The nation’s housing market had a quiet summer, with many sellers and buyers waiting on the sidelines for mortgage rate drops. But the mood changed dramatically on Sept. 18 after the Federal Reserve lowered its benchmark interest rate a full half-point, encouraging mortgage markdowns.
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“Lower mortgage rates are creating inflated hopes among some sellers. Naturally sellers want top price. But don’t rely on wishful thinking when pricing. Never forget that it’s the market that determines value, not you,” says Stacy Berman, who’s sold homes in the Washington, D.C. suburbs for 22 years.
“Buyers look at many more homes, so they’re more price-aware than sellers. Price too high, and your house could get a stigma and just sit there unsold. It’s better to list just 10% or 15% below market value. That could cause an escalation in bidding, yielding a better result so you can move on with your life,” Berman says.
She cites the case of a federal contractor in her 50s who’s learning the hard way the impact of overpricing her small one-bedroom condo.
“This woman really needs a two-bedroom apartment because her 14-year-old daughter is now staying in a small alcove off the living room. But the owner is insisting on a list price $50,000 over what the condo is worth, which she’ll never get. Meanwhile, the place is languishing unsold,” Berman says.
One issue for sellers is that they vividly recall how at the height of market demand, some neighbors could command stellar prices through bidding wars. That was especially true during the pandemic.
But even in some popular neighborhoods these days, the bargaining power of sellers is weakening a tad as buyers gain more sway and negotiate more intensively.
Jeb Smith, who sells homes in Orange County, California, says that many owners are unsure how to price properly in the midst of a rapidly evolving economy. That’s particularly true in neighborhoods with widely divergent property types.
As always, pricing your home for sale can prove stressful.
“Make no mistake, there’s a huge emotional factor when it comes to pricing. Due to the pride of ownership, people always think their place is worth more than the one down the street that sold last year after a big bidding war. That’s just human nature,” Smith says.
Here are a few pointers for sellers:
-- Consider a list price just one notch below prevailing market values.
Surprisingly, sellers on a tight deadline can often receive more for their property if they price it just a few percentage points below its apparent market value, Smith says.
“Given the internet, buyers are alert to fair market pricing. That’s why pricing slightly under market can generate lots of interest among buyers,” he says.
-- Examine recent sales in your area before setting your price.
Even before your home is listed and open for showings, your agent will likely recommend an asking price. But before accepting any pricing recommendation, all sellers should do at least a nominal amount of research.
“Tell your agent to give you a list of nearby properties still under contract -- the more current the better. Then ask the agent to look into details about the properties that sold --including whether they’ve been updated. Also drive by the sold houses for comparison purposes,” says Ashley Richardson, who sells properties through Sotheby’s International Realty.
“Remember, it’s always the owners who have the final say on price,” Richardson says.
-- Find a seasoned listing agent.
Some sellers find the anxiety associated with home-selling decisions distressing. In that case, it’s often wise to hire an experienced agent who’s worked through many transitional markets, says Eric Tyson, coauthor of “House Selling for Dummies.”
“Seek an agent with a history of recommending correct pricing from the outset, not after a series of price cuts,” Tyson says.
Contacting the managing broker of a local real estate office is one way to identify a skillful agent. But make sure you find one with an impressive track record selling your type of property in your price range.
“Also, it’s an excellent idea to contact references who’ve previously worked with the agent you have in mind. Ask these references how well the agent did on pricing recommendations,” Tyson says.
-- Hasten your home sale through delegation.
Many owners devote several months to prepping their place for sale. They clean, sort through their clutter, clip outdoor shrubbery and paint wherever needed.
But if you’re struggling to sell quickly -- perhaps due to a mandatory move -- you may have no more than a few weeks to get the home ready for showings.
One obvious way to reduce your prep time is to hire contractors for work you might normally do yourself.
“If you can afford it, hire pros for both cosmetic work and repairs. Resist the urge to save money with do-it-yourself work such as painting and carpet cleaning,” Tyson says.
Don’t ignore the need for decluttering and in-depth cleaning.
“The winter holiday season is soon approaching. So always keep in mind that time is money -- particularly if you have to move quickly and hate the idea of your house going unsold for a lengthy time with all the carrying costs that entails,” he says.
(To contact Ellen James Martin, email her at ellenjamesmartin@gmail.com.)