CHAPTER 1 Introduction
Do you know how hard it is to sell a home, especially your home? Passing your home to the next owner is a euphoric feeling when it's done with love and extreme care. Selling a home — whether it’s a single-family residence, duplex, or condominium, etc. — is the single largest, most complex transaction a person will ever undertake. It involves accurate pricing, financial acumen, and larger figures than normally dealt with. Then there are emotions! Emotions that can affect good judgment. Many sellers think, surely, my home where I raised my children and made so many memories are worth more than the bricks and mortar it contains, surely, all the work, Italian marble, oak floors, repurposed wood and fine finishes will fetch a price considerably above ask. 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 needle in a haystack who cannot resist buying your house at the highest price. To do this, offering potential buyers a home sales presentation that pops, screams, speaks, jumps and welcomes you better than other homes on the market. It requires making a grand 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. It’s about getting that gut feeling, from the curb, in that oh so important initial 30 seconds. 2
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