As an agent with over 20 years of experience, I’ve helped countless people navigate the complex world of buying and selling homes. But what if I were selling my own home? What would I do differently, and how would I approach it with everything I’ve learned over the years?
Timing the Sale: It’s About Opportunity, Not the Market
A common question I get from clients is, “When’s the best time to sell?” My answer is simple: it’s not about the season or timing the market; it’s about opportunity. The best time to sell is when you have a clear purpose that will give you a better return.
Many investors I talk to think about selling just because the market is “hot,” but after our conversations, about 90% of them decide not to. Selling just because prices are high doesn’t always make sense—unless you have a specific plan for the profit, like buying another property, paying off debt, or as part of your retirement strategy.
Right now, I’m personally considering selling one of my investment properties. Why? Because I’ve found a block of land within an hour of Brisbane that I believe will outperform my current investment over the next 10 years—and it’ll offer a better lifestyle for me. That’s the kind of opportunity that makes selling worth it.
Preparing the Property: Tailoring to the Situation
When it comes to preparing a property for sale, there’s no one-size-fits-all answer. It really depends on factors like the property type, location, whether it’s tenanted or vacant, and of course, your budget and timeline. If you’re looking to sell quickly because of a great opportunity, it might be hard to make all the improvements that could maximize your returns.
For my own investment property, which was renovated three years ago, there’s not much work needed. If we decide to sell, we’ll likely do so with the tenant in place. They’ve been looking after the property well, and the furniture suits the house. We’d probably just tidy up—get the lawns done, trim the trees, and mulch the garden beds—because the property’s features are already easy to see.
On other properties, like 36 Brussels Avenue, we’ve left it in its original condition because we believe the buyer will likely be a builder looking for a knockdown rebuild. In those cases, there’s no point in doing a full repaint or landscaping if the future buyer has a different vision.
Pricing: Testing the Waters and Letting the Market Decide
Pricing a property in the current market is tough—there’s a reason many homes go to auction or are listed without a price. If I were selling my home, I’d take a strategic approach. I would start with a two-week off-market campaign while preparing the property for full launch. During this period, I’d market it to my extensive list of buyer agents and “hot buyers” we’re already working with. We’d schedule 3-4 private inspections during those two weeks to gather valuable feedback.
This off-market phase can either lead to offers or give us a clearer idea of how to gauge the price. Once we go live online, I’d initially list the property without a price for the first two weeks. This helps attract a broader audience and provides further feedback from potential buyers. As we move into the second weekend of open homes, I’d then introduce a price guide or an offer-above strategy—assuming it’s not an auction campaign.
From experience, I’ve learned not to rush a sale. After COVID, when many agents were selling properties on one day, we tracked our sales over 12 months, ensuring each property had at least two weekends of open homes. On average, the buyer willing to pay the most often attended the second weekend. So, it’s crucial to give the market time to fully engage with your property.
Marketing: First Impressions Count in a Swipe-Left World
In today’s world, first impressions are everything. With buyers making snap decisions—often with just a glance at the first photo—your property can be shortlisted or dismissed in seconds. That’s why, since starting Pure Real Estate 15 years ago, I’ve always used a professional photographer for every property we advertise, whether it’s for sale or rent.
But it’s not just about photos. Every buyer is different in how they approach a property listing. For example, my partner will carefully look at the photos and read the script, while I skip straight to the floor plan and video—and I’ll only read the script if I’m really interested. That’s why it’s important not to discount the value of a quality video showcasing both the property and the surrounding area. A well-made video can engage potential buyers in a way that photos alone cannot.
I also ensure we do paid social media campaigns, as data shows that many buyers search within a certain distance from their current home. In Queensland, realestate.com.au is still the leading portal, so a premium ad there is essential. In southern states, Domain has more dominance, so it’s worth investing in their platform too. Small tactics, like boosting your ad to the top of the search results or timing your newsletters, also make a significant difference.
More exposure leads to more interest, which ultimately results in more offers and a higher sale price.
Would I Sell My Own Home? Probably Not.
You might think, as an agent with over 20 years of experience, that I’d sell my own property without a second thought. I’ve even spoken to other agents who have sold their own homes. Some are fine with it, but most tell me they regret doing it themselves. Why? Because when it comes to selling your own home, you only get one shot, and emotions can cloud your judgment.
A good example is a recent sale I handled at 1/15 Globe St, Ashgrove. The owners did their homework and initially wanted to sell the property to their tenant, who had lived there for eight years. They offered the tenant $660K, based on their research, and thought it was fair. They would also save on the $15K commission—a win-win, right? I spoke to the tenant on their behalf, but I had a feeling the property was worth more.
The tenant couldn’t afford the offer, so we decided to take the property to market with a two-week campaign using Market Buy. After four open homes over two weekends, the property sold for $825K—life-changing numbers for the owners, as this was one of their largest investments. That’s a massive difference compared to the original offer.
This experience reinforced why I would never sell my own home. I’d want one of my sales agents to handle it for me—to ensure we’re maximizing every opportunity and negotiating the best outcome for the owners. As an agent, it’s all about maximizing the price and securing the best result. If this were my own property, would I have taken less? When you have a personal interest in the sale, it can cloud your judgment and impact the final outcome.
What I’ve Learned: Trust the Process
If there’s one thing I’ve learned in my 20 years of experience, it’s that you need to get the marketing right, do all the little things, and trust the process you’ve perfected over the years. There will always be obstacles and people pushing their own agendas, but if you tick every box along the way, the results will take care of themselves.
SOLD: Let’s Talk Property
I love talking property, and if you have any real estate-related questions—whether it’s about selling, renovating, or renting—there’s a good chance that either myself or someone on my team has dealt with it or done it ourselves. We’d love to share our experiences and help guide you through your journey. Don’t hesitate to reach out—after all, your next property decision could be the best one yet!
Russell Peter 0406 743 965