I just read Midori's great blog called "Pssst... Mr. and Mrs. Seller, Can We Talk?", which reminded me of something I used to include in my listing presentations. I don't know if my seller prospects much LIKED it, but it made me feel better for saying it... What do YOU think??
Dear Seller,
In my 10 years of experience, I have learned a thing or two about the selling of real estate. Like all real estate agents, I have experimented with various sales strategies and gimmicks, and I know what works and what is a waste of time and money.
I want to sell your home as much as you do. I don't get paid for marketing a home that never sells. Having my FOR SALE sign in a yard for several months is NOT good advertising for me! Therefore, please be assured that the marketing techniques I choose are those that are effective in selling homes. I have chosen not to take advantage of advertising that primarily promotes me (e.g. newspaper advertising, Just Listed postcards, ‘farming' newsletters, etc.).
There is no secret formula to selling a home. Contrary to what other agents may tell you, there are no proprietary marketing networks or magic tricks known only to them and their company. Truthfully, any competent real estate agent can sell a home that is well-priced and well-presented. If your home has not sold in a reasonable amount of time, I don't have a bag of tricks to dig into that I haven't already utilized.
That said, my goal is to hit the ground running and sell your home within 30 days. Your home needs to be in its best possible condition, available to show and YOU need to be emotionally ready to move. If you aren't, no amount of professional marketing can overcome your ambivalent energy!
I aggressively price my listings - I want the price to be fair to you, yet exciting to the market place. Your listing needs to stand out from the crowd in order to sell; that is, be better than the competition to motivate a buyer to make a good offer as quickly as possible. This means that your home needs to show better and/or be priced a little lower than other comparable homes. Bidding wars are not common, but definitely not unheard of when a well-presented and well-priced home hits the market. Assuming a 30-day or less sale, your home WILL sell at market value, even if that market value is higher than your asking price.
If your home has not sold in six weeks, I will offer you two options. First, I will present an updated market analysis with my revised pricing recommendations. If you agree to adjust your price to my recommendation, I will continue aggressively marketing your home. If you would prefer not to change your price, I will offer you the opportunity to terminate your agreement with me and we will part under friendly terms. I feel strongly that my job as your agent is to be honest and straight-forward with you, even if you don't like what I have to say. Exceptions may be made for seasonal slowdowns or unique properties, but in general, six weeks is plenty of time to sell a home.
It is truly in YOUR BEST INTEREST to price your home aggressively at the outset. The fear of ‘leaving money on the table' is almost always unfounded; the market WILL recognize an underpriced listing and drive the price to the appropriate level.
I am honored that you selected me to be your real estate agent. I take my responsibility seriously and will do my very best to exceed your expectations.
Love, Jennifer
www.sellwithsoul.com
copyright Jennifer Allan 2007
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Very upfront and honest approach. You do not leave room for the sellers to come back and say that you did not explain how you work...very well written!