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Have you ever been embarrassed to show your listing?

By
Services for Real Estate Pros with HouseTie.com


Embarrassed to show your listing

You're heading into the break room to get a second cup of coffee and you hear, "Did you see that listing on Hillcrest Road? What a disaster!" Yep, that's your listing they're talking about. You know it's a mess, but she is an older woman who loves all her things so much, you didn't have the heart to tell her. You also know what's coming. The house will be on the market forever and she will need to drop the price 5k. Sooner or later, aren't you going to have to tell her?

Trust = Truth

A seller hires an agent to sell their property for the best price. That's a pact, based on trust. Marketing 101 tells us that when selling a product for the best price, it has to be in tiptop shape. It's that simple. A home seller needs to be told the truth. Their largest asset is in your hands.

It's all about fear... and blindness

So why is it so difficult for thousands of agents to have "the big talk" with their sellers? In a word, fear. Yes, I said it. Fear of offending the home seller. Fear of losing the listing. Fear of not getting the listing. And... fear of someone else getting the listing! Then again, maybe it's blindness...

So the house is a mess. Did you notice? Some agents are blind to clutter or other things that distract buyers. If an agent doesn't see an obstacle to the sale, that's a problem. Blindness is hard to cure. Like a surgeon who can't recognize a tumor, it's an utter breakdown in the reason an agent is there in the first place. That's sad.

What's even sadder are agents that do see it, but think the answer is to get the seller to drop their price to move the listing. I don't know if that's fear again, or something else. I do know that it is a disservice to the client of any marketer, real estate or otherwise. There's only one exception: If a home seller knows the house is a mess and chooses to do nothing.  Then it's their problem. But...

Many home sellers don't recognize their own clutter. That's different. It's theirs, so they get used to it. They are blind, but they have an excuse. Like the emperor who had no clothes, however, they do deserve to be told. As a marketer, they put their trust in you to tell them how to get the best price for their home, not just sell it for less to avoid the truth.

How to say what needs to be said

It's so much easier to do what needs to be done before it hits MLS. You don't want to be told in feedback from other agents that you have a problem. You don't want to hear it in your seller's voice more and more with each phone call. You'll end up trying to get them back in the door and remarketing the home. You've now sold yourself twice instead of selling the listing once.

But what about a listing you already have? It is never too late to turn around a listing.

Here's a secret tip before you read all of the examples. When delivering bad news:

  1. Express your critique in a compliment. A spoonful of sugar really does help the medicine go down.
  2. Connect your compliment to your advice using "and" not "but."

The Hobbyist:

You: "Mrs. Jones, looks like you do a lot of scrapbooking?"

Home seller: "Only in the winter months. I'm gardening right now."

You: "Great, let's keep a few things out to show off your fantastic hobby room, and (not but) would you mind packing up the rest?"

The Professional:

You: "Mr. Anderson, you seem like a busy man, do you work from home every day?"

Home seller: "Yes, I know my office is a mess, but I just don't know where to begin, things just keep coming in."

You: "I have just the right person to help you if you feel you need some assistance. She is fabulous at getting things organized."

The Collector:

You: "Wow! It must have taken you years to collect over a thousand beer bottles, Mr. Smith."

Home seller: "Yeah, each has a story. Like this one! I was..."

You (5 minutes later): "I know they all have memories for you, and (not but) I know a buyer is going to be viewing your collection instead of viewing the house. I think it would be best to have those packed up."

The So-Called Decorator:

You: "Kathy, I noticed your towel holder on the kitchen counter."

Home seller: "I know, isn't that neat! (Beaming) I took a kitchen towel and rolled it into a cone and stuck it in the wine holder."

You: (Smiling) "I've never seen it done that way, and (not but) you know I think people are going to be so curious on how you do it, I don't think they will see how great and open the kitchen is. They may only be paying attention to your towel holder."

The Clutter Bug:

You: "Jason, Beth, I realize you both have a lot on your plate with your daughter's illness. I know you have to sell the house to pay off some medical bills. We need to get the house looking the best it has ever been, and make sure a buyer can really notice how much space you have. I have some great techniques to help you get organized so I can do everything I can to get you the most for your house."

Always be positive and understanding when delivering bad news. That is how a client will begin to trust you. Walk in their shoes for a moment and their defenses will come down. A little tough love and truth will go a long way.

Honesty without fear

So is complimenting a beer bottle collection honest? Yes. One man's trash is another man's treasure. As the saying goes, "There's no accounting for taste." You are being honest when you tell them that the collection will distract buyers.

The source of the fear is that you don't want to offend. The compliment allows you to be honest - to say what needs to be said - without making it a commentary on their personal taste or lifestyle. The secret to honesty is to eliminate the fear of being honest.

When honesty isn't enough

So you took a deep breath, complimented them, then connected your advice with "and." Still, they didn't budge. You were heard, but (not and) ignored! Or maybe you felt that the situation wasn't right, or that the moment to be honest never presented itself. After all, there is such a thing as diplomacy.

If the moment never comes, or you feel that you need or want to keep your relationship neutral with your seller, what then? In those situations, one option is to call in a third party, such as a good stager.

Don't be unfairly accused

Many top agents have told me that when I gave the needed advice to their seller, they could preserve their relationship as the marketer, without having to cross the line into these sensitive areas:  The condition of the home and lifestyle of the seller. Suggestions made are no longer on your shoulders.

If or when the time comes for a price reduction and the seller did not follow through with the advice, you will have evidence - and an expert witness. You can make your case without catching the blame.

Helping you get your listing SOLD!
Angela Voss
Designology Home Staging

 

Angela & Stephen Hardiman / HouseTie.com
HouseTie.com - Spokane, WA
When first impressions count...

Hi Sue and Robin,

If your clients need more help with clutter read my next article: Clutter Stops Buyers in Their Tracks.

I have included a system I designed called STACKS, which is step-by-step sheet (PDF for your clients) to guide them to an organized home and listing.

http://www.realestatedesignmarketing.com/clutter-stops-buyers-in-their-tracks/

Thanks, Angela

Apr 28, 2010 04:25 PM
Lottie Kendall
Compass - San Francisco, CA
Helping make your real estate dreams a reality

I really like your use of "and" and will try to incorporate it. I totally agree with you about using photographs to make a point. Things that the eye will gloss over in reality jump right out and hit you in the face in a photo. Great message; thanks.

Apr 28, 2010 04:33 PM
Sharon Parisi
United Real Estate Dallas - Dallas, TX
Dallas Homes

This is a wonderful post with some great scripts and ideas!

Apr 28, 2010 04:35 PM
Christine Donovan
Donovan Blatt Realty - Costa Mesa, CA
Broker/Attorney 714-319-9751 DRE01267479 - Costa M

This is great advice, especially how to handle the different types of situations.

Apr 28, 2010 04:44 PM
Sara Woolford & Steve Golson, ALHS
iTexas Realty Co. - San Antonio, TX

Hi Angela-

There is always a lot of work to be done in getting to the point where the home is correctly staged.  Sellers should not be surprised to hear that they are not there,yet. I think that you give some very gracious suggestions.

Sara in San Antonio

Apr 28, 2010 04:44 PM
Angela & Stephen Hardiman / HouseTie.com
HouseTie.com - Spokane, WA
When first impressions count...

Good Evening Sara,

I can't believe how many agents still feel that a house is a house and it will sell if there is any done to it or not. "Anything will sell if it is at the right price," I hear them say. I work with over 250 agents here in Spokane, and it shocks me when I still see homes months and months on MLS or the Real Estate Channel that could have used some or a lot of help at the beginning.

Angela

Apr 28, 2010 04:59 PM
Cindy Bryant
Redesign Etc. Home Staging - Houston, TX
"Houston Home Staging Pros"

Wonderful post, I have re-blogged!

Apr 28, 2010 05:46 PM
Angela & Stephen Hardiman / HouseTie.com
HouseTie.com - Spokane, WA
When first impressions count...

Thanks Cindy for the re-blog! Angela

Apr 28, 2010 05:50 PM
Kymberly Caldwell-Muniz
(909) 973-0410 - Fontana, CA
TCR Group Keller Williams Realty Rancho Cucamonga

Hello Angela, We all know that less is best. I give my sellers positive constructive help tips and most are very receptive to the suggestions. They should realize that buyers will submit lower offers and will avoid going into a house if it is not presentable.

Apr 28, 2010 05:52 PM
Brigita McKelvie, Associate Broker
Cindy Stys Equestrian and Country Properties, Ltd. - Lehigh Valley, PA
The Broker with horse sense and no horsing around

This is a great post, Angela!  I am reblogging it so more readers see it.

Brigita

May 03, 2010 09:41 AM
Jody Lautenbach
Century 21 Premier Associates - Pella, IA

We've all had then and just have to get an approach to sell them.

May 03, 2010 10:00 AM
Patricia Aulson
BERKSHIRE HATHAWAY HOME SERVICES Verani Realty NH Real Estate - Exeter, NH
Realtor - Portsmouth NH Homes-Hampton NH Homes

Good post today, thanks for the post.

Patricia

May 03, 2010 12:04 PM
Damon Gettier
Damon Gettier & Associates, REALTORS- Roanoke Va Short Sale Expert - Roanoke, VA
Broker/Owner ABRM, GRI, CDPE

Your way is much nicer than mine!  I might need to try your softer approach.

May 04, 2010 02:33 AM
Angela & Stephen Hardiman / HouseTie.com
HouseTie.com - Spokane, WA
When first impressions count...

Many thanks to all who commented and attempted to comment.

Angela

May 04, 2010 04:13 AM
Gene Riemenschneider
Home Point Real Estate - Brentwood, CA
Turning Houses into Homes

Well let's see.  I am coming to this post for about the 10th time.  No longer giving the elaborate answer.  Jist say Yes and see if it takes.

May 04, 2010 04:37 AM
Palma Minnich
In2itive Design - Charleston, SC
Home Stager, Charleston, SC

Wonderful post, Angela! I hope this helps the timid realtor realize that, if they can't bring there self to say it to the home owner, call a stager. It's part of what we are trained to do.

 

May 07, 2010 03:11 AM
Dana Smithers
PRES Staging Resource Centre - Vancouver, BC
PRES Staging Training, Redesign Training & Busines

Experienced home stagers know how to offer a 'value proposition' to their sellers. We do make homes look fantastic because this is what we are paid to do.

On the other hand, many a PRES home stager has done a fantastic job staging MOST OF THE HOME and leaving the rest to the client to get ready for the first showing. We ASSUME they will get the general idea and get rid of the clutter but alas, not always true. So we too can feel embarrassed if the entire house doesn't look as fabulous as the part that we did! Oh well we mustn't take are selves too seriously :)

May 07, 2010 06:39 AM
Valerie Osterhoudt
Johnson Real Estate, Inc. - Cromwell, CT
ABR, Cromwell, CT Real Estate ~ 860.883.8889

Angela.. This is an excellent post, and one that I've faced in the past few months... and I am sure I am not the only agent. 

I now have a *new* marketing approach.  Do you wonder what it is?  I've bookmark this blog, so when I have a potential listing that comes up, I am going to print out your blog and give it to them to read, and I'll discuss it with them as well.  Coming from a third party, removes the "listing agent" from the equation by an arms lenght.  Decluttering coming from a disinterest party might have more of an impact for the seller to take of the rose color glasses.

Oct 27, 2010 12:26 AM
Matt Robinson
Professional Investors Guild - Pensacola, FL
www.professionalinvestorsguild.com

I work mostly with short sales and distressed clients so I'm ALWAYS embarrassed to show my listings, which is why I don't show my listings.  I refer them all to a buyer's agent in the office unless it's over a certain amount.  That's the luxury of being a 9 year vet with plenty of business....so glad to no longer go in houses with fleas, green pools, urine soaked carpets and the like.

Feb 15, 2011 07:44 AM
Inna Ivchenko
Barcode Properties - Encino, CA
Realtor® • GRI • HAFA • PSC • Short Sale • Probate

Angela,

this is a great post!

Welcome to the Rain!

Following you back:)

Jan 22, 2015 03:39 PM