Assigning a price to your home is complicated. You made memories there. You’ve got a major financial interest in the place.  You give your home "value" for things that mattered to you.  However, buyers are only concerned with price, without giving value to many of the things a seller might. 
Your home’s price is one of its most attractive, or unattractive, features. The right price can attract buyers, quickly. The wrong price may mean the house sits on the market, which can create the vibe among buyers that there’s something wrong it.
It’s your agent’s job, as the real estate expert, mining his or her expertise and knowledge of the market to determine the best price for your home. But it’s your house. You need to have your own idea of how much your property is worth. Here’s how to get it.    

Work With Your Agent

This is crucial. Your agent brings the right mix of industry expertise and knowledge of your local market to the table.  You’re a team. It’s in both of your interests to price your home correctly.  A timely, profitable sale is win for everyone.  Sure, your agent wants to sell it for as much as possible just like you do; however, they also do not need inventory sitting on the shelf that will not sell - so overpriced is a no-win for everyone.  You get frustrated with the lack of showings, or showings with no offers, etc. and blame marketing.  Yes, marketing is the reason - but it's the product's price that is typically the marketing problem!

Check the Internet estimates

Take advantage of online estimating tools — but only to an extent. Property websites like Zillow, Realtor.com®, Redfin, etc. enable you to plug in your home’s address to see approximately how much your house is worth. They base their estimates on your home’s square footage and real estate data they’ve collected, such as recent home sales in your local market.  But those results are estimates based on generalized factors, not your unique situation. If at any point the price you see in an online calculator doesn’t align with what your agent suggests, prioritize the agent’s advice.  Online estimators also have a reputation among real estate professionals for misleading buyers and sellers alike with less-than-optimal pricing information. But as a starting point, they have their utility.   
Know Your Local History - Comps!
What your home’s listing price should be largely depends on what similar homes, or “comps,” recently sold for in your area. To price your home, your agent will run the average sales prices of at least three comps to assess your home’s value.
What constitutes a comp? A number of factors, including a home’s: 
  • Age 
  • Location
  • Square footage 
  • Number of bedrooms and bathrooms 
Agents will look into the difference between each comp’s listing price, and the price it sold for. He or she will consider price reductions and why they happened, if relevant. All the while, your agent will also rely on inside knowledge of housing stock and the local market. That nuanced understanding is invaluable, particularly when measuring the unique aspects of your home with raw data about comps.
When selecting comps, agents generally look for properties that sold within a one-mile radius of your home, and in the past 90 days. They find these homes using the multiple listing service (MLS), a regional database of homes that agents pay dues to access.

Size Up the Competition

In addition to recently sold homes, your agent will also look at properties that are currently for sale in your area. These listings will be your competition. But because listing photos don’t always tell the full story, a good agent will check out these homes in person to see what condition they’re in and to assess how your home sizes up.  They may also ask you to go with them so you can see first hand what your competition is and how its doing.

Understand the Market You’re In

The housing market where you live can greatly impact your pricing strategy. If you’re in a seller’s market, where demand from buyers outpaces the number of homes for sale, you may be able to price your home slightly higher than market value.  But if you’re in a buyer’s market, where buyers have the advantage, you may have to price your home slightly below market value to get people interested.  Your agent should be able to share what type of market your area is currently experiencing and how it will influence your home's price.
Put Your Feelings Aside
Most sellers think their home is worth more than it is.  Why? Because of memories, sentiment, pride, etc.  But you have to stay objective when assessing your home’s value. Buyers, after all, won’t know your home’s personal history. What makes your home special to you may not be something that entices them.  As much as possible, set aside your emotional attachment to your home. It will make it easier to accept your agent’s realistic, clear-eyed calculation of its price.

Keep Your Head in the Game

You’ve considered your agent’s advice, and the two of you have agreed on the right price for your home. Your house is on the market!  Even after the listing date, price should be an ongoing discussion between you and your agent. Markets are fluid, so it’s possible that you’ll have to make tweaks. In any case, it’s important to to stay in continuous dialogue with your agent and together, keep your eyes on the price.
Source: HouseLogic

Compliments of:

Julius F Zatopek III

Licensed Texas Real Estate Broker


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