Saturday, April 27, 2024

Lisa Gray

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Lisa is an accomplished marketer with years of expertise in direct response marketing, digital marketing, data analytics and business development working with both B2C and B2B.

Appraisal Secrets Revealed

“Overpriced,” thought Ryan Lundquist, a certified residential appraiser in Sacramento, California. He’d just received an appraisal order and, thankfully, his last impression didn’t match his first. In the end the home received top dollar.

But, he was puzzled. Finding that the property was worth slightly more than the selling price, he wondered why the listing agent offered no information about the property until he asked for it. Didn’t he want to ensure top dollar was received for this home?

Unfortunately, many agents have been intimidated by, and sadly misinformed about the 2010 Dodd‐Frank Wall Street Reform and Consumer Protection Act, assuming that they can’t communicate with an appraiser under any circumstance.

Let’s bust that myth

It’s not against the law to contact and converse with the appraiser, unless the goal is to bribe or intimidate him or her.

In fact, Dodd-Frank specifically states that you or “anyone with an interest in a real estate transaction” can ask an appraiser to:

  1. Consider additional, appropriate property information, including the consideration of additional comparable properties to make or support an appraisal.
  2. Provide further detail, substantiation, or explanation for the appraiser’s value conclusion.
  3. Correct errors in the appraisal report.”

The law does not, however, provide for a “full-blown conversation or discussion with the appraiser,” cautions Vic Knight, certified general appraiser and former president of the North Carolina Association of REALTORS®.

“The implication is that the flow of information is essentially one-way,” he continues, “from the broker to the appraiser.”

How your MLS description can help the appraiser

Knight offered an often overlooked point brokers can utilize to help the appraisal process. Writing a listing description is considered part of the marketing of a home for sale. What most agents don’t think about when penning the description is the appraiser, who will also be part of the audience reading it.

Knight recommends that you keep in mind the following tips as you enter the listing into the MLS:

  • Don’t skimp on the photos and include photos of the home’s unique features.
  • Be overly descriptive – this helps with marketing as well.

Point out the “quality of finish in ‘below-grade’ living areas, attics, bonus rooms, decks, porches, etc.”

Related: Featuring Your Listing in the Best Light

Create an appraiser’s package

Knight suggests that agents compile a package of documents and either leave it at the property for the appraiser to view, or deliver it in person, by meeting the appraiser at the home. Include the following documents in the package:

  • A fully-executed copy of the purchase contract and addenda
  • Comps
  • Deed
  • Floor Plan
  • HOA Docs
  • Inspection reports
  • List of upgrades, including the dates they were performed, with photos
  • Neighborhood information, especially anything that makes homes here more valuable than homes in nearby areas
  • Plat and survey
  • Proof of multiple offers

The latter is important information for the appraiser, according to appraiser Tom Horn of Birmingham Appraisal Blog. “Providing proof of multiple offers does show them that more than one person is willing to pay a certain price for the home,” he suggests.

It’s also important that you are very specific in your description of the home’s upgrades. Rather than stating that the bathroom was “completely remodeled,” list what was replaced, what it was replaced with, the date the work was performed and the cost.

For example, Lundquist suggests, on his Sacramento Appraisal Blog, “Bathroom remodel: new tub; travertine tile work; cherrywood cabinetry; Kohler sink, faucet, etc. …/Installed 2009/$15,000 cost.”

Or, offer the appraiser a cheat sheet

Lundquist offers some tips on how to interact with the appraiser within Dodd-Frank guidelines.

These useful tips help agents avoid the appearance that they are pressuring the appraiser, a violation of federal law. Any statement that can be perceived as an attempt to steer the appraiser to the value you want for the home can get you into hot water.

Examples of these are frightening because they are so commonly (and innocently) used. Banish them from your interactions with appraisers:

  • “I’ll be happy as long as it appraises for at least the sales price.”
  • “The market has been ‘on fire’. You shouldn’t have any trouble with the appraisal.”
  • “Is it going to come in at ‘value’?
  • “If this doesn’t ‘appraise’, the seller is going to go into foreclosure.”
  • “I would be shocked if it didn’t ‘appraise.”
  • “I really hope this works out. No pressure or anything though.”

To avoid trouble, keep your opinions, feelings and thoughts to yourself. Communicate only the facts about the home and neighborhood.

A listing agent’s job entails far more than marketing the home and negotiating with the buyer’s agent. Underlying all of the duties, however, is the duty of “care.” This includes ensuring your client gets the most money possible for the home.

This article is not intended to serve as legal advice and should not be used as a substitute for consultation with an attorney.

Related: Pricing Makes Perfect 

Need assistance? Contact our customer support team at 866.405.3638. They’re incredibly knowledgeable, and excited to help get you succeed!

The Success Mind-Set

Success begins with the right mindset. Real estate sales is not just a job; it is a business. A business that requires planning, organization and systems to maintain balance, accountability and forward momentum. The following details the 3 steps to epic success.

Step 1: Have a Plan

Planning is critical to realizing your goals, generating consistent income and creating an exit plan. The proper exist plan ensures you have a valuable “book of business” that you can sell when you are ready to retire. Your plan should:

  • be written out and clearly defined
  • have a realistic and comprehensive budget
  • be based not only on your goals, but also on your family’s goals (very important to maintaining the support system necessary during long days or tough weeks!)
  • outline the number of transactions you need to reach those goals based on commission dollars, list-to-close ratio and fall-through rate
  • outline the number of contacts, appointments scheduled/.attended you need to realize your transaction goal
  • break your numbers down into daily, weekly and monthly activities so that you ALWAYS know where you are in relation to your goal

Be sure to share your plan with a manager, coach or partner so that you can set up a system of accountability.

Step 2: Employ Smart Marketing

In today’s competitive arena, effectively marketing yourself and your business requires both consistency and laser focus.

Countless agents send single marketing pieces to thousand of consumers, with no intention of following up. This approach is a waste of time, energy and valuable marketing dollars.

The truth is, you should be in contact with your sphere of influence at least every 30-45 days. One month, send a postcard, letter, newsletter or flyer. Many of our customers find the Listing Inventory Series, Content Cards, and Market Dominator among their favorites.

The following month, call with a friendly event reminder, helpful hint, or just to say hello.

During the third month, arrange to see them via a networking event, social gathering or in-person visit. Drop off a small token, informational item or card. Then start the “rotation” over again.

Such consistency creates vital ‘top-of-mind’ awareness. This awareness becomes “the key to the kingdom” when growing your referral base and creating a reliable income.

Gone are the days when agents could afford to take a “shotgun” approach-casting a wide net in the hopes of “catching a few”.

Response rates increase dramatically when you speak directly to the needs and interests of a particular group.

Wise agents seek out demographics or geographics that they relate to or have a history of success with.

The more comfortable you become speaking to a particular group or segment, the more you become recognized or thought of as a specialist in that field.

Related: Niche Marketing and the Law of Attraction

mailing list
Targeted marketing examples:

  • First-time homeowners – Try MapMyMail to quickly create a list of local renters. Send a postcard that explains the advantages of home ownership.
  • Builders – Offer to help builders eliminate their #1 worry: standing inventory. Create a list of every builder in your area and send a flyer explaining how you can find their perfect customer.

lifestyle

  • Find a new niche – With our Lifestyle Interest data, you can reach consumers who are just the demographic you want to work with. Think Golfers, Boaters, Fitness Lovers and more.
  • FSBOs – There are many effective search products for this demographic. Fear leads many agents to steer clear of FSBOs, which eliminates at least a portion of your competition.

real estate fsbo marketing postcards

  • A New Geographic Farm – Find an area in your market that is beginning to see turnover, but doesn’t currently have another agent with more than a 10% market share.  Start connecting month after month using the Neighborhood Update/Free Offer series. This series will present yourself effectively as the turn-to agent in your market.
Step 3: Put Solid Systems in Place

Without systems, you’re like a hamster on the wheel-spinning without really getting anywhere. Systems are the only way to maintain the delegation, automation and streamlining that will continuously work on your business. Systems allow you to:

  • manage your time effectively
  • create a consistent standard of service
  • assure clients that their needs are being met by a “team”
  • provide checks and balances for fine tuning your business
  • promote efficiency and accuracy
  •  reduce training time when bringing on new team members

What systems should you have in place?

The success mind-set requires dedication and a commitment to the activities that earn you top dollar and allow you to “feed” the career you’re building.

Related: 3 Tools That Drive More Business

Need our help?  Contact our support team today at 866.405.3638. They’re more than happy to help you.