Because not all Agents work as we do.
When selling a property, you have two options for promoting it: passive marketing or active marketing. In New Zealand, United Realty is the only agency that promotes using active marketing, so there is no restriction on where your buyer comes from.
No seller would ever accept Passive Marketing after understanding its limitations.
So, What is “Passive Marketing”?
Passive Marketing refers to the practice of advertising a property for sale by an agent (or a private seller) and then waiting for buyers to respond. You hope the best buyer will see your advertising and recognise your property’s suitability among others for sale.
United Realty advises sellers not to rely on Passive Marketing, knowing it significantly limits your chances of finding the best buyer. Because:
- Too often, buyers overlook their perfect home, failing to recognise its suitability.
- Buyers will only see the properties that match their search criteria.
- Buyers get forced to shortlist properties they’ll view based on the time they have available.
If advertising were reliable, everyone who viewed your property would be a buyer. However, 90% of people won’t like your property after viewing it in person. This happens because even the best photos, videos, and virtual tours only convey part of a property’s story.
Hoping your property ends up on a buyer’s shortlist is not effective marketing.
The problem Relying on Passive Marketing
Every buyer gets frustrated after visiting multiple properties they believe are going to be their dream homes. Their initial excitement diminishes, and they begin considering properties that only partially meet their needs. They’ll need to make changes to your property, and they’ll expect you to reduce your price to reflect these changes.
We classify these buyers as the “wrong buyers” because they’ll only buy if the price is reduced to compensate for the shortfall in what they ideally desire.
When an agent consistently receives low offers from “the wrong buyers,” they begin to believe that these reduced offers reflect the property’s true value. However, the reality is that passive marketing is simply failing to reach the right buyer.
Active Marketing Guarantees the Best Buyer.
Ever wondered what happens when the perfect buyer steps into your home? Picture this: their eyes light up with excitement, and they enthusiastically declare, “I love it! It’s precisely what I’ve been looking for.” They move through each room, mentally placing their furniture and belongings.
The perfect buyer won’t be interested in negotiating the price, being more concerned about losing the property to another buyer. Now, envision multiple agents from various agencies competing to find the best buyers for your property. That’s the power of Active Marketing.
The crucial to match a buyer with their dream home. An agent must understand a buyer’s needs beyond mere bedrooms and bathrooms, delving into their lifestyle and how they intend to use the home of their dreams. With this knowledge, a skilled agent can expertly guide them towards the perfect solution.
Every day, 18,000 Real Estate Agents across New Zealand engage with buyers. Regardless of the agency they represent, we want them to consider your home for every buyer they meet.
What motivates them to recommend your property? Money.
United Realty Agents is unique in New Zealand in that we offer the option to market your property additionally to all agencies, sharing our commission (50/50) with them. We make it easy for any competing agent to recommend your home by creating comprehensive property descriptions that surpass anything you will have seen before.
Competing agents often earn more recommending a United Realty listing than one of their own, which expands your marketing reach to ensure maximum exposure for your property. In addition to active marketing, we utilize conventional passive marketing, acknowledging that luck can sometimes play a role.
Our goal is to attract multiple interested parties to your home, resulting in a multi-offer scenario where the best buyers compete. Unlike auctions, where a buyer only needs to pay $1 more than the next bidder, in a multi-offer scenario, buyers cannot see other potential buyers’ offers, compelling them to offer their highest bid. This process reveals who wants the property the most.
Why don’t all Agencies offer Active Marketing?
Simply put, they choose not to, instead relying on passive marketing so they get 100% of the commission.
A strict code binds United Realty agents: “to always do what is best for our clients.” We are dedicated to finding your best buyer, regardless of their origin. If it means sacrificing half of our commission because a competing agent has identified a better buyer for your home, we do so without hesitation.
Agents confidently introduce buyers to your property, knowing they will be compensated fairly.
As genuine brokers, we are present at every viewing, facilitating direct interactions with buyers and engaging with competing agents and their potential buyers. From the beginning to the completion of your sale, we take full responsibility for ensuring a comprehensive, safe, and seamless result.
We would be delighted to share recent successful outcomes and further explain why active marketing remains the optimal approach for selling your home, regardless of market cycles.
