Anna Aljabiry - SECRETS EVERY HOME SELLER NEEDS TO KNOW

SECRETS EVERY HOME SELLER NEEDS TO KNOW

Anna Aljabiry

Table Of Contents

Introduction

Pareto's Principle

Creating Curb Appeal

Staging with Purpose

First Steps to Home Selling

Upgrading with ROI in Mind

The Three D's

How To Market Your Home

Common Seller Mistakes

10. Learn From Other's Mistakes

11. Finding Buyers

12. Be A Power Negotiator

13. The Dos and Don'ts of Negotiating

14. Bargaining Chips

15. Why Hire an Agent?

Preface When I first ventured into the real estate industry years ago, I did so with the hopes of helping sellers like you avoid the headaches often associated with the home-selling process. In my years of experience, not only have I helped alleviate the stress of selling for numerous clients, but I’ve also accumulated years of knowledge to help them get more money for their homes in the least amount of time. I decided to share all of my expertise in one place with potential clients. And that’s why you’re receiving this book. I want to help you have the best possible home-selling experience. And by that, I mean I want you to 1. Get the most money possible for your home, 2. Sell in the least amount of time, and 3. Avoid the headaches most commonly associated with the home-selling process. Think of this book as my gift to you. It contains insider advice on the home-selling process to help you achieve your ultimate real estate goals, including: • Secret strategies to sell your home for more money • Marketing techniques employed by top agents • Advice on how to appeal to today’s buyers • And much, much more If, after reading through it, you want to hire me to help you sell your home, I’d be more than happy to meet with you to discuss a specific plan to sell your home. Happy reading!

About Anna Aljabiry

Experience At Its Best Though Anna is not an engineer or inspector, she has an eye to pinpoint the issues any structure might have inside or outside. Have you seen homes with foundation issues? Anna can identify structural issues and recommend hiring a structural engineer to provide a professional opinion and report. Recently, Anna helped a buyer get out of a contract after discovering more than $182,000 in structural repairs needed when the seller was not aware of such issues. In another sale, Anna helped the buyer get $75,000 in collective discounts on the price of the property due to hidden termite issues the seller was not aware of. Experience is not taught in books. You've got to perform home sales daily, over and over again, to acquire the type of experience Anna has acquired over the years. As a seasoned real estate professional with 13 years of experience, Anna is dedicated to providing unparalleled service to clients throughout every step of their real estate journey. Whether you're buying, selling, or investing, I am committed to exceeding your expectations to help you achieve your real estate goals.

Why Choose to Work With Anna?

1. Passion for Properties: Real estate isn’t just a job for Anna; it’s her passion. She thrives on matching people with their perfect homes and helping investors find lucrative opportunities.

vii

2. Local Expertise: With an in-depth understanding of the local market, Anna can provide valuable insights and guidance to help you make informed decisions. 3. Personalized Approach: Anna understands that every client has unique needs and preferences. She takes the time to listen and tailor her services to ensure your satisfaction. 4. Effective Communication: Communication is key in real estate transactions. Anna prioritizes clear and timely communication, keeping you informed at every stage of the process. 5. Master of Negotiation: Negotiating the best deal is both an art and a science. Whether negotiating the best price for your home or securing a great deal for your purchase, Anna proved to be a skilled negotiator who will tirelessly advocate for your interests. 6. Tech-Savvy Solutions: In today’s digital age, Anna leverages the latest technology and marketing strategies to maximize exposure for your property and streamline the transaction process. 7. Dedicated Support: From the initial consultation to closing day and beyond, Anna provides expert guidance and support, ensuring a smooth and successful transaction. The support continues after the sale is over. 8. Testimonials: Anna once said, "The best reward I can receive at the end of the day is an appreciation note from my satisfied customer, who will refer me to their family and friends." 9. Being a local YouTuber, Anna has given people a window to view the neighborhoods with a clear pair of binoculars. Check out her YouTube Channel www.LivingInDavisCalifornia.com

viii

Let’s Make Your Real Estate Dreams a Reality! Whether you’re a first-time homebuyer, a seasoned investor, or looking to sell your property, Anna will guide you through every stage of the real estate journey and help you achieve your real estate goals. Let’s collaborate to turn your aspirations into achievements. Contact Anna today to schedule a consultation and take the first step toward realizing your dreams. Throughout her career, Anna has earned numerous accolades, including:

• Relocation Certificate • Short Sale Certificate

• Team Building Certificate • Won the Best Service Award • Won the Fastest-Growing Agent award • Authored 3 books about real estate • Became the host of a real estate YouTube channel • Member of the Governmental Affairs Committee at the Yolo Association of Realtors • Member of Master Club Sactown

Testimonials

Caleb Phillips As a small business owner, I was so thrilled and appreciative to have someone like Anna, who takes the time to explain the detailed steps in selling a property. Things that I didn't know anything about, I feel now I can explain to friends and family who might be selling their property. Anna has been a real asset in selling my property and I would certainly use her again. Jodie Moorthy AMAZING, absolutely amazing! Anna is professional, personable and extremely knowledgeable regarding locations and house values. We just can’t speak highly enough of her. She is our first reference whenever someone asks about purchasing a home. Anna was patient with us as we worked out what we really wanted in our forever home and we eventually found it! Francis Mckay Anna helped us with the sale of our home. She was knowledgeable, professional, and had our best interest in mind. Hands down, one of the hardest working business ladies around Davis area. She went above and beyond the call of duty for us. Through all the texts, phone calls, and emails, she was always a step ahead of our thoughts. We would recommend her to all of our family and friends. Thank you again Anna. Arbaz Khan As a result of Anna Aljabiry's understanding of how emotionally charged the sale of my parents' house was, she took the time to thoughtfully guide me through the process. She was always available, professional, and most of all, very kind. I would highly recommend her to anyone buying or selling a home in Davis!

Amira Ashan We live out of state and needed a realtor that we could trust to have our best interest in mind. Anna did not disappoint! She helped us get our house listed in record time, and thanks to his excellent marketing program, we were thrilled to quickly sell it for the price we wanted. Anna and her team kept us informed of the progress every step of the way, and closed the deal without a hitch. She is a true professional, and worthy of your trust. Megan Hart My friends and I were looking for an investment property in Davis, California. Anna had so much knowledge about the multi- family properties, which made us change our minds from searching for a big house to searching for a multi-family. She showed us how the cap rate works and how to come up with the property cash flow and net. We certainly recommend her for all starting or seasoned investors. Christian Edwards Anna is the best realtor I've ever worked with. I’ve purchased several houses with her assistance over the years. She and her team had always been attentive to our needs, every step of the way. She was extremely responsive when we wanted to relocate to Davis, and a pleasure to work with. Whether you're buying a house or selling one, I recommend Anna. Isla Sofia Personally, I would consider Anna to be one of the best I've ever worked with. She always works hard to find solutions to potential problems. Her advice on how sellers and buyers want vs need things is always invaluable for both parties. When it comes time for negotiations, she always remains calm and professional, ensuring that everyone feels comfortable throughout the process. Bottom line, I wholeheartedly recommend her services to anyone who is thinking or planning to buy a property or sell their own.

xii

Dylan Hill Anna is excellent to work with! We dreaded selling our house due to a lot of TLC work that we knew we needed in order to get a higher price for it. Anna connected us with a decently-priced contractor and handyman, who completed all the needed work in a timely manner and stayed on budget. Not only did we got a higher price than we initially expected, but also it sold faster than we imagined. So, do we recommend Anna? Hell ya! Melanie Nguyen Anna helped us find a very nice house. She is a very experienced agent with a strong work ethics. If I were to describe her with one word, she's relentless. She will make sure that her clients are well- informed, and in the best financial position to secure the house they want. This is very important in today's highly competitive market. Thank you, Anna John Singh I don’t think I can say I’ve worked with a better agent in Davis area. I’ve worked and connected with multiple realtors and Anna is by far the hardest working, and over-communicative realtor I’ve ever worked with. Selling/buying a home is a stressful and nerve wrecking time and Anna made that process for my family and I, a true breeze. Anna was with us every step of the process through helping stage our home, recommendations on how to maximize sale price, and so many other things. If you want someone to get the job done then talk to Anna. She knows how to close a deal and make you a winner. Sienn Ruby I am a private inspector! I've performed many inspections on homes that Anna has sold and she always makes sure everything is up to her high standards. This commitment to excellence and unsurpassed concern for her clients is what makes her the best agent when looking for a new home.

xiii

Martina Santos We did not know how to select a real estate agent in Davis California. We lived in a different state and my husband got a job transfer to UC Davis. We interviewed several agents, and Anna stood out in the crowd. She authored a book about selling houses, which she shared with us. She gave us time to read and ask questions. She demonstrated knowledge of the Davis real estate market and the journey of buying a house. We felt that choosing her to be our realtor would be the right thing to do. We were spot on. Anna has been a blessing to our family. We are grateful to you Anna. Jessica Perkins The home buying experience was made so much easier because we had Anna on our side! She is a consummate professional: efficient, transparent, and highly motivated! Anna provided my partner and I with all the information we needed, and in a timely manner, so that we could make decisions that were best for us. We never had to call Anna to find out what was going on. Not even once. Anna knows her business, and her business is working with her clients to ensure that the home buying (and selling) process is a smooth one. We are so happy with our new home, and we are very grateful to Anna for all of her hard work on our behalf. If you need a realtor and don't know where to turn, call Anna and find the home of your dreams. Zahra Iqbal Anna created an unwavering sense of trust from the get-go. Her quick and effective communication set the tone for all of our interactions, which gave me a sense that no task was left undone, and we were always right. Anna’s expertise in the market was clear when we relocated here from North Carolina. She made it possible for us to relocate hassle-free, and she topped it with referring us to her contractors who helped us make a few tweaks to the house we purchased.

xiv

Amelia Phoebe I've been a property owner in Davis since 2002, and although I've used other real estate agencies before, Anna and her team is by far the most professional. They know the area well and offer a higher level of knowledge to their clients. I highly recommend Anna Aljabiry to be your agent. Liam Jenson I highly recommend Anna to be your real estate agent to buy a property or sell your own property. I sold my property in Davis CA, and Anna was my agent. Anna and her team are very knowledgeable in Davis, CA and Yolo County area. She knows about the reports required by the city, which I did not know we must order before we could even sell our house in Davis! She provided forms and contact information for the city of Davis staff to start our city inspection order. Anna was extremely personable in her communication with us. Her marketing techniques and negotiating skills contributed to a great result and made the experience less stressful. The attention to detail and genuine care we felt from Anna Aljabiry was unbeatable and could not go unnoticed. I highly recommend her for her above-and-beyond customer service. Donald Jorg I worked for Anna Aljabiry for 5 years and was always impressed with her energy, ethics, experience, attentiveness, and availability. She demonstrates unbeatable efficiency, which is just what a Davis realtor needs to stand out in the crowd. Her knowledge of the local market not just within Davis, but also Woodland, West Sacramento, and Dixon is very impressive. I would recommend Anna to any Davis home shopper who wants to have a peace of mind during their real estate transaction. You can hang your shingle here and avoid worrying about anything else while working with Anna.

Booker&Tiffany My wife and I selected Anna to sell our house and buy our step-up house to fit our growing family better. Reliability, perseverance, and diligence are what define her. She worked thoroughly and tirelessly to put our worries to rest. It was so easy to get hold of her by calling or texting. We loved the convenience she provided for us. Koch Ron Anna is an incredible agent. She was beyond helpful in selling our home. We are first-time sellers and weren’t exactly sure what to do. She was patient and thorough and walked us through each step. She was honest and knowledgeable about the evaluation and went out of her way to make sure our house was staged properly and helped us get some items addressed to get top dollar. The pictures she had taken for the listing were absolutely beautiful. She did not skimp and was always there to answer questions. We had multiple offers and she helped us sort through them to make the best decision. All and all, a very easy and stress-free process with the help of Anna. If you need an agent to sell your home I would highly recommend you call her. Jason Lin Anna was super helpful and flexible throughout the home purchasing process. She was very responsive whenever I needed help with anything and very knowledgeable of the Sacramento and Yolo county areas. Once the home was purchased, Anna continued to be very helpful with the paperwork and inspections and would check in to make sure that we were happy with the home. Marjan Klupfel. Anna was very helpful and knowledgeable, a delight to work with. We genuinely felt she had our best interest at heart. She fought hard to represent our best interest. Anna will be our first choice when purchasing our next property.

xvi

Peter Q. Anna, the pleasure was and is ours, thanks so much for all your efforts, we truly appreciate you taking the entire responsibility without much efforts on our side. Hope to see you soon and thanks again for all you have done, you are awesome. Anna, I want to wholeheartedly second Katie’s message and thank you for all your efforts and help in selling the Donner Ave property. I learnt a lot about the process from you as it moved along. Thanks for your patience! Peter Q. Caroline Adkins We're lucky to find Anna through a friend also a client of her. My friend told me she was very passionate and professional and it's truly right. Anna works hard for her client and always puts client satisfaction first. Anna sold our current home and find our new dream home within 2 weeks. I would refer everyone I know to Anna for buying or selling a home. Felix Gallardo We sold our home with Anna Aljabiry when the pandemic was still hovering our heads. We had such a pleasant experience. She made everything run very smoothly and also sold our home within a week, which was great. She is certainly very reliable, straight forward, and honest. Would defiantly recommend if you’re looking for a 5-star experience. Brigit H. Anna, we want to express our sincere thanks in this buying experience. I know at times we may have been difficult as this was both our first time purchasing a home. However, through it all, you remained patient and professional. We couldn't have chosen a better agent to handle our business. We hope your company realizes the "gem" they have in you. May God continue to bless you and your family. Happy Holidays

xvii

Breed Mine My mom and sister passed away just days apart as they lived together. I needed to get my mom’s house listed because of a reverse mortgage she had. I only had 36 days to do it. I live in Wisconsin, so it was definitely a tough situation for me. Anna was wonderful. She knew what she was doing from start to finish and did everything quickly and efficiently. All of her experiences paid off for me. Anna is serious about helping people and does her best at all times. We had the house listed for sale soon after. She got us way more than the appraised value! Anna works hard and has a heart of gold. No doubt, she’s one of the best real estate agents out there. You will not regret hiring her as your agent. Anna is one in a million and certainly deserves five stars. Vasantha Singh Anna has all the qualities a realtor should have. She is very approachable, and she went and above and beyond her duties to help us. Her knowledge in real estate business is commendable, her organization skill is impressive, and her way of explaining things in detail remarkable. She has answers of all of our questions; be patiently waiting at the sites even if we were late :) It was great to work with a realtor like Anna and I wish her all the best in working other clients. John Logan Anna Aljabiry is a professional and reliable consultant, as well as a great communicator. Anna has been organized and efficient, and very helpful in every stage of buying our house, which has taken away a lot of my pressure. I always had a list to do if I needed to do anything, or a list of she was going to do and she was only sharing with me to keep me on the same page. I appreciate that he has always been available and providing timely feedback, and of course, brought us a positive outcome in the end. If you need some help in purchasing or selling a property, Anna Aljabiry is the gal you need.

xviii

Ayman A. very nice to have Anna help us along the way from step A- Z. Any questions or concerns we had were addressed in a very timely manner. Anna made the whole process very easy and kept us up to date with next steps and what to do. I would highly recommend Anna and will certainly use her in the future for any other home purchasing/selling! Lima H. Anna listed my home and in less than a week the home was sale pending. She did an outstanding job marketing the home. Her talent in photography and videography helped bring many clients during the open house. Her fliers are produced in high quality colored paper. She pays attention to detail. She knew how to stage the home so that it would be attractive to prospective buyers. It helps that she is also very smart and knew the market. She was able to negotiate to get us $3,000 above asking price. Additionally, she kept me informed every step of the way. I was never left hanging. She is responsive and very professional. Selling or buying a home can be very stressful that is why it is important to find an agent who is passionate about her job as Anna is, and who has your best interest at heart. My experience was positive, and closing was seamless. I highly recommend Anna. We signed escrow paperwork yesterday! Thank you, Anna. Tania Raid I work in the real estate industry in another state and have been searching for a new home in Davis California. I spoke to Anna, and I was very pleased with the service. It was refreshing working with someone who's professional, responsive, great with communication, thorough, and didn't give up when negotiating on my behalf. What impressed me most is that she pointed out aspects of the property that I had not even considered. Thank you Anna Aljabiry, you’re truly a rockstar.

xix

Isabella Alice I don't know where to start! Working with Anna and her team has been a seamless process from the beginning. Anna walked us through every step of the process and even taught us to watch for things we didn't know existed. She and her team were incredibly responsive and most importantly knowledgeable on the best outcome for me. I definitely recommend her and will work with her team in the future. Humam T. I was relocating from San Francisco to Davis, but I ended up buying a house in West Sacramento. My real estate agent, Anna Aljabiry, was recommended to me by a family member. I could not have been luckier to pick her as my realtor. She handled all my communication and coordination with inspectors, appraiser, and escrow. She was present during all the house inspections. On top, Anna was able to provide me with a list of different contractors, who I hired after close of escrow to replace my flooring, house paint, and landscaping. Being out of town while purchasing this house, it is amazing how smooth my ride was. No doubt, I would recommend her to my family and friends. Michael Mattos Anna was extremely helpful throughout the entire home buying process. She made herself available to answer any questions I had and found me the perfect house! Tiffany Stephens What a great person to work with. Anna is a committed realtor, and I strongly recommend her to sell your house. Her approach is seamless.

CHAPTER 1 Introduction

The largest investment most people make is their home. That makes selling a home — whether it’s a single-family residence, 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 sellers think, Surely, my home where I raised my children and made so many memories 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, and emotions almost always lead to problems in a sales price negotiation. The home seller’s objective is to find that home shopper who cannot resist buying your 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, 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

I want the prospective or active home seller to independently achieve a better understanding of the home-selling process. I’ve also provided actionable insight into how best to market your home, avoid critical mistakes, and maintain a proper focus. Let this book be your go-to resource for information, strategies, and techniques that can be put to work to sell your home quickly at the best price. Take time looking through the chapters and master the secrets of successful home sellers. For example, discover why comparable homes sell for considerably different prices. Be ready to sell by knowing your home’s market value, best listing price, negotiation tactics, and improvements that offer the best Return on Investment (ROI). My sincere hope is that this book will help you make the most of your time and efforts to sell your home. In Part 1, the process and importance of preparing your house for sale is examined: how to present to get top offers, the “80/20 rule,” along with which upgrades will make the most difference in ROI. Part 2 delves into marketing your home with a look at costly mistakes, avoiding those mistakes, and finding qualified buyers. In Part 3, we examine the critical topic of negotiations — what to expect, and how to conduct them — and finish with a look at what engaging a real estate professional brings to your real estate sale transaction. After you learn the process, requirements, and tips, you will see that an experienced, financially astute real estate professional can vastly cut the time and raise the economic value of your transaction. Reading this book is your first step to selling your home for the best price in the shortest time. After you read it, you might want to talk with me. I stand by to assist you with a Comparative

Market Analysis and a solid marketing plan to fit your budget and lifestyle.

CHAPTER 2 Pareto's Principle

“Eighty percent of results will come from just twenty percent of the action.” This is the Pareto principle, attributed to Italian economist and philosopher Vilfredo Pareto, who, in 1906, observed an intriguing correlation. He began work on the “80/ 20 rule” with the observation that 20% of the pea plants in his garden generated 80% of the healthy pea pods. This observation caused him to explore more examples of uneven distribution. He discovered that 80% of the land in Italy was owned by just 20% of the population. He investigated different industries and found that 80% of production typically came from just 20% of the companies. His findings led to the concept that 80% of results will come from 20% of the action. While it does not always come to be an exact 80/20 ratio, this imbalance is often seen in various business cases: • 20% of sales reps generate 80% of total sales • 20% of customers account for 80% of total profits • 20% of the most reported software bugs cause 80% of software crashes • 20% of patients account for 80% of healthcare spending

RELATING THE 80/20 R G THE 80/20 RULE TO HOME SELLING

Understanding the 80/20 rule concept can save you time in selling your home. Applying the 80/20 rule, you stop trying to sell people on the entire home. Applying the rule, you can highlight the 20% of your home’s features that make it special. The 6

remaining 80% of your home still affects the buyer’s decision, so do not neglect it, but in photographs and showings, feature the elements that make your home special. Keep in mind, your selling point won’t be the common features your home shares with the other properties on the market. Instead, use your home’s unique features to grab the attention of buyers who are interested in those distinctive attributes.

BUYER’S STORY

When Vince and Sue were shopping for a new home, Vince wanted an ocean view. They looked at many desirable properties but didn’t find any that were right for them. Some were overpriced; others had obstructed views. The search went on for almost a year until they found an older home a short walk from the ocean. The neglected exterior and dated interior were not encouraging, but when Vince stepped onto the third-floor balcony off the master suite, he was sold. Any shortcomings in wall color or fixtures faded away when he took in the view. He could now see the sunrise from his bedroom window every morning. What 20% of the home caught the eyes of Vince and Sue? The magnificent third-floor view of the ocean!

SELLER’S STORY

When Cam and Kate listed their home, they needed a buyer who wasn’t concerned that the house was on an unpaved road. Though the home was over 10 years old, the interior was updated with fresh, neutral wall colors and carpeting to look brand new. The towering trees and established yard gave the home a welcoming appeal.

The buyer had also looked at a home within miles of Cam and Kate’s that had towering trees, as well as a koi pond and patio. This home was comparable in interior and exterior, but it was on a busy street. What 20% of the home caught the buyer’s eye and prompted him to choose Cam and Kate’s home? The buyer loved the secluded country feel of the home. The 1.8-acre property was surrounded by pastures, with grand oaks dotting the landscape.

LOCATION MATTERS

A buyer paid extra for a townhouse because of its location in the complex overlooking woods instead of the parking area. Another seller took advantage of the fact that most of the surrounding homes didn’t have yards; only a few shared a half-acre grassy area. An owner whose townhouse bordered this yard area sold his home for a higher price than other townhouses in the complex because he had a characteristic shared by fewer than 10% of others — in fact, he had the only available listing offering that feature. He pointed to that feature in marketing the townhome. With this attractive point of difference, the house sold for a higher price. Another townhouse seller in the same complex found a different unique feature. Although she did not have a yard, she was still able to use location to advantage. Her property backed up to a lake and fountain. This unique feature helped her to sell the townhouse quickly and for a better-than-average sales price.

THE 80/20 RULE IN ACTION: BUYERS ARE SEARCHING FOR UNIQUE FEATURES

Decide upon, improve, and spotlight the unique features of your home in marketing copy, photographs, and showings. Do not spend much time explaining how the storage room can be

converted to another full bath; instead, lead the dog-owning prospect to the fenced-off dog run in the unusually large backyard. If the home has a certain feature a buyer is specifically looking for, highlighting this aspect in marketing efforts will attract interested buyers willing to pay the asking price. Each house will have its unique features. Here are some suggestions if you aren’t sure of yours: • Hilltop views or high vantage point, offering a spectacular view of the surrounding area • Open fields frequented by wildlife • Unobstructed views of sunrise and sunset • Patios, decks, dog runs, garden areas, and gazebos — highlight items neighboring houses don’t have, or differences in size or quality; that one vital feature could help you sell your home • Location can set a property apart, even in the same area, adding value to a home on a cul-de-sac or corner lot • A private location or lot partially concealed by trees • A unique, shady, or larger backyard; a fenced backyard is a big selling point (If your yard can be fenced but is not, consider making that improvement.) • Finished basement, large attic or garage, swimming pool, or anything else that makes your home stand out Following the 80/20 rule can lessen time showing to people who aren’t interested. Instead, you will be showing your home to buyers who are motivated to make a purchase. You won’t have to show as frequently. You also won’t have to sift through low-ball offers from casual shoppers. Keeping this in mind, you must take the time to uncover your home’s most

attractive and unique features and improve them to their highest potential. Compare your house with others in the neighborhood to see what makes yours stand out. Work with that.

HOW THE 80/20 RULE APPLIES TO HOME SALES ME SALES

An out-of-town home shopper with no specific requirements contacted a real estate agent to look at available homes for sale. The agent drove him from house to house. In each case, the buyer suggested offers 10% to 20% below the asking price without budging. As the day progressed, the agent’s chances of finding a suitable home for the buyer were dwindling. They stopped at one last house as the sun set. The exterior of the house was dated and the yard untended. This agent and her client had spent the entire day looking at houses that shared 80% of the same features. Nevertheless, once the buyer walked into this home, he wanted to offer the full asking price. What set this house apart from the others? He wasn’t too interested in the kitchen, bathrooms, and bedrooms. A bedroom was a bedroom, as far as he was concerned. He fell in love with the one remarkable feature of this otherwise uninspiring house. The house sat on a hill with a beautiful view out a large window. As they entered the great room, the sun was setting below the distant tree line. That view sold the buyer. The remaining parts of the home could be improved. The home buyer based his decision to buy on the window view from the hillside. The 20% of the home’s features motivated him to offer full price on the spot. Such is the power of the 80/20 rule. In some cases, the 80/20 rule may help people make a sale without even conducting a showing. The house in the following

example had languished on the market for months. Unlike the previous home, this one was attractive. It was a brand-new, custom-built home, yet it sat on the market for over seven months without a single offer. The builder hired a real estate agent who knew the importance of finding that one special feature. He drove out to give the house a thorough investigation. He discovered what the property had that the competition did not. The house had a five-acre yard. Other houses being sold in the area had one- to two-acre lots. Not only was the yard bigger, it was also more private than the other properties. The real estate agent marketed the property by highlighting the five acres. Because the house was no longer the main selling point, interest in the property increased.

CHAPTER 3 Creating Curb Appeal b Appeal

Someone once said, “a stunning first impression is not the same thing as love at first sight. But surely it is an invitation to consider the matter.” This could not be truer than in selling a home. First impressions matter. Sometimes they are everything. Nothing sets the tone of a relationship or encourages a transaction more than first impressions. So, always consider what a potential homebuyer may think as he or she drives up to your property for the very first time. Think of “curb appeal” as the home seller’s shop window. Like picking a lunch place on a busy avenue in a tourist spot, it’s either the outside presentation, or, as we saw in the 80/20 rule discussion, some particular feature that brings in the customers. For most lunch seekers, it is the way the place looks (“curb appeal”), and to others, the soups and sandwiches they serve (specific desired feature). You do not have a lot of time to establish a curb appeal relationship with a prospective homebuyer. Whether cruising the web to view online photos from across the country, or cruising by your home in the family SUV on a Sunday afternoon outing, home shoppers will decide at a glance whether they want to see more. “We buy ugly houses” is a sign often seen nailed to electric poles. Rehabbers look for ugly houses so that they can pay the least amount possible; homebuyers looking for a deal — not a “basement bargain” — do not want an unattractive home.

Creating curb appeal is essential to attracting interest in your home. How your home looks from the road is so persuasive that a well-prepared house may catch the attention of buyers who did not find the written description particularly compelling. Likewise, a neglected house can cause a buyer previously excited by the description to cruise right on by. Try this. Go out into your street and look — I mean really look — at your home, and see if you can spot any imperfections. Is it appealing, pristine, and well-kept, or are there necessary repairs that you have been putting off? After you’ve lived in a home for a long while, you’re not likely to examine it objectively. Listen to suggestions from real estate experts, your friends and/ or potential home buyers about how you can make your house show better. Then, take a drive around your neighborhood and surrounding area and see which homes for sale appeal to you and note why. Well-tended houses with trimmed bushes, groomed lawns, attractive landscaping, and a “grand entrance” (discussed shortly) will be more impressive than homes with an unkempt walkway, uncut grass, and a paint-peeling front door. The outside appearance of a property needs to be an invitation to come inside. Potential homebuyers are drawn to welcoming entries and uncluttered yards. They are unlikely to be attracted to a home with dead shrubbery and a weather-worn exterior. It is no stretch to think a buyer will believe the home is neglected on the inside as well. Look at your home as a prospect would. Drive up to the curb and take inventory of everything that needs attention. Low-cost investments like power washing the house and concrete, repainting trim, and adding landscaping give your house more curb appeal. Simple improvements like weeding, trimming, and window washing can improve the appearance of a home with

little to no expense. Repair and repainting are costlier, but often tell in time-to-sale or sale price. The goal here is to get more money for your home. Homebuyers generally aren’t interested in a home that needs work, unless you want to sell below market value. Look around your yard, and make a written list of everything that could be improved: • Shrubs trimmed, flower gardens tended, walkways tidy, and beds weeded • No trash, trash cans, lawn clippings, branches, or general mess in the yard • All outside fixtures and components (door and yard lights, garage door, porch rails); functioning properly and looking their best • Outdoor features, such as patio furniture or the deck, updated with staining or painting Make all major and minor improvements to update the exterior of your property. There might be a long list of things to do. It takes hard work to get a home ready to sell. Anyone can put a house on the market, but not everyone sells quickly or with great profits. Then, await the prospective buyers who will be drawn to the inside of your home when they see how beautiful it is from your curb!

CREATING A GRAND ENTR AND ENTRANCE

As I mentioned earlier, an important part of curb appeal is the home’s “grand entrance” — the portal to even the most modest house. You want to create a sense of a great place to come home 14

to. Impressing the home shopper at the front door is a vital part of the home sale. This means more than putting out a welcome mat and potted plants. You want prospective buyers to feel welcome, safe, and secure when they open the door. The doorknob is the first point-of-touch on a home. Security is important to homebuyers. A flimsy lock or handle on the front door will make potential homebuyers uncomfortable, and they may not even know why. Replace a worn or loose entry handset. Consider replacing the door handle with a heavy-duty deadbolt and knob combination. This investment of less than $100 will make your home more visibly and practically secure, and everyone wants to be secure in their home. The front door is a focal point; make it impressive. Freshen it up and add a dash of color. Choose a paint that complements the color of your home. Replacing a wooden door with a steel entry door is worth the cost with a 91% ROI (Return on Investment).

SOME OTHER CONSIDERATIONS IN CREATING GREAT CURB AP T CURB APPEAL: EAL:

• Symmetry appeals to the eye and is easy to accomplish. Lopsided landscaping or unevenly trimmed bushes will detract from the curb appeal; the overall appearance of the home needs balance. • The mailbox should complement your home. If it is worn, dated, or unsightly, replace it. This doesn’t cost much and is worthwhile. • Use outdoor lighting to add to landscaping appeal as well as a perceived safety feature. • Use flower boxes and raised flower beds to add instant

color. This is an easy, inexpensive way to enhance curb appeal. • Spruce up the landscaping. Eliminating weeds and adding fresh mulch can really make a difference and shows homeowner care and maintenance. • Consider enhancing architectural appeal by adding molding to the tops and sides of the doorway or around windows. • Keep shutters and trim in excellent shape. Repainting them adds to the attractiveness. Fence gates, arbors, and fencing panels should be clean and fresh. • Clean downspouts and gutters. Repaint or touch up to eliminate rust spots. • Ensure the walkway to the front door is clear and approachable. Stacked hoses and unruly landscaping interfere with home shoppers walking up and diminish the inviting look. • Try a fresh coat of exterior paint; faded or chipping paint, siding, or trim will always detract from curb appeal. If exterior paint is good, ensure door and window trim are, too. This simple upgrade is well worth the cost. • Power washing the house, walkways, and driveway can be almost as effective as repainting, at a much lower cost. Power washers are easily rented from hardware stores. • Adding some stone or stone veneer to the face of the home is an inexpensive way to instantly update your home, if it complements the design. • Add a “smart” doorbell. Eight of 10 home doorbells are outdated or not working, so if you invest $200 in a doorbell equipped with a camera and speaker, you will gain the approval of home shoppers who are looking for

security measures.

Curb appeal is one of the most essential elements in selling your home quickly and successfully. You can create interest in your home before buyers even step out of the car, even if they didn’t think they were looking for a home like yours. If you put money into cleaning up the outside of your home, buyers will be far more likely to want to see the inside. Your home’s curb appeal draws buyers in, maintains their interest, and sets your home apart from the competition. Remember that unless you are willing to lower your home’s price well below market value, prospective homebuyers typically won’t want to take on a major renovation project.

CHAPTER 4 Staging with Purpose

Staging is the act of sprucing up and setting up a home's interior to make it as visually appealing as possible to a prospective buyer. Creating an appealing home — one that potential buyers can envision themselves living in — is the best investment in the sales effort. Sellers often fail to take full advantage in this regard, as it takes considerable time and work. However, the payoff is proven. Staging is considered one of the most effective marketing strategies to increase the value of your home. This strategy is effective in any market, in any type of home property being listed. It applies equally to single-family houses, apartments, townhouses, and condos. This approach works! Agents and sellers using this tactic have a greater chance of selling the property for more money.

Staging the home will:

• Distinguish it from the competition • Attract top dollar from homebuyers • Provide a visual edge over the competition

STAGED VS. NON-STAGED CASE STUDY & REPORT

Dear Reader,

I wanted to give you the most convincing proof possible. Many

people find it hard to believe that the simple act of staging helps one home sell for more than another, similar home. In my research, I looked for examples of similar houses being sold for differing amounts of money, where only one of the two houses was staged. The clearest example I could find was in the case of these two listings.

This development has 200 equivalent townhouses.

Every single townhome in the neighborhood is three stories, with three bedrooms and three bathrooms. Every unit has the same floor plan.

I looked for two sales there, and found these:

• Townhome A sold on August 26. • Townhome B (5 doors down) sold on July 26, for 40,000 dollars less. I visited this neighborhood, and I am familiar with these properties. You could not find a better example of two identical properties that sold for different prices. The lots the units sit on are identical, as far as the desirableness of the location. Both units had the same kitchen plan, with the same cabinets and a tile floor.

Both units had nice hardwood floors in the living room and

carpeted bedrooms.

Every important detail of these townhouses was identical. I studied every aspect of these sales to find what made the difference. There are two reasons one home sold for $40,000 more than the other: • Townhome A was professionally staged, giving it a more appealing appearance. • The agent selling Townhome A took higher quality, more attractive photos of the home. Those two seemingly small actions made the $40,000 difference! The buyers of Townhome A made a higher offer because the agent presented the home in a more appealing and attractive way.

THE POWER OF STAGING WHEN SELLING A HOME

Consider these results from surveys conducted by Coldwell Banker and the National Association of Realtors®: • Staged homes spent 50% less time on the market than homes that were not staged. • Staged homes sold for more than 6% above asking price. • A staging investment of 1% to 3% of asking price generates an ROI of between 8% and 10%. • Homes staged prior to listing sold 79% faster than homes staged after listing.

WHAT DO BUYERS WANT TO SEE?

Most home shoppers are envisioning a fresh start. If they can picture themselves living in the home, the home will be easier to sell. This is known as “interior curb appeal,” where the eyes are drawn to inviting spaces and light, as well as to unique features. Each room needs a purpose or suggested use. The home must feel new to reflect ease of upkeep. The goal is to create a clean, simple, and contemporary feel. Painting, updating fixtures, and eliminating stained carpets and popcorn ceilings can affect the saleability of the home by 75%!

NEUTRALIZE FOR VISUAL APPEAL

The idea is to neutralize the home regarding personal taste or decoration, so buyers can easily envision the home as it would be outfitted in their taste or with their possessions without the distractions of the seller’s taste and possessions. In staging, distractions are removed so the home shopper can imagine living in each space of the house. An effective way to achieve this is to paint all rooms in a neutral color. A wide range of neutrals is available, from soft grays to warm beiges. Painting the interior gives newness and freshness and can make the home appear more spacious. Using the same color in visibly adjacent rooms gives the house a seamless look and uninterrupted flow. Changing your window coverings to match the walls can also create an illusion of more space. Dark or bold wall colors can dampen interest in a home if used in large spaces; however, they can occasionally be used effectively as accent colors.

FOCUS ON FURNITURE: LESS IS MORE

In staging, a visibly inviting space is created so that the home shopper can envision or imagine life in that space. Minimization is the key. If the seller’s personal taste and style are showcased

while the home is on the market, it may be a sale distraction. Preparing for moving is part and parcel of selling a home; it might as well be done at this stage of the process, to enhance the property’s saleability. Shortly, we will examine depersonalizing the home, a key step. First, however, we must examine the concept of creating space by minimizing furniture. Buyers are attracted to homes flooded with light and roominess. They are equally put off by cramped homes filled with unnavigable spaces. Home shoppers want to walk through a house without obstacles in the way. Space and storage are high on the list of buyers’ desires, so every area of the home should feel spacious. Remove all unnecessary furniture from living spaces. Store it while the home is marketed. Closets, pantries, and storage rooms must be free of clutter and look organized. Pruning back unnecessary items can create interest by showcasing space and storage in areas such as closets, attics or basements. Furniture placement is an easy way to highlight unique house features. A grouping of chairs in front of a fireplace will draw attention to it. Avoid pushing furniture close to the walls. Reposition easy chairs into floating group spaces. Every room must be staged to show function. An empty room used for overflow of boxes, possessions, or unwanted items should be transformed into a usable, desirable space. Clean it out and create an office space with a desk and chair, or a reading room with a lamp and recliner. Exercise equipment might be arranged to feature it as a workout room. Every room should have a purpose and be user-friendly. Make your home’s traffic flow smoothly, so buyers can browse each room without effort.

EMOTIONAL CUES AL CUES

Once every room has a purpose, creating atmosphere is crucial to make the home desirable. Decorative touches of greenery, flowers, and coffee table books give life to a room. Creatively hung wall art can do the same. A bedroom that has one bed with one pillow and blanket may make the room seem bare and lonely. By adding a table with a lamp and a rocking chair draped with a lap robe, you heighten its appeal. Be sure to add elements of the same color, shape, or texture to unify the room. Any splashes of color should appear in wall art or any place you want to draw attention. Learn to strike a balance between staging and living in your home. You can even seasonally decorate your home without dashing its appeal. The main goal is to keep your home clean and free of clutter that distracts would-be buyers. Even simple things can make a big impact on the final sale price of a home. You have two options for staging a home: do it yourself, or hire a professional home stager. If you are considering hiring someone, I can provide recommendations.

TO STAY OR NOT TO STAY?

Home sellers often ask whether they should stay in their home while it is on the market, or move out. There are pros and cons to both and factors that can tip the scale to one side.

Pros of Moving Out

If the seller has engaged a real estate agent, the burden of showing a vacant home is virtually eliminated. The agent will field all calls, set appointments, and show the home.

Buyers’ real estate agents are also more likely to want to show

Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 9 Page 10 Page 11 Page 12 Page 13 Page 14 Page 15 Page 16 Page 17 Page 18 Page 19 Page 20 Page 21 Page 22 Page 23 Page 24 Page 25 Page 26 Page 27 Page 28 Page 29 Page 30 Page 31 Page 32 Page 33 Page 34 Page 35 Page 36 Page 37 Page 38 Page 39 Page 40 Page 41 Page 42 Page 43 Page 44 Page 45 Page 46 Page 47 Page 48 Page 49 Page 50 Page 51 Page 52 Page 53 Page 54 Page 55 Page 56 Page 57 Page 58 Page 59 Page 60 Page 61 Page 62 Page 63 Page 64 Page 65 Page 66 Page 67 Page 68 Page 69 Page 70 Page 71 Page 72 Page 73 Page 74 Page 75 Page 76 Page 77 Page 78 Page 79 Page 80 Page 81 Page 82 Page 83 Page 84 Page 85 Page 86 Page 87 Page 88 Page 89 Page 90 Page 91 Page 92 Page 93 Page 94 Page 95 Page 96 Page 97 Page 98 Page 99 Page 100 Page 101 Page 102 Page 103 Page 104 Page 105 Page 106 Page 107 Page 108 Page 109 Page 110 Page 111 Page 112 Page 113 Page 114 Page 115 Page 116 Page 117 Page 118 Page 119 Page 120 Page 121 Page 122 Page 123 Page 124 Page 125 Page 126 Page 127 Page 128