The Perfect Listing Price (part four)
Monday, October 18th, 2010When the difference between the fair market value and the seller’s desired asking price is too great, the agent has some tough decisions to make. The agent knows that the analytical data is accurate. The seller knows what price will make the family happy. The seller may also know what similar homes in the area have garnered. The agent hesitates to tell the seller that the property does not measure up to some of the surrounding sales.
There are several ways to handle this delicate crossroad. However, they all begin with the agent having command of substantive facts and having the experience to connect the dots. In some cases, the agent has no answers. In those cases, the agent should retreat, explaining that it might be best to bring in outside assistance in the form of an office manager, broker of other sales experts. While not an ideal solution, it burns no bridges and puts the possibility of meaningful dialogue on the table.
In most cases, this will not occur. The seller wants to see how the agent responds to pressure and how the agent explains why there is a difference between their asking price and the perfect listing price. In fact, that is an explanation the agent should be comfortable with and prepared for prior to walking through the door.
The agent has assembled comparable sales data. To increase the effectiveness of this data and to establish a comfort level with the market value, the agent should examine various statistics.
· Comparable active listings
· Comparable closed sales
· Comparable pending sales
· Days on market of comparable pending transactions
· History of comparable withdrawn listings
· History of expired listings
· Square footage comparables
Sometimes agents develop such a feel for the marketplace that they are familiar with every one of these listings. Familiarity with the marketplace impresses sellers and if presented properly is hard to dispute. Responsible agents see as many listings as possible and stay in command of facts and market conditions. Now, is your chance to put that experience to good use.
















