Free home value estimators are a good starting point for answering the question, “how much is my house worth?” but are just that, a starting point.

Computed from public and user-submitted data using proprietary algorithms they are not an appraisal.  To their credit, they don’t claim to be. Property values are hyper-local and always shifting.

So, what are the necessary steps to move beyond statistical home facts such as location and broad market conditions to determine your home value?

First is to admit that from the moment you sign a contract to list your home for sale it becomes a product.

Think about that for a moment. This is marketing 101. Whether it’s a cup of coffee, a designer handbag or selling your home, every product’s worth is affected by how its features and benefits are presented to potential buyers.

So, answering the question “How Much is My House Worth?” is really asking how you will present the features and benefits of your house. Presented in such a way that connects to the desires of potential buyers.

You or your agent should identify the sizzling selling points of your home. Then craft the best advertising messages to sell each.

The process starts with a comparative market analysis, or CMA. This report details the market value of home facts in relation to comparable sales. Next is to move beyond that baseline.

This isn’t the time to determine what home improvements can increase the market value of your house.

Instead, list every home improvement you’ve already done in the last 5 years. Include the approximate date you did the work and the amount you spent. Collect receipts if you have them.

Major kitchen and bathroom remodels are obvious, but don’t forget to include everything a potential buyer may find valuable.

Attic insulation, window or door upgrades, roofing, ventilation systems or even a fresh coat of paint all cost you money and have value.

Features such as the view from your window and privacy from neighbors all contribute to your home’s current market value. Those features only attract prospective buyers when they understand them in a matter of seconds from an online listing.

The fact is that everything matters when creating a home value estimate.

Houses are rarely a generic commodity. Much of their value, like any product, is determined by a thoughtful marketing plan. Before accepting any estimate of home value, consider how lighting will be used to highlight emotional benefits during photography.

Review how guided narration of the pictures you present of your home will connect with potential buyers on an emotional level.

Work harder up front to leverage digital and direct marketing tools to promote your home and it’s much more likely you’ll answer the question of “How Much is My House Worth?” with multiple offers at a selling price that meets your financial objectives.