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Is Your Marketing Like Lipstick on a Pig?

in Sellers

To put “lipstick on a pig” is my favorite rhetorical expression. It’s often used to convey the fact that a superficial disguise can’t hide the truth forever. I use this phrase because of its built-in imagery.  It amplifies the obvious truth.  Despite your good intentions, it’s still a pig. 

Let me explain how this expression applies to real estate marketing:  

Let’s say that we were to create the most incredible marketing campaign imaginable for your home – so successful that we attract thirty potential buyers in the first 30-days on the market.  When the buyers arrive at your home, what will they experience?  Is your home better or worse than promised?  Is it a bargain, or is it overpriced? Is your home incredible, or is it just average? Put yourself in the buyer’s shoes and answer these questions (honestly). 

So just how important is advertising and marketing when it comes to selling a home?  I put it at a firm #3; behind #1 (Price) and #2 (Condition).  If you miss the mark on #1 and #2, you’re in for a long and painful selling experience. 

In a buyer’s market, if you’re trying to sell a worn-out house for top-dollar, the best marketing in the world will fall flat…you’re just putting lipstick on a pig.  If you haven’t received a legit offer after 20-showings, the market is telling you something:  You’re over priced or your house is not as great as you think it is.

How do you know if your home is unique and priced right?  The market will tell you in-time. Or, you can hire us…we’ll tell you everything you want to know before you waste a lot of time and money.

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