One could argue that selling your client on the community is just as important as selling them on a property. Yes, buyers are looking for a home, but they want somewhere that they can build a life. It’s important to educate your buyers about the community and all that it has to offer. Oftentimes, community assets can make up for the things that the property may be lacking. By better understanding your surroundings, you can begin to sell a lifestyle rather than just a building.
This is something that played a critical role in my family’s decision making process when we were looking for a new home. The house was nice enough, but what really drew us in were all of the conveniences that the community had to offer. Most importantly, the house was only a block away from the schools that my sister and I were attending; my mother who was working two jobs at the time, was unable to pick us up from school or drop us off to the extracurriculars that both of us participated in, so this was a huge bonus for us. Additionally, we were within walking distance to a small store which was especially helpful prior to my sister and I acquiring our driver’s licenses. What made this property even more worthwhile for us was our home’s close proximity to the town park which hosts events throughout the year including fireworks, concerts, festivals, etc. The house itself is not very large or fancy, but it was perfect for us because of all of the external factors that still contribute to our satisfaction.
Public Tennis Courts, Bloomsburg, PA , Madeline Smakulski
Access to community amenities can make up for areas that a house may be lacking. It’s important to identify which amenities are available to homeowners in that location and market those just as you would features of the property itself. Green spaces and parks are one of the most sought after features, as they bring a calming sense of belonging to people who may need a break from the hustle and bustle of cities or downtown areas. Trail systems are another great outdoor space that consumers find desirable because they can be great for exercises such as jogging, biking or even just going for walks. Community pools or golf courses are great selling points as well.
As great as these outdoor facilities are, people also fancy indoor amenities that they might not have the space or budget for on their own property. Many establishments such as gyms offer memberships that can be much more cost efficient than purchasing all of the expensive workout equipment. Research the new or different restaurants within the area, people get excited to try new cuisine or even just to have access to high quality take out. Although socializing is at an all time low currently, people still find value in downtown areas with small shops or cafes that add charm and character to the area.
Downtown Bloomsburg, PA, Madeline Smakulski
Not only is it important to educate people about the different facilities and amenities that they’ll have access to, but also to inform them of the community dynamic. Imagine retiring to a new place, where you plan to relax and enjoy life’s little pleasures, and lo and behold you’ve accidentally moved to the same block as three frat houses. You want your audience to know the kind of relationships they may develop here and there are a couple ways that you can do this. By talking about friendly neighbors, local sports fanatics, or community outreach programs, people will be able to sense the vibe of the location and how well they will be able to adjust to that climate. A personal experience that made me value the community was after a disastrous flood had devastated our town. Some people hadn’t been affected, some people lost everything, but everyone, neighbors and even strangers, joined together to help clean up and restore what had been broken. This opened my eyes to what it means to be part of a community and made me feel proud to belong to such a public-spirited place.
One of the most effective ways that we can use media to promote a community is with the help of video technology. By developing somewhat of a trailer for your community, you can express some of the awesome aspects of the area while keeping your audience entertained and engaged with your listing for a longer amount of time. A short montage of clips featuring people enjoying these different facilities helps potential buyers envision what their life could be. Try to show some diversity within the video so that you can appeal to a wider audience as not every person will be interested in the same activities.
What are your favorite parts about your community? Do you find the amenities or the locals to be most impactful when selling a community? Which local facilities do you find to be most popular in your city? Head on over to the comment section where you can share your experience and thoughts on the subject! If you plan on utilizing this information in your listing’s marketing campaign make sure that you like this post. Don’t forget to subscribe to my “Media Promotion Within Real Estate, A ‘How To’ Blog” and join in on our ‘Mad About Real Estate’ community by sharing this post with your own friends and followers.
Resources:
Knight, D. (n.d.). Top Community Amenities in New-Home Neighborhoods. Retrieved January 05, 2021, from https://www.newhomesource.com/learn/top-community-amenities
Martel, J. (2015, January 05). Sell the community when selling a home. Retrieved January 05, 2021, from https://www.inman.com/next/sell-the-community-when-selling-a-home/