23 Days ago I listed a great property in the Royal Lane/Midway area of North Dallas. Those who are incredibly optimistic would refer to this area as “Preston Hollow adjacent”. Others may see it as “Almost Midway Hills”. Half-Full or Half-empty.
Anyway…
This 5 bedroom, 3100 sqft gem on a half-acre lot got me to draw a suggested list price of $415,000. The seller (of course) wanted to list it higher – $440,000 because…well, just because. We came to a middle ground of $429,000 with the “hard and fast” rule that if we had no offers in 15 days we would reduce to $409,000. In my opinion, this would still give us time to transact for $400,000 – the number that all indicators pointed to from the start.
So on October 26th we were off and running – hitting the MLS with this listing at $429,000. The photos were magnificent. Gleaming parquet floors. Open kitchen. Huge gameroom. Swimming pool that looked like a vacation resort. Everything you would need to hit the ground running.
Response was brisk. 8 showings in the first week. Not a lot of strong feedback…but we did receive the strongest you can get. No offer.
We slid into week 2, again showings were brisk. 8 more showings. 2 second showings – but no one would take the time to write an offer. This is usually the time when home sellers make their biggest mistake. There is a hard strategy to reduce the price if there are no offers, but the seller says, “We’ve had so many showings…let’s just sit tight and see what happens.” Well, in this case, sitting tight would mean Thanksgiving…and an overall lack of motivation for any buyer’s to do anything. If you give a substantial price reduction, the buyer will feel motivation to jump on the deal before anyone else does. So the seller agreed to reduce to $409,000 as planned. Here is the “armchair quarterback” evaluation – tons of showings at $429,000 (with multiple ‘second showings’) shows that the price is relevant. The reduction should be enough to get someone to jump at $400,000.
Here is where the story gets funny…
The day of the price reduction, a Realtor presented an offer on behalf of his client. Tight offer. 30 day close. 1% earnest money. Offer of $390,000. I took the offer to the seller who responded “Give me 24 hours to come up with a counter”.
The next morning – before the seller presented a counter, the buyer’s agent called me. He was slightly agitated, I started the conversation…
“Hey, I’m glad you called. The seller has a counter offer for you.”
“Kyle,” the buyer’s agent asked, “Did you mean to reduce the price of the home by $20,000?”
“Yes we did. Why do you ask?”
“My client is furious. He thinks his offer is now too high – he wants to change his offer to $375,000″.
So wait – just because a seller reduced his price to motivate buyers, it doesn’t mean that the value of the home goes down, too.
“Ok, that’s fine. The seller’s counter is still $402,000.”
I could tell the buyer’s agent was really frustrated. He took the information and said he would get back to me.
3 hours later I got an email from another agent with an offer attached – qualified, 1% earnest, 20 day close…sale price of $395,000. Everything looked strong. So we are sitting at 2pm, not 24 hours after the price reduction, with an acceptable offer – right on the heels of a buyer that thought one reduction merited another.
4pm I get an e-mail from buyer #1 that he will raise his offer to $382,500. I reply to him that the seller’s counter has been withdrawn. Now free to work the second offer, it was an easy communication to get the offer up to $400,000.
BOOM! Right where I thought it would go. Contract executed on Friday. Inspections scheduled for Monday. We changed the status in MLS on Friday so it showed up as “under option” late Friday.
The first agent called back again.
“Under option?!?”, the agent questioned and exclaimed. “Why didn’t you tell me you had multiple offers?”.
“Well, I didn’t think it mattered. Your client’s counters did not indicate that he was serious about buying the house. I did not want to scare off the second offer with a brash announcement of ‘MULTIPLE OFFERS!!!!’ so we quickly worked the strong offer and got the deal done.”
So, it looked like the 1st buyer really wanted the house, but his self educated Real Estate 101 from watching “The Today Show” told him he could not POSSIBLY offer close to list for a property – even though his initial offer of $390,000 could have gotten the deal done.
Moral of the story – one price reduction does not merit a reduction in offer. Let a property sit for 30 to 60 days before going in low on a reduction. Also, a note to sellers…a carefully placed price reduction means the difference between hosting dozens of tire kickers and getting an offer.
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