Demand remains strong, with established housing still selling quickly, so why should I spend money on presenting and marketing to sell my home?
It's a question real estate agents hear regularly, and the REIWA Sales Network Committee says the answer is another question: do you want to get the best possible price or are you happy to leave money on the table?
While you could save some money by cutting back on presentation or marketing, REIWA members report buyers are being more discerning and taking slightly longer with their purchasing decisions. The FOMO seen in 2024 has eased so how you present and market your home can make a difference. Selling is about competition: the more buyers you attract to your home, the best price you will get, no matter the market conditions.
The Committee's advice is to invest in the property's presentation and a good marketing campaign to achieve the best outcome.
Presentation
People are visual creatures, you want to catch their interest and have them engage with your property.
More stock tends to come to the market in February and March providing more choice for buyers but greater competition for sellers trying to grab their attention. Buyers will move onto the next pretty thing if a property doesn't appeal, so you want yours to stand out and look good.
If your budget allows it, have your property professionally styled, at least for the photos.
Avoid selling a property with photos of empty rooms. If you can't hire furniture, consider virtual furniture for the photos.
If you are on a budget, speak to your agent about what you can do. This may involve clearing clutter, removing or rearranging some furniture, and mulching the gardens and adding some flowering plants.
It may not be worthwhile investing in major renovations, such as repainting the whole house, but you should address any unfinished projects and maintenance issues like mouldy eaves, leaking taps or stained ceilings.
Marketing
Once your property is ready for sale you want to shout it from the rooftops to reach as many buyers as possible.
Engage a professional photographer to make your home shine. Your photos need the right angles, composition and lighting to show off your home's key features.
Don't skimp on the number of photos. On reiwa.com you to upload up to 35 photos and you want to take advantage of this, as website metrics show that properties with more photos get more views and engagement.
Upload a floor plan and consider a walk-through video. A video is particularly useful for social media promotions as well as showcasing the home to buyers who may not be able to view it in person, such as those from Eastern States and other regions.
Get your listing to the top of your suburb's listings page with a Feature Property upgrade on reiwa.com. This includes Google Search and Display to reach more qualified buyers on third-party sites as well, increasing competition amongst buyers.
Use social media. This could include organic posts on your agent's Facebook and Instagram pages as well as targeted advertising.
And while it might not be up for long, don't forget the good old For Sale sign in front of your property. It could catch the right buyer's eye as they drive past.
Home Opens & Auctions
It sounds great to say "my home sold at the first home open" and it may be tempting to choose from the first crop of offers you get, but remember, it's about generating competition to get the best price, not necessarily the fastest sale.
The REIWA Sales Committee advises holding several home opens over multiple weekends to let as many buyers as possible view the property and make offers. This will allow you to pick the best possible offer, not just the first.
And why not consider using an auction to sell the home? With properties selling in record time recently, many sellers have overlooked the benefits of holding an auction. However, REIWA data suggests a shift could be on the horizon, with auctions expected to be back in the picture this year. Auctions create a sense of urgency and emotional connection to a property, and bring the buyers together in a very competitive environment.
Finally - good luck, and make sure you speak to local REIWA agents to ensure you have the best strategy when selling your home!
