When showing a home, it‚Äôs often easiest to run through the particular set of features within the home, but, you may be missing the best opportunity to show off differences that can help a home sell.
Benefit marketing plays a fundamental role in separating the good from the great in sales and real estate is no different. Just about everyone can walk into a home and see the features, but, buyers are often trying to take everything in quickly when visiting a home so running down a list of features that they can already see does not help them discern why a particular feature may be important. This is where benefit marketing comes in to play.
As you walk through a home with a client, explaining the benefit of a feature can greatly improve the desirability of the home.
For example: a home has a tankless hot water heater. Many buyers today know that this is a new technology, but, not necessarily what it means to them. Taking a moment when highlighting the feature by explaining how that feature benefits the home buyer gives a meaning to that feature. In this case, it means lower monthly utility bills and endless hot water for a shower. For a family of 5, this would be a significant benefit and could be the difference maker between two similar homes.
Another example of benefit marketing might be explaining why new windows in an older home are important rather than simply stating that there are new windows. ‚ÄúGreen‚ÄĚ building is one area where benefit marketing is important, but, it encompasses just about all features within a home. Continue reading this post