The big distraction in real estate sales

Yesterday a woman called our Sutton office and her call was put through to me. Now, this might have been a competition bureau call where they pretend to be a possible client. Regardless, the question she asked was what our office charged for commission. She was commission shopping; the biggest distraction affecting our profession right now. My answer went something like this:

I believe the better question for you is this, "what is the most effective way to get my home sold for the most money with the least stress?" And, while on a roll, I mentioned that the biggest distraction in our area is wondering who's cheapest or who is making what. Trust me, if my financial planner is making me money, I hope he is also profiting from the experience. He doesn't need to discount his services -- I'm glad to pay and happy for his professional skill that is guiding my humble nest egg in trying times.

If a professional delivers spectacular results and nets you a great price for your home -- all the while giving you the utmost service and communication. Do you really care what they make? Since when did we reward cheapness? Are we all doomed to worship at the shrine of the Walmart models of business?

Why do we allow ourselves to become distracted by the shiny prospect of paying as little as possible for professional services? Do you choose a dentist, lawyer, electrician, handyman or any other valued specialist based on how little they charge? Or do you rather choose based on the value of their service, the long lasting benefits and better result?

If a race to the bottom of attempted to get a cheap service instead of a great service continues the end result is going to be very costly.

Selling your home isn't like putting your used civic car on kijiji......it is likely the largest asset you have. So, here is my suggestion when looking for a Realtor that will, in the end, make YOU the most money.

1. look around and get as many recommendations as possible about the skill set and approach of the Realtor

2. look at and meet with a few Realtors (with an ear to hear more than how little they get paid.)

3. look for a full time Realtor -- with their head fully in the profession.

4. look for a Realtor well respected by their colleagues (as in, their colleagues LOVE showing their listings)

5. look for a Realtor who advises wisely (even if not the popular or easy route)

6. look for a Realtor who is invested in the community and gives of their money, time and talents to make YOUR community a better place to live.

7. look for a Realtor who is a skilled negotiator (hint....if they can't negotiate a good compensation for their own skills -- do you think they'll be the best at negotiation the highest price for your home?)

8. look for a Realtor who is true to their word -- they say what they mean, mean what they say. This person is going to call you when promised and communicate as promised.

9. look for a Realtor who is a resource before, during and after the sale -- not just a one hit wonder sales person out for the quick cheque.

10.  look for a Realtor who will not string you along (taking your listing at a price they know it won't sell for and then badgering you for price reductions. We call that "buying the listing.")

I could go on....but you get my point. Choose wisely, you owe it to yourself to focus on value and net results not in the distraction of trying to pay as little as possible for professional services.

Creative Marketing -- not 1 size fits all.

Marketing is most certainly not one size fits all. Each property requires imagination and creativity to position it to stand out in the array of competitors. A great Realtor considers carefully the target audience and determines where the best exposure will be. And pictures? Of course, but pictures that showcase the home and grounds in artistic ways -- not "just the facts" photos -- or even worse those horrid ones you see with laundry and clutter included!

Does your property fit into a niche publication? Does your marketer understand what you loved about it? Is the marketing changed up if not effective?

Why I like to be very hands on with my listings is so that I become familiar with the property, its assets and atmosphere. All of the prep work about researching, measuring, downloading and perfecting the launch of a new listing is part of my process to come out so robustly and completely with your home that it stands out beautifully.

How a home is described and captured in words is every bit as important as how lovely the pictures are. Overused phrases and tired descriptions put would be buyers to sleep and they click over to the next property.

The marketers making a big splash might be primarily making a big splash about themselves -- and not about you and your property! There is a huge difference between marketing a property and "image advertising" which is essentially bragging.

You should not be so interested in how many sales notches the sales person claims but rather in how effective they are in getting the job done. Better yet, how effective are they in getting YOUR job done and how effective are they in keeping you as stress free as possible.

All Realtors are not created equal....chose carefully and not on the basis of trumpets and fanfare about them!

Call me. We'll talk....