by Michele Gillis, Staff Writer
Selling in gated communities can be challenging as far as gaining access and allowing others access to your listings. But the advantages including higher priced homes, exclusivity and amenities can outweigh the difficulties you might experience.
"As a professional, it's not difficult to sell in a gated community," said Sharon Mills of Watson Realty. "Once you understand the requirements for showing properties in these communities, we have a responsibility to follow their rules. The requirements are fairly standard with the exception of a few communities - tedious but not difficult."
Here are a few of the issues and what to do about them:
Access
Getting in gated communities can be a challenge.
The problems usually seem to lie with the amount of requirements needed to gain access. There is limited information on the Multiple Listing Service about those requirements, plus it may require coordination between agents.
"Access is always an interesting thing," said Jenet Cattar of Cattar Realty. "It would be nice to have that information easily accessible in the MLS. Also, it would be helpful if the agents and administrative assistants who set up showing appointments would clearly state, even if it is private remarks on the listing, exactly how to get to the house, instead of how to get to the sales center.
"Great agents attach the community documents and/or links to their listings, but many times, it's a guessing game. It does require time, accurate information and patience, of course."
Some homeowner associations have many requirements.
"Some are stricter than other," said Judy Fields of Prudential Network Realty. "Some want a copy of your real estate license, driver's license, a special pass and/or a call from the homeowner or listing agent to give access. Speak with the listing agent and ask how to access the property with the security guard or gate and what if any credentials are needed other than your business card."
Naomi Wilkinson of Re/Max Unlimited said preparation can go a long way.
"Each community has its own set of guidelines to follow," said Wilkinson. "Some are much easier than others. Otherwise, it really is not a challenge if you plan ahead and know your neighborhood guidelines. It does make your job harder if you are not prepared."
Many communities give out Realtor passes, but beware.
"The passes are only good for a couple of months at a time," said Wilkinson. "So, if a customer happens to ask to see a property on a weekend and your pass is expired, you will more than likely not be able to get through the gate. That makes our jobs much tougher."
For unmanned gates, not having the right code to enter can also make for a bad impression on the client. Make sure to check out the entry code before bringing in a client.
"It can be a hindrance," said Beth Clark of Coldwell Banker Premier Properties. "Sometimes the code is changed or not recorded right or you get a guard that wants to know more than should be expected and takes a long time. There's nothing like not being able to get in or having to wait to try to get through the gate by following someone in to make you look unprofessional."
Marketing
Since prospective buyers cannot get to your gated community listings by themselves, getting creative with your marketing in those communities can go a long way.
"Selling in gated communities somewhat limits your exposure to the general public," said Watson's Mills. "More marketing is required to get the property in front of those who don't have access to the community."
It's good to target the buyer's agents and get open house announcements out via MLS, flyers and in the media when holding open houses in a gated community, advises Paul Gruenther of Watson Realty .
Another option is putting up signs outside the community.
"Agents must be careful to make sure that the signs are permitted with the city," said Mills. "The city has cracked down a bit on signage because people were just leaving signs all over."
You can also advertise your open house on Tourfactory.com, your personal website and your company website.
Realtors suggest that since each gated community is different, agents should call the HOA to ask what the restrictions are for advertising an open house, including how many signs are allowed and if signs can be put outside the community.
"Some of the communities will allow you to leave flyers at the gate to hand out to people looking for an open house in that particular community," said Mills. "I leave a flyer with the property address saying open house today from 11 a.m.-2 p.m. and some photos of the home. Anyone then seeing the open house sign usually goes to the gate to ask for information on the open house."
Mills said when you take the flyers to the guard gate let them know the specifics of your open house and thank them.
Open houses
A community-wide open house is also a good idea to bring buyers in to see your gated community listing.
"Typically, to do an open house in a gated community and to make it worthwhile, it's best to team up with other listing agents in the community and do a community-wide open house," said Wilkinson. "This way, we have the approval of the HOA and gate staff to let folks in the community during the open house hours. The listing agents can advertise together, promote each other's listings and spread the word to a larger sphere of potential buyers. This is a win/win for everyone."
Know the amenities
It's also important to familiarize yourself with inventory in the community you are holding the open house in just in case your property is not a fit you can suggest other properties in the community.
Gated communities offer a certain lifestyle, amenities and security.
"When marketing the home, sell the lifestyle of the gated community," said Gruenther. "Describe and add photos of the amenities, security and community features. A Realtor's familiarity with community access, amenities and local politics can give them an advantage over competitors. Once you get to know a few people in a community, you could generate more referrals."
Some Realtors say that buyers either want a gated community or they don't. Realtors say there really is no "in between."
"Gated communities are like black olives," said Gruenther. "My buyers either love them or hate them. Each buyer has a pre-existing gate/no gate community preference. It can vary from husband to wife. Even if they say they don't have a preference, they do."
Gated communities are usually more upscale and better maintained, providing a luxury lifestyle to the buyer.
"The manned gate is often the buyer's first impression of the community and the professionalism of the gate staff can add a lot of value to the neighborhood," said Wilkinson.
But, it's not all about the gate, it's what's inside.
"I believe for the discerning buyer it's not necessarily about the gate but the amenities offered in such communities such as golf, full service country club, pool, exercise room and tennis courts," said Mills.
Mills said her customers prefer the sense of security, amenities offered, prestige, usually well-maintained and strict covenants and restrictions which keep the areas above standard.