“Fresh paint, new flooring, updated kitchen, updated baths and increase curb appeal. These are the bare minimum to get retail in a short time period. “
-Sean Albertson, Keller Williams Realty Atlantic Partners
“Price it right and make sure it looks better than competition inside and out with paint, pressure washing, landscaping, flooring and the like. Stage it the best you can with what you have to work with. De-clutter. Get the word out that it is for sale and the price compared to others in same area. Finally, stay on top of the transaction. Lots of deals are falling apart these days.”
-Sherri Glisson, Watson Realty Corp.
“Price, price, price, price and price.”
- Gene Jones, ERA Dan Jones & Associates, Inc.
“The first thing is pricing. You must be priced in the lower 25 percent of the active comparables. The market analysis must be based on sold prices no more than six months old. The seller is going to point out every little upgrade that makes their home better than their competition; the buyer is looking for price. The seller most likely did the upgrades based on their preferences, anyway.
The second is to make the house the most appealing. The home must have it all including great curb appeal, good landscaping, the interior and exterior needs to be current with today’s trends. Paint should be neutral and free of defects. Strong colors can generate instant rejection. Many buyers can not imagine the home any other way than how it is presented. Do not assume a buyer will like your color palette - get the home colors neutral.
The third thing is that “clean” means “clean.” If the house is listed that means the Realtor has discussed with the seller the importance of keeping the home ready to show all the time. That means beds made, clutter removed and dishes washed. If you are planning to move, go ahead and have that garage sale and get rid of the clutter.
The fourth thing is that the house smells clean. The Realtor must tell the seller if the home has a smell. The smell is the first impression of the interior. Pets, smoking and dampness must be eliminated prior to listing. Chances are the seller may not be able to notice the way the home smells.
The fifth important thing is the ease of showing. With the current inventory of homes, the listing must be easy to show or Realtors will simple show the ones that are. Keep the home in showing condition, clean, smelling good and agents will show it as long as it is priced right!”
-Terrell Newberry, Coldwell Banker Walter Williams Realty, Inc.
“Price it right and if possible below the market. Make sure the house is immaculate, in move-in condition and staged to show. Make sure the home inspection and repairs are done. Complete the Multiple Listing System information. Make sure there is a visual tour.”
-Josie Deal, Coldwell Banker Jasinsky and Associates
“It is crucial to have realistic, aggressive pricing because there is so much competition. I also stage all of my listings with what the homeowner already has (sometimes bringing in a few extras) to get the home in the best showing condition possible. Sellers offer a home warranty on their properties. I ask my sellers to keep the home as pristine as possible as if expecting guests at all times and really let them know how much I appreciate and recognize the inconvenience at times. Try to have clear inviting photos showing the best features of the home.”
-Sharon D. Mills, Watson Realty Corp.
“Price, price, price, price and price.”
-Kathy Faryon, Point to Point Realty
“To sell a house today requires ‘stirring up the dust’ in order to receive attention to the house and, hopefully, a buyer will stop and look. First, the price must be suitable for the area and then, a little lower! Second, all possible staging that can be done is in order like cleaning off all counters and removing the ‘stuff’. Neatness counts. There shouldn’t be any doggy or cat odors and the house should be clean until it sparkles. In the very beginning, be absolutely frank with your sellers regarding distasteful areas or items. Third, hold frequent open houses accompanied by garage sales, if possible. Fourth, set out the signs, flags, and balloons, be ready with an information sheet, cards, giveaways, and smile and be ready to write up an offer. Put a ‘Make an offer’ flyer on kitchen and bathroom counters. Fifth, always have a printout of other homes for sale in the area that you have previewed. Possibly set up an appointment after the open house to show another home.”
-Diana Jackson, Century 21 St. Augustine Properties
“Stay positive. Follow-up. Know your competition and your product. Personalize sales presentation to your buyer. Get to know your prospects and what’s important to them. Don’t feature a dump. Be genuine.”
-Denise Patricolo, Taylor Morrison
“List with a professional real estate company and Realtor with local and global positioning, be market competitive in pricing and positioning, have internet positioning for maximum exposure to the 85 percent who look at the Internet first, and make sure the seller stays market competitive until the offer is accepted and closed. The market is set by the buyer that is buying at a particular time and the competition - the motivation of the competition can change what the buyer is willing to pay at any given time. Professional agents must be prepared to lead the seller through an ever-changing market place, always keeping the listing positioned as the best in the buyer’s mind. In any market, it is about the competitive edge and we have to make sure the seller we represent has the competitive edge.”
-Sheron D. Willson, Prudential Network Realty
“Any current Realtor will tell you, unfortunately, that we have no control over today’s real estate market. We can only do our very best to control those forces that we can influence: the condition of the home we’re offering for sale and the price at which we offer it. Condition and price will always go a long way to secure the successful sale of any property.
But, first and foremost, you must get a customer interested. Curb appeal is critical for drawing interest to your home. First impressions often color the entire browsing experience. A crisp exterior, free from clutter and mold, with well-maintained and fresh landscaping is a great way to entice and excite potential buyers.
In addition, the entryway of the home must maintain the same meticulous aura as the outside. Be sure that it is brightly lit and smells pleasant. A musty odor is detrimental to the successful sale of the home! Any minor repairs the house may require should be made in a professional manor. Obvious amateur repair jobs are often a red flag for many potential buyers. Also, if possible, touch up and refresh any worn walls. Fresh paint goes a long way in making a house appear inviting and ready to be moved into. A clean, crisp house is much easier for a potential buyer to picture themselves inhabiting. Nobody wants to move into somebody else’s dirt. While the condition of homes on the market certainly varies, the overall goal is to provide the best possible condition for each individual circumstance. The least amount of visible wear and tear possible is always a bonus to the seller. Once the house itself is in order, you must consider a fair and reasonable price. The asking price must reflect today’s market value; not yesterday’s value, or the value of a year ago. Furthermore, the price must not be contingent on the homeowner’s sentimental ties to the property. “Potential buyers are looking for a clean home at a fair price. They are seldom interested in paying more for sentiment. By following these basic ideas, any home can be sold in any market. If the house is in good condition and is a good value, the right buyer will eventually find their way to your doorstep. Even in today’s market, a great value stands out amidst the grey economy.”
-Janaye Farrington Lowe, Century 21 St. Augustine Properties, Inc.
“Believe in something positive about our real estate market. Get out of your office at least once a day and find a potential customer. Work with real estate affiliates, lenders, title agents, inspectors, and everyone else involved. Give at least an hour a week to community service and good deeds. Learn and understand the short sale process.”
-Paul Gruenther, Vanguard Realty Inc GMAC Real Estate
“I think you have to do more than you ever did before! Do open houses. Advertise in a magazine. Establish a relationship with a strong mortgage officer so you can get the sale to close. You need to improve negotiation with skills with lenders, appraisers and customers. Never ever take a listing that has to be overpriced - walk away and let someone else look foolish.
-J.D. “Dan” Weisenburger, Vanguard Realty, Inc. GMAC Real Estate
“Price the home competitively and aggressively for today’s market, not what you could have gotten if you sold it in 2005. Have the home in tip-top showing condition that includes proper staging, cleaning, de-cluttering, and fresh paint, fresh landscaping and reducing odors. Make necessary and known repairs before putting it on the market. Be available and flexible for showings so you don’t miss any. Be negotiable when you get an offer and be willing to concede what the buyer really wants and needs as far as closing costs or homeowner association fees.”
-Regina Sooey, Watson Realty Corp.
“There is no magic sales bullet. A good salesperson is trustworthy (builds and maintains the relationship), knows the product and is stable (so former customers can find you), practices Consistent Personal Marketing (longevity is key) and follows up, follows up and follows up! Go back to the basics that have always resulted in sales. Relationship marketing is time consuming and forces you to be organized. A Realtor with these five qualities will survive and, when the market comes back, will thrive.”
-Andie Patton, Ryland Homes
“Price it right using the sold comparatives, not the actives. Take your seller to see the homes they will be competing against. This will help with pricing and can be an eye opener for some sellers who think their home is worth more than it is. The home must be in pristine condition and as updated as their budget will allow. Put pictures on the Multiple Listing Service. I think it is a disservice to the seller for agents to only put one or two pictures on the Web. Most of my buyers will skip over a home that they cannot view pictures of. Give honest feedback. Ask up front your seller’s bottom line number. It will save you time, effort and money if you know how motivated they are.”
-Marianne Brown, Keller Williams Realty, Atlantic Partners
“Get it priced right, get it priced right, get it priced right, stage it to look its best and make it easy to show.”
-Elke W. McMenemy, St. Augustine Real Estate Inc.
“My top five include patience, follow-up and follow through with sellers and buyers, staging (for that wow! factor), having factual info on the market conditions to explain to the seller to be realistic on the sale price of the home and be all over the Internet as 77 percent of buyers search there first!”
-Kris Pedersen, Keller Williams Realty
“Price - the home has to be at an aggressive price just to get buyers into the home, this alone will not sell a home anymore. Presentation - the home has to look the best!” To be memorable considering the many homes buyers are looking at today, you have to make sure your home stands out so make your seller put their best foot forward. Exposure - what once took putting it into the MLS now requires you to expose the home in as many venues as possible just to get in front of a buyer. This includes open houses, just listed cards, Internet advertising and print advertising.
“Price Reductions - so many agents tend to neglect this. From the moment you list a home you should be proactive with your reductions. Otherwise, when you finally do reduce the price, the market has caught up with you and your no longer in the head of the pack! “Team Work - it is critical that you’re working with the other agents to create a win/win situation. Some agents like to look at you as the enemy when at the end of the day you have a seller who wants to sell and they hopefully have a buyer who wants to buy. These are the elements it takes to sell a listing in today’s market.”
-Sonny Downey, Exit First Coast Realty
“Price it right. Stage it or help them dress it for sale. Market it right! Know your step-by-step marketing plan by heart! Know when to walk away from overpriced listings. Get along with the other Realtors and people involved in the transaction! Now, all I have to do is follow my own advice! I have a magnet on my refrigerator (it was my mother’s) that says, ‘Take my advice, I am not using it.’”
-Jenet Cattar, Re/Max Coastal Real Estate
“Show them the best house and then convince the seller they should sell for 10 percent less than asking price. Convince them the Community Development District fees or homeowner association fees are a good deal. Most people buying a condo accept that there will be some HOA fees, but then when you have CDD fees on top of that you have a real challenge. Even single-family home neighborhoods now have HOA fees. They can range from $50 a month to $150 a month so it has to be a real nice community for buyers to accept the higher numbers. If the buyer wants to use all the amenities provided, then they can justify it. But if they are not going to use them, then they may look for a different community. “Convince the buyer they are not buying into a market that has much further to fall in price. Find someone who really wants to move and most likely doesn’t have a place to sell. Treat the customer like gold and if they ask you to kick in some of your commission, you have no choice but to say yes.”
-Mark Good, Davidson Realty
“Get all the information you can about the homeowners’ existing mortgage(s). Be sure they have money to bring to the closing, if necessary. Like payoff penalties. Make sure your listing shines brighter than the competition. Street appeal is very important. De-clutter the home, odors must be eliminated and, a little staging goes a long way. Sellers are more sensitive than ever so follow up, follow up and follow up. Be sure your sellers know everything you are doing to market their home and let them know constantly that you have not forgotten about their home.” Any feedback from showings is better than none. Send newspaper articles to keep them informed of our changing market. Let them know that selling their home is your top priority. Market their home more extensively than ever before, not only through the normal channels, but network with other agents via emails, flyers and conversation - not only with agents showing the home but agents in your office. “Be sure everyone knows about the house and its features so the ripple effect can be constant. Be creative with open houses. Have balloons and refreshments, advertise more, and send out advance notices to selected individuals like your centers of influence your neighbors. Let everyone know you are working hard in a difficult market to get the job done. When the market really turns around, then the other sellers will think of you as a true professional who goes the extra mile.”
-Margaret Hall, Watson Realty
“Pricing, pricing, pricing, work with your seller to understand the conditions we will face this year and work hard.”
-Russell Grooms, Watson Realty
“Price to sell - The home needs to be below everything in the neighborhood or on the lower spectrum of pricing.” Condition - the home has to be in excellent condition. Touch-ups and a good cleaning, maybe some fresh paint, carpet and refreshed landscaping, will make all the difference in the world. “Staging - the home should look and feel like home. Vacant homes do not sell as well as homey ones. Buyers feel owners are more desperate when they see a vacant home.” Advertising - it should be advertised on the Internet. Most people do shopping on the computer today, not in newspapers. Stay focused - keep your sellers informed and always treat your fellow peers with kindness. They will want to do business with you again. “I make sure I have at least one Realtor luncheon a month with different themes and it causes Realtors not from only my company but all companies, to continue to familiarize themselves with my inventory.”
-Cathy Bade, Watson Realty
“Price it right the first time. Make sure that the property is in pristine condition because buyers have so much choice. Follow up, follow up, and follow up with every lead, Realtor showing or any activity. Keep the seller informed of market changes every two weeks in order to track market trends and changes. Be flexible - be a partner for both your sellers and other Realtors that you are working with. We all want the same things: to get it sold and make our customers happy both buyers and sellers. If it is a win for everybody, everybody wins.”
-Lori Stephens, Watson Realty
“First impressions - The home must show well, be uncluttered, in good repair and have fine landscaping with colorful flowers (weather permitting).” Know the competition - Be prepared for comparisons, value versus perception of value. For example, an extra $20 in your paycheck has less value than $20 found in the street. Create incentives that create better value. Be flexible with the terms of the sale - including length of time to close on new home. Include some items in the price of the home that you might not have originally included. Sell benefits - schools, recreational areas, shopping and restaurants, access to main streets and highways. “Today’s homes need to be priced to negotiate - yet realistic with competitive homes on the market. ‘Location, location, location’ has to be replaced with ‘perception, perception, perception of value.’”
-Gerry Zoberman, Rosewood Homes
“Price it right! Try to make sure the sellers keep the home clean and uncluttered so it shows well. Market the property well. Put it on as many web sites as possible. Make sure you have a lot of pictures. Offer full commissions and incentives. Pray!”
-Raymond Rivera, Exit First Coast Realty
“Price, price, price, price, price. Everything can be cured with price.”
-Rosie Hetman, Watson Realty
“Have sellers get their property appraised to price it right from the beginning. Be sure to have built in price reductions with a certain time frame in the listing agreement. Stage the property like a model home including all cosmetics - buyers expect it. Do Internet advertising. Network with everyone you know, in and out of the business. We all live somewhere!”
-Lydia Keohane, Team Village Realty