Targeted Strategies
It is not enough anymore just to create a single, blanket campaign on a property that can be repeated over and over until somebody buys your client's property. With a little work, many different angles can be covered so that maximum reach can be obtained.

	Niche marketing is the second-most successful form of marketing in the new millenium. (Just behind viral marketing.) Viral marketing is impractical in the real estate business. But niche marketing is pertinent.
	Create tri-level marketing campaigns targeted at 1. The Masses, 2. Niches and 3. Sub-Niches.

For each property - and it doesn't matter where it is, or how it looks - there are a number of unique characteristics that SOMEBODY SOMEWHERE will find attractive. These are traits that perhaps the majority of homebuyers might be put-off by. But since the majority has "been covered" by the majority of the marketing, it doesn't hurt to point things out to the minority.

Thus, you start off marketing to the masses, like everyone else does, trying hard not to over-flower your language on property attributes that don't deserve it. But then you start peppering your marketing with niche angles. Is the property in a good Mississauga school district? Is it very close to a recommended day-care facility? Is it close to the University of Toronto at Mississauga (UTM)? A small yard with no grass (just a little garden) would obviously appeal to retirees. Homes with two kitchens appeal to many Catholic families.

But there are also smaller sub-niches that could very well end up selling the house for you. For example, a windowless basement could appeal to home-theatre afficionados, or private people who don't want you to know what's going on in their home. A house sandwiched between two canine-keeping households might relieve another dog-owner of any noise concerns. A house on a busy street may appeal to a transit-taker. Real estate in Mississauga has many sub-niches. How do you find these buyers interested in these sub-niches? You don't, really. With proper sub-niche marketing like Facebook Ads, they find you.

	Once prospective buyers view and leave the home, their best reminder of their experience in the home is the Feature Sheet they take home with them.
	Easy: Present the most elegant Feature Sheet possible. Leave them wanting. Target buyers' memories.

Frankly, I am amazed how many times I walked into a $500K+ listing and discovered that the feature sheets they were giving out to the home-seekers were monochrome and printed off a home printer. And I wonder: How is it possible that this agent got this listing???

Feature Sheets should present a home that is BETTER THAN the home that is directly before their eyes. That is why my strategy is to hire the best home photographers using quality wide-angle lenses, then have those beautiful images manipulated by an experienced graphic designer into an exquisite, full-colour, satin-finished, 4-page feature booklet. The results are extraordinary, and they’re not cheap.

Realtors front the bill for Feature Sheets, so it’s not surprising you don’t see a lot a quality out there. But I am under the firm belief that by spending more money to make my client’s home look like a superstar, both of us win in the end. The home sells faster, and for more money.

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