Psychology of Marketing Real Estate, Part 3: Where

The Internet of Things

The Internet has forever changed the way we market real estate.

Welcome to my third and final piece to the puzzle on the Psychology of Marketing Real Estate. This time we’ll be looking at the “where.” If you missed either of the first two parts, I’ve linked them here.

Where Part 1: Who looked at the people involved in the real estate process and Part 2: What looked at the home itself, today we’re going to focus on the places or locations where the actually marketing will take place. It’s traditionally the kind of real estate promotion that we’re all familiar with.

So without further ado, let’s begin!

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Psychology of Marketing Real Estate, Part 2: What

Photo of the entry to a Townhome in Louisville, KY

First impressions are a powerful thing. Make sure you listings are making highly positive ones! (Photo: www.jljordanphotography.com)

If you didn’t check out Part 1 in this series—the Psychology of Marketing Real Estate—I encourage you do so. We started with the most important ingredient, people, and now we’re moving on to the physical product itself… the home!

There’s a great deal that goes into a purchase decision involving a new home. First off, it’s one of the largest investments most of us make in our lifetimes. That, by itself, is enough to set many folks trembling.

Yet besides the money, there are a large number of complex emotions that also come into play. As with anything that we humans interact with, things can get complicated quickly.

Let’s get started!

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Psychology of Marketing Real Estate, Part 1: Who

Psychology of Marketing Real Estate image of parts of the brain

The Psychology of Marketing Real Estate is rather complex but let this handy, three-part series sort it out for you.

As with any business where humans participate, there is a psychology involved. Real estate is no different.

In fact, it’s more varied and diverse because there are a larger number of roles interacting with the buying or selling of properties.

In this article, I’m going to look at the psychology of marketing real estate from the Listing Agent’s perspective. While in my home city’s market is tilted towards home sellers just a few short years back this wasn’t the case.

And even expert Realtors can learn a thing or two when it comes to such an incredible complex entity we call home buyers.

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When Is the Best Time to Sell a Home? Learn here!

Photo of a Louisville KY home

Obviously, not every home is the same but also your particular situation will help determine the very best time to sell your house.

One of the most popular questions I get is, “When is the best time to sell my home?” And it really increases as we get closer to Spring.

There’s a quick answer but where’s the fun in that? Instead, let’s look at the Top 10 tips that will help you answer this tricky question so you can better understand all the factors at play.

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How to Become a Successful Real Estate Agent – Set the Right Goal

Screen shot of Google results for search how to become a successful real estate agent

It looks like there a lot of people who want to know “how to become a successful real estate agent.” This article charts to the clearest path.

One of the most searched for themes on all of the Internet is:

how do I become a successful…
how do I become a successful blogger
how do I become a successful student
how do I become a successful author
how do I become a successful real estate agent

It’s obvious that people are searching. What’s not clear is how to achieve it. With more than 30,400,00 Google results to this query, that’s an ocean freighter, sized load to delve through.

Before we get to any recommended best practices, it’s important to take a step back and analyze which goals you can choose from in the crazy, up-and-down world of real estate.

After considering the choices, it might surprise you to learn which one that I put at the top of the list for successful agents.

It’s not setting goals. It’s setting the right goals.

Let’s brainstorm! When you think about successful real estate agents, what comes to your mind?

Photo of a Mercedes E550

This Mercedes certainly looks like the kind of car a successful person would drive.

  • Do you think about having your face on billboards across the city? Maybe a glossy ad on the back cover of your favorite local magazine?
  • Do picture yourself behind the wheel of a new Mercedes E550? Oh wow they are beautiful.
  • Does the image of you attending a closing every single business day for a month really get your blood pumping?
  • How about getting that phone call from a celebrity who heard you were the best agent in your city and he’d like to use you to buy a million dollar mansion?

These are all things that might come to mind when you think of becoming a successful real estate agent. And to be truthful, they’re not necessarily wrong.

Most people would start by defining success in the world of real estate in terms of dollars made or properties sold. Companies like REMAX, Century 21 and others have yearly award banquets to honor their “most successful agents.” And these are the criteria they use, when deciding who to hand those brass embossed plaques… that we then take and toss in the storage bin in the basement.

If I may, I’d like to offer a different goal. Making the multi-million gross sales club is difficult. My goal is not so hard.

Trying to sell 100 homes in a year is incredibly difficult. But I have a goal that if you set your mind to it, I guarantee you can achieve it.

Curious? Just a minute more and I’ll share my secret with you.

Good is the enemy of best

Have you ever heard this saying? Good is the enemy of best. I can hear some of you now… “Tre, you’re not making much sense here.” Fair enough, let me explain.

There are times when you do a good job. The client’s home closed. The funds are out of escrow. The moving trucks have come and gone. And, of course, you received your commission check… we can’t forget that.

But on your drive home you may think, “I could have done a better job.” And that’s true! All of us, every one, can do better. We can move up the rankings from good, to better, to best.

So, are you ready? Here it is. This is the goal that I think all of us should rank first.

Be the best real estate agent your client has ever had.

Now, it’s not easy. It’s going to take some hard work.

You’ll need to answer your cell at times you’d really rather not. You may need to show your buyers a couple of homes, you know deep down, they will never buy.

Photo of a happy young lady

When your real estate client feels like the woman above, that’s when you’re on the path to true success.

But by going to the extra mile, by always showing up with a smile on your face ready to serve your clients to the very best of your ability, to quote Charlie Sheen, you’ll be winning. I believe that the highest goal of the most successful real estate agent is 100% customer satisfaction.

Now, you will not achieve this goal with every client. Sometimes things happen that are beyond your realm of control. That’s life. But that doesn’t mean this should cease being your primary goal.

Want to know how to become a successful real estate agent? Create clients that are raving fans of you and the service you gave them.

Then, almost miraculously, the other goals on your list are going to happen as well.

Tre Pryor is an Internet-veteran turned tech-savvy Realtor. One of the top Louisville agents, you can find his work at InsiderLouisville.com, Louisville Homes Blog or follow him on Google+ or Twitter.

Property taxes too high? Here’s help!

Photo of woman on laptop looking at her Property taxes too high bill.

Does it look like your propetry tax bill is too high? Never fear, here’s what you do.

In this world nothing can be said to be certain, except death and taxes. – Benjamin Franklin

Today’s tax environment gives new meaning to his nickname, Poor Richard. Am I right?

Once new tax systems are instituted our government is jealous to keep them in place. Sure, taxes may drop for a season but they’ll be back.

Now, property taxes may be some of the most irrational of all taxes. Stop and think about it. You’ve already paid some kind of tax when the purchase took place but the government isn’t satisfied, not while you still have more money they can take.

Property taxes too high? Should you throw your hands up and give in? This reminds me of another quote.

Don’t give up. Don’t ever give up. – Jimmy Valvano

I wrote on this topic back in 2011 when the WSJ quoted Jim Kane as saying, “More than half of homeowners are paying too much in property taxes.” What was true then may still be true for you today.

But how do you know?

Step 1: Determine Market Value

In order to learn if your property taxes are too high, we need to learn true market value. Having an appraisal done will give you a value but before you decide to pay $400-$500 to an appraiser, call your trusted Realtor to do a manually adjusted competitive market analysis (CMA) before you spend any dollars. A quality Realtor, who wants your business in the future, will do this for free.

The manually adjusted process is the same one an appraiser will use. Many times a diligent agent will produce a more accurate value than the appraiser.

If it turns out your home’s current market value is less than your tax assessment, contact your PVA and ask for an adjustment. This should cost you nothing and could save you hundreds, maybe even a thousand dollars a year.

Step 2: Appeal the Decision

What happens if the PVA refuses to budge? Remember Jimmy’s words, don’t give up! Pack up your documentation and appear before the Board of Commissioners in person and state your case.

Believe me, it’s worth the time you invest because the assessed value is often used for 2-3 years before a new adjustment is made.

I’ve seen enough cases where the value was reduced to know that many local tax assessment organizations can be reasonable, if approached through the property channels and with the appropriate attitude.

Then, if you’re really smart, you’ll take the money you saved in property taxes and make some top return on your investment home improvement projects.

USAToday Ranks Louisville #2 Best Cities for Local Food

Louisville #2 Best Cities for Local Food

Photo courtesy of 21c Museum Hotels

I rarely tire of hearing great things about my city, Louisville. Well, I don’t actually own the city, I just live here, but still… I’m a huge fan.

So it’s great to hear national praise like this—the USAToday Reader’s Choice Awards ranks Louisville #2 in their list of Best Cities for Local Food. Jammin’! (Do kids still say that?!)

Here’s an excerpt from their site:

In a city known for small-batch bourbon, it’s not surprising that the restaurant scene likewise revolves around local artisans. Carefully curated relationships with area farmers lie at the heart of the menu at Proof on Main and Harvest, both downtown. One of the original farm-to-table restaurants in Louisville, Lilly’s highlights free-range beef, organic vegetables and artisanal cheeses. At 610 Magnolia, Edward Lee puts a contemporary spin on Southern fare, while Chef Anthony Lamas highlights fresh seafood at Seviche.

Planning a trip and want to know what other cities have great, local food? Check out this Top 10:

The top 10 winners in the category Best Local Food Scene are as follows:

1. Minneapolis/St. Paul, MN
2. Louisville, KY
3. Nashville, TN
4. Providence, RI
5. Raleigh, NC
6. Asheville, NC
7. Oakland, CA
8. New Orleans, LA
9. Portland, ME
10. Charleston, SC

The process worked like this. A panel of experts picked the 20 nominees. Once done, the rankings were determined by popular vote.

On the other hand, if we the secret keeps getting out, our traffic will only grow worse. So… please no more national attention. Thanks!

Top Return on Your Investment Home Improvement Projects in 2015

Photo of a young couple with their new house. smiling

If you think replacing your front door will be a good investment, you’re wrong. It’ll be a great investment! Year after year, it ranks at the top of NAR’s survey results.

For years, I’ve been tracking and publishing data on which home improvement projects give you the best bang for your buck. The National Association of Realtors (NAR) performs surveys each year they call their Cost vs. Value reports.

2015 Cost vs. ValueNow keep in mind, the values that are derived from these surveys are merely estimates. Sure, they poll real estate professionals, but the information we are given and asked to put a number on, is very limited. We should all take these results with a grain of salt the size of the Grand Canyon.

Let’s get jump right in!

Top Return on Your Investment Home Improvement Projects

So let’s see which home improvement projects will give you the highest return on your investment. The report separates the Midrange projects from the Upscale ones, which I don’t find to be particularly helpful. I’ve included two charts for your benefit, but I’m going to aggregate them for the purposes of our rankings.

1. Entry Door Replacement

Just as expected, our preeminent project is replacing your home’s front door. According to the survey, this home improvement project returns 101.8% nationally. Outstanding!

Now, this is only when you replace your current door with a steel door (midrange). If you go fiberglass, also considered midrange, the ROI plummets to 72%, which I find problematic. Sure, the fiberglass door is going to cost you more, but I would estimate the ROI to be well over 100% for this improvement as well.

2. Manufactured Stone Veneer

In year’s past, this option wasn’t included in the survey. In 2015, however, respondents estimated an 92.2% cost recouped when adding a stone veneer accent to your home.

It’s interesting that this merely visual enhancement returns such a large amount while more functional projects, ones that can actually add square footage to the house, ranked much lower.

Keep in mind that each of these high-return home improvement projects vary with their estimated values in different parts of the country. Feel free to visit the NAR website to get data more specific to your state.

3. Garage Door Replacement

Another door ranks third on our list. The survey reports a 88.4% gain if you replace your home’s garage door. This is the midrange value. Moving to upscale garage door, the value drops ever so slightly to 82.5%.

It’s interesting to note, that most values in this year’s survey have dropped from the previous year.

4. Siding Replacement

HardyPlan sample

HardyPlank is a recognized leader in residential siding with a large number of fiber-cement siding products.

HardyPlank is a recognized leader in residential siding with a large number of fiber-cement siding products.

Sliding into the fourth spot is siding replacement. Fiber-cement siding (upscale) achieved survey value of 84.3% nationally. This beat the vinyl siding (midrange) return on investment of 80.7%.

HardyPlank, a fiber-cement product, has long been recognized for its wood-like appearance but with low longterm maintenance and increased safety. Other companies have joined the fray, offering similar composite materials as demand has grown.

It appears the increased price of the upscale option is worth the money, if you are considering new exterior siding for your home.

5. Deck Addition

Nationally, it’s estimated that a standard deck addition would cost $10,048 and return a value of 80.5% to the homeowner. This is good enough for the fifth on our list of best return on your investment home projects for 2015.

Look through the included graphics to see how other projects ranked in this survey.

Key Observations

I think it’s important to note that these values are only estimates. As I mentioned at the start, without more specific data, such as the home’s location, level of finish of other homes in the neighborhood and the property’s current condition, throwing a number at a project is somewhat arbitrary.

At the end of the day, these bang-for-your-buck home improvement projects are fun topics of discussion but hardly something I would put much weight on if I were a consumer.

What I do recommend is for you to speak with a local professional who really knows the market. He could visit your home personally and get a first-hand understanding of your particular situation before making an informed recommendation.

I have zero doubt many home improvement projects would return more than 100% of their costs — far more than reported in these surveys.

Methodology

Here are the specifics of research.

“An online survey containing project descriptions and three-dimensional illustrations, plus construction costs and median home prices for each city, was linked via email sent to some 200,000 appraisers, sales agents, and brokers. Respondents were instructed not to make judgments about the motivation of the homeowner in either the decision to undertake the remodeling project or to sell the house.”

If you’d like more information about return on investments for your Louisville home, please contact me.

Chart of Midrange Home Improvement Projects Return on Investment

Chart of Upscale Home Improvement Projects Return on Investment

Top 10 Real Estate Myths Busted, Bonus 5 Industry Myths Debunked

Hello and welcome to this full-featured, tell-all piece that will expose you to the truth behind popular real estate myths. Many of these widely held beliefs seem, at first blush, like common sense but I will bust these myths and explain what’s really going on.

So hold on tight! These Top 10 Real Estate Myths aren’t going to go away quietly… things could get messy.

Myths of Real Estate Buying

I’ve divided the Top 10 real estate myths into two categories. The first group come into play when buying a home. You may currently believe a few of these yourself.

1. Find the Perfect House First, Then Talk to the Lender

Top 10 Real Estate Myths Busted! Find the Perfect House First, Then Talk to the Lender

Find the Perfect House First, Then Talk to the Lender – Top 10 Real Estate Myths Busted!

I put this one first because it’s a very big problem. It might just be the most common real estate myth of all! There are a number of reasons why it exists.

First, the fun part of buying a home is looking at the potential winners online, picking your favorites and visiting them in person. We all do it! It’s almost a national pastime! The looking is so enjoyable that we forget the better path.

Secondly, buyers often underestimate the emotional appeal that comes when buying a home. You might fall in love with that great, renovated Cape Cod with the open-concept kitchen and living room, only to find out later that it’s nowhere close to being a home you can afford.

Getting pre-approved with reputable lender is the smart first step. Then, and only then, is it safe to begin your house hunting in earnest. I promise, this is the right way to go.

2. Agents Have to Show Me Any Home I Want

Like most working people, real estate agents don’t work for free. They don’t have to show you anything at all. Most want to show you properties, in the hopes that you will purchase a home, but not everyone looking is a serious buyer.

Some state regulations are such that the listing agent isn’t even required to show you their listing unless another Realtor makes the request.

In our day and age, we can’t always trust that someone is what they claim to be. There are many jobs where service is optional and entirely up to the judgement of contractor.

It’s not uncommon for thieves to target high-end homes, so in these cases the real estate agent is doing the homeowner a valuable service by not showing their home to a suspicious caller.

3. I’ll Get a Better Deal If I Work with the Listing Agent

This real estate myth can be a costly one. There’s a certain mindset that some might have that if they come to the listing agent without representation, they can negotiate a better deal for themselves.

Let me just say, this is a big mistake.

Between the two, which person has more negotiating experience when it comes to real estate transactions? That’s right, the listing agent. Who has greater knowledge about the true market value of the home? Yes, it’s the agent again.

It makes perfect sense that the homeowner wants as much as possible for their home, right? And the listing agent’s primary fiduciary responsibility is to their seller, not the buyer. So why would the listing agent push the homeowner to lower their sales price when that person is their client too? Answer: They won’t.

We haven’t even talked about the other parts of a real estate deal, like the home inspection, title search, date of possession, and other contract details. I’m not saying a buyer without an agent will never get a great deal. It’s possible but it’s a long-shot.

And at the end of the day, would they know the price they paid was really a good price or not?

4. Agents Need to Tell Me About Crime, Schools & Ethnic Make-up of Neighborhoods

You would think an expert real estate agent would know all about the city he’s been living in his whole life. So, why would he not share this information with his client that he’s trying to serve?

It turns out the answer is, “It’s against the law.”

Federal Fair Housing laws are currently stated to prevent a real estate agent from disclosing anything that might reflect poorly on certain protected classes.

Real estate agents may recommend sources of information for the home buyers to use but they can not tell you which neighborhoods might have a larger Hispanic population or which schools get higher test scores.

5. Agents Can Only Show Me Their Own Listings

Top 10 Real Estate Myths Busted! Agents Can Only Show Me Their Own Listings

Agents Can Only Show Me Their Own Listings – Top 10 Real Estate Myths Busted!

I’m not really sure where this myth came from. It makes sense that real estate agents would prefer their clients to buy their personal listings if there was a good match, but even the listing agent with the largest number of listings in a given market still only accounts for a small portion of the housing inventory.

Even if you increase the share to include all the listings for that agent’s company, there would still be thousands of additional properties that you, as a buyer, would want to consider.

This silly real estate myth needs to be put out of its misery.

Myths of Real Estate Selling

Now let’s head over to the selling side of things. These real estate myths aren’t any less troublesome though, so be warned.

6. Selling “For Sale By Owner” Will Save Me a Lot of Money

This real estate myth can be costly. Not just your money though, your time as well!

The number of homes sold by owner has steadily decreased over the years. Back in 2003, about 14% of all sales were FSBO. This past year it’s 9%. The rationale makes sense, if I don’t have to pay those pesky Realtor’s commissions, I can save a lot of money. I mean, how hard can it be? Stick a sign in the yard and wait for the phone to ring, right?

Well, if you live on a busy street you might have a shot. But there’s far more to marketing a home for sale than a yard sign. These days it’s all about digital promotion. Then there’s the paperwork, negotiations, inspections, and the list goes on.

But let’s get back to those commissions. Even if you have the opportunity to save the listing agent’s commission by doing all this work yourself, most buyers come with their agents who’ll want to get paid for their work.

Now, do you have a solid grasp on the current market value of your home? I hope you’re not trusting Zillow for sales data. Surveys have shown their information to be only 79% accurate. What if you underprice your home? You could lose far more than that half portion of the agent’s commission.

What if you overprice it and it sits there for 6 months? What if you get your home under contract but mishandle a legal requirement during financing phase? It’s been known to happen. This real estate myth is easily busted.

7. Staging My Home Isn’t Necessary

Top 10 Real Estate Myths Busted! Staging My Home Isn't Necessary

Staging My Home Isn’t
Necessary – Top 10 Real Estate Myths Busted!

I find this myth hard to believe. But it exists… I’ve seen these homes in person!

Here’s the tip. Just because you like something, doesn’t mean that everyone else does. You see, we’re are all creatures of habit. We’re more comfortable in our surroundings and any problems with our house are easily ignored. Or, perhaps you just have more pressing business? Life can certainly be hectic.

So when you see those homes on HGTV that are picture perfect and look like they belong in a magazine, you can bet that the buyers who are coming to your home have seen these shows too.

When your home doesn’t “measure up” you only have yourself to blame.

8. If I Reduce the Commission, I’ll Make More Money

This real estate myth might seem like it makes sense but here’s the problem. Reducing the percentage for the buyer’s agent introduces a disincentive to show your home.

By law everything is negotiable. In some cases, like a very rare but desirable property, a lower commission might not turn off a buyer’s agent from showing the home to their client. But most of the time, the most popular commission rate is the most popular commission rate for a reason, it’s market value for the work involved.

This is true on the listing side as well. The best agents won’t discount their rate because, why should they? They’re the best!

So you’re left with only the desperate, hungry agents will agree to a reduced commission. In the end, we all get what we pay for.

9. When Setting My Asking Price, I Should Always Leave Room For Negotiation

This might be the most common real estate myth of them all! It takes true savvy to know how to price a particular home. You need a extensive knowledge of the current market, what is selling quickly at each price point for every part of your city. It’s not easy but it’s incredibly important!

Elite real estate agents understand this. They can accurately identify true market value. Once that’s done, it’s been proven that pricing the home competitively from the start is the best way to get top dollar.

This is true because your listing will always get the greatest exposure when it first hits the market. Therefore, a competitively priced home in a seller’s market can often attract multiple offers. Cha-ching! Then, your only hurdle is passing appraisal.

Overpricing a home from the start is the surest way to have your house sit and sit and sit some more. The home will eventually need to be reduced in order to sell, why not price it right from the start?

10. Open Houses Are the Best Way to Sell Houses

What once was true is now ancient history. Not only is it now rare for a home to sell due to an open house, it’s also often for the wrong reason. The National Association of Realtors estimate that only 2% of homes are sold due to open houses.

In today’s society, we’re all moving at a hectic pace. Time is valuable. The internet let’s us view listings at the best time for our schedules. Then we also schedule our showings the same way.

Waiting until Sunday is no longer the norm. The open house has now become a tool that listing agents use to try and get more real estate clients for themselves.

Don’t forget, most buyers prefer to preview a property in private without a listing agent walking around promoting everything in sight.

Myths of the Real Estate Industry

Here I’ve collected five bonus myths of the real estate industry. See if any of these are ones you believe.

Bonus #1: All Real Estate Agents Make a Lot of Money

Real Estate Sales Agent - U.S. National Averages

As you can see, the median national salary of $38,866 is not exactly Lifestyles of the Rich and Famous.

The chart above tells only part of the story. In reality, the curve looks more like this. So, while those high-performing agents make a great deal of money, most real estate agents make far less.

It makes sense for people who have bought homes to see the commission amount on their closing statement. What they don’t know is that this amount goes the broker. The broker splits it with the agent according to their agreement. Then, the agent needs to take taxes, insurance, supplies, marketing and other variable costs of it.

What remains is their profit. And that number is under $40,000 nationally.

Here’s a piece I wrote about salaries in my Louisville real estate market.

Bonus #2: Home Inspectors Always Favor the Realtor

Inspectors can be recommended by your real estate agent but they work for you. You are their client. To help you believe that you’ve chosen wisely, they’re going to do everything in their power to find as many problems in a prospective home as possible.

The other side of the coin is that some home inspectors will try and sugarcoat a problem that might be a serious issue. The reason they might try this is because they do not want the deal to die and potential hurt their standing with the agent. Trustworthy Realtors won’t let this happen but not everyone in the business looks out for their client’s interest first.

With that said, home inspectors want a positive reputation in the market as well. A great rule of thumb is to work with professionals who aren’t new to their occupations. These are people who might make a novice mistake or compromise their principles to make a sale.

Bonus #3: Agents Will Say Anything Just to Make the Sale

This real estate myth might fall under the category of “one bad apple spoils the whole bunch.” Do people still say that?

Listen, I’ve been in this industry for more than a decade. I’ve worked with other agents, loan specialists, home improvement contractors, and even lawyers. (Yes, I listed lawyers last.) But throughout my experience the vast majority of real estate professionals are honest, hard working people, looking to do a good job.

Of course, every occupation has its share of rats. The barrier to entry for real estate agents isn’t very large. So perhaps we might have a larger share than most, but for every sleazy sales person who calls themselves a Realtor, I could find you 50 who are honest and want to serve you to the best of their abilities.

Select a full-time agent who isn’t just starting out and understand that long-term success is the #1 priority for most Realtors.

Bonus #4: Agents Get Kickbacks from Inspectors, Lenders, Etc.

Since the Real Estate Settlement Procedures Act (RESPA) became law in 1974, getting a kickback from a service provider became illegal. This is definitely a real estate myth busted.

Some agents may try to skirt the law but the penalties are not worth the benefits; not by a long-shot. Losing their license would destroy years of work, not to mention harming their personal reputation.

Bonus #5: All Realtors Are Pretty Much the Same

Top 10 Real Estate Myths Busted! All Realtors Are Pretty Much the Same

All Realtors Are Pretty Much the Same – Top 10 Real Estate Myths Busted!

I saved this myth for last. Honestly, I’m not sure it holds much weight these days. It’s 2015! We’re all quite good at evaluating products and services, don’t you think? Why should real estate agents be any different?

There are outstanding agents! There are horrible agents! There are agents that quickly respond when you text them. There are also agents that couldn’t send you a text if their life depended on it.

Some agents focus on listing homes. Others prefer to help buyers.

We have agents who like to flip houses, while others prefer to manage rental properties.

Real estate agents are as varied as you will find in any occupation. Some like to have their faces splashed across billboards across the city. Others would be horrified that you even suggested it!

What it boils down to is what you need for your situation. Make a few calls. Ask lots of questions. In the end, just make sure you select a trustworthy Realtor that has your best interest at heart.