The Value of Staging-2010

Once upon a time staging took place in darn near every listing there was out there. It always seemed to make sense and since every home sold in the first week or so it sure seemed to pay for itself too. Well, the economic downturn changed that to a great degree. Suddenly paying 2 to 3 thousand dollars to stage a home seemed a little frightening. Making it even more complicated was the possibility that the home won’t sell right away and keeping all that furniture in the place could actually mean additional fees. Consequently staging was done a little less frequently than it was in the past or sellers made attempts to stage using their own stuff…not always with the desired result!

I staged a listing in San Carlos earlier this year that didn’t sell after 3 months and we ended up renting it. Needless to say, it kind of bummed me out to have wasted that time and money on improving that home’s appearance. Honestly though, that was the only property that I was involved with staging this year that didn’t work out. When I look at how many homes have been listed for, seemingly, forever… it’s pretty clear to me that giving a property an edge from a marketing standpoint is maybe more important in 2010 than it ever was.

I had this experience recently at a listing at 3408 Leafwood in San Mateo. It’s a really great attached home that possibly has the most square footage of any property in that area,  but it was a tad concerning that the last unit to sell up there happened in March! My inclination was actually to wait until January, but the sellers really wanted to take the shot now rather than wait since the home is vacant. First of all, we were priced right but I really think that we were aided enormously by a terrific staging job. You can see it by hitting that link up there as well as in the pic above. The home showed fantastically well. Much to my surprise and pleasure, I had handed out 4 disclosure packets within the first 10 days and we sold it before 2 weeks was up.

To me…the staging was invaluable. Even if it’s a great property like this one is, the staging improves it….particularly since it was vacant. The sellers did a great job preparing it by painting and adding granite counter tops in the kitchen and the staging was simply icing on the cake. Needless to say…I’m a believer. Again!

Anatomy of a Multiple Offer Listing

Here’s an interesting lesson in the “slower” fall 2010 marketplace. 427 Biscayne , listed by Joe Benvenuto of Alain Pinel, came on the market last week listed at $1,039,000. It’s a 4 bedroom, 2.5bath, 2620 sq ft Grant 3 model. It’s in good, but not terrific shape. Clean. The price of $1,039,000 is an eye catcher for sure! The same floor plan at 400 Biscayne closed on August 27 of this year for $1,150,000 and another Grant 3 at 161 Beach Park closed on the 9th of April for $1,100,000. Beach Park of course is a much busier street and thus the value should be expected to be less.

Now the market in the last month or so has been significantly more sluggish and it’s only been in the last few weeks that sales seemed to resume somewhat. Pricing a home well lower than the recent comps carries with it certain risks…like what if it doesn;t sell and the house goes for lower than it’s really worth? Never the less, 427 Biscayne boldly came on the market. The strategy worked. Joe gave out 15 disclosure packets during the week it was on the market. Last night they got 4 offers. It’s hard to say what price it went for but the status was changed to Pending-No Show…which in my mind means that there’s no contingencies. It’s a clean offer and it closes in 30 days. I can’t wait to find out how much they got!

The biggest element here seems to me to be risk. Will a house priced aggressively get the kind of response a seller wants? It sure worked here! The other news that’s worth mentioning if you’re a buyer is…the market is pretty darn solid! It’s not in free fall. If given an opportunity for a discount, the market will perceive a value and react accordingly. In a truly dead market that wouldn’t happen. The floor in this market is alot higher than lots of people think. It’s good news for Foster City. Congratulations to Joe Benvenuto and the seller at 427 Biscayne.

Marketing 2010

Having reached this advanced age, it sure seems to me that it’s very easy to default onto things and ideas that have worked in the past and thus feel safe. Often, that’s an illogical feeling since I know that most of these ideas are ancient history. As you can guess, alot of these ideas involve the wonderful world of real estate.

I’m sure no one will be surprised to learn that marketing homes in 2010 is largely an Internet related event. Homes are staged and are made available to thousands (millions?) of potential buyer’s within minutes of the property’s listing on the MLS through professionally shot virtual tours. These usually include several 360 degree panoramic shots along with a dozen or more still shots. As a result of these tours the Tuesday broker tour has sort of become a thing of the past. I can simply look at a virtual tour and know if it’s a possibility for one of my clients. I don’t really need to go see it like I used to do. Buyer’s have the same experience of course. Once a listing hits the MLS, 12 to 15 commercial real estate sites (Redfin, Zillow, Trulia, Movoto, Roost,Yahoo…etc) acquire these photos and thereby assist in the marketing of these homes. Since statistically 85% of home-buyers are introduced to the property they buy via the Internet, it’s a pretty safe bet that the buyer for any given property is going to discover a listing this way.

Yet, a dilemma exists in the second half 2010 market. The market has slowed down and buyers have retreated to the sidelines. Homes are taking longer to sell. It’s not uncommon for a seller to ask, “Is there anything else we can do from a marketing standpoint to sell the house?” The answer, of course, is yes. There are other things we can do. We can buy glossy real estate magazine ads like we did in the past. We can buy larger Sunday open house ads, we can write in the MLS property description something like “Seller Very Motivated!!! Bring Offer Now!!”, we can offer more commission to the buyer’s agent, we can offer a cash bonus to a buyer’s agent for selling the property before a certain date. We can also hire an airplane to do some skywriting above Foster City about the house too…the problem is the odds of most of this working are nil. I truly believe this. Print is completely dead in my opinion. Just like Sunday open house ads in the Chronicle, magazines don’t bring any new buyers into the marketplace for any specific listing. Buyer’s right now are very sophisticated, they see listings online. It’s hard for me to believe that any body’s first exposure to a home comes from anywhere else now.

Sorry, I really don’t think all this other stuff works. I think Homes and Land is all about getting the agents who buy ads new clients…not selling their listings. (I honestly don’t think it works that way either!). I don’t think offering more commission or cash bonuses work either (I tried it…didn’t work). Here’s what works, exposing the home online and via open houses, being competitively priced and actually calling and speaking to agents with buyers. You know what else helps? Patience.

The Seller & Inspections

Just about a month ago I did a post offering tips for sellers who are doing home inspections prior to listing. Well, here’s a good reason why sellers should always inspect before their home goes on the market. Some clients of mine found a house they loved and, wanting to do some investigation about it asked for the disclosure packet on the place. There wasn’t any….just the sellers standard transfer disclosure statement. We negotiated back and forth for awhile and came to an agreement on price that was in fact a very good deal for the buyers. Following our opening of escrow we did inspections. The pest inspection came in around $15,000 and featured dry rot in various places, including several windows. The property inspection showed issues such as an unbolted foundation, unsafe modifications on floor joists done to accommodate some duct work as well as a variety of other smaller items that would indeed need attention. The bottom line when it came to all repairs was around $38,000.

Here’s the thing…once you’re in escrow this all amounts to and enormous amount of leverage in favor of the buyer! As a seller wanting to market your home you now have entered into a brave new world of disclosure issues that include multiple new reports from contractors and engineers that will certainly diminish the value of the property going forward if the buyers are not satisfied and back out. If you’re thinking that you can just say no…forget it. The seller will undoubtedly have to fix the lions share of the discovered issues anyway just to eliminate massive value erosion at the home.  If you think you’re protected by that “As Is” addendum you signed…forget it. The “As Is” addendum only is relevant to those items known and disclosed. Nobody is expected to take a property “As Is” without knowing all the details about the issues of the home that will effect it’s value. This reason alone is possibly the best one for doing your own inspections up front. You will then have the ability to negotiate a true “As Is” sale when the opportunity arises.

If you know the facts it’s going to be alot easier to negotiate an idea like splitting the costs of these fixes when the initial offer comes in, versus when you’re 2 weeks into an escrow. You may end up fixing everything anyway, but your chances are better for saving some money doing it earlier rather than later.

Seriously, who cares if you need to spend $750.00 to do the inspections up front. It could be the best investment you can make. Also, it’s quite possible that having discovered some necessary work you can simply get it done right away and really give yourself more leverage from a marketing standpoint. There really is no downside for doing inspections up front.

Working Smart

For a long time it’s appeared to me that large expenditures on renovation or remodeling were kind of unnecessary when getting one’s place ready to sell. It came as no surprise to me then when I saw Forbes Magazine run a segment on the 20 best and worst home improvements for the buck and almost all of the “best” in that story were simple, basic things that make nothing but sense.

Of the 10 best suggestions, according to Forbes, here’s my favorites:

1. Clean up the house. 

Give your home a top-to-bottom cleaning or, better yet, hire a pro to do a deep clean. Do it even before you hiring a real estate agent. If you don’t have a regular cleaner, hire one to keep the place tidy until your house is sold.

2. Simple repairs.

It is well worth the modest cost to fix broken outlets, tiles, light switches, door latches, folding doors and ceiling fans. Buyers view such flaws as signs of deeper problems–and may lower their bids accordingly.

3. Eliminate clutter.

A 10-foot-by-10-foot locker at Public Storage or one of its competitors is likely to cost you less than your phone and cable bills. Move out unneeded dishes, linens, personal items and furniture. Try to empty closets. Your house will appear bigger and more valuable.

4. Paint your house.

This can actually be a do it yourself thing to save money. If the paint on the front of your house is peeling, scrape it and repaint. Indoors, cover up any blemishes and repaint any rooms in loud colors that may be off-putting to others.

5. Clean up the yard.

No need to break the bank here. Mow the lawn, weed the flowerbeds and pull any dying bushes. Plant flowers in bare spots.

6. Replace hardware.

It’s a mistake to replace the kitchen cabinets or closet doors. But you can convince buyers to pay a little more by installing new handles, knobs and drawer pulls where needed.

7. Replace old appliances.

A new stainless steel range will not prompt buyers to pay much more for your home. But a seriously bedraggled stove or refrigerator could scare them off. If you’ve got a junky-looking appliance, swap it out for a budget-minded replacement.

All of this makes total sense to me. Interestingly, Forbes is not gung ho about the idea of large remodeling projects or room additions to maximize value prior to a sale. They think, and I agree, that a wise use of your funds can and will bring you the biggest bang for your buck. I would go slightly further and suggest the use of a good professional stager for preparation of the home as well. Intelligent planning and decorating will really assist you in getting top dollar when the time comes.

Home Inspections

inspect

For several years it’s been a common event in this area for a seller to initiate home inspections (pest inspections too) prior to listing their place on the market. The rationale for that is to avoid any surprises in an escrow, via a buyers home inspection, that could place a seller at a negotiating disadvantage. It’s was also a great way to minimize or even eliminate contingencies in hot markets where there were multiple offers. Having inspections done up front by the seller is still a good idea in my mind, not only for the reasons mentioned above, but for the simple fact that often inspections bring up areas that a seller can easily correct with minimal expense prior to marketing their home. I found a little check list from a home inspection company that I thought could be helpful if you’re contemplating preparing your home for sale sometime in the near future. It’s worth mentioning as well that buyers might also find this useful if they choose to have their own inspections done once in escrow.

  • Confirm water, electric and gas service are on, with gas lights burning
  • Ensure pets won’t hinder the inspection. Ideally, they should be removed from premises or secured outside.  (I was at a house once where the inspector discovered a nest of skunks as he crawled under the place…we all departed REAL fast!)
  • Replace burned out bulbs to avoid a “Light is inoperable” report that may suggest an electrical problem.
  • Test smoke and carbon Monoxide detectors, and replace dead batteries
  • Clean or replace dirty HVAC air filters.
  • Remove stored items, debris and wood from foundation. These may be cited as “conductive conditions” for termites and other critters.
  • Remove items blocking access to HVAC equipment, electric service panels, water heaters, attics and crawl spaces
  • Unlock areas the inspector must access – attic doors or hatches, electric service panels, closets, fence gates and crawl spaces
  • Trim tree limbs to 10′ from the roof and shrubs from the house to allow access
  • Attend to broken or missing items like doorknobs, locks and latches, windowpanes, screens and locks, gutters, downspouts and chimney caps.

These are incredibly useful tips…I can’t tell you how many times I’ve needed to return to a property with the inspector later because of an inability to complete an inspection as the result of one of these elements being overlooked. You’ll really save yourselves some time…and potential heartache if you do these things up front.

When Is It a Good Deal?

Last night Lesley and I watched the movie “Date Night” with Steve Carell and Tina Fey. It was OK…not the funniest comedy I ever saw but for the most part enjoyable. Anyway, Tina Fey plays a Realtor and in one scene early on she’s showing a palatial mansion to some buyers and as they’re walking out of the place she tells them the house was originally listed for $1,850,000 but it’s been reduced since the market is slower and it’s now available for $320,000. She asks her clients if they want to write an offer. They respond by saying; “No, we think the market is going to go even lower”.

OMG…did that sound familiar! The question is, when is a deal really a deal? Or maybe another more relevant question could be…when do these rationalizations actually amount to inertia? My good friend and blog reader Michelle Kwok sent me a message the other day on facebook. Seems that she was chatting with a friend who told her she was looking to buy a house. She said: 

 ”I am not in a hurry. I want a good deal, like paying about 60-70% of the value of the house.” I asked her, “Value now, value in 2006?” Turns out, she wants to buy a house and pay 70% of the current value, in Redwood Shores, Palo Alto, Menlo Park.  And then she said, that she is patient, and is willing to wait for short sale/foreclosure.”

It’s funny because I had a guy I worked with, temporarily, about 5 years ago who told me roughly the same goal. Not sure what happened to him. It’s just, knowing what I do about the market around here, it’s hard to take seriously a buyer who states that they want to make an offer of $650,000 on a million dollar listing.  Call me zany…but me-thinks it’s a waste of time. Oh, and that story in “Date Night”? That reduction would amount to over 80%. Folks…that was a joke. It’s a movie…they were joking. You see, it’s a comedy and they joke like that.

It’s not that I’m saying the market doesn’t decline…of course it does. It’s just simply that courageous buyers who take a shot are the ones that make the market decline. One small detail…they’re not getting 40% discounts either. The buyer’s that wait, strategically, and re-enter the market place at exactly the right time (the literal bottom) and scoop all other competitors…simply don’t exist. Unless, of course, they’re characters in a romantic comedy.

I think it’s the buyers that write offers when they have no competition, under asking that get the best deals. It happened after 9/11/2001, it happened in the 4th quarter of 2008 and in most of 2009. Those folks bought when others didn’t. It’s that simple.

Diminished Expectations

It never fails. When someone sells their home they always feel like their place is the absolute best home in town. There really isn’t any competition in their minds. Certainly everyone looking at this place will be overwhelmed by it’s unquestioned greatness and line up to give them offers that will undoubtedly dazzle them. Right?

It happens all the time. These same sellers would be very objective about your house or my house…but not their own. Human nature I guess. Many sellers listen to their agent’s opinions about the state of the current market, read stories in the media, and on blogs like this,  about the state of the current market and even listen to the experiences of friends and family regarding the state of the current market…and conclude that it really doesn’t apply to them.

I know a listing in Foster City that’s, in my opinion, priced $100,000 too high. It’s been on for a couple of months now and has even received a couple of offers. Both offers came in…$100,000 under asking! The sellers said no. The comical thing here is the perception by the seller that they have the leverage to motivate the buyers up to their price. They don’t. In this market with ever renewing inventory, that actually seems to be increasing, a buyer would just as soon wait as pay too much for a house.  The seller’s bravado is actually pretty hallow in the face of that fact.

The truth is that this is a market of diminished seller expectations. What a seller thinks is big and powerful really isn’t so much upon close inspection. It’s humbling actually. For 10 years around here the seller got exactly what they wanted and then some. Their expectations were routinely exceeded and stories about wild overbids were taken as the norm. It’s actually quite fascinating that sellers still cling to that expectation in 2010. It’s also interesting that most sellers, after a couple of months of nothing from a marketing standpoint, finally understand. Seller’s that absolutely, positively won’t take anything less than $1,100,000 for their house when the listing is being signed are the one’s suggesting a price reduction down to $999,000.

I guess experience really is the best teacher.

The Broker Tour

Things have sure changed in the real estate business. Once upon a time…and it wasn’t that long ago, a seller exposed their home to the market for the first time via the broker tour. In Foster City the tour takes place on Tuesday morning. The home was entered into the market through the MLS and Realtors would visit the place on Tuesdays to determine if it was right for their clients. Tour day, in my experience was maybe the biggest day of the week since a group of us would drive around and see houses. It was important to me for another big reason too…because listing agents would very often entice more traffic by serving lunch in these homes. Nobody can graze quite like a pack of hungry Realtors!

Well things have sure changed. Since the inception of the good ole Internet the entire method of exposing the listing has shifted. The single biggest element is probably the virtual tour. When a listing is entered it’s almost always accompanied by a link to 9 still photos and another to a larger display of 360 degree panoramas along with more still shots. The first exposure of the home is now the Sunday open house where actual buyers, who have already seen the home via the virtual tour, come to check it out first hand. The broker tour still takes place but the dynamic has shifted so that the client see’s the place first on Sunday and the agent merely follows that up with their own inspection on Tuesday morning.

Here’s the truth…not very many agents go on tour anymore. The virtual tour has replaced the old function the brokers tour once provided. If my client hasn’t seen the place I can tell just from looking at the pics if it’s something they might be interested in. That’s particularly the case if the listing is somewhere outside of the local area. Agents used to come to inspect the house from many other communities if they had clients interested in Foster City…but why drive all the way over if they can preview it online? Now a days, even food isn’t much of an enticement. I can’t tell you how much food is sitting on the counter in my office every Tuesday afternoon because it’s gone uneaten at the house on tour! Maybe 20 people come in the three hour time period. It used to be 100.

The broker tour is an after thought now and the biggest benefit of it is the fact that I get to politic with agents that might have a buyer…because they’re the ones who typically show up.

A Tip For Sellers

Here’s a little slice of life. I’ve got some buyer clients who are qualified up to $900,000 looking for a house with minimum 3 bedrooms, one level, good area and not a tear down and, of course, a good deal. We were planning to go look at some places one Saturday recently. All of my clients are plugged into an automatic property search that’s part of my website and they receive listings as they come on the market. This on-line organizer allows them to mark homes they’re interested in or delete those they’re not too hip about. ( It’s not uncommon for a client to delete a real gem and mark as interested a real dump…but that’s what I’m here for…to educate them). Typically clients will express an interest in living “somewhere in the Mid-Peninsula”. It’s actually kind of unusual to hear someone insist on living in only one city, so again, it’s my job to cull down the choices to a selection that the client will like based upon the education they’ve been giving me during our relationship. It’s also common for a client to mark 15 to 20 houses as interested but I discovered a long time ago that once people get past the 5th or 6th house their memory of what they’ve seen blurs a bit and they find it hard to keep track of the many details of the houses they’ve seen. Consequently I almost never show more than 6 houses at a time, there’s a natural, human point of diminishing return if we do…for everybody. It’s important to note that if you’re looking in more than one community there’s always going to be something to see in any given price range at any given time. It does happen that one house stands out way over and above all of it’s competition but it’s much more rare than you might think. My point? If you’re a seller chances are your house is not unique…there’s other houses comparable to yours on the market too.

So here’s what happens in the real world. I try to find a manageable 6 houses out of a stack of maybe 15 listings the client’s expressed interest in. Since I’ve typically previewed these houses I know immediately which represent the best opportunity to meet my clients expectations and that’ll reduce the list right away to 8 to 10 choices. How do I reduce it further you ask? The sellers do it themselves! On Friday afternoon I’ll call these listings to make appointments to show the houses Saturday morning. The first two, simple, no problem. The third goes like this:

Me: Hi, this is Jim Minkey with Re/Max, I just called to see if I can show your house tomorrow morning?

Seller: Who? What?

Me: Jim Minkey with Re/Max…is it OK if I come over tomorrow and show your place?

Seller: Ummmm…No

Me: (confused) Ummm…I can’t?

Seller: No, sorry, we’re busy tomorrow. Why don’t you come over on Sunday afternoon during the open house.

Me: Umm..sorry but my clients have plans on Sunday. They’re meeting me tomorrow.

Seller: Oh, well

Me: Thanks anyway…good luck.

The fourth call is fine and then we have this one: The listing agent is from out of the area. The house doesn’t have a lock-box, has no seller phone number and all showings need to be arranged through the listing agent. So I call him/her in area code 415,510,408 and sometimes 831 or 916 and inevitably leave a message. Do you suppose agent x returns my call? Ah..no. Actually yes they do…at 4:00PM on Sunday afternoon. “Go ahead and show it. There’s a combination lock-box hidden in the meter box on the side of the house” Great, too bad my clients looked at houses yesterday. “You’re exaggerating” you say. I’m serious…this kind of thing happens almost every-time I make appointments to show property.

Here’s the thing..when your house is on the market it’s your product.It has to be exposed to potential purchasers. It’s no different than if you opened a store at the Hillsdale Mall. Imagine Restoration Hardware’s manager saying “Sorry, you can’t come in here on Saturday afternoon, my aunt’s in town from Topeka and we’re busy. Why don’t you come over between 1 and 4 on Sunday afternoon?” Or even better…Restoration Hardware’s manager has to drive over from Fremont to unlock the door but only if you’re lucky enough to catch him on his cell phone to make the appointment well in advance. It’s not a coincidence that these listings tend to sit on the market a long time…and take several price reductions in the process.

No question, it can be a grueling adventure having your home on the market. I’m also well aware that often agents will call, make appointments, and never show up. It’s a pain to have to keep the place in perfect showing condition, especially when the kids are running amok and dinner is burning in the oven but the rewards can be great in doing so. In this market in particular you want as many potential buyers as you possibly can get.