So many things about your job as a real estate professional have changed since March. It stands to reason that you need to make changes in real estate market along with all the rest.
Real estate prospecting can now profitably target people who hadn’t even considered selling back in January.
These are people who have experienced lifestyle changes that make their present homes unsuitable or inadequate. For instance:
People who once commuted to an office and now work from home.
From what I’m reading, many of those workers and their employers like the new arrangement so will make it permanent. Meanwhile, those who weren’t prepared to work at home are having to “make do” for work space when they really need an office.
Those workers are also now in a position to move to a more pleasing location. Perhaps they’ve been living in the city to keep the commute shorter – but now are free to move to the suburbs. Some might even want to relocate hundreds of miles away. Because they are now working remotely, they can make that choice.
Parents who started home schooling their children and plan to continue.
Many kids learn more and are happier after switching to home schooling. They no longer have to put up with peer pressure. They 
don’t have to try to avoid bullies. They don’t feel depressed because they’re ignored or goaded by the “in cliques.” Meanwhile, parents and kids are becoming better acquainted.
Many parents are deciding to continue home schooling because it makes sense for them and their children.
The dining table works, but having a dedicated school room would make things easier.
Families who simply need space for privacy and alone time.
When people are out of the house most of the time they don’t need quite so much space. When they’re together 24 hours of every day, a place to be alone gains importance. Some folks want a larger house – one with more rooms.
People who were unable to check in regularly with elderly parents and are now thinking about multi-generational living arrangements.
Even before the pandemic, many adult children were choosing to buy homes suitable for multi-generational living. It’s a bonus for kids who are becoming closer to grandparents – and learning from them.
People who feared (or still fear) going out to the grocery store and are wishing for a home with a large pantry and space for a freezer.
One day in March I overheard a woman telling a grocery store employee that she now understood why her Mom and Grandma insisted on having overflowing pantries. She was wishing she had one while she bemoaned the fact that many of the grocery shelves were empty.
This pandemic will eventually pass, but fear is a strong motivator. What if this happens again? Many want to be ready.
What does all this have to do with making changes in real estate marketing?
First, you can effectively prospect to your geographical territory – or to your niche – by recognizing that things may have changed in their lives recently. Then by letting them know you’ll be happy to help them sell their current home and find a replacement that fits their new lifestyle.
I spent a day this week re-writing most of the letters in my Geographic Territory Prospecting letter set to acknowledge those possible lifestyle changes. I also removed references to things you aren’t doing now – like knocking on doors and holding open houses.
Changes in Real Estate Marketing should include reassurances.
Whether you’re using the Geographic Territory letters or something else, do add reassurances such as those found in The COVID-19 Hot Market Prospecting Letters
I had really hoped the fear would be lessening by now, but I don’t think I got my wish. People are still afraid, so let them know how you can help them relocate while keeping them safe.
Re-think the way you write property descriptions.
When you write property descriptions, focus on today’s most wanted (needed) benefits and features.
- Emphasize multi-generational living features.
- Point out the office, study, library, or bonus room.
- Stress the size of the pantry or the plentiful storage in a basement or garage.
Think about the features in your own home you’ve felt most thankful for during the lock-down. Think also about the features you wished you’d had!
Put those features (and their benefits) front and center in your property descriptions.
For now, entertainment is not a top priority for many – nor is space for house guests. And while it will always be important to some, proximity to shopping, dining, and music or sports venues is not going to carry the weight it did last year.
My advice: Look back at the properties you have listed and see if you can re-write the descriptions to focus on today’s most important features and benefits.
Extended family Image courtesy of photostock at FreeDigitalPhotos.net
Homeschooling Photo by Andrea Piacquadio from Pexels
Bullseye courtesy of stuart miles @ freedigitalphotos.net
