Adriana Hagerman, REALTOR® - SELLING THE UNSELLABLE HOME

SELLING THE UNSELLABLE HOME

Adriana Hagerman, REALTOR®

Table Of Contents

Why Should You Read This Book?

Your House Might Be a Steal, But Without Pro Marketing, No One's Taking the Bait.

What to Avoid

Why It's So Easy to Sell Your Home for Less Than It's Worth 7

What Stops Perfect Homes from Selling

How to Sell a Home That Didn't Sell

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 (And No, It’s Not Just About Sweeping Under the Rug) 28

13. Details Win Home Sales

14. Features That Actually Matter

15. Snap! Your Photos Could Be Killing the Deal

16. No Fairy Dust, Just Facts: How I Get Homes Sold

17. Cut the Ego, Close the Deal: Give a Little, Get a Lot, and Stay Cool 41

18. The Fastest Ways to Blow a Deal (And What to Do Instead)

19. Simple Negotiation Ideas

20. If You Want Top Dollar, Prepare for Some Chaos 50

21. Know Your Worth: Understanding Market Value and CMAs

22. No Pre-Approval, No Deal: Why You Need to Confirm Financing

23. Should You Consider Hiring a REALTOR®? 58

Preface When I left my career in banking, I didn’t just want to change careers, I wanted to create something real, something that stood for integrity and transparency. I wasn’t here to play sales games. I came here to arm people with the right knowledge so they could make decisions that would actually work in their favor. Selling a home isn’t easy, but it doesn’t have to be like trying to navigate a maze blindfolded either. My goal? To make sure you’re not just stumbling through the process. I want you to walk out the other side feeling confident, empowered, and, most importantly, informed. Here’s the deal: I’m not just handing you some basic tips and tricks to get by. This book is the real inside scoop from a listing agent who believes that whether you hire me or not, you have the right to know what’s going on every step of the way. This book is for anyone who wants to take control of their home sale. You’ll get clear, actionable insights that will help you: • Price your home right from the start, so you don’t end up chasing the market (spoiler: you’ll win when you get it right from the start). • Appeal to today’s buyers with practical marketing strategies that actually get results. • Steer clear of the common pitfalls that most sellers fall into, because knowing where to avoid problems is half the battle. And if after reading this, you think, “Hey, I want her in my corner,” I’m ready. But if you don’t, that’s okay too. My job is to make sure you have the tools you need to make the best decisions for you. Either way, you’re armed with knowledge and that’s the real win.

About Adriana My name is Adriana, proudly born and raised in Mexico, and I know what it’s like to build something from the ground up. Motivated by the desire to create a meaningful impact, particularly in real estate, I’m driven to help people navigate one of the most significant decisions of their lives. People who know me well describe me as compassionate, assertive, resilient, and tenacious—qualities I bring to every transaction. I’m committed to offering a personal touch, making sure you feel heard and understood throughout the entire process. Success is about creating a lasting impact. I’ve had the privilege of helping families embark on new beginnings with certainty, guiding first-time buyers who once thought homeownership was unattainable, and breaking down the barriers that make real estate seem intimidating. That’s why being named 2024 Rookie of the Year by the Fayette County Board of Realtors is especially meaningful. It’s a testament to the difference my work has made in people’s lives and the connections I’ve built along the way. For me, real estate is profoundly personal, deeply connected to your life's significant moments. My approach therefore centers on providing genuine guidance, support, and effective solutions. I'm committed to building trust and treating you as a valued partner, ensuring an experience that honors your journey, not just a transaction

Here are the values that guide how I work with you:

Honesty First: Transparency and trust are the foundation of my business, and I ensure you’re respected and informed every step of the way.

Putting You First: Your goals are my goals. I listen closely to your

needs and guide you with care.

Here When You Need Me: Real estate moves fast, and I’m always available, even after the transaction is done. I focus on building relationships that last. Teamwork Matters: Collaboration is key. Whether working with my team or with you, we’ll find the best solutions together for a smooth experience. Professional, Yet Personal: I take my work seriously but always keep the human side in focus, building genuine connections along the way. Always Innovating: I stay ahead with the latest tools and strategies to ensure your real estate journey is seamless and stress-free. Giving Back to the Community: The communities I serve have welcomed me with open arms, and I’m committed to giving back by supporting those around me. Outside of work, I prioritize living a meaningful, balanced life. I enjoy discovering the best burger and taco spots, traveling, hiking, staying active, and most importantly, spending time with my husband and kids—they are my greatest inspirations and the reason I do what I do.

Testimonials & Reviews for Adriana Here is a list of people whom I have helped buy or sell a home, and what they said about working with me: Client #1 "I have used a handful of real estate agents over the years in multiple states and I can confidently say that Adriana has represented me the best out of anyone. She was very informed right from the start and presented me with a lot of information of pricing, timelines and market information from the very first consultation. Throughout the process, she was always communicative with me and stayed on top of everything. If I had any questions she was responsive with me right away and had the answers to everything I needed. I was genuinely in good hands with her and will definitely use her again when I purchase I home. Thank you Adriana!" Client #2 "Adriana is the best REALTOR® ever! She takes the time to explain every little detail. She is always behind you to make sure you get what you are looking for. Thanks to her, my dreams came to reality and I found the house of my dreams. I will always be thankful. She is a great REALTOR® and an amazing person." Client #3 "Excelente servicio! Adriana es una persona muy amable y constante. La recomiendo mucho. Si estÃ¡s buscando a alguien para que te ayude a encontrar un hogar, ella es la persona correcta." Client #4 "Professional, knowledgeable, and dependable... I was fortunate vii

to have the opportunity to have Adriana as the agent who provided my family and I with the opportunity to have a home at a necessary time in our life. Adriana provided clear concise details while providing transparency with the entire process from start to finish. Alongside her great communication, was the sense of urgency. She worked diligently in order to complete all of the necessary documents needed to close the deal. Adriana holds key values that make her genuinely great at her field."

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CHAPTER 1 Why Should You Read This Book? ead This Book? Why does one house sell for $188,000, while an identical house pulls in $202,000? It doesn’t make sense, right? But here’s the thing: this kind of thing happens all the time. In Georgia, across the country, in markets both big and small, homes sell for varying prices, even when they look the same on paper. But don’t be fooled—these prices aren’t random. There’s no magic involved. The reason some homes sell for more is simple: strategy. With the right techniques, sellers can command higher prices for their homes. And no, it’s not about luck. It’s about using the right strategies that most sellers and some agents don’t know about (but I’m about to tell you). The chapters ahead are going to reveal these secrets—real strategies that make a real difference. You’ll see examples of homes that were brought to market using these tactics, and how they sold quickly and for more money, even after failing to sell the first time. You’re going to learn how to apply these same strategies to your own sale and make sure you’re not leaving money on the table. This isn’t about fluff. It’s about giving you the tools you need to maximize your sale, backed by the practical knowledge in real estate. If you’re ready to get serious and take control of your sale, keep reading. I promise, it’s worth it. Thanks for reading, and if you have any questions, don’t hesitate to reach out. I’m here to help you get the most for your home.

CHAPTER 2 Your House Might Be a St ht Be a Steal, But eal, But Without Pro Marketing, No One eting, No One's Taking the Bait. Alright, here’s the deal: you’ve probably heard it a million times- “Your home didn’t sell because it was overpriced.” But let’s be real: that’s only half the story. Sure, if you slap the right price on it and throw it on the MLS, it might sell. Might being the operative word here. But let’s talk about what really happens. Just because your house is priced right doesn’t mean buyers are throwing money at it. You could be sitting pretty with a reasonable price, but if you’re not marketing it like you actually want to sell it, well, good luck with that. Think of it this way: putting your home on the MLS is like putting a flyer on a bulletin board. Great, it’s there. But, is anyone actually going to notice it? If you’re not using the right marketing strategies, that flyer’s probably just going to get ignored. Same goes for your house. You can price it like a steal, but if it doesn’t look irresistible, it’s going to get overlooked. Here’s the bottom line: You might get an offer just by having it listed, but why settle for “just” an offer when you could get multiple offers, all fighting for your home? That’s what effective marketing does. It doesn’t just make your house “seen.” It makes buyers want it.

Now, let’s be clear: Pricing matters. But when you market your

home like a pro, you’re not just hoping for the best. You’re making sure your home stands out, and buyers are flocking to it like it’s the hottest thing in town.

Key Takeaways:

• Sure, price it right. But don’t expect buyers to break down your door if it’s not getting the spotlight it deserves. • MLS? It’s the starting line, not the finish. The real race is getting your house seen in the best light. • Want a quick sale and top dollar? Then make your home the one they can’t stop talking about.

CHAPTER 3 What to Avoid

Let’s get one thing straight: in real estate, mistakes can cost you big time. Like, really big. We're talking about tens of thousands of dollars, money you could have in your pocket instead of watching it slip away because someone dropped the ball. And no, I’m not talking about some fairy-tale horror story; this happens all the time. Take Georgia real estate laws, for example. They have specific requirements on things like disclosures, contracts, and the way listings are marketed. If you’re not careful, it’s easy to overlook things, and trust me, even a small oversight can cost you more than you think. Let’s start with something simple: pricing. Setting the right price isn’t just about what you think your house is worth, it’s about what the market tells you it’s worth. A property that’s overpriced? It’s just going to sit there, and when it does sell, guess what? You’re probably going to have to lower the price, which looks desperate. And here’s a fun fact: homes that have price reductions often sell for less than if they were priced right from the beginning. Your agent will use comparable market analysis (CMA) to determine the best listing price — have them show you how they’ve sliced and diced the market. Don’t let them pull numbers out of thin air. Now, let’s talk about marketing. You can’t just plop your property on the MLS and expect it to sell. You want a sign in front of your house, professional photos, and a marketing strategy that includes everything from social media to targeted ads. It’s the 21st century, folks. If your agent isn't utilizing all available tools 4

to get the word out, then you're losing valuable exposure. And if your agent isn't familiar with the local market, well... that's like putting your house on the shelf and hoping someone finds it by chance. It's critical that your agent has a proven plan to market your home effectively. Now, let’s talk about disclosures, specifically focusing on one very important type: latent defects. A latent defect is a problem with the property that isn’t visible or easily discovered — think structural damage, hidden water leaks, or foundation issues that can only be detected through a more thorough investigation. In Georgia, a seller isn’t required to fill out a disclosure form, but it’s highly recommended for transparency. However, when it comes to latent defects, disclosure is not optional. Full disclosure of these hidden issues, like structural damage or water leaks, is required. Failing to disclose latent defects can lead to serious legal problems down the line. If you’re aware of any latent defects, even if they aren’t obvious to the buyer, you are legally obligated to disclose them. The same goes for your agent; if they know about any latent defects, they have a responsibility to disclose them as well. Failing to do so isn’t just poor practice; it’s illegal. If a buyer later discovers an undisclosed hidden issue, they can back out of the deal and may even sue for damages. Here’s another thing: offers. In Georgia, buyers often submit offers that come with contingencies, these are conditions that must be met before the sale can go through, such as a satisfactory inspection, financing approval, or appraisal. It’s important that you and your agent carefully review the contingencies in any offer you receive. Sometimes, contingencies can be a reason to negotiate or adjust the terms, but it’s not a decision to make lightly. A good agent will help you navigate these details and make sure everything is clearly addressed. It’s about understanding the offer, the contingencies, making sure you’re comfortable moving forward, and always staying informed.

Lastly, there’s the matter of timing. In Georgia, as in every other state, time is money. If your home is sitting on the market for too long, it’s costing you more than just the price reduction. Those mortgage payments? They add up. And don’t even get me started on the property taxes. If you let your house sit for months without a solid offer, you're eating into your profits.

Takeaways:

Price it right from the start: Overpricing or underpricing can be disastrous. Trust your agent’s market knowledge, but also ensure they’re using real data to support their pricing strategy. Marketing matters: Don’t let your home go unnoticed. A solid marketing plan is crucial, and yes, that includes more than just hopes and dreams. It should have professional photography, a sign in front, and strategic online exposure. Latent defects must be disclosed: In Georgia, full disclosure isn’t optional — it’s the law. Make sure your agent is on top of everything that needs to be revealed, especially those hidden issues like latent defects. Stay on top of offers: If you get an offer with contingencies, make sure you understand what they are and how they could affect the sale. Work with your agent to address the contingencies properly and ensure you’re making an informed decision about moving forward. By now, you should be ahead of the game. With the right pricing, marketing, and legal knowledge, you can avoid the mistakes that cost sellers thousands. It’s all about being smart and staying proactive. Don’t just rely on your agent — educate yourself and ask questions. The more you know, the better you’ll do.

CHAPTER 4 Why It's So Easy to Sell Your Home our Home for Less Than It's Worth Let's be real for a minute. At some point, many sellers feel like giving up. They get frustrated, think, “I’ll just drop the price and be done with it.” It’s understandable — selling a home can be overwhelming. But before you go slashing that price, hear me out. It can sometimes not be the right move. Dropping the price can feel like the easiest solution, but it’s important to time it right. And guess what? People love a deal, but dropping your price too soon can make buyers think there's something wrong with the house or that you're desperate. Here’s the thing: The market isn’t always about the first person who comes along. It’s about finding the right person, the one who sees your home for what it is and is willing to pay what it’s worth. Remember, just because you haven’t received an offer yet doesn’t mean your home isn’t worth the price you’re asking. It can also mean the right buyer hasn’t come around yet. Now, let’s talk about the why behind this. The right price for your home is driven by a variety of factors: comparable market analysis (CMA), the condition of your property, and local market trends. An experienced agent will use these tools to help you set a price that’s competitive, but not undervalued. If you’re still not getting offers after a few weeks, don’t just drop the price on a whim. The right buyer could be just around the corner. It’s kind of like fishing. You don’t just cast your line in and yank it out the moment nothing bites. You wait, adjust your strategy, and eventually, you reel in a big catch.

POINTS TO REMEMB O REMEMBER 7

• Many sellers get frustrated and reduce their price prematurely. But don’t panic — it’s not always the answer. Timing is key. • If your house isn’t selling, it might mean you haven’t found the right buyer yet : the one who sees the value and is willing to pay top dollar. • Patience is key. Stay smart. Stay strategic. The right buyer will come, and they’ll pay what your home is truly worth.

CHAPTER 5 What Stops Perfect Homes from Selling om Selling

Here’s a hard truth: even the most “perfect” homes can sit on the market longer than that weird holiday fruitcake nobody actually eats. You’d think if a house is beautiful, priced right, and in a great neighborhood, it would fly off the shelf, right? Wrong. In real estate, it’s not just about the product (your home). It’s about how you position and present it. Let’s break this down, Georgia style.

Good Homes Don’t Automatically Sell Themselves

You could have a house that looks like Joanna Gaines sprinkled magic dust over it. But if no one knows about it, or worse, if the wrong people are seeing it, it’s going to sit. Kind of like putting out the world’s best peach cobbler at a party full of keto dieters. Right idea, wrong crowd. In Georgia real estate, smart marketing isn’t optional, it’s survival. Yes, homes in hot markets like Metro Atlanta or growing towns like Fayetteville might get attention quickly, but even there, strategic marketing and professional presentation make all the difference. No matter how “perfect” your house is, buyers won't bite if: • It’s priced incorrectly (either too high or suspiciously low). • The listing photos look like they were taken with a potato. • It's not staged properly (or worse, it’s staged with

Grandma’s doilies and ceramic cat collection).

Or if it's not reaching the right audience.

And trust me, buyers are looking for clean disclosures, professional communication, and a properly marketed property, because options are everywhere.

It’s Not You. It’s the Marketing (and Sometimes the Price)

You can be the total package, smart, funny, gorgeous — but if your dating profile looks like a mugshot, you're not going to get any swipes. Same with houses. Just because your home is great doesn’t mean buyers will flood your driveway. The right buyer has to not only know about your home — they have to fall in love with it compared to everything else on the market.

And that love story doesn’t just happen. It’s curated.

Professional photography, smart pricing backed by a Comparative Market Analysis (CMA), great staging, well-written listings, and knowing exactly who to target; that’s what gets homes sold. If your home’s sitting on the market, it’s not always a sign there’s something wrong. It could be the price isn’t lining up with what today’s buyers care about, or it just hasn’t been marketed to the right crowd the right way.

Timing and Presentation are Everything

Also, let's talk about something that's often ignored: timing. Some markets move fast, especially in spring and summer. But if you miss the window, or if you overprice thinking "I'll just drop it later," you risk becoming old news, and stale listings are like leftovers no one wants. And remember, the Georgia real estate contract is buyer-friendly 10

in a lot of ways: the Due Diligence period lets buyers walk away for any or no reason at all. If your home’s presentation or marketing feels "off," they're onto the next one faster than you can say "pending."

The Right Buyer Is Out There — You Just Have to Find Them.

Selling your house for top dollar isn't about convincing 100 buyers it’s "okay." It's about finding one buyer who thinks it’s "the one." Your house doesn’t have to appeal to everyone. It has to appeal to the right someone — the one who's willing to pay more because it fits their dream perfectly.

That’s why targeted marketing is king (and queen) here.

And if your home doesn’t sell quickly, it’s usually not because it’s not good enough, it’s because it hasn’t been marketed to the right person the right way. (Or the price isn't aligned with what matters most to buyers today.) Think about it: Shawshank Redemption is now considered one of the greatest movies of all time, but it bombed at the box office because it wasn’t marketed properly. Meanwhile, The Flintstones movie (you know, the one that feels like nails on a chalkboard) made millions thanks to brilliant marketing. Moral of the story? Even the best house needs smart, strategic marketing to succeed.

CHAPTER 6 How to Sell a Home That Didn't Sell 't Sell

Okay, so your listing didn’t sell. It happens, and it's a tough spot to be in. Before you get too down or assume the only solution is to drastically lower your price, let's be clear: while the asking price is often a significant factor, and yes, sometimes an expired listing is absolutely about the price, simply defaulting to a price cut isn't always the only or most effective next step to get your home sold. And no, I’m not talking about some 'miracle cure' or secret technique. The truth is, the standard approach to handling expired listings – which often focuses too narrowly – can be completely wrong for your specific situation, and here’s why. The Old, Tired Approach: Tell Everyone About Your House and Hope Someone Bites This is the approach that sellers fall into: “I’ll just put it out there and pray someone takes the bait.” Guess what? Just because more people see your listing doesn’t mean they’ll buy it. If you’re hoping to get top dollar for your house, it’s not about just getting eyes on it. It’s about the right eyes. You need to focus on attracting the buyer who really wants your home — the one who is hopefully willing to pay full price. Here’s the deal: Not everyone wants your house. They might be curious, but how many buyers do you know who are just itching to drop their savings on something they don’t absolutely love? That’s right. They’ll love your house if they see the value, but 12

they won’t do it unless the presentation, pricing, and overall appeal are in line with what they’re looking for.

The Reality: Find the Right Buyer, Don’t Just Cast a Wide Net

The problem is, most sellers are obsessed with telling everyone about the house. But here’s the thing: not everyone is your buyer. You can spend all day shouting into the void, but if you’re shouting to the wrong crowd, it’s not going to matter. Focus on quality over quantity. Markets can moves quickly. The right pricing (not just low or high, but strategically positioned within comparable market analysis), stellar photography, and great staging all play a role. Don’t just throw your house on Zillow and call it a day. You need to market it like it’s the best thing since sweet tea at a BBQ. Make sure your marketing is smart, laser-focused, and hits the right buyers where they’re most likely to be.

Reassess and Pivot: There Are Many Reasons It Didn’t Sell

If your home didn’t sell right away, there could be a number of reasons why. The price might not align with the current market, the photos could be too dark, or maybe the home wasn’t marketed effectively to the right audience. The point is, don’t panic. Instead, take a step back, reassess the situation, and look at it with a fresh perspective — what I like to call a new set of peepers. In some cases, a little pivot is all that’s needed to turn things around. Revisit your strategy and your marketing. Sometimes just tweaking the listing, redoing the staging, or updating the photos can make a huge difference.

Remember: The Right Buyer Is Out There

Here’s the golden rule: You don’t need 100 buyers to tell you your house is nice. You just need one buyer to fall head over

heels in love with it, and the good news? That buyer’s out there. You just have to find them. So how do you get there? Revisit the price. Revisit the marketing. Make sure your home is shining brighter than the competition, and don’t be afraid to tweak things. Points to Remember: • Don’t panic: An expired listing doesn’t mean your house is “unsellable.” It just needs a fresh strategy. • It’s all about quality: Attract the right buyer with the right marketing. • Price it right: Too high and you’ll scare buyers off. Too low and you’re undervaluing your home. • Market smart: Focus on the right platforms and the right audience. • Reassess and Pivot: Look at your listing with fresh eyes, and be open to making adjustments.

CHAPTER 7 Avoid This Rule at Your Own Risk

If you’re still stuck in the mindset that more is more when it comes to selling your home, then buckle up, because this chapter is about to change the game. I’m talking about a little concept known as the 80/20 rule, or the Pareto Principle, named after an Italian economist named Vilfredo Pareto. Let me break it down for you in Georgia real estate terms: This rule can make or break your home sale. In 1906, Vilfredo was just minding his own business, studying peas (yes, peas), and he noticed something fascinating. 20 percent of the pea pods contained 80 percent of the seeds. This sparked a chain reaction of observations in his mind, leading him to discover that this 80/20 ratio applied to other areas of life too. In fact, he noticed that 80 percent of the land in his area was owned by just 20 percent of the people.

The 80/20 Rule: A Game Changer

You might think that to sell your house, you need to highlight everything about it. After all, buyers love options, right? Wrong. In real estate, the 80/20 rule applies — you need to focus on the 20 percent of your home that will make the biggest impact. Why? Because 80 percent of your home’s features are probably pretty typical for homes in your neighborhood. And guess what? Buyers have seen it all before. Your granite countertops? Gorgeous, but so are the ones in the other 20 kitchens down the street. Your walk-in closet? Cute, but again, not a game-changer. 15

So, what’s the secret? Focus on the 20 percent of features that make your home stand out and make those your home’s selling points. Think of it like dating: you don’t highlight every single thing about yourself. You show off your best qualities (and maybe throw in a good joke or two for some personality). Same concept for your house.

How to Apply the 80/20 Rule to Your Home Sale

Here’s where it gets practical. When you’re getting ready to sell, focus on what makes your home unique — not the stuff that every other house has. Highlight Unique Features: Maybe your house has a killer view, a chef ’s kitchen, or a backyard that feels like a private retreat. These are the features that buyers will remember. Don’t bury them in a long list of “standard” features like “three bedrooms” and “hardwood floors.” Those are important, but not the deal- breakers. Get Creative with Your Marketing: If your house has a killer fireplace, use it as the centerpiece of your photos. If it has a home office with built-in shelves, sell that as the perfect work-from- home setup (because let’s face it, everyone’s looking for one right now). Don’t just list features, sell the experience of living there. Don’t Overwhelm with the Ordinary: Don’t waste time and energy trying to make your home seem perfect by listing every single upgrade or feature. A little mystery can go a long way. Show your house at its best, but leave some room for the buyer to imagine the rest. If everything’s laid out in front of them, they won’t have the same excitement as if they’re exploring a space that feels just right.

Why More Isn't Always More

Here’s where most people mess up: They think they need to tell

everyone everything about the house. The truth is, most of that information isn’t what buyers are actually looking for. Imagine you’re on a first date (stay with me here): If you start talking about every little thing you’ve ever done in your life, you’re probably going to scare the person off. Instead, you want to showcase your best qualities, the ones that are most likely to get them to say, "I want more of that." The same goes for your home. Focus on the special features and benefits that will resonate with the buyers who are looking for exactly what you’re offering.

A Real World Example

Let’s talk real estate in Georgia. Picture this: You’ve got a lovely 4-bedroom home in a popular neighborhood. It has a spacious living room, a functional kitchen, and a decent-sized backyard. But guess what? So does the house two doors down. The difference? Your home has an amazing screened-in porch that leads out to a beautifully landscaped garden, perfect for entertaining in those warm Georgia summers. Now, which feature do you think a buyer is going to remember? The porch or the kitchen? Exactly. Focus on what makes your house unique, and that’s what buyers will remember.

Here are your key takeaways:

• 80 percent of your home’s features are likely “standard” for homes in your area. The other 20 percent? That’s the magic. • Highlight those 20 percent of features that make your home stand out and resonate with your target buyer. • Don’t overload potential buyers with every little detail.

Show them your home’s best features and let them fall in love with the experience. • The 80/20 rule is the key to ensuring that your marketing and home presentation are focused and effective. • At the end of the day, sell the dream, not the details. By applying the Pareto Principle to your home sale, you’re guaranteed to make a bigger splash, and hopefully, a bigger payday, without overwhelming potential buyers with irrelevant information.

CHAPTER 8 Why This 20% Rule Applies ule Applies to Hard-to-Sell Homes o-Sell Homes

Buyers rarely focus on everything about a home, they zoom in on that one thing that grabs their attention. It could be the view, the backyard, or even the quirky charm of the place. That’s the 20% that matters most. The rest? Meh, they barely notice. Think about it: a buyer is scrolling through listings. Homes might have similar features, size, price, number of bedrooms, but there's always something that makes one home pop. It could be the house on the hill with the view, the one with the oversized backyard, or maybe the one with a stunning patio. That’s the unique 20% that makes them stop. And guess what? They’ll pay for it. The 80/20 Rule in Action: Buyers are all about the unique details. If your home has something that sets it apart, whether it’s a view, location, or upgrade, this is what will capture a buyer’s attention and make them want to make an offer. They won’t sweat the 80% that’s the same as every other house on the market. And here’s the kicker: this approach allows buyers to immediately eliminate other options that don’t have that special feature. Once they fall for the 20%, they won’t waste time looking at homes that don't have it. The Key Takeaway: Don’t bury your home’s special feature in the fine print. Highlight it. Make it shine. That’s the 20% that could turn a "meh" buyer into a "take my money" buyer, and help them quickly narrow down their choices.

CHAPTER 9 Grabbing Any Buyer's Attention Let’s not sugarcoat it—buyers are swiping through listings like they’re on a dating app. You’ve got one photo, maybe two seconds, and if they’re not interested, they’re on to the next one faster than you can say “motivated seller.”

So how do you get them to stop and look ?

Lead With the Hook

The first photo is your front-row seat to making a great impression. It needs to be more than just “nice.” It needs to stop someone mid-scroll and whisper, “Hey, I’m the one you’ve been looking for.” That doesn’t mean taking a wide shot of the front door and hoping for the best. If the magic is in the backyard, that’s your lead. If it’s in the kitchen, show it off. Whatever makes your home stand out needs to be front and center. And yes, it should look like it came out of a magazine, not a quick snap on a cloudy day.

Write Like You Mean It

A well-written listing description doesn’t ramble or repeat what the buyer can already see. It zeroes in on what they actually care about. You’re not just describing features, you’re starting a conversation with your ideal buyer. Instead of: “Beautiful 3BR, 2BA home with granite countertops and hardwood floors.”

Try: “Tired of cookie-cutter homes? Step into a space that finally feels like you. From the sun-soaked kitchen to the private backyard oasis, this home is anything but basic.” That’s the difference between a scroll and a showing.

Market to the Right Buyer

This isn’t a free-for-all. You’re not trying to please everyone—you’re speaking directly to the buyer who’s actually going to buy your home. Is your place in a quiet neighborhood with no HOA? Highlight that. Are you a few miles further out, but with triple the square footage and a finished basement? That’s a selling point, not a setback. Don’t compete with new builds by pretending you are one. Compete by pointing out what they can’t offer: character, shade trees, peace and quiet, and no bulldozers next door.

Flip the Script

Buyers can be picky—but half the time, they don’t even know what they want until they see it. So instead of hiding what you think is a drawback, re-frame it.

Older home? That’s charm.

Longer commute? That’s serenity and space.

No pool? That’s less maintenance and lower insurance.

You’re not selling perfection. You’re selling potential—the kind that fits the buyer’s real lifestyle, not just the fantasy.

The Takeaway

Buyers don’t fall in love with features, they fall in love with f eeling. That feeling starts with a scroll-stopping photo, a headline that gets them curious, and a description that says, “This is the one.” And if you're wondering who knows how to craft that kind of attention-grabbing listing? That’s where I come in. From photos to phrasing, I make sure your home gets the kind of spotlight that turns browsers into buyers.

Let me worry about the details. You just get ready to say sold.

CHAPTER 10 Luxury Home-Seller Strategy Sells egy Sells Homes for 15% Mor or 15% More Money Let’s get something straight: luxury isn’t a price point. It’s a strategy. And if you want top dollar for your home, you’ve got to stop thinking like a seller and start thinking like a brand. Because this isn’t just real estate, it’s retail. And your home is the product. I’m no interior designer, and I don’t play one on Instagram, but I know what sells. And so do buyers. The truth is, the strategy I’m about to share isn’t just for the rich and famous, it’s for anyone who wants to pocket more money at the closing table. It’s not complicated. It’s not a trade secret. But most sellers skip it because it takes effort, it takes money, and there’s no instant gratification. And that, my friend, is why some homes can sit on the market while yours gets multiple offers. Let me show you how the right strategy turned a regular condo, same building, same layout, no magic dust—into a record- breaking sale. Spoiler alert: it wasn’t a lucky day or some wild market spike. It was staging. Picture this: two condos go up for sale in the same complex. One lists for $439,000. The other? $554,900. Sounds delusional, right? Even the agent thought so. Buyers toured. Agents rolled their eyes. People walked in, walked out. Crickets. Then boom. Four months in, a buyer walks in, falls head-over- 23

heels, and offers $549,000. Full price. No drama. No hesitation. Same floor plan. No upgrades. Not a penthouse. Just presented like it was worth every dollar. Because it was. The only difference? That condo was staged like a luxury listing, and buyers bought the dream. The other condo? Empty. Cold. Unremarkable. And it sold for $110K less. Let that sink in. Staging isn’t fluff. It’s not some Pottery Barn fever dream. It’s psychological warfare, in a good way. It helps buyers stop shopping and start imagining. Staged homes feel bigger, warmer, more expensive. Unstaged homes feel… well, like someone else’s leftovers. When a home is staged, it can sell faster, for more, and with less haggling. Buyers don’t get distracted by weird paint colors, confusing furniture placement, or the fact that the dining room’s been doubling as a home gym. They see lifestyle. They see ease. They see value. But do I have to stage? No, you don’t have to stage. You don’t have to wear deodorant, either. Or brush your teeth. Or update your resume. Or iron your clothes before a job interview. But it helps.

The Takeaway

You don’t need to be selling a multimillion-dollar estate to use high-end tactics. You just need to stop thinking your home speaks for itself. It doesn’t. That’s your job, and staging may be the way you do it. If you want to play in the big leagues, show up like a luxury listing. Trust me: buyers will pay more for a home that feels like

it’s already loved.

And if you’re thinking, “But I’m not a designer,” that’s fine. You don’t need to be. That’s what I’m here for. Let’s make your home the one that makes buyers say, “This is it.” Because when your house looks like it’s worth more… it is.

CHAPTER 11 Why Home Staging Really Matters

Dear Reader,

Let’s cut through the noise: staging works. And I’m not talking about some fluffy anecdote from a pretend townhome development where every unit is apparently a clone of the next. I’m talking about what I see every single day : buyers making decisions based on how a house feels, not just how it’s built. Here’s the real tea: buyers are not as imaginative as you think. Most people walk into an empty house and see... an empty house. Not potential. Not charm. Not the life they could have. They just see walls and weird carpet choices. But you give them a house that looks like it belongs in a West Elm catalog? Suddenly it’s “the one.” Why? Because now they’re not just buying a house—they’re buying a lifestyle. A vibe. A version of themselves they like better. And let’s be real: you stage your photos for Instagram. You stage yourself for job interviews. But your house, the thing you want someone to drop half a million dollars on? That you’ll just “see how it goes”? Come on. Staging is not extra. It's an essential. It can be the difference between “we’re still thinking about it” and “we made an offer before we got to the kitchen.” 26

And no, you don’t have to go full HGTV and haul in a $10,000 furniture rental. But you do have to stop thinking staging is about fluffing pillows and lighting candles. It’s strategy. It’s psychology. It’s presentation that leads to profit.

So what are your options?

Do it yourself — If you’ve got a good eye, some elbow grease, and are willing to follow a checklist that actually works, you can totally pull it off. (Don’t worry, I’ll show you how in the next chapter.) Hire a pro — Got money but no time or desire to pretend you care about throw pillows? Hire a stager. I’ve got a list of ones who know what they’re doing and won’t make your home look like a grandma’s dollhouse. Just remember: Staging isn’t about lying, It’s about lighting. It’s not about tricking people. It’s about showing them the potential they can’t see on their own.

And most importantly, it’s not about your taste, it’s about theirs.

CHAPTER 12 Make Your Home Spotless (And No, our Home Spotless (And No, It’s Not Just About Sweeping Under eeping Under the Rug) Buyers make up their minds in the first 8 seconds of walking into your home. Yep, 8 seconds. So, when it comes to selling, first impressions aren’t just important; they’re EVERYTHING. If you want to catch their eye and get that offer, you need your home looking fresh, clean, and ready to move in. Now, you could hire someone to do all the work for you (and I’ve got a list of pros if you need it). But guess what? Some of this you can do yourself, and you don’t need to break a sweat.

CLEANING

Think spotless. Think brand-new car smell, but for your house. Because that’s what buyers want to smell when they walk in. Fresh, clean, and like they’re the first ones to step foot in that space. No exceptions. Here’s the no-nonsense, easy-to-do checklist: • Declutter: The first step? Cut the clutter by half. If you don’t need it, get rid of it. Donate it, sell it, or throw it in storage. The fewer things you have lying around, the bigger your home will look. Trust me, it’s like magic. And don’t get me wrong, I get it—some of that stuff is sentimental. But your goal here is to make the space feel fresh and neutral, not like a personal museum. • Hardcore Cleaning: Once the clutter is gone, it’s time to scrub every inch of that place. Dust every corner, clean 28

every glass surface, wipe down the counters like you’re prepping for a dinner party. Don’t leave any stone unturned, especially in kitchens and bathrooms. Those areas? They need to shine. Picture perfect. Do a deep clean on sinks, faucets, and countertops, and make sure floors are spotless. PAINTING You know what makes everything look better? A fresh coat of paint. If you haven’t painted in the past year, get that brush out. Paint the walls, the trim, the ceilings, the closets. Paint it all. But here’s the trick: don’t go wild with colors. Stick to neutral tones like beige, gray, or off-white. Think of it like giving your buyers a blank canvas. You want them to picture their stuff, not get distracted by your funky green walls.

KITCHEN AND BATHROOMS

These are the money-making rooms. They can either make or break the deal. So, let’s make them pop . Kitchens and bathrooms are the first thing buyers notice, so don’t slack off here. • If your appliances are looking like they’ve been through the wringer, consider upgrading to something newer and more energy-efficient. Buyers love stainless steel, and they’re willing to pay more for it. But if that’s not in your budget, make sure your current appliances are spotless and working like they should. Don’t underestimate the power of a sparkling, functional kitchen. • Also, check out your hardware. Those faucet handles, knobs, and light fixtures? If they’re old and worn out, it’s time for an upgrade. You don’t need to drop big money here—just a coat of spray paint can turn ugly hardware into something shiny and new. It’s a cheap fix for a fresh

look that buyers will love.

THE TAKEAWAY: • Buyers are making snap judgments, so make sure your home is clean, fresh, and ready to impress. • Declutter first, deep clean second, and then focus on fresh paint and hardware updates. • Kitchens and bathrooms should be your priority. They can make or break a sale. • And remember: fresh, clean, and updated looks WAY better than cluttered, outdated, and dusty.

CHAPTER 13 Details Win Home Sales

Everyone’s got stuff—too much of it, usually. If you can create more storage space in your home, you’re basically a hero to buyers. No one has ever walked into a house and said, “This has too many closets.” A smart, well-organized storage setup? Total game-changer. Now, I’m not saying go out and build an addition. But if your house is older and the closets are barely wide enough to hang a coat, think about where you can add just a little extra. Still, don’t stress if a full-blown closet isn’t in the cards. It’s not all or nothing. Get scrappy. Use vertical space. Hit up places like ClosetMaid or even your favorite superstore for budget-friendly organizers. Give buyers the illusion of more space without a major renovation. And storage isn’t just closets—it’s kitchen cabinets, the laundry room, the attic, the garage. Anywhere you can throw in a bin or a shelf that looks clean and purposeful, do it. Buyers are obsessed with that Pinterest-style “put-together” look. Now, what about adding a bedroom? Here's the deal: not every spare room needs to become a fifth bedroom. But if you’ve got a flex space that might qualify with the right setup, it could be worth exploring, with the right expert. I won’t tell you to add a closet or knock down a wall, but I will make sure you get connected with pros who can help you weigh the options for your market and your home. No guessing. Just informed decisions. As for the less exciting stuff, don't skip it. A beautiful home with outdated systems is still a liability. Buyers are looking beyond the surface. Before you list, make sure these systems are solid: 31

• Electrical • Plumbing • HVAC • Septic Tank

These aren’t the sexy updates, but they matter. Sixty-five percent of buyers care deeply about central air alone. A certified inspector can help flag anything that might come up later during negotiations. Handle it now so it doesn’t blow up the deal later.

POINTS TO REMEMB O REMEMBER:

• Smart storage = major bonus points with buyers. • Not every “bedroom” has to be—but it might be. Talk to the right pro. • Mechanical systems aren’t flashy, but they matter. Big time. • Focus on updates that give you the biggest bang for your buck.

CHAPTER 14 Features That Actuall ctually Matt y Matter

I am not here to overhaul your house HGTV-style. But I am going to be honest about what buyers really notice: floors, lighting, curb appeal, the front door. Those little things that whisper (or shout) this home was loved. So let’s talk about what matters, and what to do when the budget says, “Chill.”

Floors: The Foundation of First Impressions

Let’s start from the bottom—literally. Floors are like shoes: scuffed, worn, or dated ones tell a story, and not always a good one. But before you panic-Google a flooring contractor, take a deep breath. Not every scratch needs a sledgehammer. Carpet Confessions Carpet is like a toddler—adorable when new, but a little chaotic after a few years. Unless you’ve policed every shoe, snack, and pet, your carpet probably needs more than a vacuum. • Shampoo It: Rent a machine, follow the directions, and let it dry completely. You’ll be shocked at how different your home smells and feels. • Steam Clean: For serious stains, call in a pro or rent a steamer yourself. Get quotes and weigh the cost against replacement. • Use Rugs Wisely: If you’ve got one rogue wine stain that won’t quit, a strategically placed rug is your new best friend. (Just don’t pretend it’s not there.) Here’s the thing: carpet is personal. You might love that gray shag, but a buyer could be itching to rip it out. So clean it, fluff it,

and let it be. Don’t waste thousands replacing it unless it’s totally unsalvageable. Hardwoods & Tile These are your show ponies—buyers love them, but only if they’re clean and well-kept. A little elbow grease goes a long way. • Sweep and vacuum in the cracks. • Wax or polish if needed. • For tile, scrub the grout like your sale depends on it (because it might). • Regrouting or replacing cracked tiles? Only if it’s really necessary. Still think you need to replace? Vinyl tile has come a long way—it’s affordable, DIY-friendly, and doesn’t scream “I’m cheap” like it used to.

LIGHTING: SET THE S T THE STAGE

If flooring is the shoes, lighting is the makeup. Bad lighting can make even the prettiest home feel dull or cramped. But again, this is not your cue to run to Restoration Hardware. Update, Don't Upgrade: • Clean everything. Dusty fixtures are like mascara clumps—small, but noticeable. • Replace bulbs. Go brighter, not moodier. We’re selling “open and fresh,” not “romantic dinner.” • Spray paint old brass fixtures if they’re dated. Yes, really. • Don’t forget outdoor lighting—nothing screams “neglected” like a flickering porch bulb. Remember: buyers will likely swap fixtures anyway. Keep it clean, functional, and safe.

THE FRONT DOOR: YOUR HOME'S HANDSHAKE

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