Hi Scott -
I'm right in the REMAX Greater Atlanta Alpharetta office - close by.
I usually fall back to my "big 3" when a question is posted concerning selling a home in this market. You must have these 3 areas totally covered: EXPOSURE - APPEAL - PRICE.
EXPOSURE - you can't just market to agents; there are too many part-timers and knuckleheads that shouldn't be in this business. The MLS service is no longer the magic bullet. Unless your home is out there for buyers to find as well, you are likely to have an extended marketing time or an expired listing. Every agent will tell you how internet savvy they are and where your home will be posted. Verify that the AGENT, not the company, provides this exposure. Unless the agent has their own accounts for internet sites, at best you will have rotational exposure from the company as all of their listings flood a few spots. Also check to see that you will have maximum photos, tours, etc etc on every site â€“ no extra photos mean no looks!
APPEAL â€“ you need to look at your home as a buyer looking at a hundred will. Unless itâ€™s squared away, well photographed, has a well written narrative that excites a buyer and demonstrates the care youâ€™ve given itâ€¦itâ€™ll never get past that first quick mouse click. Get it in top shape, if you wouldnâ€™t buy it as presented odds are some potential buyer wouldnâ€™t either.
PRICE â€“ The idea of having a strategy when it comes to negotiation is great. One thing thatâ€™s often forgotten is that there has to be something to negotiate. Unless itâ€™s priced to attract BUYERS, not lookers, the strategy is moot. I complete what amounts to a â€œdemonstrative appraisal reportâ€ for my listing clients. This typically runs 15-20 pages and outlines my pricing strategy, negotiation techniques and how best to SELL your home. You have to get potential buyers through the door, and then convert them into buyers; your agent and the price will do that. In this market we are selling homes by pricing close and negotiating closer â€“ we exploit the advantage that we gain once the buyer has made an emotional connection (demonstrated by the offer) with your home. We SELL your home; we present solid arguments that will make your home stand out to the buyer and their agent.
Of course thereâ€™s much more but this isnâ€™t a soap box. You would be wise to carefully compare agents; verify everything, ask for printouts of their last three years of performance (not team â€“ their individual record) and see what they will do for you, not the company that they work for. Many agents hide behind company performance; you want to see what THEY will do for you, not the company. They better be able to present cogent arguements and be flexible and responsive - buyers wnat instant gratification. Youâ€™re essentially marrying this agent â€“ do your homework.
Of course Iâ€™d love to have the chance to earn your business â€“ let me know how I can help!
Hank Miller, SRA, ABR
Associate Broker & Certified Appraiser
REMAX Greater Atlanta