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How to negotiate against your clients



As with most of the geniuses who write here, I have been very busy with business recently. 3 contracts and 2 offers on the go tonight, and another two offers coming up in the next two days. Being this busy is a good problem to have!

Being in the middle of 5 sets of negotiations has made me aware of some not-so-sharp negotiators out there.

I just received a call tonight from a Realtor who has a listing we submitted an offer on earlier in the day. It’s a nice small condo in a historic building in town.

Wait, let me rewind a bit.

Last night the Realtor calls me, and practically begs me to bring an offer on the property. He went out of his way to tell me that his client was ‘motivated;’ when I asked if there was wiggle room in the price he said I should ‘bring her an offer’ & ‘I can probably get a deal together.’

[That’s real-estate-agent-speak for “bring me a below list price offer”]

We put in an offer, at 93.5% of asking price. A recent comparable in the complex sold at 97.4% of asking price. The unit is the smallest in the building, is vacant, has been through an offer which fell apart already AND has been sitting on the market for over 70 days. Good combination for my buyer right?

I think our offer was fair given the circumstances; clearly if the unit was priced right it would have sold already !

Anyways, the Realtor calls me up tonight, after viewing the offer at her office. He asks me, with an incredulous tone in his voice, ‘why did the offer come in below the list price?’

I decided to list all of the fundamental reasons for our offer, including how we arrived at the price we did (and believe me, a spreadsheet or two was involved in our deliberations!). I pointed out that there were no other offers on the table right now, that the unit is sitting vacant, and that other units in the complex are being sold while this one sits unsold, passed over time and time again.

I did not however remind him that he told me his client was ‘motivated’ and ‘looking for offers.’ I didn’t think it would be polite 🙂

He finally came to his senses and decided he’d recommend his client counter the offer with a price below the list price. Negotiation – a novel concept in real estate ?

Moral of the story: If you tell me to bring a low offer, I’ll bring a low offer – and I’ll get it for less than you wanted to sell it for.

What things have you seen co-operating agents do recently that have cost their clients money ?

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  1. Vicki Moore

    December 3, 2007 at 7:26 pm

    Yesterday an agent in my office called for advice. Should she write a below asking offer on a house that had only been on the market a short time. My first question: Who’s the listing agent? When she told me, I said absolutley. You have nothing to lose. He’s not a very strong agent. Then she listed all of the things that he had told her about the seller; all things that would help her in negotiating against hime. Duh.

  2. Jeff Brown

    December 3, 2007 at 10:07 pm

    A large part of my earnings each year are boosted significantly by dealing with, (no offense intended) house agents.

    One of my assistants once suggested we buy a captain’s bell to ring every time we negotiated a deal with a local home seller.

    Sadly, San Diego is closed of to me, as I won’t put clients there any longer.

    What Benjamin experienced is true in 4 of 5 agents in my experience. It will only get worse (better?) in the next year.

  3. Athol Kay

    December 3, 2007 at 10:57 pm

    I get asked these questions all the time by people at open houses.

    “Will the seller accept ?”

    They always get huffy with the explanation that I can’t really tell them that, so now I just say all offers have to be in writing and start reaching for papers with the fine print.

    But I’m obviously just expectted to fold up like a goddamn napkin. Are we really percieved as that pathetic as a group?

  4. Benn Rosales

    December 3, 2007 at 11:01 pm

    The Lord aside, they simply percieve themselves as all knowing, the google told them so.

  5. Brad Coy

    December 4, 2007 at 3:23 am

    I run into agents all the time that misrepresent their clients.

    Recently I visited an open house (first one for the property) were the listing agent (whom, I had never met before) let me know that if I brought him an offer we could have it for 20k under asking.

    This was done without any prompting or telling him I had somebody interested in the property. Do you think he is doing his client a disservice?

  6. Jim Danson

    December 4, 2007 at 5:13 pm

    I have had similar experiences with agents who seem to not look after their client’s best interests. They contribute nothing to our industry. They are just looking for a pay cheque.

  7. Chris Johnson

    December 5, 2007 at 11:19 am

    Worst story–I had three offers from the same agent working–and she asked to borrow money from me that I could withhold from future commissions and threatened to take all of her buyers away if I didn’t. Nothing has topped that in my career.

  8. Athol Kay

    December 5, 2007 at 1:07 pm

    LOL Chris, that’s hysterical.

  9. Maggie

    December 6, 2007 at 3:23 pm

    I don’t know if this is ridiculous, so much as unexpected. Last night I had an offer coming in on my listing, which was priced right on the money for a timely sale. The buying agent gave me a blank offer….and when I asked what price the buyers were offering she laughed, telling me that was the blank one in case it went into multiple offers….then proceeded to give me the “real offer” which was a ridiculous low-ball. Knowing there was a blank offer, gave me the ammo to know that the buyer was obviously willing to pay more. We signed back $1,000 less than list price, and I proceeded to argue my justification. She didn’t argue back (which actually threw me off!), but rather said she couldn’t disagree with a single thing I had said. In the end, sold it for $1,000 less than list because we stuck to our price!

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The problem with a self-policing industry: you have to be a narc

Ethics violations in the real estate industry can make or break a Realtor’s career, depending on the severity, so it would stand to reason that all would be mindful of the rules, but there are always individuals in the field that act as if the Code of Ethics is irrelevant.



An animated discussion on ethics training

“Does anyone else find it ironic that NAR – the trade association for Realtors – has to mandate that members take an ethics class every four years?” An agent who attended one of my company’s broker opens yesterday posed that question to the wine and cheese grazing attendees. Of course, that opened up an animated discussion on the value of etchics training and the lack of enforcement when the rules are violated.

One agent volunteered that the guy sitting next to her in her last ethics class played games on his cell phone and then cheated during the test at the end of the class. Seriously, dude? You cannot even pay attention long enough to pass what should be the easiest test you’ll ever have to take in your career? Perhaps he was just seeing how far he could push it by cheating during an ethics test, to see if anyone else around him caught the extreme irony there. None of the other agents around him – including the agent he cheated off – turned him in and the instructor didn’t notice.

This same agent later called one of my sellers and tried to convince him to break a listing contract with me, because he had a “guaranteed buyer” in the wings. The seller was an attorney, and this bozo tried to get me cut out of the deal, offering the seller a reduced fee to dump me. The seller held firm and directed the agent to call me, then the seller called to let me know about the conversation.

“But you know if you file something the other agent will know.”

It gets better. After the deal closed, I requested paperwork from our local Board of Realtors to file an ethics complaint. The person in charge said, “But you know if you file something the other agent will know.” Gee. Really? I asked her to send the paperwork over anyway.

I called the seller/attorney and asked him to repeat the conversation to me, because I was documenting it to file a complaint. He turned wishy washy on me at that point and his story changed from “The other agent tried to get me to dump you as the listing agent to cut you out” to “Well he really only asked a few questions and I told him to call you. He probably didn’t mean any harm by it.” So there goes my star witness, who doesn’t want to rock the boat.

I didn’t file the complaint. I resorted to the “turn the blind eye but never trust the sleazeball again” path. And that is what happens to almost all ethics issues I hear about / see in person.

That’s what happens when you have a self-policing group of “professionals” who would rather not “narc” on a fellow agent. After all you’re probably going to end up on the other side of a deal from this guy some day, right? The guy in my example has sold two of my houses since that run-in. Why tick him off by filing a complaint and going through all that hassle? If he stops bringing buyers to my properties then my sellers ultimately lose, right?

Boiling down the CoE

The NAR Code of Ethics takes up pages and pages of tiny print, and it runs each year in their trade magazine (I think it’s the January issue). Does anybody read that? Probably not many. I’d argue none of us ever should have to read it again. Simply follow this advice instead. The thousands of words in the Code boil down to one thing: Do unto other agents, and consumers, and clients, what you would have them do unto you. It’s the Golden Rule. Simple. Well, obviously not, for many agents and brokers.

The sad part is the agent in my example had no clue how close I was to filing that compaint, and if he did know he’d probably scratch his head and wonder why his actions were “wrong.” Making us take a one-day class every few years won’t “make” the unethical agents suddenly operate ethically. Most of them just don’t get it.

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Ethics hearings in private a disservice to consumers?



Fight Club and real estate

For those of you that saw the movie ‘Fight Club’ you’ll remember that Rule #1 is “You do not talk about fight club,” followed closely by Rule #2, “You DO NOT talk about fight club.” Which, believe it or not, brings me to today’s topic: The Real Estate Code of Ethics and Arbitration. Article 17 obligates Realtors to resolve fights disputes with another Realtor through arbitration (not litigation). Arbitration is conducted at the local board level, and I am not aware of a local board that doesn’t require arbitration to be confidential.

I respect that public internecine warfare amongst Realtors isn’t in the interest of our industry, and doesn’t belong in the public spotlight. I’m not here to advocate the collective airing of our dirty laundry. That said, I wonder if our collective agreement to keep our concerns confidential can inadvertently harm the consumer and ultimately makes all of us look a little shoddier?

To find the first arbitration guidelines created by NAR and distributed as a set of suggested rules for boards to follow, we have to travel all the way back in time to 1929. NAR’s first Code of Ethics & Arbitration Manual wasn’t created until 1973, and it credited a 1965 California Association of Realtors version as its model.

Appalling conduct

I can think of two instances in the past year where I was so appalled by the conduct of a fellow Realtor that I went to the trouble to inquire about how to lodge a Code of Ethics complaint with my local board. After weighing the time required to make a competent complaint and comparing it with the best case outcome (a closed-to-the-public hearing in which they were found to have violated the code of ethics), I decided not to pursue a complaint in both cases. My association’s bylaws (and probably yours) give it the power to discipline any member based on the results of a Code of Ethics hearing, “provided that the discipline imposed is consistent with the discipline authorized by the Professional Standards Committee of the National Association of REALTORS® as set forth in the Code of Ethics and Arbitration Manual of the National Association.”

“Sanctioning Guidelines” – (Appendix VII of Part 4 of the 2011 manual for the very curious), guides member boards to impose disciplinary consequences that are progressive and fair, taking all considerations into account. Sample first-time disciplinary actions include suggestions of a letter of warning, a fine (amounts range from $200 to $5,000 depending on the severity of the violation), and attendance at relevant education sessions. Not to sound defeatist, but a confidential letter of warning and a fine of around $200 doesn’t seem like an outcome worth investing much of my time in.

Practicing in the internet era

Given that we live and work in the internet era, and review sites like Yelp abound, it seems a bit odd to me that a local board might know of an agent with problem behavior that is documented yet choose to make that information unavailable to consumers. My understanding is that the results of a code of ethics hearing are confidential with disclosure authorized in a few situations, none of which deal with informing the public.

Many of my fellow colleagues feel that the best response to a bad agent is to be patient and give them enough time to work themselves out of business. I can respect and understand their hands-off approach. But what about the damage that individual does to our industry as a whole? While we whisper, warn in confidence and know amongst ourselves how awful they are, the public doesn’t get the benefit of our perspective. Deprived of it, they turn to consumer review sites like Yelp.

How do you think we, as an industry, can help consumers in their quest to find a trustworthy agent?

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Realtors, we really need to get over ourselves already



A letter from the child of a Realtor.

Real estate now vs. 1987

In Real Estate, some things are always changing, like financing, education, laws, rules and technology. The two that will always remain constant, as long as they are within the law, are following our clients’ directions, and working with their best interests in mind.  I’m not sure we always follow through with this, though.

Some of us knowingly take over priced listings.  Some of us take listings that are out of our area of expertise.  Some of us won’t show short sales or REOs.  Some of us won’t show homes with low co-op splits.  Some of us don’t have Supra/e-Keys, and miss out on those listings entirely.

Putting our interests first

When these things occur we are putting our own interests first, not our clients’.  We may think that by having as many listings as possible is a good thing, that’s what we’re taught after all, isn’t it?  It may not matter that some are overpriced, eventually, whether one month or four months down the line, the price will be reduced.  It’s just a matter of time and money, for our clients, after all.  The same can be said when we take listings outside our area of expertise, just to add on to our inventory.  If we don’t know what we’re doing, on a short sale listing, for example, it will only cost our clients a lot of time and money.  A lot.

By eliminating certain houses our clients see, that may already fit their criteria, we’re taking away their choices.  Distressed sales account for close to 40% of the market.  This is probably higher in some local markets.  There is no legitimate way to ignore roughly 1/3 of the homes being sold.  Co-op fees are often a touchy subject, especially when they are, not “enough.”  If everyone utilized a Buyer Broker Agreement that stipulated what their fee was, the issue would take care of itself.  Not being able to access listings with the use of Supra/e-Keys is a choice.   Choosing not purchase one will mean agents will not be able to access Fannie Mae (and eventually, probably additional Gov REO homes) along with the listings that are already using them.

Our priorities versus theirs

We totally need to get over ourselves already.  We are not bigger than our clients.  Our priorities are not more important than theirs when it comes to the actual listing and selling of homes.

Recently, my awesome parents dug through a few boxes and rounded up one of my first art projects. About 25 years ago I did the poster featured above about my Mom, and her Real Estate career.  It was for an Open House (no pun, honest!!!) for the elementary school where I attended first grade.  It was just, what she did according to me way back then.  Things are way more complicated now, than when I was six.  There’s a heck of a lot more paperwork for one.  But the same basic principle still applies.

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