PROPERTY MATTERS
Many estate agents will flatter you and promote themselves by claiming that they’ll get you the “highest price in the shortest possible time”. This is easy to say, but not so easy for most agents to justify or indeed deliver!
Effective property sales involve a combination of great presentation, attractive pricing and effective marketing along with a host of other techniques that facilitate a successful sale. One of the most powerful ways of securing a fast sale at a high price can actually result from minimal exposure – or rather exposure only to a select few! This “secret agent” concept is when a property is offered, “offmarket” and can often be hugely effective.
In essence, instead of bringing your property to market in the expected way with the usual initial exposure across the property portals, local advertising, window display, website, etc, it is made quietly known to suitable prequalified buyers that the property is “about to come onto the market”. This “advance notice” really excites buyers as they have privileged or exclusive access to a property that other buyers do not. During this pre-marketing phase buyers are more likely to make a strong offer rather than lose out. This technique is especially effective for properties that could possibly command an excellent price from one of a small pool of 18 | BATHGATE
buyers, or where the vendor wants to try a particular strategy for a short period of time without exposing the property to the open market.
Successfully achieving sales in this way however relies on good old-fashioned estate agency work including an ongoing bank of suitably qualified and credible buyers and not just relying on the internet to do this job for you. If you are considering selling your property, make sure you explore all options available to you before deciding what the best marketing strategy is for your property and circumstances. Sometimes a more creative approach can pay real dividends. The monthly Property Matters column is contributed by Craig Turpie. Craig is a director at Turpie & Co Estate Agents and Letting Agents with extensive knowledge of the West Lothian Property Market and over 20 years experience in bespoke sales and marketing. @KonectMagazines
