Quick diagnosis — 10 things to check first
- Price vs market — most stalled listings are priced above what buyers expect for comparable homes. Re-check your Comparative Market Analysis (CMA).
- Presentation / photos — poor photos or cluttered rooms stop buyers before a showing. Consider new professional photos and virtual tours.
- Listing copy & specs — missing facts, wrong number of beds/baths, or weak headlines reduce click-throughs.
- Marketing reach — check which portals, social ads, and agent networks are being used (local + national portals).
- Showing accessibility — limited showing windows mean fewer buyers see it.
- Unpleasant smells / cleanliness — scent and cleanliness are surprisingly important. Avoid overpowering artificial scents.
- Condition surprises — outdated kitchen, poor curb appeal, visible maintenance issues turn buyers away.
- Buyer financing barriers — properties with very specific conditions (e.g., long time-to-transfer expectations, a Taung tenancy) can reduce buyer pool.
- Agent activity & feedback — are you getting consistent feedback and a regular report of showings and traffic?
- Market timing — some seasons or local markets are slower — compare your DOM vs local averages. (In SA average time-on-market recently has been ~11–12 weeks; check local trends for your area.)
Metrics to track (and what good looks like)
Track these each week:
- Days on Market (DOM) — how long since listing; compare to local average.
- Showings per week — how many booked viewings.
- Offers per X showings — conversion ratio (e.g., 1 offer per 20 showings).
- List-to-sale price ratio — final sale price divided by original list price.
- Time from first show to offer — shows momentum.
Benchmarks: “Good” varies by market. In South Africa, a typical national average recently has been around 11–12 weeks, so interpret your DOM against your local suburb and price band.
Immediate 14-day action plan (do these now)
- Get fresh, fast feedback — ask your agent for the last 10 showings’ feedback (write it down). If you haven’t been getting feedback, instruct the agent to collect it after every viewing.
- Re-do photos & lead visuals — bright, wide-angle interiors; good twilight exterior shot; short video walkthrough (60–90s).
- Fix the 3 visual killers — deep clean, declutter & depersonalise, repaint scuffed surfaces in neutral tones.
- Staging intervention — add key staged elements (living room, master, kitchen) or virtual staging if empty; NAR finds staging often shortens DOM and can increase offers. Consider pro staging if budget allows.
- Small high-ROI fixes — replace old light fittings, re-caulk baths, tidy garden, pressure-wash driveway.
- Update listing copy & floorplan — highlight unique lifestyle benefits and practical features (school zones, transport, fibre, security).
- Boost marketing — run a 7–10 day social ad campaign targeting buyers in your price band + a broker/agent email blast.
- Open house / broker’s tour — schedule at least one weekend open house and one broker-only showing week.
30- to 60-day strategy — when to change price, and how
If after 30 days traffic is low and no serious offers arrive:
A. Reassess price strategy
- Move from “aspirational” to “strategic.” Buyers filter on price ranges — small reductions can move your listing into a bigger pool. Zillow & other experts recommend re-evaluating price before throwing money at big renovations.
B. Example price-reduction timeline (illustrative):
- Week 0: List at market-based price supported by recent comps.
- Week 2–4: If showings low, reduce 2–5% or price to the next psychological threshold (e.g., R1,499,000 → R1,399,000).
- Week 6–8: If still no traction, re-run CMA, consider a larger reduction or re-launch with a new campaign.
C. Use a ‘relaunch’ approach
- When you reduce price, refresh photos and re-promote the listing as “price improved” to get algorithmic boosts on portals.
What to spend on (cost vs likely ROI)
- Decluttering + paint — low cost, high ROI.
- Curb appeal (garden, lawn, entrance) — often one of the best ROI improvements.
- Lighting & staging — professional staging often costs a median amount (agent-staged median spend vs pro-staging data shows modest spend can pay off). NAR data: agents report staging can shorten time on market and increase offers in many cases.
- Major renovations (full kitchen/bath reno) — low probability of recouping full costs unless you’re moving the property to a materially higher price band.
Marketing checklist (do these well)
- List on the top national portals for your country/area (in SA: Property24, PrivateProperty and local portals). Make sure listing is in the correct suburb and price band.
- Add a video walkthrough and a floorplan image.
- Run a short targeted social ad (Facebook/Instagram) aimed at buyers in your price range.
- Promote a broker’s open (email or WhatsApp blast to local agents).
- Use “price reduced” and “must sell” — don’t overuse, but smart relaunch language helps algorithms and human readers.
Showing & open-house best practices
- Keep it neutral & scent-free; avoid heavy artificial fragrances (some scents can deter buyers).
- Open blinds, use warm lighting, set the temperature comfortable, and have the entryway spotless.
- Leave a one-page feature sheet with highlights and recent comps for visitors.
Handling offers — how to read them and respond
- Check buyer strength — pre-approval letter vs. proof-of-funds for cash offers.
- Look beyond price — flexible possession dates, minimal conditions, and fewer subjects often beat a slightly higher price with many conditions.
- Counter-offer tips — if you counter, address 1–2 main points (price and possession) and leave other items to standard transfer/legal processes. Use short, clear language.
- Escalation clause — useful in multiple-offer situations (buyer agrees to beat competing offers up to a cap). Use carefully and only with legal/agent advice.
- Inspections & repairs — decide ahead whether you will do repairs or offer a credit; minor fixes often speed sale.
South Africa — transfer timing & required certificates (important)
- Typical transfer timeline: most transfers in South Africa take about 6–12 weeks (2–3 months) from Offer to Purchase to registration, but can be shorter for cash or longer if bank, municipal, or SARS delays occur.
- Required seller documents: transfer deed, signed Offer to Purchase, Rates Clearance Certificate (municipality certificate showing property rates paid — required by law before registration), Transfer Duty receipt or exemption, and FICA docs. The Rates Clearance is mandatory for lodgement at the Deeds Office.
- Certificates of compliance (e.g., Electrical Certificate of Compliance) are normally required and often must be recent (electrical COC frequently valid for 2 years for transfer purposes). Make sure the conveyancer has everything ready to avoid registration delays.
When to change course (switch agent / pause listing / rent out)
Consider switching if:
- Your agent hasn’t produced concrete marketing activity in 2–4 weeks.
- You have consistently poor communication or no fresh ideas.
- Multiple showings but zero offers — consider a more aggressive pricing or different marketing agent.
Consider pausing and relaunching if seasonal conditions are bad (e.g., winter in some markets). Consider renting out if you’re not forced to sell and the market is very soft.
Practical conversation scripts you can use now
Agent script to request action:
“I’ve reviewed the showings/feedback for the last 30 days. I’d like a fresh CMA and a list of 5 immediate, low-cost fixes we can implement this week (photos, staging, listings updates, targeted ad). Also send me a weekly traffic report and agent feedback after every viewing. If we don’t have an offer in 30 days we’ll agree on a specific price-adjustment plan.”
Buyer-response script to evaluate offer:
“Thanks for the offer. Before I respond I need proof of pre-approval/funds and your proposed possession date. I will respond with either acceptance or a single counter on price/possession within 48 hours.”
One-page quick checklist (do these in this order)
- Get showings feedback (today).
- Re-shoot photos + video walkthrough (within 3 days).
- Declutter, deep-clean, repaint touch-ups (1 week).
- Staging of key rooms or virtual staging (1 week).
- Run a 7–10 day re-launch marketing push and open house (week 2).
- Re-evaluate price & CMA (end of week 2–4) — consider small, strategic reduction if needed.