Real estate agents, emotional intelligence, and sale price

Can real estate agents with high emotional intelligence get you a higher sale price?

When it comes to selling a home, the prescribed course of action is to set the right listing price and prepare the home to be shown. Real estate gurus proclaim these as the two most important items to making the most money from your home sale. And although these are widely accepted goals to getting your home on the market, recent research may actually counter the conventional wisdom about pricing and staging; while a new line of thinking suggests that you’re choosing the wrong agent too.

Staging, as we know it, has been a staple of home sales for almost forty years. And listing agents almost always discuss it during their listing presentation. Research has already proclaimed that furnished homes sell in less time than vacant homes (see Chien-Chih Peng’s study published in the June 22nd 2004 issue of The Appraisal Journal), but does staging add perceived value to the price? Well, Lane, Seiler, and Seiler (2015. The impact of staging conditions on residential real estate demand. Journal of Housing Research, 24(1), 21-35) conducted the first study to determine the virtues of home staging. Their results suggested that home staging does have some impact on the home buying process, as you might expect; “…we find a neutral wall color and good furnishings do significantly influence a buyer’s perceived livability and overall opinion of the home.” However, the study’s main conclusion was that staging a home does not significantly impact sale price.

If you think that pricing a home is a straight forward process of gathering and extrapolating the latest neighborhood data to your home, think again. There may be more going on in your head than you realize. A recent study by Loveland, Mandel, and Dholakia (2014. Understanding homeowners’ pricing decisions: An investigation of the roles of ownership duration and financial and emotional reference points. Customer Needs and Solutions, 1(3), 225-240) suggested that home sellers make different home pricing decisions based on the length of ownership, anticipation of financial gain, and emotional experiences in the home. It seems that the longer you have owned your home combined with a greater financial gain or positively associated memories, may incline you to over-price your listing and likely maintain a higher price; while those who have a shorter time of ownership combined with less financial gain or bad memories price more reasonably, and are more likely to make larger price adjustments.

So maybe getting the most money for your home comes down to your agent. After all, research confirms that experienced real estate agents sell homes faster and for more money than rookie agents. And yet, subjective conceptions of agent traits may guide you to choose your agent, regardless if your assumptions are valid or erroneous.

Forget savvy, forget aggressiveness, forget connectedness, or any preconceived notion about what personality traits your agent needs. A recent pilot study of licensed real estate agents by Swanson and Zobisch (2014. Emotional intelligence understanding among real estate professionals. Global Journal of Business Research, 8(5), 9-16.) suggested that the key underlying trait for real estate success and financial gain is emotional intelligence (EI). The concept of EI is complex, and is often confused with typical personality traits such as sanguinity or purpose. Rather, EI is the ability to be aware of, and command emotions in oneself and others. Those with EI are thought to be empathetic and able to acknowledge responsibility for actions and emotions. Additionally, those with high EI are likely to better understand and manage others’ motivations – which is fundamental to negotiation.

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Disclaimer. This article is not intended to provide nor should it be relied upon for legal and financial advice. Readers should not rely solely on the information contained herein, as it does not purport to be comprehensive or render specific advice. Readers should consult with an attorney regarding local real estate laws and customs as they vary by state and jurisdiction. Using this article without permission is a violation of copyright laws.

July 9, 2015November 23, 2021

Are you feeling lucky? Belief in luck may boost home sale

Luck is not an attribute that real estate agents will talk about during their listing interview. It’s true. Agents are apt to discuss many things, such as their success, their view of the market, and hopefully what they will do for your listing; but they won’t acknowledge that luck, or serendipity, may have had something to do with the success of some of their transactions. Recent research indicates that luck is actually an important characteristic in sales; and some are “luckier” than others.

Joël Le Bon, Professor of Marketing at the University of Houston’s Bauer College of Business, has been studying the relationship between sales and luck for some time. He recently discussed his research for the Harvard Business Review (Why the Best Salespeople Get So Lucky; hbr.org; April 13, 2015) saying, “…downplaying the power of luck, you stand to fall behind competitors who have learned how to manage it.”

That’s right – managing (or provoking) luck. Even though many “de-emphasize luck” and focus on tangible and measurable actions, Le Bon’s studies show that the combination of the belief in luck and specific sales behaviors have a mutual positive relationship. More precisely: believing in luck has a positive effect on sales behaviors; and exhibiting a specific set of behaviors increases the person’s luck in sales.

Le Bon gives an example how managed or “provoked” luck effects sales. A study of students selling golf tournament sponsorships revealed that those who believed in luck increased their sales 41% over those who relied on “standard sales practices.” And that “76% to 88% of the luck circumstances were incidences of provoked luck.”

Among the luck boosting behaviors that Le Bon listed, includes: competitive intelligence, mindfulness, and change circumstances are relevant to home sales. Those who are luckier tend to be: knowledgeable about the market, competitors, customers and prospects; mindful about their customers’ objectives and open to unexpected opportunities; and thinking outside the box by going outside their comfort zone and seeking new opportunities outside their sphere of influence.

Many successful listing agents also have these traits. Although not attributed to luck, their success could be viewed as “provoked” serendipity. However, they are often able to convert Le Bon’s list of actionable behaviors into successful sales and satisfied clients. Pricing homes accurately requires knowledge of local neighborhood sales trends, not to mention the overall market. Successfully negotiating transactions requires an understanding of buyers and their agents, as well as communication skills. Servicing a listing and being attentive to their clients requires being aware and addressing their needs. And of course, going outside their sphere of influence allows contacting and connecting with more prospective home buyers to sell their listing.

Even though luck, as such, is not recognized as an asset for your listing agent to possess; belief in luck seems to be part of a repertoire of beliefs typically described as a positive attitude – which has been demonstrated time and again as having positive effects on sales outcomes.

However, it’s not just your agent’s beliefs and actions that can affect your home sale. Your attitudes and beliefs can also facilitate or interfere with the sale. If you have a strong emotional attachment to your home, or have unrealistic expectations; your home may not sell, or you may be unsatisfied if it does –regardless of your agent’s skills. But then again, maybe all you need is a little luck.

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April 2, 2015

Home seller expectations are high for 2015 market

Have you ever waited to be seated in the new trendy restaurant? You’re anticipating the menu, and thinking about what you might eat. If the wait is too long, your patience wears thin; you begin to calculate the time to the next open table. You might even scan the dining room trying to determine how much longer individual diners intend to stay at their table. If your wait is too long, you might even decide to leave. If you do get seated, you might be disappointed with an over-priced and limited choice menu.

Today’s housing market is much like the visit to that restaurant. Home buyers are motivated to jump into the market and eagerly await the next home listing; and like the restaurant menu, are often disappointed with limited choice and high prices. Additionally, low housing inventory, much like the restaurant’s long table turnover, may leave many to look for other options; some would-be home buyers are putting off their purchases and renewing leases for another year.

One of the factors that contribute to low housing inventory is the velocity of home ownership (how often a home gets sold). And indeed, home owners are staying in their homes longer before selling, according to a special study conducted by the National Association of Home Builders (nahb.org). Dr. Paul Emrath, of NAHB’s Economics and Housing Policy, provides details in a follow up study showing a decline in home owner mobility since 2007. Single family home owners stayed in their homes for an average of 12 years between 1987 and 2007. However, since 2007 the average time the home owner stayed in their home increased to 16 years. And since 2001, first time home buyers stayed in their homes 4 to 7 years less than move-up buyers.

If you’re one of those who feel that your stay in your home has been long enough, it may seem as if the market would favor a home sale. You might believe that the low inventory environment should make your sale quick, and possibly resulting in multiple offers. After all, the low number of homes listed for sale was cited for price growth by National Association of Realtors® Chief Economist Lawrence Yun in the NAR March 23^rd press release (realtor.org). And it makes sense to think that that first time home buyers should be motivated by relatively low interest rates and higher rents.

But before you set your expectations too high, consider that not all homes sell quickly – even in today’s low inventory environment. The Montgomery County average days on market during February exceeded 70 days. And even though the NAR reported a 7.5% increase in the average home prices across the country during February; the Montgomery County average sale price during February decreased 5.4% compared to the previous February and decreased 2.1% compared to January, according to RealEstate Business Intelligence (getsmartcharts.com).

If you’re putting your home on the market, don’t take home buyers for granted. Just like diners at the restaurant, home buyers have high expectations and want choices. Home buyers typically look for a combination of location, quality, and value. And just because inventory is low, buyers are not compelled to purchase your home – especially if the home is perceived to be over-priced.

For best results this spring – work with your listing agent to prepare your home, and price it according to neighborhood trends.

December 4, 2014November 23, 2021

Overcoming challenges of a winter home sale

Some might say that selling a home during the winter is advantageous because of limited seller competition. Although it may be true that there is less competition, there is typically less home buyer traffic during winter months as well. Additionally, many home buyers who look during the winter months expect home sellers to be more flexible about pricing, and may subsequently make a lowball offer. However, if you’re having your home on the market during the winter, preparation and marketing can increase your success.

Ideally, you have your furnace checked and cleaned annually by a licensed HVAC professional. But if you don’t, this might be at the top of your list to ensure your home is comfortably heated to warmly greet home buyers from the cold.

Checking the condition of the home’s roof, gutters and downspouts can lessen the impact of severe weather, including heavy snow and ice. Ice dams resulting from melted and frozen snow are known to lift roof shingles and siding – which can allow water to make its way into your home. Water penetration from ice dams can damage ceilings, walls and window casings. Left unrepaired, mold and possible structural issues may develop; which is obviously an issue when selling a home.

Snow and ice removal/treatment from sidewalks and steps is essential when selling your home, so as to lessen the possibility of someone slipping and getting hurt from a fall. Additionally, downspouts should also be cleared of snow to reduce drainage blockages, which can be a source of water buildup around the home’s foundation.

Another winter concern is plumbing maintenance. Problems with pipes can arise anytime the temperature falls below the freezing point. There is a misconception that frozen water inside pipes cause pipe ruptures; however, pressure that builds up from trapped air within frozen pipes is typically the culprit. A licensed plumber can advise you on preventing freezing pipes.

If you’re selling a vacant home, you might consider winterizing it. “Winterizing” is a term that describes the draining of the plumbing system. Winterizing may reduce the risk of bursting pipes and damaging plumbing fixtures. Hiring a licensed plumber to winterize/de-winterize may decrease the probability of damage to the plumbing system from any high pressure build-up. If you are out of town, you might consider having a trusted person regularly check on the home (even if you are listed with a real estate agent). This person can take care of any house related issues that may arise while you are away.

Decluttering your home can sometimes be a challenge; and during winter months, it can be even be more challenging to keep the home clutter-free. Winter is when we spend time indoors, creating comfort areas where we may accumulate “stuff.” Organization can help limit accumulation of winter clutter, but a daily tidy up may also be necessary to be ready for any buyer viewing.

Just because it is winter does not mean you should stop actively marketing your home sale. Having a winter pricing and marketing strategy can prepare for showings and negotiating with lowball offers. Weather permitting, winter open houses are a great way to allow potential home buyers to view your home in a controlled concentrated time period. Communicate with your agent about showing times and instructions; you may need additional notice for any last minute tidying as well as changing your availability due to the holiday season.

October 24, 2014July 5, 2019

Trendy is not for home staging

Departing from the safety of natural materials and earth tones, big and bold interior design has become popular this year. Many designers have talked about 2014 as the year of using bright colors, brass and other yellow metals throughout the house. But if you’re selling your home, tread cautiously– because trendy may not be the best choices for staging your listed home.

Kelly Walters of HGTV (Color Trends: What’s New, What’s Next?; hgtv.com) talked about color use in the home, over the last ten years, being a reflection of our need for safety after 9/11 and the Great Recession. However, this is the year for change, and it’s reflected in the colors we choose for our interiors. A palette of gray hues is replacing the use of browns as the favorite neutral color; while reds, pinks, and violets are trending in popularity.

Using brass throughout the house has been the buzz during 2014. Kate Watson-Smyth reported the popularity of brass (Why brass is back as the new must-have metal for home décor; Financial Times, January 24, 2014; ft.com) as being a trend moving away from shine towards warmer tones. The use of brass and similar metals has also expanded from stylish bathroom finishes and hardware to fixtures as well as furniture.

Remember wallpaper? It’s back! Realtor® Magazine’s Barbara Ballinger wrote about how wallpaper has made a comeback. Relegated to accents, wallpaper is once again acceptable as wall covers (Wallpaper: Back in the Game; Realtor® Magazine, October 2014; realtormag.realtor.org). The new generation of wallpapers are eco-friendly and easier to use; inks are typically water based, while many papers are designed as “peel and stick” to be easily removed and reused.

Kitchens are important to many of us, and what could be better for the home chef than their own hydroponic garden. On her blog The Entertaining House, Jessica Ryan (jessicagordonryan.com) describes the Chef’s Garden Wall hydroponic system, “Fresh is the new green.” Because some kitchen hydroponic systems are low maintenance, you don’t necessarily have to be a gardener to have fresh greens at your finger tips all year.

Although trendy interior design may seem modern and stylish, it may not be the best choices when selling your home. Melissa Tracey wrote in her Home Trends Blog (5 Design Trends You May Want to Avoid in Staging; August 11, 2014; blogs.realtor.org), “Staging in trendy fabrics, colors, and finishes may offer up buyers a feeling that the home is up-to-date and move-in-ready. But getting too trendy can also backfire, particularly if it’s too personalized.”

And about those interior design trends I listed above? Tracey says to “steer clear.” Although wallpaper may be a tempting and easy way to brighten up a room, she says to stick with paint because wallpaper may interfere with a buyers’ vision of living in the room. And when painting, she says that trendy colors may be “too bold” for buyers; sellers should stick with neutral colors, using bolder colors as accents (such as pillows, rugs, and lamps). And although many designers are going all in on brass, it’s best to use it sparingly as accents when staging your home. The trend toward doorless kitchen cabinets is to be avoided, because buyers will undoubtedly ask “Where are the doors?” And finally, Tracey points out that the highly popular Tuscan and French Provincial themes are giving way to transitional and contemporary styles.

By Dan Krell
©2014

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Can real estate agents with high emotional intelligence get you a higher sale price?

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