youngsRPS Rural Brochure - Flipbook - Page 12
diversification opportunities. The recent investment in
the house together with the benefit of planning
consent also added an additional layer of value and
appeal, broadening the potential buyer profile and
requiring a carefully considered approach to pricing and
positioning.
The property was in an accessible and desirable
location for both investment and commercial buyers
seeking diversification potential, whilst also being in an
area highly sought after by lifestyle purchasers. The
additional buildings were such that they could be
adapted for a range of alternative uses, including
equine. The decision was therefore taken to lot the
property, highlight this potential, and target the
buoyant lifestyle and diversification market.
This decision was supported by the fact that the
remaining land had excellent roadside access and was
of sufficient scale to attract local farmers. The land
also benefited from a natural split in both road access
and boundaries, as well as variation in land type. This
ensured further lotting opportunities were viable,
without flooding the local market with uniform land
parcels. Crucially, the risk of over lotting was avoided.
This strategic approach created competition, with
multiple parties interested in one or a combination
of lots.
The various options were presented in a professional
brochure using high quality imagery that showcased
the full potential of the farm. Targeted online
promotion and editorial coverage in the rural press
generated significant interest, leading to a high number
of accompanied viewings, all conducted by the same
member of staff who had prepared the brochure and
handled the instruction from the outset. This
continuity ensured a deep understanding of the
property was communicated throughout, helping
viewers fully engage with its potential.
In an increasingly fast paced and often impersonal
market, this hands on and consistent approach added
authenticity and clarity to the process. While digital
marketing has clear advantages, the importance of
personal engagement remains central to achieving the
best outcomes in rural property sales.
As with many property transactions in the current
climate, there were uncertainties. With a shifting
agricultural landscape and broader economic pressures,
it was not possible to predict exactly how the market
would respond. However, by carefully structuring the
lotting strategy, guiding the process sensibly, and
clearly understanding all target markets, much of this
uncertainty was mitigated.
The property ultimately sold above its guide price, with
all lots under offer within a matter of months. It was
sold in three lots to a lifestyle buyer, a local farmer and
an environmental investor respectively.
What made the sale particularly satisfying was how
smoothly everything came together, and it proved to be
an excellent example of how well considered lotting
can be used to maximise value. It demonstrated that
generating interest and competition is key, as is
understanding how the market may perceive a whole
property compared to its individual components,
delivered in an authentic and tailored manner.
Reflecting on the transaction, Harry Morshead, Director
at youngsRPS, said:
