Working Harder for Every Sale

Brian Copeland shoots video for a listing in Nashville. The real estate agent also lets potential buyers send messages to his phone from his Web site. "I'll pull over on the side of the road and talk with you immediately," he says. (By Mark Humphrey -- Associated Press)

That's why Friedman, in Tampa, pays professionals to help sellers ready their homes. He has a cadre of interior designers, photographers and videographers who help him produce the videos of each property. He spends $2,000 to $3,000 per home for the service, but it pays off, he said.

"Yes, it's into my bottom line," he said. "But when you're selling houses, at least your bottom line is there."

Friedman also uses creative open houses to try to attract buyers. When he has waterfront properties for sale, he provides fishing poles or kayaks for potential buyers to use during the showings.

Copeland concentrates on making himself accessible to buyers and making his sellers visible on the Internet.

"I'm finding it's taking a lot longer, which creates more work," he said. "If it were a different market, my days on the market would go down."

It takes about 10 to 12 weeks to sell a house in today's market, compared with four weeks during the peak sales times of 2004 and 2005, according to the Realtors association.

When Copeland receives queries through his Web site, he responds right away.

"I'll pull over on the side of the road and talk with you immediately," he said.

He also tries to attract buyers by posting high-end photos and videos of properties on Web sites frequented by house hunters.

"There's no room for poor photography," Copeland said. "We are now in a beauty pageant and a pricing war."

He recently paid to have a gas line installed in a fireplace, and he said he does everything he can to keep buyers and sellers at the table.

"You have to be nicer than you used to be," he said. "Your goal is keep people in the deal."