Referrals Everywhere

It's been a busy few weeks for people calling me to ask for help in selling real estate here and elsewhere. After all the talk about the Internet as a way to sell real estate oneself, and all the fears about the demise of our profession, it's heartening to see how many buyers and sellers out there know that they can use our help profitably. Even though all the studies show that the vast majority of transactions are done through real estate companies, there is a perception that that time has passed. It is true that the information buyers need can now be found online in many cases. What isn't true is that buyers don't need assistance in interpreting the data, in learning about a region, and in structuring an offer. And sellers are much the same. I've heard some talk about using Zillow to price a property, although it is very unreliable in certain areas. I've also known people who do their own marketing and even open houses. Much more often, though, I've heard people say how much they value having an intermediary in the negotiations, especially when they know the other party. What would seem to be an advantage--familiarity with the other side--makes most sellers and buyers very uncomfortable. The addition of professionals is highly comforting. At a time when saving money is chic, the use of real estate agents and agencies is a clear sign of their value. And you get what you pay for. As they say about lawyers ("he who represents himself has a fool for a client"), so goes the saying for sellers and buyers.

Open Houses

As the weather improves, we are seeing more and more open houses, and more and more buyers are showing up. I guess it's not surprising that many of them are first-time homebuyers, and I guess it's not surprising that many of them are unrepresented--that is, they come to the open house without an agent or an agency agreement.

Since many of these buyers are younger, it should stand to reason that they read about the open houses on the Internet, where we can put open house notices. Interestingly, we do get a fair number of visitors from newspaper ads, which seems old-fashioned for Gen X and Gen Y buyers. Some are just driving around and come in when they see the sign.

Many of us now do a goodly portion of our shopping on the web, but there are certain things that are hard to buy that way (although I do have a friend who bought a tuxedo for his son's wedding on the web, his wife made him buy another one in person!). Houses, despite better and better virtual tours, fall into that category. You have to look in person at the place you're going to buy.

The new generation of homebuyers doesn't want to plan ahead for house shopping, any more than they want to plan Saturday night early in the week. Therefore, open houses are the most efficient way of looking at properties without having to make an appointment, and hence the high number of buyers visiting open houses these days.

What does this mean for sellers? Ironically, the oldest means of advertising--signs and open houses--are once again at the forefront of our collection of sales tools. Overlook them at your peril, and keep an open mind. And, of course, clean and de-clutter your house!

More Confirmation on Pricing

The lead article in yesterday's New York Times Real Estate section confirmed yet again what real estate practitioners know, but are often unable to convey persuasively to others. It gave examples of sellers who priced their units aggressively in today's market, and kept lowering the prices without success. It contrasted that with sellers who priced so as to seem to be a "good deal", and told about the bidding wars that have been taking place in such cases.

Underlying this phenomenon is a change in the marketplace from the past: Now buyers, who get more information through the Internet and by looking at more places before buying, are more educated about prices than they used to be. They can tell when something is priced to sell, and they know that they have to move quickly. They also know that, often, there will be multiple offers; therefore, if they want to get the property, they may have to bid over the asking price.

This has happened to us so many times that we can all attest to its effectiveness. We cannot, however, seem to convince sellers that they will actually receive higher offers by pricing the property lower. It's not unlike the psychology of pricing store items at sale prices, to stimulate demand and encourage prompt purchases. Of course, the seller can always reject an offer, if it does not meet his or her specifications. The point is to get offers, particularly to get enough offers to assure that fair market value is established.

Separating oneself from the pack is key in this market. Unfortunately for our business, pricing aggressively does that!

A snowy weekend

I'm sitting in my office waiting for the snow to begin. The first big snow of the season always leads to cancellations and traffic, but little real estate activity. Most of our activity this week has been in the form of office parties. Spirits have been surprisingly good, although maybe it's due to the spirits consumed! We've had many toasts to a better 2009.

What I am seeing, however, is that those listings that our offices collectively think are "well priced" have been selling. From one meeting to the next, more than half of those will have gone under contract. That's very surprising, considering that it seems as though nothing is selling. I guess that's because we're only talking about 5 percent or so of all the properties we have listed. I put quotation marks around well priced because it's so hard to know what that means now. Even if a seller took our advice when he or she listed it, it's probably lower now. Past sales are very little indication of what will happen today, and buyers are only signing if they perceive that they're getting a bargain. Believe it or not, there are still some multiple bid situations when that is the case. The internet provides so much information, and most buyers look at so many properties, that they know right away if they need to move quickly to lock something in before it sells to someone else. What does this mean for sellers? Your property must stand out in a sea of listings, and price is the most important factor for all but a very few.