Customize Your Property Marketing
Keep It Ethical
Do not discriminate against any person in your real estate practices. Be careful not to volunteer information on the racial, religious or ethnic composition of a neighborhood. —Standard of Practice 10-1
You can’t change the basic property, but you can emphasize the features that will appeal to your target market.
Use the demographic profile and the analysis of the home’s features to determine the types of buyers who are most likely to be interested in the home.
Then adapt your marketing presentation to emphasize factors that are probably of importance to your target buyers. For example, entry-level homes might emphasize low down payments and neighborhoods with good resale value. Luxury home buyers may be more concerned about privacy and quiet in the neighborhood.
Emphasize services and assistance you can provide that will be of special benefit to your target group. Move-up buyers might appreciate assistance with locating a moving company or recreational activities for their children.
Entry-Level Home (First-time buyers)
- Include information about possible financing scenarios, such as sample down payments and monthly mortgage payments, and first-time buyer financing programs.
- Emphasize the tax advantages of home ownership and the opportunity to build equity, instead of paying rent.
- Advertise the home in local restaurants or entertainment magazines.
Move-Up Home (More experienced buyers, probably with families)
Keep It Ethical
Remember that your first obligation is to act in the best interest of your client. Don’t mislead a client about the potential sales price of a house just to secure a listing. —Article 1 and Standard of Practice 1-3
- Highlight such features as a large lot or backyard; a fourth or fifth bedroom; or a bonus room suitable for a den, a home-entertainment room, or a home office.
- Provide information about local schools, day care centers, or parks.
- Advertise the home at day care centers, nursery schools, and local shopping districts.
Luxury Home (More experienced buyers, perhaps empty nesters)
- Hire a professional designer to create a high-quality, four-color brochure that showcases the home’s best features. Include professional photographs or a professional artist’s sketch or drawing of the home.
- Emphasize the home’s special features, luxury amenities, and desirable location.
- Advertise the home in luxury lifestyle magazines.
Notice: The information on this page may not be current. The archive is a collection of content previously published on one or more NAR web properties. Archive pages are not updated and may no longer be accurate. Users must independently verify the accuracy and currency of the information found here. The National Association of REALTORS® disclaims all liability for any loss or injury resulting from the use of the information or data found on this page.