How estate agents determine the correct asking price

How estate agents determine the correct asking price

Category Property Tips

The success of selling a property for the best possible price in the shortest time usually comes down to listing it at the correct asking price for the market. Sellers are often under the impression that listing at a higher price will result in a higher sale price, but the market reality, however, is usually quite the opposite.

Sales data and experience shows that the best strategy is to list the property at the correct asking price from the outset. The highest interest is usually during the first weeks of the property listing. Correct pricing ensures market competitiveness, as buyers compare properties within similar price ranges. They will generally disregard those which appear to be overpriced and consider only those in a similar, more competitive price band.

Creating a strong first impression to attract serious offers is vital. If a property lingers on the market for too long, it can become stale, especially if there are other similar, but more competitively priced properties to choose from. Listing at the correct price also avoids the need for price reductions which could ultimately end in a lower sale. A correctly priced property also leads to a more efficient sales process by reducing negotiation time and facilitating a faster sale.

What estate agents consider when determining the recommended listing price

As a benchmark, agents make use of a Comprehensive Market Analysis that incorporates various factors and methodologies. It includes an evaluation of recently sold properties in the same area which are comparable in terms of location, size, condition, and features, and helps to set a baseline price range. While additional factors such as the desirability of the location of the property, or special amenities could add a premium, the price should still fall within the parameters of similar properties.

Agents also examine current listings to assess the competitiveness of the property in relation to other similar properties listed. Additional factors which are considered include the broader market conditions and trends, including supply and demand in the current market. Higher demand and lower supply, usually associated with a seller's market, would significantly influence the price that buyers might be prepared to pay. Conversely, lower demand and higher supply, as is largely prevalent in the current market, puts more pressure on prices, and a bigger focus on accurate pricing.

Local knowledge and experience are a crucial factor when it comes to advising on a market appropriate listing price. Aside from a track record of successful sales, a seasoned local area agent will have insight and a nuanced understanding of the local market, sales trends and what buyers tend to look for, and can provide insights based on their professional network and previous transactions.

By combining these elements, an experienced local agent can then arrive at the most accurate asking price, which is competitive, realistic, and tailored to the specific property and market conditions.

Author: Gina Meintjes