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"Hot
Market" Under-Pricing Sales Technique – Commission Issues
During a "hot market" there is
a certain marketing technique which, though very effective, could cause
trouble because of the way the contract is written. This is the practice
of "under-pricing" the home. In a hot market, a home that is
under-priced gets a lot of attention from other Realtors, and they all
start showing your home to their clients. Often, you get into a
situation where multiple offers are presented and the price starts going
up because of the frenzy. You end up selling the house above your asking
price and perhaps above what you could have received if you had priced
it traditionally.
However, the technique does have the
potential to backfire, so you should build safeguards to prevent having
to pay a commission "just in case."
You see, the listing contract usually
states that if an offer is received that meets the terms presented in
the contract (including price), the real estate agent has earned his or
her commission – even if you decide not to sell. A reputable agent
would never attempt to collect a commission if they were using the
"under-pricing" technique and it backfired, even if they are
technically entitled to one. For that reason, in the "additional
terms" space on the listing contract, you should specify your true
target price – when the agent has really earned the
commission.
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