CHAPTER 1 Introduction
The largest investment most people make is their home. That makes selling a home—whether a single-family residence, or condominium—the single largest, most complex transaction a person will ever undertake. It involves unfamiliar terminology and concepts, a heightened need for financial expertise, and significantly larger figures than those typically encountered. It is also one in which emotions may come into play to the detriment of good judgment. Surely, the seller thinks, my home where I raised my children and made so many memories is worth more than the bricks and mortar it contains. Real estate transactions involve dozens of decisions and substantial investment in homeowners’ time, energy, and money, and the emotions almost always lead to problems in a sales price negotiation. The home seller’s objective is to find that home buyer who can't resist buying their house at the highest price. To do this, you need to offer potential buyers a striking home sales presentation that outshines other homes on the market. It requires making a fantastic first impression that creates an instant feeling that they're traveling up the front walkway of their new home, not visiting someone else’s. It’s about falling in love at first sight, when seeing it from the curb. It happens then, in those initial seconds, and builds from there. Most sellers don't venture alone into selling their home. They find it better to have an experienced real estate professional with whom they're comfortable. This book was written to provide some of that comfort without the direct sales stressors of person- 2
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