CHAPTER 6
HOW TO SELL A HOME THAT DIDN’T SELL —WITHOUT DROPPING THE PRICE It is entirely possible to sell your home without dropping the price. I’m going to let you in on a little secret. The standard approach is all wrong . It’s based on the faulty premise that if you tell enough people about your house, someone will buy it. Your home isn’t selling? Tell more people about it. While having more people look at a home does increase the odds of it selling, this doesn’t actually sell the home. The bottom line is that not everyone wants to buy your home. Yes, they’d love to buy it for a bargain basement price. Even if they hated it, they’d still buy it for half price—only to turn around and sell it for a quick profit. The key to getting top dollar is finding that buyer who wants your home badly enough to pay full price. Sometimes, if you’re lucky, you’ll find a buyer who’s willing to pay more than full price. Yes, that does happen.
The problem is, most people are so focused on telling everyone about a home for sale that they forget about the most important thing. You have to find that one special buyer. The question is, how do you find the perfect buyer? First, you need to understand a universal rule, discussed in the following chapter, and the role it plays in bringing in those ideal buyers.
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