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Mark Cohen

Sellers Should Induce Buyers With Incentives

            As a seller in a slow market, you should use every tool at your disposal to induce buyers to look at and choose your home.  Buyers can be especially influenced by money that is handled separately from the asking price.
            For example, the price of your home might be acceptable to a buyer, but the buyer doesn't have enough cash on hand for the down payment that a lender requires.  You can help with the down payment in the form of cash at closing.
            Another way you can help someone purchase your home is to lower their monthly mortgage payment.  By paying points on the buyer's mortgage you lower their interest rate which lowers the payment amount.  Each point equals one percent of the total loan amount and can make just enough of a difference to get a buyer qualified.
            Many buyers are afraid of unexpected expenses that occur soon after moving in.  To mitigate their fear you can pay for a Home Owners Warranty (HOW) that provides 12 or 13 months of coverage for appliances, plumbing, air conditioning and heating, and electrical fixtures. 
            A buyer might be attracted by your offer to pay for 12 months of lawn maintenance, pool service, or Homeowner or Condominium Association (HOA) dues.  You could also offer to pay for all or part of the current or next years property taxes or insurance costs.
            The buyer who is short on cash could be induced to pay full or near full price for your home if you paid all or part of their closing costs.  They include attorney's or title company fees, recording fees, mortgage title insurance, and other fees tied to the financing and closing of the transaction.  Closing costs vary widely and can be between 2% and 7% of the amount financed or the total sale price.  In FHA and VA loans the seller is required to pay certain costs anyway.
            If you are downsizing or moving a long distance and don't want to take all of your furniture you can offer it to a buyer.  Sometimes that is exactly what it takes to make a deal.
            Summarizing, it isn't only the asking price that influences buyer's home choices.  You can make your home more attractive and competitive with one or a combination of incentives.
Published Thursday, November 22, 2007 10:46 AM by Mark Cohen

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