The Challenge: Standing Out Against New Construction

Located in Whitley Crossing, the sellers’ home had everything going for it on paper. The neighborhood offered half-acre lots with room to breathe, a country feel just 30 minutes from Raleigh, and easy access to Southern Wake County. Built in 2021, the home was practically new.

But “practically new” doesn’t cut it when you’re competing against actual new construction with builder warranties.

The data told a sobering story. Two comparable homes in the same neighborhood had struggled significantly:

Home #1 cycled through the market three separate times, spending 146 days, then 186 days, and finally 38 days before selling at $334,000 ($201/sqft). The home sat empty and unstaged, offering potential buyers no vision of what life could look like there.

Home #2 listed at $359,000 ($233/sqft) and took three full months to sell. The pricing simply couldn’t compete with what new builds were offering at similar price points.

The Sellers: A Time-Sensitive Relocation

A couple was facing a career opportunity that required a quick move to New York. Unlike sellers with the luxury of waiting for the perfect offer, they needed to close efficiently and transition to their next chapter without delay.

Their priorities were clear from day one: achieve a fair market price quickly rather than test the market at a higher number and watch weeks slip by. They understood that in a neighborhood competing with new construction, success would require strategic pricing, impeccable presentation, and flexibility.

Their willingness to commit fully to the process, from aggressive pricing to meticulous staging, set the foundation for a fast, successful sale.

The Buyers: Ready to Act Decisively

The buyers were first-time homebuyers who’d grown frustrated with the local market. They’d experienced the same painful cycle multiple times: submit an offer, spend the weekend envisioning their future in the home, then receive Monday’s disappointing news that another buyer had been selected.

By the time they toured our listing, they weren’t just casually looking, they were ready to act. They had their financing in order, knew their target neighborhoods, and understood their budget. What they needed was the right home at the right price, presented in a way that made the decision obvious.

How We Did It

Our team knew that beating new construction required a two-pronged approach: strategic pricing and impeccable presentation.

Pricing to Win

After thorough market research, we advised our clients to list at $325,000, below the $350,000-$360,000 range where competitors were stuck. At $204/sqft, this positioned the home as the value leader in Whitley Crossing.

“We could either price it right immediately,” we explained to the sellers, “or price one way and adjust in a week. But never more than a week, otherwise you could wait another three months to see movement again.”

The sellers agreed. Their motivation to move quickly aligned perfectly with aggressive pricing that would generate immediate interest.

Staging That Sells

While pricing got buyers in the door, staging is what made them fall in love.

We worked with our clients to transform their home using their existing furnishings, focusing on three critical areas:

Decluttering for Psychology: We removed excess items from closets, knowing that if the sellers felt the closet wasn’t big enough, buyers touring the home would feel the same way. Pet beds and litter boxes disappeared. Every space was opened up to feel larger and more inviting.

Depersonalizing to Appeal: Family photos came down (except for black and white images and select children’s photos). The goal was simple: help buyers envision their own lives in the space, not admire someone else’s.

Deep Cleaning Beyond “Clean Enough”: We reminded the sellers that not everyone’s version of clean is the same. Baseboards were scrubbed. Appliances were deep cleaned inside and out, because people will open them. The exterior was power-washed. Blinds and fans were dusted. Air vents were spotless. Every light was turned on for showings, and the temperature was set perfectly.

The Results: Sold Quickly, Above Asking

The strategy worked exactly as planned.

The home sold for $330,000 and went under contract quickly, allowing our clients to make their move to New York on schedule.

For the buyers who’d been losing out on homes weekend after weekend, this was finally their opportunity. The home’s condition, staging, and competitive pricing made their decision easy.

What Sellers Can Learn: Competing With New Construction

If you’re selling a resale home in a neighborhood with new construction, here’s what matters most:

Price strategically from day one. The market isn’t currently in sellers’ favor, so competitive pricing isn’t optional, it’s essential. You can’t wait weeks to adjust.

Never undercut on staging. When buyers tour multiple unstaged homes and yours is the only one that’s meticulously cleaned and staged, you immediately stand out. Don’t pick staging as the place to cut costs, it’s more important than you think.

Be flexible with showings. Don’t cancel. Get as many eyes on your home as possible. Remember: it only takes one buyer.

Understand the competition. New construction comes with warranties and builder incentives. Your advantage is that you can price more competitively and present a move-in ready home where buyers can actually see themselves living.

The Coley Group Agent Difference

What separated this sale from the months-long struggles of neighboring homes? Deep market knowledge, honest pricing conversations, and expertise in presentation.

We educated our clients on exactly what the market required, backed up our recommendations with data from comparable sales, and helped them understand how buyers make decisions. Then we executed a staging plan that showcased their home’s best features and helped buyers envision their own lives there.

The result was a win for everyone: sellers who moved on schedule, buyers who finally landed their home, and a sale price that reflected the home’s true value in a competitive market.