Real Estate Marketing

Is your home already up for sale and suffering from a "lack of love" from buyers and not getting showings? It may be that some simple adjustments to your listing description and "agent only" showing instructions could make a world of difference.

Image by Sarah Reid at Flickr.com

Listing Descriptions Invite More Buyers

You've seen them... listing descriptions (also known as "marketing remarks") which either make no sense, are full of abbreviations or acronyms mostly known to agents that the reader must decode, or worse - they're just plain wrong. It's a very common...

In real estate, it's all about the numbers... and I'm not just talking about home prices & ratios, but also agent ratings. I'm sure anyone reading this has lost count of all the awards, accolades and "Top Agent Lists" that we see online or receive in the mail. While all of those accomplishments are admirable, what's often missing from industry awards are all the other countless agents who have had significant impacts on the industry & people's lives... beyond selling homes, that is.

Like everyone else, no matter their career, I often contemplate just "how I got here." What events in life brought me to where I am today; and, who has influenced me the most in this business? It's curious, that I've yet to meet a single agent...

The market has been hot, hot, hot at Snoqualmie Ridge! In fact last week, 6 resale homes went pending in a single day. Typically, a home selling quickly would be considered a "good thing." However, there are times when a home can sell too fast, possibly due to interest generated before the listing is active in the MLS, perhaps via social media, neighborhood events, personal relationships, etc.

Image by Johnny Wilson at Flickr.com

This type of marketing exposure is known as pre-marketing. And, unlike Bravo's Million Dollar Listing, ...

You've worked hard to prepare your home for the market! So you obviously want to do what it takes to have a healthy amount of traffic from buyers and their agents. Showing Instructions are an important tool the listing agent uses to let other agents know how to access your home while it's "Active" and on the market. But often, the instructions can reduce showings.

Image by Peter Curbishley at Flickr.com

Here's an example of showing instructions that may send an agent and their buyers on to the next listing...

Showing Info: Appointment, MLS Keybox, Owner Call First, Security...

DUPLICITY: Contradictory doubleness of thought, speech, or action; especially :  the belying of one's true intentions by deceptive words or action.

We've all met people who treat us one way, but as we get to know them, other "motives" become clear. Sometimes, what we initially perceive as an otherwise pleasant conversation or a new friendship in the making, is in reality, the first step in a "dance" designed to satisfy the other person's goal - which is to get something from us.

And how does it make us feel when we realize that person isn't really interested in getting to know us - but instead, what or "how much" they can get out of us? It goes without saying, no one likes to be deceived.

...

What do real estate agents talk about when we're not busy serving you?

Real estate is anything but "boring." At any given moment, numerous discussions are taking place regarding almost every nuance of the real estate industry - any of which are likely to trigger the hot buttons of agents, many of whom are quite passionate about their profession (yes... that's a good thing.)

Most of these discussions revolve around how agents both obtain and manage their business, topics which may seem innocuous or irrelevant to the average consumer. The fact is however, that the potential changes resulting from these debates have the power to dramatically alter certain aspects of the industry, and ultimately your experiences as a real estate client.

With that in mind, this post is the first in a series,...

In this hectic market, Who is REALLY Looking Out for You?

By now, you've heard the news... we're in an exceptionally strong "seller's market" in the Seattle area. This may be music to homeowner's ears, as prices are increasing across the board.

Contrary to what you may hear however, selling a home isn't a cake-walk in a seller's market. In fact, this type of market leads to all sorts of shenanigans, usually cases of either skirting or simply ignoring the law or MLS rules. Unfortunately, home buyers and sellers are rarely aware of when these violations are taking place.

Question: How can a seller be...

Look at her... she's shocked and upset! And rightfully so. She just learned she lost about $20,000 by pricing her home too low, and accepting the first offer.

Well, not really... we don't know who she is. But, she did a great job in this photo session, as her face certainly fits the circumstances. Don't be like her...

Are some Snoqualmie Ridge home sellers potentially leaving money on the table? You read the following, and decide for yourself.

Sold in 1 Day - Hip, Hip Hooray!

You've surely seen the compelling advertisements lately... "Sold in One Day," or "Top 1% For Closed Sales Days on Market" (i.e., lowest number of active days on market). Well... sorry to burst any bubbles, but a quick sale is not always something to...

There's a common misconception that real estate agents only care about "the money" - their commissions. All commission-based compensation structures are an "easy target," no matter the industry.

Particularly in real estate however, the discussions tend to revolve around the expense of using an agent, rather than the benefits. This focus on "price" has led to "discount" agents and limited service listings (where the seller pays only to be entered into the MLS). While those options clearly have a place in the market, I do not believe they truly match the needs of most buyers or sellers. Whether they know this or not, is another matter.

Why the Focus on Commissions?

I believe potential clients (mostly home sellers) focus on commission because...

Drive around Issaquah, Sammamish and Snoqualmie on most weekends, and you'll often seen open house signs.

Most real estate agents and industry experts say that the percentage of homes sold as a direct result of open houses is exceptionally small. However, other agents speak highly of open houses, and depending on the type of home and the price range, we agree that open houses can be a very useful strategy in selling a home.

Accessibility to the Home is Key

No matter the market conditions, getting as many potential buyers into the home can be an important factor in selling it quickly, and at the highest price. Many home buyers tour neighborhoods without the help of an...