News
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The Advertising Myth
April 8th, 2010
It would not be unreasonable to assume that as a property comes on the market, the instructed Durham estate agent will post the property details on various property portals and wait for the enquiries to roll in.
However, this approach is somewhat simplistic! We take a much more strategic and proactive approach to handling new buyer enquiries. There is a fallacy surrounding adverts in that many people think that a Durham property sells as a direct result of the publication of its corresponding advertisement. This is simply not true in most cases.
In fact, the overwhelming majority of buyers who enquire about a specific property do not go on to buy it, but buy something else instead. This is because only limited information can be conveyed in an advertisement, such as price, location, accommodation and condition. Yet the decision to buy is usually much more complex, and is something that cannot adequately be assimilated until the property is actually visited.
So whilst it is important to choose an agent that advertises extensively (eg, we feature our clients’ properties on a number of portals including Rightmove and Globrix), it is more important to choose an agent who knows what to do with an ad enquiry than simply putting the buyer on a mailing list!
A good agent will use good ads to attract buyers, and then use their skill, training and judgement to help the buyer identify the right property – which in all probability will not turn out to be the one about which they enquired. This effective method is one of the reasons why we enjoy such an excellent ratio of new applicants to sales agreed, which is of course to our clients’ substantial advantage.
Why not join them? Please feel free to call 0191 300 2103 now to arrange a confidential appraisal so that we might provide you with highly relevant strategic marketing proposal.
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