Expired Book – Variation #1 Preview

Book Title

Why your home expired (and what to do differently)

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Table of Contents PART 1: Pricing and Selling

One | 2 WHY SHOULD YOU READ THIS BOOK? Two | 4 DOES LISTING PRICE MATTER? Three | 8 WHAT TO AVOID Four | 11 WHY IT’S SO EASY TO SELL YOUR HOME FOR LESS THAN IT’S WORTH Five | 13 WHAT STOPS “PERFECT HOMES” FROM SELLING PART 2: Strategies and Tips Six | 17 HOW TO SELL A HOME THAT DIDN’T SELL — WITHOUT DROPPING THE PRICE Seven | 19 AVOID THIS RULE AT YOUR OWN RISK Eight | 21 WHY THIS 20% RULE MATTERS TO HARD-TO-SELL HOMES

PART 3: Secrets to a Quick Home Sale Fifteen | 54 WHY PICTURES OF YOUR HOME CAN STOP IT FROM SELLING Sixteen | 58

THE 3-STEP FORMULA I USE TO SELL HOMES OTHER AGENTS CAN’T SELL Seventeen | 62 WHY EVERY BILLIONAIRE HOME SELLS Eighteen | 64 NEGOTIATION MUSTS

Nineteen | 69 SIMPLE NEGOTIATION IDEAS Twenty | 78 WHY YOUR DOG WANTS YOU TO HIRE ME TO SELL YOUR HOME PART 4: Home Seller Resources Twenty-One | 82 THIS BIG MISTAKE COST ONE HOME SELLER $36,000 Twenty-Two | 89 READ THIS BEFORE YOU SIGN A CONTRACT WITH A BUYER Twenty-Three | 91

HOW TO FIND OUT EXACTLY HOW MUCH MONEY YOU WILL RECEIVE ON YOUR SALE Twenty-Four | 92 SHOULD YOU CONSIDER HIRING A REAL ESTATE AGENT?

Part 1: Pricing and Selling

CHAPTER 1

WHY SHOULD YOU READ THIS BOOK? Ever wonder why one house sells quickly, while a similar house doesn’t? Why does one house sell for $188,000, while another house, that’s identical in every way, brings in $202,000? It just doesn’t seem to make any sense. The truth is, similar homes sell for varying prices all the time. It takes place all over the country. It happens in markets large and small. Surely, there must be some reason! These houses do not sell for more money by accident. No magic trick helped one seller get a better deal than the other. On the contrary, higher prices and quicker sales are the direct result of careful planning. Sellers can command higher prices for their homes if they use the right techniques. A few simple strategies, known only to the best sellers, can make a huge impact on the success of your sale.

The following chapters break down those secrets. See how each strategy translates into real-life examples. Houses brought to market with these tactics consistently sell quickly, and for more money. Gather the information you need to apply the same formula to selling your home. When you sell, you’ll be able to take advantage of these techniques. Carefully follow the same formula to get your home sold.

Thanks for taking time to look through this book. I sincerely hope it will help you make more money on the sale of your home. If you have any questions, please don’t hesitate to ask. I’d be glad to help. • • •

Real Estate Buyer Trends 2 most common types of home buyers:

• Married couples: 65% • Single women: 18% Top 2 information sources used for home search: • Internet: 95% • Real estate agent: 89% • Number of buyers who found a home online but still closed on it with an agent’s help: 88% • Number of buyers who pay list price or higher for a home: 42% Source: National Association of REALTORS® 2017 Profile of Home Buyers and Sellers

CHAPTER 2

DOES LISTING PRICE MATTER? Are you sick of being told the reason your home didn’t sell was because it was “overpriced?” Most people think a home that didn’t sell was probably priced too high. Nothing could be further from the truth.

The reason homes don’t sell is not always because of the price. It’s usually because the home was not marketed properly. It isn’t easy to sell something for full market value. After all, buyers are always looking for a deal, and shoppers now have more information at their fingertips than ever. You might need to negotiate the price with a buyer, but good marketing will help bring you a full-price offer !

Here’s a perfect example: John was trying to sell his house. He put it on the market for $499,900. He hired an agent to help him sell it. The agent worked at a reputable firm and made a good effort to sell John’s house. + + The pictures of the house were top-notch quality. + + The marketing of the house was first class.The home was advertised extensively online, in the newspaper, and other marketing avenues. + + The agent held an open house. Yet the agent’s efforts failed to attract a buyer. John’s agent suggested he adjust the price. After all, most of the similar homes in the area were priced around $400,000 to $450,000. He recommended dropping the price to $450,000.

John owned one of the nicest homes in the area and his home had many features the other homes didn’t have. John knew this. He was reluctant to reduce the price. John hired another agent, who also failed to sell the home and also offered the same “advice”: Reduce the price. At this point, John had two options: Option #1: Drop the price. Most of the agents he talked to told him his home was not worth what he wanted. They told him he should just “be reasonable” and drop the price to $450,000. Option #2: Hire an agent who could sell the home for what it was actually worth. This agent’s marketing would need to get a buyer so excited about the home that they would be willing to pay full price. Fortunately for John, he picked Option #2. He contacted an agent who specialized in selling homes other agents could not sell. This agent worked at the top real estate company in his area and had a bunch of accolades. He took a closer look at the home, and launched his own specialized marketing plan : + + New pictures were better than the first agent’s pictures. + + The marketing was better. There was even more advertising than before. + + The agent didn’t just do a regular open house. He also did a Broker’s Open House and invited other agents to view the home. The agent looked at his house and could clearly see it was worth the price. The agent put the home on the market for the same price as the previous agents did. Only this time, something different happened. Sixty-three days later, the home sold for $480,000. The other agents were stunned. After all, they had told John his home was worth no more than $450,000. And since most homes sell for slightly less than their asking price, an asking price of $450,000 would have most likely resulted in a final sales price of $430,000 to $440,000.

Yet, the new agent had sold the home for more. It had taken only two months to capture a buyer’s attention. The unsuccessful agents were shocked (and a little bit embarrassed)! What had they missed? Why did the first two agents fail to sell the home, while the third agent sold it with ease? It’s because the new agent used a marketing strategy most agents don’t use. The details on this secret marketing strategy are explained within the following chapters. But first, we must be clear on one very fundamental point. Many people believe a house sells for exactly what it’s “worth.” That simply isn’t true. The price of a house is merely the final amount agreed upon by the buyer and seller. Many circumstances affect the final sale price. Houses do NOT always sell for what they are “worth.” While that statement may seem like a no-brainer, it’s imperative you understand this. Strip away misconceptions, such as the idea that “worth” determines the sale price of a house. Now you are free to examine the real factors at work. Identify those factors and you can leverage them in your favor. Take Cheryl and Richard, for example. They owned townhouses, only five doors apart. Both put their homes on the market at the same time. The builder had used the same floor plan for all the townhouses in their neighborhood. Both had the same layout. At first glance, each townhouse seemed to hold the same basic appeal for a buyer. You might think they were “worth” the same amount. Nope. Cheryl and Richard sold their homes within one month of each other. These townhouses seemed identical, but there was a $14,000 difference in sale price! + + Sometimes they sell for more. + + Sometimes they sell for less.

+ + Cheryl sold her home for $202,000. + + Richard sold his for only $188,000.

Why the large gap in price? In a later chapter, you’ll see exactly what Cheryl did to make more money on her home. For now, just know that you simply can’t afford to guess the “worth” of a home! POINTS TO REMEMBER: ; ; Homes that don’t sell easily aren’t always overpriced. Houses don’t always sell for what they are “worth.” ; ; The selling price of a home is merely the final amount agreed upon by the buyer and seller. ; ; The most skilled sellers use special techniques that can help sell homes faster and for more money. • • •

CHAPTER 3

WHAT TO AVOID

Here’s another example of a stupid mistake that caused a seller to lose about $50,000 — yes, that’s $50,000 — on their home sale.

An alert buyer was able to snatch up a $280,000 property for only $230,000. It was being sold by an out-of-town owner. The agent was not familiar with the area and suggested the low price. The agent did not bother to put a sign on the property, and hardly anyone knew it was for sale. Two buyers both wanted to buy this property. One buyer really wanted it because it was right next to his house. He would have a bigger yard with more room for his kids to play. The other buyer lived in the area and wanted a larger yard. He wanted to buy this property and build a house on it. The first buyer bought the property before the second buyer even knew it was for sale. As soon as the first buyer found out it was for sale, he made an offer immediately. The seller accepted the offer, and the property sold soon thereafter. This buyer would’ve gladly paid full market value for the property. But he didn’t need to, because the seller accepted the offer he made. The second buyer never found out the property was for sale until it had been sold. Even worse, the seller never realized the mistake.

Bottom line: The seller lost $50,000 because of his agent’s incompetence. While stories like this don’t happen every day, they happen more often than you’d think. It’s a very real risk you take when you hire an agent who doesn’t have a proven marketing plan. Had a sign simply been on the property, it definitely would’ve attracted more interest, and possibly even started a bidding war, driving up the price. At $50,000 below market price, the listing would have been bid and counter-bid several times, possibly even up to fair market value. Here’s a similar story. In this case, a seller hired an agent whose incompetence cost her $25,000. Her agent completely flubbed a “perfect offer.” The buyer submitted an offer at full price for her home, no strings attached. Her agent dropped the ball and let a little problem—one that would’ve been easy to resolve—ruin a perfectly good sale! The house sat on the market for another year and ended up selling for $15,000 less than the original full-price offer.

Even worse, the seller wound up having to make another 15 house payments while her home sat on the market. Ongoing house (mortgage) payments are a frequently overlooked cost of not finding a buyer quickly. Please don’t become another one of these stories! Take time to know the true value of your home. Do

your homework and prepare for the sale before putting your home on the market. The good news is that by reading this book, you’re already ahead of the game!

POINTS TO REMEMBER:

; ; Amarketing mistake—such as not using a “for sale” sign—can drive down a home’s price. ; ; When you put your house on the market, make sure you— and your real estate agent—address any problems that could disrupt a sale. ; ; Continuing house payments are a hidden cost of selling a house too slowly. • • •

CHAPTER 4

WHY IT’S SO EASY TO SELL YOUR HOME FOR LESS THAN IT’S WORTH At a certain point, many home sellers feel like throwing in the towel. “I’m just going to drop the price and get rid of this house,” they think to themselves. Fortunately, reason (usually) prevails. The temptation to “throw in the towel” tends to increase the longer your home sits on the market. It even happens to highly intelligent people. Here’s an example: In 1997, entrepreneurs Larry Page and Sergey Brin were looking for a buyer for their Internet search engine. They called it BackRub. The two were seeking $1.6 million for the new online portal, and were working a deal with Excite, a popular search engine at the time. The problem for Excite was that BackRub was far too effective a search engine. Users were finding what they wanted and moving off the site too quickly, which would be bad for Excite’s advertising business. Page and Brin cut the price dramatically by more than 50 percent. They offered to sell BackRub for $750,000. (Yep, even geniuses cut their price.) Excite considered the offer, but ultimately balked. There was no deal. BackRub’s co-founders decided to commercialize and release the product themselves. First, they renamed it. They called it Google. Less than 20 years later, Google is now worth roughly $360 billion. Excite was eventually sold to Ask.com. Bottom line: Fight the temptation to drop your price. Just because something isn’t selling does not necessarily mean it isn’t worth the price you’re asking.

That clearly was true for Google, and it’s probably true for your home, as well. While the buyer of your dreams hasn’t yet emerged, it certainly doesn’t mean they won’t. Selling a home for top dollar fast is actually pretty simple. You just have to find the one person who’s willing to pay more for your home than anyone else. If they want it more than anyone else, then they will be willing to pay a higher price than anyone else. POINTS TO REMEMBER: ; ; Many sellers get frustrated and reduce their price prematurely. ; ; If your house isn’t selling, it means you haven’t found the right buyer yet—the buyer who wants your home enough to pay top dollar. • • •

CHAPTER 5

WHAT STOPS “PERFECT HOMES” FROM SELLING Have you ever wondered why no one

bought your house? I know exactly why no one bought your house, and I’ll explain the reason in the following chapter.

Have you ever heard the saying, “Build a better mousetrap, and the world will beat a path to your door?” Even though the saying might appear to be correct—at least on the surface—it’s false. More than 4,400 people have invented what they thought was a “better”mousetrap. At least, that’s howmany patents have been filed with the U.S. Patent Office. But despite all the new mousetrap inventions, the classic mousetrap, first patented in 1894, is still the best-selling design. I’m sure each of those inventors is frustrated. “Why won’t anyone buy my mousetrap? It’s genius!” they say to themselves. I’m sure you can relate to their frustration. Have you ever thought the following? “Why won’t anyone buy my house? It’s a great house!” Fortunately, there’s an answer to this question: “One cannot throw a great product out on the street and expect people to gobble it up.”This rule applies to inventions, homes, and evenmovies. Yes, even great movies need to be sold! Here’s an example of a great movie that didn’t do well when it was first released.

On September 23, 1994, the movie, The Shawshank Redemption, was released to the world. Adapted from a short story by legendary author Stephen King, the feature film centered on a pair of imprisoned men. The film, based in a prison but built on the idea of friendship, hope, and dreams, was nominated for seven Oscars and won more than a dozen awards. The film was immediately a critic’s favorite. Over 20 years later, The Shawshank Redemption is now considered one of the greatest movies of all time. In fact, it’s ranked as the best movie in cinematic history on well-known and respected website Internet Movie Database (www.imdb.com), ahead of the likes of The Godfather; The Good, the Bad and the Ugly; and Schindler’s List. Another movie came out that year. The Flintstones, a live-action remake of the 1960s cartoon show, starred John Goodman, Rick Moranis, and Rosie O’Donnell. The Flintstones, perhaps needless to say, was not nominated for Best Picture at the Oscars. “It falls flatter than a granite slab,” noted a national film critic. Though the filmwas praised for its costume and set design, it also won “Razzie Award” for Worst Female Performance and Worst Screenplay, and was a nominee for Worst Movie of 1994. Its IMDb.com user reviews are roughly half of what The Shawshank Redemption receives, and it’s rated by users as one of the worst movies of the 1990s. A team of salespeople masterfully marketed The Flintstones to its targeted demographics. The result? The film grossed $131 million in the U.S. and $358 million worldwide. That’s the power of targeted marketing. On the flip side, the people at Universal Studios, who promoted The Shawshank Redemption , admitted they couldn’t figure out how to sell the movie to the public. They had a great product; they just didn’t know how to sell it. It grossed only $28 million in the U.S. box office and $60 million worldwide. It ranked 51st in box office success in 1994—two spots behind In the Army Now , starring Pauly Shore.

Look at those numbers, then look at them again. Still don’t believe good marketing and salesmanship matter? The folks at Universal learned their lesson—even the best products need to be “sold.” Is your home a great product that wasn’t marketed properly? As we discussed earlier in this book, selling a home for top dollar fast is actually pretty simple. You just have to find the one person who’s willing to pay more for your home than anyone else. If they want it more than anyone else, then they will be willing to pay a higher price than anyone else. POINTS TO REMEMBER: ; ; Having a great product—or house—isn’t enough. ; ; Whether you’re selling films or houses, you can’t beat the power of targeted marketing. • • •

Part 2: Strategies and Tips

CHAPTER 6

HOW TO SELL A HOME THAT DIDN’T SELL —WITHOUT DROPPING THE PRICE It is entirely possible to sell your home without dropping the price. I’m going to let you in on a little secret. The standard approach is all wrong . It’s based on the faulty premise that if you tell enough people about your house, someone will buy it. Your home isn’t selling? Tell more people about it. While having more people look at a home does increase the odds of it selling, this doesn’t actually sell the home. The bottom line is that not everyone wants to buy your home. Yes, they’d love to buy it for a bargain basement price. Even if they hated it, they’d still buy it for half price—only to turn around and sell it for a quick profit. The key to getting top dollar is finding that buyer who wants your home badly enough to pay full price. Sometimes, if you’re lucky, you’ll find a buyer who’s willing to pay more than full price. Yes, that does happen.

The problem is, most people are so focused on telling everyone about a home for sale that they forget about the most important thing. You have to find that one special buyer. The question is, how do you find the perfect buyer? First, you need to understand a universal rule, discussed in the following chapter, and the role it plays in bringing in those ideal buyers.

POINTS TO REMEMBER: ; ; The standard selling approach is based on the faulty premise that if you tell enough people about your house, someone will buy it. ; ; In truth, you must find the one buyer who wants your home so badly, he or she is willing to pay full price. • • •

CHAPTER 7

AVOID THIS RULE AT YOUR OWN RISK

The key to the successful home-selling approach is a revolutionary finding discovered by an Italian economist. His name was Vilfredo Pareto. The most important thing we can learn from him is the Pareto principle, better known informally as the 80/20 rule. The 80/20 rule applies to all aspects of life. In 1906, Vilfredo found an intriguing correlation. He noticed that 20 percent of the pea pods in his garden held 80 percent of the seeds. Studying the seeds prompted him to take a closer look at this ratio. In one of his initial discoveries, he discovered that 80 percent of the land in his area was owned by 20 percent of the people. After detailed study, he observed this ratio held true in many aspects of life. The Pareto principle—or the 80/20 rule—is a result of his findings. The 20 percent is vital, and the 80 percent is trivial. For example: + + 80 percent of your income is derived from 20 percent of your work. + + 80 percent of a business’ income is derived from 20 percent of their customers. + + 80 percent of your value to an employer is derived from 20 percent of your work. You might wonder what all of this means. In a nutshell, it means some things are substantially more important than other things. In other words, things aren’t equal. Approximately 20 percent of what you do matters. The other 80 percent is insignificant.

It’s important to understand that this isn’t always split at exactly 80/20. It can be 70/30 or another percentage. The key is that the two numbers are not equal, and they are usually close to 80/20. How can you apply the 80/20 principle to selling your home? Understanding this concept can save you time in selling your home. Unfortunately, many sellers buy into the false idea that more is more. They completely ignore the Pareto principle. Now that you know what the 80/20 rule is, you’re probably wondering how it applies to selling your home. Whenyouuse the 80/20principle in selling, you stop trying to sell people on the entire home. Based on the rule, only 20 percent of your home’s features are important. The remaining 80 percent are trivial. That’s because they are the same features many other homes in your neighborhood have. Instead of focusing on those trivial features, you need to focus on the vital features. When you sell your home, focus on unique features to grab the attention of buyers. These features make your home different from other homes. These features will make it easier to sell your home for the full asking price. Let’s look at a few real-life applications and examples of how the 80/20 rule can have an impact on selling your home. POINTS TO REMEMBER: ; ; According to the 80/20 rule, approximately 80 percent of effects come from 20 percent of causes. ; ; Following that principle, buyers will focus on 20 percent of your home’s features. The other 80 percent are probably common to other homes. • • •

CHAPTER 8

WHY THIS 20% RULE MATTERS TO HARD-TO-SELL HOMES

Let’s paint a hypothetical situation. Let’s say there’s a buyerwho’s looking for a three-bedroom, two-

bathroom home. Let’s now assume the agent found him five houses to preview. Each meets his general criteria, and is located in the area in which he hopes to live.

He and his agent drive out to look at the five houses. All have very similar features. The prices are comparable. In theory, you might think the buyer will have a hard time deciding between houses. In real life, that’s not the case. No matter how similar they might seem, no two houses are exactly alike. The 80/20 rule comes into play. Imagine four of the houses don’t have a pool, but one does. The buyer isn’t aware of this, though, because the agent didn’t mention it. The buyer sees the four houses that don’t have a pool. He isn’t particularly interested in any of them. Then he sees the fifth house, and the pool! Suddenly, he’s ready to make an offer. He might even pay full asking price, even though this house is more expensive than the others.

THE 80/20 RULE IN ACTION: BUYERS FOCUS ON UNIQUE FEATURES

His offer isn’t based on the 80 percent of features this house shared with the rest. Instead, his bid is based on one unique attribute—a pool (the 20 percent). The 80/20 rule predicted the sale of this house.

Sadly, in this case, much time was wasted finding the perfect house. Had the agent known to look for the 20 percent difference, this could have been their first stop. As a seller, you can leverage the rule to work in your favor. Draw attention to defining characteristics in your home. Here’s a real-life example. An agent had a client visit from out of town. The client didn’t have a list of criteria; he just liked the area. She drove him from house to house. In each case, this buyer suggested offers 10 percent to 20 percent below the asking price. He would not budge. She began to worry. The whole day was turning into a big waste of time. As the sun set, they stopped at one last house. It did not have much curb appeal. It was not a good-looking home. She was out of options. Nevertheless, this house broke the tough negotiator down. He was suddenly willing to offer the full asking price! You might wonder what set this house apart from the others. It was not because the buyer had a “thing” for ugly houses. Nope. The 80/20 rule kicked in again. This agent and her client spent the whole day looking at houses that shared 80 percent of the same features. He didn’t care about any of those details. A bedroom was a bedroom as far as he was concerned. This plain-Jane house had something special. And he fell in love with this one remarkable feature of the house. As you walked into the great room, there was a large window. The house sat atop a hill with a gorgeous view. And to top it off, the sun was setting below the distant tree line. That view sold the buyer. The other 80 percent could be improved. He didn’t buy the house because he liked the floor plan or the number of bedrooms and bathrooms. His decision was completely based on the hill and view. That view caused him to stop negotiating and offer full price on the spot. Such is the power of the 80/20 rule. Learn how to tap into this rule and you’ll not have to settle for less than your asking price. Leverage a unique selling point. Buyers who fall in love don’t bother to haggle over pricing—they make good offers. In some cases, the 80/20 rule even helps people make a sale without conducting a showing. This is a huge time saver. The house in the following example had languished on the market for months.

Unlike the previous house, this place was not ugly. On the contrary, it was a brand-new custom-built home. But nobody seemed to care. It sat on the market more than seven months without a single offer. The builder was baffled when 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 feature. He drove out to give the house a thorough investigation. What he found changed everything. The house had a gorgeous five- acre yard. Other houses being sold in the area were all on one- to two-acre lots. Not only was the yard bigger, it was more private than other lots available. The new real estate agent marketed the five acres. He mentioned details and a description of the house. But the house was not the main selling point, so he shifted attention to the five-acre lot. In no time, his phone rang! A buyer was relocating. He had noticed the house was for sale, but it hadn’t caught his eye. That changed when he learned it was built on a five-acre lot. Suddenly, he 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 was afraid 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 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. Don’t create an advertisement similar to the ones for every other house in the area. Instead, turn a spotlight on something different about your home. You will attract interested buyers—buyers who are willing to pay full price.

SELLING TO INTERESTED BUYERS Find something unique about your home. Build advertisements around that one item. It will catch people’s attention. Buyers who are looking for that one item will ask to come see your home in person. As a result, you’ll stop wasting time showing to people who just aren’t interested. Instead, you’ll show your home to buyers who are motivated to make a purchase. You won’t have to show quite so often. You also won’t have to sift through lowball offers from apathetic buyers. This means less stress for you. With that in mind, it’s essential you take time to uncover your home’s most attractive and unique features. Compare notes with other houses in the neighborhood to see what makes yours stand out. POTENTIAL UNIQUE FEATURES Each house will have its own unique features. You might already have some in mind. If not, these ideas should help to get you started: + + Hilltop views are an excellent defining feature. As in an earlier example, a high vantage point offers a spectacular view of the surrounding area. + + Maybe your home looks out onto an open field frequented by wildlife. Many people would like that view. + + Your house might even have an unobstructed view of the sunset. That would interest potential buyers. + + Patios are another great feature. Maybe the rest of your neighbors don’t have patios, or their patios are smaller. That vital feature could help you sell your home. + + Location is something else that can set your property apart from others (not your addressed location, but rather your location compared to the surrounding homes). A buyer once paid extra for a townhouse simply because of its location within the complex. Most of the surrounding homes had no yards. However, a few shared a large half-acre “yard area.”

One of the owners whose townhouse backed up to this yard area was able to sell his townhouse for a higher price. It set his property apart from others on the market. His home had a characteristic—the yard—shared by fewer than 10 percent of the others. He had the only available listing offering that feature. With this easy point of difference, the house sold for a higher price. Another townhouse seller in the same complex found a different unique feature. He didn’t have a yard, but he was still able to use his location to his advantage. His property backed up to a lake and fountain. That extra feature helped him sell his townhouse quickly and for a great price. + + You might have a private location. For instance, your lot might be partially concealed by trees, or you might have an empty lot next to you. Use this to market your property. + + Youmight have a unique backyard. If you have a larger backyard than your neighbors do, use that to your advantage. + + A shady backyard can also help you sell your property. Some people like the idea of lounging in the shade, or enjoying the privacy it can bring. + + A fenced-in backyard is also a big selling point. People with children and pets flock to homes with fenced-in backyards. + + You can also look at other features. For instance, a finished basement can help you sell your home. You can also market a large attic, an extra-large garage, a swimming pool, or anything else that makes your home stand out. Look for the 20 percent difference and find a way to market it. That’s how you’ll get results. You can’t just throw the information into your listing, though. You have to take the right approach. POINTS TO REMEMBER: ; ; No matter how similar they might seem, no two houses are exactly alike.

; ; Buyers focus on—and pay more for—unique features. ; ; Unique features could be almost anything—a big lot, great view, pool, finished basement, even a distinctive yard or patio. ; ; Look for what makes your home unique, and advertise it to potential buyers. • • •

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