Jayden Daniels Football Card Worth $1K? Simple Rental Home Pricing
My 11-year old son has become very interested in football cards. He used to just like finding players on his favorite team (The Tampa Bay Buccaneers- ugh! If it wasn’t going to be the Carolina Panthers, could he not pick a team in another division???), but now he has expanded his interest in what the cards are “potentially” worth.
Now his old man had similar interests in his younger years, except mostly with baseball cards. I’d get the Beckett price guide and add up how much my cards were worth. And, of course, I dreamed of when I was much older and the rookie cards of players like Barry Bonds and Roger Clemens would be worth millions when they made the Hall of Fame (cough, cough).
My son excitedly pulled me aside one day and showed me a Jayden Daniels (rookie quarterback for the Washington Commanders) card he had just pulled from a new pack. On my wife’s phone, he had found a page that showed that the card’s value was around $1K- wow! Next to the value was an eBay button where one could post it for sale with the push of a button.
Our conversation:
Me: Very cool! Push the button and sell it for a $1K!
Son: Now way, Dad! That’s low. It will be worth much more later.
Me (thinking of the old baseball cards I had in our house with virtually no value): Are you sure? $1K of real money gives you a lot more options.
Son: Nope.
Me: What if Dad sweetens the pot and will give you another $100 on top of the $1K if you can really get close to $1K for it?
He still wasn’t going for it.
In my mind, I wanted to put this estimation of value to the test. Was there really someone willing to pay $1K for this new card? I was doubtful. What was the real market if he was bent on selling it? Ebay, in theory, pulled this valuation from past sales somewhere. I’m thinking that it was worth much less, like single digits. Unfortunately, short of listing his card for sale on the sly, I’ll never know for sure.
I find rental home pricing to be similar. Property managers dig up comparable sales, factor in the differentiating house features, look at the available competition that is renting in the area, and then formulate a price. This price is an educated guess and is compiled in order to get good tenants applying, in a relatively short amount of time, at the highest possible price.
But we don’t really know how many houses are truly on the market for rent. There are many rental websites. Recently, we thought we had priced a home for rent well, only to find that there were almost 10 others on the market in the neighborhood on another website we hadn’t seen- and they were all listed at the price we recommended! That type of similar inventory makes for a logjam.
So what’s the right price? Does it matter how many Jayden Daniels cards are on the market? How can one know how many houses and cards are for sale out there? And how much they sold for?
It does matter, but there is no real way to know everything going on. However, there is a way to know for sure whether a price is good or not. And it’s really simple.
Putting the home on the market for a reasonable amount of time is the surest way to find out. If the house is listed with decent exposure to the market and the valuation is right, it will rent. If Jayden Daniels’s rookie card was listed at $1K and it sold for $1K, the price was right (or too low). If it didn’t sell, the price was probably too high. Simple stuff.
The market sets the price. And the market is constantly changing. But it is pretty efficient. If it didn’t sell, the market declared that the price was too high at that time.
Will my son’s card sell for $1K? There’s only one way to know! I just need to convince him to list it and see.
Happy Landlording!
Learn MoreCharlotte Property Management Monthly: Incentives: Knowing Why the Chicken Crossed the Road & Why Fees are Good
Q. Why did the chicken cross the road?
A. There was bird feed there
B. A coyote was chasing him
C. He saw a hot “chick” on the median
D. To get to the other side
Answer D is the response that makes this a legendary “joke” (somehow…). Answer D is also very incomplete. Everything happens for a reason; no one does things without some type of incentive being involved. I mean, the chicken wouldn’t care about getting to the other side if he didn’t have a reason to do so. What was its motivation? What was the incentive the chicken was pursuing? A, B, or C answers make much more sense to me in answering the “why” question! They address the chicken’s needs:
A. Hunger
B. Safety
C. Love (or lust)
In business, incentives usually mean money. If 90%+ of businesses fail for lack of cash flow (lack of money incentives), then the ones that survive make sure they are getting enough cash incentives from their customers. Obviously, this isn’t a one way street; the businesses are offering enough value in return so these payments are a win-win deal.
So now that is established, what can incentives tell you about a company? Some charge for certain services, some don’t. Why not just take the free services when they’re offered? Cheaper, especially in tough economies, seems like the best way to go. Right?
Well, incentives can be telling; company pricing and their fees can tell you what they believe they do well and what they don’t. So, in terms of getting great results, paying fees can be very important! Fees motivate companies to do what you want them to do.
Reading into incentives (aka company pricing) is interesting and generally informative. Let’s look at examples of this from real estate and other businesses:
1. When a tech company sells pricy software and then offers free support with it, I’d expect the software to be good and the support to have long hold times. If support costs extra money monthly and can be cancelled at any time, the support will probably be pretty good.
2. If you ask a friend to pet sit Fluffy as a free favor to you, your friend will probably be late and leave early; unfortunately, most friends will do the minimum required! If you hire the most expensive pet sitter in town, chances are Fluffy will be treated like Benji on a movie set.
3. If property management companies don’t charge you to sell homes under management, they are probably not going to actively seek to sell your home to the tenant.
4. If you offer your real estate agent 7% commission, they will probably be incented to work harder to sell your home. Many people will try to get their agent down to 5%, which is a complete misread of how incentives work.
5. If a property management company charges a huge sign-up fee, but very little for procuring a tenant and managing the property, chances are they will be very motivated to sign you up. They may be less motivated to procure the tenant and manage the property.
Generally-speaking, incentives (pricing) are an effective measure of the value that will be received for different services. A $5 chocolate bar should be better than a $1 bar. If you offer to pay one friend $50 to mow your loan and ask another to do it for free, guess which one you will see firing up his push mower first in your front yard?
So fees are good for consumers! If you don’t make sure you are utilizing proper incentives for service providers, you’ll never know when (or if) the chicken will actually cross the road.
Brett Furniss is the President & Owner of BDF Realty (“Charlotte’s Most Innovative Property Management & Investment Company”), and Rent-To-Sell Realty (“When You Need a New Solution to Sell Your Home”) which specialize in rent-to-own (lease options) and rent-to-sell homes. His newest book, A Real Estate Agent’s Complete Guide to Representing Rent-To-Own (Lease Option) Tenants (Delight Clients, Fill Vacant Homes, and Earn $2,250* Upfront! (*Minimum!)
Learn MoreCharlotte Property Management Weekly: Big Bank Lessons: How to Sell More by Charging More- It’s All in the Ask
It’s not how much you charge, but how you ask.
“Even in this ‘new economy’? Everyone is so price conscious!”
A friend of mine was going to Mexico and I wanted to surprise her by giving her some Mexican pesos for the trip. Being that Charlotte (drum roll, please) is the 2nd largest banking city in the country, I didn’t think it would be a big deal; I only planned on getting 20 dollars worth of pesos.
I walked into Wachovia across the street and asked for the twenty dollars worth of pesos. They said there was a $15 fee, so it probably wouldn’t be worth getting it from them. They suggested the airport, a travel agency, or Bank of America. I found it interesting that they suggested a competitor; good for them!
I walked a few blocks to Bank of America and figured I’d cut through the chase. I immediately asked the bank teller what they charged for exchanging dollars for pesos. She said they didn’t charge anything; the conversion cost was factored into the exchange rate (aka lowering it). That sounded swell to me.
The question is: how much money did Bank of America make on this transaction? I really have no idea. But they got the sale! The real exchange rate could have been 20 pesos to the dollar, and they gave me an exchange rate of 10 to the dollar. That’s robbery (of course), but I didn’t know it. I just knew I wasn’t paying a $15 conversion fee on top of the $20 of pesos!
So I thought about this in the context of a la carte real estate pricing, specifically in property management. When I tell a customer that our fee for power washing their house is a 15% “project management fee” on top of the real cost, it does not come off very smoothly. The customer feels the exact amount of our fee and how it is increasing their total cost. There is always a strange pause after this pricing explanation, but I thought it was worth it as it provided a high level of transparency on how and where we make our money.
However, can a case be made to present this differently? If power washing costs us $70, and we tell the customer it will cost them $100 to do it, that’s not dishonest. I mean, do you e-mail the Gap and ask them what the actual price the shirt you bought from them cost? Or ask McDonald’s what your soda actually cost? Of course not! You either like the price and buy the product, or you don’t, and you walk.
That conversation with no added fees goes a lot smoother. I mean, what sounds better: $100 cost with no “hidden fees” or $70 plus a 15% fee? Surprisingly, the $100! The profit margin of the first presentation method (which sounds better) is approximately 66% more! And the customers are happier and not triple-checking their monthly statement to make sure the 15% was computed correctly.
In conclusion, the way pricing is offered is important. It’s a way to have your cake and eat it too, a true win-win-win. You can charge more, while selling more, while making your customers happier!
There might be a reason that big banks generate so much revenue; they know how to ask their customers for it!
Brett Furniss is the President & Owner of BDF Realty (“Charlotte’s Most Innovative Property Management & Investment Company”), and Rent-To-Sell Realty (“When You Need a New Solution to Sell Your Home”) which specialize in rent-to-own (lease options) and rent-to-sell homes. His newest book, A Real Estate Agent’s Complete Guide to Representing Rent-To-Own (Lease Option) Tenants (Delight Clients, Fill Vacant Homes, and Earn $2,250* Upfront! (*Minimum!)
Learn More