AIDA, Distribution Channels, Surveying Strategies – all topics of study (which I questioned practical application) while obtaining my business/marketing degree from NAU. Now I call on these almost daily. How are we going to get buyers to cross the threshold of our listings? What else should we be doing to get their attention. What source did they ultimately find their home through. Driving traffic through homes in Scottsdale is Marketing 101.
Getting Buyers From Their Computer To Your Living Room
The AIDA acronym is drilled into every marketers head. It’s a simple way to remember the golden pathway. Getting customers to walk the golden pathway is the tricky part. Here are some things we’ve learned in marketing real estate online.
Attention
How do we gain greater attention to our listings? Promotion is key, but it’s also the easy answer. It actually starts before that. Too many agents discount the need for complete information in the ARMLS. We ask the necessary questions to our sellers to make sure the important searched fields are selected. For example, gas stubs behind an electric range is an alternative search field for buyers only wanting gas ranges. If you fail to check the one little box, your house gets zero attention from those buyers. Once listed, we promote the heck out of our listings online and in print.
Interest
Once you have buyer’s attention, interest is created with a compelling cover photo and specific keywords in the property description. Other factors that create interest (the number of bedrooms, bathrooms, or sqftage) are somewhat out of our control. Sounding excited, elegant, or hip in your description can talk to the target market.
Desire
Photos are key. Not too few, or too many. Depending on the size of the house we like to share anywhere from 5-10 pics. This goes against what other agents sell, but since we study the impact of this on every single listing – we’re confident in our strategy. Only show the key points of a house, once. No need to have 8 different angles of the kitchen or different zoom levels of the front elevation. Why have multiple pictures of rooms with beds. If you leave a little up to the imagination, you get more desire.
Action
Get them through the doorway. They’ve seen 5 intriguing photos online and your description is talking to them. MAKE IT ACCESSIBLE. The National Association of REALTORS® says three things sell a house; price, access, and curb appeal. Lockbox – check, short notice required – check, good directions – check. When the buyer is ready to act, make it easy.
Driving Traffic with Open Houses
The MLS and the internet usually have the largest impact on driving traffic through homes, but don’t forget about the 11% that find homes through open houses. This is a whole other article, but know that our North Scottsdale real estate team sold two homes this past weekend to open house visitors. More on that in a later article.
Interested in what we’ll do to drive traffic to your home? Start here. We’ll tell you about the other tricks we’ve learned along the way.
