75% of people think their property will sell with no problem, but the reality is that 75% won't. That’s the startling finding from HomeStagersTODAY when they polled 1,000 home sellers. If everyone thinks their property will sell – there there is no problem – so why isn't the housing market booming? Tina Jesson emphasises the importance of the '4 Ps' for successful sales.
"It's overconfidence in the market which got us here in the first place", says Tina Jesson, founder of the The Home Staging Academy. She went on to explain that people are
- Over-confident on price
- Over-confident on value points
- Over-confident on their ability to sell.
Only by recognising the need to use all the tricks in the book from day one of marketing a property can sellers today expect to sell AT ALL.
In a tough market it’s become far more than putting up a “For Sale” board and sitting back. Sellers today need to engage more specialist help, do more and become actively engaged in getting the property sold.
Tina developed the 4 Ps> for selling houses over a decade ago, but the process is needed now more than ever.
Price, Presentation, Promotion, Preparation
All components need to be addressed if sellers are serious about making a sale.
It’s not just for the individual private homeowner either; even new build property developers are looking at how they can, not only improve the look of their property, but market it more effectively and add various incentives that can clinch a sale from their competitors. With 15 houses for sale for every proceedable buyer, competition is tough.
“We’ve even found that investment banks who have lent to developers are now recommending their clients to use home staging services, so they can get their money back more quickly. Estate Agents also know a show home can help to sell a whole development if it's done at the right time at the right price” says Tina, who ran her home staging company delivering services nationally for over 7 years.
So if your client wants their property to still be on the market 12 months from now – then tell them to just do nothing. Just like one developer who wished he’d used home staging services. After a year on the market the property still hadn’t sold. Compare that with the developer who installed a mini show home on a rental term to keep his cashflow healthy, sold one property within 8 weeks and then invested in another show home to help sell his 3 bedroomed properties, saying “you can’t afford not to – not in this market”.
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