Confessions of a "Seller Pleaser"

Vacations are over.  The Christmas' hectic lifestyle is closing down and we are all settling in for a new work year.  As I reflect on past accomplishments and mistakes, I must admit I made the same GLARING mistake 3 times last year.  The consequences were insulting, but expected. 

Now here is the CONFESSION:  I lost listings 3 times to other Realtors, as they expired.  I tell you that, just to tell THIS:  The truth is that sellers want one thing in a marketing plan, to SELL their house!   Apparently, I am not alone in this situation.  January 4, 2012, the Norman mls (aka amlsok.com) reported 74 NEW listings.  The previous 5 days, less than 20 homes came on the market.  I realize this is not a scientific poll but I do claim a little common sense.  Many people expire out listings on December 31 and relist Jan. 1. (mawh included).  I did not evaluate but I would guess at least 50% of the "new" listings were relists.  Hopefully, most were retained. 

So, since we all have a marketing plan, let's talk truth cause somebody has to, and here I go again with run-on sentences(did I mention I used to teach English?).  When you list a property, do you "promise" to

• do broker's open (after all food is the way to a broker--too bad brokers are not buying)
• set on open houses (this will always get it sold)
• make flyers(uses time that makes you feel "accomplished)
• post it in 100 places on line (here's something only you will do)
• make electronic flyers (cool)
• mail to top 100 agents (they care a lot)
• invite other broker's buyers to your open (that will will make you popular!)
• EMAIL brokers repeatedly reminding them of your mls listing number (my personal favorite:))
• use ALL technology available to market a home (here is a catch all)

All this being said, one major component is missing.  You need to sell their house.  This is all a seller wants.  We all know that the key to selling a house is proper pricing, so the last marketing strategy should be:

• be honest

Don't tell the seller what you think he wants to hear.  Tell him the truth.  Three times last year, I went to listing appointments and let the sellers talk me "up" on their prices.  Mistake.  I should have held strong to my belief and stayed with a value where  I could see the house selling.  Now, MESS!  Sellers have relisted house, with another agent, at the price I suggested.  Really? 

Whose fault is it that my marketing plan failed?  I take full responsibility and resolve not to let this happen again.  I am no longer a "seller pleaser." 

Your thoughts?

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