The 'Brand' Sells Your Islington House for the Best Price
- Jacob Littorin
- May 23, 2024
- 4 min read
Hi 👋
Think about this: you have had selling thoughts for months. Now you feel ready to take the step to contact estate agents, and you invite several for a free valuation.
This is your first mistake.
I'm Jacob Littorin and here - on Littorin Means London - I share my learnings on how to sell your London property for the most amount of money with the smoothest process.
Free valuations don't help you. Why? They will only respond to what price your house could fetch in its current state, from the best buyer in the current market. That is why the best, strategic step is to invite an estate agent for a genuine marketing consultation.
The marketing consultation is a conversation with your agent about the saleability of your property and how you can improve it. This means that until the time comes to sell, you can increase your chances of fetching the highest possible price from the best buyer in that current market.
The topics concern points of improvement regarding your property's condition, presentation (look and feel) of its interior and exterior, and an exploration of its core identity, with your trusted advisor - your personal estate agent.
Depending on your ownership tenure and restrictions imposed from a possible conservation area and/or listed building status, you can control the improvement of these aspects.
I have learned a lot from Ryan Serhant, one of the most successful real estate agents in the USA, and he underscores why your property's core identity is crucial when selling for the best price, stating that you need to brand your home.
Similar to the brand of any product, like a Versace jacket, which is desirable and exclusive - a limited edition - your house is one big limited edition product.
When you launch your house on the market it will join the noise. Your property's brand is the key for your personal estate agent to successfully cut through the noise and capture the buyer's attention. The brand consists of your property's core identity, promoted through consistent content, reaching qualified buyers by shouting it from the mountaintop.
Core Identity
Is your house a traditional Georgian terraced gem that is also a blank canvas? Is it a statement Victorian house with a family's heaven? Your appointed personal agent will determine the adjectives that separate your house from the crowd. Then, you have to give your house a genuine name to begin the storytelling.
In the photo above, you see Isledon Cottage (an example). There is only one of 'it' on Ripplevale Grove, Islington. That means it is exclusive, a limited product, and the name cherishes its core identity. It means a Georgian terraced house with a blank canvas, it means exclusive, it means you will remember me.
The storytelling aims to capture buyer's attention, create urgency through exclusivity, and be remembered.
When buyers leave the property after the viewing, they must remember it until the day they no longer search for a new home. The name - the brand - makes it easier for buyers to remember.
Remember the Terraced House on Ripplevale Grove? - Which one?
You know Isledon Cottage? - Ah, yes, the beauty on Ripplevale Grove?
Now, you may think "Do I have to do all this"? Well, do you want to maximise the chances of selling for the best price, or do you want to be an average listing?
Consistent Content
The consistent content is how the core identity - the brand - is marketed by your agent effectively, and consistently brought to the buyer's attention. It means that your trusted advisor is persistently showcasing it on social platforms, on printed material, and by consistently hosting open houses.
Throughout the process, don't fall flat on the presentation. Ensure to consistently present your property as a showhome, from the beginning of marketing to the completed sale. Be enthusiastic about it, and buyers are likely to be too.
Shout it from the Mountaintop
This is the quest of getting as many qualified eyeballs on your house as possible so you can sell it for the most amount of money. This is the art of storytelling.
It is your appointed personal estate agent's job to shout it out, follow up with all buyers, receive and forward feedback, make calls, and talk to people on the street. It is about reminding everyone, through the storytelling of the brand, that your property exists, and that the opportunity to buy is running out.
The brand creates exclusivity that forms the understanding of urgency to buy, as you want buyers to offer today - not next week, not next month.
There is only one Isledon Cottage, and it can be yours.
Isledon Cottage is a traditional Georgian gem, with a blank canvas, you can make it into your dream home.
Isledon Cottage hasn't been for sale for 30 years, a rarity you must see.
You are typically looking to have a sale agreed within around 30 days. If not, your property becomes stale on the market and buyers could start to wonder what is wrong with it. The urgency runs into the sand.
In Greater London during March, only 42% of properties sold within 30 days of marketing. Branding your property is a big part of the strategy to be in that group of successful sales. Your Personal Estate Agent is there to help you win. 💜
Jacob x
Reach out to me for all things property through social media direct message or email me at jacob@jacoblittorin.com.
