The real estate market in South Africa is currently buyer-centric, with a higher supply of properties than demand in many regions. In this saturated market, buyers are not under pressure and tend to negotiate rigorously on sales prices.
David Jacobs, a Regional Sales Manager for the Rawson Property Group, points out that these circumstances can make it challenging for sellers to grab the attention of potential buyers. To navigate this situation, he emphasizes the significance of not undervaluing marketing strategies, especially the traditional method of open houses.
While online listings and virtual tours provide convenience, Jacobs argues that nothing can replace the tangible experience offered by a live show house, both for practical reasons and to appeal to buyer psychology. Prospective buyers appreciate the opportunity to scrutinize aspects often left out in online content. Furthermore, experiencing the property first-hand allows them to envision how their lives would fit into the property.
According to Jacobs, the success of open houses also lies in their ability to spark competition among buyers. Bringing them together at a show house can create a sense of urgency, prompting them to make faster decisions due to fear of losing out on a potential property.
Jacobs notes that gathering a group of potential buyers can be challenging, and here, the role of the real estate agent is crucial. Experienced local agents usually have a list of potential buyers, ensuring your property gains visibility without relying solely on online platforms.
While open houses are generally managed by agents, sellers need to put in some effort as well. Jacobs assures that with a well-staged home and a curated list of potential buyers, sellers shouldn’t need to host more than a few open houses, even in a buyer’s market. To increase your chances of selling, Jacobs suggests preparing your property by deep cleaning, decluttering, depersonalizing, and leaving the actual showing of the house to the professionals.
Additionally, Adrian Goslett, the Regional Director and CEO of RE/MAX of Southern Africa, suggests that preparation for open houses should start even before the property is listed. The buying process starts online, with buyers looking at listing photos, so it’s crucial to have the home in perfect condition before photographs are taken. This involves addressing all maintenance, redecoration, and home staging.
On the day of the photo session and before potential buyers view the home, Goslett recommends that sellers ensure driveways are clean, floors are swept, vacuumed, and mopped, all lights are turned on, curtains are open, bathrooms are clean, kitchen surfaces are spotless, laundry is put away, and all valuables are concealed.
Goslett believes that sellers who take these steps to make their homes as appealing as possible, in collaboration with their trusted real estate partners, will find the process of selling their home much smoother.
