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Simon Parker
A vendor’s blog that focuses on their property and lifestyle is driving strong buyer interest to the inner Sydney-based property, its agent has said.
“We wanted to create an emotional attachment with the buyers from the vendor’s point of view as to why they love the apartment,” Braden Walters, principal at True Property told Real Estate Business.
“It makes the process of buying a property much warmer.”
The property blog – www.erskinevilleapartment.com.au – has attracted strong interest, Mr Walters, who was ranked 95th on Real Estate Business Top 100 Agents list, said.
“We have had a lot of interest from phone calls, emails and inquiries through the main portals. A lot of buyers wanting to express their interest and move quickly,” he said.
“The interest level is higher than it would normally be compared to other properties that we have on the market at the same time. The buzz and emotional attachment is fantastic, we are able to sell the connection not just the cold beds, baths and car facts.”
Mr Walters said the idea came from the vendor, and the campaign is similar to one undertaken by a hockingstuart agent in Melbourne earlier this year.
“The vendor mentioned that she was a web developer and that she may put a landing page together with some facts about the property,” Mr Walters said. “Normally we hand out a fact sheet with our brochure about the local area and attractions, so I thought we could take this to the next level.
“The vendor created a blog page where she could explain their reasons for selling and what they loved so much about the area and apartment. She found photos of when they first moved in and when the building was being constructed. We are sharing their experience of being home owners in this area and building, the vendor shares her favorite café and where the nearest park is, etc”.
Mr Walters said the jury was still out as to whether this was an effective way to sell a property.
“The strategy I do like, is selling the emotion of buying a property and giving the process some warmth. The buyers are not buying from me, they are buying through me.
“Rather than just doing a basic property page, we have taken it to another level. If I have another owner that wants to get more buyer involvement I will do it again. But control is key, the vendors should not connect with the buyers directly. I must still be able to handle the buyer enquiry and negotiate professionally.”
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