Dear Home Seller... Trust me, I know what I'm doing!

Education & Training with Sell with Soul

I just read Midori's great blog called "Pssst... Mr. and Mrs. Seller, Can We Talk?", which reminded me of something I used to include in my listing presentations. I don't know if my seller prospects much LIKED it, but it made me feel better for saying it... What do YOU think??

Dear Seller,

In my 10 years of experience, I have learned a thing or two about the selling of real estate. Like all real estate agents, I have experimented with various sales strategies and gimmicks, and I know what works and what is a waste of time and money.

I want to sell your home as much as you do. I don't get paid for marketing a home that never sells. Having my FOR SALE sign in a yard for several months is NOT good advertising for me! Therefore, please be assured that the marketing techniques I choose are those that are effective in selling homes. I have chosen not to take advantage of advertising that primarily promotes me (e.g. newspaper advertising, Just Listed postcards, ‘farming' newsletters, etc.).

There is no secret formula to selling a home. Contrary to what other agents may tell you, there are no proprietary marketing networks or magic tricks known only to them and their company. Truthfully, any competent real estate agent can sell a home that is well-priced and well-presented. If your home has not sold in a reasonable amount of time, I don't have a bag of tricks to dig into that I haven't already utilized.

That said, my goal is to hit the ground running and sell your home within 30 days. Your home needs to be in its best possible condition, available to show and YOU need to be emotionally ready to move. If you aren't, no amount of professional marketing can overcome your ambivalent energy!

I aggressively price my listings - I want the price to be fair to you, yet exciting to the market place. Your listing needs to stand out from the crowd in order to sell; that is, be better than the competition to motivate a buyer to make a good offer as quickly as possible. This means that your home needs to show better and/or be priced a little lower than other comparable homes. Bidding wars are not common, but definitely not unheard of when a well-presented and well-priced home hits the market. Assuming a 30-day or less sale, your home WILL sell at market value, even if that market value is higher than your asking price.

If your home has not sold in six weeks, I will offer you two options. First, I will present an updated market analysis with my revised pricing recommendations. If you agree to adjust your price to my recommendation, I will continue aggressively marketing your home. If you would prefer not to change your price, I will offer you the opportunity to terminate your agreement with me and we will part under friendly terms. I feel strongly that my job as your agent is to be honest and straight-forward with you, even if you don't like what I have to say. Exceptions may be made for seasonal slowdowns or unique properties, but in general, six weeks is plenty of time to sell a home.

It is truly in YOUR BEST INTEREST to price your home aggressively at the outset. The fear of ‘leaving money on the table' is almost always unfounded; the market WILL recognize an underpriced listing and drive the price to the appropriate level.

I am honored that you selected me to be your real estate agent. I take my responsibility seriously and will do my very best to exceed your expectations.

Love, Jennifer

copyright Jennifer Allan 2007

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Amy Laws
HL4LIFE - Blacklick, OH

Jennifer - very well stated, leaves no room for confusion

Apr 12, 2007 01:50 AM #8
Terry Lynch
LAR Notary and Closing Services - Saint Clair Shores, MI


Nothing works as well as telling it like it is, great letter. 

Apr 12, 2007 02:02 AM #9
Carl Berg
ERA Wilder Realty, Inc - Columbia, SC


     That is a great letter. Do you send that same letter to FSBO's. Sorry if it is a crazy question, just getting started in the business.

Apr 12, 2007 02:43 AM #10
Bob Volanti
Keller Williams Realty Fresno - Clovis, CA
Fresno and Clovis, CA Realtor


What a great letter! Truthful, to the point and direct. Sellers should have no doubt as to where you stand and it prepares them for the best and worst scenarios. I'd like to use it too except for the love Jennifer part! Thanks.

Apr 12, 2007 02:49 AM #11
Jennifer Allan-Hagedorn
Sell with Soul - Pensacola Beach, FL
Author of Sell with Soul
I never did FSBO's... but I probably wouldn't use it with them until they've hired you!
Apr 12, 2007 02:53 AM #12
Jennifer Allan-Hagedorn
Sell with Soul - Pensacola Beach, FL
Author of Sell with Soul

Bob - go for it! And, yes, you can leave out the Love, Jennifer part if you must.



Apr 12, 2007 02:56 AM #13
Michelle Minch
Moving Mountains Design Home Staging, Pasadena, CA - Los Angeles, CA
Home Staging Los Angeles and Pasadena, CA
Jennifer: I think it is a great letter. Very well written, concise and obviously well thought out. I'd like to see a little more about getting the home in to tip top shape, or maybe the suggestion to hire a Professional Stager to help in that process.
Apr 12, 2007 02:58 AM #14
Carl Berg
ERA Wilder Realty, Inc - Columbia, SC


      Thank you.

Apr 12, 2007 03:18 AM #15
Karen Rice
Davis R. Chant, REALTORS - Hawley, PA
Northeast PA & Lake Wallenpaupack Home Sales
Jennifer, great post.  I have bookmarked it and gave it a high five.  Thank you for sharing it with the community.
Apr 12, 2007 02:59 PM #16
Midori Miller
Talk 2 Midori, LLC - Daytona Beach, FL
Online Marketing For Real Estate Professionals

Jennifer-What a beautiful letter!  You know it's funny I could have added 6 pages of conversations I have with seller's.  When I send mailings I sign xoxoxoxo!  That is awesome that you feel that comfortable with your customers.  I knew I liked you for a reason!  Oh, thank you for the mention, it is very flattering. 


Apr 12, 2007 05:38 PM #17
Greg & Brian Perry
Windermere Real Estate N.E. - Kirkland, WA


Nicely written!  Great job.

Apr 12, 2007 05:43 PM #18
R. B. "Bob" Mitchell - Loan Officer Raleigh/Durham
Bank of England (NMLS#418481) - Raleigh, NC
Bob Mitchell (NMLS#1046286)

I love the idea of putting the onus of the asking price in them after six weeks.  Anything will sell at the right price!

R.B. "Bob" Mitchell

ValueList Real Estate Services, Inc. 

Apr 13, 2007 07:54 AM #19
June Mellor
Century 21 All Islands - Kailua, HI
Jennifer - I loved the concise way your letter assures sellers you know what you are doing and to heed your recommendations.  Thanks for sharing!
Apr 13, 2007 03:15 PM #20
Carmen Offutt
La Rosa Realty - Altamonte Springs, FL
It sound great, I think I Will make make it part of my listing presentation.
Apr 14, 2007 09:32 AM #21
Jeanne Breault

Wow, I love it!  It sums up what I am so often trying to say, but can't quite get the words together!  Do you mind if I plagiarize a little?!

By the way, you say you used to use you not use it anymore?  If not, why not?  Just curious!

Thanks for sharing!

Apr 15, 2007 07:12 AM #22
Jennifer Allan-Hagedorn
Sell with Soul - Pensacola Beach, FL
Author of Sell with Soul


Plagiarize a lot! You're welcome to it!

I don't sell real estate anymore; that's why I don't use it. So... please do use it, shouldn't let it go to waste...

Apr 15, 2007 07:23 AM #23
Jeff LeBlanc
Coldwell Banker Residential Brokerage - Tucson, AZ
I guess it's clear we all need to write something like this to give to our clients, thanks for the eye opener.
Apr 16, 2007 07:53 AM #24
Klaus Nicholson
ROSE ANNE ERICKSON REALTY, LLC. Columbus Ga, Ft Benning, - Columbus, GA
Realtor, Columbus Ga Homes, Fort Benning Homes

I don't use the 6 week approach.  I list for no less than 6 months.   When it comes to a buyers brokerage I have done them for a week and disclosed that the purchaser could terminate at will.  Honesty and full disclosure has worked for me.  However; when it comes from an intelligent and attractive lady it always sounds better.  Continued success.

Realtor, Columbus Ga

Apr 16, 2007 11:12 AM #25
Tom Davis
Harrington ERA,DE Homes For Sale, $$ Save $$ Buy Today ! - Dover, DE
FREE Delaware Homes Search!, $$ Save $$ - Find Homes! Delaware Realtor
Great Job on telling it like it is!
Apr 16, 2007 07:57 PM #26
LLoyd Nichols
Premier Florida Realty of SWFL - Fort Myers, FL
Southwest Florida Homes By The Sea
Jennifer thanks for sharing. If sellers are serious then it is your job to tell them what is a fair market value.If a home sells in Fort Myers in 6 weeks you are doing very well and the home or lot must have been priced very aggressively .I think it also depends which part of the country you live in..but if your system works, then congrats. There is a lot I like about your system though.
Apr 19, 2007 04:05 PM #27
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