John Mazzara - HOME SELLING SECRETS - SELL FASTER FOR MORE MONEY!

HOME SELLING SECRETS - SELL FASTER FOR MORE MONEY!

HOME SELLING SECRETS SELL FASTER FOR MORE MONEY!

John Mazzara

Table Of Contents

Introduction

First Steps to Home Selling

The 80/20 Rule

Creating Curb Appeal

Staging with Purpose

Upgrade with ROI in Mind

The Three Ds

How to Market Your Home

Common Seller Mistakes

10. Learn from Others' 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?

Foreword 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 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: • 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 If, after reading through it, you want to hire me to help you sell your home, I’d be more than happy to meet with you to discuss a specific plan to sell your home. Happy reading!

About John Mazzara

Let me introduce myself. My name is John Mazzara. I have worked in real estate since 1986. I have a very extensive financial background. I began my career selling real estate and expanded my services to include mortgage services. I previously owned a mortgage brokerage where we arranged mortgage financing. I have also owned and managed rental real estate for myself and others. I've even written a book about it called "Reality- Based Real Estate Investing" which is available at Amazon.com or can be viewed online. Give me a call and I'll send you a PDF copy. I am a Realtor licensed to sell real estate in Minnesota and Wisconsin. So, How can I help YOU? It all comes down to this-knowledge, experience, and trust. When you select someone to help you, make SURE they have all three. You are about to make one of the biggest purchases of your life. Don't take the selection of an agent lightly. My background and experience as a trusted Realtor have helped hundreds of families throughout the Twin Cities make the right decision. I sincerely hope you will take a moment to meet and interview me to see if we are a match. I promise to do my best in making the home buying and/or home selling process as painless and fun as possible. I have a strong commitment to those who serve. I have completed the MRP-Military Relocation Professional designation. Let me assist you with your move to-from-or within Minnesota. If you are considering a move and want to work with an agent who has a commitment to relocation in general, I have the CRP designation (Certified Relocation Professional) from Worldwide

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ERC. I understand your stress and apprehension. As a lifelong Minnesota resident, let me answer your concerns and help you find the RIGHT property and neighborhood for yourself/and your family! Demonstrating my continued commitment to providing value to real estate investors, especially in light of all the distressed real estate and opportunities that they present within the marketplace today, I have completed the CIAS (Certified Investor Agent Specialist) designation. This program and its training provide additional information and resources that augment the real estate investment classes and real estate investment book that I have written and created. With my CIAS affiliation, I have access to a number of different investment analysis calculators and worksheets as well as supplemental information that my clients can utilize to determine if a particular property is right for them in helping them reach their investment goals. While real estate investing is not without risk, and there are no guarantees it will be profitable, it may be something to consider once you have researched the topic thoroughly. In an ongoing commitment to conservation, I have completed NAR’s Green Designation. I am a NAR Green Designee who has completed training from the National Association of REALTORS® (NAR) to help home buyers and sellers make educated decisions about green materials and upgrades, energy- efficient technology, green ratings, green design, green incentives, and more. NAR Green Designees have a broad knowledge regarding green topics and can have a positive effect on their community. Have you ever considered building a new home as an option? This can be done with a smaller local builder or a national builder. I have represented clients in BOTH situations. It doesn’t cost you anything more to have me represent you in this situation and I can bring you added value in the process. New construction

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IS an option for your next home! I have personally purchased new construction from the concept to the completed home, moved a house onto a lot where I was the general contractor, and have completed my own 18month 1500 sqft major remodel where the entire home was rebuilt from the studs, all mechanicals were redesigned and replaced as well as a complete redesign of the existing floor plan complete with custom-built features. Let my experience AND additional national training and certifications of RCC (Residential Construction Certified) and CHNS (Certified New Home Specialist) help guide you in this process. Being a baby boomer myself, I am sensitive to the needs of an older population contemplating making a downsizing move. In my 35 plus years and over 1000 homes sold, I have the skills, patience, and desire to help make a move as easy as possible. I have completed the SRES designation from NAR as a Seniors Real Estate Specialists. I have assembled a number of other professional partners who can assist you with your move. I teach classes on these topics- “Downsizing Made Easy” and “Moving Mom and Dad”. Both classes have wonderful resource booklets that I will be happy to share. If you or a parent are contemplating making a move, I would love to help. I sincerely hope you will take a moment to meet and interview me to see if we are a match. I promise to do my best in making the home buying and/or home selling process as painless and fun as possible.

Sincerely,

John Mazzara CFP WMCP RICP CLU CHFC CEBS CMB MBA MS AIF 612-386-7027 john@johnmazzara.com http://www.MinneapolisStPaulHomes.com

RE/MAX Results 7700 France Ave S Suite 230 Edina MN 55435 NMLS # John Mazzara - 332556

Want Top Dollar For Your Home? our Home? There are many different things you can do to sell your home for top dollar. If you use these strategies, you get a higher sales price. But, miss any of these crucial components, and you risk settling for a lower price than you deserve. That’s why I offer a Free “Sell For Top Dollar” Consultation. I’ll meet with you, take a look at your home, and show you exactly what needs to be done to sell for top dollar. I’ll give you advice on marketing, pictures, pricing strategy, staging, negotiations, etc. Each of these items is crucial to your sale. Get them all right, and you’ll sell for top dollar. But, neglect one of them, and you risk settling for less than you deserve. So, if you’d like my Free, No Obligation, “Sell for Top Dollar” Consultation, give me a call at 612-386-7027 We’ll schedule a time that works for the both of us to meet. I look forward to helping you!

Best Regards,

John Mazzara CFP RICP WMCP CLU CHFC CEBS CMB MBA MS AIF 612-386-7027

John Mazzara CFP RICP WMCP CLU CHFC CEBS CMB MBA MS AIF 612-386-7027 john@johnmazzara.com http://www.MinneapolisStPaulHomes.com

RE/MAX Results 7700 France Ave S Suite 230 Edina MN 55435 NMLS # John Mazzara - 332556

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Testimonials & Reviews for John Mazzara

Here’s a list of people whom I have helped buy or sell a home, and what they said about working with me:

Excellent Service!!!!!!!!! — Kim K

JOHN MAZZARA IS THE BEST! — Fallah J

Great advice, effort and work. Couldn't ask for a better person to have in our corner. Made it easy and comfortable to buy and sell a home. What a 2016 it was! — Houston N I had a great experience with john. If you are looking for an honest, personable, and knowledgeable agent he is the one! He was really patient in helping me find the right home. I couldn't be happier and plan to seek his help in future real estate transactions. — Josie S John is thoroughly knowledgeable and customer-service oriented. There is no one better. He works for his clients and goes above and beyond. He is a professional who listens to you, protects your interests, and gets right to business. I've recommended him to several people, including family, and I will continue to do so. He's the best. Look no further. — Kris B We couldn't have asked for a better experience with a realtor. My xiii

husband and I especially appreciated John's professionalism and quick response to any questions we had. — Kathy J

Excellent — Ben H

We always felt we were in good hands from the beginning of the home buying and selling process until the end. John is extremely knowledgeable and always used a low-pressure approach to help us make the hard decisions that were best for our family. — Sharriah A John took the time to make sure I understood every aspect of the home buying experience. I have repeatedly submitted John's name to friends and family members interested in potentially buying or selling a home. — Bob K John Mazzara was great!! He is knowledgeable, patient, and worked well with us to prepare for and work the sales process. We got our first (and acceptable) offer within 24 hours of when we first put it up for sale. Thanks, John!!!! — Ben J Our experiences with John have been the most positive Real Estate transaction we have ever experienced. I don't think there has ever been a question he hasn't been able to answer. Always returns calls. A delightful person in every way. — Sharon T I could not have asked for a better home buying experience than we had with John! He is knowledgeable, easy to work with, answered questions at all times of the day, and made sure that we didn't settle but found the home perfect for us! No doubt about it that we will use John again and recommend him to our

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friends and family! — Brittani H.

John was great to work with. We highly recommend him! John helped guide us through the buying process as first-time homebuyers and made us feel so informed. When we outgrew our starter home John helped us with the sale of our first home and the purchase of our 2nd home. John was always available to help (us even at odd hours). He always had a positive attitude and sense of humor with each and every one of the 100+ houses we looked at. John helped 2 very picky buyers find the perfect house...Twice. — Ashley P. One of the best experiences I've had with a Realtor. Looking forward to working with John Mazzara in the future — Khang Y. John has helped me with 2 real estate transactions, and he was a great buyer and seller agent. He represented my interests, and I like his friendly, direct approach. He has a large network, and I appreciated his referrals to a variety of contractors. I will continue to recommend John to my friends. — Barb H I have bought a sold a couple of houses with John and his amazing team...they never disappoint! His expert advice and knowledge in so many areas makes the whole process as painless as possible. More than that, he's trustworthy, kind and patient. I would highly recommend his services to anyone looking to move. He will take care of you! — Noemi H John was very helpful and found us the home we always wanted within a week! — Jake S

As rookie real estate investors the service and insight we received from John Mazzara and RE/MAX has been top shelf. John receives our highest recommendation for anyone's real estate needs. — Tom B John was so unbelievably helpful and had nothing but our best interest at heart. You could tell that he truly cared about making the home purchasing process, as carefree & fun as possible. After all, it was our first home! — Nicole B John was great! He really had my best interest at heart. He was patient and quick to answer my calls and emails. The experience was great. — Michelle L. John is a great agent for us. He is honest and is willing to share with us examples of how we can reach our goals. He also is willing to spend time going through our goals and determine what works best for us. — Casey J. John was great in helping us navigate through the complexities involving buying and selling our homes in 2015. We found John to be honest, understanding and responsive to our needs and goals. — Mohamed P. John went above and beyond to help me find my current home. — Amy J John Mazzara was so kind & patient with our house hunting & he was always readily available to look at a house with us. We found our home with John's help & couldn't be happier with his

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services. — Brittany R.

We've known and trusted John for over twenty years. He has been our "go-to-guy" for buying, selling and expert advise for countless events. John is very accessible and has always eased any concerns during the buying/selling process. Steve & Vicki M

Chaska MN — Vicki M

John was very helpful, knowledgeable, and professional. You will be delighted to have him as your agent. — Yohannas A. We have worked with John for many years. He is honest, extremely helpful, and very easy to work with. We have recommended him to several friends over the years who have also had him help find their homes. Call John to help you find your new home - you won't be sorry! — Jen Z John recently helped me sell my mother's townhouse. From listing to closing, he was great to work with. I was a first-time seller and he patiently walked me through the whole process. Everything went very smoothly. I would highly recommend him. — Julie D. John is an expert in the field and we consistently have great results working with him! — Mark V I would recommend John to anyone looking to buy or sell. His knowledge and hospitality was beyond measure. I'm looking forward to working with him and Re/max in the future. — Lyda O

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John was very helpful and looked out for you as if he was buying the house. He went the extra mile even when it wasn't necessary. I will use John again for our next home! — Thomas H John is OUTSTANDING, his knowledge and depth of experience in real estate and helping people make the right choice is totally unmatched! His incredibly vast knowledge of anything real estate, from rules, banking, loans, purchase agreements, financing, market trends, and prices provides a huge advantage to any buyer or seller. John also saves a lot of time due to his knowledge and willingness to help. You don't have to run around asking others questions, as John can provide a correct answer to your questions without delay or left wondering. Simply the best there is and extremely valuable to anyone making such a huge decision as buying or selling a home! — Brian D John Mazzara was a pleasure to work with during my first home buying experience. I appreciated the time that John took to explain the home buying process, as well as his flexibility in maneuvering around my sometimes hectic working schedule. John is very knowledgeable about the market in the Twin Cities area, and I am thankful to have had his expertise on my side. — Ben C John helped our family to buy 2 townhomes which are the right choices for us. We can count on his real estate knowledge & advice. Our home purchase process was really smooth without any issue. We would strongly recommend him to our family & friends for home purchase. — Shantha R

John is great to work with. He's helped us buy 2 of our homes.

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He is very knowledgeable, objective and thorough professional. Our second home search took us over a year, and John was very patient throughout the process with us. He went out of his way to help us rent our townhouse and manage the rental/transition process. We feel very lucky to have found him to work with him, and appreciate his guidance. — Nitika M John & Patti, Thank you so much for your help in purchasing and managing an investment property. John, your commitment to education really made this possible-your professionalism really shines while patiently answering questions. — Chris T Hi John, I just wanted to take a minute to say "Thank You" for handling my entire real estate sale in such a professional manner. I really enjoyed working with you, and I definitely felt like you were representing my best interests throughout the entire transaction. You will definitely be the person I call for future real estate transactions, and I will continue to refer my friends to you! — Barb H John, Thank you for being there every step in buying our first home. We're so appreciative for all of your guidance. We are looking forward to working with you in the future. — Beth and Josh Dear John, We recently purchased our first home with your help. Being first-time home buyers, we were not sure where to begin. But with the help of you and Patti/Venture Development we were well on our way with little effort on our part. When it came time to hitting the pavement and looking at possible houses we really appreciated you giving us your thoughts on the prospective houses; not something that many Realtors do. You were more than willing to take a phone call at 11 pm at night to

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schedule a walk-through the next day, again something most Realtors don't do. Once we found "the one" and were ready to write an offer and play-back and forth game of negotiations your company made it painless. The tactfulness and professionalism of how you conduct business really shows how much you care about each client and want them to get the best deal for their money. My wife and I are very pleased with the end result. John and Patti make a great team. When people hear about the nightmare of buying a short sale, Patti & Co take the guesswork out of everything. John, the commitment and never-ending guidance and support speak volumes to your dedication and true passion for your profession. Then you helped us through the never-ending bumps in the road made our purchase one of the best experiences of our lives. We will be repeat customers with John & Patti in the future. — Guy & Nicole I have many more testimonials. If you would like to see the originals or any of my others please call me to set up an appointment. I would love to count you as a satisfied long-term client and friend! I like what I do and I genuinely want to help you make the best real estate decision possible.

— Please call me to set up a time to meet! 612-386-7027

CHAPTER 1 Introduction

The largest investment most people make is their home. That makes selling a home — whether a single-family residence, duplex, or condominium — the single largest, most complex transaction a person will ever undertake. It involves new terms and concepts, financial acumen, and larger figures than normally dealt with. It is also one in which emotions may come into play to the detriment of good judgment. Surely, the seller thinks, my home where I raised my children and made so many memories is worth more than the bricks and mortar it contains. Real estate transactions involve dozens of decisions and substantial investment in homeowners’ time, energy, and money, and emotions almost always lead to problems in a sales price negotiation. The home seller’s objective is to find that home shopper who cannot resist buying your house at the highest price. To do this, you need to offer potential buyers a striking home sales presentation that outshines other homes on the market. It requires making a fantastic first impression, creating for the buyers an instant feeling that they are traveling up the front walkway of their new home for the first time, not visiting someone else’s. It’s about falling in love at first sight, from the curb, in those initial seconds. Most sellers do not venture alone into selling their home. They find it better to have an experienced real estate professional with whom they are comfortable. This book was written to provide some of that comfort without the direct sales stressors of person- 2

to-person contact.

I want the prospective or active home seller to independently achieve a better understanding of the home-selling process. I’ve also provided actionable insight into how best to market your home, avoid critical mistakes, and maintain a proper focus. Let this book be your go-to resource for information, strategies, and techniques that can be put to work to sell your home quickly at the best price. Take time looking through the chapters and master the secrets of successful home sellers. For example, discover why comparable homes sell for considerably different prices. Be ready to sell by knowing your home’s market value, best listing price, negotiation tactics, and improvements that offer the best Return on Investment (ROI). My sincere hope is that this book will help you make the most of your time and efforts to sell your home. In Part 1, the process and importance of preparing your house for sale is examined: how to present to get top offers, the “80/20 rule,” along with which upgrades will make the most difference in ROI. Later in this book, we'll delve into marketing your home with a look at costly mistakes, avoiding those mistakes, and finding qualified buyers. Then, we'll examine the critical topic of negotiations — what to expect and how to conduct them — and finish with a look at what engaging a real estate professional brings to your real estate sale transaction. After you learn the process, requirements, and tips, you will see that an experienced, financially astute real estate professional can vastly cut the time and raise the economic value of your transaction. Reading this book is your first step to selling your home for the best price in the shortest time. After you read it, you might want

to talk with me. I stand by to assist you with a Comparative Market Analysis and a solid marketing plan to fit your budget and lifestyle.

CHAPTER 2 First Steps to Home Selling o Home Selling

Location! Location! Location! is the most crucial consideration in real estate and a major factor, if not the predominant one, in real estate pricing. Novice (and not-so-novice) home sellers alike must know the considerations that determine a home’s price. Setting the price at which to sell your home is not a simple formula, nor totally mathematical. Many elements factor into the decision. Throughout this book, you will read examples of similar and similarly situated houses that sold for very different prices, along with the reasons for the disparities. A calculated home value is not necessarily what you believe your home is worth. Recognizing this helps avoid overpricing, a major factor that leaves homes languishing or unsold. Familiarity with the real estate terms market value, appraisal value, and assessed value can save disappointment and frustration, and allow the home seller to meaningfully engage in setting a home’s listing price. The most used definition of market value is “the most probable price a property should bring in a competitive, open market, under conditions requisite to a fair sale.” Essentially, this is a pre- negotiation opinion of what a house should bring in its local market, i.e., its geographical area, generally an area such as a suburb or neighborhood. Appraisal value is an evaluation of a property’s worth at a given point in time that is performed by a professional appraiser. Appraised value is a crucial factor in loan underwriting and determines how much money may be borrowed and under what 6

terms. For example, the Loan to Value (LTV) ratio is based on the appraised value. Where LTV is greater than 80%, the lender generally will require the borrower to buy mortgage insurance. Assessed value is the amount local or state government has designated for specific property and frequently differs from market value or appraisal value. This assessed value is used as the basis of property tax and when a property tax is levied. The assessed value of real property is not necessarily equal to the property’s market value. Approximately 60% of U.S. properties are assessed higher than their current value.

WHAT IS YOUR HOME WORTH?

The first step in selling your home is knowing the difference between value, worth, and price. Let’s examine the determining factors at work. Understanding those factors allows them to be leveraged. There are several ways a home’s value is derived.

PROFESSIONAL APPRAISAL

Nothing determines the sale price of a piece of real estate but the price at which it sells. Houses are not same-priced identical cans of tuna on the grocery store shelf or shares of stock valued and traded every day on the stock exchange. Real estate appraisal (“property valuation”) is the process of developing a perspective of value for real property. This is the market value — i.e., what a willing, reasonable buyer would pay for the property to a willing, reasonable seller. Real estate transactions generally require assessments because they happen infrequently and every real property is unique in features and characteristics. An appraisal helps in various decision points. The seller can use the appraisal as a basis for pricing. The buyer can use it as a gauge

on which to base an offer. Lenders use appraisals to know how much money to credit to their borrowers.

The important factors in a house appraisal are:

• Dwelling type (e.g., one-story, two-story, split-level, factory-built) • Features (including design) — materials used and the kind of structure present and how they were built • Improvements made • Comparable sales • Location — type of neighborhood, zoning areas, proximity to other establishments • Age of property • Size • Depreciation Condition, of course, is a crucial factor in valuation. Location is also a factor; however, as property cannot change location, upgrades or improvements to a residential property often can enhance its value. A professional appraiser should be a qualified, disinterested specialist in real estate appraisals, with expertise in your region. His or her job is to determine an estimated value by inspecting the property, reviewing the initial purchase price, and weighing it against recent sales with the same purchase price.

COMPARATIVE MARKE TIVE MARKET ANALYSIS BY A REAL ESTATE PROFESSIONAL

This type of home valuation is free from real estate professionals and more helpful than automated online offerings. It provides detailed information on each house sold in your area over the

last six months, along with the final sale price. It also includes the specifics of all the houses for sale in your area, including the asking price. These homes are your competition. The real estate professional will also answer any questions and help you price your home realistically. Along with an understanding of how the worth of a home is determined, the current market must be considered. By utilizing a professional real estate agent, you can rely on proven expertise to market your home at the best listing price. I will be happy to provide you with a Comparative Market Analysis. Please refer to the last page of this book if you would like more information on how to request a free home valuation.

THE SECOND STEP (SELLING YOUR HOME FOR MORE)

Prior discussion showed that there is no calculable certainty in setting the value of a home. There can be wide differences between the seller’s assessed price, the asking or listing price (market value), and the price at which the home sells (sale price). Let’s turn to what the homeowner/seller can do to elicit offers at, or even above, the listing price in a competitive market. The seller’s time, effort, and investment are the most important parts of the process. The seller’s willingness to adequately prepare the home for presentation — and willingness to live in that pristine state for the time it takes to sell the property — will greatly affect both the sale period as well as the price at which the home sells. A market in which homes normally sell in no more than six months of listing is considered balanced or neutral, which means a good number of homeowners are selling and buyers are purchasing; therefore, neither has an upper hand. A variable, for

instance, like a major company entering — or moving from — the area will tip the scale toward homeowners to make a swift market or toward buyers to make a slow market. The typical selling time in a swift market might be 30 days, while that of a slow market may be up to nine months. Typically, any number below six months is considered a seller’s market.

LIVING IN A FISHBOWL

A house on the market requires keeping the home in a constant “show-ready” condition, and changes in day-to-day life are inherent in the process. Sellers get unexpected phone calls at all hours from unrepresented prospects and buyers’ agents to show the home, as well as frequent updates by phone, email, and text and show appointment scheduling messages from the listing agent. They also will likely deal with repair and reconditioning appointments and inspections. The house may be photographed for online, periodical, or brochure presentations. There are repeated showings when the home first hits the market. Keep your home in pristine showing condition for impromptu visitors — the perfect prospect might just drop in at dinnertime.

CHILDREN (AND PETS) SHOULD BE UNSEEN, UNHEARD

Children and pets are distractions for potential buyers, affecting their experience of your home. You should plan for your children to be elsewhere and your pets crated or leashed, and no toys lying about or dog hair on the sofa. The dishes should always be done and the kitchen sparkling. The pressure of showing to everyone even mildly interested in looking (not necessarily buying) may come from the idea that the more your home is seen, the more quickly and easily your home will sell. Many real estate agents provide their clients with

dozens of homes to consider without a clear picture of what the buyer wants. Low-interest traffic can be heavy and a burden on the seller’s time, energy, and resources. Since a showing can take an hour or even hours out of your day, finding an interested buyer is what matters most. The home will be shown to many more uninterested buyers than interested buyers. How many times will you have to show your home? In an ideal world, your property would be shown to serious buyers only. However, many “Sunday afternoon window shoppers” exist in the real estate business. That said, you shouldn’t waste your time trying to appeal to uninterested buyers. This is where planning, organizing, and the professional help of a qualified real estate agent enables you to handle even the most intimidating tasks without wasting efforts.

CHAPTER 3 The 80/20 Rule

“Eighty percent of results will come from just twenty percent of the action.” This is the Pareto principle, attributed to Italian economist and philosopher Vilfredo Pareto, who, in 1906, observed an intriguing correlation. He began work on the “80/ 20 rule” with the observation that 20% of the pea plants in his garden generated 80% of the healthy pea pods. This observation caused him to explore more examples of uneven distribution. He discovered that 80% of the land in Italy was owned by just 20% of the population. He investigated different industries and found that 80% of production typically came from just 20% of the companies. His findings led to the concept that 80% of results will come from 20% of the action. While it does not always come to be an exact 80/20 ratio, this imbalance is often seen in various business cases: • 20% of sales reps generate 80% of total sales • 20% of customers account for 80% of total profits • 20% of the most reported software bugs cause 80% of software crashes • 20% of patients account for 80% of healthcare spending

RELATING THE 80/20 R G THE 80/20 RULE TO HOME SELLING

Understanding the 80/20 rule concept can save you time in selling your home. Applying the 80/20 rule, you stop trying to sell people on the entire home. Applying the rule, you can highlight the 20% of your home’s features that make it special. The 12

remaining 80% of your home still affects the buyer’s decision, so do not neglect it, but, in photographs and showings, feature the elements that make your home special. Keep in mind, your selling point won’t be the common features your home shares with the other properties on the market. Instead, use your home’s unique features to grab the attention of buyers who are interested in those distinctive attributes.

THE 80/20 RULE IN ACTION: BUYERS ARE SEARCHING FOR UNIQUE FEATURES

Decide upon, improve, and spotlight the unique features of your home in marketing copy, photographs, and showings. Do not spend much time explaining how the storage room can be converted to another full bath; instead, lead the dog-owning prospect to the fenced-off dog run in the unusually large backyard. If the home has a certain feature a buyer is specifically looking for, highlighting this aspect in marketing efforts will attract interested buyers willing to pay the asking price. Each house will have its unique features. Here are some suggestions if you aren’t sure of yours: • Hilltop views or high vantage point, offering a spectacular view of the surrounding area • Open fields frequented by wildlife • Unobstructed views of sunrise and sunset • Patios, decks, dog runs, garden areas, and gazebos — highlight items neighboring houses don’t have, or differences in size or quality; that one vital feature could help you sell your home • Location can set a property apart, even in the same area, adding value to a home on a cul-de-sac or corner lot

• A private location or lot partially concealed by trees • A unique, shady, or larger backyard; a fenced backyard is a big selling point (If your yard can be fenced but is not, consider making that improvement.) • Finished basement, large attic or garage, swimming pool, or anything else that makes your home stand out Following the 80/20 rule can lessen time showing to people who aren’t interested. Instead, you will be showing your home to buyers who are motivated to make a purchase. You won’t have to show as frequently. You also won’t have to sift through low-ball offers from casual shoppers. Keeping this in mind, you must take the time to uncover your home’s most attractive and unique features and improve them to their highest potential. Compare your house with others in the neighborhood to see what makes yours stand out. Work with that.

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 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. Repair and repainting are costlier, but often tell in time-to-sale or sale price. 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 18

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 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 $200 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).

SOME OTHER CONSIDERATIONS IN CREATING GREAT CURB AP T 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 shows homeowner care and maintenance. • Consider enhancing architectural appeal by adding molding to the tops and sides of the doorway or around windows. • Keep shutters and trim in excellent shape. Repainting them adds to the attractiveness. Fence gates, arbors, and fencing panels should be clean and fresh. • Clean downspouts and gutters. Repaint or touch up to eliminate rust spots. • Ensure the walkway to the front door is clear and approachable. Stacked hoses and unruly landscaping interfere with home shoppers walking up and diminish the inviting look. • Try a fresh coat of exterior paint; faded or chipping paint, siding, or trim will always detract from curb appeal. If exterior paint is good, ensure door and window trim are, too. This simple upgrade is well worth the cost. • Power washing the house, walkways, and driveway can be almost as effective as repainting, at a much lower cost. Power washers are easily rented from hardware stores. • Adding some stone or stone veneer to the face of the home is an inexpensive way to instantly update your home, if it complements the design. • Add a “smart” doorbell. Eight of 10 home doorbells are outdated or not working, so if you invest $200 in a doorbell equipped with a camera and speaker, you will gain the approval of home shoppers who are looking for

security measures.

Curb appeal is one of the most essential elements in selling your home quickly and successfully. You can create interest in your home before buyers even step out of the car, 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 the sales effort. Sellers often fail to take full advantage in this regard, as it takes considerable time and work. However, the payoff is proven. Staging is considered one of the most effective marketing strategies to increase the value of your home. This strategy is effective in any market, in any type of home property being listed. It applies equally to single-family houses, apartments, townhouses, and condos. This approach works! Agents and sellers using this tactic have a greater chance of selling the property for more money.

Staging the home will:

• Distinguish it from the competition • Attract top dollar from homebuyers • Provide a visual edge over the competition

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% less time on the market than

homes that were not staged. • Staged homes sold for more than 6% above asking price. • A staging investment of 1% to 3% of asking price generates an ROI of between 8% and 10%. • Homes staged prior to listing sold 79% faster than homes staged after listing.

WHAT DO BUYERS WANT TO SEE?

Most home shoppers are envisioning a fresh start. If they can picture themselves living in the home, the home will be easier to sell. This is known as “interior curb appeal,” where the eyes are drawn to inviting spaces and light, as well as to unique features. Each room needs a purpose or suggested use. The home must feel new to reflect ease of upkeep. The goal is to create a clean, simple, and contemporary feel. Painting, updating fixtures, and eliminating stained carpets and popcorn ceilings can affect the saleability of the home by 75%!

NEUTRALIZE FOR VISUAL APPEAL

The idea is to neutralize the home regarding personal taste or decoration, so buyers can easily envision the home as it would be outfitted in thei r taste or with their possessions, without the distractions of the seller’s taste and possessions. In staging, distractions are removed so the home shopper can imagine living in each space of the house. An effective way to achieve this is to paint all rooms in a neutral color. A wide range of neutrals is available, from soft grays to warm beiges. Painting the interior gives newness and freshness and can make the home appear more spacious. Using the same color in visibly adjacent rooms gives the house a seamless look and uninterrupted flow.

Changing your window coverings to match the walls can also create an illusion of more space. Dark or bold wall colors can dampen interest in a home if used in large spaces; however, they can occasionally be used effectively as accent colors.

FOCUS ON FURNITURE: LESS IS MORE

In staging, a visibly inviting space is created so that the home shopper can envision or imagine life in that space. Minimization is the key. If the seller’s personal taste and style are showcased while the home is on the market, it may be a sale distraction. Preparing for moving is part and parcel of selling a home; it might as well be done at this stage of the process, to enhance the property’s saleability. Shortly, we will examine depersonalizing the home, a key step. First, however, we must examine the concept of creating space by minimizing furniture. Buyers are attracted to homes flooded with light and roominess. They are equally put off by cramped homes filled with unnavigable spaces. Home shoppers want to walk through a house without obstacles in the way. Space and storage are high on the list of buyers’ desires, so every area of the home should feel spacious. Remove all unnecessary furniture from living spaces. Store it while the home is marketed. Closets, pantries, and storage rooms must be free of clutter and look organized. Pruning back unnecessary items can create interest by showcasing space and storage in areas such as closets, attics or basements. Furniture placement is an easy way to highlight unique house features. A grouping of chairs in front of a fireplace will draw attention to it. Avoid pushing furniture close to the walls. Reposition easy chairs into floating group spaces.

Every room must be staged to show function. An empty room used for overflow of boxes, possessions, or unwanted items should be transformed into a usable, desirable space. Clean it out and create an office space with a desk and chair, or a reading room with a lamp and recliner. Exercise equipment might be arranged to feature it as a workout room. Every room should have a purpose and be user-friendly. Make your home’s traffic flow smoothly, so buyers can browse each room without effort.

EMOTIONAL CUES AL CUES

Once every room has a purpose, creating atmosphere is crucial to make the home desirable. Decorative touches of greenery, flowers, and coffee table books give life to a room. Creatively hung wall art can do the same. A bedroom that has one bed with one pillow and blanket may make the room seem bare and lonely. By adding a table with a lamp and a rocking chair draped with a lap robe, you heighten its appeal. Be sure to add elements of the same color, shape, or texture to unify the room. Any splashes of color should appear in wall art or any place you want to draw attention. Learn to strike a balance between staging and living in your home. You can even seasonally decorate your home without dashing it's 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.

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