Register For Our Mailing List

Register to receive our free weekly newsletter including editorials.

Home / 128

Adapting to buying shares when markets fall

The Australian share market experienced what felt like a virtually uninterrupted winning streak for the roughly six years between the March 2009 bottom of the GFC and the recent highs in April 2015. The falls since then are likely fresh in your mind.

The Total Return Index, including dividends reinvested, between the ‘bottom-tick’, ASX200TR index at 21298.06 on 6 March 2009, and the most recent ‘top tick’, ASX200TR index at 52822.21 on 27 April 2015, the advance amounted to over 148%. $10,000 became more than $24,800 without any of the stress and effort of individual stock selection.

If you sell, when do you buy back in?

Despite your memory of that period likely being constant gains, the recent fall is one of four double-digit reversals in the index over that period, the others being:

  • 15 April 2010 to 5 July 2010 saw a 15.0% decline.
  • 11 April 2011 to 26 September 2011 saw a 20.4% decline. A bear market is customarily defined as a reversal of at least 20% from the previous peak. The 2011 reversal is remarkable for the fact that the index was in a technical bear market for exactly two days, 26 September and 4 October 2011. Perhaps the shortest ‘bear market’ in Australian investing history.
  • 14 May 2013 to 25 June 2013 saw a 10.5% decline.

In Australia lately, the old line ‘sell in May and go away’ seems more applicable to April. The bigger problem if you chose to do so is when to return, for each of the falls described above, despite starting within 33 days of each other ended in different months.

There were a few other instances over the period with reversals that didn’t quite make it to double digits, so it really has not been a steady one-way path to profits. There have been plenty of opportunities to make big mistakes of timing, buying at tops and selling at bottoms.

Why do investors react in these ways?

Behavioural economists Daniel Kahneman and Richard Thaler have written excellent texts on the various ways our mind is predisposed to trick us. Over thousands of generations, humans have evolved to employ heuristics for much of our day-to-day decision-making. A heuristic technique allows for a rapid decision, but often not the optimal decision. Given we customarily make thousands of decisions daily, this process is critical to efficient operations, but it gives rise to occasional sub-optimal decisions.

When we were living as tribesman on the plains of Africa, heuristics were enormously useful: “Quick, a hungry-looking lion, better run” or “I’ve never seen anyone eat these berries before, so I won’t either.” In fact, those who failed to use heuristics ensured the tendency toward such decision-making techniques passed down through the ages because those failing to use them were often eliminated from the gene pool.

In the financial markets, heuristics will often lead to the wrong decision, so you need to train yourself to override these natural tendencies. In his book ‘Thinking, Fast and Slow’, Kahneman describes two systems of thinking. System 1 is the foundation for heuristics and it is very fast, almost automatic. System 2 is applied when we slow down and really reason out a problem. System 2 is what you need to train yourself to employ in your decision-making in financial markets.

Contrarianism is something that is given much lip-service in investment circles, but is much harder to apply in practice. This is for good reason, as the crowd is usually right more often than wrong. Despite this, crowds are occasionally also very wrong. When the stock-market is plunging, the driving force is usually a reason that sounds quite reasonable at the time. Inevitably, in retrospect, it seems overblown or short-term.

Once we can master the emotional side of investing, we place ourselves in a position of considerable advantage. We must train ourselves to consider whether whatever economic problem is causing the market concerns of the day actually has a practical effect on the underlying valuation of the business we are investigating. Suppose you were considering buying Telstra shares, and you decided at prevailing prices they would deliver a sound economic return over coming years. However, you didn’t buy because the debt issues in Greece caused you to feel uncertain. You probably made a mistake of reasoning. If you were considering buying BHP shares and the apparent slowdown in China caused you to feel uncertain about the long-term prospects for commodity prices, then your reasoning was probably on more solid ground. 

Opportunities arise in tough markets

When the wider market drops by 15%, there will often be individual stocks that might fall by perhaps 30% (or not at all, of course). In order to succeed at investing, we need to train ourselves to reflexively consider this as a likely opportunity and go searching for where the best opportunities have arisen.

We seem to be able to reflexively adapt our habits as consumers. When a desirable product that has previously been fairly valued or expensive suddenly becomes inexpensive, consumers pounce. These critical supply and demand structures often become disjointed in investment markets. For the patient and disciplined investor, as Albert Einstein said, “In the middle of difficulty lies opportunity.”

 

Tony Hansen is Chief Investment Officer at Eternal Growth Partners. This article is for general educational purposes and does not address the investment needs of any individual.

 

  •   1 October 2015
  •      
  •   

 

Leave a Comment:

RELATED ARTICLES

Learning when to buy and sell shares

Feel the fear and buy anyway

The ASX's 16-year drought: a rebuttal

banner

Most viewed in recent weeks

How to minimise tax with a will

Inheritance tax implications in Australia may surprise some, as poor estate planning without proper wills or trusts can lead to costly tax bills and delays for beneficiaries.

Testamentary trusts post-budget: Estate planning, tax reform and the ‘death tax’ debate

Proposed Budget changes to taxation are casting new uncertainty over testamentary trusts, prompting closer scrutiny of estate planning structures and the real implications of reforms still taking shape.

Meg on SMSFs: The CGT changes don’t impact super but what about Div 296 tax decisions?

New CGT rules could tip the scales in the super vs non-super debate. For those facing the Division 296 tax, the case for withdrawing has gotten more complex. A "comparison rate" tool may help assess decisions.

High quality businesses are on sale

Beneath the dominance of the ASX's largest stocks, much of the market has been left behind. High-quality companies are now trading at levels rarely seen, offering opportunities for investors willing to look deeper.

The investment mistake killing your returns

Retail investors face an increasingly complex product environment, but simplicity may be the most overlooked advantage in building a portfolio you can actually live with.

Welcome to Firstlinks Edition 667 with weekend update

The downfall of the giant and three lessons for investors.

  • 18 June 2026

Latest Updates

SMSF strategies

Meg on SMSFs: How wide is the ban on LRBAs?

The government's recent deal with the Greens has put SMSF property borrowing on the chopping block. The change raises tricky questions about timing, exceptions and what SMSFs will still be able to buy.

Shares

Why Australian shares are falling behind the world

Australia’s market boasts a long record of outperformance, but recent results tell a different story. Is the ASX’s lagging performance a temporary setback or evidence that structural forces will keep global markets ahead?

Taxation

The strange effect of the 30% minimum capital gains tax

The 30% minimum tax on capital gains sits at the heart of the budget's proposed reforms. Yet the mechanics reveal anomalies that introduce unexpected distortions that raise questions about its design.

Shares

The next phase of Australian equity leadership

For years, banks have powered Australian sharemarket returns. But changing economic conditions, stretched valuations and global trends suggest the next generation of winners may not be found in familiar domestic sectors.

Economy

Global market growth hinges on Iran War and AI rollout

Global growth is facing mounting pressure from war, higher oil prices, inflation and trade tensions. But a wave of AI-related investment may prove powerful enough to support economic activity and reshape the outlook for markets.

Retirement

The retirees who can't spend

Why do so many retirees pass away with their wealth intact? Conventional wisdom blames pension rules for the reluctance to spend, but a case study from New Zealand shows that the answer may not be as predictable.

Investment strategies

Here’s my investment philosophy. What’s yours?

Investors often hear they need an “investment philosophy,” yet few know what that really means. Beneath the jargon sits a simple idea: a handful of core beliefs that shape every financial decision, for better or worse.

Sponsors

Alliances

© 2026 Morningstar, Inc. All rights reserved.

Disclaimer
The data, research and opinions provided here are for information purposes; are not an offer to buy or sell a security; and are not warranted to be correct, complete or accurate. Morningstar, its affiliates, and third-party content providers are not responsible for any investment decisions, damages or losses resulting from, or related to, the data and analyses or their use. To the extent any content is general advice, it has been prepared for clients of Morningstar Australasia Pty Ltd (ABN: 95 090 665 544, AFSL: 240892), without reference to your financial objectives, situation or needs. For more information refer to our Financial Services Guide. You should consider the advice in light of these matters and if applicable, the relevant Product Disclosure Statement before making any decision to invest. Past performance does not necessarily indicate a financial product’s future performance. To obtain advice tailored to your situation, contact a professional financial adviser. Articles are current as at date of publication.
This website contains information and opinions provided by third parties. Inclusion of this information does not necessarily represent Morningstar’s positions, strategies or opinions and should not be considered an endorsement by Morningstar.