a guide to achieving a premium price with Paul DiLanzo & Hayley Pickering
Firstly, a little bit about us... Paul DiLanzo From the age of 5 to 10 years old I used to run around playing hide and seek amongst the furniture and carpet rolls in my dads furniture shop. I would often sit there listening to him sell to all the European families. Little did I know that I, myself was learning to sell at this very young age. After working numerous part time jobs as a kid, at 17 I had saved up enough money to buy a sports car - a Toyota Celica hatch back for $7,999. It was at this time that I had the importance of Real Estate cemented into me.
Paul DiLanzo 0418 899 985 pdilanzo@altitudere.com.au
When contemplating the purchase of the car I had dreamed of for so long, my dad said one thing that has stayed with me and really set me up in the property world since then. What he said, in broken English was “Paul, do what you like, but if I were you I would buy a house, because a house will always a buy that car, but that car will never buy a house”. He was right, he was ALWAYS right. Since starting my career in Real Estate in 1997 I still work hard every day, striving to be the best not only for myself and my clients, but especially for my two beautiful children Ariahna and Antonio.
I try to involve my kids in my business as much as I can and educate them on the world they face. I want them to know what life is about and what people are about early on and how treating people well will open many doors for them in life. My kids have met most of my clients. I hope you get to meet them too. I will never stop learning and striving to achieve higher goals. When selling your home, deciding on who to trust with the keys to your greatest asset is not a decision to be made lightly and it’s a privilege we don’t take for granted. I can assure you that we will work hard for YOU and I am sure you will thoroughly enjoy the selling experience as many others have before. To put it simply “I love what I do and do what I love“.
Hayley Pickering I’ve climbed through many construction sites in my stilettos. Any girl will understand how hard it is to walk through soft sand in heels. To me it’s all part of the job. No day is the same. From the people I meet to the properties I see, the late nights to the long weeks. I do it because I love it and if that means ruining a good pair of heels every so often, so be it! Whatever it takes. My background was in marketing, but in 2005 I fell head first into a career in Real Estate and never looked back.
Hayley Pickering 0448 874 588 hayley@altitudere.com.au
Having worked and trained with some of the industry’s best, I work with Paul to continually develop our systems and brand.
Your property needs to be marketed and presented in its best light, I need to reach out, get your property seen and bring the buyer into your home. When you need something, I’m here to organise, coordinate and answer all your questions – from listing to settlement. When the weekend comes it’s SHOW TIME (our glorified term for Home Opens)! Paul and I hit the road together - an unstoppable team, ready to put in the hard work, be the tough negotiators and deliver the very best results to our sellers.
Paul and I constantly push and challenge each other to become even better than we were yesterday. We live and breathe Real Estate and being at the top of our game means hard work and commitment.
pauldilanzoproperty.com
Presentation doesn’t just mean how clean your house is, but how it flows, how it feels and how it looks...
Crucial Element 1 Presentation This is probably the most known, however widely forgotten element in a property sale. Presentation doesn’t just mean how clean your house is, but how it flows, how it feels and how it looks.
be appealing to the senses of prospective buyers. Every home is different and so to the advice.
From the moment a buyer first pulls up outside your home, to how they react to every inch of the inside, right through from the porch to the backyard – it captures the emotion.
Quite often some homes will require landscape attention and others furniture restructuring, while others will need a freshen up in paint colours and some staging in certain rooms.
We wont be afraid to make recommendations or to refer the services of stylists that can give advice on what will
This element of your property sale I would say is the number 1 element that will create a spring board for your future sale.
We cannot stress how important presentation is if you are wanting to achieve a premium price. In fact – it’s crucial.
pauldilanzoproperty.com
1
2
Crucial Element 2 Price Building an exceptional price usually comes about by first engaging the market place with some logical price evidence and positioning. What I mean by this is working off recent comparable properties in the immediate area or close by will help create a firm foundation in logical price positioning to begin with. Buyers first look for value evidence before they will inspect in most cases. This is a rule that is handy to remember: Buyers start logically and finish emotionally What this rule generally means is your property has a mental agreement on price positioning from prospective buyers then they will move to the emotional connection with your property provided the general feel and criteria of your home suits them. Once a buyer becomes emotionally attached then it becomes a lifestyle
pauldilanzoproperty.com
decision rather than an exact dollar and cents decision. It is in the highly emotional part of this equation that an opportunity for a premium result will be found. If a buyer feels your property is overpriced then (even if they like the property) it will stop them moving to the emotional part of this process because logically they just don’t agree and quite often they will leave the property without offering. This is why some homes sit on the market for extended periods, more often than not, there isn’t anything wrong with them, it’s more that the market place isn’t agreeing logically with it.
If a buyer cannot connect logically, how do you expect them to connect emotionally...
Crucial Element 3 Method Today, more than ever you could be easily confused on what is the best approach to the method of selling your home. Through constant questioning of buyers, we have found that they definitely want a guide on price. Without a price guide, according to current statistics, sellers face not gaining the attention of up to 70% of buyer interest. There’s no denying that we live in an information based society.
- Auction - From Price - Fixed Price - Set Date - Range - Expressions of Interest - Mid to Highs - Offers
pauldilanzoproperty.com
Agents are conceiving all sorts of new strategies that are designed to sell your home, many however confuse the buyers substantially enough that they will not even look at the home. Remember logically to emotionally, if a buyer cannot connect logically, how do you expect them to connect emotionally? Every home is different – so a different approach and method may suit your home. Lets discuss this when I meet you.
3
4
Crucial Element 4 Marketing The right marketing campaign for your property is like the fuel of your property sale. If you consider there may be hundreds of properties that buyers could choose from across a number of suburbs at any one time, the effectiveness of your marketing campaign will be the difference of lots of potential buyers noticing your property or some potentially missing it. There is something I would like you to remember about marketing: The structure and quality of your marketing campaign will determine the amount of separation you create from other competitive properties in the market place. Marketing isn’t just advertising, it also consists of: •
Your internet strategy
•
The quality of your photography
•
Your agencies database capabilities
•
•
Your agencies unique positioning tools
The buyer centric design of your marketing format
•
Advertising
•
Signage
•
The synergy of the office you select and networking capabilities
•
Social media capabilities of your agent
pauldilanzoproperty.com
The right marketing structure is essential in ensuring this premium price element is maximized however it is an individual assessment of each property to design a program that suits you.
Social media marketing
Mobile compatible online listings
Online listings
Buyer database (LockedOn)
Targeted press advertising
for sale
Paul DiLanz
111 Four th
jus
t li
ste
o & Hayley
Ave, Mt
LAwL ey
Pickering
Stunnin g blen present‌ Form d of
Heritag al entr y lead e Sprawl ing thro and Mod ing mas ernism ugh Larg ter bed . to cen e sec room tral hall ond and bed with 3 bed . designe New room room with Cosy York /study. r enroom and loun suite. Carrerastyle mai ge with for a Open n bath queen Slee feature dini room k laun marble. size stainles ng area firep with bed dry with Ducted lace and feature s stee . mod load reve l app brick s of rse cyc Huge liances ern, con storage wall le air venient . seatingcovered . and alfre and kitchen securit every flowing sco there with y alar party onto area is eve Easy m. or fam large with buil Great n room Law walking t side ily eve lawn for a ley Hig distanc area in BBQ garden Double nt. trailer. and . Big h Sch e to Tota 0448 with carp enough l land Mt Law ool pote ort with 874 ntial for ley Council : 423sqm and Per room room th Coll Primary 588 0418 to par for a T | 938 ege. Water rates: $1, (as per title School, poo k 899 two 580 rates: l. Mt E | hay 8 3911 more .41/pa ) 985 $1,027 cars (app E | pdi ley@alti behind rox) .05/pa (app Suite lanzo@ tudere.co rox) alti m.a 6/8
Hayle y Paul Pickering DiLa nzo
d
Alvan tudere.co Street,
u m.a Subiaco u
for sale
000
ist
ed
4
tl
,195,000
From $1
3
2
re.com.au
FRONT BACK
for sale
48 Henry Lawson waLk east PertH
0b0i0 4
3
2
e
$2,450,000
Hayley Pickering | 0448 874 588 | T 9388 3911 | E hayley@altitudere.com.au Paul DiLanzo | 0418 899 985 | T 9388 3911 | E pdilanzo@altitudere.com.au
.com/Pau
@PDProp
lDiLanzoP
erty
4 588
48 87 ckering 04 Hayley Pi o 0418 899 985 nz Paul DiLa
.au 3911 T | 9388 @altitudere.com m.au E | hayley zo@altitudere.co E | pdilan udere.com.au www.altit
3
2
4
Detailed verge signage
P13N037223
.001 9223
2400
facebook.com/PaulDiLanzoProperty @PDProperty
roperty
Hayley Pickering
0448 874 588
E hayley@altitude
FRONT BACK
for sale
High quality brochures
east Pert Hayley Picke H ring | 0448 b i e $2,450 874 588 Paul DiLanzo | 0418 899 985 | T 9388 3911 | E hayley@altit ,000 udere | T 9388 3911 | E pdilanzo@altitude .com.au
jus
111
re.com.au
Paul DiLanzo
0418 899 985
E pdilanzo@alti
tudere.com.au
Hayley Pickering
Paul DiLanzo
E hayley@altitudere.com.au
E pdilanzo@altitudere.com.au
0448 874 588
3
2 2
P13N0435 35.001
48 Henr y Laws on waLk
lawley Ave mt Fourth
facebo www.aok.com /pa offerin ltitude uldilan g exc re.com zoprop erty eLLenc .au e in all Sub urbs
0418 899 985
Targeted letterbox drops
Printforce.c om.au
9223
2400
Crucial Element 5 Your Agent Not all agents are the same. Some are highly skilled while others are not, just like in any field. Your agents crucial function is not to just show buyers through your home, it is to help you protect your price. Their negotiation skills are paramount. Unfortunately negotiation is not a trained skill in the industry however it is the main reason you engage an agent, to help you determine and govern the strongest possible price. You can only base your selling decisions on the quality of information you receive from your agent during the process and their skill set will determine the quality of that information. That’s how important this function is. There is one thing I would
pauldilanzoproperty.com
like to know before I engaged an agent to sell my home and that is how will they negotiate on my behalf. Remember you don’t get to see what an agent says to your potential buyer so you should know this up front. When interviewing agents to sell your property ask them to demonstrate their negotiation ability as this can be very costly down the track if they aren’t an expert in this area.
5
6
Crucial Element 6 Buyers This is where the process culminates. Having the choice of multiple buyers is really what you are aiming for. This doesn’t always happen but can more often than not if the other elements fall into place. All the other elements act as a foundation or spring board into the market place supporting this outcome.
The key is giving yourself a chance of dealing with more buyers who are more emotionally connected, this is where the magic happens. Here is a re-cap on the formula for achieving a premium price:
Without all the previous elements being covered and maximized you can never assuredly know you have given yourself every chance of securing the very best outcome.
•
How your home looks and feels
•
The pricing of your home
•
The best method that will suit your property
A premium buyer or buyers are created through emotional attachment and also urgency to a large degree, remember the rule:
•
Marketing
•
Your agents ability
•
More buyers emotionally connected
Logical - Emotional
•
Once these have been achieved
The outcome of dealing with and emotional buyer or buyers is they traditionally spend 5-20% more on a property than they first thought they were going to spend.
pauldilanzoproperty.com
Solutions | Strategy | Success
Paul DiLanzo
Hayley Pickering
E pdilanzo@altitudere.com.au
E hayley@altitudere.com.au
0418 899 985
@PDProperty
T | 08 9388 3911 F | 08 9388 2611
0448 874 588
/PaulDiLanzoProperty
Suite 6/8 Alvan Street Subiaco WA 6008
altitudere.com.au pauldilanzoproperty.com