Sales Strategy Definition

In real estate, Strategy Definition (Definição de Estratégia) refers to the action plan designed to sell a property at the best possible price within the shortest realistic timeframe.

It goes far beyond simply publishing an advertisement — it is about positioning the property correctly in the market.

1. Pricing Strategy (Estratégia de Preço)

Market Pricing (Preço de Mercado)
Aligned with the Comparative Market Analysis — ACM (Análise Comparativa de Mercado) to generate immediate buyer interest and property visits.

Psychological Pricing (Preço Psicológico)
Using figures such as €249,000 instead of €250,000 to appear in lower search filters on property portals and increase visibility.

Negotiation Margin (Margem de Negociação)
Defining in advance the minimum acceptable price prevents emotional decision-making under pressure when offers arrive.

2. Product Preparation (Preparação do Imóvel / Marketing Sensorial)

Home Staging
Depersonalising the property (removing family photos or excess furniture) so buyers can visualise themselves living in the space.

Minor Repairs
Fixing visible issues such as stained walls or leaking taps. Buyers typically discount far more from the price than the actual repair cost.

Professional Photography and Video
This is the property’s storefront. Listings using mobile-phone photos can receive significantly fewer enquiries and views.

3. Promotion Plan (Plano de Promoção)

Digital Exposure
Listing on major real estate portals such as Idealista and Imovirtual, often supported by paid promotional placement.

Agency Sharing Network (MLS — Multiple Listing Service)
When working with an agency, sharing commission with other agencies dramatically expands the network of potential buyers.

Lead Qualification (Qualificação de Leads)
Distinguishing genuine buyers with financial capacity (for example, mortgage pre-approval) from casual enquiries before scheduling visits.

4. Sales Timeline (Cronograma de Venda)

The “Golden Window”
The first 2 to 3 weeks on the market are critical. This is when the property is perceived as new.

If no offers emerge during this period, pricing or presentation strategy should be reviewed immediately.

5. Choice of Sales Model (Regime de Mediação)

Exclusive Agreement (Exclusividade)
One agency assumes full responsibility, focus, and marketing investment.

Open Listing (Regime Aberto)
Multiple agencies may promote the property, usually resulting in wider exposure but reduced control over pricing consistency and marketing quality.

Why Is Strategy Important?

A property launched without a clear strategy quickly becomes market-stale.

The longer a property remains unsold, the more buyers assume hidden problems exist — often resulting in increasingly aggressive price reduction offers.