Dr. Mia Holland - Sold! Exclusive Home Selling Strategies From A Top Producing Agent

Sold! Exclusive Home Selling Strategies From A Top Producing Agent

Sold! Exclusive Home Selling Strategies From A Top Producing Agent oducing Agent

Dr. Mia Holland

Table Of Contents

Introduction

How to Stand Out

Creating Curb Appeal

Staging with Purpose

Upgrading with ROI in Mind

The 3 Ds

Setting the Price

How to Market Your Home

Make Your Home Picture Perfect

10. Common Seller Mistakes

11. Learn from Others’ Mistakes

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12. Finding Buyers

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13. Common Seller Negotiating Mistakes

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14. The Dos and Don’ts of Negotiating

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15. Bargaining Chips

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Introduction Hi there! It’s nice to meet you. If you’ve received this book, it’s probably because you’re thinking about selling your home. And if you’re like most sellers, you may be dreading the entire process. But that’s why I’m here! My job is to make your job as a seller as easy and seamless as possible. Throughout my years of experience in the real estate industry, I’ve amassed insider knowledge to help home sellers get the most money out of their homes in the least amount of time. And now, you’ve got all of that information at your fingertips. If you’ve ever wondered how a friend with a seemingly average house in a seemingly average neighborhood managed to sell his home way above market value, the answer isn’t luck. That person likely was working with a great Realtor®.

In this book, you’ll find:

• An overview of the sales process • Secret strategies to sell your home for more money • Common mistakes to avoid • Marketing techniques employed by top agents • Advice on how to appeal to today’s buyers • Tips for upgrading with the greatest return on investment • A negotiation guide to get more money • And much, much more Sure, you can try to employ these strategies yourself. But I suggest talking to a licensed professional — like myself — to employ them for you. Yes, selling your home can be stressful, but with this book (and my help!), we can make the process as quick v

and seamless as possible.

About Dr. Mia Holland . Mia Holland Mia has been a top producing Licensed Realtor® in the South Coast of Massachusetts year over year. She has over 30 years of experience working with people and is dedicated to helping individuals and families with their real estate journey. Mia quickly developed into a top producing agent in her very first full year as a Licensed Realtor® as a direct result of her superior integrity, market expertise, and exemplary commitment to her clients’ needs. Purchasing or selling a home is a monumental decision and she will take great care in assisting you through every step of the process. She consistently achieves top producing agent status with the goal of providing the highest quality service to her clients. Mia’s esteemed reputation is a direct result of her commitment to seeking up-to-date knowledge and expertise in the field of real estate. She steadily keeps tabs on the fast-paced, changing market and her skills and knowledge are appreciated. Mia’s clients truly benefit from her strong, ethical negotiation skills and professionalism.

During her career, Mia has earned numerous accolades:

• Top Producing Agent – Home &; Key Real Estate – 2021, 2022 • Top Producing Agent – The Scott Botelho Home Selling Team – 2018, 2019, 2020 • BEST Real Estate Professionals in Massachusetts - as Published in Realtrends.com – 2017, 2018, 2019, 2020 • RE/MAX 100% CLUB • #3 RE/MAX TEAM in transactions for Massachusetts • RE/MAX DIAMOND AWARD

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• RE/MAX PLATINUM CLUB

Mia is a stellar Realtor® who genuinely cares about her clients and values her relationships with them. Her advocacy and support reach far beyond the role of Realtor®. Mia's integrity stands out from the rest and is recognized by the field. Whether you are purchasing or selling a home, she will be by your side.

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Testimonials & Reviews for Mia Holland

Mia is amazing, I would recommend her to anyone buying or selling. She kept all of our families needs/wants and best interests at heart. She is compassionate and understanding of our family dynamic and makes great recommendations. Her knowledge of the buying process is second to none. She is professional and a strong negotiator. Her communication and ability to provide explanation that can be understood to a first time home buyer are prefect. Her passion for protecting clients rights, keeping in mind our individual situation and finding us the perfect home was awesome, a true go getter. She is an all around great person and I highly recommend her. ~Candice, New Bedford Mia is absolutely wonderful! She has been nothing short of amazing during our home buying process. Her knowledge about real estate is impressive and you just know you are in good hands. She is kindhearted and takes a great interest in her client’s lives and well-being throughout the process. She is so approachable and always makes you feel like you are her top priority. Mia, we thank you so much for all of your hard work, If you are buying or selling a home, I promise that you will not find a better agent than Mia. More so, you won't find a kinder, sweeter, and more generous person. Her knowledge of the industry and area was beyond helpful. She made sure to tell us of all the pros and cons of properties, little details that other agents may neglect to mention, and made sure that we found the perfect house in our ix dedication and advocacy during this stressful time! You definitely made this such an enjoyable process! ~Aimee & Jake, Freetown

range. You want an agent that cares, she's it. You want someone who will get you the right house for the right price, she's it. My family is in a better place today because she came into our lives. Do yourself and your family the favor and go with Mia Holland. I promise you won't regret it. ~Paul, New Bedford Mia was awesome and sincere. I know that’s a simple, comment but that’s all that has to be said. Never once did I feel like I was just a client to her. Mia is extremely informative and supportive. Anytime I had a question she replied and if she did not have an answer immediately, she got one. She helped or offered help with anything we needed during this process. From the sale of the house itself, prepping the house, to even offering babysitting services at one point. She was personable, down-to-earth, and straightforward. Mia never let us get lost in the real estate jargon and at times confusing verbiage of the deals. Mia always took the time to make sure we understood everything that was happening. Mia never pressured us. In fact she or her husband Scott Botelho would often be the one to tell us to take time and weigh options. I can only write so much here, but our biggest takeaway was that throughout the sale Mia treated us as family and not as a client. To this day, over half a year later, Mia reaches out and has helped us with a few different issues that have popped up which were completely unrelated to selling our house. This goes out to Scott Botelho too. Together they’re invaluable with knowledge and are extremely supportive. We consider them friends of our family now. ~Jeremy, Westport

Mia Holland was amazing. She made this experience of buying a

home Exciting for my family.

Mia was so patient with showing us different homes, being available at any time for Showings. She was very knowledgeable in every aspect and every step of the way. I highly recommend Mia Holland to anyone buying a home. She will keep you Informed every step of the way. It was lovely to have someone on my side while going through this I have never before met and worked with a person of Mia Holland’s caliber. She worked with us with never ending compassion, empathy, expertise and a genuineness that you just don’t find in this crazy mixed up world of ours. The comfort and well being of those she is either selling for or helping to purchase homes for is experienced first hand in everything she does. Selling a home that has been in the family for the majority of one’s adult life comes with a great deal of emotional ties, and memories and Mia understands because being a realtor is something she is truly called to do, therefore she puts her heart into everything. I would highly recommend her to anyone who is considering buying or selling their home, for she is truly a blessing to everyone she works with. ~Mary, New Bedford process. Thank you Mia ~McKensie, Fairhaven There are simply not enough stats on this survey to describe my experience with Mia Holland. Right from the start, my husband and I found Mia to be warm, friendly, and very easy to work with. She answered every email, question, call, or concern in a very timely manner. While we were waiting for our home to close, Mia would often check in to see how we were doing, if we needed anything, or had any additional questions. Since closing on our home, Mia continues to touch base and check in to make

sure that we are happy!! She provided us with nothing less than a perfect buying experience! I would HIGHLY, HIGHLY recommend Mia to anyone looking to buy or sell a home! It just doesn't get any better! ~Jenifer &Bill, Plymouth Mia took a shot on an out of towner looking for a home in Dartmouth, Mass and I am so happy that she found me. Being that I did not live in the area she had to deal with my hectic schedule and always made herself available when I could make it to the area. She did not quit until I found the perfect home and when I found that home the buying process was made so easy thanks to Mia. She went above and beyond from beginning to end helping me with all the nuances involved, and for that, I am truly grateful. Buying a home can be stressful but if Mia is your agent her true professionalism and genuine character makes you feel confident and comfortable throughout the entire process. I would recommend her always. ~Santa, Dartmouth I met Mia via the web when I was looking to relocate. She was so helpful throughout the process from finding the right property for me, working through this crazy time of real estate. Her connections with banking, insurance, local contractors was a great help and really appreciated her referrals. Top Notch. You’ll be in good hands with my new friend Mia. Let her help you. ~Lynn, Marion Mia brokered the purchase of our first house and I can't say enough good things about working with her. She's a true professional and a very kind person which is so important while making big life decisions. She answered every questions in great detail, communicated well and made the process of buying a house easy and stressless. Mia was very helpful even after the closing. I highly recommend working with Mia. ~Rodney & Ana, New Bedford

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Our experience with Mia Holland exceed our expectations. When we would talk about the process of selling our home to buy a new one with a newborn baby the thought would make our mind spin. With Mia she made both the processes a great experience. She made us so comfortable and at ease and always there to answer all and every question we had. We our so grateful for her help in finding our forever home. Not to mention she has one of the kindness and sweetest souls we have ever met. We highly recommend her ! We love Mia! We can’t thank her enough! ~Bryanna, Westport Our experience with Mia was beyond great. Mia is very knowledgeable, friendly, and caring. She diligently worked with us every step of the way in our process of purchasing a home. Any questions we had, she answered promptly and honestly. She made sure our best interests were met and explained everything in great detail. Overall, I would highly recommend Mia to represent you in the home buying process. ~ Mike & Ashley, Bridgewater My experience with Mia Holland was exceptional service. Mia has gone above and beyond, she pointed us in the right direction for a mortgage lender, worked with us to find the perfect home, any questions or concerns we had she was always available to answer even when I sent her texts after hours. Even after the closing was done, Mia continues to reach out to us if we have any concerns she can help us with or just to check-in. My first time home buying was a pleasurable experience and were blessed we had an awesome agent. ~Anita, New Bedford Mia was there for us every step of the way. She made the process seem easy and he also knew very well what she was doing. We

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were first-time homebuyers an answered all the questions we had. She was there for us to answer those questions. I highly recommend Mia to all my friends and family. ~Joe & Maria, Swansea Mia started helping us in our home journey about 4 or 5 months ago and we honestly could not have picked a better realtor to work with. All along she has had our best interests in mind. Right away she was able to figure out exactly what we were looking for in a home and she was so attentive to us and ALL our questions as first-time home buyers in such a competitive market. Once we found the home of our dreams she helped us determine an offer that the sellers just could not refuse! Mia is no longer just a realtor, she's become part of our family because she is so caring and so thoughtful. She really thinks about how her clients feel and puts herself in our shoes. During our home-buying journey my husband's grandma was ill and she always checked in to see how she was doing. She made the home buying process way simpler for us by keeping us updated with every document/update in the home buying process and made it so seamless. She also was amazing with our kids and thinking of them in our home search. I really can't describe how amazing Mia is in this review. There is no nicer/more caring person in this world! She even sent her own landscapers to take care of our lawn right before closing so that our lawn looked beautiful! I will definitely recommend all my family and friends to her for all their realty needs! If you're reading this, stop your search for a realtor. You definitely want to pick Mia! ~Talitha, New Bedford

Dr. Mia Holland is by far the most dedicated, knowledgeable

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professional on the market. Through hard work, she will get you what you want whether selling or buying; we did both. Never pressured and most of all controlled tempo. Everything worked beautifully. Thanks Mia! ~Amanda, Mattapoisett If I could give Mia more than 5 stars I would. She always responds quickly to any questions I had. She sold our house and helped us find the perfect new construction home. We’re so glad we had her on our side to help us through that process. ~Brittany & George, Freetown Dr. Mia Holland helped my significant other and I buy our first home and we could not have asked for a better realtor! From the start of our home search, she was knowledgeable, helpful, and never pushy. Buying your first home can be overwhelming and Mia worked hard to simplify the process for us. She was personable, reliable, and responsive throughout the whole experience. We were also very satisfied with the other professionals she recommended, like our home inspector and insurance agent. We absolutely recommend Dr. Mia Holland for any Southcoast real estate needs. ~Sophia & Michael, New Bedford Mia is a well-organized, thorough, professional, and communicative realtor. Our process of buying our first home seemed so much easier than expected with her help and guidance. She is an overall sweet and wonderful person on top of it all, which made her enjoyable to work with. We would highly recommend her to friends and family looking to buy or sell their home in the future. ~Cameron & Kara, Lakeville

Mia was extremely knowledgeable about the area we were looking in and went out of her way to show us all around the area. She is very attentive and responded quickly to all our questions. Thank you Mia! ~Jay & Alice, Dartmouth Some buyers only have their realtors for 3-6 months. 18 MONTHS of having Mia by our side, and we were so fortunate. Her approach to home buying was calm and with a positive approach during a stressful time. Mia treated us with respect, understood our stresses and made herself available whenever we truly needed. Mia is beyond professional and ethical in all areas. Thankful to have had and continue to have Mia in our corner! Makenzie & Tyler, Mattapoisett I would highly recommend Mia Holland. Mia was very personable, caring, kind, and knowledgeable. My family and I were in a challenging situation in which we had a very short time period to move from our old home and downsize into a new one. Mia helped to make that all happen !! Mia is amazing and she is everything you would seek in a real estate agent !! I will refer my family and friends who are looking to either sell or buy a home! ~Nichole, New Bedford Mia has been nothing short of amazing during the sale of our home. We were out of state so we were worried about the little nuances that go with selling a house at a distance but she handled everything for us. Her knowledge of the real estate process and the area ensured that any issue that arose we had someone to call to get issues handled promptly. She made the process seamless. Mia goes above and beyond the duties of a realtor and truly invests in the people she represents. Our family

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was going through challenging times and having her handle the sale of our house gave us the opportunity to focus on other things. We cannot say thank you enough to her and forever will be grateful for her during this process. If you are in need of a realtor I promise you Mia will not disappoint. ~Sherry, New Bedford Mia was very knowledgeable and helpful during the process of buying a house in this current market! She always responded to us in a timely manner and did what she could to offer us the best advice when putting in offers! ~Parker, Taunton Mia helped us purchase our very first home and was so patient with our request. When it came time to sell our home she was honest and respectful and walked us through the entire process never leaving us in the dark. She was always quick to update us and give us her honest thoughts, whenever we asked for advice. Mia was great to work with and has become a friend, her entire team is wonderful and she is a wealth of knowledge. I always recommend her and the team whenever I hear someone is looking for a new home or plans to sell their current home. ~Vicki & James, Acushnet Mia was incredible. She was with me every step of the way through selling my home. She was knowledgeable and was extremely helpful with keeping me the loop! I highly recommend her! Thank you Mia! ~Jessica, Fairhaven We cannot recommend Mia enough! We were very picky in our home buying process and Mia made sure all our needs were met. It took months to find our perfect house, through tons of open

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houses and offers, Mia never let us give up! She was always there for every question or need. Even now we consider her a great friend! If you’re looking for an agent, don’t hesitate on choosing Mia! ~Shyann & Greg, New Bedford As a home buyer, I always felt having a honest, hardworking person on my side was most important. Mia was always available for our needs and always quick to respond to my needs. Thank you Mia! ~Jess & Mike, Fairhaven Getting our home was an adventure but working with Mia made is less stressful. We were making a move to a new city and Mia worked with us to find the right house at a good value. We really enjoyed working with Mia and we are thankful for her help in finding our beautiful home. She is wonderful business person and working with her was a pleasure. ~Deborah & Greg, New Bedford Mia was Absolutely amazing! It’s hard to find a realtor that you feel genuinely has your best interest at heart! I will definitely recommend her to anyone looking! ~Alisha, New Bedford In a nutshell, Mia was honest and straightforward. With every house, she listened to my likes and dislikes and gave me valuable insight. Mia found the house, and knew it as soon as she walked in! It had character, parking, separate spaces for my son and a backyard for our dog. After guiding me through negotiations, I got the house! Finding and buying a house is stressful, it definitely helps to have an agent like Mia! ~Sue, New Bedford Mia is by far the very best realtor that I have ever had the pleasure of working with. She sold my home is a slightly less

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than the sought-after area of the city. She was always professional and respectful to my family and myself at all times. Because of her excellent demeanor, expertise and knowledge, she was able to present our home in the best possible light. She was able to offer some very good advice during the entire sale that was helpful to us and ultimately resulted in a very quick sale. I was impressed with her down-to-earth approachability, and her ability to not only be aware of the struggles facing the sellers of a home but able to roll up her sleeves and really empathize with the process real, if I had to think of one word that really fits her well it's real. Mia was also instrumental in our securing the home of our dreams. We saw quite a few homes, but when we finally found the one that we fell in love with, she was quick to secure our offer and worked with the realtor of that home for the ultimate acceptance of that offer. Buying a home can be very competitive, it takes a realtor who knows their stuff, and can act immediately. We were the first to see the house within hours of it coming on the market and the first to make an acceptable offer. We will be forever grateful to her for all the work she did to make our dreams come true. I can honestly say, you won't find anyone better!!! ~Debbie, New Bedford We loved working with Mia!She was always reassuring when I thought for sure we weren't going to find a house,she kept telling us we'll find something. She is very professional,and assertive with everything she does,and did I mention she has an absolute AMAZING personality making it super comfortable to deal with all the stress of buying a new home!!It was a pleasure to work with her and if we ever decide to sell and buy again Mia and her team would be our definitely go to!! ~Stacy & Dave, New Bedford

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Mia is wonderful! she went above and beyond to help us find our first house. She's honest and responsible. We recommend Mia Holland to help you find your new home. ~Greg, Fall River

CHAPTER 1 Introduction

Congratulations! You’re taking the big step of putting your home on the market. As a seller, your task now is to find that home shopper who simply can’t resist buying your house at the highest price. A buyer who sees your home’s advantages and recognizes its possibilities. A buyer who will fall in love with your home immediately, move quickly to purchase it, and offer you more money than other prospective buyers. The ideal buyer will increase your profits, while minimizing your efforts and stress. This book will teach you how to look at your home through the eyes of prospective buyers. You’ll learn all about what buyers are looking for—sometimes even before they realize what they want! You’ll discover how to identify the unique characteristics that make your home stand out from all the others in your market. You’ll unlock the secrets of marketing these vital differentiating features in a way that buyers can’t resist, resulting in more attractive offers. You’ll save the time, the effort, and the money that other sellers waste on meaningless “improvements,” ineffective showings, and advertising that misses the mark. Best of all, when you’re finished reading this book, you’ll understand how to motivate buyers to purchase your home more quickly and for the highest price possible! How will this book help you accomplish all this? By putting you in the buyer’s shoes and seeing your home from the buyer’s perspective.

LOOKING THROUGH A S UGH A SELLER'S GOGGLES 2

When you look at your home, you see it through a “seller’s goggles.” Your home is an emotional extension of yourself. You probably swell with pride remembering how it felt moving in when it was your “new house.” You picked out special furniture, carpets, and curtains—things you worked hard to be able to afford. Things that reflected your style and taste. Perhaps you planted the garden, built your kids a tree swing, or installed the first lawn. You made precious memories there—holidays with family, laughter with friends. You recall when your neighborhood was named “Most Livable” in the local paper. (Of course, that was five years ago, and the old neighborhood has changed). As a seller, you might think, “Surely, my home, where I invested so much money and sweat equity, and raised my children, is worth more than ‘you people’ (appraisers, prospects, and buyer’s agents) think it is.” Emotions can overtake good judgment and they almost always lead to problems in a sales price negotiation. It’s time to detach yourself and to depersonalize the real estate transaction. Remove your seller’s goggles and take a realistic, objective look at the property you want to sell. Relax. Take a deep breath and read on. Your journey into the mind of the buyer begins right now.

CHAPTER 2 How to Stand Out o Stand Out Financially and emotionally, a home is often an individual or family’s largest single investment. That makes selling a home—whether a single-family residence, duplex, or condominium—the single largest, most complex transaction a person will undertake, and for most people, no more than two or three times in their lives. It involves new terms and concepts, financial acumen, and larger monetary figures than people usually deal with. Furthermore, real estate transactions involve multiple decision points and often substantial investment for the home owner’s time, energy, and money. As a seller, you want to find that home shopper who simply can’t resist buying your house at the highest price. To do that, you must provide potential buyers a striking home sales presentation that outshines other homes on the market. This requires creating a fantastic first impression, giving buyers an immediate feeling that they’re traveling up the front walkway of “their” new home for the first time, and not visiting someone else’s. Selling a house is about getting a buyer to fall in love at first sight, from the curb, in those initial (and fleeting) seconds. Here’s the big news—not everybody gets the price they could when selling their home. For example, take two little ranch houses across from a well-kept cemetery in a nice suburban city near Cincinnati, in southwest Ohio. One of them, 25 Cemetery Road (3 beds, 1 bath, 936 sq. ft., built 1957) was described as: “Neat as a pin and ready to go. Complete remodel kitchen w/SS appliances, breakfast bar, flattop stove, beautiful tile. Complete bath remodel. Hardwood floors, replaced windows. Great fenced yard, covered rear patio.” It was being fought over at $124,000+. 4

Meanwhile, a comparable 3 bdrm/1 bath, 936-sq.-ft., single- family home located at 19 Cemetery Road, had the same 3 bdrms/1 bath, approximately 936 square feet, and was built in 1955. It sold for $111,800. That’s enough of a differential (almost $15,000!) for the owner of 25 Cemetery Road to pay the cost of his real estate agent’s commission and pocket some profit. Frankly, that commission was money well spent, because hiring the real estate agent and following the agent’s sales plan made all the difference. We’ll talk more about that as we move through this book; however, it was the advising, planning, staging, pre-marketing, marketing, negotiation, and professional know-how that sealed the deal.

THE BASIC HOME SALES P ME SALES PROCESS

Let’s begin with a practical examination of what the home- selling process is and how it works. We’ll examine how listing prices are determined and look at various ways that a listing price is set. I will discuss online valuation, professional appraisal, and the great benefit of a Current Market Analysis (CMA) by a REALTOR®. I’m also going to drive home the importance of the seller’s time, effort, “sweat equity,” financial investment, and working as a team with a carefully selected real estate agent. It’s not a hire- me-and-you-are-done transaction. To get the most money for your house, you’ll have to invest in touch-ups, improvements, staging, keeping the grass cut, and many other items. Just as important, you’ll want to focus on the factors that increase your home’s value and saleability, not merely throw money at items that will provide no measurable

advantage.

THE 80/20 RULE

Imagine a buyer is in the market for a three-bedroom home and his agent found him five houses to preview. Each meets his general criteria, with similar features, is comparable in price, and is located in his desired area. One would assume the buyer would have a difficult time deciding between the houses. But no matter how similar they may seem, no two houses are exactly alike. Let’s say that one out of the five houses has a pool. The buyer is unaware of this feature, however, because the agent didn’t bother to mention it. The buyer tours the four houses without pools and isn’t particularly interested in any of them. Then he sees the fifth house with the pool. Suddenly, he is ready to make an offer. He might even pay full asking price, even though this house is more expensive than the others. Here’s where something called the “80/20 rule” comes into play. The 80/20 rule, also known as the Pareto principle (suggested by Joseph M. Juran and named after Italian economist Vilfredo Pareto), states that for many situations, approximately 80 percent of results, or effects, will come from roughly 20 percent of efforts, or causes. While it does not always come out 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.

BUYERS FOCUS ON UNIQUE FEATURES

In the above example, the buyer’s offer wasn’t based on the 80 percent of features this house shared with the rest. Instead, his bid was based on one unique attribute: the pool. The 80/20 rule predicted the sale of this house. Unfortunately, a lot of time was wasted in finding the perfect house. Had the agent known to look for the 20 percent difference, this might have been their first stop. As a seller, you can leverage the 80/20 rule to work in your favor. Draw attention to defining characteristics in your home. In one real-life example, a real estate agent was contacted by an out-of- town client. The client didn’t present a list of criteria for his house hunt. All he mentioned was that he liked the area. The agent drove him from house to house. Each time, the buyer suggested offers that were 10 percent to 20 percent below asking price. He wouldn’t budge. The agent began to think that the whole day was turning into a big waste of time. The last house of the day didn’t have a lot of curb appeal. It was not a great looking home, but the agent was out of options. Nevertheless, this house broke the tough negotiator down. He was suddenly willing to offer the full asking price! What set this house apart from the others? It was not because the client had a “thing” for ugly houses. The 80/20 rule kicked in again.

THE #1 SECRET STRATEGY TO HOME SELLING

Understanding the 80/20 rule concept can save you time in selling your property. Stop trying to sell people on the entire home. Instead, highlight the 20 percent of your home’s features that make it special. The remaining 80 percent of your home still affects the buyer’s decision, so don’t neglect it, but in photographs and showings, feature the elements that make your

home special.

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 features. Learn to leverage this rule, and you won’t have to settle for less than your asking price. Buyers who fall in love don’t haggle over pricing; they make good offers.

FINDING WHAT'S UNI T'S UNIQUE ABOUT YOUR HOME

The house in the following example had languished on the market for more than seven months without a single offer. Unlike the home in the previous anecdote, this house was not ugly. It was a brand-new, custom-built home. But nobody seemed to care. The builder was baffled that his fancy new house would not sell. He ended up firing his agent and hiring a new one. Fortunately, the new agent knew the importance of finding that special, unique feature that would appeal to buyers. He toured the house to investigate further. What he found was incredibly obvious, and it changed everything. The house had a gorgeous five-acre yard. Other houses for sale in the area were all on one- to two-acre lots. Not only was the yard bigger, it offered more privacy than the other available lots. So, the new real estate agent marketed the five acres. He described the home’s details but focused much of the attention on the lot. In no time, his phone rang! A buyer was relocating. He had noticed the house was for sale, but the previous description hadn’t caught his attention.

With the added detail that the house was built on a five-acre lot, suddenly this buyer was very interested; so interested, in fact, that he submitted an offer from 1,000 miles away. He had never even seen the property in person. He feared someone else would buy it before he could, and he would lose out on the perfect house. That sale happened in 45 days. The builder was amazed. His house had been on the market close to eight months without so much as a nibble. Suddenly it was sold. Purchased sight unseen, all because of the 80/20 rule. By shifting the focus to the five acres, the real estate agent captured the interest of buyers immediately. The house was no longer unsellable. On the contrary, for a short time, it became the hottest house on the market.

SELLING TO INTERES O INTERESTED BUYERS

The moral of this story is to stop (or don’t ever start!) wasting time showing your home to uninterested people. Compare your home’s features with those of other houses in the neighborhood to see what makes yours stand out. Think about what you love about your home. Not the sentimental and family attachment, but rather the quantifiable, physical characteristics. What makes you happy or brings you comfort as you walk through the door at the end of a long, hard day? Is it the shade of a secluded garden? A cozy library or inviting conversation pit in front of a fireplace? Is the heart of your home a sunny deck, a big-screen “man cave” or a quaint backyard “she shed?” Perhaps it’s an elegant bathroom with a relaxing old-fashioned bathtub. Maybe you have a garage with built-in tool cabinets or a basement with your own recording studio.

By shining a bright spotlight in your ad copy on what makes

your home unique, you’ll attract interested buyers who are willing to pay full price and won’t waste your time with lowball offers. 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 purchase. You won’t have to show as frequently. You also won’t have to sift through lowball 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.

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 out 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 over the sea from his bedroom window every morning. What 20 percent 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 more than 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. That home was comparable in interior and exterior, but it was on a busy street. What 20 percent of the home caught the buyer’s eye and prompted him to choose Cam and Kate’s house? The buyer loved the secluded country feel of their home. The 1.8-acre property was surrounded by pastures, with grand oaks dotting the landscape.

LOCATION MATTERS

One buyer paid extra for a townhouse because its location in the complex overlooked 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. The owner whose townhouse bordered this yard area sold his home for a higher price than other townhouses in the complex that were on the market because his had a characteristic shared by fewer than 10 percent of them. He had the only available listing offering that feature, and he emphasized that feature in marketing his townhome. With this attractive point of difference, the townhouse sold for a higher price. Another townhouse seller in the same complex found yet another unique feature. Although she did not have a yard, she was still able to use location to her advantage. Her property backed up to a lake and fountain. This unique feature helped her to sell her townhouse quickly and for a better-than-average price.

SPOTLIGHTING UNIQUE HOME FEATURES

Decide upon, improve, if necessary, and spotlight the unique features of your home in marketing copy, online and print

photographs, and when showing the house. Don’t spend a lot of 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—or possibly more. Each house will have its unique features. Here are some suggestions if you aren’t sure of yours: • Hilltop views or a 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.

POINTS TO REMEMB O REMEMBER:

• To make your home stand out from others on the market, apply the 80/20 rule, which says buyers will consider 20

percent of features more important than the rest. • Identify the features that make your home unique, and emphasize those in marketing. • Buyers who appreciate the uniqueness of your home will tend to purchase more quickly and for more money.

CHAPTER 3 Creating Curb Appeal b Appeal

Someone said, “a stunning first impression was not the same thing as love at first sight. But surely it was an invitation to consider the matter.” This could not be truer than in selling a home. First impressions are powerful. Sometimes they are everything. Nothing sets the tone of a relationship or transaction more than first impressions, and those first impressions are formed quickly. Most prospective buyers form an opinion about a home within the first 7–10 seconds of arriving, according to the National Association of REALTORS®. “Curb appeal”—the attractiveness of a property for sale and its surroundings when viewed from the street—is as important as correct price-setting and is crucial to selling your home faster and for more money. Your well-prepared house might even catch the attention of buyers who weren’t attracted by the written description of your home, or who were simply driving by, even if they weren’t initially considering a home purchase. Curb appeal doesn’t only apply to drive-up home shoppers. Many buyers shop online first to see photos of the interior and the exterior. Having good curb appeal and attractive photos posted within your ad will help interest buyers right away, so that they’ll make an appointment with your real estate agent to come see your home. Sorry, but there’s no second chance to make a first impression. 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. So, consider what a potential home buyer 14

might think as he or she drives up to your property for the first time. You’ve probably seen the “We buy ugly houses” signs nailed to utility poles. Rehabbers look for ugly houses so that they can pay the least amount possible and “flip” the houses for a quick profit. However, true home buyers —people looking for a home in which to live —are not lured by ugliness and “bargain basement” prices. Creating curb appeal is essential to attracting interest in your home from serious buyers. 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. Conversely, a neglected house can cause a buyer previously excited by a printed or online marketing listing to cruise right on by.

SEEING YOUR HOME THROUGH FRES UGH FRESH EYES

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 home buyers are drawn to welcoming entrances

and uncluttered yards. They are unlikely to be attracted to a home with dead shrubbery and a weather-worn exterior. A potential buyer is looking for signs indicating how well the home has been cared for and maintained over a long period. The buyer can be influenced by signs showing the type of home owner currently living there. Packaging sells! Starting at the curb, a well-manicured lawn and fresh appearance of the exterior demonstrates that the home owner is up to an appealing standard and shows that the current home owner takes pride in the property’s aesthetics. The outside appearance of your property should serve as an invitation to come inside. Beyond aesthetics, the buyer will be looking for evidence of wear, tear, and neglect. Buyers who are greeted with peeled paint, trash, and dead or unkempt lawns will assume that a home neglected on the outside is neglected inside as well. Look at your home as a prospect would. Drive up to the curb and take inventory of everything that needs attention. Simple improvements such as weeding, trimming, and window washing can improve the appearance of a home with little to no expense. Repair and repainting are costlier, but often have a good effect on time-to-sale or sale price. Low-cost investments such as power washing the house and concrete, repainting trim, and adding landscaping also give your house more curb appeal. The goal here is to get more money for your home. Home buyers usually 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, beds weeded, and walkways tidy • No trash, trash cans, lawn clippings, branches, or general

mess in the yard • All outside fixtures and components working and in good repair (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! Keep in mind that even if the interior of your home is up-to-date, in good repair, with perfect plumbing and electrical work, and is decorated nicely for appeal, the exterior and curb appeal of your home will influence a buyer’s decision before they even enter the house. When you drive up to your home, take a hard, objective look and inventory the things that need attention. With simple improvements like weeding, trimming, window washing, and decluttering the yard and garage, you can improve the appearance of your home in an afternoon.

CREATING A GRAND ENTR AND ENTRANCE

Impressing the home shopper at the front door is an important aspect of curb appeal. This means more than putting out a welcome mat or potted plants. You want them to feel safe and secure when they open the door. The knob is probably the first thing visitors will touch, so make this tactile experience solid and reassuring. A flimsy lock or handle on your front door will make

potential home buyers feel uncomfortable, and they might not even know why. Security is important to home buyers. Replace a worn or loose entry handle. Consider replacing the handle with a heavy-duty deadbolt and knob combination. This investment of less than $100 will make your home more visibly and practically secure. The front door itself is a focal point, so make it impressive, too. Is the paint on your metal door faded? Is it peeled and flaking? 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 an average 91 percent return on investment (ROI). You can also replace brass kick plates inexpensively, which adds newness to the appearance. You want to create a sense in the buyer that your house is a great place to come home to. Painting your front door a color that’s both eye-catching but neutral, and that matches the overall style of the exterior, is a great way to add curb appeal to sell your home for more. A contrast between the overall facade of your home and the front door will amp up your curb appeal. Architects from ancient to modern times know it’s important to give a building “a sense of entry.” If your house is a neutral color with black shutters, painting your front door red will provide a “wow” factor and bring more beauty to your home—as will adding a wreath on your door, or decorative plants. This creates a more positive, free-flowing atmosphere, making your home look more appealing to buyers. Your back door needs attention, too. If you have a sliding screen door to your backyard, check to see if it needs a new screen or if it needs to be adjusted on its tracks. There’s nothing worse than having something fall apart or not function properly when there’s

a buyer in your home.

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 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. • Ample outdoor lighting adds to landscaping appeal and is 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 home owner 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, diminishing the inviting look (and creating a possible liability issue).

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