Good marketing is no accident

What a property needs today to find the right buyer at the right price.

Whether it’s a flat, a detached house or a block of flats: for most owners, selling a property is one of the biggest financial decisions of their lives. This makes it all the more surprising how often it is left to chance whether a property is sold quickly and at a good price, or remains listed online for months on end. Successful marketing follows a clear process. Each step builds on the previous one, and mistakes made at the outset are almost impossible to rectify later on.

It all starts with a realistic price

Successful marketing begins long before the first advert is placed – namely with a well-founded valuation in line with market conditions. A price set too high may seem attractive at first glance, but in practice it is one of the most common reasons for failed sales. The property remains on the market, prospective buyers become suspicious, and subsequent price reductions are interpreted by the market as a sign of weakness. Ultimately, the price eventually realised is often lower than what would have been possible had a realistic valuation been carried out from the outset.

A reputable valuation takes into account location, condition, fixtures and fittings, and comparable transactions, as well as the current financing situation in the market. In the case of multi-occupancy properties, the tenant mix, rent levels, fixed-term tenancies, vacancy rates and development potential are also considered. Only once these factors have been thoroughly analysed can an asking price be set that generates demand and allows room for negotiation.

Target audience: Who is this property aimed at?

Just as important as the price is the question of who is likely to buy the property. An older flat in the city centre appeals to a different audience than a new-build flat with a garden on the outskirts, and a block of flats with potential for development attracts different investors than a fully let existing property. If you know your target audience, you can tailor your copy, images, channels and selling points specifically to them. If you try to appeal to everyone, you’ll end up not really reaching anyone at all.

Comprehensive documentation builds trust

Buyers, banks and investors make decisions based on facts. Professional marketing therefore provides all relevant documentation from the outset: a current land registry extract, energy performance certificate, plans, utility value report, minutes of owners’ meetings, service charge statements and, for let properties, the tenancy agreements and a current list of rents. In Austria, it is already a legal requirement to include the energy performance certificate in the property advertisement.

Comprehensive documentation shortens the decision-making process, facilitates financing and prevents ambiguities from arising at a late stage of negotiations that could drive down the price or jeopardise the deal.

It’s all about the staging

Nowadays, the first impression is formed on the screen, and it determines whether an enquiry is made at all. Professional photography with the right lighting and well-considered angles is therefore not a luxury, but a basic requirement. This includes coherent, honest descriptions that highlight a property’s strengths without exaggerating, as well as informative floor plans.

Virtual tours enable prospective buyers to get a realistic impression in advance. This filters out unsuitable enquiries and ensures that only those who are seriously interested attend viewings. Where appropriate, home staging helps to bring vacant or hard-to-visualise rooms to life. Buyers aren’t just buying square metres; they’re buying the idea of how they’ll live there or what they can do with a property.

Reach and network

A good property brochure is of little use if it doesn’t reach the right people. The major property platforms remain indispensable for this. However, a direct line to pre-registered prospective buyers, investors, family offices and industry partners is at least as valuable. Many transactions are concluded before a property is even advertised publicly.

Owners often wish to maintain discretion, particularly when it comes to apartment blocks and high-end properties. Off-market mandates protect tenants, property management companies and owners from unnecessary disruption and prevent a property from being ‘burned’ on the market. This requires a robust network of buyers whose purchasing power and search criteria are known.

Site visit and qualification

Not every enquiry comes from a prospective buyer. A professional marketing approach checks in advance whether the buyer’s search criteria, financing and timeline are a good fit for the property. This saves owners time, protects their privacy and ensures that viewings are well prepared and targeted. Questions regarding the property’s condition, costs or legal framework are answered thoroughly on the spot, rather than being left unresolved.

Negotiations right up to the signing

Ultimately, it all comes down to the negotiations, and this is where it is decided how much of a property’s value actually goes to the owner. An experienced estate agent knows the market, recognises genuine offers and knows when to exercise restraint and when to be resolute. They represent their client’s interests vigorously, without alienating the other party.

The work is not over once the offer to purchase has been made. Coordinating with the solicitor, the bank and the property management company, finalising the contract of sale, handling the transaction in trust and the handover all require care and experience. A professional estate agent guides both parties safely through this phase until the contract has been signed and the property has been registered in the land register.

That’s what we stand for at AKKADIA

Effective marketing is the result of market knowledge, careful preparation, professional presentation, a strong network and negotiating experience. At AKKADIA, we combine these elements into a seamless process, from the initial valuation right through to the handover of the keys. Our aim is not simply to sell a property any old way, but to find the right buyer at the right price – discreetly, transparently and with a result that does justice to the property’s value.