Closingtimepodcast.com for the latest news from the real estate world, helpful tips for buyers, sellers and other agents, and all of our previous podcast episodes. Keep up with us on Facebook and Instagram. We also offer home video tours, Realtor branding videos, ariel shots, live streams, and more.. closingtimepodcast.com and click on the CMG Real Estate Link.
Five outdated seller believes agents should debunk
The success of HGTV and the plethora of online information has shifted the ground rules of real estate sales
Three fundamental changes
These three changes have altered the home buying and selling landscape forever.
Change 1: The advent of HGTV
Buyers spend countless hours watching HGTV and have developed extremely refined tastes. They know what they want and when they look at homes for sale. They are looking for properties that look similar to what they have seen and liked on TV.
Change 2: The advent of mobile devices and HD internet connectivity
Buyers used to have to visit a home to add or remove it from their shortlist. No longer the case, today’s sellers have between seven and 10 seconds to sell their home, and those seconds are on a mobile device anywhere on the planet — not in any home for sale.
Change 3: The advent of internet real estate sites
Realtor.com, Zillow, Trulia and a host of broker-owned sites have populated the internet with user-friendly websites that provide property data, historical facts, HD pictures, automated valuations, neighborhood and school info, and more.
They have completely removed the need for buyers to visit in person to determine if they like a home. Once a buyer has shortlisted available inventory, they only visit the select few they like.
Five seller myths
With this in mind, here are the top five seller beliefs that are no longer true:
1. I do not need to have the listing agent visit until my home is ready.
Wrong. In reality, the sooner the agent can get in, the better. Sellers, assuming the old rules still apply, might spend money on things that could harm a home’s potential and, conversely, fail to spend money where it matters.
Agents can not only help sellers maximize their potential, but they can also connect them with the trades and other professionals required to do it right.
2. I do not need to upgrade the property for sale.
Since increasing numbers of buyers are looking for move-in ready homes, the more a seller does to get the house to that level, the higher the returns. In an upmarket, sellers can reap a $2-$3 dollar return for every dollar spent.
In a declining market, they may not get 100 percent back, but they will get a sale. I frequently hear sellers ask, “Why should I upgrade? Won’t the new buyers come in and rip out all the stuff I just put in?”
That is not the right question. A better question is, “What can I do to make my online pictures sizzle to get the highest number of buyers through the front door regardless of what a buyer does once they own the home?”
If a seller can invest $1,000 on carpets and in the process, make $3,000, does it matter what the new owner does once they move in?
3. I need to open houses to sell my home.
The myth here is that buyers need to visit your home in person to decide whether they like it or not. In the new reality, buyers are visiting because they have already seen the house online and decided it was worth seeing in person.
Open houses make it easier for buyers who are already going to visit actually to get in. They also make it easy for the neighbors to come through — which is good because they frequently know someone looking to move into the area.
4. I need many open house signs at multiple vital intersections.
Wrong again. Savvy listing agents put out tons of signs because they are free advertising. Buyers who have seen the home online do not need directional signs to find the apartment. With open houses dates and times syndicating to all the major web portals, buyers use the GPS feature in their phones.
As for the neighbors, they will not come because you posted signs at far away intersections. To get them, you want signs close to the open house.
5. If buyers want my house, they will pay more than market value.
Buyers are not running charities. Due to online AVMs (automated valuation models — think Zestimate), buyers know when a property is overpriced and generally stay away, assuming the seller is unrealistic.
While pricing strategies vary from region to region, most agents know to recommend that sellers price listings close to market realities. As more listings come onto the market, buyers have more choices and migrate toward those they believe represent ethical values.
Sellers who insist they must net a specific amount, which in turn pushes the price too high, are only kidding themselves.
For sellers who have not sold a home in recent years, the new rules can be a shock. Ironically, since most sellers are also looking to buy a replacement home, all I usually have to do to change their thinking is to ask them how they are personally searching for homes in their new location.
They walk me through their process, and suddenly, in most cases, they get it.
11 Bad listing description cliches we're over
Hiding flaws behind flowery copy does nothing but waste the buyer's and their agent’s time
1. ‘This one won’t last!’
I get it. The listing agent is trying to convey that they’ve got a hot property that some fortunate buyer will surely snap up in a matter of days, if not hours.
The problem with “This one won’t last!” is agents tend never to revisit their listing descriptions. When your market has an average days-on-market of 30 days, seeing “This one won’t last!” on a listing entering its eighth month on the market will either make a buyer laugh out loud or think, “Hmmm, it did last, so there must be something wrong with it.”
2 ‘Needs TLC’ or its partner in crime, ‘the handyman special.’
In other words, the home is disrepair, outdated, or has some other issue that needs to be fixed. By leaving those issues to the buyer’s imagination, you might very well be causing buyers to skip right over your listing and move on to the next one.
3. ‘Cozy’ or ‘quaint.’
This is fluffy marketing-speak. What you’re trying to do is cover up the fact that the home is small. Guess what? Any potential buyer who walks through the front door will swiftly figure out that the home is small. You can’t hide that fact behind cozy or quaint.
4. ‘Better than new’
No, it’s not better than new. Even if the home has been demolished and rebuilt from the foundation, it’s not better than new. It’s new. Well, it’s a new home on an old foundation. But you get the point.
“Better than new!” is one of those phrases that makes buyers ask, “What d...