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Social Media: Agent sells home off-market via Instagram teaser images

Social Media: Agent sells home off-market via Instagram teaser images

An estate agent has sold a home off-market by posting teaser photographs on Instagram.

The buyer – who was in the French Alps on holiday when she saw the social media posts for the property in the Warwickshire village of Lapworth – was attracted by a series of teaser photographs.

These were not of the property itself, nor even a general view of its interior, but were instead so-called ‘teaser shots’ – in this case, the first images were of goldfish in an antique watering can sitting on wooden decking. The caption said the photos were from a property going on sale soon in Lapworth.

The buyer has told local media that it was these posts that triggered her interest; she has now completed on the property.

“I liked their pictures and I follow hashtags like #victorianterrace and #darkdecor. I’d also started following the #Lapworth hashtag too as I knew that was the village we wanted to be in. I wasn’t desperate to move but it felt too good an opportunity to miss. The post on Instagram for me was the deciding factor” she says.

The agency behind the Instagram posts is Mr and Mrs Clarke – a hybrid with the business model of using self-employed or freelance agents operating under the same brand. It’s six years old and has featured frequently on Estate Agent Today, most recently here.

Paul Clarke, the agency’s founder, says 50 per cent of the houses which are pictured on Instagram attract enquires.

He’s told Birmingham  Live: “Agents have done this sort of off-market selling for ages but through databases and email lists. With Instagram, you can make it more aesthetically pleasing and interesting.

“There was a picture we put on Instagram that featured a cockapoo running through a living room. Within hours, a lady in her early seventies had sent a message. She viewed it and offered the asking price before the house hit the market.”

Amongst the tips he has suggested for publicising homes for sale via Instagram is to use hashtags.

“People follow hashtags and you can create a buzz around a picture by using relevant and popular hashtags. It might be a roaring fire in the winter, some flowers popping out of the ground in spring or it could be an architectural feature of the home. For these images use useful, descriptive hashtags like #springgarden #featurefireplace #interiordesign.”

And he urges the photographs to be taken and selected with a view to making prospective buyers smile. He suggests: “Homes are places to be enjoyed and Instagram is a great place to share light hearted moments. If something about your home brings a smile to your face then it’s likely to do the same for your viewer, so have fun with it. You’re more likely to get engagement with something that draws a smile.”

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Agents asked to confess if their firm has been price-fixing

Agents asked to confess if their firm has been price-fixing

A new call has been issued this morning by the Competition and Markets Authority for estate agents to confess if their business has been involved in a price fixing cartel.

In a statement released this morning the CMA says: “If you think your business has been involved in illegal activity, you should notify the CMA as soon as possible – you may benefit from lenient treatment by being the first to come forward to the CMA.

“We also recommend that you seek independent, legal advice.

“If you have information on other companies in your industry that may have been involved in an anti-competitive arrangement, report it to us.”

The CMA’s announcement this morning makes the call after expressing concern that there have been three cartel issues in the estate agency industry in recent years.

The latest was in December 2019 when four estate agents were found to have broken competition law by agreeing to fix and maintain a minimum level of commission fees to be charged for the sale of residential properties over a period of almost seven years.

The agents were fined a total of £605,519.

This morning’s statement from the CMA says: “Competition law exists to ensure businesses compete fairly and customers are protected from getting ripped off. Price fixing cartels are among the most serious kinds of anti-competitive behaviour as they cheat customers by forcing up prices and reducing quality and choice.”

And referring to the most recent case it says: ”By fixing minimum levels of commission rates, the estate agents denied local people selling their homes the chance of getting the best possible deal.”

And the statement goes on to issue advice to agents, saying:

– Do not discuss what you or your competitors intend to charge;

– Just receiving or sharing sensitive commercial information is likely to be illegal;

– Make it very clear you will not participate in illegal arrangements or discussions about them and take active steps to distance yourself from the outset;

– All anti-competitive arrangements – written or verbal, formal or informal – are equally illegal, and the CMA has sophisticated means of tracking down evidence;

– There are no excuses for illegal anti-competitive activity – ignorance of the law is not one either;

– If two competitors participate in an anti-competitive arrangement, this is sufficient to make it illegal – it doesn’t matter if not all competitors in the market participate;

– If you are a small business competition law still applies to you.

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Rightmove charges blamed for helping some agents going bust

Rightmove charges blamed for helping some agents go bust

A free-to-list portal says the costs of listing on the established sites – especially Rightmove – are contributing to estate agencies going bust.

“Property portals make money by charging to list on their site, regardless of a sale or let being made. Depending on the quality of listings, brand notoriety, area of operation, and a whole host of other factors, you could end up paying a fortune to a portal before you even generate your first lead” says Christopher May, director of Residential People.

And he says those portal costs are contributing to as many as 10 agencies goes bust each week, with Rightmove named as the chief culprit.

May says the number one portal has been accused by agents of charging crippling fees and putting the squeeze on independent firms, many of which are now beginning to voice concern about their situation.

“Property portals are undoubtedly a main driving force for the industry and are here to stay, but what good is a portal without the agents supplying the properties?” asks May.

“In theory, portals should work for the agent not against them, yet in practice this rarely is the case,” he says.

He says the major portals justify their charges by suggesting the cost is a trade-off against leads generated and the profit an agent makes from successful leads.

But May says that with more agents suffering narrow margins, and some being required to pay additional costs to hire digital marketing experts, many now seek alternative ways to market and increase exposure of their inventory.

In November Estate Agent Today reported a claim by the property management firm Apropos by DJ Alexander that around 10 agencies had gone bust every week in Britain during 2019.

The firm analysed official data and found that 371 businesses dedicated chiefly to the selling of homes had entered formal insolvency proceedings in the first nine months of the year – 348 in England and Wales and 23 in Scotland. Apropos returned to the same theme last month, claiming more agencies would go bust this year.

Residential People lists some 950,000 properties from a number of countries, and does not charge agents.

“While Residential People is a free-to-list platform, we have other means of deriving income through optional features. In the long run, our business model allows us to develop our proposition into other areas, much in the same vein as Amazon has done at the other end of the scale.”

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UK House Prices Surge to Near-Record Levels

Every region seeing house price rises for first time in two years

 

Average house prices in the UK grew by 2.9% in February compared to last year, according to Rightmove.

The latest figures from the online property website revealed that average house prices have risen by £2,589 over the past month, a 0.8% monthly rise. It means the average price of a home in the UK was £309,399 in February, just £40 less than the all-time record average UK house price that was set in June 2018.

Rightmove said this latest surge to near-record prices was helped by another record 152 million visits on its site in January, with 12% more agreed sales last month compared to January 2019. Rightmove’s data was based on the asking prices of more than 108,000 properties, or around 95% of the current UK housing market.

“There is a boom in buyer activity outstripping the rise in the number of new sellers, which we expect to lead to a series of new price records starting next month,” said Miles Shipside, director and housing market analyst at Rightmove. “This means that spring buyers are likely to be faced with the highest average asking prices ever seen in Britain.

“Buyers who had been hesitating and waiting for the greater political certainty following the election outcome may be paying a higher price, but they can now jump into the spring market with renewed confidence.

“After three years of Brexit uncertainty, dither and delay, many now seem to have the 2020 vision that this is the year to satisfy their pent-up housing needs. Owners coming to market this spring face the best selling prospects for several years, with good demand for the right properties at the right prices.

“It’s the first time for over a year that we have seen any sign of a return of seller confidence, albeit lagging behind the surge in numbers of early-bird buyers. Owners coming to market this spring face the best selling prospects for several years, with good demand for the right properties at the right prices.

“However, sellers should be careful not to get carried away with their pricing, as this is still a price-sensitive market with stretched buyer affordability. Those who over-price risk missing out on the window of increased activity that could run at least until we approach the next Brexit deadline at the end of the year.

“Now could be an excellent time to get on the market and sell, seizing the opportunity of achieving a quick sale at a decent price.”

Lucian Cook, head of residential research at Savills, said: “Since the election, we’ve certainly seen a significant uptick in new buyer demand in the prime market which creates a real opportunity for sellers while stock for sale remains relatively low.

“Increased confidence is translating into increased activity, both in the prime market and across the wider market as a whole. It is clear that the market remains largely dictated by sentiment. Our own agents are reporting that the vast majority of buyers remain unwilling to increase their budgets.

“Accordingly, our advice remains that sellers need to remain pragmatic on price, particularly given some of the uncertainty around an impending budget, the first of the new government.”

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Death of buy to let has been greatly exaggerated, new figures show

Death of buy to let has been greatly exaggerated, new figures show

Predictions that landlords are not buying properties to let out because of tougher rental taxes and regulations appear to be short of the mark according to new mortgage data.

Statistics for December from UK Finance, the mortgage lenders’ trade body, suggest that there were 5,700 new buy to let home purchase mortgages completed in December – that’s 3.6 per cent more than this time last year.

There was also a small rise in first time buyer mortgages completed in December – 29,490 which was 0.3 per cent up on the same month a year earlier.

There were also 29,400 ‘home mover’ mortgages completed in December 2019, 3.2 per cent more than in December 2018.

“These figures reflect what was happening in the months leading up to the election so only show a more solid resilience in activity in what was still quite a turbulent period” notes Jeremy Leaf, north London estate agent and a former RICS residential chairman.

But he adds: “Of just as much interest is the strong increase in buy to let home purchases, which we also noticed on the ground as aspiring first-time buyers squeezed by strict lending criteria continued to rent. This has encouraged more landlords to expand their portfolios or join the sector.”

And Mike Scott, chief property analyst at online agency Yopa, says: “It takes a long time for an increase in buyer interest to feed through into mortgage completions … so this December figure demonstrates that the upturn in market activity must have started much earlier in the year.”

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Cash is king – but does it really mean lower sale prices?

Cash is king - but does it really mean lower sale prices?

A new study suggests cash buyers secure lower sale prices than mortgaged purchasers – but is that really the case?

The survey by comparison site GetAgent looked at the average price paid by cash buyers over the last 12 months and compared it to buyers with mortgages.

The data shows that across the UK the average paid by cash buyers over the last year was £220,100 – nine per cent cheaper than the average  paid by buyers with a mortgage,  £240,758.

“Cash buyers are preferable to many sellers because they provide a much simpler transaction with fewer hoops to jump through and often come without a complicated chain. The flip side of this convenience is that cash buyers have a far stronger position when it comes to negotiations and often sellers will accept a more sizeable reduction for the speed and convenience of a cash sale” says GetAgent founder and chief executive Colby Short.

However, what isn’t clear from the research is whether the homes bought with cash were smaller or in less desirable locations – thus contributing to the lower price.

Downsizers, for example, typically make cash purchases of smaller homes using the proceeds from the sale of larger properties; younger buyers seek larger and dearer properties as their families grow and statistically are more likely to have mortgages.

Colby says cash has become more significant in recent years for a variety of reasons.

“Brexit uncertainty left many on the fence and so those looking to sell have had to do so with a lower price expectation due to a dwindling level of buyer interest. Therefore, finding the golden ticket of a cash buyer with honest intentions in a market slowdown has prompted an even greater tendency to sell with a greater cash discount in order to get a sale over the line” he believes.

“At the other end of the transaction scale, the continued affordability of borrowing money due to low interest rates has seen many aspirational buyers commit to a greater sum than they may have otherwise.”

In the GetAgent analysis, the gap between cash and mortgaged purchases was highest in the North East and North West, where properties bought with cash go for 12 per cent less, while London is the only region where cash will cost you more – six per cent more than the average price paid by a mortgage buyer.

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Young and minted: 50% of Mayfair residents aged 21 to 44

Young and minted: 50% of Mayfair residents aged 21 to 44

A high profile and widely-respected estate agent is predicting a huge demographic change to one of the country’s wealthiest enclaves – Mayfair.

Peter Wetherell, whose agency Wetherell entered into a partnership with London chain Dexters at the end of last year, says Mayfair is about to see its largest demographic and property change of profile for 100 years.

For example, Wetherell says the area’s attraction to Middle Eastern buyers – especially interested in new-builds – is now changing as more buyers come from mainland China and Hong Kong.

In addition, Mayfair is appealing to a younger demographic, with international buyers often being Millennials or even younger. “For example a one bedroom apartment at Clarges Mayfair [was] … let last year for £30,000 per month to a young Millennial with the deal agreed in less than 24 hours” says a statement from the agency.

He says by just next year almost 50 per cent of all residents in Mayfair will be 21 to 44 and by 2030 almost one third of all residents will be Digital Natives – that is, those born since 1995.

On more everyday matters such as the state of the market now, Wetherell says the Boris Bounce has been seen even in the rarified atmosphere of Mayfair.

Following three years of political uncertainty, the average pound per square foot values for second-hand stock are now at levels comparable to the end of 2013.

Some 51 per cent of sales last year exceeded £2,000 per sq. ft. compared to 18 per cent reaching that price threshold across the rest of Prime Central London.

Wetherell predicts that sales volumes of second-hand properties could increase by up to 50% over the coming year, prompted by limited stock and pent-up demand.

Currently, up to 75 per cent of the second hand market in Mayfair is priced up to £5m with a fifth of sales last year registered above £5m.

Wetherell says that in the last decade new landmark developments offering luxury apartments and state-of-the-art residents’ amenities have achieved between £5,000 and £7,000 per square foot.

“Additionally, these new modern developments can sell at values over double that of average Mayfair prices, leading to a comparative value uplift for properties in close proximity to the new developments. Demand for these homes is set to rise as new planning policies will restrict future developments, creating a very exclusive buying opportunity” says the agency.

“Mayfair residents are increasingly younger and seeking a high-performance lifestyle, with leading developers and global brands reacting to this to further enhance Mayfair’s amenities and lifestyle offerings. Whether you are looking to buy or rent, it is clear that people want to live in Mayfair and its appeal will continue to grow this exciting decade.”

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Homes bought after 14 days listing achieve best sale price – claim

Homes bought after 14 days listing achieve best sale price - claim

A prominent consumer group says homes sold precisely 14 days after first being listed typically achieve the best price – closest to asking.

Homes selling in this short period typically get 99.4 per cent of their asking price.

Those that sell after one month achieve an a average of 98 per cent of their asking price while those which take two months to find a buyer drop to an a average 91 per cent.

Then after 12 weeks on the market a typical sale price slips to 90 per cent.

The analysis has been undertaken by the HomeOwners Alliance, using data from over 6,500 estate agent branches across Britain.

The HOA says that based on the average property price across the UK of £235,000, a 14-day sale will mean the vendor would be only £1,400 below their asking price.

However, the amount by which they fall short of their asking price increases over time and the alliance says after one month the price drop is more than £5,000 and then over £20,000 after two months on the market.

“Draw up a short list based on their track record, not their sales pitch. If you’re selling a home which has been languishing on the market speak to your agent and review the asking price. You may also want to switch estate agent to one that has a better success rate in your local market.”

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Self-employed agent option launched by high end estate agency

Self-employed agent option launched by high end estate agency

Fine & Country has introduced a self-employed agency business model to be run by well-known former Property Academy chief Nicky Stevenson.

The new model, known as the Fine & Country Associate platform, will be offered to agents alongside the traditional option of being a licensee of Fine & Country.

It’s already been trialled in the F&C Midlands offices and has been described as a “success.”

“The model will be for experienced agents who wish to have the backing of an established, respected brand, while still being able to maintain their own independence and identity. We believe that the self-employed model is going to continue to grow in the UK as more and more agents seek an alternative to working for a salary and minimal portion of the fee” says Stevenson.

“Many agents are realising that they have the potential to earn far more in a self-employed model” she adds.

Stevenson’s most recent employer, before moving to F&C, was Keller Williams – operating one of the most pro-self employed agency models in the UK now.

Stevenson says that while only a small percentage of UK estate agents are self-employed, she believes as many as 30 per cent of the industry could be using this model by the end of the 2020s.

“As a brand, we want to continue to grow while being flexible and remaining sensitive to the changes we are seeing within the market and what the industry wants. A self-employed model provides an opportunity for experienced, entrepreneurially-minded agents to own their own business without having the overheads of running a high-street or traditional agency” explains David Lindley, chief executive of Fine & Country.

“As seasoned property professionals, they will have flexibility and independence while being supported by an established premium brand” he adds.

He continues that the new self-employed model offered by Fine & Country will not affect the current licensee model.

“Our licensees have the exclusive right to market and sell properties within their territories, and they can choose to participate in the associate platform if they would like.”

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Mansion Tax scrapped after PM vetoes the idea

Mansion Tax scrapped after PM vetoes the idea

The government will not announce a Mansion Tax at next month’s Budget.

It was first reported by the Sunday Telegraph a week ago, quoting two separate sources saying the idea was being considered by both the Treasury and 10 Downing Street.

On the same day Housing Secretary Robert Jenrick appeared on Sky TV and declined to rule out the possibility of a Mansion Tax.

But what a difference a week makes.

This morning’s Sunday Telegraph reports that Boris Johnson personally has vetoed the proposal.

Estate agents and Conservative politicians criticised the idea, and it has now emerged that Sajid Javid – the former Chancellor who resigned on Thursday – had been told by a senior backbench MP prior to the Cabinet reshuffle that many Tories were up in arms at the prospect of such a tax.

It is also revealed in the Telegraph that the Treasury wanted next month’s Budget to include a pledge to undertake a nationwide revaluation of homes.

This may have resulted in sharply higher council tax for many home owners.

However the newspaper understands that this, too, has been scrapped and will not be announced at the Budget.