The management of perceived demand is the core principle
of how I market homes.
Regardless of whether a marketer is tasked with moving houses or happy meals, the basic job is the same; create conditions that will lead to sales. For houses that means managing perceived demand.
In the real estate context we often hear about perceived value. Managing perceived value versus perceived demand will not as likely result in a best-price deal, because the key component of urgency is missing. For example, there are plenty of properties that are good values, but if a buyer has no reason to believe that other buyers are interested, then the reasonable expectation is that the property will sit on the market while the price softens.
On the other hand, if a buyer senses that other reasonable buyers are interested, then a concern about losing it will not only result in an offer, it will result in an offer price that is closer to asking price than it would be otherwise. That’s why the development of my marketing strategies always start with this question:
How can I manage the perceived demand for a property
so that the seller will get a quick offer
at an outstanding price?
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