How To Use The Step Guides
Seller Introduction
Thinking About Selling
Research the Market
Preparing Financial Records for the Property
Determining Your Property's Value
Choosing the Right Conveyancing Lawyer when Selling Property
Navigating the Bright-Line Test
Deciding To Sell Your Property Privately
Choosing a Real Estate Agent
Negotiating Commission Pricing Structure with a Real Estate Agent
Understanding Your Legal Obligations as a Seller
Making Property Improvements Before Listing
Staging the Property
Scheduling Professional Photography and Videography
Creating an Engaging Property Listing
Setting a Competitive Selling Price

Choosing the Type of Property Sale
Hosting Open Houses
Reviewing Offers with Agent
Accepting an Offer and Signing a Sale and Purchase Agreement
Facilitating Property Inspections for the Buyer
Addressing Potential Inspection Related Issues
Preparing For The Buyer To Go Unconditional
What Happens If A Conditional Deal Falls Through
Buyer Confirming Unconditional
Preparing for Settlement Date
Searching for New Property or Rental
Organising the Move to New Accommodation
Coordinating Settlement Day Logistics
Handling Final Utility Readings
Updating Mailing Address
Reflecting on Your Sales Experience
Planning for Future Property Purchases

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Sell / Step 17 of 34

Setting a Competitive Selling Price

Finding the sweet spot when pricing your property

Setting a competitive selling price for your whare (home) is both an art and a science. It’s a delicate balance that requires a blend of accurate market data and personal circumstance. When you consider selling, it's essential to weigh up whether the sale is driven by desire or necessity. This decision will significantly influence the price point at which your property enters the market.

Setting a competitive selling price is an art that involves more than just attracting potential buyers. It's about starting negotiations from a position of strength and finding that elusive balance between personal satisfaction and market reality.

Starting Negotiations from a Position of Strength

Your initial asking price sets the tone for all forthcoming negotiations. A competitive selling price provides you with a solid foundation to negotiate effectively. This doesn't necessarily mean setting your price high; it means setting a price that reflects your property's worth, considering its features, location and the current market conditions.

It is essential to keep in mind that potential buyers will likely start their offers below your asking price. Your initial pricing needs to provide room for negotiation while still aligning with your desired outcome. It is also important to not list your price unrealistically high from the start as it it may kill the campaign dead in the water. 

Understanding Market Dynamics

Before setting a price, it’s crucial you have your finger on the pulse of current market trends. In New Zealand property values can fluctuate based on location, economic factors and seasonal demand. Utilising data such as recent sales in your area, current listings and buyer activity levels will give you a solid foundation for understanding where your property sits within the market.

Personal Choice Plays its Part

Personal choice is a strong undercurrent in this decision-making process. If selling your property is more of a want than a need, you have the luxury of setting a value that would make parting with your home worthwhile for you personally. This often means pricing with room for negotiation or holding out for that perfect offer that meets your expectations.

If your circumstances dictate a need to sell swiftly, perhaps due to relocation or financial restructuring, then adopting a more competitive pricing strategy might be the way forward. This doesn't mean undervaluing your asset but pricing it keenly to attract immediate interest and encourage swift offers.

Keep Your Views on Pricing Values

As Kiwis we're known for our no-nonsense approach and fair dealings. When setting your selling price, maintain this ethos and stay true to what you believe your property is worth. Don’t be swayed by early offers that don’t meet your expectations or by well-meaning advice that undervalues your home. Trust in the homework you’ve done and the expert guidance you’ve sought.

Early offers can be flattering but proceed with caution. If an offer comes in quickly after listing, it’s tempting to jump at it – especially if it’s near your asking price. However, patience can be rewarding. Unless there's an urgent need to sell, give your property time on the market and allow for competitive interest to build.

In a slower market, quite often the first offer is the best offer, competition between buyers is unlikely as there is low buyer demand with high supply, 2022 was a prime example of this in the Auckland market. In a fast market, it is usually the case to hold out and try to get multiple offers after the marketing campaign has been given enough time to find all interested parties.

Striking a balance between personal satisfaction and market reality can be challenging but is crucial in determining your property's selling price. You want to ensure that you feel satisfied with the final sale price, but it also must be reasonable within the context of the current real estate market.

To find this 'sweet spot', you need to consider:

  • Your personal financial goals
  • The timeframe in which you're hoping to sell
  • Any emotional attachment you may have to the property

Remember, while emotional value can increase personal satisfaction, it doesn't necessarily translate to monetary value in the real estate market.

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