To Show Or Not To Show…..That Is The Question!!


Showing and selling new construction has become a major part of my real estate activity.  Once an agent goes through the process, it becomes a very desirable part of the business.

Via Barbara Todaro (RE/MAX Executive Realty in Franklin, Ma):

Do you avoid showing new construction because you are intimidated by this product?  Some agents have had no exposure to new construction, and I consider this to be a large gap in ones income.  New construction is probably one of the easiest sales in which a buyers’ agent can participate.

The product has a warranty written into the agreement.  There is usually flexibility in the design and decor, and that easily satisfies most buyers.  There is usually no amenity that can’t be added to the new construction equation.  If the product is pre-construction, there is usually flexibility in all phases of construction with the exception of placement, if there is no public sewer.  The placement is dictated by the placement of the septic system.  The only fixed factor is the location

New agents should familiarize themselves with the location of the various subdivisions in their area.  Whenever that agent has an opportunity to show new construction, the buyers’ agent should call the listing agent just to confirm that the listing agent would be available in the future to accompany and meet, if there is interest by the buyer.  That confirmatory phone call to an agent who is a novice with new construction will be a relief and make the showing more manageable.  It is intimidating to an agent who does not have experience with this entity, and not all listing agents will agree to accompany or meet prior to a reservation.  The elimination of that one step can make or break a deal for a new agent or one with no experience with this product.

It’s the listing agent’s job to promote the product for the builder and to encourage other agents to show the product.  Listing new construction is very time consuming and sometimes intense, if done properly.  The goal of the listing agent of new construction is not to sell the product herself, it’s to sell the product, period.  Selling new construction is a form of teaching. It involves sharing information and more often than not, leading the way for agents who are in their infancy stage with this product. 

Once an agent has experience a properly orchestrated new construction transaction, it will become very desirable.  New construction will then constitute a large portion of your annual income.  You may actually graduate to the next level and find some land and your own builder.  It’s well worth the effort, and the butterflies will disappear!!!




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About susanmorrison

After living in Walpole, MA for many years, our family was transferred to the west coast when I was a senior in high school. In 1983, I graduated from Mission San Jose High School in Fremont, California. I am also a 1987 graduate of Providence College with a major in liberal arts and a minor in business administration. I bring to the table many years of sales experience beginning with thirteen years in Corporate Sales at Delta Air Lines. I'm the mother of three children and I'm very active within the Franklin, MA community. I am also a cancer survivor and support the American Cancer Society Charities.

My husband and I have built five homes and I've lived in a variety of other locations including Toronto Canada, Irving Texas and my current home in Franklin, MA. As a result of all my moving around, I came to the conclusion that I was an expert at moving...why not become an expert on the other side of the table? I earned my real estate license in 2004 and believe that I have found my true niche'. I can empathize with my clients on a variety of levels; whether they are buying or selling. And, like so many other good realtors out there, I believe that possessing good communication skills is one of the many keys to success.

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