Speed Does Not Always Mean Lowering the Price

The sale of the apartment at Toomhansu 3 remains my favorite story to date, probably because everything was so fast and smooth, and both the sellers and buyers were such cool people.

The sale of this apartment actually began before I came into the picture. The owner had decided to put the home on the market themselves - photos were taken, an ad was written, a reasonable price was set, and it was advertised, but there were no interested parties.

When you need to sell quickly, the feeling tends to arise that the only solution is to lower the price, because a compromise has to be made somewhere to get things moving. Fortunately, my contact reached the owner, and we agreed to meet so I could get acquainted with the apartment and put a marketing plan in place.

Before the meeting, I did some solid homework. I looked at what objects were currently on offer in that area, at what prices they were moving, and what the realistic position of this specific apartment could be. My assessment differed from the owner's - I saw that the value of this apartment allowed us to go to market with a higher price, and I also put together a clear sales plan on how to make the apartment visible and actually start selling it.

‍Sometimes the problem isn't the price. Sometimes the problem is how the product is seen.

‍Even a beautiful apartment can go unnoticed if it doesn't catch the eye or create a feeling. If the ad doesn't invite you to stop, interest doesn't arise - people simply don't click. Good packaging doesn't just mean pretty pictures, but the whole package: presentation, message, timing, and emotion.

For this apartment, in addition to standard sales activities, we decided to make a separate video and advertised a "client day" (open house) to give interested parties a chance to explore the home at their leisure.

However - or actually, luckily - the new owners arrived before the client day. Entering the apartment, I asked them exactly what they were looking for and what their future home should be like. They mentioned that the living room should be big enough to dance in. A few moments later, the sentence rang out: "Well, you can certainly dance inhere," and I realized the decision had been made - this was the home they were looking for.

I then had to send an email to those registered for the client day stating that a buyer had already been found. The whole process moved so fast that even the marketing video didn't get finished in time.

‍In six days, we had a reservation agreement signed. Without price negotiations. With calm, motivated, and very pleasant buyers.

Everything flowed naturally - just as a transaction should when every step is thought through and managed. The speed didn't come from pressure, but from clarity. The seller didn't have to make concessions or feel like they missed out on anything; on the contrary, they won in terms of both time and money.

This apartment sale showed very clearly that even when you need to sell fast, it doesn't automatically mean giving up on price. Often the question isn't the number, but how the object is brought to market and the story it tells. The right broker knows how to spot those places where things can be done better - sometimes with small, sometimes with larger changes - and those nuances are exactly what make sales move.