The difference between selling and marketing a home
Many homeowners assume that marketing a property begins and ends with listing it on a property portal. In reality, effective marketing involves far more and can significantly influence how potential buyers respond.
When deciding to sell, one of the first questions homeowners ask their estate agent is: "How will you market my home?" According to Adrian Goslett, CEO and Regional Director of RE/MAX Southern Africa, many sellers confuse marketing with simply advertising a property.
"Selling is about letting people know that your property is available, but in a sea of listings, marketing is what makes buyers stop, take notice and picture themselves living in the space. It starts with identifying the type of buyer who is most likely to be interested in the home and determining the most effective ways to reach them," he said.
Marketing extends beyond placing an advertisement online. It includes preparing the property for viewings, commissioning professional photography, writing compelling descriptions and running targeted advertising campaigns. Each element is intended to highlight the home's strengths and reach the most appropriate audience before negotiations begin.
"For sellers, listing a property is only the beginning. Marketing is an ongoing process that aims to connect the home with the right buyers and generate genuine enquiries," Goslett said.
He added that working with an experienced estate agent can help broaden a property's exposure through established buyer networks and industry contacts. Experienced agents often spend years building these relationships, making it easier to match suitable buyers with suitable properties.
Goslett said homeowners considering selling should work with a qualified estate agent to develop a marketing strategy tailored to their property and target market.
