Shutting Up: The Secret Rule in Selling Motels

Motel signSelling property is like the golf of the marketing industry. Everyone knows what it is, and may even be familiar with the rules, but don’t get much attention because of the investment it requires to play. Selling motels is even more complex, not because of the size of the property, but because it has special rules.

Not many people know this, but it is industry practice to release as little information about a motel as possible in any kind of listing. Why would agents put up with a silly rule like that? Isn’t it better to have everything a potential buyer needs to know about a property up front?

Of course, it’s always better to be as accurate as possible when describing a property, but there’s no way any amount of information can depict everything the property has to offer. The aim of the listing is to interest buyers just enough to see the property for themselves. That’s the point where the agent shows them all the amenities and benefits the motel can provide.

The challenge lies in deciding what kind of information sellers can put on their listing, to generate enough interest to prompt a visit. Take a look at this example of motels for sale in Brisbane at resortbrokers.com.au.

The main list page includes only three pieces of information: the location of the property, the cost and profit, and the description. Clicking on a specific property gives the potential buyer a bit more information, such as key features, details, and pictures, but there’s nothing specific.

For example, the lists says the property is in Hamilton or Warwick, but don’t list a street address. In addition, the description says that the rooms can cater for single travellers and large groups, but doesn’t give the exact dimensions.

These strategically omitted pieces of information pushes potential buyers to contact the agents to ask those exact questions; a point of contact that greatly increases the chances of a sale.

The rule doesn’t sound so silly now does it?