http://www.viewmylisting.com/homes-for-sale

http://www.viewmylisting.com/homes-for-sale

I think for our area at least, it’s always going to be aspirational. The demographics of the area sort of dictate it.

But what if you were marketing a property in Irvington? Or Newark? Or Trenton?

The important point, I think, that you’re making is that when it comes to real estate, it won’t ever be one or the other (except in specialized cases like investors). That I agree with; it’s likely a matter of focus, however.

In other words, even if you do aspirational marketing, you still want to be competitive price-wise. (Unless the whole basis of the aspiration is that the thing is completely, unreasonably overpriced — e.g., Lamborghini exotics, Prada t-shirts, etc.) And even in a Thrift context, you do want to include some element of the Aspirational in there if possible.

The primary focus, however, will be different. And as I see it, no matter what the weighting is, no matter what the primary/secondary foci are, any marketing campaign conducted under this split will be a vast improvement over either the current zero-thought marketing materials, or the “middle-of-the-road” approach of the “it’s decent for decent money” exciting no one.

-rsh

I think for our area at least, it’s always going to be aspirational. The demographics of the area sort of dictate it.

But what if you were marketing a property in Irvington? Or Newark? Or Trenton?

The important point, I think, that you’re making is that when it comes to real estate, it won’t ever be one or the other (except in specialized cases like investors). That I agree with; it’s likely a matter of focus, however.

In other words, even if you do aspirational marketing, you still want to be competitive price-wise. (Unless the whole basis of the aspiration is that the thing is completely, unreasonably overpriced — e.g., Lamborghini exotics, Prada t-shirts, etc.) And even in a Thrift context, you do want to include some element of the Aspirational in there if possible.

The primary focus, however, will be different. And as I see it, no matter what the weighting is, no matter what the primary/secondary foci are, any marketing campaign conducted under this split will be a vast improvement over either the current zero-thought marketing materials, or the “middle-of-the-road” approach of the “it’s decent for decent money” exciting no one.

-rsh

Aside from investors, my experience tells me that a house always has to be marketed as an aspirational home, AND priced competitively to stand out as a value amongst other homes in the neighborhood.

Staging, professional photographs – online brochure copy that walks you through the house and creates the experience of how you would live in each room.
Lifestyle – Walkability, for example. Being close to the parks, trains for your easy commute to NYC, a few blocks from town, top schools, block parties, etc.. These are all important in creating the emotional connection necessary to win over the consumer.

The price combined with the emotional connection/aspiration piece will stir up excitement amongst the buyers AND the other realtors to hopefully result in multiple offers. If the price is too high or the home isnt marketed or staged to appeal to a buyer emotionally, then chances are, this wont happen.

Even for a handyman’s special, its still being priced as a bargain, but if you’re smart, you’re still selling the location and the vision of what it could be.

Now maybe we’re in a different market here, so it may be different where there are alot of short sales and investors getting into the market.

Aside from investors, my experience tells me that a house always has to be marketed as an aspirational home, AND priced competitively to stand out as a value amongst other homes in the neighborhood.

Staging, professional photographs – online brochure copy that walks you through the house and creates the experience of how you would live in each room.
Lifestyle – Walkability, for example. Being close to the parks, trains for your easy commute to NYC, a few blocks from town, top schools, block parties, etc.. These are all important in creating the emotional connection necessary to win over the consumer.

The price combined with the emotional connection/aspiration piece will stir up excitement amongst the buyers AND the other realtors to hopefully result in multiple offers. If the price is too high or the home isnt marketed or staged to appeal to a buyer emotionally, then chances are, this wont happen.

Even for a handyman’s special, its still being priced as a bargain, but if you’re smart, you’re still selling the location and the vision of what it could be.

Now maybe we’re in a different market here, so it may be different where there are alot of short sales and investors getting into the market.