Linda Peltz, REALTOR® DRE 01997670 - SELLING SECRETS YOU CAN'T AFFORD TO MISS

SELLING SECRETS YOU CAN'T AFFORD TO MISS

Linda Peltz, REALTOR® DRE 01997670

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 Ds

How to Market Your Home

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 Linda Peltz Linda Peltz | REAL z | REALTOR® DRE# 01997670 | eX RE# 01997670 | eXp Realty of California, Inc. | DRE# 01878277 RE# 01878277 Linda Peltz’s real estate journey began long before she ever got her license. Born in Denver, Colorado, and raised in Arvada, she was surrounded by real estate her entire life, thanks to her grandmother who was a dedicated REALTOR®. From a young age, Linda’s fascination with the market was clear, but it wasn’t until she was in her early 20s that she truly decided to pursue it herself. Her story is one of growth, perseverance, and a deep desire to help others find their dream homes. Linda’s career path wasn’t always straight. She first worked in business management, honing her skills in negotiation, organization, and client relations. But in the early years of her career, Linda found herself in a situation that changed the trajectory of her life. She was assisting close friends and family who was struggling to sell a property in an extremely competitive market and 13% interest rates. After months of frustration, Linda took the reins and successfully negotiated a deal that far exceeded their expectations. That victory not only boosted her confidence but also solidified her belief that she could make a real difference in people’s lives through real estate. From that moment, she knew that this was the career path for her. As a full-time REALTOR® serving the Central Valley encompassing the cities of Fresno, Clovis, and surrounding areas, Linda brings a wealth of experience and an intimate knowledge of the local market. Her business background and strong negotiation skills allow her to tackle even the most challenging deals and contracts with ease. She also has a heart for helping clients connect with the right professionals, and as a referral agent to less experienced agents, she helps clients across the

country, from California to many US states guiding the client and agent find trustworthy Realtors in their area for all of their needs. One thing to note that distinguishes Linda above most Realtors is her trusted and licensed contractors that do what ever the homes needs at an affordable price to get my client full equity out of the home and as long as it is listed with Linda they will most will allow you to pay the expense from escrow at close of escrow. Lets face it, it is hard to find trustworthy professionals in any field that looks out for your best interest. Linda's expertise spans across residential sales, investments, and property management, and she’s built a reputation for her attention to detail, integrity, and personalized service. She’s known for making what can be a stressful process easy and seamless, guiding her clients through every step with patience and care. Her dedication to her clients has earned her numerous accolades, including consistently high sales, awards for exceptional customer service, and recognition as one of the top agents in her area. Outside of work, Linda is a proud mother of seven grown children—four biological and three adopted—who are all pursuing successful careers across California, Kansas, and Colorado. Her family is her greatest accomplishment, and she values the time spent with them as a reminder of why she works so hard to ensure her clients receive the best possible service. When she’s not helping her clients achieve their real estate goals, Linda enjoys exploring the outdoors, gardening, and attending local events. She’s also passionate about volunteering and giving back to the community that has supported her for so many years. Whether you’re buying, selling, or seeking a trusted referral, Linda is here to help you every step of the way. Her mission is simple: to provide exceptional service, build lasting relationships, and help clients achieve their real estate dreams with ease.

Appointment and Mail Office Only:1702 E Bullard Ave, Suite 104 Fresno, CA 93710 (Cedar & Bullard) Contact Linda Today to Get Started! eXp Realty of California, Inc. | Corporate Office: San Ramon, CA DRE# 01878277 | Serving Fresno County and the Central Valley

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Preface When I first ventured into the real estate industry years ago, I did so with the hopes of helping sellers like you avoid the headaches often associated with the home-selling process. In my years of experience, not only have I helped alleviate the stress of selling for numerous clients, but I’ve also accumulated years of knowledge on how to get them more money for their homes in the least amount of time. Through countless transactions, I’ve seen firsthand how small adjustments can make a significant difference in a home’s sale price and time on the market. I've witnessed how professional services, expert guidance, and a solid strategy can turn what often feels like an overwhelming task into a smooth, successful transaction. I decided to share all of my expertise in one place to help potential clients like you achieve their real estate goals with ease. That’s why you’re receiving this book. I want to help you have the best possible home-selling experience. And by that, I mean I want you to: 1. Get the most money possible for your home. 2. Sell in the least amount of time. 3. Avoid the headaches most commonly associated with the home-selling process. Think of this book as my gift to you. It contains insider advice, industry secrets, and practical tips on the home-selling process that I’ve personally used to help my clients succeed. Inside, you’ll find:

• Secret strategies to sell your home for more money • Marketing techniques employed by top agents

• Advice on how to appeal to today’s buyers • And much, much more

This book is designed to give you the tools and insights you need to sell your home with confidence. My goal is to empower you with the knowledge to make the best decisions throughout the entire selling process. If, after reading through it, you want to hire me to help you sell your home, I would be more than happy to meet with you and discuss a specific plan tailored to your property’s needs. I’m here to help you navigate the real estate market and ensure your home-selling experience is as rewarding and stress-free as possible.

Happy reading!

Linda Peltz REALTOR® | eXp Realty of California, Inc. DRE# 01997670 Phone: 559-353-4556 Email: LWPproperty@gmail.com

CHAPTER 1 Introduction The largest investment most people make is their home, which makes selling it—the single largest and most complex transaction a person will ever undertake. Whether it's a single- family residence, duplex, or condominium, selling a home involves unfamiliar terms, financial acumen, and significant figures that can be daunting. In addition to the financial complexities, emotions often come into play, impacting good judgment. Many sellers believe their home, where they've raised children and created memories, is worth more than the bricks and mortar it contains. However, real estate transactions require dozens of decisions and substantial investments of time, energy, and money, and emotions can lead to mistakes, especially when negotiating the sale price. The goal of every home seller is to find that buyer who falls in love with the house and can't resist purchasing it at the highest possible price. To do this, you need a compelling sales presentation that outshines others on the market. Creating an instant connection with potential buyers—making them envision walking up the front path to their new home—is critical. The first impression counts, and it’s all about helping buyers fall in love at first sight. Most sellers don’t go it alone when selling their homes. They rely on the expertise of an experienced real estate professional. This book aims to offer some of that guidance while allowing you to work at your own pace and gain the knowledge you need without the direct pressure of in-person sales meetings. In the following chapters, I’ll walk you through key strategies, actionable insights, and tips for presenting your home to achieve the best possible outcome. You’ll learn why similar homes often 2

sell for different prices, the importance of understanding your home's market value, and how to focus on improvements that provide the best return on investment. By the end of this book, you’ll be equipped with the tools needed to sell your home quickly and at the highest price. I sincerely hope this book will help you maximize your time and efforts in selling your home. In Part 1, we’ll dive into preparing your home for sale, covering presentation, effective upgrades, and the “80/20 rule.” Part 2 will address the crucial elements of marketing your home, avoiding common mistakes, and attracting qualified buyers. Finally, in Part 3, we’ll discuss negotiation tactics, what to expect, and how to conduct them effectively. You’ll also learn about the value a real estate professional brings to your transaction. After absorbing this information, you’ll see how an experienced, knowledgeable agent can streamline the process, shorten your timeline, and increase your profits. Throughout my years of working with both buyers and sellers, I’ve gained invaluable insights into what truly works in the home-selling process. Here’s what a few of my past clients have said about working with me: “Linda made the process so easy!” “We were tough clients! Moving to Fresno, dealing with our employer’s relocation, and having little time to look at houses made it challenging. But Linda went above and beyond. Even now, a year after closing, I still call her for local recommendations. She knows everyone and is always happy to help.” – Sarah and James M. “Linda is the best agent in Fresno!” “I’ve worked with Linda twice and was impressed each time. She found me my dream home and recently helped me sell another property. Both transactions were fast, smooth, and professional. I can honestly say she’s the best in the business.” – Michael T. “Linda’s perseverance got me the house.”

“From start to finish, Linda was exceptional. I had a unique work situation that made it difficult to find a lender, but Linda didn’t give up. She worked tirelessly to find the right mortgage and made the process seamless. She is professional, punctual, and easy to work with. I’ll recommend her to everyone I know.” – Jason R. These are just a few examples of the positive experiences my clients have had. I’m committed to offering you the same level of dedication and expertise as you begin your home-selling journey. Reading this book is your first step toward selling your home for the best price in the shortest amount of time. And if after all of this you’re feeling like you’re ready to tackle the home-selling process with ease, great! If not, don’t worry—I’m just a phone call away, ready to jump in and help you make it happen. Let’s get started!

CHAPTER 2 First Steps to Home Selling o Home Selling

Location, Location, Location When it comes to real estate, there is one mantra that always rings true: Location, Location, Location . This factor is often the most important consideration when determining your home’s price. Whether you’re a first-time seller or a seasoned pro, understanding how to price your home correctly is crucial to attracting the right buyers. It’s not as simple as plugging in numbers and hoping for the best. Many elements influence how much your home will sell for, and those factors might surprise you. If you’re feeling overwhelmed or uncertain about where to start, you’re not alone. Many sellers mistakenly believe that pricing a home is purely a mathematical exercise, but in reality, it involves a nuanced understanding of the market. While you may think you know exactly what your home is worth, that perception may not always align with the current market realities. This is where one of the biggest selling mistakes comes into play: overpricing. Overpricing is a surefire way to keep your home on the market for far too long, resulting in fewer offers and a longer, more frustrating selling process. Understanding Market, Appraisal, and Assessed Value To avoid the trap of overpricing, it’s essential to familiarize yourself with a few key real estate terms: Market Value, Appraisal Value, and Assessed Value. These concepts will help you make a more informed pricing decision, avoiding potential pitfalls and streamlining the selling process. • Market Value is the price your home is likely to sell for in a competitive, open market. This is determined by factors like recent sales of similar properties in your area, current

market conditions, and buyer demand. • Appraisal Value is the value determined by a professional appraiser, who will assess your home’s worth based on its features, condition, and comparable sales in the area. This figure is important for buyers securing financing, as lenders will rely on it to decide how much they are willing to lend. • Assessed Value is the value set by local tax authorities for property tax purposes. This value can often differ from both market and appraisal values, and interestingly, many properties are assessed at higher values than they would realistically sell for on the market. What Is Your Home Really Worth? The first step to selling your home successfully is understanding the difference between price, value, and worth. Once you grasp these distinctions, you’ll be in a better position to leverage them to your advantage. There are various ways to determine your home’s value, and each one can have a significant impact on how quickly—and for how much—you sell your property. Professional Appraisal A professional appraisal can be a crucial part of the pricing process. But let’s face it—your home isn’t like an off-the-shelf product that has a fixed price tag. Real estate is unique, and determining its value is far more complex. A qualified appraiser will take into account various factors, such as the home’s condition, features, location, and neighborhood. An appraisal helps in several ways: • For sellers, an appraisal offers an objective third-party perspective on your home’s value, which can be used to guide your asking price. • For buyers, the appraisal helps determine how much they’re willing to offer and whether they can secure financing.

• For lenders, the appraisal is a key factor in deciding how much they’ll lend to a buyer. The key components of an appraisal include: • Dwelling Type (e.g., one-story, two-story, etc.) • Features (materials, design, layout)

• Improvements Made (renovations, upgrades) • Comparable Sales (recent sales of similar homes) • Location (neighborhood, amenities, zoning) • Size and Condition of the home

Remember, while you can’t change the location of your property, you can make improvements to enhance its appeal and value. Focus on small updates, maintenance, and repairs to give your home a competitive edge in the market. Comparative Market Analysis (CMA) b s (CMA) by a Real Estate Professional This is where a skilled real estate professional can make a real difference—and it's often a free service. A Comparative Market Analysis (CMA) is a comprehensive report that provides detailed data on homes sold in your area over the last six months, along with specifics about the homes currently for sale. It’s an excellent tool for determining the best possible asking price for your home. A CMA is far more accurate than online tools that use generalized data. It takes into account the specific nuances of your neighborhood, the condition of your home, and other factors that can affect pricing. Armed with this information, your agent can help you set a realistic price that will attract buyers and help avoid overpricing. The Pricing Derivative: Create a Market Frenzy Pricing your home correctly is not just about finding a number—it’s about positioning your home in a way that attracts the most qualified buyers and creates a sense of urgency. If you price your home too high, you risk scaring off potential buyers and creating a stagnant listing. Let’s face it, without showings, you can’t get offers. And if your home sits on the market for too 8

long, it can start to seem like something’s wrong with the property. One way to spark interest is through strategic pricing that takes into account the latest market trends. For example, if your home is listed just below a key price point—say, at $499,000 instead of $510,000—you can generate more buyer interest. A well-priced home can draw multiple offers and even start a bidding war, especially in competitive markets. If priced right, you can generate a frenzy of buyers, creating a situation where demand exceeds supply, and you may even sell for more than your original asking price. The Harder You Make It for the Buyer, the Fewer Showings You'll Get Here’s a hard truth: the harder you make it for potential buyers to view your home, the fewer showings you will get—and that translates into fewer opportunities to receive offers. If you're restrictive with showing times, if the property is hard to access, or if you create unnecessary roadblocks for buyers, it’s not just inconvenient for them—it can lead them to look elsewhere. Buyers need flexibility, convenience, and ease when scheduling showings, and anything that makes the process difficult will only deter them. The fewer showings you get, the fewer buyers you have—and the fewer offers you will receive. Ultimately, fewer showings mean less competition, and that means less money in your pocket. You’re far more likely to get the best offer when you’re attracting a wide pool of qualified buyers. So, make your home available as much as possible, keep it ready to show at all times, and be flexible with viewing times to maximize the chances of selling quickly—and for the best price. Selling Your Home for More Once you’ve priced your home competitively, there’s still more to be done to ensure it sells for top dollar. Your efforts as a seller are crucial to the outcome. Take the time to invest in staging, make necessary repairs, and showcase your home’s best features. The money and effort you put into preparing your home upfront can

pay off significantly down the road. If you're in a seller’s market, you may be able to sell your home in as little as 30 days, but in a slower market, it could take longer. Understanding the market conditions you're facing can help you adjust expectations and strategy. Virtual Staging: A Realtor’s Advantage As your realtor, I strive to offer innovative solutions to make your home stand out in the competitive market. If you list your home with me, I provide virtual staging for the main areas of your home at no extra charge. Virtual staging allows potential buyers to envision your home’s full potential without the need for costly and time-consuming physical staging. Through digital enhancements, we can show off the best features of your home, help buyers visualize the space more effectively, and attract more interest. This is especially useful for homes that may not be fully furnished or where traditional staging would be impractical. Living in a Fi g in a Fishbowl Once your home hits the market, prepare to be on display. Your home must be in show-ready condition at all times. That means no dirty dishes, clutter, or laundry piling up. You never know when a potential buyer will request a showing, and you want to make a great impression every time. If you have children or pets, be prepared to keep them out of sight during showings. Potential buyers can be distracted by a barking dog or a child running around, so keep things calm and clutter-free. Quality Over Quantity When showing your home, focus on the quality of the buyers, not the quantity. While it may be tempting to schedule every showing, make sure you're focusing on qualified buyers who are genuinely interested in your home. A qualified buyer is more likely to make a serious offer. The process of selling a home can feel chaotic at times, but with proper preparation, strategic pricing, virtual staging, and the right mindset, you'll maximize your chances of receiving the best possible offer. Just remember—price it right, prep it well,

and get ready to sell!

CHAPTER 3 Pareto's Principle

Chapter 3: Pareto's Principle – The 80/20 Rule “Eighty percent of results come from just twenty percent of the action.” Sounds like something you'd see on a motivational poster in a corporate office, right? Well, it’s actually the Pareto Principle, named after Italian economist and philosopher Vilfredo Pareto. Back in 1906, Pareto observed something curious in his garden: 20% of his pea plants were responsible for 80% of the healthy pea pods. It didn’t stop there. He soon realized that this 80/20 distribution wasn’t just limited to peas—it applied to many areas of life,

from wealth distribution to business productivity. Pareto’s rule, often called the “80/20 Rule,” is more than just a fun math fact—it’s a concept that can help make your home- selling process way more efficient. And who doesn’t want to sell faster and for a better price? To be clear, the 80/20 rule isn’t always an exact science (sometimes it’s 70/30 or even 90/10). But this general imbalance

often shows up in a variety of real-world scenarios: • 20% of sales reps generate 80% of total sales • 20% of customers account for 80% of profits • 20% of software bugs cause 80% of crashes

• 20% of patients account for 80% of healthcare spending Relating 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; instead feature the elements that make your home special in photographs and showings. 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 primary 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.

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

When it comes to selling your home, applying the 80/20 Rule can save you time and energy. Instead of trying to convince potential buyers that your home is perfect in every way (let’s be real, no home is), focus on the 20% of features that will grab their

attention. The other 80% of your home still matters, but highlighting what makes it special can be the key to standing out in a crowded market. Don’t waste your energy selling people on the entire house. Instead, spotlight the unique aspects of your home that make it irresistible. After all, buyers are typically looking for something special, not just a cookie-cutter space that’s like every other listing. Buyer’s Story Vince and Sue had been on the hunt for a new home for what seemed like forever. Vince had one must-have: an ocean view. After a year of disappointment—overpriced properties, obstructed views, you name it—they stumbled upon an older home just a short walk from the beach. The exterior was a little worn, and the interior was definitely “lived-in,” but then Vince stepped onto the third-floor balcony. He looked out at the ocean, and boom, that was it. The sunrise view every morning? Sold! What 20% of the home did Vince and Sue fall in love with? The

stunning third-floor ocean view ! Seller’s Story

Cam and Kate’s house had a feature that wasn’t for everyone: it was on an unpaved road. But that didn’t stop them from getting a great offer. The home was updated with fresh neutral colors, new carpeting, and a gorgeous yard full of towering trees. A nearby property had a koi pond and a patio, but it sat on a busy street. What did the buyer fall in love with in Cam and Kate’s home? The secluded, country feel of the property. It was nestled on a 1.8-acre lot, surrounded by pastures and dotted with grand oaks. Location Matters: Apply the 80/20 Rule Location is a huge part of the 80/20 rule in real estate. A seller in a townhouse complex might not have a yard, but if their unit backs up to a lake with a fountain view, that’s a big deal. This unique feature can make their listing stand out from the others in the same complex. Another example: one townhouse seller had a unit located near a grassy area in a complex where most homes didn’t have yards. This seller marketed the property as the only one with a shared half-acre yard and sold it for a higher price than other townhouses. The 80/20 Rule in Action: Buyers Want Unique Features The trick is to identify, improve, and emphasize the unique features of your home. For example, don’t waste time trying to sell the extra closet space or the fact that the storage room could be converted into another bathroom. Instead, show potential buyers the massive backyard with a fenced-in dog run that sets your home apart. Buyers who are looking for that specific feature will be more motivated to make an offer—and pay the asking price. Here are some examples of features that could make your home stand out: • Hilltop views or a great vantage point with a spectacular view of the area

• Wide-open fields that are frequented by wildlife • Unobstructed views of the sunrise and sunset (because who wouldn’t want that in their life?) • Patios, decks, dog runs, gardens, and gazebos—features that your neighbors might not have, or that are just bigger or nicer • A cul-de-sac or corner lot that gives your property more privacy • A private lot surrounded by trees or nature • A fenced-in backyard (and if you don’t have one, consider adding it!) • A finished basement, attic, or garage—anything that makes your home stand out from the competition Focusing on your home’s unique selling points will help you attract motivated buyers, and you won’t have to waste time showing your house to those who are simply window-shopping. Plus, buyers who see the value in your unique features are less likely to make low-ball offers or waste your time. How the 80/20 Rule Applies to Home Sales Imagine an out-of-town buyer comes to look at homes with a real estate agent. After a day of house-hopping, the buyer is making offers 10% to 20% below the asking price on every house. They’re not feeling it. That is, until they stop by one last property just as the sun is setting. The house is dated, the yard is a bit unruly, but when the buyer enters the great room, they’re hit with the view: the sun is setting behind a beautiful tree line. That’s it. They’re sold. Full asking price, no negotiation. What was the magic 20% that sold the home? The view from the hill. The rest of the house? Meh. But the 20%—that view—was enough to make the buyer offer full price on the spot. In this case, the 80/20 rule didn’t just help the buyer make a decision—it helped close the deal without a ton of back-and- forth negotiations. The 20% of the house that stood out made all the difference.

Sometimes the 80/20 Rule Works Before the Showing Now, sometimes the 80/20 rule can work even before you have a showing. Take the case of a new, custom-built home that sat on the market for over seven months with zero offers. The builder hired a savvy real estate agent who knew how to find that one thing that could set the house apart. The agent discovered that the property had a five-acre yard, which was a huge advantage over other homes in the area, most of which only had one- or two-acre lots. The agent marketed the house by highlighting the large, private yard. The house went from a stale listing to a hot commodity, and interest picked up. The property sold for a higher price than its competitors—because the agent knew how to market that crucial 20%. Key Takeaways The 80/20 rule is a game-changer for home sellers. Focus on the 20% of your home that stands out, whether it’s the location, a unique feature, or even a stunning view. Highlight that 20% in your marketing, photography, and showings, and you’ll attract more serious buyers. The fewer showings you need to do, the less time you’ll spend with tire-kickers and low-ballers. Instead, you’ll be attracting buyers who can’t wait to make an offer. And who knows? They may even offer more than your asking price. So, don’t sweat the small stuff—focus on the big picture (or, in some cases, that spectacular 20%). Sell smart, and let the 80/20 rule work its magic!

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. Rehabbers look for ugly houses so that they can pay the least 20

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 into 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 real estate experts, your friends, and/ or potential home buyers about how you can make your house show better. Then, take a drive around your neighborhood and surrounding 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 prospect 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. Then, await the prospective buyers who will be drawn to the inside of your home when they see how beautiful it is from your curb! 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 feel welcome, safe, and secure when they open the door. The doorknob is the first point of touch on a home. Security is important to homebuyers. A flimsy lock or handle on the front door will make potential homebuyers uncomfortable, and they 22

may not even know why. Replace a worn or loose entry handset. Consider replacing the door handle with a heavy-duty deadbolt and knob combination. This investment of less than $100 will make your home more visibly and practically secure, and everyone wants to be secure in their home. The front door is a focal point; make it impressive. Freshen it up and add a dash of color. Choose a paint that complements the color of your home. Replacing a wooden door with a steel entry door is worth the cost with a 91% ROI (Return on Investment). AS A REALTOR, I offer an array of licensed contractors who can assist in getting your home into top shape once listed with me. Under my direction, these contractors can help clean, update, or make any improvements needed to enhance your home’s curb appeal and market readiness. The best part? Most of these contractors will allow you to pay at the close of escrow, which means no upfront cost—just another reason to list with me! If you’re going it alone, it’s still crucial to choose licensed contractors you can trust. The right contractor can make a world of difference in improving the value and appeal of your home. And, don’t forget to save the invoices for any work done—these records will prove invaluable when it comes to recouping costs and ensuring the home is in top condition for a sale. SOME OTHER CONSIDERATIONS IN CREA NS IN CREATING GREAT CURB APPEAL: EAL: • 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. • Use outdoor lighting to add to landscaping appeal as well as a perceived safety feature.

• Use flower boxes and raised flower beds to add instant color. This is an easy, inexpensive way to enhance curb appeal. • Spruce up the landscaping. Eliminating weeds and adding fresh mulch can really make a difference and show 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, even if they didn’t think they were looking for a home like yours. 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 your home’s sales effort. Sellers often fail to take full advantage of this simple yet powerful strategy because 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 works in any market, for any type of property—whether you’re selling a single-family house, an apartment, a townhouse, or a condo. Trust me, it applies across the board. This approach works! Agents and sellers using this tactic have a greater chance of selling the property for more money. When you stage your home, you’ll:

• 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 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 desirability 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:

1. Townhome A was professionally staged, giving it a more appealing appearance. 2. The agent selling Townhome A took higher quality, more attractive photos of the home. Those two seemingly small actions made the $40,000 diff $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 S G WHEN SELLING A HOME Consider these results from surveys conducted by Coldwell Banker and the National Association of REALTORS®: • Staged homes spent 50% l 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 the 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, light, and 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 salability 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, allowing the home shopper to 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 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 salability. Shortly, we will examine depersonalizing the home, a key step. But first, let’s 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 that distracts would-be buyers. 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. Also, if the home is not vacant, staging may not be possible. Perhaps you have a friend or family member who can help you declutter and stage what you do have in a more cohesive manner if you have to live in the home until it closes. And here's a special bonus: If you list your home with me, one of the many benefits I offer—at no charge to you—is the use of

virtual staging for the main areas of the home. Virtual staging is gaining popularity and has proven to be an effective tool for sparking a potential buyer's imagination. This can be a game- changer, especially for vacant homes, and it’s a great way to present the space in a visually appealing way without the hassle of moving furniture or committing to physical staging. TO STAY OR NOT TO STAY? Home sellers often ask whether they should stay in their home while it is on the market or move out. There are pros and cons to both, with factors that can tip the scale to one side. Pros of Moving Out If the seller has engaged a real estate agent, the burden of showing a vacant home is virtually eliminated. The agent will field all calls, set appointments, and show the home. Buyers’ real estate agents are also more likely to want to show vacant homes. If agents have 20 home options and 15 are occupied, they may well show the vacant homes out of convenience. They don’t have to call and make an appointment and can simply go over and use the lockbox. Further, the continual pressure to keep daily life from affecting the home’s pristine staging presentation is eliminated. The seller is not under constant pressure to keep the home in immaculate showing condition. If you’re someone who might struggle to keep your home in turnkey condition for showing purposes—for example, if you have young children—consider vacating before putting the home on the market. Cons of Moving Out A significant con of moving out of the house while it’s still for sale and being shown to potential buyers is the financial strain it can cause. Once you’ve moved out, you may still be responsible for ongoing expenses such as mortgage payments, property taxes, and utilities, while also paying for a new place to live. The home may remain on the market for longer than expected, meaning you could face months of double payments without the assurance of a quick sale. Additionally, the longer the house stays unsold, the more the property could potentially lose value,

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