Haleh Field - HOW TO SELL YOUR HOME AFTER YOUR LISTING EXPIRES

HOW TO SELL YOUR HOME AFTER YOUR LISTING EXPIRES

HOW TO SELL YOUR HOME OUR HOME AFTER YOUR LISTING EXPIRES

Haleh Field

Table Of Contents

Why Should You Read This Book?

Does Listing Price Matter?

Navigating Potential Pitfalls in Your Home Sale 7

Pricing Strategies for Maximizing Your Home’s Value

What Stops Perfect Homes from Selling

Enhancing Your Home’s Appeal Without Reducing the Price

Avoid This Rule at Your Own Risk

Why This 20% Rule Applies to Hard-to-Sell Homes

Capturing Buyers’ Attention Through Professional Marketing

10. Luxury Home-Seller Strategy Sells Homes for 15% More Money

11. Why Home Staging Really Matters

12. Make Your Home Spotless

13. Details Win Home Sales

14. Important Features of a Home

15. Why Pictures of Your Home Can Stop It from Selling

16. The 3-Step Formula I Use to Sell Homes Others Couldn't Sell 62

17. Mastering the Art of Real Estate Negotiation 66

18. Avoiding Common Negotiation Pitfalls

19. Simple Negotiation Strategies

20. Why Your Dog Wants You to Hire Me to Sell Your Home

21. This Big Mistake Cost One Home Seller $36,000

22. Read This Before You Sign a Contract With a Buyer

23.

Unlocking Success, Why Hiring the Right Real Estate Agent Matters

Transforming Expir orming Expired Listings int ed Listings into Success Stories Hello! It’s so nice to meet you, and congratulations on taking the first step toward selling your home. Embarking on the journey to sell your home is both a significant life decision and an exciting opportunity. However, if you’ve previously listed your property without achieving a sale, it’s understandable to feel a mix of frustration and uncertainty. But here’s the refreshing perspective: an expired listing isn’t a setback; it’s a chance to reassess, re-strategize, and relaunch your home with renewed vigor and insight. In today’s dynamic real estate market, numerous factors can influence a property’s ability to sell, from pricing and presentation to marketing strategies and market conditions. The key lies in identifying these factors and implementing targeted improvements to transform your unsold property into a market success. This book is designed to be your comprehensive guide through this revitalization process. Inside, you’ll discover: • Insights into Why Listings Expire: Understanding common pitfalls like overpricing, inadequate marketing, or lackluster staging that can hinder a sale. • Proven Strategies for a Successful Relist: From accurate pricing and enhancing your home’s appeal to dynamic marketing techniques that reignite buyer interest. • Real-Life Success Stories: Learn from homeowners who turned their expired listings into triumphant sales, demonstrating that with the right approach, success is within reach. • Expert Guidance on Market Trends: Stay ahead with the latest insights to make informed decisions, ensuring your re-listing aligns with current buyer behaviors and preferences.

As a dedicated real estate professional, my mission is to provide homeowners like you with personalized solutions and expert guidance. I understand the disappointment that accompanies an expired listing, but I also know the immense satisfaction of seeing those same homes sell for top dollar with the right approach. If you’re ready to relist your home, I’d be honored to partner with you on this journey. Together, we can create a tailored plan to position your property for success, utilizing cutting-edge marketing, thorough market analysis, and my unwavering commitment to your goals. So, take a deep breath, grab your favorite beverage, and let’s embark on this journey together. By the time you finish reading, you’ll have the knowledge, confidence, and resources to transform your expired listing into a success story worth sharing.

Happy reading, and here’s to your renewed success!

About Haleh Field Haleh Field’s journey in real estate is driven by a deep passion for helping homeowners achieve success, even when the odds seem stacked against them. She didn’t just choose real estate; real estate chose her. It all began when a close friend, facing a challenging situation, needed to sell their home after struggling to find a buyer. The property required extensive renovations, the market was sluggish, and the clock was ticking. But where others saw obstacles, Haleh saw opportunity. Through strategic marketing, expert negotiation, and creative problem-solving, she turned the situation around, securing a great deal while finding a buyer who valued the home’s unique story. This experience shaped her mission: to provide solutions, restore hope, and deliver results. Many homeowners feel frustrated and discouraged when their listing expires. Haleh understands this frustration, but she also knows that an expired listing is not the end of the road, it’s a fresh opportunity to do things differently and get it right. With proven strategies, innovative marketing techniques, and expert pricing and positioning, she helps sellers regain confidence and get their homes sold for top dollar. Haleh is raised on Long Island with strong values of family, hard work, and resilience. She initially pursued a career in counseling, earning a Bachelor of Science in Biology from USC and a Master’s degree in School Counseling and School Administration from LIU, C.W. Post. For years, she dedicated herself to guiding people through major life decisions, strengthening her ability to listen, analyze, and create personalized solutions. These same skills now allow her to help homeowners navigate complex real estate challenges, including expired listings, with clarity and confidence.

Since transitioning into real estate, Haleh has become a trusted expert in home sales, specializing in strategic marketing, high- impact negotiation, and creative problem-solving to ensure homes sell fast and for maximum value. Her unwavering commitment to excellence has earned her multiple industry accolades, including Rookie of the Year and recognition for outstanding client service. But for Haleh, success isn’t just about statistics, it’s about helping people achieve their goals, move forward, and turn challenges into triumphs. Now a leading real estate professional on Long Island, Haleh works tirelessly to ensure every client feels supported, informed, and empowered. If your home didn’t sell the first time, she believes it wasn’t because it couldn’t. It’s because it wasn’t marketed and positioned the right way. With her sharp market insight, innovative strategies, and relentless dedication, she helps sellers reset, refresh, and relaunch their listings, this time, for success. Beyond real estate, Haleh enjoys spending time with her family, traveling, hiking, meditating, and attending professional development seminars. She is also passionate about giving back to her community through volunteer work. Haleh firmly believes that every home sale has a solution. If your listing expired and you’re looking for a fresh approach, she is ready to help you regain momentum, attract serious buyers, and finally get your home sold.

Haleh Field Licensed Real Estate Agent Email: hfieldproperties@gmail.com Phone: 631-965-1215

Your home can sell. Let’s make it happen together.

vii

CHAPTER 1 Why Should You Read This Book? ead This Book? Have you ever wondered why one home sells in a matter of days while a similar property sits on the market for months? Or why two homes in the same neighborhood, with nearly identical features, sell for dramatically different prices? For example, imagine two homes, each with four bedrooms, three bathrooms, and the same square footage. One sells for $788,000, while the other fetches $802,000. The difference may seem inexplicable, after all, aren’t these homes essentially the same? Yet this happens in markets across the country, regardless of size or location.

So, what’s the secret?

The truth is, there’s no mystery or luck involved. Successful home sales aren’t a matter of chance, they’re the result of careful preparation, smart strategy, and expert execution. Homes that sell quickly and for top dollar do so because their sellers and agents follow proven techniques. These methods ensure that a property stands out in the market and attracts serious, motivated buyers.

This book is designed to give you those tools and insights.

If your previous listing expired without selling, you may feel frustrated or even defeated. But I’m here to assure you: the fact that your home didn’t sell the first time around isn’t a reflection of its value. Instead, it’s an opportunity to reassess and apply a more effective approach.

In the chapters ahead, I’ll break down the exact strategies that can transform your home-selling experience. You’ll discover:

• Why pricing your home correctly from the start is crucial

• How staging and presentation create emotional connections with buyers

• The power of professional marketing and online visibility

• The importance of working with the right agent who knows how to sell homes like yours I’ll also share real-life examples of homeowners who faced similar challenges. By following these strategies, they not only sold their homes but did so quickly and for more money. This book is more than just advice; it’s your roadmap to a successful home sale. Whether your last listing expired or you’re simply looking to avoid common pitfalls, the information in these pages will empower you to take control of your home sale and maximize its potential. Why You Need This Knowledge Selling a home is one of the most significant financial decisions you’ll ever make. Yet too often, homeowners don’t have the information they need to achieve the best possible outcome. That’s why I wrote this book: to bridge that gap and put you in the best position to succeed. With the right strategies, even homes that previously failed to sell can generate new interest, higher offers, and a faster sale. Whether your goal is to move on to your next adventure or simply put the frustration of an unsold home behind you, this book will help you get there.

A Personal Invitation As a real estate professional, I’ve helped countless homeowners in your position. I know how overwhelming the process can feel, especially after a listing expires. That’s why I’m committed to sharing the insights I’ve gained over years of experience. If you have questions along the way, don’t hesitate to reach out. I’d be honored to guide you through your next steps, ensuring you not only sell your home but do so with confidence and success. So, let’s get started. Turn the page and begin your journey toward selling your home quickly and for the price you deserve. By the end of this book, I hope you’ll see why having the right partner in your corner can make all the difference.

CHAPTER 2 Does Listing Price Matter?

When it comes to selling a home, the listing price is one of the most critical factors to get right. It sets the tone for your entire sale. But does it really matter as much as people think? The short answer: absolutely. Pricing your home correctly is a balancing act. Set the price too high, and you risk scaring away potential buyers. Set it too low, and you leave money on the table. But there’s more to it than just picking a number and hoping for the best. The right listing price doesn’t just reflect your home’s value, it also reflects the market conditions, the competition, and the psychology of buyers. The Danger of Overpricing One of the most common mistakes sellers make is overpricing their home. It’s easy to understand why. You love your home, and it’s only natural to want to get the most money possible for it. But an overpriced home can actually cost you more in the long run. Here’s why: • Fewer Showings: Buyers today are savvy. They research homes online, compare prices, and narrow down their options before even stepping foot in a property. If your home is priced above similar homes in the area, buyers may skip it entirely. • Stagnation: The longer a home sits on the market, the more “stale” it appears to buyers. They may assume something is wrong with the property, even if the only issue is the price. • Lowball Offers: Overpriced homes often attract lowball offers 4

because buyers feel the need to compensate for the high asking price. • Missed Opportunities: The first two weeks of a listing are critical. This is when your home gets the most attention. If it’s overpriced during this window, you risk missing out on serious buyers. The Risk of Underpricing On the other hand, underpricing a home isn’t without risks. While a low price can generate interest and multiple offers, it can also send the wrong message. Buyers might wonder if there’s something wrong with the property or assume you’re desperate to sell. However, there are times when pricing slightly below market value can work to your advantage. In competitive markets, this strategy can create a bidding war that drives the final sale price above your expectations. The key is knowing when and how to use this approach effectively. How to Determine the Right Price The right listing price isn’t just a number, it’s a strategic decision based on a deep understanding of the market. Here’s how a professional Realtor, like myself, approaches pricing: • Comparative Market Analysis (CMA): s (CMA):A CMA looks at recent sales of similar homes in your area to establish a realistic price range. This is one of the most accurate ways to determine your home’s value. • Market Trends: Is it a buyer’s market or a seller’s market? Are home prices rising or falling? Understanding the current market conditions is essential for setting the right price.

• Buyer Behavior: How are buyers reacting to homes in your

price range? What features are they prioritizing? Pricing your home competitively means understanding what buyers are looking for and where they see value. • Your Goals: Are you looking for a quick sale, or are you willing to wait for the right offer? Your timeline can influence your pricing strategy. The Role of Emotion As a homeowner, it’s natural to feel emotionally attached to your home. It’s where you’ve created memories, celebrated milestones, and spent countless hours. But when it comes to pricing your home, it’s important to put those emotions aside. Buyers are looking at your home through a different lens, one of value and practicality. This is where working with a Realtor becomes invaluable. I can provide an objective perspective, helping you set a price that aligns with the market and attracts the right buyers. The Bottom Line Yes, listing price matters a lot. It’s the first impression buyers have of your home, and it sets the stage for everything that follows. A well-priced home can generate buzz, attract multiple offers, and sell quickly for top dollar. An overpriced or underpriced home, on the other hand, can derail your plans. Once you’ve set the right price, how do you make your home irresistible to buyers? Stay tuned to learn how to create an emotional connection that makes your home the one they just can’t walk away from. Pricing a home is both an art and a science, and I’d be honored to help you find the sweet spot that leads to a successful sale.

CHAPTER 3 Navigating Potential Pitf ential Pitfalls in Your Home Sale When selling your home, mistakes can be costly. Some are minor, but others like the ones you’ll read about here can result in losing tens of thousands of dollars. The good news? These errors are preventable with the right knowledge and preparation. Here’s another example of a mistake that cost a seller $50,000 yes, $50,000 on their home sale.

The Costly Mistake of Choosing the Wrong Agent

An out-of-town owner hired an agent unfamiliar with the local market to sell their $780,000 property. This agent not only suggested an unrealistically low listing price of $730,000 but also failed to implement basic marketing strategies. The agent didn’t bother putting a “For Sale” sign on the property, meaning very few buyers even knew it was on the market. Despite this, two potential buyers became interested. • Buyer #1 was the neighbor, eager to expand his yard for his kids. • Buyer #2 lived nearby and wanted to build a new home on the property. Before Buyer #2 even found out about the sale, Buyer #1 made an offer at the listed price, and the seller accepted it. Buyer #1 was thrilled, he would have gladly paid full market value, but the seller never gave him the chance.

By the time Buyer #2 discovered the property had been sold, it was too late. The Result: The seller lost out on $50,000 because their agent didn’t properly market the home or understand its true value. A simple “For Sale” sign or listing at the correct market value could have sparked a bidding war, driving the price closer to or even above fair market value.

The Danger of Dropping the Ball

In another case, a seller hired an agent who mishandled what should have been a flawless transaction. The seller received a full-price offer with no contingencies. However, due to the agent’s inexperience, a minor issue derailed the deal. The agent failed to resolve it, and the buyer walked away.

The result? • The home sat on the market for another year.

• It eventually sold for $15,000 l $15,000 less than the original offer. • The seller also made 15 additional mortgage payments on a house they weren’t living in, adding significant financial strain.

What Can You Learn From These Mistakes?

Both examples highlight two crucial points:

1. Your Agent Matters: Choosing the wrong agent can cost you far more than you might realize. Look for an experienced, knowledgeable Realtor with a proven track record in your market.

2. Marketing is Key: Without proper exposure, even a great

property won’t attract the right buyers or the best offers.

How to Avoid These Costly Errors

1. Know Your Home’s True Value: Don’t rely on guesswork or an agent who isn’t familiar with your market. Work with a professional who will conduct a detailed Comparative Market Analysis (CMA) to price your home accurately. 2. Choose the Right Agent: • Look for a Realtor with a strong marketing plan, local expertise, and excellent reviews. • Don’t be afraid to ask for references or examples of past successes. 3. Demand a Comprehensive Marketing Strategy: • Online Exposure: Ensure your property is listed on all major real estate platforms with professional photos and a compelling description. • Signage and Local Outreach: A simple yard sign and outreach to local buyers can make a big difference. • Open Houses and Showings: These generate buzz and allow buyers to envision themselves in the space. 4. Stay Involved: • Regularly communicate with your agent to ensure everything is on track. • Don’t hesitate to ask questions or address concerns.

The Hidden Costs of Mistakes

Mistakes like these don’t just cost you money on the sale price they also create additional financial burdens:

• Ongoing Mortgage Payments: Each month your home sits

unsold adds to your carrying costs.

• Lost Opportunities: Delays can prevent you from moving forward with other plans, such as purchasing your next home. • Emotional Stress: A prolonged sale process can be draining and frustrating.

A Final Word

Stories like these are cautionary tales, but they don’t have to become your reality. By taking the time to prepare, hiring the right Realtor, and using the strategies outlined in this book, you can avoid costly mistakes and sell your home for the price it deserves. Remember: knowledge is power. You’re already ahead of the game simply by reading this book and educating yourself on what to avoid.

Let’s make your home the success story it deserves to be.

CHAPTER 4 Pricing Strategies f egies for Maximizing Your Home’s Value Selling a home can be an emotional journey, especially when it doesn’t attract immediate offers. It’s natural to consider adjusting the price to stimulate interest. While price reductions are sometimes necessary and effective, it’s essential to approach them thoughtfully to ensure you achieve the best possible outcome. Understanding the Impact of Pricing Setting the right price from the outset is crucial. Overpricing can deter potential buyers, leading to prolonged market time and eventual price reductions, which may signal desperation. Conversely, underpricing might result in a quicker sale but could mean leaving money on the table. Therefore, a balanced pricing strategy is vital to attract serious buyers while ensuring you receive fair market value. The Balance Between Patience and Pricing Experiencing a slower-than-expected sale can be disheartening. However, before deciding to lower your asking price, consider the following factors that might influence your home’s marketability: 1. Market Analysis: Conduct a comprehensive comparative market analysis (CMA) to understand current market conditions and the pricing of similar properties in your area. This data-driven approach helps in setting a competitive price that reflects your home’s true value.

2. Buyer Feedback: Pay attention to feedback from showings and open houses. Constructive comments regarding pricing, condition, or features can provide valuable insights for necessary adjustments. 3. Marketing Reach: Is your property being showcased to its fullest potential? Comprehensive marketing efforts, including online listings with professional photography and engaging descriptions, can significantly enhance visibility. 4. Home Presentation: Does your home make a strong first impression? Investing in staging and minor improvements can elevate appeal and attract discerning buyers. 5. Market Dynamics: Are external factors, such as seasonal trends or economic conditions, affecting buyer behavior? Understanding the current market landscape can inform strategic decisions. Strategic Considerations for Price Adjustments If, after evaluating these aspects, you determine that a price adjustment is warranted, it’s crucial to implement it strategically: • Data-Driven Decisions: Collaborate with your Realtor to analyze recent comparable sales in your area. This comparative market analysis will provide insights into setting a competitive and realistic price. • Timing of Reductions: Introducing a price reduction at an opportune moment can rejuvenate interest in your property. However, frequent or significant cuts may lead buyers to perceive underlying issues. • Complementary Marketing Efforts: Enhance the impact of a price adjustment by refreshing your marketing materials, updating photographs, or hosting new open houses to attract a broader audience.

Collaborating with a Knowledgeable Realtor

Navigating the complexities of pricing requires expertise and market awareness. Partnering with a Realtor who understands local market nuances and possesses a robust marketing strategy can make a significant difference. Their guidance can help you make informed decisions that align with your financial goals. Conclusion While adjusting your home’s price can be a viable strategy to attract buyers, it’s essential to approach this decision with careful consideration and professional insight. By evaluating all influencing factors and collaborating with an experienced Realtor, you can position your home to achieve its optimal value in the marketplace.

CHAPTER 5 What Stops Perfect Homes from Selling om Selling

Have you ever wondered why your house didn’t sell, even though you know it’s a great property? You’re not alone. Many homeowners face this frustration. The good news? There’s an answer. Just like a groundbreaking invention or a masterpiece film, even the best homes need effective marketing and strategy to reach the right buyer. The Myth of “Build It and They Will Come” You’ve probably heard the phrase, “Build a better mousetrap, and the world will beat a path to your door.” At first glance, it sounds logical, if your product (or house) is great, people will naturally flock to it.

But history proves this idea wrong.

Since 1894, more than 4,400 patents have been filed for “better” mousetraps. Yet the original, classic design still dominates sales. Those inventors probably felt frustrated, wondering why their superior mousetraps weren’t selling.

Sound familiar? Many homeowners feel the same way: “Why won’t anyone buy my house? It’s a great house!”

The answer is simple: having a great product isn’t enough.

Even Great Movies Need Marketing Take the example of two movies released in 1994: 14

The Shawshank Redemption and The Flintstones.

• The Shawshank Redemption , based on a Stephen King story, is now widely considered one of the greatest films of all time. It sits at the top of IMDb’s rankings, above legendary films like The Godfather and Schindler’s List. • The Flintstones , on the other hand, is often listed as one of the worst movies of the 1990s. Critics panned its screenplay and performances, though its costumes and set design received some praise. Despite their quality, these films had vastly different financial outcomes: • The Shawshank Redemption grossed just $28 million in the U.S. during its release. Universal Studios admitted they didn’t know how to market the movie to audiences. • The Flintstones , marketed strategically to families and fans of the original cartoon, grossed $131 million domestically and $358 million worldwide. The Lesson: Even the greatest product can fail without the right marketing, while a mediocre one can succeed with a strong sales strategy. How This Applies to Selling Your Home Think of your home as your “product.” You might have a beautiful property with modern updates, a fantastic layout, and an excellent location. But if buyers don’t know about it, or worse, if it’s not presented effectively, they won’t see its value. Selling your home for top dollar fast is not about appealing to every buyer. It’s about finding the one buyer who values your home more than anyone else and is willing to pay a premium.

To find that buyer, you need: • Targeted Marketing: Reach the buyers who are most likely to fall in love with your home. • Professional Presentation: Ensure your home looks its best, both in person and online. • A Strategic Agent: Work with someone who understands how to position your home effectively in the market. • Whether you’re selling films or houses, marketing matters. • You need a targeted strategy to find the one buyer who values your home above all others. The Bottom Line The failure of The Shawshank Redemption at the box office and the success of The Flintstones demonstrate the power of marketing. The same principle applies to real estate. Points to Remember • Having a great product or home isn’t enough. If your home hasn’t sold yet, it’s not necessarily because it’s overpriced or flawed. It might simply be a case of not finding the right buyer yet. The key is to evaluate your marketing strategy and adjust it to showcase your home’s strengths. In the next chapter, we’ll dive deeper into how to ensure your home gets the attention it deserves. Stay tuned, because with the right strategy, your home could be the next success story!

CHAPTER 6 Enhancing Your Home’s Appeal our Home’s Appeal Without Reducing the Price educing the Price Selling a home that previously didn’t attract the right buyer can be challenging. While lowering the price is a common strategy, it’s not always necessary. By focusing on enhancing your home’s appeal and implementing targeted marketing strategies, you can attract the right buyer without compromising on price. Understanding the Importance of Presentation First impressions are crucial in real estate. A well-presented home can captivate potential buyers and justify your asking price. Consider the following steps to enhance your home’s appeal: • Declutter and Depersonalize: Remove personal items and excess belongings to create a neutral, inviting space that allows buyers to envision themselves living there. • Professional Staging: Arrange furniture and decor to highlight your home’s best features, making it more attractive to potential buyers. • High-Quality Photography: Invest in professional photos that showcase your home in the best light, as most buyers begin their search online. Implementing Targeted Marketing Strategies Reaching the right audience is essential. Utilize targeted marketing to connect with buyers who are specifically interested in properties like yours: • Digital Advertising: Use social media platforms and online advertising to target demographics that match your potential buyers. • Virtual Tours: Offer virtual tours to provide an immersive 17

experience for remote buyers, increasing your property’s reach. • Engage with Local Agents: Network with local real estate agents who may have clients seeking a property like yours. Enhancing Curb Appeal The exterior of your home sets the tone for what buyers can expect inside. Enhancing curb appeal can significantly impact a buyer’s interest: • Landscaping: Maintain a well-kept lawn, trim bushes, and add colorful plants to create an inviting entrance. • Exterior Maintenance: Ensure the exterior is clean, with fresh paint if necessary, and that all fixtures are in good condition. Pricing Strategically While the goal is to avoid lowering your price, it’s important to ensure your home is priced appropriately: • Market Analysis: Conduct a comparative market analysis to understand the value of similar homes in your area. • Highlight Unique Features: Emphasize aspects of your home that add value and differentiate it from others on the market. Partnering with a Professional Realtor Navigating the complexities of selling a home requires expertise. As a dedicated real estate professional, I can provide: • Customized Marketing Plans: Develop strategies tailored to your home’s unique features and target audience. • Expert Negotiation Skills: Ensure you receive the best possible offers without compromising on value. • Comprehensive Support: Guide you through every step of the selling process, addressing any challenges that arise. Conclusion Selling your home at its true value without reducing the price is achievable through strategic presentation, targeted marketing, and professional guidance. By focusing on these areas, you can attract the right buyer who appreciates your home’s worth. If

you’re ready to relist your property and achieve the results you desire, I’m here to assist you every step of the way.

CHAPTER 7 Avoid This Rule at Your Own Risk One of the most powerful concepts for selling your home effectively is rooted in a discovery by Italian economist Vilfredo Pareto. Known as the Pareto Principle, or the 80/20 Rule, this concept can revolutionize your approach to selling your home. What Is the 80/20 Rule? In 1906, Pareto observed an intriguing pattern in his garden: 20 percent of the pea pods produced 80 percent of the seeds. Fascinated, he began to study this ratio more broadly and found it applied to many areas of life. For example: • 80 percent of land ownership: In Pareto’s time, 80 percent of land was owned by 20 percent of the people. • 80 percent of business revenue: Most businesses find that 80 percent of their revenue comes from 20 percent of their customers. • 80 percent of your productivity: On any given day, 80 percent of your most valuable work comes from just 20 percent of your efforts. The principle suggests that 20 percent of what you do produces 80 percent of the results. The remaining 80 percent contributes little to the outcome. How the 80/20 Rule Applies to Selling Your Home Many home sellers fall into the trap of believing that more is more, that the more features they highlight, the more buyers 20

they’ll attract. This is a mistake. In reality, buyers don’t focus on every single feature of your home. They zero in on the most important 20 percent. This 20 percent represents the unique, standout features that differentiate your home from others on the market. The other 80 percent? It’s likely the common features shared by most homes in your neighborhood are features buyers simply expect but don’t get excited about. Focus on What Matters Most To sell your home effectively, you need to identify and emphasize the 20 percent of features that will truly grab buyers’ attention. These are the features that make your home special and give it an edge over the competition.

Examples of High-Impact Features:

• Location Benefits: Is your home in a top school district, close to public transportation, or near trendy restaurants? • Unique Architecture: Does your home have distinctive design elements like vaulted ceilings, a grand staircase, or large picture windows? • Outdoor Living: Is your backyard an entertainer’s dream with a pool, deck, or outdoor kitchen? • Upgraded Interiors: Do you have a gourmet kitchen, spa-like bathrooms, or high-end finishes? Why the 80 Percent Doesn’t Matter as Much Buyers expect certain features as a baseline. For example: • Bedrooms and bathrooms • A functional kitchen • A roof that doesn’t leak

These features, while necessary, don’t set your home apart because they’re common to most homes in your market. Spending time and energy trying to sell buyers on these features won’t make much of a difference. Instead, shift your focus to the features that only your home offers, the ones that will excite buyers and make them willing to pay your asking price.

Real-Life Examples of the 80/20 Rule in Action

1. The Family Home with a Dream Backyard: A home with three bedrooms and two bathrooms isn’t unique in a suburban neighborhood. But this home had a beautifully landscaped backyard with a play area and a firepit, making it perfect for families who love outdoor living. The marketing focused on the backyard, and it sold quickly at full price. 2. The Urban Condo with a View: In a city filled with condos, one unit stood out because of its sweeping skyline view. Highlighting this feature in photos and descriptions attracted buyers willing to pay a premium for the view. 3. The Historic Charm: A house in a historic district emphasized its original hardwood floors, crown molding, and stained-glass windows. These features appealed to buyers seeking charm and character, helping the home sell for top dollar. How to Identify Your Home’s 20 Percent Take a walk through your home and ask yourself: • What do I love most about this home? • What do visitors always compliment when they see it? • What sets this home apart from others in the area?

Your Realtor can help you identify these features and craft a marketing plan that puts them front and center.

Points to Remember

1. According to the 80/20 Rule, 80 percent of outcomes come from 20 percent of causes. 2. In home sales, buyers will focus on 20 percent of your home’s features, the ones that are unique or stand out. 3. By emphasizing the vital 20 percent, you’ll attract more serious buyers and maximize your home’s value. The Bottom Line The 80/20 Rule is a powerful reminder that not all features of your home carry equal weight in a buyer’s decision. By focusing on the 20 percent that truly matters, you can create a compelling story about your home that resonates with buyers and sets you apart from the competition. In the next chapter, we’ll explore how identify your home’s unique features to ensure it gets the attention, and offers it deserves. Stay tuned for actionable tips and insights!

CHAPTER 8 Why This 20% Rule Applies ule Applies to Hard-to-Sell Homes o-Sell Homes

When it comes to selling homes that seem difficult to move, the 80/20 rule is especially critical. While every house has its unique attributes, identifying and emphasizing the 20% of features that make your property stand out can transform an unsellable home into one that buyers compete to purchase. Let’s look at how the 80/20 rule applies to homes that linger on the market and how it can help you turn things around. The Importance of Unique Features Imagine a buyer searching for a three-bedroom, two-bathroom home. An agent lines up five houses for them to view, all within the same price range and area. On paper, these homes appear identical. But no two houses are ever exactly alike. The 80/20 rule tells us that buyers will focus on the unique features that set one home apart from the rest. Example 1: The Pool Four of the homes have standard backyards, while the fifth has a pool. If the buyer values a pool, that single feature can make all the difference. They’re likely to pay full asking price or even more, because this house offers what the others do not. Example 2: The View In another case, a plain-looking house atop a hill with a stunning sunset view won over a tough negotiator. The buyer 24

wasn’t interested in the number of bedrooms or the layout. What sold them was the view, the unique 20% that made the home stand out. The 20% Rule in Action Understanding what makes your home special, and highlighting it, is crucial for hard-to-sell properties. Let’s explore a real-life story: The Five-Acre Lot A builder had a brand-new, custom-built home that sat on the market for over seven months without any offers. Frustrated, the builder switched agents. The new agent noticed the home had a five-acre yard, significantly larger than other properties in the area. By focusing on the unique lot size in marketing efforts, the agent attracted a buyer who submitted a full-price offer sight unseen. The home sold within 45 days, all because the agent leveraged the 20% rule. Why Unique Features Sell Homes When buyers evaluate homes, they often assume the common features: bedrooms, bathrooms, kitchens will meet basic expectations. These elements fall into the “80%” of a home’s features and are unlikely to excite buyers. Instead, buyers focus on features that differentiate one home from the rest. These could include: • A pool or hot tub • Scenic views • A large or private lot • A finished basement or attic • Proximity to desirable amenities or natural beauty • Unique architectural details

Highlighting these features doesn’t just draw interest, it creates an emotional connection with buyers, making them willing to pay more. How to Identify Your Home’s Unique Features If your home has struggled to sell, take a step back and consider what sets it apart. You can do this by: 1. Walking Through Your Home with Fresh Eyes • What features do visitors often comment on? • Are there elements of your home that you’ve taken for granted but are rare in your area? 2. Comparing Your Home to Others in the Neighborhood • Does your home have a larger lot, better landscaping, or a quieter location? • Is it positioned on a cul-de-sac or near a park? 3. Consulting Your Realtor • A skilled agent can help identify unique features you may have overlooked and position them in your marketing strategy. Potential Unique Features to Highlight If you’re unsure where to start, here are some common unique features that could make your home stand out: • Outdoor Appeal: • Hilltop views or sunsets • Larger or shaded backyards • Fenced-in yards for pets or children

• Special Amenities: • A swimming pool or hot tub • Outdoor kitchens or patios • Finished basements, attics, or garages

• Interior Highlights: • Custom cabinetry, high ceilings, or unique architectural details • Open floor plans or modern updates • Location Advantages: • Proximity to parks, schools, or shopping centers • Privacy from neighbors or unique positioning in a development How to Market Your Home’s 20% Identifying unique features is only half the battle, you also need to effectively market them. Simply listing your home’s attributes isn’t enough. You need to craft a story around these features to capture the imagination of buyers.

Tips for Marketing Unique Features:

1. Professional Photography: • Highlight standout features with high-quality images. For example, showcase a sunset view, a lush backyard, or a luxurious pool. 2. Targeted Descriptions: • Use your home’s listing description to focus on what makes it special. Avoid generic language and emphasize the features that set it apart. 3. Creative Marketing Strategies: • Use social media, virtual tours, and targeted online ads to reach buyers who value the specific features your home offers.

The Benefits of the 20% Rule By focusing on your home’s unique 20%, you’ll:

• Attract Serious Buyers: People drawn to your home’s standout

features are more likely to make competitive offers. • Avoid Wasting Time: You’ll spend less time showing your home to buyers who aren’t genuinely interested. • Increase Your Sale Price: Buyers who fall in love with your home’s unique features are less likely to haggle over price. Points to Remember: 1. No two houses are exactly alike. 2. Buyers focus on, and pay more for unique features. 3. Identify the features that set your home apart and center your marketing around them. The Bottom Line Hard-to-sell homes often remain on the market because their unique features haven’t been effectively highlighted. By applying the 80/20 rule, you can identify and promote the standout attributes that will attract the right buyer and ensure a successful sale.

CHAPTER 9 Capturing Buyers’ Attention

Through Professional Mar essional Marketing Attracting the right buyer’s attention is a pivotal step in successfully selling your home, especially after a listing has expired. As your dedicated real estate agent, I employ professional marketing strategies to ensure your property stands out in a competitive market. Understanding Your Target Audience Identifying and appealing to the ideal buyer for your home is crucial. By focusing on quality over quantity, we can attract buyers who truly appreciate your property’s unique features. The Power of Professional Photography High-quality images are essential in making a memorable first impression. Professional photography showcases your home’s most appealing attributes, capturing potential buyers’ interest from the outset. Crafting Compelling Property Descriptions An engaging and informative property description highlights your home’s standout features and creates an emotional connection with prospective buyers. By emphasizing what makes your property unique, we can attract serious inquiries. Transforming Challenges into Opportunities Every property has aspects that may be perceived as drawbacks. Our approach involves reframing these elements into unique selling points, making your home more appealing to potential buyers. 29

Shaping the Narrative Controlling the narrative around your property allows us to highlight its strengths and position it as a must-see listing. By focusing on the features that set your home apart, we can attract buyers who are willing to pay a premium for its unique qualities. Why Choose a Professional Agent? Partnering with a professional real estate agent brings expertise in marketing, negotiation, and market analysis. Our goal is to present your home in the best possible light, attract the right buyers, and secure a sale at a favorable price.

CHAPTER 10 Luxury Home-Seller Strategy Sells egy Sells Homes for 15% Mor or 15% More Money When selling your home, would you like to earn significantly more than similar properties in your area? It might sound too good to be true, but a proven strategy used by luxury home sellers can help you do just that. In one remarkable case, a seller’s strategy led to a condo selling for $110,000 more than a comparable unit in the same building. The difference? Staging. The Power of Staging Staging is the art of preparing a home to look its absolute best by enhancing its visual appeal. It’s not just about cleaning and decluttering (although that is essential), it’s about creating a lifestyle that buyers aspire to. While staging requires effort and sometimes investment, the results can be extraordinary.

Let’s dive into a real-life example.

The Case of the Staged Condo A wealthy executive wanted to sell his condo. However, he insisted that the listing agent follow one specific condition: stage the property to maximize its appeal. The condo was listed for $754,900, significantly higher than other comparable units: • One was listed for $679,000. • Another sold for $639,000 just two and a half months earlier. At first, the listing agent was skeptical. Despite regular showings, 31

no offers came in. Visiting agents felt the price was too high and advised their clients to pass.

But the seller stood firm.

The Game-Changing Moment Four months later, a buyer walked into the condo and immediately fell in love. Without even completing the tour, the buyer made an offer.

The final sale price? $749,000. $749,000.

This was $110,000 more than the unit that had sold earlier for $639,000 and $70,000 more than another comparable unit listed at $679,000.

The result was no accident. The difference was staging.

Why Staging Works Staging isn’t about making a home look pretty, it’s about helping buyers envision themselves living there. A well-staged home creates an emotional connection that inspires buyers to act, often paying top dollar or even more than they originally planned.

What Staging Does:

1. Maximizes Space: Furniture placement and decor can make rooms appear larger and more functional. 2. Highlights Features: Staging draws attention to a home’s best attributes, such as natural light, architectural details, or outdoor views. 3. Creates Lifestyle Appeal: Staged homes feel warm, inviting, and aspirational, helping buyers imagine their future there.

4. Differentiates the Home: A staged home stands out in the market, especially when competing with similar properties. The ROI of Staging Staging might require time, effort, and sometimes money, but the return on investment can be significant. Here’s what research shows: • Homes that are staged sell faster than those that aren’t. • Staged homes sell for more money, often by a wide margin. In the case of the staged condo, the $110,000 difference more than justified the effort and expense. How to Stage Your Home for Success You don’t need to spend a fortune to stage your home effectively. Here are some tips to get started: 1. Declutter and Depersonalize • Remove excess furniture, knickknacks, and personal photos. • Create a clean, neutral canvas that allows buyers to imagine their own belongings in the space. 2. Focus on Key Rooms • Living Room: Arrange furniture to create a warm, inviting space for relaxation or entertaining. • Kitchen: Clear countertops, add a bowl of fresh fruit, and ensure appliances sparkle. • Primary Bedroom: Use luxurious bedding and soft lighting to create a tranquil retreat. 3. Add Finishing Touches • Use fresh flowers, throw pillows, and artwork to add pops of color and personality. • Consider scents like fresh-baked cookies or lavender to create

a welcoming atmosphere.

4. Highlight Unique Features • If your home has a stunning view, arrange furniture to draw attention to it. • Showcase outdoor spaces with comfortable seating and potted plants. Points to Remember • Staging creates emotional appeal. It helps buyers connect with a home and see its potential. • Staged homes sell for more. In the case of the staged condo, the strategy resulted in a 15% higher sale price. • Even small changes can make a big diff ig difference. Focus on decluttering, highlighting key features, and adding inviting touches. The Bottom Line Staging isn’t just for luxury homes, it’s a powerful strategy that works in any market and for any type of property. By making your home visually and emotionally appealing, you can attract more buyers, generate stronger offers, and sell for top dollar. If you’re ready to take your home sale to the next level, consider staging as your secret weapon. It’s an investment that can pay off in a big way, just as it did for the seller of the $749,000 condo. In the next chapter, we’ll explore additional strategies to maximize your home’s value and ensure a successful sale. Stay tuned!

CHAPTER 11 Why Home Staging Really Matters

STAGING CASE STUDY

Dear Reader,

I wanted to give you the most convincing proof possible. Many people find it hard to believe 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 were staged.

The clearest example I could find was in these two listings.

This development has 200 equivalent townhomes.

Every single townhome in the neighborhood is 3 stories, with 3 bedrooms and 3 bathrooms. Every single unit has the exact 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 less.

I personally 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 details show these two homes are identical in every substantial way: • 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 two townhomes 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. Even simple things can make a big impact on the final sale price of a home. Staging done well is one of those things!

You have two options for staging a home:

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