Ask Dr. Real Estate
Is There Such A Thing As A Bad Listing?
by Dr. Kenneth W. Edwards GRI
I was fortunate to get a couple of listings quickly during my first
few months in the business. Unfortunately, neither has sold, and
there's not been a whole lot of action on either one of them.
Although I'm learning a lot, I'm beginning to wonder if I took
overpriced listings. Any guidance on how to get people to list at
Father Flanagan, the founder of Nebraska's famed Boys Town,
maintained that: "there's no such thing as a bad boy." Some real
estate agents subscribe to the Father Flanagan theory of selling
real estate, in that they believe: "there's no such thing as a bad
As much as I admire a positive and benevolent attitude, and although
I firmly believe that creative marketing can work wonders in moving
just about any property, I'm afraid I have to come down on the side
of those brokers who maintain that time spent servicing grossly
overpriced listings is extremely unproductive and exceedingly
frustrating for everyone, most assuredly including the sellers.
As a newcomer, you've got a couple of challenges. First, you have to
develop your expertise to the point where you actually know with
confidence what an overpriced listing really is. Then, you need to
cultivate your skill in working with prospective clients so they
select an asking price that will result in an expeditious sale at a
fair price for them, the buyers, and a well-deserved payday for you.
During your first year or so you will need to perfect your listing
talents. Crucial to that is the competitive market analysis (CMA)
that you will prepare for each potential listing. Get as much help
as you can from the old pros in your office and try to get at least
one of them to check the first few you do closely. If you can, get
one of them to visit the property with you. That will not only help
you, but it will impress the property owners that your office takes
the whole process very seriously.
After a few months, you are going to be able to quickly arrive at a
fairly accurate market range for just about any property you
encounter. You will still do the formal research to validate your
initial opinion, but you will get very good at pricing properties.
The key then becomes to present your findings to the homeowners in a
way that permits them to make the most reasoned choice for their
circumstance. The critical word here is: motivation. If the property
owners are highly motivated to sell (e.g., new job in new area and
they need the money to buy a house there), chances are excellent
that they will select a price in the low end of the range and will
be cooperative and reasonable during the selling process. If they
are not motivated (e.g., if they don't get their price they will be
more than happy to remain put), the likelihood is that they will
list high and be fairly inflexible in their negotiations. No matter
what the motivation, you and your broker may still wish to take the
listing, but at least you will be forewarned. You can, of course,
always turn it down.
Philosophies differ somewhat on how the listing agent should handle
the listing presentation as far as pricing the property is
concerned. A former real estate licensing student of mine, who was
an elementary school teacher, later became one of the most
successful agents in our local area. She said her approach was to
educate the sellers as best she could on current market conditions,
concentrating on similar homes that had recently sold. She then
presented a CMA with her estimated range of current market value of
their home. "At that point it was up to the sellers to decide upon a
specific asking price that reflected their situation."
If your listings are not selling, pricing is, indeed, the most
likely culprit--"properly priced is practically sold" is how one
old-timer broker I know puts it. But there may also be other
reasons. Make sure that the owners have been given guidance on
"staging the property" (cleaning, painting, sprucing up), and that
you are marketing creatively and aggressively. Go for a price
reduction as soon as practical, but be prepared to justify it and
soothe bruised and tender feelings.
Should you take a listing that you know is overpriced? Your broker
will have guidance for you on that, but typically during your first
few months in the business you would probably take a listing at just
about any price. That's not unreasonable, since you will, as you
point out, get good experience out it.
In the best of all possible worlds, however, you would get that
experience and get paid for it at the same time. I subscribe
strongly to the theory: "A happy REALTOR® is a well paid REALTOR®."