CHAPTER 1 Introduction
The largest investment most people make is their home. That makes selling a home — whether it’s a single-family residence, duplex, or condominium — one of the largest, and complex transactions a person will undertake. It involves new terms and concepts, financial acumen, and larger figures than normally dealt with. There are also many emotions at play that can affect good judgment. Many sellers have an emotional attachment to their home and may believe the value is above the true market value. 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 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 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. You want them to discover a feature that makes them say " WOW !". It’s all about falling in love, from the curb to the kitchen and beyond. 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. 2
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