Selling your home this year? Any competent real estate agent associated with a reputable brokerage firm can help you when selling your home. However, there can be vast differences in the level of value and professional services offered by the multitude of real estate agencies you have to choose from. It’s important when selling your home to know how to choose the right real estate agent. Not only is the brokerage firm you pick a key component, but the specific real estate agent you choose to work with can have a huge impact on the success of your transaction.

Selling Your Home with the biggest company doesn’t mean you always get more

Capital Residential Real Estate is considered a boutique real estate agency, meaning it’s locally owned, relatively small and independent from a national or regional brand affiliation.  As the owner and principal broker of Capital Residential Real Estate, I like my company being independent and different from the self-proclaimed #1 real estate conglomerates in the industry. The advantage Capital Residential Real Estate has is we don’t have to pay a franchise conglomerate a monthly fee plus another few percentage points for national advertising. That money can stay here locally and be spent strategically when I’m selling your home.

Brand awareness, brand recognition and brand loyalty are the basis for any measurable success in corporate America, but then again, I’m not corporate America, I’m Main Street America and that’s the way I like it. However, as a business marketing grad, I have to give kudos to brand names such as Coldwell Banker, Century21, ERA, Sothebys International Realty and Better Homes and Gardens – all enterprises of Realogy’s real estate franchise network. Formerly all these franchise brands were directly owned by Cendant until they spun off and separated their hotel, car rental and real estate businesses and created Realogy, who’s franchise empire has certainly achieved the pinnacle of franchise branding success.  Other names that may come to consumers minds is the ReMax and Keller Williams franchises. Even locally here in New England and South of Boston on the South Shore of Massachusetts, William Raveis Real Estate and Jack Conway Realtors, two real estate powerhouses and non-franchise entities as of this date, have built great brand recognition and still remain independent.

A Referral to a Real Estate Agent is the norm when selling your home

If you’re selling your home and you get referred to an agent affiliated with Capital Residential, Coldwell Banker or William Raveis, chances are you’re probably going to end up working with that agent. People like referrals, both the giver and the receiver as well potential user of the services. It’s human nature to trust a friend’s opinion and their personal referral when it comes to something as important as selling your home and people like doing business with people they know. But that doesn’t always mean the referral you end up with is the right one for you. It can be no different than cold calling a real estate agency and ending up with the person who answers the phone. Ultimately, it’s up to you to decide if the real estate agent you’ve been referred to is exceptional and worthy of handling such an important financial transaction. Remember that selling your home involves hundreds of thousands of your dollars if not millions and you want an agent who has expertise in pricing, marketing and certainly negotiating so none of your money gets left on the table and the deal actually gets completed.

All of these companies I mentioned are strong national and regional brands who have spent a lot of money on their marketing campaigns to become successful. This has helped them attract and leverage people, both agents and consumers alike. I know and work with many good agents who are affiliated with these brands, but some real estate brokerages are hamstrung by their tight budgets caused by too many listings, overpriced listings and big office overhead. Then it’s up to the individual real estate agent to dip into their wallet and pay for the enhanced marketing efforts needed when selling your home in today’s market. Unfortunately, this isn’t always the case as some agents might not have or be willing to spend their personal savings on marketing your home.

Getting a Bigger Bang For Your Buck When Selling Your Home

Most consumers might think a big national franchise brand can provide more value, better advertising and a bigger bang for their buck, but this isn’t necessarily true. Locally owned independent brokerage firms like Capital Residential Real Estate can offer the same and in many cases more value and service when selling your home.  Boutique real estate firms like Capital Residential have equal access to the same pool of home buyers in the marketplace so it’s just a matter of reaching those buyers and making sure your home is seen first and frequently.  Anyone can list a home for sale on the Internet, even the owner, but that doesn’t mean your home will be marketed properly. Just having your home listed on the MLS (Muliple Listing Service) these days isn’t enough to reach all the prospective buyers. When selling our home, you need feature advertising and strategic positioning on the Internet in order to find the right buyer. This featured positioning means having your home found first on sites like Realtor.com, Trulia.com and Boston.com, which easily leads people to your home for showings, open houses and ultimately a completed transaction. Capital Residential uses these featured on-line advertising resources as well as social media including Facebook and Twitter to increase your home’s on-line SEO.

Comparing Capital Residential to National Real Estate Franchises

When comparing Capital Residential to the national real estate franchises, the more important factor is the specific agent you chose to represent you and what that agent provides in terms of added value. Not all real estate agents are created equal. Some are experienced, some are not. Some have college degrees and real estate designations, some do not. Some have been professionally trained in negotiation techniques and how to bring deals to a successful conclusion. Some agents invest in themselves and their listings by way of hiring a professional photographer and videographer, which is necessary in today’s market. Selling your home in today’s market is not easy, inexpensive or an exact science. But one thing is for sure: It means thinking outside of the box, being creative and guaranteeing clients that their home will stand out above the competition. If the agent you are interviewing to represent you when selling your home can’t guarantee these types of marketing components, then keep looking for the right agent.

Being an Educated Consumer When Selling Your Home

As an educated consumer and someone thinking about selling your home in the near future, these are all relevant thoughts and considerations when hiring a real estate agent to represent you. I would suggest you interview at least three real estate agents in your community. Have the big companies come in first and second and then have Capital Residential come in last. Consider the added-value services each offers as well as the qualities and professional skills of the individual agent because they are ultimately the one and only person who is in control of your destiny when selling your home. Then make the choice that meets your expectations. As I said, any reputable real estate agent can sell a home, but how you get there and the net result is just as important. If you would like to speak to Realtor George Jamieson at Capital Residential Real Estate, please call 781-659-2005 or email him at George@capitalresidential.com. Take advantage of Capital Residential’s special offer: New clients get a free certified home appraisal and a $650 closing cost credit. Capital Residential Real Estate serves clients throughout the South Shore including the towns of Norwell, Hingham, Hanover, Scituate, Marshfield, Cohasset, Duxbury, Pembroke, Hull, Rockland, Abington, Braintree, Weymouth, Quincy, Plymouth, Kingston, Milton and South Boston.