The Art of Pricing & the CMA - Free SWS Teleseminar

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Education & Training with Sell with Soul

Free TeleseminarAs professional real estate agents, one of the most important duties of our job is to properly price our listings for market. Getting listings is one thing, selling them is another. Sure, it’s fun to see your name on a sign in a yard, but yard signs don’t pay the bills. There is a right way to price a home, which involves a thorough review of the market - the active competition, the recent sales and the expired listings. The wrong way is to allow your seller to dictate the price. While you do want and need seller input, you need to know in your heart what the right price range is and be able to defend it.

Believe it or not, there are lots of agents out there who don’t particularly care if their listings sell or not. They just want to blanket the town with their signs and will do whatever it takes to procure yet another listing, which often includes overpricing their listings to “win” the seller’s business. However, what they seem to forget is that, as licensed professional real estate agents, it is their duty to be honest and straightforward with their sellers about market value. Our job as real estate agents is not to make friends because we are the highest bidder. Sellers are depending on us and our recommendations in order to make important decisions, so it's important that we know HOW to properly price a home!

To properly price a home is both art and science. While there certainly are objective parameters to help you price a home (square footage, bedrooms, baths, lot size, etc.), the final buying decision is almost always based on emotion and other subjective factors. If there are two identical homes on the same block for sale and one smells good, looks good and feels good, and the other is smoky, poorly furnished and hard to show, there is a difference in market value, which may be hard to objectively demonstrate to a seller.

However, your clients and prospects look at you as the expert. In reality, there is no way to accurately and scientifically place a value on a home - market value is a moving target and can change on a weekly, even daily basis. But sellers understandably want you (the expert) to tell them exactly what their home is worth. So, you should do your best to give them as much hard data as you can to justify your pricing recommendation.

And that's what this next show is about - WHAT data to gather, HOW to gather it and then HOW to put it all together to come up with not only the Right Price, but also a clear, coherent and persuasive analysis to share with your seller client or prospect.

Sound like fun? Please join us!

THE DETAILS
Date: Thursday, July 12th, 2012
Time: 8:00am Pacific / 9:00am Mountain / 10:00am Central / 11:00am Eastern
Duration: 60 - 90 minutes
Equipment Needed: A computer with a high-speed connection and speakers, or a telephone.
Cost: Free to attend live, but you must register, below. 

Register Here

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Rainmaker
1,248,513
Alan Kirkpatrick
Austin Texas Homes - Round Rock, TX
Alan in Austin

Jennifer:

Nice post and great information. Hope you have a super week. 

Jul 10, 2012 10:30 PM #1
Rainmaker
616,246
Brenda Mayette
Miranda Real Estate Group, Inc. - Glenville, NY
Getting results w/ knowledge & know-how!

I twitch until that "Pending" rider is added to the sign. My name does nothing blowing in the wind!! Looking forward to the teleseminar and as always, thanks for being a wonderfully supportive resource!

Jul 10, 2012 10:31 PM #2
Rainmaker
456,015
Shannon Milligan, Richmond VA Real Estate Agent/Associate Broker
RVA Home Team - Richmond, VA
RVA Home Team - Winning with Integrity.

I wish I could "attend" tomorrow but I have an appt with someone. Will there happen to be a recording of this class?

Thanks!

Jul 11, 2012 12:50 AM #3
Rainmaker
484,057
Jennifer Allan-Hagedorn
Sell with Soul - Pensacola Beach, FL
Author of Sell with Soul

Shannon - it will be recorded and available afterwards in my bookstore and to members of club sws (www.clubsws.info). 

Jul 11, 2012 06:56 AM #4
Rainmaker
989,791
Kevin J. May
Florida Supreme Realty - Hobe Sound, FL
Serving the Treasure & Paradise Coasts of Florida

JAH, I have time to be there however the link is not letting me in to register.  Can you advise?

Jul 11, 2012 07:04 AM #5
Rainmaker
484,057
Jennifer Allan-Hagedorn
Sell with Soul - Pensacola Beach, FL
Author of Sell with Soul

Yeah, my stupid server has been down for TWO DAYS! It comes up once in a while, but ARGHGHGHGH! Keep trying... but if it's not back up by morning, I'll... well... I don't know what I'll do, but I'll think of something!

Jul 11, 2012 07:10 AM #6
Rainmaker
989,791
Kevin J. May
Florida Supreme Realty - Hobe Sound, FL
Serving the Treasure & Paradise Coasts of Florida

The 5th time is the charm Jennifer.  Hear you there in the morning!  Can't wait.

Jul 11, 2012 11:00 AM #7
Ambassador
1,366,463
Loreena and Michael Yeo
3:16 team REALTY ~ Locally-owned Prosper TX Real Estate Co. - Prosper, TX
Real Estate Agents
Hmmm.... While I cant imagine how "artsy" it is, I want to stay tuned. I'm all science about it.
Jul 11, 2012 01:15 PM #8
Rainmaker
484,057
Jennifer Allan-Hagedorn
Sell with Soul - Pensacola Beach, FL
Author of Sell with Soul

Loreena - I'll be looking forward to your comments afterwards!

Jul 11, 2012 08:23 PM #9
Rainmaker
735,459
Robert Rauf
HomeBridge Financial Services (NJ) - Toms River, NJ

I never understood the "take the listing at any price" process.  if it isnt going to sell, WHY???  It's bad for your reputation, a sign sitting there on a property that never sells... and it costs money

Jul 12, 2012 12:16 AM #10
Rainmaker
242,046
Jenny Durling
L.A. Property Solutions - Los Angeles, CA
For Los Angeles real estate help 213-215-4758

So bummed I missed this!  I used to get emails about upcoming classes. Perhaps I fell of the list somehow?

Jul 15, 2012 01:45 AM #11
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Rainmaker
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Jennifer Allan-Hagedorn

Author of Sell with Soul
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