How important is the marketing of homes for sale in Silicon Valley?  First it’s important to understand what we mean by the term marketing: generally, it is the way we attract potential buyers to the homes for sale.  This is more than just the flyer or newspaper ads.  It includes:

• pricing the home
• photographing the property
• describing the home on the MLS (and including good pictures)
• the quality of the flyers
• the print advertising
• the online advertising & exposure
• the networking with other agents
• the direct outreach and appeal to consumers
• the accessibility of the home
• staging the home to sell (appeal, cleanliness, no odors, etc.)

Marketing can be good, bad, or somewhere in between. Bad marketing will likely cost sellers money and good marketing will likely make them money.  

Today we’ll go over the most important elements of marketing because sellers should evaluate them when hiring a Realtor to assist them in the marketing and sale of their home.  While there are many areas of marketing, the most crucial, by far, are these three: pricing, photos, and the description on the MLS.

Pricing:  The biggest marketing mistake which is commonly seen is overpricing.  Sellers sometimes believe that their home is worth more than the buying public do and a home will remain unsold no matter what else is done right.  In fact, you could fly airplanes aroud the home and put full page color ads in every paper around the world but if the home is overpriced, it still won’t sell!  Pricing is the most important part of marketing.   With a too-high price, traffic will be diminished and offers will be low at best (lower than actual market value).

Of course, most homes are worth not just one exact dollar amount but somewhere within a range of prices, depending on terms, the speed of the sale etc.  If the pricing is well done and the rest of the marketing is also quite good, the home ought to sell on the high end of what is possible at that time.

Pricing mistakes are very costly and very easy to make.  Here are some of the ways which sellers can be misled about the probable market value of their home:

• using old comps
• relying upon online home valuations
• basing their home’s sale price on what they “need”
• hiring an agent based on his/her suggesting the highest list price (we call that “buying the listing” when an agent overstates value to secure the listing)
• expecting 100% back from all improvements done to the home
• believing buyers can “always make an offer” (if it’s overpriced, they usually won’t)
• thinking there’s no harm in just reducing the price later (if the market is going down, you will be “chasing the market down”)

The one thing that neither the sellers nor their Realtors control is the real estate market, which is fickle and can change.  In recent years it’s been up and down, depending upon location, price point, school districts and more.  Using six month old comparable sales to establish current market value just isn’t appropriate.  Sometimes even the most recently closed sale is not enough, especially if the market is sliding.  Instead of just relying on the solds, also look at the pendings and the current competition.  The less competition your home has, the better odds you have of selling it – and for more.  But a surge of inventory will cause home values (including yours) to drop.   To understand the probable buyer’s value, all of these must be factored in together.  (The online valuation sites do not do that.)

I should add that it is harder to sell a property that has issues such as high voltage power lines, deferred maintenance, messy tenants who make showings difficult, busy road, junky neighbors, or some other undesirable element.  Many agents will suggest a lower price to compensate for whatever issue is hurting the marketability of the home.

While it’s true that there is no problem that a better price cannot fix, most sellers are trying to maximize their sales price.  For that reason, I’d always suggest asking your real estate agent if there’s anything that can be done to improve the market value aside from that lower price.  Sometimes fresh paint and carpet and a professional house cleaning can do wonders for the home’s saleability.  Or giving tenants a lower rent in exchange for their cooperation during the sale will create an easier time for buyers wanting to see and purchase your home.   A little effort may have a great payoff.  (Some agents focus almost exclusively on price and may not be worried about any other element of marketing.  This is a mistake, so be aware that you may run into an agent with this belief.)
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Today I showed a newer home in San Jose’s Cambrian Park area to some great first time home buyer clients of mine.  The house has a nice location and fine floor plan.  Some elements of the home were really appealing. But unfortunately, the sellers hadn’t made their home “show ready“.  They cut corners.

As we walked through the property, my clients and I noted places where there was neglect.  The items were generally not big, but unfortunately there were many of them.  Had the owners brought in a painter to do minor cosmetic changes (patch and paint), the home could have looked “like new”.  Instead, it was as if the home were full of red flags. Talk about making a bad impression!

My buyers asked me what I thought, if what we saw would scare me off.  No, I told them, they all seemed relatively minor to me,  but I did understand their concern.  One of them explained that “if we see things like this, we believe that the sellers have not taken good care of their home; what else is wrong that we cannot yet see?”

Confident buyers write offers and tend to write good offers.  Nervous buyers who are concerned that there are hidden defects (and therefore hidden costs) either don’t write contracts at all or they write lower offers.
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Twelve Silicon Valley Doors, shown as black & white sketch(photo by Mary Pope-Handy)

Thinking of selling your Silicon Valley home?  When your house or condo is for sale, curb appeal is crucial because if buyers don’t like what they see on the outside, they will not bother to see what’s on the inside!

It’s hackneyed but true:  “You never get a second chance to make a first impression“.

This is no where more true than with front doors! Staging begins on the front porch.

In my real estate practice, I usually see at least 10 or 15 San Jose, Los Gatos or Saratoga area homes per week – usually many more than that too.  A good, clean front door with nice paint or varnish, no dust, clear glass and sparkling hardware gives a good welcome to your home’s visitors, whether they are coming as prospective buyers or simply as guests.  Amazingly, though, not every home seller gets this basic principle quite right. Very often, front doors are dusty, dirty, in need of paint or perhaps even in need of replacement.

And we’re just scratching the surface!

A home's front door sends a message. What message does yours give off? Photos by Mary Pope-Handy

Here (to the right) are some doors I’ve encountered recently in my work as a Silicon Valley Realtor.  What do you think of each of these?

The first one has a “security screen door” in front of the regular front door, which is mostly obscured.  What message does this kind of strong grill give?  If it’s the only one on the street, it might imply that one person nearby has concerns about safety. But if there are several doors like this on the same street or nearby, it screams, “Danger, high crime district!”

The next front door is perhaps a typical or average San Jose or Santa Clara County door.  It has a painted exterior and a fan light window on top, which allows some light into the home.  It’s a little more inviting than something solid or without side panel windows.  This type of door is not super expensive, but it does come across as at least fine, if not “good”.

Next is a door which we agents were required to use to enter a home in west San Jose.  It’s not the front door, but the key to enter the house required us to use this dirty, scratched up door (which actually faced the back yard).  I shared this image, but a larger version, on Facebook and Twitter and my agent & client friends were all appalled.  Several asked if it was a short sale or bank owned property.  To everyone’s amazement, no, it’s a “regular sale”!  This kind of introduction to the property, though, is anything but regular!  It is a discredit to the agent and the seller to put a home on the market with such a terrible first exposure to a property.  It was completely unnecessary as the regular front door was infinitely less offensive than this.
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You keep reading that it’s a “seller’s market” in Silicon Valley real estate.  You hear about multiple offers and home prices getting pushed up.  There are tax credits which cause buyers to fight to buy homes.

Should you jump in as a San Jose area seller now? 

Maybe, but if you do it, do it right!  The dirty little secret that no one talks about is that most Santa Clara County homes for sale are not selling.  They sit on the market, popping up on MLS searches for month after month.

There are quite a few common myths that home owners believe about selling their property. Believe these, and act accordingly, and your chances of selling are dramatically damaged:

• my price is high, but buyers can always “make an offer”
• it’s a seller’s market, my home does not have to be perfect
• if I fix up the home to sell, the buyer may not like the changes
• it was like this when I bought it, so I don’t have to improve it now
• I have lived with (fill in the blank) forever, there’s nothing wrong with it

Getting the staging and pricing right matter tremendously.  Today let’s just focus on staging.
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Sometimes when I meet prospective clients who are thinking of selling their home, I hear immediately, “we only want to sell As Is”.  In the next breath, they tell me, “and we want top dollar for our house”.  Those two are often mutually exclusive desires – that is, getting one usually means you won’t get the other.  But not always, and I’ll show you how to increase the odds of doing both.

To get top dollar, a Silicon Valley home for sale must appear to be the best value for the money and attract the most qualified buyers who step forward with a strong offer.  There are a number of things which must be done for that to happen, but one of the most important has to do with the condition and appearance of the property. Confident buyers write stronger offers than buyers who are concerned about the house or condo and potentially unknown risks.  Home buying is both a business decision as well as an emotional decision.  To get top dollar, your home has to make sense and appeal to buyers on both levels, and we’ll discuss both in this post.

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Planning and Budgeting to Sell Your Silicon Valley Home

Preparing your San Jose area home to sell should be done enough in advance of when you want to have your home go on the market that any unplanned repairs can be completed first (without a lot of time pressures) so that you net the most money possible from the sale. It’s hard to know how much time to allow for the unknown, but my suggestion is to provide yourself a month or two, if possible. Three is even better.  If you want to sell this upcoming spring, it’s smart to get started on your plan now.

In Santa Clara County, we have very mild winters and it’s not usually difficult to get most repairs done even in winter (unless they are “outside” repairs and we’re in the middle of a rare El Nino year).  If you start now, you should have no trouble finding inspectors (presale inspections are more than just a good idea!)  and contractors. If you wait ’til February, you may not be on the schedule of your own choosing.

So where to start? What to budget?
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Do you want or need to sell your Silicon Valley home this year? If so, you ought to take the staging of your home very seriously. Often homeowners hire a Realtor (or other real estate licensee), ask for their advice on preparing the house and yard for sale, and then proceed to disregard all or most of the guidance given.

Why do would sellers hire an agent and then not take the professional advice offered? Especially in THIS market? The result is frustrating for both the homeowner (who will not realize the best possible price) and for the agent (who cannot control the condition, but who is hampered in selling the home because of it).

To be candid, the odds are that you will not be able to sell your home in San Jose, Los Gatos, or Saratoga this year. Countywide, most homes are NOT selling. Actually, let’s look at the numbers for just a moment – you will see that it’s fairly sobering.

In the Cambrian Park area of San Jose (zip codes 95124, 95118 and a little of 95008), there are 241 single family homes and condos or townhomes for sale (the “active listings”). In that same district, just 109 are pending sales. This refects about a 45% chance of selling.

In Almaden Valley, an upscale collection of neighborhoods comprising the 95120 zip code area of San Jose, it’s much worse. There are 121 houses and townhouses or condominiums for sale, and a mere 34 which are under contract to sell. The odds here are 28% that you’ll sell.

For Los Gatos (95032 and 95030), it’s 203 available vs 50 pending. Down to 24% opportunity to sell.

Saratoga (95070) has 152 active listings and just 33 pendings, or a 21.7% sales success.
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