In any given week, I will spend alot of my time talking to each of my clients about at least one, if not all of the 4 P’s when it comes to selling real estate. The 4 P’s are presentation, pricing, promotion and people. It’s never one size fits all when it comes to promoting your property for sale and maximizing the outcome. Like people, every property is different and specific attention to detail is crucial when we are creating the best strategy for your home. I recently heard “one size fits one” and this couldn’t be more true when it comes time to make a strategy to sell what is likely your biggest asset.
I like to talk to my clients about who their ‘primary’ and ‘secondary’ audience is going to be, this will help tailor the styling, images, copy writing and videography. It also creates options for us should the market throw us curve ball during the campaign and we need to pivot.
Let’s check out the 4 P’s in more detail…
1. Presentation
This refers to how the property looks, both inside and out. Presentation includes cleaning, decluttering, repairs, styling, landscaping, and staging. A well-presented home creates a strong first impression and can significantly increase buyer interest and perceived value.
2. Pricing
Setting the right price is critical. Overpricing can deter buyers, while underpricing can leave money on the table. Agents often use comparative market analysis and recent sales data to determine a price that reflects current market conditions and buyer demand.
3. Promotion
This is all about marketing the property to the right audience. It includes online listings (realestate.com.au, Domain), professional photography, social media campaigns, signboards, brochures, email alerts, print advertising and open homes. The goal is to generate maximum exposure and competition.
4. People
This refers to the key individuals involved—primarily the real estate agent and the seller, but also buyers, tenants (if applicable), and service providers (e.g., stylists, photographers). A skilled and proactive agent who understands the market and communicates well can make a huge difference in the sale outcome.
This framework is widely used across the industry to help sellers create a compelling property campaign and optimise their results in the market.