A guide to achieving a premium pricewith Paul DiLanzo & Hayley Pickering

From the age of five I would run around playing hide and seek among the furniture and carpet rolls in my dad’s furniture shop, where I would listen to him selling to the local European families. Little did I know, I was establishing solid sales foundations from a very young age.

Having worked several part time jobs as a kid, by the time I got my driver’s licence I had saved enough money to buy my dream sports car, a Toyota Celica hatch back for $7,999. This was my first major financial decision, and the first time being exposed to the importance of property ownership.

While contemplating the purchase of my dream car, my dad bestowed some wisdom that stuck with me for life and started me on my real estate journey. In broken English he told me, “buy a house instead, because you can always buy cars with houses, but you can never buy houses with cars”..

He was right, he was ALWAYS right.

I thrust myself into the world of real estate in 1997 and have never looked back, I still work hard every day, striving

to be the best not only for my clients, but for my two beautiful children Ariahna and Antonio. I involve my kids in my business as much as possible to educate them on the world they face, teaching them the importance of treating people with respect, which will inevitably open many doors for them in life. My kids have met most of my clients, and I hope you get to meet them too.

In over 20 years of working in the real estate industry I have accumulated skills and knowledge that only comes with fighting in the trenches for my clients time and time again, so you can rest assured that whatever situation you are in I have likely encountered it many times before. When selling your home, I understand that who you entrust with your greatest asset is a difficult decision, and it’s a privilege I do not take for granted.

I pride myself on working my fingers to the bone for YOU, ensuring you enjoy the selling experience as many have before in my 20 years in the industry. I do what I love, and love what I do.

Paul DiLanzo0418 899 985

pdilanzo@realmark.com.au

Hayley Pickering0448 874 588

hpickering@realmark.com.au

No day is the same. From the people I meet to the properties I see, the late nights to the long weeks. I do it because I love it and if that means ruining a good pair of heels every so often, so be it! Whatever it takes.

My background was in marketing, but in 2005 I fell head first into a career in Real Estate and never looked back.

Having worked and trained with some of the industry’s best, I work with Paul to continually develop our systems and brand.

Paul and I constantly push and challenge each other to become even better than we were yesterday. We live and breathe Real Estate and being at

the top of our game means hard work and commitment.

Your property needs to be marketed and presented in its best light, I need to reach out, get your property seen and bring the buyer into your home. When you need something, I’m here to organise, coordinate and answer all your questions – from listing to settlement.

When the weekend comes it’s SHOW TIME (our glorified term for Home Opens)! Paul and I hit the road together - an unstoppable team, ready to put in the hard work, be the tough negotiators and deliver the very best results to our sellers.

Paul DiLanzoFrom the age of five I would run around playing hide and seek among the furniture and carpet rolls in my dad’s furniture shop, where I would listen to him selling to the local European families. Little did I know, I was establishing solid sales foundations from a very young

Hayley PickeringI’ve climbed through many construction sites in my stilettos. Any girl will understand how hard it is to walk through soft sand in heels. To me it’s all part of the job.

Firstly, a little bit about us...

Presentation doesn’t just mean how clean your house is, but how it flows, how it feels and how it looks.

From the moment a buyer first pulls up outside your home, to how they react to every inch of the inside, right through from the porch to the backyard – it captures the emotion.

We wont be afraid to make recommendations or to refer the services of stylists that can give advice

on what will be appealing to the senses of prospective buyers. Every home is different and so to the advice.

Quite often some homes will require landscape attention and others furniture restructuring, while others will need a freshen up in paint colours and some staging in certain rooms.

This element of your property sale I would say is the number 1 element that will create a spring board for your future sale.

Crucial Element 1 PresentationThis is probably the most known, however widely forgotten element in a property sale.

We cannot stress how important presentation is if you are wanting to achieve a premium price. In fact – it’s crucial.

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Presentation doesn’t just mean how clean your house is, but how it flows, how it feels and how it looks...

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It’s not the promise of a price that gets you the best result, but the process you implement and follow that will..

What I mean by this is working off recent comparable properties in the immediate area or close by will help create a firm foundation in logical price positioning to begin with. Buyers first look for value evidence before they will inspect in most cases.

This is a rule that is handy to remember:

Buyers start logically and finish emotionally

What this rule generally means is your property has a mental agreement on price positioning from prospective buyers then they will move to the emotional connection with your property provided the general feel and criteria of your home suits them.

Once a buyer becomes emotionally attached then it becomes a lifestyle

decision rather than an exact dollar and cents decision. It is in the highly emotional part of this equation that an opportunity for a premium result will be found.

If a buyer feels your property is overpriced then (even if they like the property) it will stop them moving to the emotional part of this process because logically they just don’t agree and quite often they will leave the property without offering.

This is why some homes sit on the market for extended periods, more often than not, there isn’t anything wrong with them, it’s more that the market place isn’t agreeing logically with it.

Crucial Element 2 PriceBuilding an exceptional price usually comes about by first engaging the market place with some logical price evidence and positioning.

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- Auction

- From Price

- Fixed Price

- Set Date

- Range

- Expressions of Interest

- Mid to Highs

- Offers

Agents are conceiving all sorts of new strategies that are designed to sell your home, many however confuse the buyers substantially enough that they will not even look at the home. Remember logically to emotionally, if a buyer cannot connect logically, how do you expect them to connect emotionally?

Every home is different – so a different approach and method may suit your home. Lets discuss this when I meet you.

Crucial Element 3 MethodToday, more than ever you could be easily confused on what is the best approach to the method of selling your home.

Through constant questioning of buyers, we have found that they definitely want a guide on price. Without a price guide, according to current statistics, sellers face not gaining the attention of up to 70% of buyer interest. There’s no denying that we live in an information based society.

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If a buyer cannot connect logically, how do you expect them to connect emotionally...“

If you consider there may be hundreds of properties that buyers could choose from across a number of suburbs at any one time, the effectiveness of your marketing campaign will be the difference of lots of potential buyers noticing your property or some potentially missing it. There is something I would like you to remember about marketing:

The structure and quality of your marketing campaign will determine the amount of separation you create from other competitive properties in the market place.

Marketing isn’t just advertising, it also consists of:

• Your internet strategy

• Your agencies database capabilities

• Your agencies unique positioning tools

• Advertising

• Signage

• The synergy of the office you select and networking capabilities

• Social media capabilities of your agent

• The quality of your photography

• The buyer centric design of your marketing format

The right marketing structure is essential in ensuring this premium price element is maximized however it is an individual assessment of each property to design a program that suits you.

Crucial Element 4 MarketingThe right marketing campaign for your property is like the fuel of your property sale.

4. Online listings

High quality brochures

Targeted letterbox drops

Social media marketing

Mobile compatible online listings

Targeted press advertising

Detailed verge signage

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Choose carefully, remember if you think it’s expensive to hire a professional, wait until you hire an amateur 5.

Their negotiation skills are paramount.

Unfortunately negotiation is not a trained skill in the industry however it is the main reason you engage an agent, to help you determine and govern the strongest possible price.

You can only base your selling decisions on the quality of information you receive from your agent during the process and their skill set will determine the quality of that information. That’s how important this function is. There is

one thing I would like to know before I engaged an agent to sell my home and that is how will they negotiate on my behalf.

Remember you don’t get to see what an agent says to your potential buyer so you should know this up front.

When interviewing agents to sell your property ask them to demonstrate their negotiation ability as this can be very costly down the track if they aren’t an expert in this area.

Crucial Element 5 Your AgentNot all agents are the same. Some are highly skilled while others are not, just like in any field. Your agents crucial function is not to just show buyers through your home, it is to help you protect your price.

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Our focus is not just to negotiate with the first buyer, but to negotiate with the best buyers..

This doesn’t always happen but can more often than not if the other elements fall into place.

All the other elements act as a foundation or spring board into the market place supporting this outcome.

Without all the previous elements being covered and maximized you can never assuredly know you have given yourself every chance of securing the very best outcome.

A premium buyer or buyers are created through emotional attachment and also urgency to a large degree, remember the rule:

Logical - Emotional

The outcome of dealing with and

emotional buyer or buyers is they traditionally spend 5-20% more on a property than they first thought they were going to spend.

The key is giving yourself a chance of dealing with more buyers who are more emotionally connected, this is where the magic happens.

Here is a re-cap on the formula for achieving a premium price:

• How your home looks and feels

• The pricing of your home

• The best method that will suit your property

• Marketing

• Your agents ability

• More buyers emotionally connected

• Once these have been achieved

Crucial Element 6 BuyersThis is where the process culminates. Having the choice of multiple buyers is really what you are aiming for.

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Paul DiLanzoSales Associate0418 899 985pdilanzo@realmark.com.au

Hayley PickeringSales Associate0448 874 588hpickering@realmark.com.au

coastal.realmark.com.au

facebook.com/PaulandHayleyRealmarkCoastal

@PaulandHayleyRealmarkCoastal