Let’s talk in more detail about the important component of a property description for the foreign buyers that we have established in the previous post:
“Mentioning specific features of the property and area that are especially interesting for the foreign buyers (immigration possibilities if any may be attached to the purchase of your property, financial benefits for investors, etc.)”
Actually it comes down to creating what’s called an USP (Unique Selling Proposition) for your property for sale.
According to Wikipedia: “A unique selling proposition (USP) refers to the unique benefit exhibited by a company, service, product or brand that enables it to stand out from competitors. The unique selling proposition must be a feature that highlights product benefits that are meaningful to consumers.”
Here we have to turn again to the portrait of your prospective foreign buyers: what would they want and how do you stand out for them – with your property – against any competitors of yours?
Hoping to find some great cases of property promotion I go to one of the well-known sites in Russian that list international real estate for sale in Russia, and search for “commercial property in Spain”, as an example of a popular request by the Russian buyers.
Oh, what a disappointment – 25 pages of listings mostly with the headlines “Commercial property for sale”, sometimes it’s “Store” or “Hotel” or another type for a change. Just a few say something about the size of the property in square meters in the headline – that’s it?! I stop looking after several pages – boring…
I click on more info for one of the listings at random, and see somewhere in the text that the property has been recently rented for a prominent fitness center for 10 years, with an option of prolongation, – isn’t it a huge advantage for a foreign buyer? Just collecting the rent and having nothing to do! WHY NOT to make it the property’s USP and put this advantage up in the headline??? It’ll attract attention immediately!
Hard to understand such marketers who do not use this opportunity to be ahead of the pack of similar properties for sale, BUT thanks to their negligence, YOU definitely may sell to the foreign buyers faster and often for more – if you only formulate and then use your USP in real estate marketing!
Happy blog reading,
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