Grace Lavigne

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    • Member Type(s): Content Publisher
      Media - Print Journalist
      Media - Web-only/Blogger
    • Title:Writer and Editor
    • Organization:Grace Lavigne
    • Area of Expertise:Writing, Editing, Social Media
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    Dear Gracie: Haunted by My House -- How to Sell in a Buyer's Market

    Wednesday, June 8, 2011, 9:54 AM [Dear Gracie]
    0 (0 Ratings)

    Dear Gracie,

    My house has been on and off the market for the past five years. I've lowered it by $50,000, but I can't afford to lower it anymore. What should I do? Should I cut my losses and get out before the market gets worse, or should I sit on it for a few more years and hope for it to get better? How long do you think I'll have to wait? If I do wait, is there anything I can do in the meantime?

    Sincerely,

    Haunted by My House

     

    ***********************

     

    Dear Haunted by My House,

    Recent news stories tell us that the housing market is crumbling; that if you're selling a house now, you're going to get ripped off. How true are these assessments? What should someone who is looking to sell do? Should you cut your losses and get out now, or wait and hope for the market to get better? Four real estate experts weigh in:

    Real homeowners are motivated by life circumstances, says Diane Saatchi, senior vice president at Saunders & Associates, a Hamptons real estate agency. People might move for a new job, a new baby, to be closer to a parent or something outside of their original planning. "You can't always buy when you want to and sell when you want to," she says.

    "You have to do what is right for you and your family and your own situation," echoes Kathy Braddock, co-founder of Rutenberg Realty, a New York City residential real estate firm. "Do not make any important decisions like keeping your home in the 'hope' that the market might go up. It all depends on your needs."

    So if you're moving from House A to House B, it doesn't make sense to wait for the market to improve. If it's a down market, then you're going to sell low and buy low, and if it's an up market, then you're going to sell high, but buy high too, Saatchi says.

    "The smartest thing you can do is try and sell your house for the best possible price," she continues. But it's not just the price of the house that matters, Saatchi adds. Consider equities and mortgage rates too.

    Shanna Middleton, owner of Real-eStage, a real estate firm and staging company in one, provides advice on how to consider equities when trying to sell: "Homeowners with negative home equity -- meaning they owe more than it is worth after paying Realtor and closing fees -- must consider why they want to sell. If they just want to test the market, my recommendation is for them to hang on for a couple of years."

    "If homeowners have equity in their home and a good reason for selling now, and they are comfortable with the fact that they will not receive top dollar, I suggest they go ahead," she continues. "If they wait a couple of years, the homeowner might end up getting more money for their home, but they also might end up losing the equity they currently have due to another drop in the market."

    "Don't gamble if you cannot afford to lose," says Braddock. "Sell and cut your losses if you need to get out. We don't always win on every transaction."

    According to Middleton, homeowners who must sell now have three options:

    • Rent out your house for a couple of years.
    • Sell your house and cut your losses.
    • Consider a short sale.

    "A short sale is essentially an agreement between the bank and the homeowner that the bank will take less than what is owed for the home, so that the homeowner does not need to bring money to the closing table," says Middleton. The downside of a short sale is it negatively affects the homeowner's credit, and the bank might ask the homeowner to repay the difference, she says.

    When it comes to staging your house, says Saatchi, depersonalize! "It sounds counterintuitive, but it works 100 percent of the time," she assures. "Your house must look universally appealing." Sentimental value means nothing to potential buyers, so get rid of anything too personal, like family photos or keepsakes.

    Before you bring in the brokers, you also need to get rid of the clutter and junk. Have a tag sale, Saatchi suggests. And with the profits, get a landscaper, and get them to remove bushes and branches that block light from coming into your house. Wash the windows and paint. "Keep it clean and fresh looking," she says.

    When everything looks spiffy, bring in the brokers. Find a broker via word-of-mouth, or look at who they have worked with in the past, says Neil B. Garfinkel, Esq., real estate lawyer and partner at Abrams Garfinkel Margolis Bergson (AGMB) (check out his real estate blog here). "In a selling relationship, the seller has to commit to one broker. In a buying relationship, the buyer does not have to commit exclusively to any particular broker," he says.

    They will give you a range of prices, says Saatchi, but pick the broker with one of the lower offers. Most sellers don't want to price low, thinking that they can price high initially and be haggled down later, but creating competition is key, she says. Not only will you get the honest broker (and not the one who's just trying to get the listing), you'll also be inviting more people to come and look at your house. Pricing low generates excitement, says Saatchi, and buyers will feel like they're getting a great deal.

    She illustrates the importance of pricing right with this example: If there are two brand-new cars on the market, with the same performance and amenities, which one will you consider? The car that's priced at market value, not the car that's priced too high.

    But how do you know what the real market price is, especially considering the turbulence? "In this marketplace, education is tremendously important," Garfinkel says. "Know the local market." Although the media are touting the market's collapse, it's not possible to generalize. "Some areas are severely depressed, while other places are not," Garfinkel says, and he knows from experience. As a real estate lawyer in New York, he illustrates the inconsistency of home values by pointing out that while Manhattan is a hotspot for real estate, the outer boroughs aren't as energetic.

    Resources vary from place to place, but to determine the price of your home, check out local listings and websites, or ask your broker for a Broker Price Opinion (BPO) or a comparative market analysis (CMA), he says.

    "Before you sign anything or give anyone any money, make sure you know what you're getting into," Garfinkel advises. "Speak to a trusted advisor or attorney."

    Hope this information helps. Good luck selling!

    Gracie

    Dear Gracie: Facing the Book

    Wednesday, June 1, 2011, 10:35 AM [Dear Gracie]
    0 (0 Ratings)

    Dear Gracie,

    Facebook introduced the News Feed in 2006 as a way to make the social network more …social. But what sort of society are they creating? I'm wondering how Facebook decides what to feature for each specific person in their News Feed. Are there trends in the algorithm that will make a certain person more likely to show up on my News Feed, such as whether someone likes my status update or views my profile, or how many posts they (or I) make, or how "close" we are as friends?

    And does that influence their advertisements? For example, I'm a young female, and I think Facebook strongly suspects I'm pregnant and/or baby-crazy. It seems a disproportionate amount of the posts on my News Feed are about my friends who are pregnant or have small children. I realize this could be my sensitivity to the topic or my demographic, but out of 400+ "friends," only about 25 or so fit this criterion. Then I see the advertisements for diapers and for classes to learn how to be an ultrasound technician. Did this happen because I "liked" X amount of baby pictures?

    In the five minutes I spend on Facebook each day, are my views and likes effectively pigeonholing me? And through the News Feed, are my views and likes encouraging contact with some friends, and discouraging contact with others? In what ways?

    Sincerely,

    Just Another Face in the Book

     

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    Dear Just Another Face in the Book,

    Finally, someone has found a use for advanced algebra, and of course, it's Mark Zuckerberg, the man we both fear and respect for making our friendships closer, but our neighbors farther. I know we all have trepidation over Facebook's insight into our lives, and how much they really know about their 500 million users. Here are the thoughts of two experts:

    The collection of algorithms that allow you to see relevant content in your Facebook News Feed is called EdgeRank, says Eric Fischgrund, the digital media manager at the PR firm Beckerman. EdgeRank is a formula developed by Facebook specifically for News Feed content. It is a set of computer rules that only applies to the "Top News" tab, and not the "Most Recent" tab (the Most Recent tab shows everyone's status updates in chronological order). However, Top News content is determined by three main factors:

    • Affinity
    • Weight
    • Relevancy

    Each factor assigns a certain value or number to every Facebook post, and the combined value is referred to as the post's Edge or EdgeRank. The higher the Edge, the more visible the content.

    Affinity refers to how often you interact with the post creator or brand, Fischgrund says. For example, if one of your Facebook friends puts up a status, Facebook will consider things like how many friends you have in common, how often you interact, etc. If you write on your friend's wall everyday, then your affinity with that person is higher. And the higher your affinity, the more updates you'll see by that person.

    The weight of a status is determined by its content and how many people interact with it. A status that includes photos, videos or links will "weigh" more than a text-only status. Fischgrund says this implies Facebook is encouraging the dissemination of more "important" information that affects wider audiences, like a trending news story or a viral video, rather than, say, a friend sharing personal details about their life (because, let's be real, no one actually cares about what you ate for breakfast). Furthermore, the more comments and "likes" a status gets, the more visible it will be. (There is no way to know for sure which "weighs" more, "likes" or comments, because Facebook does keep some tricks up its sleeve.)

    Lastly, Fischgrund explains that relevancy is based on the timeliness of the post. When a status is first posted, it has a higher Edge than it would after a week. Additionally, Facebook picks up on time-sensitive keywords or phrases in statuses, like "today" or "limited-time only," which also boost a status' relevancy.

    "Facebook learns about you as you use it, like Google search engines. If you never interact with a page, then Facebook probably won't have it interact with you," says Dan Grody, partner at Tellem Worldwide, a PR agency that specializes in social media (among other things); and head of youth marketing, entertainment and digital projects.

    But why does Facebook use EdgeRank to rate status updates? Fischgrund says it's advantageous for Facebook to make the site as user-friendly as possible, because the more members it has, the more it can charge advertisers. Facebook uses the information in your profile, like pages you've "liked," your interests, your location and more, to advertise to your demographic(s).

    Grody concurs, and points to MySpace's failure in this regard as an example of why Facebook's EdgeRank system is so essential to its success. "On MySpace," he explains, "any people or brands could carelessly post on and spam one's profile without any warning." MySpace eventually introduced an approval process, Grody says, where comments from another user had to be approved via email before they showed up on someone's profile, but even then users still had to sift through messages to separate the real comments from the spam.

    "Facebook is effectively eliminating these kinds of things from happening on our walls, and in the process, is preventing the online abuse of your profile via spam and unwanted messages -- the same things that caused MySpace to tank out of relevance," Grody concludes.

    By publishing things that are relevant to us, Facebook increases its chances that we'll continue using it to interact and share information -- the key to Facebook's success, both socially and financially. (Now if only we could get our public officials to respond to our "likes" as well as Facebook does…)

    Until next week,

    Gracie

    P.S. Check out this awesome video (suggested by @commeton) from the March TED conference about the Facebook News Feed "filter bubble," a phenomenon that's occurring when people are only exposed to certain ideas or people with similar interests as a result of social media targeting.


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