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The Science of Selling

March 24, 2016 By

You know that there’s more to selling than charisma and a charming smile. Even when you’re showing the best house on the market, you have to stage it to appeal to potential home buyers or else they might not see its true value. However, there’s even more that comes into play than just a beautifully set living room. Here are some science-backed techniques that may help your clients make a decision when it comes to buying.

Emotions Come First
Though general advice consistently warns against letting emotions get in the way of decisions, psychology studies report that it still happens. Home buying decisions are emotional at their core: Clients are considering whether they can envision a future there. However, these same studies show that the buyers won’t admit to this reasoning. Instead, they want facts to corroborate their feelings. As an agent, use this information to wow clients initially with a warm, welcoming open house, and then further impress them with the reasonable price, new plumbing, or other positive concrete facts that could support a decision to live there.

Less is More
The notorious “analysis paralysis” is, in fact, true. When confronted with too many choices, overwhelmed decision makers freeze up and tend to withdraw from the situation. Don’t let this happen to your clients by inundating them with superfluous information. Only show them listings that you genuinely believe would be a good fit for them. If you show them houses that don’t meet their preferences with the good intention that they might be interested, you may be doing a disservice to both yourself and to your clients.

Outside Opinions Matter
Buying a home may be one of the biggest purchases of your clients’ lives, so they may not want to feel alone in the situation. Since they may be anxious about committing to something so big, it’s important for them to have support from others. Give them time to digest information and discuss it with their partners, family, or friends. Even better, ask a neighbor to attend an open house to answer your clients’ questions as an unbiased third party.

The Price Isn’t Always Right
Homeowners often succumb to the idea that everyone will see their home in the same loving light as they do. However, as the agent you should know that beauty is in the eye of the beholder. Whether you’re advising sellers on a listing, or working with home buyers through a negotiation, keep in mind that most people tend to overestimate their asking price by 5 to 10%.

Keep these things in mind when working with your clients, and you may find selling to be just a bit easier.

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5 Tips for Email Marketing

March 9, 2016 By

As a real estate agent, email marketing can be an invaluable tool in creating and maintaining relationships. Well-executed emails can help secure new clients, communicate information to current ones, or even rekindle the interest of those from a previous time. However, there’s some strategy behind it. The following five tips may make your online messaging more effective.

1. Acquire an Email List

Collect a directory of clients’ contact information by asking them specifically for their email address. From there, email them with a choice to opt in to regular content. This method ensures that everyone on the list is interested in receiving your information. Unsolicited emails may tarnish your reputation as a real estate agent or come across as spam. To encourage people to opt in, use gated content, or content that can only be seen after entering an email address. For example, e-books, webinars, or virtual tools should be available only after a client has chosen to receive regular emails from you.

2. Provide Valuable Information

Send an email flyer about recent home listings and closings that may genuinely be of interest to the email recipient. Additionally, send a newsletter with data on the housing market or tips about real estate to demonstrate your expertise. Think: market trends, real estate how-to guides, and government initiatives for buyers and sellers. Make sure to send these sparingly though—no more than once a week—so clients have time to digest the information.

3. Be Concise

Short, digestible messages are optimal, since most emails are read on smartphones that make blocks of text intimidating. Subject lines should also be short, specific, and interesting enough to entice the reader. Aim to have them between 28-39 characters, and definitely no more than 50. The body of the email should take no longer than two minutes to read through. To fit this requirements, try cutting out sentences that don’t pertain directly to the crux of your email.

4. Be Personal

Your email should sound like it’s coming from a trusted ally, not a salesperson. Create this tone by asking questions and using the client’s first name. Focus on using the word “you” more often to shift attention towards your client. Also, always sign the email with your first and last name rather than just your company’s name, and provide additional ways for them to contact you.

5. Send Transactional Emails

Sometimes simply known as thank you emails, transactional emails can be a great way to show clients you appreciate their interest. If someone has opted into your mailing list or responds positively to your newsletter by requesting more information, send a thank you email. It will show that you care about your customers and that your email marketing is genuine.

Almost all real estate agents participate in email marketing, so don’t get left behind! Follow these tips so your efforts may stand out.

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What Singles Look For in a Home

March 4, 2016 By

Single and ready to…own a home? Today, more and more people are looking to buy a home before they enter into relationships. In 2015, singles made up over 20% of the home buying market, and that number may grow this year. As a real estate agent, are you ready to cater to this growing demographic? Here are some things to remember that may help you navigate this type of home buyer.

Their Safety is Top Priority
While most people generally value their safety, singles may make it a higher priority since they will more likely be leaving and returning home on their own. When showing a home to potential home buyers, make sure to highlight aspects that may make them feel more secure. These can include structural features such as an attached garage and window locks, as well as neighborhood qualities like well-lit streets and bustling businesses nearby. Guide them towards properties in close-knit communities, since neighbors there may be more on the lookout for each other’s well-being.

They’re Not High Maintenance
With only one source of income, potential home buyers may not want to spend the money on home maintenance tasks. While this may differ from client to client, start with listings that won’t require too much upkeep. For example, show houses with no paint siding, which cuts down on the need for additional coats. Also consider simple landscaping, so a homeowner won’t have to do much more than mow the lawn and water a small garden occasionally. Something more intricate outside of the house may look nice, but can involve more gardening than one’s willing to commit to financially.

They Like to Have Fun
Unlike their coupled counterparts, single homeowners may not be ready to settle down and stay in at night. After all, with no tykes to tuck in early, they can stay out late. Show them properties in areas that have a nightlife or cultural scene, such as one with bars, restaurants, museums, or recreation centers. To narrow down on their interests, ask single clients about their hobbies and how they like to meet new people. Their answers may help you gauge which businesses they would like to have nearby.

An Agent Relationship is Key
Couples who buy a home together can turn to each other to bounce ideas and seek advice. However, a single home buyer who doesn’t have the same access to a sound second opinion must rely on you for advice. Most experienced single homeowners have stated that they left agents because they didn’t listen to what he or she was saying, ranging from home preferences to safety concerns. Combat this stereotype by hearing out your clients and restating their messages back to them so nothing gets lost. If you focus more on the nature of your relationship with a specific client, he or she may feel more comfortable when it comes time to make a decision.

These considerations should serve as a guide, but they are not all inclusive. All clients are different, so remember to talk to yours and listen to their needs in order to figure out what is best for them.

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Removing Carpet: 3 Things to Know

March 1, 2016 By

Old carpet can be an eyesore for many homeowners, as it can collect dust and age the room. If you are put off by the wall-to-wall covering, consider removing it. You might improve your home aesthetics and increase your home’s value by doing so. Here are three things to know before you get started.

1. Decide What to Do with Your Old Carpet

Figure out what you want to do with your carpet before you remove it, so you’ll know whether to save the integrity of the material while working on it. An ecofriendly option is to recycle it, but that may cost an additional fee. However, if you think this is right for you, you can find out more from the Carpet America Recycling Effort. You can choose to donate if your carpet is in good condition, or even save it for yourself to repurpose for other household uses, like a cushion for your knees when cleaning low spaces or for a pet’s scratching post.

2. Prep the Room and Gather Tools

You may want to have a crowbar, pliers, gloves, utility knife, dust mask, and knee pads on hand. First, vacuum the carpet to cut down on dust and debris. If you can, temporarily remove doors that swing open into the room to avoid possible obstructions. This might also make new carpet placement easier, if you’re choosing to do that. Then, remove all furniture from the room.

3. Start in the Corner and Roll as You Go

Dislodge one of the corners of the carpet with pliers. You’ll find it’s attached to a piece of wood underneath, known as a tack strip. Once the carpet is loose from that, pull it away from the rest of the walls. If you’re not worried about saving the carpet, cut it into smaller more manageable strips to roll it up one section at a time. Beneath the carpet you’ll find a cushioning pad, which you can remove by the same method.

While these tips may make carpet removal easier for you, remember that you can always call a professional for assistance, if any part of the job seems too daunting.

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How to Incorporate Oscars Glamour into Your Home

February 26, 2016 By

If you love to watch the glitz and glam that surrounds awards ceremonies, then this weekend might be the most wonderful time of your year. Sure, you can host a viewing party to “ooo” and “aah” at celebrities’ outfits, but have you considered making your house just as swoon worthy? Try some of these tips to incorporate a glam style into your home that may last longer than just the awards night.

Roll Out the Red Carpet
An actual red carpet might be a bit much, but you can still hint at the iconic pathway with splashes of its deep, red hue. Follow the 60-30-10 rule, where your main decorating color takes up 60 percent of the space, your secondary color takes up 30 percent, and your accent color, 10 percent. Keep the red carpet vibe as an accent, and bump up it up to with pillows, throws, and candles in the vibrant color.

Dress Up in Black Tie
If you feel elegant when you dress in black, why don’t you apply the same dress code to your home? Consider painting a few pieces of furniture, such as a kitchen table set or a dresser. Be sure to apply a deglosser beforehand, so that the surface can accept new paint. Always use gloves, and work in a well ventilated area.

Shine like a Diamond
While diamonds aren’t the most practical item to incorporate into your home, you can capture their light reflecting qualities with a few tricks. Hang mirrors near light sources, such as near a lamp or across from a window and replace your coffee table with a glass one. The light reflected from the mirror can flow through the glass and potentially brighten up the whole room.

Set a Gold Standard
A bit of glittering gold is sure to catch the eye of anyone in your home, so add some sparkle where you can. Replace the hardware on cabinets and drawers with gold metallic ones — it’s an easy project that can refresh the whole look and feel of your room. Most hardware will have a clear coating to protect the metal from oxidation, so be sure to protect that outer layer when cleaning. Use a soft damp cloth to wipe them down and stay away from acid based cleaners.

With this décor style, your home may be award-worthy every day of the year.

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How to Choose Roofing – 6 Types to Consider

February 25, 2016 By

Whether you’re replacing an existing roof or researching options for a new home, deciding between roofing styles, materials and costs can be complicated. To help you determine the correct roofing materials for your home, here are the pros and cons of the six most popular roofing types.

#1 Asphalt Shingle
The most common roofing material, asphalt shingles, are affordable and simple to install. Asphalt shingles are produced when a fiberglass shingle is mixed with asphalt and finished with a textured surface. Asphalt shingles come in two basic configurations: single-thickness and laminate.
Pros: Asphalt shingles are available in an assortment of colors and are the most economical material available.
Cons: Asphalt shingles have a shorter life span and don’t offer the same level of insulation as other roofing alternatives.

#2 Wood Shake
For centuries wood was a common material used in residential roofing. But, due to its flammability, modern day use is less common.
Pros: Wood offers a natural, rustic look.
Cons: Wood shingles are flammable and can potentially suffer from mold or rot. The life span of wood roofing is also limited (similar to asphalt shingles).

#3 Metal (various types)
Aluminum, steel, copper, copper-asphalt and lead are the most popular metal roofing alternatives. Metal roofs are extremely durable but costly to install in both material and installation time.
Pros: Metal is strong and offers high solar reflectance, allowing for efficient cooling and heating of homes.
Cons: Metal is typically the most expensive roofing alternative.

#4 Ceramic and Cement Tile
Rounded tile roofing products are common with Spanish Colonial and Mission-style homes. Homeowners considering tile for their roof should be aware of the cost — anywhere between $400 and $800 on average per tile.
Pros: Tiles are durable and energy efficient.
Cons: The weight of tile roofing is heavy and may require additional framing for support.

#5 Slate Roofing
Slate is extremely durable and known for its many variations in origin, thickness and color.
Pros: Slate is dependable and considered to be a sustainable, recyclable roofing material.
Cons: Slate is expensive and requires additional roofing support to supplement its weight.

#6 Synthetic Roofing
Synthetic roofing products (rubber, plastic and polymer roofing) have been developed to provide the color, look and texture of other roofing materials (without the high cost).
Pros: Synthetic roofing is durable and affordable.
Cons: Due to their recent development, some synthetic materials have been known to absorb moisture.

Conclusion
When considering a roofing material for your home, consult with a local roofing specialist to ensure that you choose the appropriate material for your home’s aesthetic (and budget).

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Neighborhood Checklist

February 24, 2016 By

When you buy a home, you’re getting more than just the structure of the house — you’re getting the neighborhood, too. We recommend visiting the new area multiple times at different times of the day to get a feel for it, since that may determine your family’s experience while living there. A great house might not be as enjoyable if the surrounding community isn’t a good fit. To help out with your neighborhood evaluation, use this checklist of important items to look out for.

Sidewalks – The presence of sidewalks may indicate that the neighborhood is an active one. It may also be safer for those with children, since drivers and pedestrians won’t be sharing the same space.

Parks – A nearby park might be beneficial for you and your family to get some exercise while meeting new people.

Schools – Check to see how far away the schools are, and how your children would be getting there. This may not be as important for homeowners who don’t have children.

Major Roads – Drive around to locate the closest major highways. If big roads are close, they may increase noise level around your home or become a security concern for those with small children and pets.

Transportation – Depending on the area, you might not always depend on a car to get around. Explore the local public transportation options to see what works for you.

Shopping Centers – Figure out how close you are to shopping centers so you can estimate how long it will take to run errands on a typical day.

Restaurants – If your family likes to dine out, check out the food scene near your house to see if you’ll enjoy frequenting those restaurants.

Recreational Centers – Whatever you and your family do for fun, make sure there’s something within a reasonable distance. Think fitness centers, pools, dance or martial arts studios, painting classes, or anything else that could entertain you and your family.

At your next open house, bring this checklist with you as you go for a walk around the neighborhood. Your new community might be a perfect fit!

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Last-Minute Open House Cleaning Tips

February 19, 2016 By

Your open house is almost underway! You’ve already made sure your home is warm and inviting and you’ve taken time to carefully stage it. Now, here are some last minute cleaning tips to quickly spruce up any areas you may have missed.

Prep for Pets
You may be ready for your open house, but your four legged friends might have other ideas. Perform a last minute inspection of any areas your pets frequent to make sure they haven’t left an unpleasant surprise somewhere in your home. Also, pet hair has a way of showing up unexpectedly. Vacuum carpets and sweep any floors with a rubber broom to clean up debris that may have gathered since your last cleaning.

Check Your Entryway
Although you may have painted your front door and meticulously cleaned your home’s entryway in the days before your open house, recheck it on open house day. Be sure to check for marks on your door, damaged plants, disheveled door mats, and unexpected messiness that may have accumulated in front of your home since you last inspected it.

Clean Up After Kids
If children happen to be in your home during the hours leading up to your open house, you may want to check for additional messes before potential buyers arrive. Look at your lower windows for finger smudges, which can be cleaned quickly with a cleaning agent and microfiber cloth. Also check your doorway for dirt, and look at the lower part of your walls for crayon streaks or other stains.

Ready Your Refrigerator
While easy to overlook, the inside of your refrigerator should be as neat and clean as the rest of your kitchen. Make sure it isn’t full of half consumed food or overstocked to the point where it looks cluttered. Additionally, any fridge magnets should be removed to further depersonalize your home for potential buyers.

Care for Your Lawn
Last minute removal of lawn debris can make your home more appealing and may attract more buyers. Depending on the season, eradicate lawn clutter with a leaf blower, a rake or a snow blower. If you’re too busy for exterior home cleaning, consider hiring someone to do it for you, so you can focus on the interior of your home.

These last minute cleaning tips may help your home shine brighter on open house day.

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Know Your Negotiation: Tips for Real Estate Agents

February 17, 2016 By

One of the many reasons a home buyer or seller turns to you, the real estate agent, is for negotiation help. They might lack experience and feel insecure when it comes time to talk about money and their potential purchase or sale. While you may have already brushed up on some tactics, realize that negotiating in real estate presents a unique situation. Here are some tips that may help.

Check Your Emotions, Not Theirs
Common advice recommends negotiators to remain unbiased and objective — strong emotions can potentially hurt your deal. However, as a real estate agent, it’s important to remember that emotions do play a part in your business. A home may often be the largest investment in a client’s life. Acknowledge and understand that clients might have a lot at stake, while continuing to remain unemotional during negotiation. Your clients may appreciate that you understand their point of view while maintaining a professional demeanor.

Prepare Your Clients
Whether your clients are the ones buying or the ones selling, get them up to speed on how a typical negotiation occurs. Although you may be responsible for leading the process, you can still make your client feel like a participant. Lay out the procedural steps for them, so there are no surprises or unexpected obstacles. Answer as many questions as possible beforehand so they don’t feel out of the loop or overwhelmed when the negotiation occurs.

Manage Expectations
While you may have good intentions to get your client the best deal possible, don’t promise it. After all, you can’t. A negotiation is a live, working discussion that can take many turns. Make sure your clients understand the worst case scenario by talking to them beforehand about all potential outcomes. As mentioned before, buying or selling a home may be an emotional endeavor for them. Mentally preparing them for less than favorable outcomes takes the shock out of the situation and may reduce mental stress.

Discuss Alternatives
The “worst case scenario” conversation shouldn’t end with a simple acknowledgment of potential outcomes. Create a plan of action just in case those outcomes are realized. What would your client like to do if the buyer won’t budge on an asking price? What would the buyer like to do with certain home inspection results? Deciding on an action beforehand can reduce the time and effort of decision making in the moment, which may lead to more objective, unemotional choices.

Report Facts Only
Since it’s your job to remain detached during this process, make sure you remain that way when reporting negotiation outcomes to your client. If a seller is angered by an asking price, but accepts it anyway, you may want to leave out their emotional response when reporting the offer acceptance. Their reaction is unnecessary to the business transaction, and can only add superfluous feelings of attachment to the process.

Negotiating in real estate can be a high stakes game, but these tips may help you to remain calm while you work out the best deal for your client.

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7 Creative and Quick Dining Room Updates

February 16, 2016 By

With so many dining rooms being converted into part of the living room or kitchen these days, dining room design has kind of fallen by the wayside. But if you’re one of the lucky homeowners to have hung on to a formal dining space, you’ve got an opportunity to make some amazing modern updates. Here are 7 affordable ways to breathe new life into an old dining room:

#1 Perk things up with paint.
Are your dining room walls still the same color they were when you moved into your house 10 years ago? If so, there’s a good chance the color’s a little past its prime. In fact, it may also be doing an injustice to your furniture and the updates you’ve made in adjoining rooms as well. Refresh the walls with a paint shade that makes you feel comfortable and cozy. The room will reflect that feeling.

#2 Modernize the lighting.
Are outdated chandeliers and lamps gathering dust in your dining room? Consider sending them packing and installing some recessed lighting and pendants in their place. Pendant lights, in particular, come in a wide variety of styles and colors sure to add some new pizzazz to your space.

#3 Repurpose another room.
If your dining room is located in an undesirable space — a cramped corner of the house away from the kitchen, for example — pick a new place for your table and chairs. Put them in the kitchen, if you have the the space. Or, place the dining table somewhere right in your living room, where there’s easy access to the TV and stereo. You should always feel comfortable during a meal, and being confined to an area you don’t enjoy doesn’t contribute to that feeling.

#4 Add some visual appeal.
Visual appeal doesn’t stop at paint and lighting. It’s also important to consider how wall decor may increase the interest and comfort of the room. Blank walls may make it easy to zone out and focus on your meals, but your guests will surely enjoy looking at something a little more interesting. Depending on your budget and the size of your dining room, consider hanging potted plants and colorful pieces of art. Just be sure to balance wall decor with other elements in the room so your space doesn’t feel like it’s cluttered with stuff.

#5 Throw in a rug.
One of the worst sounds to hear is a chair scratching against the floor as you go to get up from the dining table. So fix the issue. Add a rug underneath the table and chairs to make things soft and cozy. Choose a rug that isn’t too thick with fibers. Otherwise, your chairs can get stuck and twisted. Of course, you’ll also want to make sure that the style and color of your rug complement the rest of the room.

#6 Use dividers.
Many newer homes combine kitchen and dining spaces. If you want to create a dedicated dining space, think about incorporating a room divider. It’s much cheaper than installing a wall — and you can add shelves, plants or a sliding door to further divide the two spaces. Plus, the flexibility of the divider allows to revert back to the bigger space any time you like.

#7 Build in.
How’s your dining room designed? Do you have a table that sits in the middle with four chairs around it? If you want to make the room more functional — and create more storage in the process — think about ditching the clunky furniture and opting instead for built-ins like bench seating, china cabinets and buffets. A professional can create custom built-ins to suit any style.

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