Why Your Property Isn't Selling: What Your Broker Might Be Doing Wrong (And How to Fix It)
It’s a tough pill to swallow when your property just isn’t moving, no matter how much you’ve invested in it. Maybe you’ve had high hopes, and now you’re left wondering: What went wrong? It’s easy to point the finger at the market, but sometimes the issue is closer to home—specifically, with your real estate broker.
While many brokers are great at what they do, there are some common mistakes that could be stopping your sale in its tracks. Let’s break down the potential pitfalls your broker might be making, and what you can do about it.
1. Are They Pricing Your Property Right?
The CMA: Don’t Skip It!
One of the biggest mistakes your broker could make is not doing a thorough Comparative Market Analysis (CMA). Without this, they might price your home too high—or too low. A home that’s overpriced can scare off serious buyers, while underpricing it might make people wonder why it’s such a steal. A solid CMA ensures your property is priced correctly from the start, getting buyers in the door without scaring them away.
Staying Informed About Local Trends
The market can change fast—especially at the local level. If your broker isn’t keeping tabs on the latest sales in your area, the average days on market, or buyer preferences, they might miss important shifts. You need someone who’s on top of what’s happening right now—so they can adjust strategies accordingly.
2. Is Your Broker's Marketing Strategy Doing Enough to Get Eyes on Your Property?
Online Presence is Key
We live in a digital world, and most buyers start their search online. If your broker hasn’t invested in a strong online marketing strategy—think high-quality photos, a detailed listing, and placement on major real estate platforms—they might be missing out on the huge pool of potential buyers browsing the internet. It's like having a store with no windows; people can’t shop if they don’t know you exist.
Social Media: The Underdog
Social media isn’t just for influencers—it’s a powerful tool in real estate marketing. If your broker isn’t promoting your property on Facebook, Instagram, or even TikTok, they’re leaving a lot on the table. Platforms like these can amplify your listing in ways traditional marketing can’t. Buyers might be swiping through Instagram one minute and falling in love with your home the next.
3. How’s the Communication? Are You in the Loop?
Lack of Updates? That’s Frustrating.
Communication is the backbone of any successful partnership. If your broker isn’t keeping you updated regularly—whether it’s feedback from potential buyers, new showings, or changes in the market—it’s natural to feel in the dark. You should know what’s happening every step of the way, not just when there’s a breakthrough. If you’re left hanging, it can feel like your broker isn’t fully invested in getting the job done.
Not Addressing Your Concerns? A Red Flag.
You’ve got questions, concerns, and sometimes doubts about the process. Your broker should be responsive and open to discussing anything that’s on your mind. If they’re not addressing your concerns quickly or brushing you off, it can create unnecessary tension. A good broker listens, answers your questions, and adapts to make you feel heard and supported throughout the entire process.
4. Presentation is Everything—Are They Showcasing Your Home in the Best Light?
Home Staging: The Secret to a Great First Impression
Think about this: when buyers walk into a property, they’re imagining themselves living there. If your home is cluttered, outdated, or in need of repairs, they might not be able to see its true potential. Your broker should be advising you to stage the home—or at least make small improvements—before listing. A well-presented property will always stand out over a cluttered one.
Photos Matter More Than You Think
It might sound like a no-brainer, but bad photos can seriously hurt your chances. If your broker is using low-quality pictures or vague descriptions that don’t highlight the home’s best features, that could be the reason why buyers are skipping your listing. In today’s market, great photos and detailed, compelling descriptions are a must. Don’t settle for anything less.
5. Does Your Broker Have a Strong Network to Get Your Property in Front of the Right People?
A Weak Network = Fewer Opportunities
Selling a home isn’t just about listing it and waiting for buyers to come. It’s about connections. Does your broker have a solid network of agents, buyers, or investors they can tap into? A broker who is well-connected in the industry can help spread the word about your property and open doors that might otherwise remain shut.
Open Houses: Missed Opportunity?
Not every buyer wants to schedule a private showing. Open houses are still a great way to get people through the door and make an impression. If your broker isn’t hosting open houses or promoting them effectively, they could be missing out on a direct line to potential buyers. It’s all about creating opportunities for people to fall in love with your home—and that often happens in person.
The Bottom Line: Time to Reevaluate Your Broker’s Strategy?
If your property is stuck on the market, it's crucial to step back and look at what might be going wrong. Is your broker pricing it right? Are they marketing it effectively? Are they communicating with you regularly? These are all key elements that could be holding back your sale.
Don’t be afraid to have a candid conversation with your broker about the challenges you're facing. And if you feel like they’re not pulling their weight, it might be time to get a second opinion from another professional who can offer fresh insights and a new perspective on how to get your property sold.
Remember, selling a home is a partnership—and the right broker should be working just as hard as you are to get your property sold.
