CHAPTER 12 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 an aggressive online marketing plan. According to recent National Association of REALTORS® surveys, 36 percent 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. Only 2 percent found homes in the local newspaper; 9 of 10 home shoppers use the Internet to search for properties using syndicated realty websites. 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, neighborhoods, 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 centers, 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 website can include links to local attractions and restaurants that give a feel for your neighborhood and surrounding amenities. 114
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