THE IMPORTANCE OF MARKETING
This is your Property. Whatever is necessary to achieve the highest price for you in the shortest period of time within the current economic environment is what we should be aiming for. Do you know that many of the successful companies spend about 5% - 10% of their total annual income for promotion? Do you know why all successful businesses like Macdonalds and Woolworths that are selling a few dollar items, spend around $30 - $50 million per year for advertising in a small market like Australia when everyone here already knows them well.
You might pay $40 (10% of its value) to advertise your $400 refrigerator instead of giving it away. Can you afford not to spend 1-2% of the possible achievable value of your property to promote it to maximize the potential?
Some people listing their property for sale expect that the promotion fees should be paid by the agent. The REIQ article explains it's detrimental to you if the poor salesperson pays the advertising for you. The fact is SIRE does not charge you any commission until your property is sold. If your agent so willingly gives away their own money by promising you limited advertising (which does not work well obviously), how willingly will he/she give away your money when it comes to the point of final negotiation of your property's price? Remember, it is to your advantage to have the property fully exposed to the public so it can be sold to the right buyer for the highest price in the shortest time.
1. You’re best chance of selling is in the first few weeks of listing your property for sale - There is good reason for the initial intensity of advertising:
A Property is exciting when it is new to the market. Existing buyers looking at other similar properties will be interested and pay immediate attention to a new listing.
After 120 days this same Property gets stale. Everyone has seen it, heard about it, thinks it must be overpriced or that there is something else wrong with it. The market’s perception is the reason why it hasn’t sold already.
Buyers love buying something that everyone else wants.
2. Increased exposure leads to an increased perception of value - Our goal is to create competition and urgency with the buyers during this initial honeymoon period.
Our marketing campaign will be developed around this premise. We need to kick-start the introduction of your Property to the marketplace from day one:
· This is why we ask you to focus on the idea of selling
· This is why we ask you to prepare the property for inspection
· This is why we insist on having a marketing plan in order
· This is why we carefully structure the asking price
3. Our planned marketing campaign can easily lead to an increase in sale price many times your initial marketing investment - Think about it. If you spend $1000 on advertising, the worst case scenario is that you don’t attract any interest and perhaps have to rethink your sale price. If you don’t spend that $1000 on advertising, the worst case scenario is that you only attract 1 buyer, end up accepting an average offer and lose out on a higher sale price.
This is your Property. Whatever is necessary to achieve the highest price for you in the shortest period of time within the current economic environment is what we should be aiming for. Do you know that many of the successful companies spend about 5% - 10% of their total annual income for promotion? Do you know why all successful businesses like Macdonalds and Woolworths that are selling a few dollar items, spend around $30 - $50 million per year for advertising in a small market like Australia when everyone here already knows them well.
You might pay $40 (10% of its value) to advertise your $400 refrigerator instead of giving it away. Can you afford not to spend 1-2% of the possible achievable value of your property to promote it to maximize the potential?
Some people listing their property for sale expect that the promotion fees should be paid by the agent. The REIQ article explains it's detrimental to you if the poor salesperson pays the advertising for you. The fact is SIRE does not charge you any commission until your property is sold. If your agent so willingly gives away their own money by promising you limited advertising (which does not work well obviously), how willingly will he/she give away your money when it comes to the point of final negotiation of your property's price? Remember, it is to your advantage to have the property fully exposed to the public so it can be sold to the right buyer for the highest price in the shortest time.
1. You’re best chance of selling is in the first few weeks of listing your property for sale - There is good reason for the initial intensity of advertising:
A Property is exciting when it is new to the market. Existing buyers looking at other similar properties will be interested and pay immediate attention to a new listing.
After 120 days this same Property gets stale. Everyone has seen it, heard about it, thinks it must be overpriced or that there is something else wrong with it. The market’s perception is the reason why it hasn’t sold already.
Buyers love buying something that everyone else wants.
2. Increased exposure leads to an increased perception of value - Our goal is to create competition and urgency with the buyers during this initial honeymoon period.
Our marketing campaign will be developed around this premise. We need to kick-start the introduction of your Property to the marketplace from day one:
· This is why we ask you to focus on the idea of selling
· This is why we ask you to prepare the property for inspection
· This is why we insist on having a marketing plan in order
· This is why we carefully structure the asking price
3. Our planned marketing campaign can easily lead to an increase in sale price many times your initial marketing investment - Think about it. If you spend $1000 on advertising, the worst case scenario is that you don’t attract any interest and perhaps have to rethink your sale price. If you don’t spend that $1000 on advertising, the worst case scenario is that you only attract 1 buyer, end up accepting an average offer and lose out on a higher sale price.
AN INTEGRATED APPROACH
“we aren’t looking for a buyer, we’re looking for the best buyer”
Though our network we monitor closely, this is how buyers find your property:
35% sales come though newspaper advertising
45% sales come from the internet
10% sales come from signboards
5% sales come from our database
5% sales come from letter box dropping
This will give you a good idea on what you will need to maximize so buyers will see your property/home.
Interestingly, a large proportion of our internet enquiries comes from people who have seen an ad in the paper or our magazine, and then checked the property on-line. Print is still key; if you discount it, you exclude your property from half of the market!
To maximise your sale price, we need to find the best buyer there is. To ensure we have done this we need to cover all bases when it comes to advertising.
PRESS
“it’s amazing how many life changing decisions are made whilst reading the morning paper”
People are still, and we believe will be for many years to come, most comfortable with newspaper advertising. After all, it comes in a familiar format and can be digested with a croissant and a coffee. It never ceases to amaze us at SIRE how much a catchy newspaper campaign can increase interest in a property. It is perhaps the best opportunity to distinguish your property from the others on the market. It signifies that you are proud of your property and are ready to sell!
ONLINE
“Internet advertising will not replace traditional media, it will compliment it”
By far the most prevalent marketing medium in today’s computer driven society is the internet. The array of options available to a vendor (and indeed a buyer) can be quite dazzling.
Most good agencies, including ourselves, will provide their vendors with access to a number of external property search sites as well as their own site. However, without a good insight of how to enhance your property’s exposure on the internet, it is very easy to quickly become lost amongst the numerous other properties on the market.
This section aims to outline how we at SIRE Property have developed our own site to increase the amount of relevant visitors to our site, and the experience that they have when they do. It also provides suggestions as to how to make your property stand out from others on the internet.
OUR WEBSITE - YOUR LISTING
“the context in which an ad is served is just as important as the ad itself ”
A well-presented web ad is a golden opportunity to put your property up in the spotlight for all to see. We strive to make all our clients’ ads as attractive, accessible and informative as possible. For a start, this means using high quality and well-taken photos. We provide punchy but detailed information to ensure buyers only enquire about properties that suit them best. The process for receiving further information on a property could not be simpler...type in a few details and a buyer will have a detailed summary instantly, shortly followed by a call from one of our sales team.
OUR E-NEWSLETTER
“be interesting... or be invisible”
Over the years we have developed an impressive database of active buyers. This is constantly updated and refined to ensure it is as relevant and up-to-date as possible. On a monthly basis we email our database an informative e-newsletter. It’s interesting, content driven nature means that a surprising amount of people actually open and read it. Included in each e-newsletter are our 4 top featured properties. Speak to SIRE about marketing in this space!
PROPERTY ALERTS
“you won’t have issues if you have got a subscription”
‘Property Alerts’ is a bespoke computer program that is completely unique to SIRE. On a daily basis, it checks all new listings against our entire registered buyers database. If a new property matches a buyers requirements, the agent is notified and the buyer is sent an email shortly followed by a phone call. This means that when potential vendors employ SIRE to sell their property, they are not just listing with 1 local agent, but listing with a network of 20 agents nationwide! Your property will be highlighted to all of SIRE buyers, not just those of your agent. No other agency can offer this!
EXTERNAL SITES
“advertising is unnecessary... unless you want to make money”
In addition to the various unique methods of marketing already mentioned, SIRE Property will of course provide vendors with access to a variety of external sites free of charge. These include:
THE SIRE Property Portfolio Builder
“An average of four people read one copy of a magazine”
First published in March 2002, The SIRE Property Portfolio Builder has grown to become one of Australia’s leading investors publications.
The power of marketing properties in a colourful and professional package, distributed to a tailored target market, is enormous. We find SIRE Property Portfolio Builder to be one of our greatest lead generators. To view The SIRE Property Portfolio Builder online please visit this site. Please take the time to register your details to ensure you receive 4 new publications a year.
PROPERTY BROCHURE
“information is knowledge and knowledge is power”
For every property that we list at SIRE Property we will prepare an individual, detailed investment summary. This document ensures that all relevant information is passed to potential buyers in a timely, comprehensive and professional manner.
This report is a vital selling tool, it allows an immediate response to enquiries from potential buyers with an informative and convincing report on the opportunity available. All summaries will include quality photos showcasing your property, along with a detailed description of the property.
WORD OF MOUTH - REPEAT CLIENTS
“you can’t beat a recommendation from a friend”
At SIRE, we pride ourselves on the quality of service that we deliver to our clients. At all times, we act with the highest integrity and honesty. Fortunately for us, this means more listings and more sales!
The level of satisfaction experienced by our clients means a high proportion come back to us for further assistance. Indeed, many clients have bought and sold numerous properties through us over the last three decades. It never ceases to amaze us how many of our new listings and new buyers come to us via recommendations. People feel so much more comfortable dealing with a company that has been tried and tested by a trusted friend. The power of word of mouth cannot be underestimated...but it shouldn’t be relied on!
PRESENTING YOUR PROPERTY FOR MARKET
“don’t forget that you are selling a dream, a lifestyle”
• Ensure all showcased rooms are clean, uncluttered and depersonalised – remove family photos and hobby collections.
• Take photos or videos at the time of day when the property is looking it’s best - usually morning or evening
• Set the table and make sure lighting is appropriate
• Night shots often add a little glamour to a property
• Use wide angle lens between 14 and 25 mm
• You are not on sale with the property - stay out of photos even if you are looking your best on the sun lounger
• Dress rooms attractively and neutrally - gather ideas from style magazines
• Close ups of small details will help to set the style and atmosphere
• Include surrounding location shots such as the beach, views, gardens and parks
• Show swimming pools, spas etc
PROFESSIONAL PHOTOGRAPHY
“good photography is your most important selling tool”
High impact photographs are the all-important attention-grabbers that make successful marketing campaigns leap off the page, screen and sign.
Strong, eye-catching images are vital to showcase the attributes and appeal of your property. Such a critical component of your marketing campaign should not be left to well-intentioned amateurs using limited equipment.
Powerful images are produced with well crafted lighting, skillful composition, high-end camera equipment and technical know-how.
Many compelling views, including aerials, wide angles and atmospheric evening shots, can only be captured successfully by a professional.
Your investment in quality professional photography will be well rewarded. It can be the difference between your property going unnoticed and it quickly grabbing the attention of eager buyers.
SIGNAGE
“Early to bed, early to rise. Work like hell and advertise”
Signage is a great tool when promoting a sale. This is particularly the case if your property is in a prime spot with plenty of passing traffic. Properties located in CBD’s often receive considerable enquiries from signage. These days signage of all shapes and sizes are available and generally include photos of features and interiors. Don’t make the mistake of trying to convey too much information. Studies reveal that people will rarely look at a sign for more than 7 seconds, and that 7 keys words is the most that they are likely to digest.
A "For Sale" sign is drawing attention to your property 24 hours a day, seven days a week. We receive many calls from that sign and this greatly assists you in selling your property.
It is our opinion that erecting a "For Sale" Sign is one of the best things we should do for you.
KEY
In today's competitive market, there are so many properties on the market competing against each other. It is your property competing against other properties. When a serious buyer enquires about your property, we want your property to be the first one we can show them. There are lots of buyers who will make an offer to us on the spot as soon as they finish the inspection or come back to our office. We would hate to see this right buyer slip though your fingers because you are not at home a the time and we don't have a key.
ADVERTISING PACKAGES
PAYMENT AUTHORITY
Please deposit funds directly into our trust account or call us on 0404 331 310 for more information.
Please deposit funds directly into our trust account or call us on 0404 331 310 for more information.
- Checklist Before You Sign Up With An Agent
- Why Choose SIRE?
- Why Buyers Buy From Us?
- 20+ Tips To Increase You Chances Of Selling Your Property Quickly And Achieving The Highest Possible Price
- The Importance Of Marketing
- What Selling Option is Best To Get You The Highest Price?
- Auction/Tender (No Price Marketing)
- SIRE Guarantee
- Buyer's Source - SIRE 100% Solution
- Success Rates
- Why Agents Should Not Fund A Clients' Marketing Programme
- FAQs
