Tag Archives: Symphony Homes

Real Estate Isn’t Fair: Part II, Power of the Pen

Real Estate is ultimately a customer service profession.

Customer service has many descriptions (no, there is not one single definition, and no, “the customer is always right” is not the definition). Like a weird Supreme Court decision, “you know it when you see it.”

  • Customer Service is repeatable.
  • Customer Service is Durable (there’s that word again).
  • Customer Service is meant to deepen a connection and increase loyalty. This is very different from “brand-awareness”.
  • Customer Service succeeds when it makes the recipient feel 1.) heard 2.) understood 3.) worth attending to 4.) worth keeping 5.) kinda remarkable (or better).

What does this have to do with real estate not being fair?

I got two pieces of snail mail today. Two. That’s about as many pieces as I’ve received all year (amazing how big companies like ERA Shields get spammed with print mail, and little boutiques like Selley Group get nothing generalized. More on that later). Both were from peers in the real estate industry.

One was a recruitment letter. It was on cheap paper. It didn’t have the company indicated on the return address. The business card was ugly. All it spoke about was the stats of the real estate company. It addressed me as “Dear Benjamin” (no one calls me “Benjamin” unless they don’t know me. I use “Benjamin Day” on my business cards because Ben Day Consulting in Boston dominates SEO and the Re/Max Properties Front Desk always – ALWAYS – thinks Ben Gay is setting up a showing when I leave off my “jamin”) so instantly I knew this was circular-file material. Except I kept reading. Not only was it not concerned at all with me, it was obsessed with them. It was NOT oriented around any of the rules of  how customer service succeeds, not one. The only thing “remarkable” was that it made me feel like my special purpose in life was to have a pulse and a NRDS (our REALTOR ID #) to occupy one of their cubes. As long as I had a pulse and a NRDS, that’s all they needed. Who cares what I need?

Worse, I knew Hannah received one last week. So if I got mine this week, I knew I was a tier 2 candidate. I mean, who wouldn’t want Hannah Parsons over Benjamin Day (I’m totally serious, the former is much easier to broker!)? But I used to recruit agents, I did this stuff (I have the scrapbooking paper to prove it!), and when one company goes out on patrol for agents, EVERYONE you could want knows about it within a day. So you better hit all the good ones at once. While this letter was far from flattering, I already knew they had a first wave of “choice” agents that they thought were most recruitable, and I was not in that group. Save the best for later? No. It does not work that way.

The second piece of mail I received today was a handwritten thank you note. From Lee Bolin. Lee owns Saddletree and Symphony Homes. He has for 15 years. My clients said of Lee “I want him to be my Daddy, I love that guy.”

"I _____ Bigger than you, Ben. And, Thanks for bringing your people by"

Lee is like a friendlier version of Jack Palance’s Curly.

Lee wrote me a handwritten note. And mailed it to me. The dude has no email address. But he has the power of the pen.

Now you tell me: when one of these companies is involved in future real estate transactions, which one has my attention? Which one has the greater opportunity for success? Which one is more durable? You tell me. I think the answer is pretty obvious.

The Relevance of “New” to Seller’s in Today’s Market

Through May 2010, Single Family Building Permit activity was 45.8% ahead of the same pace in 2009. June 2009 was the month that single family permitting actually returned to life, so the first five months of this year presents a very valid point of reference for one of the major ramifications effecting the marketplace: the value of new.
Actively marketed sellers need to examine for themselves what the same dollars might buy somewhere else in El Paso County. This might seem ridiculous and foolish: why compare downtown Colorado Springs to Lorson Ranch in Fountain? Why compare Peregrine to Pine Creek? How can Falcon in the $300,000’s compare to Gleneagle? Would an appraiser ever compare these two areas? Never. But is a buyer? Maybe. Okay, probably. Okay… most likely. Hey, if you wanted to sell a ’99 Benz for $10,000, and a buyer could get a 2006 Honda Accord for the same price and mileage… that’s how consumers tend to think.
There are 515 homes for sale from $225,000 to $250,000. The average sales price market-wide in June improved to $237,000 and change. So why is there an 8 month backlog of sell-time in this price-range? Consider: Classic Homes is no longer the city’s largest builder. The same company that produced more than 1200 homes in 2005 now has less market share than two companies that did not even exist in the market in 2004 (Journey Homes and St. Aubyn Homes). These two builders, along with Challenger Homes, account for 1/3rd of the marketshare among new home builders. Classic is now fourth. These Top Three builders are all producing homes in the $200,000’s (and no, that’s not the advertised “from the $200K’s… those are closed values). No, they’re not in Oak Valley Ranch, Divine Redeemer or even Springs Ranch areas where homes in this price range should be flying off the shelf (but aren’t)… but it begins to explain why resale homes are struggling to sell from $200,000 to $300,000.
Classic Homes builds entry level homes, but their average sales price is $375,000. The new-build focus from 2002 to 2006 shifted to a higher and higher price bracket due to the ready availability of cheap credit, especially jumbo credit. After the market freefall and credit crunch, the game had to change dramatically. While Saddletree/Symphony is still making a profit, and Keller, Vantage, Acuff and Classic all seem to have “survived” the downtown, the growth is not in their price range: it’s in the average-priced-home available with a two car garage, new HVAC efficiencies and shiny new appliances.
Of severe significance: average now equates to a custom experience for the home buyer. At average price… they can pick their colors; their trim; their flooring; their appliances; their landscaping. Double that average price point, and how special does a resale home have to be when there are granite slabs to be chosen, wet bars to be designed, 16″ tile to be selected for the two-person shower? In the higher price brackets, a new built $500,000 home is not the same as a new built home from four or five years ago. First, it is probably energy-star rated. The added insulation and HVAC inspections cost more money. The counters are probably slab granite. The appliances are probably standard stainless. The lot has probably been discounted. It might have a standard basement finish. The builder has trimmed work forces and had to trim their profit margin on the building. This all adds up to a property that probably offers 10% more value than the same product purchase three or four years ago.
Add to that money leverage. Every one percent drop in interest rate increases a buyer’s buying power by 11%. Consider this crazy reality: the market has fallen in value 5% to 20% depending on neighborhood. It is fair to say in general terms that prices are about 8 to 10% less than they were two summers ago. Rates at that time were 6%. Rates today are as low as 4.5%. That means buyers have 25% MORE BUYING POWER than they did just two years ago.
Add to that the fact that buyers still control the market. A balanced market has 6 months of inventory: neither buyers nor sellers control the market at 6 months. Below six months, sellers control the market and appreciation is likely. Above six months, buyers control the market. Appreciation is less likely due to increased supply. Buyers correspondingly hold out for… MORE.
That “MORE” that buyers hold out for is critical. They are operating in a whole other realm of reality and possibility right now with 25% more buying power this summer than two summers ago. With that come heightened expectations. The first place that is made manifest is in the house itself. Yes, that lot might have value. Yes, that location might have value. But buyers simply will not tolerate: outdated carpet and paint; 80’s/90’s fixtures; lack of cleanliness; lack of snappy curb appeal; prices that are even slightly out of line.

Sure, it’s the Great Recession. But take one look at the Promenade Shops at Briargate parking lot any day of the week and you’d never know. New and New-On-Sale are today’s consumers two favorite categories.