The peril of the property websites - why Rightmove is not necessarily helping you to sell your home
When listing your property for sale, you would be forgiven for thinking that speed is of the essence. Get the photographs done as quickly as possible and launch the property to the market.
Many sellers are impressed if an agent can promise they can have the property on the market within a matter of hours. But, this might not be the best way forwa
When listing your property for sale, you would be forgiven for thinking that speed is of the essence. Get the photographs done as quickly as possible and launch the property to the market.
Many sellers are impressed if an agent can promise they can have the property on the market within a matter of hours. But, this might not be the best way forward.
The market changes constantly, but those changes are not so rapid that you need to rush launching your property to the market. There is merit in slowing things down and taking your time.
The market ebbs and flows, slowly, almost calmly, changing at such a rate that it's practically imperceptible. Nothing is likely to be different in the open market if you took a few weeks, rather than a day or so, to get things ready. And some believe that taking your time is a good thing.
When you place your home on the market for sale and launch it onto the property websites, you are basically on the shelf with all the other properties that are available for sale at that time. Competition side by side for the potential viewers to choose from.
Direct comparison between one house and another reduces the margin by which those comparisons are made. It comes down to hard facts, such as the number of bedrooms and the listing price.
There is no emotion when a property is sold in this way. You can not compare the lovely view from the bedroom window or the design of the newly fitted kitchen. The location, gardens, or the wonderful memories that the family have had over the years in the home. No way to convey how the open-plan nature lends itself so well to family gatherings, or the master bedroom has an en suite to rival the local spa, which is simply perfect for relaxing after a busy day.
This lack of emotion can lead to lower offers in the long run. There is no compulsion to choose your home over another one as it comes down to those hard facts rather than the softer emotional elements. And in reality, it is the emotion that encourages a property sale. No one truly chooses to buy a new home for their family to live in based on logic or the fact that it was a bargain. Almost all purchases are based on an emotional draw to that particular property.
The key is to find a way to convey the emotional points of your property to the right people so that your home stands out as the obvious choice for them to buy.
Imagine if you could market your home discretely without broadcasting your intention to move to the whole world. Imagine that you were not listed on this register of properties that are available for sale shouting for the attention of the property browsers. Imagine if there was a way to show those emotional features of your home to the exact right person. A way to sell your home without being on the shelf, without competition from other properties.
Eventually, the only way to stand out against the rest of the competing market is to make your property seem like the best buy, which usually comes in the form of the lowest price. Getting this attention is often a race to the bottom, and this loss in value comes directly out of your pocket.
Or you can encourage buyers without dropping the price just to capture their attention by selling the emotional wonder of your property. Consider marketing your home to potential purchasers without launching to the portals.
Using AI and innovative technology, it is possible to precisely pinpoint your property's most likely purchaser. This purchaser will be the one that will pay the most for your property, and they will pay a premium if they can buy without having to compete with other potential buyers on the open market. And you've not had to battle through the portal listing with all the other properties to find that buyer.
Sadly, once you launch the property on the portal websites, you start a ticking clock. The interest levels will reduce as the algorithm for the system begins to promote newer instructions. By marketing your property without portal websites, you're delaying the start of that ticking clock as long as possible. The portals are therefore used as a last resort to find a buyer because you have exhausted all other marketing options available to you first.
Get in touch with our By Design property experts today to learn more about our marketing strategy that doesn't rely on property portal websites.
