The housing market slump has been fueled by the wave of foreclosures resulting from those “creative” mortgages in our recent past. Last week I talked with Jeff Aicken, a loan officer with Century Mortgage in Louisville, Kentucky to get a professional’s view in layman’s terms on what happened, how it happened, and what real estate agents can do now to make the situation better for their clients and for their own bottom line.
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real estate industry,
working with buyers,
working with sellers
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You just landed a wonderful listing. Congratulations! It’s a tough market right now, but the home is in a good neighborhood and with just a little work it may be sold in a couple weeks.
Then you actually start working with the client. This client is motivated to sell the house, but is completely unwilling to raise a hand to help you stage, show or sell the home.
They want to move because they already have a new house. They don’t want to organize, paint or be bothered with “the old house” and they don’t believe it matters. Your suggestions are meeting with resistance and you get the distinct impression that your recommendation that they paint the dark blue entryway a lighter color is… well… rude.
You don’t want to upset the client, but you can’t engage them in the project. You need them to be cooperative. How do you achieve that goal?
In three easy steps… Continue reading »
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staging,
working with sellers
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Today the kitchen has lost its position as the “heart of the home” that it enjoyed in generations past. According to a 2004 report on dining out, single professionals eat over 50% of their meals away from home. And, in recent trends data… the NationalRestaurant Association (NRA) reports that restaurant sales will rise nearly twelve-fold from the 1970 figure of $42.8 billion to a whopping $511.1 billion this year!
So, where does this leave you when you are trying to show a home? It makes it essential that you outline the ideal kitchen and help your listing clients ensure that their kitchen shows well.
Yes, some people are gourmet cooks, some families still eat dinner together every night, and some individuals consider their kitchen the only real place to “congregate with friends.” But many homeowners eat out more often than they cook at home. Add to that the number of meals that are “delivered” and the number that are eaten “en route” to work and school… and you may find that the kitchen has taken a back seat when you are showing a home. Continue reading »
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get organized,
staging,
working with sellers
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If you are considering redoing a bathroom before putting your house on the market, or if you are a real estate agent advising clients, you may be interested in the latest survey on… of all things… what people hate in bathrooms.
A UK plumbing company hosted the survey and secured over 1300 responses. To learn more visit PlumbWorld.com at: www.plumbworld.co.uk/info-107.
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real estate industry,
working with sellers
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As a real estate agent, technology is important to you. You use it every day to conduct
business, do research, access potential clients and to communicate. You know technology use is growing. What you may NOT know is that technology and home offices are quite possibly one of the biggest selling points a house can offer.
While family size is still declining, the number of people working full-time or part-time from home (and those executives that need full-office access from home) is on the rise. Continue reading »
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staging,
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Ok, you have been in real estate long enough to have endured a few listings that you would
rather NOT have landed. Let’s call them ugly ducklings, shall we? Now, how do you market them? Here’s how you can invite people to recognize their potential and help the homebuyer see them as a swan! In the same way we make lemonade when life deals lemons, you can find something good about any property – no matter how flat it may seem at first glance.
It’s not just tiny homes or homes “out-of-step” with the neighborhood that need special care. In fact, I’ve helped market multi-million dollar listings with bedrooms that left me astounded.
“THAT is the master bedroom? The bedroom in my first apartment was nicer!” My solution? I don’t mention the master bedroom. Instead, I highlight the triple-sized whirlpool with adjustable jet streams in the master bathroom with the marble steps and the heated towel racks. Accentuate the positive and simply ignore the negative.
In smaller, less dramatic homes, you may need to create positives by altering your potential buyer’s perspective. You may not have the luxury of ignoring difficult features. And, it’s not a matter of sticking the term “handyman’s dream” or “fixer-upper” on it and calling the marketing plan complete. Nor, is it convincing the seller to list it below market value, so you have a chance of turning it over quickly.
Remember, every home has something charming about it. It’s your job to find that “something” and frame it attractively for display through your marketing approach. Here are a few tips to do just that:
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marketing,
staging,
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Not necessarily. In real estate, the quality of your text makes the difference between a potential buyer merely skimming past your listing and having that buyer make first contact with you.
A picture is the “grabber” – it captures immediate attention and entices your target audience to read. But, the description is the “cincher” — it compels your audience to call you, e-mail you or visit your website. And, once you establish contact, you begin the real work of making the sale.
Words add depth and character predisposing buyers toward or against a property they have just discovered. Image and “feel” are particularly important. You must paint a picture, one so personalized they can see themselves stepping into it. The property should be described in terms that make it not merely a house, but a place they want to call home.
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marketing,
real estate industry,
working with buyers,
working with sellers
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Last month we discussed how to court expired listing clients. This month we will discuss how to build an expired listing niche for your real estate business and why you should consider “niching” as a powerful way to expand your business.
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marketing properties,
real estate industry,
working with sellers
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Last time we discussed how to approach the expired listing owner. This month we will cover how to prove your value to these potentials —even before they become clients. This five-step approach to courting the expired listing homeowner will help you convert their expired listings into your new listings!
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marketing properties,
real estate industry,
working with sellers
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You have probably spoken with individuals who have listed their home and have waited anxiously as absolutely nothing happened. Eventually, their listing expired. They are probably disenchanted with the home-selling process in general and may be frustrated with real estate agents in particular. So why should you approach them? Because you now have an unparalleled opportunity to rise above the competition and SHINE!
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communication,
marketing properties,
marketing you,
working with sellers
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