Bees Nees City Realty
The Buzz

real estate marketing

Posted by Rob Honeycombe on 6 January 2012

We recently sold an apartment for $382,000 in an inner-city building of a reasonable size. There’s usually a handful of apartments either on the market or recently sold at this address, so the prospective buyers used info on these to calculate their opening offer – of $320,000. This wasn’t just a negotiation tactic. This couple were genuinely of the view that having assessed the sales rate per square metre of the other apartments their offer was “market value”.

It seems like a simple way to do things: divide the sale price by the size of the apartment, then apply it to the next one. For example if it’s a 2 bed, ensuited place for $500,000 place that’s 100m2 we’ll take that $5000/m2 and use it on the 1 bedder that’s 70m2. But there’s a number of problems with the theory and they all come back to what it is that we place a value on when we buy. Views and elevation. Standard of finish and condition of the home. Numbers of bedrooms and bathrooms. And the list goes on.

So as much as it would be an easy way for home buyers to determine value, rate per m2 is rarely accurate unless the apartments are very, very similar. Two apartments in the same building have the same “base value” regardless of their bedroom numbers, because they both offer a place to sleep in that location. You’ll fit more people into a larger one of course, but if you double the size you’ll rarely double the price. This is why property developers often make great margins on small apartments and have bigger designs in their mix often for little more purpose than to help broaden the market appeal and ensure the project’s not perceived as ‘low-end’.

That couple upped their offer by more than $60,000 once they stepped back to think about other apartments that were truly similar. And of course an offer from another interested buyer helped prompt their decision too!

Posted by admin on 5 January 2012

In this new world of the web we’re all led to believe that selling anything is about online traffic. If you haven’t got a thousand visits to your web ad there’s no chance you’ll sell your home. Or so we’re told. You can pay a bit more to get to the top of portal search results. You should use a professional photographer to get your hero shot to stand out from the rows of search results, and you should have a catchy headline that’s relevant to your target audience. You should be with the biggest and best sites. Get those thousands of eyes on your ad – it’s all about traffic, traffic, traffic!

Yet traffic of another kind is really the best value real estate advertising. It’s the potential buyers driving and walking past your property. The web is an important part of promoting real estate but for dollars spent you can’t beat a simple signboard stuck to the front fence. Home buyers love to trawl through the back streets of their favoured neighbourhoods, eyes peeled for an undiscovered gem. And despite the layers of data, up to the minute satelite imagery and Street View pics, those web ads just can’t tell you what it’s like to stand in that street. The noises, smells, breezes.

We often have seller clients say they don’t want their neighbours sticky-beaking through at an open home. And while we understand the desire for privacy some of the best word-of-mouth promotion you’ll get for your property comes from your neighbours. They live there and they want to share it with friends and family. They think homes in the area are worth more than they really are and they’ll talk the place up til the cows come home. They’re like real estate agents, only free!

So we’re not surprised how many buyers tell us they found their new home by its signboard. It’s the cheapest item on any marketing plan and it finds you buyers who’ve already chosen your neighbourhood.

Posted by admin on 5 December 2011

Of all the market segments across Australia and around the world, high-end properties are possibly faring worse than most. If you just had a lazy $5million there’d be some great buying around….

PropertyObserver.com.au reports one southern group is aiming to take advantage of the opportunity, launching a $30milion unit trust to buy up prestige residences. Properties will be in Sydney, Melbourne, Perth, Adelaide and Brisbane – possibly Noosa and the Barossa – and worth between $3 million and $6 million each.

Allure Properties recently launched their Diamond Fund, which aims to buy at least six luxury properties in London, the south of France, Colorado, Queenstown and Phuket while the dollar is high and real estate prices are low. Allure Properties’ Jo Perrott says “The residences that we have targeted are about 50% discounted on their prices several years ago. We have all the right indicators in place for this to work well.”

“We have had so much interest, particularly from Melbourne, WA and Sydney as well as from management companies, in this approach to shared investment in luxury real estate. Many clients talked about wanting domestic property with a shorter time span. We expect that by March next year we could be ready to close the international fund,”

Posted by admin on 7 November 2011

Home buyers often run in fear that a real estate agent might “make” them pay too much. When all your friends are telling you there’s amazing discounts everywhere it can be daunting making an offer on a place. What if you pay too much? Successful bargain-hunting earns you the ultimate social status in 2011, like a victorious marauder returned with the spoils of war.  But what if you liked it so much you paid full price, or bought as the only bidder at the auction? The social shock and horror….

So it’s no surprise we’re seeing more and more fact-searching before buyers submit an offer. Online resources have expanded remarkably over recent years and one site’s now released “Guesstimates”, providing an instant “value” of any house in Australia. Even they call it a “guess” and it follows a model similar to an American tool called a Zestimate. We first wrote about them almost 5 years ago and they’ve since caused plenty of confusion in the Land of the Free (data). Guesstimates do use some science to come up with a price range. But it’s pretty rough – in both directions. One home we sold recently (so it’s not yet recorded in official data) sold for 20% or $100,000 less than the website tells us it’s worth. Must be a lousy agent! Inner-city buyers won’t get much from the tool because apartments don’t seem to appear in their data and nor do houses on community title.

And a tip for apartment buyers relying on online sales data: watch out for lot numbers versus apartment numbers. They’re often different and the official stats report lot numbers only. Announcing the Guesstimate launch their product manager said “To meaningfully price a property for sale, more in-depth information and local knowledge is required – this is where real estate agents and professionals, as local experts, have skill sets that are invaluable.”

So consider this: would a good agent spend their Saturday afternoons standing out the front of a home that’s 20% over the market? Home buyers do need to do their homework and be comfortable with their offered price. But as a wise person once told us, “Don’t let someone else buy the home for a price you were prepared to pay”.

Share that one with your friends.

Posted by admin on 26 September 2011

Searching a large real estate portal this week we were growing increasingly frustrated by the time it took for the page to load. In 2011 we’re all supersonic, attention-deficit, time-poor freaks with our broadband and expect quick connections. But the delay on this site wasn’t loading the property details, it was the massive banner ads that dominate the pages. These guys run a business and there’s only so many agencies in Australia to pay them a subscription. We understand they need revenue. But if you’re like us you want to spin through the listings quickly and get the info you came for.

And luckily there’s a great new alternative. The Real Estate Institute of Queensland has launched our own search portal REIQ.com Our members own the site and we don’t need big, data-heavy ads from banks or mortgage brokers. So tenants and home buyers get a clean, fast-loading portal. The site already has more than 75,000 listings on it, making it the largest Queensland-based real estate portal.

Bees Nees principal Rob Honeycombe is a Director of the REIQ so we’re naturally big supporters of the site. Rob says the real benefit for buyers and tenants is the site’s industry ownership. “REIQ member agents are talking to them daily and we hear the feedback on what they want from a real estate portal. REIQ.com is the result of that and with agents owning and controlling the site we can make sure it stays relevant and fresh.”

REIQ.com are running a competition to celebrate the launch and you could win $20,000 by visiting the site and entering before 5pm this Friday. Here’s the link!

What can the REIQ do to improve the site? We’d love to take your comments back to them.

Posted by admin on 20 September 2011

Last time you signed a real estate contract did the agent ask for your driver’s license? Probably not, but from now on that’s likely to be a more regular request. Those wacky guys who brought you the emails from Isabella Caromel (lone survivor of a tsunami with US$10.6m she wants to share), the tales of surviving insurgent rebellion with millions that need urgent transfer, and other innovative scams, are up to new tricks.

Last year a Perth property owner contacted an agent, listed a house for sale, signed an offer and received the proceeds on the subsequent $485,000 sale. Only one small hitch – it wasn’t their house. And this month a $1million Sydney apartment was listed for auction in the same style of scam, this time identified before its sale. Needless to say the legal gurus around Australia have been grappling with how this can happen. Could someone pretend to be you? While you’re on holidays or for your investment property? How much info would they need to give an agent to convince them they were the owner? The scary truth is it’s dead easy.

Many of our seller clients are interstate (Brisbane’s inner city has lot of NSW investors for example) and we never meet them. They give us their name and if it matches the title search we proceed. Their contact details are no guarantee as an email address can be set up in anyone’s name, no check needed. We don’t have anything to verify their signature against on a listing authority or contract of sale. So you’ll understand why identity confirmation is becoming more important in our process.

The lawyers who handle conveyancing have a few more challenges as that’s where the money changes hands and they’re the last gatekeepers. Especially if there’s no mortgage and no bank checking the transaction. It’ll be interesting to see what changes we see as a result of the scam.

In the meantime maybe Isabella will share some of her inheritance with that unlucky Perth property owner.

Posted by Rob Honeycombe on 2 September 2011

Brisbane’s inner suburbs have some of the best examples of this state’s unique timber architecture. But for such a sought-after style of house there’s almost no consensus on what we should and shouldn’t call a “Queenslander”. Real estate agents know that adding the term to an advert can spike the enquiry levels. Builders are working the word into their descriptions in fairly imaginative ways (one applies the name to brick homes with timber-gabled facades – really?)

Maybe if it’s built north of the Tweed any house can legitimately share the title. But today we thought we’d ask you to share your thoughts: what makes a Queenslander a Queenslander? Surely there’s 4 key elements: it’s elevated from the ground, has a hardwood frame and softwood linings, the main materials are timber and tin, and it has a verandah.

Looking back into our history there were plenty of practical reasons for elevating the homes: to keep residents cool in summer, to allow easy construction on sloping land, to avoid floods, and to keep the timber away from termites. Under the house used to be a place for playing out of the sun, hanging the washing and a bed for the dog (or even a not-so-welcome relative). In “modern” times we saw this as an opportunity for extra space for media rooms, studies and garages. Are these still Queenslanders?

During our early years there were plenty of variations on timber home designs. Those built from 1859 to 1901 are often called Colonials (for our time as a colony). Bungalow is the common term for the next generation of styles that were usually more elaborate and included gabled, asymmetrical facades. In the 1920’s we adopted elements of the Californian Bungalows – even way back then we were taking design cues from the USA. You’ll also hear them called “inter-war Queenslanders” and there’s a huge range of designs built through this era. Those with an eye for detail can often date a home from its verandah posts, balustrades and windows (see below). How simple was life when to keep up with the Joneses you just needed a bullnose tin sunhood?!

Not surprisingly the Great Depression saw more simplicity and conservatism in design and by 1933 bricks were considered a modern option. Fibro was first manufactured in Queensland in 1936 and its easy-care maintenance meant it quickly became a popular cladding material. We’re still ripping the toxic stuff out of homes today.

If you’d like a very thorough read on the topic try “Brisbane House Styles 1880 to 1940” by Judy Gale Rechner (1998). Maybe every real estate agent should have a copy so we can get the terminology right! There’s no doubt we’re proud of our Queenslanders and their rich history – whatever the name means to you.

courtesy: "Brisbane House Styles" Rechner, 1998

Please share your definition of “Queenslanders”.

Posted by admin on 16 August 2011

Real estate agents generally pay a flat rate subscription to the property web sites and can list as many homes as they like within that fee. And the more listings they have up, the more enquiry they get. But unfortunately none of the real estate portals yet have a system in place to “expire” the listings at any point.

When a new listing comes onto the market there’s a buzz around the place. Buyers eagerly await their e-alerts from the web portals and the enquiry often comes thick and fast in those first few days. (It’s one of the reasons setting your asking price is so important, capitalising on that early response. But we digress…) After a couple of weeks it can take tailored promotion, price reductions and a good dose of tenacity to capture buyer interest. And after 6 or 8 weeks many sellers, and their agents, lose interest in the process and give it up as too hard.

So buyers often get frustrated that the online info is out of date. Open houses details from weeks ago. Tenancy info on leases that have long expired. There’s two ads live right now on one of the portals that recommend you buy before August 1st to avoid stamp duty changes. Another says the property must be sold before Christmas…but they’re not talking about 2011. Many times the property has been sold or withdrawn from the market months ago, but there’s no requirement on the agent to remove the listing.

Buyers are tired of dredging through this rubbish. They deserve better too – considering the hundreds of thousands of dollars we’re asking them to spend. In Brisbane CBD this week there were 531 properties for sale on realestate.com.au. Have a look at your suburb. Toowong (114) and New Farm (176) have a heap of listings on the web too. But how many are current and relevant?

If you’re selling make sure your agents keeps your ad fresh. You need to stand out of the crowd. Change the hero shot and headline around so the home has a better chance of standing out in those tiny search result lists. (Professional pics and an ad that’s relevant and targeted are always essential). Use a “last updated” date at the bottom of each ad to let buyers know it’s current. If your property’s not attracting any enquiry a “spruce up” of the web ad is a quick and free option.

Posted by admin on 25 July 2011

Are the body corp fees really the single most important feature when you’re choosing a home? The location, the size or the age of the apartment maybe? The views or even the condition of the kitchen perhaps? These are the big ‘value’ items and naturally our ads focus on them. So would it surprise you some buyers are selecting which home to inspect based on the amount of the annual body corp fees? 

We wrote recently about that mythical place called Buyer’s School and the trend for many home buyers to consistently ask similar questions. Surely they’re all attending some briefing session before hitting the open homes! And the latest must-ask question is focused on body corp fees.

Now we’d be the first to acknowledge that these do vary a lot between buildings, but we’re now being asked for the fees before a buyer will even inspect an apartment. Before they want to know about any other features. And it seems to us the focus has drifted to the wrong concerns.

The first comment is this: no-one makes a profit in a body corp. The fees are set with a budget so if they’re higher it’s costing more to run the building. Lifts, onsite management and insurances are big ticket items. So if you’re happy with stairs or waiting a little longer for your lift, you will save money. One CBD tower has 5 lifts for nearly 500 apartments while a South Brisbane mid-rise has 2 lifts for just 40 lots. Of course one is cheaper. Some bodies corp do put a lot away for rainy days; others run tight. You get what you pay for.

Buyers are naturally drawn to low fees but they need to ask if it’s not just a clue that the building is being run on a shoestring. Is the sinking fund forecast being followed? Will they cop a special levy of thousands, payable immediately, for all sorts of unbudgeted expenses? We’re not defending misuse of your funds and we agree that some bodies corp don’t keep a close enough eye on things. But if you’ve ever volunteered your time for a committee you’ll know it’s a thankless job and many owners don’t even bother to vote at the AGM, let along give their input into budgeting. So cut them some slack – or better still, get involved!

Right now we’re witnessing buyers who are spending half a million dollars or more, weighing their choice heavily based on annual fees. If the fees seem $1000/year too much why not offer $5000 less when you buy it and that’ll cover the next few years. And you’ll have time to join the committee and get the place in shape!

Please give us your comments? Why are body corp fees so important to buyers?

Posted by Rob Honeycombe on 14 July 2011

pic courtesy: 2011flood.blogspot.com

Real estate agents, in my humble opinion, are often wrongly cast as fibbers and cheats. A vast majority of us work hard, do the right thing and know that to be in this career for the long term we need to look after our clients.

But occasionally I’m reminded why a handful of idiots drag our industry back into the gutter.

A friend rang the other day, excited that he’d seen an apartment in a near-city suburb that looked like a great buy. From the description it sounded good value and it was close to cafes and a train station. But because we know inner-Brisbane well, my thoughts immediately turned to January’s flood levels. I came back to the office, double-checked the maps and rang to let them know that water had inundated that street.

But the advert didn’t mention it, nor did the agent when the buyer had called to book an appointment. Maybe the water missed this property, so my friends went ahead with the inspection today. They decided to wait for the agent to raise the issue, and after a thorough look through the apartment the conversation went something like this:

Buyer: “This looks great, new floor tiles and fresh paint?”
Agent: “Yep, looks good doesn’t it?”
Buyer: “Ok, anything else we need to know?”
Agent: “Nope, that’s pretty much it.”
Buyer: “What about the flood level in January?”
Agent: “Oh yeah… well yes the water came inside the apartment and (running his hand along a line on the wall 10cm from the floor) rose to about here”.

If confronted this agent might argue that he would have told them about the flood had they proceeded to make an offer. Maybe. But of course this buyer would have preferred to have known in advance so they could make a decision on inspecting or, at worst, have been told at the start of the inspection so they could see the place with a full understanding.

It was 6 months ago yesterday that Brisbane held its collective breath as the murky waters rose from the waterways. Plenty of homes were inundated and there are still buyers for them. Some of the discounts are not as bad as first feared. But covering the facts is childish and illegal.

What a shame January’s floods didn’t flush away more of our rubbish.