Selling a high-end property

High-end property does not sell through exposure. It sells when it reaches the right person, presented so that they understand what they are looking at and why it is worth what it asks.

The diagnosis

Most high-end properties that sit unsold are neither mispriced nor badly located. They are badly presented — photographed like an ordinary flat, described with adjectives in place of information, and offered to people who are not their buyer.

The principle

Understand the property before advertising it · position rather than expose · present at a level that matches the value · take it to the people who are looking for exactly that · conduct the negotiation on solid ground.