A Brisbane couple came to us after having tried a well known agency.

At first they we skeptical as they could not find anything about us on the web. Of course we explained, that was intentional and in fact was most likely the reason why their property had not sold.

You see they engaged an agent that told them what they wanted to hear just to get their listing.

By the time this agents time was up, the property was stale and buyers had lost interest.

Worse, they had spent nearly $10,000 on marketing that in essence did nothing other than promote the agent and agencies brand.

This is a classic scenario where agencies tell you “you can’t sell a secret” type of rubbish statement. That’s all very well, but they’re not the ones just wasted nearly $10,000 out their pocket.

Fortunately all was not lost as we could still help. We evaluated their property and what market it would most suit. Then we commenced our own property marketing and within 2 weeks, that’s right 2 weeks, we sold for well over market value.

Most agencies will tell you to spend money doing up your property prior to selling it.

Well it depends on whom your target market is.

We sold a “return serviceman’s home” as is, with not a lick of paint.

Our client was told by numerous agents you must get some landscaping done, repaint inside and out, attend to a minor roof repair and so. Oh and yes, pay for advertising on top.

Bollocks we said!

It’s about knowing the market and who the likely buyers are. And we sold this property for 20% more than what other agents had said it would fetch.

And without the owner spending one cent.

People search for features but buy on emotion. They enter their features preferences, then narrow down by price. Then when it comes to buying they buy on how it feels, how it looks, if my friends will be envious, or will it be a better investment that 100 other properties etc.

These are all not quantifiable. In other words, X cannot always equals Y. It depends who’s viewing it and what it means to them and ALSO what else they are comparing it to.

As an agent we estimate value but we can’t create that market value. Agents try to make it as an attractive option as possible. One of the skills of an agent is being able to tap into their emotions in persuading them to buy your property compared to maybe 100 other properties.