It is Tough to Sell a Home in Austin. I Can Help. Part 2.
Ivy at a client’s Open House
Welcome to the “dog days of summer.” Have you ever wondered where this phrase came from? It has nothing to do with panting canines dozing under a pounding sun. Its origin dates to Greek mythology. The Grecians observed the onset of summer scorchers coincided with the point when Sirius, the brightest star in the heavens, rose and set with the sun. Since Sirius was the “dog of the hunter Orion,” they coined the original cliché.
While the Texas sun is hot, our real estate market is not. In last week’s blog, “It is Tough to Sell a Home in Austin. I Can Help”, I identified three reasons why houses fail to sell. You can read the reasons here.
Today, allow me to amplify how I might help.
#1 Help: Meeting of the Minds
Through professional training, I hunt down houses for buyers (In fact, I was the featured Realtor on House Hunters – Season 105 Episode 7) and market houses for sellers.
Every Realtor has a common goal: Close the Deal. Buyers want in; sellers want out. Just git ‘er done. While our goals are common, our means will vary. In my case, I evolved into the Realtor I am today – more interested in your success than mine. What does that mean? It means I serve people before I sell property. Let me give you an example.
One of my sellers recently called, “Ivy, we want to take our home off the market until after the election.” Did I let them down? No. The reason? We collaborated at the beginning. Instead of talking up a memorized selling presentation, I listened up. Together we custom-crafted a strategy to fit their goals. I asked a lot of questions. In reply, they explained, “Ivy, we do not have to sell… but we would like to move. And if we can get the right price, we will.” My response? I pulled out all the stops and vigorously invested my time, energy, and financial resources. Do I feel defeated? No. I only know one way to serve – with every ounce of strength and every facet of my skillset. I employed all the marketing tools within my arsenal that matched my client’s goals.
Christo’ and Jeanne-Claude. Valley Curtain, Grand Hogback, Rifle, Colorado. August 10, 1972,
#2 Help: Let Me Take You Behind the Curtain
Because a good portion of my marketing plan is comprised of proprietary strategies and resources, I will describe the following using generalities instead of specifics. Thank you for understanding.
Following the “meeting of the minds” collaboration with potential sellers, I formulate a custom-crafted strategy. Should they select me to represent them, I will promptly begin implementation. Here we go!
The Pre-Build
This is the prep work. Every Michelin Starred Chef knows prep work will make or break an exquisite dining experience. My prep work?
Part 1 – The Interior
Walk the home room-by-room with the owners
Review the principles of design and décor
Review the benefits of neutralization and what it means for their home
Take photos – lots of them
What will serve as a focal point?
What needs repair?
What needs owner attention?
Blue tape every item that must be packed now (It gives the owner a head start on everything that will be moved anyway)
Discover what tasks the owners want to tackle and which ones they want to delegate
Write reminders – what tradesmen need to be contacted?
Record upgrades and positive features of the home to accentuate in the marketing package
Record ideas for staging
Suggest any home improvements that are low-cost but potentially well worth the investment.
Part 2 – The Talk
After touring the home, I like to sit with the owners and address their home security. This conversation is personal and practical as I review the present dangers lurking online and in person as prospective buyers tour their home.
Part 3 – The Exterior
Walk the exterior with the owners
Review the 7-30 second principle – how long it takes for prospective buyers to form a first impression of the seller’s home.
Collaborate on curb appeal enhancements.
Determine a plan on who does what and by when.
Part 4 – The Review
Before leaving, we review our discussion. There are many moving parts. I want to make sure we are all on the same page.
I leave them with a ten-page custom staging plan with photos. This document will serve as a reminder of the whats and whys of our agreed-upon plan.
I remain in constant contact with the owners in order to coordinate our joint efforts.
I am sitting in front of a simple staging set I designed for one of my first time sellers.
Part 5 – The Return
On the appropriate day, I return to review the progress made at the house and to bring totes full of enhanced staging items. By the time I leave, the home should be ready for listing.
Part 6 – The Pre-Launch
My hired professional photographer will capture the home in its best light. Photographs get buyers in the door.
After editing, I forward the pictures to my marketing department for brochures and advertising campaigns including one specifically designed for other Austin Real Estate Agents.
The Build
This is where my main work takes place. What I’m about to write may sound self-serving. At the risk of doing so, I did promise to pull back the curtain. In our industry, discount brokerages and many agents stop at this point. When the home is listed, they wait for the phone to ring. I don’t. I roll up my sleeves and start back to work.
Part 1: The Announcement
I list your home on Zillow, Realtor.com, Trulia, Homes.com., and every other real estate website known to humankind.
I mail, “Just Listed” cards to everyone in the seller’s neighborhood.
I initiate an Instagram campaign.
Part 2: The Build Out
I monitor all showings by vetting all prospective buyers through their authorized buyer’s agent.
I feature all listings on my Google Business Page.
In concert with the desires of my sellers, I will conduct open houses.
Two days before any open house – I blanket Austin agents with e-flyers.
Through a proprietary system, I write personal emails to all Austin agents who have shown interest in my client’s property.
I will provide weekly reports summarizing feedback from all showings in addition to the number of online views.
And if the listing languishes? I will continue the collaborative process we started at the beginning. We adjust accordingly until the home is sold.
I began my blog by telling the story of a client who recently decided to delist until after the election. A different seller, who listed at about the same time, is now under contract and moving toward closing. The difference? A motivated buyer’s agent took my call. We teamed up well – maintained constant communication, and we each persuaded our clients to stay engaged and trust the process.