Find your hook
When Kelly Andrews, 28 and just married, decided to sell her one-bedroom Atlanta condo in February, hers was one of about a dozen on sale in a 936-unit complex. Being in public relations, though, Andrews knew to play up the condo’s one unique feature: its former owners.
So she called up a reporter for the Atlanta Journal-Constitution and told a tale of how she and the two prior owners of unit No. 163 were single women who ended up finding their future husbands there. After the paper dubbed Andrews’ unit “Cupid’s Condo,” she was flooded with calls from single women (and agents representing them).
One of those women offered to lease the unit for the precise amount of Andrews’ mortgage payment. She thought this might work out even better than an outright sale, since leasing would allow her to build equity while waiting for the market to improve (Andrews hopes she can sell at a higher price).
The lesson: Highlight what makes your house special. Generic descriptions about “spacious bedrooms” or “modern appliances” are too common. “If I see one more listing that says ’sparkling pool,’ I’m going to throw up,” says Veronica Mullenix, a broker associate at Coldwell Banker United, Realtors in Katy, Texas.
Instead, “paint a lifestyle, a story,” Mullenix says. And be as specific as you possibly can. Don’t simply mention that your home is near local amenities. Let buyers know they can live within “a five-iron shot of the 15th tee.”
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