Aubrey Anthony Hamid - THE TRUTH ABOUT SELLING HOMES FOR "TOP DOLLAR!"

THE TRUTH ABOUT SELLING HOMES FOR "TOP DOLLAR!"

Aubrey Anthony Hamid

Table Of Contents

Introduction - "Home Selling Guide!"

First Steps to Home Selling

Pareto's Principle (80/20 Rule)

Creating Curb Appeal

Staging with Purpose

Upgrading with ROI in Mind

The Three D's -- Depersonalize /

How To Market Your Home For A Quick Sale!

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?

About Aubrey | Broker/Realtor® 30+ Years in Real Estate. Full-Time Prof. - Exceptional! Aubrey has been living in Orlando, FL since 1984. As a child, Aubrey had aspirations of being an Architect/ Engineer. Never in a million years did he think he’d stumble into the real estate industry, but you can’t always predict where or when you’ll discover what you’re meant to do in life. Aubrey was taught at a young age that if you want anything in life, you must work diligently for it. So that’s what he did, worked & studied hard. Aubrey worked his way from Apprentice Draftsman to wining scholarships and attending University. He graduated with an Assoc. Degree in Engineer. Shortly afterwards, Aubrey Immigrated to the U.S.A. He began his new job as a Jr. Engineer. He enjoyed his career. However, there was a nagging feeling, deep inside of him, he always felt there was something else, maybe, another calling/career in the works. This strange & uneasy feeling, grew took root within. During that period, family & friends began encouraging him to try Real Estate. They felt he had a personality that was tailor made for a career in the Real Estate Industry...Friendly good natured, fun, honest & trustworthy; A true people's person. Personally, he had no interest in a real estate career. After their repeated appeals, he decided to shut everyone up, get a real estate license & give it a half-hearted/part-time effort. To his amazement, he loved it with a passion...The little inner voice was now at peace within...Of course, the rest is history. He blew up in the profession like a whirlwind and took control of his destiny. Yes, there were challenges to overcome, good & bad days, but day by day & step by step, he overcame them, with God's grace, strength and courage flowing within him - he found his true passion…He came, saw and he conquered!

As his career advanced, he began looking for ways to grow & stand out, be different!" He began to educate & challenge himself to be the best...Spread his wings-Soar! Below shows a list of the Services Offered /Accomplishments: • Income Producing Properties, Commercial Properties, Small Hotel/Apartments. • Sellers/Buyers of Luxury Homes - Luxury Certified: Top 1% • NEW Homes Construction: Sales Consultant/ Specialist - Working with area Builders • Marketing Resort/Vacation Homes, Waterfront, Golf Front, Highrise, Condos, Townhomes, Land/Acre, Etc. • "Bank Owned Properties" (REO) for several banking institutions. Note : He was selected for his marketing expertise/ skills as a experienced listing & selling Realtor®. • Former Owner/Broker of 3-large & Successful Real Estate Offices in the Orlando, FL - with over 120 trained R.E. Agents. Throughout his career, Aubrey has earned numerous Accolades: His Awards Includes: • Lisenced & Active Real Estate Broker/Owner since 1996 • Top Lister & Selling Agent/Realtor - Over several Years • Overall Top Producer: Agent/Realtor – 1990+ • Several Certificates & Outstanding R.E Awards. • Author of Real Estate Books...Buying/Selling • Certified Bank Foreclosure/REO Sales Specialist. • A member in good standing in ALL of Florida. Licensed Real Estate Broker and Realtor • Active member in good standing in ALL counties of Florida BBB (Better Business Bureau) A+ Rated Member. · Active Member: Real Estate Association, including, NAR, FAR, Orlando Regional Realtor Association (ORRA). Etc. Aubrey is qualified, highly trained & knowledgeable. An expert and authority in the Orlando/Central Florida Area, including Windermere, Winter Park, Clermont, Kissimmee, Davenport

Aubrey aims to provide the highest level of service to his clients and takes deep pride in serving them, to achieve their real estate dreams and goals...He is in a "Category of One!" Aubrey resides in Orland, Florida with his wife. He love family/friends and enjoys socializing and bonding with them. He is an avid sports fan: Tennis, Soccer, Basketball, Cricket, Track & Field, Football ... He also enjoys Music, Dancing, Travelling, Game-Shows & Movies-Westerns, Etc.

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"City Beautiful!"

Orlando/Central Florida: al Florida:A great place to live, work, play, fun and raise a family. A city that offers numerous advantages and opportunities for residents. Some key aspects to consider: • Thriving Economy: Central Florida's economy is robust and diversified. Orlando is renowned for its tourism industry, with world-famous theme parks like Walt Disney World , Universal Orlando Studio/Resort , SeaWorld, Waterparks & several other Fun Spots, attracting millions of visitors each year.

This sector creates job opportunities in hospitality, entertainment, and related industries. Additionally, the region has a strong presence in Aviation, Aerospace, Def ospace, Defense, ense, Healthcare, Technology echnology, Research, Etc. A wide range of employment opportunities and options exist. • Job Market: The region has a steadily growing job market, offering opportunities across various sectors. Besides the tourism industry, there are expanding industries in healthcare, education, finance, technology, and more. Major employers include AdventHealth (formally Florida Hospital), Lockheed Martin, Universal Orlando Resort, Walt Disney World, and various educational institutions. • Education: Central Florida boasts several well-regarded educational institutions, including the University of Central Florida (UCF), one of the largest universities in the country. UCF is known for its x

programs in engineering, computer science, business, and hospitality management. Additionally, there are many other colleges, community colleges, and technical schools that provide a range of educational opportunities. • Quality of Life: Central Florida offers a high quality of life with a pleasant climate, abundant sunshine, and a wide range of recreational activities. The region is home to numerous parks, lakes, and natural attractions, allowing residents to engage in outdoor pursuits like boating, fishing, hiking, and golfing. Moreover, there are ample entertainment options, including theaters, art galleries, music venues, and professional sports teams. • Affordable Housing: dable Housing:Compared to other major cities in Florida and across the United States, Orlando and Central Florida offer relatively affordable housing options. Whether you prefer urban living in downtown Orlando or suburban xi

communities in the surrounding areas, there are diverse housing choices to suit different budgets and lifestyles. • Cultural Diversity: ersity: Central Florida is a melting pot of cultures, attracting residents from various backgrounds. This diversity enriches the local community, offering a wide array of cuisines, festivals, and cultural events that celebrate different traditions. • Proximity t ximity to Attractions: actions: Living in Central Florida means having easy access to world-class attractions. Apart from the renowned theme parks, the region is just a short drive away from beautiful beaches on both the Atlantic and Gulf coasts. Residents can explore natural wonders like the Everglades, enjoy recreational activities in the state parks, or visit cities like Miami and Tampa for additional cultural experiences. • Entrepreneurial Spirit: eneurial Spirit:Central Florida has a thriving entrepreneurial ecosystem, with a supportive environment for xii

startups and small businesses. The region is home to various incubators, accelerators, and innovation hubs that foster innovation and provide resources for entrepreneurs to grow their ventures. It's important to note that while Central Florida offers many advantages, it's always a good idea to research and consider factors such as employment prospects, cost of living, transportation, and the specific lifestyle you desire before making any decisions about relocating. As a longtime resident of Orlando/ Central Florida and a Trustworthy Realtor® with Authority & Credibility, I’ll help by serving and being your “Guiding Lig “Guiding Light.” I'm in your corner! Please feel free to call/contact me :

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321-228-6880 Website: Realestate360.realtor Email:

Aubrey@realestat ealestate360.realtor Orlando/ Central Florida: al Florida:A great place to live, work, play/fun and raise a family. A city that offers numerous advantages and opportunities for residents. Some key aspects to consider: • Thriving Economy: Central Florida's economy is robust and diversified. Orlando is renowned

for its tourism industry, with world-famous theme parks like Walt Disney World , Universal Orlando Studio/Resort , SeaWorld, Waterparks & several other Fun Spots, attracting millions of visitors each year. This sector creates job opportunities in hospitality, entertainment, and related industries. Additionally, the region has a strong presence in Aviation, Aerospace, Def ospace, Defense, ense,

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Healthcare, Technology echnology, Research, Etc. A wide range of employment opportunities and options exist. • Job Market: The region has a steadily growing job market, offering opportunities across various sectors. Besides the tourism industry, there are expanding industries in healthcare, education, finance, technology, and more. Major employers include AdventHealth (formally Florida Hospital), Lockheed Martin, Universal Orlando Resort, Walt Disney World, and various educational institutions. • Education: Central Florida boasts several well-regarded educational institutions, including the University of Central Florida (UCF), one of the largest universities in the country. UCF is known for its programs in engineering, computer science, business, and hospitality management. Additionally, there are many other colleges, community colleges, and technical schools xv

that provide a range of educational opportunities. • Quality of Life: Central Florida offers a high quality of life with a pleasant climate, abundant sunshine, and a wide range of recreational activities. The region is home to numerous parks, lakes, and natural attractions, allowing residents to engage in outdoor pursuits like boating, fishing, hiking, and golfing. Moreover, there are ample entertainment options, including theaters, art galleries, music venues, and professional sports teams. • Affordable Housing: dable Housing:Compared to other major cities in Florida and across the United States, Orlando and Central Florida offer relatively affordable housing options. Whether you prefer urban living in downtown Orlando or suburban communities in the surrounding areas, there are diverse housing choices to suit different budgets and lifestyles. • Cultural Diversity: ersity: Central Florida is a melting pot of xvi

cultures, attracting residents from various backgrounds. This diversity enriches the local community, offering a wide array of cuisines, festivals, and cultural events that celebrate different traditions. • Proximity t ximity to Attractions: actions: Living in Central Florida means having easy access to world-class attractions. Apart from the renowned theme parks, the region is just a short drive away from beautiful beaches on both the Atlantic and Gulf coasts. Residents can explore natural wonders like the Everglades, enjoy recreational activities in the state parks, or visit cities like Miami and Tampa for additional cultural experiences. • Entrepreneurial Spirit: eneurial Spirit:Central Florida has a thriving entrepreneurial ecosystem, with a supportive environment for startups and small businesses. The region is home to various incubators, accelerators, and innovation hubs that foster innovation and provide resources for entrepreneurs to xvii

grow their ventures. It's important to note that while Central Florida offers many advantages, it's always a good idea to research and consider factors such as employment prospects, cost of living, transportation, and the specific lifestyle you desire before making any decisions about relocating. As a longtime resident of Orlando/ Central Florida and a Trustworthy Realtor® with Authority & Credibility, I’ll help by serving and being your “Guiding Lig “Guiding Light.” I'm in your corner! Please feel free to call/contact me : 321-228-6880 Website: Realestate360.realtor Email: Aubrey@realestat ealestate360.realtor

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"City Beautiful!"

Orlando/Central Florida: A great place to live, work, play, fun and raise a family. A city that offers numerous advantages and opportunities for residents. Some key aspects to consider: • Thriving Economy: Central Florida's economy is robust and diversified. Orlando is renowned for its tourism industry, with world-famous theme parks like Walt Disney World , Universal Orlando Studio/Resort , SeaWorld, Waterparks & several other Fun Spots, attracting millions of visitors each year. This sector creates job opportunities in hospitality, entertainment, and related industries. Additionally, the region has a strong presence in Aviation, Aerospace, Defense, Healthcare, Technology, Research, Etc. A wide range of employment opportunities and options exist. • Job Market: The region has a steadily growing job market, offering opportunities across various sectors. Besides the tourism industry, there are expanding industries in healthcare, education, finance, technology, and more. Major employers include AdventHealth (formally Florida xix

Hospital), Lockheed Martin, Universal Orlando Resort, Walt Disney World, and various educational institutions. • Education: Central Florida boasts several well-regarded educational institutions, including the University of Central Florida (UCF), one of the largest universities in the country. UCF is known for its programs in engineering, computer science, business, and hospitality management. Additionally, there are many other colleges, community colleges, and technical schools that provide a range of educational opportunities. • Quality of Life: Central Florida offers a high quality of life with a pleasant climate, abundant sunshine, and a wide range of recreational activities. The region is home to numerous parks, lakes, and natural attractions, allowing residents to engage in outdoor pursuits like boating, fishing, hiking, and golfing. Moreover, there are ample entertainment options, including theaters, art galleries, music venues, and professional sports teams. • Affordable Housing: Compared to other major cities in Florida and across the United States, Orlando and Central Florida offer relatively affordable housing options. Whether you prefer urban living in downtown Orlando or suburban communities in the surrounding areas, there are diverse housing choices to suit different budgets and lifestyles. • Cultural Diversity: Central Florida is a melting pot of cultures, attracting residents from various backgrounds. This diversity enriches the local community, offering a wide array of cuisines, festivals, and cultural events that celebrate different traditions. • Proximity to Attractions: Living in Central Florida means

having easy access to world-class attractions. Apart from the renowned theme parks, the region is just a short drive away from beautiful beaches on both the Atlantic and Gulf coasts. Residents can explore natural wonders like the Everglades, enjoy recreational activities in the state parks, or visit cities like Miami and Tampa for additional cultural experiences. • Entrepreneurial Spirit: Central Florida has a thriving entrepreneurial ecosystem, with a supportive environment for startups and small businesses. The region is home to various incubators, accelerators, and innovation hubs that foster innovation and provide resources for entrepreneurs to grow their ventures. It's important to note that while Central Florida offers many advantages, it's always a good idea to research and consider factors such as employment prospects, cost of living, transportation, and the specific lifestyle you desire before making any decisions about relocating. As a longtime resident of Orlando/Central Florida and a Trustworthy Realtor® with Authority & Credibility, I’ll help by serving and being your “Guiding Light.” I'm in your corner! Please feel free to call/contact me : 321-228-6880 Website: Realestate360.realtor Email: Aubrey@realestate360.realtor Orlando/Central Florida: A great place to live, work, play/fun and raise a family. A city that offers numerous advantages and opportunities for residents. Some key aspects to consider: • Thriving Economy: Central Florida's economy is robust

and diversified. Orlando is renowned for its tourism industry, with world-famous theme parks like Walt Disney World , Universal Orlando Studio/Resort , SeaWorld, Waterparks & several other Fun Spots, attracting millions of visitors each year. This sector

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creates job opportunities in hospitality, entertainment, and related industries. Additionally, the region has a strong presence in Aviation, Aerospace, Defense, Healthcare, Technology, Research, Etc. A wide range of employment opportunities and options exist. • Job Market: The region has a steadily growing job market, offering opportunities across various sectors. Besides the tourism industry, there are expanding industries in healthcare, education, finance, technology, and more. Major employers include AdventHealth (formally Florida Hospital), Lockheed Martin, Universal Orlando Resort, Walt Disney World, and various educational institutions. • Education: Central Florida boasts several well-regarded educational institutions, including the University of Central Florida (UCF), one of the largest universities in the country. UCF is known for its programs in engineering, computer science, business, and hospitality management. Additionally, there are many other colleges, community colleges, and technical schools that provide a range of educational opportunities. • Quality of Life: Central Florida offers a high quality of life with a pleasant climate, abundant sunshine, and a wide range of recreational activities. The region is home to numerous parks, lakes, and natural attractions, allowing residents to engage in outdoor pursuits like boating, fishing, hiking, and golfing. Moreover, there are ample entertainment options, including theaters, art galleries, music venues, and professional sports teams. • Affordable Housing: Compared to other major cities in

Florida and across the United States, Orlando and Central Florida offer relatively affordable housing

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options. Whether you prefer urban living in downtown Orlando or suburban communities in the surrounding areas, there are diverse housing choices to suit different budgets and lifestyles. • Cultural Diversity: Central Florida is a melting pot of cultures, attracting residents from various backgrounds. This diversity enriches the local community, offering a wide array of cuisines, festivals, and cultural events that celebrate different traditions. • Proximity to Attractions: Living in Central Florida means having easy access to world-class attractions. Apart from the renowned theme parks, the region is just a short drive away from beautiful beaches on both the Atlantic and Gulf coasts. Residents can explore natural wonders like the Everglades, enjoy recreational activities in the state parks, or visit cities like Miami and Tampa for additional cultural experiences. • Entrepreneurial Spirit: Central Florida has a thriving entrepreneurial ecosystem, with a supportive environment for startups and small businesses. The region is home to various incubators, accelerators, and innovation hubs that foster innovation and provide resources for entrepreneurs to grow their ventures. It's important to note that while Central Florida offers many advantages, it's always a good idea to research and consider factors such as employment prospects, cost of living, transportation, and the specific lifestyle you desire before making any decisions about relocating. As a longtime resident of Orlando/Central Florida and a Trustworthy Realtor® with Authority & Credibility, I’ll help by serving and being your “Guiding Light.” I'm in your corner! Please feel free to call/contact me : 321-228-6880

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Website: Realestate360.realtor Email: Aubrey@realestate360.realtor

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Testimonials/5 Star-BBB A+ Reviews for Aubrey Anthon y Anthony... Here’s a list of some of my clients, whom I have helped buy or sell a home, and what they said about working with me: I found Aubrey on the Internet, 9-years ago. I picked him from a long list of R.E. Agents/Realtor. Today, I'm extremely happy I did. He found us what we needed; A good location, close to our Place of worship, Good Schools for our kids, Hospital close by, Shops, connecting roads, etc. Especially since we were from out of state and didn't know too much about the area. Our family has enjoyed our relationship with Aubrey over the years, he is honest, hardworking & one of great integrity.... We most definitely will recommend him to anyone we know who is selling or wanting to purchase a home, he's an expert in his field and we were lucky to have him as our realtor. Thanks!: Dennis & Janelly R - 5***** Aubrey has been the only realtor we have chosen to work with over many years because we trust his opinion. He is well respected, very knowledgeable and has an extensive portfolio of his many clients. Aubrey is very patient, and he ensures that his clients are well informed before they make a buying decision to purchase their home. Aubrey is sincere and truly has a passion for his work as an exemplary realtor. We're blessed to have him as our realtor, a true gem. Yonnette P - 12/2021: 5 * My wife and I were introduced to Aubrey 14 years ago when we were looking for a vacation home in Orlando. From the initial introduction to this day, he has displayed professionalism & vast knowledge of Florida Real Estate. We have since sold and bought twice, in all these transactions he displayed patience and

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knowledge as he kept us involved throughout the process. I have since referred several clients to him and they were all impressed with his service. We continue to refer our personal business, as well as our client's business to him via referrals... Roger & Leith A – 5***** We planned to relocate from south America to Florida in 2012. A friend recommended Aubrey. He picked us up from Orlando Airport and took us to a property that exactly suited our needs. We purchased and within a year bought two more properties recommended by him as investments. We strongly recommend his services as a broker and now as a family friend...Syd and Dr. Heather R- 5 ***** On considering relocation, I contacted Aubrey to sort out the last piece of the puzzle, buying a new home. We spent a day looking around and I was very impressed with Aubrey's knowledge of the area, his integrity and excellent customer service...could not have expected better! Aubrey is definitely the "Go To Guy" if you are looking for an honest Broker/Realtor. We would recommend Aubrey to anyone looking to buy or sell... Leroy and Claudette J- 5***** While living and working in NY, I needed to purchase a family vacation home in Orlando, Florida. In searching for a reliable Real Estate Broker, Aubrey was highly recommended. We were not disappointed as Aubrey displayed sound knowledge and due diligence in finding a suitable property within our affordable price. His hard work and caring attitude provides for good Customer Service. I highly recommend anyone wishing to buy or sell to call Aubrey...Leon Y - 5***** Retired from *******************, a family friend referred us to Aubrey, he welcomed us with open arms. Aubrey showed a high degree of understanding and caring for us and our needs...This was very important to us. Aubrey exhibited great knowledge, he

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was very skilled & offered exceptional service with a high degree of patience and understanding. honesty and integrity. Our buying journey was very smooth & seamless. To date, we have bought our 3rd home from Aubrey. You'll be in good hands. -- Victor & Edith S - 5***** My husband and I were referred to Aubrey by my brother. We discussed our real estate needs, and he told us to trust him...he understood our needs. He was right, the moment we saw the rolling hills & scenic views of Clermont, Florida, we were sold on that area. After a few years, we decided to relocate, based on further needs. Aubrey sold my home to the first buyer through the door. He subsequently sold us another home, along with other real estate investments. I recommend him highly, a knowledgeable broker. - Thom & Des P - 5***** Not only has Aubrey been our realtor for our starter home but also our dream home. He is very reliable, listened to our plans and kept us of our budget, location and descriptions. He presented options, he definitely did not waste our time. We have recommended him to all of our families and friends w/no fear or regrets. Very professional...Peter & Diane B - 5***** I had the pleasure of working with Aubrey of Real Estate 360 in selling my property located in Florida. His professionalism and guidance were helpful with the closing process and I was satisfied with the offer I received. Aubrey came highly recommended by a long time Attorney friend. I was very satisfied w/the results since I live out of State. -Barb S - 5* Aubrey was introduced to us by a family friend who had a favorable experience working with him. His dedication and knowledge of the Florida RE market was exactly what we were looking for. He was dedicated, responsive and attentive to our needs. Aubrey found us our dream home in Orlando. I have recommended him to all our family & friends who are

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considering moving from up north. Aubrey is a pleasure to work with...Derrick C - 5***** Aubrey is an astute agent whom I bought a house through in the past. He worked with me through the entire process negotiating and guiding me as needed. I would highly recommend Aubrey to anyone who is seeking a real estate agent both new and existing potential buyers and sellers. Ramesh S…5***** We met Aubrey in 1999 through a family member. We were moving to Florida and needed to purchase a home. Aubrey met with us and discussed our needs. We viewed several homes, within a week we found our dream home, which we still own today. We found Aubrey to be very reliable and were extremely happy with his services & assistance. We are in the process of another venture, and we have enlisted Aubrey's reliability, knowledge & help again. Thanks Aubrey-Neville & Jean J -5* I have worked with Aubrey, from Real Estate 360 for some time and find him verify good in his field of work. I can recommend him to all my family and friends. I invest in land, and I build homes…Leroy T – 5***** I have worked with Aubrey for a few years and successfully completed a few real estate transactions. He is knowledgable of the market and easy to work with. I have referred a number of friends from up North who are looking to relocate to the Central Florida area…NJ J - 5*****

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CHAPTER 1 Introduction - "Home Selling Guide!"

Market Statistics: Home prices in 2021 rose 16.9% Nationally - Highest on record | CNN Business News. Orlando/Central FL: From Dec 2021 to Dec 2022, the median sales price grew to $360K. Today, the median sales price has increased to $375K(+/-)... Trending up 3.2% year-over- year…Average price/sq. ft = $229K | Average Sold Price = $370K This book is designed to deliver valuable insights and hidden strategies. Its purpose is to serve as a roadmap to accelerate sales and maximize profit for the seller. Regardless of whether you're involved in selling, buying, or investing in single-family homes, duplex, townhouse, condo, investment properties, etc. The selling process can be complex. Knowing which stratigies to utilize, how and when to leverage, can provide an advantage. In addition, experience, knowledge, and skills can help in navigating the complexities of the selling process and achieve successful sales/transactions. 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 2

dozens of decisions and substantial investment in homeowners’ time, energy, and money, and emotions almost always lead to problems in a sales price negotiation. The home seller’s objective is to find that home shopper 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 traveling 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 the prospective or active home seller to independently achieve a better understanding of the home-selling process. I’ve also provided actionable insight into how best to market your home, avoid critical mistakes, and maintain a proper focus. Let this book be your go-to resource for information, strategies, and techniques that can be put to work to sell your home quickly at the best price. Take time looking through the chapters and master the secrets of successful home sellers. For example, discover why comparable homes sell for considerably different prices. Be ready to sell by knowing your home’s market value, best listing price, negotiation tactics, and improvements that offer the best Return on Investment (ROI).

My sincere hope is that this book will help you make the most of your time and efforts to sell your home. In Part 1, the process and importance of preparing your house for sale is examined: how to present to get top offers, the “80/20 rule,” along with which upgrades will make the most difference in ROI (Return on Investment). Part 2 delves into marketing your home with a look at costly mistakes, avoiding those mistakes, and finding qualified buyers. In Part 3, we examine the critical topic of negotiations — what to expect, and how to conduct them — and finish with a look at what engaging a real estate professional brings to your real estate sale transaction. After you learn the process, requirements, and tips, you will see that an experienced, financially astute real estate professional can vastly cut the time and raise the economic value of your transaction. Reading this book is your first step to selling your home for the best price in the shortest time. After you read it, I stand by to assist you with a Comparative Market Analysis (Home Value) and a solid marketing plan to fit your budget and lifestyle.

CHAPTER 2 First Steps to Home Selling o Home Selling

Location! Location! Location! is the most crucial consideration in real estate and a major factor, if not the predominant one, in real estate pricing. Each location has its unique qualities that can sway the value of a property. So, whether you're a rookie seller or a seasoned pro, remember this: location matters. It's the critical piece of the puzzle that can make your home stand out and attract buyers. Setting the price at which to sell your home is not a simple formula, nor totally mathematical. Many elements factor into the decision. Throughout this book, you will read examples of similar and similarly situated houses that sold for very different prices, along with the reasons for the disparities. A calculated home value is not necessarily what you believe your home is worth. Recognizing this helps avoid overpricing, a major factor that leaves homes languishing or unsold. Familiarity with the real estate terms market value, appraisal value, and assessed value can save disappointment and frustration, and allow the home seller to meaningfully engage in setting a home’s listing price. The most used definition of market value is “the most probable price a property should bring in a competitive, open market, under conditions requisite to a fair sale.” Essentially, this is a pre- negotiation opinion of what a house should bring in its local market, i.e., its geographical area, generally an area such as a suburb or neighborhood. Appraisal value is an evaluation of a property’s worth at a given 6

point in time that is performed by a professional appraiser. Appraised value is a crucial factor in loan underwriting and determines how much money may be borrowed and under what terms. For example, the Loan to Value (LTV) ratio is based on the appraised value. Where LTV is greater than 80%, the lender generally will require the borrower to buy mortgage insurance. Assessed value is the amount local or state government has designated for specific property and frequently differs from market value or appraisal value. This assessed value is used as the basis of property tax and when a property tax is levied. The assessed value of real property is not necessarily equal to the property’s market value. Approximately 60% of U.S. properties are assessed higher than their current value.

WHAT IS YOUR HOME WORTH?

The first step in selling your home is knowing the difference between value, worth, and price. Let’s examine the determining factors at work. Understanding those factors allows them to be leveraged. There are several ways a home’s value is derived.

PROFESSIONAL APPRAISAL

Nothing determines the sale price of a piece of real estate but the price at which it sells. Houses are not same-priced identical cans of tuna on the grocery store shelf or shares of stock valued and traded every day on the stock exchange. Real estate appraisal (“property valuation”) is the process of developing a perspective of value for real property. This is the market value — i.e., what a willing, reasonable buyer would pay for the property to a willing, reasonable seller. Real estate transactions generally require assessments because they happen infrequently and every real property is unique in features and characteristics.

An appraisal helps in various decision points. The seller can use the appraisal as a basis for pricing. The buyer can use it as a gauge on which to base an offer. Lenders use appraisals to know how much money to credit to their borrowers.

The important factors in a house appraisal are:

• Dwelling type (e.g., one-story, two-story, split-level, factory-built) • Features (including design) — materials used and the kind of structure present and how they were built • Improvements made • Comparable sales • Location — type of neighborhood, zoning areas, proximity to other establishments • Age of property • Size • Depreciation Condition, of course, is a crucial factor in valuation. Location is also a factor; however, as property cannot change location, upgrades or improvements to a residential property often can enhance its value. A professional appraiser should be a qualified, disinterested specialist in real estate appraisals, with expertise in your region. His or her job is to determine an estimated value by inspecting the property, reviewing the initial purchase price, and weighing it against recent sales with the same purchase price.

COMPARATIVE MARKE TIVE MARKET ANALYSIS BY A REAL ESTATE PROFESSIONAL

This type of home valuation is a free service offered by a real estate professionals. It's more helpful than automated online offerings. It provides detailed information on each house sold & pending 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...Using our MLS comps, as the main value source. 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. I will be happy to provide you with a Comparative Market Analysis. Please refer to the last page of this book if you would like more information on how to request a free home valuation.

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

A house on the market requires keeping the home in a constant “show-ready” condition, and changes in day-to-day life are inherent in the process. Sellers get unexpected phone calls at all hours from unrepresented prospects and buyers’ agents to show the home, as well as frequent updates by phone, email, and text and show appointment scheduling messages from the listing agent. They also will likely deal with repair and reconditioning appointments and inspections. The house may be photographed for online, periodical, or brochure presentations. There are repeated showings when the home first hits the market. Keep your home in pristine showing condition for impromptu visitors — the perfect prospect might just drop in at dinner time...You never know!

CHILDREN (AND PETS) SHOULD BE UNSEEN, UNHEARD (If at all possible)

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 efforts.

CHAPTER 3 Pareto's Principle (80/20 Rule)

“Eighty percent of 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, but in photographs and showings, feature the elements that make your home special. 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

When Vince and Sue were shopping for a new home, Vince wanted an ocean view. They looked at many desirable properties but didn’t find any that were right for them. Some were overpriced; others had obstructed views. The search went on for almost a year until they found an older home a short walk from the ocean. The neglected exterior and dated interior were not encouraging, but when Vince stepped onto the third-floor balcony off the master suite, he was sold. Any shortcomings in wall color or fixtures faded away when he took in the view. He could now see 13

the sunrise from his bedroom window every morning.

What 20% of the home caught the eyes of Vince and Sue? The magnificent third-floor view of the ocean!

SELLER’S STORY

When Cam and Kate listed their home, they needed a buyer who wasn’t concerned that the house was on an unpaved road. Though the home was over 10 years old, the interior was updated with fresh, neutral wall colors and carpeting to look brand new. The towering trees and established yard gave the home a welcoming appeal. The buyer had also looked at a home within miles of Cam and Kate’s that had towering trees, as well as a koi pond and patio. This home was comparable in interior and exterior, but it was on a busy street. What 20% of the home caught the buyer’s eye and prompted him to choose Cam and Kate’s home? The buyer loved the secluded country feel of the home. The 1.8-acre property was surrounded by pastures, with grand oaks dotting the landscape.

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 point, 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. Nothing sets the tone of a relationship or encourages a transaction more than first impressions. So, always consider what a potential homebuyer may think as he or she drives up to your property for the very first time. Think of “curb appeal” as the home seller’s shop window. Like picking a lunch place on a busy avenue in a tourist spot, it’s either the outside presentation, or, as we saw in the 80/20 rule discussion, some particular feature that brings in the customers. For most lunch seekers, it is the way the place looks (“curb appeal”), and to others, the soups and sandwiches they serve (specific desired feature). You do not have a lot of time to establish a curb appeal relationship with a prospective homebuyer. Whether cruising the web to view online photos from across the country, or cruising by your home in the family SUV on a Sunday afternoon outing, home shoppers will decide at a glance whether they want to see more. “We buy ugly houses” is a sign often seen nailed to electric poles. 18

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