How do you position a property to sell?
Each property is marketed in the context of other properties in the target market, and once you get past price and location, certain attributes make one property sell more quickly than another. While some of these are tangible benefits, some are quite intangible. All are marketable and considered in the market positioning.
One useful exercise to define the market positioning for a property is to make a list of its attributes in comparison to other competitive properties. Ask yourself, what are its strengths? What are its weaknesses, what makes it vulnerable? What are the opportunities or external factors that might influence a decision to buy here? What threats exist in the environment that would potentially erode the market positioning? This is commonly referred to as a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats). Some factors, such as schools, might actually be counted in more than one category.
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