This Guy is Way Smart, Eats Lazy Realtors for Breakfast, and Knows Precisely Why Your Home Isn't Selling. He's Happy to Tell You. Anybody Wanna' Argue?
April 1st, 2008 Categories: Buyers, Faces In The Crowd, Sellers
Tony DiCello is the Vince Lombardi of Keller Williams. He’s Taught His Coaching Clients - Other Realtors - How to Sell Literally Billions of Dollars of Real Estate in Markets Just Like This One. Do I Have Your Attention?
You could do worse than to have Tony DiCello as your real estate agent. Not only has he earned the distinction as one of the top agents in the country, and one of the top 3 in the Denver area during the 90′s. He’s also coached some of the top producing agents in the country, one of whom sold just under $1,000,000,000 a year in real estate. Today, he’s the “head coach” for Keller Williams agents across the country.
After listening to him speak to a packed house of Keller Williams agents last week at the University of Maryland, it’s easy to see how he could have achieved legendary status. He’s forceful, articulate, and knows the real estate industry inside out. And he’s a straight shooter, straight as they come. Among other things, he’s fond of saying, “Always tell your clients the truth about price, no matter how uncomfortable.”
If Tony DiCello told you your home was not selling because it was overpriced, you would not argue. If you did, he’d probably thank you for your time and hand you a list of agents who’d be happy to take an overpriced listing. He says there are plenty out there.
The following is a collection of Tony DiCello-isms, culled from his recent talk, writings, and other seminars. Whether you’re a home seller, buyer, or agent, you should listen up:
- To sellers who want to list too high: “If you went to a doctor and the doctor knew you had a terrible disease, would you want him to tell you? Or would you rather he said, Go home and enjoy. Well, I’m like that doctor and I’m telling you the market shows we need to price it right. Otherwise you’re going to have a terrible disease called No Showings!”
- Or this: “If you don’t price your home correctly, Realtors will show your home. But they’re going to show it to sell another home, using your home as a comparison. They’ll say to their client “If you think this home is nice, I can show you one that’s just as nice for $20,000 less.”
- The National Association of Realtors tracks statistics for us and they state that ten showings, no offers, or 2 weeks without a showing means the home is overpriced.
- In a buyer’s market, real estate becomes a commodity. Buyers walk through home, after home, after home and they look for the one that offers the most features and benefits for the least amount of money. (My note: We spoke to one agent recently who had shown 83 homes to the same couple over a 4-day holiday weekend. He looked very tired.)
- A well-conditioned, well-priced home will still sell immediately.
- Pricing is nothing more than an understanding of the law of supply and demand.
- Everyone keeps talking about the fact that there are no buyers out there right now. But there are plenty of buyers! What’s missing are the sellers – realistic sellers.
(Shameless plug: If you’re thinking about selling a home in the Annapolis area, and you’d like to learn about the pricing and marketing strategies we use to sell our clients’ homes, pick up the phone and give me a call. We’ll be glad to sit down with you and have a no-pressure, no-obligation talk.)
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Hello Ken, You certainly know how to pick the right people. It is obvious to me that you are in the MAPS coaching. At Family Reunion this past February, I attended the MAPS event. It was spectacular. If you go onto the MAPS site, I actually sent Tony an email that was posted on the site. Keep up the great work on your blog!
David
Hi David, and thanks for logging on. You’re absolutely right: Tony DiCello is a real gem and we’re so fortunate to have him in the Keller Williams family. He obviously has a great desire to help agents be the best they can be, to the good of their clients. I can’t wait to see him at future KW events. I’ll be sure to check out your site soon. Thanks for the kind comments.
Ken
Hey Ken;
Just wanted to say I really enjoyed the article and love your site. Very nice design…Congrats!
Rich Johnson
I have posted this to my Facebook Profile to tell everyone in Columbia about our upcoming event. I can’t wait to attend. Thanks for sharing!
Terry Rainer
Ken, I just found your website/blog. Love it. Will definitely be checking back again to read more.
Rich, Terry, Kevin – thanks for logging on and checking out the blog. Terry, I thought that was a great idea, posting the story on Facebook. Please keep in touch and let us know how things are going in your areas.
Ken
Hey Ken: I saw Tony about 4 weeks ago and he is the real deal! As to your 4th point above, I showed 45 houses to one couple in 3 days recently. It was along 3 days but just proved Tony’s point.