The Golden Rule When Buying Real Estate


You'll notice that the one thing a real estate sales agent will never, ever allow you (the buyer) to do - is have access to their vendor.  

That's because vendor has all the information that is going to benefit you in negotiation.

The vendor can tell you their "wish price", the least they would be prepared to accept, their reasons for selling, and so forth.  

The more information a buyer knows about the vendor’s circumstances and expectations, the easier it is to manipulate the deal to their own advantage.

Instead the agent will be evasive about their vendor’s preferences – with comments such as “we’ve not yet set a reserve” or, "buyer interest is at $xxx,xxx..."

Neither answer is much assistance to buyers when assessing what the reserve may be. 

Yet, in reality, the agent knows the vendor’s ‘wish price’ from the onset.

This is why the most important key to successful negotiation is to place a buffer between you (the decision maker) and the real estate agent.

It's very hard for the decision maker to be evasive when questioned about price expectation. Yet agents do this every day of the week. 

In the many articles and seminars we have witnessed on negotiation tactics, rarely – if ever - is this one golden rule mentioned.

Why the buffer?

As a buyer, if you show any emotional or physical reaction to a question or statement from the sales agent, you give away valuable information the agent will use to their benefit when brokering a deal.

It can be as subtle as a glance to your partner, a raise of the eyebrows or the tone of your voice. 

This is one reason as buyer advocates, we gain a significant advantage when vendors attempt to sell their own property.  

Negotiating directly with a vendor enables us to unearth far more information than a well-seasoned sales agent would ever permit.

When we negotiate on behalf of buyers however, the sales agent is granted no such advantage.  

For example if a property is quoted at "more than" $800,000, the question we may want to know is what amount of money will buy the property "today?"

We want to get an indication of vendor expectation. A vital number to understand in the negotiation process.

If the agent grows attentive when we ask if the vendor will accept a certain amount – say, for example $850,000 or $860,000  - it gives us a better assessment of the vendor’s likely reserve. And it does so without compromising or disclosing our client’s position.  

If, for example, the agent asks if we can put $850,000/$860,000 in writing - we simply say we don't know, we have to refer back to our client.

We are not the decision maker. But in the process, we've gained some information that will assist our client when assessing their options and budget.

Any information we provide the agent can be manipulated to our advantage when brokering deal on our client's behalf.

All the questions we ask are designed to unearth information you would never be able to access alone - at least not without disclosing vital information regarding your own circumstances. Information that would benefit the vendor.

There are numerous ways to negotiate.

It is about more than price alone.

Negotiating settlement dates, conditions on the contract, the deposit amount and so forth, are all useful tools to employ.

However getting someone to negotiate on your behalf is the most powerful.  

As the saying goes – “a man who is his own lawyer has a fool as a client.”

Don’t be that fool. 

Please contact us for more information.

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What our Clients are Saying

Catherine worked tirelessly in finding me a great property at a good price. She did things that I wouldn't have done (hours and hours of legwork) and more importantly, couldn't have done (organising the purchase before anyone else had even put in an offer). When I was ready to give up, Catherine kept working. I'm certain that I never would have been able to buy the same property within 10k of what we eventually settled at.... David
The expertise you bring are excellent and helped us understand the process and what to do and what not to do. You discussed at the beginning that by using you it will save us money and in our instance and the current environment of Melbourne’s market I believe you saved us $100,000 or enabled us to get into a suburb which going to auction would have gone way over our limit. You worked tirelessly to help us purchase a home.... Karen
“You impressed us from the start, especially compared with the other buyers agencies we approached…” - Raj

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Why use Cashmore & Co?

Cashmore & Co are experts in market cycles and property investment 

Catherine Cashmore has accrued many years experience working in the Australian real estate market. She is President of Australia's oldest economics organisation (Prosper Australia) and has lectured widely on the real estate cycle and the economics of land.

it's this knowledge that sets Cashmore & Co apart from other real estate agencies. 

Cashmore & Co won't 'spruik' the market, or try and convince you that it's always a good time to buy.

Rather, Cashmore & Co use their expertise to assist investors, home buyers, and developers to make wise decisions based on their individual budgets and unique circumstances. 

They simplify the buying process saving buyers thousands in negotiation, as well as preventing costly mistakes.

Many of our clients benefit from insider secrets we have gleaned from years of experience that buyers, sellers, and developers, simply do not have access to. 

You can’t help but accrue this kind of on-the-ground knowledge when you’re involved with literally dozens of purchases and sales each year.(And also when you have a rare knowledge of the long-term property cycle as your framework.)

Whether it’s getting into a suburb you thought was out of reach, saving a hundred grand by avoiding a too-good-to-be-true apartment pitch, or getting a foot through the door in a hot market, Cashmore & Co has all the practical property ‘hacks’ to place you ahead of the competition.

Investors not only gain assistance with their property investments; with Cashmore & Co they have access to a treasure trove of advice and strategies that help extract the maximum amount of wealth creation from the 18-year cycle that you will not get anywhere else. 

Please click here to see the range of services we offer. 

Or contact us for more information. 

About Catherine

Catherine Cashmore

Owner & Director

Herald Sun Pic .jpg

Catherine Cashmore has been working in the Australian real estate market for over 14 years.

Originally from the UK, and having also lived in the US, Catherine has extensive experience across a range of international real estate markets.

As a buyer and seller advocate, Catherine has assisted hundreds of home buyers, investors, and developers, find, assess, and negotiate, quality real estate for great prices throughout Australia.

She is President of Australia's oldest economics organisation, Prosper Australia - an organisation that has conducted vast amounts of research into the economics of land, market cycles, and the intricacies of how tax and government policy affect the markets.

Catherine is a regular and highly respected media commentator. She has often been called upon to guest lecture at universities and educational institutions (including RMIT and Sydney University) on how tax policy affects the real estate market, the design of cities, and the economy.

She is the editor of Fat Tail Investment Research's Cycles, Trends, & Forecasts, Catherine Cashmore's Land Cycle Investor, and Catherine Cashmore's Real Estate Wealth Course – publications that teach real estate and stock market investors about the land cycle, its impact on the economy, and how to create wealth from property and stocks using this knowledge.

She is also one of the former editors of the extremely popular The Daily Reckoning Australia (or the ‘DR’ as it's affectionately known to its 60,000 subscribers).  The DR is an independent financial news broadcaster that has been in the business of reporting financial trends that shape the economy since 1999.

Previously authoring the annual ‘Speculative Vacancies’ report, the only study in the world that analyses long-term vacant housing based on water usage data (Australia-focused), Catherine has an in-depth knowledge of the Australian real estate market and economic environment few can rival.

You can contact Catherine directly on 0458 143 089 or at 

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