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Are You Helping Your Clients
ADAPT for Buyer Interest?
You've assessed the listing, and decided that enhancement might be worth a try (see previous articles Assessing Your Listing and Is Enhancement Appropriate?).
How do you encourage your clients to have someone come in to help? What can you tell them about enhancement that will help them understand what it is and the benefits of having it done?
This month, we'll take a look at how you might approach your client about having an enhancement specialist come in to help.
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| What is ADAPTing? |
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ssess the listing's emotional response quotient using the 8-Question Challenge |
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ecide whether enhancement is appropriate for the listing |
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pproach your client about having an enhancement specialist come in to help |
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rovide your client with information on how enhancement helps sell their house |
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ake the extra steps to help your client show the listing to its full potential |
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It's NOT about their Decorating
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The first thing to communicate to your clients is that bringing in an enhancement specialist is not a reflection of how they've decorated their house. Displaying a house on the real estate market is different than what's important for day-to-day living. The emphasis needs to move from comfortable "home" to presentation of a "house on the market" from a buyer's perspective.
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What's important to your client as a homeowner is different than what's important to a buyer, and sometimes that's difficult for them to see objectively. Your client's belongings have special meaning to them, and they probably want to continue to show them off to the people coming to see their house.
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However, once their house goes on the market, personal belongings need to take a backseat to showing off the house itself. Remind your client that they now need to be showing off their house and its selling features, and that their furnishings can be used to help in doing just that.
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It's More Than Just Moving the Furniture Around
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It's about creating a look that buyers can connect with. Advertisers understand the importance of packaging and presentation, and spend milliions of dollars a year to influence consumers to buy their products. Your client is in essence also selling a product, their house.
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Enhancement is all about that presentation. Buyers aren't looking at floors and walls and ceilings, they are looking at furnished rooms. And it is extremely difficult to not be influenced by those furnishings.
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Compare the message being sent to buyers in the photo above versus the one at right. The same furnishings were "repackaged" to give a professionally decorated look, and to emphasize the room's selling features.
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And selling a product is about so much more than just selling the product. You don't buy soda, you join the Pepsi Generation. It's not a car, it's Driving Excitement.
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Likewise, your client's success also dependings on "selling" more than the house. What your client is really presenting is a "lifestyle". It is the intangible feelings associated with the reaction of "this could be me" that are so important in helping buyers fall in love.
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If you were the buyer, which would you choose?
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Thank you for your interest in real estate enhancement. For more information or to set up an appointment, please give me a call at 314-359-9127.
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Andria Wallace,IADA, RES
the Contented Chameleon
314-359-9127
www.contentedrooms.com
awallace@contentedrooms.com
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