2023-11-13 06:00:11
With more than 53 million followers from all over the world, at 30 years old, the entrepreneur and real estate businesswoman, owner of the Inmoyael real estate company, in Madrid, Yanira Elena Sorriento, claims to be the real estate Instagrammer with the most followers in Spain. “I completely believe in the effect and power of social networks,” says this young Venezuelan, who arrived in Spain six years ago to fulfill the dream of creating her own company, as she says, “with a mobile phone and a profile on “Instagram.”
But it does not only rely on social networks in its sales and commercial processes. The manager and owner of this real estate agency also innovates and succeeds with other real estate marketing techniques, such as Home Staging, a premium service that she applies to the sale of all the homes they have acquired for two years and of which she considers herself a fervent believer. : “The magic of Home Staging exists and, even if it means throwing stones at my own roof, I recommend it to all agencies and agents, don’t be afraid of it and try it, because it is the best investment you can make.”
When and why did you decide to try Home Staging?
Well, it was two years ago, when an owner gave me a destroyed apartment to sell to him and I said: – I can’t put that house for sale in this state. Furthermore, the man had financial problems and had to sell it quickly and could not contribute money, so we decided to invest ourselves and opted for Home Staging, because it was a very well located home and it was from 2010. We used real furniture and cardboard furniture and Due to his situation, we told him that we were going to include it in our fees.
And what happened?
When the man saw the transformation we made of his apartment, he couldn’t believe it. When we published it on the real estate portals, the phone didn’t stop ringing and we sold it in two days. And the best of all is that it aroused so much interest that the price was barely negotiated and we put it on sale 15% above the average price in the area.
Since then it was clear to me that Home Staging is not an expense, but the best possible investment we could make in all properties.
What project are you most proud of?
Well, look, very recently they gave us a house that had been burned for nine months in another real estate agency, something that did not surprise us at all, because it was ready to be thrown away entirely, with a horrible appearance that is impossible for anyone to see. It was removed from the portals, we prepared it with Home Staging – we painted it, we emptied it entirely of furniture and junk, and we decorated it – and we sold it in 15 days and the price was barely negotiated.
And what would you say to those real estate agencies that don’t do Home Staging because they see it as an expense, instead of an investment?
Well, even if it means throwing stones at my own roof, let them try it, let them invest and they will be amazed. Because I understand that new things are scary and at first it’s hard to believe in it. It happened to me too, because at first, when you don’t know it, it seems like a risk and it seems like you are going to lose the money invested, and it is quite the opposite.
When you Home Stage the properties that come your way, it begins to seem incredible that your competition or others do not do it and that they themselves waste time and resources trying to sell homes without preparing or taking care of them.
What advantages has Home Staging brought you then?
Well, there are so many that it is even difficult for me to evaluate them. Because not only do you sell better, at a higher price and much faster, but it has a direct impact on the image of your company, both by offering a premium service included in your fees and by the image and appearance of the homes you offer and sell. to the public.
Not to mention the number of clients who come to us referred and recommended by others, precisely for offering this service and the good results achieved in the purchase and sale operation. 90% of our clients are referrals. It also helps us capture exclusive homes, of course.
The result of Home Staging is invaluable to us.
Has the magic of Home Staging ever not worked for you?
Well, just once in these two years. And it was a home that got us stuck because the owner really didn’t trust our work and experience and insisted on setting a price that was not realistic and the truth is that it is better not to work with clients like that.
What average time do you usually sell homes?
We usually sell in less than a month and a half, less than 45 days, and our average is one month. And I mean only for sale. The rents are taken out of our hands as soon as they enter us.
Do you notice any slowdown in the real estate sector?
We do notice that the market is somewhat slower, especially since the summer, although we do not stop closing transactions. The year 2022 and the beginning of 2023 were crazy, but since the summer we did notice everything a little more stopped.
And are you considering doing something different to alleviate this?
We already do it. We consider ourselves a different real estate agency, because we offer a 360º service. We also carry out renovations if requested, in addition to Home Staging or decoration. We have many foreign clients, especially from Latin America, and we give them turnkey homes.
In any case, if we see that in the first two weeks a home gets a little stuck and has little movement, we activate digital marketing actions. I believe a lot in digital and we have done very powerful campaigns.
¿Instagram or Tik Tok?
I totally believe in the power of social networks, but, at least today, I’m sticking with Instagram, because it’s going very well for us and we don’t believe that our audience segment is on Tik Tok. We have more than 53 million followers and I think we are the agency with the most followers in Spain on Instagram.
What plans do you have in the short term?
Well, I do more and more ‘real estate consultancy’ remotely for foreign clients who want to invest in Spain and it is something that we want to continue promoting. Apart from this, I want to do massive real estate events and open houses.
I would also like to expand and open other headquarters or offices in other parts of Spain.
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