Marketing Weights in a Competitive Buyer’s Market

Preparation and pricing dominate the outcome (buyers won’t even tour a home that doesn’t stand out or isn’t value-aligned).
Marketing exposure still matters, but mainly to make sure the home isn’t overlooked amid the glut.

Stage 1: Property Preparation & Positioning

Description: Full cosmetic refresh, professional staging, exterior upgrades, high-quality photography & videography.
Focus in Extreme Buyer’s Market: Homes must appear “best in class” to even make a buyer’s shortlist.
Weight of Importance: 35%

Stage 2: Pricing Strategy

Description: Aggressively data-driven pricing; factoring in supply, absorption rate, and buyer psychology.
Focus in Extreme Buyer’s Market: The single most decisive factor; pricing above market = zero showings.
Weight of Importance: 40%

Stage 3: Marketing Campaign Development

Description: Strategic messaging, branding, value proposition, professional materials.
Focus in Extreme Buyer’s Market: Must clearly differentiate property benefits and target emotional appeal.
Weight of Importance: 10%

Stage 4: Lead Capture & Buyer Engagement

Description: Rapid response, flexible showings, constant follow-up, buyer feedback analysis.
Focus in Extreme Buyer’s Market: Buyers hold all leverage; responsiveness and empathy keep interest alive.
Weight of Importance: 10%

Stage 5: Negotiation & Offer Management

Description: Navigating low offers, maximizing perceived value, protecting seller’s net.
Focus in Extreme Buyer’s Market: Crucial to salvage pricing power in tough negotiations.
Weight of Importance: 5%

Price and presentation outweigh everything else. Even the best marketing cannot overcome poor pricing or visible defects.
DOM perception is critical — overpriced homes grow stale faster than ever; most buyers assume “something’s wrong.”
Response speed = survival. In buyer-heavy conditions, delayed responses or rigid showing schedules cost opportunities.
Emotion still has value. Beautiful staging, strong photography, and narrative-based marketing can still create urgency among cautious buyers.