Common Seller Mistakes

Selling your home can be a nightmare of frustration and disappointment. It can cost you thousands of dollars, either in selling too cheaply or in needless expenses.

It need not be this way.

Selling your home should be a pleasant and rewarding experience. You should receive the highest possible price at the lowest possible cost.

The points listed below will help you avoid costly mistakes made by home-sellers. It will help you achieve the highest price at the lowest cost.

Agency Of The Year 2020

Landmark Sales Property Group were awarded Agency of the Year by ratemyagent.com.au for the highest average sales prices and the most properties sold.

Not Trusting The Agent

If you don’t trust the agent, don’t hire the agent.

A major ingredient in any relationship, business or personal, is trust. Before you choose your agent, ask many questions, check references, test their negotiating skills and ask yourself a BIG question: Do I feel comfortable with this person handling the sale of my family home?

If your answer is ‘no’, do not hire the agent. Once you decide on an agent, give the agent your trust and confidence. Do not interfere. Allow the agent to make decisions and get on with the job of finding the right buyer for your home. If, later, you lose your trust, you can dismiss the agent. If the meantime, show your trust. The best agents are worthy of your trust. They won’t let you down.

Spend your money wisely on advertising

Most real estate advertising is a waste of money. But that does not mean ALL real estate advertising is a waste of money. Make sure the agency you choose uses EFFECTIVE advertising that works for your benefit and could even be free to you.

Make sure agents are not using your money to promote themselves, not your home. In the past 20 years, real estate advertising has increased 20 times. In most areas, the numbers of sales being made today is the same as twenty years ago.

Home sellers are often pressured to pay thousands of dollars for advertising. This is a needless expense because very few homes are ever sold because of advertising. You should not consider paying additional for advertising until the traditional means we have already employed have not produced the results you want.
This industry is addicted to advertising. There are dozens of advertising awards, yet client satisfaction awards are almost unknown. Many agents receive huge kickbacks from advertisers and this money is seldom passed on to sellers. Many agents raise their profile and their profits at your expense. Do not allow this to happen to you.
Never pay money in advance for advertising to the agent. Insist on proof of the advertising costs and ask if the agent gets any kickbacks from the placement of advertisments.

And, don’t sign anything which asks you to pay for advertising before your property is sold unless you have agreed upon a special marketing program in advance that does incorporate additional advertising.

Demanding Advertising

Demanding Advertising

Advertising will rarely sell your home.

Too often home sellers make the mistake of demanding too much advertising for their homes. Buyers who want to buy in your area will always visit your area before they buy. The area attracts them more than the advertising. It is a waste of time, money and energy to place advertisements in publications which reach thousands of people who will not buy in your area.

Use only targeted and effective adverting rather than the shotgun approach employed by many Agencies that are more about the agency getting their name publicized than getting your house sold.

An Agencies strong web presence using Realesate.com.au and other public listing sites and the agencies own websites will ensure people can find your house by area.

That’s how most homes are sold these days.

Demanding Advertising

Open Inspections

Open homes can increase the chance of selling your property however they need to be properly organised and conducted. Here are a few pointers.

Your agent must have a security register to identify and contact visitors.

Two agents are better than one to ensure security and that everyone is spoken to.

Do not restrict genuine buyers to one or two hours per week. Allow these people to inspect anytime.

Demanding Advertising

Closed Agent

Closed agents lose buyers.

Make sure the agency you choose is available seven days. Many agents work ‘nine to five’ and close on Sunday. You need an agent who is available to buyers 24/7. Weekends are especially important. You never know when the perfect buyer will come along. And that buyer will buy from the agent who is open.

The best agents offer a 7 day service. They are always prepared to work on your behalf.

Over Capitalising

Over Capitalising

Many home improvements don’t improve your price.

Be careful on what you spend on major improvements to your home. What suits you may not suit every buyer. A good example is a swimming pool. It may cost you $50,000. Yet it is worth nothing to buyers who do not want a pool.

Waiting for a buyer with the same taste as you may take years.

Be careful that your improvements do not put your house value out of comparison with other houses in the area.

A good agent should be able to give you ideas on what inexpensive improvements you can make to increase the value of your property. 

Over Capitalising

Ignoring Early Buyers

High prices often come early.  Low prices often come late.

Be careful.  The buyers you reject when your home is first placed for sale may be the buyers prepared to pay the best price.  The number of buyers for your home usually gets lower, not higher, as time goes on.  And your price will often get lower too.

Agents who say it may take many weeks to find a buyer are admitting that they are inefficient – or they are failing to tell you the truth about the value of your home.  They know that your home is priced too high and they have to talk you down in price.  The purpose of advertisements and massive numbers of inspections is seldom to “search for buyers” – the buyers are already in the area – it’s to “condition” you with lots of visible activity.  This activity damages the value of your home.  It tells buyers that your home is not sold.  And homes which are not sold often require a big price reduction to get them sold.

Consider carefully the early offers you receive. If the early price enables you to achieve your goals, you should consider selling sooner rather than later.  How many times do you hear of sellers having their homes on the market and getting a higher price? Almost never.  The highest price comes when your home is fresh, not when it is stale.

The best agents are those who can find the best buyer willing to pay the best price in the shortest time and with the least cost to you.

Choosing a high-quoting agent

Choosing a high-quoting agent

Some agents will tell lies to win your business.

Be very careful that you do not choose the agent who tells you the biggest lie about the sale price of your property. This is called “buying your business”.  Also be wary of agents who try to talk you into auction by telling you stories of incredible prices. This is a common trick. If you choose an agent based on the selling price they quote you, you may be badly disappointed.

If you suspect that an agent is attempting to “buy” your business with an over estimated price range, insist they give you their estimate in writing.

This will identify the agents who are enticing you with false quotes.

Usually the next thing that agent will try and sell you is the real price your home will fetch. 

Use realestate.com.au to check on the sales that the agent has made in your area and when.  This will tell a more truthful tale of the likely real price of your home. 

Selecting a cheap agent

Selecting a cheap agent

Cheap agents get cheap prices.

Be careful choosing an agent based purely on their fees. If agents give their own money away what do you think they will do with your money?!

Better to pay an extra one percent for a selling fee than to receive ten percent less on your selling price.

Good negotiators rarely give big discounts on their fees. If they get you the best market price they are worth a fair fee.

If you are not happy ALL fees can be negotiated down, especially if your agent is trying to negotiate your price down.

No buyer records

No buyer records

The best agents keep detailed records of buyers.

Most agents get dozens of enquiries from buyers each month. Some get hundreds. Why don’t they keep records of these people – names, details, phone numbers? If they do keep records, why do they want to keep advertising?

The answer is simple – self promotion. They call it “profile”. Be careful. Most agents advertise different properties to attract the same buyers. Let them waste their money, not yours. When agents keep records of genuine buyers, there is less need for advertising. Ask the agent to explain how advertising can often lower the price of your home.

Many agents keep no buyer records. And then they ask you to pay for advertising to find buyers! Do not pay for the incompetence of any agent. Insist on an agent who keeps detailed and accurate records of genuine buyers. One of these buyers may be perfect for your home.

A good Agency will use their own database first before requesting an advertising contribution from you.

Demanding Advertising

Going to Auction

Auctions give you a lower price.

Auctions are also riddled with deceit. One of the worst deceptions is the “reserve” price.  Agents will tell you how your home can sell for thousands above the reserve.  But the reserve is your lowest price! It is the minimum you will accept, under pressure.  Auctions are needless pressure.  Many buyers who buy at auctions openly admit they would have paid more.

Don’t focus on the lowest you will accept.  Focus on the highest you want.  Insist on an agent who focuses on a buyer’s maximum price not your minimum price.  In the end the market will decide what the right price is, but a negative agent can also cost you.

Agents will also tell you that auction prices go up.  Do not be tempted.  The reason auctions go up in price is simple: they start low!  Don’t start low.  Start high.  You always get a much higher price by starting high.

If agents were forced by law to guarantee that no home-sellers could lose at auctions, the auction system would cease to exist.

Auctions might be best for agents.  Be warned: They’re not the best for you

Revealing Your Reason

No Negotiation Skills

Poor negotiators will cost you a lot of money.

Negotiation skills are vital to ensuring you get the highest possible price. There are several Principles of Real Estate Negotiation. Ask an agent to quote some to you. You will soon discover who the best negotiator is.

A good negotiator can easily create up to ten percent on your selling price. Work it out, it can mean thousands of dollars. If you have an attractive home you don’t need a salesperson as much as a negotiator. Be very careful: most agents are poor negotiators. Insist on an agent who is a skilled negotiator.

Revealing Your Reason

Revealing Your Reason

Your reason for selling is confidential.

No one, other than the agent you trust, should know your reason for selling.  If your reason is revealed it can severely hurt your chance of obtaining the highest price.  This is especially true if you need to sell by a certain date.  If buyers know the reason you are selling it can weaken your negotiating position.  Too often many agents say. “Must sell because bought elsewhere/financial problems/ job transfer.”  If asked the reason for selling, simply say that you are “re-locating”.

Don’t let the reason you are selling your home be the reason you receive a lower price. Your reason for selling is confidential.

Revealing Your Reason

Sparkle Presentation

Dull homes get dull prices.

Do not confuse improvement with presentation. Make your home sparkle and your price will shine. Pay attention to the little things which create a big impression – the front garden and the first appearance of your home. Stand back and look at what buyers will see when they arrive.

Cleanliness is vital. One of the most important and most overlooked aspects of selling a home is its smell. Pleasant scents create pleasant moods, whereas bad odours will be an instant repellent to a buyer.

A home which sparkles always sells for a higher price.