THE ART OF PRICING A PROPERTY TO SELL
The right price defines the success of a sale
Above all, owners need to be open to setting the right price for their property. This is one of the foundations of a constructive relationship between adviser and owner—and the factor that most influences the speed and success of a sale.
Overpricing can be damaging
Many owners believe they should begin above market value and negotiate down later. But the market does not work that way—a home cannot recover its initial impact once it has been overexposed.
When advisers emphasise the need to set the right price, it is because owners naturally tend to overvalue their property. The logic seems simple: build in room to negotiate and reduce the price later.
It may sound logical in theory, but it is wrong in practice. The issue becomes more difficult when sentimental value enters the calculation. The answer is always the same: sentimental value cannot set the market price.
I give my clients complete honesty when determining value. I do not inflate prices simply to win an instruction or create false expectations. That only causes frustration and serves no one.
“A poorly priced home does not lose value—it loses interest.”
The Impact on the Market
When the price is wrong, a property remains on the market for longer and becomes less desirable.
At that point, buyers gain the advantage and begin submitting offers below the intended value.
The right price generates competing offers; the wrong price generates silence.
My approach to setting the price
Determining a property’s value is not an opinion—it is an analysis.
Construction & area
I assess dimensions, construction quality and comparable properties in the area.
Land
Land drives long-term value. Houses have an advantage because they include it.
Local comparison
Value is always influenced by market behaviour in the same area.
A flat does not offer the same potential for value growth as a house because it does not include land. The principle is straightforward: land appreciates; the structure itself does not.
The analysis also considers floor area and comparable properties. This is one of the most decisive factors in the final price.
Location, Always
Location is one of the most important factors. The wider area is not enough—we need to understand which neighbourhoods are gaining value and which types of property are selling.
A strong location today can translate into significant value growth in the future.
Amenities and Technology
Technology and luxury features can add value, but they must be assessed carefully.
Technology dates quickly and does not always justify the investment.
Many technologies become obsolete within a few years.
Improvements that Pay Back
Investment should be strategic. Not every renovation delivers a return.
The focus should be on the areas with the greatest impact: the kitchen, living room and principal bedroom suite.
Interior design directly influences value
Good design creates an immediate emotional connection. Dated interiors can significantly reduce perceived value.
Let’s set the right price for your property.
Avoid mistakes that reduce your property’s value and increase its time on the market. The decision begins with pricing.
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