If you get it wrong the fir st time, the only place to go from there is down, and you may end up selling for a lot less than the true value of your property. You might be a great sales professional in your own right and thoroughly knowledgeable in your own area of expertise, but unless you’ve gone through the rigorous training and education to become a licensed real estate professional, you don’t know what it takes to prepare, correctly price, market, and sell a home both quickly and legally. Yes, there are sales techniques that are transferable in any transaction, but a pharmaceutical representative wouldn’t know how to sell a house and a Realtor® would have a great deal of trouble deciphering the world of pharmaceuticals. In fact, both could get into a lot of trouble if they tried and made legal — or lethal — errors! While you might think that “location, location, location” is all you need to sell your home, that’s simply not true. Yard signs only attract 10% of all home buyers. It’s even worse for print advertising; only 1% of buyers fin d their homes through newspaper marketing. You must employ a technically savvy marketing campaign to compete with all dedicated websites, blogs, and social media advertising that bombard the Internet and attract buyers. If none of the above has dampened your resolve to go the FSBO route, another thing to consider is the security concerns of going it alone. Craigslist can be an e ff ective sales tool, but you must be oh-so- careful about the scammers, criminals, and dangerous people you could be potentially letting into your home. Real estate agents have more secure resources on which to market 21
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