THE LEADER IN CUSTOMIZED REAL ESTATE SM
ABOUT RLAH REAL ESTATE When it comes to residential real estate in the greater Washington, D.C., area, buyers and sellers may perceive a range of choices among those professionals seemingly at the ready to serve them. The very experienced and dynamic individuals of Real Living | At Home, however, make the choice obvious. RLAH embodies a community dedicated to integrity and service, and to evolving to meet the ever-changing challenges of a market on the move. From pied-à-terre to palace, from Dupont to Damascus, RLAH’s seasoned and savvy experts offer unsurpassed dedication to clients. You will know us by our reputation. You will love us for our deeds.
REAL LIVING. REAL ANSWERS.
HOW TO SELECT THE RIGHT REAL ESTATE AGENT TO MARKET YOUR HOME SM
using clichĂŠs to 2 Beyond describe our home, what
will you say that will have a higher impact? For example, if you have devoted years to lovingly appointing your home and all the agent can manage is, "This is a beautiful home," then challenge the agent for more detailed descriptions. If every agent in town seems to be describing landscaped properties as "park-like" or "professionally landscaped," then discuss ways to achieve more compelling commentary.
should our pricing 3 What strategy be? Challenge your prospective agent to demonstrate they know the difference between selecting the right pricing strategy and the right price. (See the Real Living. Real Answers. Pricing Strategies guide.) do you network with 4 How other agents to increase the
Considering how many people value their home as their greatest investment and monetary asset, it's surprising how little strategic thought goes into selecting the right real estate agent when selling that home.
AGENT SELECTION TIPS Real Living. Real Answers. encourages you to base your agent selection decision specifically on how the prospective agent will customize the marketing for your home. Here are some questions to ask and the reason behind them. do you think makes our 1 What home most distinctive? If the prospective agent cannot convince you they understand the nuances of your home, imagine how ineffective they will be in attempting to educate and inspire agents and buyers face-to-face.
awareness of our property to buyers? The majority of the time, so-called "listing agents" do not personally bring the buyer or represent the buyer's interest. Thus, it is vital you select an agent who will create a high level of collaboration and cooperation with competitive colleagues. Be wary of any agent who tries to create a sense of, "I have the buyer" or "my buyers" this and "my buyers" that. This is not to say the "listing agent" may not end up bringing the buyer, but their focus should be on attracting and influencing all qualified buyers and not overstating the potential of their own buyers as a premise for why they should be retained.
do you market 5 How properties via social media
and mobile websites, and what is your response time to buyer inquiries? Over 90 percent of buyers begin their home search online. Most real estate companies, through IDX (Information Data Exchange), showcase homes for sale from other companies on the MLS and on their own sites. Therefore, your marketing agent is not only responsible for the "lifestyle" narrative on their own site but on many others, as well.
is your photo marketing 6 What strategy for our home in terms of which rooms/amenities to showcase prominently and the number and order of photos? This is vital because consumers don't just look online at homes they want to visit, they also look to determine which not to visit.
you make listing 7 Do presentations, or do you
develop a customized marketing proposal with us? A listing presentation is a justification of the agent, their company, and what they have done in the past. The focus is on them and how they are different from other real estate agents. A customized home marketing proposal begins with a conversation about you, your needs, and most importantly, how to develop together (you and the agent) the right narrative about your home and overall lifestyle. A customized approach to marketing is formed by the deep belief that each home is different and while homes are competitive and while homes are competitive
with other homes for sale, they are not comparative. If homes were all the same, then it would make sense for all agents in a company through a listing presentation to say the same thing and have the same solutions for the marketing of all homes. Real Living does not believe this is how homes should be marketed. is your negotiating 8 What philosophy? When an agent represents you (and not in a dual agency relationship where they also work with the potential buyer for your home) they should be dedicated to your financial and overall interests, not the buyer's. When you ask a prospective agent to discuss their negotiating strategy, be on the lookout for those who respond, "My goal is to have a win-win outcome." This is like a coach who wants the game to end in a tie. Your agent should only be focused on how you can win. makes your company 9 What different? Make sure the agent explains how their answers relate to attracting and converting buyers into your buyer and not as an invitation for pomposity. do you market our 10 How neighborhood as part of
our overall lifestyle and do you get neighborhood testimonials from the most trusted source—residents? Real Living has developed Neighbors Know Best, where neighbors are asked for testimonials about living in the neighborhood or town that the marketed home is located.