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By Roger Dolanch - Broker/Owner

Selling a home should be like any other business transaction, but all too often a seller can make emotional or impulsive decisions that cost them money and time. Choosing the right Realtor® to market a property and negotiate the sale is the most important step in the process. Be wary of the following preconceived notions:

“You’re the only agent who agrees with my selling price.”

Some agents tell you what you want to hear. In the real estate profession, this is known as “buying a listing” and is employed by shortsighted agents who are more interested in themselves than they are in you. However good it works as a short-term “sales tactic” for them in securing your listing, it is an extremely poor strategy in selling a home at the highest possible price.

Your house gets the most attention from other agents and consumers when it is a “new” listing. If priced properly, lots of agents will show it to their buyers. If you price it too high, no one will show the house and it will sit on the market for some time. When you finally drop your price to reflect its real value, your house is “old news” and buyers may think you are growing desperate. Therefore, the prices you are offered will come in lower and lower – and you may find yourself accepting a price that is below what you could have received had the house been priced properly to begin with.

“I don’t need references. I am a good judge of character.”

A snap judgement isn’t good enough. You also need to determine if the agent is competent and the best way to do that is to check up on references. Ask for references on recent sales -- check up on references of recent customers. Find out how an agent’s customers feel about their selling experience.

“I’m going to list with the agent who has the lowest commission.”

Simply put, you get what you pay for. Paying a low commission rate will often get you a sign in the front yard and placement in the Multiple Listing Service, but little additional effort from your agent.

Realize that agents and real estate companies put up their own funds to market and advertise your home. Marketing and advertising cost money -- the lower the commission, the less incentive for an agent to put up his or her own money to market your home.

Finally, negotiating ability is an important skill in a listing agent. Are you willing to put your faith in an agent who can’t even negotiate his or her own commission? Anyone willing to give up their own money would probably be more than willing to give up yours.

“The agent is what counts – not the company.”

Agents who work for reputable well-established companies have many advantages, not the least of which is a history of success and better support for their agents. This is important because when your house is newly on the market, the company may stage a “realtor tour” where every agent in the office comes through and tours your home. Every agent who views your home and is impressed is another agent on your sales team. And that is only one advantage.

Additionally, established companies are often better at offering ongoing education and sales support systems to their agents. As a result, your agent may be better qualified and prepared to offer a quality service.

“All Realtors® pass the same test, so they must know the same things.”

The real estate profession is constantly changing, and the best real estate professionals stay abreast of those changes by continuing their education. Wouldn’t you want someone that takes personal pride in their career and goes beyond the required minimum requirements? To distinguish themselves, many agents acquire “professional designations” - additional training to keep up to date on industry and area trends.

“This agent sold more homes last year than anyone else.”

That should only be the beginning. What is more valuable – an agent who listed 32 homes and sold 25 – or an agent who listed twelve homes and sold all twelve? So you need to ask some questions. How many of their listings did not sell? How many were reduced over and over before they sold? How long were the houses on the market? How smoothly was the process handled? How accessible was the agent when there were questions or problems? Quantity is important, but only if all of the quality questions have been answered satisfactorily.

In summary, The best agent is the one who will do the most effective job of marketing the property, negotiating the most favorable terms and conditions, and constantly communicating with the seller to make the process as smooth as possible.

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