Media Releases

Release Date
May 15, 2007

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Desert REALTORS® Learn Tips On
Real Estate From Top Producers
By John Hussar

PALM DESERT (Calif.) - Constant and honest communication with clients, realistic home pricing and "24/7" service are the essential tools for REALTORS® to adjust to the Coachella Valley's "normal" real estate market.

Four "top producers," who are successful in a wide range of home sales, shared those tips and others before some 150 members of the California Desert Association of REALTORS® recently.

The panel consisted of Eva Welsh, of the Eva Welsh Company, Angie Torres of Tarbell Realtors, Rob Zwemmer of Keller Williams Realty and Roger Joles of Prudential California Realty. Jennifer Carter, of Dyson & Dyson Real Estate, was the moderator for the April 12 event at The California Desert Association of REALTORS® board office in Palm Desert.

"This is really just a normal market, with just a little more inventory," Joles said. "Interest rates are still historically low. This is a great time to buy a house. We're not in a down market."

Joles said REALTORS® need to be "brutally honest" in helping their clients set their asking price. "Don't agree with the price they want if that's not what will sell their home. You have to be realistic."

He said market savvy REALTORS® need to create a sense of urgency in selling a client's home, such as holding an open house at very specific times such as 5 p.m., on Saturdays only.

In response to a question from the audience, some panel members said motivated sellers are sometimes willing to offer a "bonus" on top of the commission.

Long-time Coachella Valley luxury home broker Eva Welsh, a member of The Desert Estates Network specializing in high end home sales, said sellers are educated to ask about commissions and agents need to be prepared to discuss level of service they provide.

In dealing with clients, the panel tackled different approaches.

"You need to constantly communicate trends with your client," Welsh said. This is a very emotional business. It's very important to be proactive. You have to be in business 24/7."

The panel agreed that all real estate companies need to have their team of assistants as well as mortgage lenders, escrow, title professionals and others to service the clients and bring the transaction to a successful conclusion.

Torres said hiring a competent staff helps her to serve both her clients and balance her life with family and friends. Having a written business plan in place is also essential to have a successful business, the panel said. "I try to review my business plan every three months to make sure it is working," Zwemmer said.

The California Desert Association of REALTORS®, The Voice for Real Estate® for the Coachella Valley, represents more than 4,000 estate professionals from Palm Springs to Coachella.

For more information, please call (760) 346-5637 or visit online at www.CalDesertRealtors.com