Flat Fee MLS Florida Pricing Advice from broker Keith Gordon for December 2008

Monday, December 8, 2008, 12:26PM

By: Keith Gordon

Flat Fee MLS Florida listing gives home sellers a pricing advantage because by owner MLS seller pays just the buyer's agent commission. This saves 3% over a traditional MLS listing. 26.5% of Florida flat fee MLS sellers at ADDvantage sell “by owner” and avoid paying a commission all together.

We flat fee MLS list homes, condos, land and commercial property from Ft. Lauderdale, Orlando, Tampa, Jacksonville, Miami and just about every Florida City.

Over the past 2 years, short sales have created chaos for everyone attempting to purchase one. This has been a huge distraction for buyer's agents and a thorn-in-the-side for Florida homeowners.

The pendulum has finally swung in favor of Realtors® selling “retail” MLS listings and not “short-sales”. The majority of buyer's agents are on the same page as the by owner MLS sellers.

Each party wants to close in 30 days and have a smooth transaction. This means no waiting for the banks to respond to an offer-possibly up to 90 days, only to reject it and throw the buyers and their agents back to the street.

Initially, buyers were attracted to the irresistible below market prices of short sales. After experiencing the reality of the painstaking process, they are back to looking at the good deals that aren't short sales.

This is great news for ADDvantage and our flat fee MLS Florida clients. This means price is no longer the predominant factor in selling a home in Florida.

December's pricing advice is: price your home competitively but do not attempt to compete with the cheapest house in the neighborhood. Leave some room for negotiations, possibly 5-8 percent.

Consider offering a home warranty to buyers as this cost is deferred until closing. If you don't close, no premium is paid. The cost is $425 and often sellers end up paying for a home warranty anyway because buyer's agents make this request when they present an offer. Sellers might as well receive the marketing benefits of offering a home warranty by advertising such in the MLS, Realtor.com and other FSBO websites. Buyers perceive homes that come with a warranty as being more valuable.

Another consideration for flat fee MLS Florida sellers in Tampa, Orlando, Ft. Lauderdale and Jacksonville is to marketing aggressively to the Realtor's® needs by using our Street Smart ADDvantage® Realtor® E-Blast-if you can afford to offer at least a 4% buyer's agent commission.

Our “ultimate” flat fee MLS Florida listing plan is ADDvantage PLUS™ contract-to-close. This plan comes with the Street Smart ADDvantage® Realtor® E-Blast, contract-to-close representation and many more by owner benefits.

In short, if you can afford our Not Available ADDvantage PLUS™ flat fee MLS listing program, it is truly the best by owner MLS offer in Florida. It is exactly like a full-service listing in that we take all calls, schedule all showings and I negotiate your offers with you. The only difference is that we don't show Realtors® your home or buyers because you get all our buyer leads. This is better for you because it creates the possibility to sell without paying a commission to the buyer's agent. There are so many benefits to the by owner MLS seller that I highly recommend this flat rate MLS plan. It comes with Agent Assure®, Street Smart ADDvantage® Realtor® E-Blast, complete and unlimited contract-to-close representation. I believe ADDvantage PLUS™ sellers get more Realtor® showings and ultimately a higher price for their homes.

Most of our “for sale by owner” MLS sellers use our Not Available flat fee MLS Florida plan.

All of our flat rate MLS listing plans come with our legendary 9:00am-6:00pm 7 days live phone support.

ADDvantage is chosen 2 to 1 over all other Florida flat fee MLS services offering a similar service because we pay attention to every detail of listing in the MLS…And there are many details to manage.

The 2 most important factors that affect sellers are buyer leads (who gets them) and phone support. The biggest misconception in the by owner MLS listing business is that live phone support isn't necessary. This couldn't be further from the truth.

Most flat fee MLS Florida listing services mislead sellers by saying all calls go to them when in fact, all calls can't go the flat fee listed seller because the broker of record's phone number must be published in the MLS, by rule. Realtors® call the first number they see in the MLS and it's often the broker of record, not the sellers…Even though the seller's number is published under Realtor® Remarks.

Moreover, phone support is critical when Realtors® and buyers from Realtor.com call the listing broker (no seller info is allowed in Realtor® by rule). Our experience has proven that buyers and Realtors® are calling…we have had over 5989 calls the past 12 months-calls that came to us, not the seller. At ADDvantage, there is someone answering the phone and helping these callers reach their goal…To show your home!


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