Because not all Agencies 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 uses active marketing to ensure there are no restrictions on where your buyer can come from.
No seller would ever accept Passive Marketing after understanding its limitations.
So, What is “Passive Marketing”?
Passive marketing refers to the practice of simply advertising a property—either by an agent or a private seller—and waiting for buyers to respond. The hope is that the right buyer will see the advertisement and recognise the property’s suitability among the many others on the market.
United Realty advises against relying solely on passive marketing, as it significantly reduces your chances of finding the best buyer. Here’s why:
- Buyers often overlook their ideal home because they don’t immediately recognise its suitability.
- They only see properties that match their specific search criteria.
- Limited time forces buyers to shortlist only a handful of properties to view.
If advertising alone were effective, every person who viewed your property would be a serious buyer. But in reality, around 95% of people will rule it out after seeing it in person—because even the best photos, videos, and virtual tours can only tell part of the story.
Leaving it to chance and hoping your property ends up on a buyer’s shortlist is not a strategy—it’s a gamble that can cost you the best price
The problem Relying on Passive Marketing
Buyers often become frustrated after viewing multiple properties they initially believed would be their dream home. As their excitement fades, they begin to compromise, considering homes that only partially meet their needs. In these cases, they’ll likely want to make changes to your property—and expect a price reduction to offset those compromises.
We refer to these as “the wrong buyers”—individuals who are only willing to purchase if the price is lowered to account for what the property lacks in their eyes.
When an agent repeatedly receives low offers from the wrong buyers, they may start to assume those offers reflect the true market value. In reality, it’s not the property that’s falling short—it’s the passive marketing strategy that’s failing to reach the right buyer.
Active Marketing Guarantees the Best Buyer.
Have you ever wondered what happens when the perfect buyer steps into your home? Imagine this: their face lights up with excitement, and they eagerly exclaim, “I love it! It’s exactly what I’ve been searching for.” As they move through each room, they begin mentally arranging their furniture and belongings.
The perfect buyer won’t want to haggle over price—they’ll be more concerned about securing the property before someone else does. Now, imagine multiple agents from various agencies competing to find the best buyers for your property. That’s the power of Active Marketing.
The key to connecting a buyer with their dream home lies in truly understanding their needs. It’s not just about the number of bedrooms or bathrooms; a skilled agent delves into their lifestyle and how they envision using the space. With this insight, they can expertly match buyers to the right property.
In New Zealand, 18,000 real estate agents engage with buyers daily. Regardless of which 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 stands out in New Zealand by offering a unique approach: we market your property to all agencies, sharing our commission 50/50. We make it easy for any competing agent to recommend your property by providing comprehensive property descriptions that are unmatched in the industry.
Often, competing agents earn more by recommending a United Realty listing than one of their own, which vastly extends your marketing reach and ensures maximum exposure. While we use active marketing, we also incorporate traditional passive marketing, acknowledging that sometimes, luck can play a role.
Our ultimate goal is to attract multiple interested buyers, creating a competitive environment that drives up the price. Unlike auctions, where a buyer only needs to bid $1 more than the next, in a multi-offer scenario, buyers don’t see each other’s offers, forcing them to put forward their highest bid. This process uncovers who is truly committed to securing the property.
Why don’t all Agencies offer Active Marketing?
Simply put, some agents choose not to share their commission, relying solely on passive marketing to keep 100% of the earnings.
At United Realty, we are guided by a strict code: “To always do what is best for our clients.” Our commitment is to find the best buyer for your property, no matter where they come from. If that means sharing half of our commission with a competing agent who has identified a stronger buyer for your home, we do so without hesitation.
Competing agents confidently introduce buyers to your property through us, knowing they will be compensated fairly for their efforts.
As genuine brokers, we are present at every viewing, facilitating direct interactions with buyers and engaging with competing agents and their clients. From the initial consultation to the completion of your sale, we take full responsibility for ensuring a smooth, comprehensive, and successful outcome.
We would be happy to share recent success stories and further explain why active marketing remains the best strategy for selling your home—no matter the market conditions.
