Skip to content

Price Counselling CMA

Use: Sebastiaan sits with owners whose property is NOT converting and counsels them on revising the asking price DOWN. The report's job: show the owners from evidence that price — not exposure — is the blocker, and leave the meeting with a number and a plan.

Inputs (Sebastiaan typically attaches)

  • Lightstone Property Report for the unit.
  • Lightstone Sectional Scheme Report (+ Owners-in-Scheme) when the property is in a scheme/complex.
  • Sebastiaan's own listing-performance report (days on market, portal views, leads, offers, promotions — this often already carries his recommended price).
  • The portal listing (P24 and/or Private Property).

Evidence chain (strongest first)

  1. Registered transfers INSIDE the same sectional scheme (Lightstone scheme report) — unit-by-unit table (unit, size m², reg date, sales price, R/m²). Highlight the owners' own purchase row (yellow band). State scheme median/highest/lowest and recent-N average. Same-complex sales beat suburb comparables every time.

  2. Suburb sectional-title comparables — from the Lightstone comparable schedule. Transcribe verbatim including the report's own R/m² column. Note set-average price + average R/m².

  3. Marketing-performance reality table — days on market, portal views, leads, offers received = none, promotions running (Featured/boost dates, costs). Frame: "the price, not the exposure, is the blocker."

  4. Positioning table — quantify the asking against EVERY benchmark:

  5. Price per m² (asking ÷ unit size) vs suburb avg R/m²
  6. Price per m² vs complex record R/m²
  7. Price per m² vs scheme median transfer
  8. Subject vs highest scheme sale
  9. Subject vs municipal valuation
  10. Subject vs owner's own purchase price
  11. Each as a percentage over.

This is the heart of the case (worked example: R3.2m ÷ 240 m² = R13,333/m² → +27% vs suburb avg R10,524/m², +14% vs complex record R11,646/m², +36% vs scheme median, +49% vs municipal R2.15m).

  1. "What the same money buys today" — current portal context. Above the proposed price band, what competition exists (often full-title HOUSES, not units). Capture honestly from the unfiltered P24 suburb page.

Content template

  • H1 + price block: address; CURRENT ASKING PRICE and the RECOMMENDED REVISED ASKING PRICE side by side.
  • Property overview table: Lightstone subject facts — owners, purchase price + date, municipal valuation, levies/rates, unit size.
  • Same-scheme transfers: unit-by-unit table with R/m² column, owners' row highlighted.
  • Suburb sectional comparables: verbatim Lightstone schedule.
  • Marketing reality: DOM, views, leads, offers, promotions.
  • Positioning table: the heart of the case — every benchmark quantified.
  • "What the same money buys today": portal context with honest capture.
  • Recommendation block — navy full-width box:
  • Yellow label "RECOMMENDED REVISED ASKING PRICE"
  • Big white price
  • Amount in words + % reduction
  • "still above every registered sale in the complex" (so it doesn't read as a fire sale)
  • Why bullets: 3-4 points from the evidence
  • Realistic sales band: with the market-movement assumption stated (±2–4% since last registrations)
  • Fallback trigger: "if no offer within 2 weeks we step down to R…"
  • Numbered next steps: relaunch price on both portals, refresh copy/photos, keep boosts running, follow up every lead, review date.
  • Consistency rule: the counselling recommendation MUST match Sebastiaan's own listing-performance recommendation. If data suggests something materially different, flag it to Sebastiaan separately before printing.
  • Disclaimer + prepared-by panel (navy). No Signature/Date lines.

Worked example

Unit 21, SS Cliffendale Villas, 464 Wisteria Avenue, Faerie Glen (Louis & Christelle Weitz): - Listed R3,200,000 | 27 days | ±1,504 views | 7 leads | 0 offers - Recommended: R3,000,000 (6.25% reduction) - Key evidence: +27% vs suburb avg R/m², +14% vs complex record R/m², +36% vs scheme median, +49% vs MV - PDF: /opt/data/workspace/Price-Counselling-21-Cliffendale-Villas-Faerie-Glen.pdf