How to Compete with “Billboard Agents” in Your Area (on a Budget)
There’s probably an agent in your area whose face seems to be plastered everywhere you look. You’re driving down the road and, boom, you see
In a recent speech about lowering housing costs for American families, President Biden said:
“In addition, last week the National Association of Realtors agreed for the first time that Americans can negotiate lower commissions when they buy or sell their home. (Applause.)
On a typical home purchase, that alone could save folks an average of $10,000 on the sale or purchase.
I’m calling on Realtors to follow through on lowering their commissions to protect homebuyers.”
That probably sounds pretty amazing (and official) if you’re a potential homebuyer!
Unfortunately, for both homebuyers and agents, it’s not accurate.
It’s unfortunate for buyers because it’s unlikely that the recent proposed settlement he’s referring to will actually result in $10,000 savings for them, because achieving those savings would depend upon a lot of factors. Yet it sounds like a slam dunk promise.
It’s unfortunate for agents because those remarks make it sound like commissions were never negotiable until now, even though they already were. And it sets unreasonable expectations for homebuyers that agents will potentially be blamed for not helping them achieve.
For starters, $10,000 may be a nice round number, but it’s also a random number. He didn’t provide any basis for that amount, and even if he did, there are too many variables for him to be able to make that claim.
To be fair, he said “up to,” so that could allude to the savings being anywhere below that amount. But the reality is, buyers could easily focus on the $10,000 as an actual amount to expect.
How much you could possibly save depends upon many factors. So, in order to avoid confusion, let’s take a look at 6 variables that make it impossible to claim that a buyer will save an average of $10,000 when purchasing a home:
So, keep those things in mind if and when you hear anyone claiming you can save $10,000 (or any other amount) when you buy your next home.
It may sound appealing to avoid working with a buyers’ agent for the promise of that much savings, but the representation of a great buyers’ agent is likely worth more than any amount you could save.
Think about it this way…
You can save money on the cost of a lawyer if you go to court by representing yourself. That might be fine if you’re just going to fight a traffic ticket. But if you’re going to court to sue someone else who’s represented by a lawyer, you’re probably not going to fare so well. You’d want someone who knows the process, and can get you the best results possible.
Same goes for when you’re buying a house…
It’s a large purchase, typically the largest one anyone makes, and not knowing what you’re doing can cost you more than the amount you could possibly save by not hiring a buyers’ agent.
So, rather than focusing on potentially saving money by not hiring one, focus on hiring the best one you can to help you negotiate the best results possible when purchasing your next home.
The Takeaway:
President Biden recently claimed that homebuyers could save an average of $10,000 due to the terms of a recent commission lawsuit settlement.
Unfortunately, it’s inaccurate and misleading, because there are several factors that make it impossible for that amount of savings to be guaranteed. Variables such as commission rates, property prices, negotiation skills, and market conditions, and the knowledge and skill sets of a particular buyer impact any potential savings.
Hiring a skilled buyers’ agent often outweighs potential savings. So, rather than focusing on potentially saving money by not hiring one, focus on hiring the best one you can to help you negotiate the best results possible when purchasing your next home.
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