The Rules for Selling in a Discerning Spring Market

Selling in spring is a real estate tradition, but season alone doesn’t guarantee success.

There are new rules for transacting in Melbourne’s softer and more discerning spring market.

Domain’s early September clearance rates point to a measured market, while Cotality data shows dwelling values declined 1.1 per cent over August, sitting 6.8 per cent below their peak in March 2022.

RT Edgar Richmond director James Vine says today’s prestige buyers are informed and insist on understanding value, which requires an agent who brings “clarity, consistency and confidence” to a campaign.

“Every spring has its own personality, however this year buyers are particularly considered,” Vine explains. “There is still strong demand for quality property. Ultimately, buyers still respond to exceptional homes that are well presented, appropriately priced and professionally marketed.

“For vendors, that means expecting the traditional spring uplift is not enough.”

Rule one: Engage with evidence

Vine says buyers are taking the time to assess value, ask detailed questions, and compare properties. “They want to understand not just whether they love a property, but whether they believe they are buying it at the right level,” he says.

Evidence-based price setting is essential, while never underselling a property’s value. “The objective is to establish a strategy that attracts the right buyers while protecting the vendor's position,” Vine says.

Rule two: Customise the strategy

A compelling campaign is built on an agent’s insights and knowledge of market conditions.

“Rather than simply following a standard campaign formula, we look at the individual property, its likely buyer, the competitive landscape and the current level of demand, then build the campaign around those factors,” Vine says.

This includes deciding on the method of sale. Melbourne is Australia’s auction capital but Vine says the type of property and a vendor’s goals can be better suited to private sale or expressions of interest.

Rule three: Read the market

RT Edgar’s experienced agents can distinguish market noise from meaningful buyer feedback.

“The real value of an experienced agent is understanding what the market is telling you and knowing what to do with that information,” Vine says. “That could mean adjusting the positioning, changing the way buyers are being engaged, recognising when there is genuine competition, or advising a vendor to hold their nerve.”

Once the campaign is live, elite agents are ready to react. “A good campaign isn't passive,” Vine says.

“Preparation and strategy are ultimately much more within your control than trying to pick the perfect week or market cycle.”

Considering a spring campaign? Get in touch with your local RT Edgar office about the right strategy for your property.