Home Marketing Tip: Sell Buyers on Living in the Boston Area
When I asked my dear friend Lucy one day what drew her to move from her native southern California to the Boston area, she said it was neither career nor a home that attracted her here. “It was the stories I read about New England in Yankee Magazine as a kid,” she told me.
What spurred her move was a desire for what she called the “quintessential New England” lifestyle. She dreamed of glimpsing magnificent foliage, taking peaceful kayak journeys, shopping along cobblestone streets, and at the end of the day, nestling before a fire with a special someone.
It’s this rich sense of imagination that should be infused into today’s home marketing. As real estate agents, we need to show potential buyers not only why they should want this home but what makes living in the Boston area special.
After all, we cannot assume that someone looking a home has already settled on that town, or even the Boston area, to live. Many relocating home buyers have considerable geographic flexibility, and will want to be sold on why to choose your community to live.
In addition to highlighting the great attributes of your home, your listing agent should do an outstanding job of promoting the benefits of living in the Boston area, and of living in your town. They don’t necessarily need to live in your town, but they should have a very strong sense of what sets it apart.
Selling a home in Wellesley, for example, might entail highlighting the well rated schools, easy commuting options, walkable downtown, great restaurants, beautiful parks like Elm Bank, and more, while marketing a home in Sherborn might involve attracting buyers who value a peaceful setting, extensive wooded trails, a tight-knit community, a very highly ranked school system, and more.
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