How can I make my luxury home the best value on the Kona-Kohala Coast when the market is slow?
Quick Answer: As a seller, you cannot manufacture market urgency. You must earn it by positioning your specific property—whether it’s a villa in Kukio or a condo in Mauna Lani—as the undeniable best value in its class. This typically requires aggressive pricing combined with flawless presentation, creating a “must-buy” scenario that overcomes buyer patience.
Key Takeaways: Earning Urgency in a Patient Market
- Focus on Value, Not Pressure: Luxury buyers on the Kona-Kohala Coast are patient. Artificial deadlines or high-pressure tactics destroy credibility. Urgency is created when the buyer fears losing an exceptional deal.
- Price Below the Comps: In a slow market, being competitive isn’t enough. You must price slightly below comparable sales (comps) to trigger immediate buyer action.
- Presentation is Non-Negotiable: Luxury buyers expect perfection. Deferred maintenance or poor staging signals a lack of seriousness and provides leverage for negotiation.
- Leverage Scarcity: Highlight unique, irreplaceable assets—like rare oceanfront access or an oversized lot—that truly limit future opportunities for the buyer.
The Polimino Method for Creating Property Urgency
Over nearly two decades selling luxury homes on the Kona-Kohala Coast, I’ve worked with hundreds of affluent sellers and buyers. One of the most common questions I hear is: “How do I force a sale when the market has cooled?”
The answer isn’t magic—it’s a system. What I call the Kona-Kohala Value Positioning System is the result of years of testing, refinement, and proven results. But rather than just telling you about the system, let me answer the three most common questions sellers ask me about creating urgency. These are real questions from real sellers, and the honest answers that explain exactly what we do differently.
How much below comparable sales should I price my Hualalai home to create real urgency?
Quick Answer: A 5% to 10% price reduction below the last three comparable sales is often the sweet spot required to shift perception from “competitive” to “irresistible” in a slow luxury market.
In a fast market, pricing at or slightly above recent sales is standard. However, when inventory is high and buyers have time on their side, that strategy guarantees a long listing period. To create urgency, you must make the buyer feel they are getting a significant discount on the true market value.
This is a core principle of the Kona-Kohala Value Positioning System. We analyze Multiple Listing Service (MLS) data, identify the three most recent, relevant sales (comps), and then strategically position your price to be the clear outlier in terms of value. This realization—that they are getting more house for less money than their neighbor did six months ago—is often what makes a patient luxury buyer act quickly.
Real numbers: If similar homes in your Hualalai neighborhood sold for $10 million, pricing yours aggressively at $9.2 million, assuming perfect condition, can generate immediate interest and multiple showings within the first two weeks, compared to months of silence at $10 million.
Will investing in professional staging and repairs actually increase my sale price, or is it just a gimmick?
Quick Answer: Yes. Immaculate presentation is mandatory in the luxury tier; it doesn’t just increase the sale price, it can dramatically reduce time on market and eliminate buyer leverage.
Luxury buyers are not looking for projects. If they see deferred maintenance—a chipped tile, a leaky faucet, overgrown landscaping—they immediately calculate the cost and hassle, and they often subtract far more than the actual repair cost from their offer. Flaws also destroy urgency. Few buyers rush to purchase a home that clearly needs work.
Our system requires sellers to invest in a pre-listing inspection and address both major and minor repairs. We then utilize professional staging tailored to the Kona-Kohala lifestyle (emphasizing indoor/outdoor flow and views). This signals to the buyer that the home is move-in ready and cared for, removing excuses to wait or negotiate heavily.
Real example/numbers: In my experience, a $20,000 investment in staging and minor repairs on a $5 million home can result in a $150,000 higher final sale price and shave 60 days off the listing period. The return on investment (ROI) can be significant.
What non-price incentives should I offer to sell my Mauna Kea condo faster?
Quick Answer: Offer high-value, fixed-cost incentives like covering the initiation fee for a private club (e.g., Mauna Kea Club), including high-end furnishings, or providing a meaningful closing cost contribution.
While price is the main driver of urgency, sometimes a buyer is sitting on the fence, comparing two equally attractive properties. Non-price incentives can tip the scales without requiring a massive price drop that permanently lowers comparable sales data for your neighborhood.
For a condo in a resort like Mauna Kea or Mauna Lani, the true value often lies in the amenities. Offering to pay a $50,000+ club initiation fee can be an immediate, tangible benefit that saves the buyer significant upfront capital. This can create urgency because it’s a limited-time offer they may not get from the next listing.
Real example/numbers: When selling a luxury condo, including the entire high-end furnishings package (valued at $100,000) and covering the club initiation fee can be perceived by the buyer as a $150,000 benefit, even if the seller’s net cost is lower due to depreciation or bulk purchasing. It is economics applied to perception.
The Bottom Line: Urgency is Earned, Not Manufactured
In the sophisticated luxury market of the Kona-Kohala Coast, high-net-worth buyers are immune to cheap sales tactics. They respond to exceptional value. If your home is priced correctly and presented flawlessly, urgency is often generated by the buyer’s fear of missing out on the best deal currently available.
I would not be surprised to see well-priced, move-in-ready luxury homes continue to sell quickly, even while the overall market slows down. We would be honored to be of service.
Frequently Asked Questions
- Q: Does staging really matter for luxury second homes, since most buyers renovate anyway?
- A: Yes. Staging defines the space and allows the buyer to immediately visualize the high-end lifestyle. Even if they plan to renovate, staging removes mental friction. A vacant luxury home feels cold and can highlight flaws; a staged home feels aspirational. Some data suggests staged homes sell faster than vacant ones.
- Q: How long should I wait before dropping the price if my home isn’t selling?
- A: If you have not received a strong offer or significant showing activity (for example, 5+ showings) within the first 30 days, your initial pricing was likely off. In a slow market, waiting longer than 45 days can cause a listing to go stale. It is often better to make one meaningful correction early than several small, ineffective reductions later.
- Q: Will offering to pay closing costs make my listing look desperate?
- A: Not if framed correctly. We position closing cost contributions (for example, 2% of the sale price) as a strategic incentive, not a sign of desperation. This can be effective for buyers who are sensitive to immediate cash outlay, making the deal financially cleaner without reducing the perceived value of the home.
- Q: Is it better to list my Kukio home furnished or unfurnished?
- A: Almost always furnished. Luxury buyers prefer turnkey solutions, especially for second homes. Including high-quality, resort-appropriate furnishings removes a major logistical headache and allows the buyer to enjoy the property immediately, which is often the goal of buying on the Kona-Kohala Coast.
