Precision Pricing. Getting the price right is money and time in the bank.

Every real estate broker has a graph or chart that shows prices go down as time goes up. Those visuals are based on data from somewhere. We've showed those images to owners at least as long as I've been a Realtor, back to 1989. While they may have made some impression at one time, in the run-up of prices, all those fear invoking images lost their power. Time on the market was negligible for even the people who tested the market to its max. Today time is once again money and the evidence is local.

The new economy home buyer is smart. The tools available to them to discect markets are sharp. Negotiating strategies give the buyer control, even in would-be Seller Markets. A simple tool is to offer the owner their price, with no right to cure defects, and an appraisal contingency. This approach locks out the competition, locks in the owner. Throw in a relatively quick closing and quickly the buyer has flipped a Seller's Market to THE Buyer's Market. The power of leverage is immense and price will be reduced to where the buyer wants it more likely than not.

Leverage for the Owner is in precision pricing. The ingredients of precision pricing is a market analysis which includes appraiser used adjustments to account for real differences between the most recent sale relevant houses in the neighborhood, and a realistic understanding of deficiencies in the home. A pre pricing inspection by a home inspector will reveal the nickle and dime items buyers may use to adjust price by half-dollars and thousand dollars. Fix those items and you pay fair price. Leave them for the buyer and you will pay dearly.

A price established by adjusting for differences in a home will place the house perfectly in the appraisal window. Leaving no risk of an under appraised price, there is no chance that a buyer will have a late in the game lever to force the price down when the seller is most vulnerable.

I looked at 15 sales in the near west Madison market including University Heights, Vilas, and Shorewood Hills. Homes that sold without a price reduction sold in an average of 38 days. Those that sold with at leastt one price reduction were on the market for 80% longer. The prices those owners accepted were 2% lower than the seven who sold without a price change. For what it's worth, the people who sold without a price change grossed 96% of their asking price. Those that reduced price settled for about 87% of their initial asking price! One person who expressed great confidence to me at the start gave in after a year and ended up about 28% below the price he/she was so sure of.

Almost no one is in a hurry or wants to give away their house when they start. But after some time of dissapointing results, it seems owners are giving away what they would not have had to had they pricision priced in the beginning. Pricing is essential in this economy. Accepting the reality is the difference in time and money. The view of reality is clear with precision pricing.

University Heights, Madison's Higher Ground for Real Estate

We watched with confidence as the price of real estate rose along with the Madison skyline until a few years ago.  Confidence in our university, government, health care, and private sector professional driven economy contributed to dismissal of the warning signs of a bubble about to burst. Neighborhoods where the leaders of these industries live might just be the higher ground to stay above water.

Just before the Great Depression the area where University Heights sits was prime location for the people who built the foundation of the Madison economy. University, government, health care, and private sector professionals built the homes that make the neighborhood at a time of economic and American pride expansion. The location was a bit out of the city but it had modern access to Madison. Dependable roads were key to draw people to build in the Heights. Horse power was the primary source of transporation with few automobiles bought or sold in Madison in the first years of the '20's. In the midst of the "Great Recession" the Heights is again the destination of choice by the similarly employed. Now the area is absolutely urban, and perfectly served by the modern mode of transportation---bikers, hoofers, and commuters in autos the size of a buggy. The super highway of high speed internet, googles of electronic devices and wifi everywhere make it easy to stay connected from home or nearby shops and nearby restaurants.

In the last 12 months 20 homes have sold in University Heights, three more have offers pending, and eight are on the market today. I don't believe any neighborhood outside of the Beltline can boast the same demand today.  If there is evidence of a trend toward living simply, University Heights may be an indicator. With typical homes ranging in price from the $400,000's to the upper $600,000's, this is not the average Madison home owner's neighborhood. (It's not the most expensive either.) University Heights is a neighborhood of people who make commitments in real estate and those commitments move our market. When these homes sell, owners typically buy somewhere, and someone who sold something somewhereis a most likely buyer. I'm going to assume the average educated people moving in, out, and around University Heights could be described as "well". What a well educated person may be likely to have in addition to diplomas is a good grasp of reality.   I think it's acceptance, and a plan; acceptance of what is and a plan for what to do regardless of the economic unknowns.

University Heights was the higher ground in 1920 and it's the high ground for Madison today. Regardless of where we live, there are lessons to be learned from University Heights...location always matters, and accepting reality is the way to see what is probable.

Home featured above is 177 N Prospect Ave. offered for sale by Tom Meyer, Restaino & Associates as of May 20, 2012.