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Real Estate, Santa Monica

Anticipating And Solving Pre-Marketing Challenges

Posted Nov. 23, 2011, 2:14 am

Michael Edlen / Real Estate Consultant

We have often been asked what actions can be taken to maximize the benefit of the home marketing process. In considering these requests from a broad perspective, it became clear that many of the issues and challenges can be anticipated and handled effectively before they become problems to be overcome.

The visual appeal of the home and surrounding property is probably one of the most common areas of challenges. Often some basic preparations are overlooked or not completed. These include the first impression in front of the property, the entry to the home, numerous areas of interior clutter, many personalized items, children’s toys scattered around, etc. Also, people often do not perform even basic cleaning such as wall smudges, dirty windows, dusty or dirty floors, dishes in the sink, items tossed in the yard, unmade beds, etc.

Anticipation and sufficient resolution of family expectations and emotions are often overlooked in the sale preparation process. For example, there may be financial pressures or children’s feelings that need to be considered. Also, if the general emotional climate is filled with anxiety, anger, or tremendous uncertainty, it can indirectly affect the success of the marketing process.

Sufficient consideration is often not given to the marketing and advertising of a home. Many agents fail to budget for any advertising that will help their listing stand out in the marketplace. Some agents feel that online marketing is all that is necessary today. However, many people still read magazines and newspapers, at home and in various public places. Where a home is advertised and are aspects of marketing that often are left out.

Selecting an experienced agent is an oversight home sellers frequently make. There is no substitute for several years of seasoning. Experienced agents are more likely to instinctively resolve challenges that come up during the process of marketing and selling a home. Of course, this alone does not necessarily ensure that they also have as much professionalism and integrity as others. Obviously, the first challenge for the prospective home seller is to effectively select and interview candidates for the responsibility of representing them in the complex marketing and sales process. There are numerous guidelines and procedures that are freely available to help in this process.

As in so many areas of life, the big differences are often made by the smallest details!

Michael Edlen has been helpful in counseling more than 1,000 homeowners since 1986. His degrees in Psychology and Business Administration are from UCLA. If you would like to have a free copy of agent selection guidelines, email, or call Michael at 310.230.7373 and one will be mailed or emailed to you. Additional information can be found at

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