Getting a home sold requires more than just listing it and hoping for the best. In July 2024, Prop Data surveyed estate agents to uncover the most effective sales strategies when homes are struggling to catch buyer interest. According to the findings, re-evaluating the listing price, increasing marketing efforts, and revamping the listing description emerged as the top three tactics. While these are familiar, the real magic happens when you add your own flair. Here’s how the pros are embracing these property sales tips to achieve impressive results and close deals effectively.
Make that price check count
When it comes to selling a home, one of the most crucial yet often overlooked strategies is re-evaluating the listing price. What makes a good real estate agent isn’t just about having a strong network or showcasing impressive marketing skills — it’s also about knowing when and how to adjust the price to match market conditions and attract serious buyers.
Price right from the start: Pricing begins at the taking of the mandate and requires constant reviews and feedback to the owner, says Johan Meyer, Licensee at Seeff Pinelands. “The whole selling process needs to start early. Once a home becomes stale it will depend on the owner's motivation. Often an owner is not able to accept lower offers because of outstanding debt, divorce settlements, or other matters over which they do not have control. This needs to be established when taking the mandate.”
Prioritise pricing training: Practitioners should be taught how to get pricing done correctly with the help of experienced team members, says Aaron Grant Ruiter, Group Operations and Technology Manager at Harcourts Rhino. “When presented with the facts, sellers are all intelligent people that recognise when they are being provided the correct price for their homes to go to market at and they can then make informed decisions.”
Embrace a market reset: When a property has been stagnant for an extended period, Magda Stoffberg, Owner/Principal at REALGLEN Properties, believes in the value of taking it off the market for a month or two. “During this time, we can relist the property with fresh photos and a better price, creating renewed interest and urgency among potential buyers. This strategy helps to reintroduce the property as a fresh opportunity rather than one that has lingered, which can positively impact its appeal and market performance.”
Emphasise the value of good pricing: According to Ruiter, many sellers often like to “test” the market, especially if their motivation to sell is not strong or urgent. “While we allow for this, we ensure our market valuation is taken seriously. After all, we are dealing with what is often our client’s single biggest asset.”
Breathe new life into listings descriptions
First impressions are everything — and your listing description is often the first thing buyers see. A stale or generic property description can leave buyers uninspired, while a fresh, engaging rewrite can reignite interest in a listing.
Update the text: “At REALGLEN Properties, we tweak the listing description to boost a property’s sales efforts,” says Stoffberg. “This involves highlighting different features or amenities that may not have been emphasised before, rephrasing the description to make it more engaging, and ensuring it speaks directly to the target market.”
Structure listing content: If a listing is not grabbing attention, the layout could be the issue. “Relook at your listing description with fresh eyes and see if it can be better organised with clear sections for key details like the number of bedrooms, bathrooms, and any special amenities,” notes Ruiter.
Outrank the competition: To get traction on search engines, Ruiter emphasises the importance of good optimisation practices. “We find including keywords that buyers might search for, such as ‘modern kitchen’ or ‘spacious backyard’, can improve the listing’s visibility online. We also geotag all our photos and insert our Google Tracking Pixel for better exposure.”
Change the photos: Updated visuals can make the listing feel new and exciting, points out Stoffberg. “When adding them, select new angles or even take fresh pictures to present the property in the best possible light.” Ruiter encourages property practitioners to save a few good listing images for these instances. “The unused photos of the property can change the whole look of the listing,” he says.
Boost your listing: “Depending on the property portal, this can put listings back into the spotlight once they fall off the first page they start disappearing to first-time viewers,” says Meyer.
Crank up your marketing efforts
To truly stand out and add value as a real estate agent, increasing your marketing efforts is essential. Expanding your reach through digital platforms, targeted campaigns, and creative advertising can draw more attention to your listings and attract potential buyers.
Captivate virtually: When homes aren't getting traction, increasing marketing efforts is key, says Stoffberg. “We’ve found 3D virtual tours on our exclusive mandates are particularly effective. These offer potential buyers an immersive experience to help them visualise their potential home.”
Welcome in eager buyers: “Price reduction is key as you’ll struggle to sell an overpriced property. Once that is sorted, constantly keeping properties on show can give it the exposure required to find a buyer,” says Meyer. Ruiter also believes hosting private showings can effectively create a sense of urgency and exclusivity. “At Harcourts Rhino, we ensure this is a safe experience. For concerned clients, we have a local reaction vehicle and trained staff available during the event.”
Reach a specific audience: ITargeted social media campaigns and featured listings on Property24 help to significantly boost a property's visibility, reaching a wider and more engaged audience. Together, these strategies can reignite interest and drive more inquiries,” shares Stoffberg.
Let your visuals do the talking: When homes aren’t getting traction, professional photography and videography are essential, highlights Ruiter. “These help capture the property’s best features and attract more interest. At Harcourts Rhino, our graphic designers use powerful AI image editing software to offer our clients the highest standards in professional photography. We can edit out unwanted personal effects, remove artefacts, depict a sunset skyline and a host of unique features.”
Put these sales strategies into play
By putting these strategies into action, you not only enhance your ability to close sales but also demonstrate your commitment to achieving the best outcomes for your clients. As you move forward, remember that effective execution is key to standing out in a competitive real estate market. Embrace these strategies, apply them thoughtfully, and watch as they transform your sales approach and lead to successful transactions.