Most agents market luxury homes like subdivision homes.  Yard sign.  MLS.  Open houses.  Brochures.  Ads.  Hope it sells.  I call this “Hope Marketing”.   The photos may be prettier because the homes are nicer. The copy may be richer because the homes are more elegant.  But the process is the same and has not changed in 75 years.  It is ridiculous that Amazon/Apple level sale strategies aren’t used to sell real estate and it is estimated that the current practices cost sellers  3%-8% in  reduced price for their sales.

I recently moved to the Paradise Valley/Scottsdale area from the West Valley where I have sold mostly subdivision homes and horse properties since 2004.  But I quickly realized, after selling a $3.25 million home in Paradise Valley, that this is an entirely different product and requires unique marketing processes.  There is a vast difference in the two products – yet agents continue to use the same selling techniques on both (subdivision and luxury homes).  I was fortunate enough to find Greg Hague’s Luxury Home Marketing Institute where he teaches the successful marketing ideas to sell homes – it incorporates advanced marketing techniques pioneered by Apple, strategies that make home buyers stand in line and pay premium prices for new products.

The “magic dust” is a powerful new way to launch homes on the market.  It leverages anticipation and suspense-building strategies that get buyers excited (and feeling special) before they set foot in your door.  This formula is so effective it was featured in Forbes and over 300 publications worldwide.  I am happy to say that I am licensed to use these forward-thinking, effective techniques.

You owe it to yourself to investigate these techniques for the time when you decide to sell your own luxury home.  Please contact me – CALL ME TODAY – and I will send you a brochure or, if you prefer, set up a face-to-face meeting to explain.

But, meanwhile, here is a brief overview of some of the techniques. Should your home be inserted into the MLS immediately?  I want to talk to you about the wisdom and timing of placing a new listing in the MLS.  MLS discloses to everyone (agents and buyers) a home’s days on the market and also any price reductions.  Time is acid to the price of a home.  When Buyers see that a home has significant days on the market, they immediately start mentally discounting the price.

Sellers might well ask if holding their property listing out of the MLS might cost them a Buyer.  And yes, the MLS is an easy way to expose homes to Buyers with other Agents but, in my opinion, “easy” is trumped by the downside risks.  Also, if the house does not sell quickly, DOM (Days on Market) negatively affects what Buyers will pay.   Also, you lose the opportunity to make Buyers and Agents feel special with a private opportunity to see a home not available to the Public.  The only risk is that a “perfect” Buyer ends up buying another home in the area without knowing about the listing.  I can virtually assure this won’t happen by supplementing non-MLS marketing with open house signs directing Buyers to the home on weekends during the Neighborhood Preview, Agent Preview, Buyer Showings, etc.  Most Buyers drive their preferred neighborhoods on weekends.

This does not mean that I never think a home should be placed on the MLS but I strongly recommend waiting at least 30-45 days before doing so.  And actually, it takes a couple of weeks for the home to be ready to market while staging, photos, notices to Agents who sell in the neighborhood, etc.   So why add these “working” days to Days on Market and negatively affect your price?

I have a very strong Marketing Program for listing a Luxury Home and it requires preparation time before the first showing.  (See my brochure to see what I do to prepare a home for that first showing.)  But suffice it to say here that it takes a couple of weeks of preparation before that first showing – like great pictures, a Highest Value Market Appraisal, Neighborhood Open House on a Saturday with plenty of advance notice and a VIP Agent Showing Day the first Sunday.  I have plenty of other “tasks” to perform during this time.  But another perk of my method is that most all showings are scheduled for Sundays (unless the Agent has an out of town Buyer or one who simply cannot look on Sunday for one reason or the other).  But generally, showings are on Sundays with an Open House sign out and me present.  Oh, and did I mention I do not think it is necessary to put a yard sign out?  Owner preference.  Another tenant of my program is that I will not represent Buyers for your property so there are no conflicting loyalties – my entire loyalty is to you the Seller.

CALL ME TODAY for a brochure or an appointment to discuss in person.


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