Seller's Guide
Choosing Your Agent
Welcome
Buying your first house was probably not an intuitive journey for you, and you might be overwhelmed with the steps of selling. Perhaps you have sold homes before and were dissatisfied with your agent and the outcome. Selling your house requires a knowledgeable guide with a clear plan. With the right team and the right information, any real estate voyage can be calm, enjoyable and leave you feeling energized.
I wrote this to give you as much information up front as I can to prepare you for the ride in researching prospective listing agents. I am here to encourage you in this part of the process because choosing the right agent will make the selling of your home wildly successful.
If you have any questions after reading this, please feel free to contact me at
megan@sotokanegroup.com | 530.219.7123
Choosing a Trustworthy Agent
Selling your house is no small decision. Choosing your listing agent is one of the most important choices you make to maximize the sale. The role of a real estate agent comes down to expertise in 4 things:
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Negotiation skills
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Detailed knowledge of transactions
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Marketing strategy
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Community relationships
Choosing who you want on your side is crucial to your satisfaction in this process as well as not leaving any money on the proverbial table. Pick the right agent for you. Develop a list of questions you will have for your first appointment with a prospective listing agent.
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Do they have training as an expert negotiator to get you the best price?
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Does your chosen Realtor® have understanding and certifications in transaction coordination?
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Does your agent have a strategic marketing plan that includes the newest in digital marketing?
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Does the agent have trusted community associates to help your inspections, loans, and insurance details move forward with the fairest price?
These are the questions that are most critical in interviewing your potential listing agent.
Your Agent
Everyone knows at least a few real estate agents. Truthfully, anyone who does the coursework and passes the exam can get a license. However, over the past two years in California, less than 50% of applicants pass the exam on their first try. Of those that do eventually pass, the majority only work part time. Those who are serious about the profession join the National Association of REALTORS® (NAR). REALTORS® are held to a high professional standard through a strict Code of Ethics. Additionally, those agents that go above and beyond the minimum coursework acquire speciality skill sets that will significantly improve your selling experience. Those REALTORS® that are committed to their clients seek further credentials to better serve their clients.
Being a professional educator for years, as well as a life-long learner, I understand the value of these certifications. I understand my clients needs. YOU do not need to be trained in real estate transaction and negotiation, but to best serve you, your agent does. I hold the CERTIFIED NEGOTIATION EXPERT (CNE) designation because the art of negotiation will secure you the best deal for your house. With only 3% of real estate agents professionally trained in negotiation, my skills will ensure that your deepest values are seen, heard, and met.
Negotiation
An agent’s style of negotiation can come down to three approaches.
The first approach is competitive. Imagine a 2-year old who stamps his foot in the middle of the grocery store and will not leave until they get the candy on no uncertain terms. This “toddler” style of “taking a stand”, of not budging unless the person only gets exactly what they want, is immature and overly aggressive. They only seek for themselves to get a big Win, and for their opponent to experience a big Loss. In real estate, this can lead to an emotional rollercoaster as well as a breakdown in the transaction. It can leave clients feeling exhausted by the experience. Being competitive does have its place, however, as I will explain later.
The second approach is compliant. One who negotiates in this way, by acquiescing to the other side in order to appear “nice”, leaves money on the table. The desire to please in order to avoid conflict can lead to suboptimal results.
The third style is collaborative. The mindset that fuels collaborative negotiation is this: a big Win for the client, and a win for the Buyer. Collaborative negotiation is the vehicle of a skilled negotiator. The negotiator is driven to ask focused questions to get as much information as possible on the interests of the client as well as the steps required to protect those interests. The process of collaboration brings together the Seller and the Buyer to make the deal appealing to all. By strategically incorporating components of the competitive approach, I will keep your personal and financial goals at the forefront of the negotiation.
Transaction Coordinator
The smoothness and timeliness of selling your house is also determined by the knowledge of how real estate transactions flow. The purchase agreement alone is 16 pages long. The components to transaction coordination vary from the nuanced details of a client’s particular contract and the specific disclosures needed, to the risk management tools that protect the client’s assets. Many agents hire someone on the side who specializes in this because of the detail needed to understand the subtle distinctions.
As a Certified Transaction Coordinator, I strive to ensure the milestones and deadlines are met with full execution. By providing this service myself, I can further support my clients’ timelines and the ability to maintain positive interactions with all parties involved.
Digital Marketing
According to a 2021 study, 97% of homebuyers used the internet to find their next home. Listing agents should therefore be experts at online marketing strategies with paid ads and buyer lead generations. Running digital ad campaigns is not as simple as a “pay x for y number of views”. The photography, text, and follow up, as well as the targeting of specific buyers, takes skill and thoughtful planning.
The old school method of open houses and bus bench ads no longer works effectively to get as many eyes on your listing as possible. A handful may come to your open house on a Saturday afternoon, but what you really want are buyers who show up already emotionally invested in your home. Generally, open houses serve the needs of the agent, who can utilize the situation to make contacts for the future. Serious buyers are already working with a buyer’s agent who has been showing them homes on the buyer’s availability, not during your open house. The marketing strategies that I provide will not only save you time, it will help provide you with dedicated buyers.
For your particular home, let’s do an example of part of your marketing campaign. With over 3 billion monthly active users, your listing campaign starts with a targeted Facebook ad. A professionally edited video leads potential buyers to a website that is set up just for your home. When interested buyers ask about specific features of your property, my office follows up with a call and sends them a brochure and a buyer’s guide. This all happens automatically and efficiently from the moment they first express interest. To compliment these digital marketing actions, targeted print marketing is also employed. Flyers are printed and a “Pick Your Neighbor” campaign is started because including your community in the selling of your home has been shown to be very successful.
Community Relationships
All the marketing tools, however, will not be successful if the listing agent is not acting with integrity and honesty in all interactions. A REALTOR® bound by the association’s Code of Ethics treats everyone involved with the same respect. Along with the Buyer, the Buyer’s agent and the Buyer’s brokerage, Listing Agents interface with inspectors, home repair professionals, mortgage brokers, loan officers, escrow and title officers, insurance agents, local government officials and your neighbors. They seek understanding through communication and reflect on how they can offer the utmost care to their clients by maintaining high standards in all complex professional relationships. Your chosen listing agent is your linchpin in bringing together the right team of players to support your selling journey.
