Simply Junior

It’s questionable whether real estate agents in Ohio bring buyers better prices. The trade group says real estate agents in Ohio bring prices that are 15.4% higher than sellers who don’t use one. But experts note that when real estate agents in Ohio put their own homes on the market, they leave them on for 10 more days and sell them for 3% more than the homes of their clients. The book also purports that real estate agents in Ohio use vague words like “fantastic” and “charming” to describe their clients’ houses, rather than stronger, more specific adjectives, because their primary goal is to persuade homeowners to sell for less than they’d like, and alert buyers that the house can be had for less than the price.

Some experts disputes the notion that real estate agents in Ohio are just out for a quick commission. “Their business relies on their reputation for getting the highest price for their clients,” he says. Experts say that real estate agents in Ohio add value in handling tricky people problems and details that may trip up inexperienced sellers. “A FSBO doesn’t have someone to handle negotiations or find a middle ground when emotions run high,” they say. “The real estate agent in Ohio doesn’t have someone who will tell him what disclosures he needs for his house in his state, or who will keep his house secure by prescreening buyers.”

Although the trade association doesn’t keep track of commission levels, experts say that commission percentages seem to be dropping. In Ohio, where price growth has been positive but not overwhelming, commissions have been running around 6%; in the hot Northeast, they’re running around 4%. “It’s driven by the marketplace,” they say.

Part of what’s pushing down costs is the popularity of flat-fee Ohio brokers and Ohio discount brokers. These give general bare-bones help, rebates, or menu-based options at reduced cost. Most important, many real estate agents in Ohio do what owners can’t do for themselves, which is get the house listed on local multiple listing services. But after that, sellers get a break depending on what aspect of their home’s marketing and sale they want to assume on their own, such as advertising, holding open houses, negotiating, or handling the paperwork.

At least one national broker, Zip Realty, which started in 1999, is relying on a Web-based business model that treats real estate agents in Ohio as employees rather than independent contractors, to help hold down costs. Marketing is somewhat bare-bones, but covers the basics: home advertisements in local newspapers and on real estate Web sites with virtual tours, one open house, one for-sale sign on the lawn, flyers, an e-mail blast to buyers, and coordination of showings. Its rates, however, are typically 1% less than the going rate in an area-for the $690,000 house we talked about earlier, Zip Realty’s commission would be $34,500, 17% less than what an Ohio broker charging a 6% commission would receive. Other discount or flat-fee Ohio brokers include Help-U-Sell and Assist-2-Sell.

But full-service Ohio brokers are doing all they can to keep tight control over the money machine. The National Association of Realtors once proposed a rule that would allow real estate agents to prevent their listings from being displayed on the Web sites of any brokers they chose (meaning discount brokers). But pressure from federal regulators and discount broker members convinced them to withdraw it.

Meanwhile, government antitrust legislators have been looking into industry-backed initiatives that would limit lower-cost options for consumers when dealing with real estate agents in Ohio. Within the last year, a number of those initiatives for dealing with real estate agents in Ohio have passed.