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The Last Refuge of a  Scoundrel Desperate Listing Agent

When you see a Realtor trumpeting a home’s price per square foot, you can surmise which of the following?

A.  The home’s a bargain;
B.  It lacks emotional appeal;
C.  It’s big;
D. The agent is desperate, inexperienced — or both.

Correct answer:  “B.”  (the others are all “Maybe’s”).

What does it mean when a listing agent (representing the Seller) resorts to an intellectual/rational appeal to sell a product that is unfailingly bought emotionally?

“That’s all they got.”

Brain vs. Heart

Unlike commercial space, which is leased/sold by the square foot (and Class), residential space varies dramatically.

So, it’s conceivable for one home on a block to sell for $150 a square foot, while its neighbor a few doors away sells for 50% more.

Or 50% less.

Result:  there’s not necessarily a meaningful range to price off of.*

Instead, the smarter sales strategy is to tout a home’s beauty, allure, prestige, etc.

If you can . . .

*Many home Sellers who use Zillow, Trulia, etc. to value their home neglect to note that these “services” quote an extremely wide range, e.g., “$500k plus or minus $150k” — with a low confidence level, to boot.

About the author

Ross Kaplan has 19+ years experience selling real estate all over the Twin Cities. He is also a 12-time consecutive "Super Real Estate Agent," as determined by Mpls. - St. Paul Magazine and Twin Cities Business Magazine. Prior to becoming a Realtor, Ross was an attorney (corporate law), CPA, and entrepreneur. He holds an economics degree from Stanford.

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