CHAPTER 1 Introduction
The largest investment most people make is their home. That makes selling a home — whether a single-family residence, duplex, or condominium — the largest, most complex transaction a person will ever undertake. It involves new terms and concepts, financial acumen, and larger money sums than normally dealt with. It is also one in which emotions can come into play to the detriment of good judgment. Surely, many sellers think, 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 emotional energy, and emotions almost always lead to problems in a sales price negotiation. The home seller’s objective is to find that home buyer who cannot resist purchasing 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 in the buyers an instant feeling that they are traveling up the front walkway of their new home and not visiting someone else’s house. It’s about falling in love at first sight, right from the curb, in those initial fleeting seconds. Most sellers do not venture alone into selling their home. They find it better to have an experienced real estate professional with whom the owners are comfortable. This book was written to provide some of that comfort without the direct collaboration with a real estate professional.
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