Lillian Isaac, Realtor® BIC, GC - SELLING SECRETS YOU CAN'T AFFORD TO MISS

SELLING SECRETS YOU CAN'T AFFORD TO MISS

Lillian Isaac, Realtor® BIC, or® BIC, GC

Table Of Contents

Introduction

First Steps to Home Selling

Pareto's Principle

Creating Curb Appeal

Staging with Purpose

Upgrading with ROI in Mind

The Three Ds

How to Market Your Home

Common Seller Mistakes

10. Learn from Other's Mistakes

11. Finding Buyers

12. Be a Power Negotiator

13. The Dos and Don'ts of Negotiating

14. Bargaining Chips

15. Why Hire an Agent?

Preface When I first ventured into the real estate industry years ago, I did so with the hope of helping sellers like you avoid the headaches often associated with the home-selling process. Over time, my journey expanded beyond traditional real estate—I’ve spent years developing subdivisions throughout the Carolinas as a licensed general contractor, gaining firsthand insight into what makes a property truly market-ready and valuable. This dual perspective has allowed me to help clients not only alleviate the stress of selling but also position their homes to earn more in less time. I’ve seen what works from the ground up—literally—and I’ve brought that knowledge into every listing I represent. Think of this book as my gift to you. It contains insider advice on the home-selling process to help you achieve your ultimate real estate goals, including: • Secret strategies to sell your home for more money • Marketing techniques employed by top agents • Advice on how to appeal to today’s buyers • And much, much more

iii

CHAPTER 1 Introduction

For most people, their home is more than just their largest financial investment—it’s the heartbeat of their story. It’s where memories are made, milestones are marked, and life unfolds in quiet and extraordinary ways. So, when it comes time to sell, the process can feel overwhelming, emotional, and deeply personal. Selling a home isn’t just about square footage, contracts, or curb appeal—it’s about letting go of a place that holds part of your story. Whether it’s a single-family residence, a duplex, or a condo, every home carries memories: the laughter in the kitchen, the quiet mornings on the porch, the milestones marked in each room. That’s why selling isn’t just a transaction—it’s a transition. It’s a journey filled with unfamiliar terms, financial decisions, and moments that demand clarity when emotions run high. You’re not just listing a property—you’re closing a chapter. And that’s where things get complicated. Because while the market speaks in numbers, sellers often speak from the heart. Understanding how to navigate that tension—between emotional value and market reality—is one of the most important steps in the selling process. This book is here to help you do just that: to bring clarity to the chaos, strategy to the sentiment, and confidence to every decision ahead. Many homeowners believe, “Surely, my home is worth more than its square footage. It’s where I raised my children, hosted holidays, and built a life.” And they’re right—emotionally. But in real estate, emotion can cloud judgment, especially during price negotiations. That’s why preparation, presentation, and 1

perspective matter.

Your goal as a seller is simple: to attract the right buyer—the one who sees your home and can’t imagine living anywhere else. To do that, you need more than a sign in the yard. You need a striking sales presentation that makes your home stand out from the crowd. You need curb appeal that sparks instant connection. You need buyers to fall in love at first sight. This book was written to guide you through that process—without pressure, without jargon, and without the stress of a sales pitch. Inside these pages, you’ll find clear, actionable strategies to help you: • Understand the home-selling process from start to finish

• Avoid costly mistakes that sabotage your sale • Market your home with confidence and clarity • Price your property strategically • Navigate negotiations with poise and purpose • Identify upgrades that deliver the best Return on Investment (ROI)

You’ll also discover why two seemingly identical homes can sell for dramatically different prices—and how to position yours for success. In Part 1, we’ll explore how to prepare your home for sale, including the “80/20 rule” and which upgrades matter most. In Part 2, we’ll dive into marketing—what works, what doesn’t, and how to attract qualified buyers. In Part 3, we’ll tackle negotiations and finish with a look at what a seasoned real estate professional brings to the table. Whether you’re actively selling or simply preparing for the future, this book is designed to empower you with clarity, confidence, and insight.

Let’s make your next move your best one yet.

CHAPTER 2 First Steps to Home Selling o Home Selling

You’ve heard it before: Location, location, location. And it’s true—where your home sits is one of the biggest factors in determining its value. Whether you’re selling a single-family home, a condo, or a duplex, location plays a starring role in how buyers perceive your property and what they’re willing to pay. But pricing a home isn’t just about geography. It’s not a simple formula or a quick calculation. It’s a layered decision that blends market trends, property condition, timing, and buyer psychology. Throughout this book, you’ll see examples of homes that look nearly identical on paper—but sold for dramatically different prices. Why? Because pricing is part science, part strategy, and part storytelling.

Value, Worth, and Price—What’s the Difference?

Before you list your home, it’s important to understand the three key terms that shape its perceived value: • Market Value: What a buyer is likely to pay in today’s market. It’s based on location, demand, and comparable sales. • Appraised Value: A professional estimate of your home’s worth, often used by lenders to determine loan amounts. • Assessed Value: The number your local government uses to calculate property taxes. It’s not always aligned with market value. Each of these numbers tells a different story. And while they’re all important, none of them alone determines your final sale price.

That’s shaped by preparation, presentation, and negotiation.

How Appraisals Work (and Why They Matter)

An appraisal is a professional estimate of your home’s value at a specific point in time. It’s not a guess—it’s a detailed analysis based on data, condition, and market trends. Appraisers play a critical role in real estate transactions, especially when lenders are involved. Their evaluation helps determine how much a buyer can borrow and under what terms. To arrive at a fair value, appraisers rely heavily on data from the Multiple Listing Service (MLS) e (MLS)—a comprehensive database of properties listed, sold, and closed in your area. They don’t just pull random numbers. They narrow the results by comparing your home to similar properties with matching features, style, and quality. These are called “comps”—short for comparables—and they’re chosen based on: • Property type (e.g., one-story, two-story, split-level) • Design and construction materials • Upgrades and improvements • Comparable recent sales activity • Lot size and square footage • Neighborhood, zoning, and proximity to amenities • Age, size, and condition Because no two homes are exactly alike, appraisers adjust for differences—adding or subtracting value based on features like a renovated kitchen, a finished basement, or a larger lot. Their goal is to determine what a reasonable buyer would pay a reasonable seller in today’s market. Remember: appraised value isn’t always the same as market value or assessed value. It’s a snapshot based on facts, not feelings. And while it’s a key piece of the pricing puzzle, it’s just one of several tools sellers should understand before listing.

Selling for More Starts Here

Once you understand how value is determined, the next step is positioning your home to attract top dollar offers. That means: • Preparing your home to shine • Living in “show-ready” condition • Managing the emotional and logistical demands of the process Buyers fall in love quickly—often within seconds of pulling up to the curb. Your job is to make that first impression unforgettable.

Market Timing Matters

Real estate markets shift. A balanced market means homes typically sell within six months. A seller’s market moves faster—sometimes in 30 days or less. A slower market can stretch to nine months or more. External factors like job growth, interest rates, and inventory levels all play a role.

COMPARATIVE MARKE TIVE MARKET ANALYSIS BY A REAL ESTATE PROFESSIONAL

This type of home valuation is free from real estate professionals and more helpful than automated online offerings. It provides detailed information on each house sold in your area over the last six months, along with the final sale price. It also includes the specifics of all the houses for sale in your area, including the asking price. These homes are your competition. The real estate professional will also answer any questions and help you price your home realistically.

Along with an understanding of how the worth of a home is determined, the current market must be considered. By utilizing a professional real estate agent, you can rely on proven expertise to market your home at the best listing price. Most agents will begin with a Comparative Market Analysis (CMA) to determine your home’s value. While that’s an important tool, I take a different approach. "I start by asking what do you want to get out of this investment—your goals, your timeline, and what success looks like for you." Once I understand that, I use CMAs to support a pricing strategy that aligns with your objectives, not just the market average.

THE SECOND STEP (SELLING YOUR HOME FOR MORE)

Prior discussion showed that there is no calculable certainty in setting the value of a home. There can be wide differences between the seller’s assessed price, the asking or listing price (market value), and the price at which the home sells (sale price). Let’s turn to what the homeowner/seller can do to elicit offers at, or even above, the listing price in a competitive market. The seller’s time, effort, and investment are the most important parts of the process. The seller’s willingness to adequately prepare the home for presentation—and willingness to live in that pristine state for the time it takes to sell the property—will greatly affect both the sale period as well as the price at which the home sells. A market in which homes normally sell in no more than six months of listing is considered balanced or neutral, which means a good number of homeowners are selling and buyers are purchasing; therefore, neither has an upper hand. A variable, for instance, like a major company entering—or moving from—the area will tip the scale toward homeowners to make a swift market

or toward buyers to make a slow market. The typical selling time in a swift market might be 30 days, while that of a slow market may be up to nine months. Typically, any number below six months is considered a seller’s market.

LIVING IN A FISHBOWL

Once your home hits the market, life changes. Suddenly, your home isn’t just where you live—it’s a product on display. That means keeping it in constant “show-ready” condition, often with little notice. Dishes done. Beds made. Floors spotless. Toys tucked away. Every day. Showings can happen at any time—morning, evening, even during dinner. You may get calls or texts from buyer’s agents or unrepresented prospects asking to see the home with short notice. There will be photo shoots, inspections, repair appointments, and walkthroughs. Your home might be featured online, in brochures, or even in print ads. It’s exciting—but it can also feel like you’re living in a fishbowl.

This is where a good real estate agent makes all the difference.

A seasoned agent will manage the chaos for you—screening inquiries, coordinating showings, confirming appointments, and keeping communication streamlined. They’ll help you plan ahead so you’re not caught off guard, and they’ll ensure your home is presented in its best light every time a potential buyer walks through the door. While you focus on living your life, your agent focuses on protecting your time, your privacy, and your peace of mind.

Children and Pets: Sweet, but Distracting

Children and pets are distractions for potential buyers, affecting

their experience of your home. You should plan for your children to be elsewhere, and your pets crated or leashed, and no toys lying about or dog hair on the sofa. The dishes should always be done and the kitchen sparkling. The pressure of showing to everyone even mildly interested in looking (not necessarily buying) may come from the idea that the more your home is seen, the more quickly and easily your home will sell. Many real estate agents provide their clients with dozens of homes to consider without a clear picture of what the buyer wants. Low-interest traffic can be heavy and a burden on the seller’s time, energy, and resources. Since a showing can take an hour or even hours out of your day, finding an interested buyer is what matters most. The home will be shown to many more uninterested buyers than interested buyers. How many times will you have to show your home? In an ideal world, your property would be shown to serious buyers only. However, many “Sunday afternoon window shoppers” exist in the real estate business. That said, you shouldn’t waste your time trying to appeal to uninterested buyers. This is where planning, organizing, and the professional help of a qualified real estate agent enables you to handle even the most intimidating tasks without wasting effort.

CHAPTER 3 Pareto's Principle

“Eighty percent of the results will come from just twenty percent of the action.” This is the Pareto principle, attributed to Italian economist and philosopher Vilfredo Pareto, who, in 1906, observed an intriguing correlation. He began work on the “80/20 rule” with the observation that 20% of the pea plants in his garden generated 80% of the healthy pea pods. This observation caused him to explore more examples of uneven distribution. He discovered that 80% of the land in Italy was owned by just 20% of the population. He

investigated different industries and found that 80% of production typically came from just 20% of the companies. His findings led to the concept that 80% of results will come from 20% of the action. While it does not always come to be an exact 80/20 ratio, this imbalance is often seen in various business cases: • 20% of sales reps generate 80% of total sales • 20% of customers account for 80% of total profits • 20% of the most reported software bugs cause 80% of

software crashes • 20% of patients account for 80% of healthcare spending

RELATING THE 80/20 R G THE 80/20 RULE TO HOME SELLING

Understanding the 80/20 rule concept can save you time in selling your home. Applying the 80/20 rule, you stop trying to sell people on the entire home. Applying the rule, you can highlight the 20% of your home’s features that make it special. The remaining 80% of your home still affects the buyer’s decision, so do not neglect it; instead feature the elements that make your home special in photographs and showings. Keep in mind, your selling point won’t be the common features your home shares with the other properties on the market. Instead, use your home’s unique features to grab the attention of buyers who are interested in those distinctive attributes.

Buyer’s Story: Brad and Meg’s Discovery

Brad and Meg had been searching for months—exploring neighborhoods from Waxhaw to Weddington and even venturing into Fort Mill and Indian Land. They weren’t chasing square footage or flashy finishes. What they wanted was something harder to define: a sense of peace, privacy, and connection to nature. The house wasn’t perfect. The kitchen needed updating, and the carpet had seen better days. But the backyard? It opened to a stretch of pasture dotted with grand oaks, with no neighboring homes in sight. Birds chirped. The breeze carried the scent of 11

pine. Meg turned to Brad and said, “I could wake up here every day.” That moment sealed it. What 20% of the home captured Brad and Meg’s hearts? The secluded backyard and peaceful setting—something no renovation could replicate.

Seller’s Story: Michale and Jennifer’s Hidden Gem

Michale and Jennifer had lived in their Waxhaw, NC home for over a decade. Nestled at the edge of a wooded preserve, the property offered quiet mornings, deer sightings, and a sense of calm that felt worlds away from the city—yet it was just minutes from Fort Mill and Ballantyne. When they decided to sell, they knew the location was unique—but they also knew it came with trade-offs. The road leading to the house was gravel, and the home itself, while well- maintained, didn’t have the flashy upgrades buyers often expect. Still, they had invested in fresh paint, new carpet, and subtle updates that gave the interior a clean, inviting feel. The buyer had toured several homes nearby, including one with a koi pond and manicured landscaping. But that home sat on a busy street, with little privacy and constant traffic noise. What made Michale and Jennifer’s home stand out? The buyer was drawn to the peaceful setting—the way the trees framed the backyard, the quiet, the privacy. It felt like a retreat. The 1.8-acre lot backed up to protected land, with no neighbors in sight. The buyer could imagine sipping coffee on the porch, listening to birds instead of cars. What 20% of the home captured the buyer’s heart? The secluded, wooded setting and the feeling of escape—something

no renovation could replicate.

LOCATION MATTERS

A buyer paid extra for a townhouse because of its location in the complex overlooking woods instead of the parking area. Another seller took advantage of the fact that most of the surrounding homes didn’t have yards; only a few shared a half-acre grassy area. An owner whose townhouse bordered this yard area sold his home for a higher price than other townhouses in the complex because he had a characteristic shared by fewer than 10% of others — in fact, he had the only available listing offering that feature. He pointed to that feature in marketing the townhome. With this attractive point of difference, the house sold for a higher price. Another townhouse seller in the same complex found a different unique feature. Although she did not have a yard, she was still able to use location to her advantage. Her property backed up to a lake and fountain. This unique feature helped her to sell the townhouse quickly and for a better-than-average sales price.

THE 80/20 RULE IN ACTION: BUYERS ARE SEARCHING FOR UNIQUE FEATURES

Decide upon, improve, and spotlight the unique features of your home in marketing copy, photographs, and showings. Do not spend much time explaining how the storage room can be converted to another full bath; instead, lead the dog-owning

prospect to the fenced-off dog run in the unusually large backyard. If the home has a certain feature a buyer is specifically looking for,

highlighting this aspect in marketing efforts will attract interested buyers willing to pay the asking price. Each house will have its unique features. Here are some suggestions if you aren’t sure of yours:

• Hilltop views or high vantage points, offering a spectacular view of the surrounding area • Open fields frequented by wildlife • Unobstructed views of sunrise and sunset • Patios, decks, dog runs, garden areas, and

gazebos—highlight items neighboring houses don’t have, or differences in size or quality; that one vital feature could help you sell your home • Location can set a property apart, even in the same area, adding value to a home on a cul-de-sac or corner lot • A private location or lot partially concealed by trees • A unique, shady, or larger backyard; a fenced backyard is a big selling point (If your yard can be fenced but is not, consider making that improvement.) • Finished basement, large attic or garage, swimming pool, or anything else that makes your home stand out Following the 80/20 rule can lessen time showing to people who aren’t interested. Instead, you will be showing your home to buyers who are motivated to make a purchase. You won’t have to show as frequently. You also won’t have to sift through low-ball offers from casual shoppers. Keeping this in mind, you must take the time to uncover your home’s most attractive and unique features and improve them to their highest potential. Compare your house with others in the neighborhood to see what makes yours stand out. Work with that.

HOW THE 80/20 RULE APPLIES TO HOME SALES ME SALES

An out-of-town home shopper with no specific requirements contacted a real estate agent to look at available homes for sale. The agent drove him from house to house. In each case, the buyer suggested offers 10% to 20% below the asking price without budging. As the day progressed, the agent’s chances of finding a suitable home for the buyer were dwindling. They stopped at one last house as the sun set. The exterior of the house was dated and the yard untended. This agent and her client had spent the entire day looking at houses that shared 80% of the same features. Nevertheless, once the buyer walked into this home, he wanted to offer the full asking price. What set this house apart from the others? He wasn’t too interested in the kitchen, bathrooms, and bedrooms. A bedroom was a bedroom, as far as he was concerned. He fell in love with the one remarkable feature of this otherwise uninspiring house. The house sat on a hill with a beautiful view out a large window. As they entered the great room, the sun was setting below the distant tree line. That view sold the buyer. The remaining parts of the home could be improved. The home buyer based his decision to buy on the window view from the hillside. The 20% of the home’s features motivated him to offer full price on the spot. Such is the power of the 80/20 rule. In some cases, the 80/20 rule may help people make a sale without even conducting a showing. The house in the following example had languished on the market for months. Unlike the previous home, this one was attractive.

It was a brand-new, custom-built home, yet it sat on the market for over seven months without a single offer. The builder hired a real estate agent who knew the importance of finding that one special feature. He drove out to give the house a thorough investigation. He discovered what the property had that the competition did not. The house had a five-acre yard. Other houses being sold in the area had one- to two-acre lots. Not only was the yard bigger, it was also more private than the other properties. The real estate agent marketed the property by highlighting the five acres. Because the house was no longer the main selling point, interest in the property increased.

CHAPTER 4 Creating Curb Appeal b Appeal

Someone once said, “a stunning first impression is not the same thing as love at first sight. But surely it is an invitation to consider the matter.” This could not be truer than in selling a home. First impressions matter. Sometimes they are everything. Before a buyer ever steps inside your home, they’ve already formed an

opinion. Whether they’re scrolling through photos online or driving past in the family SUV on a Sunday afternoon, that first glance sets the tone. And in real estate, first impressions aren’t just important—they’re everything. Think of “curb appeal” as your home’s storefront. Just like choosing a lunch spot in a charming Carolina town, buyers are drawn in by what they see from the outside. Some fall for the charm of a wraparound porch or a blooming garden. Others are captivated by a crisp paint job or a stately front door. Either way, you have seconds to make them want more. You’ve probably seen those signs: “We buy ugly houses.” That’s a message for investors looking to pay bottom dollar. But everyday buyers? They’re not hunting for a bargain basement project. They want a home that feels loved, cared for, and move-in ready. That’s why curb appeal matters. A well-prepared exterior can spark interest even when the listing description doesn’t. On the 17

flip side, a neglected yard or weather-worn siding can turn buyers away before they ever step inside. Here’s a simple exercise: walk out to the street and really look at your home. Not as the owner—but as a buyer seeing it for the first time. Is it clean, inviting, and well-kept? Or are there repairs you’ve been meaning to tackle? After years of living in a home, it’s easy to overlook the little things. That’s why it helps to get feedback from friends, neighbors, or your real estate agent. Then, take a drive through your neighborhood. Notice which homes catch your eye and why. You’ll likely find that the ones with trimmed bushes, fresh mulch, and a welcoming entry stand out far more than those with peeling paint or cluttered porches. Buyers are drawn to homes that feel approachable. A tidy yard, clean walkways, and fresh landscaping send a clear message: this home has been cared for. Dead shrubs, faded trim, or a broken porch light? Those suggest neglect—and buyers will assume the inside looks the same. Here are a few low-cost ways to boost your curb appeal: • Power wash the siding, driveway, and walkways

• Repaint trim, shutters, or the front door • Weed flower beds and add fresh mulch • Trim overgrown bushes and edge the lawn • Wash windows and clean outdoor fixtures • Update patio furniture or stain the deck

Even small improvements can make a big impact. And while some upgrades may cost more, they often pay off in your final sale price. The goal is simple: make buyers fall in love before they even step inside. Because when your home looks beautiful from the curb, they’ll be eager to see what’s waiting beyond the front door.

Look around your yard, and make a written list of everything that could be improved: • Shrubs trimmed, flower gardens tended, walkways tidy, and beds weeded • No trash, trash cans, lawn clippings, branches, or general mess in the yard • All outside fixtures and components (door and yard lights, garage door, porch rails); functioning properly and looking their best • Outdoor features, such as patio furniture or the deck, updated with staining or painting Make all necessary improvements—big and small—to refresh and elevate your home’s exterior. There might be a long list of things to tackle, from power washing and painting to trimming hedges and replacing outdated fixtures. It takes real effort to get a home market-ready, and the truth is: anyone can list a house, but not everyone sells quickly—or for top dollar. This is where your real estate agent becomes an invaluable partner. A seasoned agent can help you prioritize which updates will deliver the greatest return on investment and connect you with trusted local vendors to get the job done efficiently. Not every improvement is worth the time or money, so lean on their expertise to focus your energy where it counts. Once the exterior is polished and the presentation is dialed in, step back and let the curb do the talking. Buyers will be drawn in by what they see from the street—and eager to discover what’s waiting inside.

CREATING A GRAND ENTR AND ENTRANCE

An important part of curb appeal is the home’s “grand 19

entrance”—the portal to even the most modest house. You want to create a sense of a great place to come home to. Impressing the home shopper at the front door is a vital part of the home sale. This means more than putting out a welcome mat and potted plants. You want prospective buyers to feel welcome, safe, and secure when they open the door. The doorknob is the first point of touch on a home. Security is important to homebuyers. A flimsy lock or handle on the front door will make potential homebuyers uncomfortable, and they may not even know why. Replace a worn or loose entry handset. Consider replacing the door handle with a heavy-duty deadbolt and knob combination. This investment of less than $100 will make your home more visibly and practically secure, and everyone wants to be secure in their home. The front door is a focal point; make it impressive. Freshen it up and add a dash of color. Choose a paint that complements the color of your home. Replacing a wooden door with a steel entry door is worth the cost with a 91% ROI (Return on Investment).

SOME OTHER CONSIDERATIONS IN CREATING GREAT CURB AP T CURB APPEAL: EAL:

• Symmetry appeals to the eye and is easy to accomplish. Lopsided landscaping or unevenly trimmed bushes will detract from the curb appeal, the overall appearance of the home needs balance. • The mailbox should complement your home. If it is worn, dated, or unsightly, replace it. This doesn’t cost much and is worthwhile. • Use outdoor lighting to add to landscaping appeal as well as a perceived safety feature. 20

• Use flower boxes and raised flower beds to add instant color. This is an easy, inexpensive way to enhance curb appeal. • Spruce up the landscaping. Eliminating weeds and adding fresh mulch can really make a difference and show homeowner care and maintenance. • Consider enhancing architectural appeal by adding molding to the tops and sides of the doorway or around windows. • Keep shutters and trim in excellent shape. Repainting them adds to the attractiveness. Fence gates, arbors, and fencing panels should be clean and fresh. • Clean downspouts and gutters. Repaint or touch up to eliminate rust spots. • Ensure the walkway to the front door is clear and approachable. Stacked hoses and unruly landscaping interfere with home shoppers walking up and diminish the inviting look. • Try a fresh coat of exterior paint; faded or chipping paint, siding, or trim will always detract from curb appeal. If exterior paint is good, ensure door and window trim are, too. This simple upgrade is well worth the cost. • Power washing the house, walkways, and driveway can be almost as effective as repainting, at a much lower cost. Power washers are easily rented from hardware stores. • Adding some stone or stone veneer to the face of the home is an inexpensive way to instantly update your home, if it complements the design.

Digital Curb Appeal: First Impressions Start Online

Curb appeal has always been a powerful tool in real estate—but 21

today, it starts long before a buyer pulls up to the driveway. In our digital-first world, most buyers fall in love (or scroll past) based on photos. That means your home’s exterior isn’t just a welcome mat—it’s your headline image, your first impression, your invitation to explore more. Professional photography captures what buyers feel when they arrive in person. A freshly mulched garden, a crisp front door, and clean walkways don’t just look good—they photograph beautifully. And those images are what buyers see first on listing sites, social media, and email alerts. If your home doesn’t stand out in pixels, it may never get a showing. Investing in curb appeal—power washing, painting, landscaping—makes your home more photogenic and more memorable. It draws buyers in, holds their attention, and sets your property apart from the competition. Even buyers who weren’t actively looking for a home like yours may be intrigued enough to click, share, or schedule a visit. Remember: unless you’re pricing your home well below market value, most buyers aren’t looking for a renovation project. They want move-in ready. They want clean, cared-for, and visually inviting. And that starts with what they see on screen.

CHAPTER 5 Staging with Purpose

Staging is more than fluffing pillows and rearranging furniture, it’s the art of helping buyers see themselves in your home. It’s about creating a space that feels fresh, inviting, and full of possibility. When done well, staging transforms a house into a lifestyle and that emotional connection is what drives offers. Yet many sellers overlook this step. It takes time, effort, and sometimes a little investment. But the payoff is real. A well-staged home stands out in photos, shines during showings, and helps buyers fall in love before they even walk through the door. In fact, staged homes consistently sell faster and for more money than their unstaged counterparts. This strategy is effective in any market, in any type of home property being listed. It applies equally to single-family houses, apartments, townhouses, and condos. This approach works! Agents and sellers using this tactic have a greater chance of selling the property for more money. 23

And now, with the help of AI, virtual staging has become a powerful tool in your marketing arsenal. If your home is vacant or in need of updates, virtual staging can digitally furnish and enhance your listing photos—showing buyers what’s possible without the cost or hassle of physical staging. It’s fast, flexible, and incredibly effective at grabbing attention online. Whether you choose traditional staging, virtual staging, or a blend of both, the goal is the same: make your home irresistible. Because when buyers can picture their future in your space, they’re far more likely to make it their own.

Staging the home will:

• Distinguish it from the competition • Attract top dollar from homebuyers • Provide a visual edge over the competition

STAGED VS. NON-STAGED CASE STUDY & REPORT

Dear Reader,

I wanted to give you the most convincing proof possible. Many people find it hard to believe that the simple act of staging helps one home sell for more than another, similar home. In my research, I looked for examples of similar houses being sold for differing amounts of money, where only one of the two houses was staged. The clearest example I could find was in the case of these two listings.

This development has 200 equivalent townhouses.

Every single townhome in the neighborhood is three stories, with three bedrooms and three bathrooms. Every unit has the same floor plan.

I looked for two sales there, and found these:

• Townhome A sold on August 26. • Townhome B (5 doors down) sold on July 26, for 40,000 dollars less. I visited this neighborhood, and I am familiar with these properties. You could not find a better example of two identical properties that sold for different prices. The lots the units sit on are identical, as far as the desirableness of the location. Both units had the same kitchen plan, with the same cabinets and a tile floor. Both units had nice hardwood floors in the living room and carpeted bedrooms. Every important detail of these townhouses was identical. I studied every aspect of these sales to find what made the difference. There are two reasons one home sold for $40,000 more than the other: • Townhome A was professionally staged, giving it a more appealing appearance.

• The agent selling Townhome A took higher quality, more attractive photos of the home. Those two seemingly small actions made the $40,000 difference! The buyers of Townhome A made a higher offer because the agent presented the home in a more appealing and attractive way.

THE POWER OF STAGING WHEN SELLING A HOME

Consider these results from surveys conducted by Coldwell Banker and the National Association of REALTORS®: • Staged homes spent 50% less time on the market than homes that were not staged. • Staged homes sold for more than 6% above asking price. • A staging investment of 1% to 3% of asking price generates an ROI of between 8% and 10%. • Homes staged prior to listing sold 79% faster than homes staged after listing.

WHAT DO BUYERS WANT TO SEE?

Most home shoppers are envisioning a fresh start. If they can picture themselves living in the home, the home will be easier to sell. This is known as “interior curb appeal,” where the eyes are drawn to inviting spaces and light, as well as to unique features. Each room needs a purpose or suggested use. The home must feel new to reflect ease of upkeep. The goal is to create a clean, simple, and contemporary feel. Painting, updating fixtures, and eliminating stained carpets and popcorn ceilings can affect the saleability of the home by 75%!

NEUTRALIZE FOR VISUAL APPEAL

The idea is to neutralize the home regarding personal taste or decoration, so buyers can easily envision the home as it would be outfitted in their taste or with their possessions without the distractions of the seller’s taste and possessions. In staging, distractions are removed so the home shopper can imagine living in each space of the house. An effective way to achieve this is to paint all rooms in a neutral color. A wide range of neutrals is available, from soft grays to warm beiges. Painting the interior gives newness and freshness and can make the home appear more spacious. Using the same color in visibly adjacent rooms gives the house a seamless look and uninterrupted flow. Changing your window coverings to match the walls can also create an illusion of more space. Dark or bold wall colors can dampen interest in a home if used in large spaces; however, they can occasionally be used effectively as accent colors.

FOCUS ON FURNITURE: LESS IS MORE

In staging, a visibly inviting space is created so that the home shopper can envision or imagine life in that space. Minimization is the key. If the seller’s personal taste and style are showcased while the home is on the market, it may be a sale distraction. Preparing for moving is part and parcel of selling a home; it might as well be done at this stage of the process, to enhance the property’s saleability. Shortly, we will examine depersonalizing the home, a key step. First, however, we must examine the concept of creating space by minimizing furniture. Buyers are attracted to homes flooded with light and roominess. They are equally put off by cramped homes filled with unnavigable spaces. Home shoppers want to walk through a

house without obstacles in the way. Space and storage are high on the list of buyers’ desires, so every area of the home should feel spacious. Remove all unnecessary furniture from living spaces. Store it while the home is marketed. Closets, pantries, and storage rooms must be free of clutter and look organized. Pruning back unnecessary items can create interest by showcasing space and storage in areas such as closets, attics or basements. Furniture placement is an easy way to highlight unique house features. A grouping of chairs in front of a fireplace will draw attention to it. Avoid pushing furniture close to the walls. Reposition easy chairs into floating group spaces. Every room must be staged to show function. An empty room used for overflow of boxes, possessions, or unwanted items should be transformed into a usable, desirable space. Clean it out and create an office space with a desk and chair, or a reading room with a lamp and recliner. Exercise equipment might be arranged to feature it as a workout room. Every room should have a purpose and be user-friendly. Make your home’s traffic flow smoothly, so buyers can browse each room without effort.

EMOTIONAL CUES AL CUES

Once every room has a purpose, creating atmosphere is crucial to make the home desirable. Decorative touches of greenery, flowers, and coffee table books give life to a room. Creatively hung wall art can do the same. A bedroom that has one bed with one pillow and blanket may make the room seem bare and lonely. By adding a table with a lamp and a rocking chair draped with a lap robe, you heighten its appeal. Be sure to add elements of the same color, shape, or texture to unify the room. Any splashes of color should appear in wall art or any place you want to draw attention.

Learn to strike a balance between staging and living in your home. You can even seasonally decorate your home without dashing its appeal. The main goal is to keep your home clean and free of clutter that distracts would-be buyers. Even simple things can make a big impact on the final sale price of a home. You have two options for staging a home: do it yourself, or hire a professional home stager. If you are considering hiring someone, I can provide recommendations.

TO STAY OR NOT TO STAY?

Home sellers often ask whether they should stay in their home while it is on the market, or move out. There are pros and cons to both and factors that can tip the scale to one side.

Pros of Moving Out

If the seller has engaged a real estate agent, the burden of showing a vacant home is virtually eliminated. The agent will field all calls, set appointments, and show the home. Buyers’ real estate agents are also more likely to want to show vacant homes. If agents have 20 home options and 15 are occupied, they may well show the vacant homes out of convenience. They don’t have to call and make an appointment and can simply go over and use the lockbox. Further, the continual pressure to keep daily life from affecting the home’s pristine staging presentation is eliminated. The seller is not under constant pressure to keep the home in immaculate showing condition. If you’re someone who might struggle to keep your home in turnkey condition for showing purposes—for example, if you have young children—consider vacating before putting the home on the market.

Cons of Moving Out

A vacant home can signal that the homeowner is a “motivated seller” who needs to sell quickly. Consider this example found on an online real estate forum. A buyer saw that a home was vacant and offered $30,000 less than the asking price. The buyer was sold on the home anyway and would have paid more, but “haggling” began well below asking price because the buyer assumed the owner was desperate to sell.

CHAPTER 6 Upgrading with ROI in Mind OI in Mind

Making upgrades can be as easy as replacing the handset on your front door and freshening up the paint job, or as daunting as remodeling an entire kitchen or primary bath. The question always is, what home improvements give the best return on the remodeling dollar?

Return on Investment (ROI) is generally less than 100% in real estate, so the rule of thumb is “less is more.” It is frequently advised in this area that it’s better to update/remodel your home while living in it and not solely at the time it comes to sell. That way, there is more enjoyment in the improvement and less cost and time in preparing for sale. Some desirable upgrades or home improvements will not return their cost in the sale price, so it’s better for the owners to enjoy them all along. If your home is worth $275,000, and you spend $25,000 to revamp the kitchen, don’t make the mistake of assuming that the investment will increase the value, dollar for dollar. The remodel may add value to the home, but the return in dollars spent will be around 50%. Smaller upgrades, like replacing outdated fixtures in the kitchen and bath, are certainly worthwhile, but major remodeling of those rooms isn’t wise, just to sell your home. That’s not to say you can ignore necessary repairs that a home inspector would red-flag or that a mortgage company would demand before issuing a loan to a buyer. If major problems, like a 31

leaking roof or outdated electrical wiring, exist, you may want to repair those before putting your home on the market, or expect to give concessions to the buyer.

STARTING WITH THE B G WITH THE BASICS

Every listed home should meet the basic expectations of any buyer. It should have a sound roof, functioning gutters and downspouts, foundation without cracks, functioning heating and/or air-conditioning system, solid subflooring, and safe and secure electrical wiring. With finance-mandated home inspections, any shortcomings may be required to be remedied to get buyer financing approval. It is important to understand that the market value of a home is determined by the prices of comparable homes recently sold in the area. Extensive remodeling to sell the home or to increase the value may not pay off. The property needs to be up to the standards of neighboring homes, so while the kitchen has to be comparable to others, spending $25,000 to remodel a kitchen in an area where comparable homes recently sold for $275,000 will not increase the house’s value to $300,000. While it may be a helpful selling feature, it won’t return dollar-for-dollar value.

MECHANICAL MAINTEN CAL MAINTENANCE IS A MUS CE IS A MUST

It is easy to get wrapped up in the more eye-pleasing aspects of preparing a home to sell. However, the upkeep of all the more mundane aspects of the home cannot be overlooked.

These mechanical features require consideration:

• Electrical boxes and wiring • Natural gas lines • Plumbing

• Central heating and air-conditioning

If these components are old, outdated, or not working correctly, the home’s appeal is lowered, as is the eventual sale price. According to the National Association of REALTORS®, heating and cooling costs were the most important environmental features for recent home buyers, with 83% finding these features at least somewhat important. People want to purchase a home that reflects their aesthetic tastes and lifestyles, but also one that is safe and sound. Faulty electrical systems do not provide a feeling of safety. Leaky plumbing arouses concerns of mold infestation and sewage problems. These areas can require extensive work and they are extremely important. Overlook them in the preparation stage, and you run the risk of trouble later with inspections and appraisals. It aids the sale if professionals certify or remediate any deficiencies in the mechanical systems. Having a professional inspection for buyers to review is a big plus in marketing. • Have a certified plumber inspect the entire water system for leaks. Check the well and septic field, if applicable. • Hire an electrician to check the wiring. • Call an HVAC company and have technicians perform a thorough service checkup. • Contact the natural gas supplier and have them double- check the mechanics of your tank and lines. If you’re looking for an alternative to calling and arranging all the different inspections, certified home inspectors usually cover all items related to mechanical issues (and more). They will be able to identify possible trouble spots. Many buyers hire an inspector, so you may be saving them a major step in the sale process. 33

If you have mechanical issues and decide to sell your home “as is,” it may be necessary to negotiate with the buyer.

REPLACING APPLIANCES

New appliances undoubtedly make an impact on buyers. The National Association of REALTORS® conducted a survey of buyers and found that: • Buyers were usually “interested” or “somewhat interested” in buying a home that featured new appliances. • 41% percent of home buyers were willing to pay more for a home with stainless steel appliances. • The most important factor: that appliances were available in the home. • Most buyers who were unable to get their sought-after appliances said they would have been willing to pay, on average, nearly $2,000 more for them. Potential buyers want appliances included and will pay more for them, especially if they are new or in excellent condition. New appliances might be what sets a house apart from the home for sale across the street. If new appliances are out of reach, offer immaculately clean and fully functioning existing ones.

UPDATING HARDWARE

Carefully inspect your bathroom and kitchen hardware. If it is unsightly or worn, it’s best to replace it. Put yourself in a buyer’s shoes. Your home will potentially be their new home. Old, worn- out fixtures are not going to speak to them the way nice, new

shiny hardware will.

Unless your knobs, pulls, handles, or hinges are broken, you need not replace them. Get that fresh look simply by thoroughly washing, sanding, and painting them with spray paint made specifically for kitchen and bath hardware, making it cost- effective.

Check these hardware items closely and replace, as needed:

• Towel bars • Toilet paper holder • Door handles • Dated light fixtures

The goal is to touch up your home nicely without excessive spending. The internet has a wealth of do-it-yourself videos that can help you update your bath and kitchen if your budget is limited. If you have broken or worn-out hardware, it’s best to replace the entire set. If you can find matching pieces, you can paint the old and new to match.

LET THERE BE LIGHT

Whether natural or artificial, bringing in light is one of the most effective ways to show off your home. Using light to enhance your home’s appeal can make a difference. Harsh light is unflattering, even to the best furnishings and features. Dim lighting gives everything in the house a dingy feel. Assessing the lighting in each area of your home will give you a quick idea where to bring in more light. Rooms with abundant windows greatly benefit from natural light, as your home will be

seen during the day.

Supplemental light is necessary for rooms with smaller windows or little natural light coming in. Increase the wattage of light bulbs in your lamps to improve artificial light. As a rule of thumb, there should be 100 watts for each 50 square feet of space. There are three kinds of lighting. General lighting or overhead is typically ambient. The pendant light is good for tasks like food preparation or reading. Accent lights are usually on tables or mounted on walls. You can use all three to bring out the best your home has to offer. Key areas, such as foyers, can set the stage by impressing buyers with a dramatic light source. If you do not have an abundance of natural light coming in, a chandelier-type light works if your ceilings are high. Otherwise, wall sconces are impressive in smaller spaces. Do not assume you need to buy new fixtures if you can update existing ones. The goal is to make sure each area of the home is effectively lit. Kitchen and bathrooms are pivotal rooms. These two areas can make or break a sale. The combination of ambient, natural, and pendant light can bring out the best in your kitchen space. Mounting track lighting underneath cabinets gives the counters a chance to shine aesthetically and functionally. Make sure the light over the sink area is sufficient and working properly. If you have a hood over the stove, install clear bulbs to ensure the brightest light. Lighting in the bathroom needs to be intense without being harsh. Soft lighting enhances any part of the house you want to highlight. Avoid harsh lighting in the bedrooms, as well. Lamps strategically placed will give the bedrooms a peaceful, restful feel.

Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 9 Page 10 Page 11 Page 12 Page 13 Page 14 Page 15 Page 16 Page 17 Page 18 Page 19 Page 20 Page 21 Page 22 Page 23 Page 24 Page 25 Page 26 Page 27 Page 28 Page 29 Page 30 Page 31 Page 32 Page 33 Page 34 Page 35 Page 36 Page 37 Page 38 Page 39 Page 40 Page 41 Page 42 Page 43 Page 44 Page 45 Page 46 Page 47 Page 48 Page 49 Page 50 Page 51 Page 52 Page 53 Page 54 Page 55 Page 56 Page 57 Page 58 Page 59 Page 60 Page 61 Page 62 Page 63 Page 64 Page 65 Page 66 Page 67 Page 68 Page 69 Page 70 Page 71 Page 72 Page 73 Page 74 Page 75 Page 76 Page 77 Page 78 Page 79 Page 80 Page 81 Page 82 Page 83 Page 84 Page 85 Page 86 Page 87 Page 88 Page 89 Page 90 Page 91 Page 92 Page 93 Page 94 Page 95 Page 96 Page 97