Selling your property in a dynamic market

You've decided to sell your home, a milestone that's both exciting and a little daunting. Now you're asking yourself: how do I get the best possible price?

"There are several things to consider when you're about to list your property," says Giel Viljoen, Principal at Leapfrog Stellenbosch. "Don't go into it blindly. Be sure to arm yourself with knowledge and the right tools to maximise your sales price."

Right now, the South African property market is sluggish. According to FNB's April 2025 Property Barometer, demand has yet to rebound, with transaction volumes still about 16% lower than before the pandemic. Homes are taking longer to sell, with the average time on the market stretching to just over 12 weeks, compared to less than 10 weeks in 2022.

That means competition is tough for sellers. On the other hand, buyers have more time, options, and bargaining power.

"That's not to say you can't get a good price for your home," says Viljoen. "It just means you must be smart about it, set your price realistically, and manage your expectations."

Pricing a property correctly is one of the biggest stumbling blocks for sellers. It is tempting to use your neighbour's asking price as a benchmark, but that can be misleading. Location, erf size, the layout of the home, outdoor spaces, and extras such as a pool or entertainment area all affect value, and two seemingly similar homes can sell for very different prices.

Viljoen emphasises the importance of removing emotion from the process. "As the homeowner, you may have strong emotional ties to the property, which often translates into an inflated idea of its value. A property professional can help you look at it objectively and set a price that the market will respond to."

An experienced estate agent will also provide a professional appraisal and draw on data from comparable sales in the area. This ensures that your property is priced competitively and has a real chance of attracting genuine buyers.

Once the price is set, presentation becomes your greatest tool.

"Think of it like selling a car," Viljoen explains. "No one would list a car without giving it a thorough clean and polish. A house is no different. It needs to look its best."

Staging your home doesn't mean expensive renovations. Start by decluttering. Pack away personal items, tidy surfaces, and make rooms feel as spacious as possible. If you're up for it, a coat of neutral paint in a key room can go a long way. Fresh flowers, soft throws, or well-placed art pieces add warmth without clutter.

Photographs are important, as they are a buyer's first impression online. Make the most of natural light, take photos at the brightest times of day, and, if possible, invest in professional photography.

"A good agent will guide you through this," Viljoen adds. "It's our job to showcase your home in a way that makes buyers want to come and see it in person."

Showings are about more than what a home looks like. It's also about how it feels. Buyers should walk through your front door and immediately imagine themselves living there.

Simple touches can go a long way. Ensure the home smells fresh; avoid strong cooking smells on viewing days. Open curtains and blinds, switch on lamps, and create a bright, inviting atmosphere. Crisp, neutral bedding can transform a bedroom, while minor changes such as new towels in the bathroom make spaces feel fresh and cared-for.

"Buyers often pick up on details sellers overlook," Viljoen notes. "A dimly lit room or an unpleasant odour can quickly put them off. Small fixes such as replacing a lightbulb or adding a lamp are inexpensive but effective."

Maximising your sales price is also about timing and negotiation.

Discuss with your agent when the best time to list might be. While market conditions are subdued, certain times of the year can see a spike in buyer activity, depending on the area.

Be clear from the outset about your bottom line. Buyers will negotiate; knowing how much you're willing to move gives you confidence. "Flexibility is key," Viljoen says. "If you start at the right price, you'll often find the negotiation is smoother, and you're less likely to scare buyers away."

Selling a home is one of the most significant financial transactions most people will ever make. It's also an emotional one. A professional can help you with a selling strategy, give you good advice, and maximise your return.

"Your agent is your partner in this process," Viljoen concludes. "We're here to remove the guesswork, manage expectations, and help you see the bigger picture," Viljoen concludes.