Positioning Sedona Property For Sale
"Price War To the Door!"
Jackie Leavenworth - coachjackie.com
Early in my career, I took a CRS course in a small mountain town of Pinetop Arizona. This town is about 3 hours from my home in the east central part of Arizona, but I was told that I had to take this course. It was a must to be a successful "listing" agent! Well, it was one of the best classes I have taken to understand the listing presentation and process. Some of the points in my blog below came from this 2 day CRS class that Jackie Leavenworth teaches.
Another outstanding course that I attended was a 5 day certification process to be a Master Certified Negotiation Expert (MCNE) that can be split into a 3 day and 2 day schedule. Negotiations play a major role in everything a salesperson does. However, there are specific areas that can help us when we are positioning property for a seller.
Some of the takeaways are:
- Persuasion Principles
- Understand and Demonstrate Communication Skills & Techniques
- Handling Highly Competitive Negotiators With Ease
- Persuade Sellers Not To "Over-list"
- Understanding Generational Factors
Doing The Homework
Part of my pricing strategy is to find out everything I can prior to getting to the property. I will look up tax records, and prior listing info (if available) and see where that leads me. I will do a Comparative Market Analysis (CMA) and hone in on properties that I think should be comparable. However, not all competition is COMPARABLE.
I start in the neighborhood and circle out into the rest of the subdivision. In Sedona, there are two zip-codes and I will widen the search out into each zip code. I will only use some of this information if I have a seller who just does not understand the "sweet spot" of the market. Otherwise, there is information overload.
I always want to see the house before I give the seller any idea of how we should position the home. Curb appeal - updates - staging - views - flow, etc.
- Show Marketing and Sub-division reports to give a high level view of our Sedona real estate market. I explain why my reports have quartiles. I review the trends I see...
- Question Sellers - Ask open ended questions - what they like, what could be an issue, what made them buy this house, what price were they hoping to get - how quickly do they want it to sell - etc.
- Don't set a list price - we don't have a crystal ball. Don't be a predictor of the real estate world. You will be taking pricing ownership. We don't know what a buyer might find as worth and value.
- Don't compare to "active listings". Some properties are not active. They are UNSOLD PROPERTIES.
- POSITION the home - As a REALTOR®, I don't establish worth and value - I position the home to sell.
Nothing is in stone. Education generally works. I know my marketing will bring buyers through the door if the pricing is right.
Steps I have taken in the past include:
- Show a seller a home or two that is/are the competition.
- Prepare a plan to re-position the home after 2-3 weeks with agreement.
- Lastly - walk away if the seller can't agree with the strategy I am providing.
More about this next blog...in Part 3
Always Remember the first showing is on the Internet...NOT through your front door. JL
Crystal Ball - Courtesy of Dan - freedigitalimages.net