We know that real estate clients want to deal with consultants that have knowledge, expertise, honesty and integrity, and are committed to achieving the best possible result for them.
Above all they want to deal with real people - that's why we put absolute focus on creating a relationship of trust and respect with all our clients. We've found that this philosophy is great for achieving personal satisfaction, high morale and continued success.
It's all about people
Successfully buying and selling real estate is mostly about fulfilling people's needs and aspirations. That's why Harcourts people not only receive in-depth professional training (the benchmark for the industry) but are also committed to building meaningful and genuine personal relationships with their clients. And the huge volume of referrals and repeat business generated is proof that this works to everyone's satisfaction.
Because Harcourts has invested in the development of cutting edge systems, property consultants have the full range of marketing, research and technological tools available to them at all times. Working within a tightly-knit and highly-motivated team environment, the business, customer support and online services which they can draw upon are very impressive.
Every property has its own marketing niche with many different campaign styles. For example, a small home 3 bed 2 bath home situated within the a highly populated area and set amongst 4 and 5 bedroom homes could benefit from a "flanking" approach, whereby you highlight the weaknesses of the competitor using their weaknesses as your strengths.
Below I've listed just the basics of what I do behind the sense to determine the best strategy for each property I represent. Please note this is just a small sample of a much larger picture.
There's several factors when determining the strategy to market a property like:
Socio- Cultural Trends
This involves the understanding of cultural and demographic trends (both current and emerging) relevant to the business.
the population age structure.
the changing Australian family
changing role of women in society
the change in cultural values and subcultures
It's also important to understand the current trends within your environment such as:
Economic forces in many cases, directly affect the size of the demand for a particular product because they dictate the customers' ability to purchase. Of concern would be the general economic conditions (prosperity, recession, depression and recovery stages), and consumer demand & spending patterns (affected by inflation rate, interest rate, availability of credit, confidence in the economy, etc
Customer Motivation & Unmet Needs
Customers must first enter the “need awareness” stage. We would have to know the customer’s motivations for this intended purchase, i.e., the set of needs that he or she is trying to satisfy. The customer may be looking for various product features and have a certain way of evaluating these features.
This involves attacking the opponent’s strengths rather than its weaknesses. A property may offer an alternative to the norm whereby a competitor's 4 bed 2 bath has the standard layout and design and the property you represent may have the same features but with a better functional layout etc