Special offer

It's The Marketing. No! It's The Price!

By
Real Estate Agent with RLAH@properties AB95346

This afternoon, I got an email from an agent inviting me to a broker's lunch tomorrow afternoon so I could preview his listing, which is being offered with a hefty coop commission to the buyer broker who sells the place. 

But here's the catch.

It's priced for more money than it was worth on the best day in 2007!  And it is in one of the few neighborhoods in DC with short sales and foreclosures.

I'm familiar with the house, because I sold it in the 1990's.  It's changed hands once since then, and it doesn't look like it's had a huge amount of work done since it last sold in 2004 - for a whole bunch less than the current asking price.

It's not a bad house.  It's what you'd call a "starter" home, but the asking price in the mid-$500's is beyond the budget of most starter buyers.

Now, I will acknowledge the listing agent for his marketing efforts.  But sorry, kid.  The best marketing plan in the world, complete with a big feed for your colleagues, a big commission to the selling agent and anything else you can come up with, cannot overcome a price that is just way beyond the current market value. 

Alas.  Sad, but true!

Donna Harris
Donna Homes, powered by JPAR - TexasRealEstateMediationServices.com - Austin, TX
Realtor,Mediator,Ombudsman,Property Tax Arbitrator

But if you take a buyer over there and write up an offer at the actual value, you'll still get that huge commission!  Go get 'em!

Jun 03, 2009 09:40 AM
Tammy Lankford,
Lane Realty Eatonton, GA Lake Sinclair, Milledgeville, 706-485-9668 - Eatonton, GA
Broker GA Lake Sinclair/Eatonton/Milledgeville

No amount of agent bonus can get me to suggest my buyers pay too much for a house.  They should drop the bonus and lower the price.... and offer purchaser incentives not agent ones.

Jun 03, 2009 09:54 AM
Patricia Kennedy
RLAH@properties - Washington, DC
Home in the Capital

Claude, what you do is credit that additional brokerage to your client.  Or subtract it from the price.

Irene, I love the way you put that! 

Candice, I, for one, tend to be less tempted by that particular dish than some agents would be.

Dorie, pricing isn't all that cut and dry, at least not around here.  The housing stock is really old and the neighborhoods are pretty architecturally diverse.  Let's just say I would have interpreted the pricing data differently than this guy did.

TLW, well, yeah.  Duh.  There is the stupid appraisal thing, isn't there. 

Wanda, this is even more true when there is a lot of inventory to choose from.

And Donna, well, I didn't think about that one!  Still, I'd probably wind up crediting it back to my client.

Jun 03, 2009 09:54 AM
Patricia Kennedy
RLAH@properties - Washington, DC
Home in the Capital

Tammy, even purchaser incentives don't work with a screwball price!

Jun 03, 2009 09:55 AM
Melissa King, ABR
Rivah Realty, LLC - Montross, VA

I agree with you on this! I have had so many Sellers who just can't understand why there home is not worth this outrageous price! I have taken some of those listings on their terms and usually ended up selling the property for what I told them it was worth in the beginning. It's sad  because if we do take these over priced listings it is our advertising dollars that are at stake. Since the well priced homes are not even appraising anymore, I'm very hesitant to take any overpriced listings. I also agree that NO commission offering will help sell an overpriced listing. It almost sounds like they are trying to get us to "trick" our buyer into buying a house so we can get a better commission. Not Happening !

Jun 03, 2009 09:59 AM
Bill Gillhespy
16 Sunview Blvd - Fort Myers Beach, FL
Fort Myers Beach Realtor, Fort Myers Beach Agent - Homes & Condos

Hi Pat,  Perhaps they will also be offering free drinks to get the better of you . LOL

Jun 03, 2009 09:59 AM
Andrea Swiedler
Berkshire Hathaway HomeServices New England Properties - New Milford, CT
Realtor, Southern Litchfield County CT

Pat, my broker won't allow us to do it, and I think it is a cheap trick. Here is the one of many things that really fry my behind about that.

With buyer agency, NO WHERE does it say, I will find a house for you, but... I will cram the house down your throat that is going to make me a killer commission. I don't look at the split until I fill out paperwork for an offer, no kidding. I know agents that disagree, or who make the buyer make up the difference (not short sale talk here), but I am not like that. I have agreed to do a job, no matter what. If there is no commission, I would look to my buyer, but does that mean conversely, anything over the percentage on our buyer broker agreement should be considered an overpayment?

Dangerous waters, cheap smoke and mirrors tricks, and it really frosts me.

Next time I won't hold back, LOL.

Jun 03, 2009 11:42 AM
Kristin Moran
Owner - RE/MAX Access - KristinMoran@Remax.net - San Antonio, TX
San Antonio,TX - Real Estate - 210-313-7397

That's disappointing.  I don't understand when agents think they have a primo property when they have looked at the comps, it just doesn't make sense.

Jun 03, 2009 12:48 PM
Sheila Moran
RE/MAX Access (Garden Ridge, San Antonio, New Braunfels) - New Braunfels, TX
SanAntonioSheila.com, RE/MAX Access, 210-32

Pat,

Your so right...

pricing is KEY!

Jun 03, 2009 12:50 PM
Dan and Amy Schuman
Howard Hanna Real Estate Services - Solon, OH
Luxury Home Specialists

Pat, perhaps you can go by and fill the agent in on the fact it is overpriced. Maybe the seller pressured him on the price and your feedback, along with others in attendance, will help him get a reduction. I don't have a problem with the bonus, but I've found that most agents that offer a bonus have a listing that is going to be tough to sell.

Jun 03, 2009 12:56 PM
Carol Culkin
Diamond Partners Inc - Overland Park, KS
Overland Park Residential Real Estate

Pat - Agent incentives don't have anything to do with price. The buyers will determine value and so will the bank appraisal.

Jun 03, 2009 01:20 PM
Cris Burlew
Beach & Luxury Realty, Inc. - Saint Pete Beach, FL
Broker ~ St Pete Beach FL Real Estate

There's no amount of marketing that will overcome an overpriced listing. The agent needs to receive this message...price it to sell or move on! Especially in this market.

Jun 03, 2009 02:58 PM
Terry & Bonnie Westbrook
Westbrook Realty Broker-Owner - Grand Rapids, MI
Westbrook Realty - Grand Rapids Forest Hills MI Re

Price is King and the buyers will not even look at the house with out it being priced correctly.

Jun 03, 2009 03:08 PM
Steven L. Smith
King of the House Home Inspection, Inc. - Bellingham, WA
Bellingham WA Home Inspector

Pat,

There are people who think that if you have something high, everyone will assume it is of that value. Not usually true.

Jun 03, 2009 03:37 PM
Jeff Dowler, CRS
eXp Realty of California, Inc. - Carlsbad, CA
The Southern California Relocation Dude

Pat - Some folks gotta try, don;t they? As they say, no amount of marketing will sell a poorly priced house. Time will reveal the truth.

Jeff

Jun 03, 2009 04:54 PM
Steve Shatsky
Dallas, TX

Hi Pat... the bottom line here is that all the marketing in the world will not make a house worth more than its market value.  It;s a nice fantasy, but, no.

Jun 03, 2009 06:34 PM
Janice Roosevelt
Keller Williams Brandywine Valley - West Chester, PA
OICP ABR, ePRO,Ecobroker

Seems like this discussion happens everyday inour office with sellers. I loved the comment that there is no defect price can't cure and the defect is often the price.

Jun 03, 2009 11:29 PM
James Downing - Metro DC Houses Team REALTORS®, CRS, GRI, ABR,MRP, MilRes
Real Living | At Home - Washington, DC
When Looking to Buy or Sell - Make the Right Move

Oh Pat - How true.....  Uh oh... I feel a blog post coming along....

Jun 04, 2009 02:54 PM
Jennifer Fivelsdal
JFIVE Home Realty LLC | 845-758-6842|162 Deer Run Rd Red Hook NY 12571 - Rhinebeck, NY
Mid Hudson Valley real estate connection

Pat - I think the agent should concentrate on a price reduction and buyer's incentive, that would be more likely to get him an offer

Jun 04, 2009 03:15 PM
Darrin Friedman
Berkshire Hathaway HomeServices The Preferred Realty - Allegheny, PA

Too funny!!!

Jun 05, 2009 02:57 AM