CHAPTER 3 Marketing That Sells
“If they can’t see it, they can’t want it — visibility creates opportunity.”
In today’s digital world, selling your home isn’t just about putting a sign in the yard — it’s about telling a story that captures hearts before buyers ever set foot inside. Marketing is no longer limited to newspaper ads or word of mouth; it’s about strategic exposure across platforms, media, and emotions. Think of marketing as your home’s voice. It’s how your property introduces itself to the world. When done right, it speaks clearly, confidently, and irresistibly. The Goal of Modern Marketing The mission is simple: get your home seen by as many qualified buyers as possible — and make them fall in love instantly. Every piece of marketing, from the first photo to the final post, should achieve one of three things: 1. Capture attention — Stop the scroll and make buyers take notice. 2. Create emotion — Help them feel something about your home. 3. Inspire action — Compel them to schedule a showing or make an offer. This three-step flow — attention, emotion, action — is the heart of every successful marketing plan. Professional Photography: The First Showing Happens Online The truth is, most buyers today “visit” your home for the first time through their screens. 8
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