Joan Herlong: Two great ways to never sell a house
Two great ways to not sell a house? Joan Herlong of Herlong Sotheby’s International Realty can name them in a flash.
“The first, best way to not sell a house is by hosting a broker open house,” she says. “I’ve been doing this for more than 30 years, and I can only point to two times that a sale came directly from a broker open house. A broker open house is open only to brokers. And you generally lure them with promises of free food and prizes.”
It’s not that there’s something wrong with doing a broker open house, especially if it’s what the seller wants.
But Herlong says they’re too often overhyped.
“It’s misleading to tell a seller that a broker open house is going to jump-start the sales process,” she says. “I very rarely attend a broker open house.”
The second-best way to not sell a house is to list it, put a sign in the yard, and then go radio silent.
“It’s frustrating to ask a question and then it takes DAYS to get the listing agent to provide an answer. They don’t follow up with any alacrity,” she says. “A good listing agent anticipates questions and provides answers, up front. We should be proactive on our client’s behalf, not just reactive.”
So, what does sell a house?
“Three things: price, condition and presentation,” Herlong says. “And it is a three-legged stool. You can have a gorgeous estate at a great price but then post pictures you took with your cell phone and undermine the property.”
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