CHAPTER 1 Introduction
The largest investment most people make is their home. That makes selling a home — whether a single-family residence, duplex, or condominium — the single largest, most complex transaction a person will ever undertake. It involves new terms, concepts, financial savvy, and larger figures than we normally deal with. There are also many emotions at play that can affect good judgement. 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. I have to admit, I have had to deal with this myself! I once overpriced my home and it sat on the market for way too long! Real estate transactions involve dozens of decisions and substantial investment in homeowner’s time, energy, money and emotions, leading to uneasiness in a sales transaction. The seller’s objective is to find that home buyer who cannot resist buying your 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, creating for the buyers an instant feeling that they are travelling up the front walkway of their new home for the first time, not visiting someone else’s. It’s about falling in love at first sight, from the curb, in those initial seconds. Most sellers do not venture alone into selling their home. They find it better to have an experienced real estate professional with whom they are comfortable. This book was written to provide some of that comfort without the direct sales stressors of person-to-person contact. I want you, my teammate, to independently achieve a better
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