Is there such a thing as the ‘perfect viewing’? While it may be a lofty ideal, there are definitely strategies you can implement to enhance your chances of receiving an offer. Conversely, there are pitfalls that can derail a viewing altogether. In this guide, I’ll share my blueprint for a successful property viewing, tailored to your unique style and personality. Let’s dive in!
Prepping for Success: The Art of Preparation
Before you even think about showing a property, it’s crucial to gather as much information as possible about both the potential buyer and the property itself. Think of it as setting the stage for a performance—everything needs to be just right.
Know Your Audience: The Potential Buyer
Understanding your viewer is key. Here are some essential questions to consider:
- Where are they moving from? Knowing their current location can help you highlight local amenities that might appeal to them.
- What are their search criteria? Are they looking for a family home, a starter flat, or something unique? Tailor your approach accordingly.
- What have they already seen? This can provide insight into their preferences and help you position your property as a better option.
- What do they like about this property? If you can find this out ahead of time, you can emphasise those features during the viewing.
- What is their buying position? Are they first-time buyers, or do they have a property to sell? This can affect their urgency and flexibility.
- Who will be on the viewing? Knowing if it’s just one person or a couple can help you tailor your presentation.
- Who is the property for? Understanding the intended use can help you highlight relevant features.
Know Your Product: The Property
Just as you need to know your audience, you must also be well-versed in the property you’re showing. Here are some key points to consider:
- How long has it been on the market? This can indicate how desirable the property is.
- What’s the reason for sale? This can provide context for the buyer and may help them feel more connected to the property.
- Is there any sale history? Knowing past offers or what has been changed can be beneficial.
- What pertinent information about the owners can you share? Personal stories can make the property feel more inviting.
Presenting Yourself: First Impressions Matter
You are the face of the property, so it’s essential to present yourself professionally. Here are some tips:
- Dress appropriately and professionally.
- Ensure your shoes are clean and polished.
- If you’re a woman, opt for moderate heels—nothing too flat or overly high.
- Keep your hair neat and styled.
- Choose understated and tasteful jewellery.
- If it’s winter, don’t forget your tights!
Be ready to greet your viewers warmly when they arrive, ensuring the property is prepped—warm, aired out, and free of any unpleasant surprises.
The Viewing Experience: Creating a Memorable Journey
Now that you’re prepared, let’s talk about how to conduct the viewing itself. It’s essential to remember that both men and women may experience viewings differently.
Understanding Buyer Psychology
Men often focus on practical aspects of a property, viewing features like a double garage or energy-efficient appliances as significant selling points. They tend to appreciate gadgets and may enjoy testing out features like a built-in sound system. Women, on the other hand, are often more attuned to how a property feels. They want to envision themselves in the space—cooking in the kitchen, relaxing in the living room, or unwinding in the bath. It’s essential to create an atmosphere that allows them to explore these feelings.
The Nitty-Gritty: Conducting the Viewing
Here’s a step-by-step approach that has proven effective for me and my clients:
- Start in the Best Room: Research shows that buyers form opinions within the first 14 seconds. Begin in the most impressive room to make a strong first impression.
- Lead the Way: Guide your viewers through the property in a way that showcases its best features.
- Give Space and Time: Allow your viewers to explore at their own pace. If they’re interested, they’ll be looking for more clues to justify their decision.
- Garden First: If the property has a garden, show it before heading upstairs. This avoids the ‘Garden Close’ phenomenon, where buyers may overlook the outdoor space.
- Reverse Bedroom Order: Show the smallest bedroom first to make the master bedroom feel larger by comparison.
- End Where You Started: Conclude the viewing back in the best room. This gives viewers a chance to reflect and explore again.
- Seek Feedback: Ask what they think about the property. If the response is positive, gauge their interest in making an offer.
- Follow Up Strategically: Agree on a time for follow-up. Ask if they’ve made a decision yet, and if they haven’t, find out when they might. This keeps the lines of communication open and filters out serious buyers from time-wasters.
Post-Viewing: Keeping the Momentum Going
After the viewing, it’s time to reconnect. Call your viewers at the agreed time to discuss their decision. If they’re not ready to make an offer, use this opportunity to gather constructive feedback. Consider this: if you’ve ever viewed a property through a well-known agency, you might have noticed they always have another suggestion ready if the first property doesn’t meet your needs. This strategy maximises every opportunity. Your goal is to maintain a positive and fresh communication channel with potential buyers. By doing so, you’re positioning yourself as a helpful resource, and they may even turn into clients in the future.
Building Relationships: The Key to Success
Keep your interactions friendly and positive. Instead of pushing for a sale, ask how you can assist them in their property search. By becoming a valuable resource in their lives, you increase the likelihood of future referrals and recommendations. In conclusion, while there may not be a one-size-fits-all approach to property viewings, by preparing thoroughly, understanding your audience, and maintaining positive communication, you can streamline the sales process for maximum efficiency. If you’d like to chat about your property needs or have any questions, feel free to reach out. I’d love to hear from you!
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When you’re ready, here are 3 ways we can help you:
1. Reach out for a call with Sam – choose from three different calls to help you overcome your specific challenges. All free and without strings. Grab a coffee and let’s get to work.
2. Come and spend the day with Sam and Phil, at AshdownJones’ HQ, in our beautiful Lake District. Meet the team, check out our systems and marketing, and enjoy meeting like-minded (non-competing) agency owners. We’ll even put on lunch! Book your place here.
3. Join our Facebook community of super-ambitious independent agents.
Hope to catch up with you soon and find out how you’re growing your business!
Till then,
Sam and Phil
