@board member, I've seen this myself in my own building; people go with their cousin or a broker in a huge firm or someone their boss (who lives in a neighborhood far, far away) recommended or their best friend used. And usually, that broker knows absolutely nothing about our neighborhood or our building, and throws up a boilerplate ad in the NYT and does an Open House sheet and we only see him/her every other weekend.

I've also seen sellers who use a savvy local broker who knows every building in the area, what it sold for, what it listed at, why there was a difference, etc... prices them right, and they nearly always come out over the ask.

I wish more local brokers would hold seminars for prospective sellers about the best way to sell their condo or co-op. (Or ANY local business or agency to interact with the co-op/condo residents in their neighborhood in an informational way!)

Maybe they're waiting for the boards to invite them? I can think of few "value-added" activities for shareholders that could have a large financial impact, especially if they're free. And ensuring the board and broker interact in a meaningful way (so everyone has first-hand information) is also helpful: put newsletters in their hands; make sure they know your website exists; give them last year's financials.... get copies of the sell sheet, the ad, etc.

An engaged broker is a broker who will sell, just as an engaged board innovates when necessary.