By Julia Robertson, April 15, 2019
I’ve shared with my clients over the years that there are three ways to price a home. One, the highest price possible. Two, at market value. Three, just below market value. Every agent has their own pricing strategies. These have worked for me, and I’ve found pricing at a sweet spot below market value can bear a final price higher than both market value or the highest price possible. Once we’ve reviewed the recent sales of the neighborhood, we decide which strategy to use based on the home specifics, most importantly the condition and location. Its important to understand the state of the market and know pricing your home in the “old” real estate market is not the same now in the “new” real estate market. It’s also important to understand how buyers shop in the “new” market. Buyers are smart! Buyers have been researching homes, neighborhoods, and determining the value of your home before they’ve hired an agent to represent them.
I’ve found that many homeowners cannot grasp the idea that pricing their home competitively(slightly below market value) will create more interest and yield a higher sold price. If a homeowner has not sold/purchased a home in many years, their expectation is to receive an offer under their listed price, then to further negotiate. Their idea is that they’ll have to negotiate lower than their listed price to begin with, finally settling on a price below the “highest price possible”. With the examples I’ve copied below, you’ll see that the majority of homes that sold below the listed price, were also on the market for a longer period of time. Time is money. Time is an extra mortgage payment, utility costs, and may also deter a buyer from choosing your home over a hot new listing priced competitvely. Your real estate broker will know when the home is an exception to this situation. When a listing enters the market at a competitive price(with all things considered-price, location, and condition), you open the door for multiple offers, escalating price, and attractive terms for the seller.
If you’re thinking about selling and need some guidance, contact your broker or give me a call. I’d love to review the selling process with you and help you determine what you can list and sell your home for in today’s real estate market. -Julia
Julia Robertson | Broker licensed in Oregon & Washington
Living Room Realty
541-505-1111 | julia@rebyjulia.com
Julia Robertson
Broker OR, WA, UT | Earth Advantage
She/Her
During a two-plus decade career in real estate, Julia has approached her job with one overarching goal in mind: to help people get from where they are, to where they want to be. Julia moved to the Pacific Northwest 18 years ago and genuinely loves showing the city to clients who are considering whether to relocate. Julia constantly explores neighborhoods so that she can accurately match clients with a part of Portland Metro or Vancouver that is perfect them. She believes that everyone deserves the chance to own a home in an area or neighborhood that they love.
Since a real estate purchase is one of the biggest investments you’ll ever make, Julia works tirelessly with her clients to build a trusting relationship and help them find not just a house, but a home. She has experience working with a broad range of clients to fulfill their diverse and unique needs. Whether it be a downtown condo, home in the suburbs, or a property with acreage, Julia can help you come up with a plan that meets your timeline, your budget and your needs. If you’d like to meet for coffee or lunch to discuss potential real estate opportunities, Julia would love to hear from you.
From an early age, Julia loved everything related to homemaking. Her childhood spent moving from town to town and always having to be “the new kid” gave her the personal confidence to meet new people and boldly operate in the high stakes world of real estate. Julia has lived in every state across the West - Arizona, California, Utah, Montana, Oregon and Washington. In 2006, Julia rented a uhaul and drove to Eugene where she proceeded to fall in love with the beautiful state of Oregon. She spent six years as a marketing specialist for a global furniture company, until she settled down to start a family. Now with 12 years in her real estate career, Julia has honed in on Southeast Portland and Vancouver as an area specialist. She provides full service listings for sellers, including professional staging, professional photography, drone footage, social media marketing, and networking with agents across the United States. Julia is a licensed Realtor in Oregon, Washington, and Utah as a Seller Representative Specialist(SRS) and Earth Advantage-certified broker. She served on the Living Room Realty broker advisory board(2015-2017) and attended the Portland B corporation meetings.
When Julia represents a client in the sale or purchase of a home, Julia goes above and beyond to serve her clients. She considers the client’s budget, bottom line, area preferences, and future plans. While Julia doesn’t consider herself a “sales person,” she does have over twenty years of experience in the field of sales and knows how to conduct herself in negotiations and details. Your business is Julia’s top priority, and she always makes herself available.
Along with her husband, son and dog, Waffles, she and her family love traveling, taking trips to their favorite beach in Encinitas, California, and searching out new adventures—usually with an eye toward finding new and unique places to eat.- T: 541-505-1111
- julia@rebyjulia.com