Why Your House Isn't Selling - Marketing

If your house has been on the market a long time, re-evaluate the marketing strategy with your agent, and be willing to make adjustments.

Today the home selling process is taking longer, so you and your agent should re-evaluate the overall marketing strategy from time to time, and make adjustments. Be creative and flexible in your approach.

The key component of your plan is the set of pictures and/or the video tour of the house that appears on the internet, since this is where over 90% of buyers will begin their search. Be sure the images present the house at its best and reflect improvements you’ve made. Are the images well lighted? Is there a “wow factor”? Change some of the exterior shots to reflect the current season. This keeps your listing fresh and makes it appear as a newer one, even if it isn’t. Review the printed marketing materials and update them, too. Be sure buyers can find your house. Check the accuracy of the directions on the MLS listing and include any special instructions, especially if there is no obvious street sign. Make certain your agent’s yard sign is placed and oriented for maximum visibility.

Discuss the showing guidelines because they could help or hurt the marketing effort. Have you limited the days and times when the house is available? Whenever possible, your house should be shown when requested. Do you allow a lock box, or must your agent be present for every showing? That would be a major drawback. Do you require a long notice period? If so, you may miss an opportunity with buyers on a tight schedule. Do you insist on staying in the house when it’s shown? If you do, buyers will be uncomfortable, and leave prematurely. Are you reluctant to turn on the lights when you leave? Buyers entering a dark house won’t have a positive first impression. Have you stipulated that your animals remain in the house? Many buyers dislike or fear animals, and some have allergies. Downplay the presence of your pets and take them with you, whenever possible. Ask your agent if any other changes are needed, and be willing to modify or eliminate any showing restrictions.

Smart Selling Tip: If your house has been on the market a long time, re-evaluate the marketing strategy with your agent. Attract buyers with effective new pictures, especially if you’ve made improvements since the house was listed. Make it easy for buyers to find and visit your house, and modify showing restrictions so no opportunities are lost.