Forget Location?—?It’s Convenience, Convenience, Convenience

It’s the classic real estate mantra, known as the guiding wisdom of our industry: location, location, location. Since at least 1926, this phrase has been a useful shorthand for what’s supposedly a concrete rule: that the immediate area where a property is situated is the overwhelming driver of its value.

I’ll never tell you that location isn’t a major asset when selling real estate, but its value is incredibly misunderstood by both the public at large and many in the industry. What it truly amounts to, in a practical sense, is a form of convenience. Conveniences, in the real estate business, are the little advantages that ultimately shape a buyer’s perception of what you’re selling. Location is a good thing, but it’s only one good thing among potentially many. It’s certainly not the only one, as the phrase implies.

A location can be convenient, as in centrally located and close to cultural centers, but convenience is also something you can cultivate no matter where you are. If the location of the house or apartment you’re selling isn’t particularly in your favor, there are countless ways you can still make it stand out. There’s a nearly unlimited amount of amenities that position your properties in a way that will be attractive to potential buyers, and the list is growing by the day.

If you’re not familiar with smart homes by now, you will be. It’s a revolution already underway, and savvy real estate leaders are already getting on board. This tech allows tenants and homeowners to manage all the comforts of home: lighting, appliances, even security with voice commands or remotely via Wi-Fi.

Scaling that idea upward, you’ll even find whole-house automation systemsthat provide the kind of futuristic home environment that existed only in the realm of science fiction not long ago, with HD touchscreens in every room and pre-programmed routines that promise a seamless way to live in comfort. Put yourself in a buyer’s shoes and imagine a house that you can control without lifting a finger. If that’s not convenience, I don’t know what is.

But cutting-edge tech isn’t the only useful accommodation that can boost a real estate listing. Intangible conveniences like expediting a closing or construction credits so the buyer can mold the unit to their liking both empower buyers and give them a reason to choose your offerings over those of the competition. Remember, the ultimate goal here is offering conveniences that make your properties distinctive, attractive and memorable.

There are a million and one ways to stand out in real estate. Believe me, as the seller of NYC’s most expensive condo with amenities aplenty, offering countless conveniences has proven a great attention-getter. You might not have the ability to send your buyer into space, but you can make convenience work for you and your customers in any location. Real estate agents in Melbourne have taken to hiring a feng shui expert to evaluate the property’s atmospheric character or “flow” — perhaps not the traditional form of convenience but a real aspect of it all the same. Part of convenience is the meeting of expectations in a subtle, barely noticeable way.

People often look at buying a home as an exciting but arduous process, one that’s costing them lots of money over a long period of time. They’re not necessarily wrong, but great conveniences or perks can soften any potentially negative feelings your customers may have, and get them excited about buying a new home or apartment. The quality of the experience goes a long way when selling real estate. That’s true whether you’re selling condos in Manhattan or ranch houses in Peoria.

I know what some of you may be thinking: It’s easy for someone in Manhattan real estate to claim that location is overrated. Yes, this island is home to some of the most attractive properties in the world, but having spent enough time in the luxury sector, I’ve seen plenty of big-time properties fall flat with potential buyers and lose out to buildings and homes with more added value than just an NYC zip code. Even the greatest location won’t find tenants if the amenities and conveniences that elevate a property aren’t there.

Don’t get me wrong: Location is important. But unless the most attractive area around is the size of a pinhead, customers will always have more options besides whatever you’re selling. Convenience takes many forms, and having it means more than having an impressive address. It means having something that people want to buy.

This article was originally published on Forbes