you are welcome ask a realtorAn advice column about the ins and outs of finding, renting, buying and selling a home from an expert Douglas Elliman real estate agent. nicole reberHave any questions? submit it here,
Why: I am the trustee/owner of the estate of a beloved family member who tragically died last year. It has been on the market for six months with strong interest but no offers. Agents and buyers alike agree that it’s in wonderful condition and priced right, but its features appeal to a specific group (i.e., childless and working-age buyers versus young couples with children or retirees) who want walkability to downtown and loft-living (vs. suburban single-family homes). If not sold by December, I will have to rent the property, which is not ideal for a cohesive loft community, or desired by the beneficiaries. So, my question is: Aside from open houses and agent programs, what are the best ways to find and alert potential buyers to the opportunity?
A: Reader, thank you for your question, and I am very sorry for the circumstances that led to the sale of this property. I hope that my suggestions will not only help with scaffolding selling strategies but will also bring a sense of closure to this chapter of the healing process.
When I’m preparing a home for sale, I think about the four main ways buyers find a property: through the Internet, through their agent, their community, and in-person showings. Every touchpoint is an opportunity for communication and differentiation – and a chance to connect with the right buyer.
internet strategy
- Your property photos should be high quality and arranged with intention. When uploading images to online real estate platforms, a little purposeful indexing goes a long way. This is especially important Multiple Listing Service (MLS); The sequence of images you upload to that database will be collected on platforms where many potential buyers will encounter your property for the first time, like Zillow and Redfin. A common mistake is to list photos in the order they were shot by the photographer, often starting at the front door. This means a potential buyer will see five angles of the lobby before even reaching the kitchen. Instead, use an exterior or most desirable interior shot as your cover image, and make sure that in the first 10 photos you show the kitchen, primary bedroom, main living space, and all amenities. If outdoor space is a highlight, include it twice in the first 10 shots. When you post listing photos on social media, be intentional about the order, too – attention spans are short, and you want to quickly get to the parts of the property people care about most.
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Description There should be no falling points. You’re off to a good start, having already identified the type of buyers who might be interested in this loft: professionals who value mobility. Such buyer avatars will help you create a marketing narrative for the property that is aimed at connecting with the most appropriate groups. Imagine what these types of buyers might like most about the area, even where they might walk after moving to the loft to get a feel for the neighborhood. Make sure there is reference to the lifestyle and amenities of the area in your listing description. On social, you may want to adjust some text to take advantage of different platforms’ algorithms. For example, Instagram, said It recommends posts to users based on key words in captions and profile bios. TikTok’s search engine, meanwhile, has the ability to work like Google, picking out words in captions that align with the user’s search. I think this is one of the major benefits of using tiktok When it comes to connecting directly with the consumers you’re looking for.
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Activate other people’s internet. Think beyond your own channels. You want to make sure your property is being promoted through every possible avenue for the highest visibility – you never know when an additional post might reach an interested buyer, or an agent who has the right client. Many cities have weekly scheduled times for private broker tours that allow agents to preview multiple new properties at the same time for their clients. Properties shown on those tours may be promoted through Facebook groups, newspapers or printed brochures. Reach out to local social media creators who have created content about your area by searching for terms like “things to do,” “places to try” or “real estate” (along with the name of your city). Invite these creators to tour your property and share it with their followers. Run targeted ad campaigns on social media, and consider sponsored posts in local newsletters or Substack.
agent strategy
- Don’t sleep on the power of IRL. I strongly believe in the importance of phone calls even in 2025. Conversations often bring momentum in a way emails can’t. Ask your agent to call, text or email agents who have sold similar properties in the last two to three years. Ask if they met any potential customers during those sales who may still be looking. This gives those agents a reason to re-engage with their database and bring buyers forward. It can also give you an idea of what type of buyers are looking for in the area. Perhaps many people who have looked at downtown properties like yours are downsizing from another part of the city where the houses are larger. With this insight, you can talk to agents representing houses for sale in that area and ask them to alert those sellers about your property. It’s basically a sales job, and sales happen when you’re on top.
- Perform high level secret work. Ask your agent to see if their MLS offers reverse prospecting Speciality This is a private search function for their agent database that shows which agents have saved searches on which your listing is visible. Look through that list and call the agents who match your property. Whether those searches connect to active customers or not, it gets agents talking and thinking about who might be a good fit in their network. If it’s available in your market, take advantage Top Agent NetworkA membership platform for the top 10 percent of agents that allows members to post properties and browse a database of buyer needs before they hit the market. Exploring a list of buyer needs by price point and area may reveal the perfect match for your home – possibly even someone who may have overlooked your property as an option.
community strategy
- Activate other residents. Ask neighbors if they know friends, coworkers or family who have admired their spaces and might be interested in living in the building. In close-knit communities, word of mouth is powerful and a direct question can go a long way. You never know when someone recently threw a dinner party where someone said, “I wish I could live in a place like that” – and with that, you may have found your buyer!
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Cross-promote with local businesses and utilize the resources of local organizations. Brainstorm your potential buyer’s daily routine—nearby coffee shop, gym, Design StoreOr they may visit restaurants they already frequent if they live in the area. If the business has a postcard, leave a postcard advertising your property near the cash register or on a bulletin board. Your Chamber of Commerce can be a great place to get an idea of which companies are hiring and bringing new people – in your case, potential buyers – to your area. Get a list of those employers and contact them to put your property on their radar. Prepare a sheet that highlights your listing’s lifestyle benefits and walk-to-work benefits and share it with the HR and relocation departments. Join arts nonprofits, business improvement districts, or civic associations that promote city living. Many have newsletters or social media channels, and who knows, you may find a buyer working at one of those organizations!
showing strategy
- Break down—and expose—important financial information. Create a sheet complimenting the property brochure to display at open houses and online along with the estimated monthly mortgage payment. Seeing “yours for $X/month” can help make ownership more concrete for potential buyers and help guide real-world decision making. Since your loft may attract youth, first time buyersPartnering with a local lender to show estimated monthly costs can drive interest from people who didn’t think ownership was within their reach.
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stage For lifestyle, not just rooms. Help buyers imagine living there, not just admire the decor. In your case, lean towards Loften vibe-Industrial-modern furniture, art books, candles from a local business, a designated WFH locationTake a look at what properties similar to yours have sold for in the area and see if there are any standout design options you might be able to incorporate. Share a map with restaurants, shops, event venues and parks within walking distance. If the property’s HOA has social events, display flyers or photos so potential buyers can see that they are joining a community rather than simply buying a unit.
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Host lifestyle-inspired events. Beyond traditional weekend open houses, try co-hosting an evening food and drink tasting, charity event, art show, or workout class with a local business to introduce new groups of people to your property. Perhaps a local instructor wants to attract new students with a free class—offer them your space and promote your list as well as their business. Getting your neighborhood involved is a great way to generate new visibility and excitement.
Ultimately, every property has its own ideal buyer, it’s just a matter of creating enough touchpoints to find it. I once sold a property that had a vineyard, a wine tasting room, and a winemaking room, but the original listing didn’t describe those features in detail other than straightforward photos. By adding more information to the description, I was able to find a buyer who was interested in the winemaking room, and that helped sell the house. By optimizing your listing’s internet presence, activating the agent community, leaning on local connections, and previewing the lifestyle offered by the property at each showing, you multiply your chances of finding the perfect match for your listing.
Top illustration by Ana Galvan,
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