Braulio Hernandez REALTOR® - EXPIRED: A GUIDE FOR SELLING HOMES OTHERS COULDN'T SELL

EXPIRED: A GUIDE FOR SELLING HOMES OTHERS COULDN'T SELL

Braulio Hernandez REALTOR®

Table Of Contents

Why Should You Read This Book?

Does Listing Price Matter?

What to Avoid

Why It's So Easy to Sell Your Home for Less Than It's Worth

What Stops Perfect Homes from Selling

How to Sell a Home That Didn't Sell — Without Dropping the Price

Avoid This Rule at Your Own Risk

Why This 20% Rule Applies to Hard-To-Sell Homes

Grabbing Any Buyer's Attention

10. Luxury Home-Seller Strategy Sells Homes for 15% More Money

11. Why Home Staging Really Matters

12. Make Your Home Spotless

13. Details Win Home Sales

14. Important Features of a Home

15. Why Pictures of Your Home Can Stop It from Selling

107

16. The 3-Step Formula I Use to Sell Homes Others Couldn't Sell 113

17. Why Every Billionaire Home Sells

119

18. Negotiation Mistakes

121

19. Simple Negotiation Ideas

127

20. Why Your Dog Wants You to Hire Me to Sell Your Home

139

21. This Big Mistake Cost One Home Seller $36,000

143

22. Read This Before You Sign a Contract With a Buyer

153

23. Should You Consider Hiring a Real Estate Agent?

155

Foreword

Dear Homeowner,

Congratulations! You have made a smart decision by reading this book. This valuable information will help you increase your chances of selling your home fast for top dollar, while ensuring a smooth transaction and minimizing stress for the homeowner. You may be feeling discouraged and wondering why your home is not selling, don’t worry, just because a house didn’t sell in the past doesn’t mean it can’t be sold. I have seen many homes that don't sell with one agent, only to sell quickly with a Specialized Listing Agent who took a different approach. Over the years, I have seen many homes for sale that stay on the market longer, sell for less than their market value, or worse yet, have their listings expire, and I have been shocked at how many costly mistakes are made. I did some research and found that the common factor in these homes is a lack of preparation. It's surprising how often costly mistakes are attributed to a lack of preparation. Selling a home can be more complex and time- consuming than expected, with complexities and stress factors. However, proper preparation can significantly facilitate the process. The fact that some homes sell, and others expire is not a matter of luck, there are no magic tricks that will help one seller get a better deal than the other, it all comes down to careful planning and preparation.

vii

You should know that while anyone can list your home on the market, not everyone can sell it fast for top dollar, while ensuring a smooth transaction and minimizing stress for the homeowner. The fact is that selling a home involves much more than simply taking some photos and posting them on the MLS (Multiple Listing Services). Even in a seller's market, proper Home Preparation and a proven Marketing Plan are crucial and a Specialized Listing Agent excels in both of these areas, driving higher demand and increasing the chances of a higher sales price in a shorter period of time. In this book, I reveal proven strategies employed by successful listing agents, a complete guide to prepare your home, what to look for and ask when hiring an agent, along with common seller mistakes to avoid. You will also learn how to increase your home's value and expedite sales through our proven and customized marketing plan that highlights your home’s unique features. Continuous learning and preparation are keys to success in any endeavor, and selling your home is no exception. By investing time to explore the chapters and master the secrets of successful home sellers, you will gain the knowledge, and skills needed to navigate the real estate market and achieve your selling goals with confidence.

viii

Let this book be your go-to resource for proven marketing and pricing strategies, negotiation tips, and guidance to avoid common mistakes, all while helping you make informed decisions to increase your chances of selling and maximize your profits while making the most of your time and efforts through proper preparation.

"Before anything else, preparation is the key to success" by Alexander Graham Bell

IMPORTANT NOTE: In the digital book version, every bold and underlined word or phrase is clickable, providing more detailed information and websites.

CHAPTER 1 Why Should You Read This Book? ead This Book? Ever wonder why two identical houses sell for entirely different prices? Why does one house sell for $288,000 $288,000, while another house, identical in every way, brings in $302,000? $302,000? It just doesn’t seem to make any sense. The truth is similar homes sell for varying prices all the time. It happens across the country, in markets large and small. Surely, there must be a reason! The fact that some houses sell for more money than others is not a matter of luck, there are no magic tricks that will guarantee you get the best deal possible. The truth is that higher prices and quicker sales are the direct result of careful planning and preparation, that is why I want to share with you a copy of this Book which together with my Marketing Plan creates an excellent strategy for a successful sale. To find out how I would market your home, please go to www.Braulio.Realtor and click on the “My Listings” tab. Please, keep in mind that while anyone can list your home on the market, not everyone can sell it fast for top dollar, while ensuring a smooth transaction and minimizing stress for the homeowner. The fact is that selling a home involves much more than simply taking some photos and posting them on the MLS (Multiple Listing Services). Even in a seller's market, proper Home Preparation and a proven Marketing Plan are crucial and a Specialized Listing Agent excels in both of these areas, driving higher demand and increasing the chances of a higher sales price in a shorter period of time.

A study conducted by the National Association of Realtors (NAR), has shown that the way your home is Prepared and Marketed will have a deep impact on the final sales price and how long it will remain on the market.

In this book you will find:

• An overview of the sales process. • Common seller mistakes to avoid. • Secret strategies employed by the best listing agents. • Advice on how to appeal to today’s buyers. • Tips for upgrading with the greatest return on investment. • You will also discover how to maximize your home's value and expedite the selling process. • Valuable insights and innovative ideas to make the selling process easier and minimize homeowners' stress. • A list of essential questions to ask when interviewing potential listing agents, helping you choose the most competent one for your home sale. Sure, you can try to employ these strategies yourself. But I suggest talking to a licensed professional — like myself — to employ them for you. Yes, selling your home can be complex, stressful, and time consuming, in order to be successful, you need extensive experience in Marketing Strategy, Legal Documents, Negotiation Skills and a Security Plan to protect your belongings and family from strangers visiting the home. There are also many emotions at play that can affect good judgment. Many sellers think, surely, my home where I raised my children and make so many memories are worth more than the bricks and mortar it contains. Real estate transactions involve dozens of decisions and substantial investment in homeowners’ problems in a sales price negotiation.

Most sellers do not venture into selling their home alone. They find it best to have an experienced real estate professional with whom they feel comfortable. This book was written to provide some comfort without the direct sales stressors of person-to- person contact. 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. That is why I want the homeowner to better understand the home selling process. I've also provided practical information on how to best market a home, avoid critical mistakes, and maintain the right approach. Be ready to sell by knowing your home’s market value, the best listing price, negotiation tactics, and improvements that offer the best Return On Investment (ROI). Sellers can command higher prices for their homes if they use the right techniques. A few simple strategies, known only to the best sellers and the best listing agents, can make a huge impact on the success of your sale. The following chapters break down those secrets. See how each strategy translates into real-life examples. Houses brought to market with these tactics consistently sell quickly, and for more money — even if they failed to sell the first time around. Gather the information you need to apply the same formula to selling your home. When you sell, you’ll be able to take advantage of these techniques. Carefully follow the same formula to sell your home.

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.

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 necessarily 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. You might need to negotiate the price with a buyer, but good marketing will help bring you a full-price offer!

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. The agent recommended dropping the price to $450,000. But 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: n #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: n #2:Hire a listing 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 proven 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 John's 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 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 REMEMB O 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 listing agent use special techniques that can help sell homes faster and for more money.

CHAPTER 3 What to Avoid

Here’s another example of a people 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 the seller hired 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. Two buyers both 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 lived in the area and wanted a larger yard. 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 have 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. Even worse, the seller never realized the mistake. 13

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 have 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! 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 and she wasn’t living in it. 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 ahead of the game!

COMMON SELLER MIS ELLER MISTAKES TO AVOID

The key to successfully selling a home the first time it hits the market is to avoid the common mistakes that many sellers make:

PRICING MISTAKES

The first mistakes sellers make are price-related. That's why this list of common seller pricing mistakes can help you avoid the problems that come with selling your home. If pricing was simple and straightforward, you wouldn't need help pricing your home correctly. Save time and money by avoiding these costly mistakes.

Guessing vs Researching

Basing your home price on what the neighbor down the street listed his home for isn’t a reliable method. Nothing loses potential buyers faster than an overpriced home. Subsequent price lowering makes it look like you’re getting desperate to sell, which will increase low-ball offers. However, you do not want to underprice from the beginning. A lower listing price may decrease the time to sell a bit, but you might leave several thousand dollars on the table. Learn how to price your house the right way, based on research. The Comparative Market Analysis (CMA) is your best source for setting an asking price. If a home in your area sells for a low price, don’t assume yours is worth the same amount. That home may have had condition issues or a personal problem that required a very quick sale. Your home might have something to offer that the other one did not. Let the Comparative Market Analysis (CMA) be your guide, along with the advice of a real estate professional.

Overpricing a home for sale can have several negative consequences, including:

1. Extended Time on Market: Homes that are overpriced tend to sit on the market longer. This can make the property appear less desirable to potential buyers, who might wonder why it hasn't sold. 2. Stigma: A home that has been on the market for an extended period can gain a stigma. Buyers may assume there is something wrong with the property, leading to lower offers or less interest. 3. Lower Final Sale Price: Overpriced homes often sell for less than they would have if they had been priced correctly from the start. As time passes and the home remains unsold, sellers may have to reduce the price multiple times, which can ultimately lead to a lower sale price. 4. Increased Carrying Costs: The longer a home remains unsold, the more the seller incurs carrying costs such as mortgage payments, property taxes, insurance, and maintenance. 5. Missed Opportunities: Overpricing can cause a home to miss the critical first few weeks of buyer interest. When a home first goes on the market, it typically generates the most attention and showings. Missing this window can mean fewer offers. 6. Buyer Mistrust: Repeated price reductions can lead to buyer mistrust. Potential buyers might question the seller's motives and whether the initial price was honest. 7. Difficulty in Financing: If a home is overpriced, it might not appraise at the asking price. This can cause financing issues, as lenders typically base loans on the appraised value, not the asking price. Buyers might be unable or unwilling to cover the difference.

8. Wasted Marketing Efforts: Marketing a home that is overpriced can be a waste of resources, as it might not attract serious buyers. Listing agents might also be less inclined to invest time, resources and effort into marketing an overpriced property. Overall: Setting a realistic and competitive price from the start is crucial for a successful home sale. This approach generate interest and gain attention from buyers to sell faster. Do not hesitate to re-evaluate your local market, the market can change a lot, very quickly. Work with your listing agent to determine the Fair Market Value of your home. Be aware that unrealistic pricing costs money in the long run and might cause a lot of stress and frustration for homeowners.

Price Dropping

Another pricing trap to avoid is listing your home far above other homes in the area, with the intention of dropping the price if it does not sell after three months. That is potentially workable in a stable or increasing market. However, if the market in your area is declining, you may be forced to reduce the price even more drastically to catch up with the falling market.

Subjective Pricing

Selling your home is a business transaction between a qualified buyer and yourself. If you have enjoyed living in your home for years but have decided to move on, don’t let emotional attachments to the home affect how you price it. The most objective price will come from the CMA provided by your listing agent. Memorable moments spent in your home are priceless, but they do not add to the selling price. It is also unrealistic to add dollars because of the labor spent making the house into the home you desired. By focusing on the CMA results and maintaining a firm, strictly business attitude, you can keep emotions at bay.

Un-rushed High Pricing

Even if you’re not in a hurry to sell, it’s not a wise move to test the market by listing your home at a high price to “see how it goes.” Serious home shoppers may take months to find a new home. They are continually looking for new listings — not ones that have been languishing on the market. Thinking that the market will turn in your favor may not be reliable, either. If prices in your area are dropping, you may lose money. By pricing your home based on current market values, you can sell your home more quickly and for more money.

First Day High-Price Blues

The most crucial time for your home is the first 21 days on the market. Once your home is on the MLS (Multiple Listing Service), you will see how much interest is generated. If your price is too high, buyers will pass you by because the home is out of their price range or out of kilter in the market area. By the time you decide to lower the price, they have moved on to other properties. As your home sits on the market, buyers will wonder why the home has not sold and conclude that it’s undesirable in some way.

Hiring a Listing Agent from Highest-Price Suggestion

Choosing a listing agent simply because they suggested a higher price for your home than other agents is not in your best interest. A good Realtor will know more about the market for your home than you do. Pick a listing agent who can provide you with real numbers and solid marketing plans. The person you choose to sell your home should be knowledgeable in the local area, trustworthy, and quick to answer questions or concerns regarding the entire selling process. Avoid this mistake by interviewing at least three listing agents —including me—, and selecting the one who offers sales data and a strategic listing price, not the highest price. Keep in mind that even the best professional marketing strategy is ineffective if the home is overpriced.

Hiring a Listing Agent simply because they are friends or family member

Friends, family member, and highly recommended individuals can be great candidates for listing agents, but it's crucial not to rely solely on their assurances. Choosing a listing agent simply because of a personal connection or recommendation without asking the list of questions that I have compiled for you, can be a costly mistake. Always request detailed information about their marketing services, commitment, and specific strategies for selling your home. Even better, find out if they are a Specialized Listing Agent, as they offer distinct advantages, such as selling homes faster and for higher prices than general agents. Their focused approach and industry expertise give your property the best chance of success. Remember, you have no obligation to any real estate agent; your only obligation is to yourself to choose a Specialized Listing Agent who can sell your home quickly for top dollar with minimal stress and frustration for the homeowner. Choosing a listing agent who offers exceptional value for their service is crucial. I've compiled a list of Key "Questions to Ask a Potential Listing Agent When Selling Your Home". This will help ensure you choose a competent listing agent who can effectively market and sell your home for the highest price and best terms with minimal stress for the homeowner. Please, feel free to call or text me to request it—it's free! and here’s the best part, it’s not just about knowing which questions to ask the listing agent, it’s about getting the right answers, in my opinion, if you don’t get the right answers, you should not hire them.

Hiring a listing agent because they represented me when I bought the house

Can be a smart decision, but it depends on several factors:

Pros

1. Familiarity: The agent already knows your property and your preferences, which can streamline the selling process. 2. Trust: If you had a positive experience buying your house with this agent, it suggests you trust their professionalism and competence. 3. Consistency: Continuity with the same agent can make the transition from buying to selling smoother, as there’s no need to build a new working relationship.

Cons

1. Market Knowledge: The agent’s expertise in the current market conditions is crucial. Ensure they are still up-to-date and active in the market. 2. Performance: Evaluate their recent performance as a listing agent. Just because they were good at helping you buy doesn’t mean they excel at selling. 3. Specialization: Some agents focus on buying, others on selling, or both. Make sure your agent Specializes primarily in selling homes. A good listing agent should have extensive experience, a proven Marketing Plan, and the skills and knowledge developed over many years to achieve success. Agent specialization is crucial to achieving your goals. For more details on the Importance of a Specialization, please review the article: Top Reasons to List with a Specialized Listing Agent (Digital Book Version) .

Consideration

1. References and Reviews Check recent reviews or ask for references from other sellers they’ve worked with. 2. Comparative Analysis: Compare the listing agent with others in terms of services offered, marketing strategies, and commission rates. 3. Interview: Conduct an interview to discuss their approach to selling your property and gauge their enthusiasm and strategy. In conclusion, while hiring the same agent can be beneficial, it’s still important to ensure they are the best fit for selling your home by considering their current expertise, recent performance, market knowledge and marketing strategies is crucial to making an informed decision. Use the list of Questions to Ask a Potential Listing Agent that I have compiled for sellers. This will help ensure you choose a competent listing agent who can effectively market and sell your home for the highest price and best terms with minimal stress and frustration for the homeowner.

Hiring a listing agent just because the Realty Company's Reputation

When choosing a listing agent, it's important to consider both the realty company's reputation and the individual agent's performance. However, the agent's performance is typically more crucial to your success. Here's why: 1. Personalized Service: A highly performing agent will provide tailored services to meet your specific needs and goals. 2. Experience and Expertise: An agent with a strong track record will have the necessary experience and market knowledge to navigate the complexities of selling or buying a property. 3. Marketing Skills: An effective listing agent will have superior marketing strategies and negotiation skills that can make a significant difference in achieving the best price and terms. 4. Communication: A top-performing listing agent will ensure clear and timely communication, keeping you informed throughout the process. While a reputable realty company can offer additional resources and support, the individual listing agent's performance will have the most direct impact on your real estate experience. Therefore, prioritize finding a listing agent with a proven track record of success.

Choosing the Wrong or Bad Agent

Underestimating the critical factors that increase the chances of selling a home, or lacking the necessary experience, effort, resources, time, or a proven marketing strategy, can significantly impact the success of a sale. This can result in the property staying on the market longer, selling for less than its potential value, or even having the listing expire! Many potential agents you interview may have great local experience and a glowing resume, but that's not all that matters - what matters most is the agent's Plan for Marketing your home, as professional marketing is the most important factor in attracting buyers, buyer's agents, and investors; So, this should always be one of the most important questions you ask them. It's true; not every agent is the same, when it comes to your unique journey, not every agent will be the best fit for you and your home. Finding the one that is the most compatible with your needs and marketing strategies used is the essential determining factor. Keep in mind that while anyone can list your home on the market, not everyone can sell it fast for top dollar, while ensuring a smooth transaction and minimizing stress and inconvenience for the homeowner. The fact is that selling a home involves much more than simply taking some photos and posting them on the MLS (Multiple Listing Services). Even in a seller's market, proper Home Preparation and a proven Marketing Plan are crucial, and a Specialized Listing Agent excels in both of these areas, driving higher demand and increasing the chances of a higher sales price in a shorter period of time.

Consider that by carefully selecting a Specialized Listing Agent from the beginning, you can avoid many common frustrations associated with selling a home. Note also that a Specialized Listing Agent can not only sell your home faster and for more money, but they can also make the selling process less stressful. This approach ensures a smoother and more successful selling process. Buying a home is an emotional decision, and a successful Specialized Listing Agent understand the importance of incorporating emotions into their marketing strategies. So, ensure that the listing agent you choose uses emotional marketing techniques, such as engaging video tours with music synchronized to image transitions and detailed captions highlighting property features, showcasing the interior and exterior of the property, as well as the neighborhood, community, and nearby amenities, can capture the audience's attention, generate significantly higher demand, and potentially achieve a higher sales price in a shorter period of time. To learn more about how a successful Specialized Listing Agent incorporate emotions into a marketing strategy and what questions to ask the potential listing agent you interview to determine if they are competent, click on How to Incorporate Emotions into a Marketing Strategy (Digital Book Version) . For examples of how I effectively incorporate emotions into an online marketing strategy, please visit www.Braulio.Realtor and click on the "My Listings" tab. Be sure to check out my proven Marketing Plan.

Selling a home involves many steps, and the right Specialized Listing Agent can make the difference between selling fast for top dollar or having your home sit on the market and sell for below market value, or worse, having your listing expire. So, choosing the wrong agent could be one of the costliest mistakes you can make. To avoid future frustrations, your first meeting with an agent is crucial; it's your opportunity to ensure you hire someone who will treat your sale as if it were their own. Look for someone who is willing to invest time, effort, creativity, resources, and proven professional marketing to achieve a successful sale, and a Specialized Listing Agent is the answer. But how do you find the right listing agent among so many? Well, asking a potential agent key questions about the selling process and their marketing strategy will put you in the best position to choose a competent Specialized Listing Agent. This ensures they can effectively market and sell your home for the highest price, on the best terms, with minimal stress for you as the homeowner. I've compiled a list of key "Questions to Ask a Potential Listing Agent When Selling Your Home" for homeowners, but this book isn't the place for that list, so, please, feel free to call or text me to request a copy — It's free! and here's the interesting part, it's not just about knowing what questions to ask, it's about getting the right answers, in my opinion, if you don't get the right answers, you shouldn't hire them. To give yourself the best chance of finding the most competent Specialized Listing Agent, interview at least three agents - including me — and use the list of key "Questions” I have compiled for homeowners, which will help you identify the right one. Then, compare their answers and approaches.

I have also included below a sample question from the list of questions I compiled for you: Seller ask: How long will it take to put the property on the market after we have signed the listing agreement? For Your Information: This subtle question will help you to identify how good is the listing agent you are interviewing about marketing your property, why? Because a successful listing agent that know how to attract buyers, buyer’s agents, and investors, will be willing to put in the time, effort, creativity and investment in professional marketing to stand out your property from the crowd would take some number of quality days to complete after the listing agreement have been signed, so the listing agent who tells you that will place the property in the market within a day or two,, it is a Red Flag, I definitely wouldn’t hire them; you should know that a professional marketing can take several days depending on the weather conditions and the availability of the photography company, after those photos and video clips of the property have been taken, then the photos will be retouched, the video clips will be edited to create a final video tour, captions will be included and they will be synchronized with popular and catchy real estate music to make the videos even more appealing and create excitement in the buyers to visit the property. Also, successful listing agent create a unique website specific to your property. Keep in mind that selling a house fast for top dollar requires significant effort and preparation before listing it for sale. Several studies, including the National Association of Realtors (NAR), have shown that the way your home is marketed will have a deep impact on its final sale price and how long it stays on the market, which is why I always emphasize using professional marketing to sell a home fast for the best price.

Armed with this knowledge and the list of those questions to ask the potential listing agent you interview, you will be able to choose a competent listing agent who can effectively market and sell your home fast for top dollar with minimal stress and frustration when selling your home.

Poor Marketing, Listing Description, Cleanliness, Staging and Curb Appeal

Effective marketing is essential for attracting potential buyers, and inadequate efforts can significantly hinder the sale of your home. Inadequate staging can leave rooms looking uninviting or smaller than they are. Poor curb appeal might result in a lackluster first impression, turning buyers away before they even step inside. A lack of cleanliness can make a home appear poorly maintained, raising concerns about its overall condition. Ineffective listing descriptions can fail to highlight a home's best features or convey its unique charm. Without professional photos and engaging video tours, listings may be overlooked in favor of more visually appealing options. Additionally, limited exposure can prevent your home from reaching a broad audience of potential buyers. Each of these elements plays a crucial role in creating a compelling presentation that draws buyers in and encourages offers.

Poor condition of the property

The condition of a property plays a critical role in attracting buyers and obtaining favorable Appraisals. Homes in poor condition generally do not appeal to buyers and are valued less compared to similar homes in good condition. Ensuring a property is in good condition can significantly impact its marketability and price. For sellers aiming to make a positive impression, improving the condition of the home has become a popular strategy to increase its selling price and reduce the time it spends on the market. Pre-Listing Inspection is advisable.

Properties that are marketed as move-in ready tend to sell 12% faster, emphasizing the importance of maintaining and presenting a well-kept home. Source: the Wall Street Journal, infographic 9 Reasons Why Some Homes SELL FASTER.

While emphasizing the importance of selecting the right agent in the reason #9 of the previous infographic, we still need to confirm that they are a Specialized Listing Agent. Homes listed with specialized agents typically sell faster and for higher prices than those listed by general agents or sold by the owner. Their focused approach and industry knowledge give your property the best chance of selling successfully.

OTHER SELLERS’ MISTAKES

Zillow has compiled a list of “Don’ts” to help people avoid the pitfalls of an otherwise successful sale.

Selling Before Getting Qualified Yourself

Entering a contract to sell your home before you get qualified to buy another home is problematic. Your financial situation may have shifted since your last purchase, and you may not meet the requirements for a loan, or you may not be able to sell at a price that enables you to buy the kind of replacement home you desire. You might have to rent or buy another house that is far from ideal. Before you decide to sell, get pre-approved by a lender you have confidence in, and study the housing market in the area in which you want to live to get a good idea of how much it will realistically cost you to buy. Make plans in case you have to move right away.

Wasting Time on Unqualified Buyers

It is a wasted effort to show your home to someone who cannot buy it. An example is the seller who spent two weeks preparing his home for an acquaintance who wanted to buy his home. The seller spent $1,000 removing an old shed and met with the prospect several times to discuss price and terms. It was well into the process when the seller found out the prospect could not qualify for a loan. Listing agents spend considerable effort weeding out showing to non-qualified and unqualified home shoppers.

“Hovering”

Whenever possible, don’t be home during a showing. This is impossible or impractical if you are selling the home yourself. If you have a listing agent, leave when the house is shown. Lurking sellers make buyers nervous. Buyers may feel they are intruding and then rush through. They may be hesitant to talk about changes to the home or features they don’t like. Buyers will feel uncomfortable closely inspecting the house in the presence of the homeowners. It’s easier for buyers to visualize the home being theirs when they have a chance to critique and discuss the home among themselves. If you must be home, try to stay out of the way and answer questions only if asked. Unless there’s a real reason for it, don’t ask your listing agent to be present for all showings, either. That will limit your showing activity. Other agents want privacy with their buyers and they do not usually have time to work around your agent’s schedule.

Waiting It Out

If you decide to wait, you are joining the thousands of other homeowners who have also decided to wait. When a few decide it’s time to take the plunge, you’re already too late. If you need/ want to sell now, then sell now. There will never be a better time.

Not Taking the First Quick Bid

This scenario happens frequently: a seller receives an early offer and suddenly feels confident that the house will sell easily, perhaps even sparking a bidding war. It can be tempting to hold out for a better price, especially when your home is newly listed. But that's a big mistake. In my experience, the general rule in real estate is that the first offer you receive is often the best one.

Failure to act can have significant consequences. I once had a seller who received a cash offer from the first buyer just two days after the property went on the market. Instead of accepting the offer, the seller decided to continue showing the property for a week before deciding. By the end of that week, the buyer had lost interest due to the delay and purchased another property. The original property remained on the market for weeks and eventually sold for much less. When inventory is limited and buyer demand is high, sellers generally have more leverage, and buyers are typically willing to offer at least the asking price when the home first hits the market. Receiving an early offer usually indicates strong interest in the property. If that first offer meets or exceeds the asking price, it might be wise for the seller to accept, especially if it aligns with their expectations and current market conditions. Another option is to counter the offer, which the prospective buyer can accept, reject, or counter.

Becoming Friends with the Buyer

It’s appropriate, even important, to be friendly, but don’t let the personal nature of someone being in your home allow you to get into too many long discussions with the buyers, because personality conflicts often cloud judgments. Watch what is said in discussing items related to the house and neighborhood. Remember, this could be their new home. You’re no doubt excited about moving. But buyers will start second guessing. A casual statement about the house “really being too small for a growing family,” or “the schools are going through some changes” might be enough innocent chatter to squash their interest.

Underestimating Closing Costs

Many sellers only consider the money they are selling their home for. They don’t appropriately calculate all the costs associated with the sale. Zillow lays out the following list of expenses: • Real estate commission, if you use an agency to sell. • Advertising costs, signs, other fees, if you plan to sell by owner. • Attorney, closing agent and other professional fees. • Excise/Gains tax for the sale, if applicable. • Prorated costs for your share of annual expenses, such as property taxes, homeowner association fees, and utilities. • Any other fees sometimes paid by the seller (appraisals, inspections, buyer’s closing costs, etc.). Spending Earnest Money Given to You Do not believe that earnest money given at the time an offer is accepted is yours until the deal has closed and been recorded. There are too many stories about sellers who spent the deposit money prior to closing. When the transactions did not occur, for reasons such as financing contingency or failure of inspection or repair issues, the buyers had to fight or sue for a refund. Another advantage to using a real estate agent is that the agent is a neutral party who will hold the deposit for you until closing day, and make sure your contract dictates what happens to the funds if the transaction doesn’t close.

Forgetting to Cancel/Switch Utilities and Insurance

Many sellers overlook notifying utilities that they are moving or applying for utility service at their new home. Call the utilities and your insurance company as soon as a contract is signed. Find out how many days’ lead time they need to switch or cancel, then get back with them when you have a firm closing date.

Letting Emotions Take Over

Keep calm throughout the selling process, especially during and after a house inspection. Be practical and presume that issues will arise. It’s not uncommon to have to pay for some repairs. Don’t let the buyer’s request to complete a minor repair kill the deal. On the other hand, it is recommended to have a Pre-Listing Inspection report to avoid any stress, anxiety or frustration during the buyer's inspection.

OTHER COMMON HOME-SELLING MISTAKES

The following 7 Common Home-Selling Mistakes, have been identified through a study conducted by the National Association of Realtors (NAR), Realtor.com, and the Real Estate Staging Association. Infographic 7 Common Home-Selling Mistakes (Digital Book Version).

By avoiding these 7 common home selling mistakes outlined in the previous infographic, you'll increase your chances of success and minimize stress and frustration during the selling process.

I want to share an experience I once had with a close friend who wanted to sell her home by herself, also known as For Sale By Owner (FSBO).

Subject: What You Should Know About FSBO

Dear friend,

We understand that saving on commission is probably important to you and opting to sell your home on your own, may initially seem like a good way to save money by avoiding agent commissions, however, FSBO route comes with significant challenges and potential downsides. So, it's important to weigh both the advantages and disadvantages to determine if it's the right approach for you. To access the full letter, please, click on What You Should Know About FSBO (Digital Book Version).

This is what you will find in the letter:

Advantages

• Cost Savings on Commissions • Control Over the Sale • Personal Knowledge of the Property • Flexible Timing

Disadvantages

• Limited Market Exposure • Challenges in Pricing the Home • Marketing and Advertising Challenges

• Negotiation and Legal Risks • Time Consuming Process • Potential for Lower Offers • Limited Professional Support • Security Risks • Longer Time on the Market • Emotional Involvement

CONCLUSION

Selling a home FSBO (For Sale By Owner) may save costs and give you control, but it comes with challenges like underpricing, legal risks, and longer time on the market. For most sellers, a real estate agent’s expertise and market access outweigh their potential savings. Without professional help, the FSBO process can be complex, time-consuming, and frustrating, with many homeowners eventually giving up.

Only 7% of FSBO sellers succeed at market price, the rest face inconvenience, lost time, and frustration. A real estate agent offers professional marketing, broader exposure, and expertise in negotiations, making the sale smoother and more profitable. Selling a home is a significant transaction, and hiring an agent can provide critical advantages, including managing the emotional aspects of the sale and navigating legal and financial complexities. If you ever consider hiring a professional, I'd be happy to assist you.

Research the Process Before You Think to Sell Your Home

For most people, selling a home is one of the largest financial transactions they will ever make. It’s understandable that saving on fees is probably important to you, so if you’re thinking about selling your home on your own, it’s recommended that you thoroughly research the process. If you decide to do so, be prepared to stay close to home for days, weeks, or even months to show your home. You'll also need to be available during regular business hours, when most showings take place. Also have at least a Safety Plan (text or call me to request a free copy) to protect your family and yourself from strangers visiting your home and a Marketing Strategy to help increase your chances of selling your home, as legal documentation and negotiation skills take years to master.

Page 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 Page 145 Page 146 Page 147 Page 148 Page 149 Page 150 Page 151 Page 152 Page 153 Page 154 Page 155 Page 156 Page 157 Page 158 Page 159 Page 160 Page 161 Page 162 Page 163 Page 164 Page 165 Page 166 Page 167 Page 168 Page 169 Page 170 Page 171 Page 172 Page 173 Page 174 Page 175 Page 176 Page 177 Page 178 Page 179 Page 180 Page 181 Page 182 Page 183 Page 184 Page 185 Page 186 Page 187 Page 188 Page 189 Page 190 Page 191 Page 192 Page 193 Page 194 Page 195 Page 196 Page 197 Page 198