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Phoenix-Marketing Tips For Selling Your Home - by Gary Kiernan

Today I was conducting an MLS search for a client in an area that was entry-level priced, so consequently there were many, many homes to choose from. Whilst refining the search to better tailor it to my customer's needs, I could not help but be amazed by how many Realtors had "shot themselves in the foot" in the remarks portion of the listing. Buyers have a multitude of choices, in this market, when choosing a home. The last thing you should do as listing agent, is relegate your home to the "only see if nothing else suits" pile.

In the next few paragraphs I will furnish actual examples of search-ending folly, which range from the merely unimaginative to the downright ridiculous.

"Motivated seller"; if I had a dime for every time I saw this phrase in a listing I would be much wealthier than I already am. It ranks right up there with the adjective "nice" on the blandness scale. From the same family of real estate no-nos we also get "instant equity" which ranks right up there, but also earns points for its ability to foster law suits later on. Its cousin "below appraisal", while technically accurate, is plain silly because by definition an appraisal is merely a snapshot of value based on historical sales, which in our falling market will naturally have been higher.

Another turn off for buyers is "chandelier does not convey". It seems innocuous, but nobody likes to have something taken away from them. If it does not convey, take it out before you list the home. It makes for more pleasant negotiations.

Homebuyers, like all consumers, are a very visual bunch. It is hard to get enthused over a home that only has one photo. Worse still, some have none. If the lister does not care enough to display the attributes of the home, why would you expect a potential buyer to care. Also, I do not buy into the "It's a new listing" argument. In this day and age, who does not own or have access to a digital camera? Come on people, make an effort!

Huge co-brokes are also a turn-off. After all, who is ultimately paying for them? The buyer, of course. How about this one; "Seller will contribute (car)(boat)(helicopter) with reasonable offer." Reasonable to whom?

This one made me laugh out loud, "It's a little rough right now, but will be nice by close of escrow". Doesn't that make you want to jump in your car and race over there. If it is not yet ready for sale, do not list it. You only get one chance to make a first impression. (See remarks re: photos above)

Try to make the property as easy to show as possible. Asking buyers to call Bill, the owner's cousin, to ask him to tell Fred, the neighbor, to leave the key under the mat with 24 hours notice will not likely get the home shown.

This is not rocket science, and in an overcrowded real estate market it is imperative to make the process as easy and smooth as possible for a potential buyer. I hope these tips have helped. Finally, to my fellow Realtors I have one word, please take heed accordingly "Spellcheck".



I am a Real Estate Broker in Arizona and have been in Real Estate for 14 years. I am also a licensed Broker in the state of California which is where I began my career. I currently practice real estate in Arizona with my wife who is a licensed sales associate also in both states. We specialize in the Greater Phoenix area concentrating on Cave Creek, Carefree, Scottsdale, Phoenix including Desert Hills, Anthem, Paradise Valley, Gilbert, Mesa and Chandler. To learn more about Gary and Shannon and Cave Creek, Arizona and the surrounding communities please visit their website at http://www.garizonaproperties.com or you may email them at skiernanc21@yahoo.com


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