Friday, June 14, 2019

Location, location...How to Sell Your City

I recently visited Charleston, South Carolina (again), one of my favorite cities!

And it's not just me. Charleston has been voted the best city in America in Travel + Leisure Magazine since 2013! The swaying oak and willow trees pair perfectly with the brightly colored historic buildings that line streets bursting with shopping and dining options. Music, art, parks, beaches, and good ole Southern hospitality -- it's all there for residents and visitors. And home buyers.

As I was enjoying the mild, early summer weather and, yes, too much Low Country cuisine, I was reminded of how important it is for home sellers to market a home's location.

Realtors Know 

We've all heard the expression, "Location, location, location." If you are selling your home, it's smart to capitalize on what's best about your city, town, state, and even your particular street.

The first step is to be aware. Learn the history of your city. Whether it's a new-ish subdivision or a city as old as Charleston, know who built it and why. Learn the specifics of your area's demographics, taxes, schools, and climate.

When asked, most Americans say that security, relaxation, and freedom make up the ideal happy home. If you're familiar with life in the South, you know that these characteristics are fully embodied by Charleston. Examine what your particular location offers in the way of things like safety, recreation, and local amenities. If your Realtor doesn't have the stats, it's easy to research all these things on sites like Wikipedia, and the websites of your local and state government.

In the last house I sold I placed a neat stack of printed sheets showing photos of local attractions, including the distance to the nearest dog park, coffee shop, boat ramp, library, grocery stores, and other perks. Not every Realtor who shows your property will know what your neighborhood has to offer.

Sell the climate

The weather of the America's Southeastern states is a plus to many people, especially those who love to spend time outdoors, either relaxing or being more active, and those moving from areas where winters are long. While the summers can get hot and humid, Charleston enjoys mild temperatures year-round (the average is a comfortable 65.6 degrees Fahrenheit).

Outdoor spaces like this Charleston courtyard,
sell properties. Make yours
part of the package
by staging it to local traditions.
Photo: Charlestoncvb
What does the climate allow in your neck of the woods? Does the weather encourage outdoor activities like hiking, golf, swimming, or skiing? There are ways you can drive this point home to those on a home tour. Frame a map of the area that shows hiking trails. Stage a hallway closet with golf clubs, or post a schedule from the country club on the bedroom dresser. Hang photos of the ski slopes where you need wall art.

Nearly everyone likes sunshine, so when you stage, to let as much natural light into the living spaces as possible. Keep window treatments light and away from window openings. You can also place mirrors opposite windows to let the light fill the room.

Let your outdoor spaces demonstrate the value of your local weather. If summers are brutally hot, place seating in a shaded spot. And make sure your air conditioning is up-to-date and serviced. If, like Southern California, comfortable outdoor living is the norm, stage your yard, patio or pool so buyers are reminded how much time they can relax outdoors.
   

Stage to solve problems

Natural disasters happen in most locales. Blizzards, tornados, floods, droughts, landslides, earthquakes -- thoughts of these things can be the elephant in the room when people are relocating. Be proactive when you stage and market your home.

Buyers in areas of the Southeastern U.S. know that hurricanes are possible. Therefore, many homes are outfitted with durable materials designed to withstand the pounding rains and powerful winds. Metal roofs are particularly popular. Because they last a long time and don't end up in the landfill every 20 years, they have the added bonus of being eco-friendly.

In areas where wildfires are a problem, landscaping setbacks are the norm. In areas of heavy rains, correct drainage is important and something buyers should be able to ascertain

If the home you are selling has modern storm-proofing features such as a metal roof or hurricane-safe windows and doors, extra insulation, a backup generator, gutter guards, a programmable thermostat, thermal window treatments, a basement sump pump, or an attic fan, buyers will feel more confident.

Charleston is known for its colorful facades and irresistible curb appeal.
What does the front of your home say to passersby and potential home buyers?
Photo: Architectural Digest  

Pitch to your demographics

Charleston is surprisingly an affordable place to own property. Residents have to pay only about 0.5% of their home's value in property taxes each year, which ranks as seventh-lowest in the entire country. Because of this fact, the city attracts many fun-loving but budgeting young people, as well as thrifty retirees.

Stage the home you're selling with your buyers in mind, but not so specifically that you will turn off other buyer groups. A vintage bar cart as an elegant addition to a living room or dining room is perfect for Charleston's buyers, maybe not so much for a home in a city that's populated predominately by Mormons, who abstain from alcohol.

Walk Through Time

Charleston's history is rich in drama and importance events. With over 400 years of fascinating history, history buffs will get lost in all there is to discover and learn in the city. From Civil War battle sites to plantations that span hundreds of acres, living in Charleston truly does allow you to experience history like nowhere else. You can take a carriage ride, visit the haunted Old Jail, and then explore the city's modern nightlife -- all in one day!

No need to shy away from the less-than-honorable
traditions your town may have " bragging rights" to.
Make local color part of the story of your home. 
When you stage your own home, honor the past without ignoring the less reputable eras. All events go towards shaping a locale's character in the home's decor, whether it's a revitalized town that bounced back from a depressed economy, the birthplace of a notorious thug, or an area that survived war and turmoil.

Select artwork, photographs, and other decorative elements that evoke the city's most beloved or unusual attractions. Sometimes these decor items can take the form of whimsy and other times, of pure education.

You can also honor the history of your region by landscaping with indigenous plants and materials. Water-hungry plantings don't belong on the grounds of a desert home, for example. 

Selling a home isn't easy, but every location has its own kind of charm. Every property has an upside. Some homes and some cities just do more of the selling for you. Focus on your location's advantages and make sure potential buyers get the message so they will fall in love with your property.

Experienced home stagers know how to reflect the character of a city or region in their work, and that's true whether you are staging a historic home in a Southern city or preparing a modern urban loft in Brooklyn. You can be like that experienced home stager! Find out much more about how to get your home sold profitably and faster when you have my $4.99 eBook, DIY Home Staging Tips to Sell Your Home Fast and for Top Dollar, as well as my eBooks on furniture arranging, and no-sew window treatments for staging.

Top Photo: Architectural Digest

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