California beach towns have universal appeal, around the country and around the world. A 3 bed/2 bath home, a few short blocks from the beach, with a private yard, in a California beach town is indeed desirable.
While most of the world would gladly live here on a southern California beach, there are only a handful who can actually do so. By far, most people must live where they work. Of the few with work location flexibility, even fewer can support the mortgage payments on a home at the beach. Many of those are already located where they want to be … they have the money and flexibility … they aren’t waiting for anything.
Over the past 20+ years we have moved from advertising exclusively in local, hard copy publications, to advertising in globally available, internet-accessed media. Nearly everywhere on earth an individual interested in buying a beach house can find a California beach home advertised. And, it is those few people … the ones who are actually looking for a home to buy … we are trying to reach.
The goal is to find capable, serious buyers. Few of the thousands of people who browse through glossy magazines looking at pretty pictures of SoCal homes are serious buyers. For example, we could buy ad space in Surfing Magazine, SURFER Magazine, Surf News, Stab Magazine, Surf Europe, and Surfing World. At that point we will have advertised in about 1/10th of the available surf media, and to a lot of people who have no interest in, or ability to buy, such a house. That model of advertising is obsolete because it relies on the chance of finding a single buyer in a huge audience of non-buying people.
The shift to internet advertising gives the ability to expand the audience to everyone who has a computer or smart phone. By reaching out to everyone with an internet access, we (hope to) reach those people who really are buyers.
Internet advertising has it’s own particular challenges. One of those is quality photos, depicting spacious, sun-lit rooms, with charming scenes of relaxation. We now employ photographers to a much greater level than ever before. Twenty years ago, one snapshot of the outside was enough. Today, most agents post 25-75 photos per listing, and the listings with the best photos get the most attention. We use professional photographers, and many, highly appealing photos to facilitate that.
Another challenge is creating ‘search-engine-friendly content’ for the MLS and related third party sites. We constantly review & rewrite the descriptions of our listings to make sure terms are included that buyers will be searching for. Arda’s Masters Degree in English Literature is a significant asset when building an attention getting description.