cartoon reprinted by permission
from Inman News
I just listed a home today that expired twice by other realtors. The first thing I can tell you that I learn from sellers that fail to have their home sold is they usually are disappointed and even mad. Today was not exception. The seller had chosen an agent based on ethnic ties. He felt he would get better representation because he would be understood being represented by his own race. The seller told me all the reasons the home did not sell. I acknowledged the reasons but did not comment. After a little time passed he calmed down and was ready to begin discussing his home. We just did small talk and I earned some respect and rapport with my potential client.
He started listening to my presentation.
I was amazed to be stopped about half way through my presentation. I thought we were communicating quite well.
I had presented the pricing structures of the area, current listings, pendings and solds and my marketing plan to get his home on the market. I had gone over the initial preparation for showing the house and then the seller says, "STOP! I have heard enough". I looked at him and he said I want you to look at the house now. OK, we can do that, I replied. The home was very nice, clean, neat and dated, but not ugly. Not even poor colors or carpeting issues. In fact quite nice just dated. The kitchen cabinets were natural wood doors from the 70's not bad but definitely dated.
The home had not sold because of marketing and now was a bit overpriced because it had been on the market for 240 days. The market had dropped and no price changes were made to keep the home in the market. There were no photos of the home, the copy on the MLS was minimal and not creating the image of the home that I was looking at. My presentation went over these areas as being critical for sellers to have photos and enticing descriptions for agents and buyers to see and read. The seller had felt this issue was lacking all along during his listing but was helpless to make changes that he felt he needed. The agent never responded to his requests or communicated reasons for not adding photos or a more detailed description
How many home owners are out there feeling helpless? Like the property in the photo, location is not always the problem. Having property properly marketed can make the difference between and expired listing and a sold sign. If your home is not exposed to buyers and real estate agents then how can you expect to sell? This seller had every right to be upset. The home is very nice and will sell.
We had to make a price adjustment to get it back in the market, which if marketed a year ago would not have had to been made. So it cost them money, time and the anxiety of not selling. I told them I would take the stress out of the selling process by doing my job. I was rewarded with trust and a listing. Communication is also key for sellers to be kept informed. Sell your home with proper pricing and marketing.
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