Associations
Capitalize on America’s Love of Pets
By Ginger Downs, RCE, CAE, IOM
Chief Executive Officer
Chicago Association of Realtors
Just one look outside on a nice day will show you that Chicagoans love their pets. In the United States, 63 percent of households – or 69.1 million homes – own at least one pet, according to the American Pet Product Manufacturers Association (APPMA). It should come as no surprise that pets play a large role in their owners’ lives, including their decision-making processes relative to real estate.
The APPMA study also revealed that 88 percent of dog owners consider their pets to be beloved family members. So, how can you, as a real estate professional, capitalize on this bond between people and their pets? Humanize their four-legged friends, and make them part of the process, too.
The American Kennel Club reports that 86 percent of all purebred dog owners own their own homes – a high percentage of people who will need a Realtor. One way to engage pet owners is through your marketing campaign. Some pet-owning Realtors include a picture of themselves with their pets in their promotional materials, while others promise to help put a “woof” over Fido’s head.
Another method of showing prospective clients that you care about their pets is to survey them on what pet friendly characteristics they would look for in a home. Understand how important pets are to families in order to comprehend the affect pets have on people’s lifestyles. For some, they are looked at as children.
Your pet-owning clients shopping for new homes may factor in proximity veterinarians’ offices, dog parks, boarding facilities, walking paths, or doggy day care facilities. Condo-seekers will have additional criteria to meet, such as rules allowing dogs and cats, and weight limits on dogs. Dog owners looking for a house will most likely favor homes with a yard and a floor plan that accommodates an extra body. As their agent, it is important that you know the rules regarding zoning for fences and stipulations with pets and home owner associations.
Landlords must pay special attention to pet owners for a different reason. If you are a landlord who allows dogs, you may be liable for damage or injury caused by the tenants’ dogs. An unexpected dog bite by a seemingly friendly dog will only leave the dog’s owner liable. However, in an instance where other tenants in the building complained to you that this dog showed aggressive behavior and you took no action to have the dog removed, you could be held responsible if the dog bit someone.
Though pets may be the pride-and-joy of some, others want nothing to do with animals. It is important for sellers to understand this. If you are working with a pet-owning client on prepping his home for sale, let him know the importance of removing signs that a pet lives there. Have him hide bowls, litter boxes, crates, leashes and toys. A good cleaning will also rid the home of any pet odors; if the pet has had accidents in the home, a black light will show where they are, so those areas can be deep cleaned.
Oftentimes, those living with the pets have become immune to these odors; so encourage all pet owners to thoroughly clean each room. Removing pets from the home during showings will help the prospective buyers focus on the good qualities of the home without distraction. Explain to the homeowners it will ensure a quicker sale.
If you have a listing that you think would appeal to pet owners, whether because of a large fenced yard, outdoor dog run or a mudroom equipped for bathing a pet, market the property as pet friendly. One avenue to market pet friendly listings is The Pet Realty Network (petrealtynetwork.com), an online database created for searching pet friendly properties and real estate professionals across the country.
With the increasing number of people owning pets, and the rising place they hold in people’s hearts, one thing is certain: Catering to pet owners will pay off.
The Chicago Association of Realtors (CAR), “The Voice for Real Estate in Chicago” since 1883, represents the business interests of more than 16,500 real estate professionals in the Chicagoland area. CAR is led by a voluntary board of directors, elected by the membership, who work in partnership with a professional administrative staff.
