Why pricing matters more than anything else
A well-priced car with average photos and an average description will outsell a badly-priced car with perfect photos every time. Done Deal buyers are price-sensitive and well-informed — they've looked at dozens of cars before finding yours.
The factors that determine your car's value
1. Mileage
Mileage is the #1 factor buyers filter by. Irish buyers are highly sensitive to mileage thresholds — particularly 100,000km, 150,000km and 200,000km. A car with 98,000km will sell for meaningfully more than the same car with 103,000km.
Average Irish mileage is roughly 15,000–18,000km per year. A car with below-average mileage for its age commands a premium; above-average mileage is a discount.
2. Service history
Full stamped service history (FSH) is worth €500–€1,500 on most cars. Partial history or no history significantly weakens your position in negotiations.
- Full dealer service history: Maximum premium
- Full independent garage history: Strong but slightly less premium
- Partial history: Discount expected
- No history: Significant discount — budget for tough negotiations
3. NCT status
NCT expiry directly impacts price. Buyers know they'll need to pass NCT before driving legally. A car with 12+ months NCT remaining sells faster and for more than one due for NCT in 2 months.
4. Spec and features
Features buyers specifically search for command a real premium:
High-value features
Apple CarPlay, heated seats, leather interior, panoramic roof, parking camera, adaptive cruise control.
Location premium
Cars in Dublin, Cork and Galway sell fastest. Rural cars may need slight pricing adjustment to attract buyers willing to travel.
Fuel type trends
Hybrid and PHEV demand is rising. Diesel demand is softening for older cars. Petrol remains steady.
Colour
Black, white, silver and grey sell fastest. Unusual colours can extend time on market — factor in a small discount.
5. Condition and cosmetics
Buyers will inspect every scratch, dent and interior mark. Being honest in your listing about minor imperfections is better than having buyers discover them at viewing — it wastes everyone's time and destroys trust.
How to research the right price
- Search Done Deal for your exact make, model, year, and similar mileage. Note the spread of prices.
- Filter for your county — local competition is what matters most.
- Look at how long similar cars have been listed. Cars listed for 30+ days are likely overpriced.
- Check Cars.ie and AutoTrader for a second data point.
- Factor in your specific condition — adjust up for great history, adjust down for high mileage or no NCT.
Setting your listing price
Once you know your target price (the minimum you'll accept), set your listing price 3–7% higher. This gives you room to negotiate without going below your floor.
Your floor price
The minimum you'll accept. Know this number before any negotiation — don't calculate it under pressure.
Your listing price
Floor + 5%. This is what you advertise. Gives room to negotiate while protecting your minimum.
Your opening response
When asked "best price?", respond: "I'm firm at [listing price] — I've priced it to sell quickly at the right price."
Your negotiation limit
Decide in advance what you'll accept. "I can do [floor + 1–2%] if you're buying today" closes deals.
Common pricing mistakes
- Pricing based on what you paid: The market doesn't care what you paid. It only cares what comparable cars are selling for now.
- Pricing based on finance owed: Same issue. Your outstanding finance is not a factor for the buyer.
- Pricing to "see what happens": Overpriced cars sit. The longer a car sits, the more suspicious buyers become.
- Underpricing for a quick sale: Very cheap cars attract scammers and time-wasters who assume something is wrong.
- Not leaving room to negotiate: Listing at your exact floor means any negotiation takes you below where you need to be.