“If you are selling a retirement property, there's a strong likelihood that you are a relative, either selling as part of an inherited estate, or selling on behalf of a relative who has moved on to some form of care ,” says John Lavin of Cognatum.

“70% to 80% of retirement homes were built over thirty years ago, so the retirement property that you're selling may look a little dated, added to which it will have sustained some considerable wear and tear over the course of the previous occupancy.

“Achieving the best possible price for a relative's home can be challenging, but an attractive property on a well-managed estate, especially if it has been properly prepared for sale, should have held its value as well as any property on the mainstream market.

“The first issue is of course that it is a covenanted market, i.e. only buyers of a particular age, usually over 55, can purchase. So it's important to use an agent who is either a specialist, or one who understands this sector and can demonstrate considerable experience and successful similar sales. Get at least three market appraisals, making sure one is a specialist in the retirement sector, and select on expertise, track record and likeability. Valuation is of course always going to be a factor, but don't let it be the primary one.

 “Over 60% of our residents have lived in their house for over 15 years, accumulating possessions and potentially acquiring bits and pieces associated with a less mobile way of life. The property may have been adapted, stair lifts and handrails installed, and bathrooms modified.

“Our advice is to arrange a full house clearance, keeping what you want of financial or sentimental value, putting pieces of furniture that you want to keep in temporary storage, and removing all the fittings associated with ageing. This may sound controversial: potential purchasers may be grateful for such items, but it is our strong belief that a house presents better without them in place, while the fact that there is space for them should they be required at a later date can be a selling point.

“At the very least, look at deep-cleaning, re-carpeting and painting throughout. You may feel that the property would also benefit from some rearranging – if the property is over thirty years old, it may require a kitchen upgrade, or some more open plan living might improve the ergonomics. If you have the time and expertise to make such alterations before selling, the cost of such work can usually be recouped in the resulting higher resale value, especially in older properties. Whilst some buyers of retirement properties are looking for a “project”, most want a move without the need to upgrade and refurbish their new home. 

“Houses tend to look bigger, and sell better if they are furnished, but keep furniture to a minimum, use light fabrics, keep everything simple and impersonal. If the house has its own garage, don't make the mistake of cluttering it in the process of de-cluttering the house!

“Retirement properties have different selling points than a mainstream property, so make sure your agent includes the vital information clearly on all marketing material. Services offered on an estate or by an estate manager, benefits such as guest accommodation and communal space, should be highlighted clearly in all marketing material.

“If the estate has guest accommodation, promote the concept of 'try before you buy' to your potential purchasers.

“While the property is on the market, ensure that the property and garden  are kept tidy, post is picked up, the property is heated, and that lights are on for viewings. On a managed estate the estate manager will be able to take care of this.  A property can feel very unlived in extremely quickly.”

Cognatum.co.uk; 01491 821150

Cognatum, a not-for-profit company, has 60 retirement estates in 21 counties across central and southern England, a total of 928 retirement homes. All are in prime locations within vibrant market towns or villages, within walking distance of shops and restaurants. Each estate benefits from thoughtful architecture, landscaped grounds, and a dedicated estate manager.

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For press information, contact Amanda MacCaw, 01386 700068 / 07977 238175 / amanda@wildmaccaw.co.uk