... is not as much about great marketing as it is about pricing it right.
A lot of sellers are upset with their Charleston real estate agents because their home hasn't sold. While I'm sure that in a few cases, they might be justifiably angry that their agent hasn't done much for them, in many more cases, the home is priced too high and the greatest marketing in the world simply won't overcome an overpriced home.
Here's a perfect example (and I will anonymize it somewhat to protect the seller's identity). A client of mine bought a very nice home several years ago. After a few years, a job relocation caused them to call me to come out and list their home for sale. And after I checked the comps of recently sold homes and looked at other homes for sale in their neighborhood, I prepared a CMA and suggested a price range.
They thought the price was way too low and even after I explained the how and why I came up with the price range, they stubbornly believed their home was worth much more. I suggested that there would be other real estate agents who would probably list their home for sale at their price but that didn't mean that it would sell.
And sure enough, they went with another agent. And six months later, they went with another agent. And six months after that, they went with agent number 3 and during all that time, they only reduced the price of their home by $5000.
Well, another nine months passes and guess what, I just noticed the home finally closed. And you might be thinking, at what price.
OK, after 21 months, the home sold for $10,000 less than the low end of the price range that I originally suggested. And don't forget, they relocated and were paying their mortgage here as well as paying rent in their new city so that would add up to approximately another $21,000 during all the time their home was listed.
I'm not a genius ... but
I am pretty good at figuring out the value of a home.
And had they chosen to go with my original price range suggestion, they more than likely would have sold their home for more than they ultimately did and their net proceeds would have been more because they would have also saved all that money they paid on their mortgage for almost 2 years.
If selling a home in Charleston today was all about marketing, most foreclosures would not sell because the best marketing that a listing agent does for a foreclosure is pricing it right rather than have lots of pretty pictures and a vivid description in the MLS, open houses, marketing to other agents, blog posts, syndication to the many real estate websites where people are searching for homes, etc.
And when you price your home right from the start, you will generally sell for more than when you price it too high.