CHAPTER 1 Introduction
The largest investment most people make is their home. That makes selling a home — whether it’s a single-family residence, townhouse, villa, duplex or condominium — the single largest, most complex transaction a person will ever undertake. It involves new terms and concepts, financial acumen, and larger figures than normally dealt with. There are also many emotions at play that can affect good judgment. Many homeowners think surely, my home where I raised my children and made so many memories and upgrades is worth more than the bricks and mortar it contains. Real estate transactions involve dozens of decisions and substantial investment in homeowners’ time, energy, and money. Emotions almost always lead to problems in a sales price negotiation. And when emotions run high it over takes logic. The seller’s objective is to find that buyer who cannot resist buying their house at the highest price. To do this, you need to offer potential buyers a striking home sales presentation that outshines other homes on the market. It requires making a fantastic first impression, creating for the buyers an instant feeling that they are traveling up the front walkway of their new home for the first time and not visiting someone else’s. It’s about falling in love at first sight, from the curb, in those initial seconds. Most sellers do not venture alone into selling their home. They find it better to have an experienced real estate professional with whom they are comfortable. This book was written to provide some of that comfort without the direct sales stressors of person- to-person contact. 2
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