A Guide To Getting Your House Sold HOW I SELL HOMES
Published by Authorify Publishing Copyright © 2019 Authorify Publishing
All rights reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, without the prior written permission of the publisher, except in the case of brief quotations embodied in critical reviews and certain other noncommercial uses permitted by copyright law. DISCLAIMER AND/OR LEGAL NOTICES: While all attempts have been made to verify information provided in this publication, neither the Author nor the Publisher assumes any responsibility for errors, inaccuracies, or omissions. Any slights of people or organizations are unintentional. This publication is not intended for use as a source of legal or accounting advice. The Publisher wants to stress that the information contained herein may be subject to varying state and/ or local laws or regulations. The reader of this publication assumes responsibility for the use of these materials and information. Adherence to all applicable laws and regulations, including advertising and all other aspects of doing business in the United States or any other jurisdiction is the sole responsibility of the reader. The Author and publisher assume no responsibility or liability whatsoever on behalf of any reader of these materials. If your property is currently listed with a Realtor, please disregard this notice. It is not our intention to solicit the offerings of other brokers. Printed in the United States of America
Table Of Contents
1. Why Should You Read This Book?
2. Does Listing Price Matter?
3. What To Avoid
4. Why It's So Easy To Sell Your Home For Less Than It's Worth 5. What Stops "Perfect Homes" From Selling 15 6. How To Sell A Home That Didn't Sell — Without Dropping The Price 19 7. Avoid This Rule At Your Own Risk 21 8. Why This 20% Rule Applies To Hard- To-Sell Homes 25 9. Grabbing Any Buyer's Attention 33 10. Luxury Home-Seller Strategy Sells Homes For 15% More Money 39 13
11. Why Home Staging Really Matters 45 12. Why Buyers Skipped Your Home 49 13. Details Win Home Sales 57 14. Sprucing Up 63 15. Why Pictures Of Your Home Can Stop It From Selling 71 16. The 3-Step Formula I Use To Sell Homes Others Couldn't Sell 75 17. Important Factors Of Negotiations 81 18. Negotiation Nuts And Bolts 83 19. Simple Negotiation Ideas 89 20. This Big Mistake Cost One Home Seller $36,000 99 21. Read This Before You Sign A Contract With A Buyer 111 22. Should You Consider Hiring A Real Estate Agent? 113
23. One Last Word...
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 my clients, but I’ve also accumulated years of knowledge to help them get more money for their homes in the least amount of time. I decided to share all of my expertise in one place with potential clients. And 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, and 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 on the home-selling process to help you achieve your ultimate real estate goals, including:
• Strategies to sell your home for more money • Marketing techniques to optimize exposure • Advice on how to appeal to today’s buyers • And much, much more
If, after reading through it, you want to hire me to help you to achieve your goal of selling your home, I’d be more than happy to meet with you to discuss a specific plan.
T here are so many people that have helped me throughout my Real Estate career. Most of all, none of this would have been possible without all my clients. I am so grateful to each and every one of them. I know that buying or selling a home can be stressful and emotional, and one of the largest financial decisions in your life. Thank you for trusting me to help you. Finally, I would like to thank Kathy, my wife and business partner. I have learned so much from her, specifically about personal communications, vision, leadership and personal development. Your optimism and love are an example for all of us.
Coeur d'Alene is a great place to live which is why I choose to call it home. Originally from the Northeast, I've lived in Idaho for 27 years and have no plans to ever leave. Real Estate has been my career for nearly 30 years, building homes as a Master Builder, developing land for new neighborhoods and self-storage facilities, and now as a Real Estate agent, I consider myself to be a seasoned professional. Something my readers may not NEED to know but it is a part of who I am is that I was a professional motocross racer. After a professional racing career, I joined the Kawasaki Team and was a professional "tuner" for the racing circuit. Although my love of racing was a strong pull, the travel demands finally wore me down and now I enjoy motocross from the sidelines. In my spare time I still enjoy dirtbikes, trial bikes, and really any motorcycle that I can ride. My years in motocross taught me valuable lessons in process, attention to detail, and getting it right the first time. In winter, I thoroughly enjoy skiing in our local ski areas and once a year I take a 3 day trip to a ski resort I have never been to. Whistler and Banff have been two of my favorites! My idea of a great day: Meet with clients in the morning, then ski (winter) or ride (summer) in the hills. Come home and eat a cheeseburger with my wife (any season) xi
Favorite Book: To Build a Fire by Jack London
Favorite Eatery: Best Philly Cheesesteaks Food Truck
Favorite drink: Loft Honey Beer by North Idaho Mt. Brew
Best Treat: A Hershey bar
Best Buddy: Toby, my old furry friend, RIP
Most Valuable: Relationships I have built with my clients
Best Friend: My Wife
Best Times: Raking outrageous amounts of leaves on a sunny fall day
Testimonials of Just a Few
Dale Frazell = Best Realtor Ever!
In the past few years Dale has helped us sell two homes and buy two homes. Dale is not one of those realtors who lists your house, waits for it to sell, collects his commission and moves on. You can count on Dale to be with you every step of the way. He will help you make your home look its very best from top to bottom. You can’t go wrong with Dale Frazell in your court! He has advice worth listening to and the support you are looking for throughout the stressful process of buying or selling your home.
Happy in every way with the best realtor in town, Karen and Gary
It is with immense pleasure that I write this letter of reference for Dale Frazell, a man of whom my family and I hold in the highest regard. Dale Frazell assisted our family this past year during a critical time in my life. Due to Dale’s strong communication skills, dedication and attention to details, plus his sterling integrity he directed and secured two (2), homes for our family side by side. We are eternally grateful to Dale for his commitment to excellence. He is a genuine, ethical and unimpeachable human being. It is a xiii
pleasure and honor to commend and recommend Dale Frazell for all your Real Estate needs without reservation. Janet M. and Family Hands down Dale has been the best agent I have ever dealt with. From the start his one priority was listening to our desires, needs, financial goals and budget and then led us gently but confidently in that direction. He became our voice with other agents and builders and wasn’t afraid to “slay the giants” on our behalf. Dale’s vast experience in the real estate market has given him a wealth of knowledge and understanding that makes him so great at what he does. Kathy O. Dale is very knowledgeable and experienced and we highly recommend him to anyone selling or purchasing a home. He went above and beyond to make our old house look spectacular! With his help and advice, the selling (and new purchase) was an easy process. Lee and Kathryn I. Dale is an absolute professional. He cares for, listens to and advocates for his clients. I highly recommend Dale for your Real Estate needs. If I require a Realtor in the future, Dale will be the first person I call. Shannon I wanted to let you know about my never-ending gratitude to Dale Frazell. He recently helped me sell a home and buy a new home. He is an extremely knowledgeable, experienced, and professional realtor, but what I appreciated the most
was he made me feel like I was his only client. Not only was he always there to help me through an extremely difficult sale, he even helped me measure my windows for blinds for my new home. Dale’s professionalism and experience helped me get through an agonizing sale. My buyer’s loan was delayed due to the government shutdown. This was difficult for everyone involved, as no one knew exactly what to do. My buyer’s realtor lacked communication, but Dale did everything he could to keep the momentum going and get the sale closed. My children and I are now in the perfect home and we wouldn’t be here if it wasn’t for Dale. Linda P
CHAPTER 1 Why Should You Read This Book? Ever wonder why one house sells quickly, while a similar house doesn’t? Why does one house sell for $188,000, while another house, that’s identical in every way, brings in $202,000? It just doesn’t seem to make any sense. The truth is, similar homes sell for varying prices all the time. It takes place all over the country. It happens in markets large and small. Surely, there must be some reason! These houses do not sell for more money by accident. No magic trick helped one seller get a better deal than the other. On the contrary, higher prices and quicker sales are the direct result of careful planning. Sellers can command higher prices for their homes if they use the right techniques. A few simple strategies can make a huge impact on the success of your sale. The following chapters break down those strategies. See how each strategy translates into real-life examples. Houses brought to market with these tactics consistently sell quickly, and for more money. When you sell, you’ll be able to take advantage of these techniques. Carefully follow the
same formula to get your home sold.
Thanks for taking time to look through this book. I sincerely hope it will help you make more money on the sale of your home. If you have any questions, please don’t hesitate to ask. I’d be glad to help.
CHAPTER 2 Does Listing Price Matter? Are you sick of being told the reason your home didn’t sell was because it was “overpriced?” Most people think a home that didn’t sell was probably priced too high. Nothing could be further from the truth. The reason homes don’t sell is not always because of the price. It’s usually because the home was not marketed properly. It isn’t easy to sell something for full market value. After all, buyers are always looking for a deal, and shoppers now have more information at their fingertips than ever. But with good marketing and the willingness to negotiate with the buyer, you will ultimately reach your goal-to sell your house!
Here’s a perfect example:
John was trying to sell his house. He put it on the market for $499,900. He hired an agent to help him sell it. The agent worked at a reputable firm and made a good effort to sell John’s house.
• The pictures of the house were top-notch quality. • The marketing of the house was first class. The home
was advertised extensively online, in the newspaper, and other marketing avenues. • The agent held an open house. Yet the agent’s efforts failed to attract a buyer. John’s agent suggested he adjust the price. After all, most of the similar homes in the area were priced around $400,000 to $450,000. He recommended dropping the price to $450,000. John owned one of the nicest homes in the area and his home had many features the other homes didn’t have. John knew this. He was reluctant to reduce the price.
John hired another agent, who also failed to sell the home and also offered the same “advice”: Reduce the price.
At this point, John had two options:
• Option #1: Drop the price. Most of the agents he talked to told him his home was not worth what he wanted. They told him he should just “be reasonable” and drop the price to $450,000. • Option #2: Hire an agent who could sell the home for what it was actually worth. This agent’s marketing would need to get a buyer so excited about the home that they would be willing to pay full price. Fortunately for John, he picked Option #2. He contacted an agent who specialized in selling homes other agents could not sell.
This agent worked at the top real estate company in his area and had a bunch of accolades. He took a closer look at the home, and launched his own specialized marketing plan: • New pictures were better than the first agent’s pictures. • The marketing was better. There was even more advertising than before. • The agent didn’t just do a regular open house. He also did a broker’s open house and invited other agents to view the home. The agent looked at his house and could clearly see it was worth the price. The agent put the home on the market for the same price as the previous agents did. Only this time, something different happened. Sixty-three days later, the home sold for $480,000. The other agents were stunned. After all, they had told John his home was worth no more than $450,000. And since most homes sell for slightly less than their asking price, an asking price of $450,000 would have most likely resulted in a final sales price of $430,000 to $440,000. Yet, the new agent had sold the home for more. It had taken only two months to capture a buyer’s attention. The unsuccessful agents were shocked (and a little bit embarrassed)!
What had they missed? Why did the first two agents fail to
sell the home, while the third agent sold it with ease?
It’s because the new agent used a marketing strategy most agents don’t use. The details on this secret marketing strategy are explained within the following chapters. But first, we must be clear on one very fundamental point. Many people believe a house sells for exactly what it’s “worth.” That simply isn’t true. The price of a house is merely the final amount agreed upon by the buyer and seller. Many circumstances affect the final sale price.
Houses do NOT always sell for what they are “worth.”
• Sometimes they sell for more. • Sometimes they sell for less.
While that statement may seem like a no-brainer, it’s imperative you understand this. Strip away misconceptions, such as the idea that “worth” determines the sale price of a house. Now you are free to examine the real factors at work. Identify those factors and you can leverage them in your favor. Take Cheryl and Richard, for example. They owned townhouses, only five doors apart. Both put their homes on the market at the same time. The builder had used the same floor plan for all the townhouses in their neighborhood. Both had the same layout. At first glance, each townhouse seemed to hold the
same basic appeal for a buyer.
You might think they were “worth” the same amount. Nope. Cheryl and Richard sold their homes within one month of each other. These townhouses seemed identical, but there was a $14,000 difference in sale price!
• Cheryl sold her home for $202,000. • Richard sold his for only $188,000.
Why the large gap in price? In a later chapter, you’ll see exactly what Cheryl did to make more money on her home. For now, just know that you simply can’t afford to guess the “worth” of a home!
POINTS TO REMEMBER:
• Homes that don’t sell easily aren’t always overpriced. Houses don’t always sell for what they are “worth.” • The selling price of a home is merely the final amount agreed upon by the buyer and seller. • The most skilled agents use special techniques that can help sell homes faster and for more money.
CHAPTER 3 What to Avoid
Here’s another example of a stupid mistake that caused a seller to lose about $50,000 — yes, that’s $50,000 — on their home sale. An alert buyer was able to snatch up a $280,000 property for only $230,000. It was being sold by an out-of-town owner. The agent was not familiar with the area and suggested the low price. The agent did not bother to put a sign on the property, and hardly anyone knew it was for sale. Ultimately, two buyers wanted to buy this property. One buyer really wanted it because it was right next to his house. He would have a bigger yard with more room for his kids to play. The other buyer didn't know it was for sale although he lived in the area. He wanted to buy this property and build a house on it. The first buyer bought the property before the second buyer even knew it was for sale. As soon as the first buyer found out it was for sale, he made an offer immediately.
The seller accepted the offer, and the property sold soon
thereafter. This buyer would’ve gladly paid full market value for the property. But he didn’t need to, because the seller accepted the offer he made. The second buyer never found out the property was for sale until it had been sold because no marketing, not even a sign installation, had been performed. Even worse, the seller never realized the mistake. Bottom line: The seller lost $50,000 because of his agent’s incompetence. While stories like this don’t happen every day, they happen more often than you’d think. It’s a very real risk you take when you hire an agent who doesn’t have a proven marketing plan. Had a sign simply been on the property, it definitely would’ve attracted more interest, and possibly even started a bidding war, driving up the price. At $50,000 below market price, the listing would have been bid and counter-bid several times, possibly even up to fair market value.
Here’s a similar story.
In this case, a seller hired an agent whose incompetence cost her $25,000. Her agent completely flubbed a “perfect offer.” The buyer submitted an offer at full price for her home, no strings attached.
Her agent dropped the ball and let a little problem—one that would’ve been easy to resolve—ruin a perfectly good sale! An experienced agent would have known how to navigate through this process and not ruin the sale. The house sat on the market for another year and ended up selling for $15,000 less than the original full-price offer. Even worse, the seller wound up having to make another 15 house payments while her home sat on the market. Ongoing house (mortgage) payments are a frequently overlooked cost of not finding a buyer quickly. Please don’t become another one of these stories! Take time to know the true value of your home. Do your homework and prepare for the sale before putting your home on the market. The good news is that by reading this book, you’re already ahead of the game! • A marketing mistake—such as not using a “for sale” sign—can drive down a home’s price. • When you put your house on the market, make sure you—and your real estate agent—address any problems that could disrupt a sale. • Continuing house payments are a hidden cost of selling a house too slowly. POINTS TO REMEMBER:
CHAPTER 4 Why It's So Easy to Sell Your Home for Less Than It's Worth At a certain point, many home sellers feel like throwing in the towel. “I’m just going to drop the price and get rid of this house,” they think to themselves. The temptation to “throw in the towel” tends to increase the longer your home sits on the market. It even happens to highly intelligent people. Here’s an example: In 1997, entrepreneurs Larry Page and Sergey Brin were looking for a buyer for their Internet search engine. They called it BackRub. The two were seeking $1.6 million for the new online portal, and were working a deal with Excite, a popular search engine at the time. The problem for Excite was that BackRub was far too effective a search engine. Users were finding what they wanted and moving off the site too quickly, which would be bad for Excite’s advertising business. Page and Brin cut the price dramatically by more than 50 percent. They offered to sell BackRub for $750,000. (Yep, even geniuses cut their price.) 13 Fortunately, reason (usually) prevails.
Excite considered the offer, but ultimately balked. There was no deal. BackRub’s co-founders decided to commercialize and release the product themselves. First, they renamed it.
They called it Google.
Less than 20 years later, Google is now worth roughly $360 billion. Excite was eventually sold to Ask.com. Bottom line: Fight the temptation to drop your price. Just because something isn’t selling does not necessarily mean it isn’t worth the price you’re asking. That clearly was true for Google, and it’s probably true for your home, as well. While the buyer of your dreams hasn’t yet emerged, it certainly doesn’t mean they won’t. Selling a home for top dollar fast is actually pretty simple. You just have to find the one person who’s willing to pay more for your home than anyone else. If they want it more than anyone else, then they will be willing to pay a higher price than anyone else.
POINTS TO REMEMBER
• Many sellers get frustrated and reduce their price prematurely. • If your house isn’t selling, it means you haven’t found the right buyer yet—the buyer who wants your home enough to pay top dollar.
CHAPTER 5 What Stops "Perfect Homes" from Selling Have you ever wondered why no one bought your house? I know exactly why no one bought your house, and I’ll explain the reason in the following chapter. Have you ever heard the saying, “Build a better mousetrap, and the world will beat a path to your door?” Even though the saying might appear to be correct—at least on the surface—it’s false. More than 4,400 people have invented what they thought was a “better” mousetrap. At least, that’s how many patents have been filed with the U.S. Patent Office. But despite all the new mousetrap inventions, the classic mousetrap, first patented in 1894, is still the best-selling design. I’m sure each of those inventors is frustrated. “Why won’t anyone buy my mousetrap? It’s genius!” they say to themselves. I’m sure you can relate to their frustration. Have you ever thought the following? “Why won’t anyone buy my house? It’s a great house!” Fortunately, there’s an answer to this question:
“One cannot throw a great product out on the street and expect people to gobble it up.” This rule applies to inventions, homes, and even movies. Yes, even great movies need to be sold! Here’s an example of a great movie that didn’t do well when it was first released. On September 23, 1994, the movie, The Shawshank Redemption , was released to the world. Adapted from a short story by legendary author Stephen King, the feature film centered on a pair of imprisoned men. The film, based in a prison but built on the idea of friendship, hope, and dreams, was nominated for seven Oscars and won more than a dozen awards. The film was immediately a critic’s favorite. In fact, it’s ranked as the best movie in cinematic history on well-known and respected website Internet Movie Database (www.imdb.com), ahead of the likes of The Godfather; The Good, the Bad and the Ugly ; and Schindler’s List . Another movie came out that year. The Flintstones , a live- action remake of the 1960s cartoon show, starred John Goodman, Rick Moranis, and Rosie O’Donnell. The Flintstones , perhaps needless to say, was not nominated for Best Picture at the Oscars. “It falls flatter than a granite Over 20 years later, The Shawshank Redemption is now considered one of the greatest movies of all time.
slab,” noted a national film critic.
Though the film was praised for its costume and set design, it also won “Razzie Award” for Worst Female Performance and Worst Screenplay, and was a nominee for Worst Movie of 1994. Its IMDb.com user reviews are roughly half of what The Shawshank Redemption receives, and it’s rated by users as one of the worst movies of the 1990s. A team of salespeople masterfully marketed The Flintstones to its targeted demographics. The result? The film grossed $131 million in the U.S. and $358 million worldwide. That’s the power of targeted marketing. On the flip side, the people at Universal Studios, who promoted The Shawshank Redemption , admitted they couldn’t figure out how to sell the movie to the public. They had a great product; they just didn’t know how to sell it. It grossed only $28 million in the U.S. box office and $60 million worldwide. It ranked 51st in box office success in 1994—two spots behind In the Army Now, starring Pauly Shore. Look at those numbers, then look at them again. Still don’t believe good marketing and salesmanship matter?
The folks at Universal learned their lesson—even the best products need to be “sold.”
Is your home a great product that wasn’t marketed properly? As we discussed earlier in this book, selling a home for top dollar fast is actually pretty simple. You just have to find the one person who’s willing to pay more for your home than anyone else. If they want it more than anyone else, then they will be willing to pay a higher price than anyone else.
POINTS TO REMEMBER:
• Having a great product—or house—isn’t enough. • Whether you’re selling films or houses, you can’t beat the power of targeted marketing.
CHAPTER 6 How to Sell a Home That Didn't Sell —Without Dropping the Price It is entirely possible to sell your home without dropping the price. I’m going to let you in on a little secret. The standard approach is all wrong . It’s based on the faulty premise that if you tell enough people about your house, someone will buy it . Your home isn’t selling? Tell more people about it. While having more people look at a home does increase the odds of it selling, this doesn’t actually sell the home. The bottom line is that not everyone wants to buy your home. Yes, they’d love to buy it for a bargain basement price. Even if they hated it, they’d still buy it for half price—only to turn around and sell it for a quick profit.
The key to getting top dollar is finding that buyer who wants your home badly enough to pay full price.
Sometimes, if you’re lucky, you’ll find a buyer who’s willing to pay more than full price. Yes, that does happen.
The problem is, most people are so focused on telling everyone about a home for sale that they forget about the most important thing. You have to find that one special buyer . The question is, how do you find the perfect buyer? First, you need to understand a universal rule, discussed in the following chapter, and the role it plays in bringing in those ideal buyers.
POINTS TO REMEMBER:
• The standard selling approach is based on the faulty premise that if you tell enough people about your house, someone will buy it. • In truth, you must find the one buyer who wants your home so badly, he or she is willing to pay full price.
CHAPTER 7 Avoid This Rule at Your Own Risk The key to the successful home-selling approach is a revolutionary finding discovered by an Italian economist. His name was Vilfredo Pareto. The most important thing we can learn from him is the Pareto principle, better known informally as the 80/20 rule. In 1906, Vilfredo found an intriguing correlation. He noticed that 20 percent of the pea pods in his garden held 80 percent of the seeds. Studying the seeds prompted him to take a closer look at this ratio. In one of his initial discoveries, he discovered that 80 percent of the land in his area was owned by 20 percent of the people. After detailed study, he observed this ratio held true in many aspects of life. The Pareto principle—or the 80/20 rule—is a result of his findings. The 80/20 rule applies to all aspects of life.
The 20 percent is vital, and the 80 percent is trivial.
• 80 percent of your income is derived from 20 percent of your work. • 80 percent of a business’ income is derived from 20 percent of their customers. • 80 percent of your value to an employer is derived from 20 percent of your work. You might wonder what all of this means. In a nutshell, it means some things are substantially more important than other things. In other words, things aren’t equal. Approximately 20 percent of what you do matters. The other 80 percent is insignificant. It’s important to understand that this isn’t always split at exactly 80/20. It can be 70/30 or another percentage. The key is that the two numbers are not equal, and they are usually close to 80/20. How can you apply the 80/20 principle to selling your home? Understanding this concept can save you time in selling your home. Unfortunately, many sellers buy into the false idea that more is more. They completely ignore the Pareto principle. Now that you know what the 80/20 rule is, you’re probably wondering how it applies to selling your home. When you use the 80/20 principle in selling, you stop trying to sell people on the entire home. Based on the rule, only 20 percent of your home’s features are important. The remaining 80 percent are trivial.
That’s because they are the same features many other homes in your neighborhood have. Instead of focusing on those trivial features, you need to focus on the vital features. When you sell your home, focus on unique features to grab the attention of buyers. These features make your home different from other homes. These features will make it easier to sell your home for the full asking price. Let’s look at a few real-life applications and examples of how the 80/20 rule can have an impact on selling your home.
POINTS TO REMEMBER:
• According to the 80/20 rule, approximately 80 percent of effects come from 20 percent of causes. • Following that principle, buyers will focus on 20 percent of your home’s features. The other 80 percent are probably common to other homes.
CHAPTER 8 Why This 20% Rule Applies to Hard-To-Sell Homes
Let’s paint a hypothetical situation. Let’s say there’s a buyer who’s looking for a three-bedroom, two-bathroom home. Let’s now assume the agent found him five houses to preview. Each meets his general criteria, and is located in the area in which he hopes to live. He and his agent drive out to look at the five houses. All have very similar features. The prices are comparable. In theory, you might think the buyer will have a hard time deciding between houses. In real life, that’s not the case. No matter how similar they might seem, no two houses are exactly alike. The 80/20 rule comes into play. Imagine four of the houses don’t have a pool, but one does. The buyer isn’t aware of this, though, because the agent didn’t mention it. The buyer sees the four houses that don’t have a pool. He isn’t particularly interested in any of them. Then he sees the fifth house, and the pool! Suddenly, he’s ready to make an offer. He might even pay full asking price, even though this house is more expensive than the others.
THE 80/20 RULE IN ACTION: BUYERS FOCUS ON UNIQUE FEATURES
His offer isn’t based on the 80 percent of features this house shared with the rest. Instead, his bid is based on one unique attribute—a pool (the 20 percent). The 80/20 rule predicted the sale of this house. Sadly, in this case, much time was wasted finding the perfect house. Had the agent known to look for the 20 percent difference, this could have been their first stop. As a seller, you can leverage the rule to work in your favor. Draw attention to defining characteristics in your home. Here’s a real-life example. An agent had a client visit from out of town. The client didn’t have a list of criteria; he just liked the area. She drove him from house to house. In each case, this buyer suggested offers 10 percent to 20 percent below the asking price. He would not budge. She began to worry. The whole day was turning into a big waste of time. As the sun set, they stopped at one last house. It did not have much curb appeal. It was not a good-looking home. She was out of options. Nevertheless, this house broke the tough negotiator down. He was suddenly willing to offer the full asking price! You might wonder what set this house apart from the others. It was not because the buyer had a “thing” for ugly houses.
Nope. The 80/20 rule kicked in again.
This agent and her client spent the whole day looking at houses that shared 80 percent of the same features. He didn’t care about any of those details. A bedroom was a bedroom as far as he was concerned. This plain-Jane house had something special. And he fell in love with this one remarkable feature of the house. As you walked into the great room, there was a large window. The house sat atop a hill with a gorgeous view. And to top it off, the sun was setting below the distant tree line. That view sold the buyer. The other 80 percent could be improved. He didn’t buy the house because he liked the floor plan or the number of bedrooms and bathrooms. His decision was completely based on the hill and view. That view caused him to stop negotiating and offer full price on the spot. Such is the power of the 80/20 rule. Learn how to tap into this rule and you’ll not have to settle for less than your asking price. Leverage a unique selling point. Buyers who fall in love don’t bother to haggle over pricing—they make good offers. In some cases, the 80/20 rule even helps people make a sale without conducting a showing. This is a huge time saver. The house in the following example had languished on the market for months.
Unlike the previous house, this place was not ugly. On the
contrary, it was a brand-new custom-built home. But nobody seemed to care. It sat on the market more than seven months without a single offer. The builder was baffled when his fancy new house would not sell. He ended up firing his agent and hiring a new one. Fortunately, the new agent knew the importance of finding that special feature. He drove out to give the house a thorough investigation. What he found changed everything. The house had a gorgeous five-acre yard. Other houses being sold in the area were all on one- to two-acre lots. Not only was the yard bigger, it was more private than other lots available. The new real estate agent marketed the five acres. He mentioned details and a description of the house. But the house was not the main selling point, so he shifted attention to the five-acre lot. In no time, his phone rang! A buyer was relocating. He had noticed the house was for sale, but it hadn’t caught his eye. That changed when he learned it was built on a five-acre lot. Suddenly, he was very interested. So interested, in fact, that he submitted an offer from 1,000 miles away. He had never even seen the property in person! He was afraid someone else would buy it before he could, and he would lose out on the perfect house. That sale happened in 45 days.
The builder was amazed! His house had been on the market close to eight months without so much as a nibble. Suddenly it was sold—purchased sight unseen, all because of the 80/20 rule. By shifting focus to the five acres, the real estate agent captured the interest of buyers immediately. The house was no longer unsellable. On the contrary, for a short time, it became the hottest house on the market. Don’t create an advertisement similar to the ones for every other house in the area. Instead, turn a spotlight on something different about your home. You will attract interested buyers—buyers who are willing to pay full price. I focus on finding something unique about every home. I build advertisements around that item. It will catch people’s attention. Buyers who are looking for that one item will ask to come see your home in person. As a result, you’ll stop wasting time showing to people who just aren’t interested. Instead, you’ll show your home to buyers who are motivated to make a purchase. You won’t have to show quite so often. You also won’t have to sift through lowball offers from apathetic buyers. This means less stress for you. SELLING TO INTERESTED BUYERS
With that in mind, it’s essential you take time to uncover your home’s most attractive and unique features. Compare notes with other houses in the neighborhood to see what makes yours stand out.
POTENTIAL UNIQUE FEATURES
Each house will have its own unique features. You might already have some in mind. If not, these ideas should help to get you started: • Hilltop views are an excellent defining feature. As in an earlier example, a high vantage point offers a spectacular view of the surrounding area. • Maybe your home looks out onto an open field frequented by wildlife. Many people would like that view. • Your house might even have an unobstructed view of the sunset. That would interest potential buyers. • Patios are another great feature. Maybe the rest of your neighbors don’t have patios, or their patios are smaller. That vital feature could help you sell your home. • Location is something else that can set your property apart from others (not your addressed location, but rather your location compared to the surrounding homes). A buyer once paid extra for a townhouse simply because of its location within the complex. Most of the surrounding homes had no yards. However, a few shared a large half-acre
One of the owners whose townhouse backed up to this yard area was able to sell his townhouse for a higher price. It set his property apart from others on the market. His home had a characteristic—the yard—shared by fewer than 10 percent of the others. He had the only available listing offering that feature. With this easy point of difference, the house sold for a higher price. Another townhouse seller in the same complex found a different unique feature. He didn’t have a yard, but he was still able to use his location to his advantage. His property backed up to a lake and fountain. That extra feature helped him sell his townhouse quickly and for a great price. • You might have a private location. For instance, your lot might be partially concealed by trees, or you might have an empty lot next to you. Use this to market your property. • You might have a unique backyard. If you have a larger backyard than your neighbors do, use that to your advantage. • A shady backyard can also help you sell your property. Some people like the idea of lounging in the shade, or enjoying the privacy it can bring. • A fenced-in backyard is also a big selling point. People with children and pets flock to homes with
fenced-in backyards. • You can also look at other features. For instance, a finished basement can help you sell your home. You can also market a large attic, an extra-large garage, a swimming pool, or anything else that makes your home stand out. I look for the 20 percent difference and find a way to market it. That’s how to get results. You can’t just throw the information into your listing, though. You have to take the right approach. • No matter how similar they might seem, no two houses are exactly alike. • Buyers focus on—and pay more for—unique features. • Unique features could be almost anything—a big lot, great view, pool, finished basement, even a distinctive yard or patio. • Look for what makes your home unique, and advertise it to potential buyers. POINTS TO REMEMBER:
CHAPTER 9 Grabbing Any Buyer's Attention
BEGIN WITH A PICTURE
When people visit a real estate website, it takes them just a split second to decide whether they’re interested in a property. That’s because they see a picture of it. Before they even know it, their brains tell them “yes or “no.” If their brains tell them “yes,” they click on the listing. If their brains tell them “no,” they move on to the next property. It’s my job to ensure people’s brains say “yes” when they see your picture. I do this by photographing your home’s unique feature(s) and using it prominently in display pictures. Of course, some people won’t be interested after they see your display picture. That’s okay. Remember, you want to focus on appealing to those who will buy your property—not to the masses. You’re just wasting your time if you appeal to people not interested in your unique features. With that in mind, this will also help you weed out people who aren’t interested.
I focus on the description. The one or two special features right at the beginning of the description allows people to see them immediately. Sometimes, they can also be featured in your headline. This will help attract the right people. If done correctly, you’ll notice the quality of your leads improve. You will show your home to people ready to make a purchase. You will also get more offers close to or at your asking price. While all of this is great news, there is still one more thing to be done to increase your sales. Nothing kills a sale like a big negative. Fortunately, you can often turn a negative into a positive. Consider this example. Let’s imagine you own a house built 10 years ago. You want to sell your home, but there’s a problem. A nice, new development recently opened in the area. Builders are selling brand-new houses. The houses are roughly the same, but the current price for the new properties is about $40,000 more than the asking price of your home. Nevertheless, buyers will choose the brand-new houses just because they are new. They hold a greater perceived value. TURN A NEGATIVE INTO A POSITIVE
Buyers don’t stop to consider that in five years, it won’t matter. Their house will be five years old, and your place will be 15 years old. But that’s not all. Their five-year-old place will not fetch an extra $40,000 compared to your 15-year-old house. When the buyers of the no-longer-new house decide to sell, they will actually end up losing money. The appeal of a new house is gone, and they won’t recoup the extra $40,000 they spent buying new. Show them what they are missing. Fortunately, we can educate buyers and get them interested in your house. You just need a way to capture their attention, and highlight the positive aspects of your property. Create an ad with a headline that says, “Don’t buy a new house in (Development Name) until you see this house.” Then you could go over reasons people would benefit from buying your home. The cost is an obvious reason you should certainly include. It’s far from the only reason, however. Jot down a list of every feature you can think of for both your house and the newer ones. Then, compare different perspectives. For example, compare yards. Newly built houses typically don’t have established trees or landscaping. They might have freshly planted grass. That requires more work and more money.
Here’s another idea: Think of the traffic and commotion in a new development where homes are still under construction. Focus on the positive by talking about how quiet your neighborhood is. Mention a peaceful home. Some buyers will see this as a point of attraction. These are just a few examples. You can turn any negative into a positive by reframing it. Remember, you control your story. It’s up to you and your real estate agent to feature your home in a positive light. Do a good job of attracting buyers specifically interested in features your house offers, and you no longer have to compete against those new homes! Instead, you’ll be working with buyers already excited about something in your home. Taking this approach cuts out the competition, speeds up the sales process, and makes you more money. Just keep the 80/20 rule in mind during the selling process, and look for a point of difference to feature in your home. Focus on what makes the most impact, and you’ll be successful.
POINTS TO REMEMBER:
• For advertising, your house should be photographed in a way that emphasizes its best unique features. • Desirable differences should be highlighted in descriptive terms in all advertising. • Even a negative feature can help differentiate your
home from others on the market.
CHAPTER 10 Luxury Home-Seller Strategy Sells Homes for 15% More Money The rich and famous use this secret strategy to sell their homes. In one instance, a real estate agent reported that using this strategy caused one condo to sell for $110,000 more than a similar condo in the very same building! • The seller using this strategy sold their condo for $549,000. • The other did not and sold their condo for $439,000. Why did one condo sell for more than the other? In reporting, the real estate agent mentioned having intimate knowledge of both condos. Neither listing was bank owned, a short sale, or a distress sale. The only plausible explanation that one home sold for more than the other was the seller’s use of this secret home-selling strategy . This strategy is effective in any market. No matter what type of property is being listed, this approach works. It applies equally to homes, apartments, townhouses, or condos. Agents and sellers using these tactics have a greater chance of closing a sale, and for more money. Here’s how this particular real estate agent discovered the secret strategy—almost by accident. He met a wealthy executive who was interested in selling his condo. However, 39
the man had a special request.
He was willing to hire the agent, but on one condition. The real estate agent needed to agree to use the man’s secret method to sell the condo. It sounded crazy, and the agent was naturally skeptical. On the other hand, selling the condo would bring a handsome commission. Conversely, if it didn’t work out, their agreement would expire, and he would walk away. The real estate agent decided to give it a shot. He helped prepare the listing. They priced the condo at $554,900. (For reference, two similar condos in the same complex were listed much lower, for $479,000 and $439,000.) The agent was skeptical that the condo would sell for the asking $554,900 price. On the other hand, the owner’s secret strategy was intriguing, and he really wanted to see how it worked out. The condo went on the market, and he waited to see what would happen. Almost immediately, he began to doubt the strategy. The condo was showing regularly, but no one was making offers. People were just walking through and leaving. To make matters worse, most visiting agents thought the condo was overpriced. They couldn’t understand why the owner was asking for so much money. After all, a similar condo just around the corner was available for $100,000 less! They counseled their buyers to keep looking, and left
without making offers.
The condo had no special attraction that set it apart from the others. This unit was not a penthouse. It was on the sixth floor of a 10-floor complex. The top floor units were not penthouses either. And the other agents were not wrong. The price was high. Still, the owner stood firm. One day, four months and many showings later, another buyer walked in. This time, it was different. This buyer loved the condo the moment he stepped through the doorway. The buyer made an offer before he even finished the tour. The agent could not believe what he had heard! He rushed to call the owner. The owner accepted the man’s offer, while the agent began to worry. Maybe the buyer would find out they were overpaying. Maybe it would all fall apart. But no, everything worked out. The place successfully sold for $549,000, which was a record high! The seller’s strategy was a huge success! Naturally, the real estate agent was thrilled. So was the owner, who made a substantial profit. The price was $110,000 higher than the previous condo that had sold two and a half months earlier for $439,000. The higher price was not because prices were rapidly increasing.
The next unit that sold (28 days later) went for $435,000. It was a less-desirable second-floor unit. Five months later, another similar condo sold for $450,000. Would you like to use this secret strategy to sell your home for more money? It does take some extra time and some extra work. But, as you can clearly see, the payoff is well worth the effort. What’s the secret strategy? What was the special request the wealthy home seller had for his agent? It was simple. He wanted to stage the condo. Staging is the act of sprucing up a home to make it as visually appealing as possible. It might sound crazy, but it causes homes to sell for more money. In fact, a whole lot more. Many agents encourage sellers to stage their homes. However, very few of them could ever show you a case study proving it will actually help your home sell for more money. Fortunately, this real estate agent knew he was onto something. He began researching everything he could find on staging, and the impact it had on sale prices. He put his findings together in a big write-up sharing the tactics the wealthy seller had taught him. He included all the examples he had found as case studies.
The next chapter is an excerpt from his report, with one of the case studies he recorded.
POINTS TO REMEMBER:
• Staging a home to look visually appealing can be the secret to selling a home for more money.
CHAPTER 11 Why Home Staging
Really Matters STAGING CASE STUDY
I wanted to give you the most convincing proof possible. Many people find it hard to believe 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 were staged.
The clearest example I could find was in these two listings.
This development has 200 equivalent townhomes. Every single townhome in the neighborhood is 3 stories with 3 bedrooms and 3 bathrooms. Every single unit has the exact 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.
45Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 9 Page 10 Page 11 Page 12 Page 13 Page 14 Page 15 Page 16 Page 17 Page 18 Page 19 Page 20 Page 21 Page 22 Page 23 Page 24 Page 25 Page 26 Page 27 Page 28 Page 29 Page 30 Page 31 Page 32 Page 33 Page 34 Page 35 Page 36 Page 37 Page 38 Page 39 Page 40 Page 41 Page 42 Page 43 Page 44 Page 45 Page 46 Page 47 Page 48 Page 49 Page 50 Page 51 Page 52 Page 53 Page 54 Page 55 Page 56 Page 57 Page 58 Page 59 Page 60 Page 61 Page 62 Page 63 Page 64 Page 65 Page 66 Page 67 Page 68 Page 69 Page 70 Page 71 Page 72 Page 73 Page 74 Page 75 Page 76 Page 77 Page 78 Page 79 Page 80 Page 81 Page 82 Page 83 Page 84 Page 85 Page 86 Page 87 Page 88 Page 89 Page 90 Page 91 Page 92 Page 93 Page 94 Page 95 Page 96 Page 97 Page 98 Page 99 Page 100 Page 101 Page 102 Page 103 Page 104 Page 105 Page 106 Page 107 Page 108 Page 109 Page 110 Page 111 Page 112 Page 113 Page 114 Page 115 Page 116 Page 117 Page 118 Page 119 Page 120 Page 121 Page 122 Page 123 Page 124 Page 125 Page 126 Page 127 Page 128 Page 129 Page 130 Page 131 Page 132 Page 133 Page 134 Page 135 Page 136 Page 137 Page 138 Page 139 Page 140 Page 141 Page 142 Page 143 Page 144
Powered by FlippingBook