Advice on how agents can better market homes that may be difficult to sell
By Kathleen Hagan
When it comes to selling a home, REALTORS® may face a variety of challenges—from outdated design, infestation and street noise, to a seller’s quirky collections and unwillingness to invest in staging. And while these sales hurdles can be daunting, they also present opportunities for CRSs who are willing to think outside the box and go the extra mile to get the job done.
Here are six strategies to achieve a sale on a hard-to-sell home.
1. Don’t hide potential dealbreakers.
If a home’s design is outdated, reflect it in your listing photos. “If the kitchen was last redesigned in 1975, we’re not going to hide that,” says Thomas J. Nelson, CRS, with Big Block Realty in San Diego. “We don’t want people coming to the house, seeing the outdated kitchen and then immediately turning around and walking out the door because they wanted something more updated. We want them coming to the house knowing the kitchen is in that condition and wanting to see it anyway.”
Many buyers will want to make updates to a property with outdated design, so a savvy CRS should write a listing that highlights the opportunity for buyers to make the space their own. Additionally, the asking price of the home should reflect the fact that some work needs to be done.
2. Put on your creative cap.
If a property isn’t selling, sometimes all it takes is a little outside-the-box thinking. Nancy Shaw, CRS, with Keller Williams Realty in Albuquerque, New Mexico, was able to close a sale on a house that had been on the market for more than a year with another broker—without lowering the list price—by finding a creative solution to a problem that was puzzling potential buyers: a house with two front doors.
“Neither one was a great front door, but I had to make a decision and then commit to my solution,” Shaw says.
She got three large potted plants to close off the front door that led into the home’s dining room. Then she had her landscaper add two stone steps—for a grand total of $100—to make the front door that opened up into a small bedroom the primary entrance to the home. She then staged that bedroom as a foyer.
Even though this solution resulted in the home losing a bedroom, it turned out to be a good one: The house went under contract that weekend, and the seller wrote a glowing Yelp review.
3. Make small investments.
Minor improvements and fixes can go a long way toward closing a sale. “I always recommend buyers do a pre-MLS inspection,” says Nelson. That way, when red flags come up, he is able to strategically evaluate what his sellers should repair and what they should leave for the buyer before putting the house on the market.
“I look at what kinds of fixes will have the biggest impact on property value and what makes the most sense to fix for any buyer—issues that scream broken or unsafe—versus things that only some buyers might want to fix,” Nelson says.
4. Set the stage.
Staging is critical—especially when a home is vacant and might have unique features or an odd layout. Potential buyers sometimes struggle to envision how a space can be used. Investing in expert staging can help eliminate this hurdle.
For example, Nelson had clients who were trying to sell a condo—in stunning condition and in a popular San Diego neighborhood—but they weren’t getting any offers after three weeks on the market. The problems, he decided, were that the condo was vacant, had an odd-shaped polygonal floor plan and one wall was painted bright blue. Nelson recommended that his clients pull the property from the market, paint the wall a neutral color and stage it. “At first, they were hesitant to spend the extra money [on staging],” he says, “so I told them I would pay for these extra expenses if it didn’t go under contract.”
But Nelson’s advice made all the difference, and the sellers received multiple offers within a week after putting the staged condo back on the market. “Sometimes you just have to call an audible while you’re on the market and put your money where your mouth is,” he says of this experience.
5. Show up for showings.
In Shaw’s market, it’s common for her as the listing agent to meet potential buyers and their agents for showings. “In my experience, being there while they see the property makes a huge difference,” she says. “I can talk to the positive attributes of the property, and that helps people overcome their reservations.”
What’s more, Shaw notes that she pays close attention to what she wears and what kind of car she parks in the driveway when potential buyers show up.
“All of these little details play a role in the overall experience,” she says.
6. Listen to feedback.
“Even the most seasoned REALTOR® needs to listen to feedback to realize what little things might be tripping you up with a particular listing,” Shaw says. “You get feedback very fast once you get on the market. If the property isn’t selling, you need to listen and make adjustments accordingly.”
No Budget for Staging? No Problem
If sellers do not want to invest in staging, Nancy Shaw, CRS, with Keller Williams Realty in Albuquerque, New Mexico, recommends inexpensive solutions for REALTORS® to make a home more appealing to buyers:
• Put fresh or plastic flower arrangements on the kitchen counter.
• Hang towels in the bathroom.
• Utilize a small water feature that can create background noise for properties located on busy streets.
For homes that are filled with a seller’s quirky possessions—like taxidermic animals or extensive figurine collections—Shaw advises a gentle approach to making the space more attractive to buyers. “Gently remind the seller that that dead deer will look great in their new home, and packing it up ahead of the first showing will only move things along,” she says. “Telling the seller that the dead deer on the wall is offensive to some people will not elicit a positive response.”
If you find these tips helpful, follow us on Instagram @thisisrrc for more helpful strategies on thinking outside the box when it comes to your business.
Photo: iStock.com/retrorocket
