06/09/2026
Good property...but difficult to sell, sure or not?
This couple’s house had been on the market for abt 2 years before we took over.
And there wasn’t anything wrong with it.
It just TOP
Functional layout
Unblocked facing on high floor
Brand new condition
Near the city
Top notch facilities
So why it couldn't sell?!
It wasn't a bad property...
We studied the project's & the area's selling rate, buyers profile & buying/selling pattern
Something stood out: Demand & Competition
The project didn't seem to have the expected kind of natural demand.
Many similar units were also selling.
Many competing units were priced lower.
Some had better views.
Some had pool-facing or full forest-facing views.
With so many to choose from, theirs often got overlooked.
In those 2 years, they did receive offers...BUT offers were always $50k-$80k below, quite far from what we eventually sold for.
So to make it work it wasn't: Advertise to find a buyer. But was:
How do we make this unit compelling for buyer to choose it?
That changed how we approached the sale.
>> We positioned it to GEL BETTER with WHAT BUYERS WANT
What do we have but the other units don't?
From our study, we noticed the project had been frequently bought by HDB upgraders.
And we understood what this pool of buyers needed when making the jump into private property.
Our flexible timeline became a strong magnet.
Suddenly, we had something valuable that lots of buyers need.
Buyers now have more reasons to consider it.
>>Then came PRICING POSITIONING
And no, this wasn't asking the sellers to reduce price $
We made the asking price work harder, super hard at marketing it
“What kind of numbers will turn this unit into a compelling choice?”
Because without proper handling on the appeal crafting, simply putting a property on the market can become a game of luck.
You put it out there. Then you wait.
And you hope the right buyer comes along.
But buyers are just not bitting it.
And if your property is siting around & waiting, having more adverts aren't going to change the demand, competition, buyers' perception
It also doesn't necessarily mean there's something wrong with your property
And the answer isn't always to simply reduce your price
You need to identify where your property can actually win
Make buyers see that advantage
Make it appear as a 'better unit to buy'
For this couple, that change turned 2yrs of lower offers into a sale price $ that hit their ideal price
A good property doesn't always need a more aggressive marketing
Sometimes, it needs to know where it stands & how its positioned
😎
