WE Can Lead A Horse To Water....

We Can Lead a Horse To Water.....

A few times in the past year or so, we have had North Shore listings that didn’t sell and eventually, the sellers withdrew them from the market.  In each of these situations, we had recommended a lower initial asking price or price reductions and the seller either delayed them until they were way behind the market or didn’t agree to them at all.  

Most of the time, the sellers asked us what we could do to bring THE buyer to the property.  

We discussed all of our marketing efforts. 

                                                             (photo courtesy of aboutmattlaw  via Flickr)

We always use high quality professional photography and make sure that the property is prominently displayed on all potential internet sites.  Although we realize that it is expensive and generally ineffective, we continue to use print media to get further exposure for our listings. Our brochures are outstanding. If the seller desires, we will conduct regular broker tours and public open houses.


In our primary market...Winnetka, Glencoe, Kenilworth, Wilmette and Northfield...it is impossible to underestimate the value of “word of mouth” marketing among other agents and neighbors.  We aggressively market our listings in this manner.

We work diligently with our sellers to assist them in getting their home ready for the market.  When a professional stager is required, we make sure that they get involved.  We recommend our trusted trades people to insure that the necessary repairs or updates are completed to make the home “show ready” and in a condition that will allow for “emotional possession” by potential buyers.  

In each of these situations, there were a substantial number of showings...a limited number of second showings and NO offers.  

When preparation, availability and marketing are all properly in place, the only element that prevents a North Shore property from selling is PRICE.

Buyers are very sophisticated these days.  They know the competition and know what any property is worth.  There are NO impulsive purchases.

We are in the field every day.  We are previewing, showing and discussing almost every property in our primary market every day.  We understand value in today’s North Shore market.

Many sellers feel that they will be risking a lower selling price by starting with or reducing their price to the level we recommend.  We can almost assure you that by offering your property close to market value will eventually get you a better price than keeping it artificially high....and will occur much quicker and with much less stress and frustration for you.  

If we’re getting buyers to look at your attractive property and they are not making offers, your price is too high.

We can lead a horse to water...,

...BUT WE CAN’T MAKE THEM DRINK