During the peak selling months of spring, summer and early autumn, and having followed the advice contained in this book, you can anticipate at least one offer being received within the first ten weeks of launching your property on the market. In the unlikely event that none is found you need to investigate the possible reasons and adjust or diversify your approach accordingly.

Revising Your Marketing Strategy

Have You Achieved An Abundance Of Viewings?

The primary objective of marketing your home was to generate a high volume of viewings within the first few weeks. If the strategies you employed failed to produce 20 appointments you should consider repeating the process, adding one or two alternative advertising methods to the plan. Manufacturing a high capacity of viewings is pivotal to success. The more bookings you can procure the more likely it is that an offer will be achieved. Before you embark on a major new publicity campaign, try moving the ‘for sale’ board to a new location – sometimes even the simplest action can bring about the desired result!

Is The Price Set Too High?

Things change rapidly in the residential sales market and you must keep a close eye on what is happening to property prices both locally and nationally, otherwise your once accurate and competitive valuation can appear excessive and discouraging to buyers. Repeat the process outlined in Chapter 4 and assess the precision of your original calculation set against a changing economic climate or/and an increasingly competitive local situation.

Consider What People Have Said

If five out of ten viewers have been honest enough to tell you that the kitchen design is out-of-date and a major reason why they have not submitted an offer, you can be certain that the other five viewers thought the same but were not brave enough to speak out. The comments made by viewers will direct you to where the problem lies and, finance permitting, you would be wise to concentrate your efforts on improving these areas. Once any work has been undertaken make sure you go back to all prior viewers to inform them.

Properties That Are Difficult To Sell

A Property In Serious Disrepair

Although you may have devalued the property appropriately, set against local competition, a home that is in need of major work is likely to discourage many potential buyers. Where it is impractical to have the repairs conducted, you will need to target advertising to those involved in the investment property market. These will ordinarily include first-time buyers, builders, private sector landlords and other developers who will see your home for the potential it has rather than the condition it may be in.

Ex-Council Homes And Difficult Estates

Your home may be a palace but if it is located in a poor area or amidst run-down neighbouring property it could prove difficult to sell. Local authority estates now comprise a mixture of privately owned and existing council owned accommodation and, whilst many are being gradually improved, there remains a number of significant problems associated with such estates. The issues often include:

• petty vandalism and litter
• poor landscaping and a lack of recreational space
• high levels of car-crime and burglary
• the perceived threat of assault or harassment from youths
• noisy neighbours
• low community spirit
• a lack of pride in the environment and poor respect for others.

 

Selling a property on estates such as these may often seem like an uphill struggle – but it is not insurmountable. Attention needs to be given to improving the area. Contact the local authority to find out if there is a residents’ association that will give you support. Arrange a meeting with like-minded local people and organise a campaign targeted at specific objectives. If crime is the worst element – deal with this first before moving on to others. Contact the local police for advice on how to start a Neighbourhood Watch Scheme or see if the council will consider a scheme to improve street-lighting or the installation of a CCTV system.

The most damaging emotions of people on poor estates are feelings of isolation, apathy and low morale. Even the smallest of initiatives to create a sense of community can have a snowball effect that will lead to greater things. Look at ways of kick-starting this change and, who knows, you may eventually find you don’t want to move at all. For those that do, improvements to the neighbourhood will gradually lead to individual properties becoming more attractive to a wider section of the community, prices will rise and a sale will be achieved.