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The Advertising & Portal Myth

So….it would not be unreasonable to assume that as a property comes onto the market, the instructed estate agent will post the property details on various property portals and wait for the enquiries to roll in.

However, this approach is somewhat simplistic!  At Lock & Key we take a much more strategic and proactive approach to handling new buyer enquiries. There is a fallacy surrounding adverts in that many people think that a property sells as a direct result of the publication of its corresponding advertisement or from an internet portal. This is simply not true in most cases.

In fact, we know the overwhelming majority of buyers who enquire about a specific property do not go on to buy it but buy something else instead. This is because only limited information can be conveyed in an advertisement, such as price, location, accommodation and condition. Yet the decision to buy is usually much more complex and is something that cannot adequately be assimilated until the property is visited.

This is where we earn our crust, so whilst it is important to choose an agent that advertises extensively (eg, we feature our clients’ properties on a number of portals including Rightmove & Zoopla.com) it is more important to choose an agent who knows what to do with an enquiry than simply putting the buyer on a mailing list!

At Lock & Key we will use good ads to attract buyers, and then we use our skill, training, and professional judgement to help the buyer identify the right property – which in all probability will not turn out to be the one about which they enquired. This effective method is one of the reasons why we enjoy such an excellent ratio of new applicant buyers to sales agreed, which is of course to all our clients’ substantial advantage.

Why not join them? Please feel free to call 01225 707342 now to arrange a confidential appraisal so that we might provide you with a highly relevant strategic marketing proposal.

Nigel Fitzgerald – Managing Director

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