Marketing

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!

Why you shouldn’t care about average days on market

by John Rice

I met with a cool family a few weeks ago. They were going to interview a handful of realtors. I’m always a little freaked out at listing presentations. See, there are agents that come with power point presentations full of market wide data available to every realtor in town, and then blurt out something like “After looking at the statistics for this neighborhood, your house will sell at 5:46 P.M. next Tuesday.” That impresses some people I guess. I’m not one of those that throws out a bunch of statistics. I kind of like to look at the house, assess the positives and negatives that I think buyers will see, then do a market analysis to find what I think the house is worth. I usually do all this wearing a pair of shorts and sandals, often forgetting to give the people my business card. I ordered 5000 back in 2016 and still have about 4983.

Why don’t I worry much about DOM and other statistics? It is because I am only dealing with one house. Yep. That’s right. The only numbers I care about are the ones for your house. We never really know when your Buyer will arrive. All we can do is price it realistically, make it look as great as possible, and present it well online.  When I get such a seller, their house usually sells quickly.

So, back to the listing appointment. I’m on the tour of the house and the husband asked me the average DOM question. I told him that I didn’t even look at that because I don’t care how long it took other houses to sell in the recent past, I only care about how long it is going to take his house to sell right now. As soon as I said that, I knew I either had this listing or I had just totally blown it.

Fortunately this cool couple saw my point and went with me.

What to look for in your next Realtor

by John Rice

I had a friend contact me on Facebook about the possibility of finding a new agent to sell their house that is outside of my market. They were not asking me about listing it for them, just advice on what to do. Seems they have had a lot of showings, and obviously no offers yet. I though this would make a good blog post.  

“Sorry to take so long to get back to you. This isn’t an easy one to answer so I wanted to have time to give a thorough response.

I’ve got a few questions.

Question 1: Is your current agent presenting it well online? Go online and take a look at the listing. If the pictures and marketing remarks wouldn’t make you want to see it, odds are everybody else feels the same way. While you are there, double check that everything is accurate.

Question 2: Is it priced realistically? If you have had that many showings, it may be priced high. I don’t know the market where you live, but to have that many buyers look and not make an offer could mean that the price is too high or………Question #3!

Question 3: Is the feedback you are getting from showings that there is some fatal negative that buyers just can’t look past? If you keep hearing the same thing over and over again, you might have a big negative. Most big negatives can only be conquered with a price reduction.

So, if you do part ways with this agent, here is what I would look for next. Ideally, an agent that works with at least as many buyers as they do sellers. Most agents prefer to list. Agents that mostly only list houses don’t see as many houses. An agent that works with a lot of buyers has probably been in a lot of the houses that you will be competing against. That agent will be better able to tell you what your house offers to buyers that are out there right now! I’d also look for somebody that deals mostly in your price range. It always kills me when I see an affordable house listed by agents that deal almost exclusively in high end houses. What does an agent really know about a $250k house and $250k buyers when 98% of their work is over a million?

I’d also look for somebody that has a plan. Don’t go for the agent that spits out their average days on market unless they can specifically tell you what they did to acheive it. You want somebody that will do a market analysis and will show you how they came up with what they think your house is worth, even if you don’t like the number. Some agents will list a house for whatever price it takes to get the listing. Then they start hitting you up for price reductions. I kind of think it is better to deal with reality now, since you’ll have to at some point down the road.

I hope this helps. Let me know if you have any other questions…..I may turn this into a blog post. (No names of people, places, things though.)”

Minimize negatives >accentuate positives

by John Rice

I woke up at 3:44 this morning thinking about the differences between how a buyer and a seller view a house, and what a seller needs to know.

A buyer is going to come in a house, stay for 20-30 minutes if they like it, and wander around all the rooms.  They view the house as a whole at this point.  They are trying to decide if they like the whole thing since they can’t cut and paste features.  This is the main difference.  When a buyer goes from room to room and all colors are different, that just seems random to them.  A seller sits in each room for longer periods of time and tends to view the house as different individual spaces.  Same thing for finishes.  When a buyer sees nickel door knobs, a gold light fixture, and maybe black cabinet hardware, it throws them off.  It has a confusing vibe for them, just as it would for you if I spent the next few paragraphs talking about the Olympics and how much more I like coffee from South America than I do from Kenya.

If you are a seller, the best thing you can do is to give your house that cohesive vibe.  Paint all the walls the same color.  Makes things match.  It sounds silly, but those things have a calming effect on people.  People want to feel calm/relaxed in their home and this is one way to make  a buyer feel that way.  If two houses are side by side and identical, the one with the cohesive vibe is going to sell before the one with every room a different color.

Now I don’t want to make this about updates.  I think HGTV and Tik Tok have us convinced that   white shaker cabinets and shiplap are all it takes to make ANY house sell.  I’ve been in  houses that are totally random, but have these upgrades.  You know what happens if the house has the random vibe?  All a buyer does is want to cut and paste those features to another house.  They say they really like this or that feature, but they don’t buy it. 

Often, real estate is more about minimizing negatives than accentuating positives.

When is the best time to sell your house?

by John Rice

I’m seeing a lot of buzz lately saying right around now is the best time of year to sell your house. Many realtors post these articles. I can’t blame them. We are always saying “Now” is a good time to do anything, lol.

I am in now way doubting the statistics. Numbers don’t like. The problem though is knowing what they mean.

Fact: There are more buyers out in the market in the spring. It’s always been this way so I don’t see the newsworthiness of it.

Fact: The likelihood of your house selling for top dollar is less dependent on when you list than it is on the condition of your house and how it fits in the market…..meaning, how do buyers rank your house compared to what is currently available to them in terms of condition, price, floor plan, lot and location.

I have sold plenty of houses in multiple offers the very first day on the market back in 2008-2010. That was when it was an extreme Buyer’s Market.

It is a simple formula really.

You do some prep work. Fix anything that is going to keep a buyer from saying yes to your house. You want them to leave their showing with a positive emotional response. If there is work to be done on your house, they leave with a logical response. They are thinking about what they need to do to your house and how much it is going to cost. If they even make an offer, it will be less since they are deducting the cost of those repairs. So, leave them with nothing to do but fall in love.

Price it right. I don’t mean use what zillow, a recent appraisal or an AVM says the house is worth. Do some real research. See what has recently sold in your neighborhood. See what is pending in your neighborhood. Pending sales, while you don’t know the actually sale price until it closes, can tell you what buyers are doing in real time.

The last step is the most important one. You see what other choices a buyer has maybe 15% below and 15% higher than the value of your house. Then you price your house so it is clearly one of their top choices. Why? Because after 19 years in this business, the one biggest thing I have learned is that every buyer wants the best house they can get for their budget. As long as you have one of those houses, it will sell quickly for top dollar in any market and in any time of the year.