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- Pool
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When a couple going through a divorce came to us to sell their family home of more than 20 years, the situation called for more than just finding a good agent. It called for clear thinking, careful positioning and a steady hand.
The Property
The home was a substantial six-bedroom family property with strong bones and genuine character. It was also affected by the NSW Transport Oriented Development planning changes, which introduced both opportunity and complexity into the sale. The property had strong fundamentals but required targeted updating to present well to the market.
The Challenge
A previous sales campaign had been unsuccessful and drawn out, leaving the clients frustrated and no closer to resolution. The agent appointed to that campaign had sold a unit for the same clients in a nearby area and performed well – but this property was a different proposition entirely. A six-bedroom character home with a heritage overlay and TOD planning implications requires a very different skill set and buyer network than an apartment sale, and the mismatch showed. The agent overquoted the achievable price, which set unrealistic expectations from the outset and narrowed the field of serious buyers before the campaign had even found its feet. After more than three months on the market with no offers, the listing had gone stale.
Compounding the situation, the heritage overlay reduced the pool of eligible buyers, the TOD planning changes complicated how the property could be positioned, and the two vendors were not aligned on approach or expectations. Any new campaign needed to address all of these issues simultaneously – and quickly, given how much ground had already been lost.
The Strategy
We started by selecting an agent with direct experience selling comparable homes in the area – someone who understood both the heritage context and the development opportunity the TOD changes created. We repositioned the property to attract two distinct buyer profiles: high-end residential buyers and developers, broadening the campaign’s reach without diluting its message. Targeted cosmetic improvements were introduced to lift presentation without overcapitalising. Critically, we worked with both vendors to reach a unified position before the campaign launched, removing the internal friction that had undermined the previous attempt.
The Outcome
The property sold in under four weeks. The buyer was a hybrid purchaser – part residential, part development – exactly the profile the repositioned campaign was designed to attract. The result came in 5% above expectations.
How We Did It
Correct agent selection, a dual-audience positioning strategy and clear vendor alignment. Three things that sound straightforward but are rarely executed together. That is where PROPOHOLIC adds value.
