Kindness in a Cruel Market

|March 7, 2016

Kindness in a Cruel Market | Cynthia Cummins – McGuire Real Estate
When you have a hot listing everybody loves you. You even kinda fall in love with your amazing self. You can’t help it.

It’s your party. Hundreds of potential buyers squeezing through the hallway on the weekend like it’s a frat-house kegger. Followed on Tuesday by their agents, vying for your attention so they can butter you up before offers are due.

Heady stuff, which I’ve written about before in this tongue-in-cheek post from August 2012. But, having just gone through the marketing and offer phase on a listing, I’m here to remind us agents that ours is a very tender business that calls for more than a modicum of professionalism.

In between the lines on the San Francisco Association of Realtors purchase contract and behind the ink on the signatures are real people with honest aspirations and human emotions. Each offer is the result of client and agent working together, trying to do the painstaking magic that wins a home in San Francisco.

In this most recent case, I received eight offers—eight buyer/agent teams, eight strategies translated into writing, eight sets of hopes, and countless hours of effort, planning and worry.

After I congratulated our winning agent, I made seven calls to the other agents to say “Thanks so much for your above-asking-price-with-stellar-terms offer, but we’ve accepted another offer.” Two of these agents thanked me profusely: For taking the time to actually speak to them in person about the bad news.

Having been on the other side of the listing/selling coin myself, I can vouch that all too often a listing agent can’t be bothered to pick up the phone and say “thanks but no thanks.” There is total silence, or you receive a blind-copy email. For example, I will never EVER forget the big-wig agent who—after I called to ask what had happened with our 40%-over-asking-price offer on a $3-million house—texted me back as follows:

“Yr offr not high enuf. Sorry.”

Listing agents: Let’s always be mindful of this very human part of our business. Let’s remember that, as professionals, we are obliged to have some minimal ethical and moral standards. Simple kindness and respect should be at the top of our list.


Cynthia Cummins is a Partner at McGuire. For information on San Francisco real estate visit CynthiaCummins.com. To read more of Cynthia’s blog posts, visit RealEstateTherapy.org.

Category Our Agents, San Francisco

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Cynthia Cummins

Cynthia Cummins

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