If you are taking overpriced listings without any notion of reducing the price of those listings within the first 30 days on the market please read this story. If you do not take overpriced listings please read this story to reaffirm why you will not do so. If you are thinking about taking overpriced listings then read this story.
Whenever you take a listing it is your duty to find out why the seller must sell. I am amazed at how many sellers we talk to who tell us their agent never even asked them why they needed to sell. Don't you think that the motivation of why a seller needs to sell needs to be taken into consideration with your pricing? Of course it does.
A seller calls us in dyer straights and needs to sell her home with a short sale and asked us to list her house. As I began to inquire about her property and qualify her for the short sale process she informed me a very sad story.P Please keep reading, you will see there is more to this story than her husband getting laid off of his job.
Two years ago, yes, read that again, 2 years ago she listed her house with an agent who over priced her house. Now, the seller had no idea at the time of what price to ask. She depended on her agent to tell her what that price was. She asked the agent to be honest with her about what she the house should be listed at. This agent had all the opportunity in the world to price this house to sell. The seller told the agent of her financial situation.
The house gets listed too high. Now at that time they only had one mortgage on the house and they could have sold it for a profit because they had equity in the house. This was in 2006. The market was already heading down, however, the amount they owed compared to even a low ball offer was still a great deal to this seller.
Now, the agent takes the listing, puts it in the MLS, can not even do the 4 P's because they don't allow signs in this community and walks away. After a few months of not hearing from their agent and after looking online to start to see what the other homes around her were listing for and selling for the seller calls her agent to ask for a price reduction!
You read that right! How many of you who fight for price reductions wouldn't kiss her feet for being the one to suggest a price reduction! This agent should have been embarrassed that the seller was calling her. Now the seller gets the agent on the line and says,
Seller, " I think we need to drop the price of the house."
Agent, " Oh O.K."
Seller, " What do you think we should drop it to?"
Agent, " Ah, I don't know, what do you think we should drop it to?"
Seller," Well, I don't know, If you think, $5,000, $10,000, $25000 would help to get it sold?"
Agent," OK, we will reduce the price by $5,000."
Please tell me this agent is one of those agents who did not pay her dues for 2008 and is out of business!I would not wish this agent on my worst enemy! 
So 6 months goes by and nothing happens, no showings, no offers. The seller is a nice lady who knows nothing about real estate and hired an agent to do what she did not know how to do. So then they list with another agent and basically the same thing happens again. The market was falling fast at that time and the agent had no clue about pricing a property to sell in a falling market. So again the seller was behind the eight ball with no room to get out.
And now what does the seller need to do because of the inept and inconsiderate agents she had to deal with? Well, she had to get a second mortgage on her house just to keep living in this house and keep her payments up on the house and the bills. She never would have had to take out this second mortgage in a falling market if the agents had priced this house to sell in the very beginning, they would have walked away with money in their pockets and a song in their hearts.
This is not the end of the story!
Now the seller thinks that all the agents do is to put her listing in the MSL. The logical thinking is, Gee, if that is all the agents do then I can do that myself. The seller pays a $395 fee to a company that places her listing on the MLS for her. This seller becomes a FSBO with still no idea of what to price her house to sell at. After about a month, another agent promises her the moon and talks her into listing her house again. This must have been his prospecting technique, to solicit the sellers who pay the MLS listing company to enter their listings on the MLS. Again, this agent, O.K. now, this is the third agent that has overpriced her house.
I want to have a word with these agents!
I just about had to pick myself off the floor after hearing this story. I had to pause just to regain my composure. This whole story was related to me over the phone. I could feel her distraught right through the phone.
They are the ones who should be paying her second mortgage payments! This is plain and simple irresponsible and totally uncalled for. Why are you taking listings that are not going to sell? Why are you not asking for price reductions after there are no lookers! This is over a 2 year period of time!
The seller knows the only recourse now is either foreclosure or doing a short sale.The reason she has to do the short sale is because the agents did not list her house at a price that it would sell. She watched as houses around her sold and hers did not. There is nothing wrong with the condition of her house. It was the pricing. If we had the listing in the first place the house would have been priced to sell and she would be walking away with cash in her pocket 2 years ago!
She Googles our keywords for Short Sales and we are all over page one. The seller reads our articles on short sales and calls us. We took her listing over the phone and priced it correctly to sell quickly. Low enough that the buyers will come and reasonable enough the BPO the lender will order will come in very close to what we have it listed for.
Sellers: Beware of agents who hang their reputation on their sales when the sun was shining and the market was hot. Make sure to choose an agent who has weathered all the real estate climates and knows how to handle the storm of a falling market.
Agents: Please do not take overpriced listings. You may just be contributing to damaged goods. Remember, these are human being and there are human consequences to your actions. Please govern yourselves accordingly.
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Contact Nestor Gasset and Katerina Gasset, CIPS, Realtors®, International Properties and Investments, Inc. Licensed Realtors® in Florida at 561-753-0135 to list your property for sale or to purchase a property in Wellington, Royal Palm Beach, Loxahatchee, Lake Worth, Hypoluxo Island, Lantana, West Palm Beach and the rest of Palm Beach County Florida. We are accepting referrals.
Copyright © 2008 By Katerina Gasset, All Rights Reserved. *Beware of Damaged Goods! The Human Consequences of Taking Overpriced Listings* Contact Katerina Gasset for Customized Business and Personal Coaching.
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Nestor Gasset and Katerina Gasset- Realtors®, CIPS, ABR, SFR, GRI, REOS
Katerina--I agree that the agents who did this to them should be the ones paying the mortgage until this home sells! To have had the home listed during the best of times in this market and NOT be able to sell it, simply because it was overpriced is disgusting! Also, you wonder if an agent is making their money by only listing homes in MLS for a small fee, how thorough are their comparables--what incentive do they even have to price it right? They've done what they were paid to do--spend an hour with the client, spend an hour on the computer putting the listing in MLS and they've only got to change the status twice (pending, sold--if that ever happens) and voila, they've made their $500. and are moving on to scam another Seller! May these fly-by-night agents fly away during this period of 'correction!' Okay, I'll get off of my soapbox now!!
Somewhere I seem to recall that there is something in the COE about this matter??? I wonder how many agents, if they are REALTORS, actually read the COE.
Pricing properties take training and experience. Many agents never learn the skill.
Katrina, This post really hits home for me. I do not overprice listings and I do not take overprices listings as I will not be able to service the client at that price. Another agent and myself were looking through listings in our MLS and found one agent who consistently "buys" her listings by pricing them high. Guess how many of her listings have sold over the past few several months. Yes ZERO. I happened to get a call from one of her expireds and I relisted and sold the home. The unfortunate thing is that if the original listing price had been correct, the seller would have pocketed about $14,000 more! Instead, the seller continued to pay his mortgage and then had to take the first decent offer that came along because he needed to get rid of the property.
There is a human side to the action of overpricing a listing and many times it is the second or third or fourth agents who have the conscious about it and feel bad. I found myself apologizing for not selling their home at a higher price while they were happy just to have it sold.
Katerina, This post pisses me off just reading it!! This is the dark side of being an expired expert. We have to clean up the messes of REALTORS(R) that don't have a clue. It's very frustrating when we are finally called and are put in the position of needing to bail folks out who should not be having these issues to begin with.
Personally I think Brokers should approve all listings until that agent has proven themselves. Overpricing is like a desease in the market place. It creates a back log of inventory and ruins peoples lives.
I hope you are able to get them through this.
You know these agents were trying to take advantage of the seller because every class I've been to talks about not overpricing properties and the seller will end up getting less when all is said and done. Brokers should even have an office policy stating that no home should be priced over market value.
Katerina, I know an agent who will list anything for any price. He charges very little because he collects an up front fee. Just the other day, he was pitching a new listing to me by telling me it was priced way too high, but did he care? I kid you not, those were his words! I would never trust an agent or any business person whose compensation was not tied to performance in some manner or another. You are right, there is no room for overpricing in this business.
It is the incompetence of some that makes it hard on the rest of us! I see this all the time and it's a shame first the seller needs to sell but is not willing to do whatever it takes to sell in order to avoid foreclosure. Second, it's an even worse shame that agents are NOT DOING THEIR JOB TO REPRESENT THE BEST INTERESTS OF THEIR CLIENTS! What part of that is so hard to understand for some agents? What's the point in listing a house if it will never sell or be shown? It is our duty to be honest and upfront with sellers to keep this kind of situation from ever getting to the point it did.
As many others have commented, a lot of these agents will not be around too much longer and the ones of us that have "weathered the storm" will be there to take care of the abused.
Katerina - sad story indeed. As an agent, I have to wonder about so many things. I understand that many consumers rely on the agent/broker to guide them, obviously. But, after going through three agents and not having success, surely there had to be some doubt or question in regards to what is happening. Did you ever ask your 'now' client if they had ever been suggested to have an appraisal done or considered getting one when they opted to use the MLS only company.
Debbie - Those MLS companies make bank and to be honest do nothing. I have seen those companies in our MLS and if you visit their website, they have a huge inventory. They offer 'BARE BONES' for input on the MLS, no description at all, many have no directions to the homes as a lot of this is done via fax or online. The additonal services are 'extras' and the client who hires such companies have to pay for everything like a la carte!! Not the way to go, you do get what you pay for, NOTHING, IMO.
Great awareness post for consumers. I hope it works out and you get this home sold for your seller. Much luck.
Great Post ! Sellers know that if they talk to enough agents, sooner or later someone will list the home at what the seller price they want it listed, then 6 months later it's the Realtors fault it did not sell... 3 years later the house is on the market and now it is lower in price then it should of been 3 years ago...
I was thinking the same thing! Leave the business to the professionals!
Jesse and Kathy,
Thanks for your support, I agree with you, just take them out and hang them up to dry:)
Matthew- Thanks for reading and I agree, get them out of here!
Bradenton Florida Real Estate - Dan Forbes REALTOR®
Dan- While I don't believe in so many lawsuits I do understand why a seller who is suffers damages would consider action.
Debe- What is worse, is ALL 3 of these agents were full service and full fee agents. They even offered selling agent trips to tropical places, but that does not matter if the price is too high, because if you don't have a buyer you don't get the trip!
Andrew J. Lenza (ABR*GRI*MBA) Monmouth County NJ Real Estate Broker
Andrew- So nice to see you on my blog. You are a great writer and I admire your writing style so it is an honor that you would take the time to read and comment on my blog! :)
Nestor and Katerine, this is advice we must all take to heart. Throwing darts seems to be easy for some agents. Anything to get the listing.
I don't feel this is right for the seller if they really want and need to sell. I have run across people that cross their arms, scowl and tell me that they don't have to sell and if they don't get their price they'll just sit on it.
Eventually it seems they will come down to earth.
This makes me ill that this little lady fell into the clutches of lazy and greedy or just stupid agents.
Go sell it! I know you will. Later in the rain~Deb
This story moves to the top of the list for the stupidity and laziness of some agents. The seller calling to ask if THEY can Have a price reduction. Give me a break.
I love your post. WOW... It's so sad for the seller, not knowing cost him and the agent got away with it.
I had a similar experience and I tried to educate the seller,but he wanted to walk away with more than what he could get for it. I tried to tell him what he could get for his home so he wont be late on his mortgage again. He just couldn't believe the price after listing it for so long.He had to do a short sale on the property.
What could we do to help those sellers... I think your so RIGHT... if we PRICE it right the first time it will SELL....
So very true and coming from the lender side of things, banks are doing their due diligence and cutting the appraisals if they are deemed too high, not just on refinances but purchases as well!!
With the market being in the state that its in, banks are in protection mode and not going to be lending on property that is too overpriced!
Yesterdays high expectations are dashed on the todays stone reality,
Cindy Jones-Offering Real Estate Service for the 21st Century in Northern VA
Cindy- Thank you for your insight. I appreciate it very much. You show that you are a good agent when you take the time to educate yourself and keep informed in our marketplace.
Sellers need to do their home work too. The consumer needs to take some ownership. When they are hurt by mortgage lenders, agents, anyone else preying on people or incompetent, the consumer owns a part.
Bill- The worst part is that these sellers wanted to sell and wanted to have their house at the right price! They even asked the agents to drop the price, the agents had no clue! It was worse than pricing high to then get the reduction. The reduction was always there, the agent did not do this seller a service.
Lenn- Thanks for your support Lenn! I don't know where they got their license!
Katerina! Wow sad story GREAT post. Its amazing how people think our job is so easy. If you are a professional you will guide your client through the process, if I am unfamiliar with an area I seek the help of a fellow agent and asked them to co-list and work the property with me and the seller. When in doubt ASK questions.
Julie Neerings
Julie- Thanks for your comment. Read Broker Bryant's new post about what to do after you lose the listing. You don't want them the first time around anyways! They will sell the second or third agent around.
Carole- Yes, this happens in every business. I just don't want it to happen on my watch.
Kim- Yes, it is quite sad. The seller would price it right if the agent would be honest and insist on pricing it right. If agents would stop taking overpriced listings there would be less on the market, too.
It's scary how many homeowners think one realtor is as good as another. The wierd part is, why were those realtors were not anxious to get paid a commission? Guess they wanted the listing but didn't want the tough conversation about price or even worse, didn't know their pricing was off?
Mary Thomas
Mary- Thanks for commenting. I am sad that this happened and glad that we can find a resolution.
April- Thank you so much! I am glad that we are going to be able to help her.
Margaret Woda, Maryland REALTOR
No seller is going to dictate to me what I am to do to market their home. If they want open houses, I will refer them to someone who does do them. If they want print ads I will refer them to a top agent who does do them. I don't do them and don't make exceptions. But I do get a 25% referral fee from our fellow top agents in Re/Max and Keller Williams in our area when we are not a good fit. Life is too short, let's have fun! Get your listing on your terms! If they overprice with someone else, put them in your data base and send them just sold cards etc and when their listings expires, they will call you! Then they will be ready to list with you. Read BB's new post.
The first agent puts this house at 415k when all around in 2006 were selling for 365K! Then they added on a trip to the Bahamas to the selling agent! What good is that to a selling agent who can't find a buyer because the house is over priced by that much! It was absolutely disgusting! They did nothing to sell that house, no marketing, nada!
The worst part is that these sellers were WILLING to list at whatever price the agent said in order to sell and they could not even do that for her. SHE WAS CALLING THEM TO GET A PRICE REDUCTION!
Alisa- There was no appraisal ordered, it was a home equity line with just a look up on the computer to see the value estimation.
Celeste "Sally" Cheeseman (RA) Century 21 Liberty Homes *Hawaii*
Sally- People don't understand about how the listings get stale. Once the agents know it is overpriced they are not going to show it! Thanks for your comment! bignay
Wow, that is so sad. Those agents are most likely out of business now, or at least I hope!
Petra- That is why I posted this story, so we all can learn from this tragedy.
Jessica- Thanks for commenting.
Gay Beck
Gay- I don't think that the agents were taking advantage, more like they did not know what they were doing. Because even when the seller called to lower the price, they said, how much!
Paul- Thank you for sharing your story! I would not want to meet him, I would not be as nice as you!
Hi Katerina....There are Hundreds of those Realtors out there. I'm not sure if they really know how to price a home or they just are trying to get the listing by BSing the Seller to beat out other Realtors. I tried it ONCE, and that Seller said "aren't you too high?" I never played that game again.
I always say to Sellers Pricing is the single most important thing to have right..if there are no showing in the first week, Get the Price Down, never mind in 30 days. All Buyers are comparative shoppers, they know when a house is way Over priced, and they do not bother looking at it.
Great post, Sad story about your Clients.
I sure hope not!
Matt- Thanks for commenting. Yes, I hope they are long gone now!
Steve- I do not understand the motive here either. The saddest part is that these sellers were willing to list the house at whatever price the agent said in order to get it sold quickly. SO where these agents thinking? This was a golden seller.
Patrick- I like your slogan! Let's sell the house, not list it.
Fred Carver,Victoria BC Realtor
Fred- I like that graphic too! From iclip. Yep, that is me with the gun,a rootin' tootin' cowgirl there! :)
Spokane Real Estate - Ross Quintana
Ross- We are selling homes. It is just too bad our seller had to take out a second mortgage when instead she could have sold her house.
What a sad story. It does go both ways, however! I begged and begged and begged a seller to reduce their price to reality...all they way to a short sale, begged some more, they even rejected offers while in a short sale situation....boggles my mind. I told them this was heading to foreclosure and they said they didn't care!!!! Amazing.
I feel for your clients who were poorly advised. Hopefully that agent is not practicing any longer!
Jason Grams
Jason, yes, it goes both ways. What difference is it to the seller what the offer is on a short sale, he is not going to make any money on the deal, it is still better usually, than foreclosure.
Doreen McPherson ~ Phoenix Arizona Real Estate
Doreen, could be, but I do not wish to believe that there could be that many irresponsible agents out there. It is one thing when the seller refuses to budge off price, quite another when the seller wants to list it at a price that will sell, yet the agents don't do that for her.
Appraisals to establish value prior to a buyer's lender needing one are very rare indeed down here. This would not be something that she could use to establish value as buyers rarely care about an appraisal, they care more about market value. As the market was sliding in 2006; an appraisal would be outdated in just a couple of months and therefore would not be something I would recommend.
The post would go on too long if I explained it all in the post. I also do not anyone to be able to pinpoint her out. She reduced the price when she FSBO's in the MLS,she looked at the comps she could find, but had no idea as to what you deduct or add to the comparables. It was only on as a FSBO when another agent solicited her and what did he do, he raised the price.
Melina Tomson Salem Oregon Real Estate Consultant
Melina- That is the sad part, a motivated seller with unmotivated agents.
Christine- I normally would agree all the way with you and ultimately every single thing that happens to us we attract to us and must accept responsibility for.
However, this seller asked the agents to reduce the price. She did the best she could to find comps but did not know how to do that. After all, that is what they hire us for. OR else why would they need us to establish value? Her ownership in this is that she is too trusting and not assertive enough to stand to her defense to insist someone perform. But I still think these agents are the culprits here. It is not often I say something like that.
Bill, yes it is and one that I hope agents will take to heart and learn from.
Tony & Darcy Cannon
Tony and Darcy - Thanks for your comment. I pray that we will be able help her in time.
Neal Bloom-Realtor ® Assoc.-CRS-Weston FL
Neal- We turn down listings too. Like you said, not worth not being able to sell it only to have the second or third agent sell it. That is why we love to be the second or third agent!
Joe- This was not the case here. This seller wanted to reduce her price, she just did not know what to list at and depended on her agents to tell her, after all, that is one of the reasons sellers hire agents, to establish price.
Chrystina Tovani - Sacramento, CA Realtor, e-PRO
Chrystina- Thank you for your comment on my post. I sure do appreciate you taking the time to comment. Make it a great day today!
Nathan- Thanks for stopping by and commenting. Overpricing is a shame.
Vickie- In this particular neighborhood there is not neighborhood specialist per say. She received a mailer from these agents soliciting in that neighborhood. And also, we know this should be a benefit, but we list properties out of neighborhoods we work in too. But we still can find the right price.
Faina- I agree. Thank you for commenting. Hope you are doing well. My prayers are with you always.
Kat, after all the posts of yours that I have read, I have to say that as one of your best to date. I do have some favorites, mainly because they meant so much to me and some of the answers I was seeking at the time. If I had had Active Rain, and you and the other wonderful contributors that post here in my corner I believe that I would have saved myself a ton of grief and money.
Look at my new post, when you get a chance...Keep on writng, you are an inspiration for many of us!
Marzena Melby
Marzena- Yes, you are right, they don't have the guts to save face, they run from the sellers and make the rest of all look bad. I am amazed at the lack of professionalism I have run into, especially here in Florida.
Barbara-Jo & Bill - - Florida Realty Professional - AHWD
Barbara and Bill- That is correct! Go take a class!
Michelle Rottach St Charles county MO Real Estate
Michelle- Well, these sellers did realize this and that is why they had to call their own agents to tell them to reduce the price! I never heard of that!
Debra- Thank you Debra! It is one thing when the seller does not want to price correctly, quite another when the seller does want to lower the price and the agents are so inept they don't know what to do!
Ed- Thanks for commenting and I do hope they are out of the business, there were so many that jumped in during our hot market that did not have a clue.
Keith, I say good riddence! I will hold the door for you on your way out! That is not what we need in our business.
I am glad she found you!
Over half the agents in our area have been in the business less than 5 years - they've never had a tough market. Makes things very challenging...
Susan Mangigian
Susan- You got it! The difference is the seller wanted the reductions and the agents kept the price too high! It depends on the market too. We have taken some listings where we raised the price and sold the house, it can go both ways. Depends on the price range of the market.
There is one good thing about the current market. Most realtors (or mortgage officers) who do not know what they are doing will not be able to survive. AJ
Overpriced listings are just a fact of the market. Any market, in any cycle. We just happen to notice them a lot more in a slow market. A slow market also has the effect of creating desperate agents. Desperate agents are more likely to take overpriced listings. So not only do we notice them more, there are more of them. There are two types of sellers who allow agents to overprice their homes:
Desperate: Those who are pinched by the numbers and can't possibly go any lower. They understand the reality, and are just hoping that lightning will strike before the inevitable financial collapse.
Dreamers: Those who will put their faith in the one agent out of five who tells them their home is worth 10% more than the identical one languishing on the market down the street.
Neither seller is really a seller at all. So when you lose that listing, try to remember that you haven't lost anything at all. That sign in the yard has the name of a fool and his phone number on it. Give that fool a call and have a laugh in about 5 months. Unfortunately for the seller, it's really not that funny.
Katerina~
This post makes me smile...not because it is on a "light" subject...but because it is so timelyfor the Brokers at our Firm ...at our staff meeting this week, we grappled with this exact problem. A new agent apparently has gone around promising big-$$$-results for homeowners in a particular neighborhood who are dreaming of selling at large profit margins......and now this new agent has acquired a huge batch of listings...none of them priced according to the market...but well above it. Your post and the comments that follow it = just what we needed. THX!
Dan Sullivan
Dan- You wrote a great commentary here and I totally agree. We take pride in walking away from overpriced listings. However, that is not what this post was about.
This post is about a seller who we now have to do a short sale for that hired 3 different agents who overpriced her home. She did not have the knowledge to know that.
This seller is the one that called her agents and was asking THEM to lower the price of HER house! She was calling them! They were not calling her.
This seller was neither a dreamer or desperate. She did not know what the correct price was and depended on her agent to give her that price. She did not choose the agent who priced it the highest. Katerina
Cameron- My sentiments exactly!
Robert- Thanks for your comment. You are right, need to price it right from the get go.
Really like the Blog!
There more bad agents out there then we think, everything is so cut throat. I have been thrown under the bus by several agents and lenders.
Now, I trust no one only myself, my wife and my parents. There needs to be more exposer on bad agents, if you have more information, Blog it. I would love to read it.
Robert Swetz
www.swetzsellsvegas.com
It is funny how many agents "buy" the listing by coming in with a very high CMA price, usually using the most expensive sale they can find even if it is not truly comparable.
Several times I have lost listings to these charlatans only to receive a call from the same seller a year or two later saying they are now down to the price that I had originally recommended and they now want to list with me.
The only problem I tell them is that the price I gave back then was what I could sell it for then. Since we are in a declining market their pricing will have to be even lower. I do a new CMA and give them the new value. Some list with me and some are appalled by how low a value I give them. Often those that will not list at the proper value or have agents promise them how they can get them so much more for them and list with them are the same folks that now have their home on the market as a short sale or one that has been forclosed on.
Jeff- Yes, we see this all the time. Agents trying to sell the house for what the sellers owe on it so it won't be a short sale but fail to realize that no one is going to buy a house just so you can pay what you owe. They will only pay market value. We just got an REO where the seller tried to sell their unit for 315K which is what they owed for over 2 years! Well, the market value is only 199K! So who is going to buy that unit! Katerina
Hi Nestor & Katerina, Really good post. Thanks for sharing with us.
Best -Sash