Tag Archives: marketing plan

How to Price Your Home

When you go to sell your home, you’ll want to know what to price it at. As your real estate broker, I will help you determine the best price.

You’ll get a report that looks at houses similar to yours in size, location and features, whether they’re for sale, have sold, are pending, or failed to sell. Understanding the realities of the current market allows us to accurately assess your home and arrive at a price that properly positions your home for a successful sale.

The real market value of your home is determined when someone tells us what they are willing to pay for your home, you decide to accept that price, and escrow closes!

This may sound odd, but until this event happens, determining market value is really a matter of making an educated guess. Are you kidding, you guess? There are lots of opinions on price, yet only one set of facts. We will examine the facts of record (current, pending, sold, and expired listings) and together we will determine a pricing strategy designed to sell your home for the most money in the shortest period of time.

No one can tell me what my home will sell for? Not really. Someone might tell you a figure but no one knows the market value of your home because it is not established until someone buys it for a specific price. That’s why we use facts of record to determine a pricing strategy. Zestimates, tax assessments, and other automated values are not good estimates of market value – they are, however, pieces of information that can be looked at as part of pricing a home.

Therefore, in pricing a home, we must look at a variety of factors, including recent sales, current listings, homes in contract, location, condition, and amenities. I will gather information on recent and pending sales, as well as active listings, to identify current fair market value. This is a called a Comparative Market Analysis (CMA), and both buyers and sellers will want to have their broker complete a CMA to help them understand price.

Chances are that your home will sell at its fair market value. Pricing it realistically at the outset simply increases the likelihood for a timely sale with less inconveniences and greater monetary return.

Buyers educate themselves by viewing many homes. They know what is a fair price. If your home is not competitive in value with those seen, it will not sell. Overpricing causes most homes to remain on the market too long. Buyers, aware of a long exposure period, are often hesitant to make an offer because they fear something is wrong with the home. Often homes on the market for a long time eventually sell for less than fair market value.

80% of the marketing of your home is done the day we decide at what price to list your home. If you are unwilling to list your home at or just below the current market value, you are better served to not put it on the market at all.

Marketing Plans

This morning I’ve been working on marketing plans for two different sellers, so I thought I’d share with you what goes into a plan.

First, no two plans are identical. Price range, location, timing, features of the home – all of this comes into consideration.

It all starts with pricing. I will do a market analysis to determine a recommended price range for your home. I don’t rely on automated values, but look at actual listings and sales, market activity, and market conditions. If we don’t price your home properly, no matter how great the marketing materials, it probably won’t sell. With our current market, you definitely don’t want to overprice your home.

The first thing I look at is if your home meets the criteria for Coldwell Banker Global Luxury. This is based on zip code and condition/features of the home. If your home qualifies, it will be included in Coldwell Banker’s luxury marketing materials.

Are staging and landscaping necessary for your home? We want your home to show at its best. All homes I list will have high definition professional photography, and then depending on many factors, some form of video. That video might be a video tour, a live walk-through video, a 3-D Matterport video, and/or a neighborhood video. Most listings will have drone photos as well.

The photos and video will be used for all the online marketing, including the listing itself and its syndication, social media, and websites. Photos will also be used for print marketing such as home flyers/brochures and mailings to neighbors and targeted buyers.

Most listings will have 3-4 open houses during the first week on market. I also network to my local sphere of real estate brokers.

Want to know what a marketing plan for your home might look like? Give me a call at 206-790-0081 or email to chat.