What Buyers Want

Sometimes it might take a whack on the head to remind us, but we don’t need to pull weird stunts getting into character to know what buyers want from sellers - we can leave that to Mel Gibson.

What your potential buyers want is simple - sufficient accurate information to enable them to select, evaluate, and buy.

What buyers want from the advertising - and here we are focused online. That’s where buyers hide out.

Lots of good quality photos - don’t fall for “less is more” - buyers sift out, not in. Give them a quality photographic representation of the property. The single most important aspect of the entire marketing programme. Spend the money for professional photos - it is the best marketing investment you can make.

You cannot sell a secret! Include the address, buyers want to understand where the property is. If you don’t include an address it will not turn up in map searches, buyers will either guess where it is, or assume there is a reason the address is hidden.

Buyers want to know a sellers price expectations. It may be a conscious choice to not provide that (for example, when selling via auction or tender), but it will frustrate some buyers and they will still ask and want to know.

A description that tells them what it is like to live in the home. It doesn’t need to be a novel - but it give it more than two sentences.

Now there is interest, help the evaluation and buying process. The buyer is looking for certainty. They want to know what they are buying and it is a big decision. Make it easier for them. Make sure you have the basics - a Land Information Memorandum (LIM), maybe a building report, and other relevant information. This is the time to get into the buyers shoes - what would you want to know if you were buying?

Buyers aren’t from Mars - their needs are simple and straightforward. Provide what they need and look forward to a happy conclusion.