Property

Early start to property listings provides advantages, vendors and agents find

Property editor Linda Rowley 05/02/2025

The decision to market Mt Helmet, near Springsure over the normally quiet Christmas/New Year period was driven by the turn in the season last year, and the fact that many prospective buyers have more time on their hands to browse listings while taking a break

 

BEING seen unusually early this year, there’s been an obvious lift in grazing and mixed farming property marketing activity on Beef Central through January and into early February.

In this week’s property review, industry stakeholders share their thoughts on the pros and cons of marketing an asset over the traditionally quiet Christmas/New Year period.

Avoiding property listing ‘congestion’ during busier times later in the year, and presenting country when in best condition after earlier rain were just two of the factors discussed below…

Nikki Nason, Beef , Sheep & Grain Central

Property listings often do not start to gain real traction until well into February or early March on digital ag platforms like Beef Central, but property advertising coordinator Nikki Nason said there had been a noticeable early rise since December.

She identified a clear connection with those regions where good summer rain had fallen late last year.

“Areas like the western Darling Downs, New England, Maranoa, Dawson Valley, coastal Central Queensland and the Arcadia Valley have all started strongly with new listings. In contrast drier areas like parts of north-west Queensland and areas of southern New South Wales have been slower to respond.”

Ms Nason said clearly, vendors in a mood to sell were waiting until holdings are in good shape, pasture-wise, before pulling the trigger.

“Some of that may be around avoiding any property listing over-supply that can happen around April-June, when listings often reach a seasonal peak in more northerly parts of Australia,” she said.

Michael Corcoran, LAWD

In early December, LAWD brought to market a 3033ha cattle and sheep grazing property on the Northern Tablelands of New South Wales, offering carbon offsets and renewable energy potential.

Anticipated to make more than $16 million, the campaign for Romani was conducted over the typically quiet Christmas/New Year period, with expressions of interest closing on January 23.

Michael Corcoran, LAWD

Agent Michael Corcoran said with an increasing number of properties scheduled to come to market in 2025, the vendors were keen for a head start.

“Will and Harriet Corlis had gone through a failed EOI campaign in August and were motivated to sell Romani given the favourable seasonal conditions at the time,” Mr Corcoran said.

Corporate grazing operators and carbon and renewable energy developers showed good early interest before Christmas, but needed more time to participate.

“Two weeks were lost during the marketing campaign because most people didn’t return to work until January 6. Extending the seven week campaign to eight gave interested parties a chance to get organised and inspect the property before EOIs closed,” Mr Corcoran said.

While he believes the punt paid off, he acknowledged it was challenging marketing a property during the holiday period.

“It is a difficult time of year, because interested parties, as well as other industry participants, are usually on holidays. Marketing a property over December and January would depend on the vendor, the property and seasonal conditions,” he said.

With an increasing number of properties scheduled to come to market in 2025, the vendors of Romani, near Kingstown in northern NSW, were keen for a head start.

 

Andrew McCallum, Nutrien Harcourts GDL

In mid-December, Nutrien Harcourts GDL took Dirranbandi’s fully exclusion fenced Wombil Downs to the market, with expressions of interest closing on January 30.

Agent Nick Dunsdon said despite being marketed over the holiday period, the 6379ha property received good local interest as well as from producers outside the district.

Via digital and social media, the agency also promoted the 2641ha Rangelands located halfway between Goondiwindi and St George, with the marketing campaign now in full swing and an auction scheduled for February 28.

Agent Andrew McCallum said an early start to the summer season in some areas saw some vendors jump forward.

“The season provided the opportunity, and vendors took advantage of it. Was it risky to list Wombil Downs over the December-January period? Yes, but it was marketed in isolation, not in competition, so it was noticed.”

Mr McCallum said many people were relaxing watching the cricket, scrolling through their phones and flicking through social media. Beef Central notices a similar pattern, with average readers’ time spent on site, per visit, growing over the summer holiday period.

“There was an excellent response to both properties in terms of phone calls. In 2024 there were some good properties for sale, but they were in short supply. While we are expecting more listings this year, the market is unlikely to be flooded.”

Mr McCallum believes the impending federal election will have some impact on the property market.

“Marketing campaigns are being squeezed in before Easter because there could be some buyer resistance from the time an election is called until a new government is formed.”

 

David Buckley, Buckley’s Rural Property & Livestock and Greg Hardgraves, CountryCo Blackwater

Over the Christmas – New Year period, Buckley’s Rural Property & Livestock principal David Buckley and CountryCo Blackwater agent Greg Hardgrave advertised scenic grazing country capable of breeding, finishing and backgrounding in Queensland’s Central Highlands.

The adjoining 5502ha Mt Helmet and 657ha Pocket (pictured at top of page) will be auctioned bare of livestock, plant and equipment on February 27.

The agents said the Wilson family was motivated to sell once the season turned.

“It had been fairly dry up until the second week of December so when the storms arrived, we decided to take the property to market after Christmas.”

“In addition, we recognised people are in the habit of browsing online platforms. As a result, we received some of the strongest enquiry over that holiday period and many inspections were arranged,” they explained.

Mr Buckley said if he was asked to market another property over the Christmas – New Year period, he would, because it worked!

“What it did was get the ball rolling and set the date in people’s minds.”

Mr Hardgrave agreed, but said if someone wanted to do business, it would be difficult given that legal and finance professionals are typically taking a break.

 

 

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  1. Phillip Kelly, 06/02/2025

    On behalf of my vendors Warren and Meg Salter and family of U8J Angus Stud, Dalby, I listed their property Leinster just prior to end of 2024 on an auction campaign. Auction held 31 January with contracts entered immediately after the property was passed in. Promotion and sales campaigns across the New Year period has minimal impact on buyer activity, as good assets will always create an interest. Importantly though, is to position those quality assets in the market through appropriate networks, such as the Centrals. The result, in excess of $5000/acre for mixed farming country on the Darling Downs.

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