“I Don’t Really Have to Sell”
by George R. Harvey, Jr.
2011 Vice Chair, NAR Resort and Second Home Real Estate Committee
Quite often when I go on a listing presentation, the seller tells me at the end of the presentation, “Well, I really don’t have to sell”. This is after giving them a thorough market analysis, showing them how many properties compete with their property and how many sales have happened in the last 12 to 15 months in their category. Sometimes I’ll take them out to look at several of the most similar properties to their property in order to give them an idea of what their competition is. Many times, of course, they say, “My property is better.” As you might guess, most sellers take that position. When I give the seller the market analysis, the same exact analysis that every buyer/broker is going to give their buyers and that seller says, “I really don’t have to sell,” the first question that enters my mind is, “So why are you putting your property on the market”? It takes a terrific amount of effort on the listing broker’s part for showing appointments, marketing materials, and advertising expense to have a successful sale. And then the seller is going to say, “If I can get my price I might sell my house.” Let me translate what that means. If we get a really wealthy person that will pay cash, close quickly, doesn’t do any market research, and is really stupid, and will just pay whatever the asking price is, I’ll sell my house. What an incredible burden this creates for the listing agent and a setup for disappointment for all parties engaged.
One of the biggest problems that we have in the Telluride market as well as other markets in the resort and second home niche, is sellers still pricing to the peak of 2006, ’07, and ‘08 markets.
Buyers in general are well informed and have done their homework on the internet and always ask for all the market comps. Sellers often say, “Well my property is special or unique or here’s why I bought it”. All those wonderful things are good points for potential buyers in the future, but every buyer has their own list of dreams and desires and they’re all watching Bloomberg.
Not only does a property in this market have to be priced competitively, but it needs to be one or two best values in its market category to even get on the show list. It also has to be in great condition, because buyers are now looking for every flaw possible and are making objections for the smallest of items. The end result for sellers that don’t price to the market is following the market all the way down and always being just behind the selling price range rather than just in front of it where they should be. If you are a property owner in a resort or second home market and truly want to sell, ask you listing broker to do a very thorough market analysis and what it will take to be the first one or two properties shown in that market niche. It will greatly improve your odds of making a sale and won’t waste your time and your listing agent’s.
You may contact George Harvey at 970-729-0111 or george@TheHarveyTeam.net
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