Guides · Relisting
Why homes
don't sell.
A home that doesn't sell almost always has a reason, and it's rarely the home itself. Most come back to five things. Here is what each looks like, and what to do before you relist.
The five usual reasons
1. Price
The asking price, or the price buyers were led to expect, didn't match what the evidence supported. Buyers compare every listing against what has recently sold. If a home looks expensive next to those sales, they don't make an offer. They simply move on.
Signs: plenty of online views but few viewings, or viewings with no offers.
2. Presentation
The photos, or the home itself on the day, didn't show it at its best. Dark photos, clutter, or small maintenance jobs left undone can cost far more than they would to fix.
Signs: few online views compared with similar listings, or feedback about condition.
3. Marketing
The campaign didn't reach the people most likely to buy, or the description didn't give them a reason to visit. Generic copy and a weak lead photo are common culprits.
Signs: low enquiry from the start, and buyers saying they "didn't know it was for sale".
4. Method
The method of sale didn't suit the home or the market. For example, an auction in a quiet market can keep away buyers who need finance or building report conditions.
Signs: interest from buyers who couldn't take part on the terms offered.
5. Communication
You didn't hear clearly what buyers were saying, or heard it too late to act. Without honest feedback, there is no way to adjust the price, presentation or marketing while the campaign is still running.
Signs: you weren't sure why buyers weren't offering.
What to do before you relist
- Check your agency agreement. Find the end date and the cancellation terms. If you're unsure, your lawyer can confirm them.
- Gather what happened last time. The price and any changes, days on the market, the photos and description, viewing numbers and buyer feedback.
- Get a fresh appraisal. The market may have moved since your home first listed. Base the new price on today's sales, not last time's number.
- Decide whether to relaunch now or take a short break. If the issue was price or marketing, a quick relaunch can work. If the home needs work or new photos, a short reset can help buyers see it with fresh eyes.
- Change something real. Buyers may remember the old listing. The relaunch needs a genuine change, such as price, photos, method or positioning, not just a new date.
A note on commission. If you change agents and then sell to a buyer the previous agent introduced, you may owe that agent commission as well. Ask your previous agent for the list of buyers they introduced, and tell your new agent before you sign anything.
Want a second opinion?
I'll look over your last campaign and tell you plainly what I'd change, and what I wouldn't.