What Can a Realtor Do to Sell a Property?

In my last post, I mentioned the activity called "reverse prospecting." What is it? As a licensed agent who subscribes to the two local multiple listing services, I have the ability to identify other agents who have registered buyer clients who are a potential match for my listings.

I cannot read the identity of the buyer client, but I can read the name and contact information of the agent who is working with that buyer client; this is done through the MLS software. In this slower moving market, it is definitely a benefit to my seller client to be able to place a phone call to each of those listed agents, and draw their attention to the listing I am trying to sell.

When I am searching for a property for a buyer client, I am diligent in reviewing the MLS several times a day for new listings, and consider every single one with careful scrutiny. But guess what! Not all agents do this, take these extra steps to find the right property for their clients. So it is really important for a listing agent to make those phone calls to agents who might have the perfect buyer in their portfolio of clients.

A personal phone call will not only engage the buyer agent in conversation about the fact the listing EXISTS, but it can also answer questions about the property, clear up any misunderstandings about the listing, and otherwise eliminate objections to the property: "Doesn't that condo building forbid pets?" "That used to be the case, but two years ago the Board of Directors changed the by-laws, and now cats and small dogs are allowed!" "Wow, that's great news! My buyer client has a cat. I'll bet she would love to see the unit. When can we see it?" Not only have I aroused interest for my seller's property, I have alerted a buyer agent to a listing that might be his/her client's perfect next home.

And so, a showing! And maybe a buyer willing to make an offer to purchase! And all it took was a phone call. Enough said.

Elm Tree Village sales in 2007 - tough!

There is a unique and lovely townhouse complex in south Evanston called Elm Tree Village. Built in the mid-1950's, this collection of 36, 2 bed/1 bath red brick homes covers the length of an entire city block, from Washington south to Cleveland, along Dodge Avenue.

It is not unusual to see anywhere from 2-5 of these units to change hands in a year. But to experience 5 of them all on the market simultaneously? Wow. Each seller has a very different reason to be selling: one is relocating to Wisconsin to enter a graduate program at the University in Madison, another is moving to northern Illinois to be closer to the workplace, yet another is moving within the complex to gain the advantage of an updated kitchen and bathroom!

The significance of this glut of units for sale is this: the small pool of buyers who are interested in this type of property will pick off first one of these units, and waiting for the next buyer to step in and make an offer could potentially take many more weeks, if not months, given the slow market we are experiencing. Each of the units has its advantages and disadvantages, and each buyer will perceive those units very differently, depending on their preferences for end unit vs. being a "sandwich," updated kitchen and bath vs. original equipment, etc.

The somewhat happen ending is that suddenly, 3 of the 5 are under contract. The first one to go (contract dated June 12) was a surprise, imho, to most agents. The next contract did not happen until July 5, and then quickly another one on July 6.

Getting a home sold under these circumstances takes extra diligence; I worked the reverse prospecting tool very hard, stirring up energy and interest in my listing among the 5. Ultimately, it was the networking that paid off, bringing in a buyer.

More topics for another day.