One frequently underestimated aspect of an effective marketing campaign when selling a residential property (or any property for that matter) is memorability.
Once your agent has completed the pre-marketing activities prior to launch, the actual marketing campaign takes center stage. The goal of the campaign is to maximize its exposure to two main audiences: End Users and Agents/Brokers who have qualified buyers that would be a good fit for your property. And if you are in a highly competitive market like Greenwich, memorability is critical.
For the potential buyers who happen to be well-organized, efficient, and energetic, the memorability factor isn’t vital. They’ve been combing listings on line through the Zillow, Realtor.com, Trulia or Compass site with regularity in hopes of finding a property like yours. They’ll see that yours looks like a good match, and either make an appearance at your open house, schedule a showing through their buyers agent, or make contact online.
Buyers like those are increasingly common, but many other well-qualified prospects are not so well organized. They might be under less time pressure to move, they might be distracted with other obligations that their house-hunting moments are sporadic and rushed, or it may be a discretionary purchase and not a high priority. For whatever reason, they are in danger of losing track of your listing—even if it was one that looked promising when they came across it. It’s also possible that after too much time spent staring at the screen, even the most motivated house hunters can go temporarily “house blind,” failing to remember one they should have noted.
That’s the point: a listing, in addition to being attractively illustrated and technically accurate, should also be constructed to make it in some way memorable. It’s not the kind of memorable that brings your favorite movie to mind again and again. That kind of memorable requires one-in-a-million creative genius.
The marketing for your home for sale can be made memorable much more simply. Its messaging need only point up some unique feature (or express a point of view about its impact) that literally makes it easy to remember. Specific examples will differ for every property. A property that I recently listed and sold (within 3 months) used a dining room shot with a famous (and memorable) piece of art as the “money shot.” Another property that I recently sold (currently the highest sale in Greenwich in 2019) had as its core marketing photo an exterior front shot with th well known LOVE piece of art by Robert Indiana prominently placed in the foreground. When the memorable point rings true, it also helps buyers easily identify your property in later decision-making discussions.