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Using the Media to Headline to Your Home (Thousands of dollars in free advertising)
Most sellers are convinced you must buy advertising to publicize your home in the newspaper. How much do you think it would cost to run a half-page feature story, with color pictures, on the front page of the real estate section in half a dozen newspapers? And even if money were no object, how could you accomplish this when the newspapers don't even allow advertising on the front page?
The answer will surprise you. It doesn't cost a penny when you mix determination with an understanding of how the media works. I have done this for my clients on numerous occasions. How?
Once a week, Suncoast Media editor Kim Cool publishes a front page story highlighting a home of special interest. Kim's story appears on the front page of 6 major newspapers reaching over 100,000 readers in Sarasota, Charlotte, Lee, Manatee, and Desoto counties. Given that there are over 10,000 homes on the market in these areas, and that only one home a week is selected, you might think it is impossible to have your home featured.
It is very difficult, but not impossible. In fact, 3 of my listings have been featured in front page stories over the past 24 months. It's a difficult and extremely competitive process, but that's good for you since I have the determination to do everything I can to promote your home.
A feature story is worth far more than paid advertising because your home becomes front page news. Ads are self serving. However, a feature story bestows credibility on the virtues and value of a home because the writer is objective and very selective. The odds of a home being selected as the week's featured home are less than 1 in 10,000. Consider hiring a Realtor that makes things happen, regardless of the odds. |
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This Kim Cool feature story headlined the front page of the real estate section in 6 different newspapers the week of 05/05/2006. I sold the home the same week the story ran, which resulted in a waiting list of additional buyers. This home is the only home sold in Palm Point during 2005, 2006, and 2007. It took some out-of-the-box marketing, but you should expect that when you hire me to sell your home. In order to provide the photo accompanying the story, I used a plane. Click here for more photos.
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The featured story below also ran on the front page (real estate section) of 6 regional newspapers. It showcases a gorgeous home I was marketing in the Windward section of Cape Haze. I conducted open houses in conjunction with the publication date. I also leveraged the feature story to create additional exposure for the home by asking feature editor Kim Cool to include the virtue tour link and open house dates in her story. I put the home under contract shortly after that, and closed escrow five weeks later. As of October 10, 2007, I have been involved in over 25% of all Windward home sales for the year; either as listing agent, selling agent, or both. The feature story below is indicative of the extra steps I take to make sure the world appreciates the value of your home.
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© Copyright 2007 Brett Slattery All Rights Reserved Worldwide
