Local VS. Out-of-Town Home Buyers – Very Different Marketing Approaches

When selling your home, understanding your target audience is critical for crafting an effective marketing strategy. One of the most important distinctions to make is between local buyers and out-of-town buyers. Each group has unique motivations, behaviors, and limitations — and successful home marketing strategies should be tailored accordingly.

Local Buyers: Familiarity and Physical Access

Local home buyers typically live in or near the area where your home is located. This proximity gives them a distinct advantage: they can easily visit the property, get a feel for the neighborhood, and even drive by the home multiple times at different hours of the day.

These buyers often already have contextual knowledge about:

• The local school system

• Commute times

• Neighborhood culture

• Local amenities and businesses

Because local buyers are physically present, traditional, location-based marketing tools are especially effective. These include:

• For Sale signs placed on the property, which can catch the eye of passersby or neighbors who know someone looking to buy

• Flyers and brochures at local businesses or open houses

• Direct mail campaigns such as postcards sent to neighboring ZIP codes

• Local newspapers and classifieds (e.g., Nickel’s Worth, The Exchange), which still hold sway in areas like the Inland Northwest [1]

These methods allow sellers to reach buyers who are already invested in the community or considering a move within the same city or town.

Out-of-Town Buyers: Research-Driven and Digital-First

Out-of-town buyers may be relocating for work, lifestyle changes, or other personal reasons. Unlike local buyers, they often can’t visit properties in person before making an offer — especially in competitive markets where homes sell quickly. According to the National Association of REALTORS® (NAR), a growing number of buyers are purchasing homes sight unseen, relying heavily on digital tools and virtual presentations [2].

To effectively market to out-of-town buyers, your home must be positioned online with comprehensive, high-quality content. Key elements include:

• High-resolution photos and 360-degree virtual tours

• Detailed floor plans

• Neighborhood insights, including walkability scores, school rankings, and proximity to amenities

• Video tours that highlight the layout and flow of the home

• Social media marketing, particularly targeted Facebook and Instagram ads, which can be directed to specific out-of-state ZIP codes [3]

• Property listings on national platforms like Zillow, Realtor.com, and Redfin

Out-of-town buyers want to eliminate uncertainty. The more information and visual context you can provide online, the more confident they will feel about making a decision.

Crafting the Right Marketing Strategy

Whether your home is better suited for local or out-of-town buyers—or appeals to both—it’s essential to develop a marketing strategy that matches the audience.

For example:

• A starter home in a suburban neighborhood might appeal to first-time local buyers or young families already living nearby.

• A vacation property in a mountain or coastal area may be more appealing to out-of-town buyers looking for a second home.

• A downtown condo could attract both local professionals and relocating buyers from larger cities.

The best real estate agents will evaluate your property, market conditions, and buyer demographics to create a tailored marketing plan. This ensures maximum exposure and helps generate the best offers—leading to the highest return on your home investment.

References

1. National Association of Realtors. (2024). Real Estate in a Digital Age Report. Retrieved from: https://www.nar.realtor/research-and-statistics

2. Redfin. (2023). Nearly 1 in 10 Homebuyers Purchased Sight Unseen in 2023. Retrieved from: https://www.redfin.com/news

3. Realtor.com. (2024). How Social Media Is Changing Real Estate Marketing. Retrieved from: https://www.realtor.com/advice/sell/how-social-media-sells-homes/