11 POINT PLAN FOR SUCCESS Contents Introduction Step One – The Price Step Two – The Marketing Material Step Three – The Launch Step Four – Premium Promotion Step Five – Passive Buyer Marketing Step Six – Monitor and Improve Step Seven – The Enquiries Step Eight – The Viewing Strategy Step Nine – The Feedback Step Ten – The Review Step Eleven – The Offers and Negotiation Summary Introduction Many agents lack a robust marketing plan, but this structured approach focuses on the critical areas that truly drive results. By following this plan, you not only empower yourself as the seller but also set clear expectations for your agent’s performance. "Selling a property is easy... selling a property for a premium price isn’t." Here’s the fundamental formula: "The more visibility your property has, the higher the price it can command." It’s that simple: without visibility, achieving the best price is an uphill battle. With widespread exposure, however, you significantly enhance your chances of securing a premium offer. From the outset, ask yourself: are you settling for ’a buyer’ or striving to attract ’the best buyer’ willing to pay top dollar? If it’s the latter, this plan is your blueprint to success. Achieving a premium price demands a well-crafted strategy tailored to your property and its ideal buyer. This plan provides precisely that strategic edge. Unlike agencies that merely list properties and hope for the best, we implement a proactive approach that maximises exposure and interest. Our goal is clear: to find not just any buyer, but the best buyer—one who values your property and is willing to pay a premium. It’s no wonder that half of property owners switch agents in search of better results, as a lack of strategy and expertise often leads to prolonged market stays and lower offers. With this 11-point plan, you’ll navigate the complexities of selling with confidence, ensuring your property stands out and attracts serious buyers ready to offer a premium price. Looking to achieve a premium price for your property? Here’s your definitive 11-point plan to ensure success. At my estate agency, we’ve refined this strategy over years of experience, consistently achieving 101% on average of the asking price. Ready to achieve your property’s true potential? Contact us today and let’s get started. Step One Set the Perfect Marketing Price to Maximise Interest Use Round Figures Marketing at round figures like £400,000 instead of £399,950 ensures your property appears in searches both up to and from £400,000. At £399,950, your listing would only show up in searches up to £400,000, potentially missing out on buyers searching from £400,000. Choose the Right Pricing Strategy Work with your agent to select the most effective pricing strategy for your property and market conditions: • Guide Price: Indicates the price you expect while leaving room for negotiation. • Asking Price: The fixed price you expect to sell for. • Offers Over: Encourages higher bids by starting at a lower point. • Offers Invited: Invites potential buyers to make an offer, ideal when market value is uncertain. Each property and client is unique, so tailor your strategy to fit your specific situation. By setting the right marketing price and strategy, you can maximise interest and achieve the best possible outcome for your property sale. Agreeing on the right marketing price is crucial for attracting maximum interest in your property. Unlike the asking price or valuation figure, the marketing price is strategically set to draw in potential buyers. Here’s how to get it right: Base It on Market Evidence Ensure your marketing price is grounded in factual market evidence, not just your ideal number. This means analysing recent sales of similar properties, current listings, and market trends. Purpose of a Marketing Price The primary aim of a marketing price is to generate the most interest possible. It’s not an indicator of your property’s true value. Setting the wrong price can significantly impact your chances of achieving a premium price: - Too High: Your property might not attract enough interest and could stagnate on the market. - Too Low: You’ll attract buyers who might not afford the premium price, even if they want to. Example Strategy Suppose you and your agent believe your property is worth £530,000. However, to create a buzz and attract more potential buyers, you might agree to list it as “offers in excess of £500,000.” This approach invites competitive bidding and increases the chances of reaching your desired price. £?? Step Two Capture the Perfect First Impression with Professional Photography Arrange for stunning photographs, aerial shots, and lifestyle images by a professional photographer. First impressions are everything, and with nearly all buyers starting their property search online, high-quality photos are essential. Here’s why this matters and how to ensure your property stands out: The Importance of Professional Photography A professional photographer will: • Capture the Best Angles: Proper positioning of the camera in each room to highlight the space and features. • Optimise Lighting: Ensuring the lighting is perfect to showcase your home’s best aspects. • Deliver High-Quality Images: High-resolution photos that attract and hold the interest of potential buyers. Your Responsibility as a Property Owner It’s up to you to ensure your property is presented in the best light possible. Choose an estate agent who values the importance of professional photography and includes it in their service. In over 8 years as an estate agent, I’ve yet to meet one who’s also a qualified professional photographer. If an agent shows up with a camera, be prepared to insist on a pro. Crafting a Compelling Property Description Beyond great photos, a well-written property description is crucial. Focus on the benefits and lifestyle your property offers rather than just listing features. Consider these tips: • Lifestyle Appeal: Describe how the property enhances living experiences. For example, instead of saying, "This three-bedroom semi-detached house," say, "We love to entertain, which is why we created the large open-plan kitchen and dining room." • Engage the Buyer: Potential buyers want to envision their life in the home. Highlight aspects that make the property special and appealing for daily living. By investing in professional photography and a compelling, benefits-focused description, you ensure your property captures attention and resonates with buyers, making it more likely to sell quickly and at a desirable price. To ensure your property stands out and attracts the right buyers, follow these key steps: Launching on Major Property Portals Your property should be listed on all major property portals. At any given moment, there are countless buyers looking for a home just like yours. For example, in Aylesbury, there were 124,993 property searches and 16,737 buyers registered on Rightmove at the time of writing, all eagerly waiting for new listings. The demand is there—you just need to ensure your property is marketed effectively to capture their interest. Engaging Potential Buyers Your goal is to attract buyers who are willing to pay a premium price. To do this, your estate agent should be adept at: • Sending Alerts: Texting and emailing property details to all registered buyers immediately. • Competition: The ideal scenario is to have two or more buyers competing for your property. Effective Viewings Strategy • Open Viewings: If you plan to hold an open viewing, choose a day and time carefully. Our experience shows that Sundays work best since most other estate agencies are closed. This means potential buyers will focus solely on your property rather than splitting their attention between multiple viewings. • Scheduled Viewings: If an open viewing isn’t suitable, pre-arrange two specific days and time slots per week for viewings. This strategy helps create a sense of urgency and competition among buyers, increasing the likelihood of achieving the highest price. Accompanied Viewings It’s crucial that your estate agent accompanies every viewing to provide professional insights and answer any questions on the spot. This personal touch can make a significant difference in how potential buyers perceive your property. By launching your property on major portals, engaging potential buyers effectively, and strategically scheduling viewings, you can maximise interest and ensure you get the best possible price for your home. Step Three Maximise Your Property’s Market Launch Step Four Elevate Your Property’s Visibility with Premium Promotion Elevate Your Property’s Visibility with Premium Promotion Maximise your property’s exposure on major platforms like Rightmove.co.uk and Zoopla.co.uk by leveraging their premium promotion packages. Here’s why this matters: Premium vs. Standard Promotion All the portals offer two tiers of promotion: standard and premium. Opting for the premium package significantly enhances your property’s visibility, making it stand out among competing listings. The Power of Premium • Increased Visibility: Premium promotion ensures your property gets noticed by more potential buyers. • Double the Views: According to On The Market, properties with premium promotion receive 100% more views. Take Action Ensure your estate agent is utilising premium promotion to give your property the best chance of attracting attention and achieving a premium price. Don’t miss out on this powerful tool to elevate your property’s presence in the market. Maximise your property’s exposure by targeting not only active buyers but also those opportunistic, passive buyers who aren’t actively searching but could fall in love with your home. Here’s how: Engage Active Buyers Active buyers are consistently searching for properties online, and as we’ve seen in step two, the demand for your property can be substantial. A strong online pres- ence is crucial to attract these eager buyers. Reach Passive Buyers Passive buyers are those who might not be actively looking but could be tempted by the right opportunity. Estate agents often sell to buyers who weren’t initially in the market. These are the ones who: • Notice a ’For Sale’ sign on their daily commute or school run. • Have always dreamed of living in a particular house or block if one became available. Strategies to Attract Passive Buyers • For Sale Signs: Ensure your agent places a ’FOR SALE’ or ’OPEN VIEWING SOON’ board to catch the eye of local passersby. • Targeted Facebook Ads: To reach non-local passive buyers, run targeted Facebook ads. These ads can be tailored to your ideal buyer demographic, increasing the chances of attracting someone who might not be actively searching but would be interested if they knew about your property. By combining a strong online presence for active buyers with strategic local and social media advertising for passive buyers, you can ensure your property gets the broadest exposure possible. This comprehensive approach increases your chances of finding the perfect buyer, whether they’re actively looking or just waiting for the right opportunity to come along. Step Five Capture Both Active and Passive Buyers with Strategic Marketing One week into marketing your home, it’s crucial that your agent monitors the campaign’s effectiveness by analysing the Click Through Rate (CTR) and making necessary adjustments. Here’s why this matters and how to ensure your property stays in the spotlight: Monitor and Improve • Track the CTR: Aim for a CTR between 6% and 10%. This is essential because buyer interest drops by 50% after two weeks, and your property could start to stagnate. • Analyse and Adjust: Your agent should be proactive in making improvements or changes based on the CTR data. Maximise Visual Appeal • Utilise All Photos: Typically, there are 8–12 images of your property online. Make sure every image is used. • Rotate Lead Images: Ensure your agent rotates the lead image weekly. This keeps your property’s imagery fresh and engaging. Capture Buyer Interest • Highlight Key Features: Sometimes, it’s the kitchen shot or another specific image that creates that crucial ‘click through.’ This leads to inquiries, viewings, and ultimately, an emotional connection that can result in premium offers. Avoid Market Stagnation • Stay Dynamic: By continuously updating and refreshing your property’s presentation, you keep it attractive to potential buyers. For a detailed copy of our ‘Anti-Stagnation’ strategy and to ensure your property remains appealing throughout its time on the market, please contact our office. Let’s work together to achieve the best possible outcome for your home sale. Step Six Keep Your Property’s Marketing Fresh and Effective To achieve the best results from all the marketing efforts, it’s crucial that your agent captures every enquiry, 24/7. Here’s why constant availability is vital for maximising your property’s potential: Never Miss an Enquiry • Round-the-Clock Service: Your estate agent must answer their phone at all hours. Missing a call could mean missing the buyer who would pay a premium price for your home. • Immediate Response: Ensure your agent is always available to capture every opportunity and inquiry. The Importance of Answering Every Call Research by a leading telephone answering company reveals: • 86% of Callers Don’t Call Back: If their call goes unanswered. • Engaged Tone Deterrence: 86% of callers won’t call back after hearing a busy signal. • Quick Hang-Ups: 75% of callers hang up after six rings. Meet Modern Buyer Expectations In today’s fast-paced world, potential buyers expect instant responses. If they can’t reach your agent immediately, they’re likely to move on to another property, potentially falling in love with it instead of yours. Test Your Agent’s Availability Call your estate agent at 6:45 PM on a Tuesday evening, when many potential buyers are available. If you reach an answering machine, consider that you could be losing out on serious buyers. By ensuring your estate agent is always available to answer calls, you’ll never miss an opportunity to engage with a potential buyer. For more details on how we ensure constant availability and never miss an enquiry, please contact our office. Let’s make sure every buyer can connect with us and see your home. Step Seven Ensure No Enquiry is Missed: 24/7 Availability is Key 7 Ensuring flawless viewings is absolutely vital to the success of your home sale. Here are some golden rules to make sure you ace this crucial step: Why Agent-Led Viewings Matter • Agent Expertise: Always have your agent conduct viewings. Buyers feel more at ease and are more likely to provide honest feedback, crucial for making quick decisions. • Efficiency: Block the majority of viewings together twice a week. This creates a sense of urgency and competition among buyers. Focus on Showing, Not Selling • Purpose of Viewings: The goal is to showcase the property, not to push a sale. Let the home speak for itself. Emotional vs. Logical • First Impressions: First viewings are about creating an emotional connection. Subsequent viewings focus on logical considerations. Owner’s Presence on Second Viewings • Owner Involvement: It’s beneficial if the owner can join during a second viewing to answer specific questions that the agent might not cover, expediting the decision-making process. Dispelling Misconceptions • Agent vs. Owner: Some believe owners should conduct viewings because they know the property best. However, it’s crucial to focus on the buyer’s perspective. Buyer-Centric Approach • It’s About the Buyer: Avoid overwhelming buyers with personal details that may not be relevant to them. Keep the focus on what matters most to potential buyers. Starting Strong This guide provides a solid foundation for mastering the perfect viewing process, ensuring each interaction maximises buyer interest and moves you closer to a successful sale. For a comprehensive approach to flawless property viewings and to learn more about our strategies, please contact our office. Let’s ensure every viewing is a step towards securing the perfect buyer for your home. Step Eight Mastering the Art of Property Viewings: Essential Rules for Success Step Nine Harnessing Honest Feedback for Your Sale Success Genuine, unfiltered feedback from every viewing is essential for achieving your ultimate goal—securing the right buyer. Here’s why it matters: Insight for Success • Critical Feedback: Understanding what potential buyers think helps refine your approach and enhance your property’s appeal. Path to the Perfect Buyer • Statistics Speak: On average, it takes about 10 viewings to find the ideal buyer. Feedback from each viewing provides valuable insights that can lead to securing that crucial offer. Fine-Tuning Your Strategy • Iterative Improvement: Use feedback to adjust your marketing and presentation strategies, ensuring each viewing contributes to a successful sale. Moving Forward By gathering and leveraging honest feedback effectively, you’re one step closer to achieving the best possible outcome for your property sale. For more details on how we optimise feedback to drive your sale forward, please contact our office. Let’s turn insights into action and secure the perfect buyer for your home. Step Ten Reviewing Your Property’s Marketing Strategy: Take Control for Results As we approach the three to four-week mark of your property being on the market, it’s time to take proactive steps to ensure success. Here’s what you and your agent should do: Assessing Performance • Comprehensive Review: Meet face-to-face with your agent to evaluate the effectiveness of your marketing efforts. • Analysing Reports: Dive into marketing reports, Click Through Rate (CTR) data, feedback reports, and market comparables to gauge interest and adjust strategies as needed. Planning for Success • Strategizing Together: Discuss insights and findings to determine the best way forward. • Action-Oriented Approach: Don’t wait passively. Take control by refining your approach to attract the right buyer. Moving Forward Confidently Ensure your property stands out in the market. By actively managing and adjusting your strategy, you increase the likelihood of securing a successful sale. For a detailed discussion on optimising your property’s marketing and moving closer to your sale goals, contact our office today. Let’s work together to drive results and achieve a timely and profitable sale for your home. Navigating the negotiation stage is absolutely critical. Here’s how to make sure you maximise every opportunity and secure the best deal for your property: Sealing the Deal Effectively • Crucial Moment: This stage is pivotal. Steps 1–10 are only as effective as your negotiation strategy. • Competing Offers: With multiple offers in hand, careful handling is key to maximising your property’s value. Leveraging Emotional Attachment • Use Emotion Wisely: Buyers often form emotional connections to homes they make offers on. While it’s important not to manipulate, leverage this attachment to your advantage. Negotiation Essentials • Managing Low Offers: Don’t take offence at low offers; any offer signals interest. Your agent’s role is to skillfully negotiate for the highest possible price. • Timing Matters: Research shows that the best offers typically surface within the first four weeks of listing your property. Qualifying Offers • Due Diligence: Ensure every offer is thoroughly vetted. Understanding the buyer’s financial position and chain status reduces the risk of the sale falling through later. Golden Rules of Negotiation • Strategic Approach: Follow these key principles: • Never accept the first offer outright. • Maintain buyer engagement without prematurely affirming their offer. • Avoid countering the initial offer directly; instead, wait for the buyer to demonstrate seriousness. • Negotiate beyond price—consider timelines and included fixtures. • When countering, offer concessions alongside your terms to maintain momentum. • Expect buyers to push their limits on the third offer; this is typical negotiation behaviour. • Maintain control by pushing buyers to their limits, then re engage strategically. Driving Towards Success By applying these strategies, you empower yourself to negotiate effectively and secure the optimal outcome for your property sale. For expert guidance on navigating negotiations and achieving your desired results, contact our office today. Let’s ensure your sale is handled with precision and skill. Step Eleven Mastering Negotiations: Ensuring Your Sale Success When selling your property, the goal is simple yet crucial: attract a flood of potential buyers swiftly to generate multiple offers and secure the highest price possible. Driving Demand • Optimal Pricing Strategy: Implementing a systematic approach ensures you can potentially achieve up to 2% more for your property. • Speed is Key: Quick interest leads to competitive offers; delaying can lead to reduced interest and lower offers. Key Considerations • Expert Guidance: Partner with a knowledgeable estate agent who understands your property and its unique selling points, ensuring personalised attention from start to finish. • Value Over Cost: The best agent isn’t necessarily the cheapest; it’s the one who extracts the highest value through effective marketing and negotiation. • Early Engagement: Encourage attendance at early viewings to build momentum; prioritise open and block viewings to attract serious buyers. Versatility in Any Market • Consistent Success: This plan is effective in any market condition, adapting to both rising and falling markets with a reliable strategy. • Avoiding Pitfalls: Resist the temptation to list with multiple agents, which can dilute your property’s appeal and lead to lower offers. Stress-Free Selling • Structured Process: Enjoy a streamlined selling experience where each stage is methodically handled, reducing stress and ensuring everything runs smoothly. • Peace of Mind: Trust in your plan and a dedicated agent to manage the complexities, allowing you to focus on the excitement of moving to your next chapter. Your Path to Success With this comprehensive approach, selling your property becomes a strategic endeavor tailored to maximise value and minimise stress. For more insights and personalised advice, contact our office today. Let’s work together to achieve your property sale goals with confidence and efficiency. Summary Crafting a Winning Property Marketing Strategy Web: 360-properties.co.uk Email: office@360-properties.co.uk Aylesbury: 01296767555 Hartlepool: 01429804300 Now that you’ve gone through all 11 steps, you should recognise the critical role of a meticulously planned and executed marketing strategy. If you’re interested in discussing how our proven plan can benefit your property, feel free to contact my office using the details below. We’re eager to assist you.