The Emotional Aspect of Moving - Helping Buyers Get Unstuck

By
Real Estate Services with Mass Marketing Resources

I have been providing marketing assistance to help a local builder sell condominium units in a new development in our area.  I have designed a print and online advertising campaign, created an effective drip marketing campaign, designed a website, blog and online newsletter to capture search engines and to keep buyers coming back to the progress in the development.  Our efforts have paid off and the first few units are now under deposit.  Many more potential buyers have raved about the complex but have not been able to commit to purchasing a new home.  What was preventing them from making the decision to move to the new complex...the economy?  the amenities? the price?  something else?......

What we determined after analyzing the data was that the biggest obstacle the builders faced was not competition from other condominium developments, it was the seller's inability to take the next step;  to leave a home where years of memories and accumulation of "stuff" would potentially be lost.  How could we get potential sellers "unstuck" and able to take the step toward downsizing their lifestyle and moving toward condo living.  It was time to call the Diva of Downsizing....Moving Mentor!

We enlisted the help of Moving Mentor and Dr. Barbara Perman, a Move Management Consultant specializing in Senior Move Management to help us.  We invited potential buyers who had visited the units to come to a special seminar called "Don't Downsize Your Life, Rightsize It".  Dr. Perman was able to help the attendees open up, express their fears, concerns, and worries about the moving process while helping them to embrace the "Moving Mentor Mindset".  In the end, they were relieved to know that they can have control over the moving process, bringing them a sense of renewed energy and positive focus to use in taking the next step.  This is the first of a continued series of events planned.  Stay tuned.

 

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Tags:
marketing
senior move management
sales ideas
western massachusetts

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Rainmaker
40,626
Michael Lee
Frog Realty

Nice post.  This is an interesting concept.  Perhaps we can all incorporate some "moving mentor" type of information in our first packet of information we provide to prospective buyers.  Moving is a major life event that most people detest.

May 27, 2009 09:09 PM
Rainmaker
998,181
Joan Whitebook
Consumer Focused Real Estate Services
BHG The Masiello Group

Very interesting ... I think one cannot ignore the emotional aspects of selling a buying.  I'll be back to read more.

May 27, 2009 09:09 PM
Rainmaker
114,160
Sheila Kennedy
J29 Project

What a great seminar idea.  I would love to hear some of the others that you have planned.  Our area was just blessed with its own senior move manager and she is awesome.  I am looking forward to sharing this info with her.  I love the title - it really addresses the emotional needs of this group!

Thanks for sharing!  Please keep us updated on the others.

May 27, 2009 09:29 PM
Rainer
16,829
Liz Provo
Mass Marketing Resources

Michael - I know that Moving Mentor works with many real estate agents throughout the country, providing them with information to put in their "packets" to clients. Offering consulation services is often enough to get them ready to move. 

Sheila - Yes, we are planning other seminars - one on preparing a home for the market (we'll invite a home inspector and a stager), the legal aspects of selling (attorney, of course) and maybe one on pricing (appraiser).

Good news!  Two more unit reservations have been made since our seminar. Getting buyers back to the unit certainly helps them feel at home.

 

June 11, 2009 09:13 AM
Anonymous #6
Anonymous
Anonymous

What a great solution to a common problem. I've been a mover all my life, sometimes moving in three or four months, other times up to two years. I think at the age of 54 that I'm pretty well moved out at this point. I'm trying to stay put for at least 10 years -- three fourths of the way there. Then we'll see what happens.

September 01, 2009 02:45 AM
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Rainer
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Liz Provo

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Additional Information

All homes are really sold "by owner". While many home sellers choose to list their property with a real estate agent, others prefer to handle that job themselves and look for alternative ways to maintain a larger role in the process. As a marketer and advocate for DIY real estate, my job is to make sure they succeed - through education, advertising through our website, social media, online newsletters and blogs. My hope in creating this blog is that its readers - real estate agents, attorneys, home inspectors, appraisers, mortgage brokers and home stagers gain a new perspective about the home selling process, learn how effective for-sale-by-owner services work and to engage in lively discussions that help us all serve buyers and sellers better.