Asha Shukla is a realtor for Prudential Prime Properties and provides commercial, residential and investment real estate services in Massachusetts and Rhode Island. With real estate getting its share of attention these days in the news and the eonomy, Lokvani decided to ask Shukla to share some tips about the market.

Give us some background about yourself---why did you enter the real estate business and what were your reasons?
 
I became a real estate agent thirteen years ago and am currently an agent with Prudential Prime Properties, Roberta K. Realty. It has been pleasure working with a very enthusiastic owner/manager Roberta, and many wonderful associates. I provide both commercial, residential, and investment real estate services in Massachusetts and Rhode Island, and also help customers with nationwide relocation. I’ve worked with a range of customers including first-time home buyers as well as CEOs of Fortune 500 companies. For the past five years, I have received the Top Producer award, recognizing my volume of sales. Additionally, I have received recognition and awards for my Relocation Services.

But regardless of the awards, the real reason I enjoy being a real estate agent is the chance to interact with new people and help them with their real estate needs. For me, the satisfaction of seeing clients close a deal and happily settle into their new home is the real reward.
 
My knowledge of the real estate market extends throughout the New England region, although my area of expertise is within a thirty mile radius of southeastern Massachusetts and Rhode Island. Through Prudential’s excellent networking system, I’m also able to help customers that are looking to relocate nationwide. I’ve helped customers with a range of deals throughout the region, including purchases of small businesses, hotels and vacation homes.
 
  What must a buyer keep in mind during a downturn in the housing market?
 
The current market is certainly a buyer’s market. Therefore, buyers have a lot of room to negotiate at the moment. And that is where a professional real estate agent representing a buyer can me most helpful. Confusion often lies in the notion that buyers must pay if they have a buyer’s agent, but that is not true all the time. Sellers pay the commission of a real estate agent even if the agent represents a buyer. Thus, buyers have nothing to lose by working with an agent for their needs.
 
My tips for the current market:
 
•         This is definitely a good time to invest or purchase a property. Consider your portfolio, get yourself qualified through a bank depending on what you would like to purchase (ie., condo, vacation home, investment property)  and consult an agent regarding the best deals in the area market.
•         Ask to see comparisons between what people have paid for properties in the area in the past few years, and what such properties are selling for now. Your agent should have an in-depth knowledge of the price fluctuations in the area. Then strategize with your real estate agent to negotiate on a smart, but competitive price to offer.
 
     What must a seller do to make the house more sellable?
 
Strategic pricing and marketing of your home are the two most important factors to make your home more sellable.
•         In terms of pricing, consult your agent in order to strategically list your home for sale, ensuring that you do not undersell, but that the property also moves off the market quickly.
•         In terms of effectively marketing your home, the internet is an important tool nowadays. For instance, Prudential will enhance the marketing of your home by advertising sellers’ homes online, providing tools and features such as listing alerts, multiple property photos, virtual tours, and more.
Additionally, I always remind clients that appearance of the home is extremely important. Consider how a buyer would view your home and go through each room of the house in order to enhance its appearance. Minor suggestions I give to clients often include removing some of the furniture in order to make the home look more spacious, fixing outside landscaping, and if need be, consider aesthetics such as a color scheme that can appeal to a majority of buyers.
 
What makes Prudential Prime properties different from others? What does one need to keep in mind while choosing a realtor?

 Prudential is a nationally known company with an established presence in this region and beyond, offering customers in-depth knowledge of the area market, in addition to an expansive network that offers both national and international coverage. Also, Prudential offers rebates to its buyers and sellers at closing time, allowing customers to receive up to $500 back. Additionally, Prudential offers different commission rates based on each customer’s real estate transactions.
 When choosing a realtor, one should meet the realtor in person and come prepared with questions regarding the housing market, pricing, and proposed marketing methods that the realtor employs.  Consult the realtor’s website in order to learn more about him or her. Gauge the realtor’s knowledge of the area market, transactional history, and marketing skills.  
And importantly, make sure you feel comfortable interacting with the agent, as you will be communicating with them throughout the transaction.

 Are you involved in any other community activities?

I am a member of the National Association of Realtor’s, the Greater Boston Real Estate Board, and the Rhode Island Association of Realtors. Additionally, I enjoy interacting with new people, and make a concerted effort to attend community activities throughout the area.  

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