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Frequently Asked Questions - For Home Sellers
Q: Why should we list our home for sale with you?
A: You should hire us for the same reason that satisfied seller’s have used us over and over again. They know
that they can depend on us to get them the most money, in the shortest amount of time, with the fewest hassles.
Our Hassle Free Listing Home Marketing system offers benefits that the ordinary agent does not. Our program
offers flexible commissions to put more money in your pocket, a client reward program when both buying and
selling that actually rebates cash back to you, a cancel anytime policy, and the right to sell your home yourself and
pay us nothing. Additionally, our average time to sell a home is over 2.5 times as fast as an ordinary agent.
When hiring anyone to perform a job for you, experience should weigh heavily in that decision. Who really wants
to be the surgeon’s first patient?
Let’s examine one of our program benefits; we allow you to cancel the listing at anytime. Most agents will not
give the consumer this right. You might ask yourself why agents need to "lock you up" for four to six months.
Why would they be afraid to give you the right to cancel? Our philosophy is that we would rather strive to earn
your business every day. We are confident that we can provide a superior level of service and care. If we don’t,
we don’t deserve your business. It is that simple.
Q: I heard that there are limited service agents who charge less. Why shouldn’t I hire
the cheapest agent?
A: Sellers don’t need an agent just to sell their house. They need an agent to sell their house for more! If your
property would sell for the same price no matter who sells it – it probably would be in your best interest to sell
the home yourself. In that case, why pay any agent?
The fact of the matter is we can sell your home for more. We have the track record we do because we are
experts at pricing the property (using a specific supply-demand analysis prior to even looking for "comps") and
experts at creating the greatest amount of exposure for your property.
Even at contract presentation, we do not follow the pack. We do not permit other agents to pressure you into a
rash decision. The contract will be presented to you by us alone. This specific action (especially when there are
multiple offers) gets significantly more dollars for our sellers. It is very difficult for a seller not to transmit emotions
and reactions to another agent. That can cost a seller money.
Sadly, there are many agents who need the deal (sometimes more than you do). The weakest negotiator in any
transaction is the one who has to have the deal. We are in the fortunate position of having enough clients that any
one deal won’t make us or break us. Therefore the negotiations are really about getting you the most money for
your home. Period. If the offer doesn’t make sense, you can count on us to tell you so. In addition to these
points above, with our sliding scale commission (6% -4% - 1% - 0%) and our Client Reward Program, our fees
in many cases are even less than the limited service broker.
Q: Why do you sell so many homes?
A: Due to our extensive proactive marketing campaigns, we expose our listings to more agents, buyers and
sellers than an agent utilizing the traditional old-fashioned methods of marketing (put a sign in the yard, put the
listing in the MLS, put and ad in the paper – then wait for a buyer to show up!). Additionally, experience,
product knowledge, doing the little things right, and our skilled team all add up to positive results. Every field has
people who, through their drive and passion, manage to excel.
Q: Why do your homes sell so fast? Do you price them too low?
A: Absolutely not. Most of our listings sell close to or at full price. We make it our business to know the market,
so we can ensure we get the highest possible price for our sellers. Our homes typically sell faster than the average
agent because of the effective marketing we do. We accomplish this by first doing a supply/demand analysis in
the immediate area for any home we consider marketing. All agents have access to the same market information.
It is the evaluation of what that information means to the marketing of a home that matters. X-rays mean nothing
until they are evaluated by a competent doctor. Similarly, knowing what the market is doing in any area affects
both the marketing time and value. Factors like area, demand, condition, pricing, accessibility, and agent choice
all affect a home’s time on market.
Q: Tell me about your marketing plan.
A: The exposure your home gets while listed with us is second to none. No other agent advertises as aggressively
as we do. In fact, most agents rely on the traditional old-fashioned methods of putting a sign in the yard, putting
the property in the MLS, and placing an ad in the newspaper. This aggressive vs. passive marketing create a high
volume of contact both from buyers and sellers. Additionally, our signs throughout St. Louis connect us with
buyers in all price ranges and areas.
Our ads and signs also reference our website, resulting in additional contact. We also utilize the lastest Internet
marketing strategies including pay per click on Google and other mega-traffic search sites. Buyers can view our
"featured homes" in addition to shopping the broader market. Our presence on Realtor.com insures maximum
property exposure to buyers throughout the country. Even small details, such as multiple digital photos of homes
and virtual tours, increase the attention we attract to our homes. Additionally, we do
frequent mailings to past and potential clients touching some as many as 41 times per year.
Another important link is our marketing to the agent community in St. Louis. Remember there are over 9,000
agents that we want to think of us first when preparing to show properties to their buyers.
Q: If we list with you, will my home be on the internet?
A: Absolutely! All of our yard signs, as well as our other aggressive marketing programs prominently feature our
website address. No other local agent offers that benefit. Our media promotion drives thousands of buyers to
view homes on our website. Your home will also be prominently featured on Realtor.com, the number one real
estate website in the world, as well as on AOL.com and MSN.com. Per Realtor.com, our listings are viewed
twenty times as often as a regular listing on Realtor.com. According to the National Association of Realtors
"Profile of Home Buyers and Sellers", over 79% of home buyers used the internet when starting their home
search process.
Q: If we list with you, will we be on the Multiple Listing Service (MLS)?
A: Again, absolutely! Any agent who does not place your home on MLS is doing you a huge disservice. With
over 9,000 agents in St. Louis, it is important to tap in to that agent base of buyers. Also, if you are not on MLS
you cannot appear on Realtor.com, the number one real estate site on the Internet.
Q: Why should I use a team vs. a single agent?
A: Because times have changed. No one agent can be everywhere at the same time. Let’s suppose an agent has
a relocation buyer in town. For three or four days they have to be with just that one buyer, a dream scenario for
the agent, but not so for you. They are unavailable to show your home, they are unavailable to get feedback on
showings, they are unavailable to negotiate contracts or inspection reports, and so on. Also, most agents are
either great at people skills or great at paperwork. Rarely will they excel at both. Unfortunately, today’s real
estate marketplace demands that the agent possess all of these skills.
Under a team scenario such as ours, we have specialists. We have Buyer Agents who only show property. We
have a full-time Listings Manager whose main job is to keep you informed of activity and feedback on showings.
We have a full-time Contracts Manager whose main function is negotiating contracts. Additionally, we have a full-
time Office Administrator along with two full-time Transaction Managers to handle all the details of the
transaction. Each is an expert at that specific job. Simply, we can and do provide a higher level of service to our
clients than most agents can even conceive of providing.
Imagine that you’re a quarterback of a football team. Would you rather have 1 player on your team or the
power of 12 that you have with our team?
Q: Are all Keller Williams agents part of the Cottrell Realty Group or the Hassle Free
Listing?
A: No! Keller Williams is the brokerage firm we work for. Approximately 200 agents work for Keller Williams
in St. Louis (62,000+ nationwide). To receive the benefits of our experience and program, you need to contact
the Cottrell Realty Group directly at (314) 779-3690.
Q: Shouldn’t I pick an "area specialist" to sell my home?
A: There are agents who focus primarily on one geographic area or neighborhood. But buyers come from all
over the St. Louis region and country, not just from that small neighborhood. So an area specialist usually really
means "listing agent" in the area. Many years ago the real estate business was successfully composed of lots of
small "boutique" offices - where companies did specialize in a certain area or part of town. But computers, the
Internet, and cell phones have changed that aspect of the real estate business. Now the important points in
selecting an agent are experience, track record, and marketing skills.
Q: Do I need an appraisal?
A: In most cases, it is not necessary to get an appraisal prior to sale. There are three different types of appraisals:
FHA, VA, and conventional. Currently, the most common appraisal is the conventional appraisal. Once your
home is under contract, the lender for the buyer will determine what appraiser they will allow to do the appraisal.
A current appraisal can be unusable by the buyer's lender - even if it is the right "type" of appraisal - because the
lender does not approve of the appraiser. Or if the seller orders a conventional appraisal, and the buyer is getting
an FHA loan, here again the conventional appraisal is unusable. So ordering an appraisal prior to sale can end up
being an unnecessary seller expense.
However, when a property is so unique that pricing can be difficult, an appraisal can guide sellers towards proper
pricing. We say, "guide" towards proper pricing, since we have seen many homes sell above, as well as below
appraisal price. If you have a question on whether you should obtain an appraisal on your home, please feel free
to contact us for counsel.
Q: How do you set the price for my home?
A: We will meet with you to review a proprietary sale value analysis of your home, evaluate supply and demand
for the area, and examine property condition. At that point, we can guide you to the correct range of pricing, by
using good reference points.
Q: There are a couple of people who are interested in buying my home. If they buy it,
do I have to pay you a commission?
A: Absolutely not. There is no commission due for any buyer you find, before or while you have your home listed
with us, as long as that buyer is not an Agent or working with an agent. With most agents, if you have your home
listed with them and find your own buyer, you owe them the full commission. How would you feel if this
happened? With us, unless you want our assistance, there is no commission due.
Q: I'm out of town. Can you handle the transaction for me or will I need to come back
to town?
A: We can take care of all the details from start to finish without you needing to come to town. We have handled
many sales with clients who were out of state or even the country. We simply need a key and your fax number to
get started.
Q: My home needs some repairs. Do you know any service people that can help?
A: We have a number of service people whom we have used in the past and are happy to recommend to you.
Q: I don't have any money to fix up my home. Can you still sell it in its current
condition?
A: Absolutely! Just like any home, we will simply evaluate the condition issues, supply/demand in the
neighborhood, and pricing relative to those factors. Our reference points will tell us how to price your home.
Q: How long is your listing agreement for?
A: For ease of paperwork, we typically use a four month period. But remember, unlike most agents, you are free
to cancel anytime, and without obligation.
Q: I am currently listed with another agent and want to cancel. Can you get me out of
my listing agreement with them?
A: Unfortunately, if you signed a listing agreement with another agent, you are bound by that agreement. You
certainly can approach the broker or agent to address your unresolved issues. Our "cancel anytime" policy
towards listings does not give us the authority to cancel other agents’ listings.
Q: What if my plans change and I don't need to sell my house?
A: You may cancel your listing at anytime. There is no charge and no hard feelings.
Q: Will you be representing me or the buyer?
A: We always represent the seller on any home we have listed for sale. The real question is whether we will be
representing the buyer as well. In the event that we have a buyer for your home or another Keller Williams
Southwest agent does, you will have to specifically instruct us in writing as to whether it’s acceptable for Keller
Williams Realty Southwest to represent both parties and the specific type of representation (agency relationship)
you desire. We have a specific State of Missouri Disclosure form that discusses all available forms of
representation available.
Q: Will you make a flyer for my house?
A: Yes. We prepare a professionally printed, multiple photo, full color flyer on your home. However, unlike most
agents, we do not place flyers outside the home in a "take one" box. Statistically, flyers out front discourage
buyers from calling. If we cannot directly speak to the buyer, it is nearly impossible to sell them your home. We
always place the flyer inside the home to highlight the home's unique features and as a visual reminder for the
buyer. Our Buyer Retrieval Program™ sign rider will hang from the bottom of your for sale sign, and acts as the
best tool for gathering interested buyers of your home. We will show you how it works.
Q: Can I have my sign as well as yours on the property?
A: The only marketing right you give up when you list with us is your own for sale sign. Having another sign,
besides our Keller Williams Realty Southwest Sign, could potentially interfere with agent showings. In order to
comply with Realtor® rules, we can only have one sign on the property.
Q: If I list with you, can I still run an ad in the paper or hold an Open House?
A: Yes. The ONLY marketing right you give up when you list with us is your personal yard sign. If you find a
Buyer who is not an agent, and who isn't working with an agent, you have the option of calling and letting us
know you've sold the property. We will then cancel the listing at no charge to you. Or, if you would like us to
represent you in the sale, we will write the contract and handle all the various details to ensure a successful
closing. You pay just 1%!
Q: Can discount brokers do an adequate job of selling my home?
A: Promotional costs such as photo’s, brochures, ads, MLS inserting fee’s, printing, direct mail, the Cottrell
Realty Group’s Professional Telemarketing Department , yard signs, etc. are paid by the Cottrell Realty Group.
Will the discount broker offer a complete market campaign? Does the discount broker have a staff to personally
attend to your specific needs? Do they have a proven track record of success, or are they using the discounted
commission to win your business? Do they have the expertise to guide you through problems that may develop
during the closing process? Remember that you only pay for our service when your property sells successfully;
you owe nothing if the Cottrell Realty Group does not get results. The supply of buyers through your home will be
less if your home is listed with a discount broker, because marketing is limited.
Q: The Cottrell Realty Group sells a lot of real estate, are they too busy to pay
attention to my listing?
A: Just as superior restaurants are busy at dinnertime, and superior doctors have a long patient list, our success in
marketing homes has resulted in them being busy. Like good restaurants and doctors, we have assembled a top-
flight team of specialists to assist them with the routine details and free them up to devote the time and attention
YOU require to sell your property successfully. At the Cottrell Realty Group, we have built our business one
satisfied customer at a time. And our goal is for you to be another satisfied client who spreads the word about
how well you were served. Who knows, your words may appear at the top of this very site!!
Q: Should I select the Realtor® who says they can get me the highest price?
A: This is the oldest scam in real estate; tell the seller what they want to hear and compliment the home to get the
listing, and then ask for a significant price reduction 30 days later. Instead, insist on a well-researched
computerized market analysis, NOT LIMITED TO MLS INFO! What else can this realtor show you to
determine what price your home will bear in today’s market? How many ways can they put their finger on price?
Select your Realtor® based on things like visibility, market share, area history, ambition, and then ask them for
their take on price. Keep in mind we will give you a detailed market and price analysis, not matched in the
marketplace!
Q: Is pricing a home for sale a mysterious process?
A: Your home will sell for whatever the market will bear. To determine that range of value, we must be very
selective in comparing homes to yours in terms of sale price. Furthermore, because every home is unique, your
home will sell for high or low range depending upon its condition (See questions below).
At the Cottrell Realty Group, we have a proprietary method to determine value, using market data and specific
“reference points”. It is not an easy process, but not a mysterious one either.
Q: How important is property condition to buyers?
A: Very Important! A home in superior condition will sell faster and for more money than a home in average
condition with a lower asking price. Many home sellers recognize this and re-paint, and re-carpet their homes in
preparation for selling. These sellers know that home buyers purchase value and will perceive a clean, fresh home
as more appealing than an average, lived-in, forgive-the-mess home.
Q: Do empty homes show as nicely as furnished ones?
A: The important consideration is not whether or not a home is staged, clean, in good repair and available to
show. If you must move to your new home before your old home has sold, simply take measures to ensure it
shows well empty; repair/replace worn carpeting, oil woodwork, wash windows and clean walls. In fact, if it’s
spotless… it will appear larger without your furnishings, and the buyers can envision their belongings in each room
more easily.
Q: How will I know when someone wants to see my house?
A: We have a full staff of professionals designed specifically to keep you informed. A request to see your home
will originate in our office. Then, we will notify you of the request and arrange for generally a 1-hour window for
our prospects to arrive. These calls are generally made the day prior to the request for a showing. In rare cases, a
short notice showing may be requested, and this would indicate a prospect would like to see your home in the
next hour or two. A good rule of thumb is to leave your home each morning anticipating a showing while you are
away. This way, we are always ready to sell!
Q: Is an open house the best way to sell my home?
A: Open houses can be useful at times. We feel there are much more useful ways to market your home, so we
are very selective in using open houses. We would like to make a decision on holding open houses together.
Generally, 3% of listed homes sell from an open house. However, this is a good way for newer Realtors® to find
buyers for the area in general, but certainly not the best use of our marketing dollars in terms of the sale of your
home. Although, this is a good way to see how your neighbors have lived, and for them to see how you have
lived!
Q: Once I have reviewed your Hassle Free Listing package, then what?
A: Contact our office by email or phone, and we will set up an appointment to have one of our listing specialists
meet with you. We will tour the home, go over recent market activity in your area to educate you on values, and
make recommendations for maximizing your profit and increasing your speed of sale.
Q: How long does it take to get my home on the market?
A: Once we have a signed listing agreement and a spare key, we can have your home on the market within 24
hours. However, it usually takes a day or two for the sign company to professionally install the sign.
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