Think About this Before You Pick Your Realtor

Here is a capsule of what I mean, then let me explain one on one..........

The traditional approach to pricing your home is by using a CMA, or Comparative Market Analysis. Then agents bring out their great record, their companies great facts, and share a marketing plan. This traditional approach is seriously flawed. I realize the CMA is essentially the same CMA that every agent is taught to do. It’s the same basic CMA in every book about listing.  But it is seriously flawed, and I’m being nice. 

It’s flawed because we can make the price just about anything we want, within reason.  Any agent who has done many traditional CMAs knows that’s true, if they are honest enough to admit it.  If the seller balks, he goes back, find more comps, and take another swing. But why is it flawed?

It’s flawed because it is based on three comps. And it’s flawed because it is based on closed sales which have already been discounted to sell.

Really now, does the agent demonstrate competence?  Or does he just make a listing presentation much like everyone else’s?  The traditional listing approach is designed to be taught to the masses and it’s “idiot proof”.  You could practically train a monkey to do it!  It requires practically no special skill or knowledge, and any broker can quickly teach even the greenest agent to do it. And it’s easy.  Using this approach to sell the home requires no marketing skill or special effort from the listing agent.

Most agents don't need a large advertising budget or investment from the broker.  Why?  Because the traditional approach uses price to sell the home.  That’s all.  The truth is that anyone can sell anything if he lowers the price enough. This keep lowering the price method has always bugged me. I have hated it, always felt it was truly unprofessional. It places all of the excuse for not selling on the price.

I separate myself from all other agents by refusing to buy into this concept. Take note, agents may try and tell you their are numerous concepts on approaching selling your home. But there are only two. The traditional way, that which is discussed so far, and the way I want to show those about to sell their homes. It is surprisingly different. It makes you feel that you have made a good investment in choosing an agent to sell your home.

As agents one of our fiduciary duties to our clients is honesty.  Yet, many agents are presenting themselves in a less than fully honest way.  They don’t mean to be dishonest, but think about it.  Most agents use style over substance.  What if I could discuss your home with real credibility?


In this light I know that most sellers don't want us taking up one of their evenings to make a presentation. My approach, don't be standard. Be interesting, with interesting facts about the market your home competes in. I think you will  be shocked with my proposal, I know you will.

I mentioned there are two ways to market your home, every agents method I have seen falls into the first. What I want to show you is the second way.