Hiding the Wrecking Ball Does it matter to the Seller if they know that their Buyer intends to do a “gut rehab?” (pretty much what it sounds like). Sometimes. There are certainly some home owners who are so psychologically identified with their home — and think that its condition and appearance are so perfect, just...Read More
The Limits of Spin I addressed overcoming home shortcomings in a post earlier this week, “Fielding Buyer Objections.” Sometimes, depending on what they are, you’re better off simply conceding the drawback(s) and emphasizing the home’s strengths. Case in point: a home I showed this week that has a particularly dark basement. The listing agent’s response?...Read More
“Tear Down This Wall(paper)!?!” No, Ronald Reagan didn’t say that — a Realtor did. Earlier this week I attended a Realtor meeting in a very impressive — but cosmetically dated — home, where, after extolling the home’s many virtues, the listing agent/host asked for input. “Tear it down,” came the first agent comment. “The wallpaper,”...Read More
Marketing Opportunities — Taken & Missed The MLS database has two places — “Public Remarks” and “Agent Remarks” — where listing agents (representing the Seller) can describe the property. Good agents use the Agent Remarks field to supplement and punctuate the home’s key selling points, as described in the Public Remarks. That’s especially the case...Read More
Prepping For Sale You can pay me now, or pay me later. –Oil filter commercial, circa 1970’s One of the more difficult conversations listing agents can have with their Sellers concerns spending (some) money to prep their home for sale. That’s an especially sensitive topic if some (or all) of the homeowner’s motivation for selling...Read More
Showing Directions asMarketing Strategy One of the most famous lines in sales is “always be closing” (“ABC”). Less well-known — but equally important — is “always be marketing.” I was reminded of that yesterday when I was showing homes to Buyers yesterday in the West suburbs. “Out of Bounds” Showing Directions Prior to meeting clients...Read More
