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The return from the holidays also marks a new phase in the real estate market. September brings back routines, postponed projects and, for many buyers, the active search for a home.
For homeowners who have had a property for sale for several months, this may be the right time to reevaluate the strategy.
A home that has not yet found a buyer is not necessarily a no-demand home. Price, positioning, presentation, or development strategy may be limiting your performance from a commercial standpoint.
Before keeping the ad unchanged, it is important to understand what can be adjusted to sell the property and regain the attention of the market.
1. Why doesn't a property sell?
When a property stays on the market for too long, the first step should be to understand why. How many people viewed the ad? How many contacts were received? Were there visits? What comments did potential buyers make?
This analysis helps to identify when interest is lost. An ad with many views, but few contacts, may reveal a price or presentation problem. If there are contacts, but few visits, it may be necessary to review the information provided. When there are visits, but no proposals appear, buyer feedback becomes particularly relevant.
Repositioning a property should, therefore, start with an objective diagnosis based on market data.
2. Review the sale price of the property
The sale price is one of the most determining factors in the marketing of a real estate asset. And the value defined when the property entered the market may no longer be adequate a few months later.
It is not a question of automatically applying a price reduction. It is important to carry out a new analysis of the market, considering competing properties, recent transactions, the location, the state of conservation, the differentiating characteristics of the asset and the evolution of demand in the area in question.
Maintaining a misaligned price just because it matches the owner's initial expectations can prolong the waiting time until the sale is completed. On the contrary, a properly reasoned adjustment can bring the property back within the evaluation criteria of buyers who previously did not consider it an option.
3. Improve the presentation of the property
If the same photos have been accompanying the listing for several months, the end of summer can be an opportunity to completely renew the presentation of the property.
New professional photographs, better lighting, reorganization of spaces or small home staging interventions can significantly change the perception of potential buyers. The goal is not to hide the limitations, but to enhance the strengths of the property and make it easier to read each room.
This preparation is particularly important when searching online. For many buyers, photos, video or virtual tours are the first filter before deciding to visit a property in person.
4. Optimize your ad
Repositioning a property can also imply a review of the way it is presented on real estate portals and other digital channels.
An advertisement that is too generic, focused only on the area, the number of rooms or the equipment, hardly highlights the differentiating factors of each house.
It is worth reviewing the title, description and hierarchy of the information. Good sun exposure, outdoor space, proximity to schools and transport, access, the possibility of working from home or specific architectural features can be decisive arguments.
The communication must answer an essential question: why should a buyer choose this property over a similar one?
5. Strengthen visibility through real estate marketing
After reviewing the product, the price and the message, it's time to look at the marketing strategy again.
Videos, virtual tours, content for social networks or even a refresh on the photos can help to present the property in a different light. In certain segments, an open visit or segmented campaigns can also contribute to generating a new cycle of demand.
However, increasing exposure does not solve the problem of a poorly positioned property. Strengthening disclosure should only happen after correcting the factors that previously limited its commercial performance.
Give a new impetus to the sale of your property
Repositioning a property involves much more than changing the listing on platforms such as Idealista. It requires the ability to interpret market developments, a rigorous analysis of the competition, an understanding of buyers' behaviour and, where necessary, the adjustment of price, presentation and promotion strategy.
It is in this process that the monitoring of a real estate consultant can make a difference. At Coldwell Banker Portugal, each property is worked on in a personalized way, seeking to define the most appropriate positioning for the market and the desired buyer profile, with the aim of reinforcing its visibility and creating new sales opportunities.
If your property has been on the market for some time without achieving the expected result, talk to a Coldwell Banker consultant and find out how a renewed strategy can give a new impetus to selling.
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