1.

Myth

It’s somehow advantageous to list with a large or national brokerage.

Truth

Buyers don’t search for a new home by listing brokerage. They search by criteria, such as, 4+ bedrooms, on 1+ acres, zoned for horses, in a good school district. No one EVER asks to see homes listed by a particular brokerage. They search by price, features and location.

2.

Myth

It’s better if the brokerage has a lot of local agents. They might even be able to sell my home “in house,” before it's listed in the MLS.

Truth

This is a HUGE FINANCIAL BLUNDER. Even if one brokerage has 500 agents, that's nothing compared to 500,000 licensed agents in California, plus the millions of buyers searching the Internet for homes everyday! The more agents and buyers that see your home is available in the MLS, the more potential buyers will be looking at and trying to  buy your property and possibly bidding up your price. Keeping your listing “secret” in one brokerage also exposes you to the risks of self-dealing and cronyism, and is hazardous to your wealth. Virtually all brokerages put your listing into the same MLS system. Let the sun shine on your listing!

3.

Myth

It's better if I list with the local "hot" agent with the most listings.

Truth

Would you go out with someone who was dating 25 other people? If you demand too much attention, the agent doesn’t have to worry about displeasing you when he/she has 25 more on the hook. Hot agents don't sell homes any faster or for more money than any other agent. If they had a special advantage at quickly selling homes for top dollar, they wouldn’t have all those listings on the market; they’d be sold! Focus on who can provide you personal, responsive and competent service.

4.

Myth

Newspaper ads are a good use of marketing dollars.

Truth

VERY FEW Buyers choose to search for a home described in 80 characters of black and white text with all those abbreviations and get newsprint on their fingers, when they can search cleanly and efficiently in full color on the Internet with lots of pictures and see all the descriptive words needed to tell the story properly. Many agents do this just to placate their clients as "feel good" advertising.

The high cost and lack of results are the #1 reason "For Sale By Owner" Sellers throw in the towel and list. Newspapers are a terrible return on investment. Put your money where the buyers are looking; the Internet, or make sure you hire a brokerage that does. Money spent on commissions goes much farther than print advertising, plus you get licensed representation and someone to do all the paperwork for you.