How to sell your house

Contents

Introduction [1]

1         Planning [5]

1 Estate Agency In The Post-Pandemic World  [7]
How has estate agency changed?  [8]
Different kinds of estate agent  [10]
Does it matter?  [12]
Do you need an estate agent at all?  [13]
How to decide  [15]
Qualifications  [17]
The legal bit  [20]
The human experience  [21]
Summary  [23]

2 Why Is A Marketing Strategy Important?  [25]
What is a marketing strategy? [26]
The zero moment of truth [28]
The 3Ps  [31]
Price  [33]
Presentation  [35]
Promotion  [36]
Signs of a good agent  [38]
Summary  [40]

3 The Preparation Phase  [43]
Preparing yourself  [44]
Preparing your home  [46]
Kerb appeal  [48]
Take note of current trends  [49]
DIY  [51]
Do your sums  [54]
Summary  [55]

4 Price And Fees  [57]
How does an estate agent price a house?  [58]
The pricing strategy  [59]
Why correct pricing matters   [62]
The scourge of the price reduction   [65]
Price brackets   [66]
A tale of two agents   [67]
Summary  [70]

2          Presentation [73]

5 The Role Of Home Staging  [75]
What is home staging?   [77]
Seven steps to staging your home   [81]
Staging occupied homes  [90]
Staging vacant homes  [92]
How to find a professional stager  [94]
Summary  [96]

6 Professional Photography  [99]
Why hire a professional?  [100]
Interior photography  [101]
Exterior photography  [104]
Elevated and drone shots  [106]
Summary  [108]

7 The Role Of Video  [111]
The rise of video marketing  [112]
The advantages of video  [113]
The disadvantages of video  [116]
Video length   [118]
The virtual tour  [122]
Summary  [123]

8 Virtual Selling  [125]
What is virtual selling? [125]
When is virtual imagery useful in a house sale? [127]
When is it not useful?   [129]
The virtual, virtual tour  [133]
Summary  [135]

3          Promotion [137]

9 Listing And Launch  [139]
Calling the database  [140]
The discreet listing  [141]
Portals   [142]
Creating your listing  [143]
Adding ‘wow’ to the text  [148]
The floor plan  [150]
Summary  [152]

10 Social Media Marketing  [155]
Which platform?   [156]
A social media campaign for your house   [160]
Your role as a seller  [162]
Artificial intelligence [163]
Summary  [152]

10 Social Media Marketing  [155]
Which platform?   [156]
A social media campaign for your house   [160]
Your role as a seller  [162]
Artificial intelligence [163]
Summary  [152]

11 Print Marketing And PR  [167]
The brochure  [167]
Other printed materials  [169]
The role of PR   [171]
Summary  [172]

12 Viewing Strategies  [175]
Accompanied viewings [176]
The open house  [178]
Summary  [180]

13 The Timing Of Marketing  [183]
Getting the timing right  [184]
Hot and cold markets   [187]
When should I sell?  [191]
Summary  [193]

Conclusion [195]

Appendix [199]

The dos and don’ts for selling your house [199]

References [205]

Acknowledgements  [213]

Also By Elaine Penhaul [215]

The Author [161]

‘In Elaine Penhaul’s latest book, she seeks to provide a degree of clarity to the world of home selling. Selling your home can be a daunting experience and it’s not just about finding a buyer anymore – it’s about finding the best buyer at the best price. Different houses need different solutions; different agents work well for differing circumstances, presentation and marketing are key to awareness and desire. Taking Elaine’s book in hand, you can benefit from her many years working as one of the preeminent home staging specialists in the UK, backed up with industry insight and experience from both sides of the fence. A worthy read to help any discerning seller successfully navigate the choppy seas of home buying and selling in the UK.’
Nathan Emerson, CEO, Propertymark

‘Elaine is an expert in helping us maximise the value our clients get for their property. She understands intimately the importance of our presentation strategy and how the combination of maximum presentation and exposure generates maximum price. Her ability and understanding of property presentation is better than many agents I know. Read this book now if you are planning to sell in the coming months.’
Daniel Harrington, Fine & Country, Managing Director, Global Growth

Elaine emphasises the transformative power of preparation in selling your home. She advises homeowners to view their property through the lens of a potential buyer to maximise appeal and value to get your home sold!
Christopher Watkin, Estate Agency trainer

‘This book is important. It provides the clearest plan on how to sell your house most effectively. If you are an agent or homeowner thinking of selling, this book is a must read!’
Simon Leadbetter, Founder, We Are