Pitch your property to the right audience

If you have a home worth more than R1m to sell, your marketing should be aimed at people over 60 years of age – because, as the graph shows, they are your most likely buyers.
On the other hand, if you are trying to sell a property in the R600 000 to R800 000 price range, your target audience should be people aged between 20 and 30.
“One of the most valuable real estate lessons learnt in the aftermath of the recession is that properties sell much more easily and quickly when they are carefully marketed to the correct buyer audience,” says Rudi Botha, chairman of BetterBondHomeloans, SA’s biggest mortgage origination group.
“A crucial factor when determining that audience is of course the income that prospective buyer would need to earn to afford to buy your property. However, our latest stats show that it is probably just as important now to target buyers of the right age.”
And this, he says, may not be as simple as conventional wisdom would suggest. “It might be expected, for example, that people in the ‘prime’ of life and at the peak of their careers in their forties and fifties would be the buyers of the most expensive homes.
“Similarly, one might think that people of traditional retirement age (60 and over) would be more likely to buy less expensive homes as they scale down to a simpler lifestyle. But in fact, as the accompanying graph shows, the average purchase price of homes bought by people between the ages of 40 and 60 has been below R1m for the past year, while the average purchase price for buyers over 60 has stayed well-above R1m.”
This says a lot, Botha notes, about how property helps to build wealth, because those purchasing higher priced properties don’t only need a bigger income but a bigger deposit too. “The average percentage of purchase price required as a deposit on a property priced at R1,5m or more now is at least 23% - compared with just over 12% for properties priced at R500 000 to R1m.
“And in most cases, these large deposits can only be afforded by older buyers who have had time to build up substantial equity in their existing homes.”
Meanwhile, he says, these findings also have major implications for the way that homes should be presented for sale – because different generations of buyers have different needs and expectations and will thus be focused on different features. “For example, empty-nesters who are over 60 might be buying more expensive properties, but they will most likely be looking for quality rather than quantity – top-class fitting and finishes, for example, rather than a very large home.
“The priority for family buyers in their late thirties and forties, on the other hand, is likely to be lots of space and good value for money, while those in their twenties and early-thirties will probably be focused more on low maintenance small homes that are well designed, wired for technology and close to work, shops and entertainment venues.”

  Comment on this Article

  Please login to post comments

Post to my facebook wall
Characters remaining

    Latest Property News
    • 17 Nov 2017
      FWJK has announced the launch of its latest residential brand, the Lil’ Apple, which will be launched simultaneously in two developments in Cape Town and Umhlanga totaling 600 apartments. The Lil’ Apple is set to be a brand of FWJK’s New York style apartments which will be rolled out nationally.
    • 17 Nov 2017
      It’s been a tumultuous year on many fronts, with socio-political uncertainty setting the tone for much of South Africa’s economic activity yet despite this and seemingly counter-intuitively, the residential property market has held up well.
    • 17 Nov 2017
      The EAAB (the Estate Agency Affairs Board) recently claimed that around 50,000 illegal estate agents could currently be operating illegally.
    • 16 Nov 2017
      Penthouses are synonymous with New York – characterised by high-rise living that is decidedly luxurious and spacious. While exclusivity comes at a price, you can still create a “penthouse” look and feel in your existing apartment or even the upstairs bedroom of a double storey house with some clever design changes and styling touches.
    • 16 Nov 2017
      The area has long been popular with kite surfers and, with escalating property prices in Cape Town itself, is increasingly in demand with home owners who work in town, but are looking to invest in more affordable properties.
    • 16 Nov 2017
      Cape Town’s popularity as a world-class tourist destination has resulted in a spike in the number of homes available for holiday lets and fuelled investor demand for sectional title units with short term rental potential.
    • 15 Nov 2017
      Sappi, one of South Africa’s oldest global companies and a leading global supplier of sustainable woodfibre products, has moved its global and regional headquarters to a new site on the corner of Oxford and 14th Avenue in Rosebank.
    • 15 Nov 2017
      There’s an old saying in real estate that you should seek to make a profit when you buy, not only when you sell – and a large part of succeeding at that endeavour is buying a home in an area with desirable features that will enhance the resale value of your property.
    Subscribe to the MyProperty Newsletter

    Last Name  
    Email Address  
    Email Frequency
    Share this Page

    For Sale Property
    Rental Property
    More Options
    Connect with us