is wonderful advice to share.

Apr 19, 2018 08:40 AM #38
Ambassador
1,552,187
Debb Janes EcoBroker and Bernie Stea JD
ViewHomes of Clark County - Nature As Neighbors - Camas, WA
REALTORS® in Clark County, WA

Dorie, thanks much. It's quite the balancing act to do marketing well. D 

You got it Kathy Streib - I think great Staging ( Like your efforts) can really help tug at the emotions too. 

 

Thanks Endre, Jeff and Lottie. Appreciate you very much. D 

Apr 19, 2018 08:48 AM #39
Rainer
283,485
Linda Metallo DiBenardo
Re/max Impact, Lockport, Illinois - Lockport, IL

Terrific video!   Like the soothing nature scenes & flute music.   

Apr 19, 2018 12:18 PM #40
Rainmaker
2,855,323
Michael Jacobs
Coldwell Banker Residential Brokerage - Pasadena, CA
Los Angeles Pasadena Area Real Estate 818.516.4393

Hello Debb and Bernie. A clever title. A smart post. An interesting topic.  A very nice combination. 

Apr 20, 2018 05:29 AM #41
Ambassador
1,188,613
Amanda Christiansen
Christiansen Group Realty (260)704-0843 - Fort Wayne, IN
Christiansen Group Realty

Love that video!  Very well done.  

Apr 20, 2018 06:27 AM #42
Rainmaker
876,982
Jan Green
Value Added Service, 602-620-2699 - Scottsdale, AZ
HomeSmart Elite Group, REALTOR®, EcoBroker, GREEN

So true. You and I would both take it a step further - no chemical smells, no odors, and promoting the lack thereof!  Great post!

Apr 26, 2018 09:18 PM #43
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Debb Janes EcoBroker and Bernie Stea JD

REALTORS® in Clark County, WA
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