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I’m going to make some big calls here and take the risk that some of you may disagree with me. That said, if you do take my advice, 2022 could be your best year yet.
It’s highly unlikely we will reach capital growth of around 22 per cent as we saw in 2021. Recent Domain research showed Sydney house prices rising at a staggering $1,100 a day. Despite this not being replicated, it doesn’t mean we should be despondent. There will be growth this year. There will be buyers.
It will be two weeks before we see the bulk of the initial auction clearance rates for the year, but I feel they’ll adjust from being above 90 per cent last year to above 80 per cent this year – which means we are going to have to put more effort into post-auction selling.
I am going to show you how you can achieve a 100 per cent clearance rate within two to four weeks of a “passed in” auction.
- Forget offering a price range, which is an auction tactic. Adopt a fixed asking price, and all those buyers who are also interacting on Amazon and eBay etc will see in their mind a big “buy now” button. They know the market is unpredictable, and seeing a fixed price will provide more confidence. Speak with your seller and set the price no more than 5 per cent over what they will accept. In some cases, you may attract two or more buyers and achieve over the asking price.
- Talk to the owner about paying the refresh fee so the realestate.com.au and domain listings are constantly in top positions.
- Edit the copywriting in all the advertising based on feedback from the auction campaign. For example, if you called it an “entertainer’s paradise” but you identified investors are your target buyer demographic, think of something new.
- Another suggestion is to shift from one or two open houses a week to three. This time of year, a midweek “twilight” viewing may be ideal, and you will definitely notice the benefit.
These suggestions are going to involve more work, but it will be worth it!
But I’m not finished adding to your workload.
- Create a video of every property you list for sale. A professionally produced video is going to cost between $500 and $750. If your seller isn’t prepared to invest or there are no production companies available, then shoot it yourself on your smartphone.
The latest phones have great cameras, and the finished product shouldn’t be more than 90 seconds.
Remember to turn your phone on its side so you have an image like you see on television, not like looking through a letterbox.
Focus on the property and its best features, and if you want to appear in it as well, terrific, but make it brief.
Once you’ve completed the video, boost it through Facebook and Instagram, and get the seller and all their friends to like, comment and share it. The algorithm “enjoys” this type of engagement. Video content, when posted and boosted, produces a dissemination rate of 20-times higher than static content or still images.
- Now you’ve got your fixed price, edited copy and video; it is time to do some more work!
Get more involved with social media. Australians spend an average of five hours a day on the internet. One of every three minutes is spent on social media.
Firstly, geo-target your social media in bursts of four to five days. There is no need to spend more than $150 unless you feel the need to.
Select a radius of 3-5 kilometres of the listed property address. Make sure you add characteristics or interests based on the demographic of your target audience. As an example, if the property appeals to creative types, list architecture, design, art and so on. You’ll find the Facebook (Meta) algorithm will come up with more ideas.
Secondly, use the audience maximiser tool on realestate.com.au. You may already be doing this, but if you aren’t, the maximiser targets active buyers who have searched for similar properties in and around the property location in the past 60 days.
The system automatically lets Facebook and Instagram buyers know and increases property page views by 82 per cent.
I know I’ve created a lot of work, but it is well worth it if you can clear 100 per cent of properties that don’t sell at auction. It works for me; let it work for you, and have a great 2022.
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