Vacant land and lots are kind of the red headed step-child of the real estate space, it is neglected, mistreated and often unwanted. I mean, when you think of a sexy real estate listing in Arizona (unless it’s on the side of or has views of Camelback or Mummy Mountain), a piece of dirt is probably the last thing you think about, as evidenced my the many beat up, crooked, knocked down, paint faded for sale signs you see all over the valley.
Riches In Niches
Loooong before starting Hub Media Company, for 13 years I was a sales exec for multiple title companies here in the valley, I learned then what the top real estate agents and teams in this valley (and any successful business really) already know: there are riches in niches. If I have ever seen a completely underserved niche in the residential real estate space, it is vacant land and/or land & lots. To most real estate agents vacant land and lots is a one off, or an oh by the way, not the first conversation but typically the last:
“ok so you’re not interested in the 4 bedrooms 5,000 sq ft in Desert highlands, and the 8,000 sq footer in Desert Mountain is too big for you and your husband, hmmmmm well did I tell you and the lot I have for sale!?”
There is a HUGE opportunity for real estate agents that know how to market vacant land and lots properly and by properly I mean effectively. The first thing you need to know about marketing vacant land and lots is that you are not selling a piece of dirt you are selling a story, a possibility. The problem is many buyers can’t envision what this piece of dirt, the one with the beat up, crooked, knocked down, paint faded for sale sign – could be. That’s where you come in.
The first rule in sales is to control the narrative. You can never allow a prospect to make up their own mind, in fact it is your responsibility as the professional that you are to guide them to an answer. Sometimes you are guiding them to a solid NO. and other times it’s to an excited YES! but know this: the best real estate agents are story tellers.
When someone is buying vacant land and lots, residential land, that they will ultimately build their dream home on, they are often times not actually buying the land, not at first any way. I know that sounds confusing but follow me here.
What they are actually buying first is what is around the land. The planned community the vacant land or lot and is in, the golf membership, the school system, the freeway access, the proximity to restaurants, shopping & major employers, the taxes in Arizona (if they’re from out of state) all of these things and more will likely be considered by a buyer BEFORE the actual land itself. This is also often how they will find land for sale as well. They won’t search Google for “1 acre lot in Scottsdale, Arizona”, they will search for 1 acre lot in Desert Mountain or 1 acre lot in 85248.
Some real estate agents marketing vacant land and lots put up that beat up, crooked, knocked down, paint faded for sale sign with a flyer tube (that will have no flyers in it ) and expect it to do something. In reality they are likely appeasing the seller. Sure, even a blind squirrel finds a nut sometimes and you may find a buyer that way but you can greatly increase the odds of selling the land or lot and picking up additional land listings by leveraging video, professional video.
Now you’ve likely seen the videos Hub Media Company does, the ones with the automatic pocket doors, the 7 car garage, the insane kitchen with the quartz countertops or the heated floors in the bathroom and you’re likely wondering “How the HELL would I do that with a piece of dirt?”
Check out the lot videos below we recently made for Shawn Shackelton with EXP Realty of her Desert Mountain Lot and Oriana Lehman Wood with Russ Lyon Sotheby’s International Realty
Oriana Lehman Wood Russ Lyon Sotheby’s International Realty
Did you see what Shawn and Oriana did there? First, in Shawn’s case she spoke about the community the lot is in and the amenities the community offers. The club houses, the golf, restaurants, spa, tennis etc. Then she spoke about the lot itself, the lot size, the views from the lot, what size property could be built on the lot and the plans that are associated with the lot that can be purchased with the lot or without. Shawn paints a story of what life could be for someone that chooses to build their home on this lot.
In Oriana’s case she spoke about the views of Camelback Mountain, the size of the property that could be built on the lot, the multi-million dollar homes around the lot, water and electric that’s already to the lot (saving the future buyer money) the shopping and more. All of these things paint a picture for the buyer. Want to take it a step further? Align the lot with an architect further savage the buyer time, stress and money.
So what do you do with the video when it’s done? Well you can obviously add it to the Multiple Listing Service, to Zillow, Realtor.com, add it to YouTube, Facebook, Instagram, TikTok but did you know they can be used with paid ads on Google, YouTube, Facebook and Instagram? Yup. BTW, both Shawn and Oriana’s lot listings are currently for sale, reach out to them for the unbranded versions of each video if you have a buyer that might be interested.
So, do you have vacant lot or a lot that only has a beat up, crooked, knocked down, paint faded for sale sign on it? We won’t just help you create an awesome video we will also help you create the script that is the foundation of that awesome video. Ready to get started? Reach out by hitting the contact us button above or calling 480-223-8113.