CHAPTER 11 Finding Buyers
You now understand the importance of pricing, and how real estate today is largely driven by technology. How do you find buyers? The two most valuable tools for finding ready buyers are the previously covered strategic pricing and aggressive marketing plan. According to recent Canadian Real Estate Association® (CREA) surveys and Canadian real estate stats, almost half of home buyers first found the home they purchased on the internet. Real estate agents were consulted at the same rate as the internet but were not the first choice of buyers. In fact, the majority of home shoppers use the internet to search for properties using syndicated realty websites. Only about 2% found homes in the local newspaper. Your home can be seen from anywhere; however, you shouldn’t rely on exposure alone. Smart agents will feature your home on websites directed at buyers. Website search functions should filter results by using criteria such as schools, neighbourhoods, and subdivisions. Buyers look for a house in a place that fits their lifestyle. The dedicated website should provide a wealth of information to buyers regarding proximity to schools, shopping centres, restaurants, and entertainment. This is an excellent way to find interested buyers. When a buyer is deciding where to live, you want your home included in the search results. A neighbourhood consisting of senior citizens and retired people and without a designated school bus stop would not suit a family with school-aged children, even though the house might meet their other criteria. A bachelor may not be interested in living 74
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