The Door Has to Close
It’s a bit disjointed, this post. Ironic because it’s about words. Allow me.
I’ve read and heard agents and mortgage lenders speak about people getting to closing and walking away. Ten percent in June according to Real Estate News.
Or homebuyers dissatisfied post purchase, 69% according to Newsweek.
Realtor Magazine notes “Many (64%) homeowners said that knowing what they know today, they would’ve bought a different home.” That’s a lot of dissatisfaction. It may have something to do with words and numbers.
Words. “Isn’t this a lovely kitchen?”
 Like architectural drawings, the pieces (words) must fit. In an earlier life I ran a housing rehabilitation program. I learned early on, working with contractors and architects, that if the measurements weren’t correct, if the drawings were inaccurate…”the door wouldn’t close.”
Words. “You can’t lose money in real estate.”
If the words or numbers don’t fit, all meaning can be lost. If meaning is lost, decision-making becomes difficult, costly and may lead to dissatisfaction.
Numbers: $584,259 $581,188 $743,420
Recent updates from a local real estate team on the value of our home.
Feb. ‘25: “Estimated value of your home: $584,259.
Apr. ‘25: “Estimated value of your home: $581,188.
June ‘25: “Estimated value of your home: $743,420.
Each update ends with “Let’s chat about your home’s value. Tell us what you think about the estimate.”
Marketing: The numbers aren’t rounded; they are to the hundreds. This is to convey accuracy. Wow, if they know the value to the hundreds, they must know what they’re talking about.
Reality: The numbers don’t fit. If the numbers don’t fit, they lose value. The word “estimated” provides an out.
Marketing: “Let’s chat about your home’s value and tell us what you think…”
Reality: The agent doesn’t want to chat about our home’s value, well in a sense she does, the agent wants to list our home for sale and sell us another. Asking for our opinion is, of course, a nudge for a chat.
If the agent opened the door with “I’d like to list your home for sale”, I might close the door. Is it really a chat? No, the words and opinion request are a tease. Because the words don’t fit, they lose value.
More words. A flyer recently appeared in my inbox:
“Get a Certified Buyer Agent Designation in only 2 hours for $49.” It went on, “You will learn showing techniques that generate urgency.”
More Numbers: Can you really learn how to work for homebuyers in 2 hours? Homebuyer Associates have been Exclusive Buyer agents for 40 years (roughly 350,000 hours).
The $49? “Tell us what you think.” (Me: Just kidding, don’t.)
Words: “…techniques that generate urgency.” Urgency is the last emotion we want our clients to feel. Urgent helps the seller and listing agent.
Think about it, why would a buyer entrust the largest purchase of their life to a $49, 2-hour buyer agent?
Words.
Buying a home is difficult in the Milwaukee metro area. To be successful you need to be strategically and financially prepared and invested in what the words and numbers really mean.
 We started the concept of buyer agency. Our approach has always been not to sell homes, not to create urgency, but to educate and inform buyers. It makes for less dissatisfaction.
Beyond real estate, take a hard look at the words and numbers in politics, in your retirement planning, your fees, life in general. You may be better for it.
Please forward this newsletter to at least one person who needs it.
Selling? We don’t list homes for sale instead, contact us for an objective, independent opinion on price and the process of selling in today’s market.
We’ll give you the inside scoop on the good and bad practices in real estate.
Having helped over 1,800 homebuyers you learn a lot about the selling side. The goal: Make educated and informed decisions.
PS: A former client is renting his (their) 3 bedroom single family home on the Eastside of Milwaukee. A one year lease for now. It is near UWM but not the student section of housing. The rent is $2,500 per month. If you have interest contact me at: homebuyeba@gmail.com and I’ll connect you with them.
Thanks for reading,
Michael D. Holloway
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