Off Market

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A significant off-market sales trend has emerged in Australian prestige property due to an undersupplied market, better use of database marketing, the rise of the buyers’ agent and increased opportunity for wealthy clients to maintain total privacy, according to McGrath's latest report.
Most popular in East Coast capital city markets, off-market selling is where a property is sold without any public advertising.
Instead, the McGrath report noted owners quietly list with a trusted professional who then introduces their home to pre-selected clients without ads or open homes.
Off-market selling is happening across all price brackets but particularly the prestige sector, where privacy is a priority for high profile clientele.
Impressive record prices have been set off-market, none more so than the $70 million Australian record for a single residence set in 2015 when Chinese-Australian developer, Dr Chau Chak Wing purchased James and Erica Packer’s former home in Vaucluse, Sydney.
This year, suburban records have also been set off-market in <a href="https://www.realestate.com.au/property/28-lucretia-ave-longueville-nsw-2066" target="_blank">Sydney’s Longueville ($11.88 million) </a>and Rozelle ($4 million); in Melbourne’s Northcote ($4.3 million); and in Brisbane’s New Farm ($10.5 million) – the city’s highest sale in 2016.
Lack of stock has been a major contributor to stronger off-market selling in 2016. Frustrated buyers are asking agents for early notice of new listings and making premium offers to snap them up and avoid open market competition.
Agents are approaching home owners directly off the back of clients’ requests for a particular street or a home with very specific criteria. This proactivity has given many owners the chance to sell for a premium, avoid marketing costs and remain off the radar.
In Brisbane, off-market selling is occurring more so because vendors are worried they won’t achieve their price in this current market.
They don’t want to pay for marketing then potentially face the risk of not selling.
The report noted agents are orchestrating deals using their databases to match listings to buyers in a far more discreet and personalised way.
Database marketing has facilitated the rise in off-market selling. In terms of sales strategy, database marketing is nothing new but today’s technology is enabling agents to do it better.
The size of agents’ databases, built up over many years as our industry has shifted to a more personalised style of marketing as part of the mix, means agents can create real competition and achieve solid prices while also meeting their vendors’ desire for privacy.
Agents are dedicating more time to developing personal relationships with buyers especially in the high end market, as our industry evolves from a largely transactional to relation relationships-based business.
Some agencies in Sydney and Melbourne have introduced password-protected online platforms that allow pre-qualified buyers to log in and view properties not advertised on the major portals.
The proliferation of buyers’ agents has also led to more off-market selling. Clients of buyers’ agents are time poor and looking for a more efficient way of finding a new home.
Selling agents often introduce new listings to buyers’ agents first and quick sales can ensue.
Chinese social media, particularly the Facebook equivalent WeChat is also enabling effective international marketing to buyers willing to move quickly to secure the best homes on offer.
"We believe prestige property will be the next growth story in Australian real estate. This sector did not move as much during the boom and the price growth is overdue," the report stated.
Demand for prestige property improved this year, with Chinese buyers continuing to move here for lifestyle and expats purchasing future homes in suburbs delivering solid rental yields until they relocate back home.
Growing demand from foreign buyers, expats and local upgraders should move prestige prices forward as long as the global economy remains stable
Volatility in the share market, which is directly and immediately hit by events such as Brexit, might also attract more investment into Australian real estate over coming years.
It also wouldn’t be surprising to see more people investing greater capital into their homes due to changes to superannuation and the opportunity for tax-free capital gains.
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j.ballantyne1990-6AQqhLzZaK

Significant prestige off-market sales occuring: McGrath

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Off-market selling, where a property is sold without any public advertising, is an emerging trend in some suburbs across Sydney although it represents a very small proportion of the properties sold.
Given Sydney's auction market strength, there are fiscal risks for vendors selling off-market because there’s no way every possible buyer will have known the property was for sale.
Such an outcome will leave that lingering doubt as to what what your home was ultimately worth.
But for some vendors it is still worth the risk, estate agent John McGrath recently noted.  
He says there are some circumstances where the importance of getting a deal done quickly for a reasonable price outweighs the alternative of going to the open market and negotiating with buyers over several weeks for the best price.
Such circumstances include relationship breakdown and financial stress, he suggested.
Off-market selling often enables privacy too especially for prestige clients. 
They typically don’t need a quick deal and are happy to wait while avoiding the public advertising campaigns and especially the intrusion of open for inspections. 
Off-market offerings can possibly generate an electric air of exclusivity.
Australian estate agents have adopted the term "off-market", though they have been occasionally dubbed "pocket listings." That's a real estate term used in United States. The never advertised pocket listing data is hard to come by, but sits at around 8.5% in some US states.
The off-market Sydney offerings are the domain of savvy estate agents who dip into their extensive database for potential buyers. 
Sure some time-wasting clients list off-market simply to test the waters, with the ambition of achieving their amazing dream price.
But there are genuine reasons some vendors go off-market especially if their property is tenanted with preparation for the perfect property photo shoot quite difficult to achieve.
Others do it to avoid the cost of a marketing campaign, but ultimately, McGrath thinks sellers "pay" for this strategy with a reduced sale price due to reduced competition.
It is the big numbers of buyers who've handed over their phone and email contact details that has assisted the current surge in off-markets.
Well-organised estate agents have created this ability to sell directly through their database. 
The best agents are staying intouch with forlorn buyers - dedicating time to developing relationships with the purchasers they meet at opens, auctions and online.
Another reason for off-markets has been the buyers’ agent industry which seeks out time-poor families and executives especially in markets that are undersupplied. 
That's much of Sydney this spring.
I monitored 22 property sales from across Sydney last weekend which fetched a combined $37.5 million under the hammer. 
The $37.5 million was around $5.25 million above the top price guide indication. That's a 16 percent premium that buyers paid on top of estate agent estimates.
It represented $6 million more if the properties had only sold at the price guidance or at the lower end of the price guidance for the 22 properties.
The biggest premium sale was in Drummoyne when a four bedroom waterfront fetched just over $8 million, smashing its price guide of $6 million to $6.5 million.
Some 20 of the 22 sold for above expectations. Only one, a three bedroom $582,000 Blacktown home, sold at $8000 less than the guide given pre-auction.
It sold for $582,500, having quoted a price guide of $590,000 to $630,000.
This article was first published in the Saturday Daily Telegraph.
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jchancellor-FAypfDUnLy

Off-market property sales come with risks

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GUEST OBSERVATION
Weekend after weekend, Melbourne experiences spectacular sales rates signalling that property interest among buyers at an all time high. So it comes as no surprise that buyers have turned their attention to the potential of off-market deals. 
But how can off-market deals favour the vendor and what should they look out for in order to capitalise on this shift and this new type of buyer? 
One of the most obvious benefits of off-market sales is that they allow vendors to sell their property without having to invest in marketing or pay advertising fees. With off-market sales, vendors can easily establish an asking price that they are comfortable with without worrying about their property being passed in on auction day. However it is important to note that auctions are competition driven and therefore fetch higher sales prices in many instances compared to private sales. However if a vendor has a reason for selling privately then an off-market strategy can act as an excellent choice, given they seek the right professional advice. For vendors seeking privacy, a well established and community focussed agent should have a database of buyers that may be the perfect match for their property via an off-market sale. 
On-market sales better reflect the demand occurring the market right now. With an off-market sale it is harder to gauge and may deter some buyers as they may feel the vendor’s asking price far exceeds what the market dictates. At Hodges Caulfield we look at both the history of sales in the area and prices of competing properties to set an informed value and price range to avoid this situation and draw in buyers who dislike the auction scenario or have a specific criteria. By selecting an agent with good local market knowledge and a rich database of potential buyers, vendors will ensure they are setting themselves up to receive quality leads.
Just like an auction scenario, an agency with good business practice will inform a vendor of all the offers on their property as soon as they are made. The agent will then have a conversation with the vendor and give them sound guidance on whether it’s an offer they should accept or decline. If the agent is waiting on another offer they will let both parties know so there’s transparency during the whole transaction. Where there’s transparency, there’s a better result not only for the purchaser but also for the vendor. 
Golan Flamm is sales manager of Hodges Real Estate Caulfield. He can be contacted <a href="https://www.hodges.com.au/golanflamm/" target="_blank">here</a>.
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