How to Price Any Property for Maximum Profits

Although the classic definition of the "right price" is whatever a willing buyer is willing to pay a willing seller (yes, we know it's redundant), pricing is also a value proposition. In order to price a property for maximum profits, it's essential to understand how to communicate and evaluate the value proposition to both the buyer and the bank.
What to Measure

1. Capacity - Any given area or builder has a set capacity. The more less capacity, the higher the price assuming demand is in place. During the height of the real estate boom, savvy builders capitalized on desirable locale's by creating a sense of urgency related to capacity...often to the detriment of the eventual buyers who later learned there was a glut of unsold condo's or other properties waiting in the sideline. However, despite the recent decline in real estate, many markets and specific neighborhoods remain highly desirable with limited capacity.
2. First Offering - Closely related to capacity is the concept of "first offering". Face it, everyone likes something that is "brand new" but have you ever stopped to ask yourself why? A new house or neighborhood is somewhat "unproven" but the excitement of being "first" tends to create anticipation that can be tapped into. Take a note from developers that routinely price high to create a sense of value, then discount to provide customers a sense of a "good deal".
3. Enhanced Value - Everyone likes to feel like they are appreciated and nothing says "appreciation" like a free upgrade or other valuable service. Make a list of amenities included in the sale of the property and/or consider including a few low-cost additional enhancements. Popular ones include free lawn-care for a year, electronic device or home warranty.

What to Exclude

1. Acquisition Cost - Without a doubt, this is one of the most common mistakes made by novice investors; the tendency to use acquisition cost as a basis for the sales price of a property. As millions of Americans have learned, what you pay for a property may have little to no bearing on the eventual price of a property....good and bad. Although the media is filled with horror stories about people that paid too much for a property (of more often...obtained bad financial terms), there are equally impressive numbers of people that made a lot of money after paying very little for a property. Price the property based upon value...not acquisition cost.

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2. Expenses - If acquisition cost is the most common errors, surely expenses are the next. The tendency to add up the cost of repairs, insurance, broker and agent fees, taxes and other expenses in order to derive a figure is outdated at best and limiting at worst. Again, price the property based upon perceived value rather than cost or expenses. It's often possible to perform inexpensive upgrades that dramatically alter the appearance (and desirability) of a property for very little investment. Don't deny yourself the benefit of a fully priced property if in fact, it's possible to price higher.

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See you at the top!
Martin Crawford