When placing a property on the market, highlighting its best assets or “perks” is a great way to bring in potential buyers or leasers. One way to do this is to advertise local attractions and points of interest.
Whether you’re selling in a bustling city, a cozy suburb or the rural countryside, people want to know about the neighborhood they may be moving into and the lifestyle they can enjoy there. By sharing information on things to do and places to go, you’re more likely to attract a greater number of interested parties–and more likely to close the deal.
Below, the members of Forbes Real Estate Council share 15 ways brokers and developers can leverage local points of interest to improve their property sales success rate. Members of Forbes Coaches Council offer advice on using local attractions to sell a property.
1. Create Sponsored Social Media Content
Sponsor a social media post to a targeted local audience–from age to interests, you choose who sees the ad. Just a couple hundred dollars can attract sometimes tens of thousands of likely clients at the click of a button. We routinely couple our premium social media content with targeted ads and the outcome has been tremendous. - Daniel Heider, TTR Sotheby's International Realty
2. Empower Renters Financially
Do more to empower renters financially. Millennials have zero net real estate wealth, and economic inclusion is something that everyone is thinking about. Go beyond the typical amenities and adopt solutions that help renters in your communities save money, build wealth and share in the prosperity of real estate development. - Calvin Cooper, Rhove
3. Frame Points Of Interest As An Extension Of The Home
Homebuyers more than ever are searching for comfort, convenience and a feeling of community. Whether it is a farmer's market, park, theater or a scenic hiking trail, brokers and developers should think of local points of interest as an extension of a home. Figure out what someone in a specific area would dream of being near and you will have a home run! - Elena Smirnova, Douglas Elliman Real Estate
Forbes Real Estate Council is an invitation-only community for executives in the real estate industry. Do I qualify?
4. Become An Authoritative Source For Information
Become the source of local information for your community. Blogs, vlogs, podcasts, social media and more are ways you can establish that authority. Reach out to local businesses around your points of interest to introduce yourself and network. Once you become the voice of that area, you will also gain an advantage in selling real estate there. - Mor Zucker, Team Denver Homes - RE/MAX Professionals
5. Illustrate A Sense Of Belonging
From my experience as a developer, deciding where to invest/build is likely the most critical aspect of development. Brokers and developers alike can capitalize on the local scene by marketing properties with a sense of "belonging" depending on location. In Breckenridge, CO our developments are situated carefully using phrases like "steps from the gondola" or "ski-in/ski-out" to become part of the fabric of the area. - Garratt Hasenstab, The Mountain Life Companies™
6. Start With The Right Location
Nothing sells a property faster than having the right location! Video tours are the easiest way to communicate proximity. It's also the most powerful way to showcase the great amenities nearby. Video can highlight each local point of interest in a powerful and engaging way to help sell properties fast. - Kevin Hawkins, WAV Group, Inc.
7. Develop Partnerships With Local Businesses
Find synergies through partnerships. Many local businesses would not turn down an opportunity to drive more traffic to their locations. Find out what you can do to help their business in exchange for them helping yours. For example, you can promote each other on social media accounts or have physical collateral (flyers, business cards, etc.) at each other's locations. - Ron Costa, The Eighty Two Group
8. Try Location-Based Ad Targeting
Digital marketing, like location-based ad targeting, can help developers utilize the power of discovering consumer interest and connecting with them in real-time. If you're looking to leverage a local point of interest, connect that with your project, craft your message and then deliver it to your target audience to drive engagement. You can even test multiple ads to see which resonates best. - Jennifer Anderson, Anderson Coastal Group
9. Show The Lifestyle
People don't buy four walls. They buy into the lifestyle dream that those four walls will provide. Focus on the amenities, highlight what makes the area unique and speak to the ways in which their purchase decision will move them to where they want to be. - Michelle Risi, Royal LePage Connect Realty
10. Create Memorable Experiences
Purpose is greater than experience. Memorable experiences have been what developers strive for and it remains extremely important, of course, but consumers today care more about purpose than experience. If a project or a developer can get behind a cause that brings the community together in a meaningful way, the engagement and loyalty of the core consumer grow exponentially stronger. - Carrie Bobb, Carrie Bobb & Co
11. Invest In Search Engine Marketing
Renters and buyers search for a new place with keywords including location and "near" points of interest. Make sure these keywords are built into your paid and organic search campaigns. - Aaron Galvin, Luxury Living Chicago Realty
12. Tell The Story
Developers can incorporate mystique, legend or infamy around a local point into a master plan, whether by road names, architectural finishes or amenities. Brokers can leverage their knowledge of local destinations or lore into every aspect of marketing that area. Brokers can and should learn everything they can about one or two local sites and build content around that knowledge. - Kristin Geenty, The Geenty Group, Realtors
13. Bring The Neighborhood To Life
Bring out what makes your local area authentic. Developers and brokers have a great opportunity to stand out by bringing their project's neighborhood to life. Highlight local favorite eateries, merchants and history. A unique story sits with tenants and buyers and can add critical emotional attachment to an important decision that you can help with. - Benjamin Pleat, Cobu
14. Integrate 'Local' Into Your Branding
Real estate developers and brokers could integrate elements of local points of interest directly into their branding. They would be able to make the most of their connection with the landmark and maximize their potential to capitalize on the attachment to its identity. - Adrian Provost, LEVEL
15. Know Your Audience
It is essential to know and understand the needs of your target demographic before rushing into selling something. Once you understand what they're looking for, you'll be able to craft a strategy that will promote local points of interest that may help them improve their conditions. - Rodolfo Delgado, Replay Listings