How to successfully promote different types of properties?

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Each property type has a distinct buyer/tenant profile, and your marketing speech will obviously be different according to the type of property put forward. Here is the key to success for the promotion of different product types and to reach out more effectively to the target audience with the help of a well-established communication strategy and best-suited tools.

The charming one for sure: the Star Home

The Star Home is the type of property which is most likely to seduce potential buyers. However, despite all its assets, this property requires an excellent communication. For the good reason that strategically, this property will play the role of a ‘cash cow’ product. Boasting undeniable assets, i twill surely attract potential buyers, whom you would be able to redirect towards other properties of your portfolio.

Its promotion shall consist of making buyers dream: enhance the quality of your photos – even if you need to hire the services of a professional photograph - and also, consider making a video of the property featuring its main assets to seduce potential buyers.

To successfully promote this Star Home, make use of all your available communication levers: boost your adverts on lexpressproperty, set up emailing and press campaigns, etc. The property must benefit from maximum visibility within the market to reach the broadest possible audience.

The challenge: the home that requires major renovation

You are responsible for the sale of a house requiring major renovation works? This is where the situation gets worse! In fact, not only does this type of property require the buyer making projections about future works, but also that he doubles his budget in view of upcoming renovation works. It’s up to you to make good use of your brain and your expertise to convince him. Completing sale of such a property may hence turn to be a real challenge.

Fortunately, we’ve got the solution: virtual home staging! This technique enables the buyers to make 2D and 3D projections about the future purchase and to have a more concrete visualisation of renovation works to be done in the property: interior design, choice of furniture or upcoming works presentation…Interested? You will surely find a wide range of home staging software on the Web. More and more user-friendly, they will certainly help to reassure buyers and complete sales.

Of course, virtual home staging is not meant to replace the communication you make related to your property. However, it may become an integral part of your communication mechanism: provide photos or even a ‘before and after’ video of the property in your online advert to spark buyers’ interest in discovering the said property.

More complex than it seems to be: the Classic Home

You must have for sure in your portfolio, a house which seems so easy to sell but which nonetheless does not step out of line. How to promote this property? Here are some tips:

  • High quality photos: nice and neat photos taken from the right angle which will allow you to put forward the conditions of the property and its assets.
  • Description: is the house well situated? Does it benefit from optimum luminosity during the day? Is it located in a secure, noise-free zone and it is suitable for families? Relate the story of the property to the future buyers and bet on an original and personal description to make it special.
  • Home staging: now that you are a pro in terms of home staging, give a second life to this home with the help of a modern and trendy decor.

The Doll’s House: be creative!

When dealing with such a small-sized property, your first instinct would be to try and hide this tiny detail…which would yet be eye-catching for the visitors, once on site. What if, instead of avoiding the problem, you make use of it as a sales argument?

For instance, focus your speech the return on investment that this type of property could generate: an ideally situated small-sized property represents an excellent opportunity for an investor.

The featured house is for rental? Target young couples searching for their first home: they will be less demanding in terms of surface area and will make the most of this tiny space.

The unsellable property

Let us be honest, this type of property also exists! A poorly organised and not well situated house with lots of problems, in which no buyer/tenant is interested, is just a real headache.

All is not lost yet, however! If reality does it no credit, we recommend you to turn to virtual reality: making use of home staging and 2D plans are your key-to-success in completing sales/rental. Help your customers to make projections of renovation works to be fulfilled before purchase.

Furthermore, think twice before making the commitment to sell this type of property. Such a mandate implies time and money. So, in case of doubt concerning your capacity of completing its sale, it may be wiser to refuse it and invest your time and energy elsewhere.

Bear in mind that any property managed by your agency, shall be promoted in a different manner. You will for sure invest your time and money to do so, but the game is certainly worth it.