What do we mean by ACTIVE versus PASSIVE buyers and why is it important?
Many advertising strategies recommended by agents only target active buyers, that is, buyers that are actively on the internet looking for properties. These are the buyers that check real estate websites several times a day and are often registered to receive alerts when a new property comes onto the market.
There is another group of buyers though that are just as important to target – passive buyers.
Passive buyers are people that are not actively looking to buy property, in fact, they might not have even considered moving at all.
It might be that they’ve driven or walked past your home and always admired it.
It might be a curious neighbour having a sticky beak. It might be a local that would consider moving for the right home.
Or it might be that there is some aspect of your home that so suits them and that they fall in love with that it entices them to move, even though they had no intention to.
Whatever it is, you want a marketing strategy that also targets and actives passive buyers because they are typically making a decision that’s driven by emotions, and thereby more likely to pay a premium price for your property.
So when you’re selling, ask your agent what strategies they’re using to attract passive buyers, and yes, it’s more than just putting up a signboard!
Photo by Sticker Mule on Unsplash
