The assumption that a well-known agency name guarantees a better outcome is one of the most persistent beliefs in real estate. It is also one of the least supported by evidence.Brand recognition and agent performance are separate variables. The first is a function of marketing spend. The second is a function of the individual agent and what they ac

Most sellers measure agent performance by the things they can see - how the property is photographed, how the listing is written, how many people come through the door. Those things matter. What matters more is what happens after the door closes.The difference between a campaign managed well and one managed passively is almost entirely found in wha

There is a version of this that plays out regularly. A vendor lists at a number that feels right to them - maybe it reflects what they paid, what they spent on renovations, what a neighbour got three years ago. The first two weeks pass with thin enquiry. Then the feedback starts coming in. Then the price drops. By that point the damage is already d

The appraisal process is where a significant number of Gawler vendor campaigns go wrong - not because of anything that happens after launch, but because of the number written on a piece of paper during a thirty-minute presentation. That number shapes the price. The price shapes the buyer response. The buyer response shapes everything that follows.T

Consider a seller receiving buyer feedback after the first open day. The number coming back does not match what they had been planning around. There is a pause. Then the defence begins - and it is not a defence of the evidence.It is about what the place represented to the people who called it home.This is where it starts to cost money. The gap betw