Has your house gone quiet? Here's why... and, more importantly, what to do next

It's a question I've been asked multiple times over the last month or so. 

"Maurice… has the property market gone quiet?"

The honest answer is... yes, it has.

Now, before anyone panics, that's very different from saying the market has stopped. Properties are still selling every day, buyers are still moving and well-presented, sensibly priced homes continue to attract strong interest. However, there is no getting away from the fact that activity has dipped noticeably over the last fortnight, and I don't think it's down to one single reason.

We've been fortunate enough to enjoy one of the longest spells of sunshine we've had for years. England's fantastic run in the World Cup understandably captured the nation's attention and, just to add another distraction, we've had yet another change of Prime Minister this week. Individually, none of those things would normally have a huge impact, but together they've created the perfect recipe for distraction. People who might otherwise have spent a Sunday afternoon browsing Rightmove are instead enjoying the garden, watching football with family and friends or simply putting moving plans on hold until life feels a little less hectic.

Interestingly, Rightmove's own July House Price Index reached almost exactly the same conclusion. They describe this as an unusually subdued summer market, with buyer activity currently around 6% lower than this time last year, citing the hot weather, the World Cup and political change as key reasons for the slowdown. Importantly though, they also make it clear that people are still buying when the property and the price are right.

That last sentence really resonated with me because it reflects exactly what we're seeing here in Cheadle.

The buyers haven't disappeared. They've simply become more selective. And when buyers become more selective, strategy suddenly becomes far more important than luck.

One thing we have learned during more than 25 years of selling homes is that every property enjoys a window of opportunity when it first comes to the market. Those first two or three weeks are incredibly valuable because that's when buyers receive alerts, Rightmove gives your property maximum exposure and curiosity is naturally at its highest. If you've priced correctly, presented your home well and marketed it properly, that's often when you'll generate the greatest number of viewings and, hopefully, create competition between buyers.

Competition is what drives strong offers.

Once that initial excitement begins to fade - and it does pretty quickly, the dynamic changes. That certainly doesn't mean your home won't sell, but it does mean your marketing strategy becomes even more important.

This is where I think many sellers and agents unintentionally drift into what we call the "hope strategy."

They hope another buyer will appear. They hope enquiries will pick up. They hope the market will improve.

Unfortunately, hope isn't a marketing strategy.

Around the five or six week mark is often when homeowners begin to notice the phone isn't ringing quite as often, Rightmove statistics start dropping off a cliff and viewings become less frequent. That's the point where I'd encourage every seller to pause and ask themselves a few honest questions.

Has my home been presented in the very best possible light? Are the photographs really doing it justice? Has the property simply been uploaded to the portals, or has my agent actively promoted it through social media, contacted suitable buyers from their database and continued to create interest? Most importantly of all, is the asking price encouraging people through the door or quietly persuading them to scroll on to the next property?

Price is one of those subjects nobody particularly enjoys talking about, but I've always believed it's one of the most misunderstood aspects of selling a home.

Pricing isn't about what you're prepared to accept.

It's about creating enough interest to encourage buyers to book a viewing in the first place.

One statistic from Rightmove's latest report really stood out to me. They found that 74% of homes which have successfully sold this year did so without ever needing an asking price reduction. That tells me the market isn't demanding cheaper houses across the board. It's rewarding homes that were positioned correctly from day one.

Presentation is another area that's easy to overlook. Buyers make remarkably quick decisions online. They notice the overflowing spare bedroom that's become a storage room, the tired front garden, the pile of shoes in the hallway or the dining table that's now doubling up as a home office. None of these things are rocket science or expensive to improve, but together they influence that all important first impression.

The other question I'd ask is whether the marketing has evolved since the property first launched. Good marketing shouldn't stand still.

If the response hasn't been quite what you hoped for, that doesn't automatically mean reducing the price. Sometimes a refreshed lead photograph, stronger wording, a professionally produced video, a renewed social media campaign or simply changing the emphasis of the marketing can make a noticeable difference. Doing exactly the same thing for another month and expecting a different outcome rarely produces the desired result.

The reason I'm writing this now is because summer has a habit of disappearing remarkably quickly. Before we know it, the school holidays will be over, evenings will begin drawing in and we'll be talking about the autumn market. Homes absolutely continue to sell throughout autumn and winter—we sell plenty every year—but buyers often become even more discerning. That's why maintaining momentum now is so valuable.

I should also say something that may surprise you.

Changing estate agents isn't always the answer.

Sometimes all that's needed is an honest conversation with your current agent. Review the feedback together. Look objectively at the presentation, the photography, the pricing and the marketing strategy. Any good estate agent should be leading those conversations because every property deserves an individual approach.

Often though, a property simply benefits from a fresh perspective. A new strategy, different marketing, improved photography or a complete relaunch can completely change the level of buyer interest. We've seen it happen many times over the years.

If your property has gone a little quiet recently, my advice is simple.

Don't panic. But don't ignore it either.

Ask questions. Challenge the strategy.

Compare your home honestly with the competition.

Most importantly, don't assume that time alone will solve the problem - it doesn't believe me. Momentum is always easier to maintain than it is to rebuild.

Whether you're selling with Maurice Kilbride, another local agent or you're simply thinking about moving in the future, I hope this article has given you something to think about. Moving home is one of the biggest financial decisions most of us will ever make, and it's far too important to leave to chance.

If you'd simply like an honest, no obligation second opinion on your current marketing strategy, I am always happy to chat. 

Sometimes all it takes is a fresh perspective to get things moving again, but doing nothing is simply not an option if you want to sell your home.