How to put the price on the land on Avito
Introduction
Many sellers see the price as something separate from the ad, writing the text, picking up the photos, coming up with the title, and putting the value on the mood, on the advice of a friend or on the principle of "put higher, then yield," which is where the whole sale often breaks down.
The price is instantaneous on Avito, and before you read the text, you compare it to the photo, the headline, and the feeling you get from the object, and if the price doesn't match the image of the site, you get problems: the ad is almost never opened, or it's opened, but it's not written, or people come in and talk about the discount.
So price is not an appendix to the site, it's part of the positioning, and it should reinforce the logic of the object, not argue with it.
Why the price of the car is more important than it seems
On the site, decisions are made quickly. The person doesn't do a complete investment analysis of each ad, he scans the results, compares objects, and sifts out what doesn't match his expectations in price and meaning.
If the site looks simple and weak, and stands as a strong object, a person passes by. If the site looks interesting, but the price seems too low, this can also weaken the response: the buyer begins to look for the hidden problem.
That is, the price is a barrier, a filter, and a signal about how the seller evaluates the object.
The main mistake of the seller: the price is put from the desire, not from the logic of the object
The most common mistake is to price based on a personal desire to get a certain amount, or an emotion: the owner likes the site, so the market must pay more, or a strategy of “I’ll put it with a large margin, then I’ll bargain.”
This approach is dangerous: if the price looks disconnected from the perception of the object, the seller loses not only part of the buyers, but also time. The ad may hang for weeks, the views will go, but there will be no movement down the funnel.
The reverse is to put the price too low for the response, which doesn't always help, and the low price often attracts random appeals, cheap interest, and a sense that something is wrong with the object.
What exactly should the price do in the announcement
The price of the site has four tasks.
Don’t scare away the right buyer on the first touch.
Match the object's role.
Maintain the positioning of the site.
Filtering excess demand.
If the price doesn’t do these four things, it starts working against the ad.
Why Excessive Prices Kill Even Good Sites
Overstatement seems safe: they don't buy now, we'll lower it later, but it works hard on Avito.
First, the ads are getting worse in the results, and second, the photos and the text have to explain things that the object can't pull, and third, instead of the normal interest, they're just hard bidding or empty views.
The main problem with overstatement is that it breaks the ad entry before contact.
Why too low a price is dangerous
There's an illusion that low prices always help you sell, but with land, it's more complicated.
If the site is too cheap as to how it looks and how it is served, the buyer begins to look for a hidden problem: documents, entrance, land category, conflict of the object or a weak location.
In addition, the underpriced price often spoils the quality of incoming calls, and instead of meaningful demand, the seller gets a stream of cheap touches that does not lead to a deal.
A low price only makes sense when it is a deliberate strategy, not a panic attempt to wake up the market.
How the price is related to the type of site
The price is always estimated by the type of object.
A waterside site can hold a more secure value if the water is a real and strong value, and a species area can also be valued higher if the species actually works for liquidity and product.
Farming requires a more precise logic, where the market is worse at forgiving artificial optimism.
A large array is valued differently than a retail site, and scale, logic and design sense are important.
A family plot for a house or cottage should have a clear household price, where too cold investment logic can work worse.
How to Look at Competitor Prices
One of the mistakes is to mechanically target adjacent ads. Not all competitors are really your competitors, even if they're in the same area.
It is necessary to compare not only the location and the area, but also the role of the object: water, view, entrance, ad quality, type of a likely buyer, logic of use.
If your site is stronger in meaning and presentation, it doesn't give you the right to put any price, but copying someone else's digit without analyzing it is a weak strategy.
How to set a working price before publication
You need to go through a short sequence.
First, you know what type of object you're looking for, then you know who the buyer is, then you know what the strengths and weaknesses are, then you see how comparable objects are served, and then you pick a price scenario.
There's usually three.
A confident price - for a strong object without a bet on urgency.
Market price for most normal sales.
The price of entry is for objects where it is more important to quickly attract attention than to keep the bar for a long time.
Should I lay down the bargain?
Trading is not a mandatory element, but part of the strategy.
If the object is already at the upper limit of perception, a large margin of trade is dangerous. If the site is presented as an accessible entrance, the bargaining can destroy this image. If the object is complex, sometimes an honest price works better than an overstatement with a subsequent decrease.
Trading is good when it is not a crutch of the wrong price.
How to write about the price in the announcement
It is not always necessary to explain the price directly, but sometimes it is useful.
If the object is expensive, rare, or complex, the text can briefly support the cost through location, water, view, scale, or usage format.
But it shouldn't sound like an excuse. A strong ad doesn't argue with the buyer in advance. It calmly shows why the object is being valued that way.
How to understand the reaction of the market that the price was chosen unsuccessfully
The signs are usually clear.
Few discoveries are already at the issue level.
There are views, but there is almost no dialogue.
They write mostly with the question “why is it so expensive?”
Or vice versa – there is a lot of noise on a cheap object, but little movement to viewing.
Price is always read through the reaction of the market, and if the reaction is weak or poor, you need to check not only the text and the photo, but also the price position itself.
How Price Works in Connection with Feeding
The same price can be perceived differently depending on how the object is presented.
If the text is weak, the photos are random, and the role of the site is not collected, even a normal price seems controversial.
If the title is accurate, the photo is strong, the text explains the meaning, and the audience is chosen correctly, the price is perceived more confidently.
Therefore, you can not treat bad packaging only by reducing the price.
Practical conclusion
The price of the land on Avito is part of the sales strategy, not a random figure, and should be consistent with the type of property, the supply strength, the expectations of the target buyer and the logic of the market.
Overstatement kills interest at the entrance. Understatement can destroy trust and lead to a poor flow of appeals. A strong price is the price that supports the object, not argues with it.
The main conclusion of the ninth lecture is that it does not sell the highest or lowest price, but the one that is precisely built into the role of the site and its filing.
Questions and answers
Do you need to put the price higher immediately to give up?
Not always. If you see the market overstate, you lose some of the response before the negotiations.
Can you sell your property quickly at a low price?
Sometimes yes, but often this leads to poor quality of appeals and reduces trust in the object.
Which is more important: price or a strong announcement?
They work together. A good price won't save a weak package, and a strong package won't always pull an inadequate price.
Do I need to explain the price in the text?
Sometimes, yes, if the object is expensive, complex, or requires additional justification through location and meaning.
How do you know if it’s time to change the price?
If the market reaction remains weak for a long time or the wrong type of response is going on, you need to review both the price and the presentation of the object.