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The Three P’s

By Haesley Cush

I grew up in a real estate household with my mum being the owner of Ray White Moorooka and Annerley. Prior to starting with her in 1996, my brother and I spent our after-school hours in and around the office listening to agents.

We heard a lot about the three P’s. Presentation, promotion and price. These 3 words were, and still are today, the pillars of a property sale campaign.

Presentation:

How it looks upon immediate inspection. Do the necessary touch up work and get the rooms dressed giving them all personality.

How it sounds. Do the floors creak? Can you hear the neighbours? Play some music.

How it smells. Get some candles!!

Promotion:

A property needs to be visible to the entire market. What is the strategy? For correct promotion you need to attract the ‘active’ and the ‘passive’ buyer. Your agent needs a strategy that involves their exertion and a marketing program. The agent should be calling their database, using office technology to talk to buyers and engaging with neighbours. Your marketing needs to be focused on property portals (eg. realestate.com.au), social media platforms and print marketing.

Price:

A property must have a pricing strategy. Either ‘no price’ (eg. auction) or ‘price’ (private treaty). Getting this right at the start is essential. Buyers view a property and instantly compare the presentation and position to the price. If it matches, they pursue. If it doesn’t, they move on. The job is to get the inspection then let the buyer assess the property. If you get the price wrong you’ll find low/no inspection attendees.

– Haesley Cush | Principal

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