Testing the Market: How to Soft Launch Your Property Before Going Live
Selling your home is a big step, and it’s vital to get everything right before committing to a full market launch. The price, strategy, and timing can make all the difference in achieving the best result. But what if there was a way to quietly test the market without fully committing or risking your sale?
Why Pricing Strategy Matters
Setting the right price for your property isn’t an exact science. While your estate agent will provide a valuation, it’s an informed estimate based on current market conditions, recent sales, and buyer demand. There’s no guarantee you’ll achieve that figure—it’s more about finding the price point that will attract motivated buyers.
In the past, it was common to test the waters with a higher price to see how the market responded. If it didn’t sell, the price could be lowered, and sellers would adjust their expectations. But with today’s technology, buyers are much better informed. Online property data allows them to see when a home was first listed, its price history, and any subsequent reductions.
The problem? If you launch at the wrong price, you risk missing the critical initial window of interest. This is when your estate agent will promote your property through their database of buyers, social media, and property portals like Rightmove. A price that’s too high could result in low engagement, forcing you to reduce the price later—potentially leaving you with a lower sale price than you might have achieved with the right strategy from the start.
The Risks of Overpricing
When a property spends too long on the market without generating interest, buyers start to wonder what’s wrong. Even a price reduction—while often necessary—can create the perception that your home isn’t worth what you’d hoped.
Pricing errors might not seem as risky in a rising market, but in an unpredictable or cooling market, launching at the wrong price could seriously harm your chances of success.
A Better Way: The Soft Launch
A “soft launch” is a discreet way to introduce your property to the market and test buyer interest before fully committing to a pricing strategy.
Unlike a traditional launch, a soft launch doesn’t involve listing your home on property portals like Rightmove or Zoopla, putting up a for-sale board, or promoting on social media. Instead, your property is introduced quietly to a targeted audience of motivated buyers already registered with your estate agent.
Benefits of a Soft Launch
Privacy: Keep your plans to sell under wraps until you’re sure of the right price.
No Pressure: Avoid creating a public price history that might work against you.
Targeted Exposure: Focus on serious buyers rather than casual browsers or nosey neighbours.
Flexibility: If the initial response isn’t what you hoped for, there’s no harm done.
If the soft launch doesn’t generate the interest you’re expecting, we can adjust your strategy and launch fully to the wider market with a refined price. This way, your property benefits from the all-important first four weeks of premium marketing, ensuring you get the best possible response at the right price.
Let’s Get It Right
At Keystone, we know how important it is to have a clear strategy tailored to your goals. For busy professionals who value a smooth, stress-free process, a soft launch is an excellent way to confidently approach your sale.
If you’re interested in testing the market with a soft launch to ensure your property’s pricing is spot-on, contact our property experts today. Email us at ben@keystonepmc.co.uk or send a direct message—we’d be delighted to help.
Ben Roberts MD
