1.1% Selling Fee Sell Smarter Your Guide To Selling Smarter
About John Burgoyne With more than 40 years in the Australian real estate industry, John Burgoyne brings a depth of experience that few can match. Starting his career at just 17, John quickly rose through the ranks—owning, building, and successfully selling multiple real estate businesses, while training thousands of agents across Australia and helping everyday Australians build wealth through property. John is not just an agent—he is an auctioneer, investor, business owner, and published author. His career has been built on one simple principle: getting clients the best possible result, not just the fastest sale. Throughout decades of changing markets—booms, downturns, and everything in between—John has developed a structured, proven approach to selling property. It’s an approach that removes guesswork, avoids costly mistakes, and puts sellers in a position of strength. As the driving force behind One Percent Real Estate Gold Coast, John’s philosophy is clear: Sell with strategy. Sell with confidence. Sell better. Decades of experience. Results you can bank on.
Contents 3 Contents _______________________________________________ Choosing The Right Strategy ______________________________ The 4 Week Campaign ___________________________________ The Bottom Line ________________________________________ The One Percent Advantage _______________________________ The One Percent Smile ____________________________________ Case Study _____________________________________________ Where Buyers Come From _________________________________ Marketing Campaigns That Work _____________________________ Preparing Your Home For Sale ______________________________ Who Has Their Eyes On Your Gold __________________________ Why One Percent _________________________________________ Real Estate Toolbox ________________________________________ 3 4 6 7 8 10 11 12 15 16 20 21 23
4 Choosing The Right Strategy When it comes to selling your property, one of the most important decisions you’ll make is how you take it to market. The right strategy can create competition, build momentum, and ultimately drive a stronger result. The wrong strategy can cost you time, money, and opportunity. At One Percent Real Estate, we offer both Private Treaty and Auction—supported by a carefully structured 4-week marketing campaign designed to maximise buyer interest. Private Treaty (For Sale) Private Treaty is the traditional method of sale, where your property is listed with an asking price or price guide, and buyers submit offers. Best suited for: • Unique or hard-to-price properties • Markets with fewer active buyers • Sellers who prefer a more flexible timeline Advantages: • Clear pricing can attract qualified buyers • Flexibility to negotiate on your terms • No fixed sale date pressure Things to consider: • Buyers may try to negotiate below your expectations • Less urgency can reduce competitive tension • Time on market can extend if pricing isn’t aligned
5 Auction Auction is a highly effective method designed to create competition and urgency. It brings all interested buyers together at a specific point in time, allowing the market to determine the value of your property. Best suited for: • Properties in high-demand areas • Markets with strong buyer activity • Sellers wanting a defined, structured campaign Advantages: • Creates urgency and competition between buyers • Transparent process—buyers see each other’s interest • Can achieve premium prices in the right conditions • Encourages strong offers prior to auction Things to consider: • Requires a well-executed marketing campaign • Buyers must be ready to act unconditionally • Strategy and timing are critical
6 The 4 Week Campaign Where results are made Regardless of the method of sale, the first four weeks on the market are critical. This is when your property is at its freshest, attracting the highest level of buyer attention. Week 1: • Launch online • First open home • Initial enquiry and inspection numbers spike Week 2: • Strong open home attendance • Buyer feedback collected and assessed • Competition begins to build • Adjust strategy if needed Week 3: • Strong buyer engagement • Pre-auction offers considered • Strategy refined based on market response Week 4: Decision Point • Auction, deadline, or negotiations conclude • Buyers are forced to act • Best price and terms are secured • SOLD
The Bottom Line There is no “one-size-fits-all” approach. The key is selecting the right strategy for your property, your market, and your goals— then executing it with precision. Get this right, and you don’t just sell… you sell smarter. 7
8 The One Percent Advantage In real estate, small percentages make a big difference. Most agents focus on getting a sale. We focus on getting you a better result—and doing it with a smarter, fairer fee structure. What is the One Percent Advantage? It’s simple. Instead of paying inflated, traditional commission rates, we offer a premium, full-service experience at 1.1% selling fee (including GST) You still receive: • Professional marketing and campaign design • Skilled negotiation and buyer management • Strategic guidance from start to finish • Auction or private treaty expertise But you don’t overpay for it. Why It Matters On a $1,000,000 property: • A traditional 2.5%–3% commission = $25,000 – $30,000 • At 1% = $10,000 That’s a potential saving of $15,000 – $20,000.
Sale Price 3% Comission 2.5% Comission 1% Selling Fee $1,000,000 $30,000 $25,000 $10,000 $2,000,000 $60,000 $50,000 $20,000 $3,000,000 $90,000 $75,000 $30,000 $4,000,000 $120,000 $100,000 $40,000 $5,000,000 $150,000 $125,000 $50,000 And here’s the key point… A great result isn’t about how much you pay an agent—it’s about: • Pricing correctly • Creating competition • Negotiating effectively That’s where the real money is made. Better Strategy. Better Outcome. We believe you shouldn’t have to choose between great service and fair fees. The One Percent Advantage is about delivering: • A structured, proven approach to selling • A high level of service and communication • A cost-effective commission model that keeps more money in your pocket The Bottom Line You don’t need to pay more to get more. You need the right strategy, the right experience, and the right approach. That’s the One Percent Advantage. 9 At One Percent Real Estate our fees are lower but that doesn’t mean you get less. It just means more for you.
10 The One Percent Smile There’s a moment at the end of every successful sale. The contracts are signed. The result is achieved. And then it hits you… “We just saved thousands… and still got a great price.” That’s what we call the One Percent Smile.
Case Study Prospective seller approaches John for discussions on selling his beachside investment apartment. A renovated 2 bedroom walk up with one bathroom and secure undercover parking. The seller’s regular agent charged 3.3% and had the vendor pay for marketing. Our agency put together a modest but effective marketing campaign for less than $1,000 and a 1.1% selling fee. The vendor entered into a 4-week campaign selling by way of auction, setting an “indicative” reserve of $1,100,000. The campaign launches and offers are being made. Using the auction as a lever, the property sold for $1,165,000. The result was $65,000 above reserve - better still a saving of over $25,000 in selling fees. A whopping $90,000 windfall. That’s the One Percent Advantage. 11
12 Where Buyers Come From One of the biggest myths in real estate is that buyers come from everywhere. They don’t. In today’s market, buyer enquiry is highly concentrated—and understanding where your buyers actually come from is critical to designing a campaign that works. The Two Powerhouses The vast majority of buyers start their search online—specifically on two platforms: • realestate.com.au • domain.com.au These two websites dominate the Australian property market. Together, they generate over 80% of all buyer enquiries Why? Because this is where serious buyers go. They are actively searching, filtering, comparing, and shortlisting properties daily. If your property is not positioned correctly on these platforms—with strong photography, compelling copy, and strategic pricing—you are missing the largest pool of motivated buyers.
The Local Signboard – The Silent Performer While online is dominant, one of the most underrated tools remains right in front of your property…The signboard. • Accounts for approximately 10% of enquiries • Attracts high-quality, local buyers • Captures people already familiar with (and often wanting to live in) the area These buyers are often: • Neighbours • Locals • Downsizers or upgraders within the suburb And importantly, they are highly motivated. A signboard enquiry is often a top-tier buyer—someone who is ready, willing, and emotionally connected to the location. The Remaining 10% – Supporting Channels The final portion of buyer enquiry comes from a mix of other sources, including: • Social media (Facebook, Instagram) • Agent databases • Email campaigns • Lesser-known property websites These channels play a supporting role, but it’s important to understand their place. Social media, in particular, creates visibility—but: • Enquiries are generally lower quality • Many are early-stage or “just looking” buyers • Conversion rates tend to be lower That said, these channels can still help: • Reinforce your campaign • Create additional exposure • Capture buyers who may not yet be actively searching 13
14 The Bottom Line A successful marketing campaign isn’t about being everywhere—it’s about being in the right places. • 80%+ from realestate.com.au and Domain • ~10% from signboards (high-quality, local buyers) • ~10% from supporting channels Get this balance right, and you don’t just attract buyers… you attract the right buyers. And that’s what drives the best results. The Two Powerhouses Supporting Channels Signboards
Marketing Campaigns That Work Without Wasting Your Money When it comes to selling your home, marketing matters — but how you market matters even more. Too many sellers are led to believe that “bigger is better.” Bigger ads. Bigger budgets. Bigger campaigns. But here’s the truth: Effective marketing is not about how much you spend — it’s about where and how you spend it. Focus On Where Buyers Actually Are In today’s market, the vast majority of buyers are coming from just two places: • realestate.com.au • domain.com.au Together, these platforms generate over 80% of buyer enquiry. That means your campaign should be built around maximising exposure on these sites, not scattering your budget across channels that deliver little return. Property-Appropriate Marketing Every property is different — and so should be its marketing. A prestige waterfront home may justify high-end video, drone footage and premium placement. A standard suburban home may not need the same level of spend to achieve a great result. The key principle: match the marketing to the property — not the ego of the agent. The Truth About “Big” Marketing Campaigns Some agents love to promote large, expensive campaigns. Why? Because it makes their business look bigger. Full-page ads, glossy magazines, excessive branding — it all looks impressive. But here’s the problem: You’re often paying to promote the agent... not your property. Even more concerning: Some agents are required by their franchise groups or management to secure a minimum marketing spend and it’s often about building the brand of the agency — using your money. The Bottom Line A successful marketing campaign isn’t measured by how much you spend, it’s measured by: The level of buyer interest, the competition created, and the final result achieved. Get those right… and everything else becomes irrelevant. 15
Preparing Your Home for Sale First impressions don’t just matter in real estate… they determine your result. Before a buyer even speaks to an agent, they’ve already formed an opinion—online, from the photos, and within seconds of walking through the door. The goal is simple: Make your property feel like the one they don’t want to miss. Presentation = Perceived Value Buyers don’t just buy property—they buy emotion, lifestyle, and confidence. A well-presented home: • Feels more valuable • Attracts stronger interest • Creates competition • Leads to better offers A poorly presented home does the opposite—no matter how good the location is. 16
17 Start With the Basics Before anything else, focus on the fundamentals: Clean • Deep clean every room • Windows, floors, kitchens, bathrooms • Eliminate odours (pets, smoke, cooking) Declutter • Remove excess furniture • Clear benchtops and surfaces • Create space and flow Depersonalise • Pack away family photos and personal items • Allow buyers to picture themselves living there Fix the Little Things Small issues send big signals. That dripping tap, cracked tile, or sticking door might seem minor—but to a buyer, it raises questions: “What else hasn’t been looked after?” Quick fixes that make a big impact • Repair minor damage • Replace blown light bulbs • Touch up paintwork • Fix handles, hinges, and fittings
Street Appeal Matters Buyers start judging your property before they even walk inside. Make the first impression count • Mow lawns and tidy gardens • Clean pathways and driveways • Add fresh mulch or plants • Ensure the front entry feels welcoming A great exterior sets the tone for everything that follows. Styling – The Final Layer You don’t always need full professional staging—but presentation should feel: • Clean • Light • Modern • Inviting Simple touches can transform a space • Fresh cushions and throws • Neutral Tones • Good Lighting • Indoor Plants If needed, partial or full styling can significantly increase appeal—especially in competitive markets. 18
19 Photography Ready Remember—your first open home is online.. Before photography • Open blinds and maximise natural light • Turn on all lights • Hide bins, cords, and clutter • Set the scene (dining tables, outdoor areas, etc.) Great photos = more clicks More clicks = more inspections More inspections = better competition The Bottom Line Preparing your home for sale isn’t about spending a fortune. It’s about presenting your property in a way that: • Builds confidence • Creates emotional connection • Maximises perceived value Do this right, and buyers won’t just like your home… they’ll compete for it. And that’s where the best results are achieved.
Who Has Their Eyes On Your Gold? Why should agents benefit from YOUR hard work? Real estate agents shouldn’t walk away with a large cut of the outcome when it’s your asset, your risk, and your years of effort that created the value. They play a role—but when commissions are excessive, it’s no longer fair compensation, it’s your profit being chipped away. 20
21 Why One Percent? I often get asked WHY? Why One Percent? Let me explain. In the year of the Sydney Olympics, the year 2000, if you owned a property worth $500,000 (based on historic factual data) that property would be worth today $3,000,000 - $3,250,000. An increase of 600% to 650%. Comparing the value of money from year 2000 to current based upon annual CPI over those years $500,000 in the year 2000 is worth around $1,000,000 to $1,050,000 in todays terms. An increase of just over 100%. Understand, my stance on ridiculously high real estate fees has created some conjecture among my colleagues. Since January 2026 to the time of writing (April) I have received phone calls from competing agents offering abuse, shenanigans, claims of wanting to sell their homes pretending to be sellers etc. One major franchise almost went into meltdown at the thought. To me it’s water off a ducks back. I cannot for the life of me understand how an agent justifies a commission of 3% obtaining fees so outrageous that one transaction alone can often buy an entry level Mercedes Benz. Now, you will hear ridiculous statements like: “I’m a better negotiator” “If they can’t negotiate a decent fee, how can they negotiate a decent price for your property?”
I say garbage! The truth of the matter is that your buyer will likely come from one of the big two websites regardless of which agent you appoint to handle your transaction. You have a decision to make, and it’s very important that you get this right. I suggest you read my book, “Better Call SOLD.” It details the process and even provides scripts to negotiate a fairer commission with other agents. This is your pot of gold. You worked for it. You earned it. You should be the one that benefits from your toil and the good fortune that blessed you - a property market that has risen over 600% since the year 2000. Sell with clarity. Sell with confidence. Sell SMARTER. John Burgoyne 22 What Will You Do With The Money You Save? Lower your next mortgage? Help pay for renovations on your next home? Family holiday? _____________________? _____________________?
23 Help Yourself To Our Real Estate Toolbox It’s your knowledge base to everything real estate. Visit www.onepercentrealestate.com.au and download our complimentary E-flip books or purchase one of John’s paperbacks for less than $20 delivered to your door. Scan to visit our website
RkJQdWJsaXNoZXIy MTI3ODI1