Selling Property Advice | Some Advice on Preparing Your Home for Sale
Selling Real Estate North Shore Agents

Selling Property

The real estate market continues to run hot here on Auckland’s North Shore. If you asked any real estate ‘expert’ they would tell you that it is a sellers’ market citing factors such as lack of supply – particularly here in Auckland where there is really not enough building going on to meet the demands – and low interest rates. This all bodes well for the seller but it is not a time to rest on your laurels.

Common sense tells us that the more people who see your property the higher your chances are of achieving the best possible price for your home. For every person who tells you that online marketing is the way to go there will be others that say that print marketing is a must. Statistics prove that in order to achieve a premium price you need to cover all bases so we encourage a mix of online and offline marketing.

Then there’s the presentation of your home when you put it on the market – here’s where you can make the most of what you have to offer. We’ll provide you with some tips to make your home look as good as it can.

And let’s not forget the importance of choosing the right agent – someone who has local knowledge, successes, experience and more importantly who you like and trust.

Working Together
There’s no doubt that New Zealanders have a love of owning property.
We have one of the highest home ownership percentages in the world and housing is something that we all love talking about. It’s usually our biggest asset but it can also be our biggest stress.

Selling for the best possible price is a way to maximise our wealth and we aim to take away some of the stress while helping you make the most of your biggest asset.

Throughout your life you probably won’t be selling and buying all that often but we do it day in, day out so we know what works, what doesn’t, when it works and when it doesn’t. That’s why it is important to work with an agent who has the ability to walk you through the process and walk you into an exceptional result. They will help you out with handy hints on how to present your property to the market. They’ll ensure that as many potential buyers as possible are made aware of your property as the more who see it the higher the chance of achieving a premium sale price. Competition is healthy and that’s what a great agent can help bring to the table.

We firmly believe that a combination of online and print marketing together with presenting your home well and choosing the best agent is a failsafe way to get the best price for your home.

How do I make sure that I reach as many buyers as possible?
We encourage you to invest in a marketing campaign that ensures you get maximum exposure across a multitude of marketing areas. A recent survey showed that 73%* of those looking to buy think that print and online are both important. 38%* of buyers who think that advertising on www.realestate.co.nz is essential also think Property Press is essential.

88%** of heavy print readers agree that they often head online to find out more information as a result of reading an advertisement in a magazine or newspaper. This increases to 91%** amongst those who expect to purchase or sell a home in the next 12 months. By choosing to invest in a complete marketing campaign that covers both online and print, you are already a step ahead of those who choose one over the other. So how else can you make people aware your property is available? Signboards are a very simple way to let people in the neighbourhood know that your home is now available to be theirs. Promotions in your local, high traffic, office window are equally as effective as social media. The agent you choose should be able to advise you on any number of different ways to make your property stand out from the crowd.

* Horizon Research November 2014 survey. 2098 respondents between 11th -26th November

** Nielsen CM (Jul13 – Jun14)

What should I invest in marketing?
Most agents will have a number of options available to you but you do need to factor in the importance of online and print marketing options if you want to ensure you have reached every potential buyer. Remember that more buyers means more competition which means you achieve a premium sale price.

North Shore Residential Property Tips

Marketing – Online
The importance of the internet. In today’s fast-moving society technology is vital for delivering information quickly and efficiently. Maximising your property’s exposure online is a prime objective for our marketing plans.

We also use technology to effectively match buyers and sellers, such as the Personal Notifier. This fast and reliable system lets buyers receive automated, updated new listings according to set criteria they’ve previously established. This means your property details are just a click of a button away from reaching a huge database. Included among the tools we use are:
Harcourts websites: standard listing and feature
Property marketing
Google listing
National and international real estate websites
Harcourts Mobile Agent technology
Harcourts eBluebook

Marketing – Print
Traditional print marketing is a vital part of any marketing campaign. With carefully selected and targeted media, we will launch your property to the market in an efficient, cost-effective method. A good reason to invest in print marketing is the longevity of the message in the marketplace. It’s a form of media that often sits around the home or office, with added research and repeat viewings of your property from the potential buyer. Marketing options may include:
Property Press
Newsprint
Magazine

What do I need to do to make sure my house is well presented?
First Impressions Count… Go out and stand at the roadside and have a good hard look at your lovely home. This is what potential buyers will make their first and often strongest judgement on the value of your home. Is it at its best? Would a bit of hedge trimming, lawn mowing, garden weeding, water blasting or a spot of paint go amiss? First impressions last.

Cleanliness…
In the hustle and bustle of daily life we often don’t pay much attention to familiar things… potential buyers do. It’s spring cleaning time regardless of the time of year. Clean everywhere. Nothing says “I’m a damp house that’s uncared for” than mould in the corners. And keep it clean for the duration of the marketing period.

Make Some Room…
Here is the No.1 Selling Tip we have. Get rid of the clutter! Whether it is rarely used toys, boxes of winter clothes or furniture you can’t bring yourself to throw away, get it out. Hire a storage unit or ask family or friends if you could store some stuff at their places while you sell. A home full of stuff you have to navigate around says “tiny” to a buyer. The more room you can create while still looking homely and comfortable will scream “big”, “open” and “spacious”. Clear tables, benches and dressers of everything except a couple of stylish knick-knacks or ornaments. Sort through and clear out cupboards and storage areas. It will look like you have twice the amount of storage space.

Little Jobs…
Attend to all the little things you have been meaning to get around to all the time. The broken door handle, the window that won’t shut, the cracked window, that bit of peeling paint. Some buyers will see things like this as a sign of poor maintenance and start to wonder what else may be wrong that you can’t see.

Not so little jobs need some thought. Is it worth repainting the ceilings, extending the deck, replacing the rotten window sill, installing an outside light? Would one coat of paint on the living area walls cover up a thousand little nicks and scuffs and make it look brand new? If in doubt ask your chosen agent, they will know exactly what is worth the investment of your time, energy and money and what isn’t. Use their expertise.

Don’t Take It Personally…

Take a moment and step into the shoes of the potential buyers. You want them to be able to imagine themselves and their family feeling right at home in your house. It’s easier for someone to do that if they aren’t constantly reminded everywhere they look that it isn’t their home. Personal photos, kids’ artwork in the living areas, certificates for coming 3rd in the discus ten years ago….slip them away out of sight. Take some of your personality out of the house so the buyer can imagine some of theirs coming in.

Avoid Turning Off Potential Buyers…
While purchasing real estate is very different in the United Kingdom it is likely that purchasers here in New Zealand are quite similar. According to the Nationwide Building Society in the UK 55 per cent of potential buyers said they would find an untidy house a major turn-off; almost 70 per cent of buyers were likely to be deterred by a rude seller or sales consultant; and 75 per cent would be put off by household smells. Poor building work or DIY was a big turn-off according to around 90 per cent of potential home buyers and more than 80 per cent would think twice about putting an offer in on a house with a garden that lacked privacy. It also said that 54 per cent believed that the kitchen was the most important room in the house. So look at your home with a fresh set of eyes and make sure that your home looks, and smells, as good as it can.

What should you look for in your sales consultant?
A clear understanding of the local market is crucial. We can help you make the best decisions on the sale of your property as we possess the most comprehensive information available. While we have access to the very latest market statistics, these alone do not provide the necessary vision.  A more important benefit is the ability to translate these statistics into a clear, accurate reading for an individual property. Checking recent sales in the area is also imperative. It’s this information that can then be used to draw a conclusion on the property’s potential and uncover opportunities for marketing and customer targeting. Understanding historical patterns, gauging both external and internal marketing dynamics and assessing the current competition for any property is vital. With this knowledge clear, decisive action can be taken.

North Shore Residential Properties

How do we assist you to ensure the successful sale of your property
There’s no doubt that this is, quite simply, an often challenging and complicated process. Of course the ‘successful sale’ is what’s important – and Harcourts Cooper & Co utilise some unique strengths to accomplish this. We ensure our people consistently achieve above and beyond our competitors.  It’s a precise service-based mindset that only the best real estate minds can deliver consistently. We use sophisticated systems and technology to make certain your property can gain massive exposure. Our comprehensive databases enable us to match buyers with sellers. We connect with your audience of potential buyers. In our media saturated society the average consumer is bombarded with hundreds of advertising messages every day. Your property needs to stand out. Harcourts have redefined the role of the real estate company – from a simple sales focus to the expert marketing and negotiating capability today’s seller require.

Pricing Your Property
How do you achieve the best balance? It’s a big question. Too low and you miss out on the best return. Too high and you miss out on the potential buyers. Fortunately, there are a number of ways to lessen this risk. Realistically priced properties generate more enquiries. Which means higher levels of interest, increased competition between buyers and a far greater chance of a better price at sale time. The time spent researching market conditions is invaluable here. It also helps to avoid putting any barriers in the way of potential buyers. One such barrier may be price – as many potential buyers disregard properties based on price alone. The two main pricing strategies are:
1. Marketing with a price: This gives buyers the flexibility to make conditional offers. Setting a realistic asking price is crucial, and this will need to be determined in conjunction with your Harcourts Cooper and Co sales consultant.
2. No price marketing: A no-price strategy places a greater emphasis on the property and typically attracts a greater number of potential buyers, offering premium price opportunities and a higher rate of success within a shorter time frame. No price marketing options include Auction, Tender, and By Negotiation.

Methods Of Sale

Auction
Selling by auction is the preferred option for many. This is because your property is generally on the market for a shorter time, and has the highest sales rate. An intensive, high profile auction marketing programme attracts genuinely interested, cash-in-hand buyers. These buyers are focused on the maximum price they’ll pay, not how low their offer should be. Combined with the excitement of the big day it’s this natural level of competition that helps establish the highest possible price on the day. We’ll assist you in setting the terms, conditions and auction day deadline. Also, the property needs to be only opened for buyer viewing at times that best suit you, so the auction process is regarded as the least disruptive method of selling.

Some of the reasons for selling by auction include:
Builds urgency and a purchase deadline amongst buyers
Creates a competitive transparent purchasing environment
Finds a true ‘cash’ buyer with no conditions
Provides complete control for seller – you set the terms
Option of accepting offers prior to auction
Removes risk of under or over pricing
Focus is on the property and not the price

Tender
This method of marketing creates a high profile for your property and establishes a competitive environment without having to list a price. You also set the terms, conditions and deadline. Prospective buyers become emotionally involved before they consider price and have only one opportunity to put forward their most competitive bid.

You have the opportunity to accept, decline or continue negotiations with any interested party.
Increased enquiries and inspections are often generated by this sales strategy.
Tender details remain undisclosed and absolutely confidential.
Most importantly – you remain in complete control.
Some of the reasons for selling by tender include:
Tender deadline creates competition and urgency
Buyers become emotionally involved before they consider price
All Tender details remain undisclosed and absolutely confidential

Price
When considering marketing your property with a set price it is extremely important to determine the right figure from the start. Market facts are used to properly gauge this figure. Over-priced properties take longer to sell and do not attract the optimum number of potential buyers, particularly during the prime selling period. The price will often drop considerably without the competition between these buyers.

Setting the right price:
You will have a far greater chance of achieving a favourable price for your home if your initial asking price is aligned with the market value.

By Negotiation
By using sale by negotiation you can both maximise buyer interest and also ensure a high sale price for your home. The buyer is also focused more on the property and less on the price. This is a great way to gain feedback from the market before settling on a price you’re happy with. Some of the reasons for selling by negotiation include:
All buyers eligible
Focus is on the property, not the price
Negotiation advantages
Removes risk of under or over-pricing