When a client believes their property (or some feature of that property) is “unique,” that client considers it a strong selling point to promote that information. Disagreement about that information can place the Seller/Realtor relationship, the listing and the sale in jeopardy!
Unique! Is it fact, or simply perception? I could say your guess is as good as mine, but unfortunately it’s never that simple. In some ways, it’s a little like the old adage: Beauty is in the eye of the beholder, and a little about truth in advertising!
Nevertheless, it is the responsibility of the listing Realtor to assess a Seller’s belief and stack it up against the realities of the relevant market region. Using the term “unique” loosely in promoting a property can backfire! Raising buyer expectations when the reality can’t deliver the promise is a really bad strategy.
A little research reminds us that the term “unique” is an “absolute” term. One of the definitions gets right to the core of what it takes to make a property unique: “… existing as the only one … the sole example … solitary in type or characteristics.” Another: “…having no like or equal… unparalleled; incomparable.” And so forth.
Many properties may be considered unusual or may contain unusual features; however, truly unique properties are rare. That’s why we should use that description carefully, only when appropriate and in extremely selective situations.
Accurately and fairly representing a listed property is a discipline that your professional realtor takes very seriously. That discipline includes the responsibility of clarifying to the Seller the importance of accurate representation. No one wants to emphasize all the positive points about your property more than your Realtor. When the shoe fits, he or she is the first to emphasize the unusual benefits, favorable condition and positive features that your property offers, and is the first to identify unique property and elements — when they exist.
Let your Realtor know all your opinions and your “take” on the property in question. For the best results, your perceptions should be compatible! If you think you have an extraordinary and unique property, discuss why you feel that way. If you and your Realtor are in disagreement, it might be a good idea to do some commercial properties comparisons in your market region to clarify and reinforce where your property fits into the current commercial offerings. You may see more clearly what is and is not “unique.”
Most Sellers are proud of the property they are listing, and like to talk about its benefits. Perhaps you have made considerable effort preparing for selling, have invested in presenting well, have it in good repair, in functional condition and well maintained. You may have made improvements, added special features and believe you are offering a very good opportunity to buyers.
I try to emphasize the importance of being clear, accurate and interesting in all promotional materials, images and conversations with prospects. When I realize a client may be somewhat exaggerating the property’s actual attributes, I provide comparisons and help that client get on the right track, while being careful not to undermine their enthusiasm.
Appropriately represented and priced property has the best chances for a sale within a reasonable timeline!