A house on show is quicker to go . . .

Article form Property 24 -- 27 Sep 2010

The quickest and most effective way for sellers to get exposure for their properties and improve the chances of a sale is to put their homes on show.

“Show days remain the most effective marketing tool for properties. People who put their homes on show not only increase their chances of a quick sale through greater exposure but they are also more likely to get a market-related price for the property.

“It is our human nature to want to see, touch and experience things before we buy them, and this is especially true for major investments such as a house. The wise buyer wants to open cupboard doors, turn on taps and inspect aspects of a house close up. A show day allows potential buyers to wander through your home at their own pace and under no obligation. It also offers them an opportunity to compare a home with other show houses in the vicinity while their experiences are still fresh in their minds,” says Jason Rohde, CEO of Lew Geffen Sotheby’s International Realty South Africa.

He says that while private viewings also provide potential buyers with an opportunity to see and experience a home, they are limited by a number of factors.

“Usually there’s a lot more admin, liaison and legwork involved with taking potential buyers through a home on an individual basis. This can delay the selling process. For a start there’s the juggling of schedules between the agent, the buyer and the seller, and often, private viewings have to be done after hours, which can be an intrusion for the seller. Of course, there are also advantages to seeing a home in the day, with natural light.

“Sometimes it is impossible for everyone on the ‘buying team’ to be available at the same time, which means that individual visits by a wife and then a husband for instance have to be planned. With a show house on a Sunday, you are more likely to get them there together.

“Getting a home ready for inspection also requires some preparation and sellers are not always in a position, or have the time, to prepare for ad hoc visits as they arise. People also feel less restrained to inspect a home closely without the seller on the property or the agent in toe.”
Rohde believes that the decision not to show a home can be detrimental to achieving a market-related price when it finally sells.

“A show day quickly exposes a property to a big audience and facilitates effective comparison with other similarly-priced properties. Furthermore, because houses that are not put on show take longer to sell, they can become overexposed. Over-exposure through an extended period of time on the market can result in the seller having to drop their price to get a sale,” he explains.
There are times when a show house is not effective. For instance, hosting a show day at inopportune times, such as during the school holidays when families are out of town, on rainy days when people aren’t likely to take a Sunday drive looking for show houses, and when the property is in a poor or unfinished condition.

“It is important to pick the right time for a show house, and it may be necessary to host more than one show day.

“If a property is in a bad condition, is in the throes of renovation or is unfinished, a show house would not be advisable. Instead, it would be beneficial to host private viewings with the seller present to pre-empt concerns and address questions on a one-on-one basis,” advises Rohde.