Tag Archives: marketing

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NAR & NWMLS Support Fair Housing with Listing Policies



There was a time, before multiple listing services existed, that brokers marketed property only through yard signs, word of mouth and individual advertising. That one-to-one marketing system limited exposure. Using code words or not, it was easy to control who was able to purchase property when property was advertised only to certain people. A buyer who was not deemed suitable by the real estate broker and the seller would never learn of the availability of the property. With the advent of the MLS, a listed property is marketed broadly, to all potential buyers, regardless of whether the buyer is known to the listing broker and regardless of what the buyer looks like or how the buyer thinks. Most MLSs introduce property to worldwide buyers through a download to various real estate internet sites through syndication and IDX feeds. The ability to expose a seller’s property to the broadest market is the very reason MLSs were created in every corner of the country.

In Washington, most residential brokers are members of NAR and/or NWMLS and most residential brokers find value in marketing residential property through the MLS to which the broker belongs. For decades, NWMLS rules have required listing brokers to input their listings in the NWMLS database for sharing with other brokers and buyers. More recently, NAR adopted a similar policy known as the Clear Cooperation Policy. These policies undeniably further fair housing goals. The policies have some key differences but the over-arching driver for both policies is the same: when a marketed property receives broad exposure, more buyers have an opportunity to purchase the property, regardless of whether the buyer knows the listing broker or not. There are benefits to sellers when more buyers view seller’s property. In very general terms, more buyers for a property will typically improve the seller’s price and terms through competitive negotiations.

Common sense suggests and history shows that the best way to provide exposure of seller’s property to the largest number of buyers and buyers who demonstrate a diversity of background and thought, is through the MLS. The MLS is the one and only central repository for information regarding the availability of real estate in a localized area. While there are lots of websites and other real estate promotional opportunities, each MLS offers the most comprehensive database of available properties within its region. It is the only reliably viable option for buyers to view property outside the presence of seller and listing broker. Thus, an MLS policy creating an obligation on listing brokers to market residential property through the MLS is a policy that promotes the goals of fair housing.

If a broker operates outside the framework of the broker’s MLS to market property, many buyers, if not most, will never know the property is available. “Pocket listings”, or as they are sometimes called, “shadow listings” or “off-market listings”, will be seen only by the buyers who are introduced to the property by the listing broker or the seller. This begs a simple question. If a property’s availability is exposed only to acquaintances of seller or listing broker, what is the likelihood that the property will be exposed to potential buyers who look and think differently from seller and listing broker? Said differently, what is the likelihood that a property which is made available only to the acquaintances of seller and listing broker will sell to a buyer who is a member of a protected class under fair housing laws? Any chance is significantly diminished as neighborhoods retain long established consistency of race, religion and other immutable characteristics.

As is the case with seemingly all industry policies these days, there is enormous controversy and confusion swirling around these MLS mandatory listing policies. Politics, personal biases, fears and uncertainty often drive frustration and anger. Cutting through all the chaos, these MLS listing policies result in a goal that every real estate broker should be able to cheer. The policies result in a market where every buyer, regardless of color, creed, religion, sexual preference, disability or any other immutable characteristic has access to purchase residential property. There should be no confusion or controversy. That is a worthy goal and policies designed to achieve that goal should be embraced by all industry members.

(Excerpt from Washington Realtors® News & Media; written by Annie Fitzsimmons, WR Legal Hotline Lawyer)

Link to the full article…




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4 Pointers for Pet Owners Preparing Their Home to Sell



If you have a dog or cat, you know two things are true: pets are lovable, and pets can be messy.

This is a sentiment shared by many – according to the American Pet Products Association, more than 111 million U.S. households have a pet dog or cat. So when it’s time to sell your house, it’s especially important to remove traces of filth caused by our fuzzy friends. After all, when preparing a home to hit the market, sellers often comprehensively clean and stage to help prospective buyers view the property as a blank canvas.

Here’s how to help buyers see your place as their “furever” home – without the pet fur.

1. Conduct a deep cleaning

Does your cuddly critter enjoy lounging on furniture intended for people? If so, they likely shed on items like the sofa or bed, and that fur can be tricky to get out. Try using a furniture scraping tool that gently combs out pesky fur without damaging the fabric.

Then, focus on the floors. In addition to a dustpan and broom, make sure you’re using a vacuum that can withstand a high volume of hair and fur. And don’t forget to hit the nooks, crannies, and harder-to-reach spots in each room. Your real estate agent may offer staging pointers, which could include moving pieces of furniture around – so make sure to combat every last dust bunny.

Whether it’s laying over hardwood or installed wall-to-wall, carpet often bears the brunt of dirt traipsed in from the outdoors. If your carpet is showing signs of wear and tear, consider having it professionally cleaned. For uncarpeted flooring like wood and tile, now is a good time to mop (think Bona or Swiffer). You’d be surprised by how much grime is hiding in plain sight.

2. Fix pet-induced damage

With paws and claws comes some inevitable scratching (especially for those who have cats). Prior to hitting the market, mend places around the house that show visible signs of damage. For example, use paint (or a paint pen) to color in any marks from gnawing on wood, often on the corners of walls or steps.

And either flip, turn, or relocate items of furniture or décor with easily noticeable destruction. Some damaged items may be worth replacing, like chewed curtains or a soiled rug.

3. Store away supplies

When preparing your home to hit the market, going clutter-free is key. Be sure to store your pet supplies such as beds, toys, cat scratching post, pet food, leashes, and anything else.

If you know showings could come about on a regular basis, have a large bag or bin on standby ready to gather these items in a hurry.

4. Eliminate pet odor

One factor of homeownership people adjust to over time is scent. You may not notice certain pet aromas, but prospective homebuyers surely will. A few methods to quickly eliminate unwanted odors include washing throw blankets, furniture covers, and other washable textiles; using a pet odor eliminating spray or powder that’s safe on fabric; and replacing worn or clogged air filters in the HVAC system. Some may also splurge on an air purifying machine to improve interior air quality.

Scent can also play a positive role in evoking a desired mood for a space. Candles can make a room smell great, but can become a fire hazard if left unattended. For a similar output of scent, try using an oil diffuser. Aromas to enhance the ambiance of your home could be anything clean, like citrus. Especially in the fall and winter, some people opt for comforting seasonal scents with notes of vanilla and cinnamon, or nature-inspired with notes of pine or fir. Ultimately, sellers want to avoid any aroma too perfume-like that could be off-putting or cause headache.

The best way to determine if your house is smelling fresh enough for company? Invite a friend over for a sniff test – and have them tell you the honest truth.

With a home on the market, it’s best to try to keep it as clean as possible on a regular basis. That way your loved ones – furry family members included – can leave in a moment’s notice with no trace of pets in sight (or sniff).

Ready to put your home on the market? Contact me today!



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How Important is Curb Appeal When Selling a Home?

The exterior of a home can help prospective buyers determine if they’d like to head inside – or run in the opposite direction.

The old adage “never judge a book by its cover” is an important one. But the truth is, first impressions are hard to recreate – especially when it comes to house hunting.

According to a RE/MAX Twitter Poll, a majority of responders – 46.2% – agree that a shabby exterior is the biggest turn-off when touring homes.

Here’s why curb appeal may be critical to selling a home:

Exteriors reflect interiors

Curb appeal is the external appearance of a home, comprised of landscaping, painting, staging and overall aesthetic.

Acting as a hint of what’s to come, the exterior of a home speaks volumes to its interior in terms of maintenance and style. If the outside displays the wear and tear of a home, homebuyers may never open the front door to see if the inside is in sync or not. Even if the kitchen has been renovated with stainless steel appliances or the floors received an upgrade to hardwood, unpleasant or outdated curb appeal will have certain buyers passing by the listing before peeking inside.

When a home has an unkempt exterior – think dead grass, chipped paint or overgrown weeds – prospective buyers could assume the inside needs repairs, too.

According to Torrence Ford, a real estate agent and owner of RE/MAX Premier in Georgia, “move-up buyers” – those upgrading from their current home – set much higher standards for a home’s exterior presentation than first-time homebuyers in today’s market.

“First-time homebuyers just want to lock down a house. A move-up buyer, however, will be more affected by curb appeal and consider it alongside their lifestyle,” he says.

And it’s not just the prospective buyer that forms an impression when looking at the house from the outside. Ford says that appraisers, inspectors and real estate agents likely are also taking a home’s curb appeal into account.

Listing photos (almost always) open with exterior shots

The assessment of curb appeal begins long before buyers arrive on site for a showing.

According to the RE/MAX Future of Real Estate Report, 94% of North Americans searching for properties are doing so online, allowing for them to view a larger quantity of properties in a shorter period of time, even on the go. With photos becoming the catalyst for a buyer’s initial impression, many online browsers could skip over a listing due to an unsightly appearance from a quick snapshot. Plus, staging eye-catching steps, a stoop or a porch adds trendy detail or color, creating more compelling shots for a photographer.

Money talks: Curb appeal could add to overall value

According to REALTOR® Magazine, a study revealed that homes with an appealing exterior sell, on average, for 7% more than comparable homes with a rundown appearance.

In his experience, Ford believes that buyers are more likely to write a higher offer when the entirety of the property feels well cared for. Each small detail that impresses buyers will count toward their overall impression of the home’s worth.

Revamping the front yard and home exterior also increases the value of the neighborhood and surrounding area.

“It has a domino effect. It leaves a lasting impact on the longevity of the neighborhood,” Ford says. “Work on curb appeal and the neighbors will start jumping in, too. When one neighbor starts making upgrades, everybody else tends to want to clean up their property, whether it’s with painting, replacing the roof or even just mowing the lawn.”

So, where to start?

The most important aspect of curb appeal is to ensure the exterior is cleaned up even before sinking money into improvements. This is as simple as mowing the lawn, trimming shrubbery, pulling weeds and eliminating miscellaneous items or garbage.

Creating inviting ambience goes beyond yard care. Sellers can consider adding a number of inexpensive finishing touches, like potted plants or flowers, a new welcome mat, new light fixtures or patio furniture staged on the front porch. Though minor, these accents can help a prospective buyer envision coming home to the space.

“[When updating a home], we will replace shrubbery, repaint the front door, and repaint the house’s foundation so the landscape has a clean backdrop,” Ford says.

He adds that implementing new house numbers, like swapping small, cursive numbers for larger contemporary ones, can help older properties get a quick and easy revitalization.

Sellers may also consider a fresh coat of paint on the home’s exterior, a newly paved driveway or a new roof if its rusty or damaged.

“Curb appeal makes all the difference,” Ford says.

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Right Now, Human Connection is a Priority – Just Ask Brian Buffini

Brian Buffini believes that prioritizing self-care and the well-being of others is at the forefront of success in 2021.

Buffini is the founder of Buffini & Company, one of the top real estate coaching services that has trained more than 3 million professionals from 37 countries worldwide.

Buffini joined RE/MAX Chief Customer Officer Nick Bailey on a recent episode of Good Morning RE/MAX to share his thoughts for real estate agents growing business and nurturing relationships this coming year.

According to Buffini, between 14 and 23 million people plan to relocate in the next year due to shifting work environments, like work-from-home flexibilities and new remote work policies. Calling this the “decentralization of how people are living,” Buffini says that RE/MAX agents are well-positioned to assist with the needs of buyers and sellers everywhere.

With heightened movement across many markets these days, it remains an asset to be connected with a global network whose affiliates support – and refer business to – one another.

Amid uncertainty, like the persistence of the COVID-19 pandemic, Buffini says an agent’s priority should be on their own well-being, and that of their clients. One essential component lacking from our new routines is human connection.

“There’s never been a better time to call people on the telephone and actually have a conversation – they actually will talk to you. You know, people want to hear you, they want to see you [and] they want to have some kind of human interaction,” Buffini says.

What he calls “pop-bys” – essentially goodie bags with health and hygiene essentials – have become a popular way for agents to show their clients love from a safe six feet away. He says that agent who are dropping off small gifts on their clients’ doorsteps are going a long way in stirring smiles.

“Find a way to reach out to people [with a] personal touch – do the little things,” he says. “Every little personal touch right now, to me, is magnified enormously.”

A real estate agent’s job, by nature, is to be a source of trust and comfort to families during pivotal moments in their lives. And especially during trying times, an agent’s role is more important than ever before.

“There is no technology that competes with personal trust,” Buffini says.

“You can have that old-school philosophy [and] you can have new-school techniques, [technology] and marketing to support it.”

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6 Common Mistakes Made When Selling a Home, and How to Avoid Them

Selling a home can be a complex process. To keep it hassle-free from for-sale to sold, consider these common mistakes people make when selling their homes – and avoid making them yourself.

1. Skimping on necessary repairs

Some sellers ignore major repairs in hopes of closing the sale before anyone notices. However, if the home inspector catches detrimental damage, it will likely halt the sale until repair – or an agreement – can be made.

To save yourself the hassle and to streamline the selling process, assess any serious repairs before listing your home. It may feel unnecessary to repair a home you’re soon to leave, but it could help you pass inspection – and possibly get top dollar – on your property.

2. Not prepping the house for showings

Your home is bound to be filled with mementos, photographs, kitchen magnets and all of the wonderful details that make it unique to you. But an important part of preparing your home for showings is to minimize knick-knacks.

To do so, store away any clutter that would distract an interested homebuyer when they enter a room or open a closet or cabinet. Tidy up all surfaces, including bookshelves, end tables and kitchen countertops. By cleaning up messes, you’ll help rooms appear larger, so buyers will be able to envision their own belongings in the space.

Don’t forget about curb appeal. Buyers will likely form an opinion of your home before they enter the front door. When you clean and stage the interior of the home, head outside and give a bit of TLC to the exterior too. Depending on the season, this could include anything from weeding mulch beds, putting out planters or touching up chipped paint on the house’s exterior.

3. Using inadequate listing photos

Listing photos can make all the difference when attracting homebuyers who begin the homebuying process online. Digital listings for even the most magnificent of homes will receive far fewer clicks if they aren’t presented with high-quality photos.

For example, photos with ample lighting can help a room appear spacious. As mentioned above, prepping the home before listing it for sale by cleaning and decorating helps ensure that photos capture each room looking polished and sophisticated.

4. Listing it FSBO

Sellers who list their homes for sale by owner, otherwise known as FSBO, could face major setbacks along the way and may even end up receiving significantly less money in return. In order to ensure the sale is legally sound, and that you’re receiving competitive offers, it’s important to hire a real estate agent.

As your representative in the sale, a real estate agent will offer guidance and make sure the process goes smoothly. Qualified agents dedicate their lives to helping people navigate the buying or selling process – so why attempt it alone?

5. Setting an inflated price

Be realistic and timely when setting an initial listing price. Read up on your local housing market to learn the current trends of buyers and sellers. For example, selling in a seller’s market may mean that you list your home for sale at a higher price to account for the increased demand.

Hiring a real estate agent, who can help guide you to a fair listing price, can be critical. Sometimes, setting a price that is disproportionate to the value of the property means that the home will sit on the market for days on end. Accordingly, buyers who see a home sitting on the market endlessly without any movement may question the integrity of the home.

6. Underestimating costs associated with the process

Before your home hits the market, make sure you’re aware of the costs associated with the process. While your initial investment may be some routine repair, staging and professional listing photos, bear in mind that, as the sale progresses, you’ll typically be paying for closing costs, moving expenses and fees associated with hiring a real estate agent.

Consider these costs to be investments. The return is when you receive higher value back on your home due to how it was presented to interested buyers or how it was represented by an experienced real estate professional. That said, make sure to budget for these costs in advance to avoid any surprises.

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How a Death in a Home Affects Its Value

Death is never an easy topic, but some real estate agents have to deal with home sellers who disclose a grim past and wonder if the property’s history will take its toll and leave them with fewer dollars in their account. So, yes, death has an unsuspected impact on real estate and like many, you would like to find the value of a house after death.

Read the article on RealEstateAgent.com…

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Scents that Attract Home Buyers During an Open House in the Fall & Winter Months

Believe it or not, when a person walks into a home for the first time, the smell that first resonates, is the memory they will hold in their mind moving forward about the home they have entered. It is their “first impression” for the house, therefore it’s important that their first impression or in this case “first smell” is one that is inviting and not overpowering.

During an open house it is even more important to have an inviting smell upon the initial foot in the door. The first smell attracts people to come in, look around & feel like they are at home. Finding an odor that is attractive without being overpowering is the trick to a successful open house.

Read the full article on RealEstateAgent.com…

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7 Important Things Home Sellers Often Forget to Do

When you’re selling your home there’s so much to do: find a Realtor®, do touch-ups, get that balky air conditioner fixed, look into staging… It’s no wonder that sometimes things fall between the cracks. Big things. (I’m not pointing fingers, promise!) An arsenal of experts—aka real estate agents who have worked with many home sellers—identify the to-do’s that sellers typically overlook. I promise you, these tasks are well worth the time it will take to complete them (which isn’t very long at all).

Heed this sound advice, and there’s a good chance selling your house won’t be nearly as stressful as everyone tells you it is.

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Follow-Up Info Homeowners Want From You

Important

Are you trying hard enough to keep in touch with past clients? You may want to reassess your efforts, as nearly half of homeowners say they don’t have a “go-to” real estate agent, according to the 2016 Homeowners Survey conducted by Happy Grasshopper, an email marketing software company. The survey, based on responses from 300 homeowners, suggests many real estate pros are leaving future business on the table by failing to follow up with clients. Furthermore, 70 percent of survey respondents say they did “very little” or “some” research before selecting a real estate agent.

“The study shows a large percentage of the market is up for grabs, not only because many homeowners do not have a preferred agent, but also the fact that most homeowners aren’t doing heavy research before hiring one,” says Dan Stewart, CEO and co-founder of Happy Grasshopper. “This suggests communication initiated by an agent might be enough to turn a lead into a sale, even if it takes years before the client is ready to buy or sell. Agents are missing opportunities to cultivate relationships with past and potential clients so when it is time to move, they know who to call.”

Thirty-six percent of homeowners say they find it beneficial to receive communication from a real estate professional, even if they aren’t in the market to buy or sell, according to the survey. They say they are particularly interested in receiving information such as listings and open houses in their neighborhoods. Forty percent say they would like to receive home maintenance tips and information on neighborhood events.

But only 19 percent of homeowners say they actually receive such communication from their real estate professional. The study found that homeowners overwhelmingly prefer to receive information via email instead of text message, phone call, or social media communication.

“Staying in touch is possibly the most underrated and underused tactic that I see from my colleagues in the industry, despite the fact that it’s as easy as sending an email,” says Matt Bohanon, ABR, SRS, a team leader at Keller Williams Realty Select in Sarasota, Fla. “Keeping frequent communication, even with the people who seem like they’ll never buy or sell, will eventually pay off — maybe not through a transaction, but they’ll most likely refer you to their friends.”

Source: Happy Grasshopper

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10 Reasons to Sell Your House This Holiday

Thinking of selling your home, but planning to wait until spring? There are many reasons to list your home now! Watch this video…

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