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Ava Chang Leads on SF Chronicle Sound Off

Sound Off: Common misconceptions among buyers and sellers

A: One of the biggest misconceptions in a seller’s market is the seller thinks the house will sell itself. Sellers might not see the importance of investing money in prepping the house for market.
A Realtor enhances the desirability of the property through strategic marketing to reach the largest cross-section of buyers.

Professional staging taps into the emotional side as buyers imagine themselves in their new home. Behind the scenes, a Realtor will work tirelessly putting together the disclosures, pre-listing inspections, contract negotiation and working with all parties to address issues that could arise during escrow.
For buyers, there is a misconception in real estate today that purchasing a home without an agent will result in getting a better deal.

Both brokerage houses and Realtors are in constant discussion about new properties coming to market or off market listings for the discerning buyer. Realtors can often connect the dots well before a house comes to market or gets published online.

Especially in a seller’s market, a Realtor plays a critical role in helping guide the buyer from getting the loan preapproved to moving swiftly from contract creation to skillful negotiations. Agents also guide the buyer through disclosures and inspections and work through unexpected issues to achieve a successful purchase.

Ava Chang, Pacific Union International
(415) 595-5310
ava.chang@pacunion.com

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