Finding Your Home's Sweet Spot

Under-marketing is what happens when your agent fails to key in on features your property may have that could have attracted more buyers—and better offers.

Finding Your Home's Sweet Spot

Posted by John Hardy - 2016-06-07 14:29:00

Make your home stick out from the crowd.

A home that is priced or purchased for less than its fair-market value, in real estate terms, is called “under-market.” Team Hardy often encounters listings on the market that could simply be referred to as “under-marketed.”

Under-marketing is what happens when your agent fails to key in on features your property may have that could have attracted more buyers—and better offers. Those features, if overlooked, don’t show up in your property description, or your fliers, or the MLS, or any other syndicated website where your target buyers are looking for their next home.

A good example of this was an older ranch home in a part of Omaha that is often overlooked. The description of the property was partly accurate in stating that the place was a handyman’s dream, realtor lingo for needs a lot of work. What they failed to mention was the property’s breathtaking view of the Missouri River Valley. The view alone made that modest ranch feel like a castle in Neverland.

So, if your home has the latest gadgets in a newly remodeled kitchen, sits on an acre lot or is in one of the most sought-after school districts, it’s pretty easy to determine what to lead with in your marketing packet. However, if you have a normal house, in an average neighborhood you might be missing something or there might be something, being the homeowner, that you take for granted that a first-time buyer might be drawn to if you mention it in your listing.


What are some of these elusive features?


Relative Proximity Marketing.

Many sellers believe buyers will find their property simply because of its location. You know where you are and what’s in the neighborhood but someone moving or looking in that area typically has no clue. Call out those amenities, the local coffee or barber shop or other gathering places that cement a community. Nothing makes someone feel more at-home than being, well, at-home. Also, while they are looking for a particular location and price point they may also be looking for an employer that could be within walking distance.

One of the first places we owned was downtown. It was a couple blocks from where I worked and saved me hundreds a year in parking garage fees, plugging meters and parking tickets.

Don’t assume that if your home matches all this criteria your agent will market it. We’ve spent the last 25-years marketing features and know which ones sell. We’ll showcase your home just right.

Green With Envy.

Lifestyle features are often something you can call to attention to with your marketing. That backyard compost bin, an organic kitchen herb garden or anything else you’ve fitted your home with to live a greener life are worth mentioning.

Things like this are often small-ticket items when it comes to monetary-value but can give your home a huge edge in a highly-competitive neighborhood. There are loads of buyers attracted to features like this—more often-than-not because they haven’t had the time or know-how to do them themselves and you’ve already done the work for them.


Home Depot.

What was probably the number one reason you moved out of your apartment?

More storage!

Remember, a lot of first-time buyers are comparing a home to their current lifestyle as a renter. Most renters dream of having a place to store everything, besides Abe’s Storage City or their parent’s house. They are very inspired to become a homeowner. That’s big-time motivation for them.

If your house has been tricked-out with extra pantries, closets and other built-in storage amenities that you plan on leaving with the house—your property becomes a diamond mine of clutter-freedom.

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Baby Boomers.

While not necessarily looking for a home with built-in disability features, many Baby Boomers are on the lookout for that place they can officially call their “last move,” or someplace to live comfortably without being in a retirement community.

Once you get the storage space it’s awful hard to go back to being a renter.

What this means to you: They are looking for someplace with a level-entry, not a lot of stairs and/or low-maintenance landscaping.

This could also be marketable to a couple that is having aging relatives move in with them instead of a retirement community. These “extended” families may want or need multiple bedrooms, second master suites, bedrooms with bathrooms or even completely independent living quarters.

If you have these features and you’re not marketing them to extended families you’re missing-the-boat and could end up costing yourself a higher sale price.


Also Worth Noting If Your Property:

- is self-sufficient and runs completely off-the-grid, you’ll probably mention that in your marketing materials

- has a tankless water heater, extra insulation, triple-paned Energy Star windows

- has been maintained with natural, chemical-free and hypo-allergenic products or has a hypo-allergenic HVAC system


As a Real Estate Marketing Specialist I know what to look for as sale points. That’s why we’ve won so many marketing awards.

Call or text John, 402.639.8558 to get your home listed, marketed and sold—today.

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