Customizing Marketing Proposals to Close Sales

NEW YORK – Professional presentations are necessary in today's housing market, and experts say that each proposal should be customized to the homeowner and the market. Today, it’s not enough to just list a home. Marketing is essential.

The four Ps of a custom marketing proposal are vital: preparation, presentation, pricing and post-appointment activities.

Preparation includes researching the home and the community before meeting with the seller. Determine what owner paid for the home and whether closing-cost assistance was used. Learn how much square footage the home has, when it was built and other details.

Before meeting with the owner, take a few moments to assess the exterior of the home and its curb appeal, making notes where appropriate. Be sure to thank the homeowner for their time and asking for a brief tour of the home to review what amenities are present and can provide marketing advantages.

Once the presentation begins, real estate professionals should be confident, collaborative, consultative and in control. Part of the presentation should include mapping out key dates in the transaction process and the pricing strategy, among other important discussions. The production of video and photo marketing efforts will require collaboration. Social media campaigns and "coming soon" listings also create anticipation before a home hits the market, ultimately reducing days on market and increasing value.

Offering a strategic pricing process can provide home sellers with clarity, control and confidence in setting the right price for their property. It helps them understand market dynamics, evaluate comparable sales and select a pricing strategy that aligns with their goals, whether it’s attracting competitive offers or negotiating a higher sale price. This approach also empowers sellers to make informed decisions, potentially leading to a quicker sale and better outcomes.

Source: Inman (03/14/25) Burgess, Jimmy

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