Chapter One · The Market
The industry has changed.
We still list homes almost exactly the same way we did twenty years ago. Meanwhile, consumers, buyers, technology, and marketing look nothing like they did in 2005.
-Consumers have changed.
-Buyer behaviour has changed.
-Technology has changed.
-Competition has changed.
-Marketing has changed.
-Most agents haven't.
What Buyers Actually Do
Every listing follows the same curve.
Launch creates the peak. From there, attention decays - quickly, quietly, and permanently. Each extra day reduces urgency, buyers assume something is wrong, offers reduce, leverage evaporates.
1
Listing launches
2
Massive attention
3
Highest excitement
4
Greatest urgency
5
Most inspections
6
Most enquiries
7
Interest falls away
The Traditional Method
List. Wait. Reduce. Hope.
List
Wait
Reduce
Wait
Reduce
Negotiate
Hope
Each step erodes leverage. The seller pays the price.
If buyers are most interested in Week One…
why are we negotiating in Month Four?