Removing the Seven Most Deadly Common Buyer Objections

by Jim Remley, Pro Performer Seminars

Horriblize - it's not really a word but it's exactly what many buyers do when they walk through a home for the first time. They look for the negatives, the reasons they can eliminate a home from consideration. Even the smallest flaw in your listing can be seen as a much bigger problem that what it really is. A classic example of this is a ceiling stain.

Countless times over the years as I've walked a buyer through a home they have looked up and noticed a stain on the ceiling. Inevitably they will point up and say something to the effect of "Uh-oh, look at that." Translated, "Scratch this home off the list."

Now a ceiling stain is definitely something to be concerned with as it might indicate that the roof is leaking, or the gutter system is failing, but in the vast majority of these cases what has happened is that there was a previous problem that has since been fixed. The problem is the homeowner didn't take the next step and repair or repaint the ceiling. To be clear this is not a matter of hiding a problem as most states require that homeowners disclose any known defects in a home with a standard disclosure statement. Instead this boils down to a buyer's over zealous imagination. Once they see that stain, they picture the whole attic full of water, a gaping hole in the center of the roof, and rain clouds on the horizon.

Buyers horriblize problems.

Now it might be natural to think that a real estate agents job is to convince a buyer to overlook these small flaws. Wrong. A listing agent's job is to expose a home to the maximum number of buyers through marketing and promotion, and one inescapable truth in marketing is that top condition equals top dollar, and less than top condition equals less than top dollar. When a home has flaws one of two things has to happen - either the sellers will have to pay a buyer to ignore them by reducing their price or the seller will have to fix them.

So what areas of a home are buyers most concerned with? Let's take a look at the seven most deadly buyer objections.

(Don't be alarmed you might notice that the intended reader is actually the homeowner - I stole these recommendations from my new book Sell Your Home in Any Market - 50 Surprisingly Simple Strategies to Sell Your Home Fast and For Top Dollar! )

Ceiling Stains

Since we already cracked the shell on this rotten egg let's deal with it first. If your home has any roof leaks, seeping around vents, chimneys, or additions, or if your home's gutter system is blocked or failing, these items must be fixed in order to secure top dollar. If you don't happen to be a licensed roofing contractor, it may be wise to have the work done by someone who can provide a certification that the work was done to local building code standards.

But as important as fixing the source of the problem is repairing any damage done inside of the home is just as important. These repairs could include new sheet rock, wood paneling, paint or wallpaper. Just be sure your repair fully matches the rest of the homes finish.

Kitchens

The kitchen is the center point of most homes, the hub around which the family wheel spins. It's no wonder then that a kitchen can make or break a home sale. While a buyer may be willing to overlook a small bedroom, or a missing closet, if a kitchen does not measure up to a buyers standards all bets are off. To improve your kitchen you may want to follow the advice of home improvement experts by looking at these top five ideas:

Top Five Kitchen Improvements

Sinks and Faucets - Even the best quality sinks, and faucets can get beaten up over time. When it's time to sell it's a good idea to, at the very least, clean the faucets, re-caulk the sink, and if your sink is chipped take a trip to Home Depot for a low cost fix. If your sink or faucet is beyond repair it may be a great time to upgrade to a more modern sink system.

Appliance Upgrade - Although not cheap, new or updated appliances can excite a buyer who may be leaving older appliances. In addition matching the appliances by color will provide continuity to the kitchen. Obviously small home appliances that are rarely used but take up counter space like bread makers and toaster ovens should be packed and stored.

New or Refaced Cabinets - When selling many homeowners make the choice to invest in new cabinets or opt for the less expensive option of re-facing older cabinets. Re-facing cabinets means that you leave the cabinets in place but add a new veneer to the exterior. Can't decide what to do - replace or reface? Visit www.thisoldhouse.com for ways to make your decision easier.

New Lighting - According to www.homefocused.com - "Bright, airy lighting makes working in the kitchen easier. Fluorescent lighting on the ceiling provides a bright, but soft light. Fluorescent lighting can also be installed under cabinets for task lighting, throwing light directly onto the countertop below them."

New Counter Tops - A kitchen counter is the face of your kitchen, sure you can have the best cabinets, appliances, lighting, flooring, and paint but if the counter top doesn't hit a home run your still three bases short of a win. The counter top ties every piece of your kitchen together. Ask yourself - Do my counter tops live up to the rest of the kitchen, if not consider an upgrade. Also don't forget the back splash, a worn out back splash can make even the best counter tops seems dull or dated.


If you have the notion of going big by completely remodeling your kitchen, or perhaps building a new home from scratch to resell check out the top items buyers are looking for in a new kitchen.

Upper End Appliances 65%
Increased Pantry Space 64%
Renewable Flooring 53%
Wine Refrigerators/Storage 53%
Integration with Living Space 53%
Recycling Center 48%
** Based on 2006/2007 American Institute of Architects Poll

Declining Neighborhood

In a 2006 study of home buyers and sellers conducted by the National Association of REALTORS® it was found that buyers rated neighborhood quality as the number one factor in purchasing a home. So what if your neighborhood lacks a little (or a lot) to be desired? Check out this quick list of ideas compiled by Trish a REALTOR® from Mississippi:

Cleaning Up the Neighborhood

Strike a Deal - If your neighbor's homes are dragging your listing down why not spring for a landscaper to give their yard a makeover? Why pay for a neighbors yard to be improved? So you can sell your home for top dollar!

Call the City or Chamber of Commerce - Ask them if they are any neighborhood clean up programs available. Many volunteer organizations pick an area each month to clean or improve. Why not your neighborhood?

Team Up - If there are other homeowners attempting to sell their homes in the neighborhood why not team up to tackle the problem? A combined effort over one weekend - picking up trash, cleaning out storm drains, or painting over graffiti could inspire others to follow your lead.


Age of home

Because many buyers perceive an older home to be a potential money pit some sellers find it wise to invest in minor home improvement projects. For instance many sellers replace their cabinet hardware with updated styles. The same is true of lighting fixtures, and even plumbing fixtures. For bigger projects sellers have been known to replace windows, front doors, appliances, and even garage doors to update a homes appearance.

Anticipating Buyer Concerns

When considering the purchase of a vintage home many home buyers understandably will want to know more about the homes systems. Wise sellers are prepared to answer questions on everything from plumbing, to insulation and wiring. Remember anything left unknown for a buyer is a black hole, something they fear and will do almost anything to avoid.


Bathrooms

Your bathroom is about to have a top to bottom inspection so be sure to re-caulk around the tub and toilet, replace rusted or worn out fixtures, and remove all of the unnecessary items taking up space on the counter. The tub and shower are of critical concern, if they are chipped or damaged cancel your golf game and head down to your nearest hardware store. Buyers also hate to see leaking faucets, or drains that don't, you know drain, and don't be surprised if they flush the toilet to watch how fast the bowl refills.

If you plan to remodel or add a bathroom to your home check out this list of what home buyers want in a new bathroom:

Radiant Heated Floors 62%
Multi-Head Showers 62%
Accessibility/Universal Design 48%
Door-less Showers 47%
Linen Closet Storage 36%
** Based on 2006/2007 American Institute of Architects Poll

Smells

If you are a smoker, who actually smokes in your home, be warned your home could take a lot longer to sell. Why? Only 25% of the American population smokes and of that group a big percentage don't smoke in their homes. Of course smells can come from other sources as well - cooking odors, oven fires, trash or compost, and one of the worst animal odors. To remove smells from your home take a look at these tips from home cleaning expert Linda Miller of Hermiston, OR.

Ten Ways to Breathe Easier

Open windows and doors and place a large fan where it can blow fresh air in and a second fan to exhaust the odors out.

Replace attic insulation. The odors from cooking rise in the heat and are trapped in the attic insulation. The insulation cannot be cleaned or effectively deodorized and must be discarded. Completely clean the entire attic and allow it to dry, and then replace the insulation with new material.

Use a steam extractor for cleaning carpets and upholstered furniture. A commercial steam extractor can be rented from an equipment rental facility. Hiring a professional truck mounted steam extractor is much more powerful and is worth the money if the odors are deeply imbedded and persistent. It is nearly impossible to get odors out of mattresses and foam pillows, these may need to be discarded and replaced.

Clothing, bedding, and drapes will need to be laundered or dry cleaned. Be sure to check the tags for care instructions and follow the directions.

Clothing may need to be washed several times to remove some odors; particularly stale cigarette smoke.

Take care of the air circulation. Change the furnace or air conditioning filters once a day until you no longer smell offensive odors when you come into the house. The odor causing particles will be in all the ducting and you may need to have a professional duct cleaning service come clean your ducting to completely remove the particulates.

Ceilings, walls and floors need to be washed down.

Unplug and wash your stove and refrigerator inside and out (including the back of the stove and the coils of the refrigerator) with a dish washing liquid, then rinse with a solution consisting of one cup vinegar, the juice of three lemons, and a gallon of warm water.

Take all the drawers out of your cabinets and open all the cupboard doors, wash inside and out paying attention to the drawer slides and around the hinges. Allow to dry completely before replacing drawers and closing the cupboard doors.

When you have totally washed, and rinsed everything, allow it to dry completely. Place small dishes of vanilla extract, baking soda, sliced lemons or potpourri throughout the house to capture the odors and replace them with a better alternative.


Floor Coverings

Often the first item a buyer will notice when they step into your home is the floor coverings. Carpets that are in good condition, clean, and match the style of the home will add to a buyer's favorable first impression. On the other hand floor coverings that are worn, torn, dirty, or just plain ugly will turn off a buyer faster than a terrarium full of pet vipers (something I've actually seen in a buyer's home).

I know the argument - We don't want to pick a carpet the buyer won't like so will just let them do it after they move in. Come on, we both know this is really code for: "I don't want to spend money carpeting a home I'm about ready to sell." The problem is buyers are notoriously bad at visualizing a home in some future state of repair and they are even worse about buying a home that is not turn key ready. Because of this many sellers do their homework and find a floor covering company that will install new flooring but will also agree to wait 30, 60, or 90 days for payment. Best case the home sells before the bill comes due and the invoice gets paid in escrow worse case you get to enjoy new carpets and a new second mortgage.