These days, your savvy sellers will expect you to do something special beyond just going on the MLS. Often they are are simply not prepared to go on the MLS right now. In some cases, they prefer to skip the MLS altogether.
Reasons a seller prefers to market his home off MLS
- Avoid unnecessary showings. It’s a hassle for them every time their house is shown. Sellers would rather show their home to 10 realistic, motivated and qualified buyers than to 100 looky-loos.
- Keep the process professional. Most sellers prefer a discreet transaction conducted among true pros instead of a public free-for-all.
- Market a house that does not show well. Often the seller is not prepared to prep their home to show as well as they should. In this case, the home should only be shown to motivated and well-represented buyers with vision.
- Test a price. Pricing is as much an art as a science. Sometimes it makes sense to try out a price without damaging the property’s future marketability.
- Adapt to special circumstances. If your sellers have special privacy, health or closing needs, they need very controlled exposure to a highly targeted market.
Homes sell best when you zero-in on truly motivated and qualified buyers. Doing so quickly and efficiently brings your seller the highest price with the greatest ease.
Does a home for sale really need to be exposed to everybody?
- Mass marketing works well for standardized products. But most homes are one-of-a-kind, luxury items, not commodities. If mass marketing luxury items was most effective for sellers, Christie’s would put high-end art on eBay.
- 10% of the real estate agents sell 90% of the properties. By reaching these top 10% agents, you’ll reach the most qualified, realistic and motivated buyers in the area.