The purpose of this article is to assist you in getting your listings sold so you can help your clients achieve their goals. It is critical in any market to make your listings stand out amongst the sea of other available properties.
Some critical factors you can not change include:
- location
- lot size
- area
- layout/floor plan
- school district (which seems to change every other year here in Raleigh, NC...LOL)
What follows is a list of items you can control as the agent. You will need to work with your seller on these. It is imperative you keep your sellers informed, involved and empowered.
1) Price - Since it is likely there are numerous listings similar to your listings available, it is critical your listings are priced extremely competitively. Ideally your listings are priced within the lowest one-third of similar homes available in the area or subdivision. This may sound obvious but when comparing apples to apples, buyers will always want to see the lowest priced homes first.
So here is a good rule of thumb: If your listing gets shown five to ten times with no offers, it is time for a price reduction.
Here is a great dialogue to use when calling your seller:
"Mr. & Mrs. Seller, the market, the agents and the buyers have simply rejected your price, therefore I'm going to recommend we reposition your home to cause it stand out, okay? The first thing we need to do is to amend the price."
2) Financing/Terms - I suggest you meet with your lender and create a "best case scenario" costs analysis. Attach a simple graph showing what a potential buyer's rent would be on a home like this and the tax advantage to purchasing the home. Ask the seller if they are willing to offer any incentives to make the deal work. The easier it is for a buyer to buy the property, the better chance you have that it will sell.
3) Buyer Incentives - Builders today, realizing the shift in the market and having a strong desire to move their inventory, are offering serious incentives to buyers. Some are giving away everything INCLUDING the kitchen sink. They are throwing in items like flat screen TVs and trips to Hawaii. Recently a builder gave away a car! Consider having your sellers offer a buyer incentive such as $1000 card to Home Depot, or to pay the 1st month mortgage payment. 
4) Marketing - Most agents do traditional marketing: flyers, ads and "Just Listed" cards. I want you to think differently, to think out of the proverbial box. Use a more direct response oriented, target marketing approach.
Ask yourself, who is the natural "move up" buyer for my listing? Target your marketing to surrounding apartments or homes. Send the "best case scenario" marketing piece which includes your lenders information, monthly payment and closing costs.
Also, make sure to remove the price from all marketing pieces. Give the prospects a reason to call you.
Next, call your past clients and center of influence and say, "I need your help. I have a wonderful seller with a beautiful home, and it is priced right. Who do you know that's looking to buy a great home? Can I email you the information and have you forward it to anyone you know that may be interested in it?"
The bottom line: get aggressive with your marketing efforts.
5) Access/Easy to Show - This is so simple yet often overlooked. Look, if your listings are only available to be shown by appointment between 12-5 on weekdays only and you must be there to accompany, they will not get shown very often, will they? You must convince your sellers to make it as easy as possible. You must remove all obstacles to gaining access to your listings. Have a lockbox on each listing and make it easy for agents to set appointments to see the home or else they will take their buyers elsewhere.
6) Staging - By now we are all familiar with the benefits of professionally staging your listings. There is no doubt this will make the home stand out. If there is too much furniture, remove some of the furnishings to create more space. Use a professional to stage the home; buyers will notice the difference. As you know, you only get one chance to make a first impression. Your job is to determine which listings would benefit from being staged and then convince your sellers of the benefits.
7) Curb Appeal - Last on our list is curb appeal. What does the front of the house and yard look like? Does it make a buyer want to jump out of the car and run into the house? Or do they think, you know we have so many other homes to look at, so let's keep driving! Encourage your sellers to take the necessary steps to create a pleasing view as buyers approach the home. A few flowers and potted plants can make all the difference in the world. Again you only get one chance to make that first impression.
So there you have it, seven powerful ideas designed to make your listings stand out. Make sure to inform yours sellers of their options, get them involved in the process, and empower them to make decisions that will make their property sell!
©Eddie Brown 2010
Meet in in New Orleans at the 2010 NAR REALTOR Convention!
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