Tag Archives: strategy

There’s a story I once heard about a Spanish bank. Apparently their elderly customers were taking up a disproportionate amount of their staff’s time, yet their business was of little value to the bank. But how to gradually ease them out without causing offence and starting a PR scandal?

They simply increased the height of their steps that led to the bank.

Of course, nowadays this would be terribly non-politically correct, and anyway, there would be a ramp! But this was some time ago, and the original stone steps were the only way into the branch.

So, the bank increases the height of their steps and one by one, the elderly customers stop coming, and over time, the average age of the bank’s customer decreased. Yes, they probably did upset some of their older customers, and I’m not necessarily advocating this as a customer retention method (!) but in the bank’s case, it did mean that they could offer a better, more appropriate service to their younger customers.

When it comes to selling your house, it’s your estate agent’s job to raise the steps, metaphorically speaking. If he adopts an open-door, anyone-can-view policy, you will spend your time preparing your homes for one time waster after another to view. There will be those who ‘haven’t sold yet’, those who are ‘just looking what we can get for our money’, and even the ones who admit ‘we’re just the neighbours – always wanted to have a look inside’. Not to mention those viewers who ‘haven’t checked yet’ what they can borrow and the “can’t afford it but thought it was worth a cheeky offer” types.

And slowly but surely, with each viewer who views your house, and each month that your house spends languishing unsold on the market, it becomes less and less desirable. Even your once-optimistic agent starts to become disheartened: “20 viewers and no offers” he will note glumly, “must be the price.” And so you begin the inevitable downward spiral of price drops, resulting in seller demoralisation and despondency, and agent bewilderment. At HomeTruths, when we re-launch a client’s property to market, we give a very clear instruction to the estate agent: only show the house to buyers who can actually buy it. Do your homework, we tell him: find out the viewer’s budget, their buying position, what else they’re looking at, and ask lots of questions about the type of house they’re looking for. By making viewings by invitation only, overtly or discreetly, a buyer will feel they are being allowed to see an exclusive property, for which they have been especially selected.

A HomeTruths’ client last year had experienced 60+ viewings over the course of a year, and yet had not received one single offer: not even a cheeky one. We re-launched her house with a new, motivated agent who was fully supportive of her asking price, new photography and a beautiful brochure, and told the agent to screen all her potential viewers carefully. The result? Only four viewings in eight weeks: but two offers. She accepted the higher of the two, and she and her family were able to finally move on.

The lesson here is to raise your steps. Don’t make it too easy for a buyer – make them work a little. Play a little hard to get; we all know how attractive that can be.

If you’d like my help to sell your home more effectively, please answer a few short questions here and if I think I can help you, I’ll be in touch.

When you first put your property on the market, you were probably full of anticipation and hope that you would get lots of viewings and even an early offer. But now it’s a few weeks or even months down the line, and the few viewings you had initially have all but dried up, and your agent is on the phone at least once a week listing all the reasons why you should drop your asking price. So what has gone wrong?

Here are my top five reasons why you haven’t sold so far, and what you can do about it:

1. You launched at the wrong time of year – each home has a probably buyer, and each buyer has their own preferred time of the year to move. For example, retirees tend to plan for a summer move, whereas lots of families move in spring or autumn. Launch at the best time of year for your buyer, not for yourself, and you have a better chance of getting viewings.

2. You chose the wrong estate agent – does your agent actually like your house? Or you, for that matter?! Agents are only human, after all, and if they don’t like you, they aren’t exactly going to be motivated to help you move on. Keep them onside, work hard to make sure your house always looks great, and the result will be a happy, motivated agent.

3. Your house isn’t ready for viewings – take a long, hard look at your house – is it really ready to go public? Or would it benefit from a little tidying up, de-cluttering and perhaps even a lick of paint? Be honest with yourself, and give viewers a well-presented home that they can actually imagine themselves living in.

4. Your photography is unflattering – take a look at the properties on Rightmove – which images catch your eye? Is it the dark, amateurish ones taken on a slant? Or is it the brightly lit, well-composed shots that make you want to keep looking? Unflattering photographs will deter buyers from even looking at your advert, never mind booking a viewing. Invest in good quality, professional photography and show your home at its very best online.

5. You put it on the market at too high a price – were you swayed by an eager agent, filling you full of tales about how much he could get for your house, despite the precedential evidence to the contrary? The problem with launching to the market at too high a price is that the interest you get in those first few weeks is directly correlated to the price you will ultimately achieve. Get it wrong, and you risk putting those important buyers off, and perhaps losing them for good. Price your property right, right from the start, and you’ll get the interest – and offer – you deserve.

If you have read this post and believe you haven’t made any of these mistakes, then why not get in touch? I’ll let you know what I think, honestly and without obligation.

If you’d like my help to sell your home more effectively, please answer a few short questions here and if I think I can help you, I’ll be in touch.

If you have a dog or cat, or any other pet, they are probably a very important member of your family. (My lovely collie, Georgie, kind of rules our house…. ) However, even though it’s sometimes difficult for pet lovers to imagine, there is in fact a large proportion of the population that just doesn’t like animals in the house. In fact, if they see any evidence of pets at all in the photos, they just won’t even book a viewing!

So what do you do with Rover and Moggy (or Georgie) when you have a viewing arranged?

You need to make sure you don’t alienate your viewers and put them off your home from the moment they step through the door, so get rid of all traces of your pets if you can. If your agent accompanies viewers, then take the dog out for a walk; if you conduct the viewings yourself, and the weather allows it, let your dog have a sleep in the car, or leave it with a neighbour.

Also, don’t forget to hide all pet paraphernalia: litter trays, pet food, dog beds, cat toys, etc. Close the cat flap, and ask a friend to look after the budgie and the tortoise.. and the snake…..

But you protest “I want to sell my home to a pet lover just like me!” I hear you, and even sympathise, but we’re talking about selling your home here for the most money possible! Don’t limit your market, instead if you appeal to everyone, you have the best possible chance of a successful sale. If you only want to sell to someone who has rabbits, rats and an iguana, you may be waiting a while….

Give your buyers the chance to fall in love with your house and your beloved pets will soon have a new home to move to.

If you’d like my help to sell your home more effectively, please answer a few short questions here and if I think I can help you, I’ll be in touch

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Whether you’re taking the photographs yourself, or enlisting the help of a professional, you want your home to look it’s best when picture days rolls around. Because when your home is listed on Rightmove, great shots attract more buyers. Let’s put your homes best features forwards, and showcase the unique qualities of each room. That way, we can tempt more people to step inside, and take a closer look. So here’s how we do it:

Five days to go

Home styling and staging are great ways to prepare for your house photography shoot. With less than a week before you’re planning to shoot your home, it’s time to get prepared. Take a walk through each room, and take a picture.

Now nip outside to shoot the front and back garden, before finding a comfy spot to flick through the album. Try to imagine yourself as a potential buyer. What do you notice in each room? If anywhere looks a little cluttered or busy, your home is in great company, as almost all homes have that comforting lived-in look. But, sadly, not many people choose to view a lived-in looking home. Because moving into another family’s ‘lived-in’ space isn’t all that appealing.

Four days to go

Let’s take another look at the pictures with fresh eyes, and take note of anything distracting. Because great home photography showcases the home, not the things inside the home. And there’s only so much a photographer can do.

So, let’s tick off the lounge. Are the sofas positioned just right? With a little straightening and shuffling, furniture can frame a fireplace, or draw your eye to an elegant bay window. Textiles shouldn’t be the main focus, so if the curtains are clashing with the cushions, it’s worth indulging in a few new accessories. In your lunch hour, have a quick browse on a few Homeware websites. John Lewis and The Little White Company are great choices; opt for any neutral tones, and steer clear of clashing patterns. And with a few clicks, you’ll have a fresh new look for your lounge delivered to your door-step.

Three days to go

If you have children or pets, give the grandparents a call and do some sweet talking. A family visit is something for the children to look forward to, and it would be ideal timing for the upcoming shoot day too. The sounds of little pattering feet are lovely, but your photographer will thank you for keeping them out of shot.

Two days to go

Let’s look at the master bedroom shots. This room should look like a sanctuary; it needs to appear peaceful, calm and indulgent. But this is the room that often falls short. Most people like to show a little personality with their bedsheets and throws, but unfortunately, not everyone shares the same taste. Keeping bed linen plain and fresh is key. So if all your sheets are wonderfully loud and garish, you’ve just got time to order a calmer alternative. Throws and cushions should be in keeping with the decor, and complimenting curtains complete the ambiance.

One day to go

Head to the kitchen, and remove any appliances off the worktops. Having microwaves, mixers and coffee machines to hand is convenient, but they’re off-putting to potential buyers. Having chopping boards, tea towels and bins on show makes a room appear cluttered. So, with just one day until the shoot, it’s best to find them a temporary hide-away home.

The day of the photoshoot

So, the photographer is on their way, and you’ve got just enough time to grab a bag, and double-check that each room is ready ahead of their arrival. File away any paper-work on the office desk, pop the children’s’ beakers in the dishwasher, and tidy away any rogue clothes. Because a photographer may be a professional, but there’s only so much they can do. A good rule is: anything you can pick up and pop in the bag, pick up and pop in the bag.

Straighten all bed linen, and smooth over curtains, because clean lines and crisp edges make a surprising difference. And once you’ve finished checking each room, leave the door open to create a sense of space.

When the photographer arrives, don’t be afraid to work with them. Yes, they are skilled and experienced, but you know your home better than anyone. Point out all the features you love about each room, and remember the things that made you smile on your first viewing. Make sure to point out any nice fixtures in the bathroom, and encourage them to take close up shots of any original features too. Standard, wide angle shots give a sense of space, but a few snaps of artful details is memorable too. Because if the pictures of your home are memorable, potential buyers are sure to get in touch.

So it’s as easy as that! Happy selling 🙂

If you’d like my help to sell your home more effectively, please answer a few short questions here and if I think I can help you, I’ll be in touch.

Sam

When you’re ready to sell your home, you want your listing to be on Rightmove fast. But without great photography, you’re unlikely to have many people take a closer look. So how do we make sure that the shots are tempting? Let’s head to the lounge and check that it’s ready for the photographer to arrive. Because the secret to great house photography isn’t the photography itself. It’s the home styling and preparations before the photographer arrives! Follow these simple home styling tips, and your lounge will be picture perfect from every angle.

Take a step back

Perhaps you’ve lived in your home for so long, you don’t pause to appreciate the lovely oak fireplace anymore. Or maybe you’re so ready to move, you overlook the chipped paintwork on the skirting boards. Either way, seeing the same room every day brings a sense of familiarity and comfort. And, sometimes, we can all become a little too comfy with our surroundings. That’s when we start to overlook the details that may be the key to selling your home.

So how do we see the lounge through fresh eyes? We start with a little nostalgia. Let’s go back to the first viewing of your home. What did you feel the first time you walked into your lounge? Perhaps the gently lit window seat, or rustic exposed beams, made you smile. Maybe it simply felt spacious, and you knew it would be the perfect space to entertain guests on a weekend afternoon. But, with time, our home adapts to our family. Maybe your brood is now a few children heavier, and the lounge that once felt spacious and adult, is now cramped with toys.

This is when rooms can start to lose their identity. And to make the room appealing to other families, it’s important to remember the function, or purpose, of each room. So what is the lounge? It’s the communal spot that brings everyone together, and to enjoy each others company. It should feel big enough to gather friends and family comfortably, yet cosy and inviting too. So how do we strike the balance?

We take a look at the ‘things’ inside the room. Because, as time passes, we find ourselves with more and more ‘things.’ Perhaps you brought a new three-piece suit last year, but you just couldn’t bear to part with your favourite old armchair. So it sits in the lounge next to the new suite. Then there’s the coffee table; it might be a little too big for your current place, but you know it’ll fit just right in your next home.

Don’t worry, you’re not on your own. We all do this. But when someone is flicking through your homes pictures on Rightmove, you won’t be on hand to explain why the bookcase is in the lounge. Potential families will simply assume that there isn’t enough space in the office. And a home that looks small isn’t appealing. Too much furniture is suffocating, so creating a spacious-looking lounge is key.

Shuffle some furniture

It’s not quite moving day, but if you follow these steps, you’ll be a little closer to scheduling the removal men.

So, has your furniture sat in the same position for the past few years? If the answer is yes, maybe it’s time for a little shuffling. With time, we position our furniture so that it’s convenient for our everyday living. And that makes sense. But in doing so, it’s easy to cover up, hide and block the homes natural features too. Repositioning furniture can help you rediscover special qualities, and making sure that they’re in frame when the photographer arrives is key.

Flick through a few Homeware magazines for room layout inspiration, because a little sofa shuffling can help breathe some life back into a space. On that note, if you are thinking of indulging in a new suite for your new home, consider replacing the old one now instead. A contemporary set can transform a tired room, and it’ll instantly make the lounge look loved and inviting.

Consider putting big items of furniture, or anything that detracts from the room’s natural features, in storage too. Moving furniture can create space, frame features, and create a more sociable environment.

If your family has grown by a baby or two since you bought your home, you might find that it’s now not quite fit for purpose. That’s why you’re moving. But. And it’s a big but. Potential buyers don’t want to feel that the living space is cramped. They want it to feel spacious and roomy; it needs to look like a family hub, and a perfect space for entertaining too. So any toys, animal beds, or make-shift furniture should be hidden out of shot.

A final five-minute spruce

By following these home styling tips, you’ve done the hard work. But before the photographer arrives, spend a few minutes dressing the room. Neatly fold throws, and plump up the cushions. Open blinds, and turn on any low-level lamps too. Because the lighter the room, the better your photos will show off your home.

Happy selling!

If you’d like my help to sell your home more effectively, please answer a few short questions here and if I think I can help you, I’ll be in touch.

Sam

I spoke to a gentleman this week who has had his house on the market for three years. And in that time, he has only had three viewings. Really. He sounded utterly despondent, and no wonder!

So what can you do when you just aren’t getting any viewings at all? Here’s my action list to help you to address the problems, and improve your situation – cut out and keep it!

Presentation – ask a friend to walk round your house with you, and write down all those little jobs you’ve been meaning to get round to doing. Ask her to point out any area that is particularly personal, like name plaques on doors or a photo gallery. De-clutter, de-personalise and add shine through dressing and accessories.

Photography – get in a pro! If neither you nor your agent can afford it, then read my Six Secrets to Fabulous Property Photography and get the best shots you possibly can – including some lifestyle images – to make your house look like a magazine shoot.

Description – brainstorm with your family and come up with the best descriptive words to describe your home. Use emotion and feeling to really get across the essence of your home.

Rightmove ad – keep the text in your summary advert short and sweet. Write a snappy headline of no more than a line, to encourage clicks. Pick the best ‘lifestyle’ image that represents your home and ask your agent to use it as the main shot on your advert.

Estate Agent – is your agent fully on board? If not, get another! Newer agents are often hungry, with something to prove. Offer them a great commission to incentivise them to sell your house quickly; this is not the time to scrimp on fee!

Prepared? – have a plan that you stick up on the inside of a kitchen cupboard so that as soon as a viewing is booked, the whole family can spring into action. Whether it’s moving the cars off the driveway, taking the dog out for a walk, or having freshly laundered bedding ready to pop over the top of the beds, having a plan will make sure you have a professional approach to your viewings when they do happen, which they will!

If you aren’t getting viewings, perhaps it’s time to call in an expert – me!

If you’d like my help to sell your home more effectively, please answer a few short questions here and if I think I can help you, I’ll be in touch.

When clients come to HomeTruths because they can’t sell their house, the first place I look for clues as to why this is happening, is their marketing. Now, anyone who has been reading my blog for any length of time at all, knows that property marketing is ‘my thing’ so I usually have lots to say about it! But what can a seller do when none of their local estate agents offer the kind of quality marketing I tell them is absolutely vital in selling their home for the maximum price possible? “Do it your way” I tell them. Let me explain.

There are four key components to a property’s marketing: photography, description, brochure, online advert.

Very few estate agents get all these absolutely spot on, so why not fill in the missing pieces yourself? Let’s look at these components one at a time:

Photography – source a good local photographer, asking to see his work. If he’s worked for local estate agents before, don’t use him! You’re only going to end up with more of the same. What you’re looking for, is an innovative and creative photographer, who can really bring the best out of your home, and cares enough to switch on lights, and move your sofa in order to get the best shots.

Expect to pay: around £300

Description – you need a copywriter for this. Start off by writing a couple of pages about your home; everything you love about it, and all the features that you think will make a buyer love it too. This will give the copywriter a head start, and something to work with.

Expect to pay: around £150

Brochure – a great brochure designer will come up with a creative layout and even a memorable logo. Printing costs depend on the size and number of pages and what paper your brochure is printed on. Most unique homes need at least 6-8 pages in their brochure, to show off all the key selling features of their property.

Expect to pay: around £500

Online advert – this is where your photography and description can help your advert to really stand out above the competition. Make sure your brochure is uploaded and both this and your floorplan shown as a link on all the property portals. Give it all to your agent and they will do the rest.

Expect to pay: nothing!

By allocating around £1,000 to your property marketing, you can create an amazing campaign, that will knock the socks off all the other properties for sale, Whilst it is admittedly a large up-front cost, relatively speaking, I would suggest you negotiate with your agent to make allowances for this in the commission you would be paying. A commission discount of 0.25% on most properties would allow you to recoup your investment, and you’d be doing a much better job than your agent would in selling your house.

Doing it your way is all about taking control of your own property sale; after all, it means more to you than anyone else, so put your passion and enthusiasm into creating a fabulous marketing campaign that will help your buyer to fall in love with your home, just as you once did.

If you’d like my help to sell your home more effectively, please answer a few short questions here and if I think I can help you, I’ll be in touch.

It’s difficult for both you and your agent when the market is slow; they don’t have anything to tell you, so not only will they stop calling, they may even start avoiding your calls too. Meanwhile, you’re left feeling frustrated and powerless, wondering what on earth you can do when no one wants to view your home.

Communication between you and your agent at this tricky time becomes all the more important. Without communication, there can be no trust, and without trust, there is no worthwhile relationship. But when you’re in a locked loop of your agent not calling because there’s no interest, yet you need to know what you can do to improve the situation, it’s easy to become despondent.

Here are my top five communication tips when you’re trying to sell your home, to ensure the relationship doesn’t degenerate irretrievably:

1. Pre-empt any issues by agreeing a communication schedule before you launch your home to the market. This is over and above any calls to arrange viewings, or to give feedback afterwards; this plan outlines your expectations and so your agent has some chance of meeting them. For example, you could ask for a fortnightly call on a Friday, regardless of whether there had been any viewings in between. In this call you could ask them about market conditions and trends, recent sales, viewings on other comparable properties, and updates on any of your recent viewers. With a plan agreed in advance, there are clear expectations and if these are not met, you can refer your agent back to their original agreement.

2. Keep your communication positive – if your agent feels that they are being told off, or held to account, for a lack of interest in your property, they will be increasingly reluctant to pick up the phone to you. If however, your tone is encouraging, friendly and supportive, they will look forward to speaking to you, and they will be only too happy to have a chat to you, even if there is nothing concrete to report.

3. If you’re in town, near your agent’s office, pop in. Take them cakes, or flowers out of your garden for the office. If they offer to make you a cup of tea, even better. Take the time to really get to know the staff in the office, and you and your house will be at the forefront of their mind when they next receive a suitable enquiry. Agents are just like me and you; they have favourite clients, so make sure you’re one of them.

4. Ask for advice: lots of vendors do this, but then they either don’t listen to any suggestions, or else they argue with it. If you genuinely listen and show that you value any input that might improve the level of interest in your property, you will find your agent much more confident about discussing the issues with you.

5. Share your plans with them: if your agent knows how important your move is, perhaps to be closer to a special relative, to give yourself more financial security, or to realise your long-held dream of living in the country, they will be able to genuinely identify with your aspirations. By taking them into your confidence, you are showing that you trust them, and the resulting enhanced relationship will allow them to do the best possible job of selling your home for you.

Don’t forget, your agent is just a person, like you or me. They like people who are nice to them and bring them cupcakes!

If you’d like my help to sell your home more effectively, please answer a few short questions here and if I think I can help you, I’ll be in touch.

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This month we’re focusing around reviewing where you home is at in the selling process. How is your marketing looking? In a sellers’ market, fantastic marketing can mean the difference between sold or sitting on the market one year later. If the marketing on your home is looking less than inspired, it could be missing out on potential buyer’s eager eyes.

As great a portal Rightmove is for showcasing your home advert, if it isn’t being marketed properly – and if nothing else is being done to market your property – you may have to settle for your home being on the market for some time.

A great agent will ensure your home is being marketed to its full potential. What sort of things should you be reviewing? We’ve gathered some ideas below:

Photography – Better photography means that you will stand out from your competition online, showing buyers the lifestyle they could have in your home. How are your photos looking? Do they show your home to its best potential?

Brochure – Does your brochure stand out from the rest and look individual from the other home brochures? Does it show the lifestyle available?

Advertising – Where is your home being marketed? Is it in a prime spot in your agent’s window? Is it on their website, and searchable? Is it on property portal websites such as Rightmove and Zoopla?

By reviewing with your agent where you currently are, you can discuss refreshing current marketing strategies to make them work better and harder to sell your home.

Unsure if the marketing strategy on your home is working hard enough to sell it? Contact us, we can help!

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If you’d like my help to sell your home more effectively, please answer a few short questions here and if I think I can help you, I’ll be in touch.

This month we’re talking about reviewing and refreshing where your property is at in the selling process. If it’s been on the market longer than it should have been, it is a great time of year to decide what your next stage is!

Today we’re revisiting the topic of social media, and how it can actually be used to help you sell your home. Read more…

Social media such as Facebook and Twitter is on everyone’s lips nowadays, from university students using it to network with their classmates, to businesses sharing their latest venture or new creation. Networking with people – from your own town to those across the world – has become the norm. With this is mind, could social media marketing be used to sell your home? It’s being used in much more productive ways than simple friend connection, and with just a few simple guidelines, your home could be reaching your target audience within hours.

Here are our Top 5 Tips to sell your house effectively using social media:

Do your research – Have others done the same in your area? Have a search around your local area via social media, and see if you can find any success stories. Ask them questions, and learn any helpful facts about your area and its social media selling potential from those with experience.

Lay the foundations – Set up a social media page for your house via Facebook and Twitter. Both have advantages: Facebook is great for imagery, and Twitter is ideal for networking locally. Create a page you would want to look at if you were a buyer. Have a strong cover and profile photo of the property, and details of its location in the text boxes.

Sell it! – If you want to attract potential local buyers, ensure your images are spot on. A professional photographer would come in handy here. Get rid of clutter, and make each room look homely. Facebook has the advantage of videos too; why not get a video made? A showcase or walk-through of your home is an ideal way to let people see more of the property. Make your home sellable through quality creative content. Is it near good schools, for example? Tell them so.

Share it – Share your pages via your Facebook and Twitter accounts with your friends, and ask them to share it on to their friends too. This immediately opens your network. Do you have a blog or a website? Share it on here. Put it on the footer of your personal emails. Network on Twitter too; search for people looking for property in your area, and comment on their tweets.

Be interactive – You hopefully will start getting likes and comments from potential buyers; ensure you check the page daily to answer these, or risk losing prospective viewers.

One of our favourite examples of how successful social media selling can be, is a woman called Betsy Talbot who was setting off around the world with her husband, and wanted a quick sale. By networking and running the Twitter account to sound like the house was doing the talking, the house was sold within two months. One of our favourite lines: “I love watching you stroll by me on the way to Fremont Sunday Market. If you lived here you could park in my garage!”

In the next few years we could well see more properties being sold through social media. With such interesting developments in the property market happening all the time, it’s worth spending a little effort seeing if you can make it work for you.

If you’d like my help to sell your home more effectively, please answer a few short questions here and if I think I can help you, I’ll be in touch.