14 Clayton Street, Balmain

The background

Employing an off-market strategy to launch a campaign is a tactical move that our agents often employ to test the market, gauge interest and feel out the demand for properties. When Matt Hayson and Rita Lopresti took 14 Clayton Street, Balmain to market in June 2022, the strategy proved extremely effective for the sale of this wonderfully appealing contemporary four-bedroom family home.

Strategies we employed in this campaign

Matt comments, “After managing some minor cosmetic works and having the home partially styled to really get it looking its best, we kicked off the marketing with an off-market engagement with our database buyers. Getting this initial feedback via this process was really important so that when we went to the open market we were really across the buyer sentiment. Of course, we made sure that our vendors were kept up to speed with all of the feedback.

“Demand was particularly strong for the property as it’s fairly rare to find a four-bedroom, 2.5 bathroom family home with a pool, parking and a desirable northerly rear aspect. The property presented beautifully and really ticked all the boxes so there was plenty of interest, despite the changing market sentiment. Rates had increased with more rises predicted and media hype about the falling market was intense but this didn’t deter buyers – blue chip property is reasonably resilient to these forces.

“In the end we had a total of 83 parties inspect the property and 16 contracts issued, with the strong demand driving us to negotiate a sale prior to auction after just 19 days on the market. There was a particular buyer we had been working with who had missed out on several other properties and we introduced them in the off-market phase knowing that it would work for them and it did. It’s a great example of just how important it is to really know and work closely with your buyers. The owners thanked us both for an excellent campaign and a fantastic result.”