If you ask most people how a home is marketed, they’ll start with where it’s posted.
Zillow. Social media. Email. Maybe even postcards.
And those things matter.
But that’s not where I start.
Because that’s distribution — not strategy.
The way I market a home starts earlier, before anything goes live.
Step 1: I Define the Buyer
Before I create a single post or schedule photography, the first thing I do is define the buyer.
Who is this home actually for?
Are they first-time buyers?
Are they downsizing?
Are they moving up?
Are they relocating from out of state?
Because the way a home is marketed should look very different depending on who we’re trying to reach.
Step 2: I Build the Narrative
Once I understand the buyer, I start building the story around the home.
What is going to matter to them?
Is it the large backyard?
The natural light?
The charm and character?
New construction and low maintenance?
This is where we shape the narrative, not just what the home has, but how it lives.
At the same time, I’m also thinking about the potential objections.
Is it on a busy street?
Are the ceilings lower?
Is there only one bathroom for multiple bedrooms?
We don’t ignore those things. We plan for them.
Because understanding both the highlights and the hesitation points allows us to position the home correctly from the start.
Step 3: I Create the Assets to Support the Strategy
Only after the strategy and narrative are clear do we move into creating the marketing assets.
Photos.
Video.
Floor plans.
3D tours.
Everything is designed to support the story we’ve already defined not the other way around.
Step 4: Then We Distribute
Then we move into distribution.
This is the part most people think of as “marketing.”
We create the short-form videos, the carousels, the listing posts, and the digital campaigns and we put them in front of buyers across platforms.
But at this point, the strategy is already doing the heavy lifting.
The Bottom Line
Marketing a home isn’t just about putting it out there.
It’s about defining the right buyer, building a narrative that speaks to them, and delivering that message in a way that creates real interest.
That’s what drives showings, offers, and ultimately — results.
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If you’re thinking about selling in Needham or the surrounding MetroWest towns and want to understand what that strategy looks like for your home, I’m always happy to talk it through.
