I know I’ve written on this subject before, but it comes to my attention once again in lieu of an interesting article on foxbusiness.com, entitled “Is a Broker Necessary to Sell Your Home?” The study by B. Douglas Bernheim and Jonathan Meer, both of Stanford University, concludes that there is “no evidence the use of a broker leads to higher average selling prices, or significantly alters average initial asking prices.” The one possible benefit is “those who use brokers sell their houses more quickly.”
Of course this peaks my interest and gives me a chance to defend my profession. Just like any service business, could you do it yourself? Sure, anyone can do anything they want. They can even defend themselves in a court of law (like Heather Mills defending herself in her divorce battle with Paul McCartney) But does that mean that its always a good thing to do so? Maybe not. Sure some people are able to sell their homes on their own but there are many who can’t (frustrated FSBO’s, who tried but didn’t succeed) or those who realize the value of letting an expert do the work for them. In our busy crazy world, many times we would rather pay someone else to do the work, than to actually do the work ourselves. I always ask my FSBO’s, “how many hours have you spent, marketing your home, finding a comparable price, learning the contracts, following up with all the leads, holding open houses, negotiating, qualifying buyers, etc??” Their answer is always “too many” and can they really put a price tag on that?
With the increase of information on the web, our industry is becoming a service industry. Sure you can pay $500 to have someone put your house on the MLS, but in today’s competitive market, you need someone who is going to “shop your product, be your advocate.” Putting it on the MLS today is like putting it in the paper 10 years ago. Everyone see it, but no one is helping it to stand out from the crowd.
According to the article, sellers get six benefits from Realtors: (all of which are very true, but their value not explained thoroughly enough).
1) promotional services
2) assistance with negotiations
3) screening of prospective buyers
4) access to multiple listing services
5) market information and recommendations regarding the asking price
6) assistance with paperwork and legal documentation
1. Promotional Services - Yes! We will promote the heck out of your listing. That’s our job! Wouldn’t you agree that more promotion means more prospects which leads to more competition and higher sales price of your home??
2. Assistance with negotiations is a big deal. Third party negotiations is standard business practice and it also works to your advantage because the agent is not emotionally involved in the transaction. Where as you may be, and it may cost you on your negotiations because you don’t like the buyers, or what they want to do with YOUR house, etc… We as agents try to keep the emotions out of it and work on an agreement to where both parties are satisfied.
3. Screening Prospective Buyers - Another HUGE reason. Its hard enough for me, an agent, to get some qualified prospective buyers. How would you the seller know if the person who is looking at your house is qualified or not? What if they had a house to sell before they could purchase yours? How could you help them? What would you do? These are all things that come up frequently…
4. Access to the MLS - Yes we have access to a lot of information that the general public doesn’t have. We know how the appraisal process works, we know how to run a highest price analysis on your home and we know market trends. All of which is invaluable.
5. Market information and recommendations regarding the asking price - Once again, we have access and experience in the market and know the trends, the neighborhoods, etc. This is our business and we know it well (a great reason you should go with a FULL time PROFESSIONAL Realtor and not Aunt Jane who sells houses on the side.) We help you put the deal together. Experience comes in handy when writing offers and negotiating them.
6. Assistance with paperwork and legal documentation - this one should really be entitled “we keep you legal and take away liability from you. Little unknown fact regarding agents - We carry error and omissions insurance, just like doctors and lawyers.” We are trained how to fill out contracts and write in contingencies that will protect you. As a FSBO would you want to take on all the liability? We also have experience in dealing with all kinds of situations that arise when selling a home. If a problem arises during inspections, are you equipped to handle it on your own? If there was a problem with your title or the buyers loan, who would you turn to for advice and council?
The last thing I would like to cover that this article talked about is the 6-7% commission the sellers are trying to keep in their pockets. And how the authors of the study didn’t think the price tag was worth the value. What they didn’t mention is that most FSBO’s are willing to pay a co-op fee (a buyers agent of 3%). Therefore the seller is really only trying to save 3-4%.
Lets do the math: On a 100,000 house - 7% = $7,000. The buyers BROKER and agent receives 3% or $3,000 and the seller BROKER and agent split the other $4,000. Therefore the seller is willing to do all the work and take on all the responsibility and all the liability to save $4,000.
To me its a no brainer, agents (the good ones) are definitely worth their money and more. We live in a fast paced world with no time to spare. Why not hire someone to do all the work for you? Plus the great thing for you the seller is that you pay NOTHING…..until is sells. If I don’t sell it, I do all the work for no money. What a deal!
Call me today, I’d love to share more with you!