The recent sale of a Burleigh Waters renovator offers some important lessons for those homeowners looking to sell in Autumn and beyond.

The single-storey brick and tile residence at 31 Beaconsfield Drive was purchased in fairly original condition in October 2020 for $775,000.

The owners spent five months transforming the 1980s ugly duckling into the ‘work of art’ known as Ruin X, rendering just about every inch inside and out in authentic Venetian plaster.

The unique house was launched to market on Kollosche’s social media channels, both major online listing platforms, in print media advertising and via email marketing to our database.

Within a week Ruin X was the most-viewed property in Australia on realestate.com.au and featured heavily across media platforms both on and offline, including the cover of the Gold Coast Bulletin’s real estate magazine.

Ruin X was everywhere and everyone was talking about it.

On Sunday 13 March, Eoghan Murphy and myself sold Ruin X under the hammer for $2,713,888 to a 26-year-old Melbourne buyer who had seen the property on social media.

The sale price achieved at auction is almost double that previously paid for any house on unassuming Beaconsfield Drive and illustrates what’s possible when a property is well positioned and price expectations are established in line with the market.

While not every house is going to attract widespread media attention, the campaign illustrates how prestige property can be presented, promoted and correctly positioned to achieve the best possible outcome.

We advise our clients to invest in both online and offline marketing, ensuring properties of a prestige calibre receive the exposure needed to achieve a premium sale price. Marketing across platforms maximises your property’s exposure and captures the largest pool of potential buyers.

Professional photography and copywriting, cutting-edge videography, quality floor plans and 3D virtual tours all help to present your property to the highest possible standard.

For those viewing Gold Coast real estate from interstate and overseas, these marketing assets are crucial.

Strategic social media marketing, digital marketing and re-targeting should no longer be a ‘nice to have’ as the number of listings coming to market continues to increase. Effective marketing isn’t an expense, but rather an investment in the profit that comes from selling your property for the highest possible price in the current market.

As we ease our way into Autumn, timing also matters. We’re coming into a period where school holidays, Anzac Day and Easter collide, along with a looming election due on or before 21 May.

Our team works with vendors to time campaigns to incur as little disruption as possible.

The final tip for Autumn vendors is to remove as many obstacles as possible for prospective buyers. Doing as much of the due diligence work up front makes it easier for buyers to make a decision. Providing a pre-sale building and pest report is a good example of this.

Those in a position to sell are encouraged to reach out for a conversation around how we can best position your property to achieve a premium price now and as the market continues to evolve in coming months.