The Modern Real Estate Office

By Joe Lins
August 21, 2023

Real estate agents have always had the flexibility to work remotely. They spend a big chunk of their day out of the office meeting clients, showing property, meeting with home stagers, home inspectors and well, you get the idea.

Then COVID hit and forced pretty much everyone to work remotely. As we have come out of the pandemic and workers are starting to trickle back into the office, many still remain at home. And they’re good with that. Especially after the investment in a home office they made during the pandemic. Everything from new office furniture to upgrading their home internet has made working from home more attractive. 

Because of this, offices, specifically real estate offices, are adjusting and creating spaces that are conducive to how agents work today. Still, agents need a space where they can pop in, plug in their laptop to do some work, meet clients or attend a training. Gone are the days where everybody had a private office and did most of their work at a desk. The modern real estate agent is mobile, collaborative, and able to conduct business from anywhere. 

We’re excited because we are moving to a new office space that is perfect for this modern agent. 

Photo of 1440 N. Harbor Blvd., Fullerton, CA

Our new office building located at 1440 N. Harbor Blvd, Fullerton, California.


Our new space will have an open concept that will include a large conference room, collaboration spaces, two huddle rooms, several workstations and a few private offices as well as a media room for video and podcast recording.

Me and my daughter and business partner, Stephanie Goedl, standing in the empty office space before the build-out of our new office.

The on-site amenities will include a stocked fridge with drinks and snacks as well as the ability to print, copy or scan documents as needed. The front reception will have a staff member to greet the agent and their clients. Plus, it’s close to retail amenities with Starbucks, Ralphs grocery store and restaurants within walking distance.

Our new office suite is located in one of the landmark “Fullerton Towers” buildings. The location is a central North Orange County hub with easy access and plenty of parking.

We will continue to hold our shredding and e-waste recycling events for the community at our new location. Internally, we will continue to have our famous potluck parties and celebrations. Check out our social media to see what I mean! We recognize that agents are also social creatures and they crave interaction and collaboration that only happens when they come into the office.

Our goal with this new space is to have a place for our remote workers to call home when they need it and a place that reflects how today’s agents work. If you’d like to be invited to our Ribbon Cutting and Open House to see the space in person, send me an email at info@c21discovery.com.

Joe Lins

About the author: Joe Lins is President, CEO and Co-owner of CENTURY 21 Discovery. If you are interested in becoming part of the CENTURY 21 Discovery team or would like more information about our services, training and coaching we provide, contact Joe at 714.626.2069.

WHAT TO LOOK FOR IN A REAL ESTATE AGENT

By Joe Lins
August 7, 2023

When choosing a real estate agent, it’s essential to find someone who can effectively represent your interests and help you navigate the complexities of buying or selling property. Here are some key qualities and factors to consider when looking for a real estate agent:

Photo courtesy of Canva Pro

Experience and Expertise

Look for an agent with a proven track record of success in the real estate market. Experienced agents have likely encountered various situations and can handle challenges effectively. They should also be knowledgeable about the local market and real estate trends.

Licensing and Credentials

Ensure the agent is properly licensed and affiliated with a reputable real estate agency or brokerage. Additional certifications or credentials can also be a plus, as they demonstrate a commitment to ongoing professional development. Ask them if their brokerage provides additional training on industry changes and if they attend that training.

Reputation and References

Check online reviews and ask for references from past clients. A good agent should have positive feedback from satisfied customers who can vouch for their services.

Communication Skills

Effective communication is crucial in any real estate transaction. Your agent should be responsive, keep you updated regularly, and be able to explain complex terms or processes in a way that is easy to understand. Make sure they are able to communicate with you in the manner you prefer (e.g., text, email, phone call)

Market Knowledge

The agent should have a deep understanding of the local market conditions, property values, and neighborhood dynamics. They should be able to provide insights on the best time to buy or sell and guide you on pricing strategies.

Photo courtesy of Canva Pro

Negotiation Skills

A skilled negotiator can make a significant difference in the outcome of your real estate transaction. Look for an agent who can advocate for your interests, secure the best possible price, and navigate negotiations effectively.

Marketing Strategies

If you’re selling a property, inquire about the agent’s marketing plan. They should have a clear strategy to attract potential buyers and promote your property effectively, using both online and offline channels.

Integrity and Ethics

Choose an agent who operates with honesty and integrity. Your agent should prioritize your interests above their own. Keep in mind that not every agent is a REALTORâ. A REALTORâ is held to a strict code of ethics and can get fined or have their license restricted if they violate the code.

Compatibility and Rapport

You will likely be working closely with your real estate agent, so it’s essential to feel comfortable with them. Look for someone with whom you can communicate openly and who understands your needs and preferences. Many of our agents end up becoming close friends with their clients!

Availability and Accessibility

Real estate transactions can move quickly, so having an agent who is available and responsive is crucial. Make sure they can accommodate your schedule and be reachable when needed.

Photo of real estate agent on phone in front of a computer
Photo courtesy of Canva Pro

Tech-savviness

In today’s digital age, technology plays a significant role in real estate. A tech-savvy agent is more likely to leverage online tools and platforms effectively, which can benefit you during the buying or selling process.

By considering these factors and conducting thorough research, you can find a real estate agent who is the right fit for your needs and goals. Remember to interview multiple agents and ask relevant questions before making a final decision. Contact me and I can match you with a professional who fits these qualities and your goals.

Joe Lins

About the author: Joe Lins is President, CEO and Co-owner of CENTURY 21 Discovery. If you are interested in becoming part of the CENTURY 21 Discovery team or would like more information about our services, training and coaching we provide, contact Joe at 714.626.2069.

Secrets to Quality Customer Service

By Joe Lins
July 21, 2023

Quality customer service is crucial in the real estate industry to build trust, maintain positive relationships, and ensure repeat business and referrals. Here are some secrets to providing exceptional customer service in real estate:

Active listening

Understand your clients’ needs, preferences, and concerns by actively listening to them. Pay attention to their requirements and tailor your approach accordingly. When people feel heard they will make a connection with you.

Educate clients

Offer educational resources, guides, and checklists to help clients understand the buying or selling process better.

Responsiveness

Respond promptly to inquiries, calls, and emails. Being accessible and available to your clients demonstrates your commitment to their needs.

Regular communication

Keep your clients informed about the progress of their transaction, even if there are no significant updates. Regular communication reassures them that you’re actively working on their behalf. One of the biggest complaints in the industry about real estate agents is lack of communication. Don’t be that agent.

Knowledge and expertise

Stay informed about the real estate market, local trends, and regulations. Educate your clients about the process, helping them make well-informed decisions. In California, the regulations, forms and requirements are constantly changing. One of the things we pride ourself in at CENTURY 21 Discovery is the up-to-date training we provide our agents on the industry requirements.

Personalization

Treat each client as an individual, considering their unique requirements and preferences. Tailor your services to meet their specific needs. Keep in mind that every transaction is unique too.

Transparency

Be open and honest with your clients throughout the process. Transparency builds trust and credibility, which is vital in real estate.

Empathy and understanding

Buying or selling a home can be emotional. Show empathy and understanding towards your clients’ feelings and concerns. You live in the real estate world 24/7. Your client does not, so this is a whole new world for them. Be patient as you guide them through the process.

Flexibility and adaptability

Be flexible to accommodate your clients’ schedules and preferences. Real estate transactions can be unpredictable, and being adaptable helps in navigating unexpected situations. Have a conversation about this with your client at the very beginning to remind them that they need to be flexible too.

Anticipate needs

Proactively identify potential issues or challenges and address them before they become significant problems. This proactive approach shows your commitment to your clients’ best interests.

Professionalism

Present yourself professionally in appearance, behavior, and communication. Your professionalism reflects your dedication to providing excellent service.

Network of resources

Develop a network of reliable professionals (inspectors, lenders, contractors, etc.) to provide your clients with excellent referrals when needed.

Surveys and feedback

After a transaction, consider conducting surveys or seeking feedback from your clients. Constructive criticism can help you improve your services. At our company, we automatically send a survey to our clients at the close of every transaction. It’s a great way to see where improvement may be needed and it also allows them to give kudos to the agent.

After-sales service

Continue supporting your clients even after the transaction is complete. Offer assistance and remain available for any questions or concerns they may have. Put them on an email drip campaign to stay top-of-mind. It can be something as simple as sending them holiday greetings throughout the year.

Celebrate milestones

Celebrate significant milestones, such as closing the transaction, with your clients. This gesture shows appreciation for their business and builds a positive relationship.

Remember, quality customer service is not a one-time effort. It’s a continuous commitment to meeting and exceeding your clients’ expectations throughout their real estate journey. By focusing on these secrets, you can provide exceptional customer service and stand out in the competitive real estate market.

Joe Lins

About the author: Joe Lins is President, CEO and Co-owner of CENTURY 21 Discovery. If you are interested in becoming part of the CENTURY 21 Discovery team or would like more information about our services, training and coaching we provide, contact Joe at 714.626.2069.

Staging A Home To Sell For Top Dollar

By Stephanie Goedl
July 7, 2023

According to a report by the National Association of Realtors®, staging a home decreased the time on market and also increased the offer price in some instances. The Profile of Home Staging report cited that 81% of buyers’ agents said staging a home made it easier for a buyer to visualize the property as a future home.

Guiding your clients on staging their home properly can indeed help them sell it for top dollar. Here are some tips to help them stage their home effectively:

Declutter and Depersonalize
Start by decluttering and removing personal items like family photos, personal collections, and excessive decorations. A clean and clutter-free space allows potential buyers to envision themselves living in the house.

Deep Clean
Give the home a thorough cleaning from top to bottom. Pay attention to every room, including floors, windows, walls, and fixtures. A clean and fresh-smelling home creates a positive impression on buyers.

Enhance Curb Appeal
First impressions matter, so focus on improving the exterior. Trim the lawn, prune shrubs, plant flowers, and touch up any paint if necessary. Ensure the entrance is inviting by adding a new welcome mat, fresh paint to the front door, and attractive potted plants.

Neutralize Colors
Repaint bold or bright walls with neutral colors. Neutral tones create a blank canvas for buyers and make it easier for them to visualize their own furnishings in the space.

Furniture Placement
Arrange furniture to create an open and spacious feel. Remove any unnecessary pieces to make rooms appear larger. Rearrange furniture to maximize flow and highlight the best features of each room.

Create Inviting Spaces
Each room should have a defined purpose. Set up a cozy reading nook, a home office, or a guest bedroom. Add tasteful accessories such as throw pillows, rugs, and artwork to create warmth and appeal.

Maximize Natural Light
Open curtains and blinds to let in as much natural light as possible. Clean windows thoroughly to remove any grime or smudges that might obstruct the view.

Repair and Update
Take care of any visible repairs such as leaky faucets, loose door handles, or cracked tiles. Consider updating outdated fixtures, such as lighting or cabinet hardware, to give the home a more modern look.

Showcase Storage Space
Organize closets, cabinets, and storage areas to showcase their capacity. Buyers appreciate ample storage, so make sure it looks spacious and well-utilized.

Appeal to the Senses
Create a welcoming ambiance by adding fresh flowers, scented candles, or a subtle air freshener. Play soft, relaxing music during showings to set a positive mood.

Remember, staging is about highlighting the best features of the home while allowing potential buyers to imagine themselves living there. By following these tips, you can help increase the chances of your client selling their home for top dollar.

Photo of Stephanie Goedl

About the author: Stephanie Goedl is Chief Operating Officer and Broker/Owner of CENTURY 21 Discovery. If you are interested in becoming part of the CENTURY 21 Discovery team or would like more information about our services or training we provide contact us at 714.626.2069 or Careers@C21Discovery.com.

5 Habits You Should Start Now to Be Successful in Real Estate

By Joe Lins
June 15, 2023

To be successful in the real estate industry, it’s important to develop good habits that will set you up for long-term success. Here are five habits you should start now:

Photo Courtesy of Canva Pro
  1. Continuous Learning

Real estate is a dynamic field that requires staying up to date with market trends, regulations, and best practices. Develop a habit of continuous learning by reading books, attending seminars, taking courses, and staying connected with industry professionals. This will help you make informed decisions and stay ahead of the competition.

  1. Networking

Building a strong network is crucial in real estate. Make it a habit to network regularly by attending industry events, joining real estate associations, and connecting with other professionals in the field. Networking can lead to valuable partnerships, referrals, and new opportunities. Also, participating in community events is a great way to network and become known in the community as the real estate expert.

  1. Consistent Prospecting

Prospecting is the lifeblood of any real estate business. Develop a habit of consistent prospecting by setting aside dedicated time each day or week to identify and reach out to potential clients, investors, and partners. This can include cold calling, door knocking, online lead generation, or leveraging your network. Keep track of your prospecting and make notes to learn which one of your prospecting efforts produces the most results. Whether you use a notepad, an Excel spreadsheet or a CRM tool, keeping track will allow you to adjust and focus on what is working for your business. 

  1. Effective Time Management

Real estate professionals often juggle multiple tasks and deadlines. Cultivate good time management habits by prioritizing your activities, setting goals, and creating a daily or weekly schedule. Focus on high-value activities that directly contribute to your business growth and allocate time for prospecting, client meetings, property research, and administrative tasks. Use a calendar, paper or digital, to schedule these activities into your day.

  1. Excellent Communication Skills

Effective communication is essential in real estate. Develop strong communication habits by actively listening to your clients, responding promptly to inquiries, and conveying information clearly and professionally. Enhance your written and verbal communication skills through practice and seek feedback to improve further. If you need to improve your verbal communication skills, recruit a family member or fellow agent to role play various scenarios. For written communication, create templates to use for the various types of emails needed for your business. That way you won’t have to “reinvent the wheel” and can simply cut and paste the necessary information into the email each time. When creating these templates, do a spell check and run them through a program like Grammarly to identify any corrections needed. Another option would be to ask someone in the Marketing Department at your brokerage to proofread them.

Remember that success in real estate takes time and dedication. By adopting these habits, you’ll be well on your way to building a solid foundation for your career in the industry.

Joe Lins

About the author: Joe Lins is President, CEO and Co-owner of CENTURY 21 Discovery. If you are interested in becoming part of the CENTURY 21 Discovery team or would like more information about our services, training and coaching we provide, contact Joe at 714.626.2069.

Helping Your Clients Have A Stress Free Move

By Suzy Lins

April 19, 2023

Moving to a new place can be a stressful experience for your clients, but with proper planning and organization, you can help them minimize the stress and make the process smoother. Here are some tips to offer your clients for a stress-free move:

  1. Create a plan: Before they start packing, help them create a plan for their move. Help them make a checklist of everything they need to do, including hiring a moving company, packing, and changing their address. Even better would be to create a checklist to include in your listing agreement.
  2. Declutter: Before they start packing, suggest they go through their belongings and get rid of anything they don’t need or want anymore. This will save them time and money in the long run. Have recommendations of organizations in your area where they can donate items they don’t need. 
  3. Packing Prep: Suggest they start collecting boxes early on to use for packing. If you have clients who have recently moved, ask them if their boxes can be reused by another client.
  4. Pack smart: Guide them to use sturdy boxes and packing materials, like bubble wrap, blankets or towels, to ensure their belongings are protected during the move. Suggest they put heavier items, such as books, into suitcases with wheels. Label each box with its contents and which room it belongs in. Using color coded labels for room destinations is a time saver when unpacking the moving truck.
  5. Hire a reputable moving company: Help them find a moving company with a good reputation. Have a few reputable moving companies you can recommend. Otherwise, encourage them to read reviews and ask for recommendations from friends and family.
  6. Stay organized: Advise them to keep important documents and items, such as passports and birth certificates, in a separate box or folder that they carry with them during the move.
  7. Take breaks: Moving can be physically and emotionally exhausting. Suggest they take breaks, stay hydrated, and eat healthy snacks to keep their energy levels up. Dropping off water and snacks for them the day before the move is a nice touch.
  8. Stay positive: Moving can be a new and exciting adventure. Remind them to focus on the positive aspects of their move and the new opportunities that await them.

By following these tips, your clients can reduce stress and have a more enjoyable moving experience.

About the author: Suzy Lins is the Communications Director for CENTURY 21 Discovery and a Business Etiquette Consultant. For more information about CENTURY 21 Discovery you may call (714) 626-2000.

Rainy Days and Real Estate

By Joe Lins
January 10, 2023

What’s a REALTOR to do on a rainy day in California? We don’t get much rain in Southern California, but when we do it pours! Days like that can make it hard to get into the office and go to work. And once you get there, what the heck do you do?

Whether you choose to go into the office or stay home on rainy days, don’t let the day pass without doing a few activities for your business. At the end of the day, you’ll be glad you did.

Photo of real estate agent working at their desk.

Here are my Top 10 Rainy Day Ideas for Realtors:

1. Make a minimum of 10 prospecting calls

Call your sphere of influence (SOI) to see how they’re doing. Ask how the rain is affecting them and their family.

2. Update your Client Relationship Management System (CRM)

Rainy days are a perfect day to update your client database. Add their birthdays, anniversaries, spouse’s name, pet’s names….. Make sure to add the anniversary date of their home purchase. Our Century 21 Discovery agents have a CRM tool through MoxiWorks and have the ability to send email through that system which allows them to see who is actually opening the email.

3. Write and mail a minimum of 10 notes

Sending a handwritten note to people in your database is a nice touch and a great way to stay top of mind.

4. Update your online profiles and bio

Make sure all your online and social media profiles and bios are up-to-date. Update your profile photo and any certifications or awards you have received. Have you claimed your Realtor.Com profile? Claim it and update your profile by adding your photo, contact information and any additional relevant information.

5. Set up an email campaign

If you use a CRM, it probably has the capability to set up an email drip-campaign for your database. (See No. 2) These are a great way to remind them that you are in real estate. Even on rainy days!

6. Review the active listings in the MLS for your city of choice

You want to stay on top of the market activity and the best way to do that is to review the listings in your market regularly. Educate yourself to have intelligent conversations about the market, because you know you’ll be asked.

7. Set appointments to show property

Are you working with Buyers? By reviewing the active MLS listings daily (see No. 6) you will know what’s new to the market and can schedule a tour for your Buyers.

8. Schedule an Open House

No listings? Ask an agent with a listing if you can hold an Open House for them. Once you have it scheduled in the MLS make sure you post it on social media. Also, invite the neighbors to your Open House. Maybe they know someone who would love to live in their neighborhood. Ask them!

9. Write a blog post

If writing is your thing, write a blog post. Don’t have a blog? Ask a real estate blogger if you can write a guest post on their blog.

10. Subscribe and listen to our podcast

For more tips and education about your real estate career, subscribe to our podcast “Discover Your Real Estate Career”. 

Implement some of these ideas to stay focused on your business on those rainy days when you’d rather stay in bed and watch Netflix.

Joe Lins

About the author: Joe Lins is President, CEO and Co-owner of CENTURY 21 Discovery. If you are interested in becoming part of the CENTURY 21 Discovery team or would like more information about our services, training and coaching we provide, contact Joe at 714.626.2069.

The Most Wonderful Time of the Year to Contact Your SOI

By Suzy Lins

December 21, 2022

The holiday season is the most wonderful time of year for real estate agents to contact their Sphere of Influence (SOI).

Real estate agents should call their SOI because it can be an effective way to generate leads and build their business. The term SOI refers to the network of people that an agent has a personal relationship with, including friends, family, former clients, and other professionals in their industry. These individuals can be a valuable source of referrals for the agent, as they are more likely to trust and recommend the agent to their own network of contacts.

At Century 21 Discovery, we teach our agents to regularly reach out to their SOI because it helps them stay top of mind and build stronger relationships with these individuals. Often, an agent will comment that they don’t know what to say when they make the call. Well, right now is the perfect time of year to reach out to your SOI because you have a good reason. Call to wish them a Merry Christmas or Happy Holiday. Who wouldn’t love to receive a call like that! Continue the conversation by asking about their family, holiday plans or plans for 2023. Keep notes about the conversation to refer back to the next time you call them. Which should be regularly.

If real estate is a new career for you, this is the ideal opportunity to let them know. It can open the door to a good conversation about the market because everybody has an opinion about real estate.

When you make the call be ready to answer questions about the real estate market, interest rates or homes for sale in their area. Be prepared! Staying in touch with your SOI can help you stay informed about potential real estate opportunities, as these individuals may be aware of upcoming listings or sales in the area.

These calls are ideal for staying in touch and if done consistently, can lead to more referrals, which can help grow your business and increase your income. Make time during the busy holiday season for these calls. Plus, getting used to making these calls will give you more confidence for the next time you pick up the phone.

Photo of Suzy Lins
About the author: Suzy Lins is the Communications Director for CENTURY 21 Discovery and a Business Etiquette Consultant. For more information about CENTURY 21 Discovery you may call (714) 626-2000.

What is Title Insurance and Why do I need it?

By Joe Lins

August 11, 2021

I sat down with Collin Frangie of Ticor Title to talk about title insurance and why we need it in this latest episode of our podcast. Here is a partial transcript of our podcast. For the full podcast see the link below.

Joe Lins of Century 21 Discovery and Collin Frangie of Ticor Title talking during the podcast recording.

What is Property Title Insurance?

A Property Title is similar to a record of ownership with a vehicle. When you purchase a car, there’s a history of who owned it. The DMV keeps that title record. Property title is very similar. It’s a record of ownership of the home, which is kept at the county recorder’s office where your home is located. Title insurance companies insure that the person who owns the home has the legal right to ownership of the home.

What is a Title Search?

A Title Search is a search to see who actually owns the home and if there are any loans or liens against the property. Title searches are done by title companies, like Ticor Title. You can do your own title search if you want. You can go down to your county office and look through documents or on microfiche for properties built before 1975.

How Long Does A Title Search Take?

A typical search, if everything is digital, meaning the property was built after 1975, is usually one to three days. Now if the property was built prior to that, and it has not changed ownership since then, you’re looking at about a week. The title company has to hire someone to go down and do that microfiche search and compile all those records. Hiring someone to do this takes a little bit more time.

What about the property that was built in 1935, and it’s sold the 1956. And then it’s sold again in the year 2000. And now it’s getting ready to sell again, and they have to go back to 1935? How does that work? According to Collin, if it has been insured since 1975, they can go back and use that old insurance policy to date and then insure it forward from that date.

What type of issues can delay a policy and what happens if an issue surfaces?

One issue that can happen is when there is a private lien holder who has placed a lien against the property. If the title company can’t find the private beneficiary to get the reconveyance showing the loan was paid off it can hold up the title insurance. That is why agents should be getting a preliminary title report as soon as they take the listing so they can see if there are any issues that may come up.

How Are Costs Determined?

The cost for title insurance are fees that are filed with the state. They are pre-determined by the title company attorneys and increase about 3% per year with inflation. The fees are tied to the value of the home. The higher the value of the home the more liens that can be placed against it. Which means a bigger title insurance policy will be needed.

What is a Preliminary Title Report?

The preliminary title report, or Prelim, pulls the full chain of title for a property title search. Title companies also run the individual’s names to see if there are any judgements against them. It will also show any easements on the property. Everyone who is part of the transaction: Agent, Escrow, Title, Lender, should be reading the Prelim.

Listen to the full podcast on the link below. If you do you can also learn about an exciting event happening in Collin’s life!

Ep. 45 | What is Title Insurance and Why do I need it?
Joe Lins

About the author: Joe Lins is President, CEO and Co-owner of CENTURY 21 Discovery. If you are interested in becoming part of the CENTURY 21 Discovery team or would like more information about our services or training we provide, contact Joe at 714.626.2069.

Why Buyer Letters Are A No-No

By Stephanie Goedl
June 11, 2021

(Transcript of our Podcast Ep. 41)

Hey, everybody, and welcome back. It’s Stephanie Goedl here. You know, it’s been a few months since we’ve recorded, we decided to take a short break to reevaluate our content and make sure that the education we are providing is relevant for what’s going on today. So, with that, let’s hop right in and jump into buyer letters.

Most of you are aware of Buyer Letters especially if you’ve been in the business for a long time. One way to really assist buyers in standing out when writing offers and when you’re up against multiple offers has always been to submit a Buyer Letter. However, now, that is kind of a No-No. I want to talk about that today and dive in just for a few minutes and talk about why that is. 

With everything that’s been going on in our country lately, there’s a lot of talk around discrimination, whether intentional or unintentional. When you dive into Buyer Letters, it’s something to really consider because your sellers sometimes are making a decision that’s based off of those letters, and not necessarily on the terms of the agreement.

The California Association of Realtors as well as our National Association of Realtors, have taken a stance against Buyer Letters and are really pushing that we should not be submitting those if there’s personal information or photos attached to those offers. To avoid that intentional or usually it’s unintentional bias or discrimination against those buyers.

Let’s just talk about an example really quick. Fun fact, actually, before we dive into that example, did you know that as of November 2020 there were 22 protected classes in the state of California. Back to my example. When you receive a letter, many times the buyers pour their heart and soul and tells their story as to why they want to purchase the home. Example: “This big backyard is perfect for my children to run around and play and get some fresh air.” Now, if you know that discrimination is not even in your mind, you can look at that and say, Wow, that’s wonderful, these three kids definitely need a place to run and play. I want to go with them. What’s the problem with that? If you are picking that offer, based on the fact that the letter really tugged at your heartstrings as a seller, you can be considered to violate the family status, which is a protected class. Especially when you’re looking at another offer from a single person who has no children.

You really want to avoid Buyer Letters because they have the potential to create a level of unintentional discrimination. If you’re a buyer’s agent you should avoid submitting those letters on behalf of your buyer. If you’re a listing agent, you want to have that conversation with your seller. And let them know that again, 98% of the time, I would say it’s very unintentional bias. But that being said, it’s still there, whether or not it’s being recognized. Let them know about the possible hiccups that can come with reviewing those offers and highly encourage them to look at the terms only, because this is a business transaction. As a professional REALTOR you need to encourage them to look at just the terms of the offer.

So how do you have that conversation with your seller? The California Association of Realtors has a great piece that you can actually share with your sellers that goes into this in a little bit more detail. And then get it in writing from them that they will not be accepting Buyer Letters. Also, put that into the MLS and have that conversation with the buyer’s agents on the other side and let them know the seller has decided not review any buyer letters. That keeps it very neutral and everybody in a really safe space. So, with that, I just wanted to pop on and give you a quick update on what has changed in our industry over the last few months. If you have any questions as always, do not hesitate to reach out. Can’t wait to see you on the next episode. Have a great day.

Listen to the Podcast here:

Ep.41 | Why Buyer Letters Are A No-No – Discover Your Real Estate Career

Stephanie Goedl

About the author: Stephanie Goedl is Chief Operating Officer and Broker/Owner of CENTURY 21 Discovery. If you are interested in becoming part of the CENTURY 21 Discovery team or would like more information about our services or training we provide contact us at 714.626.2069 or Careers@C21Discovery.com.