Real Estate Success Starts with Speaking Frankly to Clients

When listing a home, I’ve always thought it more important to be frank and honest with homeowners about pricing and marketing a home. I do not view a listing appointment as a personal contest, and it is not imperative that I get every listing that I go on. I view each appointment as an opportunity for good two way dialog. First I ask a lot of questions before the appointment, and then when I am on the listing appointment and have viewed the home in question… I make notes and prepare in my own mind a marketing strategy to sell this specific property. This is accomplished by offering suggestions to the homeowners that could improve the chances of a sale and still allow them to obtain the highest possible selling price. I‘ve always felt, it was the right thing to do as a real estate agent.. Candid and frank conversation upfront saves a lot of time, grief, and aggravation for everyone.

Frank discussions have always provided a pathway as an easier way to do business. Over the years in business, I’ve found that honest discussions lay the right groundwork for realistic expectations for our clients. Unlike many of our competitors that live by the mantra “list to live” we ended up successfully selling our listings while their listings lingered on the market and did not sell. We succeeded in our endeavor because we honestly shared a dose of reality while others talked niceties and pie in the sky on their appointments. I guess they just associate being factual with being pessimistic. It isn’t! The market is what it is, and there is no way to avoid that in our business conversations no more than a doctor can spare telling patient uncomfortable news. Relevant facts cannot be glossed over with small talk nor can objections that will thwart the sale of a home be dismissed because they make the agent uncomfortable to address on a listing appointment. Some agents will employ the use of a professional home stager so that they themselves will not have to address the unpleasant task of addressing potential client’s house keeping needs. However, over the years experienced professional agents have successfully addressed all these issues themselves.

When a home needs a new roof, the landscaping offers no curb appeal, the home smells of cigarette smoke, the house needs a total paint job, and the home has outdated light fixtures; flooring and appliances… the sellers need to know the truth. Homeowners need more than a Free CMA, an empty promise and a smile. Now more than ever home sellers need the truth. Homeowners that are planning on selling a home in this current real estate market need to engage real estate agent(s) in fluid conversation and ask a barrage of questions regarding recent home sales in their neighborhood, total days on market, what is the current listed competition, and what seller contributions were made to buyer on recent home sales. That information is vital these days and can be easily be backed up by recent MLS sales statistics. As a full time real estate professional, we must know our markets, and engage in a discussion of local neighborhood real estate trends based upon our tenured experience. If necessary, we can provide client testimonials and recent personal sales statistics.

It’s been my experience that homeowners are appreciative when told the truth without a lot of sugar coating. They like being treated like adults, and in general informed clients with realistic expectations also makes for smoother home sales. Sellers do not like surprises! Don’t get me wrong, it’s never easy in real estate to suggest to a homeowner a listing price. No one likes to be the bearer of bad news, but if we are professionals as we claim to be… that is our job.

Some Tip for Frank Conversations with Clients

• Research the listing opportunity thoroughly and have statistics ready.
• Talk about actual seller net prices, actual days on market, seller contributions, and discuss List Price / Sales Price Ratios, and possibilities of low appraisals.
• Know the local market better than the property owner.
• Ask lots of questions and listen carefully to the responses.
• What is the primary reason for selling a home?
• Ask more questions: job loss, divorce, bankruptcy, short sale, etc…?
• Be prepared to offer homeowners solutions not doom and gloom.
• Have a brochure list of recommended tips for homeowners selling a home.
• Offer sellers your vendor list of handymen and tradesmen if they list with you.
• Avoid sounding patronizing in tone – remember it’s their home.
• When asked for your professional opinion, don’t be afraid to answer questions honestly. If you get the listing, get it on your terms.

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