explains how to get all the information to the sellers up front
so you have less to explain afterward, and you start the listing
appointment with more professional credibility. 1850 Words.
IF OUR SELLERS
How many times has your seller fought you on price, on brokerage
fee, on simply leaving home during your open house because they
didn't understand up front what an essential difference those
factors represent? If our sellers only knew what we know, they
would understand what we understand. They would see the same
world with the same perspective that we see. But how do we get
our understanding to them, up front and without ever having to
say, "You're wrong and I'm right?" It's simpler than
Make your own audio file that tells every buyer and seller what
you'd want them to know from the beginning. Not only will this
help prevent your most common problems from road-blocking your
success, it will also give you the opportunity to demonstrate
your competence, to prove that you know what you're talking about,
that you know which important questions to ask.
Whenever possible, tell people things they don't know and wouldn't
expect to hear. Make them think, "I didn't know that!"
Put all your seller and buyer in the audio file. There is no
good piece of advice you'd give a seller that you wouldn't want
a buyer to overhear, is there? Everything ought to be in your
FOR SELLERS TO KNOW
In this article we'll consider what you should put on the seller's
side of tape. Next time I'll give you a list you should include
on the buyer's side. If you just can't wait, email me at firstname.lastname@example.org and we'll
email the full list. Or, visit my web site to download the whole
article for free. www.steve-stewart.com
can't sell it for more than it is worth. Even if we find that one
buyer who is willing to pay more than the property is worth,
every lender requires a fee appraiser to examine the price and
the property. That's not just a way lenders accelerate fees.
The buyer may have 20% of the price covered, but the lender is
risking 80% of the value and has much more to lose. Low appraisals
are the second most common reason for sales falling apart. It's
better to ask for what the property's worth and stick to your
guns than to reach for something unreachable.
a bad idea to start high and come down later. Price the
property as if you want someone else to own it. As a matter of
fact, the seller's neighbor probably didn't sell their house
for as much as they said (or did so in a better market, or by
accepting a small amount of cash while carrying back a note).
If a seller is going to lose a buyer, please try to lose them
during the negotiations rather than during the showings! People
usually don't go see properties known to be over-priced.
gone every time a buyer shows up. Would you buy a house with
no kitchen cabinets? With no closets? Yet that's what we ask
buyers to do when they see houses with the sellers at home. You
can't open a cabinet door with the seller standing there because
it would be impolite. You can't walk into a walk-in closet as
long as the seller is anywhere at home - even the back yard -
because you don't want to get caught standing inside someone
else's private space. However, the lack of storage space is a
very common complaint among homebuyers. No matter how inconvenient
it is, even if you are eating dinner when buyers show up without
an appointment, grab your car keys and leave. Don't come back
as long as the buyers are still inside the house.
people see your house without an appointment. Discourteous?
Rude? Certainly. Yet how would you like to almost sell
your house to someone you asked to come back later when it was
more convenient to you, but who bought the house right after
yours and no longer needed to see what you have?
the property in showroom condition. People know that your furniture
and your clutter are not included with the sale. But spaciousness
and neatness sends messages about how you maintain the house
structurally. If you see a car that needs to be washed and painted,
it makes you wonder if they've ever changed the oil. Therefore,
to get top trade in, you wash and wax your car before taking
it to the dealer. The same goes for houses. Also, when buyes
see a messy house, it seems more invasive than when they walk
through neat homes. You do want your buyers to feel comfortable
in the home. Coming in second place on a buyer's selection list
is the same as coming in last place. Almost selling equals
not selling any way you cut it.
fight while their house is on the market. That's not optional. While
you wait to sell, keeping the place in sparkling condition as
if no one actually lived there, there's the added tension that
comes from uncertainty and the fact that you have all these strangers
coming through your house looking through your "stuff."
Worse: NOT having strangers come through your house! As
long as you can only sell it for it's current street value, why
not price it right, get it sold, and move on to all the other
wonderful adventures that await you?
even their pets are a problem. Be careful; some dogs and
cats are people's four-legged kids. But pets present unique problems
to consider. Many people are allergic to animal hair; if you
have animals, you have animal hair no matter how often you clean
and vacuum. Birds attract attention to themselves and away from
the house. And it doesn't take a pit bull to scare people off.
Little Fifi-the-Toy-Poodle becomes Kujo-the-Tiger-Dog when left
to defend the property while the owner is gone. Some agents won't
show property with a house cat; if the cat sneaks out, we have
to spend 45 minutes trying to catch it and put uncooperative
Fluffy back in the house. A dog barking constantly in the back
yard makes buyers feel as if they don't belong in the house -
and should leave. Truth: the longer buyers spend in the property
they like the best, the more likely they are to make an offer.
Find a neighbor or friend who will keep the pets for every day
for a couple weeks while the house is for sale; you never know
when buyers you didn't expect might want to see the home. Pet
snakes in the house? Don't even ask
sales are better than slow ones. The best offers come during
the first 30 days. No one ever made more money by waiting ten
months for another offer to come in higher (while making ten
more monthly payments on a property they did not want to own
no such thing as waiting for a higher offer. Once you
turn down an offer on your house, you can only wait for a different
offer. The next one might be higher, might be lower, might even
be the same. But for every 30 days you wait, the next offer (if
it ever comes) has to be a full house payment higher than the
last offer for you to just break even.
are the kiss of death. Tenants don't want the house to sell
because they'll have to move, or stay there and face higher rents
and new landlords. They won't let you have a lock box, but it's
never convenient for them to make an appointment on short notice
so you can show it. They frequently don't show up at appointments
they've set. If they let you in with your buyer, tenants are
compelled to walk with you throughout the house to protect their
"stuff" - and to point out every conceivable flaw (leaky
faucets, bad electrical wiring, sticking windows and doors that
jam). Even tenants who are blood relatives of the owner present
problems. It's best to move the tenants out, fix whatever needs
attention, get a lockbox on the door and not have anyone there
undermining the sale. This way the owner looses a little in rent
and gains much in market value.
every offer that comes in. On the surface it may not be what
they want, but every offer has to be seen in perspective. How
does it compare to other offers being made (... or not being
made)? Are there factors in the offer that compensate for the
price (low price but with no other demands; or high price with
demands for all sorts of personal property, closings costs, time-of-closing
problems, credit-worthiness risks). Sellers can still say no,
or counter offers if they choose to. Please don't just reject
offers out of hand.
THE TAPES PRODUCED
Look in your telephone yellow pages under Audio and Videotape
Production (any studio that provides video duplication usually
also does audio production). These studios will either have recording
facilities or can refer you to a recording studio. Recording
will cost you $30 to $80 for one hour (that's all you need).
Recording voice files is much easier, simpler and less expensive
than recording music. Practice your script out loud at least
30 times before you get to the studio keeping the final tape
to a total of no more than 20-30 minutes. Extensive practice
will smooth out your script and delivery, saving you a fortune
in editing costs (usually $50 to $80 per hour).
you are ready, get in, do your job and get out. Don't linger
there. Studios often offer to add "bumper" music to
your audio file to lead in and take you out just like you hear
on the radio when a host has his/her own theme music to bridge
between the commercials, the news and their show. Music is not
a problem and does add a more professional touch, but it can
quickly become very expensive. You don't need it. Get quickly
to your voice telling people what they need to know and don't;
your message is what this is all about.
Ask around for a good deal on making your final CD product look
professional. Ask and you will get good advice. If you are a
strong promoter, have your black and white photo printed on the
label as well. Recording, labels, master file (yes, you need
one) duplication, printing plates for the labels and a protective
paper or plastic sleeve - all run you in the neighborhood of
$1.30 each on a quantity of 500 copies.
Your job now: Give them out like candy to anyone, anywhere with
any interest in buying or selling property. This is a slightly
more expensive and completely more valuable business card that
no one will ever throw away - although they will pass them around
to their friends!