Sell your home faster by knowing what buyers want

Selling a home is rarely just a transaction about square meterage and location. Samuel Seeff, chairperson of the Seeff Property Group says it is fundamentally an exercise in marketing and alignment with what buyers are looking for.

For ordinary residential property buyers, it is important to note that they are not just investing in a building, but in a lifestyle. Understanding these dynamics shifts the power back into sellers’ hands, directly impacting the time it takes to sell and the price achieved.

The importance of pricing

Before a buyer even looks at a photo online, the price tag decides if the property appears in their search results at all. If it is priced right for their budget, it gets a pass. If it is overpriced, most buyers scroll right past. Once a listing clears the price filter, high-quality, well-lit photos are what make the buyer stop scrolling, click into the listing, and linger.

Viewing the property

While online viewing provides the initial hook for buyers, it is only once the buyer sees the property that they will make their final decision, Seeff says further. If a buyer makes the effort to view a property, it usually means they are interested, and sellers should take viewings seriously.

Buyers usually form an opinion quickly when they arrive at the property. Seeff says further that if sellers are not putting the best of their house forward, chances are they might have lost a buyer who has already passed the “price hurdle.” A clean and move-in ready home with a good layout is already half the battle won.

Location, lifestyle and community

For most buyers, the location and lifestyle on offer tend to be the top priority. Aspects such as proximity to quality schools, amenities for daily necessities, and good access roads for their daily commutes are important factors that influence demand and the prices buyers will pay.

Other community aspects such as security and the general appearance of the neighbourhood will also factor into their decision. Local security infrastructure and community involvement are among the highest-priority questions buyers ask when evaluating a suburb.

While home features such as solar/inverters, finishes, and price pull buyers in initially, community-level safety and organisation often seal the deal or determine if a suburb makes their shortlist.

Value for money

Buyers will also assess whether the price reflects value for their money. While added extras and elaborate finishes may entice some, most buyers tend to look for functionality and basic finishes.

Open-plan living areas and outdoor spaces for braaiing, a garden with a swimming pool to take advantage of the great South African climate are always good selling points.

Unless the buyer is specifically looking for a fixer-upper or wants to customise the property, buyers generally look to avoid properties that require obvious maintenance. They look for freshly painted, neutral interiors and updated features in kitchens and bathrooms.

Buyers now also want to hedge against energy and water challenges and minimise the rising costs of electricity and water. Features such as solar panels, back-up battery systems and water storage are increasingly attractive to buyers. Spaces for remote work and reliable, high-speed internet connectivity are now also part of the mix.

Selling a property is far more than a simple transaction, adds Seeff. It is a multi-faceted process. The role of a professional property agent is to bridge the gap between buyers and sellers.

This includes assessing the property’s suitability to meet buyer needs, establishing correct pricing, advising on preparing the property to maximise buyer appeal, and vitally, leveraging strategic negotiation skills to secure the best possible purchase price for the seller.

Issued by Gina Meintjes