Vail Ask a Realtor column: Don’t limit marketing to one aspect of your home |

Vail Ask a Realtor column: Don’t limit marketing to one aspect of your home

Joan Harned
Ask a Realtor
Joan Harned Ask a Realtor

Dear Joan: My husband and I are getting ready to sell our home on a golf course in the valley and move to another golf course in Arizona in a retirement community. We are both avid golfers — not necessarily good golfers — and we love living on a course. We have started to interview a few Realtors to list our home. We believe one of the most important things they can do to find a buyer is to advertise to the golfing community.

We were shocked that we got push back from the first Realtor on our suggested approach and thought we would ask you what you thought before we interviewed the other two agents on our list. Don’t you think the odds are that the next buyer will be someone like us, who is definitely into golf?

Dear Avid Golfers: I learned a long time ago that one of the big mistakes a Realtor can make is to try to limit the type of buyers for a property he or she has listed to a small profile. I believe it is always better to promote all of the advantages to a property’s location and features, rather than try to target a buyer. I have been pleasantly surprised to find buyers totally outside of the box of prospects I would have guessed would have interest in many listings we have had over the years.

I have not seen any recent studies, but in the golf course building boom days, many years ago, the percentages they used were that one in four of the buyers at a golf course community was a golfer. If that is even remotely close to reality today, then it would be a huge mistake to limit or even target your marketing to golfers to find the right buyer, considering you could miss as many as 75 percent of the buyers who would be interested.

I am not sure what the Realtor said to you about his or her marketing plan, but I think most hard-working, knowledgeable Realtors would recommend emphasizing all of the features possible that make living in your home and your community desirable. I would guess your home has many wonderful features, including desirable outdoor living, great views and more.

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And your golf course community, I am pretty sure, has great open “green space,” a swimming pool, probably a club house and/or restaurant where neighbors visit and call you by name and share your appreciation of the lovely setting associated with these developments, whether or not they are golfers.

I am sure there are lots of sports you enjoy watching and associating with that you do not necessarily participate in. Imagine that you couldn’t golf any more for some reason. Would you rather live some place other than a golf course community? Probably not. Good luck picking the right Realtor. Once you choose, let them do what they are best at and you will get the best results possible.

Joan Harned is an owner and broker for Keller Williams Mountain Properties and heads up Team Black Bear, her own real estate team. Harned has been selling real estate in Eagle County for 27 years. Contact Harned with your real estate questions at, 970-337-7777 or

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