Marketing a Home For Sale: Get Back To Basics

I belong to a message board for real estate agents. Occasionaly, new users sign up and ask for "new" marketing ideas. With the real estate market being as slow as it is, I can understand that.

First thing I suggested was to re-evaluate the price and make sure it matches the market. If the price is lowered then it could automatically alert those who have been looking for a home in a lower price range.

I offered some feedback on this person's website (i.e., I couldn't find any listings without having to register.)

She did remove the registration requirement but then said "I really wanted some different ideas besides the website, MLS, brochures, etc."

But buyers are looking online...more than 80% of buyers are conducting their home search online. Shouldn't that be our main focus?

I revisited her website to see her listings. Hmm.

• Most of her listings had five pictures or less
• Some of the pictures were very small
• Most pictures were poorly exposed

My opinion: rather than look for new gimmicks to market your listing, why not go back to basics and take better pictures?

Buyers have told me, time and time again, that if they don't like the pictures online, they are going to ignore the listing.

Buyers who bought homes I had listed for sale told me that the pictures were what sold them, before they even saw the house in person.

This Wallenpaupack Lake Estates home on the right is a perfect example. It sat on the market for 18 months when the seller contacted me and asked me to list it.

The two previous agents had taken a few uninspiring pictures of this unique contemporary home...one listing had six pictures; the other had seven pictures and a tax map.

There was nothing in the listing or the pictures to say to buyers "I'm unique, I'm interesting...buy me!"

In a community dominated by chalet homes and typical raised ranches, this home stood out and was unusual. But the pictures didn't show that at all.

My marketing plan for this house included more than 20 pictures, showing different angles from outside as well as two or three photos per room.

The buyers told me "We fell in love with the pictures you took of this house. We were calling it 'our house' before we even made an appointment to see it. When we visited the house, it was just as we expected."

Folks, the pictures are the most important part of your listing next to price*. Especially when the market is oversaturated with homes for sale - your home needs to stand out from the crowd in many ways.

*Nothing will sell an overpriced listing - even if Ansel Adams did the photography.