Best Guide to Selling your Property

Selling a property can feel complex, whether it’s your first time or you’re an experienced seller. That’s why I created this Step-by-Step Guide to Selling Property in Sydney’s Eastern Suburbs and Inner City to simplify the process and provide practical tips for every stage of the journey.

How to Use This Guide

• Click on topics most relevant to you.
• Bookmark it for easy reference.
• Explore links for deeper insights.

Whether new or seasoned, you’ll find something valuable here to help you achieve the best result. Let’s get started!

Introduction

This Step-by-Step Guide to Selling Property in Sydney’s Selling property in Sydney’s sought-after neighborhoods is your actionable roadmap to success. Covering everything from home preparation and pricing strategy to marketing and compliance, this guide leaves no detail unattended. Each strategy is tailored to the high-value, dynamic nature of Sydney’s Eastern Suburbs, helping you move from planning to closing with confidence.

With years of experience helping property owners in Sydney’s most sought-after suburbs—Alexandria, Paddington, Surry Hills, Darlinghurst, Centennial Park, Rose Bay, Bellevue Hill, Randwick, Coogee, and Clovelly—I understand what it takes to achieve outstanding results in today’s competitive market. Selling residential property in these areas isn’t just about listing a home; it’s about strategically positioning your property to attract the right buyers and secure the best outcome.

By focusing on preparation, precision, and performance, this guide delivers proven techniques that maximise value and minimise stress. Whether you’re selling your first home or one of many, this resource equips you with everything you need to make the process efficient, rewarding, and results-driven.

Understanding the Real Estate Market

Macro Influences: Economic factors such as interest rates, the serviceability of loans, and the cash or equity buyers have available play a significant role in shaping the property market. Access to financing impacts buyer activity, while economic stability and government policies create the conditions in which buyers and sellers operate.

Micro Influences: Local market dynamics revolve around buyer needs and lifestyle preferences. Proximity to schools, public transport, shopping centres, and lifestyle amenities often drives demand. Buyers also consider safety, a sense of community, and convenience when selecting properties. Seasonal trends, such as increased activity in spring, can impact the timing of sales. The supply of properties and demand within specific neighbourhoods directly influence pricing and competition.

Must-Dos:

1. Attend local auctions and inspections
2. Buy a suburb profile report
3. Speak to local & out of area agents for advice
4. Read suburb reviews on platforms such as Homely.com.au.

“Now that you have a clearer picture of the market dynamics, let’s delve into the legal framework that governs property transactions in Sydney, ensuring you stay compliant and informed throughout the process.”

In-Depth Understanding of the Legislation and Regulations

Selling property in NSW requires compliance with the Property and Stock Agents Act 2002 and Property and Stock Agents Regulation 2022. Your agent will adhere to these requirements; however, it is helpful to be familiar with the parts that are important to you. A useful resource is the NSW Fair Trading housing & property website.

Must knows:

1. Approved Guide provided to the Owner by the Agent.
2. Pre-Sale Inspection is done by the Agent
3. Written Agreement between the Agent and Owner
4. Contract of Sale must be available before advertising

Why People Sell?

Selling a home is a significant decision, often driven by personal motivations and changing circumstances. For many, selling represents the beginning of a new chapter, whether it’s upsizing to accommodate a growing family, downsizing for a simpler lifestyle, or relocating for work or education.

Being clear about your reasons for selling allows you to define your goals. Are you aiming for the highest price to fund your next purchase? Or is meeting a specific deadline more important? Knowing your priorities will shape your strategy and help you and your agent work towards the best outcome.

What motivates people to sell?

• Financial: Is your sale driven by upgrading, downsizing, or rebalancing your financial position?
• Life: Are you planning to relocate for family, education, work or community?
• Events: Is this sale prompted by marriage, separation, retirement, or growing your family?
• Opportunity: Are you taking advantage of property values or favourable conditions?

Your agent should understand your circumstances and motivations, respect them, and apply a tailored plan that balances market conditions with your needs. Achieving the best results requires a balance between performance, timing, and what matters most to you. By working closely with your agent, you can ensure the process is aligned with your goals and creates the outcome you’re aiming for.

“Once you’ve clarified your reasons for selling, it’s time to address one of the biggest challenges sellers face—managing the delicate balance between selling your current property and buying your next one.”

Coordinating Selling and Buying

Successfully selling your current home while buying your next one requires careful coordination to balance timing, finances, and priorities. This dual process can feel complex, but with a clear plan and informed decisions, you can achieve a seamless transition.

Start by assessing your financial situation. Understanding how much equity you have, your borrowing capacity, and the potential sale price of your current property will guide your next steps. Speak with a mortgage broker or financial advisor to determine whether buying before selling or selling before buying aligns with your goals and circumstances.

Timing is critical. Selling first provides clarity on your budget for the next purchase but may require temporary accommodation. Buying first offers stability but comes with the risk of managing two properties simultaneously. Each approach has its challenges and benefits, so weigh them against your needs and the current market conditions.

Work with an experienced agent who understands your market to help you align the sale and purchase timelines. They can advise on strategies to secure favourable terms, such as extended settlement periods, to ease the transition.

For an in-depth look at how to coordinate these processes, Home Owner Sell & Buy Guide read our for actionable insights and advice.

“While juggling selling and buying may seem complex, timing plays a crucial role in making the process smoother. Let’s explore how you can align personal and market timing for the best possible outcome.”

Market Timing vs. Personal Timing

When selling, timing can influence your results, but balancing market trends with personal needs is key. The best time to sell isn’t just about the season; it’s about aligning with your goals and circumstances.

Spring and Summer are popular selling seasons. Buyers are more active, homes look their best with improved natural light and vibrant gardens, and families aim to settle before the new school year. However, these seasons often bring more competition as many properties are listed simultaneously.

Autumn offers balance. Buyer activity remains strong, but with fewer listings, your property can stand out more. Cooler temperatures and stable market conditions make this an appealing time to sell.

Winter, often overlooked, can present unique advantages. While buyer numbers may decrease, those looking are typically serious and motivated. With fewer listings, your home faces less competition, giving it more visibility and negotiating power. Presenting your home as warm, inviting, and cosy during winter can create a strong emotional connection with buyers.

Ultimately, your timing depends on personal factors. For further insights on aligning seasonal trends with your personal goals, visit our Real Estate Owners Decision-Making Guide | Why, When & How |

Tenant to being a Homeowner

Being a tenant offers flexibility and suits a variety of situations, such as exploring a new area, saving for a deposit, or adapting to changing personal circumstances. For some, renting is a practical stepping stone toward homeownership, allowing time to build finances and understand the local market.

It could also be an option to become a tenant between selling and buying. Renting temporarily allows you to secure the best price for your property without rushing into your next purchase.

One great way to prepare for buying is to rent in the suburb you’re considering. Living as a tenant gives you a “test run” of the area—exploring its amenities, transport links, and community vibe—before committing to a purchase.

Tips:

• Plan Your Finances: Save for a deposit and secure pre-approval for a mortgage.
• Research Your Market: Use your experience to understand property values and opportunities.
• Time Your Lease End: Align your lease’s notice period with your settlement date to minimise overlap.
• Prepare for Homeownership Costs: Factor in rates, mortgage repayments, insurance, and maintenance.

By renting in your ideal suburb and preparing carefully, your transition from tenant to homeowner can be seamless and informed.

“For tenants making the leap to homeownership or landlords looking to sell tenanted properties, having the right real estate agent can make all the difference. Here’s how to choose one who aligns with your goals.”

Real Estate Agents – Selection Criteria

A skilled real estate agent provides valuable services, including market analysis, pricing strategies, professional marketing, and negotiation expertise. They understand local market trends and buyer behaviour, helping position your property to attract interest and achieve the best results. Their connections with buyers and other agents also expand your property’s visibility.

When selecting an agent, consider these key criteria:

• Commission Rate and Costs: Understand their fees and marketing expenses.
• Trust: Choose someone you feel confident working with.
• Experience: Look for a proven track record in your area.
• Buyer Network: Assess their connections with active buyers.
• Property Presentation and Content: Evaluate their ability to present properties effectively.
• Independent or Brand Name Agency: Decide what fits your needs better.
• Market Knowledge: Ensure they understand local trends and pricing.
• Social Media Presence: Check their activity and reach online.
• Reviews: Look at platforms like Rate My Agent, Google, or Facebook for insights.
• Trusted Feedback: Ask for recommendations from friends or family.
• Loyalty: Consider agents with repeat clients or referrals.
• Communication: Ensure they’re responsive and keep you informed.
• Personable: Work with someone approachable and professional.
• Technology Use: Verify their tools and platforms for selling.
• Results: Prioritise an agent focused on finding the best price and buyer.

Commissions and Fees

While it’s tempting to prioritise lower costs, it’s important to recognise the value a skilled agent brings to the process. Experienced agents often deliver better outcomes, from higher sale prices to smoother transactions, making them well worth the investment.

Commission is percentage of the sale price, reflecting the agent’s expertise, market knowledge, and negotiation skills.

Instead of focusing solely on cost, ask yourself:

• Am I choosing proven results over savings?
• Does this agent align with my goals?
• Will their experience lead to a better net outcome?

Cheaper agents can come with hidden costs. Poor marketing, limited buyer reach, or weak negotiation skills may result in a lower sale price, ultimately costing you more.

Must Do: Be clear with your agent. Have a frank conversation to ensure transparency and share what other agents are offering. This discussion sets expectations and ensures there are no surprises later in the process. Be open to paying more, as agents often juggle multiple listings, and their time and expertise are spread into cross-selling with other homes and other agents.

Appraisal – What to Expect

This appraisal plays a critical role in shaping the pricing strategy, aligning seller expectations with market conditions, and building credibility with buyers.

Purpose:

• Is included in the agency agreement as the agent’s estimated selling range.
• Informs the pricing strategy used when the property is listed.
• Underpins the price narrative presented to buyers during the sales campaign.

What should be included & addressed:

• Accessibility: Proximity to essential services and ease of transport connections.
• Condition: The overall state of the property and required upkeep.
• Demographics: Characteristics of the local population and their influence on demand.
• Design: Architectural appeal and how it aligns with buyer preferences.
• Environment: Sustainability features and the property’s environmental footprint.
• Features: Key aspects like layout, storage, and usability.
• Fixtures: Installed elements such as cabinetry, lighting, and appliances.
• For Rent: Properties available for leasing in the area, reflecting rental demand.
• For Sale: Current properties on the market, providing competition insights.
• Growth: Historical and projected changes in property values.
• Housing Statistics: Data on occupancy, ownership trends, and housing types.
• Light: Natural light levels and how they enhance the property’s appeal.
• Location: Desirability of the suburb or area, including amenities and proximity.
• Maintenance: Ongoing care and upkeep required for the property.
• Orientation: The property’s positioning for sunlight and views.
• Price Guide vs. Result: Variances between estimated price and actual sale outcome.
• Price Segmentation: How the property fits within price ranges in the market.
• School Catchment: Zones influencing families’ purchasing decisions.
• Size: Overall dimensions of the land and internal spaces.
• Sold Properties: Recently sold homes in the area, useful for comparisons.
• Style: Aesthetic appeal and how it resonates with potential buyers.
• Trends: Shifts in buyer preferences and market behaviours.
• Improvement: Opportunities for upgrades to enhance property value.

The appraisal process must adhere to Section 72A of the Property and Stock Agents Act 2002. Agents are required to include an estimated selling price in the agency agreement, which must remain reasonable and reflect market conditions. Price ranges are permitted but cannot exceed a 10 per cent variance between the lowest and highest figures.

Agents must revise the estimated selling price if market conditions change and provide written evidence to support the updated figure. This ensures transparency and compliance while protecting both sellers and buyers throughout the sales process.

“An appraisal provides clarity on your property’s worth, but a pre-sale inspection provides the confidence needed to move forward with certainty.”

Pre-Sale Inspection Report

It serves as a comprehensive overview of the property’s key features and potential areas of concern, ensuring a smooth selling process while addressing any issues upfront. This report not only helps in establishing a pricing strategy but also provides clarity and confidence for both the seller and prospective buyers.

Walkthrough:

• Showcase all the features of your home to identify unique selling points.
• Discuss the functionality of each space to highlight how the property meets buyer needs.
• Identify potential concerns or issues that may impact the sale, such as repairs or maintenance needs.
• Document specifics, including features, size, lighting, orientation, and finishes, for comparison against similar sold homes and competitors.
• Establish a general price range to refine later with detailed market analysis.

Once the walkthrough is complete, a comprehensive report prepared for review and signature. This includes:

• Property Details: Key facts about the property, including its age, land size, type, number of bedrooms and bathrooms, and parking spaces.
• Services, Fittings, and Fixtures: A detailed list of features related to the property.
• Inclusions and Exclusions: Clarity on what is included in the sale, along with any additional items.
• Special Conditions: Any specific terms or special conditions, prepared in consultation with your conveyancer or solicitor.
• Agent’s Estimate: A selling price or price range based on a thorough market analysis.
• Material Facts: Details such as covenants, easements, defects, notices, orders, or disputes that must be disclosed.
• Recommended Sale Method: Advice on whether the property should be sold off-market, via auction, or through other methods.
• Plans for Open Inspections: A strategy for showcasing the property, including by-appointment options if needed.
• Marketing Strategies: A detailed approach to promoting the property, covering online listings, alternative portals, and direct outreach to a database of qualified buyers.
• For Sale’ Sign Details: Whether a signboard is required and its specifications.

The pre-sale inspection report is a collaborative effort designed to ensure every aspect of your property is considered and optimised for market readiness. It highlights the property’s strengths, addresses potential challenges, and provides a clear roadmap for pricing, marketing, and sale strategies.

Approved Fact Sheet Guide

Before signing an agency agreement, it is mandatory for the Agent to provide the Approved Fact Sheet Guide. This document simplifies key points sellers need to understand when choosing an agent. It covers what’s included in an agreement, commissions, fees, disclosure requirements, and how agreements work.

The guide also explains the cooling-off period, the exchange of contracts, and how to end an agreement if necessary. It raises important starting points, such as knowing your rights, understanding different types of agreements, and ensuring clarity on costs and services.

By reviewing the Fact Sheet Guide, sellers can confidently ask the right questions, address any concerns, and make informed decisions when committing to an agent and the selling process.

Agency Agreement

It formalises the relationship between you and your chosen agent. This legally binding agreement outlines the agent’s obligations, your responsibilities as the owner, and the terms under which the property will be marketed and sold.

Owners must read the agreement carefully and clarify their obligations. While your agent is obligated to act in your best interest, establishing open communication and mutual understanding is essential. Taking the time to fully understand the agreement ensures a smooth and successful selling process.

Notifying the Tenant

Selling a tenanted property requires careful planning, clear communication, and adherence to the act & regulations. Both landlords and tenants should be informed about their rights and responsibilities to ensure a smooth process. It’s also important to consider the financial implications of your chosen path, including maintenance and/or renovation expenses, moving and storage costs, potential disruptions, holding costs, fees, reduced rental income, and limitations on open homes.

Landlords must comply with the Residential Tenancies Act 2010 No 42 when notifying tenants about a property sale. Regulations regarding notification, timelines, and tenant rights have evolved, so staying updated is essential. A knowledgeable property manager or agent can help develop a tailored plan that aligns with your timeline and circumstances.

Tenants’ rights are protected, ensuring housing stability during the sale process. Resources such as NSW Legislation and the Tenants’ Union provide valuable information about entitlements and responsibilities.

Effective outcomes rely on starting communication early and considering the tenant’s situation and vendor’s goals. Key factors include: Lease Type: Fixed-term leases offer tenant security, while periodic leases provide flexibility for the sale process. Property Occupancy: Vacant properties are easier to manage, but tenanted properties may attract investors seeking rental income.

It’s crucial to understand the notice periods required to inform tenants about the sale or their potential need to vacate, as these timelines can vary depending on the type of lease in place. Inspection schedules should also be planned carefully, respecting tenant privacy while complying with limits on access. When it comes to advertising & marketing, discussing the use of tenants’ personal belongings in property photos can help strike a balance between effective advertising and maintaining tenant privacy.

If tenants decide to relocate, it’s important to consider the availability of local housing and, where possible, support them in finding alternative accommodations. Managing a tenanted sale also requires strong communication between agents and tenants. Ensuring that access is mutually agreed upon and adhering to established guidelines will help maintain positive relationships throughout the process.

Identification and Ownership Check

Before listing a property for sale, agents must verify the owner’s identity and confirm legal ownership. This process ensures compliance with regulations, prevents fraud, and establishes the seller’s authority to proceed with the transaction.

Solicitors and Conveyancers

Solicitors and conveyancers play a vital role in managing legal aspects of property sales, including contracts, title searches, and the exchange process. Complex negotiations and buyer demands require effective communication and a good working relationship between all parties. Their availability is crucial to address issues promptly and ensure a smooth process. Establishing clear responsibilities for handling the exchange, including who manages the final steps, helps avoid delays and ensures a successful transaction for both sellers and buyers.

Contract of Sale

Before listing your property for sale, a solicitor or conveyancer must prepare the contract of sale. This document includes key details such as the property title, inclusions, exclusions, zoning information, and any special conditions. Legally required before marketing, the contract ensures transparency and provides buyers with essential information.

Material Facts

Agents are legally obligated to disclose all material facts about a property to potential and actual buyers. A material fact is any information a reasonable person would find significant when deciding whether to purchase. Key examples include:

• Flooding or bushfire impacts in the past five years.
• Significant health or safety risks.
• Inclusion on the asbestos register under the Home Building Act 1989.
• History as the scene of a murder or manslaughter in the last five years.
• Use for drug cultivation, manufacturing, or supply within the last two years.
• Presence of external combustible cladding with fire safety or rectification orders.
• Pending development applications for rectification of combustible cladding.

Disclosure ensures transparency and compliance, protecting all parties in the transaction process.

Price Expectations

Setting realistic price expectations is essential to achieving a successful sale, and it’s the agent’s role to guide you through this process. The price must align with market conditions, buyer feedback, and the campaign strategy to ensure a positive outcome.

The agent begins with an appraisal based on market trends, comparable sales, and your property’s unique features. This figure forms the basis for the advertised price and what will be communicated to buyers during the campaign. Consistency is key—mismatched pricing can confuse buyers and weaken interest.

As the owner, you’ve already invested time, money, and effort into preparing your property for sale. Misaligned price expectations can waste that investment by deterring buyers or missing out on the best offers. Overpricing risks deterring serious buyers, while underpricing may lead to disappointment.

Price Strategy

Developing an effective price strategy is a cornerstone of any successful sales campaign. The chosen strategy must align with your property’s characteristics, market conditions, and the sales method—whether by auction, private treaty (for sale), or expression of interest (EOI). This ensures that your campaign appeals to the right buyers, generates interest, and achieves the desired outcome.

If you’re selling by private treaty, the property will be listed with a price, price range, or “contact agent” option, offering transparency to buyers while allowing room for negotiation. For auctions or EOIs, the price strategy revolves around setting realistic buyer expectations through consistent pricing guides or buyer feedback during the campaign.

Your campaign may start with database buyers in an off-market approach, allowing for initial interest without public advertising. This can be followed by a pre-market or public listing phase, where the price strategy will be tested through buyer engagement and feedback. Open homes, inspections, and direct communication with interested buyers provide valuable insights to fine-tune the strategy as the campaign progresses.

The campaign’s price strategy must remain dynamic, responding to market feedback, buyer demand, and competitive activity. For auctions, the price guide may need updates to remain consistent with buyer interest. For private treaty sales, buyer feedback can guide adjustments to achieve the optimal balance between expectations and offers.

A well-crafted price strategy integrates marketing, home presentation, and communication to attract buyers. By choosing the right sales method and applying a thoughtful pricing approach, you ensure your campaign is competitive and aligns with your objectives.

“Once you’ve established a pricing strategy, it’s essential to ensure your property justifies that value. Strategic repairs and upgrades can significantly enhance buyer appeal and boost your sale price.”

Repairs, Maintenance, and Renovations

Deciding how much to invest in repairs, maintenance, or renovations before selling requires careful consideration. Each decision should weigh costs against potential benefits to ensure your efforts maximise buyer appeal and the sale price.

Start by discussing buyer demand with your agent to determine which updates are worthwhile. Some repairs, like fixing structural issues or addressing safety concerns, are non-negotiable and necessary to attract serious buyers. Aesthetic improvements, such as neutral repainting or landscaping, can add value but should align with your budget and expected returns.

Renovations, such as updating a bathroom or kitchen, can increase a property’s appeal but might not always deliver a strong return on investment. Consider whether the costs fit your selling goals and campaign timeline.

Focus on high-priority tasks and leave optional updates for when they’ll make a clear difference. By balancing costs, benefits, and buyer expectations, you can make informed decisions that position your property competitively.

Preparing Your Property

Preparing your property for sale is an exciting opportunity to showcase its best features and embrace the next chapter of your journey. It’s a time to reflect on the memories your home holds while creating a fresh start for the future.

Decluttering and sprucing up the space can feel invigorating, as it allows you to set the stage for buyers to see its potential. Every step, from cleaning to small updates, builds towards presenting a home ready to welcome its next owners. With your agent guiding the process, preparation becomes a rewarding experience, blending legacy with new beginnings.

“With your property now prepped and polished, it’s time to shift focus to how you’ll attract the right buyers. A well-crafted marketing plan can put your home in front of the audience it deserves.”

Marketing Plan

A robust marketing plan is the foundation of a successful property sale. It strategically positions your property in the marketplace to attract the right buyers, generate competition, and achieve the best possible outcome. Effective marketing requires tailoring strategies to match the type of property, the target audience, and current market conditions.

Understanding Your Property’s Unique Appeal

Every property has unique features that make it stand out, whether it’s a family home, an investment property, or a luxury residence. The first step in a strong marketing plan is identifying these key selling points. For example, proximity to schools might be a highlight for families, while modern design features could attract young professionals. Collaborate with your agent to determine these attributes and use them to shape your marketing strategy.

Crafting a Strategic Approach

A successful marketing plan involves a multi-channel strategy. Online portals, such as realestate.com.au or domain.com.au, homely.com.au are essential for reaching active buyers. Your property listing should include professional photography, compelling descriptions, and accurate floor plans to capture attention. Offline strategies, such as print advertisements, direct mail campaigns, and signboards, complement digital efforts and broaden your reach.

Social media advertising is a critical component of multi-channel marketing. Platforms like Facebook, Instagram, and LinkedIn allow for targeted campaigns that reach specific demographics, delivering your property to potential buyers based on their location, preferences, and lifestyle. These campaigns can create additional engagement and drive traffic to your listings.

Pre-market or off-market campaigns can be valuable for properties targeting specific buyer pools. Database marketing, where qualified buyers are approached directly, creates exclusivity and drives early interest. For higher-value properties, premium listings and targeted digital campaigns further increase visibility.

Timing and Flexibility

Timing plays a critical role in the effectiveness of your marketing plan. Launch your campaign at a time when buyer activity is high, ensuring open homes and inspections align with optimal viewing conditions. Remain flexible, as market feedback during the campaign may require adjustments to pricing, presentation, or advertising tactics.

Measuring Success

A strong marketing plan includes mechanisms for tracking and reporting campaign performance. Regular updates from your agent, including buyer inquiries, feedback, and inspection attendance, provide valuable insights into your property’s reception. Use this information to refine your approach and maintain momentum throughout the campaign.

Building a strong marketing plan is not just about attracting buyers—it’s about ensuring your property is positioned effectively to create demand and achieve a successful result. With a professional, well-executed strategy, your property will stand out in a competitive market.

Styling Your Property

Styling your property for sale is a proven strategy to enhance its appeal and attract the right buyers. Well-executed styling highlights a home’s best features, makes spaces feel more inviting, and allows buyers to envision themselves living there. Investing time and resources into styling can yield significantly better results, often translating into better offers.

Styling for Different Stages

• Styling for Photos: First impressions count, and professional photos are often a buyer’s first interaction with your property. Styling ensures spaces look bright, uncluttered, and visually appealing, enhancing the impact of your marketing materials.
• Styling for Open Inspections: Buyers need to feel at home the moment they step inside. Thoughtful styling can emphasise a property’s functionality, highlight its flow, and create emotional connections through inviting spaces.
• Styling When Vacant: Empty properties can feel cold or uninviting. Furnishing key areas gives buyers a sense of scale and helps them visualise how to use the space effectively.

Styling Options

• Self-Styling: Use your existing furniture and décor, guided by advice from your agent. Simple changes like decluttering, rearranging, or adding modern touches can make a significant difference.
• Professional Styling: Hiring a professional stylist offers a turnkey solution. Stylists provide furniture, décor, and expertise, installing and retrieving items for a rental fee. This is particularly effective for vacant properties or where a cohesive, polished look is needed.

Styling is an investment in showcasing your property’s full potential. Whether you self-style or hire professionals, the effort can deliver outstanding results, maximising both buyer interest and the final sale price.

“Styling sets the stage, and photography ensures the world sees your property at its absolute best. Let’s dive into this essential next step.”

Photography & Videography

High-quality photography and videography are critical components of your marketing campaign. They create the first impression for buyers browsing online, influencing their decision to attend an inspection. Both mediums work together to highlight your property’s best features, capture its essence, and ensure it stands out in a competitive market.

Must-Do’s:

Plan the Day with Your Agent: Collaborate with your agent to select the best day and time for the shoot. Light and aspect are key—schedule for the time of day that showcases your property in the most flattering natural light.

Preparation Period: Ensure the property is clean, decluttered, and styled before the shoot. Adjust furniture to create flow and enhance visual appeal. Props like fresh flowers and cushions can add warmth and personality.

Final Adjustments on the Day: Small tweaks during the shoot can make a significant difference. Furniture and décor might need adjustment for the lens’s perspective, as what works in person may not translate perfectly through the camera.

Videography

Videography adds another layer of engagement to your campaign. A professional property video can showcase the flow and layout of your home, helping buyers visualise themselves in the space. A video walkthrough combined with aerial shots offers a more immersive experience, particularly for high-value or unique properties. Videos are especially impactful on social media platforms, grabbing attention and generating interest quickly.

Technical Tips

Both photography and videography require careful planning and execution. Wide-angle lenses for photos help highlight room dimensions but may distort proportions, so furniture placement should complement the lens’s framing. Videos benefit from smooth transitions, steady camera movements, and clear focal points to maintain visual interest.

By investing in professional photography and videography and preparing thoroughly, your property will stand out in every image and frame. These efforts maximise buyer interest, creating the ideal first impression and setting the stage for a successful sale.

Further reading – best-use-of-an-aerial-photo & the-standout-hero-photo.

Content Strategies

Effective content strategies are essential for maximising the appeal of your property. The right approach ensures your listing resonates with buyers, highlights key features, and optimises engagement across multiple platforms. By combining technical content writing techniques with creative storytelling, you can create compelling property descriptions that attract interest and generate inquiries.

Highlight Key Features with Descriptive Writing

Descriptive writing brings your property to life by showcasing its best attributes. Use sensory language to help buyers visualise the space, such as “sun-drenched living areas” or “sleek, modern kitchen with premium finishes.” Focus on unique selling points that differentiate your property, like location, design, or lifestyle benefits.

Structure for Readability

Organise your content with headings, bullet points, and short paragraphs to improve readability. Buyers skim listings quickly, so clear and concise formatting ensures they absorb critical information, such as property size, features, and nearby amenities.

Incorporate SEO Techniques

Search engine optimisation (SEO) helps your listing appear in online search results. Use relevant keywords like “spacious family home in [suburb]” naturally throughout the description, while avoiding keyword stuffing. Include phrases buyers are likely to search for, such as “close to schools” or “ocean views.”

Use Emotional Storytelling

Storytelling creates an emotional connection by painting a picture of the lifestyle the property offers. For example, “Imagine hosting summer barbecues on the expansive deck, with stunning views as your backdrop.” Emotional language helps buyers envision themselves living in the space.

Leverage Call-to-Actions

End your content with strong call-to-actions to prompt engagement. For example, “Contact us today to arrange a private viewing and experience the charm of this beautiful home firsthand.”

By combining technical precision with creative flair, your property content will captivate buyers, increase inquiries, and maximise its market appeal.

“While compelling content captures buyers’ attention, specialised reports provide the transparency they need to make confident decisions. Let’s explore how pre-prepared reports can build trust and streamline your sale.”

Specialised Reports

Preparing specialised reports and inspections ahead of listing your property provides clarity and transparency, benefiting both vendors and buyers. These reports save buyers time and expense while reassuring them about the property’s condition, fostering trust and confidence.

Offering pre-prepared reports demonstrates professionalism and helps resolve potential concerns early, streamlining negotiations and avoiding delays. Buyers appreciate the clear, independent information these reports provide, which can expedite their decision-making process.

Building Inspections

An in-depth assessment of a property’s overall condition. These reports identify issues that may require attention. Addressing these concerns before listing demonstrates professionalism, giving buyers confidence in the property’s current condition. By proactively addressing any necessary repairs, you can avoid delays or negotiations falling through during the sales process, ensuring your property is presented in its most accurate status.

Pest Inspections

Focus on identifying infestations or damage caused by termites, borers, or other wood-destroying insects. These pests can significantly impact a property’s condition and value. A pest inspection provides buyers with reassurance that the property is free from hidden issues, or it outlines steps taken to address any discovered problems.

Strata Reports

Provides buyers with details about the financial health of the strata scheme, maintenance history, and any upcoming levies.

Specific Reports

Delivering comprehensive and technical property insights through pre-prepared reports enables buyers to make informed choices, reduces uncertainties, and promotes a streamlined transaction. This could include boundary and tree surveys, assessments for new buildings, flood or bushfire ratings, permissible usage, energy ratings, and income and expenses (holiday rentals).

Advertising Techniques

Effective advertising is vital for showcasing your property and connecting with the right buyers. A well-planned campaign highlights unique features and ensures visibility across digital, print, and in-person channels.

Collaborating with vendors and professional marketers, the agent identifies ideal buyers by analysing market trends, demographics, and property features. Tailored strategies target buyer motivations, such as lifestyle preferences or investment goals, enhancing engagement.

By selecting the most effective channels and timing, the agent ensures your property captures attention, builds connections, and achieves the best possible results. Thoughtful advertising turns interest into action, maximising your property’s appeal in the market.

Identify your buyer groups. Tailor every aspect of your campaign—messaging, advertising channels, and timing—to resonate with their needs, lifestyle, and motivations.

Allocate a budget. Determine a realistic amount to invest in marketing, balancing costs across digital, print, and in-person channels to ensure maximum reach and effectiveness.

The available categories for advertising your property include Digital, Social Media, Print, Signboard, Agent Database, Inspection-Cross Sell, Video Channel, Buyer Agent Networks, Search Engine Optimisation (SEO), and Real Estate Portal Partnerships.

Analyse the results. Track inquiries, website visits, and buyer engagement through analytics tools. Regular performance reviews help refine strategies, ensuring your property gains maximum visibility and resonates with the right audience for successful outcomes.

Real Estate Portal Partnership

Real estate portals are the primary way agents connect properties with buyers. These platforms are typically free for buyers, though some may require registration or subscriptions for full access. Agents subscribe to these portals, gaining advanced features for listings, with upload costs usually passed on to vendors.

Well-known portals offer broad visibility, while others focus on distributing listings to qualified buyers. The effectiveness of portals depends on accurate data entry by agents and buyers, ensuring proper notifications and search matches. Understanding each portal’s strengths helps buyers and sellers maximise their experience, saving time and improving results. With the right approach, these platforms streamline the property search and sale process, connecting buyers with homes that truly meet their needs.

These include realestate.com.au, domain.com.au property.com.au, allhomes.com.au, homely.com.au, onthehouse.com.au, soho.com.au, listingloop.com.au and propertywhispers.com.au.

Agent Database

An agent’s buyer database is a powerful tool for connecting your property with motivated buyers. These databases contain detailed profiles, including preferences, budgets, and locations, allowing agents to match your property with ideal prospects quickly.

The benefits are significant. Direct exposure to pre-qualified buyers can result in faster sales and competitive offers, often before public advertising begins. By leveraging this network, your property gains immediate visibility to an audience actively searching for homes. An agent’s well-maintained database ensures targeted outreach, saving time and maximising your property’s potential in a competitive market.

Meta for Business and Sponsored Ads

An Agent should have Meta for Business and Ad Manager set up to run highly targeted, data-driven advertising campaigns. This platform provides creative control over ad design, audience targeting, and performance tracking, ensuring your property reaches the right buyers. Remember, your online behaviors influence how these advertisements are delivered to your device.

Some agencies may outsource this work, which can result in generic methods without the precision and control needed for a tailored approach. With tools like custom audience creation and analytics, an in-house strategy allows your agent to fine-tune campaigns, maximise engagement, and adjust strategies in real time.

SEO specific to your listing

A well-optimised landing page is essential for showcasing your property effectively in search results and reaching serious buyers. While major real estate portals often archive sold results, these listings only become active when an agent updates them. However, your agent’s landing page should be the central source of truth, requiring clear efforts to optimise its backend for accuracy and visibility.

Before Optimisation: Searching for your property’s address or features may yield outdated or poor results, limiting exposure and reducing interest.

After Optimisation: An agent ensures the landing page is SEO-ready, using targeted keywords, metadata, and structured data. Schema markup highlights key details like price and location. High-quality visuals, Google Maps integration, and compelling content help the listing align perfectly with buyer searches.

By making the agent’s landing page the primary and accurate source, you increase your property’s exposure and maximise its market potential.

A great sold example here selling-smarter-buyer-discovery-off-market-success.

Signboard

Signboards are a timeless marketing tool, providing on-the-spot visibility to local buyers. Positioned strategically, they highlight key property details and drive interest from passersby. Read best-use-of-the-signboard.

Buyers Agents

A buyer’s agent represents buyers in property transactions, focusing on finding, evaluating, and negotiating the best deal on their behalf. Buyer’s agents prioritise their clients’ needs and interests.

Agents engaging with buyers’ agents brings a key advantage: they work with qualified, well-prepared buyers who have clear briefs, making the matching process efficient and highly effective. Are you a buyers agent let us know here buyersagent-connect-match/

Print Media

Print media is a valuable tool for targeting broad set of readers, from letterbox drops to property related magazines. While costs vary—flyers being affordable and magazines more premium—it provides tangible visibility to complement digital efforts.

However, print media lacks measurable results. Unlike digital campaigns, which offer data on inquiries and engagement, print placements provide no direct insights into performance. Timing & placement remains crucial—using print early in the campaign can build local interest, especially for unique or high-end properties.

Synchronicity: Preparation, Money & Time Investment, Price Strategy & Narrative, and the Performance

A successful property sale depends on the alignment of preparation, investment, pricing, and strategy. Synchronicity ensures all these elements work together to deliver the best outcome.

Preparation: Effective preparation, from repairs to styling, makes your property market-ready. Organising reports and ensuring presentation aligns with buyer expectations builds interest and credibility.

Investment of Money & Time: Selling requires a thoughtful balance of budget and time. Allocating funds for marketing, upgrades, and professional photography ensures maximum buyer appeal while respecting timelines.

Price Strategy & Narrative: Pricing sets the tone for the campaign. A well-researched price range attracts the right buyers, while a compelling narrative highlights the property’s lifestyle benefits and unique features.

Performance: Monitoring campaign performance ensures adjustments can be made based on buyer feedback, keeping the sale on track and driving interest.

“Once your advertising campaign has generated interest, the next step is welcoming buyers into your property with well-planned open homes and private inspections.”

Organise and Coordinate Open Homes

The purpose of open homes and inspections is to create a strong first impression and allow buyers to visualise living in the space. The goal is to generate interest, encourage competition, and gather valuable feedback to refine the sales strategy.

Schedule inspections during typical peak times, such as weekends, before or after school or business hours, or early evenings, to maximise attendance. Be mindful that buyers often plan multiple inspections, so overlapping with competing properties can create challenges. While complete avoidance may not always be possible, being considerate of Suburb-specific open home schedules—such as those on Saturdays, Wednesdays, or Thursdays—can help ensure your property fits well into a buyer’s day, particularly if similar homes are being shown. Adding a 15-minute buffer or offering flexible by-appointment options can make it easier for buyers to include your property in their plans.

A clean, styled, and well-maintained property is essential to create a strong first impression. Consider how light, shade, and shadow affect the home throughout the day. Some properties shine brightest in the morning light, while others benefit from the warm glow of late afternoon or even evening ambiance.

Showing your property at the time it looks its best, rather than defaulting to standard inspection hours, can make a significant impact. While this may limit some buyers’ availability, it ensures those who visit see the property at its best. Properly balancing these factors helps showcase the home’s living potential.

Meet Buyers and Get to Know Them

An agent’s ability to connect with buyers and understand their profile is crucial to a successful property sale. This goes beyond simply showing the property; it involves asking the right questions, active listening, and building genuine connections to identify serious prospects and align their needs with your property.

Effective communication is at the heart of this process. An agent creates a welcoming and approachable environment, encouraging buyers to share their priorities and concerns openly. Professionalism ensures conversations are productive, respectful, and focused. Active listening plays a key role, helping the agent pick up on both stated needs and unspoken preferences. The agent takes detailed notes to ensure no critical information is missed and follows up promptly to address any questions or feedback.

Building a Buyer Profile

• How long have you been looking?
• What are your essential features?
• What’s your budget?
• Are you a homeowner, investor, or first-time buyer?
• Are you selling your current property?

By understanding these factors, the agent builds a detailed profile, ensuring the right buyers are matched to your property. If a match isn’t immediate, the agent keeps the buyer in mind for future opportunities.

Campaign Reporting

Campaign update reporting is a cornerstone of a successful property sale. A well-structured report tailored to your needs ensures you stay informed and confident in your agent’s strategy. Whether it’s a brief summary or an in-depth review, these updates should be backed by data and detailed file notes to provide transparency and clarity.

Key Components of a Campaign Report

Advertising Performance: Most real estate portals offer downloadable PDF reports showing metrics like views, inquiries, and engagement. For sponsored ads, tools like Google Analytics & Meta Business provide deeper insights into how your advertising investment is performing. The report should outline the journey from big data—ad impressions and clicks—to meaningful outputs such as calls, walk-through rates, and serious buyer interest.

Buyer Insights: Best to first name specific buyers where possible, noting their level of interest and feedback. This humanises the process, creating connections beyond numbers. Outputs like contracts emailed, additional information requests, or price guide matches give clear indicators of campaign success.

Market Context: Include updates on competing properties—what’s sold, what’s new to the market, and how these influence your campaign. Agents may also provide insights from their networks about buyer trends or agent-to-agent discussions.

Summary and Recommendations: A concise summary helps you understand the current campaign status. Recommendations based on the data, such as negotiations, pricing, proactive versus reactive responses, provide actionable steps to keep the momentum.

A tailored, data-driven report keeps you informed and allows your agent to demonstrate progress.

Offer Template

A clear and effective offer template ensures a smooth transition from buyer interest to a successful contract. This standard approach avoids miscommunication and helps streamline the negotiation process. The agent plays the role in ensuring all details are accurate before handing over to the Conveyancer or Solicitor.

Template

• Full Name:
• Address:
• Email:
• Contact Number:
• Conveyancer or Solicitor Name and Contact Details:
• Offer Price:
• Deposit Amount:
• Exchange Conditions (e.g., s66W certificate, cooling-off period):
• Settlement Period or Date:
• Requested Contractual Amendments (via the Solicitor or Conveyancer):
• Specific Timeline Requests:

“With buyer feedback and campaign data at your disposal, the next step is turning that interest into tangible offers by negotiating value and price effectively.”

Negotiating the Value and the Price

Price and value are fundamental concepts that drive successful negotiations, yet they hold distinct meanings for buyers and vendors. Bridging the gap between what a property is worth and the price at which it ultimately sells requires a deep understanding of these perspectives.

Value reflects a property’s appeal or significance, often shaped by individual priorities, tangible features, and situational factors.

Price reflects the final monetary figure where the buyer’s willingness to pay and the vendor’s expectations meet. This is reached when both consider and align on the property’s value.

Buyers often face the choice of prioritising value or price when purchasing a property. Those who prioritise value focus on long-term benefits like location, lifestyle, and unique features, even if it means stretching their budget. On the other hand, prioritising price involves staying within financial limits, sometimes compromising on features or location. The decision depends on personal priorities and market conditions, balancing financial constraints with the property’s potential to meet future needs.

Vendors often face the decision of whether to prioritise showcasing their property’s value—such as unique features or location—or setting an attractive price for a timely sale. Highlighting value over an extended period may yield higher offers but can backfire if the property remains unsold, potentially signaling that the price is too high for current market conditions. Conversely, focusing on price can attract faster buyer interest, though it may require some concessions to meet the market demand.

An agent’s ability to navigate the negotiation process is where their expertise, reputation, and commission are truly earned. Negotiating price based on the subjective value perceived by both the buyer and the vendor requires a nuanced understanding of individual priorities and external factors like market conditions, buyer demand, and competing properties.

Auctions – Sell Before, At, or After?

Auctions are an effective sales method, offering three opportunities to sell a property: before auction day, under the hammer, or after the auction during negotiations. Each stage provides unique benefits and strategies to achieve a successful outcome.

It is not commonly known that agents are not obligated to declare a price guide when a home is sold via auction, as the auction process itself determines the value through competitive bidding. However, it is generally standard practice for agents to provide a price guide to help buyers align their budgets with the property’s expectations.

Agents must ensure the price guide and campaign narrative are clear to buyers. For example, they should communicate whether the property is firmly going to auction, if the vendor is open to selling prior, or if they are waiting for buyer feedback. Importantly, the price guide must remain consistent, and buyers should be promptly updated whenever changes occur.

Auction conditions also mean that a sale prior to auction results in an unconditional contract. In such cases, a s66W certificate is included in the contract to waive the cooling-off period, ensuring the sale is binding.

In competitive markets, buyers may present pre-auction offers to secure the property ahead of time. Carefully reviewing these offers with your agent ensures they meet your goals, offering the advantage of avoiding auction day unpredictability while achieving a favourable outcome.

Auction day is where competition and excitement peak. A reserve price is established beforehand, and a single vendor bid is permissible to guide momentum. On-the-floor negotiations may occur before the property is passed in or sold under the hammer. The agent’s familiarity with buyers plays a crucial role in ensuring bids align with expectations. Sales under the hammer are unconditional, providing clarity and immediate certainty for the vendor.

Extra reading on auction bidding tips.

When a property doesn’t sell at auction, negotiations often begin with the highest bidder, who has the first opportunity to secure the home. Underbidders are then contacted, ensuring no interested party is overlooked. Some buyers avoid auctions entirely, preferring post-auction negotiations, while others may still show interest despite not attending. The agent’s role is critical, especially if the vendor bid was exercised to keep the process active. By understanding the strategies and nuances of auctions, vendors can still achieve strong results even after the event.

Exchange of Contract – Preparation, Buyer Amendments, and Signing

Before the exchange, solicitors or conveyancers finalise the Contract of Sale. Buyers may request amendments, such as changes to settlement periods or inclusions, which are negotiated between legal representatives to reach mutual agreement.

Solicitors or conveyancers play a pivotal role, offering advice on terms, negotiating amendments, and ensuring all regulatory requirements are met. Their guidance protects the interests of both buyer and vendor.

Contracts can be signed in person or digitally using secure platforms, allowing flexibility and convenience. Agents may also facilitate signing if required.

A diligent and attentive agent ensures that the exchange process is managed effectively, providing reassurance and avoiding preventable delays.

Deposits – Purpose, Amount, and Trust Accounts

Deposits typically range from 5% to 10% of the agreed purchase price, depending on contract terms and market practices. In some cases, buyers may pay an initial 0.25% deposit when exercising the cooling-off period, with the balance due before the cooling-off period expires. This structure ensures the buyer’s intent while allowing time to finalise conditions.

If a buyer defaults, they may forfeit the full 10% deposit, and the vendor can claim additional compensation for losses incurred. This includes any difference between the original contract price and the resale price if the property is re-listed.

Once received, deposits are held in a trust account managed by the agent, solicitor, or conveyancer. These accounts are regulated to protect funds until settlement, ensuring a secure transaction process.

At settlement, the deposit is disbursed. Typically, the agent’s commission is deducted from the deposit, and the remaining balance is transferred to the vendor.

Agent Post Exchange

The Agent’s role shifts to ensuring the progression of the sale while maintaining clear communication with all parties. Agents remain committed to addressing buyer and seller inquiries and managing compliance matters, such as the proper handling and disbursement of trust monies.

A key responsibility during this phase is booking and coordinating pre-settlement tasks. This includes scheduling final inspections, ensuring agreed-upon repairs or modifications are completed, and confirming inclusions or exclusions stipulated in the contract.

The agent’s commission is generally payable upon settlement; however, in cases of contract default, entitlement to payment depends on the terms specified in the agency agreement. Owners should check these terms.

Buyer Post Exchange

• Ask for Assistance: Reach out to the agent anything specific they can do to support your arrival or preparations.
• Solicitor or Conveyancer requirements: They will have a list ready for you
• Connect Utilities: Arrange accounts for water, gas, electricity, and internet to ensure services are ready before move-in day.
• Update Address: Notify banks, insurance companies, healthcare providers, and other institutions of your new address.
• Review Financing: Double-check that all financing documentation is complete and ready.
• Check Settlement Conditions: Cross-check any agreed settlement conditions, such as inclusions or repairs, to ensure they’re met.
• Renovations or Cosmetic Works: Plan ahead by getting quotes, booking contractors, and organising timelines for any planned updates or changes.
• Insurance: Update your home, contents, and car insurance policies to cover the new property.
• Connect Locally: Reach out to local schools, community organisations, or clubs to establish relationships.
• Welcome Neighbours: Consider hosting a casual gathering to meet your new neighbours and feel part of the community.
• Council Kerbside Pickup: Schedule waste disposal around your move-in timeline.
• Packing and Removal: Plan packing and removal dates to avoid last-minute stress.
• Pre-Settlement Inspection: Confirm the property’s condition and ensure all agreed items are in place.
• Settlement and Key Handover: Finalise the settlement process and confirm how and when you’ll receive the keys.

Vendor Post Exchange

• Keys: Gather all keys, remotes, and access codes, providing clear instructions for the purchaser to simplify their move.
• Guides: Share helpful guides for the home, such as how-to instructions for appliances, security systems, or special design features.
• Solicitor or Conveyancer requirements: They will have a list ready for you
• Council Services: Inform the purchaser of rubbish, recycling, and green waste pick-up schedules to ease their transition.
• Maintenance: Provide garden and maintenance tips to help the new owners keep the property in good condition.
• Mortgage Discharge: Arrange for the discharge of any mortgage requirements with your bank to ensure a smooth transfer of ownership. Verify all finance discharges connected to the property are complete to prevent potential delays.
• Insurances: Update insurance policies to reflect the change in ownership as of the settlement date.
• Utilities: Ensure water, gas, and electricity accounts are up to date to avoid service disruptions for the new owners. Provide information about available internet providers and connectivity options to assist the purchaser.
• Cleaning: Ensure the property is cleaned before the handover, leaving a positive impression for the new owners.
• Inclusions: Include any agreed-upon inclusions in the sale to meet contractual obligations.
• Neighbours: Inform neighbors of the change in ownership as a courtesy.
• Mail: Set up a mail forwarding address to ensure you receive any important correspondence.
• Farwell: Consider hosting a farewell gathering to celebrate the sale and say goodbye to your previous home.
• Key handover details (how, when, and to whom)
• Key dates: Council kerbside pick-up, Packing and Removal, Move-in/out, Finance, Pre-Settlement Inspection, Settlement.

Conclusion

Thank you for taking the time to read our comprehensive guide. Selling a property is a significant journey, and we hope this resource has provided valuable insights to make the process smoother and more successful.

If you’re ready to take the next step or have questions tailored to your situation, we’re here to help. With professional expertise, personalised service, and a commitment to achieving the best results, we’ll guide you every step of the way.

Let’s work together to make your property sale a success—contact us today to get started.

“While this guide is comprehensive, it’s essential to consult professionals for tailored advice.”

Disclaimer

This guide is intended to provide general information and insights to assist in the property selling process. While every effort has been made to ensure the accuracy of the information, it should not be relied upon as legal, financial, or professional advice.

We recommend consulting with your solicitor, conveyancer, financial advisor or agent appointed to address your specific circumstances. Market conditions, regulatory requirements, and individual property considerations can vary, so professional advice tailored to your situation is essential.

The agent and agency are not liable for any actions taken based on the content of this guide. Always seek independent advice when making decisions regarding property sales.