CHAPTER 3 The High Cost of Pla h Cost of Playing It Saf ying It Safe The $700,000 Mistake in Trousdale Estates How one simple oversight cost a seller a fortune—and how to make sure it doesn’t happen to you. Let me share a real-world example of something that happens more often than you’d think—especially in ultra-luxury neighborhoods like Trousdale Estates. It’s the story of a stunning home, a well-meaning agent, and a seller who unknowingly left hundreds of thousands of dollars on the table. This mid-century modern estate sat on a premier Trousdale street, with sweeping views from downtown to the ocean. A true architectural gem—single-level, gated, and private—exactly the kind of home luxury buyers dream about. But the seller made a costly error: they hired an out-of-area agent who wasn’t familiar with the unique nuances of the Trousdale market or the expectations of buyers at this level. What went wrong? • The home was listed quietly, without any meaningful marketing campaign • There was no formal launch strategy, no exposure to top agents, no international reach • No professional video, limited staging, and—shockingly—no sign on the property 9
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