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Showing
Leave The Selling To
Us
While the home seller is actively getting the house ready
to show, the listing broker is actively spreading the word
that the property is available. Generally speaking, the
listing is promoted to two groups: the real estate community
and the buying public.
Many home sellers are surprised to learn that approximately
56% of all buyers come from referrals between brokers and
their vast network of contacts. Approximately 17% of buyers
come from inquiries stimulated by “for sale” signs
in yards. The remaining 27% of buyers come from a combination
of the real estate company’s reputation and image,
open houses, and advertising or other promotional efforts.
Obviously, the most productive source of buyers is working
closely with other brokers, and this is where your listing
broker begins.
Here are some things to keep in mind when showing your home:
MLS
Computer
The listing broker enters a profile of your house in the
Multiple Listing Service computer. This profile includes
everything from location and price, to available financing
and number of baths, from house style and heating system
to special features and showing instructions. Now your house
description is instantly available to the entire MLS membership.
(MLS is a membership service available exclusively to brokers
belonging to the Boards/ Association of REALTORS®.)
In addition, your listing broker announces the listing at
regular office sales meetings, and points out noteworthy
features. At Long & Foster, the listing office, as well
as other Long & Foster offices, may “tour”
the property. In addition, other real estate companies may
also ask to tour your home. (Without the lockbox, your house
is inaccessible to this large network when you are not home.)
 Advertising
The yard sign provides additional exposure to the neighborhood
and prospects touring the area. Signs often create high-quality
inquiries because prospects like the area and the house
and want to get a closer look inside. Your home, as well
as homes similar to yours, will be advertised from time
to time in major metropolitan and community newspapers and
on the Internet for mass reach. Direct mail cards are used
to target specific neighborhoods.
Long & Foster also advertises nationally and internationally
for potential relocation buyers for your home in military
and foreign service publications.
Our World Search® staff visits military bases and foreign
service posts worldwide to introduce the services offered
by Long & Foster. Our entire Relocation Division receives
over 9,000 leads annually, largely from broker referrals
and corporate transferees.
When
It's Show Time
With all this activity, your listing broker and other selling
brokers will be bringing prospective brokers to see your
house. Brokers will make an appointment with the home seller,
and will give you as much advance notice as possible. That
will give you time to tidy up, make beds, light dark areas,
perhaps pop something in the oven, like a spicy cake, pie,
bread, or even a pan of cinnamon. Make every effort to accept
all appointments — you never know when your buyer will
walk through the front door. Also, have the property brochure
available with utility bills, MLS profile, house location
survey, etc.
If
You're Home
If you’re home, greet the prospects at the door and
politely excuse yourself and leave the selling to us. (Perhaps
check the baking or take the dog for a walk.)
Buying a home may be the largest single purchase a family
will make in a lifetime. It is a serious matter for them;
therefore, too many distractions could spoil the sale. We
have found over the years that a number of pointers make
things a little easier for your Sales Associate and the
buyers.
Too many people present during inspection may make the potential
buyer feel like an intruder, which makes it difficult for
selling broker and buyer to be at ease.
It’s better that you and your children busy yourselves
in one part of the house or outside, rather than tagging
along. The broker knows the buyer’s desires and can
better emphasize your home’s features.
 Quiet
is the ideal environment. Noise is distracting, so don’t
have the radio or TV on — the broker and the buyer
need to hear each other!
It’s better to keep pets out of the house. Buyers
may be timid around an unfamiliar animal.
Chatting with a potential buyer may dilute the broker’s
ability to present your home’s features in the best
light. If asked a question, respond honestly, but diplomatically
refer questions to the broker.
The lived-in appearance makes it a home. There’s no
need to apologize for its appearance. Let the trained broker
answer any objections.
Many a sale has been lost by trying to dispose of furniture
and furnishings to the potential buyer. Wait until after
the sale is made.
Your listing broker is most qualified to bring negotiations
to a favorable conclusion.
Do not discuss price, terms, possession, or other factors
with the potential buyer.
If
You're Not Home
Have the house ready and enclose pets in the basement, garage
or back yard. Selling brokers may leave their business cards
or register at the listing broker’s office, depending
on local custom. Be sure to keep any cards and give them
to your listing broker as soon as possible for follow-up.
When an open house is scheduled, plan to be away for the
afternoon. Make the house accessible to the listing broker
and be sure to leave word on how to contact you.
Seller
and Broker Team
During the listing period, the listing broker will periodically
update the home seller on the mortgage market, new competitive
listings and sales in the area, and progress in selling
the home. The feedback between broker and seller is vital
to exchange selling suggestions and maintain maximum marketability.
The listing broker will follow-up with the other selling
brokers and provide feedback to the home seller. This mutual
teamwork becomes especially important later when negotiating
offers to purchase.
Questions
And Answers
Should I let anyone in to see the house?
If a prospective buyer calls or comes by unexpectedly without
a broker, get their name and phone number. Do not show the
home. Explain that it is not a convenient time. Call your
listing broker so that the buyer can be qualified and identified
prior to showing. This is for your benefit and protection.
If an offer is imminent, should we still show the home?
A property is either sold or available—there is no
in between. However, if there is an accepted contract that
contains a contingency, and back up contracts are invited,
then this must be made clear, and the house should be shown.
Refer the selling agent to your listing agent for details.
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