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Advertisements
do not sell homes. The major attraction to buyers is the area. Research
shows that 98 percent of homebuyers cite the area as their major reason
for buying. They come to the area BEFORE they buy. So, all an agent has to
do is attract the buyers who are looking in the area.
Attracting the Buyers.
Competent agents know how to attract buyers. They make it easy for
buyers to buy. These agents will make themselves readily available to
genuine buyers. They attract buyers to their offices and then they
discuss the homes they have for sale.
The best agents maintain records of buyers. Many times, the agents will
find the right buyer very quickly because the buyers are already
"on their books". This is intelligent marketing, the opposite
to what most agents do.
Homebuyers spend an average of 107 days searching for the right home.
These buyers are IN the area, looking around. They want that special
home. And they will pay the best prices for the homes which they see as
special.
Keep
your Home Special.
One of the worst things agents do is allow homes to lose that special
appeal. Freshness attracts buyers. Homes that have been rejected by many
buyers are hard to sell. The same principle applies in most selling
situations - fresh stock always gets the best price. Old stock gets the
lowest prices.
Advertise
to Buyers Only.
To protect the value of homes, an agent should only discuss a home with
buyers who are likely to buy it. This is the opposite to the 'hit and
miss' method typically used by agents who allow anyone to inspect homes.
Knowing that all buyers come into the area - and most spend weeks
looking for that special home, here is what the best agents do: Attract
buyers by appealing to them all. The agent then tells the buyers about
homes which may suit each buyer. And then the buyers inspect the homes
at times which suit them. The buyers buy homes that suit them, the
special homes. Everyone is happy - the sellers who got the best price,
the buyers because they found an agent who found them a special home.
And the agent then gets paid for doing what the sellers want. It's
honest business where no-one gets hurt.
It's
your Home. You are the Boss.
You employ an agent to sell your home for the best price. You do not
employ an agent to advertise your home, take kickbacks, damage the value
of your home and then demand payment when your home does not sell or if
it sells for thousands less than you expected. This is madness.
If advertising really was the cause of selling your home, why use an
agent? Why not just advertise your home yourself and attract the buyers
for yourself? Why pay twice - once for advertising and once for
commission?
Homesellers are quickly waking up to what's really going on - agents
advertise to promote themselves, to pocket kickbacks, to attract more
sellers and then to condition their sellers down in price. Sellers are
now realising that typical advertising damages the value of their homes
and leads to lower prices.
With the real estate market slowing down, it is vital that sellers
understand how to get the best price in what is rapidly becoming a
"buyers' market".
For more information on how to protect yourself from the tricks and
traps of real estate, please read the book, 
Click here to view extracts.
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