In a previous post, I wrote about sellers who inadvertently blew their chances for a sale by following showing agents and their buyers around the home. In this post I want to discuss what really motivates buyers, and how you as a seller can make the most of it.
Too many sellers, (and too many real estate agents for that matter), don't really understand what motivates buyers to make a purchase. The results of this misunderstanding can easily be seen in classified ads that merely recite a laundry list of features - beds, baths, square feet, gas heat.
Buyers don't buy features - they buy benefits. This is illustrated in an adage I heard long ago: "A hardware store customer isn't buying a quarter inch drill - he's buying a quarter inch hole!" Therefore, if you want to connect with buyers, you need to show them the benefits of living in your particular house.
Buyers will tell you of all the logical reasons which caused them to buy a particular home - but when the actual decision is made, it will be made for emotional reasons. Buyers buy homes for the lifestyle they can picture living in those homes.
How does all this tie back to the protocol of showing a house to buyers? Buyers need to put themselves in the mental position of feeling like they are the potential owners of the home they are viewing. Indeed, how can a buyer pretend that they are entertaining in the family room, or relaxing on the deck, or enjoying the Jacuzzi, when the seller is following them around, pointing out how efficient the new water heater is?
Sellers, for your own self interests, leave the showing agent and the buyers alone when they come to view your home! If at all possible, don't even be present during the showing. No good can come from interaction at this point with the buyers, and any questions that the buyers may have can be asked later of the listing agent, who can in turn get the information from you.
In addition, you should be represented by a REALTOR who understands the difference between creating a laundry list of features, and creating a marketing plan that paints emotional reasons why a buyer would love to live in your property!
Brian Schulman offers expert real estate representation to Lancaster County, PA home buyers and home sellers. To learn more, visit http://www.FindLancasterHomes.com/
Brian Schulman offers expert real estate representation for buyers and sellers of homes in Lancaster County, PA. To learn more, visit http://www.FindLancasterHomes.com/
Interested in Receiving Information on Local Lancaster County Events?