In this article
THE SHORT VERSION
Price for the buyers who can act now.
- Use recent comparable sales to set a defensible price guide.
- Consider how buyers search and which homes they will compare.
- Review enquiry and inspections early, then adjust with evidence.
- A lower advertised threshold is a marketing choice, not a promise of a higher sale price.
“We’ll list it high and drop the price later” can sound safe. In a recent video, I explained why that approach may work against a seller when buyers have other suitable homes to inspect. If an asking price sits above the range buyers expect, some will never put the home on their shortlist. You cannot recreate those first weeks of a campaign by changing the guide later.
Playing loads Instagram’s embedded player. Watch the original reel and read its caption on Instagram.
Why the launch price matters
Most buyers compare listings by location, features and price before booking an inspection. A guide that misses the likely buyer search range can reduce the number of relevant enquiries. Fewer inspections may mean fewer opportunities to build competition, even if the home itself is appealing. That is a risk to weigh, not a rule that every high guide will fail.
What “positioning for competition” means
The video uses an illustrative home estimated at about $1,025,000. An “offers over $1.1 million” guide may be missed by buyers searching around $1 million, whereas “offers over $999,000” may bring it into their search. Those figures are an example, not a valuation of a real property or a suggested guide for every Ipswich home. The right approach depends on comparable sales, the home’s condition, current competing stock, the seller’s instructions and the applicable rules for advertising.
Attracting an inspection is only a first step. Buyers still need to see value in the property, and no guide guarantees multiple offers or a particular final price. A seller should understand how the proposed guide relates to the evidence and what feedback would justify changing it.
Questions to ask before you launch
- Which recent comparable sales support the proposed range, and how does this home differ?
- What similar homes can buyers inspect this week?
- Which buyer search brackets will the advertised guide reach?
- How will we measure enquiries, inspections and feedback in the first weeks?
- If the response is weak, what evidence will prompt a change?
The goal is to give the home its best chance with qualified buyers while keeping the guide grounded in evidence. If you are planning to sell, start with a property appraisal and ask me to show you the comparable sales and current competition. You can also read my Ipswich selling guide and cost-to-sell guide before deciding on a campaign.
General information only. Market conditions and sale outcomes vary by property. Discuss your specific campaign and advertising requirements with your agent and obtain independent legal advice where needed.