Selling apartments and units requires continuous responsiveness to market feedback. Agents who stick with a single strategy for too long risk losing real buyers, especially when the market decides a property appeals to a different audience than originally expected. I’ve had campaigns where the initial focus was on investors, only to discover that the eventual buyer was an owner-occupier—or vice versa.

The first rule is to track the feedback closely. If viewings reveal investor disinterest but owner-occupiers are engaged, the campaign should pivot towards highlighting features like layout, kitchen, natural light, or amenity proximity, rather than just numbers or yield. Conversely, if investors are failing to respond to a property initially pitched to first-home buyers, switch the marketing pack to focus on rental return and vacancy rates.

Changing strategy quickly can involve:
– Updating property copy to highlight the newly relevant features
– Adjusting price expectations if comparable sales show a different buyer pool will pay a premium
– Discussing with the vendor the benefits (and any costs) of broadening or narrowing the campaign

Digital materials, disclosure documents, and sell sheets should be kept ready in multiple versions for quick deployment. In my own practice, I often maintain both investor and owner-occupier packs so that if the feedback changes mid-campaign, the materials can pivot with it. Communication with vendors is key—explaining that a course correction is not a failure, but a strength of targeted selling.

Even mid-campaign, don’t fear shifting from off-market to public or vice versa if buyer volume or quality is weak. Pause, review the data and adjust. The most successful results I’ve had came from identifying early that a property needed a new approach rather than pushing an underperforming one to the end.

For sellers wanting flexible, responsive recommendation on selling their apartment or unit, contact Genneva Smarrelli at http://collings.com.au/contact. Real success comes from reading the signals honestly and acting decisively, not just hoping the first plan is the right one.