Compliments of Garlene Daniel - SELLING TIPS YOU CAN'T AFFORD TO MISS

SELLING TIPS YOU CAN'T AFFORD TO MISS

Compliments of Garlene Daniel

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 D's

How To Market Your Home

Common Seller Mistakes

10. Learn From Other's Mistakes

11. Finding Buyers

12. Be A Smart Negotiator

13. The Dos and Don'ts of Negotiating

14. Bargaining Chips

15. Why Hire an Agent?

Welcome!

I'm so happy that you've found your way here, and I hope you find this guide to be helpful. Let me introduce myself—I'm Garlene Daniel, a REALTOR® on a mission to turn your real estate goals into reality. With over two decades of experience in the industry, I've had the pleasure of helping countless buyers and sellers navigate the complex world of real estate. From busy, crowded towns to the tranquil embrace of the Blue Ridge Mountains. I've seen a lot, and I can't wait to share my expertise with you! As a proud native Virginian, my heart beats to the rhythm of this beautiful state. After 24 years of following the Army's path alongside my soulmate Kent, our 3 children have spread their wings and embarked on their own adventures. Our family has expanded to include a wonderful daughter-in-law and the absolute joy of our lives, a perfect little grandson. We are thankful to have finally found our way back home to the serene embrace of the Blue Ridge Mountains. Our cozy home is filled with love, laughter, and the pitter-patter of paws and claws from our fur babies. Life is truly a blessing here. where every sunset is a masterpiece. Nothing else compares to rural living—the gentle pace, the welcoming faces, and breathtaking views that stretch as far as the eye can see. There's something magical about trading the chaos of city life for the tranquility of the countryside. What better way to unwind after a long day than with a tall glass of sweet tea, enjoying the the serenity the mountains offer, and enjoying a stunning sunset from your own deck? It's moments like these that remind us of life's simple pleasures. Now, let's talk business! My primary areas of expertise span across the counties of Madison, Orange, Greene, and Culpeper, each offering its own unique charm. If you are considering, selling your property, or simply exploring your options, I believe v

you'll find this guide helpful. If it's too much to tackle on your own, I'm here to be your personal guide through every step of the journey. With a commitment to absolute integrity, I'll work tirelessly as your advocate, negotiator, and trusted advisor from start to finish. But I'm not just here to talk shop—I'm here to listen, to understand your goals, and to make your real estate dreams a reality. So go ahead, reach out to me anytime! Whether you have questions, want to chat, or simply need a friendly ear, I'm here for you. Let's embark on this journey together and make your goals a reality! I'm with Montague Miller & Company, Realtors, a third- generation, family-owned real estate firm that's been proudly serving Central Virginia for over 75 years. With a legacy built on trust, expertise, and a genuine passion for helping others, they're the perfect partner to have by your side in your real estate endeavors. Let's make your real estate dreams come true—if you would like assistance, contact me today to get started. Remember, I'm always just a call or text away!"

CLIENT TESTIMONIAL TIMONIALS

samtheuropa10 "Mrs. Daniel helped me sell my home. She was very professional, encouraging, offered great tips to improve and show my home. I felt she took great personal pride and interest in selling my home. When it came time to negotiate with the buyer, Mrs. Daniel was fair and thoughtful about the process. I had listed my home previously with two other Realtors, one was a broker. Neither seemed to have the luck to get the right persons in my home to sell it. By the way, I do not believe in luck. Luck is when opportunity and preparation meet. This describes Mrs. Daniel's style. She creates opportunity and applies her skills. I highly recommend Mrs. Daniel. She is intelligent, trustworthy, caring, and very competent in her work. I would not hesitate to use Mrs. Daniel again if the opportunity arose. Sincerely, Samantha J. R." bushplumbing "We would recommend Garlene to anyone. She was the most dependable, knowledgeable and genuine realtor we have ever used. She always followed up (quickly) on any concerns we had, and she was honest - even if it meant she would not get the sale. Her service is above and beyond." Dan_C "Garlene informed us, provided us choices and arranged a showing for properties we were really interested in but the real value came after we made our offer. Having a good person in your corner for recommendations on Appraisals, someone to keep you informed of seller issues and a person unafraid to pick up the phone and talk to you made Garlene worth every penny. We've recommended her a dozen times already and would be happy to do so again.” Removalsbybkf "Not only did Garlene help find our house, she also found a house for my mother in law. Garlene is the only

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agent we will use. Her patience is perfect. Her personality is perfect. Garlene helped way above and beyond her areas by also helping us find the best location to start our business up. We think she is flawless!!!!!!" k.schrader "Garlene was referred to us through our agent in New Jersey. She went out her way to show us many homes until we found just the right home for us" kellyb "Garlene was wonderful to work with - she guided me through the process and was able to answer all questions I had. She also worked well with the agents for the seller, which made the transaction run smoother.” SuzH "Garlene was wonderful! We would recommend her to anyone wishing to sell their home. She was honest, hard working, and took care of us like we were family. She truly went above and beyond to help us sell our home! If you want someone that will listen, and take care of your interests, call Garlene for she will take care of you! We are a retired military family. When we decided to sell our home and move back to our hometown, Garlene knew it was a big step for us. She knew how much we loved our home. She guided us honestly and with integrity, every step of the way. Thank you Garlene for your professionalism and friendship!" jannicer22 "Garlene was such a pleasure to work with. My husband and I were first-time homebuyers and she helped us every step of the way. She constantly kept us informed as we were going through the process of purchasing our home, and was willing to answer any questions we had. She's very caring, knowledgeable, and good at her job. I would recommend her to anyone, especially first-time home buyers." C ERwhit "It's been a pleasure to have had Garlene come alongside the need to relocate into a phase of life that requires finding the right arrangement for aging concerns. Garlene's

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wherewithal of neighborhoods, communities, builders, regulations and amenities have been a tremendous asset during this process. In addition, her personal interest to make the puzzle pieces fit together in a manner that is tailored to becoming integrated into new surroundings has been with a warmth & welcomeness that has surpassed the typical realtor's motivation to make a sell. Thank you, Garlene, for your patience to stick-it- out during this transitional time of life. Semper Fi, Chris" Ktyler " As a mortgage lender, I've had the opportunity to work with Garlene over the past several years. Not only does she possess stellar professionalism, you will find that she has total commitment to each of her client's needs. I don't know of any client who hasn't become a friend of hers. She will make your interests and needs her utmost mission." BrandiA "My husband and I have recently had the privilege to have Garlene as our realtor in our search for our first house. She was extremely knowledgeable in every aspect of our search and ultimately finding our first home! Garlene went above and beyond in assisting us in everything and was willing to adjust her schedule to fit ours. Moving to a new state, changing jobs and finding our first home all with a 1 year old was a challenge, but Garlene made the transition MUCH easier. I would recommend anyone to her in their house search or sale. She is wonderful!" melindalhr "While looking for a home to buy Garlene, was the best thing to ever happen to me. I had just begun my search for a home and fell ill. During this period of time I came close to loss of life. Because of my being ill in and out of the hospital, it took me three years to find a home. Garlene, stuck right with me in that three year search. Garlene, was always quick to send listings in my price range. She and I would jump in the car and go county to county on my search. I found an awesome home with her help. Garlene, will always go the extra mile for her clients."

Kendra "I had the wonderful privilege of knowing Garlene as a Real Estate Professional as we worked with mutual clients together (I in the Title Biz). She is always up to date with the ever changing Mortgage and Real Estate Roller Coaster so she can keep her clients informed and educated. So, when my hubby and I were ready to put our home up for sale as well as look for another home, I did not hesitate to seek her services and expertise. She overwhelmed me with her professionalism on a whole new realm - She was in constant communication with me, connected me to some one who was available in my area of choice and then made a follow up to make sure I was properly taken care of-WOW Garlene, You ROCK!!” dr.cianci "Garlene was absolutely amazing, she was very thorough while searching for our house, and really listened to our needs. She even helped me after we moved to the area with helping me find activities for our kids and gave me a list of doctors in the area. Whenever I had a question she would respond promptly, usually within 15 minutes of any email, no matter the time or day of the week. I highly recommend Garlene." LindaG. "I must say that we still talk about the quality of service you provided to us when we bought our home in 2004. No one else can light a candle to you!"

AndyH(retLTC) "Garleneisbyfarthefinestagentwehaveeverdealtwith."

Jerry&Cynthia "Garlene was our Realtor and provided invaluable assistance in the purchase of a home in Orange County Virginia. I am not sure if we could have completed this purchase without the special skills, tenacity, and attention to details that Garlene provided. Garlene kept everything on track throughout the negotiations, and with cheerful optimism got us to closing. We have high praise for Garlene."

DanN "Garlene Daniel was every bit the professional we were hoping for, we could have not been any happier with our service from Garlene. Garlene went above and beyond her duties by keeping us informed of listings and was eager to provide immediate responses to our requests. We were stationed in Germany when we purchased our home, and if it wasn't for Garlene's constant and accurate information this would not have been possible." SloaneN "Garlene Daniel was such a pleasure to work within our home search. She kept us up to date on the building of our house and was very patient and helpful. We had a speedy house closing and it was virtually pain-free!" JerryM "Garlene's level of service and commitment went well beyond the norm in the Real Estate industry. I cannot imagine successfully navigating such a challenging market with any Realtor other than Garlene." EddieE “We put you in a tough spot, but you always kept calm and reassured us in the midst of our various crisis - most of all, we know and sincerely appreciate that you prayed for us over many issues; the sale of the house frankly was often overshadowed by other responsibilities, but you always kept us on track and managed to display absolute professionalism in every way - even when I was clearly agitated and not very patient. In short, you showed us what true professional diligence looks like. You were a true blessing to us and we thank you.” JHealey “You are the consummate professional and always looking out for us. Suzanne and I have decided to bottle you and retire on the millions we will make selling the perfect Realtor.”

References available upon request (Check out my Google Business page for more reviews)

CHAPTER 1 Introduction

The largest investment most people make is their home. That makes selling a home, the single largest, most complex transaction most people will ever undertake. It involves new terms and concepts, financial understanding, and larger figures than normally dealt with. 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 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 a buyer who falls in love with their home. To do this, you need to offer potential buyers a striking home 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. 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, to help you achieve a better understanding of the home-selling process. This book provides actionable insight into 1

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 property to sell is examined: how to present your property to get top offers, the “80/20 rule,” along with which upgrades will make the most difference in ROI. 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 following the advice of an experienced, real estate professional can cut your days on the market, and help you achieve a top price. Reading this book is your first step to selling your home for the best price in the shortest time. If it all seems a bit overwhelming, and you'd like a helping hand, please feel free to contact me. I've

been a real estate agent since 2001, I still love what I do! My goal is to treat each client as I would want to be treated should our roles be reversed.

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. Novice (and not-so-novice) home sellers alike must know the considerations that determine a home’s price. 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 homes 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 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 5

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 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.

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 will be repeated showings when the home first hits the market. Keep your home in pristine showing condition for impromptu visitors — the perfect prospect might just want to drop in at dinnertime.

CHILDREN (AND PETS) SHOULD BE UNSEEN, UNHEARD

When it comes to showing off your home to potential buyers, you want to create the best possible experience for them. That means minimizing distractions, including your beloved children and furry friends. So if you can swing it, it's a great idea to plan a little outing during showings. I get it—life doesn't always go according to plan, and sometimes you need to stay put. If that's the case, no worries! Just make sure you and your four-legged pals are out of the way. Stash away any toys, laundry, and such. Oh, and a quick sweep for any lingering dog hair on the sofa wouldn't hurt either!

In the kitchen, aim for a sparkling clean space. That means tackling those dishes and wiping down countertops to ensure everything shines bright like a diamond. Trust me, a little extra effort here can go a long way in making a stellar impression! So whether you're out and about or holding down the fort at home, do your best to make sure your place is show-ready and absolutely irresistible to potential buyers. With a few simple tweaks, you'll have them falling head over heels for your home in no time! Now, I know your time is valuable, and you want to make sure it's spent wisely. That's why it's essential to focus on attracting serious buyers who are ready to make a move. A little insider tip for you: experienced buyer agents almost always have their clients pre-approved before they even step foot in your home! Savvy agents know the importance of being prepared, so they'll likely have their buyers pre-approved for a mortgage before scheduling any showings. That means you'll be welcoming folks into your home who are serious about taking the next step in their home-buying journey. So while you may still encounter a few "Sunday afternoon window shoppers" along the way, having a real estate agent who knows the ropes can help streamline the process and ensure your time is spent showcasing your home to those who truly matter. Remember, every no, brings you closer to that yes, this is the one, that you are waiting for!

CHAPTER 3 Pareto's Principle

“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 the sunrise from his bedroom window every morning. 12

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. If you decide to allow me to represent you in the marketing and sale of your home, I'll focus on your "20%" features that make your home stand out!

Don't 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 more true than in selling a home. First impressions matter. Potential purchasers form their initial impression in the first 30 seconds waiting for their REALTOR® to open the door. Make sure it's

gleaming, and the lawn is well manicured!

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, 17

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. Rehabbers look for ugly houses so that they can pay the least amount possible; homebuyers looking for a deal — not a “basement bargain” — do not want an unattractive home. Creating curb appeal is essential to attracting interest in your home. How your home looks from the road is so persuasive that a well-prepared house may catch the attention of buyers who did not find the written description particularly compelling. Likewise, a neglected house can cause a buyer previously excited by the description to cruise right on by. Try this. Go out onto your street and look — I mean really look — at your home, and see if you can spot any imperfections. Is it appealing, pristine, and well-kept, or are there necessary repairs that you have been putting off? After you’ve lived in a home for a long while, you’re not likely to examine it objectively. Listen to suggestions from your realtor, your friends and/or potential home buyers about how you can make your house show better. Take a drive around your area and see which homes for sale appeal to you and note why. Well-tended houses with trimmed bushes, groomed lawns, attractive landscaping, and a “grand entrance” (discussed shortly) will be more impressive than homes with an unkempt walkway, uncut grass, and a paint- peeling front door. The outside appearance of a property needs to be an invitation to come inside. Potential homebuyers are drawn to welcoming entries and uncluttered yards. They are unlikely to be attracted to a home with dead shrubbery and a weather-worn exterior. It is no stretch to think a buyer will believe the home is neglected on the inside as well.

Look at your home as a prospective buyer would. Drive up to the curb and take inventory of everything that needs attention. Low- cost investments like power washing the house and concrete, repainting trim, and adding landscaping give your house more curb appeal. Simple improvements like weeding, trimming, and window washing can improve the appearance of a home with little to no expense. Repairing and repainting your home can cost more money, but often those upgrades are reflected in the eventual sales price of your home. The goal here is to get more money for your home. Homebuyers generally aren’t interested in a home that needs work, unless you want to sell below market value. 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 major and minor improvements to update the exterior of your property. There might be a long list of things to do. It takes hard work to get a home ready to sell. Anyone can put a house on the market, but not everyone sells quickly or with great profits. Your hard work and attention to detail will pay off as prospective 19

buyers are drawn to your home by it's curbside beauty!

CREATING A GRAND ENTR AND ENTRANCE

As I mentioned earlier, an important part of curb appeal is the home’s “grand 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 be pulled in to the feel of "welcome home"! Your home should have a pleasing aroma, maybe freshly baked cookies, soft music playing, and sparkling clean windows to let lots of light in! Leave all lights on when possible. The longer potential buyers are there, is an indication of how interested they may be. The front door is a focal point; make it impressive. Freshen it up and add a dash of color. Choose a paint that draws the eye and • 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. • Flower boxes and potted plants add instant color, and is an easy, inexpensive way to enhance curb appeal. • Spruce up the landscaping. Eliminating weeds and adding complements the color of your home. SOME OTHER CONSIDERATIONS IN CREATING GREAT CURB AP T CURB APPEAL: EAL:

fresh mulch can really make a difference and shows 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. • Add a “smart” doorbell. Eight of 10 home doorbells are outdated or not working, so if you invest $200 in a doorbell equipped with a camera and speaker, you will gain the approval of home shoppers who are looking for security measures.

Curb appeal is one of the most essential elements in selling your

home quickly and successfully. You can create interest in your home before buyers even step out of the car. If you put money into cleaning up the outside of your home, buyers will be far more likely to want to see the inside. Your home’s curb appeal draws buyers in, maintains their interest, and sets your home apart from the competition. Remember that unless you are willing to lower your home’s price well below market value, prospective homebuyers typically won’t want to take on a major renovation project.

CHAPTER 5 Staging with Purpose

Staging is the act of sprucing up and setting up a home's interior to make it as visually appealing as possible to a prospective buyer. Creating an appealing home — one that potential buyers can envision themselves living in — is the best investment in the sales effort. Sellers often fail to take full advantage in this regard, as it takes considerable time and work. However, the payoff is proven. Staging is considered one of the most effective marketing strategies to increase the value of your home. This strategy is effective in any market, in any home 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.

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. 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

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