Property Point

Selling real estate is about people, not about bricks and mortar.

What I mean by that is that the human element of the transaction, the buyers and sellers, are what elevate the experience above trading shares in BHP or the Commonwealth Bank.

If all you did was answer an on-line inquiry from a potential seller, sign up the listing without meeting the owner, take photos and a video of the property, send those images and basic information to potential buyers and then negotiate a sale over the phone and by email… well the human element tends to disappear.

The truth is that in Mackay at the moment, a lot of the sales are being conducted just like that. And sometimes, with a property that has got tenants on a long-term lease, that produces the best result for a seller because a southern investor will look at it just like they would BHP shares and pay according to value and potential returns.

But most of the time the best way to sell a property is to work with and advise the sellers on a strategy and take the property to the market, which includes investors and Mackay buyers.

It might sound a bit old-school but it means making sure your write-up, photos and marketing connect with potential buyers and that you hold private inspections and open homes that introduce buyers to the property.
You get to know the property and what it offers buyers. By understanding what the property can add to a buyer’s life, whether that is an individual, a couple or a family, you can help create an emotional connection between the buyer and the property.

All this needs to be subtle and understated because there’s no bigger turn-off than a pushy, obvious sales person who loves the sound of their own voice. Saying just enough is usually the right amount.

Anyway, that’s what I mean when I say selling real estate is not about bricks and mortar … yes, you’ve got to know the property but what creates the best sale is understanding the emotional connection that a buyer is going to have with that property.

It means that, to a degree, you’ve got to get to know the buyer. You can’t create that connection that a buyer might have with a property through an email exchange. You’ve got to be at the property with them and I’m hoping that this is why, in a world of AI, I get to keep doing what I do.

That human interaction you have with a buyer means that sometimes you get to sell their house again when they decide it’s time to move on.

It’s a great honour to sell a property for someone you sold it to. I’ve done it quite a few times and it is a terrific experience because you get to continue the relationship and help them achieve their goals.

There are different objectives when you work with a buyer who has become a seller but the basics of trust, communication and work ethic don’t change.

But don’t get me wrong, you do get to know the house pretty well. I have sold a couple of properties three times and it’s a bit like catching up with an old friend.

If the property’s been renovated it’s a bit like: “Oh, hello, aren’t you looking good? I see we’ve been working out. You look younger than when I last saw you. Amazing what a bit of botox and a smart new outfit can do.”
Sometimes the poor old girl has had a busy life with lots of kids and fun and life has taken a toll. That’s when I arrive with a make-up artist and a manicurist for a quick make-over before we go to market again. Ah, that’s better.

“Okay my friend, let’s sweep them off their feet again.”

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