Homeseller's Guide Part VI

Using The Internet
We have already mentioned how the Internet can help you sell your home. More information, however, is required, particularly if you are not well-versed in "Web-ology".

The Internet is most unusual. Traditional advertising methods do not necessarily have the same effect on consumers in a media that a) is controlled by the user, and b) is interactive. In "normal" advertising, the reader must read through an entire ad to find the info most important to him or her. But on the Internet, interactivity allows the user to avoid reading the entire ad and find those points that will most influence a buying decision. Bypassing much of the content, the advertiser has less chance of "hooking" a customer, simply because the customer ends up with only a limited amount of info regarding all the benefits available. In short, buyers can discriminate as to what portions of a web page they will read.

On the other hand, this can work to the sellers advantage, provided he realizes that most visitors to his page will selectively choose information. The wise marketer uses this propensity to sell the points most important to each buyer. For example, if a prospect is looking for a widget, but is primarily interested in the price, the marketer will include certain important and relevant benefits on the page that gives the pricing information. If, for example, this particular widget can do what most others cannot, such as "sorts & collates automatically", the marketer will write the pricing portion in such a way as to inform the prospect that the widgets they sell "sort & collate automatically, all for the same low price of those "other", less sophisticated widgets - just $995.99". The marketer will also link the phrase "sort & collate automatically" to a page that describes this great feature, and lists the benefits. Hence, the buyer, now knowing the cost is reasonable, clicks the link to read more about this new benefit.

Internet advertising must be, in effect, non-advertising if it is to succeed. Since the user can decide what he will or will not see - he can choose his own destinations, as opposed to getting hit with arbitrary advertising as with other media - those websites that promote more of a "useful" function other than sales will likely fare much better than those who try attracting surfers with old, tired ad copy. For example, a marketer selling a book on treasure hunting might advertise that surfers interested in such things can find free tips and stories on treasure hunting at his site. He may also offer users a treasure hunting chat room, or bulletin board. He could even offer a page that reviews the latest metal detectors. Such free "functions" will draw many more visitors than an ad that says "Come here and buy my book". And many of those visitors, getting psyched up reading the stories, may very well order his book. Partly because it is of interest to them, but mostly because they now trust this seller - he has already, and generously, provided them with satisfaction.

Using the Internet to sell you home can ge done in a number of ways. You can list on the online MLS for a small fee. You can post on "FSBO" (For Sale By Owner) sites. You can even build your own web page with tons of pix and info on your home, then use a cheap classified ad to point to your page.

But whatever you choose to do, I hope you do not choose to overlook the potential of the internet.

NEXT: Holding An Open House