Posted on: Tuesday, April 25, 2017
Putting your property on the market is an exciting time. The photos are taken, the floorplans completed, and the home is perfectly presented, so it’s time to start the viewings. But how many should you expect? What if viewings are not as regular as you hoped? We asked Guild agents to share their tips and advice.
Check the price
One of the biggest deterrents for a viewing is the price. “How does your home compare to competing homes on the market?” asks Ian Southall from Chess Moves of Tewkesbury. “Query your agent if you think the price is set too high and consider talking to agents who quoted a more realistic price during the valuation.”
Martin Moore from Morris Marshall & Poole in Tywyn, Gwynedd agrees. “If a property is getting no viewing interest at all, then the first place to look for an answer is the asking price. Compare the property with others for sale around it and see if it compares favourably, if not you need to think about a reduction.”
The price needs to attract potential buyers, points out Steve Thompson from Thomas Morris in St Neots. “The housing market is now incredibly transparent, information on marketing and sale prices of similar properties is easily available on the web, so it is important that properties are marketed at a realistic price. Nothing turns a buyer off quicker than a house that is perceived to be over-priced.
Pick an estate agent well
“There’s absolutely no point in appointing an agent who isn’t embedded in the community, you need an agent who knows all about the area, is connected and recommended, but also one that knows where your target audience is,” said Simon Miller, from Holroyd Miller in Wakefield.
Mark Noble from Castles Estate Agents in Swindon agrees. “Without a shadow of a doubt, if a property is well-prepared for the market, it will get a better response and potentially a higher offer. In reality, if you market the best-presented property with an estate agent who is not motivated, then the property can easily stagnate in the marketplace.
“There is a misconception that all agents are the same and that popping a property on a portal will do the trick. The more motivated the agent you choose, ideally a traditional agent who will fight for your price, in most cases achieve higher prices as well as selling more properties.”
The approach that an agent has can have a big impact too, says Linda Mortimer of Mortimers Estate Agents in Woodbridge. “If an agent bombards a potential buyer with lots of questions and insists they speak to their mortgage adviser before even handing out any details, you can be sure you will be missing out as an aggressive approach can send some people running for the door.
“Buyers usually enter an agent’s office because something in their front window has drawn their attention. Greeting a potential buyer in a friendly way and then giving them details of what they are enquiring about is a better way to encourage them to discuss the property they have shown interest in. The agent can then proceed to offer their time to show them the property. This calm approach is far more likely to result in a viewing or even a sale.”
Spruce up the property
“Aside of de-cluttering, attending to those long overdue maintenance jobs, and ensuring everything is visually appealing for the marketing materials, the best route to more viewings is to employ the right agent,” advises Simon Miller, Holroyd Miller, Wakefield.
Vicki Field, Cooke & Co, Kent, always recommend for sellers to have a good clean and tidy throughout and to de-clutter. “Try not to de-personalise your property, as making it feel homely to viewers gives them a feeling of what it would be like when they are living there.”
If you have already moved out, it may be a good idea to add furniture. Linda Mortimer, of Mortimers Estate Agents in Woodbridge, says: “If you are selling an empty property of a higher value, it's worth looking into getting it furnished. It makes a huge difference. Coincide the furnishing with an open house and you can be guaranteed viewers, maybe even an offer or two.”
Nicole Woolley, Goodwin Property, Stamford, said: “Be sure to tidy up, and not just inside the home, but outside too, even if you have an apartment. A lot of buyers won’t even step outside the car if the kerb appeal is not good enough. If there is paint peeling on the front door or windowsills have them repainted, fixing them is money well spent. Have a good clear out and declutter; if you have rooms full to the brim then buyers will need a good imagination to see the potential, and the same goes for the garden. Mow the lawn, trim the hedges, weed the flower beds. Try to show a lifestyle in your home; properties sell much faster if a buyer can imagine themselves living there.”
Who is your likely buyer?
“Consider targeting your market and draw attention to the benefits the property can offer a particular type of buyer,” suggests Martin Moore, Morris Marshall & Poole, based in Tywyn, Gwynedd. “For example, if you are selling a property that would suit a buy-to-let investor, think about offering an initial period of guaranteed rent. Even simple things like providing a list of schooling options with a family home or explaining the convenience of public transport in the commuter belt could help. You will, however, need to make it individual to the house rather than relying on the generic information provided by the internet portals.”
Invest in photography
"Many people now judge properties through online platforms, so the better the picture, the more chance of your potential buyer investigating further,” said Ian Southall, Chess Moves of Tewkesbury. Stand back from your home and ask yourself what could be improved upon. Is the garden tidy? The décor is another key factor.”
Martin Moore from Morris Marshall & Poole in Tywyn is also keenly aware of the importance of high-quality photos. “Most people start their search on the Internet and this is a very visual medium, especially on mobile devices. People often skip over the text, so properties with good external and internal photographs and floor plans get noticed. Invest your time wisely in this area and use professional services where appropriate, ensure also that the property is well presented with the photographs as high-resolution images show great detail. Always have a good selection of photographs available and change them frequently so that the listing does not become stale.
Vicki Field from Cooke & Co in Kent had some alternative photography tips. “Ensure your agent makes the most out of your most valued asset by taking good photographs on a sunny day and remember to keep the toilet seat down! It always helps to make your home aesthetically pleasing from the outside, so maybe brighten it up with flowers and flower pots.”
Jennifer Butler, Trading Places in Leytonstone, London, said: “Before engaging in the photography, make sure your home is ready. Declutter, clean and pay attention to the front of your property and the rear garden.
“Perhaps have the photography carried out over two days, allowing a couple of rooms to be used as temporary storage areas, whilst the rest of your property is being photographed. Afterwards, you can empty out those rooms and the photographer can return the next day to finish the job. Rushing the photography would be a big mistake.”
Steve Thompson from Thomas Morris in St Neots says that photos are a crucial first impression. “It is important not only that the photos show the property at its best, but also that the quantity of pictures right. Too few may lead to potential buyers either assuming that there is something wrong with the property or deciding not to view as they couldn’t get a reasonable impression of the property.”
“As an estate agent, I am particular about the weather for photos. A clear blue sky on a sunny day will show the natural warmth and brightness of the house,” says Jamie Fisher, Taylor Milburn, Essex.
Best mix of exposure
“It is crucial that the property is exposed to the maximum number of potential buyers to attract the maximum number of viewers. An attractive price and great photographs will mean little if they are kept a secret," said Steve Thompson from Thomas Morris in St Neots.
“Many agents in recent years have focused all of their marketing on the internet through the myriad of property websites including major property portals such as Rightmove and Zoopla and their own websites. This is incredibly important, but providing the widest possible exposure must include far more. Other areas of focus can include; advertising in newspapers, advertising in office windows, advertising across local, regional, national and even international branch networks, promotion on social media, marketing to known/registered buyers via phone and email, for sale boards and leaflet drops. A good agent will cover these areas and more.”
How many viewings should you expect?
“In the current busy market in Margate and the surrounding areas, we look to have a surge of viewings within the first week with offers coming in – if this isn’t the case then a price reduction or amendments to the details could certainly help,” said Vicki Field of Cooke & Co, based in Kent.
“Check the demand,” suggests Jennifer Butler, Trading Places of Leytonstone in London. “As a proactive estate agent, we monitor internet click through rates and constantly review market activity for all types of property. Some property types will be more in demand than others so it’s important to know the current market and manage the seller’s expectations, especially when it comes to the number of viewings they should expect to receive.”
Could a lack of viewings just be one of those things? “Sometimes it's just a blip. Viewings can be like buses. None for ages then three at once,” says Linda Mortimer, Mortimers Estate Agents, Woodbridge.
“There will be a week or two where things go quiet. This is when your agent needs to retake pictures and move things around on the websites and window displays. A refresh is always a good idea.”
Be prepared early, advises Nicole Woolley, Goodwin Property, Stamford. “Don’t forget you will see about five or six times as many people in the first couple of weeks as the subsequent weeks – make sure everything is ready and that your agent is fully briefed.”
How many people should you expect, though? “Viewing in the first month is important and if ten people are not through the door, things need to be changed,” advises Jamie Fisher from Taylor Milburn in Essex.