We’ve all worked with buyers who are locked in on living in a specific area—some buyers are set on a particular part of town, while others may be fixated on an area down to the street.
In reality, many people only know what they want once they find it. Certainly, there are situations where someone wants to remain close to a particular school or has reasons to live in a specific area. Still, for many buyers, this isn’t necessarily the case.
Here’s a strategy on how to guide buyers that are unwilling to explore new areas.
Everyone in your database should be on a property alert. Whatever service you’re using to keep people informed about homes, leverage it to its full potential to keep your clients updated about the market.
Especially in this climate, making your clients aware of all available options is critical. Adjacent towns, school districts, and neighborhoods could be exactly what they’re looking for in a home that checks off many other boxes.
Expand Their Search Parameters
You should inform your buyers that you want to expand their search parameters. Make sure to emphasize that it’s not because you’re expecting them to buy a home outside their desired area but because you want to give them a complete picture of what’s available right now. Giving your clients a full breadth of the market will help them make better decisions.
Typically, buyers look at four things: condition, price point, location, and floor plan. Location and floor plan can’t be changed, but there are opportunities to change price points and conditions during the purchasing process.
When you see a home that might check the boxes for your clients in terms of floor plan, price point, or condition, the exact location may be less important to them.
How to Communicate This
Odds are, your buyers will probably end up with something they didn’t think they’d be buying in the first place.
But first, they need to be aware of all the options they have. When presenting a property that checks three out of four boxes, try using this language:
“Hey Nick, I’m not sure if this home will be for you, but it has the square footage you’re looking for, is in the neighborhood you want, and is priced a little higher than we originally discussed. When would be a good time to go see it?”
This strategy works, and the proactive agents are going to be the ones that win in 2023. So it’s your job to be more proactive and present options to get your clients out there and help them purchase a property.