your home. In one actual example, a real estate agent was contacted by an out- of-town client. He didn’t present a list of criteria for his house hunt. All he mentioned was that he liked the area. Th e agent drove him from house to house. Each time, the buyer suggested o ff ers that were 10-20% below asking price. He wouldn’t budge. She began to think that the whole day was turning into a big waste of time. Th e last house of the day didn’t have a lot of curb appeal. It was not a particularly great-looking home, but the agent was out of options. Nevertheless, this house broke the tough negotiator down. He was suddenly willing to o ff er the full asking price! What set this house apart from the others? It was not because he had a thing for ugly house s. Th e 80/20 Rule kicked in again. THE 80/20 RULE IN ACTION: BUYERS PAY MORE FOR UNIQUE FEATURES Th is agent and her client had spent the entire day looking at houses that shared 80% of the same features. Th e buyer didn’t 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 “ugly” house: a large window with a gorgeous view. Since the showing was the last of the day, and the sun was setting below the distant tree line, the view sold the buyer. As far as he was concerned, the other 80% could be addressed. His decision was based completely on the hill and view. Th at view ignited an excitement in him and he o ff ered the full asking price 40
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