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HOW I SELL HOMES FOR TOP DOLLAR WHEN OTHERS FAILED

YOUR NAME

Published by Authorify Publishing Copyright © 2019 Authorify Publishing

All rights reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, without the prior written permission of the publisher, except in the case of brief quotations embodied in critical reviews and certain other noncommercial uses permitted by copyright law. DISCLAIMER AND/OR LEGAL NOTICES: While all attempts have been made to verify information provided in this publication, neither the Author nor the Publisher assumes any responsibility for errors, inaccuracies, or omissions. Any slights of people or organizations are unintentional. This publication is not intended for use as a source of legal or accounting advice. The Publisher wants to stress that the information contained herein may be subject to varying state and/ or local laws or regulations. The reader of this publication assumes responsibility for the use of these materials and information. Adherence to all applicable laws and regulations, including advertising and all other aspects of doing business in the United States or any other jurisdiction is the sole responsibility of the reader. The Author and publisher assume no responsibility or liability whatsoever on behalf of any reader of these materials. If your property is currently listed with a Realtor, please disregard this notice. It is not our intention to solicit the offerings of other brokers. Printed in the United States of America

Table Of Contents

1. Why Your Listing Expired And Didn't Sell

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2. Use The 80/20 Rule

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3. Why This Rule Matters With Hard-to- Sell Homes 4. Why It's So Easy To Sell Your Home For Less Than It's Worth

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5. Real Estate Horror Stories 30 6. Is Your Real Estate Agent Meeting Your Needs 34 7. Finding A Great Real Estate Agent 40 8. Housing Market Changes 46 9. Getting Your Home Sold, Faster 50 10. First Impressions: Presentation Is Everything 58

11. Details Win Home Sales

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12. Increase Value With Simple Upgrades And Repairs

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13. Why Good Pictures Matter

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14. Common Negotiation Mistakes

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15. Negotiation Tips And Tricks

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16. Challenges In Selling Your Home: What Are Your Options?

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Foreword

When I first ventured into the real estate industry years ago, I did so with the hopes of helping sellers like you avoid the headaches often associated with the home-selling process. In my years of experience, not only have I helped alleviate the stress of selling for numerous clients, but I’ve also accumulated years of knowledge to help them get more money for their homes in the least amount of time. I decided to share all of my expertise in one place with potential clients. And that’s why you’re receiving this book. I want to help you have the best possible home-selling experience. And by that, I mean I want you to 1. Get the most money possible for your home, 2. Sell in the least amount of time, and 3. Avoid the headaches most commonly associated with the home-selling process. Think of this book as my gift to you. It contains insider advice on the home-selling process to help you achieve your ultimate real estate goals, including: • Secret strategies to sell your home for more money • Marketing techniques employed by top agents • Advice on how to appeal to today’s buyers • And much, much more If, after reading through it, you want to hire me to help you sell your home, I’d be more than happy to meet with you to discuss a specific plan to sell your home. Happy reading!

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About AGENT

AGENT was raised in CITY with X siblings. As a child, AGENT had aspirations of being a OCCUPATION. Never in a million years did he think he’d stumble into the real estate industry, but you can’t always predict where or when you’ll discover what you’re meant to do in life. AGENT was taught at a young age that if you want something in life, you have to work for it. So that’s what he did. And he worked hard. As the years went by, AGENT worked his way from FIRST JOB to LATER JOB, never wavering in his resolve to become the best version of himself with each career move. AGENT got into the real estate industry X years ago when STORY ABOUT HOW YOU GOT INTO REAL ESTATE/WHY. He set out to LIST ASPIRATIONS FROM WHEN YOU STARTED OUT IN REAL ESTATE. As his career advanced, AGENT found his stride working with NICHE MARKET/SPECIFIC MARKET AREA/TYPE. He’s an expert in LIST AREAS OF EXPERTISE/SKILLS THAT SET YOU APART FROM OTHER AGENTS.

Throughout his career, AGENT has earned numerous accolades, including:

• LIST ACCOMPLISHMENTS • LIST SALES STATS ix

• ANY OTHER IMPRESSIVE INFO YOU’D LIKE TO INCLUDE

AGENT aims to provide the highest level of service to his clients and takes deep pride in helping them achieve their real estate goals. AGENT aims to provide the highest level of service to his clients and takes deep pride in helping them achieve their real estate goals.

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Testimonials & Reviews for Agent Name

Here’s a list of people whom I have helped buy or sell a home, and what they said about working with me:

Agent-Name had a tough job, but she did it!

We were tough clients! We were moving to City and didn’t have a lot of time to look at houses, having to deal with our employer’s relocation, and all of the other challenges that came along. But, Agent-Name went above and beyond to help us. Even now, one year after the sale closed, I can still call her for business and service recommendations in the area — she knows just about everyone, and is very happy to help.

Agent-Name is the best agent in City!

I’ve used Agent-Name twice so far, and I was impressed both times. I bought my dream home with AGENT a year ago. She worked long and hard to find me the perfect home. And she just recently sold another property of mine. Everything went quickly and smoothly. Both of my real estate deals were done very quickly and professionally. Agent is honestly the BEST in her business. I would highly recommend her.

Agent-Name perseverance got me the house

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My experience with Agent-Name during the entire home- buying process, from start to finish, has been nothing short of exceptional. I have a unique work structure, and because of this, it was very difficult to find mortgage lenders that would approve me for a home. I was very frustrated and on the verge of giving up, but Agent-Name insisted that we continue searching. Not only did we find a mortgage lender but also a mortgage that I felt great about. His perseverance is the reason I am now a homeowner. He is professional, punctual, knowledgeable, and very easy to work with. With the highest regard, I will recommend Agent-Name to all my friends and family.

Very attentive to concerns, details, and negotiations

Agent-Name helped me find a house by literally picking it out for me. Every house I wanted to go to, I got there and didn’t love it. Agent-Name was busy taking note of the likes and dislikes I was stating and said “I have a house that you’re going to love”.... AND I DID! I went back 4 or 5 times to show other members of my family, and she accommodated me without complaint. I was a first-time homebuyer, and she walked me through the steps of everything, gave me advice, and constantly followed up to make sure I was doing OK. With her help, I was able to close on the house early, right before I started my new job. I would recommend Agent-Name to EVERYONE, buying or selling. Agent-Name made it so so easy. She guided us through the entire process. She recommended great people to work with

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every step of the way. She was available 24/7 to answer any questions we may have had. With her high standards, expertise in the industry, and patience, we would recommend her as a Realtor to anyone looking! She was amazing!

Agent-Name even advised me on how to prepare my house

Agent-Name was a gem. In addition to being highly knowledgeable about the real estate market, with many years of experience, he is a consummate professional. He was extremely easy to work with, gave me very good advice about preparing my house for sale and was very responsive during the entire process of receiving offers, selling and closing. I would work with him again in a heartbeat. He’s that good.

Agent-Name is the first agent I would call

Agent-Name and his team were able to rapidly list, show and sell my property. Being an expert in real estate, he was spot on in his pricing of my property and getting this deal completed. Overall, I highly recommend him and his team. If I want to buy real estate, AGENT would be the first person I’d call.

Agent-Name got us an offer in three days!

Agent-Name was the consummate professional during our stressful and difficult process. In the midst of juggling a ‘failed’ marketing effort with another agent, she presented a

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well thought out plan and strategy to sell our home in short order. We needed to move quickly due to a growing family and another baby on the way. She helped alleviate that pressure by securing an acceptable offer with 3 days of listing. We put pressure on her, and she delivered. We couldn’t thank her enough.

Agent-Name kept us calm throughout the process!

Agent-Name always made herself available to answer questions. She worked hard to sell our home and find the best fit for our new home. She and her team worked with us through the entire process and kept us calm when we got anxious.

I am 100 percent satisfied!!

Agent-Name is professional and knowledgeable about everything. She is also always available. I would definitely recommend her to anyone. Very smooth transaction from start to finish. I felt confident with her experience.

Agent-Name found us our dream home

Agent-Name was very efficient and helped us find our dream home within a few short months. She was able to negotiate the price that we wanted for the house. Overall, I would look for her again to help us look for a house if need be in the future. Thank you so much!

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Efficient communication and service

Agent-Name and his staff were very helpful in selling our condo. They kept me informed frequently with email, sending reports on showings, offers, and feedback from potential buyers. We are very satisfied.

Agent-Name will get your house sold fast!

Agent-Name is great and has the expertise to get your house sold. The communications throughout our sale (from beginning to end) has been outstanding. Agent-Name understands the stress involved in selling your house, and she updated our family consistently! This made us feel we were in good hands. I have worked with numerous agents, and I highly recommend her to represent you when it comes time to sell your home.

Excellent experience topped with a personal touch

Excellent experience all around, not only knowledgeable but Agent-Name and team have a very personal touch I felt like family throughout the entire process. He always took his time; we never felt rushed or like “just a number.” I sold my home and bought with him. We had lots of questions he gladly answered them with no problem and guided us through the entire process, eliminating lots of stress. I truly appreciate that and would recommend him and his team to family and friends.

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CHAPTER 1 Why Your Listing Expired and Didn't Sell

Your well-kept and decently priced home was on the market and expired. So, what went wrong? Chances are, there was more than one factor at play. But just because your home expired, doesn’t mean you can’t sell it. Don’t give up! Read on to learn: 1. Home-selling mistakes that can cost you; 2. The worth of a good real estate agency; 3. Changes you can make to increase your chances of selling; 4. And negotiating and closing the deal. First, let’s take a look at the most common reasons for unsuccessful listings:

• Price • Condition • Presentation

• Lack of Showings • Housing Market • Location

• Marketing • Your Agent

#1. PRICE

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It seems obvious, but price is one of the key points for a make-or-break deal. Listing your home correctly and strategically—at the right price and the right time—works like a magnet. It attracts customers. Call a real estate expert to understand current market prices and how other properties are selling in your area. If you’re not convinced, you can contact other real estate experts for confirmation; second opinions never hurt. In any case, don’t just listen to and take the advice of one expert. If you find out that prices are higher than you anticipated, and you’re in a hurry to sell, don’t set a price too low. It’s a myth that a lower price means a quick sale. That’s not always true, and it can be dangerous, costing you in the end. A too-low price can have many negative consequences, such as: • Incorrect evaluation of your house — A low-end price is considered suspicious, and buyers might think you want to hide serious problems. As a result, potential buyers pay extra attention and become suspicious. • Negotiation of the final price — Suspicions on a low- priced home lead to lowball offers, and if you’re in a hurry to sell, you will lose a lot more money than you expected. Further, as soon as your home is listed, changing it to a higher price later might lead to no sales. So you’re either stuck with the low price or don’t get a buyer.

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Knowing how important prices are, let’s look at some research. This will give some intel on how to set the right price.

Range Estimated House Value vs. Suggested/Preferred Selling Price

< $100,000 = $97,000 < $160,000 = $157,000 < $200,000 = $197,000 < $300,000 = $297,000 < $500,000 = $497,000 < $800,000 = $797,000 < $1,000,000 = $997,000 < $1,500,000 = $1,497,000 < $2,000,000 = $1,997,000

You can guide your price based on the above table, but it’s best to leave it to an expert. Don’t take a risk on something as major as a house sale!

#2. CONDITION

Condition mainly has to do with appearance; it’s the first thing that captures the eye of any potential buyer. Maybe your home didn’t appear to be in good enough condition. Your house should be sparkling clean; don’t leave a mess or clutter in your home or in the yard.

Make sure the air is fresh, and the lighting shows off your

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house’s best features and unique qualities. Even outside, everything should be in order and arranged accordingly. Take care of any upgrades, repairs, modification, etc., before putting the house up for sale. You don’t have to make repairs or modifications yourself, unless you’re a D-I-Y expert. Call a professional and make sure everything’s in good shape. It’s worth the small cost, as prospective buyers will take you more seriously and be more likely to offer you what your home is worth. One room in your home that’s worth updating is the bathroom. Think of updates to the bathroom as an investment. You want people to see themselves using that room every day, and not whatever unpleasantry is distracting them. An outdated or unfinished or unclean bathroom might drive buyers away—even if they like the rest of your home. Be sure it’s in its best shape! Bathrooms, along with kitchens, can be deal-breakers (or makers).

#3. PRESENTATION

Maybe you skimped on the presentation of your home. Presentation is about first impressions. First impressions are critical and can make or break a sale. You want to attract buyers, and the biggest attraction is a well-presented property. After all, your house isn’t the only one for sale, so you can’t act like it’s the only choice. You’ll be competing with numerous properties—all with different advantages and

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challenges.

You want people to see your home and think “Wow! This is where I need to live.”

Presentation is everything, as you’ll see in another chapter.

#4. LACK OF SHOWINGS

Have you seen other homes and properties comparable to yours selling after a short time on the market, receiving the asking price or higher, yet yours remained on the market and expired? Why didn’t people look for your house? Why did nobody seem interested? A lack of showings could be an indication. You need people to actually come see your home—showings—in order to make the sale and seal the deal. Perhaps you didn’t use a professional real estate agency, while the successful home sellers did. Real estate agents worth their salt will get your home not only listed but seen! This can make all the difference. A professional might be just what you need. If they can get you more showings and a higher price, you won’t even worry about their commission. Today, people make purchases based on what they see online. They check ads, pictures, prices, then compare, and

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only later decide to call for (or order) a few of them.

Professional agents have an established Internet presence and access to networks and information that you likely don’t. Online sales sometimes come with small loan calculators. Potential buyers will check the price, use the loan calculator, and consider whether the offer is feasible.

#5. HOUSING MARKET

Your home is subject to housing market prices. There’s both supply and demand, and your supply (your home) will sell only if there’s demand for it. The market can change anytime. It’s influenced by several factors, such as: • The national economy: If people are concerned about the future, they don’t spend money and the real estate prices drop lower and lower. • The local economy: If your location is in a good economic season, and it has some important universities, consistent job opportunities, good schools in multiple places, and a sound infrastructure, then it’s a perfect opportunity for a higher selling price. If the market is offering plenty of homes, it means the buyers have more choices, and yours must appear to be a higher-quality property, at a better price. In that case, it’s

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difficult to sell for a good price in a short time—especially if you do it by yourself. However, if you call an agent to sell your property, your house will be advertised in the best possible locations, including many real estate websites. If you’re selling an expensive house, you can advertise in niche publications that target doctors, lawyers, and other well-paid professionals. Or, if you’re selling a single-story ranch house, market it in publications servicing senior citizens appreciating the architecture. Bonus Tip: To improve the presentation of a property, update rooms like kitchens and bathrooms, then create some “highlights,” such as an LCD TV and some furnishings. Buyers are attracted to properties by seeing themselves living in that space. So, features like big flat screens and new comfortable furniture are worthwhile investments. (And then you get to take those new items with you when you move!) Another tip is to have your house available to open showings as much as possible, to any potential buyers. Then, you can arrange details with your agent.

#6. LOCATION

Perhaps you didn’t consider location when you first put your home on the market.

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It’s ideal to be located near the city, or at least near public transportation. Location matters. Highlight all the potential positive aspects of your home’s current location. For example: • If you’re near a cute downtown area, then mention the holiday season—the small shops, music, lights, events, and people, all creating a perfect Christmas atmosphere. If the buyers have children, they might consider this a great experience. Family-oriented activities foster a sense of community and happiness. • Is your house close to the ocean or sea? That’s ideal during the summer and other warmer months. Play that up! You can explain how relaxing outdoors, walks, swimming, surfing, running, and outdoor sports are favorable in the hot season. • Does your view include mountains and forests nearby? Talk about it! Many people are drawn to these types of landscapes and exceptional views. • Is your house close to several schools? Many parents will be interested in having their choices of schools nearby. • Is it close to supermarkets, biking trails, stadiums, or downtown? All things to consider when considering your target buyer. You must discover and highlight the positive parts of your estate and use them to give value to your sale, attracting different buyers for different reasons.

#7. MARKETING

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Many people are afraid of marketing and find it overwhelming, which can actually prevent them from selling their home. But marketing doesn’t have to be scary. If you’re an expert marketer, you already know the tips and tricks to find buyers, to communicate with them, to use the right words, to advertise properly, and so on. If you’re not an expert yourself, don’t pretend to be one. Just call the real experts!

#8. YOUR AGENT

A real estate sales professional helps you sell your house without your involvement. In fact, you pay them because they operate only for your best interest. Some people choose to forgo hiring a real estate agent altogether to “save” money, when, in reality, it costs them in the long run. The agent is, first, an expert professional marketer who knows and uses marketing tips and tricks. A good agent will do many things, including: • Hire a photographer to get some professional pictures of your estate. • Look for potential buyers and keep them engaged. • Network with many brokers and agents to increase the number of potential buyers. • Use the web and other tools to create a virtual tour for the purchasers.

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• Provide answers to buyers’ questions immediately and manage the visits of your house.

The agent will also become an expert on your property and ask you questions to know the best features of your home and to increase the probability of selling at a higher price. Further, the agent is able to understand the character/nature of potential buyers only after a few phrases, and then they can use the best way to communicate with them. This is a key point, because too often, if you use the wrong words, you lose the potential buyer. Communication is very important. The agent also knows how to set up the visual aspect and presentation of the property. They know what to look for in prospective sales, and they can approach buyers professionally.

POINTS TO REMEMBER:

• Homes sit on the market and expire for many reasons. • Price, condition, presentation, showings, the market, location, marketing, and the agent are all factors. • Learn what may have contributed to your home expiring and not selling, and what you can do differently.

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CHAPTER 2 Use The 80/20 Rule 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 realized 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

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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. 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. When you use the 80/20 principle 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

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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.

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