All marketing efforts should enhance a seller's renotiating position. Yet many classified ads devalue the seller's posture through implied weaknesses and needless concessions.
The following examples are taken from recent classifieds. Compare what they say with what they imply.
"Perfect Starter Home:" A small house. But a house that is small for one family may be affordable to another or just the right size for an elderly couple. The number of bedrooms will give potential buyers a good idea of a home's size and whether or not it may meet their needs.
"Handyman's Dream:" This means a poorly maintained property or one which the owner perceives as being difficult to repair. What about the buyer? A buyer may be willing to accept a house "as is" with the understanding that some work will be required. Why make an issue which may not concern the buyer?
"Price Reduced $10,000:" When changing a price no announcement is necessary. Why alert buyers to poor marketing? If the price will drop today will it drop further in the future?
"Just Listed:" Experienced buyers know that prices tend to fall with time on the market and, to some extent, that homes of equal interest will be available in the future. Unless there is a compelling reason to announce the listing of a home, such as a select waterfront property or a home with historical value, a "just listed" notice is unnecessary.
"Ideal for a Couple:" Why limit the market? Different people have different concepts of ideal or required living patterns. It's not up to the seller to determine who should live in the house.
=Expandable Cape Cod:" a Cape Cod that has not been enlarged. Why? Will the buyer want a credit toward enlarging the property? Would you profit from expanding the property after considering all costs? Does expansion work with your house? If the living room and dining room are small do you really want five bedrooms?
"Owner Must Sell:" This, along with "Owner Anxious," tells a buyer the price can be knocked down. If the offering price is not reduced further some potential buyers may back off sensing the ad is not true.
"Lovely Mediterranean Furniture:" Just what is being sold here? Does the furniture come with the house? What portion of all potential buyers would want it? Sellers should not attempt to impose their style and tastes on others.
The inherent values of a property and the personal credibility of the seller must be stressed if a home is to be effectively marketed. Ads that devalue a seller's position serve only to enhance the posture of a buyer when the time to negotiate arrives.