be willing to pay top dollar for it), and she holds not just regular open houses but also broker’s open houses, where other agents can check it out while keeping in mind their own clients who might be interested. Like her bio says, this new agent knows what she’s doing. After a little bit of negotiating with an enthusiastic buyer, she sells Tom’s house for just $2,000 less than he was asking. For the record, that’s $23,000 more than Tom would’ve gotten if he’d sold it at the first agent’s reduced price! I think this is a good time to talk about what a house is “worth.” While you obviously can’t go expecting to sell a house for $500,000 when all the other houses in the neighborhood average $250,000, there’s no such thing as an exact right price, just a range. If you’ve got the best home in your area, there’s no reason you can’t be at—or even over—the top of the current range. Like beauty, worth is in the eye of the beholder, and in this case that means both the buyer and the seller. Their final agreement may be the exact asking price, or it may be higher or lower, but the number on the contract is, at that moment in time, the home’s worth.
PREMIUM MARKETING
Have you heard of Beats by Dre™ headphones? The Dre referenced is famous rapper Dr. Dre. Now, the headphones are good, but they’re not that much better than their competitors’ products. However, they’re marketed as a premium product, and having Dr. Dre’s star power attached to the marketing helps, too. In fact, the business was doing so well that Apple bought the whole company, Beats Electronics, for $3 billion (yes, billion!) in 2014. And speaking of Apple, it’s another famous company that’s great at marketing. These days it’s a massively successful company, but
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