How to Write Imperfect Copy

One of the most difficult tasks in writing is that of writing copy for catalogues, newspaper ads or, well, MLS listings. It’s important to capture attention and tell a story, but character limitations make that difficult, which is why you often run across sentences like “Stng 4br clonl, chrm thruout w/trfc vu of Hd.” As much as I love to write, I admit to being not very good at the task; there are only so many ways to say “Pottery Barn cute!”, and there are only so many synonyms for “coveted”.

But there is – or should be – an inviolable rule: proofread. I came across this this morning:

"Brick front introduced gracious Georgian. Designer Upgrades! Wainscotion, bay windows, island kit, brfst nook, 2 wood burning fireplaces, picket fence backs to manicured greenway. Coverted Oak Creek School. A sence f style embraced by a Spirit of Tradition! No Sign on Proptety."

To me – and I’m priggish when it comes to spelling and grammar, but so are many others – that’s like fingernails on a blackboard. What’s being said disappears into how badly it’s being said. It reflects not only on the writer – who is either magnificently dull or, as I suspect here, careless and inattentive – but on the listing, a $760k home. The listing is five days old, which means the agent hasn’t checked it once posted, and the seller either hasn’t been given a copy – sellers, always get a copy of your listing and check it for errors – or hasn’t bothered to read it.

This is a market where in selling a home – especially in that price range – everything matters, little and big.

Nf sd.

Realtors' Dilemma

I’ve written a couple times on BloodhoundBlog about the need for the real estate industry to divorce the buyer agent commission from the listing agent commission. With the seller still in control of what both agents earn, but the buyer bringing the money to the table, we’re living under the vestige of sub-agency, where everyone in effect is working for the seller. It’s otherwise codified in both Oregon Statute and the Code of Ethics – we owe fiduciary duty to whomever we represent, buyer or seller – but I learned long ago that, with market forces in play, saying isn’t always doing.

Case in point: We had an office discussion yesterday that began with how best to market listings when inventories are fifty percent higher than a year ago. Even with all the right ingredients – right price, top condition, good staging, easy access – given all the choices buyers have it’s sometimes difficult to get showings. What to do?

One suggestion: Raise the Buyer Agent commission. From, say, the average 2.7% to 4%. Considerably cheaper for the seller than lowering the price another $20k.

But, wait. That runs counter to statute and code. As a buyer’s agent I’m bound in all cases to consider my buyer’s interests ahead of my own. A home that’s not right at 2.5% doesn’t suddenly become more attractive at 4%. Could anything like that actually work?

Yes. Sadly. It works. And we’re seeing it used as a tactic more and more often.

It’s comforting to know that everyone in the room was as passionate as I: Not only has the buyer commission never entered into a decision on what to show or not show a buyer, but the suggestion that we’d be thus encouraged is a rank insult. Most felt that any buyer agent bonus needs to be disclosed to the buyer, and if possible manipulated so that it becomes in his or her interest.

Then the conversation turned to the dilemma: As a listing agent my fiduciary duty is to the seller. If more traffic can be generated by bribing my fellow agents, is suggesting that to the seller the right thing to do? Does the duty to my seller trump the cynical feeding of the venal realtor stereotype?

I honestly don’t have an answer. I have a fabulous listing in Lake Oswego - where there’s about an eleven month inventory of homes in the $500k and up range - that would be a perfect candidate for a trial … but neither I nor the sellers are quite ready for that. Much better, I think, to hold the commission where it is and try to find incentives to put in the buyer’s pocket.

In the meantime, I’ll continue to write about divorcing commissions.

Market Expectations...

"Wait. You're asking HOW much?????"

The Portland real estate market is in an interesting transition. Sellers’ expectations are still a little too high, Buyers’ expectations are a little too low. It’s neither the white-hot market of the last four years, nor is it anywhere close to a fire sale. We’re heading toward equilibrium; we’re not quite there yet.

Most fundamentals are good: Strong local economy, low unemployment, more people moving into the area than out, excellent interest rates. Both average and median prices continue their year over year increase, and sales are inching closer to those of a year ago: down only 7.5% in February when we’ve seen double digit decreases since last June.

On the other hand, inventories are high: a lot of new construction as a residual of the building frenzy (nearly a third of active listings), condo conversions (nearly three times more condos on the market than a year ago), sellers worried if they don’t sell now their value will go down.

And demand is down: buyers thinking that better values are coming, marginal buyers being forced out of the market because of the crack down on sub-prime lending.

Note the psychological components:

Two years ago buyers were afraid if they didn’t buy NOW!, they’d lose out, unleashing a buying frenzy; some sellers were reluctant to list, afraid that if they sold their home too soon they wouldn’t be able to find a replacement.

Now buyers are afraid that if they DO buy, they’ll…lose out; sellers are listing quickly, afraid they’ll get less if they wait.

OK. Everyone take a deeeeeeeeeeeeeep breath. The facts are these: homes properly prepared and reasonably priced are still selling, and selling well. Homes that are not, are not. Diligent buyers with attentive agents are finding what they want, at reasonable prices.

We’re heading into the active Spring season. Honest:

It’s a good time to buy. It’s a good time to sell.

Home Buying Process (4) Selecting/Viewing Homes; Decision

1. Where’ve you been?

Sorry, busy. Love those buyers!

2. Right. May we start looking at homes now?

Soon. You’ve determined one of the two most important aspects in buying, a price you can comfortably afford. Stick to that price range. Looking at half-million dollar homes when you’re in the $300k range produces little but inflated expectations.

The second most important: location. Even if you’re not new to the area, focus on those things most important to you – schools, commute time, walking distance to shopping, crime rate, neighborhood turnover, etc – get recommendations from your agent and drive through those neighborhoods to see what feels best. Narrow it down to a few and prioritize, remembering that location also determines price. You may have to sacrifice some of one for more of the other.

3. …Now?

Not quite. Broadly prioritize needs: size, yard, bedrooms, baths. At this point don’t get too picky, otherwise you may miss something.

Your agent will have an internet search engine – either directly from the MLS or a more sophisticated map based system – that can give you current listings in the price and neighborhoods of your choice. Study them. Narrow it down to seven or eight; your agent will likely have suggestions based on conversation as well.

4. To the car??

Yep, armed with two things: patience and a notebook. If you have a camera even better, or ask your agent to shoot photos for you. Take your time, take notes, and by all means talk about what you like or don’t like about what you’re seeing. That’s part of the agent’s learning process.

Under no circumstances see more than ten homes in a day; they’ll all start looking the same. Process the notes over tea soon after you’re done.

In the meantime, a good agent will be watching you and listening to what you’re saying. After that first day a good agent can have a good enough idea that he or she can be previewing homes for you and making informed recommendations.

Then: continue as long as necessary and you’ve found the home you want, not one that will simply do.

5. How do I tell the difference?

Instinct.

6. Wow. Cryptic. Explain?

Home buying is equal parts right and left brain, intuitive and rational. I’ve seen a number of people rely too heavily on the latter, talking themselves into liking a home because it has check marks by all the requirements, but no real connection. They end up in a house, not a home, and move as soon as they get the chance.

On the other hand, too much “Oh, I just LOOOOOOOVE IT!” can lead to overlooking problems that may exist. Not good either.

Make the connection – believe me, your agent will know when you do – then rationally weigh all the contingencies. There’s nothing an agent likes to hear more than “We just love it.” at the end of a year or two.