"As is" - words that hurt

Real Estate Agent with Divine Realty 757788

    “Do no harm” - the rule for doctors, can also apply to us as brokers.  Our clients trust that the words we use to describe their property will advance their cause, and never hinder them.

      Consider the phrase: “As is”.  It could mean many things, none of which are positive. And then there is the underlying scare factor that using that phrase engenders. (“What are the owners trying to hide??”)  That subtext is often assumed by the buyer, even if it is wholly erroneous.  The broker might just as well lead off with the ominous phrase “Caveat Emptor”. That is likely the interpretation of the wary, possibly inexperienced buyer to the phrase “As is”.

     Consider this scenario:  A fine little estate home is owned by far off heirs, who can’t feature hiring a contractor, and they haven’t seen the house in years.  There may be nothing the least bit negative about the home.  Inadvertantly, the broker may repel buyers with those nerve-wracking little words: “As is”.

       There is plenty of opportunity in the process of entertaining a buyer’s interest to explore the context of the sale.  There is time for discussions regarding the motivation and potential responses of the seller to condition issues.

      Job one is to encourage folks to experience the property, and hopefully fall in love.  A climate of fear is not the best context for courting a mate for a home.  So here is to words, carefully chosen, to help our clients to their goals.


This entry hasn't been re-blogged:

Re-Blogged By Re-Blogged At
ActiveRain Community
Connecticut New Haven County
home marketing

Spam prevention
Show All Comments
Dan Pittsenbarger
Keller Williams Western Realty - Bellingham, WA
Improving Conditions

Good Point Joel. It does seem counter productive to create inviting marketing remarks to encourage showings only to end off with "As-is sale". And as you mentioned there's plenty of opportunity to let the buyer know that the seller is not planning to make any repairs that may be discovered. Have a fantastic weekend.

Jan 13, 2012 03:57 AM #1
Chris Weymouth
The Weymouth Group at Keller Williams - Ellicott City, MD

My only comment to the above is to set expectations prior to an offer submission. Reminds me of a story where a luxury home with no backyard and that fact was never mentioned in the ads. All responses from buyers were negative to the lack of yard space which was killing the DOM. In comes another agent and set the expectations by saying the home was easy maintenance and for those who don't want a garden. It sold with the new agent in days at a higher price. Agree with Joel. It is in how you lay out expectations. Both the the BA and the LA need to be good sales people, not just real estate agents.

Jan 13, 2012 03:58 AM #2
Joel Matson
Divine Realty - New Haven, CT

Hello, Dan, Thanks for your thoughts Big love can even trump the need for repairs sometimes! A great weekend to you as well!

Hey Chris, I appreciate the perspective.  I do agree that it is wise to have a general guideline in place as the actual offer proceeds.  Kudos to that creative agent you referenced.  The challenge slash pleasure of our job is to go to that next level of creative thought which gets those best results. Thanks for the input!


Jan 13, 2012 04:20 AM #3
Show All Comments

What's the reason you're reporting this blog entry?

Are you sure you want to report this blog entry as spam?


Joel Matson

Ask me a question