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美国房产小讲堂 · 卖房策略
“经纪人不都差不多吗？谁卖都一样。”这笔交易给出了不同的答案：同一套房，同一个市场，同一时间，换一种卖法，结果相差约 40 万美元。
核心要点
- 同一套房子，不同的人卖，在价格、速度或成交条件上都可能有不同结果。
- 屋主自己卖房，容易用“生活的角度”看房子；卖房需要的是“销售的角度”。
- 针对性的调整和卖点的重新包装，会让同一批看过房的人产生完全不同的印象。
- 卖方经纪人最大的资源，往往是整个经纪人圈子的关注度和合作网络，而不只是自己手里的买家。
- 卖家配合专业建议，是成功的关键之一。
1从四个月没卖掉，到两周 4 个报价
这套位于尔湾的房子，屋主夫妻都是经纪人，自己挂牌约 288 万美元，卖了四个月，有过报价，但买家不坚定，价格也达不到预期。
团队经纪人 Cristina 带买家去开放日时认识了屋主，留下一句：“如果卖不掉，可以试试我们。”后来双方在超市偶遇、聊得不错，屋主决定交给团队代理。
团队在不到一周内完成了上市准备。第一周开放日来了十几组人，第二周又来了二十多组，两周共三四十组，在当时偏冷的市场里相当难得。最终收到 4 个报价，都明显高于之前的出价，最终以约 328.5 万美元全现金成交。
2从“生活角度”转到“销售角度”
屋主住在房子里，习惯按自己的生活方式摆放和使用空间。但卖房时，需要从买家的角度去呈现房子。团队给出了一系列针对性的调整建议，屋主也非常配合，一周内就完成了。
很多之前来看过房的邻居和买家，再来时都觉得感觉完全不同。甚至有之前看过、当时没出价的买家后悔：“那时候那么便宜，怎么没发现这个房子这么好？”
出嫁前，姑娘还是要打扮一下的。
3经纪人网络比“自己手里的买家”更重要
第一个进入托管的其实是团队自己的买家，但对方家人后来更想要带门禁的社区，第二天就退出了。团队没有挽留，而是继续推广，最终成交的买家是其他经纪人带来的。
很多卖家在找经纪人时会问：“你们有没有自己的买家？”但更重要的是，房源能否被整个经纪人圈子看到。屋主自己卖时，很多买方经纪人可能根本没注意到这套房子；团队的视频推广和同行网络，带来了新的买家。
4为什么值得聘请专业团队
有人会问：为什么要付佣金请一个好团队？答案在结果里：多卖了约 40 万美元，而且之前四个月都没有卖掉。不同的经纪人，有时带来的是更高的价格，有时是更快的速度，有时是更好的条件，例如成交后的回租安排。
佣金比例可以协商，选择经纪人时，建议综合比较对方的策略、推广方式和过往成交记录。
常见问题
Q：自己卖房和找经纪人卖有什么区别？
专业团队会从买家角度调整和包装房子，并借助推广和同行网络吸引更多买家，结果可能明显不同。
Q：卖房前需要做哪些调整？
通常包括整理和布置空间、修补小问题、优化照片和宣传卖点，具体要根据房子的状况而定。
Q：卖方经纪人一定要有自己的买家吗？
不一定。更重要的是房源能被更多买方经纪人看到，通过合作网络找到最合适的买家。
关于作者
Fei Li 李斐，FEI LI ESTATES 创始人，加州持牌房地产经纪人（DRE #02075610）。团队立足南加州橙县（Orange County），服务尔湾（Irvine）、新港滩（Newport Beach）、达纳角（Dana Point）、圣胡安卡皮斯特拉诺（San Juan Capistrano）及周边地区，自 2016 年起持续制作中英双语房产视频。
电话：(949) 353-9999 · 微信：feiliestates
本文仅供一般信息参考，不构成法律、税务、贷款或投资建议。市场数据与政策以发布时为准，可能已有变化；具体情况请咨询持牌专业人士并自行核实。
Even Agents Can't Sell Their Own Home? Same House, Different Approach, About $400,000 More
Please note: This video was published on November 3, 2024. It is more than a year old. Market data, prices, rates, and policies reflect that date and may have changed. Contact us for the latest information.
US Real Estate 101 · Selling Strategy
"Aren't all agents the same? Anyone can sell it." This deal gave a different answer: same house, same market, same time — a different approach made a difference of about $400,000.
Key Takeaways
- The same home sold by different people can produce different results in price, speed, or terms.
- Owners selling themselves tend to see the home as a place to live; selling requires a sales mindset.
- Targeted changes and repackaged selling points can completely change how the same buyers see the home.
- A listing agent's biggest asset is often attention from the wider agent community and its network, not just in-house buyers.
- A seller's willingness to follow professional advice is key to success.
1From Four Months Unsold to Four Offers in Two Weeks
This Irvine home was listed by its owners — a couple who are both agents — at about $2.88 million. After four months, there had been offers, but buyers were not committed and prices fell short.
Team agent Cristina met the owners while bringing a buyer to an open house and said, "If it doesn't sell, try us." They later ran into each other at a supermarket, had a good conversation, and the owners hired the team.
The team prepared the home for market in under a week. The first open house drew more than ten groups and the second more than twenty — thirty to forty groups in two weeks, rare in a slow market. Four offers came in, all clearly higher than before, and the home closed at about $3.285 million all cash.
2From a Living Mindset to a Selling Mindset
Owners arrange and use their home for their own lifestyle. Selling requires presenting it from the buyer's perspective. The team gave targeted recommendations, and the owners cooperated fully, finishing within a week.
Neighbors and buyers who had seen the home before said it felt completely different. One buyer who had passed earlier regretted it: "It was so affordable then — how did I not see how good this house is?"
Presentation is everything when a home goes to market.
3Your Agent Network Matters More Than In-House Buyers
The first buyer to open escrow was the team's own client, but their family later preferred a gated community, and they withdrew the next day. The team did not pressure them and kept marketing; the eventual buyer came through another agent.
Many sellers ask, "Do you have your own buyers?" More important is whether the listing reaches the whole agent community. When the owners sold it themselves, many buyer's agents may never have noticed it; the team's video marketing and industry network brought new buyers.
4Why a Professional Team Is Worth It
Some ask why they should pay a commission for a strong team. The answer is in the result: about $400,000 more, after four months without a sale. Different agents may deliver a higher price, a faster sale, or better terms, such as a post-closing leaseback.
Commissions are negotiable; when choosing an agent, compare their strategy, marketing, and track record.
FAQ
Q：What is the difference between selling yourself and hiring an agent?
A professional team adjusts and presents the home from the buyer's view and uses marketing and its network to attract more buyers, which can change the outcome significantly.
Q：What changes should I make before selling?
Usually decluttering and arranging space, fixing small issues, improving photos, and highlighting selling points, depending on the home.
Q：Does a listing agent need their own buyers?
Not necessarily. What matters more is reaching as many buyer's agents as possible and finding the right buyer through that network.
About the Author
Fei Li is the founder of FEI LI ESTATES and a California licensed real estate agent (DRE #02075610). Based in Orange County, Southern California, the team serves Irvine, Newport Beach, Dana Point, San Juan Capistrano, and surrounding areas. Fei has produced bilingual English/Chinese real estate videos since 2016.
Phone: (949) 353-9999 · WeChat: feiliestates
This article is for general information only and is not legal, tax, lending, or investment advice. Market data and policies reflect the time of publication and may have changed; please consult licensed professionals and verify independently.