Special Ron Wynn Marketing

The marketing process is no doubt a vital ingredient to bringing a buyer and seller together. Thousands of dollars are spent advertising the wonderful features of a home and there it usually stops with the expectation being, the ad will sell the house. What many agents fail to realize is that features alone are not nearly as influential as are the "benefits" provided to the homeowner; a result of each feature.

A veranda terrace may sound somewhat inviting, but the romantic sunsets you'll enjoy together sitting on the veranda with your favorite bottle of wine is another story, easier to imagine, important to point out. The roof top Jacuzzi is a nice feature, but the thought of finishing off a typical full packed day, with the jets massaging your lower back while enjoying a nice book by the light of the moon after the kids are safely tucked away is a benefit hard to turn away. The family room adjoining the kitchen is no doubt very pretty, but the idea of mom being able to concentrate on her cooking while still keeping her caring eyes on the kids is a relief and an easy answer to the typical 5 P.M. juggling routine of being in two places at the same time.

Agents themselves and their advertisements often fail to relate on a personal level with the client by failing to point out the "lifestyle benefits" waiting to be enjoyed once owning your home. It may all sound obvious and just common sense that one would not need "picture words" to envision themselves "soaking up the sun, pool side" or "sipping their first cup of coffee while reading the morning news on the trellis covered veranda over looking the pool". The "benefits" are what create desire and the impulse to move forward. "Parks close by" is a feature. "Your children will have hours of fun and the opportunity to meet many new friends at the nearby park" again, is the benefit, which creates an impulse.

As a homeowner, you deserve experience and knowledge at every level of the Real Estate transaction. A good Real Estate agent must not only be a good negotiator, knowledgeable about value and legal aspects, but must also know how to create desire. Most of my clients not only want to sell their home, but they are looking to receive top dollar. You need someone that knows the ropes not just in one area but consistently; someone that truly warrants the fee you will be paying.

This is an important transaction, perhaps one of the biggest financial transactions you will ever be involved with. Think twice before handing it over to an agent who still thinks selling Real Estate is two open houses and a Broker caravan. I want to exceed your expectations. Please call me at 310-477-9966 so we can discuss a marketing plan specific to you and your home.

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~~ This article was written by Ron Wynn - 8/2000 ~~

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