Not Every Property Should Launch the Same Way

ONE SYSTEM DOES NOT SUIT EVERY SALE

The Situation

Two properties can enter the market at the same time and require completely different launch strategies.

27A Richards Avenue, Croydon is a mortgagee auction. Pricing and valuation are controlled by the mortgagee, and time is critical. The campaign therefore needs immediate exposure through the major property portals.

7A Western Way, Mooroolbark is an off-the-plan sale with considerably more campaign runway. This creates an opportunity to begin with website, social media, database marketing and buyer feedback before committing to the full public launch.

Why the Strategies Are Different

At Richards Avenue, there is little value in delaying the wider campaign.

The pricing process is handled by the mortgagee, the sale method is established and the objective is to reach the broadest possible buyer audience quickly.

The appropriate approach is:

• professional photography
• immediate major-portal exposure
• auction campaign
• broad buyer promotion
• no preliminary testing period
• Western Way presents a different set of circumstances.

The property is still being completed, the owners have more time and early buyer feedback may help refine the pricing, positioning and campaign message.

The appropriate approach is:

• website and social media exposure first
• database and buyer matching
• early enquiry and feedback
• campaign refinement
• major-portal launch when the property and strategy are ready

The Key Learning

Two-Stage Selling is not a rigid formula that should be forced onto every property.

It is one available strategy.

Some properties benefit from early market testing and a controlled launch. Others require immediate exposure and should go directly to the major portals.

The correct question is not:

Which selling system do we always use?

The correct question is:

Which launch strategy best suits this property, this owner and these circumstances?

For Sellers

A good selling strategy should consider:

• timing
• ownership circumstances
• who controls pricing
• the type and condition of the property
• the amount of campaign runway available
• whether early buyer feedback would improve the final launch
• Sometimes the right decision is to test first.

Sometimes the right decision is to launch immediately.

The important thing is that the decision is deliberate.

Key Learning

Strategy first. Method second.

Different properties need different launch strategies, because one system does not suit every sale.