When Home Sellers Hire the Second Listing Agent
In my real estate business, which covers the Sacramento Valley over four counties, it seems more and more sellers are calling me to ask why their real estate agent can’t sell their home and asking me to be the second listing agent. In fairness to my fellow real estate agents in Sacramento, some of those situations are not always the first agent’s fault. Or, it could be simply a personality clash between the parties. Whatever the reason, the fact remains I pick up a good number of listings and sell them when other agents cannot. It goes in cycles but this year that number seems to be much greater.
Fortunately, as the second listing agent, I do sell those listings. And I sell those homes at top dollar; it’s not like I list them for less than the previous sales price, because usually the price stays the same. What I look for is what are the challenges to selling the listing. All listings contain some kind of challenge and there are no slam dunks in this business. It’s easy to pick out the attractive selling points but it’s much more difficult to address the challenges, isolate the drawbacks and make those bad things appear insignificant. But that’s a specialty developed through decades of experience, I guess. It’s why my homes for sale in Sacramento tend to sell for more money –well, that, and I tend to play well with others.
I just closed a home on Friday that had previously been listed by another real estate agent for 5 months without selling. The first thing I do is scrutinize what the other agent has done and then, as the second listing agent, I don’t do those things. That’s an oversimplification but my goal is not to duplicate failure. Looking up the first agent’s listings, it was clear that most of that agent’s inventory is languishing on the market for an extremely long period of time. You’d expect to see long days on market for a short sale but not in a bunch of equity listings.
I studied what I did not like about the photographs and marketing comments and eliminated those negatives from my marketing strategy. Further, the previous agent did not hold open houses. Some mega real estate companies do not support agent open houses. Lyon Real Estate, where I work, is a big proponent of open houses. It’s true that most buyers don’t buy directly from an open house but the publicity does help to sell that home. Lyon Real Estate is the market leader in the Sacramento Valley.
My charming group of dedicated real estate agents on the Elizabeth Weintraub Team worked diligently with me to sell that home. I kept in constant communication with the seller, advising her of our efforts. I’m happy to report that the home sold. For all cash. There was no appraisal to contend with, so the seller got exactly the price she wanted — which was excellent because the comparable sales were few. The home is situated on a busy street but I worked around it. It was also overbuilt in comparison to other homes in the neighborhood, but I worked around it.
Most of my clients call me first, thank goodness. But it’s OK if I am the second listing agent. It’s not that difficult to cancel a listing contract. If your home hasn’t sold and you’re shopping around for a new Sacramento real estate agent, call Elizabeth Weintraub at 916.233.6759. I don’t mind being the second listing agent. I will get the job done for you.