I have been selling homes for 23 years and it still feels like yesterday. In part, because a lot has happened in my life in that time, as for us all, and in part because I love selling every home no matter the value.
It really is the process – yes, long hours and detailed to get it right – no margin for mistakes – but to see the joy or relief with people always makes it worthwhile.
While I may be mostly known for high-value and waterfront homes, every market brings different challenges and opportunities and you can’t beat the satisfaction of negotiation and closing a sale.
It has been the hardest three of the 23 years and notably harder than the GFC in 2008 for example.
It takes an attitude of gratitude, planning and patience. People think fewer sales mean less work. It is the opposite – fewer sales, more listings, more focus to hunt and gather, and that is a constant service for all my clients.
What’s been interesting in the past year?
I have had sales from $18m-plus, to $500k – and everything inbetween.
Where are your listings generally?
I have a very broad client base. It is a happy accumulation of these 23 years, and it has changed over time as my network has evolved – kids grow up, they go from needing a specific school zone, to empty nest and finding a great lock and leave so they can spend time at the beach or QT for example. I (very broadly) sell from Westmere waterfront to Parnell and the high-end city in between.
I also have an extensive network on Waiheke and I just love the properties I have sold there. Extraordinary waterfront, extraordinary homes, extraordinary micro climate. For example, six sales (nine titles) in the past 22 months have ranged from $5m - $23m. I have just listed a premium home on the island close the ferry, on Nick Johnstone Drive.
How are auctions now as we slowly lean out of the last tough three years?
My October/November auctions have sold under the hammer. It is a solid way for owners to cut through the market waffle, understand their options and choices, stay in control and for buyers to transact on their ideal terms also. Clearance rates are on the rise generally. It is not a straight line, but it is a clear trend.
How is the local area looking?
There have been fewer sales in Ponsonby/Herne Bay/St Marys Bay – fewer new listings than expected. The pipeline is building, let's see what the new year brings but I expect more to come on from mid-February. Residential might be a steady slower burn until after winter.
What advertising is working?
It is not a one-size fits all. While people assume digital is the key, it is a part of strategy only. Some websites are stronger than others depending on the type of property. Print remains key – don’t dismiss it – the qualified enquiries from it are clear.
Digital is a busy space and to stand out we must go big for footprint and top of the sites. Price is all relevant.
www.facebook.com/penemilne1