CHAPTER 2 “Price It Right or Pay the Price” Let’s start with the obvious: location still rules. It’s not just a cliché—it’s the truth . You can’t pick your neighbors, move your street, or teleport your property into a hot school zone. Where your home sits is the first filter buyers use to say yes—or swipe left. And if you don’t understand that from the jump, you’re already playing catch-up. But here’s where most sellers get it wrong: they think location is the only thing that matters. It’s not. Pricing is power. And setting your price? That’s not just some formula you pull from a Zestimate. It’s a blend of strategy, insight, and realism. It's war math. Because let’s be honest—what you think your home is worth means nothing to the market. If you're emotionally attached to the memories and not grounded in market facts, you're likely to overprice and underdeliver. And overpriced homes? They sit. They stagnate. They rot on the MLS while other homes sell. The Vocabulary of Value Let’s break it down like a boss. You’ve got three values floating around your property at all times: • Market Value – What a ready, willing, and able buyer would pay today. Not last year. Not what your cousin's friend got. Today. • Appraised Value – What a licensed appraiser says it’s worth—used by lenders to determine what they'll cough up.
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