The Power of Pre-Marketing
August 4, 2021
There is a strong argument for creating maximum exposure for a property during its time on the market, and much of our effort and resources are spent achieving the right exposure in the right places.
However, one of the most powerful ways of securing a fast sale at a high price can actually result from minimal exposure – or rather exposure only to a select few!
It works by taking advantage of the fact that people enjoy being offered something on an exclusive basis, especially when it is a property that is “just about to come onto the market”. So we often offer our new listings “off-market” to our pre-registered “hottest” buyers first, resulting in a number of recent sales that were never even advertised! Additionally, promoting to potential buyers that we also have properties that don’t appear on our website or any portals generates curiosity and a feeling that the buyer could be missing out on something good. This encourages buyers to register with us so they can then gain access to a potentially popular property with little or no competition.
The prices achieved using this method tend to be good as well, as buyers of such a property know that it is unlikely that the seller would consider anything below the asking price during these early days of marketing.
We find that many sellers like the idea of an initial period of quiet marketing, especially in instances of a marriage break up, a death in the family, a prominent house in a small village, financial difficulties or any other reason where people don’t yet want it to be publicly known that they are selling. The concept also reduces the risk of overexposure or of the property “going stale” on the market.
Of course, it does rely on a strong register of qualified buyers, but that’s never been a problem for us at Reid & Dean!
