Selling in a Competitive Market

New Zealand’s inventory story is no longer a simple “high stock” headline. In late 2019, many markets were running on historically lean supply.

The post-COVID period flipped that dynamic – demand surged, urgency intensified, and choice thinned. 

Today, the pendulum has swung back. Higher-than-normal stock levels now define the landscape, with supply still building in many regions. In December 2025, national inventory rose 3.1% year-on-year to 30,390 listings, while new listings increased 2.8% to 4,900. 

National housing inventory 2019 to 2025. Source: REINZ.

The good news is buyers are active, but with more choice they are comparing homes carefully, side by side, to identify the one that delivers the strongest overall fit and value. 

“What we are seeing now is more decisiveness once buyers identify genuine value,” says Rod Cross, Sales Associate, New Zealand Sotheby’s International Realty Christchurch. “Buyers are selective, but they are not inactive.” 

That distinction is key. Demand hasn’t disappeared, it has simply become more astute. 

High inventory has raised the standard 

When buyers have fewer options, the market can do much of the work for a listing. Homes sell despite imperfect presentation, optimistic pricing, or generic campaigns. 

In a competitive market, the property and marketing must work harder. In Christchurch, that shift is playing play out in real time.

“With increased inventory, buyers are comparing properties more thoroughly,” Rod says.

They are reviewing more listings, tracking price adjustments and negotiating with stronger evidence. 

He also points to something practical that can materially influence momentum: “When a vendor provides thorough property information this can expedite the buyer decision process.” 

Turnkey is no longer a bonus – it is a must 

One of the clearest patterns in a high-inventory market is the preference for homes that feel completely liveable. 

In Hawke’s Bay, Vaughan Wilson notes, “Entry to mid-level homes in most Hawke’s Bay locations are moving well if they are turnkey, well maintained and updated homes.” 

The reverse is equally telling: “Properties that require work seem to be less favourable and take longer to sell.” 

Turnkey today does not simply mean renovated. It means easy. A home that feels warm, efficient and uncomplicated from day one. Heating that works. Good glazing and insulation. Practical storage. Secure garaging. A commute or school drop-off that makes daily life simple. 

Wilson observes that properties “in need of work or updating, that are poorly maintained or are over 15 minutes from the CBD are just not getting the enquiries and taking much longer to sell.” 

Pricing is a signal of intent 

Today’s buyers are very well informed. If a price feels inflated, they simply move on and if it feels well evidenced, they add it to the short list. 

So now is not the time to “test” the market. Buyers can detect overreach quickly, and they have alternatives. When a property is launched sharply and supported by clear, recent evidence, it sends a signal of intent to sell. It builds trust from the outset. 

Wilson is seeing expectations adjust accordingly: “We are finally seeing sellers accept the market is considerably different now and more willing to work with offers.” 

He adds, “Having more sale data over the last 12 months has helped educate sellers.” 

Presentation must work on screen and in person. 

In a market defined by comparison, presentation carries greater weight. 

Buyers shortlist a property online before they ever step inside. That makes professional photography non-negotiable. The home must read clearly, feel aspirational and communicate scale, light and flow on a screen. 

Beyond imagery, styling plays a critical role. Furniture and décor should clarify spaces, especially in open-plan living. Small defects – tired paint edges, loose handles, minor exterior wear – need to be fixed. Comfort features such as heating quality, layered lighting and overall liveability should be immediately obvious.  

Wilson observes that properties “in need of work or updating, that are poorly maintained or are over 15 minutes from the CBD are just not getting the enquiries and taking much longer to sell.” 

Marketing must be layered and precise 

High inventory demands smarter marketing to reach the right buyers.  

In Queenstown, Matt Finnegan emphasises that standing out today begins with quality fundamentals. “Best in class photography. Personalised marketing and quality collateral,” he says. Beyond that, it is about precision. “We identify the buyer groups and target them specifically as opposed to having a broad approach outside of the standard real estate platforms.” 

The strategy is less about blanket exposure and more about defined reach. 

In Auckland, Pene Milne echoes that discipline. “The fundamentals matter more than ever. Presentation, pricing, and positioning need to be well considered and clear.” 

But she adds another layer. “Beyond that, for me it is about layering. I proactively seek editorial opportunities, focus on high-quality imagery, and ensure digital placement at premium levels.” 

Exposure across the right channels. Elevated creative. Strategic networking. Digital placement at premium depth. Campaigns that feel deliberate rather than generic. 

A market that rewards sharp strategy 

The New Zealand market is operating as a buyers market. This means the properties that stand out are those that are clear in their positioning. 

Sharp pricing from day one. A home that feels complete and easy to live in. Presentation that performs both online and in person. Marketing that is targeted, layered and thought-out. 

This is what ensures a property performs at its best from the outset.