What is it?
Sharing your property details with only those prospective buyers for whom their search criteria match. Specifically, it means that adverts for your property are NOT posted overtly – either on the internet or in print.
What details are held?
We still do the usual ‘take-on’ – comprehensive details, photography throughout etc, from which we compile draft property particulars in our usual style.
There are a number of reasons that we and/or the vendor opt for discreet marketing:
- Often vendors need secrecy - they do not wish friends, family, neighbours and/or domestic staff that they wish to sell;
- In a difficult market where buyers are thin on the ground and turnover of properties low, it prevents over-exposure;
- Properties are let, particularly over the summer holiday season, and potential guests are dissuaded from booking if they feel that there is a chance that the property will change hands before their holiday;
- Properties are undergoing renovation, and any overt marketing material is not able to accurately represent the current- or end-state;
- Vendors are in no rush to sell, and only wish to allow viewings where there is a high correlation between buyer’s criteria and what is on offer. Essentially, they wish a more exclusive sales process, even if this takes longer;
- There are sensitivities between the vendor and other agents (such as those through whom they bought), to the extent that they do not wish other agents to know that they are selling separately;
- Often, we will send draft details of properties to registered buyers as part of our ‘Inside Track’ service before they hit the open market, and where this succeeds in finding a committed buyer quickly, we do not go ahead with overt marketing in order to avoid upsetting the deal.
- Some properties can be devalued if advertised overtly, and are much better suited to be sold discreetly.
- As an agency, we often like it – it suits our style of being discreet and effective.
Is it effective?
Most definitely – discreet marketing accounts for about a quarter of our business, and results in the best sales for our clients with the minimum of fuss.
Is there a halfway house?
Yes – rather than post details that would identify your property, we can post a ‘Teaser Advert’ – please see details.
Clearly, an exclusive mandate is required in order to fully control the marketing exposure.