Why a fast, quiet sale probably won’t be a good sale

Why a fast, quiet sale probably won’t be a good sale

In this article, we’re tackling an age-old real estate belief that a fast sale = a good sale. To work out whether that’s true, I’ve analysed the most impressive sales in Wellington City over the past 12 months, to see if we could answer the following questions…

What goes into a great result?

Are there similarities among the best property sales that we can learn from?

Can we look at the data to find a set of rules that you should follow if you are thinking of placing your home on the market?

To investigate, I picked out the top 20 home sales (across all price ranges, not just the expensive ones) in Wellington from each month over the past year (March 2017 – Feb 2018) using REINZ stats.

How did I decide which were the top results? I chose to go with ‘sale price % over Rateable Value (RV)’. 

While RV’s aren’t a perfect guide, this is probably the best way to analyse premium results across a range of different price levels.


How accurate are RV’s?

On an individual property basis, RV’s can be wildly inaccurate. However, once the data pool gets bigger, the relationship between RV and sale price becomes pretty darn consistent. Here is the median % over RV for all of Wellington City over the past 12 months (3,286 total sales).

The median result for non-apartment properties (house, townhouse or unit) is currently 44% above RV (Feb 2018).


Back to the top 20 from each month…

After taking out a few sections (which can skew the results if they have development potential), I ended up with the 233 most impressive sales across all price ranges over the past year. In other words, the top 7%. Here is what I learned:

The top sales were really, really good

The median result for the top 233 sales was 70% over RV. 

Your home had to sell for at least 55 % over RV just to make it on the list.

This tells me the margin for error when selling your home is huge. The difference between choosing the right agent and the right process, as opposed to even just average ones, could make or cost you big time.

Just how much of an impact are we dealing with? Well, the difference between 70% and 44% (the median Wellington % over RV) is a whopping 26%.

The median RV for properties sold in Feb 18 was $420k. So if you work out 26% of $420k, you get $109k.

In other words, getting your home into the top 7% of all sales could net you an extra $109k! Or possibly a whole lot more if your home is in a higher price bracket.

How do you increase your chances of getting there?

Timing is everything

Every month in Wellington City, 5-10 properties are sold in 0-1 days. This usually comes about when an agent knocks on a homeowner’s door and says something like “I have a buyer looking for a home just like yours, Would you consider selling?”

Sometimes this works. Owners are attracted by what may appear to be an impressive offer and they are drawn to the idea of not having to go on the market publicly and not having to run open homes.

The problem? Not a single one of these sales made the top 233. In fact, only 16 of the top 233 sales were on the market less than 10 days.

Most owners would naturally think a quick sale = a good sale. “Our home got snapped up so fast!”. In reality, this usually means you haven’t fully tested the market. You have to ask yourself – If your home attracted an offer without even going on the market, imagine what would happen if you actually took the time to advertise? Imagine how many potential buyers you might find if you had just 1 open home?

Achieving the best possible sale price isn’t the top priority for every owner and I understand that. For most Kiwi’s though, we have 90 – 100% of our total net worth tied up in our real estate assets so maximising value is pretty important, especially if you want to become mortgage free at some stage in your lifetime.

At the other end of the spectrum. Only 5 of the top 233 sales were on the market more than 90 days.

The median time on the market for the top 233 sales was 25 days. That’s the sweet spot. When the market has been tested and buyer competition is at its peak.

So what time of year is best?

The premium sales were spread evenly throughout the year (roughly 60 each season). Sounds straightforward, but on closer inspection, this actually tells us something interesting.

Winter produced only 21 % of the total sales for the year (since fewer people sell in Winter), but 24% of the top results. Meanwhile, Autumn included 31% of total sales for the year, but only 26% of the top results.

This means you could have a better chance of reaching the upper echelons of the top 7% if you sell your home in the quieter months when you’ll have less competition from other houses on the market.


Side note: Take agency figures with a grain of salt

When you interview salespeople to market your home, they may pull out figures showing their results vs. other companies. Disclaimer: I used to do this myself. The issue here is that when I looked at the best sales for each month, there were nearly always 1 or more data entry errors in the top 5 results. What is more telling is that the only error I ever found was an RV being recorded lower than it actually was. (eg. $200k instead of $650k). The only possible reason for this error would be that the agent or their office has entered the land value instead of the full rateable value (although this wasn’t the case most times), pure data entry error or possibly the agency is trying to make their sales look better than they potentially are.


Method marketing

52% of the premium sales were marketed by Tender / Auction. When you look at all sales in Wellington City, only 38% were marketed using one of these methods. There is power in choosing a date to work to. Like the trademe seller who doesn’t give away a ‘buy now’ price, you will probably do better if you stick to a date and let the process run its course.

In conclusion

While it may be tempting to skip the public marketing period, “Do I really have to have open homes?”. You could be costing yourself a massive amount of money if you don’t fully test the market.

Why not give every potential buyer the chance to fall in love with your home? What have you got to lose?

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Andrew Duncan

I love working with nice people, enjoying plant-based food, CrossFit, NFL and living in Wellington, New Zealand.

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5 thoughts on “Why a fast, quiet sale probably won’t be a good sale”

  • Wellington market report: Know the facts before you take the plunge. – Relatable Limited

    April 24, 2018 at 1:28 am

    […] Still historically low. The only thing stopping these numbers from dropping further is the establishment of campaign selling strategies like Tender, Auction and Deadline Sale. […]

    Reply
  • When will the Wellington real estate market slow down? – Relatable Limited

    June 18, 2018 at 2:01 am

    […] The only reason these numbers aren’t even lower is the prevalence of deadline sales and Tenders being used to market properties in the Wellington area. These selling systems keep properties on the market for 3 weeks when they might otherwise sell faster. But as we have noted before, that extra time on the market can really benefit sellers. […]

    Reply
  • Turns out Winter is a great time to sell… – Relatable Limited

    July 14, 2018 at 2:30 am

    […] The only reason the ‘days to sell’ numbers aren’t even lower is the prevalence of deadline sales and Tenders being used to market properties in the Wellington area. These selling systems keep properties on the market for 3 weeks when they might otherwise sell faster. But as we have noted before, that extra time on the market can really benefit sellers. […]

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  • Wellington City real estate report – August 2018 | Relatable

    August 15, 2018 at 6:45 am

    […] The only reason the ‘days to sell’ numbers aren’t even lower is the prevalence of deadline sales and tenders being used to market Wellington City real estate. These selling systems keep properties on the market for 2-3 weeks when they might otherwise sell faster. But as we have noted before, that extra time on the market can really benefit sellers. […]

    Reply
  • Wellington real estate update – September 2018 | Relatable – Independent Wellington real estate agency with a digital marketing focus.

    September 15, 2018 at 1:06 am

    […] The only reason the ‘days to sell’ numbers aren’t even lower is the prevalence of deadline sales and tenders being used to market Wellington properties. These selling systems keep properties on the market for 2-3 weeks when they might otherwise sell faster. But as we have noted before, that extra time on the market can really benefit sellers. […]

    Reply

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