Just like everywhere else, the Concord Real Estate market is not easy to navigate. Gone are the days where you could simply take any home in Concord and place a sign in the yard and expect a sale. Gone is the time where just any agent and the MLS was all you needed and even in Concord, where things are better than many other areas, there is still a need to know the truth about things that will and will not help to sell your Concord Real Estate.
To help you out, I have composed a list of 10 Concord real estate truths that are pretty standard whether you own Concord Real Estate or real estate anywhere in the country. I use the city Concord throughout this article but honestly, these truths work almost anywhere. And not everyone will agree with me but if they don’t then they’re just wrong. (just kidding but seriously…they are
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Okay, so here we go… Concord Real Estate truths
Truth #1: Niche Specialties don’t sell Concord Homes
Every Concord Real Estate agent claims to be an expert. They all have one specialty or another; some say that one thing matters while others think it’s something else. Many claim to be specialists in a particular Concord neighborhood. Do you know why? Because that thing they claim to be the most important factor to selling, that thing which they happen to specialize in, that’s what they happen to be good at. Or at least they think they are, anyway.
But is it the agent’s fault for propagating this idea or is it the typical Concord real estate owner’s for believing it, almost expecting it in the first place. But what made you believe it? What made you expect it as a quality in your agent? Chicken or egg? Hmm…
I’m not trying to be harsh but this article is about the truth and that certainly is one of them. Agents sometimes have to placate to the beliefs of the public because that’s what you need to hear to believe that we can help.
But the absolute truth is that being a Concord neighborhood specialist was important, but only before the Internet revolutionized real estate. In the 70’s, heck even through the 90’s, real estate agents needed to understand the dynamics of individual neighborhoods because the data just wasn’t available through any other avenue other than personal hands-on experience.
Well, things have changed and it’s certainly not like that today. I think that too many of us, the Concord real estate agents, we’re just not confident enough to correct the misunderstanding of a seller. Plus, to speak this particular truth to a seller in a listing appointment can come across like a sales pitch designed to mask a lack of experience.
After all, if you ask an agent how many homes they have sold in your neighborhood, which answer comes across better to you?
Agent #1: “Sure, I have a ton of experience in your Concord neighborhood. I’ve sold 6 houses in this neighborhood.”
Agent #2: “No, I haven’t ever sold a home in this neighborhood but truthfully that doesn’t matter. With the Internet, we can use tools available to us that allow anyone to be an expert, basically anywhere.”
The first agent sounds great right from the start. It’s the best answer to the specific question you asked and so you received exactly what you were hoping for. Plain and simple, the homeowner expects a neighborhood expert and Agent #1 is giving what the homeowner expects. But does this make agent #1 the most qualified to sell your particular Concord home? Does giving a good answer to a bad question really mean anything at all?
The second Agent makes you think about the question you asked in the first place. He makes you question your assumptions about what works in real estate so before you can even evaluate the quality of his response, you must first determine the validity of your initial question. And beyond all that, you must also trust that this information which you may never have heard, the fact that being a Concord neighborhood expert doesn’t matter, you have to believe that is accurate and not just some Concord real estate agent sales pitch.
I’m not just talking about other agents, or suggesting that I’m not an offender myself. Remember, I grew up in Concord, I have sold more Concord Real Estate than 95% of other Concord Agents, and I often have the chance to tout my own experience in Concord. So yeah, I’m quick to tell a Concord homeowner that I have sold homes in their neighborhood before, whenever possible.
And I do this, even though I know that it basically means nothing. Those statements of “niche experience” are really more of an interesting fact than anything.
So basically, people in Concord, and other areas too, they just like to hear that an agent has been successful in their specific area. And I think I have explained that it really doesn’t make a difference, but why? How can an outsider be better? Well it’s because of the next truth on the list.
Truth #2: Concord Real Estate is sold the same way as anything else – by advertising. Real Estate agents aren’t trained to advertise at all.
I started by saying that gone are the days when any agent could sell your home. A few years ago, the market was so good that simply putting a home in the MLS with any agent was enough to sell. But even then, those who sold with just anyone suffered lower sales prices and longer durations on the market.
The problem is competency. I don’t mean to disparage every real estate agent, but the truth is that any real estate agent will tell you that a lot of us, if not most, just don’t really have the qualifications to sell a home. Maybe to help you buy one, but selling is an entirely different project.
The thing is that Real Estate Agents in Concord or anywhere else are not really trained on how to advertise… anything. It’s one of the craziest things, this business. Housewives and the unemployed, retirees, or just those who want to work fewer hours… they all get into Concord Real Estate by taking the same 65 hour training course designed by the North Carolina real estate commission.
At first, most agents learn about contracts and law and not much else. I’ve always said that the title of the real estate agent pre-licensing course should be “How to not go to real estate jail.” Because that’s what they teach you, how to stay out of trouble.
New agents come armed with policy and procedure, they know what’s illegal and what to disclose. And that’s great but it takes a lot more than that to sell a home, to sell anything – anywhere. So agents who really want to learn take one of the many “advanced” classes which are designed to teach agents how to do this. They seem like a good idea on the surface and certainly are better than nothing. But imho, they fail miserably. I’m sure I sound pretentious for saying this or maybe I’ve just been doing this for way too long, but those classes which are available to real estate agents, they barely touch the basics and don’t even begin to dive into the fundamentals of how to convey value in a product (your Concord home) to a consumer.
So most people don’t realize that Concord Real Estate agents (and of course, real estate agents anywhere) are not qualified to sell your home by virtue of the fact that they are licensed. There is a lot more to ask and know and chances are, 95% of Real Estate agents would fail even the most basic entry level marketing exam. The best way to determine competency is to know the right questions to ask and just make sure that you’re dealing with a career real estate agent. Avoid part timers, retirees, or back to work housewives. I even think it’s valid to ask about other sources of income. After all, if the agent’s family isn’t dependent upon that agent’s income, how driven is that agent going to be to sell your Concord home or really, any Concord home for that matter?
Truth #3: Concord Real Estate values are local – but nothing else about it is.
Just like everything, Concord Real Estate and real estate everywhere is becoming a part of a national marketplace. There are marketing specialists somewhere in this country who can sell your Concord home faster or better than I – even though I haven’t found them yet, I assume that I just can’t be the best there is :–)
And likewise, I can sell a Real Estate in Topeka, KS faster than the overwhelming majority of agents there without ever having visited the city. The tools available to us online coupled with solid marketing skills and advertising exposure are what create success in Concord Real Estate or anywhere else in the country.
Because in the end, your success is determined by the agent’s skill with marketing, attention to detail, and follow up with opportunity as it presents itself. None of those things have to do with the agent’s current location.
Truth #4: National Companies are misleading you.
I was the director of Business Development for a large Century 21 Franchise and then a Platinum Award Recipient with the RE/MAX Organization – I know the benefits of those organizations and exactly what they’re all about. And while they stand for many great things, and have many great agents within them, most people don’t realize that national “brand” real estate companies do absolutely nothing to sell individual listings. And that anyone, no matter how little experience they have, can join them and use the benefit of that brand affiliation to attract your business.
But why list with a C21 or R/M agent over any other agent? The truth is that there is no reason – absolutely none at all.
I am not suggesting that the national brands do very little to sell your home, or that what they do is not working. I mean that they actually do NOTHING. And most of the local franchises of these national brands do exactly NADA as well. Those brands are in place to produce brand awareness and get you to list your home with them. THAT’S IT. Many people, because of careful advertising, really believe that a RE/MAX agent is better than C21 or an independent. Or that RE/MAX sells more real estate, or is just somehow better. But it’s not true, RE/MAX just advertises more. In fact, RE/MAX advertising represents 53% of all the television advertising for all real estate companies. In other words, they advertise more than everyone else, combined. But are they the largest? No, Coldwell Banker is. Even Keller Williams who is sort of a marketing nobody is bigger than RE/MAX but you wouldn’t know it because RE/MAX is a genius when it comes to making the public believe that they are the best.
But are they? Really? And if so, why?
RE/MAX agents tend to be top-producers and therefore, more experienced than other brands. But that has everything to do with commission structure and things you never hear about and nothing to do with systems or organization structure. And whether they actually sell homes faster (statically, they don’t) has nothing to do with the company itself.
It’s all carefully crafted marketing plan, designed to make you think that one is better but the reality is that the difference are so minuscule that they may as well not exist at all. Ultimately, the national brands take up to 50% or more of the commission from your concord listing agent and then spend that on advertising to get more listings. NOT to sell them – just to get them.
Selling them, that is left up to your individual concord real agent. In fact, nearly 100% of the cost of actually selling a home is paid for by the individual agent, no matter where he or she happens to work. 100%. And so from a purely economical perspective, if your agent happens to be with one of those brands, they have less financial resources (due to generally lower commission splits) to actually pay for the advertising to sell your home. In a sense, the thing they claim to do better is really hindered by virtue of their brand affiliation, not enhanced.
Truth #5: Open Houses don’t work in Concord.
Open houses are now mostly a throwback to the early days of Concord real estate where the only way to see the inside of a Concord home for sale anonymously – was to go to an open house.
Open Houses in Concord used to be a great way to see the inside of a concord home for sale without having to have an actual real estate agent. No one who is just beginning their search wants the assumed hassle of dealing with a pushy sales professional. Most real estate agents aren’t exactly like that but still, most buyers believe we are so they avoid us like the plague until they’re really ready to buy.
Before the internet, the only way to see details about a home, was to actually go there. And the only way to do that anonymously without attaching yourself to a Concord Realtor, was to go to an open house.
You could give whatever name you wanted too at the door and search without hassle. Well today, the internet has changed that and you can do basically the same thing, wherever and whenever you want, without ever leaving your house. That has quickly crushed the open house idea and if not for two very specific reasons, we’d never even think of open houses anymore.
Reason #1 Open houses still exist: Agents Get buyer leads
Concord Agents are still willing to sit at an empty open house for four hours on a Sunday in the hopes that one or two people might come by and turn out to be actual buyers who qualify to buy a Concord home, any Concord home. But the reality is that even IF a buyer shows up, the Concord home they buy will probably not be yours.
Reason #2 Open Houses still exist: You expect us to do it
This goes back to something I said before. We do things that you want us to do, often times even when we know it won’t work. I do not do open houses. And if I lose a listing over it then so be it. My company is not buyer focused, we focus on selling houses and so reason #1 has no importance to me at all. And if my clients don’t trust me enough to believe me when I say these things don’t work, then I’m in an up-hill battle from the start when it come to getting that person to believe me on anything else. But many agents want to make the seller happy, even if they are doing something which is counterproductive to that concord seller’s goals. Like an open house. I work Sundays, almost every Sunday. But I spend time writing blogs and doing other things to keep my websites in the forefront of the Internet so I can sell more homes. Not sitting at am empty house with 3 bean dip and hoping for a tire-kicking buyer to show up at the door.
Reason #3 Open houses still exist: They actually work in other parts of the country.
There are parts of the country where this is still a customary practice and open houses can be effective. Particularly, New England and California. These areas seem to have held onto this practice for much longer than we have in the Concord Area. I really don’t understand the differences, maybe it’s because the population is pushed together more closely and driving isn’t such an issue. Maybe it’s just built into their real estate culture more so than ours. Maybe they just do them better than we do. For whatever reason, buyers do show up at those open houses and so agents keep doing them. This of course, influences the production of those home and garden TV shows on real estate and makes people in the rest of the country, like here in Concord; think it’s still an effective way to sell a home.
Truth #6: The yard sign only helps the agents find your home.
Less than 1% of Concord homes sold by Realtors are sold because of a buyer drive by. Again, this comes from the fact that the overwhelming majority of people who view the sign in your Concord yard have no idea what your home for sale is all about.
They do call, they ask questions, and then when they find out that the price is too high for them, there aren’t enough bedrooms, or that it’s missing a bonus room, they buy something else instead.
Signs are a great tool for real estate agents to procure leads for buyers that may want to see other property, but it will not sell yours. This is also a reason that less than 15% of “for sale by owner” listings actually sell. The majority of their marketing stock is placed in that sign that ultimately, has no real benefit at all.
Truth #7: Only Real Estate agents and homeowners read Real Estate Magazines
Okay, this one isn’t quite as true as those above, but it’s pretty close. Last year, almost 90% of Concord home buyers found their home on the internet. This means that the remaining 10 or 11% had to be split up between all other media and avenues of introduction, combined.
Those real estate magazines only represent a fraction of that 11% and there are dozens of magazines in Concord. No agent advertises in them all and even if they did, it would only increase your exposure by a few percentage points.
To take that money and intelligently spend it on internet marketing is a much better use of those marketing dollars and most agents are beginning to realize that. I really believe that the real estate magazine will be dead and gone within the next 5 to 10 years but they do produce blind buyer leads, sort of like the Open Houses and yard signs. So maybe, there will always be a place for a magazine or two as long as there are agents who don’t realize that the money could be spent more effectively online.
Truth #8: Your Concord home will not sell for more than I tell you it will.
I don’t mean to sound like a jerk here (or anywhere else in this article) but this is something that most real estate agents are pretty good at doing; pricing your home.
And some sellers always seem to want to argue with us, even though we have all the data to support our decisions. I was on the phone with a friend of mine who lives in Mexico today. I have showed him where we are overpriced, how multiple homes sold for 20% less than his since we brought it on the market and how that means that his value has dropped. He still argued with me and suggested his home was worth more.
Top five things a buyer doesn’t care about when it comes to the price of your home:
- How much you paid
- How much your mortgage is
- The cost of your upgrades
- How much you need to move
- Your pride of ownership
I know that everyone thinks their home is worth more than it is and especially people that don’t have a mortgage, they tend to be the worst offenders. You think your Concord home is worth more than your agent tells you then fine, try it out at your price first.
But if you don’t get any showings in the first 10 days, you need to reduce the price to the actual Concord market value once you’ve been proven wrong :–)
Remember, it doesn’t matter how much you love your home, a buyer is not going to pay a premium for it just because you did 3 years ago. A good real estate agent can maybe stretch the value by 5% or even a bit higher. But when Concord sellers start asking for prices 15% higher than anyone else has ever sold for in the entire Cabarrus county area… You get the point.
Umm, let me see, there has to be something else….
Truth #9: 3k in carpet will raise the value of your home by 10k but 20k in replacement widows is just a nice gift for the buyer.
It’s important to understand the market value of upgrades you do to your home. Some will produce exponential returns while others have virtually no effect at all. I could do an entire post on this issue but one thing I’ll say is that before you make repairs or upgrades to your Concord home, ask your Concord Realtor first.
Truth #10: The truth is hard to hear
If you actually read all of this, I probably came across as a pretentious jerk. Cold, harsh, obnoxious, pick a word. All would probably apply to this post. But the reality is that all I did was speak the truth and what I did not do was try to sugar coat the truth or placate to false perceptions. It comes across baldy, I totally get that and if you and I were across the table from each other, I’d find a way to say all of these things without being so abrasive. I really do try to be a nice guy!
So just remember, if you’re speaking with a Concord Realtor who is saying any of the above and doesn’t seem to be concerned that it’s bothering you or that it wasn’t want you wanted to hear – you should probably hire them to sell your home. Because truthfully, anyone else who says exactly what you hope they would say, they’re just saying exactly what they think you need to hear, in order to get your listing. And if that is happening, who knows what the truth really is.
Okay, that’s it for now. I promise, I’ll be more cheery next time. Until then…