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Is there any benefit to list high and sell low?

 

What is the right strategy when it comes to obtaining listings?  Do you tell your clients what they want to hear in order to obtain a listing?  Is it recommended that you list a property higher then the CMA dictates knowing that you have overpriced it and that it will be harder to find buyers that are ready, able and willing to purchase?

Personally, I don't believe in this theory to list high in order to get a listing and then hope the market will go up.  Well, it might have worked in the past but now is not the time to do so.  I came across a property that was listed over $1,114,000 last year and now the property is on the market for a mere $699,000 and you guessed it; it is now a REO.  The agent is not the only one to blame here.  Sellers are led to believe that their property can be sold for a certain amount based on the advice of the professional, however, they usually shop around for an agent and would it not be tempting to go with the agent who convinces the sellers that they can get more for their property than if they list with another agent?  What benefits does one have when overpricing a listing?  I can think of a few.  The outside for sale sign will be up for months with your name on it as the listing agent; free advertising.  You will get more listings just to name a few.  But what does it do to ones reputation when homes are overpriced and just sitting on the market?  Sellers will get impatient when their property doesn't get a lot of interested buyers because it is overpriced.  The sellers may not recommend your services to others or extend the listing after it expires.  I don't see a long term benefit.  One can not build a successful business in sales without satisfied customers who will recommend you to their friends, family and neighbors.

The bottom line is to price a property for a quick sale and that means that one simply should price it at the top of the Solds and at the bottom of the Actives.  The market dictates the price.  Be honest to your clients.  Nobody wins if the property doesn't get sold.

 

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Anja K. Kerstens
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8 Comments on Is there any benefit to list high and sell low?

DEC
04
2008
538,546 Points 6 Featured Posts

Hi Anja:

I've been hearing that with this economy, the recommendation is to list the property 10% UNDER the average sales price.

I agree, overpriced listings do no one any good.

12:07pm • #1
421,594 Points 76 Featured Posts Called Shot Master

Good advice, Anja.  What's the use in getting a listing if it has no chance of selling?  In today's market the only homes that sell are those that are priced competitively.  I think it's a far better strategy to deal honestly with a client about price; those who do may not get as many listings but they'll earn the respect of their customers.

12:08pm • #2
707,448 Points 36 Featured Posts Localism Sponsor Outside Blog Hit Router Attended Rain Camp Called Shot Master

The Advice of listing at the top of the solds & the bottom of the active is one of the most succinct ways of putting it. This is a simple but effective strategy. As the sold comps move one way or the other you will need to adjust not only your price but also your expectations. (this is about managing seller expectations as well).

12:11pm • #3

I will not take a listing if the sellers want to overprice it.  I tell alll sellers what I beleive the list price should be and if we are too far off, I tell them that it would be a waste of everyones time and money to price it too high. 

Thanks,

Nate Rowe Homes in Richmond VA

www.NateRowe.com

 

12:12pm • #4
192,976 Points 4 Featured Posts Attended Rain Camp Called Shot Master

John,

That is definitely true.  I wrote the article because I am concerned that too many agents are hunting for listings without any regard for the consequences and the reputation of our profession.

12:13pm • #5
649,744 Points 1 Featured Post Localism Sponsor Outside Blog

There are agents in my area who use this strategy...list at any price and then rather than trying to sell it all they do is beat up on the seller to lower the price until it becomes more saleable.

They have a reputation...wanna guess what it is?

12:25pm • #6

I've taken the approach that if it's wildly overpriced I won't take the listing if it's reasonably overpriced I will take the listing under certain conditions no sign in yard for the first week, nor do I waste money in lots of advertising.  At the time of listing I have them sign a schedule of price drops and begin advertising when the price is drop to the fair market value. 

Frankly why waste your time on a listing that won't sell and not get paid.

12:41pm • #7
192,976 Points 4 Featured Posts Attended Rain Camp Called Shot Master

Michael,

Humor me..... what is that reputation called other than "that agent who sits on his listing".  That agent who services "my" farm gets all the leads from their agency and overprices every single one of them. By the way, I don't work for the same agency and don't want to single this agent out.  It just prompted me to write about it.

1:46pm • #8

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Anja Kerstens, CDPE® CHS® ASP® selling Silicon Valley real estate

Gilroy, CA

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Summit Realty Group

Address: Eagle Ridge Gilroy Morgan Hill San Jose, Certified Distressed Property Expert, San Jose, Morgan Hill, Gilroy, CA, 95020

Office Phone: (408) 848-2516

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