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 transaction a person will ever undertake. It involves new terms and concepts, financial acumen, and larger figures than normally dealt with. There are also many emotions at play that can affect good judgment. Many 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'. Real estate transactions involve dozens of decisions and a substantial investment in homeowners’ time, energy, and money, and emotions almost always lead to problems in a sales price negotiation. A home seller’s objective is to find that home shopper who cannot 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
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