Research has shown that over 90% of people search for real estate online – combing through lists of available inventory, photos and video – but guess what? An overwhelming majority of folks state that attending open houses and viewing properties first hand is still a favorite way to find their home of choice!

If you’re considering a sale, you should evaluate your agent carefully. There’s an art to hosting an open house, and the best agents have a “signature system” designed to attract interest and more importantly, guests. MANY guests. When asking a potential agent about how they work, here’s what you should look for:

1. A timeline and plan of action. An agent who decides to host an open within 72 hours doesn’t have sufficient time to coordinate the event and pique interest. Your agent should initiate their plan of action at least a week in advance. Ask about their system!
2. A marketing plan to drive attendance. It’s not enough to put directional signs on street corners and in your yard.  A sign rider should go up 5 days before. Neighbors should be invited. (Don’t fear the “nosy neighbors” – they can be your best word of mouth and besides, you’re moving!) Local agents should be proactively notified, and your listing should be updated so the open will be reflected in the MLS and on the syndication portals (like Realtor.com, Trulia, and Zillow). The best agents also harness the power of social media; Facebook promoted posts, Craigslist, Pinterest, and Instagram are all ways to invite folks to attend – in and out of your market area! Ask about this – it’s critical!
3. A list of things for you to do. There’s a partnership between the agent and client, and the best agents are always working in your best interests. When we ask you to secure your valuables, weapons, and prescription medications, it’s to protect you. We may ask that trash cans be placed in the garage, toys or clutter be put away, or small maintenance items be addressed. We will ask that you not be present during the open – this inhibits guests. Whatever may be requested, please know that we want to attract visitors, get them in the door, and have them spend enough time to appreciate all your property has to offer!
4. A method by which they register visitors – and feedback! Asking visitors to sign in on a sheet of paper is SO 1995. Remember, you are allowing strangers into your home. Savvy agents are using their tablets to register guests and gather essential information.  It’s a requirement designed to protect you. As guests tour, they should be asked about their impressions and your host should be listening for their comments.
5. Assistance to manage traffic. If promoted effectively, you should expect visitors – plenty of them. A co-host, loan officer, or other featured service provider should assist with greeting folks and insuring that everyone gets attention. An agent who tells you that they will lock the door and leave people waiting outside while they take a group through is missing the whole point – it’s an OPEN house. We don’t want to give anyone a reason to leave!
6. A follow-up plan of action. It is reasonable to expect to receive a recap of the event within 24 hours. This should include the total number of visitors – potential buyers and agents – as well as any questions or comments received. A great agent will reach back out to follow-up with those who had expressed some level of interest, and will keep them informed of any changes made at some point (whether it be price or something else).
7. A positive attitude and interest in connecting with everyone! Finally, know this: it is critical that you choose an agent who is anxious to promote your home to everyone they meet. They should plan and host your open house with enthusiasm.  Acting as HOST, they will greet, connect, and create comfort with guests as if they had been personally invited by you. Your event will be memorable, both for what’s being offered and the awesome agent you hired to represent you!

Your agent matters, so choose wisely!

Recently, when preparing for a listing appointment and talking about the challenges we face in communicating to the seller how we, as agents, are “different” from the rest, we had a huge ‘aha’ moment….the public is misinformed as to how to choose the best listing agent for their needs and circumstances. In fact, the two reasons why most folks agree to list with an agent are the very reasons why you should NOT!

So, just what are the two things the typical homeowners give the most consideration to that really should have no bearing on their decision? The price the agent agrees to list the home for and the rate of commission they request. Why should these be given less weight? Well, because agents and sellers don’t determine the sales price – the MARKET (and the buyer) dictates that – and it’s NOT about the commission, it’s about what you will NET from the sale!

Real estate is a commodity, subject to fluctuations in value determined by the amount of available inventory, demand for the product, and even available financing (and rates.) What a seller would like to sell their home for may not be supported by the market at that time, and yet they’ll choose an agent who leads them to believe it’s possible. Listings “expire” every day in most markets, with sellers having wasted their time for six months or more waiting for an offer that never materializes. Their home then becomes stale inventory and is passed over for what is newly listed and priced appropriately.

We once had a mentor who asked us, “Why would you buy milk for $4 a gallon when you can go around the corner and buy it for $3?” It really is that simple. Your overpriced home helps to sell the other inventory!

As for commission, we’ll say this: choose your agent carefully and you’ll sell your home faster and for more money. You’ll reduce carrying costs and expenses and can then move forward. If you intend to buy something else, you’ll be in a better position to take advantage of lower rates and prices that you’ll benefit from!

Here’s what SHOULD be considered when choosing an agent to sell your home:

1. Their marketing plan. Look for the agent who takes a proactive approach to marketing your home and presenting it in an exceptional way. Home staging, professional photography and property narratives that pique interest are the first steps that are key! Will your agent promote your home globally? Commit to placing promoted posts on Facebook, Instagram, and other social media portals? Optimize syndication to all real estate search sites? Announce your new listing to everyone in their database, as well as to agents in and out of your market? What’s their plan around open houses?  Will they work to get dozens of folks in the door? This is the stuff that matters.
2. Their knowledge of the local inventory and current market conditions. The best agents invest time each week previewing homes. They also know how much inventory is available, what IS – and isn’t – selling, and what’s happening with rates. They understand what buyers are looking for and can advise you as to what can be done to make your home more desirable. They’ll have a strategy around timing and their message in order to place your home at the top of the “must see” list.
3. Their reputation and results. Your agent should be able to provide you with references and testimonials. They should be able to demonstrate the success they’ve had with folks like you, and share the system behind it. They commit to doing their job well, at a very high level. Why? Because they want to create raving fans – satisfied sellers and buyers who’ve had an exceptional experience and will happily refer others.

If it’s time to consider a sale, ask great questions, dig deep, and ask for proof. Consider what’s really important. Your agent matters – choose carefully!