Simply put. You just have to find the right buyer. This is not a sleight-of-hand answer. This is actually a core truth. Take a moment to put yourself into a mindset of marketing your ‘Unsellable’ home. It’s about meeting your audience where they are.
What Does That All Mean?
Well, this is an extremely powerful perspective shift to imprint on your selling consciousness. It’s a reminder that your audience is not always someone like you. Let’s dive a little deeper.
You Are Not Your Customer
It is very common to craft a sales plan, look at it, and think, “Yeah, I’d buy that!” But to reach your strongest selling position, you need to understand your product from your target buyer’s point of view. This may differ a little or a lot from your own point of view.
When you are selling, you need to get out of your own head. You need to think like your potential buyer, who might be—and very likely is—nothing like you.
So, if you think the house is “unsellable,” that tells you that you are looking at it from your personal point of view—the angle of why you would not choose to buy it. And if you only focus on pitching the sale to an audience of buyers who think, act, shop, and buy like you, then you are absolutely right, it WOULD be “unsellable” to someone like you.
Don’t pitch the sale to you. Find the buyers who would want that house. Position the product you are selling, in this case a house, to the buyers who would value what that product offers.
Shift Your Mindset
To do this, you have to step away from the limitations you placed on that house. Change your mindset so you begin seeing it as a highly sellable house. Think outside the box and brainstorm who might want the property with the “flaws” you perceive it has—or better yet who would not even consider those things “flaws” and might even perceive them as strengths.
Now, to be clear, we’re not speaking about issues of pricing here. You can always change the price. So, if you are judging a house to be “unsellable” solely based on the issue of pricing, that fix simply requires altering your mindset about what kind of profit or loss you are willing to accept.
What we are presenting is a broader issue about a property that can cause it to seem undesirable or to be seen as a potential liability (for reasons of location, condition, rehab-gone-wrong, etc.).
Making “Unsellable” A Thing Of The Past
What is most important is looking at the property with fresh eyes. Make a very detailed list of all the pros and cons of the house and the surrounding yard. Be objective. Be specific. Be alert. The more detailed you are, the greater your chance of finding the hidden marketing gems you might otherwise miss.
Also, be willing to step outside yourself and your own perceptions. Call in a friend or professional who you know can always find the good in everything. (By the way, if you don’t have anyone like that in your life, start cultivating those relationships.) Positive thinkers and outside-the-box thinkers will spark creativity.
If they say they like some aspect of the property, whether the yard or the house, don’t bring up objections! Ask them why they like that item or feature. Delve into what benefit or value that detail adds to the property for them.
Next, let go of the idea of “problems.” Every problem is an opportunity.
So, look carefully at the “cons” or the negatives on your list. This is when your true creative power switch gets turned on. Open your mind and come up with a positive slant for EVERY “con” on your list.
No matter the reason(s) for perceiving a house as “unsellable”—whether you think your property is in an undesirable location, someone died in the house, there are condition issues (deferred maintenance, pet smells, water damage, mould, lead), there’s a lack of amenities, it’s inconvenient architecture, has outdated appliances or decor, or any other “unsellable” feature—let go of viewing it as a limitation – you need to shift your viewpoint.
Need help? Call us today!
Many people struggle with the time, financial obstacles, and all kinds of realty advice when it comes to buying or selling a home. At clubhouse group, we work tirelessly to make the process seamless, and the experience enjoyable. So you can focus on what’s important to you. Creating new memories and traditions with those you love, in the home that you love. It’s what every person deserves… and frankly, it’s what you deserve.
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