Classify Your Buyers

Sales/Marketing Strategies   Written by David Rathgeber - Word Count: 887
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Consider the following types of homebuyers and the important and unique considerations that pertain to each:

  • The incoming transferee
  • The move-up buyer
  • The move-down buyer
  • The first-time buyer

For an incoming transferee, moving to your area as a result of a new job, a home search probably will be intensive.  Most transferees find that a home purchase can be accomplished during a one-week house-hunting trip.  It happens like this:

  • Sunday - Arrive in the area
  • Monday - Begin house hunting, experience depression, consider not accepting the new position.
  • Tuesday - Make required adjustments to expectations and home search criteria, and resume the search.  Hope glimmers.
  • Wednesday - A few acceptable homes have been located and your buyer has gained confidence in knowing the local market.
  • Thursday - A "short list" of the best possibilities is assembled, final visits are made, any questions are resolved, and a choice is made.
  • Friday - An offer is prepared, negotiated, and finalized, and your buyer is homeward bound.

The scenario detailed above is based on some important assumptions:

  • Your buyer has sold his present home in preparation for moving, or his employer is providing a third-party buy-out or some other assistance in disposing of the current residence.

  • Your buyer has an accurate idea of how much he can spend on a new home.

  • You have translated your buyer’s home specifications into an efficient tour of homes for sale.

  • Your buyer is prepared to see, if necessary, 20 or 30 homes each day and concurrently evaluate schools, areas, commuting times, et cetera.

Accomplishing the goal of selecting a home in a week is possible in major metropolitan real estate markets thanks to the systems and procedures, developed and maintained by Realtors®. 

The important factors are the following: First, computerized MLS search capabilities that facilitate selection of those properties, out of the thousands available, which are most likely to meet your buyer’s needs.  Second, a lockbox or keysafe system which obviates your having to collect and return keys to the listing broker's office, a wait for the listing agent to appear with a key, or a wait for the homeowner to be at home.

A move-up buyer is selling his current home and looking for something bigger, better, and more expensive.  He will benefit most in a buyers' market.  The price concessions to be negotiated on a more expensive home should more than offset the concessions to be made on the sale of the current home.  Another factor often to one’s advantage in a buyers’ market is a wider selection of available homes.

A move-down buyer is selling his current home and looking for a smaller, less expensive home.  A hot sellers' market would be to his financial advantage.  The reasons for this are, of course, just the opposite of those cited for the move-up buyer.  But in a hot market, the number of available homes is comparatively small.  When the selection is limited, it is more difficult to find a suitable next home.  This fact, as well as the ease of selling in a hot market, might suggest that your buyer should consider a contract to buy a home that is contingent upon the sale of his existing home.  Contingent offers will be treated more completely later.

A first-time buyer, or anyone renting for that matter, is in an excellent position, especially if their lease is month-to-month.  Under no great pressure to move, the first-time buyer can make a home selection and negotiate a contract under the most favorable terms.  In addition, owning can be less expensive than renting in many cases.  Nevertheless, first-time buyers sometimes approach a home purchase with a good deal of unadulterated fear.  Help your buyers with information.  As knowledge replaces the dreaded unknown, fear will subside and an intelligent decision will emerge.

Calculate the costs and benefits of home ownership (compared with monthly rent) for your buyer in order to determine the anticipated economic impact of a decision to become a homeowner.  A critical assumption is the mortgage interest rate.  Keep in mind that any significant appreciation in home values can be an overwhelming long-term factor.  But as we know, one is not guaranteed that home values will appreciate.

It is most important for your first-time buyer to realize that the tax benefits of home ownership can be obtained in each pay check merely by filing a new IRS Form W-4 with his employer.  There is no need for to wait for a large tax refund in the spring.  Your buyer can enjoy the refund every pay period, when it will do the most good for his budget.


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David Rathgeber is consistently among the top Realtors engaged in residential real estate and his talks focus on practical ideas that have been proven in action. He has written for "REALTOR Magazine" and has addressed Realtors on various topics at the national convention. This article is excerpted from David Rathgeber's AGENT'S GUIDE to REAL ESTATE which is available in major bookstores and through Internet book sellers such as www.amazon.com. For information about David’s keynote presentations,



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