A: A great topic of discussion for the times I think. Let's say that you are a serious and qualified buyer, have good product knowledge, and have seen plenty of units in your price point making you a mini-expert on the current state of the market. Let's also assume that you have learned what 'priced right' actually is for your price point, and that gets confirmed after you analyzed building comps for one property in particular. How do you proceed?
The Manhattan real estate market is one of the faster housing markets out there. Demand can pop up at any time, deals can fall through in a heartbeat, bidding wars can erupt if a quality product is under-priced, and buy side attorney's must be very timely in their diligence to get a deal done quickly so the seller broker doesn't use the accepted offer as leverage to other interested buyers.
With all that said, in my humble opinion, a housing market is deemed weak or strong by the level of buy side demand. In a phrase, its 'all about the buyers'! When buy side demand dries up, you will see inventory rise very quickly and all of a sudden getting top dollar is a bit harder to accomplish than in past times with stronger buy side demand. But what happens when the environment is one of cautiousness and a quality product (yes, I view property as a product that will ultimately be resold on the open market) is actually priced correctly? How do you devise a bidding strategy?
First off let me say this for the current environment: A SELLER'S BEST CHANCE TO GET TOP DOLLAR IS TO PRICE CORRECTLY AND LET GO OF THE 'TEST THE MARKET' EMOTIONAL ELEMENT WHEN DETERMINING THE STARTING PRICING LEVEL
Hands down I believe in this. Sure, there will be pockets of luck here and there that will experience the beneficial 'perfect buyer' or 'greater fool theory' that generates a buyer paying a noticeable premium for an overpriced property; but these scenario's are few and far between.
As a seller do you risk it? I wouldn't advise it. Honestly, do you feel that the current market is 10% higher today than it was around this time last year? Some sellers do, I don't. But it has become socially acceptable to price a property in this manner, even when building trades from the past 6 months don't support the price that the seller has in mind. In addition, being pitched by hungry brokers promising the world and an extra $300/sft because they employ the most effective marketing techniques doesn't help. I digress.
The point of today's post comes from my in-field experience that I want to openly discuss with you. Keeping details private for now, how does a broker advise a buyer client when the right property pops up and is priced exactly how it should be priced? In short, it depends on the emotional element of the buyer, how the property meets the needs of the buyer, how the property fits into the financial affordability of the buyer, their willingness to bid in line with what the building trades for, and their acceptance that this product holds the best features for resale out of all the products viewed.
I discussed risk discounting in my quick update yesterday as a phenomenon that I am noticing with some of my buyers. But fact is, when the decision to buy is already made and the product at hand is clearly the best out of the price point in terms of value, location, raw space, light/views, and condition, AND its priced right, it is NOT the time to low-ball and price in downturn risk that has not occurred yet.
First off, you need to know how to determine what priced right is; so ask yourself:
a) Is the product's most attractive features changeable or not? Ideally, you want to put your money into a product that has the most attractive location, natural sunlight, views, and raw space. Everything else can either be changed or should be weighted less in terms of resale value.
b) Is the asking price tacking on the standard listing premium? What I mean is, many sellers typically add 5-10% to the starting asking price of their property over past comparables; giving them wiggle room to come down in negotiations? While it's not 'testing the market', its a typical practice common for Manhattan real estate sales.
c) How does the product compare to current active competition? After viewing 10-15 properties in your price point, you will learn a few things; such as, what 750 sft should look like, what a good view is, what GOOD/EXCELLENT/MINT condition means, and how all these things affect the asking price of the product.
d) Are imperfections priced into the property? All too often I notice buyers who immediately deduct imperfections from a property's asking price immediately, without questioning if the asking price already priced in work needed, or lack of light, or no view.
The final nail in the coffin is analyzing in-building trades in the past 4-6 months. Should you and your buyer broker find that the product in question set the asking price right in-line with past sales, you know it's priced to sell. Pricing in the value for a higher/lower floor unit, renovations, and layout is more of a science. In regards to what value to place per floor, the general rule of thumb is like $7,500 - $10,000 per floor; however, in my opinion this premium should be drastically lower if we are discussing properties whose light/views are relatively unchanged as you go higher up. In other words, the value of a 4th floor unit that does NOT clear the opposing building and the 12th floor unit that does and has unobstructed city views and sunlight could get away with the $10k/per floor premium. However, the difference between a 15th floor unit and a 20th floor unit where light/views are relatively unchanged, should be less.
Here is how I advise my buyer to bid, assuming the decision was made to buy and the decision was made to make this property their first choice.
#1 - Don't mess around with low-balling. It will be counter-productive and will likely result in a 'no-response' from the seller. Instead, bid a bit more aggressively than you might otherwise bid on an overpriced property. The goal is to get a response, get the seller interested and to the negotiating table. You want the seller to take your bid seriously. Using the typical 'bid 10% below ask' is not the way to handle this type of situation and will likely do more harm than good. Sure you can try, but I doubt you will get the desired result.
#2 - Present the bid properly and show you mean business. Very important. Submit the original bid in writing via an offer letter that discloses the buyer's name, job position, salary, liquid assets after closing, attorney information, lender information, and projected closing date. In addition, include a simple financial statement (assets/liabilities/salary/bonus) and a lender pre-approval letter with the original bid. This is business and you are serious. Submitting a verbal bid to the seller broker to 'feel them out' is not the way to go here. Rather, do that when you are trying to low-ball 20% below ask for an overpriced listing, not a listing that is priced to sell.
#3 - Narrow your expectations. Everyone wants a deal and to get a property at the lowest price possible. But when dealing with a property that is priced right, the risk of losing the deal is far greater than for an overpriced listing that is likely to sit for many months on the market. Assuming you know that this is a deal, that its priced right, and that it has the features you know will help at resale, you should also know that the seller is aware of these things too. The seller and seller broker has access to information that you, the buyer, do not. They know the level of interest in the property, if there are multiple second showings, and the level of desperation by the seller. Just because a property is priced right does NOT mean the seller is desperate to sell! Narrow your expectations on the seller's first response, and keep emotion out of the equation here. Deciding NOT to up your bid right below the seller's first response or accepting it outright because you have the need to feel like you won, is the wrong emotion in this situation!
UrbanDigs Says: There are deals to be had out there. Some deals show themselves as products that are priced right, while other's show themselves as a result of overpricing and now playing catch up with price cuts. The important thing to focus on is the quality of the product and the level of interest that you, the buyer, has. If you know you need to buy, and use the tax savings, and you find yourself in the above situation with a product that you know is priced right, be sure to alter your bidding strategy a bit and keep your emotions at bay. If you are a buyer that is in no rush, doesn't have to buy, are stretching to afford the product, clearly this strategy is not for you; in fact, you should re-evaluate the buy vs. rent strategy or your max budget altogether!