CHAPTER 1 Introduction
Hello, and congratulations on opening this book! It’s a great first step toward finally selling your expired home. You might be wondering: why you should read this book rather than any of the millions of other things you could be doing? Well, I’m going to explain why with a story. Jordan wanted to sell her home, so she hired an agent from a firm with a good reputation. The agent did what she could to get Jordan’s house sold. She listed it for $499,999, made sure the photos were good and the marketing strategy was solid, and held an open house. Unfortunately, the home didn’t sell. Jordan’s agent told her to consider lowering the price so it would be closer to the other listed homes in her neighborhood. Jordan resisted; she knew her home was nicer than theirs and had several desirable features lacking in her neighbors’ houses. Jordan decided to hire a new agent, and the same thing happened: no sale, and advice to lower the price. Jordan had a few options to consider. The first was to take her agents’ advice and list her home for $450,000, which was the top of the range for comparable houses in her area. The second was to hire another agent and see if they could get her the price she wanted. Jordan chose option two. She did some research and found an agent who specialized in selling homes previous agents hadn’t been able to. Jordan’s new agent looked at the house and agreed that it was worth the original list price. Then the agent came up with a new, more specialized marketing plan. The new agent
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