Before the Internet, properties were mainly marketed via newspaper advertisements, flyers and signs. These mediums had a remarkable and often overlooked advantage. The property left no easily traceable marketing or sales history.
The Internet does. And, it never forgets.
Most properties advertised in Australia appear on one of two major websites, realestate.com.au or domain.com.au. All property information from these two sites is stored in perpetuity, and is easily accessible.
Why should this be a concern for property owners?
Because a property’s history, or digital footprint, is telling. Attempting to beat the market with a high price can devastate a property’s digital footprint.
Has it sold in the past? For how much? Did it get passed in at auction? Why hasn’t it sold? Why have so many people looked at this property and not bought it? Why did it get withdrawn from sale? The answers to these questions increase a buyer’s negotiating position.
As Peter O’Malley (2013) describes in his book Real Estate Uncovered, “All this public information is forming a ‘pseudo credit rating’ for your property”.
Expensive digital marketing campaigns justify their cost on increased views. However, generally, the more people who see a property and don’t buy it, the more the price jobs. Exposure to a property is like sunburn to skin; more exposure equals pain. With property, the pain is often a lower selling price.
Testing the property market at a higher price is no longer feasible without leaving a damaging digital footprint. When the decision to sell is made, the asking price must be close to the market price.
How to discover market price:
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