Friday, March 13th, 2009 at 10:17 AM
Sellers – Get It Done!
We’ve heard about my strategy of sellers lowering their price early and often, and lowering enough to make a difference.
How’s it working?
To work right, it takes sellers who recognize that the buyers are looking for the deals. Sellers who ignore that and list high – insisting that ”don’t have to move” or “aren’t giving it away”, etc., are just waiting for the lucky sale. No problem, wait away.
We listed this house at 5146 Delaney in Carlsbad for $979,000, which was competitive with the other active listings, but we thought that we had a far-superior product. If there was a buyer who had seen the other two for sale, but was waiting for more bang – we might attract them.
There were NO calls the first 8 days.
I had sold these sellers their first two houses in California before they bought this one when new. Because of our long-standing relationship, they trusted me when I told them to lower the price immediately to $899,000 – a big hit for sellers who have only been on the market for a week.
We lowered the price, I had a big open house on a sunny Sunday, and within 48 hours had four offers. A bidding war ensued, and it closed yesterday for $940,000.
A couple of points for sellers:
1. Your house has to look like a deal to get offers.
There have been sellers who read what I post here that have told me they’re not going to hire me because all I do is give them away – and they don’t want to give them away. Sellers – you need to get over that feeling. IT’S GOING TO FEEL LIKE YOU ARE GIVING YOUR HOUSE AWAY, relatively, if you’re going to actually sell your house in this market.
My sellers had thought at one point there house was worth well over a million dollars – but is $940,000 still a good price for it? Yes.
2. You need to adjust early, and often – AND ENOUGH TO STIR EXCITEMENT.
Don’t linger thinking it’s going to get better, later – it’s not. The house on Delaney looked hot because it had only been on the market for eight days, and at $899,000 was a whopping $80,000 under the other two actives – which now are still both unsold, at 136 and 160 days on market, respectively.
3. You never know when the next REO is going to list nearby.
A week after opening escrow, an REO on the same street listed for $829,900 – and it’s still unsold. Think we could have gotten a bidding war going now? No way.
Sellers – you can fight the trend, but your chances of beating it are heavily against you.
I could also point to my seller from last summer who sold the townhouse on the lagoon. He fought it for a year, but finally took my advice and we closed for $669,000 in August, 2008, just $19,000 above what he paid for it in 2004. NOTHING HAS SOLD SINCE, and there are four active listings in the complex, two listed since June, and now a short sale has lowered down to $495,000.
Think that seller is happy today?














