The hardest thing we do in a buyer's market

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August 1, 2006

lmpi.gif As a real estate agent suffering through this extreme buyer's market, the hardest thing to do is convince my listing clients to reset price expectations. We provide articles on property presentation, comment on the meaning of market value and even provide great charts to put the current market into perspective. Sometimes all the data and examples in the world does not change the mindset of "gotta have my price!" There is nothing wrong with this mindset. It just won't get you where you want to be.

As a seller, if you are not willing to make your home "competition ready" and "lead" the market with "value pricing," you will become extremely frustrated that your home does not sell, you will get irritated with your agent and ultimately find someone else to take the listing. Consider these four scenarios of sellers and their agents responding to "current market conditions":

Read on...
  • Seller A: Beautiful home. Nicely decorated. Installed new carpet. DIY interior paint. Vacant soon after the listing went live (purchased and moved to new home). It was listed the end of 2005 in the spring/summer 2005 market price range regardless of the data presented that the market was quickly changing. Over the course of 6 months, the seller's agreed to lower their price in small steps totalling about 7%. Frustration set in and Agent #1 was dismissed, Agent #2 was hired and the home re-listed for 4% lower than the last price. The property has not sold. Agent #1 mistake: taking the listing with unrealistic expectations by the sellers. No amount of logic or evidence seemed to make a difference to these nice people.


  • Seller B: Nice home on 1+ acres in desirable community. Not a lot of upgrades surrounded by homes that have it all. Equity emotion gets in the way of listing at a "value price" based on comps and amenities. Starting price: $800,000, at least $50,000 too high. After 4 1/2 months with lots of showings but no offers, sellers lower the price 4%. Still no offers and consistent feedback that the home does not have the "bells and whistles" that others do in this price range. Thirty days later, they are convinced to make a dramatic move: "you have to make it a bargain to sell it!" The price was dropped another 6% and they received a contract offer the very next day. The good news: they finally listened. It is always emotionally hard to have to tell sellers that they can't get the equity that they once thought they had.


  • Seller C: Absolutely gorgeous home with nice upgrades on a cul-de-sac in a new neighborhood. Comps show price range to be in the $635,000 to $655,000 range. Sellers authorize $669,000 leaving room to negotiate. The agent takes them on a competition tour to get first hand knowledge of "for sale" in their neighborhood. They also keep up to date on market dynamics and are savvy about "market value." Three weeks into the listing they lower their price 6%. Moderate level of showings, good feedback but lots of competition on the market. Five weeks later they lower the price again to another 5%. Traffic picks up significantly but still no offers. Another month passes, prices are still dropping and the sellers lowered the price another $10,000. Traffic increases and they receive an offer. The Cs understood the market dynamics and chose to take the lead instead of following the market down.


  • Seller D: This one is the hardest of all. Mr. and Mrs. D wrote a contract on a dream property in the country contingent on a home sale. Their current home is a located inside the beltway and across the street from convenient public transportation making it ideal for commuters. Nice home that shows well. The Ds want to list higher than comps in the subdivision with advance plans for the equity. The problem: high inventory and an asking price 7% higher than what the average home sold for. They get a fair amount of traffic with good feedback. Within three weeks they get an offer from an unrepresented buyer 2.5% lower than the asking price. The Ds reject the offer. After four months of substantial marketing, email campaigns and the Ds holding weekend opens, traffic wanes. They mutually agree with their agent to cancel the listing to allow them to try another agent or to attempt to sell it on their own. Great clients who enthusiastically supported the agent's effort but, to the agents disappointment he/she could not help the clients realize their dream in the current market.
So what? In the housing market of 2003 to mid-2005 buyers had to be aggressive with "higher offers" and "better terms." In this market, sellers have to be aggressive with "show quality," "amenities" AND "price." Sellers must listen to the advice of their trusted agents. If you don't trust your agent's advice, get one you can trust. Listen to what Mr. Market is screaming at us! Buyers are writing contracts on bargains: the best home at the best price. Sellers had their way with buyers during the housing rush. The tables have turned. Take a leadership position in the market to avoid frustration and disappointment...and substantially increase chances of a contract offer.

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