8
QUESTIONS
Smart Home Sellers Ask
The Importance of the right choice. When interviewing real estate agents, the questions you ask
should be the agent’s key point of value to you – their ability
will dictate the quality of the information you receive, which in
to negotiate the best price for your property.
turn affects your decision on which agent to hire. Here are the
specific strategies as they don’t serve their interests.
‘8 Questions Smart Home Sellers Ask’.
Some agents focus on the arguable benefits of Auction, whilst
The answers given by the agents you interview will provide all
failing to disclose the inherent financial risk. Others talk of
the information needed to decide which agent’s strategy and
good marketing game, yet spend no time discussing what
philosophy are right for you.
Agents’ selling strategies vary greatly, and while all agents have some selling strategies in common, many avoid discussing
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What sets you apart from other real estate agents?
How would you take my property to the market?
What price do you think my property is worth?
How much do I pay if the property doesn’t sell?
How do you conduct property inspections?
Can you explain your negotiation strategy?
How does your fee compare to your value?
Will you guarantee to live up to your promises?
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Agent Selection Question 1: What sets you apart from other real estate agents?
Look for answers beyond the superficial. For example, “I sell
Decide what it is YOU want from your agent.
lots of houses in this area”, or “My average time on market is only 22 days”. Be wary of agents that are self-focused. They
Choosing your agent is a key factor in making smart selling
are easy to identify as they often simply sit and gloat about
decisions. They will guide your decisions around price,
property they have sold.
method of sale, use of advertising media and your marketing investment.
The right agent will focus on you and your goals, and how
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they can help get you where you want to go. Good agents
Hiring the right agent to sell your property is crucial. Hiring
are well trained in methods and strategies of sale that benefit
the wrong agent costs a lot more than just their selling fee.
you, the seller.
Take great care when deciding which agent to trust.
Method of Sale
Your agent should be aware of, and closely monitor, your property’s Digital Footprint. To safely market a property and obtain the highest price, a strategy must exist to manage the conflict that arises between advertising online and the Digital Footprint.
Question 2: How would you take my property to the market?
Any agent you interview should be able to discuss their strategy for managing this conflict. Many home sellers have a legitimate fear of underselling their property. And why wouldn’t they? With real estate agents at
When asked this question, good agents will provide a strategy
an all-time low approval rating of 5%**, no wonder sellers are
that is risk-free.
reluctant to trust real estate agents.
The golden rule of selling is:
The right agent is able to discuss the many factors that can drive a sale price below market value, including poor
Pay no money* until your property is sold, and you are happy
advertising, a price indication that is too low, an asking price
with the result.
that is too high or an agent underselling a property to a friend or colleague (real estate’s version of insider trading).
The Smartre Sale (Smart Real Estate Sale) is being used throughout Australia with great success, and is one of the most
To avoid underselling a property, it’s important to understand
recognised risk-free methods of sale available to property sellers.
the methods of sale various agents are likely to recommend, what they are designed for, and the significant part the agent
As well as providing financial safety, the Smartre Sale allows
plays in selling the property.
home sellers to test the market without damaging their property’s Digital Footprint. A Digital Footprint is important;
The chosen method of sale will affect marketing options, initial
it is your property’s online history and can greatly affect the
costs the agent expects sellers to pay, the price quoted in
final price you receive.
advertising and, most significantly—the final price achieved.
* This includes any marketing costs.
** Source Roy Morgan Image of Professions Survey 2021
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Price Both lies have the capacity to hurt you financially and
Question 3: What price do you think my property is worth?
emotionally. An agent who is honest about all facets of selling, including price, is a rare, true professional. They deserve your trust. Ensure that any price agents discuss with you is based on evidence in the form of comparable, recently sold properties in your area. They should also reference other properties you
While seemingly an obvious question, agents will rarely give a
would be competing with and current demand for your style
clear and direct answer.
of property.
The two most common lies* told in the real estate industry
Important point: when discussing price with agents, NEVER
involve the price estimate quoted to potential sellers. They are:
disclose how much you are hoping to get, and NEVER, NEVER disclose the minimum price you are willing to accept. Doing so
1.
The Improbable Lie
will almost certainly cause you to achieve a lower sale price.
This is when an agent intentionally inflates a property’s
Remember, a real estate agent should be chosen on their
potential selling price; it’s the lie most people are aware of
ability to find the best buyer for your property and to
and dislike about real estate agents.
negotiate that buyer’s maximum price. This can mean as much as $30,000 or more in your pocket.
2. The Lie of Omission Agents should not be chosen on their ability to simply quote This is when an agent, knowing the probable selling price,
the highest price.
chooses not to tell the owner; it’s a more subtle lie, but still prevalent in the industry. 6
*Source: Real Estate Dangers by Andrew Trim (John Wiley & Sons publisher)
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Marketing Agents and media companies encourage sellers to focus on the amount, size and positioning of advertising, all of which come with extra cost. However, quality marketing has been shown as a cost-effective alternative that generates the same,
Question 4: How much do I pay if the property doesn’t sell?
if not better results. Quality marketing will always attract buyers to a property. Quality marketing consists of the right price, good quality photography, a great script and smart recording of buyer enquiries. It does not
Agents love to discuss marketing. It’s often glossy, exciting and the main part of their presentation. Yet how much of this marketing is necessary? Agents often claim that ‘you can’t sell a secret’. However, in the age of online marketing – with detailed buyer databases, filtered searches, and new property alerts – agents still attempt to convince smart sellers to pay upfront for largely unnecessary marketing campaigns. No property is a secret on the Internet.
To make smart marketing decisions always consider the cost of advertising and the quality of marketing.
require extensive, expensive advertising. Quantity and positioning, the two factors that add cost, run a long way behind in a quality marketing campaign. Not every property sells with their first agent. Auction clearance rates vary greatly and rarely climb above 60%. Sellers, and not agents, nearly always bear the marketing costs of these failed campaigns, costs that can run into thousands of dollars. A point to consider: the true test of any marketing campaign is its end result;
Has the property sold? If the answer is no, then why should you, the home seller, pay? 9
Inspections Question 5: How do you conduct property inspections?
This question is two-for-one. Smart sellers will look to see if
Smart open homes should be conducted to attract buyers
the agent has given consideration to how buyer inspection
that may otherwise be unlikely to enquire on the property.
styles affect the final sale price. Does the agent understand
When conducted, professional agents check identification
how the inspection process is tied to the negotiation?
and collect contact information before anyone enters the property. Effective follow-up enables an agent to develop
One-on-one inspections should always be available to buyers.
an understanding of an interested buyer, their motives and
This is particularly important in a stable or falling market.
budget. Information necessary to negotiate you the best price.
If the power tips towards the buyer, a property should be available for inspection at a time that suits them.
Many agents will only use one method of inspection. To guarantee the best price, a combination of open homes and
If a genuine buyer wants an inspection, the agent should
private inspections is essential. Good agents will have given
arrange it. In stable or falling markets there are fewer buyers
serious thought to their inspection strategy and be able to
and more properties for sale, forcing buyers to wait for a
articulate it to you.
scheduled open home increases the chance they will purchase elsewhere. A private appointment to inspect, set promptly, increases a buyer’s expectation this property will sell quickly, in turn increasing your negotiation power as the seller. 10
Negotiation Question 6: Can you explain your negotiation strategy?
An agent’s negotiation ability is their true value to you as the seller – a point that is often overlooked or misunderstood. The skills and tactics employed after an interested buyer is found - the method of sale, the marketing, the pricing and the inspections - all lead to this final negotiation. The contract negotiation is the final chance to ensure
It is likely that the agent you’re interviewing doesn’t have a negotiation strategy. Most quite simply don’t understand negotiation and instead choose to discuss their ‘offer process’.
This is NOT negotiation.
you get the best price in the market today. An agent with great negotiation skills and the right strategy could make a difference of tens of thousands of dollars. Agents need to have the skill and ability to help achieve your goals. You and your requirements must be their sole focus. In doing so, the buyer will still get what they want, a great property.
An ‘offer process’ is simply the conveying of a buyer’s offer to you, the seller. Smart sellers realise that this isn’t a negotiation strategy, but rather a basic mediation. A mediator is a person who assists and guides parties toward their own resolution. The mediator does not decide, nor influence the outcome. They simply allow parties to reach an acceptable agreement with one another. When selling your property, you do not want a mediator. You want a negotiator.
Smart sellers understand an agent’s most important duty is that of a negotiator. Ensure your agent has a proven negotiation strategy focused on one goal: achieving the best possible result for you. 11
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Costs Question 7: How does your fee compare to your value?
Agents must add more value than they charge.
On the surface these questions appear to be a fair and
Consider this, if an agent charges an extra $5,000 but
Smart sellers understand that superficial questions invite
negotiates an extra $20,000, wouldn’t you agree that this agent
superficial answers.
reasonable way to choose an agent. However, quite simply they are the wrong questions to ask.
is $15,000 more valuable to you than a cheaper competitor? Any agent being interviewed must be able to prove their Often people will hire an agent based on the answers to these
value. You have to dig deeper than the superficial to make a
two questions:
smart decision.
•
How much will you get me?
Always consider value as opposed to cost when selecting an
•
How much do you charge?
agent. 13
Guarantee
Question 8: Will you guarantee to live up to your promises?
Guarantees provide property sellers with the peace of mind
It is an unfortunate truth an agent’s promises cannot be taken
that if they select the wrong agent, they are not stuck with
at face value. Therefore, along with their listing agreements,
them.
agents should offer a dismissal clause. If the agent doesn’t deliver on their promises, you can end the selling agreement.
Under various guises, almost all agents offer some sort of guarantee, such as ‘Our promise’, ‘Service Plan’, or ‘Our
A fair dismissal clause allows the agent a brief period to
Commitments’. Unless there is recourse for the owner to
resolve any problems, and continue as your agent if they do.
terminate an agent’s agreement if they do not live up to their
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commitments, such promises, plans and ‘guarantees’ are
Smart sellers know that if an agent is not prepared to back
all but useless in holding an individual agent or agency to
their service with a guarantee that contains a dismissal
account.
clause, then they are not the right agent for them.
Conclusion You have made it to the end of this booklet and now know the 8 Questions Smart Home Sellers Ask. Being a property seller you are in demand, a person who is at the forefront of every agent’s mind. You are advised to approach the process of finding an agent as a job interview, with you as the employer. Put potential agents to the test. Insist on clear answers to these questions and you will be better positioned to choose a skilled agent who can sell your property for the highest price with the least amount of stress to you. You will also provide agents with enough time and leeway to demonstrate their suitability. If you’re not satisfied with the answers you receive, keep interviewing agents until you are. Good luck with your property sale, and if you have any questions, please call us anytime. Thank you. 15
52 Old Bar Road, Old Bar NSW 2430 PO BOX 87, Old Bar NSW 2430 02 6553 7700 oldbar@laudersrealestate.com.au www.laudersrealestate.com.au