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Preparation and pricing dominate the outcome (buyers won’t even tour a home that doesn’t stand out or isn’t value-aligned).
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Marketing exposure still matters, but mainly to make sure the home isn’t overlooked amid the glut.
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Negotiation becomes defensive — protecting value and minimizing concessions.
Real Estate Marketing & Sales Process — Buyer’s Market (Pre-Contract Only)
| Stage | Description | Focus in Extreme Buyer’s Market | Weight of Importance (%) |
|---|---|---|---|
| 1. Property Preparation & Positioning | Full cosmetic refresh, professional staging, exterior upgrades, high-quality photography & videography. | Homes must appear “best in class” to even make a buyer’s shortlist. | 35% |
| 2. Pricing Strategy | Aggressively data-driven pricing; factoring in supply, absorption rate, and buyer psychology. | The single most decisive factor; pricing above market = zero showings. | 40% |
| 3. Marketing Campaign Development | Strategic messaging, branding, value proposition, professional materials. | Must clearly differentiate property benefits and target emotional appeal. | 10% |
| 4. Lead Capture & Buyer Engagement | Rapid response, flexible showings, constant follow-up, buyer feedback analysis. | Buyers hold all leverage; responsiveness and empathy keep interest alive. | 10% |
| 5. Negotiation & Offer Management | Navigating low offers, maximizing perceived value, protecting seller’s net. | Crucial to salvage pricing power in tough negotiations. | 5% |
Weighted Summary (100% Pre-Contract)
| Category | % of Total | Core Priority |
|---|---|---|
| Preparation + Pricing | 75% | Your make-or-break zone. Homes must be perfect and priced right. |
| Marketing + Lead Conversion | 20% | Keep the property visible and buyers engaged. |
| Negotiation | 5% | Extract every dollar possible once interest appears. |
Key Takeaways for a Buyer’s Market
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Price and presentation outweigh everything else. Even the best marketing cannot overcome poor pricing or visible defects.
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DOM perception is critical — overpriced homes grow stale faster than ever; most buyers assume “something’s wrong.”
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Response speed = survival. In buyer-heavy conditions, delayed responses or rigid showing schedules cost opportunities.
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Emotion still has value. Beautiful staging, strong photography, and narrative-based marketing can still create urgency among cautious buyers.