Selling your home?
How we find buyers in this challenging real estate market
To successfully market and sell properties in this very challenging environment, we have designed our targeted marketing & advertising approach so that resources are directed to those areas that we know are critical in getting our listed properties effectively exposed and sold.
To design our approach and to make sure it is effective, we had to first understand who it is we were trying to reach. From many years of experience and market-leading success we know that there is an overwhelming likelihood that the buyers of our listed properties will come from one of the following sources:
1. Those who we have previously completed transactions with us, who are back in the market.
2. Those who have been referred to us by past clients and customers or by local Santa Fe businesspeople or other local contacts.
3. Those who are referred to us by real estate brokers and agents from outside of the Santa Fe market. This occurs due to our longstanding memberships and involvement in several national real estate organizations including Sotheby’s International Realty (since 1984), The National Association of Realtors (since 1976) and the Residential Sales and Managers Councils (since the early 1980’s). In some years referrals from these sources have accounted for up to 25% of our business.
4. Those who come to our team through Sotheby’s International Realty because of our worldwide client base and reputation for providing market-leading services.
5. Those who come to us due to our high visibility websites that attract attention from around the globe. These sites include: sothebyshomes.com, santafesir.com, sothebysrealty.com, sothebys.com, primelocation.com, wsj.com, iht.com, nytimes.com, realtor.com, and our personal website: neillyon.com (also accessed at realestateofsantafe.com). We also create websites for each of the homes we market. Examples of such sites include: 2570AtalayaHill.com & 35EntradaDescanso.com
6. Potential buyers who come to us through local brokers (via the MLS) who know that our listed properties will be well priced, shown professionally, and that negotiations will be conducted in a professional, ethical & accountable manner.
Knowing that we’ll reach a very large share of the buyers we work with from the above six sources, we execute a comprehensive marketing approach that targets the above groups. Below is how we do that:
o We immediately place information about our listed properties into the Santa Fe Multiple Listing Service (MLS) database. This notifies the 800+ Realtors in the Santa Fe area of the property’s availability. Our properties are professionally photographed and our ad copy is carefully written to emphasize and highlight your property’s best features.
o Within 48 hours of putting your property on the market, information about your home is available on the many websites we utilize. We also create a website specific to each property which includes 3 virtual tour scenes, floor plans, plats, a printable brochure, and any other materials that convey extensive information about the property.
o By virtue of your property being in the MLS database it will be featured on Realtor.com, the most widely viewed real estate website in the world. As a participant in Realtor.com, we utilize their most comprehensive format, which allows us to place the maximum amount of information about your property on the site. This includes customized ad copy and headlines and the maximum number of photos allowed.
o We also participate in the Realtor.com Featured Homes program. This program offers only a limited number of spots per region, ensuring that when potential buyers search Realtor.com for homes in Santa Fe, at least one of the Featured Properties they see prominently displayed will be one of our listed properties. Your home will be rotated on our Featured Homes schedule on a regular basis. On average, this provides your home with 20 times more exposure than the non-featured properties in Realtor.com.
o We create and market The USA Report on NeilLyon.com. This report is updated weekly and shows how many properties in Santa Fe County went Under Contract, Sold, or became Active on a week by week basis. The format is simple to interpret and allows buyers and sellers to easily follow current market trends in Santa Fe. The USA Report drives a large amount of traffic to NeilLyon.com where buyers then take the time to look through our available listings.
o We produce color brochures for each of our listed properties that display photos, floor plans, property plats and other key property information. This brochure is also available on your property’s individual website.
o All of our homes are periodically advertised in the Sunday Santa Fe New Mexican Real Estate Leader and in our monthly ad in the Santa Fe Homes Magazine, distributed in the Sunday New Mexican (first Sunday of every month, to subscribers) and in pickup boxes in and around Santa Fe.
o Our properties are discussed at weekly staff meetings shortly after they are placed on the market. The goal is to make immediate matches with purchasers who are working with other Sotheby’s International Realty colleagues.
o We conduct MLS open houses for agents and brokers during the first MLS tour for your area. We may place your properties on later MLS tours, if we feel it will be productive. We also will include your property in various caravan tours that may be coming through your area.
o We discuss your property with other Realtors, looking for a match with their prospective purchasers. Your property will also be included in the electronic brochures that we periodically send to the top 150 agent/brokers in the Santa Fe market, featuring properties that we have available.
o Your property will be included in the next Sotheby’s publication of Santa Fe Showcase: A Portfolio of Distinguished Properties. You can view our most recent publication at SantaFeShowcase.com.
o We create and distribute a quarterly “Market Briefing” newsletter that keeps us in regular contact with hundreds of our key referral contacts. The content is current and relevant and the short format makes it easy for consumers to read and immediately get a handle on what is happening in the Santa Fe real estate market.
Click here to learn the 4 secrets of selling your Santa Fe property!