What happened with Boambillee Street?

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My intention with this video is to give insight behind what goes into a well-run marketing campaign, beyond just talking about inspection numbers and the final result.

First things first, we orchestrated 14 offers on this property in under 5 days on the market. This resulted in us achieving $51,000 over the listed price. Yes, we had a listed price. Why? Because we know the market and we know what buyers want, and we don’t want to waste anyone’s time – including our sellers.

This price set a record for the neighbourhood. Now I know it’s a hot market and really every sale should be a record at the moment. After all - in a hurricane, even a turkey can fly. But I also set the record in this neighbourhood in 2017, 2018, 2020 and now 2024. These things don’t happen by chance.

So, what did we actually do? Well, these sellers were in the same situation as many people are at the moment. They wanted to move onto the next property but they didn’t know how to make that happen. We caught up for an initial chat around 6 months before we even started marketing on this property.

Firstly, we conducted an appraisal on their current property. This was an accurate appraisal not cherry-picked vague numbers. At this point we generally like to work on worst case scenarios to ensure that the changeover makes sense. We discussed sales price, changeover costs, timelines etc.

Next we had a chat about what they were looking for in their next home. If you are moving locally, I can advise on areas that may suit, and also property types and most importantly – making sure that the plan is realistic and achievable.

Then, guess what? I left them alone. I let them discuss as a family how it all may work for them. I didn’t call every day ‘touching base’, I didn’t pressure them with a supposed hot buyer who may or not exist.

Once they had decided together that it was time to move on, we had to put our changeover plan into action. There are a few options depending on the situation on how to achieve the best outcome. In this case we helped set the sellers up with finance so that they could buy their next property prior to selling their current property. This gives them two big advantages – one - they can make secure offers that are more likely to be accepted on the next property, and two – we can get their current property perfect for marketing and get the best result.

We had another meeting at their home where I wrote them a list of recommended improvements and areas of attention for them to get started on. We do offer a free project management service for getting property ready, but in this case the sellers had many local connections and opted to organise a lot of the improvements themselves.

After 10 or so weeks of inspections and making offers, the sellers secured their dream home. Now we can really get things moving. We put together a written schedule for the next few weeks of getting every aspect of the transition ready and which of us was responsible which task. Conditions and settlement on the new purchase, improvements to the current property, trades, marketing, quotes – the whole lot.

After the sellers had moved out we had the property professionally cleaned on the Sunday, staging and styling installed on the Tuesday and all of the media items completed on the Wednesday. Ready for the start of the campaign the next week. We launched with everything setup perfectly the following week, and had a huge number of inspections on the Saturday and Sunday, with an offer accepted on the Sunday night.

Marketing wise we built a custom campaign around this homes target audience. We had listed on the main portals of real estate.com.au and domain as well as several other sites. We had professionally printed flyers, dimensioned floorplans, and used our digital offer management system to keep on top of all the interest. We also implemented a custom social media campaign to our target market which yielded several of the offers we received.

I’ve talked a lot about what we did do, but equally as important is what we didn’t do:

We didn’t sell ‘off market’ – There is absolutely no positive to selling your home in secret in the most competitive environment in recent history.

We didn’t hide the price expectation – Agents use this to avoid having the difficult pricing discussion with sellers. It is much easier for an unscrupulous agent to inflate the price in discussion with a seller, get you signed up and then hit you with lower offers and blame the market for a poor outcome. How do you know what the agent is telling you versus what they are telling the enquiries? There is no transparency.

We didn’t accept the first offer – Each offer was carefully vetted and negotiated, and then the most competitive offers were presented to the sellers on signed, committed contracts.

We didn’t rush our sellers – we moved quickly at each step, but each step was at their pace.

We didn’t delegate any of the work to inexperienced or unknowledgeable secondary agents or PAs. Yes I absolutely have help behind the scenes - but I personally attended every inspection, negotiated with every buyer, attended the building and pest inspections, valuation. That way if any problems arise during the contract period I have intimate knowledge of every detail of the campaign and I can generally fix them before they become a major issue.

I hope that gives some insight into the process of achieving these record results. If this raises any questions for you, or you think I may be able to help you – get in touch.

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