462 Shawmut Avenue Unit 2 officially entered the market approximately one year ago in August with a listing price of $1,475,000. Despite its unique qualities, the property faced several challenges. The time of the year it came on the market was the Month of Aug, which is when most people take a vacation, and the market is slower, but what it was competing with had fewer negatives. The seller withdrew the listing from the market on December 23rd, 2017, after reducing it to $1,350,000 following a period of lingering. As the listing agent, when it came on the market for sale, it wasn’t the right time. The furniture in the space wasn’t right. It had oversized furniture that made the spaces look smaller than they were. The styling in the bedrooms was not appropriate. One bedroom didn’t have enough furniture, and the second had furniture too large for space. The listing agent couldn’t tell the seller your furniture didn’t work for space since the seller was living there. It’s always a fine line between being honest with a seller and not offending your seller. There was a lot to learn in those 138 days the home was on the market. The home came off the market on December 23rd, 2017, and was relisted on May 16th, 2018. When the home returns to the market, the listing agent ensures the following improvements are made to the property.
Listed at the same price as the previous year, $1,350,000, the home underwent thorough cleaning, including carpets, skylight fans, and vents. The need for a transformation led to the replacement of inappropriate furniture, and Silk Purse from Brookline, MA, professionally staged the vacant home, ensuring a true representation of the space. Professional photographers captured new photos, and the listing agent shared a pre-market video on social media and with agents to generate excitement. The listing, lacking a deadline for offers, featured multiple open houses without private showings. The May 17th open house offered brokers and potential buyers, including those out of town, an early glimpse of the property. So, on Thursday, the 17th, clients had two viewing times, with open houses on Saturday and Sunday. Excluding the broker event, sizable crowds attended open houses, with feedback emphasizing the well-priced property and the success of the agent and seller’s pre-marketing efforts. The property attracted multiple offers, including a few latecomers who regretted not submitting an offer earlier. Listed at $1,350,000, it closed for $1,375,000, although the seller could have fetched $1,400,000 if one buyer hadn’t submitted their best offer too late.
What were the differences sellers should think about?
1) It was listed as the best time of year, the Spring market, where sellers get the highest price
2) The home showed better with the correct furniture in the home, allowing the pluses to shine, and the negatives weren’t as large as they were before
3) What was competing on the market provided buyers with a lot of buyers
4) The home marketing plan was a custom marketing plan that worked for that property, and the agent reached out to every person who looked at the listing the year before and made sure they came to the open house
5) The unchanged price from the previous year signaled the seller’s motivation to sell.
Social Media was used heavily and it was a targeted marketing plan. Out-of-the-box marketing ideas were also used to make sure the buyer was found. 
As the fall market approaches, sellers should consider their home’s drawbacks and how their chosen agent can enhance its appeal through staging, photography, and effective marketing strategies to attract the right buyer and generate excitement in the sales market. Fall is a favorable time for sellers, although pricing may not reach spring levels. Selling at a good price hinges on your agent’s well-thought-out plan. If you are thinking about selling or have further questions about the sale of 462 Shawmut Avenue, please contact me.
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