I drove by a billboard earlier today and saw a local agent has a new marketing campaign. “I’ll Sell Your Home in 90 Days! Guaranteed!” I had actually attended a seminar several years ago that pushed this slogan pretty hard. It sounds good on paper, but what does it really mean?

Typically when agents make this promise there’s an “OR” and if you are thinking about selling, realize that the agent is the person who defines what the “or” is. Guaranteed to sell …

• Or your money back! If you have a listing and it doesn’t sell, you’re not out any money anyway so there is no money to refund.
  

• Or we’ll buy it from you! Really? If it’s worth it for you to invest, why don’t you buy it in the first place? And if you’ll buy it, at what discount for you to make the purchase? 30 percent off list price?
  

• Or we’ll trade! The listing agent may be working for a builder who will take a trade on the property. Make no mistake that if the builder makes a trade, you will probably lose your negotiation ability when buying that new home. The trade is the negotiation… all other terms will be the builder’s.
  

When an agent makes a guarantee like this and there is no “OR” following it, the agent may only take the listing if you price the home at a largely reduced market value. Any agent who plops a decent house on the MLS, adds photos, and writes a good description can sell a listing at a discounted price. Price your home correctly right from the beginning and pick your agent based on their marketing abilities, knowledge, and professionalism and you can’t go wrong.

Posted by:Kathy Tyson

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