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A land listing is different from a standard home listing, and thus a different approach is required.
Give them a virtual tour.
A high-quality video tour is another great tool for selling a piece of land. Video gives potential buyers a clear sense of what a property is like without having to travel. Traditional video taken from the ground combined with aerial video shot via drone can make an excellent presentation. Music can be added to your virtual tour to evoke emotions like relaxation or excitement and encourage a buyer to purchase.
Describe the life they want to lead.
Instead of restating the basic features of a piece of land (“3 acres, mature trees, easy access to Route 66,” etc.), paint a picture of the life your ideal buyer wants to lead. It’s much more appealing to say something like, “Imagine coming home at the end of a long workday to your own private retreat on Miller’s Mountain. Admire the gorgeous sunset and listen to the sound of crickets chirping as you settle in for the evening, relaxing next to the burbling creek.”
Give them all the details.
Buyers want and need to know exactly what they’re getting into when they purchase a piece of land. A good real estate agent anticipates the needs of both buyers and sellers and includes all known details in the MLS. Important details include acreage, comps, history, condition, taxes, deed restrictions, and HOA information.
Map it out.
Local buyers are familiar with the area, but newcomers may have difficulty figuring out where a piece of property is located based on directions alone. Include a map in your listing data so potential buyers can estimate their commuting distance or travel time to other important places.
Price it right.
A Comparative Market Analysis is just as important when listing a piece of land as it is when listing a home. Choose three or more similar unimproved properties located close to the subject property. Look for the ones with the most recent closing dates.
READ: How to Write a Land Listing That Sells
Honesty is the best policy.
It’s never a good idea to exaggerate a property’s features to the point of inaccuracy. Overblown descriptions might get more showings, but ultimately lead to disappointment in the property and irritation with the person who misrepresented it. It’s a fast-track to a reputation as a dishonest agent, and it won’t help build a thriving business. Be sure your details and descriptions are true and accurate while positioning your property in the best possible light.
Residential land buyers often have a vision of the perfect place to build a home. They want to realize that vision and then customize their home with their own personal touches. Optimizing your land listings from a buyer’s point of view is the best way to make your customers’ dreams come true.
Have a land listing? Join our Preferred Agent Program to sell it faster and get paid more.
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