NOT a smart move...

This property at 242 N. 112th st in Wauwatosa had been for sale with us for a few months. The listing agent knew and the comments by buyers viewing this property confirmed the fact that it needed a lot of updates for the money (it was an estate sale). The sellers did bring the price down to $169,900 but refused to go any lower. Part of the problem was that another home on the same block had received an Accepted Offer and it was priced in the $160's. Never mind that the interiors were completely different, in the sellers' mind it had to be the "Realtor". When the time came to the expiration of the listing contract these sellers acted upon the idea that another broker would somehow produce different buyers that would indeed like the interior for $169,900.

So after a few days off the market the home reappeared on the market with the Realtor that had the home down the street. BUT the price was dropped to $155,000; $15,000 LESS than they had it priced with us AND now the sellers were paying thousands more in commission PLUS hundreds more in closing costs! Hah?

So all along the sellers were blaming us for not selling the home when in fact the sellers didn't give us a shot at selling the home at the right price. The smart thing would have been for the seller to stay with us and reduce the price by the $15,000 and go on to save thousands in commissions at the end.

Bottom line is that if a home doesn't sell with our company with the vast marketing and expertise we offer, the price needs to be adjusted. Look, no matter what the selling price ends up being, one can always count on saving thousands in commissions AND closing costs.

Selecting an Agent Based on Highest Recommended Price is a Mistake

You are planning to sell your home and interviewing a few potential real estate agents to help you with the process. Each agent describes their services and offers up a pricing recommendation based on their knowledge of the local market. Often agents with the highest recommended prices ooze with confidence and say “I can get you $50k more than the other guy.” Of course sellers want to maximize the amount that they receive for their home, so time and time again, we see sellers making their selection based on the agent who promises the highest price. Choosing your agent based solely on the fact that they recommended the highest list price is one of the biggest mistakes that a home seller can make as evidenced by the daily high rate of reductions (typically, 130-150 homes get a price reduction each and every day). Let’s look at why.

There's No Place Like Home

1. Inflate the price to get the listing – This is one of the oldest tricks employed by real estate agents to get your business. Listing contracts are lengthy and exclusive to the listing agent. By luring you in with false hopes of a higher price, they know that once they have the listing, they have a few months to work on you to whittle down the price until the point that it sells. When competing with other agents for your listing, there are plenty of agents out there who will outright lie about the market value of your home to get the deal.

2. Ignoring negative features of the house – Just because a neighbor’s similar house sold for a certain amount does not automatically mean you will receive the same. Maybe your house hasn’t been maintained or updated like your neighbor’s home or the floor plan is not quite as desirable. Sellers often ignore such factors in hopes of getting a higher price, or maybe some negative factors simply don’t bother them after years of living in a house. The agent who ignores such negative factors when pricing a home is doing the seller a huge disservice. Even if these negative factors do not bother you as the seller, they will impact the amount that buyers are willing to pay for your home.

3. Real estate agents cannot guarantee a price – Real estate agents are not able to tell you how much your home will sell for. That is a sales pitch perpetrated by aggressive agents. Agents who start the sentence with “I can get you $XXX…” should be viewed with skepticism. An agent can only provide you an estimate of what they think the house will sell for based on recent sales and current supply and demand in your neighborhood (this is where expertise plays a huge role).

4. The market determines value, not your agent – The actual market value of your home is determined by what a buyer is willing to pay for it. Supply and demand changes periodically and your home needs to be priced to entice buyers to choose your house over your competition. If there are fewer buyers in the market or higher than normal inventories (as is the case now), your price needs to be more enticing to attract a buyer.

5. Free advertising for the agent – You may find this hard to believe, but it may not matter to your agent if your overpriced listing doesn’t sell. Having a sign in your yard, your listing on their website, and hosting open houses can all be ways that the agent will attract new clients.

6. Shorter market times produce the best financial results – Sellers who took the bait of a higher suggested price often grind away on the market for months or years at a time with repeated price drops. When the home finally sells, it ends up at a more realistic price that was originally suggested by the more conservative agents. Had you taken their advice initially, the home would have sold much quicker for the same net result.

7. The comparables don’t lie – Does the data really support the higher list price that an agent is suggesting? Are the recent sales truly similar in age, size, configuration and location to yours? Don’t be duped by a set of comparable properties that are listed at higher prices unless you have evidence that properties are actually selling in your neighborhood at those price points. Looking only at unsold listings can be misleading, as there are certainly a fair share of overpriced properties on the market. List prices do not necessarily equal market value.

8. There is both art and science to determining home prices – There is a wealth of information and market data available online these days, and a rigorous analysis of that data will help you to arrive at a realistic price for your home. However, an agent who offers data analysis without looking at a range of properties in person is being lazy. Every piece of real estate is unique, and a proper pricing analysis does involve in-person analysis of the home, competing homes and the surrounding neighborhood.

9. A reputable agent will turn down an overpriced listing – The list price for a home is ultimately a seller’s decision. However, an ethical agent will turn away a listing that is clearly not going to sell at the proposed price. It can be a waste of effort for the agent, and it does a disservice to the seller with long market times and sub-optimal financial results.

10. The second agent will save the day – The best agent to be in this scenario is the second agent that comes on board after the first agent’s listing expires. The first agent promised a sky-high price, but after 6 months on the market and numerous price drops, sellers often become frustrated and will switch agents. As the second agent, the home is likely queued up at a much more reasonable price, and with a fresh listing and a bit more marketing, the house finally sells. The replacement agent looks like a hero to the seller, but in hindsight, the seller could have achieved the same result months earlier by not falling for the promise of an overinflated price.

As a Company, we end up losing multiple listings every month because we are “outbid” by agents who claim to be able to get a higher price than us. For the past 2 years we can say with confidence that ALL of those potential listings did have to drop in price at or below the price we suggested. It does neither us nor a seller any good to overpromise on a price that clearly won’t work, especially in today's real estate environment