South Bay Homes and Real Estate

Pricing for last month’s buyers!

Have you heard of the phrase “chasing the market”? It’s the all-too-common practice of sellers in the South Bay in this declining market where they realize the lost value about 30 days too late. Then, the resultant price reduction is enough to have satisfied last month’s buyers…but not next month’s buyers…and the cycle get s repeated again and again until the seller feels they’ve made huge concessions and the market still yawns!
The antidote for this malady is to have an open and frank conversation about pricing before listing the property. 5 key elements:

1. The market determines the price. Not the owner, not the realtor, not the appraiser…the market. That is, there is a certain amount of $ that a well-informed, qualified buyer will pay for your property in today’s real estate market…
2. Professionally marketed, the home will be seen by 60% of qualified potential buyers within the first 15 days. The initial listing period is extremely important. For a variety of reasons, interest in the property diminishes dramatically after 15 days. 
3. Buyers shop by price range. They search the internet by price range and stipulate a price range to their agents. Agents automatically notify buyers of available homes in their price range. If you overprice your property, by as little as 10%, you will miss as much as 50% of the qualified early viewers. 
4. Property valuation is an art and a science. So, take your love for the home and appreciation for how special it is and couple that with the objective analysis of an appraiser (in declining markets I always pay for an appraisal of my listings upfront) and your Broker’s Price Opinion (BPO). 
5. Price should be calculated to accomplish your goals…speed of sale vs. net.. In a declining market there are just two alternative goals – fast and WRONG. Later in the season is not good, later in the year is not good…later is not good. Your equity is diminishing…whether it’s at 1% per month on the Palos Verdes Peninsula, or 3% per month in Carson. You need to sell quickly or lose. 

I’m writing this from an open house (mls # Z08100276) that I am conducting for a friend. It started on the market 115days ago at $2.45MM and has “chased the market” to $1.89M today. The number of internet site visitors, sign calls, and open house visitors has dramatically declined and the sellers would probably entertain an offer 10% below list price.  I guarantee that, had they offered the home for $1.69MM 115 days ago, they would have had multiple offers and sold it within days.

It’s so easy when it’s not your own money!!!

Mike “Rocky” Rockwood is part of the father/son real estate group, The Rockwood Group. Torrance home buyers and home sellers can reach the Rocky Rockwood Group at 310-809-0203 or Ryanrockwood@kw.com.