Gary Pickren is a real estate attorney in South Carolina who has closed over 30,000 real estate transactions during his 26 year career. As a certified licensed instructor, broker and now a Real Estate Commissioner for the State of SC he brings a wealth of knowledge to the podcast. Gary’s real passion is marketing. He has created BombBomb Vlog with over 4600 subscribers. During this session Gary talks about differentiating in this market and not becoming a commodity. How video has changed his career and how he went from zero to 1 million video email-opens in 2 years! And why his law firm serves its own custom beer at every closing!
One conversation that can come up as you're out there taking listings is, of course, centered on commissions.
And here's a great script to help your sellers look at the commission, not just cost, but as a marketing incentive to encourage showings and to encourage more offers.
So the script kind of goes like this:
"Hey, Mr. And Mrs. Seller, one thing I wanna talk to you about is the commissions that we charge. Now, I charge a listing marketing fee of X [fill in the blank, whatever you're charging]. And all we have to decide now is what we're gonna pay the buyer's agent. Now there's a little secret sauce here that a lot of people don't understand. Which is, that marketing fee that we're paying to the buyer's agent to bring that buyer in can actually incentivize them to show your home.
"Let me show you an example:
"I did a commission survey in your market area where your home is. I went out about a mile two miles, and I looked at every listing that...
There's a new stat out that shows some unprecedented numbers. And the numbers reflect that home buyers entering the market today are paying 39.4% higher mortgage than they did last year at the same time.
Now, why would their mortgage go up almost 40%?
The number one reason?
Also a bit of home price increases as well. But by and large interest rates going up seven of the last eight weeks. They've gone up so fast.
So when we look at this, some of our buyers may be saying, "Hey, let's pump the brakes on me buying."
How do you respond to that? Well, the response should be a reflection on what happens if they don't pull the trigger now and they wait. We know the Fed is already planning to do six more rate hikes this year, starting right now in May.
So as we begin to roll through the rest of the year, it's highly likely these interest rates aren't gonna go lower. They're gonna go much, much higher as the Fed tries to break...
One thing we should all be aware of right now is that a lot of home sellers are reevaluating their price.
And one thing you should be monitoring in your own market area is the number of price adjustments that are occurring every 24 hours. Maybe on your hot sheet, your MLS data sheet, it's gonna show that number. Keep it a close eye on that, and then think about it with your own sellers.
Here's something that's interesting:
In the last few weeks we've seen 3.5% of all the sellers in America reduced their price.
Now that doesn't sound like a lot. But remember, we're coming off one of the hottest real estate streaks we've ever seen in our market.
But the market's starting to cool when it comes to pricing and people are starting to adjust to get ahead of the market. Typically we don't see price adjustments begin to happen at this level until July or August.
So why are sellers starting to adjust prices much, much earlier than ever before?...
I had a real estate coaching student come to me recently and asked me if she should invest her equity of her home into other real estate.
And it's a question she was getting from her clients as well.
So I explained this to her in a story form, so she could explain it to her clients as well.
So let's assume that you had $400,000 in equity in your home. And you leave $200,000 equity in your home and you pull $200,000 out.
Now, how do I pull it out? I refinance it or I get a HELOC loan for that $200,000.
So now I have $200,000. Of course, I'm paying interest on it. It's not free money. Let's assume I'm paying 5.5% interest today.
With that 5.5% interest, I now have to beat that rate of return in order to make money.
So let's assume then I go out and I take that $200,000 and I find an investment property. Maybe it's a duplex or a triplex, and I spent $700,000 on it.
That's reasonable because they gotta put 25% down generally on investment...
Hey guys, we are still in a low supply market. It's the lowest supply real estate market we've ever seen.
Despite the marketing changes and interest rates rising and the market dynamics kind of influx, still low supply and high demand.
So based on that, how can we go out there and still crush it in the market? How can we thrive despite the market conditions starting to shift under our feet?
One strategy is use the "Pocket Listing Strategy."
It's one of my favorite strategies and it's totally underused. Very few people do it.
Here's the concept:
One in seven homeowners today has raised their hand and said they're interested in selling the next three years. That's 15% of the population.
Drive through any neighborhood, and one of every seven homes you drive by is thinking about selling in the next three years.
There's a massive pent up seller demand, but how do you turn the key to unlock it?
Well, a large group of those people may not be...
Join this fast moving conversation as Real Estate Rockstar Shelly Culbertson goes deep on how to master buyer meetings. Shelly explains her show not tell strategy and her scratch pad technique for preparing buyers to move quickly when they find a home that meets their criteria. She also explain how important your first question is when starting any new conversation with a buyer (million dollar idea). This is a can’t miss episode!
When you drive around your neighborhood or your community, you're gonna see some dilapidated houses. And you know, who else sees those? The city and county.
So what the city and county generally have is a compliance officer that's in charge of enforcing the city and county standards for how homes and properties should be maintained.
Now their standards are probably much lower than our standards, but they have to keep these properties to a certain standard. And if they don't do that, they give the homeowner or the property owner a violation notice. And this violation notice can become sequentially more serious with large fines attached to them.
So why am I bringing this up?
Well, it's a marketing opportunity.
One of the highest concentrations of buyers today is buyers looking for flip opportunities. These dilapidated properties, they can turn around and flip and, and turn a profit on. But there's not very many of them out there.
We're coming into spring. And what do you see during spring? You see a lot of garage sales and estate sales as you're driving around through neighborhoods.
When you see that this should be a red flag opportunity for you. Because what you could do is circle back, just write down the address and write a little note. Or if you have the REDX, a system like that, you could find their phone number or their email address, and you could just send a message over. That's something like this:
"Hey, as a local REALTOR, I noticed you had a recent garage sale or estate sale. I hope it was super successful. Quick question: Are you considering a housing change? Many people who conduct a sale are preparing to relocate or sell the home, which is the reason for my question. Also my office as several buyers interested in the neighborhood. So if you'd consider an offer in your home, I'd love to have a chance to chat at your earliest convenience."
One of my good friends told me about this incredible strategy that she's using with her buyers.
One thing that happens with buyers is when they come in, we tend to walk them through a conversation that has to deal with criteria. We qualify 'em of course, and we start talking about criteria.
And for instance, when we talk about criteria, here's an example of what we might say, "Well, what are you looking for? Are you looking for a three bedroom, two bath? How much square feet, what area of town?" And then ultimately we get to, "and what price range are you in?" And how did you arrive at that price range?"
We always come down to the price range.
Then they got prequalified with the lender, whatever, and then we try to fit round pegs and square holes.
So we look into the market and start telling the client about why they can't afford to be where they want or why they're gonna have to adjust their budget.
That's a hard conversation to have. And...
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