Dick Nichols - The "Go To Guy!" Realtor® - null

null

Dick Nichols - The "Go To Guy!" Realtor®

Table Of Contents

How to Sell Your Home Faster ... and for More Money

Why Some FSBOs Sell and Others Don’t

Violate this Home-Selling Rule and Lose Money 8

High-End Tactics to Sell Your Home for Top Dollar

Does Clutter Matter?

Get Buyers off the Fence in 8 Seconds

Details to Remember

Tactics for More Showings and More Money 36

If a Billionaire Sold ‘For Sale By Owner’

10. Why Most FSBOs Screw Up Negotiations

11. Advanced Negotiating Tactics

12. The Crucial Point Sellers Can’t Afford to Miss 64

13. The Easiest Way to Lose $36,000 on Your Home Sale

14. Why Homes Don’t Sell

15. Preparing to Market

16. All You Need to Know to Show Your Home

17. How to Close Effectively

18. Once You’ve Sold Your Home

110

19. What Has to Be Disclosed When Selling a Home

118

20. Hire a Real Estate Agent or Not?

126

FORWARD

In being that this is my first, but hopefully not my last, book to publish, I really want to thank some "Special People" who have provided me with insight and inspiration necessary to write this book.

Very Special People

Lonnie B. Rector: (The Smartest & Finest Man I Ever Knew!)

He Was My Grandfather! I Called Him "Sarge" Because He Obtained That Rank As A Firefighter. He Taught Me To Love GOD, My Family, My Country, and " Smokey The Bear" ! (I Believe I Inherited His Sense Of Humor And Creativity!)

Jim Myers: (aka, George "The Animal Steele")

He Was My Gym Teacher, Coach, Business Associate, And Friend! (From His Influence, I Was Taught The Value Of Integrity, Responsibility, And Teamwork! Many Of His Principals Were Incorporated In A Successful SalesTraining Program I Created)

Steve Stockton: (The Very Best Realtor I Ever Met)

Steve Is My Mentor, Accountability Partner, And Friend! (By His Example, I Developed The Work Ethic, Desire To Serve, And The Need To Share Success With Clients And Fellow Business Partners)

Frank Rusch: (The Finest Sales Trainor And Sales Manager I Ever Worked With And Reported To)

Frank Trained And Showed Me How To Be A Top Sales Person And A Top Sales Manager By Being A Leader. A Leader Who Cares About People (Clients And Co-Workers). He Taught Me "The Secret Of": "If You Help Enough People Get What They Want, Then You Will Get What You Want!"

Craig Thompson: (The Very First And One Of The Best Realtors I Met When I Moved To Tucson)

(Craig Is A Truly Great Realtor And Human Being. Became My Integrity Coach, Accountability Mentor, Manager, And True Friend. He Was Always Been There For Me!)

Joi DuBois: (One Of The Sharpest

Real Estate Minds That I Have Ever Met)

Joi Was My First "For Sale By Owner" Client I Helped In Tucson. She Has Since Became One Of My Very Best Clients. Together, Joi Has Entruisted Me To Handled Many Of Her Real Estate Transactions (Listings And Purchases). She has Been A Great Promoter Of My Real Estate Service To Others. She Is A

Very Good Friend!

Angelo Delean: (An Author, Gourmet Italian Chef, Great Business Man, Patriot, Great Client, And Friend)

I Have Learned A Lot From Angelo! From His Book, "Chapters On Life", Especially The Chapters On Family, Children, Value, Integrity, And Respect. It Is Refreshing To Have A Friend Like Angelo, Who Doesn't Pull Punches, But Tells You Straight!

Ronald Sternberg: (A Very Good And Wise Business Man, A Great Client, A Gifted Student Of History, Patriot, And Friend)

vii

I Have Also Learned A Lot From Ronald! A Very Well Read And Educated Man That Has An Acute Understanding Of History. He Also Is Very Well Acquainted With

Southern Arizona And The People Who Have Made It What It Is Today. His Understanding And Perspective Has Been A Great Resource For Me.

My Wonderful Family:

(My Wife Patricia, My Daughters Jennifer And Camille, My Son In-Law Michael, My Grandchildren Kiva, Forest, And Rosie) "I have been blessed by so many during my life that it would be impossible to name all that made an impact on me and the content of this book! To do so, this book would be longer than Tolstoy's War And Peace ...and, you the reader would never even open this book!" ---Dick

viii

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 receive 3 key benefits! 1) Get the most money possible for your home. 2) Sell in the least amount of time. 3) Avoid the headaches most commonly associated with the home-selling process. Think of this book as my gift to you. It contains insider advice 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! - - -Dick

About Dick Nichols The "Go To Guy!" Realtor

Dick was raised in Madison Heights, Michigan (a blue-collar suburb of Detroit) by his grandparents. As a child, He had aspirations of being a cowboy, hockey player, detective, lawyer, or college professor. Never in a million years did he think he'd stumble into being a Salesman! To Dick, a salesman was a peddler...the kind of pushy person who would put his foot in the door and argue with some poor

unsuspecting human, trying to fast talk and sell them on some product that they really didn't need. This was definitely not what Dick wanted to become! In addition, Dick was noticeably quiet, shy, and was a horrible stutterer. He had a "lack of confidence" issue!

Now, there are those out there who know him, and they're laughing...

Dick's quiet?.. Dick’s shy?.. he lack's confidence?.. That's not the Dick Nichols we know!

Thank God they are right! He is not that way now!

Thanks to S pecial People , that he came into contact, as he was growing up and learning to be a man. They helped to guide him in the right direction and teach him to overcome his fears. Dick was taught at a young age that if you want something in life, you have to work for it. So that is what he did, a nd he worked hard! From starting as a paper boy, to umpiring little league baseball, playing the accordion, making pizza's, digging ditches, and construction laborer; Dick worked hard to earn money to put himself through college. Along with winning a National Merit Scholarship , he was able to graduate from Oakland University, Rochester, Michigan. While studying in college, he had developed a dream of becoming a teacher. In fact, he had his eyes set upon obtaining his PhD and teaching as a professor. Plans were being made to attend graduate school. But you cannot always predict where or when you’ll discover what you’re meant to do in life. And, alas he fell in love, got married, started a job as an Account Executive (fancy name for a salesman ).

WAIT...HOLD IT...DICK'S A SALESMAN ?

This was not what Dick wanted to become!

xii

Did he just go over to the dark side?

On the contrary, it turned out to be " The Best Worse Thing That Ever Happened To Him "! As the years went by, Dick worked his way from Salesman, with Kelly Services, Inc. ( National Temporary Help Service ), to Business Communication Sales, District Sales Manager, and Corporate Sales Trainor at AT&T - Michigan Bell - Ameritech Yellow Pages. He later went on to become licensed and opened his own Independent Insurance Agency and never wavered in his resolve to become the best version of himself with each career move. Dick enterred into the real estate industry 15 years ago when he was invited to share an office, with a major real estate brokerage in Michigan, as a resident insurance agent providing property & casualty insurance services to the real estate agents and their clients.

It did not take long for him to catch the "Real Estate Bug" .

Dick went to school at night, took the real estate exam and got licensed. Now he was able to handle his client’s needs for both real estate and insurance. This gave Dick a unique perspective into handling clients' home dreams and insuring their protection. Thus he earned the faith and trust of his clients and fellow realtors. His clients were well served, protected, and had fun doing business with him! Dick set out to use his expertise of salesmanship, advertising, marketing, and negotiation to build a higher level of "Realtor Service". Thus, he created his branded identity of:

xiii

He recognized that both buyers & sellers were looking for 4 major qualities, they are: 1. Realtors That Were Likable 2. Realtors That Clients Could Trust 3. Realtors That Are Competent 4. Realtors That Provide Great Value Thus, Dick developed a new concept now known as:

As his career advanced, Dick found his stride working with residential home sellers & For Sale By Owners (FSBO'S) who wanted more than an agent who puts their lawn sign up and just waits for someone to come by. Dick actually searches out sellers who want a Realtor who makes things happen by taking immediate massive action to promote the sale of their home. He creates a specific comprehensive strategy of making their home stand out from the other homes within the market. To accomplish that, he uses:

Professional Photographers Only

xiv

Professional Aerial Drone Photography

Whole House 3D Scanning Photography (Whole House MRI)

Interactive Video Tours Of The Home

Local TV Advertising On "The Open House Show"

(A Syndicated Real Estate Show Airing On ABC Network, KGUN TV Channel 9 Every Sunday. Hosted By Robert Bettes) Dick Is A Featured Realtor Appearing Every Week Since The Show Began Broadcasting On January 6, 2019

Dick Utilizes Custom Signage For Both His Real Estate Sign & For The Sign Promoting The Home On The Show. All Signs Are Solar Lighted, To Allow For 24 Hour Visibility

He Created His Own Video Production Studio Known As:

In 2022, Dick Created Over 600 Custom Marketing Videos

He Utilizes Social Media Extensively To Promote His Client’s Properties He Maintains An Extensive Data Base Of Approximately 1,000 Realtors To Promote His Listings Dick Created The Buyer’s Incentive: ( “Buy A Home From Me & Get $100 Of Free Pizza!”) Within The Last 5 Years, He Has Handed Out 54 $100 Gift Certificates! Throughout his career, Dick has earned numerous accolades, including: He Won The AT&T Ameritech Yellow Pages President’s Club Award & Trips(Fo r 2) 3 Times (Includes 3 “All Expenses Paid” 7 Day Pleasure Trips 2 To Hawaii & 1 To Southern California)

xvi

He Was Inducted Into THE YELLOW PAGES “HALL OF FAME” Twice! ( Once As Salesman & Once As Sales Manager) Dick Was Promoted To District Sales Manager Of The Lowest Producing (Revenue) Office In

Ameritech & Turned It Into One Of The BEST! In Only 1 Year (Downriver Detroit Metro) District Sales Manager Of Michigan Bell (AT&T) Ameritech Downriver Detroit Metro Yellow Pages (Responsible for Over $30 Million Dollars Of Advertising Revenue)

He Was Appointed Regional Sales Trainor For Ameritech Yellow Pages

Dick Became Fully Licensed In Michigan To Sell Insurance

He Created A New Independent Insurance Agency

He Won A National Sales Contest With GMAC Insurance His Prize Was: A 7 Day Pleasure Trip (For 2) To Puerto Rico

Dick Became Fully Licensed In Michigan To Sell Real Estate

xvii

Dick Moved His Office Into A Century21 Real Estate Brokerage. He Began Offering Both Insurance & Real Estate Services.

For 6 Years, Dick Worked For 3 Real Estate Brokerages (Th e First 2 Brokerages Closed Down Due To The Housing Market Downturn) He Spent His Last 3 Years, In Michigan, With Keller Williams. Even Though The Housing Market Had Turned Downward, He Still Generated Sales. ( He Did Well And Broadened His Networking To A National Market)

He Earned The Respect Of his Clients and Colleagues. This Is Where He Became Known As The “Go To Guy!”Realtor. Dick & His Wife (Patricia) Moved From Michigan To Tucson, Arizona In 2011

Dick Transferred From Keller Williams In Michigan To Keller Williams Southern Arizona.

He Was Still Selling Insurance (Both In Tucson & Michigan)

Dick Is Not A Secret Agent! Not Knowing Anyone In Southern Arizona, Dick Had To Quickly Established New Customers. He Did This By Going Out To Meet People Wherever They Were! Fro m WALMART, To RESTAURANTS, FRYS, AND P S, AND PANERA BREAD,

xviii

(He Set Up His Laptop, Microphone, & Camera; He Then Proceeded To Set Up His “ASK THE REALTOR” Station Outside And Offerred "A Free Mug Of Coffee" To Those That Would Stop & Ask Any Real Estate Questions)

He Invested In Creating Videos And Would Distribute Them, On Social Media And With E-Mail Marketing.

Along With His Creativity & Humor, He Developed Quite A Following. He Even Caught The Attention Of The Mayor Of Tucson , The Honorable Jonathan Rothschild,

(Who Approached Dick And Said “I Know You!, You’re The Guy In The Video With Godzilla!...I Love It!”) (At A Realtor Conference At The Tucson Convention Center.)

xix

To attract More Buyers To Relocate To Tucson, Dick Created Memorable Advertising Campaigns Nation Wide. Such As Californians:"Tucson Or Bust!”, Or The Video Aimed At

The Midwest, In The Middle Of Winter, With: “Trade In Your Snow Shovels!”

Both Campaigns Were Very Successful!

Dick Is “A Team Player!” In 2018, Dick Was Voted For And Awarded, By His Peers At Keller Williams Southern Arizona, “ THE SPIRIT AWARD” (A s MVP For All The Help & Positive Attitude That He Shared Within The Brokerage And To His Clients!)

Dick Is One The Original Realtors That Are Featured On TV With "The Open House Show", Here In Southern Arizona- Tucson, On ABC’s KGUN Channel 9 Every Sunday!

In Addition, He Has Been Interviewed On Various Independent Podcasts & Video Broadcasts.

Dick’s Sales Is Ranked In The Top 10% Of All Realtors Nationally

In April of 2022, Dick Relocated His Office To Realty Executives Arizona Territory

He Continues, To Be Successful And Works Hard For His Clients’ Success! He Is Also Having Fun. HeCarries The Fun Over To His Peers And Clients!

Little Known Facts About Dick Nichols

Dick Is A Musician And Has Plays The Accordion For Over 50 Years . Dick Has Been A Featured Motivational Speaker . Speaking To Groups Up To 5,000.

Dick Was A Vice President Of North American Sales, For A

xxi

Canadian Company That Manufactured And Imported Plumbing Supplies To Major North American Hardware Retailers.

Because Of Dick's Trading Experience With China, He Was Called On By The U.S. Department Of Commerce To Be An "Expert Witness" A ppearing In Front Of The U.S.D.O.C.'s " 302 Committee" In Washington, D.C. He Gave Testimony Pertaining To The Effect, (On U.S. Manufacturing),

If The U.S. Imposed Tariffs, On Products From The People’s Republic Of China. Which Could Possibly Start A Trade War Over Pirated Microsoft Software.

While In The U.S. Capital Building:

Dick Was Requested To Play The Accordion In The Capital Cafeteria For The U.S. Senators And U.S. Representatives, During Their Lunch. He Obliged And Played A Hearty Rendition Of Henry Mancini’s “Theme From Peter Gunn”.

Dick lives in Tucson with his family: wife Patricia, daughters Jennifer & Camille and her husband Michael. (along with our 3 beautiful grandchildren, 2 dogs and 3 cats)

xxii

In his free time, he enjoys playing the accordion, taking long motor trips with his wife, they share a love the beauty, history, culture of Southern Arizona, and The Old West. In addition, they enjoy discovering all the wonderful food, hiking trails, and of course the wonderful people who make up this beautiful part of the country. Dick aims to provide the highest level of service to his clients and takes deep pride in helping them achieve their real estate goals. He wants them to feel that they get the best value possible, by his experience and service! (Which includes having fun!) That’s why Dick established his proprietary level of customer service for both buyers & sellers, known as:

His Motto Is:

“They Call Me The “Go To Guy!” Because I Get “R” Done!”

xxiii

xxiv

Testimonials & Reviews for Dick Nichols Here’s a list of people whom I have helped buy or sell a home, and what they said about working with me.

From Client Joi DuBois:

I have worked with Dick Nichols, The “Go To Guy!” Realtor

xxv

since 2018. With his help, I have sold and purchased numerous properties. I have seen, firsthand, how Dick conducts himself with sellers, buyers, and other real estate people. He is a true professional! As you can see fom the above collage of some of the houses we sold, Dick has a unique and successful way of marketing and advertising . He is not afraid to put himself out there, whether it be on TV, Social Media, Custom Videos (from his “Field Of Dreams Video Production Studio”), and professional aerial drone videos & photos. His focus is on “letting the whole world know about your home”! He advertises in housing markets, both locally, and across the nation to attract qualified buyers…and it works! When you list your property with Mr. Nichols, you can expect and will receive the best service of any agent. Using every facet of technology available assures a fast and fair priced sale of your valuable asset. He is capable, attentive, knowledgeable, and consistent, long after the closing. I could go on and on about what makes Dick an excellent Realtor, but most importantly, I recommend The “Go To Guy!” Realtor to anyone who wants to sell or purchase real estate! “He Will Be Your Champion!” … Joi Dubois

xxvi

From Client: Ron Sternberg

I first became acquainted with Dick Nichols, The “Go To Guy!” Realtor back in 2018. Dick was listing my neighbor’s house on Old Spanish Trail. My neighbor and I shared a drinking well with 2 other neighbors. His client did not have the documentation of the “shared well agreement” , Dick contacted me to find a copy of the agreement. I was genuinely impressed with Dick’s professionalism, intelligence, and found him to be a likable person. I noticed that Dick put a lot of thought and creativity into the sale of my neighbor’s house. Again, I was impressed with the marketing and the effort he showed with my neighbor’s home. After he sold that house for a very good price, I decided it was time I placed my house on the market. I called Dick and asked him to look at my house and evaluate the sales price. Also, I wanted to see how he would market the house. All I can say, the strategy Dick presented to me, both on pricing and marketing, was top notch! I listed the house with Dick and he made a true believer of me,

xxvii

by selling the house (at a good price) and managing the process. Later, I decided to place my property on Mt. Lemmon for sale with Dick. Again, Dick proceeded and had the property sold at a very good price! I truly believe that Dick Nichols, The “Go To Guy!” Realtor is an Exceptional Realtor! I would recommend him to anyone who wishes to sell or purchase realty! (In fact, I have already done so with both my Son and a very good friend) They both were highly satisfied and extremely happy with the results Dick achieved for them! (two home sold for top dollar & one home purchased at a great price!) …Ron Sternberg

From Client: Angelo DeLean

xxviii

In the 15 months experience with another agent, This agent listed my home and told me that the value of my home would be somewhere around $750,000. We listed it for $800,000, At this point, I had enough and decided to sell it on my own as a “For Sale By Owner”. I am not a Realtor or an experienced salesperson, and after approximately 3 months, I was getting tired and frustrated. At that time, my friend Ron suggested that I call Realtor, Dick Nichols and interview him to see if he could help me. Ron was very impressed with Dick’s work ethic, preparation, experience, creativity, and ability to negotiate and get the job done! Ron had successfully used Dick on the sale of two properties and was ecstatic with his performance! After hearing Ron’s glowing report on Dick. I decided to call Dick and invite him to come out and look at my home and share his thoughts. Boy, am I glad I listened to Ron! Dick was all that Ron said he was. He came prepared and after spending time learning about my property and my needs, he laid out a detailed plan on how to market my house for success. He suggested that the property was underpriced and suggested that we list it for $ 900,000.

xxix

He laid out a very aggressive advertising campaign utilizing local TV, custom videos, created in his (" Field Of Dreams Video Production Studio"), social media, aerial drone video, and a property campaign aimed at other Realtors here in Tucson. He even gave my property a name; “ Heaven On Earth!” In addition, Dick made sure that both of his signs were illuminated, so that anyone passing by (Day or Night) would see that the house was for sale! (None of this, did Dick ask me to reimburse him for his costs…, ts…, he said it was part of his “HOME FIELD ADVANTAGE” standard of Real Estate Service) Within 3 weeks, we had multiple offers, and I accepted a Cash Offer for $895,000. Wow! That was $ 95,000 more than what my house was listed by the previous agent.

I Recommend The “Go To Guy!” Realtor, Dick Nichols. He Is The Very Best Realtor I Know!…Angelo DeLean

From Client: John Fieler

xxx

During my five years in Tucson, I had the pleasure of working with Dick Nichols on the purchase or sale of three different personal residences, as well as closely following the sale of a fourth residence by a family member. Two of those sales transactions took place during the turbulent Covid years, as home prices were sliding from their earlier rapid buildup. Dick was on top of the market in a very diffi y difficult time, yet both houses had offers and signed contracts within just a couple weeks of listing. We have relocated out of state, but I would not hesitate to engage Mr. Nichols again should life take me back to Tucson. He is xxxi

clearly my Go To Guy . …John Fieler

From Client: Roger and Bernadette Simpson

We had the good fortune to have Dick Nichols, The “Go To Guy!” Realtor for both purchasing a home and selling our home. In both transactions, Dick did a great job! Dick brings with him a clear understanding of real estate and a true sense of providing value to his clients. He is thoughtful and courteous. He truly listens to his clients and is in tune with their needs. His mindset is clearly focused on the objective and the goals of his clients. Dick is an excellent negotiator! He handles negotiations in a professional manner. He understands his

xxxii

fiduciary responsibilities and ethic’s that makes him a standout Realtor! He has earned our trust and the trust of his fellow Realtors. Dick is a hard worker, and he is a smart worker! He thinks “out of the box!” and develops a truly creative strategy that works for the best interests of his clients. Dick successfully found a cash buyer, for our home, within 4 days of placing it on the market! Dick Is A Great Realtor! We Highly Recommend Dick Nichols, The “Go To Guy!” Realtor To Be Your Realtor! ... Roger & Bernadette Simpson

xxxiii

From Client: Nick and Darlene Gordon

We had our home on the market as “For Sale By Owner” because we did not want to pay a real estate commission for some realtor who was just going to place a sign on our lawn and wait for someone to place an offer. We figured that we could do that ourselves! We put up our “For Sale By Owner” sign up. But it wasn’t going so well. We received phone calls from other realtors who told us our home was overpriced! They promised us they could find a buyer if the price was reduced. Without even visiting our home and finding out what our needs were, they wanted us to list our

xxxiv

home with them. This did not go over very well, and we were not impressed! We then received a call from The “Go To Guy!” Realtor, Dick Nichols. Dick asked if he could come out, look at our home, and get to know us and our needs better . A Realtor who actually wanted to see our home and listen to us explain our needs! Not once did he say that our home was overpriced. This impressed us that Dick cared and really wanted to help us. We consented to have him visit our home. Dick arrived on time. His demeanor was professional, courteous, and friendly! After taking time to thoroughly tour our home and listen to our needs, he said that our listed price was not out of line, but maybe needed to be raised! This really go our attention. He was very prepared with information about our home, our neighborhood, the current market conditions. He really knew his stuff! Then, he outlined his proprietary standard of real estate service , “The Home Field Advantage”. Dick explained that he got the idea from listening to Army General, Norman Schwarzkopf explain his strategy of “Shock & Awe” in winning Operation Desert Storm in the 5 Day War With Iraq . As Dick explained, he did not mean that he would be waging war, but rather he would use every available resource in the marketing and advertising of our home. This meant having our home featured on Local TV with KGUN’S “The Open House Show”. He would use a mass media blitz of social media, professional photographers, custom video presentations, saturate key realtors with information on our home, and illuminated signage in our

xxxv

front yard. In other words, he would leave no stone unturned in the marketing of our home. This would be done at no extra cost to us. The bottom line is that we agreed to list our home with Dick. Within 5 days, we had an offer, which we accepted. We made more money than if we sold the home ourselves, or went with another realtor, Dick oversaw the entire process and made if very easy for us to move on with our lives. We recommend Dick Nichols, The “Go To Guy!” Realtor to anyone who wants the best service, great communications, great results, and absolutely a marketing genius!

Dick is now our friend for life! …Nick and Darlene Gordon

From Client: Mark Labuda

I live in Brooklyn, New York. I came to know Dick Nichols, The “Go To Guy!” Realtor, upon the passing of my Father, who xxxvi

owned the house. I flew to Tucson, to handle my dad’s affairs. Dick was referred to me by a long-time friend of my father who had great success with Dick selling his home. I called Dick and he quickly came to the house and looked over the property. My dad had lived in this house for many years with very little updating being done. It was not in good condition and needed work. In order to attract a better offer, Dick suggested that we needed to update the exterior of the home, (landscaping, weeding, painting, new deck, new driveway, new roof, maid cleanup service, trash removal, new lock on front door, and a new furnace with central air). Dick arranged to bring in contractors, he knew and trusted, to prepare estimates to make the changes. Dick refers to them as “The Go To Guy…Go To Guys!” Dick negotiated the total renovation to $20,000. Although, the interior had not been updated, Dick felt that whoever purchased, the house would rather make it the way they wanted. I was approached by a neighbor a few blocks away, who stopped by and offered me $ 225,000 to sell to him for his son. I was very tempted but listened to the advice of Dick and decided to list the house with him. (see the before and after photos below)

Boy, am I glad I did! Dick Supervised the entire project. It was $

xxxvii

20,000. Dick also provided very creative and massive advertising (both locally and nationally). The result was, we sold the home in just 39 days, at a sold price of $ 356,000! Subtracting the $ 20,000 for repairs, our net was $ 336,000! s $ 336,000!Had I accepted the initial offer of $ 225,000, I would have lost $ 111,000. "Special Note" Upon meeting Dick, it was apparent that he is a “people person.” After a few meetings and phone conversations, I became very comfortable with him. It was clear, to me, that our business acquaintance would certainly develop in to a strong and long- lasting friendship. He was very professional and understood the subtleties of real estate and certainly the Tucson market, but still maintained a friendly demeanor. He listened intently to my concerns and quickly follows through with tasks-as discussed. Furthermore, I was updated on all aspects of the sale such as current marketability, curb appeal, inspection results, inspection corrections, contractors, final market sales listing and closing procedures. Dick even offered to “Photo Crop” a photo of my father for h is hometown newspaper’s obituary section. I would certainly refer him with confidence! …Mark LaBuda

xxxviii

CHAPTER 1 How to Sell Your Home F our Home Faster ... and for More Money In the process of selling, you will spend an incredible amount of time holding showings for potential buyers. Unfortunately, many are not interested in buying your home. This wastes a lot of your time. This means the average home showing process takes three–four hours. Most owners show their home at least 8–10 times before making a sale. The average owner spends 24–40 hours of his or her life showing their home. It can easily take 80–120 hours to complete the process.

Many homeowners will jump at the chance to show their home to anyone and everyone. When a buyer calls, they drop everything. This reactive approach is a big reason why it takes them anywhere from 8–30 showings to find the right buyer! The process could literally consume your life.

Over time, stress begins to build. Not just on you. Repeated showings are stressful on your entire family. It gets worse, as casual buyers continue strolling through and walking away undecided.

Do you have children? Pets? Showings cause chaos in their lives! Kids are rushed off to a friend’s house or whisked away to the park. Toddlers are parked in a playpen so you can begin the hurried cleaning process. Maybe your pet gets locked in a crate, sent to the basement, or tied up in the yard. Your dog can’t run around during the showings or even while you clean the house. The poor pooch is cooped up for hours every time a buyer wants to stop by. Children and pets do not like chaos. They might start misbehaving or need extra attention to counter the stress. At the same time, the house needs to be spotless, from top to bottom. Someone has to rush around, frantically cleaning and organizing every time a buyer calls. Chances are, you are going through all this stress to prepare for someone who was never serious about buying in the first place . Most people who look at a home are not going to purchase that particular house. Many “buyers” come only out of curiosity. Many real estate agents show buyers multiple houses in order to increase their odds of making a sale. According to the National Association of Realtors®, an average agent sells 11 houses a year. Therefore, each transaction represents approximately one month’s worth of income. The agent wants to close a deal quickly and receive his or her commission. Here’s the problem you are facing. Most real estate agents go about it the wrong way. They believe they will increase the odds of making a sale by showing as many houses as possible to their potential buyer.

They flood the buyer with options, hoping something will catch his or her attention. At the same time, they do not have a clear picture of exactly what the buyer is looking for, so they are unable to deliver. Let’s look at how the typical process usually works. An agent has a potential buyer who would like to buy a three-bedroom/two- bath house in a specific area. First, this agent prints out every listing that matches the buyer’s criteria, including a few close matches. These houses might not have two full bathrooms, or they might be slightly over budget. She then takes the client from one house to the next. The buyer will see many houses, but, in most cases, won’t be interested in any of them. Nothing has that special something they want in a home. This leads to wasted time, both for the buyer and the sellers they visit. Most buyers end up touring 20–50 houses before making a purchase. If the buyer visits 30 houses, and each seller takes three to four hours per showing, that buyer wastes 90–120 hours of his and the sellers’ time. Many hours could be saved if real estate agents and sellers learned how to qualify buyers ahead of time. Buyers could then look at the listings and know immediately whether they want a particular property. What if you could find serious buyers and get them interested in buying your home? In an ideal world, buyers would not go out to see a property they didn’t want. If you were the seller, you would not have to prepare your house for a buyer who wasn’t likely to make a purchase.

You would only show it to people interested in buying. That

would help you sell your house faster while reducing stress on you and your family. It would cut down on the number of showings, but each visit would be a potential sale. This book will help you turn that ideal world into reality. First, though, you need to have a clear understanding of exactly how much your house is truly worth in today’s market.

POINTS TO REMEMB O REMEMBER:

• The average owner spends 24–40 hours on the 8–30 showings needed to sell their home. • With preparation, the process can take 80–120 hours, causing stress for adults, children and pets. • Most real estate agents show potential buyers many homes, hoping one will catch the buyers’ attention. • A better method is to show your home only to serious buyers, qualifying them in advance.

CHAPTER 2 Why Some FSBOs Sell and Others Don’t

The key to this successful home selling approach is a revolutionary finding discovered by Italian economist Vilfredo Pareto. His greatest contribution, the Pareto Principle, is better known informally as the 80/20 rule.

In 1906, Pareto noticed that 20% of the pea pods in his garden held 80% of the seeds. Taking a closer look at this ratio, he found that 80% of land in his area was owned by 20% of the people.

After detailed study, he observed this ratio held true in many aspects of life. For example:

• 80% of your income is derived from 20% of your work. • 80% of a business’s income is derived from 20% of their customers. • 80% of your value to an employer is derived from 20% of your work. In a nutshell, approximately 20% of what you do matters. The other 80% is insignificant. It is important to understand this is not always split at 80/20. It can be 70/30 or another percentage. The key is that the two numbers are not equal, and they are usually close to 80/20.

Applying the 80/20 rule can save you time selling your home. Unfortunately, many real estate agents and sellers buy into the false idea that more is more. They completely ignore the Pareto Principle. Stop trying to sell people on the entire home. Based on the rule, only 20% of your home’s features are important. The remaining 80% are trivial. That’s because they are the same features many other homes in your neighborhood have. Instead of focusing on those trivial features, focus on the unique features to grab the attention of buyers. These features make your home different from others. They’ll make it easier to sell your home for the full asking price. Let’s look at a few real-life applications and examples of how the 80/20 rule can have an impact on selling your home.

POINTS TO REMEMB O REMEMBER:

• According to the 80/20 rule, only 20% of your home’s features are important to buyers. • To sell your home, focus on the 20% of its features that make it unique.

CHAPTER 3 Violate this Home-Selling Rule and Lose Money

Remember that buyer in the market for a three-bedroom/two- bath house? Let’s assume the agent found that buyer five houses to preview. Each meets his general criteria and is located in the area where he hopes to live. The agent and her buyer drive out to look at the five houses. All five have similar features. The prices are comparable. In theory, you might think the buyer will have a hard time deciding between houses. No matter how similar they may seem, no two houses are exactly alike. In real life, the 80/20 rule comes into play. Imagine four of the houses don’t have a pool, but one does. The buyer is not aware of this, though, because the agent didn’t mention it. The buyer sees the four houses that don’t have a pool. He isn’t particularly interested in any of them. Then he sees the fifth house and the pool! Suddenly, he is ready to make an offer. He might even pay full asking price, even though this house is more expensive than the others. The buyer’s offer isn’t based on the 80% of features this house shares with the rest. Instead, his bid is based on one unique attribute: a pool. The 80/20 rule predicted the sale of this house. 8

Sadly, in this case, much time was wasted finding the perfect house. Had the agent known to look for the 20% difference, this might have been her first stop. As a seller, you can leverage the rule to work in your favor. Draw attention to defining characteristics in your home. Here is a real-life example. A real estate agent had a client visit from out of town. He did not have a list of criteria; he just liked the area. The agent drove him from house to house. In each case, this buyer suggested offers that were 10% to 20% below the asking price. He would not budge. She began to worry; the whole day was turning into a big waste of time. As the sun set, they stopped at one last house. It was not good- looking and had little curb appeal. She was out of options. Nevertheless, this house broke the tough negotiator down. He was suddenly willing to offer the full asking price! What set this house apart from the others? It wasn’t because the buyer had a thing for ugly houses. Nope. The 80/20 rule kicked in again. Buyers pay more for unique features. This agent and her client had spent the whole day looking at houses that shared 80% of the same features. He did not care about any of those details. A bedroom was a bedroom as far as he was concerned.

He fell in love with the one remarkable feature of this house. As he walked into the great room, there was a large window. The house sat atop a hill with a gorgeous view. And

to top it off, the sun was setting below the distant tree line. That view sold the buyer. The other 80% could be improved. He did not buy the house because he liked the floor plan or the number of bedrooms and bathrooms. That view caused him to stop negotiating and offer full price on the spot. Such is the power of the 80/20 rule. Learn how to tap into this rule, and you will not have to settle for less than your asking price. Leverage a unique selling point. Buyers who fall in love do not haggle over pricing; they make good offers. In some cases, the 80/20 rule even helps people make a sale without conducting a showing. This is a huge time saver. The house in the following example had languished on the market for months. Unlike the previous house, this place was not ugly. On the contrary, it was a brand-new custom-built home. But nobody seemed to care. It sat on the market more than seven months without a single offer. The builder was baffled. His fancy new house would not sell. He ended up firing his agent and hiring a new one. Fortunately, the new agent knew the importance of finding that special feature. He drove out to give the house a thorough investigation. What he found changed everything. The house had a gorgeous five-acre yard. Other houses being sold in the area were all on one- to two-acre lots. Not only was the yard bigger, it was more private than other lots available. The new real estate agent marketed the five acres. He mentioned details and a description of the house, but the house was not the main selling point.

He shifted attention to the five-acre lot. In no time, his phone rang! A buyer was relocating and had noticed the house was for sale, but it hadn’t caught his eye.

That changed suddenly when the buyer learned it was built on a five- acre lot. He submitted an offer from 1,000 miles away, never having seen the property in person.

He was afraid someone else would buy it before he could, and he would lose out on the perfect house. That sale happened in 45 days. The builder was amazed! His house had been on the market close to eight months without so much as a nibble. Suddenly it was sold — purchased, sight unseen, all because of the 80/20 rule. For a short time, this “unsellable” house became the hottest house on the market. Don’t create an advertisement like the ads for every other house in the area. Turn a spotlight on something different about your home. You will attract interested buyers willing to pay full price.

SELLING TO INTERES O INTERESTED BUYERS

Find something unique about your home and build advertisements around that one item. It will catch people’s attention. Buyers who are looking for that one item will ask to come see your home in person. As a result, you will stop wasting time showing to people who are not interested. Instead, you will be showing your home to buyers

who are motivated to make a purchase.

You won’t have to show quite so often. You also won’t have to sift through lowball offers from apathetic buyers. Less stress for you. Take time to uncover your home’s most attractive and unique features. Compare notes with other houses in the neighborhood to see what makes yours stand out.

POTENTIAL UNI AL UNIQUE FEATURES

Each house has unique features. You may already have some in mind. If not, these ideas should get you started: • Hilltop views are an excellent defining feature. As with the earlier example, a high vantage point offers a spectacular view of the surrounding area. • Maybe your home looks out on an open field, frequented by wildlife. Many people would like that view. • Perhaps your house has an unobstructed view of the sunset. That would interest potential buyers. • Patios are another great feature. Maybe the rest of your neighbors have smaller patios or none at all. That vital feature could help you sell your home. • Location can set your property apart from others. Not your addressed location, but rather, your location compared to the surrounding homes, such as on a cul-de- sac.

A buyer once paid extra for a townhouse simply because of its location in the complex. Most of the surrounding homes did not have any yard. However, a few shared a large half-acre “yard area.”

One of the owners whose townhome backed up to this yard area sold his townhouse for a higher price. It set his property apart from others on the market. His home had a characteristic shared by fewer than 10% of the others. He had the only available listing offering that feature. With this easy point of difference, the house sold for a higher price. Another townhome seller in the same complex did not have a yard, but his property backed up to a lake and fountain. That extra feature helped him sell his townhouse quickly and for a great price. • You might have a private location. For instance, your lot might be partially concealed by trees, or you might have an empty lot next to you. Use this to market your property. • You might have a unique backyard. If you have a larger backyard than your neighbors do, use that to your advantage. • A shady backyard can also help you sell your property. Some people like the idea of lounging in the shade. • A fenced-in backyard is also a big selling point. People with kids and pets flock to homes with fenced backyards. • You also can look at other features. For instance, a finished basement can help you sell your home. You can market a large attic, an extra-large garage, a swimming pool, or anything else that makes your home stand out. Look for the 20% difference and find a way to market it. That is how you will get results. You cannot just throw the information into your listing, though. You have to take the right approach.

POINTS TO REMEMB O REMEMBER:

• Focus on the features that set your home apart. • Buyers often pay more for unique features.

CHAPTER 4 High-End Tactics t actics to Sell o Sell Your Home for Top Dollar op Dollar

The rich and famous use this secret strategy to sell their homes. In one instance, a real estate agent reported this strategy caused one condo to sell for $110,000 more than a similar condo in the same building. In reporting, the real estate agent mentioned having intimate knowledge of both condos. Neither listing was bank owned, a short sale, or a distress sale. The only plausible explanation why one home sold for more than the other was the seller’s use of this secret home selling strategy. This strategy is effective in any market, no matter what type of property is being listed. It applies equally to houses, apartments, townhouses, or condos. Agents and sellers using these tactics have a greater chance of closing a sale for more money. This real estate agent discovered the secret strategy, almost by accident. He met a wealthy executive who was interested in selling his condo. The owner was willing to hire the agent, on one condition. The real estate agent must agree to use the man’s secret method to sell the condo. It sounded crazy, and the agent was naturally skeptical. On the other hand, selling the condo would bring a handsome commission. Conversely, if it did not work out, their agreement would expire, and the agent would walk away with nothing 16

gained or lost.

The real estate agent decided to give it a shot. He helped prepare the listing. They priced the condo at $554,900. For reference, two similar condos in the same complex were listed for $479,000 and $439,000. With two similar condos listed for less, the agent was doubtful of a sale. But the condo went on the market. Almost immediately, he began to doubt the strategy. The condo was showing regularly, but no one was making offers. People were just walking through and leaving. To make matters worse, most visiting agents thought the condo was overpriced. They could not understand why the owner was asking for so much money. After all, a similar condo just around the corner was available for $100,000 less! They counseled their buyers to keep looking and left without making offers. The story is real. The condo had no special attraction that set it apart from the others. This unit was not a penthouse. It was on the sixth floor of a 10-floor complex. The top-floor units were not penthouses either. And the other agents were not wrong. The price was high. Still, the owner stood firm. One day, four months and many showings later, another buyer walked in. This time it was different. This buyer loved the condo the moment he stepped through the doorway. He made an offer before he finished the tour. The agent could not believe what he had heard! He rushed to call the owner. The owner accepted the man’s offer, while the agent began to worry. Maybe the buyer would find out he was overpaying. Maybe the deal would fall apart. But no, everything worked out.

The place successfully sold for $549,000, which was a record high! Naturally, the real estate agent was thrilled. So was the owner. He made a substantial profit. The price was $110,000 higher than the previous condo that had sold two and a half months earlier for $439,000. The higher price was not because prices were rapidly increasing. The next unit that sold (28 days later) went for $435,000. It was a less desirable second floor unit. Five months later, another similar condo sold for $450,000. Would you like to use this secret strategy to sell your home for more money? It does take some extra time and some extra work. But as you can see, the payoff is well worth the effort. What is the secret strategy? What was the special request the wealthy home seller had for his agent? It was simple. He wanted to stage the condo.

Staging is the act of sprucing up a home to make it as visually appealing as possible. It might sound crazy, but it causes homes to sell for more money. In fact, a whole lot more. Many agents encourage sellers to stage their homes. However, very few of them could ever show you a case study proving it will help your home sell for more money. Fortunately, this real estate agent knew he was onto something. He began researching everything he could find on staging and the impact it had on sale prices. He put his findings together in a comprehensive report, sharing the tactics the wealthy seller had taught him. He included all the examples he found as case studies.

POINTS TO REMEMB O REMEMBER:

• Staging is a method of making a home as visually appealing as possible. • The staging strategy has power to make homes sell for much more money.

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 Page 199 Page 200