“My vendor knows that property is selling fast and won’t want to spend much on marketing.”
We’ve heard this many times over the years when buyers outstrip sellers. When you know you’re going to sell, and likely quickly, why ask your vendor for more money to do a better marketing campaign? Surely you don’t need to, right? It’s going to sell anyway. Oh, and if you ask for a more expensive campaign you’re not going to win the listing, right?
This short article hopes to impress upon you the silliness of this line of thinking through the power of logic and maths! Imagine a scenario where both you and the vendor make more money – thanks to a better marketing campaign in a hot market… So let’s look at this differently.
Your buyer is interested in one thing… the best possible price. If you get just one more buyer, your sale price will likely move tens of thousands of dollars – if not more. If you could suggest one additional thing to your vendor, that has a history of delivering more buyers and thus more competitive tension, that would make perfect sense. And in a hot market, buyers have less choice and will fight harder to get property when presented with competition. We’re not suggesting you just ‘increase your campaign budgets’, but rather let your vendor decide if spending, say, an additional $400 to attract more buyers might just return that investment many many times over. So what would that investment be? Digital Marketing of course, and specifically, our AIM solution. Extending your listing’s exposure well beyond the property websites by advertising using Google, Facebook & Instagram makes perfect sense nowadays. Vendors are happy to invest if you ask and explain the potential return.
But the benefits of digital marketing don’t end there. In a hot market, so many agents ‘get properties away’ and nobody knows. Sure they get their commissions, but what about their listing pipelines? AIM Digital Marketing not only helps your vendor get a better price, but it also saturates your local market with online and social media ads that promote you along with your listings. It builds your online brand & perceived market share, builds your exclusive remarketing audience, and makes you more memorable. That’s listing gold, especially in a competitive market. Agents who appear to be more successful, get called into more appraisals – it’s as simple as that.
So, when the market is hot, smart agents and vendors have an advantage over their shortsighted competition. It’s all about the money, remember?
If you’re keen to learn more about AIM Digital Marketing, let’s have a chat. You won’t regret it. I would love to talk with you to help grow your business.