8 Old Canterbury Road
Lewisham

The importance of listening to the market and shifting strategy and marketing in line with buyer feedback was highlighted in Santos Sulfaro and Frank Sulfaro’s August 2022 sale of a three-bedroom character home on a busy corner at 8 Old Canterbury Road, Lewisham.

Santos comments, “The location was the biggest challenge that we had to navigate, with the property set on a major road with constant traffic noise and people honking their horns. As such we gave our vendor a very realistic representation of what needed to be done to get people through the door in the current climate.”

“To help with the sale we made ourselves available whenever anyone requested a private inspection. To attract both previous and new buyers we sent out EDMs and spent a lot of time on the phone reaching out to potential purchasers.

“Due to the property’s position interest was very slow at the start of the campaign and to combat this we really had to listen to the market. Armed with buyer feedback we reduced the price guide down from $1.25m to $1.1m, making sure to contact everyone who’d inspected the home to keep them in the loop. The strategy clearly worked because we had 27 groups through at the next Saturday open home. Eight offers came through on the Monday and we sold the property on the Tuesday after 62 days on the market for $1.25m – back to the original guide.”

What did the clients have to say? “Our vendor was very happy with the result and commented that he wasn’t expecting that outcome considering the climate and past feedback regarding the property,” he concludes.