CHAPTER 16 How I Sell Homes Other Agents Can't
CASE STUDY #12
My clients’ home had been on the market for six months when they asked me to take over the listing. After four months, we got an offer for 97% of the asking price, which the sellers happily accepted. Yes, this chapter is all about telling you my not-so-secret secrets to selling “hard-to-sell” homes. Notice I put “hard-to-sell” in quotes; that’s because my technique blows that description out of the water! Don’t believe me? Just look at the case studies throughout this book. These are prime examples of homes that sat on the market for months—sometimes a year or more!—and then sold thanks to the system I’m going to share with you here.
STEP 1: FIGURE OUT WHAT'S HOLDING THE SALE BACK AND FIX IT
Most people jump right to lowering the asking price when a home doesn’t sell, but that’s not necessarily the right answer. The price may be right on, and it’s other issues that are keeping buyers from putting in an offer. It’s important to take an honest look at the property to see what’s going on. Does it smell like pets? Is the hot water tank too old? Is there a potential assessment that’s putting buyers off? Whatever it is, chances are there’s a way to fix it, although it might take a bit of creativity to figure out the answer. Dropping the price should always be your last resort! 59
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