This morning I was reading a script that the Chicago Assn of Realtors released about what to say on a listing presentation if you coming in at a lower listing price than another agent. It brought me back a year ago, when I hired a Realtor to sell a home in Florida. I interviewed three people and all three had very different ideas as to what they thought my home was worth. Their range in listing prices varied $150,000 from the lowest price to highest (about 30% of the value)! In their defense, there weren't a lot of comps available, as there aren't a lot of buyers in the area and price point right now.
So now, the million dollar question, who did we go with? The person who was being the most realistic and coming in the lowest? The one in the middle? Or the one who was recommending the highest price (yes, I knew he was overpricing)?
Yes, I admit, we went with the highest. But not because of the list price! We went with him because he exuded so much confidence in what he said to us. He sold us on himself. He was very articulate. He sold us on that price. We thought, if he can sell US on that price, surely he will be able to sell others! His enthusiasm for the house and the area will be infectious. He painted a full vision of what the area would become over the next 10 years and how lucky someone would be to get in right now, while prices were still affordable. He not only sold us on our home, he sold us on the future of the community. He got us so excited about our house again. He got us excited about Hudson, FL. He got us excited about the lifestyle a future owner could have while living in our home.
I honestly don't remember anything about the middle person. Not memorable, not good.
The lowest bid was probably the most realistic. I am sure the agent was a good agent, he had a sales history to prove it. He was the most technologically savvy and had a great eMarketing campaign, which is why I initially interviewed him. But he just didn't come off as a sales person to me. He used language in his presentation that was so unmotivating and depressing. His efforts to sell himself to me fell short. I wasn't confident that his language or demeanor would get any more upbeat when talking to a buyer. He just phrases like "I'll try to, but" and "yes, it could maybe one day be a lively community, but it was going to take 10 years".
One person's "ONLY 10 years" is another person's "it is going to take TEN years".
Two agents had good marketing plans, but it was the difference in language, attitude and specifically confidence that made one agent stand out from another, not price. Yes, it was nice to hear that higher number (we actually ended up listing a little lower than he recommended). I am sure the scripts are a nice technique to have in your back pocket and can be a good guide post when talking to a seller. But whether you come in high or low, being confident in your presentation can mean so much more than the number. At least it did for me!