Keys to success: two asking price offers in two days

At Horton and Garton, our sales team has managed to shrug off the spectre of a slow down in the property market. Apparently, the ‘sluggish’ market isn’t moving…. but this hasn’t been the case for our properties here in west London. In 48 hours, our team was able to put forward asking price offers on two different houses in Chiswick and Hammersmith, one from a cash buyer.

Why are we achieving the unachievable in Chiswick, Hammersmith and Shepherds Bush when other estate agents are struggling?

Negotiator Phil Coombes says, “I liken the current market to a river. If you price your property well, you’ll be in the fast flowing stream. If you inflate your asking price, as most agents will advise, you’ll be stuck in the slow stream, possibly even in a pool stagnating, with little to no interest or demand generated for your property.”

Sales Manager Martin Clements notes that research carried out by Right Move demonstrates the importance of correct pricing. Owners are 40% more likely to sell their property if it’s priced right from day one. He says, “If you inflate the asking price you’ll end up achieving less than your property’s market value. Why did we achieve two asking price offers on two different properties in two days in a ‘stagnant’ market? Because we priced the properties right on the money and we know our buyers. The relationships and trust we build with our buyers result in genuine offers. Neither of the asking price offers came from online enquiries so had these properties been listed with an online agent – or an agent who relies heavily on their online marketing – the buyers would never have viewed them. In fact, one of the properties achieved an asking price offer with no floor plans, photos or online listing! Why? We establish relationships with our buyers and know exactly what they are looking for so we can match the property to the purchaser. The asking price offers were the natural result of that tailored service. Because our buyers know we don’t inflate our asking prices, they trust our judgement and are more willing to view and ultimately offer and purchase through us. Properly marketed properties and investment in our buyers is the magic combination that leads to sales.”

If you’re considering selling, Martin’s advice is to ignore agents’ current portfolios and instead look at their conversion rate of listings to sales. “Often, a high quantity of stock means agents are overpricing their properties and the stock is stagnating. You should also ignore viewing numbers as many agencies will drag every buyer on their books to view every property. One of our listings is exchanging this week and we conducted only four viewings before an offer was accepted. This is because we know our buyers better than any other agency in west London. The trust we build starts at registration, carrying on until they collect the keys from us.”

One of our recent clients says it all: “I can’t fault the service provided by Martin and John on the sale of our flat. They offered clear, sensible and realistic advice and the sale went through quickly and smoothly, without hiccups. Having originally tried selling with an online agent, and received no service at all (and virtually no enquiries), I have to admit that in the end Horton and Garton’s fee was well justified for their excellent local knowledge and professionalism.”

Over 90 years of combined experience in west London property sets us apart from our competition. Honesty, ethical practice, integrity, professionalism and a client-focussed approach to each transaction have made us market leaders in Hammersmith, Chiswick and Shepherds Bush. For a valuation of your property, call our Hammersmith and Shepherds Bush team on 020 8819 0510 or our Chiswick team on 020 8996 5120.