Gorillas and house buyers do not mix. A gorilla lounging on the couch quickly dampens potential buyers enthusiasm about purchasing your home.
Not that it is really the gorilla's fault. Guerillas and house tours go together like ketchup and a bowl of corn flakes.
For this reason very few people will show their house with a live gorilla roaming around. However, many people are attempting to sell their houses while entertaining a different kind of gorilla.
This kind of gorilla comes in the forms of odors, clutter, and eye distracters. If you want to sell your house, get rid of these gorillas.
-The Gorilla of Odor
A prospect's nose will instantly notice this gorilla as they enter the house. The memory of this odor will be seared in their mind. Quite likely they will remember your house by the "fragrance" they encountered when they walked in the door.
Kick out the gorilla by removing the source of smell. Shampoo the carpets. Take out the garbage and anything else producing an odor. Use a product like Nok-out or one with enzymes to remove odors from curtains, carpets, and spots. Smoke odors, pet stains, and more can now be easily removed with these products.
Try airing out the house. Open the windows and let fans move fresh air in. Turn on a dehumidifier in the basement.
Replace the smell by burning scented candles. Every scent from pumpkin pie to sliced oranges is available. Throw a pie in the oven.
Wipe down the furniture with a dust rage dampened with a fragrant cleaner. This will instantly give your house a nice fragrance.
With this gorilla out of the way, you are now ready to tackle the next one.
-The Gorilla of Clutter
Clutter refers to anything out of place and in the way. It could be newspapers, clothes, boxes piled up, papers on the desk, dirty dishes, etc.
A pile of clutter on the coffee table or in the bedroom can be nearly as distracting as a live gorilla. Not only does it discourage and zap your energy, but it makes your house look small and messy.
Get rid of it. Throw it in the dumpster. Hide it in the closet. Clear the desk. Wash the dishes or stack them in the oven (just don't preheat the oven with them in there). Note. If the prospects are going to be viewing the oven or closet, don't put the clutter there!
Decluttering will not only encourage and motivate you, it will keep the buyer focused on the positives of your house.
-The Gorilla of Eye Distracters
A gorilla doing pushups in the kitchen is distracting. Almost as distracting are holes in the wall, cracked windows, etc. Eye distracters keep prospects from fully appreciating the good points of your house.
Take a notepad and start outside your house. Walk past it while taking notes of what is really distracting. Does the siding need washing? What about the Lawn?
Walk in the front door and then through each room. Put a star by the main distracters in each room. Now go back and fix them. Touch up with a little paint. Fix any holes.
Good job. With three gorillas out of the way, the potential buyer can now fully appreciate your home.
Want To Sell My House
Far too many businesses (online or offline) define their target market as “anyone with a pulse and a wallet.” (Not always in that order.)
You read their sales copy and it's the same old, walking on eggshells “corporate speak”, devoid of personality, writing to a group style, as everyone else in their industry.
Sure. They're not going to eliminate any “potential buyers”… But there're not going to stand out from the crowd and get their message noticed either!
You need to define your target customer as specifically as possible. You should describe your customer in exacting detail. Not as a group, but as an individual. Get a laser focused, clear and precise image in your mind of one specific person. Know that persons sex, age, marital status, wants, needs, educational background, psychographics, demographics, geographics, technographics (level of technological sophistication), understand their psychological motivations, hopes, fears… Everything!
And then (and only then) write your copy directly to that person. Craft your message to your target customer in a one-on-one, person to person style, keeping this focused image of who you are talking to clear in your mind.
So… You've clearly defined your target customer. Great. Now you're ahead of 95% of the business in your market.
Do you want to know how to jump ahead of the other 5%?
(This next tip is something that very few top marketers talk about… But it just may be one of the most important activities you ever do for your business.)
Clearly define who your customer IS NOT! Spell it out… Write it down… Let the world know, exactly who you REFUSE to do business with.
Eliminate the freebie seekers, bargain hunters, complainers, whiners, price shoppers, deadbeats and time leaches (Michel Fortin calls them “Vampires”… I love that…)
The first step in face to face selling is to qualify the prospect. So I've never understood why so many businesses are afraid to do the same thing when selling in print or on the computer screen. Cowards!
Guess what? An amazing thing happens when you “take something away”. By stating (unapologetically) in your copy that “This offer IS NOT for everybody…”, “…only a select, elite few will qualify…”, “…unless you meet the following qualifications, you can't beg us to let you buy this…”, something magical takes place in the sales process.
The dynamic changes, from YOU trying to convince the PROSPECT that they need your product… to the PROSPECT trying to convince YOU that they are qualified to buy what you are offering.
So, stop worrying about eliminating part of your potential market by only focusing on your “ideal customer”, the ones you eliminate wouldn't have bought from you anyway. And by adding a bit of “posture” to your copy, your conversion rates with your REAL market will skyrocket.
Just remember this…
If you try to be “everything to everybody”, you will end up being “nothing to nobody”.
Both Bryan Falls & Eric Graham are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.
Bryan Falls has sinced written about articles on various topics from Golf Guide, Buying and Selling Home. (C) 2005. Bryan Falls is editor of Keys2Homecare.com. Learn how to easily prepare and sell your own home. . Bryan Falls's top article generates over 2400 views. to your Favourites.
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