The 'right buyer' fallacy
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Many people think that the way to ensure their property sells for a high price is to inflate the asking price. Is it really that simple?
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In fact, the opposite is often the case. If a property is really
overpriced, purchasers just sit back and wait to see what happens. If
they’ve been looking around long enough to be ready to commit
themselves, they’ve also made themselves very familiar with what they
can get for their money and can recognise an overpriced property when
they see one. Many even refuse to waste their time inspecting properties they
perceive to be overpriced. The problem for vendors is that the buyers
who don’t know what market value is have usually just started looking.
They are not ready to buy because they haven’t done their homework yet. It is common for inexperienced vendors to overprice their
properties in the belief that the “right” buyer will eventually come
along - someone who will fall in love with their property and pay the
earth for it. In practice people buy with their pockets as well as
their hearts because for 97% of Australian and New Zealand home owners,
the family home is the biggest purchase they will ever make. No one
goes into it without making comparisons and weighing up all the
factors. In a sense, there is no such thing as one “right” buyer. Most
people want value for money and many houses are “right” when the price
matches the property. It might help first-time sellers who think that
no matter what price a property is advertised at, purchasers will
always make offers to put themselves in the purchaser’s shoes. Buying a
house is really stressful. Most people won’t let themselves get
emotionally committed to something they feel is never going to come
down to a realistic level. It’s easier psychologically to move on and
make an offer on something that is more realistically priced. It’s always worthwhile to leave a negotiating factor when setting
the asking price of a property for sale, but the price should be
competitive so that buyers will want to snap it up before someone else
does. The best price is nearly always achieved in the early stages of
marketing. |
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