"Most agents have little or no specific training in negotiating yet it is a major component to an agent’s success. "
He's right.
Which is why Dallice and I have spent a great deal of time and effort developing our negotiation skills. Each of our clients benefits from the classes we've taken on negotiation, books we've studied written by world class negotiators, and from our direct experience negotiating countless deals. At Silver Fern, we love to negotiate and when negotiation goes beyond typical, Dallice and I will usually both weigh in. Our clients essentially get a negotiation advisory team on their side.
Today, I came across Rich Levin's
Top Ten Negotiating Rules for REALTORS. His article offers good basic advice on real estate negotiation. It's worth a read, but he also strays a little off the mark at times. In this series of posts, I'll add a few thoughts to his negotiation rules.
Rule #1: Do not go back and forth between the Buyer and Seller more than twice or you make them crazy. At and after the third round your chance of making the sale drops dramatically.
If the goal is to make the sale, this makes sense but if your goal is to get help your client get a great deal, there will be exceptions. Contrary to Levin's advice, tough negotiation often involves several rounds of discussion and cooling off periods can be useful after one party walks away from a deal. The key is for the agent to follow up several weeks (or months, or for high end property, even years) after the initial negotiation failed. Unfortunately, most agents don't bother.
It Pays to Follow Up.
Recently I helped a client buy a property with a very large discount by following up two months after the initial negotiation seemingly failed. For obvious reasons, I can't discuss specifics but here are the essential elements.
1. The property had been on the market for many months (well seasoned) and the recorded mortgage suggested room for negotiation. The property was also an investment for the seller (rental history) and thus, they were less likely to be emotionally attached.
2. Working with my clients, we carefully analyzed the market and developed a negotiation strategy. Well before submitting the first offer, I outlined how the negotiation was likely to play out.
3. We wrote an offer which included a market analysis supporting the low price.
4. As expected, the initial low offer was rejected. I had several discussion with the seller, but she was unwilling to make a concession. I advised my clients to keep shopping.
5. Several months later, I followed up with the seller's agent and negotiated verbally on behalf of my clients. Note: in order to negotiate like this, there has to be trust between me and my clients. At a minimum, I needed to understand my client's acceptable price range for the targeted property.
6. As often is the case, the verbal negotiation itself was tense but productive. I postioned my buyers as financially strong (able to close) but not in love with this property (willing to walk). I reiterated my earlier points, stressing the length of time the property had been on the market and that there were several competing properties from which my buyer could choose.
7. The first time around, our offer was rejected. Now, after the cooling off period, the seller was more willing to make concessions. Essential terms of the deal were verbally agreed upon and I wrote up the offer.
8. My clients were thrilled. The deal I negotiated for them was actually below their target range. They got a very good price on their home.
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If you found this post useful, please let me know. In the past, I've shied away from writing about real estate negotiation, largely because it has potential to be counter productive. Many agents in Boulder read this blog and our first priority is to use our skills to benefit clients.
If you'd like to discuss your specific real estate situation with me, please call 303.746.6896 or email me at osman@silverfernhomes.com
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Note: Our goal is to provide an exceptional level of service to our clients. The ideas and strategies in this blog are the opinion of the writer and subject to market uncertainties. Silver Fern Homes recommends careful and complete due diligence before buying or selling real estate or other investments. Consult with your professional advisers before making investment decisions. This article is not legal, tax, or investment advice. Silver Fern Homes will not be held liable for investment choices derived from this article.
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