Episode 300: The 3-Part Selling Strategy To Get Better Results This Spring

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Spring is usually the busiest season of the year for home sales. But spring alone won't sell your home this year.

The Perth property market has changed and most sellers are still using the playbook from six months ago.

Perth listings have jumped from about 6,200 to 7,200 in five weeks. Sales now take 21 days on average. And buyers have choice again.

And when they have choice, a badly timed or badly presented home loses momentum fast - which means the market punishes it on price.

In this episode, I take you inside the first three parts of my six-point strategic sale process. It's the process I use with Perth homeowners and investors to create buyer competition and get the best price possible.

You’ll hear why the right time to sell depends on your life first and the market second - and why presentation and marketing matter more with every new listing.

Tune in to hear about:

✅Why spring is no longer a free pass for Perth sellers

✅The month I'd rather list in, and why it's not the one most people pick

✅What 1,000 extra Perth listings means for your negotiating power

✅The one question to ask before you decide to sell at all

✅The tenancy timing rule Perth investors can't ignore right now

✅When a tenanted sale works, and when vacant possession is worth the cost

✅Why a buyer database beats a postcode in a cooling market

✅How stacking small wins creates the competition that drives price

✅Why the best move is sometimes not selling at all

Let’s go inside 👇🎙️

Episode Highlights:

1. 00:00:00 Intro
2. 00:03:10 Upgrade, downsize, or release equity
3. 00:06:00 Tenants and vacant possession
4. 00:10:15 September vs November
5. 00:13:20 Emotive presentation explained
6. 00:17:20 The return of staging
7. 00:20:10 Trifecta of marketing
8. 00:24:45 Social ads and database
9. 00:28:15 Stacking small decisions

-

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Episode Transcript

[00:00:00] Well, spring is almost here, and traditionally, that means one thing in real estate, a lot more properties coming onto the market and getting sold with our most active and busiest peak period of the year as far as sales go. But here's the mistake I see a lot of sellers make. They think it's spring, the market's good, I'll put a for sale sign out the front, throw the property on realestate.com, and buyers will take care of the rest.

And if you haven't been listening to my podcast, that might be your a- approach, but you would otherwise know that the market has cooled off a lot, and that might work in an undersupplied, booming market. But as more stock comes onto the market, we've increased from six thousand two hundred odd properties about four to five weeks ago, we're now at seven thousand two hundred total for sale.

The average selling time's out to twenty-one days. Properties need to be properly prepared, strategically timed, and marketed harder. [00:01:00] Otherwise, you're gonna be increasingly seeing that you will get punished and hurt by the market with your price. So importantly, not all spring is equal. September can be very different to November And I'm gonna unpack that for you today why.

And I also want to take you inside my three parts of my six-point strategic sale that I use with clients to get the very best price possible. And I'm gonna explain what I'd be thinking about if I was considering selling a Perth property this spring. So we're gonna cover strategic timing today, we're gonna cover emotive presentation, and we're gonna cover the trifecta of marketing.

And that's my first three parts of my overall six-point strategic sale. So in a future episode, I might come back and cover the next three parts of the strategic sale. But the whole idea is pretty simple. Don't just put your [00:02:00] property on the market. Make a series of intentional decisions designed to give it the best possible chance of outperforming the market.

We've gotta be really intentional now. We can't just chuck it up. Not that I've ever done that anyway. But, um, there's a saying by Warren Buffett, "When the tide goes out, you get to see who's swimming naked." And I think it's gonna show up how a lot of real estate agents, um, have been swimming. And, uh, when you're not doing all of these things right, as I said, the market's really gonna punish you.

So let's go into strategic si- timing. We wanna start with you, the seller, not the market. So the first question shouldn't actually be, is spring a good time to sell? It should be, is spring a good time for you to sell? Because your circumstances must come first here. Why are you even looking to sell? Are you upgrading your home?

It's a great time to look [00:03:00] at the changeover. The higher price points have generally been hurt more by than the lower price points. So in your changeover, you can actually end up far better off selling for a good price, buying for an even better price And, you know, a great time to look at that transition.

Are you potentially looking to downsize? There's a lot more choice out there. You can now be subject to sale a lot more readily, uh, which is great, uh, for both upgraders and downsizers, and there's a lot more options there, a bit more flexibility, which is great. Are you looking to release equity? I know a lot of people have been waiting and trying to choose the timing of the top of our Perth market.

Well, things could be drifting or slightly going down on this trajectory for the next eighteen months to two years. So, if you're not gonna take your gains now and you've, you've intended to, then you really need to be looking to hold out for that sort of period. But for some people, they can refinance, they can keep their property, especially if it's a good property, I would be keeping [00:04:00] it.

But if you need maximum equity out, then, then releasing the equity is something that I'd-- you'd consider and look at doing now, especially if your timeframe's the next year. I think it's gonna get worse in the market, generally speaking, before it's gonna get better. Are you looking to sell an investment that no longer fits your strategy?

And this is what we are always encouraging investors to look at. Rather than just set and forget forever, I'd be looking at reviewing each year, seeing if it still is fit for purpose, if it's delivering its role. And, uh, I'm helping a number of clients at the moment that are in that sort of boat, where it's served it- its purpose, it's created its equity.

We're now moving on to the next chapter, and, uh, it no longer fits that strategy. Do you need the proceeds to make another purchase? I just had a call from a, from a client, property's done really well. They're looking to get into business, so want the, as maximum funds out so that they can start that business, go into a next chapter, not take on as much debt when starting their business.

[00:05:00] So, lots of reasons to consider it, but your situation has to come first. Is there any particular settlement date that would make your life considerably easier and tie in with all of these plans? That needs to be considered. And I've always believed that property decisions need to start with your life.

So, I'd be trying to create your ideal life first, and then planning your, your whole property investment and other decisions around it, rather than trying to perfectly predict the market, because it's so hard to choose the top. We've already seen it turn very quickly. We can't kick ourselves and go back to February, March and wish that we'd potentially sold.

But you can make, make your next best decision now, and does it help you with that next move, help you achieve those next goals? And if the answer's yes, then look deeper at it. So before we start worrying about September versus October versus November, we need to understand what the sale actually needs to achieve, and I spend a lot of time [00:06:00] talking people out of selling and making sure that it's gonna really get them towards their next goals.

Now, investment properties, of course, add another layer. We've got the tenant there to consider. So there's a, a major consideration around that now because investors are very thin on the ground. You need to be able to give vacant possession, uh, to homeowners. They're 95% plus of the market. So now more than ever, we can't be selling any more than two months out from the lease end date.

We need to look at what's happening with the tenancy, what's the lease expiry date? Do we look to sell tenanted or do we wait for vacant possession? And if getting vacant possession earlier would materially improve the sale outcome, there's an opportunity for us to have a conversation with the tenant, as I readily do every month for lots of investors.

And I don't mean forcing them, uh, anybody out, uh, or treating the tenants poorly, quite the opposite. [00:07:00] Sometimes there's an outcome there where we can actually, you know, make it work for everybody. If they've thought about moving or if the house is ... doesn't quite suit them, we can offer typically $1,000 towards moving costs if they can move out before a certain date.

We can then help, if they're one of our tenants and we know that they've got a good rental history, uh, we can then let them know what else we've got coming up, and very often tenants move between our rentals. And that money sort of really goes towards cover- covering their moving costs and, um, just making the whole lot easier.

And if, if the lease is, say, three or four months away, for most tenants if they know that they're gonna need to move out, wouldn't they rather move in the next six weeks, get that money towards, uh, their moving costs rather than have the same outcome in three or four months and, and not have a contribution towards it?

So we've gotta just do it respectfully. We've gotta see what's going on in their worlds. Of course, if they've just had a baby or if they're waiting for their house to get built that's ready in two months, the answer's probably gonna be no, regardless of, um, any sort of compensation amount [00:08:00] that you can offer.

But possibility exists and, and for many of our, of our tenants, I'm bringing this option to them and making ... trying to see if we can bring our sale forward to improve the timing for the owner's situation and for the market. So why vacant presentation can definitely matter at the moment is that there's certainly properties that I wouldn't sell tenanted, but there's also plenty where vacant possession, it's gonna also give us considerably more control.

So not only do we get control around the presentation, we get control around when we can do home opens, access for buyers during the week. Private inspections have become a lot more important because previously when we had 30 or 40 people to every home open and, and 10 offers in the first week, we wouldn't, uh, worry as much about showing that one buyer through during the week.

Now, a lot of the properties that I'm selling are coming from those single private viewings. Over the last month, I've sold four [00:09:00] properties to buyers, uh, through private viewing And it's because most agents aren't taking the time for them, and these are the buyers that are qualified. They've got their finance approved.

They've been ... They know what they want. They ... I send them the walkthrough video to make sure it suits them first. They're often fly in, fly out, or got, uh, very busy schedules, can't make weekends, so sometimes work weekends. Getting them through during the week makes a big difference, and usually that's not gonna be possible with tenants in there.

So us- usually we just look at, do we need to vacate this tenant? So the presentation's the most important thing, then access is a secondary consideration really. Ultimately, what we're trying to do is compare the potential cost Of obtaining vacant possession against the potential improvements in the sale result.

So if we can get a great result with them there, fabulous. If they're not presenting well, if it's gonna affect our price drastically or really at a, you know, beyond the [00:10:00] cost of, of vacancy and then potentially staging, which I'll get to, we've just gotta weigh up what's gonna give you the best overall return and what your cash flow can also handle.

So spending a few thousand dollars to solve a problem that could otherwise cost tens of thousands in the eventual sale price can make complete sense, and it just needs to be assessed property by property, case by case with the tenant that we've got. Now, September and October versus November. There's a market.

S- all of spring is not the same, and there's market timing to consider within spring itself. There's this broad belief that spring arrives and everything suddenly becomes perfect for sellers, but there's a supply side to spring as well. And more sellers decide to list. It's, it's a peak listing period for the year.

Gardens, I guess, look better and, and it, and we'll get the flowers and everything. You know, we've got sunshine, weather improving that gets p- [00:11:00] buyers another act- more activity going. People wanna move before Christmas, so another reason to, for buyers to get out there. They've often been sort of hibernating across winter, and then the big flurry of activity comes.

So progressively, we tend to see more properties coming on the further into spring we get, which is gonna be competing for buyers' attention. That's why where everything else lines up, I'd generally rather be one of the earlier spring listings than wait until November, simply because November sounds, sometimes sounds more spring-like.

Some people think it's gonna ... it's, it's hotter and be more active. No. There's gonna be a lot more competition in November because people intend to get on in early spring. They delay in their preparations. They get on in November, and then there's a big rush to get the property sold before we hit Christmas.

And, um, in September and October, you can potentially catch that [00:12:00] spring buyer, spring weather, spring activity while you're still selling in greater isolation But by November, buyers have considerably more choice. A lot of the genuine buyers have already bought and found their property, and that's an important distinction because you don't just want buyer demand, you want buyer demand relative to your competition.

And if there's lots of others, there's gonna be less buyers to go around. So imagine two identical homes. Property A comes to market when buyers have three comparable properties to choose from. Property B comes to market six weeks later and buyers now have 10. Which seller has more negotiating leverage?

Usually the first one. So the key message here is that strategic timing, timing isn't What's the magic month to sell? It's bringing it all together, your situation, the tenancy, preparation time, what's [00:13:00] needed, uh, improvements-wise, and how long do we take for that? Buyer demand and at what level it's gonna be.

Some suburbs are stronger than others. Uh, some price points are stronger than others. Some property types are stronger than others. So we can look at all this, and we wanna look at competing supply now and, and then what we will likely have coming up, depending on that time window. So finding that window where those factors give you the greatest advantage is what strategic timing's really about.

Awesome. So now let's go into the second step or part of my overall, uh, strategic sale, and that's emotive presentation. This second one's becoming increasingly important because buyers are getting more choice. Emotive presentation is just gonna be critical because property is an interesting asset because when

I mean, we can analyze it rationally right up until somebody walks through the front door, then the emotions take over. [00:14:00] Someone walks into a house and thinks, "I love this." They picture the couch over there, their kids playing in the backyard, friends coming around the dining table, coffee outside on Sunday morning, and that emotional connection can have a real effect on what they're prepared to pay.

So presentation matters more as the supply rises. And in a market with hardly anything available, buyers overlook a lot. They overlook the, the poor paint job, the tired carpets, the, the overgrown gardens, the odd smells, the, you know, the dark rooms. They think, "I don't love it, but what else can I buy?" And there's the urgency of the market pushing them to get over those things.

But once supply increases, as it has done now, that changes. Now they walk through your home, then they go 500 meters down the road and walk through another one, and suddenly you're being compared. And when two properties are broadly similar, [00:15:00] presentation becomes part of that value proposition. Don't renovate for the sake of renovating, though, because I'm definitely not suggesting everyone goes out and spends 100 grand renovating before selling That's often a terrible idea, and the question I ask is, for every dollar we're considering spending, what are we likely to get back?

So for many cosmetic improvements, I'm looking for the potential to create something like $3 to $4 additional in perceived value for every dollar we're investing. Not because that's guaranteed, but because if we can't see a meaningful potential return, why are we doing it then? So where I look first, some of the biggest opportunities are often very simple.

Paint just freshens up a place. We want it to be neutral throughout. It completely change how light and clean and modern a property feels. Floor coverings, the old stained carpet immediately makes a property feel tired, uh, whereas fresh carpets just uplift and make [00:16:00] things feel like they haven't been lived in almost.

And then landscaping, you get to, you know, you get one chance at making a first impression, and if the garden's overgrown or there's weeds, and God, they qu- pop up quickly at the moment with winter. But that front entrance needs to feel like it's inviting and get buyers from their car inside and both from the online photo, uh, to the inspection.

So buyers have already started forming an opinion by... at both of those points before they've evo- even opened the front door. And I'd also look at minor co- cosmetic repairs. So you want everything to be dialed in. You know, you don't want cracked light switches or damaged blinds ideally, you know, dripping taps, silicons that have gone, gone moldy in the showers.

These are all basic things, but they all add up to that impression. And individually they're small, but collectively they communicate, "This property hasn't been looked after." I'm very [00:17:00] conscious of having that right feeling come across. So look at it through the buyer's eyes. One thing sellers struggle with is that they've often stopped seeing their property, and in many case with investors, they may not have ever seen it.

So they stop to notice, like, how that impression's gonna be created. That's why part of my job is to walk through the property and look at it through buyers' eyes and identify where money is worth spending and equa-equally where it isn't. And that brings me to staging because for the right property, I think staging can be one of the highest return marketing investments available to a seller.

Actually, the majority of my clients use staging, probably about 90%, because it's rare that a tenant is gonna be showing the ideal lifestyle of a property. And again, there's no guarantees on the return that we're gonna get from staging, but very often I've sold apartments in a complex. I sold one identical [00:18:00] apartment within quick succession of, of one another.

I got $22,000 for the one that was staged, and I've seen other similar properties then sell for less. So how much of that was staging? How much of it was my strategy that was around the sale? But I know it makes a big difference, and I think, uh, from what I've seen, it potentially adds five or even ten times the staging cost in addition to the perceived value or increased competitive tensions that you would otherwise get.

So why does that do that? Because we're not really selling the furniture, of course. We're helping buyers understand how to live in the home. We're showing it at its best, how it can be, you know, utilized in the best way possible. You know, it's got the study nook over there adjacent to the lounge room. Oh, I can have a study at home.

I can ... I didn't, didn't think that was possible. It didn't have its own separate study, but I can see how there's enough space for it. And an empty room can actually look a lot smaller, so especially the case with bedrooms. People [00:19:00] wonder, you know, "Can I get a double or a queen in here?" Well, we wanna take away the guesswork.

Uh, we wanna show them that their, their teenagers can have their bedrooms and, and a study desk. Um, so buyers struggle to visualize where the furniture goes, and an awkward space can sometimes also seem unusable, uh, and we've got plenty of awkward spaces, especially, uh, in apartments and, and tighter living.

So good staging defines the spaces and creates emotion. And remember, presentation isn't only about the home open. It's affecting the photos, affecting the video, affecting the social ads, affecting the realestate.com thumbnail. Everything the buyer sees before they arrive is impacted when we stage. So my key message here is When we talk about emotive presentation, we're not trying to make the property perfect.

We're not trying to renovate it to its, you know, utmost potential. What we're asking is, can we spend selectively to create [00:20:00] disproportionately more perceived value? And that's what I look to do with our clients that I sell for. Now, the third area of my strategic sale is my trifecta of marketing, and this is what I really wanna spend a bit of time unpacking because things have changed.

And I think this becomes particularly important as spring listings increase and we've got more supply. So for the last few years, Perth sellers have sometimes been able to get away with fairly basic marketing, and that's getting back to, you know, when the tide goes out, we get to see who's been doing things basic, and then that's gonna have a much greater effect on your outcome.

So you, you could probably get away with just putting the property on realestate.com, you know, taking some decent photos, running a home open. And because buyers were heavily outnumbered, the properties, you'll probably still get a crowd before when you were doing basic marketing. But I wouldn't wanna build a spring twenty twenty-six selling strategy on the assumption that what worked in an extremely [00:21:00] undersupplied market six months ago will always be enough, because I, I can tell you it won't.

And my aim is don't wait for buyers to find the property. Put the property in front of as many right buyers as possible. And I do that through three different channels, and that's why I call it my trifecta of marketing, because some agents are good in traditional, and many top selling agents will be fabulous in traditional marketing just like me, but then you've got your social, and then you've got your database.

So let's unpack these. The first channel, traditional property marketing. This is still the obvious stuff. Um, realestate.com is the number one website here And it's where a huge portion of active property buyers are looking. So we absolutely need to dominate that channel rather than simply appear on it.

So I'm now using the highest level of marketing on there. It's called a- an Infinite Premiere, and it's what gives us the, the property the premium positioning rather than allowing [00:22:00] it to disappear down the search results as newer properties come onto the market. The listing actually returns to the top of all search results after every fifteen days, and there's a e-brochure that is sent at two days to anyone with a similar, um, registered email alert.

So that's just on your property, an e-brochure specific to your property. And I can also use a listing bump strategically during the campaign to bump us back up to the top of the search results, which I usually use at seven days. So that's the best marketing that we can get on realestate.com and that rota-- the rotation back to the top of the search results really matters at the moment because think about what happens in spring.

Monday, we've got three new competing listings, for instance. Wednesday, another four. Friday, another five. If your listing keeps getting pushed further down the results, buyer attention naturally starts moving elsewhere. And the objective that we're trying to aim for is to keep reintroducing the [00:23:00] property to the market as new buyers come in.

Um, so the existing ones will see it when we go out. By the time we get to the end of that two weeks, there'll be a whole bunch of new buyers. And so if we're rotating back to the top of the search results, it keeps us fresher for longer. And I also like having that listing bump because it, rather than randomly using it, I deploy it when I think it'll have maximum impact.

And maybe there's been a change in price, or maybe we've been approaching a key home open where we, we need to, you know, we've got a timing where we need to make decisions by. Maybe buyer inquiry needs another injection, so I'm, uh, analyzing that every week to see, uh, what our view levels have been and are they on track with where I want them to.

It's another lever that I can pull. So traditional marketing is really aided by this top-tier, uh, listing on realestate.com. Now, the other stuff all decent agents will do. We need to get a great set of photos. We need to get a walkthrough video. We need the [00:24:00] copy to be really punchy and but still having detail and getting people excited about the property, focusing on, um, the key strengths of the property and, and selling it to specific audiences that are gonna be most interested and highlighting what's gonna matter to that audience.

So families, for instance, they, they wanna know, has it got two living areas? Has it got a, a backyard to play with? Does it have the study and the activity space? And then for certain other members of the family, different things are gonna matter differently. So the kitchen, bathroom's always key. For the husband, it might be the shed, it might be the side access, it might be the garden, um, out the back.

So touching on all those things, positioning it well in, and really making, um, getting this p- traditional marketing dialed in. The second channel was social media, and I use, uh, AI targeting to continually adjust the ads, optimize the headline, [00:25:00] change the photos, and get ultimately more traffic and click-through rate from the same spend.

So I'm able to decrease my spend by about seven times and get seven times the exposure for the same spend. And this really helps us find people with buying interest in and around the suburb and put your property directly in front of them on Facebook and Instagram. Uh, you know, when people are scrolling, um, making decisions about which properties they might go to that weekend, uh, I like to throw the net a little bit wider because, uh, if they've been looking in the surrounding suburbs, this can help put the property in front of them when they might not have necessarily been looking there.

So I don't wanna rely on buyers purely going to realestate.com, Reiwa, Domain, and all the other portals. I wanna get them when they're on the couch at night scrolling their feeds. And with the AI to optimize it, we can get the reached going a lot further. The third channel is my database, and [00:26:00] that is the part that is something you can't just manufacture overnight.

You know, even an agent that's been in the industry two, three, four, five years, how do they compete with someone that has been, like myself, has been building my database for 18 years? I've now got more than 18,000 people receiving my Perth Property Insider content alone each week. Thank you if you, you, you do get my weekly, um, email.

Plus, I've got buyers and property owners who have interacted with us across different parts of the business. Uh, we've got tenants that then become buyers. My advantage of my, um, database is that because I'm often selling the majority of my properties in eight hundred to a million price point, I still sell a lot up to one and a half mil.

Um, so I've got a lot of buyers through up to that price point too. But eight hundred to a mil is often the sweet spot where, um, I've got the, the thickest, I guess, demand for properties, uh, with buyers in [00:27:00] there. And buyers often start out looking at one suburb. They don't necessarily find what they want.

And I, 'cause I send it to everyone with the budget that fits, not the, the suburb that fits, I get a lot of people buying my properties that didn't intend to look in that suburb, but I move them across and put it in, in front of them and, um, we're tapping into buyers that aren't necessarily looking on realestate.com then.

So that's one of the biggest powers of my database, as opposed to a local agent will have the local buyers that might be looking in that suburb or two. Um, those buyers are already gonna be on realestate.com and REIWA. I can get us in front of other buyers that aren't necessarily looking there. And one of my key strengths is that I've spent ages building my buyer's agent network.

I've got forty-one buyer's agents on there. Half of them are home buying agents, and they have qualified buyers, typically anywhere from five to twenty [00:28:00] qualified buyers. They're able to make decisions quickly, typically. And when I send things out to them, make it easy for them with a walkthrough video, a floor plan, all the details.

That's why I get a lot of buyer's agents that end up purchasing properties, um, and getting their clients through. So it helps, uh, again, get in front of people that aren't necessarily looking in the suburb. Now, let's bring all three of these together. This is really the point I wanna leave you with. The best result generally isn't created by one massive decision.

It's created by lots of smaller decisions stacking on top of one another. You choose the right week instead of simply the right season. You solve the tenancy issue before it becomes a problem. You spend five thousand in the places that matter rather than twenty thousand in the places that don't. We create an emotional response, uh, from the market, which gets people a lot more excited into [00:29:00] the home open and then, you know, coming up with offers.

You dominate the major portals. You reach buyers p- you know, through social media when they're on the couch at night You put the property through my network and my database, getting access to people that weren't necessarily looking there. And every decision might only improve your odds slightly, but stack enough of those advantages together, and you give yourself the greatest chance of creating competition, and competition's ultimately what drives the price.

And that's what I mean when I talk about a strategic sale. It's not putting a sign out the front and waiting to see what happens. It's being intentional about every decision that can influence your result. So today we've covered three of our six points to my strategic sale. We've covered strategic timing, emotive presentation, and the trifecta of marketing.

And I've deliberately only covered half of the process because there's another three areas that deserve their own [00:30:00] discussion, and I'll take you through those in a future episode. And of course, if you're thinking about selling this spring or you're simply wondering whether it might make sense to sell or wait or hold the property for longer, I'm always happy to be a sounding board, uh, for your plans.

Because sometimes the best selling strategy is getting everything right and going to market straight away, and sometimes the best strategy and the best decision is not to sell at all. So either way, the important thing is that it's an intentional decision, and that's what being a property insider is really about.

Not trying to predict everything that happens next, but continually making the next best property decision with the information you've got. I'll catch you next week, and thanks for tuning in.