Selling a home in the North Florida housing market used to be all about location and price.
But these days, it’s a buyer’s market in the Pensacola Bay area, and home builders and sellers increasingly have to sweeten the deal with a variety of incentives and freebies to get properties sold.
They include everything from paying the first year’s Florida home loan payments or homeowners insurance, to free carpeting, landscaping and bonuses for real estate agents.
Some, like Carolyn and Carl McCray, have turned to professional help in “staging” their house for sale, according to the Pensacola News-Journal.
When the Milton couple put their home on the market last summer, they could not have chosen a worse time. The area’s housing market was flooded with a record number of homes for sale - more than 6,800.
Asking prices for single-family homes had peaked, buyers were scarce and Florida was just entering a crippling, wind insurance crisis. Then came notices of huge property tax increases.
But the couple soon discovered they had a bigger problem: clutter.
When their house continued to languish on the market, the McCrays turned to Laura Tkach, a Realtor with Keller Williams in Pensacola, who recently had completed a detailed, accredited course in house staging, and offered her expertise - at no charge - on top of traditional real estate services.
“It involved removing a lot of furniture, getting clutter off the counters, painting, small repairs, rearranging furniture and getting a lot of things off the walls,” said Tkach of the makeover process.
Was it worth it? The results indicate so.
“Within three days after the sign went up, the first person who walked in bought the house. We had a contract five days later,” McCray said. “It’s all about how your home shows. It actually changed the way we decorated our new house.”
While not every home for sale needs such an extensive makeover, Tkach’s staging service is an example of how creative Realtors and home builders have become in the face of a tough market.
Duncan Hudnall, regional manager for Pensacola-based Adams Homes, said that his company is offering certain buyer incentives and working with Florida mortgage lenders to make it easier for people to buy a new home.
“We’re not giving away a new Mercedes or anything like that. But as the housing market took a downturn, we did some work with a couple of Florida home mortgage lenders to bring down loan costs and offer incentives, such as no payments for six months,” he said.
Hudnall said that the company is offering free wind insurance for the first year to some buyers troubled by high costs. Those kind of incentives, and the welcomed leveling of home building costs, appears to be working.
“As we move into 2007, the situation is actually quite a bit rosier. Home builders are willing to take less profit to move a house,” Hudnall said.
Doug Gooch, newly installed president of the Pensacola Association of Realtors, said his group is working to get the word out to Realtors and buyers about the array of state and federal lending programs, especially for first-time home buyers.
Meanwhile, Robin Boyd, vice president of sales for Arthur Rutenberg Homes, said their home building business is good and getting better.
“We’ve had more action in the last six weeks than in the past six months. Our business looks solid through 2008,” Boyd said.
Boyd said her company is offering incentives such as price reductions to customers who agree to start construction on their home, based on a predetermined schedule - or “slot” - determined by Rutenberg’s construction planners.
Veteran Pensacola Realtor Jim Pennington also is optimistic the market is on the rebound.
“What I’m hearing is buyers saying they can afford $1,000 a month Florida mortgage, but when you add $300-400 a month of taxes and insurance, they can’t handle it. Obviously something has to be done about the rates. But I just don’t know if there is a silver bullet to force rates down,” he said.
Pennington says he always encourages his clients to vigorously shop around the state’s homeowner’s insurance market the same way they would homes.
“There are a lot of insurers in Florida, and it is possible to find insurance if you look hard enough,” he said.