The 10 Second Property Pitch
By JD Esajian on November 20, 2013
Those familiar with the real estate industry realize that sometimes closing a deal requires a clear, concise and quick pitch. What you say and how you say it, in that short time frame, is all the listener has to go on. More often than not, that brief time will tell them if they want to work with you. How you present your property to buyers and the first impressions they get can decide whether or not they will be interested. You only have a few seconds to get their attention and you have to make them count.
Since most buyers are moving to the internet to find property, you would be wise to focus on what they are looking at. Quick, shoddy pictures of even the nicest house will leave prospective buyers looking elsewhere. Take the time and post the best pictures possible. It is also a good idea to post a virtual tour of each respective property. This may come at a cost, but a 30 second video can leave buyers with a good idea of what the property is about and if they are really interested.
Most buyers will form an opinion about the property in less than 20 seconds. This opinion is quickly formed by the neighborhood, available yard space and landscaping. You can’t do anything about the neighborhood, and in most cases the yard space, so focus on what you can control. You don’t have to catch every leaf that hits the ground, but you do need to make sure the yard and exterior look nice. Updated shutters or a new door knob can make a huge difference. You don’t want to lose buyers before they even enter the house.
Upon entering, the first things they will notice is the smell and the temperature. If you are showing during the winter, make sure you keep the heat on an acceptable level. Cold temperatures will make your buyer want to get out of the house as quickly as possible. A nice smell of cookies or flowers will give the property a feel of home. If buyers are comfortable with the house and feel like they can live there, they will be more apt to make an offer.
If buyers have a positive opinion of the property in the first 20 seconds, you can cement or lose a deal by the quality of the work. Always make sure that the work and design is fitting of the neighborhood and your prospective buyers. Any buyer can spot poor work quality, essentially dismissing any intentions of acquisition. They are not going to go through the basement with a flashlight, but they will notice almost everything with the kitchen, bathroom and living room. Finishes and small upgrades you make will go a long way with buyers. Don’t neglect the little things.
Every time you sell a property, you are putting it on display for everyone to see. Opinions can be made very quickly on a property and it is up to you to make sure they are positive. You only have ten seconds for a buyer to want to look more at your property or move on to the next one. Remember this and always try to make a great first impression.