Your Complete Aucton Selling Guide 1 YOURCOMPLETE GUIDETOSELLING ATAUCTION
Your Complete Guide to Selling at Auction 2 This guide is intended for general information purposes only. The content does not take your personal circumstances into account. You should obtain independent legal and financial advice before undertaking any transaction involving real estate. Harcourts uses reasonable endeavours to ensure the information in this guide is current and accurate. To the extent permitted by law, Harcourts makes no representations or warranties as to the accuracy, reliability, completeness or currency of the information within this guide, and the use of this guide is at your own risk. None of Harcourts, its employees and any authors of this guide can be held liable for any inaccuracies, errors or omissions in this guide. All information and material contained in this guide is copyrighted and owned by Harcourts International Limited. Except as permitted by applicable local laws, no part of this guide may in any form or by any electronic, mechanical, photocopying, recording or any other means be reproduced, stored in a retrieval system or be broadcast or transmitted without the prior permission of Harcourts. © 2022 Harcourts International Limited. Your Complete Guide to Selling at Auction - v1.0 (AUS)
Your Complete Guide to Selling at Auction 3 Auctions are a large part of the Harcourts real estate business. We believe they are the fairest, most transparent method of selling property and are designed to give sellers the best possible result. There are a number of benefits for buyers and sellers alike. Once you’ve decided to auction your property, this easy guide helps you get prepared for the day. To help you, we’ve gathered a list of considerations and ‘frequently asked questions’ fromHarcourts’ top auctioneers. WE’REHERE TOHELP The benefits of selling at auction Preparing for an auction Holding an open home before auction What is your role on auction day? Getting to know your property The reserve price Property Marketing 04 06 08 11 12 15 17 18 Technology Frequently asked questions Completing the sale Making themove Your Checklist
Your Complete Guide to Selling at Auction 4 The auctionmethod of sale provides sellers with the greatest opportunity to obtain a premiumprice for their property. An auction campaign also adds structure to the property listing and sale process, and is regarded as themost effective way of marketing property for sale. Here are some other benefits of selling at auction: • Selling a property unconditionally andwith certainty is a very valuable outcome for a seller • Premiumprices aremore achievable via auction • Auction pits buyer against buyer, forcing the price upwards... not buyer versus seller, where negotiations go in the opposite direction • When you sell by auction, you deal with premium buyers in themarketplace – those with cash • You don’t just get one sales consultant working for you – you have the Harcourtsmanager, auctioneer and a whole auction teamdedicated to achieving the best result for you • The seller remains in complete control. You set the terms and conditions, and you don’t sell until you are satisfiedwith the result • An auction campaign occurs in an intensive, compact period. You can achieve in three weeks what can sometimes take threemonths. THEBENEFITSOF SELLINGATAUCTION Should an auction listing not sell during the auction campaign, the chances of selling the property soon after are dramatically increased because of the enhanced amount of buyer enquiry that’s generated throughmarketing for sale by auction. In addition to the benefits of being an ‘exclusive agency’, auctions havemany other advantages, such as: • It allows sellers to plan ahead in the knowledge that a specific date has been set for the sale of the property • A sale by auction is unconditional and allows the transaction to proceed to settlement without delays • A successful purchase requires the payment of a deposit on the day of auction. Market feedback will assist the seller’s decision on a reserve price, whilst still allowing for the possibility of achieving a premium through buyer competition • The seller always has the option to accept an offer prior to auction, if a desirable offer is received • Prospective buyers will be focused on establishing themaximumprice they will pay, not how little they should offer.
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Your Complete Guide to Selling at Auction 6 Auctioning your property is about somuchmore than simply showing up on auction day. There’s a lot that goes into it beforehand, andmarketing your property well is the key to achieving a successful result. Your Harcourts sales consultant will walk you through your marketing plan in detail, fromselecting images andwording to be used in advertising, towhere the property will be advertised (online, papers, brochures, in office etc). PREPARINGFOR ANAUCTION Before you go to auction, youwill hear fromyour Harcourts sales consultant on a regular basis and have regular face-to-facemeetings. Youwill have a written report that summarises all of these activities, along with the interest in your property. Your Harcourts sales consultant will also keep youwell informed of the current market, so that you canmake informed decisions come auction day.
Your Complete Guide to Selling at Auction 7 Open homes are one of themost effective ways of marketing a property and attracting interest from a wide variety of buyers. When choosing to sell your home through auction, open homes are essential so that potential bidders can get a good feel for the home before committing to attend and bid at the auction. Some of the advantages are: • Controlled viewing times • Open homes can create plenty of activity, even in a slow market • Interest and activity can trigger urgency with buyers • Your Harcourts sales consultant’s time is put to best andmost effective use. They have the opportunity What is your role on auction day • If you are available, it is recommended that you attend your auction. It’s important to have you there if there are any last-minute questions. • Some common questions buyers ask are “canwe vary the deposit amount?” or “canwe vary the settlement date?” to talk to numerous people about your property andwill get an idea of howmany people will be registering to bid • Comments fromopen home visitors can provide feedback on price, presentation and sales appeal, whichwill give you a range of information to go into the auctionwith • It’s a big advantage for your agent, for potential buyers to turn up for your open home and the house is in full presentationmode. For more tips on holding an effective open home, ask your Harcourts sales consultant for a copy of ‘Your Complete Property Selling Guide’. Holding an open home before auction • Your Harcourts auctioneer will alsowant to confer with you, depending on how the auction is going. For example, if bidding stops below your reserve price, your Harcourts auctioneer will want to discuss next steps with you. Peoplemake better decisions when they too can see and feel the rhythmof what’s unfolding in front of them. • Should the property sell, youwill be required to sign the contract.
Your Complete Guide to Selling at Auction 8 Your Harcourts auctioneer Your Harcourts auctioneer will discuss with the listing agent what the key selling features of the home are, to really understandwhy a buyer would fall in love with it. That way they’ll be able to better represent your home to buyers. This informationwill assist the auctioneer in developing a strategy on auction day. They’ll ask your Harcourts sales consultant detailed questions about it, such as howmany inspections have been held, what kind of interest the home has received, valuations done or any building/pest inspections. These discussions usually take place at your ‘reserve set’ meeting two to three days prior to your auction. They will discuss with you all the possible scenarios of what can unfold on the auction day itself, so you get no surprises other than the result you achieve. GETTINGTOKNOW YOURPROPERTY The Reserve Price It’s important for you to understand and be clear onwhat your reserve price is, and how it will be used during the auction. Your Harcourts auctioneer will explain this to you in detail andwill develop a strategy for the auction, based around the reserve price. Remember, your Harcourts auctioneer will be working to ensure you get the best price possible for your property. It’s important not to openly discuss price with others, to reduce the risk of a price leaking out into themarket. The auction should focus on the property, and price should become a secondary factor to buyers. Remember, at all times during an auction, you’re in control. It’s about finding the best buyer at the best price, and if the highest bid is at an acceptable level, then you can take it and sell. If not, the property can be passed in and negotiations with interested parties can begin. However, auction provides youwith the best chance to sell your property without undesirable terms and conditions.
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Your Complete Guide to Selling at Auction 11 When it comes tomarketing your property before auction, the rule seems to be that ‘more ismore’. The success of your auction can be largely dependent on your marketing campaign. Harcourts’ latest research shows a direct correlation between the amount invested inmarketing versus howmuch interest is generated for a property, and what price is achieved. In general, properties that sell in the shortest timeframe are auction properties. The marketing is designed to go the full width and breadth of themarket (both active and passive buyers) to ensure all prospective buyers have had an opportunity to engage with your agent. Harcourts’ focus on highlighting the positive aspects of your property across a range of media ensures we reach the widest number of potential buyers. We offer an extensive range of media options for presenting your property. PROPERTY MARKETING We work with you to develop an effective and cost efficient marketing plan including online options, giving your property the highest possible profile – obtaining an optimised return and the best property and buyer match. Making certain your property is seen by one and all is a key strength of Harcourts. We accomplish this with a referral network that’s second to none. With around 900 offices internationally we have a over 6,500 sales consultants who are capable of accessing your property details to send qualified prospective buyers. The Harcourts systemallows this process to happen immediately, so your property is quickly seen by a huge number of people around the globe.
Your Complete Guide to Selling at Auction 12 Information at your fingertips The Harcourts Australia website receives hundreds of thousands of unique visitors everymonth. These aren’t just domestic enquiries, however. There are also a large number of international visitors. Themajority of these prospective buyers shop at their leisure and have definite ideas about exactly where they want to live, what kind of home they want andwhat they can afford to buy. The comprehensive information provided on the Harcourts website offers potential buyers a detailed property searchwith virtual and video property tours. And that’s just the start. The highest visibility – from themoment you list List your property with Harcourts and it will be entered into our own Harcourts listing system. This system is used by every office in our group, and enables buyers and sellers to bematched far more effectively. Of course, your home will also be listed on our website. With just a few clicks of themouse, a virtual tour affords these buyers the opportunity to visit your property without ever leaving their computer. This, coupledwith the comprehensive detail of each listing enables potential national and international buyers unparalleled ease of access. TECHNOLOGY A buyer-seller matching system, that can’t be beaten, Harcourts also offers the services of your own personal online account – an intelligent, reliable system that streamlines the process of matching buyers with properties that meet their criteria. Mobile technology – your Client Login The Harcourts Client Login service is a portal for exclusive Harcourts clients that allows you to keep upto-date with everything happening with your property. It provides youwith a unique login for your property, enabling you to access a range of data, documents and statistics. It also houses themarketing plan and calendar, marketing reports and feedback about your property. In addition to this, all of the documents relating to the property are held there, and you can see how your property is performing on the various real estate portals where your property ismarketed. With successful real estate businesses based around establishing excellent personal and professional relationships, strong paths of communication are a necessity. Thanks to our exceptional level of technological support, Harcourts sales consultants have the ability to quickly access vital information and communicate this to prospective purchasers. It’s this capability that keeps Harcourts at the forefront of the real estate industry.
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Your Complete Guide to Selling at Auction 15 What if no one registers for, or turns up to the auction? In this instance, your Harcourts auctioneer will pass the property in and informany attendees of the next steps to take if they are interested in purchasing the property. In reality, this isn’t something that happens very often. With a robust andwell-thoughtout marketing campaign, any home can attract prospective buyers. What if nobody bids? It’s understandable that buyersmight be nervous amid the excitement and pressure of an auction. This is why it’s common for an auctioneer to bemet with silence when asking for an opening bid. Some buyers will have a strategy andmay wait to see what others at the auctionmight bid. So, to get the auction rolling, your Harcourts auctioneer may choose to nominate a starting bid – this is referred to as a ‘vendor bid’. A vendor bidwill only be used to createmomentum during the auction, and cannot be used at or above the seller’s reserve price. What if the reserve price is not reached? In this event, your Harcourts auctioneer can pause the auction and come and speak to you, the seller. They may go back to the current highest bidder and ask if they’re prepared to increase their offer to a price at which you’re prepared to sell. FREQUENTLYASKED QUESTIONS If the bidder is not prepared to do that, your Harcourts auctioneer will then ask if you’re prepared to adjust your reserve price. That’s why it’s important for you to have a price inmind that perhaps youwouldn’t be entirely happy with, but you are prepared to sell at. If neither of these scenarios happen, then a sale cannot occur, and your property will be what is referred to as ‘passed in’. The highest bidder may get first right to negotiate a price with the seller. If the highest bidder and seller cannot agree on a price, the estate agent may approach another bidder to negotiate a sale price. If the seller cannot agree on a price with any buyer and they decide to leave the property on themarket, they may offer it for private sale. If the agent advertises the property after the auction at the ‘passed in’ amount, theymust disclose if it was a vendor bid. What happens when the property sells? After your Harcourts auctioneer announces the property as ‘sold’, it is then time to focus on the buyer. Your Harcourts sales consultant or auctioneer will then take the buyer aside and begin to process the contract of sale straight away. The buyer will thenmake arrangements to pay the deposit. As the seller, youwill be required to sign the contract and the sale will be concluded.
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Your Complete Guide to Selling at Auction 17 Settlement generally takes place between you, the buyer and your legal/financial representatives. Officially, it’s where ownership passes fromyou to the buyer, and the balance of the sale price is paid to you or your financial institution. As the seller, youwould have set the settlement date within the contract of sale. Settlement usually occurs 30-90 days after the contract has been signed, depending on what has been agreed upon. As the seller, youmust hand the property over on settlement in the same condition inwhich it was inspected. COMPLETING THESALE On the day of settlement, your solicitor or conveyancer will exchange the following with the buyer’s solicitor or conveyancer: • Monies • Transfer documentation. Once settlement has been completed, your solicitor or conveyancer will register your discharge of mortgage and transfer and the buyer’s solicitor or conveyancer will register the necessary documentation e.g. transfer, mortgage with the Land Titles Registry. The next steps are to ensure you’re well prepared for themove to your new home.
Your Complete Guide to Selling at Auction 18 Remember to cancel ☐ Telephone, internet and cable TV. ☐ Gas, water and electricity (arrange a final meter reading). ☐ Newspaper delivery. Organise for moving day ☐ Obtain supply of boxes. ☐ Get packaging tape and heavy marker pens. ☐ Arrange for furniture removal (get a quote, confirm date and time). ☐ Arrange care of your children onmoving day. ☐ Make suitable arrangements for any pets. ☐ Arrange transit insurance, and contents and fire insurance for your new home. ☐ Organise shifting times with the buyer of your old property and the seller of your new one. Notify your change of address to ☐ Bank, credit card and charge card companies. ☐ Post office for redirection of mail. ☐ Elections register. ☐ Register of motor vehicles and driver’s licence. ☐ Tax department. ☐ Insurance companies. ☐ Hire purchase or finance companies. ☐ Investment companies. ☐ Local council. ☐ Clubs and organisations. ☐ Police (if you own and store firearms). ☐ Friends and relatives. ☐ Magazine subscriptions. ☐ Doctor, dentist, accountant, lawyer. Don’t forget ☐ Clean the stove and defrost the fridge/freezer. ☐ Tidy the yard. ☐ Ensure that the fixtures and chattels that have been sold with the property aren’t accidentally packed. ☐ Disconnect all appliances ☐ Return any borrowed items. ☐ Throw out items that you don’t intend on taking with you. ☐ List valuable items for special care whenmoving. ☐ Advise removal company of dangerous goods beingmoved (i.e. ammunition, petrol, spirits, chemicals). ☐ Securely pack all jewellery, money, special documents, papers (i.e. legal, tax, insurance, marriage/birth certificates, wills, passports etc.). ☐ Set aside items you will need on the day of the move so you can take themwith you (i.e. food, drinks, cleaning products, scissors). ☐ Pack each room leaving the boxes stacked and labelled with the room they are to bemoved to. It is a good idea to write on each box a list of its general content. MAKINGTHEMOVE YOURCHECKLIST
Your Complete Guide to Selling at Auction 19 ☐ Clearly label boxes containing breakables as ‘fragile’ and identify these to the removalists. ☐ Pot and pack away any plants and cuttings you’re taking to your new home. ☐ Explain your packing procedure to the removalists and be at your new home when they arrive. Don’t... ☐ Put breakables or liquid-filled containers in drawers. ☐ Overload drawers andmake furniture too heavy to move (toomuch weight can result in damage to your furniture). ☐ Move netting, barbed wire, timber, wood, coal etc without special arrangements beingmade. ☐ Store perishable goods where they might be overlooked or forgotten. Make arrangements to ☐ See your solicitor or conveyancer to sign/transfer mortgage documents. ☐ Enrol children in new school if necessary. ☐ Coordinate the forwarding of any files from the children’s previous school to their new one. Organise for your newhome ☐ Connect your gas, electricity and water. ☐ Internet, telephone and cable TV connection. The week beforemoving ☐ Remind and confirmdates, times and locations for furniture removal company. ☐ Confirmmoving in/moving out details and key exchange with your Harcourts sales consultant. ☐ Say goodbye to neighbours. One last check ☐ Nothing left behind? ☐ No clothes at the dry cleaners? ☐ No gear stored away from your property? ☐ Electricity, gas and telephone disconnected? ☐ Water turned off and no taps left running? ☐ Windows and doors latched? ☐ Keys with solicitor (if appropriate)? After it’s all over ☐ Have spare keys cut for your new home. ☐ Make an insurance claim if any damage has occurred during themove. ☐ Teach children how to get to their new school. ☐ Enjoy your new home and keep in touch. We’d love to hear how you’re going!
Your Complete Guide to Selling at Auction 20 Findwhere you belong.
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