How to sell a property quickly at a fair price, without burning your listing

Why it is critical to set the right price from the start

In a market where prices have been rising steadily in recent years, sellers are tempted to “try out” a higher price, thinking they will have room to negotiate anyway. The problem is that, in the current context, buyers are much better informed and constantly compare listings in the same area.

Analyses based on ANCPI data show that in 2025 housing transactions started to decline while asking prices continued to rise, which led to episodes of market stagnation, with many properties staying listed for months without real offers.

In large cities, price differences between similar apartments are very visible. For example, recent market analyses indicate that in București older apartments can be a few hundred euros per square meter more expensive than new ones, depending on the area and demand, and differences between neighborhoods often exceed 20 percent.

The Imobiliare.ro index, which has been tracking the residential market for more than 15 years, shows that in some big cities, such as Timișoara, prices for older apartments have risen by up to 11 percent in a single year, while new ones have seen even stronger increases. At the same time, aggregated studies for 2024 show average double-digit growth in apartment prices in large cities, both for old and new stock.

The key to a quick sale is to start from a fair price, aligned with actual sales in the area and with the price index, not with the amount “you would like to get”.

An asking price 10–15 percent above the market level leads in practice to two negative effects: the listing gets few views and almost no offers in the first weeks, and after you start lowering the price, the listing is already “burned”, buyers recognize it and tend to negotiate aggressively, assuming you are desperate to sell.

When setting the price, take into account:

• actual transaction prices in the area over the last 6–12 months;
• the price index published by major portals and specialized platforms;
• differences between old and new apartments in your neighborhood;
• the actual condition of the property and the renovation costs the buyer will face.

How to prepare the property for a quick sale

After price, the way the property looks at the first viewing is the most important factor for how fast it sells. Market studies show that in cities with high demand, properties presented in impeccable condition sell significantly faster than those with visible issues, even if they are listed at similar prices.

In a market where older apartments are, in some periods, three times more sought after than new ones, as shown by a recent analysis from a major listing platform, the difference is made by how well you manage to highlight the real advantages of your property: location, layout, natural light, access to transport and services.

Before you publish the listing:

• Remove clutter and excess personal items that visually overload the space.
• Repair obvious defects, such as broken sockets, doors that do not close properly, or leaking taps.
• Repaint the walls in light, neutral colors if they are dirty or very brightly colored.
• Make sure all rooms are well lit, both naturally and artificially.
• Freshen up the bathroom and kitchen with inexpensive but visible details, such as new cabinet handles or replaced seals.

In cities where prices have risen by more than 10 percent in a year, buyers have become much more attentive to the price–quality ratio. A poorly maintained property sends the signal that the owner has not taken care of it, and this will almost certainly translate into a lower offer or a tough negotiation.

Professional photos and a listing that sells, not just informs

The first 3–5 photos a buyer sees in portal listings decide within a few seconds whether they will click or move on. Given that large cities have seen both price increases and a rich supply of new and old properties, competition between listings is fierce.

Even if you do not hire a professional photographer, there are a few simple rules that increase your chances of attracting serious buyers:

• Take photos during the day, with natural light, curtains open and all lights on.
• Shoot from the corner of the room to capture as much of the space as possible.
• Do not publish blurry or dark photos, or images showing intimate items.
• Include the floor plan, even a sketched one, if you have it.

The text of the listing must be clear, complete, and honest. In a market context where there are differences of a few hundred euros per square meter between neighborhoods or between old and new, buyers appreciate transparency regarding:

• the year of construction and any upgrades to the building;
• recent investments in the apartment (installations, carpentry, thermal insulation);
• approximate maintenance costs;
• the time needed before the property is vacated (available immediately or with tenant).

A well-structured listing, with quality photos and complete information, is much more likely to attract in the first days buyers who have already checked the market and are ready to make a realistic offer.

How to attract serious buyers and negotiate effectively

In cities such as București, Cluj-Napoca, Iași or Timișoara, market studies show that well-located and properly priced properties can sell very quickly, even in a few weeks, although prices have risen significantly in recent years. The key is to quickly filter out the merely curious and focus on buyers with clear financing.

To attract serious buyers:

• Respond promptly to messages and calls in the first days after publishing, when the listing is most visible.
• Politely ask from the start whether the purchase will be with a mortgage or cash and what stage the approval in principle is at.
• Set clear time slots for viewings, preferably grouped, to create slight competitive pressure.
• Prepare the documents in advance: ownership documents, floor plan, energy certificate, recent land registry extract.

In negotiations, it is important to start from a realistic margin. If you have listed the property at 5–7 percent above the level at which you are willing to sell and have justified the price through market comparisons and the condition of the property, you can sustain the discussion much more easily with an informed buyer.

The macroeconomic context, including BNR warnings about risks to financial stability, makes many buyers more cautious and firm in negotiations. That is why very good preparation and a fair starting price are your main tools as a seller.

Common mistakes that slow down the sale and how to avoid them

Beyond price, there are a few recurring mistakes that lead to months of waiting and final reductions much larger than would have been necessary:

• Listing at a price far above the market, hoping that “someone might appear who is willing to pay”. In a market where there is a lot of public data about the real level of prices, such cases are the exception, not the rule.
• Poor or too few photos, which do not accurately reflect the space and do not inspire trust.
• Lack of legal preparation: outdated documents, missing energy certificate, or unresolved inheritance clarifications.
• Limited availability for viewings: if you can show the property only very rarely, you lose momentum in the first weeks, when the listing is new and receives the most views.

If you want to sell quickly, think of the process as a well-planned project. You start with analysis of market data and price indices, set a clear pricing strategy, prepare the property, and then launch the listing with an impeccable presentation. Where appropriate, working with a real estate agent experienced in your area can significantly shorten the time to signing the contract, especially in neighborhoods where the differences between old and new are large and price dynamics are volatile.

In a market with many nuances, the realistic objective is not to obtain the highest theoretically possible price, but to sell at a good price, justified by the market, within a reasonable time frame, without unnecessary stress and without your listing getting “burned” in front of serious buyers.

Sources

• Indicele Imobiliare.ro pentru apartamente noi și vechi în marile orașe
• Analiză Wall-street.ro privind evoluția prețurilor apartamentelor în 2024
• Studiu Wall-street.ro despre cererea pentru apartamente vechi vs noi
• Analiză Business Magazin privind viteza de vânzare și diferențele de preț în București
• Raport BNR privind riscurile la adresa stabilității financiare