The Hidden Truth: Why Your Home Isn't Selling (It's Not You)

The Hidden Truth: Why Your Home Isn't Selling (It's Not You)

  • Liz Kroft
  • 06/24/24

Hey there, future home sellers! If you're thinking about selling your house, you probably already know it's not as simple as planting a sign in the yard and waiting for buyers to roll in. In today’s market, you need more than just a realtor – you need a skilled marketing machine who can turn your home into the most desirable property on the block.


Why Marketing Expertise Matters

Selling a home isn’t just about location, location, location anymore. It’s about strategy, strategy, strategy. According to the National Association of Realtors, 97% of homebuyers use the internet in their home search. This means your home's online presence needs to be spot on to capture interest. So, what makes a realtor with marketing chops stand out? Let's dive into the crucial types of marketing your home needs and how it can make a significant difference when it comes to selling your home not just here in Santa Cruz and Monterey County but anywhere in the country.


Understanding Buyer Personas and Marketing Channels

Homebuyer Personas

Ever heard the saying, "Not all heroes wear capes"? Well, not all homebuyers are the same either. While you do want to reach a broad audience, it is also important to target specific buyer personas unique to your home.  By understanding who’s likely to be interested in your property, your realtor will tailor the marketing strategy to speak directly to these ideal buyers. This involves analyzing demographic data, studying psychographic profiles, and identifying key motivations and pain points of potential buyers. This approach increases the chances of a quick and profitable sale through messaging and visuals that resonate deeply with them.

For instance, imagine a charming beach cottage in Monterey. A savvy realtor would identify the ideal buyer personas – perhaps young professionals seeking a weekend getaway or retirees looking for a peaceful retreat. The marketing strategy would then focus on highlighting the property and neighborhood features appealing directly to the desires and lifestyles of these buyer personas.

Multi-Channel Marketing Approach

Let’s be real: not all buyers are hanging out on the same platforms. Are your grandparents going to be browsing TikTok for their next home? Probably not. People consume information many different ways and places these days and it is important to spread the word across various channels, ensuring your property gets maximum exposure and reaches the right people in the right ways.

Marketing channels to consider:

  • Social Media: Instagram, Facebook, and LinkedIn.
  • Search Engines: SEO strategies to make sure your listing pops up in relevant searches.
  • Email Marketing: Targeted campaigns to potential buyers and real estate investors.
  • Owned Media: Blog posts and dedicated property websites.
  • Paid Media: Online ads targeting specific demographics and locations.
  • Print Marketing: Postcard mailers and ads in newspapers and magazines.



Crafting the Right Images and Visuals

They say a picture is worth a thousand words, but in real estate, it’s worth thousands of dollars. Professional and creative photography, videography, virtual tours, and 3D walkthroughs are essential. This isn’t just about making your home look pretty; it’s about creating an emotional connection and standing out during the online scroll.

Buyers make snap judgments online – in fact, buyers form opinions about a home in just seconds. High-quality visuals are crucial. Think of it this way: would you swipe right on a blurry, poorly-lit dating profile photo? Exactly.

According to a study by Redfin, homes with professional photos sell for $3,000 to $11,000 more than homes with amateur photos.


Building a Story and Narrative

Your home is more than bricks and mortar; it’s a story waiting to be told. It is important to develop a unique selling proposition (USP) for your home that creates an emotional connection through storytelling. You want to go beyond the specs and paint the picture of an aspirational lifestyle that people want for themselves. This could be the secret sauce that makes a buyer choose your home over another. 

Imagine a historic home in Monterey with unique architectural details and a rich history. By highlighting the home's storied past, the generations it has housed, and its unique features, a realtor can create a captivating story that makes buyers see it as their dream home, not just another listing.


Pre-Marketing and Building Buzz

Creating a buzz before your home hits the market can generate excitement and drive demand. This can lead to faster sales and better offers. How do you build this buzz?

  • Teaser Campaigns: Short videos, sneak peeks, and social media teasers.
  • Exclusive Previews: VIP open houses for real estate agents and potential buyers.
  • Press Releases: Share info with local publications and real estate blogs.

Leveraging a Full Marketing Arsenal

Professional Photography and Videography

We’ve said it before, and we’ll say it again: high-quality visuals are a must. Professional photography and videography are non-negotiable if you want your home to stand out.

Leveraging SEO and SEM

In the digital age, online visibility is king. A tech-savvy realtor will use SEO for property listings, PPC advertising, and retargeting campaigns to ensure your property appears in front of the right people at the right time. According to Sierra Interactive, optimizing your content with SEO best practices allows search engines to easily index, crawl, and ultimately rank your site higher, placing you in front of many more potential clients​.

Email Marketing

A well-crafted email campaign can reach potential buyers directly. Personalized emails with beautiful images and compelling copy can drive engagement and interest.

Event Marketing

Open houses are more than just walk-throughs; they're events. Whether it’s a themed open house or a virtual tour, every aspect is designed to showcase your home’s best attributes and leave a lasting impression.

Content Marketing

Establishing authority through guest articles in relevant publications, blog posts about the neighborhood and lifestyle, and press releases for unique properties can significantly boost your home's visibility.


I'm Liz, Your Marketing-Obsessed Realtor

Hey, I’m Liz! If you’re looking to sell your home in Santa Cruz or Monterey County, you need more than just a realtor – you need a marketing expert. I’ve got a passion for marketing and design, and I’m currently pursuing a Digital Marketing certification from Harvard Business School. I've been recognized for my innovative marketing strategies with awards like "Best Digital Presence" by Side Inc. and "Top Social Media Presence" by Room Real Estate.

In today’s market, traditional methods just don’t cut it. You need a strategy guru who can navigate the digital landscape and understand local nuances. If you’re ready to sell your home and want a realtor who will use cutting-edge marketing to maximize your property’s exposure and value, let’s chat. Contact me today to discuss how we can create a tailored marketing strategy that will make your home stand out in a crowded market.


Remember, the right marketing can be the difference between a quick sale at the best price and a property that lingers. Choose a realtor who understands the power of modern marketing – choose a partner who will showcase your home to its fullest potential.

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With over nine years of full-time experience and more than $114 million in sales across the greater Bay Area, I work tirelessly to be a well-regarded agent, industry innovator, and ambassador for my clients.

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