Marketing

Selling? What you like doesn’t matter

by John Rice

A long time ago, my wife decided she wanted a Subaru Outback. We looked at a few on used car lots. I did a lot of research to find out what trim level we had to get for her to have the sunroof and heated leather seats that she wanted. There really weren’t a lot of used Outbacks in or around Lexington at that time. This was so long ago that I found a classified ad in a newspaper that said “2008 Subaru Outback, SI Drive” with the price and the seller’s phone number. That was it. Not a lot of info to work with. Definitely nothing to make the guy’s phone start ringing. But to me, this car having SI Drive told me a whole lot more about it. Having done the research, I knew that was only offered on the top trim level. It had the giant sunroof, heated leather seats, and the bigger engine. When we went to see the car, the seller kept talking about the SI Drive. I could tell it was very important to him.

A lot of home sellers are like that too. They want to focus on what is important to them when selling their house, rather than focusing on things that are important to the buyer. I see it a lot in the marketing material of For Sale by Owner listings. I once read a flyer where the seller spent a lot of space talking about how level the sidewalks are.

About this same time, I sold a house to a family that I have since become friends with. They found the house by driving around the neighborhood. They would have never come to see it if they had only seen it online. Why? Because of the marketing remarks. Instead of mentioning the hardwood floors, instead of mentioning that one of the upstairs bedrooms was huge, or that there were bedrooms on both levels of the house, or that the backyard was an awesome park-like oasis, the realtor used that space to tell you that the exterior was maintenance free, that the curtains stayed with the house, and that there was an allowance for water-proofing the basement as well as mitigating radon. The marketing remarks could only have been better if they said  “Must see! You get to keep the seller’s curtains AND fix some major problems with this house, but at least you’ll never have to paint the outside!! NOT a drive by!”

The hardest thing about real estate is getting sellers to think like a buyer and a buyer to think like a seller. I think if that ever were to happen, I’d probably be out of a job! Being a realtor these days is as much about mediation, negotiation and understanding differing perspectives as it is about houses.

BTW, “SI Drive” is a feature that has 3 settings for throttle response and transmission shift points.

Two or more negatives are hard to overlook

by John Rice

Sometimes a bunch of negatives are overwhelming when you have to see them all together. This is something I learned when I bought a fixer upper house that was worn out, out-dated, and in disrepair. I was broke back then so I had to live with it for a couple of years. Man, that was rough. I remember thinking that the carpet wouldn’t look so bad if the walls weren’t so bad, and how together they really make the light fixture unbearable. I guess that is when it first hit me how 2 or more negatives seem to compound their effects when viewed in the same room.

I’ve got a listing in my pipeline that I have been working on for a little bit. In general, it just feels like a rental grade property. It has a nice floor plan and all, but just doesn’t feel like something a buyer will fall in love with. Like I have always said, a seller has more power in the deal if the house comes across as something special. The market is getting a glut of “Average” houses. Now is the time to make your house stand out.

This house already has some pluses that could easily be over looked. Things that I bet most buyers wouldn’t even remember after leaving the house if we didn’t do anything to it. So, what is the plan? We just had it painted. That will unify the space to a buyer. You have to remember that buyers are going from room to room in a 20 minute window. They like it all to be consistent. The next step is going to be replacing the vinyl flooring in the baths and kitchen. Then we’ll clean the existing carpet and stage it.

Now, when a buyer comes in this place, they will see fresh paint, clean floors, and new vinyl in the kitchen and baths. They will also probably now notice the few updated items. See, the goal is to make it the best house any buyer can get in the price range. We do not have to make it perfect, just a little better than the second best house currently for sale. After all, as long as there is one buyer out there, you know they’ll pick the best one.

Decor can make or break the sale of your house

by John Rice

This past weekend, I was out with a young couple. We went in two houses in the same neighborhood that happen to be the exact same floor plan. There were some minor differences. One had a tiled backsplash, trendy furniture and finishes.  The other was very plain and was decorated with an older vibe……..guess I’d call it Early American Yard Sale. Guess which one my young couple liked with the most? When the agent for the “Older House” asked for feedback, I told her about this and suggested the seller make some changes. The most likely buyers in this price range and neighborhood are first time Gen Z buyers.

So, if you are selling, think about your buyer and make any needed changes that will make your house more appealing to them. First time buyers are mostly buying houses from Millennials, Millennials are buying houses from Gen X and Boomers. It is important to make your house appealing to each group as they move up the property ladder.

What 2 things make any house sell fast?

by John Rice

We are in a market now that feels like two markets: One where a house gets multiple offers the first day and the other where a house lingers on the market forever.

Want to know the 2 things that will put you in the better half of this market? Price and Presentation…..If you get those two things right, you don’t need anything else to sell a house. Those are the hardest things to get right though, so most realtors focus on the minor things like open houses, fancy brochures, TikTok videos….you know, you’ve seen it all too. See, if you don’t know what price a buyer will consider fair for a house nor do you know how to make the listing stand out among other similar houses, that’s all you have left.

I once sold a house for a friend who lives out of the country. He trusts me and knows I know what I am doing. He gave me free reign to get his place sold.

He had rented it out for a few years, so it was a little rough on the eye. It needed a fresh vibe or we just weren’t going to be able to sell it for anywhere near its potential.

Soooo, I had the house painted and the carpet cleaned. We replaced the flooring in the kitchen and bathrooms. We then had the main rooms staged with furniture that would appeal to the typical first time buyer.

Want to know what happened next? Well, we sold it. Yep. Didn’t take long either. Multiple offers too.

Was  this a special house? Not really. Did we price it too low? Nope. Can this be duplicated? Yes and no. See, what made this such a success was that the seller was willing to do everything I told him to do in order to sell his house. I hate to say this, but what ultimately makes a sale successful is the seller. No amount of advertising or positive thinking makes a house sell. The best realtor can’t sell a place that doesn’t show well. It really takes a good seller who is willing to take the advice of a good realtor.

But don’t we need wiggle room in our list price?

by John Rice

This is one of the questions I get asked a lot when I list a house. I think I probably always freak out my sellers when I tell them that they don’t need to price their house way over what we anticipate it will sell for.

I guess the biggest fear, and I can understand it, is that people will assume that there is wiggle room, and that they are going to have to sell for less…..and that just isn’t the case.

Sure, there may be people who come along and offer waaaay less than you are asking. But you know what? I don’t consider them to be real buyers. When I was a new Realtor, I had some people that would just go from listing to listing making crazy offers. Eventually I would see the writing on the wall and I’d let them keep perpetuating their hobby without me. I doubt any of them ended up actually buying a house. Why price your house based on nuts like that? Doesn’t it make more sense to price it where it will be attractive to the people who may actually buy your house?

Check this out. Back in about 1997 I had a lawn care business. I had grown it to the point where I needed a dedicated truck. I saw an ad for a 1993 Ford F-150 with 48,000 miles on it. The price was $5980. I knew that was a good price. Took it for a test drive. Wanted it. Sat in the little cubicle with the sales man and made him an offer. He blew his chance to remind me that was a fantastic price. What he did was make it a battle. Dude told me that they “Couldn’t sell that truck for one nickel less than that price!” I was floored. Other than during COVID, don’t you always haggle when buying a car? I left to see what else was available since I couldn’t go back there without feeling like I had lost to that guy. After looking at more trucks, I realized THAT truck was by far the best one and was at the best price anywhere in town that day. I just didn’t know what to do. Soooo, I called the wisest man I know…..my Dad. I told him that the truck was the best deal and that I wanted it, but just couldn’t go back there. Being the wise person that he is, he told me to go back and offer them a nickel less. Yep. Offer $5979.95.  I did and I got the best truck at the best price that was available that day anywhere in Lexington.

Guess what? Real buyers will recognize the value of your house. They are looking at every house in their price range just like I did with that truck. Sure, we are accustomed to wiggle room, but people don’t mind paying near or full asking price if the house is worth it. Even in today’s higher interest rate market, I frequently see houses going for over the list price. I once had one where they came back twice with lower offers. We just politely said “No thank you.  Take a look at the comps. We’ve priced this house for what it is worth.” They, like me with the truck, knew it was the best available house at the best price. Here’s the difference though, I didn’t get an attitude with the other agent like my salesman did with the nickel issue. We ended up selling the house for 99.2% of the asking price. We came down just a little so the buyer would feel like they won…..but in reality, we all won that day!