Rhonda Childress is an Agent. She was frustrated that a Seller relisted with another Agent after she had worked on it conscientiously for six months. When I spoke to her, she said, “Rich, I just couldn’t get the Sellers to agree to my price.  Then they go and list with another Agent at my price and it sells in a week.”

I said, “Rhonda, the problem is you don’t have a price. You have a price recommendation. Only the Seller has a price.” With some Sellers when your price recommendation disagrees with their expectation they get edgy.  When you start talking about “your price” the Seller takes it as a competition over whose price is right. That makes your job a lot harder. Instead, you want to create a cooperative not a competitive relationship with your Client.

Consider the following language.

“Mr. and Ms. Seller, my main job is to market your property, to attract qualified Buyers and Agents that have qualified Buyers who will pay you the highest possible price.

Regarding the price, my job is to research all the possible information that affects your price, analyze that information, show it to you and make the best possible pricing recommendation. Then you can choose to take my recommendation or choose a different price. The price is always in your hands not mine. So, I’ll recommend a price based on the facts. At the same time it is up to you to set the initial asking price.  It is your decision to adjust the price should that be necessary. I’ll advise you, give you the best information and recommendation possible. The decision on pricing is always completely yours.  Does that make sense?

Whether you choose to put the house on the market at the price the market indicates or you choose something higher or lower I will put my entire marketing effort to work and as I said, no one will work harder, smarter or get you more money “

This is simply acknowledging the truth. The Seller has complete control over the price. When you put that responsibility where it belongs, in the Seller’s hands, you have much more control. Yes this can be counter intuitive; it may seem that you are giving up control. As you utilize this approach you will realize the effectiveness.

One note, this approach must accompany a clear and strong plan for marketing the property to get the highest possible price.

Your Value and Pricing Message to the Seller

You always choose the price

You decide whether or not to take an offered price

You decide whether, when, and how much to change or adjust the price

My job is to recommend, do extensive research and apply expertise to determine a price that a qualified Buyer is likely to pay in the current market

My job is to use my tools and skills to market the property and get qualified buyers in the house

My job is to represent you and to negotiate the highest price and best terms for you

My job is to represent you through the myriad of other negotiations and difficulties and ensure that all the parties do their jobs to get the sale closed.

Your Pricing Message to the Seller… Another Version

You say to the seller, “As we talk about price I want you to understand my job when it comes to pricing.

My main job, the thing you really hire me for is to market your house, attract buyers to your house, then to help you negotiate the best price.

Regarding pricing, my job is to research all the possible information that affects your price, analyze that information, show it to you and make the best possible pricing recommendation to you. Then you can choose to take my recommendation or choose a different price.

Bottom line you choose the price, not me. I believe you want me to advise you on price and make a recommendation don’t you? Or have you already made up your mind as to the price you want to ask?

So, I’ll recommend a price based on the facts. At the same time it is up to you to set the initial asking price. The decision on it is completely yours. Does that make sense?

Now whatever price you choose, I am completely confident. There is no question in my mind that between my efforts, the tools, experience and knowledge I bring, along with the support of my company we can get you the highest possible price. We can get you a higher price than any other Real Estate Agent in town.

Whether that highest price is $2,000,000, $2,500,000 or $3,000,000 (Choose prices below at and way above the market value.) we’ll find out when a buyer makes an offer. My job is to get that offer and help you negotiate it to the highest possible number.  And, in fact that is what I do best.

The initial asking price is entirely up to you.

In fact, whether you choose to put the house on the market at the price the market indicates or you choose something higher or lower, if we choose to work together, I will put my entire marketing effort to work and as I said, no one will work harder, smarter or get you more money.

Whether you use this specific language or any parts of it, you want to be sure to clearly communicate your recommendation on price.  Be sure to make a note of that recommendation on paper in front of them so that later, if the house does not sell, you can make reference to it.  No matter how they react they will hear your recommendation and if they choose a higher price you can still proceed, if you choose.  Your clear recommendation will serve you well for cooperation with later price reductions.

Rich Levin is a Master Coach and Real Estate Productivity Expert whose focus is teaching Agents to control and grow their measurable results as they achieve personal fulfillment. Take control of your business.  Register for your personal 2010 Strategy Session with Rich.   Also, Rich conducts free, live, daily 15 minute webinars that starts your day with focus and energy. Register at  1st Fifteen Webinars. Rich is President of Rich Levin’s Success Corps Inc.  Contact him at 585-244-2700 or rich@richlevin.com.

Follow these tips to prevent rust, mildew, mold and odors caused by high humidity levels in your home.

High humidity levels in the home encourage rust, mildew, mold and odors; and the moisture can damage cameras, computers and furniture. The problem is easy to solve with a dehumidifier, which is rated by how many pints of water it can take out of the air every 24 hours. A 25 pint unit will serve bedrooms and living areas, but basements and areas with a laundry room or barthroom, consider a 35-40 or even 50 pint unit. These devices cost $175 to $250. Keep the following operation and maintenance tips in mind:

Be sure the dehumidifier outlet is protected by a ground fault circuit interrupter (GFI) Avoid using extension cords; spilled water presents a shoch hazard. Place the unit at least 6 in. from any wall so air flows freely; shut all nearby windows and doors.

For the first few days of use, turn the humidi-stat to the extra dry setting, which will remove moisture from room furnishings. Run the unit only when the room temperature is above 70% F. Frost can form on the coils when it’s below 65% F. Look for a unit with an indicator light that signals when the pan or bucket is full. To reduce the chance of shock, unplug the device before emptying the water bucket. Each month, dust or vacuum off the grilles or louvers, and scrub the bucket with a mild bleach solution to discourage mold, mildew and bacteria. Once every three months remove dust from the coils with a soft brush. Be sure to NOT locate the dehumidifier close to a sump crock, as it will encourage the dehumidifier to constantly run. If you empty the unit by way of a drain hose into the crock make sure the unit is at least 10-12 ft. away! For larger extra damp or wet basements go online to find larger dehumidifiers than are normally not sold at home centers. Some can run as high as $1,500 but are well the investment.

Home staging is not a trend, it’s a necessity. National television has seen to that. Unfortunately, the homes seen on popular home decorating and staging shows are going to be what many buyers expect to walk in to.  I always stress to my real estate clients that a lot can be done for very little money through professional home staging and a little bit of elbow grease.

Staging a house before it goes on the market is critical. If you have already had your home on the market, you need to be objective and open minded to the feedback left from showings.  If you ever hear the words cluttered, dirty, small, or outdated, you need to either lower your asking price significantly or get to work.

The philosophy that a buyer can purchase and then make a house their home, don’t believe it. They need to be able to picture living in a house to give you a good purchase price.  Each time an uninformed buyer views a potential house; don’t count on them knowing the cost of cosmetic changes.

Today I am going to give some tips for kitchens and bathrooms.  The condition of these rooms can make or break a sale. Kitchens: Clear off all the countertops. If you must have items on the countertops for day to day use, have a plan for last minute storage for these items.  A large plastic bin works great.  I had a client with a great idea!  If you have a camper, use it for storage! Do you have pleasant smelling cleaning products?  Dollar General and The Dollar Tree are a great place to go for these! Purchase new dish towels and pot holders for display purposes only Replace your burner dripping A bowl of fresh fruit is a great way to add a splash of color to your kitchen Wipe down all kitchen cabinets. Buyers will look inside your cupboards….how do yours look? Clean off your kitchen table. If you have to use a tablecloth, don’t use a plastic one. Boil a glass of water with 1-2 teaspoons of vanilla and a teaspoon of cinnamon.  Walk around the kitchen with it for a great inviting smell. If your kitchen has any wallpaper or a distinct color, paint a new neutral color. Wallpaper and borders are almost always a personal style that may not be a buyer’s taste.

I’m going to focus on two rooms in the house that can make or break a sale.

Bathrooms: Buy a new set of white towels for display purposes only. Take a bathroom wipe and squeeze it in a spot that isn’t readily seen.  After that takes place, hide the wipe under a towel.  Your bathroom will smell great. If your grout is not bright white, either clean it thoroughly or put on a new layer of grout. Remove everything from the inside of the shower/bath. Have an empty garbage can for every showing This room has to be spotless. The sink vanity has to be empty except for smelly bath products and a candle. Take a good look at your shower curtain.  If it is not updated buy a new one.  An inexpensive way to have a new shower curtain look is to purchase a single curtain panel for looks.  Have a new clear shower liner for daily use.  Push both the liner and the curtain to one side of the tub for showings. Paint a neutral color.