The challenges of discovering and solving the issues that caused a home to not sell have always intrigued me. So my nature is to solicit the expired listings of other agents.
But I admit that I pick and choose. I look at the past MLS postings, check the property tax records, and look to see how much the original mortgage was for and which lender holds it. And then I see if my intuition tells me that I can successfully market it.
If all passes muster, I contact the home owner. I explain that over the years I have developed what I call a proprietary marketing plan that adds a new dimension to matching potential buyers with my specific listings.
And I explain that the only way I can promise them the greatest opportunity for my marketing to work is for them to intellectually and emotionally understand that they will have to allow my full plan. That includes decisions as big as allowing it to be properly priced, and as small as, perhaps, putting big pots of flowers at the entrance and scattered throughout the gardens.
What I have found is that a high percentage of those I speak with find it impossible to not want to tell me how they want their home marketed. Maybe, using this example, they think a buyer will pay more for their home than its worth. It could be that they see no need to spend the money to plant and place those flower pots.
Perhaps that need for owner control is why the last listing agent and the thousands of agents who show homes that are on the Multiple Listing Service were unsuccessful. Perhaps it was not the market's fault at all.
Last week I turned down the listings on several million dollars worth of property. And I did because the owners, even after failing with the previous listing agent, were not willing to give up control. In all cases, the owners then relisted with their prior agent. And in each case they did it with no modification whatsoever in the package they had been offering for sale prior to meeting with me.
Continuing with a program that has proven to be a failure is an odd frailty of the human mind's reasoning ability.
BILL CHERRY, REALTORS
Dallas - Park Cities
Our 45th Year
214 503-8563
Thanks Bill for the informative post. I like this quote: Continuing with a program that has proven to be a failure is an odd frailty of the human mind's reasoning ability.
Thanks Bill -great post adn informative! Melissa- I like your quote too!
You have some great points....awww the frustration of doing teh same thing over and over and getting the same results!!! I hate to watch it...but whatcan you do??
"And I explain that the only way I can promise them the greatest opportunity for my marketing to work is for them to intellectually and emotionally understand that they will have to allow my full plan. That includes decisions as big as allowing it to be properly priced, and as small as, perhaps, putting big pots of flowers at the entrance and scattered throughout the gardens." Love that concept. Thanks so much for sharing your ideas. This is a great tip.
Yes Melissa, I think they also call it "Insanity" Thanks for the post Bill. It really is intriguing why someone would do the same thing and expect different results.