Category: home seller tips

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Truth in advertising: When selling your home, advertise the truth

by Dan Krell © 2010

It is often said that the truth shall set you free, but the truth may also help you sell your home. You might think I’m talking about disclosing material facts (which you should always do), but actually I am referring to how you describe and advertise your home. Accurately describing your home and providing truthful photos may attract actual home buyers who are searching for a home just like yours.

Descriptions of your home in the MLS and other advertisements, as well as photos, are designed to attract home buyers who are searching for the specific features of your home. Home buyers may be attracted by the message you send them, however they will only buy the home that meets their criteria.

You see, searching for homes on the internet is akin to internet dating. Just like internet dating, you want to put your best foot forward. You want the photos to be attractive and your description to be tantalizing. However, distorting photos (or posting photos that are ten or twenty years old) as well as exaggerating your description will most likely make people angry for deceiving them. If you portray your home as something it is not, you are certain to upset home buyers and agents for wasting their time.

Because of its convenience, online virtual tours have become one of the main tools that home buyers use to choose what homes to view in person. As you might imagine, some agents and home sellers are tempted to use digital photo programs to make the homes look better on the internet. Using the “pinch” function to make rooms look larger, they may feel as if they are doing minor photo “touch ups”; but in actuality they may distort what the home looks like. In extreme scenarios, they may cover-up material facts about the home.

Consider telling the truth. For example, if your home is very well maintained but hasn’t been updated since Ronald Reagan was in the White House, then you might consider describing the condition and maintenance of the home rather than saying the home has “updates.” Think about listing the actual number of bedrooms in the home as opposed to listing the number of potential bedrooms if the basement was finished. Additionally, if a queen size bed fits comfortably in the master bedroom; don’t distort the photo to make the bed appear to be a California king size!

If you’re frustrated by having your home on the market for what may seem to be a long time and your home is priced correctly, reconsider how your home is portrayed to home buyers before making a price change (over-pricing your home is a separate issue). Many agents seek price changes as a means to a quick sale; however before lowering the price, have a chat with your agent about how they are describing the home and consider re-taking photos.

Home sellers with whom I have consulted have had positive results once they realized the message they were trying to send to home buyers was not congruent with their home’s characteristics. Remember, a hog in a tuxedo is still a hog; don’t make the home out to be something it is not just to attract home buyers.

This article is not intended to provide nor should it be relied upon for legal and financial advice. This article was originally published in the Montgomery County Sentinel the week of August 9, 2010. Using this article without permission is a violation of copyright laws. Copyright © 2010 Dan Krell.

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Hiring family to sell your home: A relative experience

by Dan Krell © 2010

The thought of hiring a real estate agent can be unnerving, let alone the fact that you might have to consider hiring a family member to act as your listing agent. For some, familial pressure to hire a relative could be intense and may be a potential source of conflict; while for others, no one but “Cousin Jerry” would be considered to list their home.

Some people are ambivalent about hiring relatives for any service, let alone for a real estate transaction; they believe that mixing business with family matters is not a good idea. Besides asserting discretion over their business and financial dealings, these folks know that family ties and relationships could be at stake if the sale doesn’t go as expected. They do not want family matters or guilt to interfere with business decisions, especially if they feel a need to fire their real estate agent or even seek recourse.

Still many people do not have a second thought about hiring their “Cousin Jerry” as their listing agent. Besides feeling an expectation to do so, some people cite a comfort level and trust that exists from their long time relationship (which can be hard to come by when working with a stranger).

Many experts agree that it is not a good idea to hire a relative who is inexperienced and/or has a record of poor performance. So if you plan to hire a relative to list your home, consider that practicing real estate can sometimes be difficult even for a seasoned professional, let alone someone who is new to the field and/or is a part-time practitioner.

Believe it or not, the issue of commission is typically secondary when it comes to hiring a relative to list a home. Don’t expect to pay the least amount of commission if you plan to hire “Cousin Jerry” to list your home; he may be directed by his broker on commission negotiation. The fact is that most real estate agents are negotiable when it comes to commissions and you might find a better deal from someone else.

If you’re intent on “keeping it in the family” consider interviewing “Cousin Jerry” as you would any other real estate agent; become familiar with “Cousin Jerry’s” license and experience. Although “Cousin Jerry” may have a real estate license, it may not be in the jurisdiction where your home is located. However, if his license is within the proper jurisdiction- he may not be experienced in the local market.

“Cousin Jerry’s” lack of local market experience could jeopardize your sale by not providing the proper disclosures and understanding the various contracts of sale. Seller disclosures requirements may vary depending which county/city your home is located; even full time agents have a difficult time staying on top of county differences in seller disclosures. Additionally, “Cousin Jerry” should be careful to pay attention local agent etiquette, as potential buyers could be turned away.

If you want to work with “Cousin Jerry” but want to mitigate family interference, a couple of alternatives you might consider include: having “Cousin Jerry” refer you to an experienced local agent for a referral fee (so he is indirectly involved); or, have “Cousin Jerry” work in tandem with an experienced local agent so a professional can act as a buffer from family matters.

This article is not intended to provide nor should it be relied upon for legal and financial advice. This article was originally published in the Montgomery County Sentinel the week of July 19, 2010. Using this article without permission is a violation of copyright laws. Copyright © 2010 Dan Krell.

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Check your ego and get out of your way

by Dan Krell © 2010

If you’re going to sell your home this spring, “check your ego.” Having a high self esteem is a good thing; however, having an over-inflated worth of your home can cost you money and aggravation.

Listing your home at a realistic price can decrease the home’s “days on market,” and reduce the probability that you would have to significantly lower the list price down the road. Last year, many home owners who were unwavering in their belief that there home was worth more than what the market would bear found that selling their homes took longer and ultimately accepted a price much less than they had hoped. Other home owners who were determined to sell at the higher price eventually exasperatedly withdrew the listing.

Last week’s release of the Standard and Poor’s/ Case-Shiller Home Price Index for January 2010 (standardandpoors.com) revealed that home prices continue to fall; although the silver lining is that the rate of price depreciation is not as steep as it was a year ago. The composite index of 20 metro areas is down 0.4% from December 2009 to January 2010 and down 0.7% from a year ago; nationwide average home prices are at 2003 levels. The Washington DC metro area fared much better than other metro areas; Washington metro area home prices only fell 0.2% from December 2009 to January 2010, however home prices increased 3.5% from the same time last year!

Statistics reported by the Greater Capital Association of Realtors (GCAAR.com) support the findings of the S&P/ Case-Shiller Home Price Index. Average home prices for single family homes in Montgomery County fell between December 2009 ($480,931) and January 2010 ($451,255). Data compiled and reported by the Metropolitan Regional Information Systems, Inc. (MRIS.com) also substantiate these data, such that the median area home prices decreased comparing data from January 2009 to January 2010. However, home prices slightly increased in February 2010.

Many home owners remain confused about the unstable real estate market due to ambivalence caused by the reality of a downward market conflicted with their own value assessment of their home. Needless to say, home owners may find it more difficult to come to terms with the reality that today’s depreciated home prices have fallen to 2003/2004 levels (as indicated by S&P/Case-Shiller Home Price Index), especially if they attempted to sell their home last year. Additionally, home owners are disserved by over-aggressive real estate agents who will say anything to get the listing; including telling the home owner that the home can sell at a much higher price, when the comps clearly suggest otherwise.

Obviously, selling your home is ultimately your decision. Since the decision to sell may hinge on many factors including the sale price, consulting with several different Realtors about neighborhood comparables can give you a good command over the neighborhood data as well as a realistic range of sale prices. If another factor of your sale is the purchase of another home, remember that real estate is relative such that the home you may purchase may be just as good of a buy as your home will be to another home buyer.

Clearly you should not sell your home if you are content living there. But if you are in the position to sell your home and want a successful sale- get out of your way.

This article is not intended to provide nor should it be relied upon for legal and financial advice. This article was originally published in the Montgomery County Sentinel the week of April 5, 2010. Using this article without permission is a violation of copyright laws. Copyright © 2010 Dan Krell

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Home Listing Photos: revealing more than ever

If you’ve been looking at home listings online, I’m sure you’re drawn to the photos. In an effort to distribute information to agents and consumers, the real estate industry has embraced cutting edge technologies that include embedding photos in home listings. Multiple photos and virtual tours can make it seem as if you are actually in someone else’s home, but sometimes the pictures (or lack thereof) can be more revealing of a home’s shortcomings.

Nothing helps a home sale more than multiple quality photos in the listing. The photos help home buyers see the home from the convenience of their office or family room. Both the exterior and the interior can be viewed without actually visiting the home. Realtor Magazine (published by the National Association of Realtors) has published many articles on the importance of using multiple photos in home listings and marketing to help them sell faster. If your home is on the market (or you are thinking of listing it soon) take note of this April 2nd, 2008 article (“How Photos Help Sell Homes”) which indicated that the days on market is drastically reduced when there are multiple quality photos: “A property with a single photo spent 70 days on the market (DOM) on average, while DOM fell to 40 with six photos, 36 with 16 to 19 photos, and 32 with 20 photos…” The same article also reports that your home will probably sell for more if your agent posts multiple quality photos compared to posting only one photo; “listings with one photo sold for 91.2 percent of the original price, while homes with six or more sold for 95 percent of the original price…”

Although you might think that with the availability of technology allows having multiple quality photos to be standard practice among real estate agents, either through hiring a professional photographer or taking the photos on their own. The fact is that many agents still do not take advantage the technology (for various reasons).

What’s more troubling than not having photos in your listing is having exaggerated photos in your listing. Yes, some agents go to the opposite extreme of using photo editing software to “stretch” the truth in their photos. Some try too hard to emphasize features such that the photos look bizarre and occasionally cartoon-like. Although Article 12 of the National Association of Realtors Code of Ethics states that “Realtors shall be honest and truthful in their real estate communications and shall present a true picture in their advertising, marketing, and other representations…”, it is becoming more common to find embellished photos.

Home buyers are savvy and can spot “enhanced” photos, often wondering what is being hidden in the photo. Like the listing without photos, home buyers generally skip those listings where they encounter “enhanced” photos. A common complaint from home buyers is, “the rooms look larger in the virtual tour.”

If you’re planning to list your home, make certain that your listing agent uses the technology available to them to give your sale every possible edge; but make sure there are no extra “enhancements” that may turn buyers away. The bottom line is that your sale has a higher probability of attracting home buyers when you have multiple, high quality, and accurate photos of your home.

by Dan Krell © 2010

This article is not intended to provide nor should it be relied upon for legal and financial advice. Using this article without permission is a violation of copyright laws.

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What’s more effective, a marketing strategy or a marketing plan?

Successful home sales begin with a marketing strategy and plan.

by Dan Krell © 2010

Does your listing agent have a marketing plan or a marketing strategy? Ok, it was a trick question. Actually, your agent should have both! Long gone are the days of receiving ten offers a day after the sign goes in the ground. In order to get an edge over the competing neighborhood listings these days, successful listing agents need to have an understanding of planning and strategy concepts, as well as their application.

A marketing strategy is the process of positioning your home; in other words your agent researches and compares data from the neighborhood and your home, as well as comparison data from other homes in the neighborhood and extended market area. Comparisons are made between your home’s characteristics and style to the neighborhood to determine similarities and differences. Once the data is compiled and evaluated, trends begin to appear that brings your home to life; your home begins to have a personality of its own.

Your marketing strategy should also include price. Due to recent market fluctuations, price is a major concern for home sellers. Market instability can reveal erroneous data which may cause you to either set your price too high or too low. Nothing can ruin an effective marketing strategy more than over pricing your home, which can severely limit the number of home buyer viewings; while listing too low can result in selling for too little. Listing and sales price data reveal trends that will assist you in setting an initial list price (as well as subsequent price adjustments).

Once your home is on the market, your agent’s marketing strategy (or lack thereof) will determine how home buyers and real estate agents react when thinking of your home. You should be certain that the strategy is appropriate and inclusive because re-positioning your home can be very difficult; the image that is presented to buyers and agents will be impressed forever in their minds. Additionally, word gets around the area fairly quickly, so negative images are surely to be passed along to others who may not yet have seen your home (and ultimately may not because of the shared information).

The marketing plan can be considered a road map in the application of the marketing strategy. It goes without saying that everyone’s listing is on the internet these days, as well as most agents advertising in the local papers. But as any marketing major might tell you it’s not the ad itself, but what the ad says. So, having ads, placements, and flyers generally do not get the attention of home buyers on their own, rather it’s the strategy that is being expressed that grabs home buyers’ attention. Additional consideration should be given to where and when ads about your home will be placed.

The marketing plan should not stop at an internet and print advertisement. The plan should include when open houses should be held (including what to say to visitors), and other means of reaching out to home buyers (such as post cards and broker opens).

Although marketing strategies and plans are vastly different, they are related. The marketing strategy determines the positioning of your home; while the marketing plan is the map that is followed to help home buyers find your home. Without a strategy and plan, your home sale will have to rely on sheer luck.

This article is not intended to provide nor should it be relied upon for legal and financial advice. This article was originally published in the Montgomery County Sentinel the week of January 18, 2010. Using this this article without permission is a violation of copyright laws. Copyright © 2010 Dan Krell

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