In Britain, unlike anywhere else in the world, anybody can set up as an estate agent - no licence or qualifications
are required and some estate agents have very little skill or expertise.
Not even the big well-known nationals are any guarantee of good service, the service you get from any estate
agent is only as good as the people staffing that particular branch.
The selection of your advisers is absolutely critical. You will become particularly reliant upon your estate agent.
You will need sound advice as to values, the marketing of your property and you will need to know you will
receive regular and reliable management of your sale or purchase.
Independent or corporately owned?
Who owns the estate agency and does it really matter?
Yes, it really matters - independent estate agents are local experts. Their business depends upon successfully selling in the local area. All Guild Members are independent estate agents who agree to adhere
to the highest standards of professional conduct and operate to a strict Code of Conduct.
Trust and confidence
How do you know you can trust and have confidence in the estate agency you have chosen?
Guild Members are carefully selected and are all Members of either the Royal Institution of Chartered Surveyors (RICS) or The Ombudsman Scheme for Estate Agents and therefore offer independent redress
services in the unlikely event of a complaint.
Where will my buyer come from?
These days the mobility of the market is awesome, your buyer could come from anywhere.
By being a Member of The Guild your estate agency is demonstrating a real commitment to local, regional and national marketing.
National network
You will need to ensure your property benefits from the widest exposure. Does your estate agent belong to an
established and extensive network of sales offices to generate enquiries from a wider market place?
Guild Members are part of a national network of over 600 offices with over 4000 professionals working together
to serve you better. The Guild is based in showrooms on Park Lane in Mayfair, London, providing you access
to the lucrative London and international investor markets.
Marketing ability
Does your estate agency present a marketing strategy that convinces you your property is presented to the widest
pool of potential buyers and, thus, achieves the best possible price?
A little local advertising is of little local use. Guild Members are able to present your property professionally to ensure it
reaches the widest pool of potential buyers creating the maximum market for your property with the following:
• their own monthly magazine
• a network of professional photographers
• floorplan surveyors
• dedicated publishing studio
Internet Marketing
Did you know that over 77% of purchasers start their property search on the internet - the probability is that you
did it yourself.
Every Member of The Guild has its own dedicated website but, in addition, they have created a combined
national site - propertyplatform.co.uk. This site presents a selection of over 50,000 properties nationally.
Presenting your home
It is amazing just how much first impressions do count – many properties have been sold, and many not –
before the prospective purchaser has even set foot inside the front door.
So take a little time - step outside your own front door and approach your own home as if for the first time . . .
critically! Try to look for things you have learned to live with, but are really negative distractions . . . the front
garden should be neat and tidy, any rubbish, ornaments, etc stored out of site, the path weed-free, a newly
painted fence or freshly clipped hedge is welcoming and gives the distinct impression of someone caring.
As for the exterior of the house, a lick of fresh paint costs next to nothing but is proven as one of the most
important factors in creating a good impression - clean windows with neatly painted frames also add a little
sparkle. The front door is worth particular attention, property can be transformed by a new front door, it is what
your potential buyers concentrate on whilst waiting for you to let them in.
Obviously in presenting your property, internally it should be neat and tidy, all paintwork should be clean and free
from cracks, stains and chips should be touched up. In addition to the obvious, there are a number of simple
but highly effective sensory tools you can use to create a pleasant ambiance.
. . . a little light on the subject
Studies have shown people react positively to properties shown under bright light. Even during the day, leave
as many lights on as you can, keep the curtains wide open and windows clean. At night switch on all lights,
replacing any blown bulbs and dingy fluorescent tubes.
. . . the sound of selling
Classical music playing softly in the background can create an atmosphere of calm serenity. Otherwise go for
peace and quiet, avoiding loud noises, barking dogs, your children and the TV.
. . . the sweet smell of success
Smell has more impact than you might think. It can work either for you or against you. So:
• scour kitchens and bathrooms with bleach, and use lemon oil or fine polish on your furniture to add richness.
• place fresh flowers strategically throughout the house.
. . . don’t colour their judgement
Colours should be kept light and neutral when selling your home.
. . . the show home effect
Show homes are designed to make a buyer “feel at home.” To recreate the feeling of a perfect display
home is almost impossible unless you are starting from scratch, but there are valuable techniques you can
apply that will help create a similar atmosphere.
When you enter a show home, an interior decorator has made sure of the following details: • the colours are neutral • the smell is fresh and clean • the decorations enhance the homes’ features • the only sounds are peaceful • the details are perfect from the manicured lawn to the flowers in the entrance hall
. . . general tips
In the case of pets, take particular care to clean the areas they inhabit - potential purchasers simply do not love your
pet as you do. In the case of dogs ... get your children to take them for a walk - and remove two potential sources of
embarrassment in one go!
. . . and finally
When showing your home to a prospective buyer, avoid having too many people present.
Be polite, but don’t try to entertain your buyers. They want to inspect your home, not pay a social call. Never
apologise for the appearance of your home. After all, it is your home! And, if you are asked why you are selling,
tell the truth, without giving away too much information.
Creating a lifestyle that sells!
Risks of over pricing
We all want to get the very best price for our home, and so it’s always tempting to ask just that little bit more for
it. Unfortunately, some less scrupulous estate agents are only too well aware of this, and will deliberately
over-value your home in order to get your instruction.
However, this does not mean you will end up with more money! Remember, buyers can spend months looking
for the right property. They know an over priced home when they see one, and they simply walk away.
Think about it - would you pay several thousand pounds more for something than you know it’s worth? No, we didn’t
think so!
• All that happens, if you put your house on the market at too high an asking price, is that it will languish there
while other, more sensibly-priced properties sell all around you.
• In the end, you will have to bring the price down to where it should have been in the first place. But
meanwhile, of course, you will have missed out on all that initial market interest . . .
• Buyers notice the amount of time a property is on the market, and may wonder if there is something wrong
with it.
• The internet makes it much easier for buyers to become experts on asking prices.
• Having your home on the market for an extended period can be very stressful, because it can mean your life is on
hold. Also, constantly trying to keep it in a suitable condition to be inspected by complete strangers can be
inconvenient, to say the least!
• Many buyers won’t make a low offer for fear of insulting the seller - so they just go away without even giving you
the chance to negotiate.
• Even when you reduce your price, it can be difficult to persuade buyers to reconsider a property they have
already rejected.
• The longer your property is on the market, the greater the chance that something will need repairing, leading to
expense that could have been avoided.
• Missing out on a sale may mean losing your dream home. Or it could mean you end up trying to pay two
mortgages for a while.
• Last, but by no means least, lenders are not impressed by over priced properties - so, even if you do find
someone willing to pay your asking price, they could have problems getting a sufficiently large mortgage!
Beware the estate agent who gives
you a price on the basis of
little more
than a casual glance round your home!
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As you can see, a house is viewed most during the first four to five weeks it is on the market. Activity is declining
noticeably by the 7th week. So, getting the price right from the start, enables you to take full advantage of this initial
burst of market interest giving you your best chance of getting the best price, in the shortest possible time.
Use our checklist below to ensure your home is presented in the best possible condition.
EXTERIOR
It is really important when you are selling your home
that the outside of the house looks inviting. First
impressions really do count.
GARDEN
Sweep driveway and ensure paths are weed free
Mow the lawn and trim the edges
Trim hedges
Put up hanging baskets
Mend or replace fencing
Clear away all children's playthings
GARAGE
Tidy garage and ensure it is free of clutter
Sweep floor
Ensure garage is well lit and has a sturdy lockable door
ROOF -
Buyers will pay close attention to the condition of
your roof.
Ensure repairs are undertaken
Replace broken or damaged guttering
INTERIOR
ENTRANCE
Clean, and if necessary, repaint or replace the front door
Make sure the door bell works
Touch up any chipped paintwork
Ensure hall is well lit
Remove shoes, bags and coats
LIVING ROOM/DINING ROOM
Pull back curtains
Pull furniture away from the walls to give the
appearance of space
Turn television and stereo off
Remove personal photographs
Place fresh flowers in room
Open a window to air the room
Set dining table with neutral place settings
KITCHEN
Ensure there are no stale cooking smells
Ensure floor is spotless
Make sure worktops are clean and clutter free
Clean oven (if the oven is part of the sale have it
professionally cleaned)
Clear away pet bowls and baskets
Ensure all crockery is out of sight
Make sure your appliances are sparkling
BATHROOM
Make sure the bath and shower are spotless
Remove mildew stains from tiles and grouting
Put out clean towels
BEDROOMS
Make all beds
Put all clothing away
Clear out walk in wardrobes to create the impression of space
Open windows
WALLS
Skirting boards should be clean and free from dust
Repair any damage to walls
DOORS & WINDOWS
Make sure all windows open and close easily
Check all door handles are functioning correctly
Ensure all windows are sparkling
FLOORING
Vacuum all carpets thoroughly
Wooden floors should be swept and stains or scratches
removed
Both kitchen and bathroom floors should be spotless and dry
before any viewings
Use this checklist and go through your home and garden ticking the boxes when you are happy with their
condition.
We hope that you find the information in this booklet useful. As Members of The Guild of Professional Estate Agents, we are committed to helping
you achieve a successful sale and delivering the highest standards of customer service at all times. If you have any queries, or would like further
advice on any of the topics covered here, please do not hesitate to contact us.
In Britain, unlike anywhere else in the world, anybody can set up as an estate agent - no licence or qualifications
are required and some estate agents have very little skill or expertise.
It is amazing just how much first impressions do count – many properties have been sold, and many not –
before the prospective purchaser has even set foot inside the front door.
We all want to get the very best price for our home, and so it’s always tempting to ask just that little bit more for
it. Unfortunately, some less scrupulous estate agents are only too well aware of this, and will deliberately
over-value your home in order to get your instruction.
EXTERIOR
