There are many things you need to have in place to make sure that you’re marketing your services to the best of your ability.
Things like:
- A well designed website – particularly one that is responsive, meaning it reshapes to fit adequately onto the screens of mobile devices, and is easy to navigate and interact with
- Effective offline marketing – such as brochures and window cards that grab the attention of your customers
- A database to keep track of your customers – essential for maintaining a healthy and profitable relationship with your customers, especially when it comes to communication
You may have all of these (if you don’t, we can help), but even the most effective marketing in the world will not help sell an unappealing property.
But now there’s something you can do to shift a property that’s receiving little or no interest.
A Creative Solution For Estate Agent Marketing
George Berry of Knight Frank, a UK-wide agency, was struggling to get a viewing on a property earlier this year. It was a red-brick house in Sevenoaks, Kent, and had been on the market for more than 12 months.
Then an idea struck George on how he could sell the property. He convinced the owners to work with CGI designers to produce a computer-generated image of the property with an extension, renovated living areas, and even an underground swimming pool.
Instead of trying to sell the property’s current features, he sold its potential – and it more than paid off.
The house had originally been on the market for £630,000. But with the new CGI design it went back on for £710,000 and finally sold for £699,000 - £69,000 more than the initial asking price.
How CGI Can Help You Market a Property
You can use CGI to the same effect as the before and after technique, only you’re doing it with a slight twist. You’re showing your customers what the property could look like. You’re selling the property’s future as well as its present.
And since buying a house is seen as an investment, your customers want reassurance that their money is being spent on something worthwhile.
It’s the same technique that car manufacturers use in their advertising. The car is typically shown driving on an empty road in a beautiful location - like the French countryside.
However, reality is a completely different story.
If you buy the car you’ll probably drive it to work every day. Which means you’ll be stuck in traffic with hundreds of other motorists trying to make it through the morning rush. And as Britain isn’t renowned for its tropical climate – you’ll more than likely be stuck in the pouring rain.
So instead of selling the house as it currently looks, with its current features; sell the house your customers could be living in.
You see, people buy emotionally and justify rationally.
Selling the property’s potential appeals to your customers’ emotions and their aspirations.
If they can picture themselves living in the house – raising a family or celebrating Christmas – they will justify the purchase rationally as an investment for the future.
CGI gives you the perfect opportunity to appeal to your customer’s emotions – and dramatically increase your chances of making a sale.
