When it comes to working with sellers, numbers don’t lie. We can use fluff and try to fake it until we make it when talking to homeowners. We can even let neighbors dictate what a property should sell for. However, when you use real data, sellers can make informed decisions that lead to stronger pricing strategies and smoother transactions.
As real estate professionals, it is our responsibility to guide sellers with facts, not opinions. Data is what makes the difference between a listing that lingers on the market and one that sells at the right price, in the right amount of time.
Here are the key factors you should consider when reviewing data with your sellers.
1. Metrics Matter
Metrics give sellers the clearest picture of their local market. Consider the following:
- How many homes are on the market? Break this down by the time of year, homes under contract, and homes that have closed.
- Has market time gone up or down? Look at the past month, the last three months, six months, and the last 12 months. Every time frame matters.
- How many days does it take to get to contract? This sets realistic expectations for sellers.
- How many showings should a seller have before receiving a contract?
- Are we in a buyer’s, seller’s, or stable market? Who has the leverage?
- Create a market analysis. A CMA is essential for showing where the property fits.
- Look at expireds and canceled listings. Why didn’t those homes sell?
- Know the competition. Sellers need to see the properties they’re up against.
2. What’s Significant in Real Estate?
What’s happening in the larger world can influence local housing decisions. Interest rates, tariffs, and the cost of goods and services all play a role. Even national or global events can trickle down into neighborhood sales.
3. City Factors
What else is happening in the city where the home is located? Has a major employer moved out? Are new businesses opening? Are there zoning changes or new developments coming? These details can influence property values and buyer interest.
4. Time of Year
Timing matters. The first, second, third, and fourth quarters of the year can bring different results. For example, listings in spring often sell faster and for more money because families want to settle before the school year begins. In the fourth quarter, demand can slow as buyers pause for the holidays.
5. Location Matters
We all know the saying “location, location, location.” But what does that really mean? Consider what the home is near:
- Public transportation
- Parks and recreation
- Swimming pools or community centers
- Libraries
- Restaurants and shops
Proximity to these amenities can add value and appeal.
6. Maintenance Matters Too
A well-maintained home makes all the difference. Does it show well? Is it clean, light, and bright? Are the appliances updated? Even simple things like fresh paint, clean baseboards, or uncluttered rooms can influence a buyer’s decision.
7. Follow Up With Data
Using data isn’t just for the listing presentation. Bring it into the process at every stage. Review it when you take the listing, while the home is on the market, and every time you follow up with your seller. Consistent data-driven updates build trust and help sellers adjust when needed.
When you know the numbers and practice reading the data for any city or property type, you’ll be a better agent and a stronger listing agent. Data gives your sellers confidence and helps you position yourself as the trusted advisor they need. Numbers don’t lie, and when you use them, you win more listings and close more deals.
Carrie Little, BS, MS – Designated Managing Broker Owner CARMARC Realty Group, Illinois & Florida – www.carmarcrealty.com
