BY ELIZABETH WEINTRAUB
Updated February 16, 2020
The biggest mistake home sellers make when choosing a listing agent is selecting an agent based solely on two factors: the highest list price for your home and the lowest commission.
At first glance, a seller might say, “What? Are you nuts?” because sellers want the highest possible price and to pay the lowest commission. But those two criteria have very little to do with hiring a competent agent and, in many instances, are completely irrelevant. Let’s look at why.
The Highest Suggested List Price
Agents can’t tell you how much your home will sell for. To say that they can is a fallacy. A listing agent can show you comparable sales, pending sales, and active sales. But you choose the sales price, and a buyer will tell you if the price is right. An agent can suggest the list price that will attract a buyer. Where it goes from there is generally up to the buyer.
While choosing a listing price may initially sound intimidating, it may be a relief to learn that, in 2019, home sellers received a median of 99% of their asking price—and their properties generally sold within three weeks’ time.1 This is proof that choosing a proper listing price is possible if you do your research and work with a competent agent. Here are some tips worth considering when shopping around for an agent.
To get the listing, some agents distort the truth. Since agents can’t guarantee your sales price, the listing agent who suggests the highest price could very well be untruthful. Ask the agent to show you numbers supporting the suggested list price. If the agent has no stats or the home sales are located in a different neighborhood, that could be a red flag.
Look for a listing agent who gives you a range of prices. There is often, but not always, a price range. Many factors determine the range, among which are location, the temperature of the market, and improvements in the home.
Pricing is an art. If the home is priced right, you’ll likely get an offer. If it’s priced too high, you might not get any showings at all and you’ll eventually end up having to reduce the price, leaving buyers wondering what’s wrong with your house.
For reference, in 2019, the average time it took to close a home ranged from 40 to 48 days depending on the month.2 If it’s taking far longer, your price is likely too high.
Should You Choose an Agent Based on Commission?
Real estate agents are not equal; each is unique. Each has their own marketing techniques and advertising budget. By choosing an agent with a large advertising budget and company dollars to match it, you might gain greater exposure to a larger number of buyers. This is ideal since reaching a greater number of prospective buyers equals a better chance of getting a good offer.
Why would an agent willingly work for less than competitors? There is always a reason why a broker or real estate agent would discount a real estate fee. Sometimes it’s the only way the agent feels it’s possible to succeed in a highly competitive business because the agent can’t otherwise stand apart from the competition on service, knowledge, or negotiation skills. If the sole benefit an agent brings to a table is a cheap fee, ask yourself why. Is the agent desperate for business or unqualified? Consider these questions before committing to working with an agent.
Sometimes full-service agents will negotiate a lower commission under special circumstances such as:
You’re buying a home and selling a home at the same time, giving both transactions to one agent.
You’re willing to do all of the legwork, advertising, marketing, and pay for expenses related to the sale.
You promise to refer more business to the agent.
You’re selling more than one home.
You don’t have enough equity to pay a full commission.
The agent accepts you as a pro bono case.
The agent will lose the listing unless he or she matches a competitor’s fee.
The agent wants the signage (exposure to traffic) over charging a full commission.
If you are interviewing agents who offer similar services and can’t decide between them, ask to see a track record of each agent’s original list price and final sale numbers. Odds are the lowest-fee agent will show more price reductions and more days on market (DOM).
Tip: If your home is located in a hard-to-sell neighborhood, consider an agent with experience closing on hard-to-sell homes.
Importance of Agent Marketing
A good listing agent lives and dies by marketing. This is because proper publicizing of a home is what makes the sale. Ask to review a complete copy of the agent’s marketing plan. You should specifically ask what the agent’s plan is for selling your home. For reference, here is the bare-bones minimum you should expect:
Professional signage, including an agent’s cell phone number
A real estate lockbox
Daily electronic monitoring of lockbox access
Follow-up reports on buyer showings and feedback to the seller
Broker previews
Incentives for broker and office previews
Staging advice
Digital targeted marketing
Advertising in local newspapers, only if it’s warranted
Multiple listing service (MLS) exposure with 36-plus professional photographs
Virtual tour options
Distribution to major websites
Four-color flyers, if warranted
Financing flyers for buyers
Minimum of two open houses, providing its location is a candidate
Direct mail to surrounding neighbors, out-of-area buyers/brokers
Exposure at Board of Realtor meetings
Feedback to sellers on buyer sign calls and buyer showings
An updated comparative market analysis (CMA) after 30 days
Email feeds of new listings that compete
Updates on neighborhood facts, trends, and recent sales
Remember: No single tactic sells homes. It’s a combination of all of these methods that sells homes.
Characteristics of a Good Listing Agent
You will be in a relationship with your listing agent for a month or two (or longer). Choose an agent that you like and can relate to. Here are some of the characteristics sellers say they want in an agent:
Experience: You want an agent who’s sold many homes in the past and has learned from his or her mistakes elsewhere.
Education: Ask about degrees and certifications.
Honesty: Trust your intuition. Your agent should seem sincere.
Networking: This is a people business. Some homes sell because agents have contacted other agents.
Negotiation skills: You want an aggressive negotiator, not somebody out to make a quick sale at your expense.
Effective communication: Sellers say communication and availability are key.
Finally, ask for a personal guarantee. If the agent won’t guarantee performance and release you from a listing upon request, don’t hire that agent.
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