Helping buyers look beyond the price
Real estate agents can help buyers make more informed decisions by focusing on the full monthly payment, including taxes, insurance and association fees, rather than the listing price alone. Discussing those costs early can prevent surprises, narrow the home search and demonstrate the value of an agent’s market knowledge.
A home’s asking price may capture a buyer’s attention, but the monthly payment often determines whether the property is truly affordable.
That is why real estate agents should help buyers understand the full cost of homeownership before they begin touring properties, Christina Pappas, president of the Miami-based Keyes Company, told Real Estate News.
“Our goal is that a customer is walking into a showing understanding the full costs that would be associated prior to seeing it,” Pappas said. “If we’re not getting realistic and having those consultations with our customers up front, we’re really doing a disservice.”
Those early conversations should extend beyond the mortgage principal and interest. Property taxes, homeowners insurance and association fees can substantially change a buyer’s monthly costs – particularly for people moving to Florida from another state or country.
Pappas encourages agents to obtain an insurance quote when a home is listed and update it before a showing. Having that information available can help customers evaluate properties using realistic payment estimates rather than relying only on listing prices.
“We talk a lot more about payments than price,” Pappas said.
For agents, the approach can reduce surprises, establish realistic expectations and help customers focus their searches on homes that fit their budgets. It also gives agents an opportunity to demonstrate value at a time when consumers can find abundant property information online but may need help determining what it means.
Pappas said an agent’s role increasingly involves guiding customers through that information and helping them identify what is accurate and relevant.
Technology can support those conversations. Pappas described Realtors Property Resource and Florida Realtors®’ SunStats as two of the strongest tools available to agents because of the amount of market and property information they provide.
She also emphasized the importance of having a business plan, customer relationship management system and website from the beginning of an agent’s career. As an agent’s business grows, those systems become essential for organizing customer information and maintaining consistent communication.
The systems should not remain static, however. Pappas encouraged agents to regularly review their business practices, technology and customer experience as the market changes.
“Continue to re-evaluate your systems, your CRM, what works and what doesn’t,” she said.
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