When it comes right down to
it, two things sell real estate: price and exposure. The seller sets the price
and the Realtor exposes the property to potential buyers. All the exposure in
the world won’t sell a dumpy little house for twice its value and no matter how
perfectly your house is priced, if no one knows it’s on the market, it’ll never
sell.
Of course I’m biased, but I
encourage anyone interested in buying or selling a house to work with a
Realtor. Just like anything, selling real estate can be easy—once you
understand all the legal, political, social and economic variables involved,
that is. Good Realtors spend years becoming experts in their field and they can
make your home-buying or home-selling experience smooth and profitable if you
let them. Here’s why:
1. REALTORS KNOW WHERE
BUYERS LOOK
Realtors know that 92
percent of people interested in buying a home search online, so Realtors make
sure your property is listed there. Not only do they enter all the most
compelling features of your property into the Multiple Listing Service (MLS)
which feeds hundreds of online databases, they optimize listings on places like
Zillow.com and Trulia.com. Realtors affiliated with most franchises benefit
from a distribution system that sends property data to additional nationwide
databases.
2. REALTORS KNOW EMOTION
SELLS
When Realtors describe your
property, they don’t just mention the number of bedrooms and bathrooms. They
help prospective buyers fall in love with the life they would live if they
bought your property. Instead of describing your property as a “1000 square
foot cabin with two bedrooms and two bathrooms,” they paint a picture by
calling it a “cozy 2bd/2ba cabin surrounded by quiet emerald hills for a
peaceful retreat at the end of each day.” Heck, you might want to give up your
big house in town for this magical little place.
3. REALTORS KNOW THE
LAW
When Realtors describe your
property, they know how to comply with anti-discrimination laws. Most people
outside the real estate industry don’t realize you cannot legally market a
property by saying “family home” or “perfect for kids.” These phrases are
considered discriminatory against older adults. (Don’t get me started on
ridiculous interpretations of the law.) Are you likely to get arrested for a mistake
like this? No, but someone could sue you if they had a mind to. There are many
protected classes based on gender, sexual orientation, disabilities, ethnicity
and more. Realtors help assure you don’t inadvertently discriminate.
4. REALTORS KNOW THAT
GOOD PHOTOS SELL HOUSES
These days, everyone carries
a camera wherever they go (we call them cell phones). However, when it comes to
selling a property, good photographs draw people in. A quick cell-phone snap
often misses the mark. With the short attention spans of most buyers browsing
online, the difference between engagement and indifference is often a fabulous
photo.
5. REALTORS KNOW THE
COMMUNITY AND THE COMMUNITY KNOWS THEM
To get an edge, it helps to
have someone on the inside. Local Realtors participate in service clubs. They
are chamber of commerce members. They volunteer at local charities and serve on
local boards. They have a sphere of influence that allows them to both share
and collect information that helps you find your dream home or sell your house
for top dollar.
Next week, I’ll share more
reasons Realtors can help you buy or sell a home quickly and easily.
If you have questions about
real estate or property management, please contact me at [email protected]
or call (707) 462-4000. If you’d like to read previous articles, visit my blog
at www.richardselzer.com.
If you send me an idea I use in a column, I’ll send you a $5 gift card to
Schat’s Bakery. Dick Selzer is a real
estate broker who has been in the business for more than 40 years.
