innovative marketing strategy to secure the full value of his home.
John chose the second option. He enlisted an agent who specialized in selling homes that other agents had struggled to move. This agent brought a fresh approach: • Enhanced professional photography that showcased the home in its best light. • A more robust marketing plan, including advanced digital campaigns and targeted outreach. • Multiple open houses, including a broker’s open house to engage other agents and their buyers. The result? The home sold for $680,000 in just 63 days—well above the initial advice to drop the price to $650,000. What made the difference? The new agent employed a marketing strategy that captured buyers’ attention and demonstrated the home’s true value, a skill that not all agents possess. Homes Sell for What Buyers and Sellers Agree Upon - Not What They're "Worth" A critical point to understand is that homes don’t always sell for what they are “worth” in a theoretical sense. Instead, the final sale price reflects the agreement between the buyer and seller, influenced by factors such as marketing, negotiation, and timing. Consider Tara and Rich, two homeowners in the same neighborhood with identical townhouses. Both listed their homes at the same time. Tara sold her home for $450,000, while Rich only managed to sell his for $420,000—a $30,000 difference. Why? Tara leveraged specific strategies to enhance her home’s appeal and attract buyers willing to pay a premium. These strategies are outlined in the chapters ahead.
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