Wednesday, February 26, 2014

It's Not Too Cold To Update Listing Ads

Most of us have suffered from the winter weather thus far in 2014, including parts of the country that rarely have cold weather and/or snow cover.

However, it is not too cold to update advertising and marketing information about properties for sale to reflect this. This is the age of instant communication and technology. That should apply to listing ads as well.

For example, the development I currently live in has a snow plow and snow removal company under contract to plow at scheduled intervals during and after snow storms. (That company is getting rich this season, but that's another story.) During a recent big snow storm, the development as among the first to have the streets plowed, ahead of the village's plows for the surrounding streets. As a result, my neighbors and I were able to drive out and take care of business faster and more easily than others who live nearby.

This should be treated as a big selling point.

If I were selling, I would hope that all online advertising my agent has in place for my home would be updated to indicate that the streets were cleared before most others in the community. Plus any other ads, such as for the coming weekend's newspapers (if before a deadline) should also be updated for this purpose.

If I were a potential buyer in the area, knowing that "this" development is well maintained might make me take a closer look, since I'm looking during the winter time when bad weather is prominent.

If I were the listing agent, I would want to provide a most current selling point at every opportunity. It shows potential buyers that we (agent and sellers) are motivated. If I were able to, I'd try to get a photo of the exterior of the home showing the plowed street and post it on my web site, if not adding it to online advertisements.

If I were an investor, I would know to check a region which has had its share of bad weather, figuring that there would not be offers coming in and try a lowball offer approach. Seeing this type of current information might entice me to check out this community.

Instead, I went online to search my area, and actually found several exterior photos showing a green lawn as if it were the middle of summer outside. That tells me that these homes have been on the market for a long time, and thus lack urgency. Might as well wait until the weather gets better or see what else is for sale.

This concept is not only for the hours after a blizzard. It goes for extreme weather or temperatures, or for specific events which have immediate impact, positive or negative, upon the community in which a listing is in place.

If one home on "3rd Street" is now advertised as having "no flooding issues" after a heavy rain, but a similar advertised home over on "7th Street" makes no mention of the area flood, which home would you respond to first?

In this age of "Call me on my cell", "text me", "Facebook me", and constant personal status updates, it is time for properties to be sold with this in mind.

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