Valuation & Marketing Plan

 

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A typical 360 virtual tour

Sherrington

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 property

Freehold

08/05/1998 - £97,000

3

1,594 Sq.Ft. (148 Sq.M.)

0.13 Acres (520.00 Sq.M.)

D

C (£1,608 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.

The property was purchases in 1998 and this is too long a projection to extract any accuracy.

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...

Queens Road, Frinton-On-Sea

A totally different type of design to yours but a detached 3 bedroom property sold below £600,000. It is smaller than yours but larger garden and a garage.

Waltham Way, Frinton-On-Sea

Another 3 bed detached also sold around £550,000 inside the gate.

Currently on the market

What are the properties that you would be competing against?

 

 

 

Harold Grove

Currently on the market at £625,000 and totally overpriced!

Valuation range

You nearly sold it during the summer up to £550,000 so the price was right. I do know that with a better marketing and better exposure I would be in position to find you a buyer and possibly competing buyers from £550,000 because there is just nothing.

Minimum price: £525,000

Valuation: £550,000

Max valuation: £560,000

 

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.

 

 

Timing and timetable

My suggestion would be for me to capture the marketing of your property as soon as the weather allows it because it would help showing your property in the best of light.

We carry on marketing your property off market but another option would be to launch it on Boxing Day with a first viewing day set for Saturday 8th of January. If we do not get acceptable offer(s) we then remove the property and plan to come back in April.

 

Whenever you are ready we would plan the best day(s) for the photography concluding with a twilight session.

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.

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 6 months and the last 12 months.

This is for the CO13 and CO14 postcodes where we mostly operate:

It is not actually about us, Home Domus 360 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.

You are not in the same area but I do know that our marketing will deliver a greater exposure than the local agents.

 

 

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 £550,000" for 3 weeks

Price strategy two

We launch with a price tag of  "£575,000 for 1 week and if not interest is received, we price reduce to "in excess of £550,000" on New year's day.

The market is still currently strong with a lack of properties and buyers from outside the area with a bigger budget. Starting "high" which is what this strategy is may yield offers not too far below or even above the asking price with competing offers. If not this strategy offers the flexibility of going down and finding the maximum interest price.

This strategy gives you a chance of achieving between £550,000 and £575,000 and it certainly will show if we can or cannot get that price before price reducing.

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.

 

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 but I would go all out 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:

We launched at £2,000,000, 19 viewings and 4 offers later we accepted £2,040,000 4 weeks later. We received 13,000 views on Rightmove

Again the key was to find what to portray best about the property. It was not just the property itself but the magnificent grounds. All viewings were conducted in a relaxed manner without putting pressure on the potential buyers. The offers came naturally and gently together so the right pressure could be applied to push the price up and choose the best possible buyer.

So regardless of the property price, we aim to give the very same high quality service to deliver the best possible price.

 

Fee structure

I would prepare the marketing but you would have no obligation if you decide not to go on the market.

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.

My philosophy is to offer a fee structure based on true achievement and performance level. This unique philosophy is transparently explained on my website.

I believe that our approach delivers selling prices that are consistently around 3 to 4% higher than what other agents would achieve with the same property. What matters is how much net in your pocket we will achieve for you. You could go with an agent quoting a fee of 0.5% but they might get you 3% less on the final price.

Fee structure one

My marketing fee is 0.3% including VAT and a 15% performance fee of anything I achieve over £525,000. The total fee would be capped at 3%  including vat of the final selling price.

Fee structure two (standard)

Marketing fee of 1.1% inc VAT

Fee structure three

0% marketing fee and 20% of what is achieved over £525,000 as the minimum selling price. The total fee would be capped at 3% including vat.

Using £525,000 is more of a calculation method for the fee, I am not suggesting that you should consider selling at that price.

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 6 weeks to deliver the expected outcome for your property.

There is no cancellation fee!

My agency terms are available at the bottom of each page on my website, including this page and also from this link

 

Fee option 1
Fee option 2
Fee option 3
£525,000
£1,575 (0.3%)
£5,720 (1.1%)
£0 (0%)
£540,000
£3,870 (0.72%)
£5,940 (1.1%)
£3,000 (0.56%)