Valuation & Marketing Plan

28 Point Clear road, St-Osyth

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

Detached house

Freehold

31/03/1995 £63,000

3

1,001 sq.ft

0.1144 acres

D (59)

E (£2,210 p/yr)

Where your home sits on the market

Your property is one of the 10,851 houses that make up Clacton-On-Sea, CO16.

Our latest research tells us that, on average, 3 bedroom houses are worth £235,891.

In total, there are currently 60 3-bedroom houses for sale in Clacton-On-Sea, CO16 and in the last year, there were 376 houses sold in Clacton-On-Sea, CO16. The average sale price of these properties was £269,847.

Only 18 3-bedroom properties are for sale in Point Clear - St-Osyth, 15 of them are bungalows. Average sale price of non bungalows is £308,000.

Historical analysis

Using the office of National statistics, I can usually project a first "base" valuation of what your property should be worth, assuming that no major improvement was made.

The house was purchased in 1995 for £63,000 but it is too far in the past to draw a reliable price projection. Average price was £56,000 in 1995 and it is £264,000 now. This would project mathematically £297,000 for the house now but my level of confidence in that number would be very low on its own.

Values in Clacton-On-Sea, CO16 have changed by 2.17% in the last 12 months and 34.29% over the last 5 years respectively.

To put this into perspective, the change in average values across the UK were -1.99% for the last 12 months and 15.18% for the last 5 years.

The current average value for the area is £264,000.

Comparative method

First of all, I always look at comparable properties sold recently in the area rather than the ones currently on the market as they tend to be overpriced.

26 Point Clear Road

Sold for £287,000 in Sep 2019 1,345 sq.ft and therefore £213.38 per sq.ft

However it is only a 2 bedroom property! I have chosen this house because it is a recent sale and geographically close. Your house might be worth around £25,000 more.

17 Point Clear Road

Sold in May 2019 for £420,000, this 3 bedroom detached with a garage is 1,220 sq.ft, meaning £344.26 per sq.ft. What made it so much more expensive is the garden size and the access to the lake.

 

Currently on the market

What are the properties that you would be competing against?

24 Dumont Avenue

On the market since March 2020 at £299,995.  3 bedroom with a garage of 1,485 sq.ft, £202 per sq.ft.

107 Point Clear Road

3 bedroom detached sold but not yet completed around £295,000, 1,162 sq.ft, meaning around £253.87 per sq.ft

Old School Close

A 4 bedroom detached with double garage on the other side of the lake, bigger at 1300 sq.ft but a tiny garden. On the market since 2018.

Valuation range

My first price analysis points to a valuation of £297,000 based on average variations for the area. I dismissed it at first but it is turning out not that far off the minimum of the price range

The direct comparable method used alongside a price per sq.footage would point out towards a valuation of between £300,000 and £325,000

Lastly I would say that the main reason a property does not sell is the price. At £330,000 your property did not sell and the market dictated that outcome. It would be interesting to hear if you had any offers and for how much? This would now dictate the lower price of my valuation because I would hope to achieve more with a better marketing and higher visibility.

However we have to be mindful that the property market will be under pressure in the next coming months.

Minimum price: £300,000

Valuation: £310,000-£320,000

Maximum price: £325,000

Marketing philosophy

Marketing Plan = the right price + the right price strategy+ the best presentation + best promotion = better sale  ( higher and faster)

The correct marketing implies the right price strategy. I will "over-market" any of our properties by providing the utmost exquisite marketing but I would strongly advise against over pricing as it causes damage to the final achievable price. I believe that a 3-5%- overpricing may result in a 5-8% negative swing to trigger a transaction. Most estate agents only sell after typical price reductions of around 5 to 7% often attracting lower offers. Any overpricing by 10% or more will greatly affect the ability to sell.

On the contrary a property correctly priced and even underpriced by 2% could trigger a positive swing of 3% or more in the first 4 weeks on the market.

I don't wish to seek a negative approach towards my competitors but I would like to show you that all others adopt a totally different strategy of starting high and then price reduce.

If we take the market leader in the area in term of volume, they had 190 listings over the last 12 months in the CO16 postcode, price reduced 48 (25.3%) by an average 6.8% and sold 47 (24.74%) reaching on average 95.4% of the original asking price according to getagent.co.uk

This is to show you that starting high to "test the market" and see "how it goes" does not efficiently sell properties.

Point clear is a slow property market and it takes longer to sell properties! It must be made easier by starting at the right price!

This pricing philosophy allows my home sellers to achieve just over the original asking price, In CO16 or elsewhere, this is factually and transparently reported by getagent.co.uk

However all around Colchester I am the only estate agent actually delivering a final price just over the original asking price as you may check here

This is despite the fact my average property price is currently over £600,000 where it is more difficult to sell than the average property price of £340,000 around colchester

 

Price strategy

The price and valuation is one thing but the price strategy is planning on how to achieve the best possible outcome.

Once again most estate agents start "high", see "how it goes" and then push their vendors to drop the price several times to attract interest.

I always try to present different price strategies for you to discuss and choose from but I believe that the price strategy must be "dynamic", meaning that if buyers are not found within the first 2 weeks of marketing, the price must change! It does not mean "price reduced" and you will see what I mean:

Price strategy one

We launch with a price tag of "in excess of £300,000" for 3 weeks and if not "proceedable" offer is received, we move the price to a plain £325,000 for a duration of two weeks before price reducing back to the original price of "in excess of £300,000"in a straight move or in two negative price variation from £325k to £318k, £310 and then £300k ( it has to be over 2% to get the price reduction boost) This "reduction" boosts the exposure on Rightmove as you may see below:

With a more aggressive price launch, we are more likely to attract a higher number of potential numbers competing to pay more that £300,000. By rotating the price between £300k and £325k we trigger a boost every time we price reduce to the starting price but we also paint a picture for the potential buyers that the final price will be strictly over £300,000. The downside of that strategy is that the final selling price will not likely reach over £315,000. This price rotation can be repeated but not inside a two weeks period.

Price Strategy two

We launch with a price tag of "in excess of £325,000" for 3 weeks and depending on the level of interest we have two options: if no interest at all we move to the first strategy in a straight move or in three negative price variation from £325k to £318k, £310k and finally £300k ( it has to be over 2% to get the price reduction boost) . From each level we could have a price rotation every two weeks or keep going down. Once we are at £300,000, we may rotate the price like in strategy one.

The disadvantage of that strategy is that we will receive less or no competing interest and we will need to price reduce in real term. The advantage of that strategy even if we have a lower probability of success, it is more likely to yield between £315,000 and £325,000

£325,000 will attract far more visibility than £330,000 because it is right on the Rightmove price search.

My advice is to start with the second strategy, the better marketing will maximise the exposure level but I believe we would have to quickly adjust the price if there is no viewing

 

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:

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

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.

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:

Below you will find the table for the CO16 postcode, one table showing the data over 12 months and the second one since the shutdown on March 23rd

 

"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").

Plan A in this example below was to capture the marketing before lockdown and only launch in the middle of the second week as I witnessed a drop in exposure during the first week. The virtual tour helped and offer accepted at the asking price after two weeks on the market.

It fell through but it is another story...

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

 

Timing and timetable

The weather is currently very kind and any outdoor shots will portray your property in the best light of Spring.

I never wish to rush but in this case, the marketing needs to be improved and the property listed as soon as possible

Once on the market I conduct all viewings because viewers are more likely to enjoy the experience with the estate agent rather than the home owner. It also allows me to gauge an immediate feedback so important for future negotiations.

I have strong negative views regarding the housing market in general but I believe that we have 3 months from now before the real bad economical news do get published and influence the behaviour of buyers.

I also believe that this area will be sheltered as it will attract a number of buyers wishing to change positively their lifestyles compared to a commuting life or busy urban living.

It is also a nice and quiet place to retire to.

 

Fee structure

First of all I only wish to act as your sole agent for two simple reasons:

  • I believe that multi listings only make you look more "desperate" and less "exclusive".
  • I don't want to spend money on your listing and witness a buyer calling the other agent because they feel more capable of achieving a discount with the lesser agent

Marketing a property is also acting in your best interest by helping you negotiate the best possible price when a buyer makes an offer.

Like the price strategy, I will give you different fee structures for you to choose from as I believe in being better paid to deliver a greater outcome.

Fee structure one

My marketing fee is a fixed £3,000 incl VAT and a 10% performance fee of anything I achieve over £320,000 as a target price.

So let's say we achieve £325,000 my agency fee will be £3,000+£500= £3,500 inc VAT

If we only achieve £315,000, the fee will be £3,000.

Fee structure two

Marketing fee of £2,500 inc VAT and a 10% performance fee of anything I achieve over £310,000

So let's say we achieve £325,000 my agency fee will be £2,500+£1,500= £4,000 inc VAT

If we only achieve £300,000, the fee will be £2,500.

We can discuss the level of "target price" and even imagine a different fee structure which you may prefer.

It is really about expectation and delivering the right selling price. This will strongly depend on how the property market reacts in the next coming few weeks.

I am also flexible on the contract length but would appreciate at least 8 weeks to deliver the expected outcome for a property in the CO16 postcode.

My terms and conditions are available for you at the bottom of this page.