When markets are slow, sellers can still achieve successful sales by pricing realistically, presenting their homes well and remaining flexible throughout the selling process.
The property market naturally moves through cycles, shifting between conditions that favour sellers and those that benefit buyers. As a ripple effect of the recent interest rate hike, market activity is expected to slow down, but that shouldn’t discourage sellers from putting their properties on the market. With the right approach and realistic expectations, properties can still sell successfully.
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According to Adrian Goslett, CEO and Regional Director of REMAX Southern Africa, one of the biggest mistakes sellers make in a slow market is pricing their property above its true market value.
“Every homeowner has an emotional connection to their properties, that often influences their perception of its value but buyers make decisions based on market conditions, comparable sales and affordability.”
“Overpricing your home can reduce interest from the outset, especially as many buyers set price limit filters when searching for properties online. If your asking price exceeds those limits, your property may never appear in their search results,” he explains.
Goslett further explains the importance of maintenance and presentation as buyers often look for homes that are ready to move into, particularly when they are already managing higher borrowing costs.
"Small maintenance issues, neglected gardens or poor first impressions can discourage buyers before they have even stepped through the front door. Investing some time in repairs, decluttering and improving your property's curb appeal can make a significant difference to how buyers perceive its value."
READ: Multiple offers can deliver better outcomes, but only if they are managed fairly
In slower markets, flexibility is another key ingredient for a successful sale as buyers generally have more choice and greater negotiating power, making it important for sellers to remain open to reasonable offers.
Goslett also advises sellers not to choose an estate agent based on the lowest commission alone. Instead, they should focus on finding an agent who offers the best service and has the experience to achieve the best possible result.
“During cooler market cycles, it’s even more important to work with a well-connected and experienced agent, even if they charge a higher commission rate,” he says. He adds that an experienced real estate professional can help sellers navigate changing market conditions with confidence.
"A qualified real estate professional will provide accurate pricing guidance, implement an effective marketing strategy and offer valuable advice throughout the selling process. In any market, realistic expectations combined with professional expertise give sellers the best opportunity to achieve a successful outcome,” says Goslett.
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Steven van Rooyen, owner at Leapfrog Property Group Western Seaboard. "The sellers who come out ahead are almost always the ones who pause, look at their actual numbers, and make a decision based on their personal situation, not on what the headlines are saying."
The case for acting now isn't as clear-cut as it seems
It's tempting to think that getting out ahead of further rate hikes is the smart play. And for some sellers, it genuinely is. A cooler market means fewer buyers, longer selling times, and less negotiating power, so if your timeline is flexible, sooner can be better than later.
The problem is that many sellers underestimate what a sale actually costs them. Estate agent commission, bond cancellation fees, compliance certificates, legal transfer costs - these can add up to a meaningful chunk of your sale proceeds. If you bought your home within the last few years and prices in your area haven't moved significantly, you may walk away with far less than you expected. In some cases, sellers find themselves at a loss once all the fees are settled.
Then there's the question of where you go next. If you're planning to buy another property in the same market, the high interest rates you're trying to escape will follow you directly into your new bond repayment.
READ: First-time home selling: Expert support makes all the difference
The case for waiting has its own risks
Holding on isn't automatically the safer choice either. Property markets move in cycles, and while values do tend to recover over time, the wait can be longer and bumpier than anticipated. If your financial position is already stretched and if the monthly repayments are genuinely unsustainable, waiting for better conditions could put you in a worse negotiating position down the line, not a better one.
"Selling from a position of desperation is something we always want to help clients avoid," says Van Rooyen. "If you wait too long and the pressure becomes unbearable, you lose the ability to be strategic about your price and your timing."
So what should you actually do?
Van Rooyen notes that the honest answer is that there is no single right answer, but there is a right process. Here’s what they recommend.
If you want to sell because you're under financial pressure, start with your bank. Before you call an estate agent, call your lender. Banks have more flexibility than most people realise, and options like extended loan terms, temporary payment relief, or restructured repayments may take the immediate pressure off without requiring you to sell at all.
Next, get a realistic valuation. A good local agent will tell you honestly what your property is likely to fetch in the current market, and whether that figure works in your favour after all costs are accounted for. If the numbers don't stack up, that's critical information before you commit to anything.
Finally, model your alternatives. What does it actually cost you to stay? Look at the cost of the bond, rates, levies, maintenance and stack it up against what it would cost to rent or downsize. The gap between those figures often tells you more than any market forecast can.
"We're not in the business of telling people to buy or sell based on market timing," says Van Rooyen. "We're in the business of helping people make informed decisions. Sometimes that means selling now. Sometimes it means staying put. But it always means understanding your full picture first."
The rate environment will shift again because it always does. What won't change is the importance of making one of your most significant financial decisions from a position of clarity rather than fear.
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