These thoughts may sound as if they were dictated by the National Association of Realtors, but I firmly believe that the typical homeowner is not capable of selling his or her house in today's marketplace without professional assistance.

That means involving a real estate agent in some aspect of the deal.

The need for such expertise is critical now that the events of Sept. 11th have pushed the economy in or very close to recession, and demand for housing slows in the face of declining consumer confidence and increasing unemployment.

Marketing -- important to sales even when houses almost sell themselves -- is one example of such expertise. No matter how motivated a homeowner is, he or she cannot be objective about something so emotional -- selling a house filled with so many memories. One needs a dispassionate third party -- a real estate agent -- to hold the seller's hand while getting the job done.

Emotion aside, there are economic reasons to retain a broker.

While a lot of the data once restricted to Realtors are now available to everyone on the Internet, such data still require interpretation. Does the typical seller understand comps? Can he or she comprehend the various financing options, handle the appraiser, set up a title search, deal with a home inspector, negotiate with the buyer?

Here are 10 things I believe a homeowner should expect from an agent or broker who handles the sale of his or her house:

1. A prompt response to a request for service. If a consumer isn't meeting with an agent at the client's earliest convenience, then the relationship already is in trouble.

2. At the initial meeting, the agent should not show hesitancy when asked uncomfortable questions -- especially why the agent thinks he or she can sell the house relatively quickly and for the best price. If agents can't market themselves, they'll have trouble marketing your house.

3. A clear explanation of how the agent will sell the house -- in writing. This includes frequency and kind of advertising and a schedule of open houses. Make sure that the house and details -- photograph or 360 degree virtual tour -- go up on the firm's Web site as soon as the ink is dry on the service contract.

4. What is the market? If the neighborhood attracts first-time low-income buyers, then the agent would be wasting everyone's time showing the house to executives relocating from out of town. The agent has to know the neighborhood like the back of his hand.

5. An explanation of the real estate process, including details regarding agency relationships, disclosure forms, procedures that need to be followed from initial meeting to settlement. An agent should display complete knowledge of the process and know how to avoid things that could disrupt a sale.

6. An agent should be able to articulate the seller's role in the transaction, including how often will the house need to be cleaned and vacated to be shown. The seller will need to have a clear idea of the kind of disruption in routine.

7. What does the house need before it is ready to go on the market? The agent should present a clear idea of what the seller will have to do to the house to get a quick sale and the best price. The agent should be willing to walk away if the seller refuses to adhere to the agent's advice.

8. What is the right asking price? In recent years, as sale prices have risen rapidly in response to unprecedented demand, many agents have had real trouble accurately helping sellers determine a proper price, even with recent comps in hand. The agent should explain what determines prices in your neighborhood and be willing to negotiate the asking price with you. If the price you want is way out of line, and the agent quickly agrees with it, it's time to get another agent. Some agents will go along just to add a listing, even though he or she knows the price will eventually have to be lowered.

9. The agent should be available at all times and in a variety of ways, from regular telephone to e-mail. If the agent is planning to leave for the weekend, he or she should leave a number or put someone knowledgeable about your property temporarily in charge of your listing until the agent returns.

10. The agent should provide constant feedback. You should know what other agents and prospective buyers are saying about your house to help you make adjustments for a quicker and better sale.

For more articles by Al Heavens, please press here.

Published: October 25, 2001

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