Selling a property: how the right price is built
In a sale, the first impression is not the apartment. It is the price. A price that cannot be explained technically loses credibility, even when the property is excellent.
01
What the buyer is really buying
A buyer does not buy square metres. They buy light, quiet, access, the condition of the building and future potential. The presentation must translate these elements into a clear value proposition.
When a listing speaks only of size and price, it leaves the buyer to discover why the property matters. Usually they do not. They compare numbers and move on.
02
Comparable evidence with judgement
Prices in nearby properties are useful only when compared properly. Year of construction, floor, view, renovation, service charges and time on market change the picture. A superficial comparison leads to the wrong expectation.
The right price is not the neighbourhood average. It is the position where this particular property attracts serious interest without leaving money on the table.
“A price is not an expectation. It is a position that can be defended.”
03
Presentation that proves, not promises
Photography, video, floor plans and a 3D tour are not decoration. They are tools that reduce uncertainty. When a buyer understands the space before arriving, the conversation starts from a more mature place.
Quality presentation does not mean exaggeration. It means consistency. The image, the description and the actual visit should tell the same story.
04
Negotiation with boundaries
Negotiation is not a war. It is expectation management. We know which points are negotiable, which are not, and when an offer is not worth losing a deal over a few thousand euros.
Boundaries are set before the property reaches the market. When they are set afterwards, every offer looks either like an opportunity or an insult. Neither reaction is strategy.
This article is general information and does not constitute legal, tax or investment advice.
The Journal
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The Journal
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