A sales strategy for a property is a structured plan that determines how, when, and at what price a home is brought to market. A real estate agent develops this strategy by analyzing the property, researching the market, and choosing an approach that fits your situation and goals. In this article, we answer the most frequently asked questions about the sales process, from asking price to timing.
What steps are involved in a property sales strategy?
A property sales strategy consists of a series of consecutive steps: valuation, presentation preparation, choice of sales channel, marketing approach, and negotiation strategy. The agent aligns all these steps with the property, the neighborhood, and current market conditions.
In practice, a complete sales strategy looks like this:
- Valuation: The agent analyzes comparable properties in the area and determines a realistic market value.
- Property preparation: Minor improvements, decluttering, and styling can positively influence the sale price.
- Professional presentation: Photography, floor plans, and an appealing listing description form the foundation of the marketing.
- Choice of sales channel: The agent decides whether to list the property publicly on platforms like Funda or to pursue a private sale.
- Organizing viewings: Prospective buyers are invited for viewings, either individually or through an open house.
- Negotiating and making offers: The agent guides the offer process and advises on acceptance or a counteroffer.
- Completion at the notary: Once agreed, the purchase agreement is signed and the transfer of ownership follows.
Each step builds on the previous one. A strong strategy therefore begins before the property goes live online.
How does a real estate agent determine the asking price of a property?
A real estate agent determines the asking price of a property by analyzing recent sale prices of comparable homes in the area, combined with an assessment of the condition, location, and unique features of your property. This process is known as a Comparative Market Analysis (CMA).
In doing so, the agent considers several factors:
- Comparable sales: What have similar properties in the area sold for over the past few months?
- Condition of the property: Is the home move-in ready, or does it require renovations?
- Location and surroundings: Proximity to schools, public transportation, and amenities plays a role in the value.
- Current market pressure: In a buyer’s market, the asking price differs from that in a seller’s market.
- Energy rating: A favorable energy rating can increase the property’s value.
The asking price is not an arbitrary number — it is a strategic choice. A price that is too high deters buyers and extends the time on market. A slightly lower, sharper price can actually attract multiple offers and drive up the final sale price.
What is the difference between a private sale and a public sale?
In a private sale, the property is not publicly listed on platforms such as Funda, but is discreetly shared with a select group of interested buyers through the agent’s network. In a public sale, the property is widely advertised and visible to everyone.
Both approaches have advantages and disadvantages, depending on your situation:
- Private sale: More privacy, fewer viewings, and a faster process. Suitable if you prefer to avoid public attention or if the agent already has potential buyers in mind. Drawback: you reach a smaller audience, which may limit the final sale price.
- Public sale: Maximum visibility, greater competition among buyers, and therefore often a higher sale price. Drawback: more time, more viewings, and greater public exposure of the sale.
The agent will advise which approach best suits your property and goals. In a competitive market, a public sale is more commonly chosen to encourage a bidding war.
How does an agent adjust the strategy if a property is not selling?
If a property has not sold after a certain period, the agent adjusts the strategy by revisiting the asking price, improving the presentation, or changing the sales channel. The starting point is always an analysis of why the property is not resonating with buyers.
Concrete adjustments an agent can make include:
- Reducing the asking price: Sometimes the initial price was set too high relative to the market.
- Improving the presentation: New photos, an improved listing description, or a virtual tour can make all the difference.
- Targeting a different audience: The marketing may be reaching the wrong type of buyer, and the messaging may need to be adjusted.
- Temporarily withdrawing from the market: In some cases, it is wise to take the property off the market briefly and relist it later, to avoid the impression of a stale listing.
- Additional viewing opportunities: An open house or evening viewings can attract more interested buyers.
A good agent actively monitors progress and does not wait for you to raise the alarm. Regular feedback after viewings helps to make quick adjustments.
When is the best time to sell a property?
The best time to sell a property is generally in spring, between March and June. During this period, there are more active buyers in the market, the property shows better in natural light, and people are more inclined to make a major decision after the winter months.
That said, the optimal time to sell depends on several factors:
- Your personal situation: A relocation, divorce, or new job sometimes determines the timing more than the market does.
- Local market conditions: In a tight market, such as Amsterdam’s in 2026, properties sell quickly throughout the year.
- The type of property: Family homes perform well in spring; apartments tend to sell at a relatively steady pace year-round.
- Interest rates: Low mortgage rates stimulate demand and make it a favorable time to sell.
Summer and the holiday season are traditionally quieter periods. However, buyers are still active during these times, and there is less competition from other sellers. Timing is therefore a consideration, not an absolute rule.
How we help you sell your property
At Urban Homies, we guide you through the entire sales process, from the initial strategy consultation to signing at the notary. We start with a thorough valuation and market analysis, ensuring your asking price is well-founded. From there, we take care of:
- A professional presentation with high-quality photography and a tailored listing
- A targeted marketing strategy aligned with your property and target audience
- Active support during viewings and negotiations
- Legal and notarial assistance through our network of partners
- Personal aftercare following the transfer of ownership
Every seller is assigned a dedicated advisor who guides you through the entire process. Want to find out what your property is worth and how we approach the sale? Explore our sales guidance or get in touch for a no-obligation consultation.
