Valuation & Marketing Plan

 

Click on the picture to view the gallery for a property we are about to market

A typical 360 virtual tour

13 Duxford close

Thank you very much for considering us to market your home, my purpose here is to show you:

 

  • How I get to a valuation for your home
  • My marketing plan to achieve that price
  • My fee structure

 

Valuation

Your home

Type of home

Tenure

Sale history

Bedrooms

Internal area

Plot/land area

EPC rating

Council tax band

Semi-detached House

Freehold

2015 between £450,000 and £475,000

4 to 5?

1411 Sq.Ft. (131 Sq.M.)

0.091 acres

E but should be re-done

E (£1,892 p/yr)

Using the office of National statistics, I can usually project a first "base" valuation of what your property should be worth based on the price you paid for it, the date your purchased it and the improvements you have made.

Based on pure variations from 2015, your property would be worth about 25% more which would project a price of around £600,000 but this does not take into account the many improvements that you may have made and the fact that your specific area might have increased more.

Comparative method

I usually look at comparable properties sold recently in the area rather than the ones currently on the market as they tend to be overpriced. However there is nothing to compare your house with in Clacton/Holland-on-sea so I must use other angles...

Morecambe Close

3 bed mid terraced of about 900 sq.ft, nicely presented. Less spacious than yours but with an external summer house/ gym in the back of the garden. Started at £450,000 and eventually found a buyer from £425,000

Pease Close

A 3 bed semi-detached with a garage and a conservatory and a nice garden sold from £425,000.

Rochford Close

A nicely presented 3 bed mid terraced on the market for ever and eventually selling from £400,000

Currently on the market

What are the properties that you would be competing against?

 

 

 

West Malling Way

A 3 bed mid terraced having just gone on the market at £450,000. Not as spacious and desirable as yours. I believe it is overpriced and will not sell unless they reduce to £425,000 or even less. However there is very little about and the market might pick up again. It will be interesting to follow it.

Fairlop Close

A very dated 3 bed mi terraced at £425,000 and very unlikely to sell at that price.

Valuation range

 

Minimum price: £410,000

Valuation: £425,000

Max valuation: £435,000

 

The valuation can't be far off £425,000. I could make the case from past sales that it should be worth less but because the little of what is left is overpriced, it may attract competing offers from £425,000.

It is a case of monitoring the situation over the next month or so to fine tune this valuation.

As you will see below, the key parts are the price strategies and the marketing to sell the lifestyle and to get the best outcome from all the many great points offered by your property.

 

Marketing philosophy

Marketing Plan = the right price + the right price strategy+ the best presentation + best promotion = better outcome

The marketing must be the absolute best and use every possible tools to attract the maximum amount of interested parties.

 

 

Maximum exposure

In the 21st century, estate agents are also "advertisers" or "marketeers" using the number one portal which is Rightmove. The more people see an "advert" on Rightmove, the more potential buyers are "reached", the more viewing appointments are booked in the same short amount of time, the more competing offers are received within that same time frame and the higher the probability is to sell over the original asking price.

If you click on the picture below you will see the average "reach" for our home sellers over the last month, the last 6 months and the last 12 months.

This is for the whole Tendring peninsula CO13, CO14, CO15, CO16 and CO7 postcodes where we mostly operate:

It is not actually about "bragging" being at the top of the "leaderboard" but for our home sellers to receive the top exposure. That means nearly 3 times the exposure from the average agent and twice as much as most agents. More importantly this just makes a difference in your capacity to get the best possible price.

Wherever I have marketed properties outside my natural area, the highest Rightmove figures have been achieved.

 

Price strategy

The valuation is one thing but the price strategy is how to reach the best possible outcome.

Within the strategy you will find variations in order to keep the listing more dynamic as the passing of time is correlated to a decrease in exposure and a lower probability of achieving competing offers over the last asking price.

You can see the profile of a typical listing by clicking on the picture below:

Price strategy one

We launch with a price tag of "in excess of £425,000" for 3 weeks and if no "proceedable" offer is received, we actually move the price up to £435,000 for another two weeks before price reducing to "in excess of £425,000".  We can keep rotating every two weeks. This has the effect of:

  • Boosting exposure on price reductions
  • Painting a picture that the price is between the 2
  • Makes the listing less stagnant and less likely to attract a lower offer

A 2% price reduction boosts the exposure on Rightmove.

Price strategy two

We launch with a price tag of  £450,000 for 3 weeks and if no "proceedable" offer is received, we  price reduce to "in excess of £435,000" and rotate between the two prices two weeks later... or we price reduce to "in excess of £425,000"  to follow the first strategy...  The price reduction needs to be at least 2% for maximum effect.

I have a very high % of success as you may transparently check out on my performance page. These strategies allow 60% of my vendors to sell at or above the original asking price. Another 30% of my vendors will at least achieve a selling price within 3% of the original asking price.

Our last property in London:

Marketed from £700,000 and accepted an offer at £720,000 13 days later.

Presentation and promotion

As you would have noticed from my website and/or all the listings on Rightmove, I pride myself for delivering a "high-end" marketing to all the properties I sell and I would deliver the same with yours:

  • Twilight photography
  • Lifestyle photography
  • Unique 360 photography and virtual tour
  • Pro photos
  • Proper floor plan
  • lifestyle description

There is nothing to pay upfront! No sale no fee!

I spend a long time capturing the right pictures and process them, I strongly believe that the best possible presentation will only help to sell better. It is what I call " the slow-in, fast out" strategy or preparation to succeed.

The buyer must fall in love with it so selling the lifestyle goes well beyond selling bricks and mortar.

Once everything is ready, I typically launch a listing between Tuesdays to Thursdays and between midnight and 6am because I have calculated that this gives the absolute best exposure on Rightmove.

All my listings get a "premium listing" for ever and a "featured listing" for at least the first 3 weeks and anytime we price reduce. People cannot buy what they can't see and my philosophy is to provide the highest possible exposure for all my listings, something that I achieve anywhere I list properties and can be measured in Rightmove as you saw above.

"The longer it takes to sell, the harder it gets to sell" and the best exposure and the optimum probability to sell higher is achieved in the first 3 weeks of marketing ( what I call "plan A").

My philosophy is to give you the best possible marketing that is normally seen with more expensive properties! Your home deserves the best!

This last bungalow in Frinton-on-sea, we marketed from £500,000 and accepted an offer at £500,000 within 12 days...

This one is Clacton, we listed at £350,000 and accepted an offer at £358,000 within 2 weeks of marketing...

This one  in Great Bromley

We launched it for "in excess of £950,000 and accepted an offer for £1,000,000 5 days later!

Over 4000 Rightmove views, 17 viewings, 7 offers with 3 at £1,000,000 which is 5.26% higher.

The key is also to conduct all the viewings which allows me to help conduct the negotiations towards the price going up as soon as I see the opportunity.

Plan B is to have a dynamic price rotation to keep the interest coming.

Or this one in Beaumont: