CHAPTER 9 Finding Buyers for Your Home: The Art of Marketing You now understand the importance of pricing and how real estate today is primarily driven by technology. But how do you find buyers? Strategic pricing and an aggressive marketing plan are the two most valuable tools for attracting ready buyers. The Power of Technology in Real Estate According to recent National Association of Realtors® surveys, 95% of buyers use online tools during the home search process, and 87% recently bought their home through a real estate agent or broker. This means your home’s online presence is crucial. Your home can be seen from anywhere; however, exposure alone isn’t enough. Intelligent agents will feature your home on targeted websites designed to attract the right buyers. These platforms often include: • Custom Filters: Allowing buyers to search based on criteria like schools, neighborhoods, and subdivisions. • Lifestyle Match: Highlighting proximity to schools, shopping centers, restaurants, and entertainment. Buyers are looking for more than just a house—they’re searching for a home that fits their lifestyle. A dedicated website or listing page for your home that showcases this information can make it stand out in a crowded market. Targeted Marketing for the Right Buyers A neighborhood with senior citizens and retired people without a designated school bus stop might not suit a family with school- aged children, even if the house meets their other criteria.
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