Here’s how homes get sold in a traditional real estate business transaction:

1. The home gets listed by a real estate brokerage, wherein the seller pays a total commission to that brokerage to list, market and sell that home.

2. The total commission, which is negotiable, is a percentage of the sale price, and the breakdown of that commission is usually 50% to the listing brokerage and 50% to the selling brokerage (the buyer’s agent).

3. The listing brokerage lists that home in their local Multiple Listing Service (MLS) and indicates what percentage of the total commission (called the coop commission) that will be paid to the brokerage that brings in the buyer.

4. Once listed in the local area MLS, that listing is then syndicated to Zillow,, Trulia and hundreds – maybe thousands – of other real estate websites for buyers to see when they search for their dream homes.

5. With more than 2,100 real estate agents in our local area MLS, more than 90% of the time, it’s the buyer’s agent who brings in the buyer (makes sense by the numbers and moreso since the listing agent represents the seller).

6. The buyer’s agent submits the offer to the listing agent, who submits the offer to their sellers, who decide to accept, reject or counter and back and forth until buyers and sellers agree to all terms of the contract.

So when selling your home, how do you know which company and agent will sell your home fast and for the highest possible price?  The answer is: Since the internet gives the same advantages to all real estate companies, whether big or small, choose the agent who best knows how to price and market your home so that it will sell at the highest possible price.

Here’s what to look for when choosing your listing agent:

1. Does the listing agent have a proven track record in selling local area homes?

2. Does the listing agent utilize enhanced marketing methods in addition to traditional real estate marketing?

3. Does the listing agent add value to your home by adding updates, upgrades and special features in the MLS?

4. Does the listing agent add value to your home by adding compelling captions to property photos in the MLS?

5. Does the listing agent also utilize exclusive property websites that effectively market your home 24/7?

6. Does the listing agent have excellent negotiating skills and incentives that will give you the competitive edge?

Email me with any questions or visit our website.

Larry Stoller is a broker and Realtor with Real Estate Five of the Lowcountry.,