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6 reasons homes don't
sell
Has your lawn grown up
around that "For Sale"
sign? Have the wasps
moved into the lock box
on your front door? Did
you just receive an
invitation to your real
estate agent's
retirement party?
If so,
chances are your home
sale fizzled.
Here are
the six most-common
reasons why homes don't
sell and what you can do
about it.
1. Your home is
overpriced.
Optimistic home sellers
love to parrot the old
adage, "There's a buyer
for every home." But
they often leave off the
qualifier: "at the
buyer's price."
The fact
is, buyers -- not
sellers -- ultimately
determine the market
value of a home. You can
ask for the moon and set
your listing price well
above comparable
properties in your
neighborhood, but at
some point it will be up
to you, the seller, to
accept what the buyer
thinks your home is
worth.
Overpricing is the most
common reason homes
don't sell. When you ask
an unrealistic price, it
sets in motion a process
that often works against
you. Here's why:
Most
real estate agents, and
hence most qualified
buyers, will see your
new listing within 30
days. If it is
overpriced by as little
as 5 percent, it will be
duly noted and interest
in your property will
wane, especially if you
show no intention of
coming off your asking
price. You likely
already priced out
buyers who might have
qualified for financing
at a more reasonable
price. Even if you
manage to find a buyer
at your inflated asking
price, the property may
not appraise at that
figure and the financing
will fall apart.
Your
real estate agent may
have approved or even
suggested the inflated
asking price to secure
your listing (more on
this in No. 4).
Conversely, other
Realtors often use
overpriced properties
like yours to help sell
their own listings
("Here's what they are
asking. Now would you
like to take a second
look at that first house
I showed you?")
If you
have a house that really
should be priced at
$200,000 and you've got
it listed at $260,000,
you are trying to
compete against homes
that really are worth
close to $300,000 and
all of a sudden your
home really is not
competing well.. You
want to compete with
what is available out
there among homes
similar to yours.
If your
home remains on the
market for too long,
agents and buyers may
begin to wonder if there
are other, perhaps more
serious reasons why it
isn't selling.
It
becomes shopworn, the
same as a jacket hanging
in the store week after
week..
People are aware that it
has been on the market a
long time and agents
stop showing it.
2. Your home doesn't
"show" well.
Your home is competing
against shiny new houses
in those pristine
subdivisions out in the
suburbs with their
attractive prices,
incentives and community
amenities.
Face it:
Even the best old house
needs a little makeover
if it hopes to attract a
qualified buyer.
The good
news is most of the work
will be cosmetic and
relatively inexpensive:
a new coat of paint, a
few attractive window
boxes, a thorough
cleaning of floors and
carpets. Voila! The
place may look good
enough to reconsider.
A good
real estate agent can
advise you on where your
time and money are best
spent.
Price
and condition are two
things that the seller
can do something about. I always
give people my 'honey
do' list. I think paint
is probably a seller's
best friend because it
makes things smell fresh
and look fresh. If it's
time to paint, it's time
to paint. It's the best
return on investment."
3. You're in a bad
location.
Nothing has a greater
impact on your home's
value than its location.
Your humble abode might
be worth a king's ransom
were it located in Palm
Beach, Aspen or San
Francisco. It might even
jump thousands in value
just two streets over in
the next (and far
superior) school
district.
The
point is, location rules
in real estate.
If your
home's location is less
than desirable, your
options are somewhat
limited. A good real
estate agent will do his
best to help you
accentuate the positive
and eliminate the
negative of your
circumstances, say by
using foliage to screen
off offensive adjoining
properties or dampen
traffic noise.
The best
way to compensate for a
poor location is to
reduce your asking price
or offer attractive
incentives such as
seller financing or a
lease option with rent
credit.
4. You have a lousy
listing agent.
Yep,
they exist: Real estate
agents who mislead,
misfire and misbehave.
Their
bad advice can cost you
plenty in time, money
and the sheer hassle of
keeping the place
show-ready 24/7.
The
agent from hell will
allow you to overprice
your home ("Here's what
I can get for you if you
list with me!"), not
market it properly (see
No. 6), fail to screen
for qualified buyers, be
unresponsive to interest
from other agents (if
they sell their own
listing, they don't have
to split the commission)
and keep you totally in
the dark throughout the
process.
What's
more, if your agent is
abrasive, arrogant or
otherwise difficult to
work with, other agents
may not want the hassle
of showing any of their
listings to prospective
buyers.
5. You are battling
competition or market
conditions.
We've
all heard the terms
"buyer's market" and
"seller's market." In
real estate, market
conditions are affected
by any number of
external forces, some of
them predictable (the
weather, sort of), some
of them unpredictable
(the local economy,
interest rates, public
optimism or pessimism).
In a
"hot" or seller's
market, homes go fast.
Inventory (homes on the
market) may be low,
meaning less competition
for you. Chances are
better that you will get
your asking price in a
hot market; in fact, it
is not uncommon to even
be offered more than
your listing price.
But in a
"flat," "cold" or
buyer's market, sales
slow to a trickle,
inventories grow and
buyers can find
bargains, especially
when they know the
seller is motivated
(i.e., paying on two
mortgages).
If
you're trying to sell in
a flat market, you're
not only competing
against all that vacant
new construction, but
against rentals as well.
In this case, be
prepared to settle for
less than top dollar, or
wait to sell until the
pendulum swings once
again in your favor.
6. You have ineffective
marketing.
Gone
are the days when an
agent could simply place
your listing with the
local multiple listing
service, hold a
halfhearted open house
and wait for another
agent to bring forth a
buyer.
Today's
top performers launch a
multilevel marketing
plan that includes
listing tours for area
agents, newspaper and
even TV ads, weekend
open houses, listing
fliers and placements in
local real estate
publications.
Computers and the
Internet also have
changed the face of real
estate. According to the
National Association of
Realtors, today more
than one-third of all
home buyers use the
Internet for house
hunting. The best real
estate agents are
computer-savvy. They
have your listing in
color on their laptops
to show clients and
communicate frequently
via e-mail, a particular
boon when working with
out-of-town buyers.
Suffice
it to say that if your
real estate agent isn't
listing your home online
through the company Web
site as well as with the
local MLS, you may not
be getting the exposure
necessary to find a
buyer.
"There
are those who just put
the listing in the
multiple and pray it
will sell and those that
put a lot of effort into
marketing their
listings," says Fisher.
"Unfortunately, with
this weird system of
compensation we have,
they all get paid the
same, whether they know
nothing or have many
years of experience." |