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So you’ve decided to sell your home and
have a fairly good idea of what you think it is worth. Being a sensible
home seller, you schedule appointments with three local listing agents
who’ve been hanging stuff on your front doorknob for years. Each
Realtor comes prepared with a "Competitive Market Analysis" on
fancy paper and they each recommend a specific sales price.
Amazingly, a couple of the Realtors have
come up with prices that are lower than you expected. Although they back
up their recommendations with recent sales data of similar homes, you
remain convinced your house is worth more. When you interview the third
agent’s figures, they are much more in line with your own anticipated
value, or maybe even higher. Suddenly, you are a happy and excited home
seller, already counting the money.
But which Realtor do you choose?
If you’re like many people, you pick
Realtor number three. This is an agent who seems willing to listen to
your input and work with you. This is an agent that cares about putting
the most money in your pocket. This is an agent that is willing to start
out at your price and if you need to drop the price later, you can do
that easily, right? After all, everyone else does it!
The truth is that you may have just met
an agent engaging in a questionable sales practice called "buying a
listing." He "bought" the listing by suggesting you might
be able to get a higher sales price than the other agents recommended.
Most likely, he is quite doubtful that your home will actually sell at
that price. The intention from the beginning is to eventually talk you
into lowering the price.
Why do agents "buy" listings?
There are basically two reasons. A well-meaning and hard working agent
can feel pressure from a homeowner who has an inflated perception of his
home’s value. On the other hand, there are some agents who engage in
this sales practice routinely.
Whichever the case, if you start out with
too high a price on your home, you may have just added to your stress
level, and selling a home is stressful enough. There will be a lot of
"behind the scenes" action taking place that you don’t know
about.
Contrary to popular opinion, the listing
agent does not usually attempt to sell your home to a homebuyer. That
isn’t very efficient. Listing agents market and promote your home to
the hordes of other local agents who do work with
homebuyers, dramatically increasing your personal sales force. During
the first couple of weeks your home should be a flurry of activity with
buyer’s agents coming to preview your home so they can sell it to
their clients.
If the price is right.
If you and your agent have overpriced,
fewer agents will preview your home. After all, they are Realtors, and
it is their job to know local market conditions and home values. If your
house is dramatically above market, why waste time? Their time is better
spent previewing homes that are priced realistically.
Later, when you drop your price, your
house is "old news." You will never be able to recapture that
flurry of initial activity you would have had with a realistic price.
Your house could take longer to sell.
Even if you do successfully sell at an
above market price, your buyer will need a mortgage. The mortgage lender
requires an appraisal. If comparable sales for the last six months and
current market conditions do not support your sales price, the house won’t
appraise. You deal falls apart. Of course, you can always attempt to
renegotiate the price, but only if the buyer is willing to listen. Your
house could go "back on the market."
Once your home has fallen out of escrow
or sits on the market awhile, it is harder to get a good offer.
Potential buyers will think you might be getting desperate, so they will
make lower offers. By overpricing your home in the beginning, you could
actually end up settling for a lower price than you would have normally
received.
Plus, remember those two conscientious
agents who got aced out of the listing? If your listing agent routinely
engages in "buying" listings, he has probably aced out scores
of other agents in the same way. Being human, Realtors talk to each
other. If they don’t like your listing agent, not as many of them will
be showing your home.
In short, you may have ended up with an
agent who was good at selling you, but not good at selling
your house. And you’re going to pay them a commission
for it.
It is human nature for you to want the
highest price for your home. However, when you choose the agent who
promises what you want to hear, it often leads to stress and
frustration. Most of the time, it will take you longer to sell your
home. Possibly, you will end up selling at a lower price instead.
Or maybe as a result of reading this
article, you will choose one of the "good" Realtors in the
first place. They are out there, you know.
copyright 2000 by Terry
Light and RealEstate ABC
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