The 2007 NAR survey showed that first time buyers placed a very high value on help in understanding the process. It was their number one item. For repeat buyers, it was neck and neck with pointing out unnoticed features or faults in properties. That was the number two item for first time buyers. Other services rated highly by all buyers were:
- Improved their knowledge of the area.
- Negotiated better contract terms.
- Provided a better list of service providers.
- Shortened the home search.
- Negotiated a better price.
These are listed in order of their value to the buyers. Wouldn't it be to our advantage to use this knowledge in our marketing? If this is what they value, then these are the things we need to feature in marketing our companies and services. Pay particular attention to the position of "price negotiation." It is always several positions below contract terms and contingency negotiations. Maybe we can replace some of those "We'll get you the best price" statements with something about the many other negotiating points in the transaction process.
I'm just hitting some high points out of 100 pages of critical information. The smartest $50 you'll ever spend - get the 2007 NAR Profile of Home Buyers and Sellers.
