It’s the “profitable trinity” of selling – the three things all great sales campaigns have in common.
Jarrad Boffo, managing director of LJ Hooker branches in Walkerville and Modbury in Adelaide, says after selecting the right method of sale, great marketing and presentation plus a smart pricing strategy are the three elements sellers should focus on to get a great price.
Boffo says the first decision vendors face is method of sale. “The agent should clearly and precisely explain all the options available to the seller when it comes to method of sale. It should be a collaborative process,” he says.
The majority of sellers see the benefit in going to auction, Boffo says, as it doesn’t limit the sale price. The unconditional nature of auctions also appeals, Boffo says.
“The average length of a sales campaign is 21 to 30 days, with the highest level of interest seen in the first 10 to 14 days, when we find buyers are most emotionally engaged and prepared to make a decision, which is what vendors want.”
Then comes the campaign. The three things all great campaigns have in common are great marketing and property presentation and a clever pricing strategy, Boffo says.
Marketing
It’s hard to overstate the importance of marketing in a sales campaign, Boffo says.
“It is absolutely vital. Sellers and their agents should leave no stone unturned when it comes to marketing,” he says.
“If you’re going to auction, it may mean one extra buyer on auction day and that can increase the sale price by $5,000-$10,000 or more. If you compare the level of investment for that return, it’s pretty impressive.”
Professional photography, a comprehensive media campaign covering online, print and social media and staging a home to show off its potential are also vital, Boffo adds.
Picture: Getty Images
Property presentation
Vendors want potential buyers to make an immediate emotional connection with a property when they inspect it, to imagine living there, making presentation critical, Boffo says.
“We recommend trying to achieve a display home look throughout the campaign,” he says.
“It’s about presenting the property in a way that shows it off and helps the buyer visualise living there. Using quality, modern furniture enhances the property and the sale price as a result,” he says.
Needs ideas on presenting your house for sale? Try these tips:
Put simply, great presentation makes a property “easier to buy”, Boffo says.
Pricing strategy
“The pricing strategy needs to strike a fine balance between being ambitious in line with the vendors’ price expectations, while still being somewhat consistent with market values,” Boffo says.
“Many potential buyers determine if they’re going to look at a property based purely on the advertised price, so it’s important to recognise the pricing strategy has a direct impact on that. It’s vitally important of course to get the highest possible price when you sell your home.”
