CHAPTER 1 Introduction
The largest investment most people make is their home. That makes selling a home — whether it’s a single-family residence, duplex, or condominium — the single largest, most complex and stressful transaction a person will ever undertake. It involves new terms and concepts, financial acumen, and larger figures than normally dealt with, and so can be fraught with high pressure and feelings of overwhelm. Add that to the emotion, work, expense and stress of moving, and you have a situation with landmines everywhere you look. Many psychologists rank moving as one of the most stressful life events. With more than 3 decades helping people buy and sell, I have come to realize that the strong emotions at play may affect good judgment. This leads any sellers think, " Surely, my home where I raised my children and made so many memories is worth more than the bricks and mortar it contains." This emotional value makes it very hard for the homeowner to be objective when making the dozens of decisions that need to made in the process. Emotions often lead to problems in negotiation, and can easily influence both buyer and seller to mistakenly question the motives of the other party-which can lead to a good deal falling apart. Part a "super-agent's" job is to understand this, and to help her clients keep on an even emotional keel when questions and issues inevitably do come up. Every home seller’s ultimate goal is to find a buyer who cannot resist buying your house at the highest price. With this ultimate goal in mind, you need to offer potential buyers a striking home marketing presentation that outshines other homes on the market. It requires making a fantastic first impression, creating 1
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