Exploding Some Marketing Myths

Normally, one of the very first things I do when I take a new listing priced about $75,000 is order professional photographs. But for a variety of reasons, I was delayed in getting them ordered for my new home for sale in Ventana Lakes.

And in the end, it didn’t matter. Because the one thing even more important than professional photographs or smart listing syndication or any of the other dozens of marketing methods out there is having the right price on the listing.

That one item on the checklist can beat your 200-point marketing plan every day of the week. Not that it’s the only arrow in my marketing quiver, but it’s absolutely the most important one. If the price ain’t right, no one’s going to come look.

What you see on the right is the only photograph that was in the MLS. (I also uploaded the floor plan.) Professional photographs are being taken this week and will be added then, just in case.

Without them, however, this house sold in eight days for full list price. And that list price was aggressive, considering there are fewer than a dozen homes for sale in the whole of Ventana Lakes, a 1,500-home community.

Marketing a home for sale isn’t rocket science. And often, the more complicated a listing agent makes it sound, the more likely they’re working some sleight of hand to keep you from asking about their results. We all love some pretty colors and the appearance of hard work, after all.

Sure, I do my fair share as well. But the biggest part of marketing a home for sale is and always will be pricing it right. That’s 90 percent of the battle. The rest is just getting word out in front of the masses.

Jonathan Dalton

Jonathan Dalton is a 40-plus-year resident of the Valley and has been helping folks buy and sell homes since 2004. He can be reached at 602-502-9693 or info at allphoenixrealestate.com.