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When I first ventured into the Southern California real estate industry more than 30 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 homeowners, but I’ve also accumulated years of knowledge and secrets to help them get more money for their homes in the least amount of time.

I decided to share my expertise in one place with potential clients. 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. This advice includes:

· 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

One thing I always tell my prospects and clients is, "I'm at Your Service." As a reader of this book, I want you to know that I'mat YourServiceas well. Should any questions pop up that you can't find the answer to in this book or you'd like additional information about a subject I cover or even if you just have a question or concern about real estate in general, know that I'm available to you by phone or text at (805) 722-0945 or by email at Mark@MarkHubert4RealEstate.com "I'ma "I'matYtYoourSurSeerrvviicce! e!

About Mark Hubert

During his 3+ decades as part of the Santa Barbara/Goleta community, Mark has contributed his time and energies towards the welfare of this area. In addition to his work as a Campaign Executive for the Santa Barbara County United Way, Mark has volunteered a number of ways to support our youth: as a referee for Santa Barbara’s AYSO, an AWANA teacher at his church, serving several years as Chairman of the School Site Councils of Mountain View Elementary School and Dos Pueblos High School, as President of the Goleta Valley Jr. High PTA, and as a member of the Santa Barbara Education Foundation Board of Directors.

Mark began his real estate career with Shorewood Realtors in Manhattan Beach, California. At Shorewood, Mark received awards as a top producer. Mark has been a licensed Broker for over 35 years and has helped hundreds of buyers and sellers successfully close real estate transactions in Los Angeles and Santa Barbara counties.

In the early 80s, Mark was contracted by Northrop Aircraft to use his vast real estate negotiating experience to conduct negotiation classes for Northrop’s purchasing agents. Due to the success of Mark’s negotiating classes, he was asked to become part of Santa Barbara Bank & Trust’s Management Team in the early 90s. There Mark managed the development of specialized training for the bank’s mortgage lenders. He also developed customer service training for the bank's retail personnel.

As one with a strong belief in life-long-learning, at age 35, Mark studied for and earned an MBA with Marketing emphasis. A few years later, Mark attended UCSB to complete certification for his Professional Designation in Financial Planning and he completed courses as a Registered Tax Preparer. Mark finds his

acquired knowledge in these areas add value to his work as a REALTOR©.

Mark had been part of the Prudential California Realty Team long before Berkshire Hathaway purchased the franchise in 2013. As a Broker Associate of Berkshire Hathaway HomeServices (BHHS), Mark founded TheMarkHubertGroup. This team of real estate professionals serve the Santa Barbara/ Goleta area; offering clients their vast knowledge of the real estate industry combined with the tremendous resources only a company like Berkshire Hathaway can make available.

Mark and his wife, Nancy, are enthusiastic pickleball players and look forward to celebrating their 50th wedding anniversary in a few short years. They have two grown daughters, Lindsay and Ashley. Both are elementary school teachers. They also have a son, Chip, who is an architect with a San Francisco firm, and they have three grandchildren, Ella, Caleb and Zoe.

CHAPTER 1 CHAPTER 1

Introduction

Thelargestinvestmentmostpeoplemakeistheirhome.That makessellingahome—whetherasingle-familyresidence, duplex,orcondominium—thelargest,mostcomplex transactionapersonwilleverundertake.Itinvolvesnewterms andconcepts,financialacumen,andlargermoneysumsthan normally dealt with.

Itisalsooneinwhichemotionscancomeintoplaytothe detrimentofgoodjudgment. Surely, manysellersthink, my homewhereIraisedmychildrenandmadesomanymemories isworthmorethanthebricksandmortaritcontains.Realestate transactionsinvolvedozensofdecisionsandsubstantial investmentinemotionalenergy,andemotionsalmostalways lead to problems in a sales price negotiation.

Thehomeseller’sobjectiveistofindthathomebuyerwhocannot resistpurchasingyourhouseatthehighestprice.Todothis,you needtoofferpotentialbuyersastrikinghomesalespresentation thatoutshinesotherhomesonthemarket.Itrequiresmakinga fantasticfirstimpression,creatinginthebuyersaninstantfeeling thattheyaretravelingupthefrontwalkwayof theirnewhome andnotvisitingsomeoneelse’shouse.It’saboutfallinginloveat first sight, right from the curb, in those initial fleeting seconds.

Mostsellersdonotventurealoneintosellingtheirhome.They finditbettertohaveanexperiencedrealestateprofessionalwith whomtheownersarecomfortable.Thisbookwaswrittento providesomeofthatcomfortwithoutthedirectcollaboration with a real estate professional.

Iwanttheprospectiveoractivehomesellertoindependently achieveabetterunderstandingofthehome-sellingprocess.I’ve alsoprovidedactionableinsightintohowbesttomarketyour home, avoid critical mistakes, and maintain a proper focus.

Letthisbookbeyourgo-toresourceforinformation,strategies, andtechniquesthatcanbeputtoworktosellyourhomequickly atthebestprice.Taketimelookingthroughthechaptersand masterthesecretsofsuccessfulhomesellers.Forexample, discoverwhycomparablehomessellforconsiderablydifferent prices.

Bereadytosellbyknowingyourhome’smarketvalue,settingthe best listing price, and negotiating the best terms.

Mysincerehopeisthatthisbookwillhelpyoumakethemostof yourtimeandeffortstosellyourhome.InPart1,theprocessand importanceofpreparingyourhouseforsaleisexamined:how topresenttogettopoffers,the“80/20rule,”alongwithwhich upgrades will make the most difference in ROI.

Part2delvesintomarketingyourhomewithalookatcostly mistakes,avoidingthosemistakes,andfindingqualifiedbuyers. InPart3,Iexaminethecriticaltopicofnegotiations—whatto expect,andhowtoconductthem—andfinishwithalookat whatengagingarealestateprofessionalbringstoyourrealestate saletransaction.Afteryoulearntheprocess,requirements,and tips,youwillseethatanexperienced,financiallyastuterealestate professionalcanvastlycutthetimeandraisetheeconomicvalue of your transaction.

Readingthisbookisyourfirststeptosellingyourhomeforthe bestpriceintheshortesttime.Afteryoureadit,youmightwant to connect with me. I can assist you with a solid marketing plan.

CHAPTER 2 CHAPTER 2

First St First Steps t eps to Home Selling o Home Selling

Location!Location!Location!is the most crucial consideration in real estate and a major factor, if not the predominant one, in real estate pricing, Novice (and not-so-novice) home sellers alike must know the considerations that determine a home's value.

Setting the price at which to sell your home is not a simple formula, nor mathematical. Many elements factor into the decision. Throughout this book, you will read examples of similar that sold for vastly different prices, along with the reasons for the disparities. A calculated home value is not necessarily what your home is worth. Recognizing this helps avoid overpricing, a major factor that leaves homes languishing or unsold.

Familiarity with the real estate terms marketvalue,appraisal value, and assessedvaluecan save disappointment and frustration, and allow the home seller to meaningfully engage in setting a home’s listing price.

The most-used definition of marketvalueis “the most probable price a property should bring in a competitive, open market under conditions requisite to a fair sale.” Essentially, this is a prenegotiation opinion of what a house shouldbring in its local market, i.e., its geographical area, generally an area such as a suburb or neighborhood.

Appraisalvalueis an evaluation of a property’s worth at a given point in time that is performed by a professional appraiser. Appraised value is a crucial factor in loan underwriting and

determines how much money may be borrowed and under what terms. For example, the Loan to Value (LTV) ratio is based on the appraised value. Where LTV is greater than 80%, the lender generally will require the borrower to buy mortgage insurance.

Assessedvalueis the amount local or state government has designated for specific property and frequently differs from market value or appraisal value. This assessed value is used as the basis of property tax and when a property tax is levied. The assessed value of real property is not necessarily equal to the property’s market value. Approximately 60% of U.S. properties are assessed higher than their current value; however, this does not reflect the home’s value.

WH WHAAT IS Y T IS YOOUR H UR HOOME W ME WOORRTH? TH?

The first step in selling your home is knowing the difference between value,worth,andprice. Let’s examine the determining factors at work. Understanding those factors allows them to be leveraged. There are several ways a home’s value is derived.

O ONLINE H NLINE HOOME V ME VALALUUAATITIOON N

Online tools will provide you with a basic estimate of your home’s current value based on recent comparable home sales in your area using a comprehensive database. Note that the assessment is based on available data with no guarantee of accuracy and often uses an algorithm that simply averages comparable sales in the geographic area. These tools might be quick and easy, but they don’t take into consideration factors like location, current local trends, and the condition of the property. Be aware that the prices arrived at might be highly inaccurate, and, in fact usually are up to 20% lower or higher than the actual market price.

For example, a home in Ohio was put into one such system, Redfin (https://www.redfin.com/what-is-my-home-worth). The

home last sold for $180,000 in 1998; it was appraised for refinancing in 2015 at $275,000. In 2017, Redfin’s calculator valued this 1890 Victorian home (4 bedrooms, 1.5 baths, and 2,100 square feet) in a four-block area of “Grand Old Ladies” at $158,000. The apparent reason is that the six “comps” (comparable recent sales) included only two homes in this desirable neighborhood (over $300,000), while four others outside this small neighborhood, although close, sold for $150,000 to $199,000. Because the system doesn’t understand the makeup of the area and simply pulled prices from a broader geographic area, the arrived-upon price was far below what it should have been. These tools are worthwhile for obtaining “comps” of area sales; however, they are not highly accurate in arriving at a listing price.

EX EXAMPAMPLE O LE OF D F DIFFERINIFFERING H G HOOME V ME VALALUUAATITIOONS NS

A buyer is interested in a home listed at $420,000. The online valuation determines the house is worth $440,000. Based on that estimate, the buyer offers the asking price. When a professional appraisal comes in at $400,000, and the existing tax records assess the home at $300,000, the buyer wonders why the values are so different and whether he overpaid.

The house was listed at $420,000 because at that price, the home would sell in a reasonable amount of time. Why would the appraised value not be whatever a buyer was willing to pay? The fact that they paid $420,000 does not mean that is the true value of the home. Certain factors may weigh in — undesirable businesses located near the property, for example. Online valuations cannot take into consideration the condition of the property or the qualities of the neighborhood.

Since an assessed home value is for taxing purposes only, it can be much more or much less than the market value. Ideally, they should be the same, but usually they are not; it is based on a

percentage of the appraised value determined by a professional. From legal descriptions to onsite inspections to comparable home-selling prices, the assessor will take all these things into consideration when appraising a home. Location near industry, high traffic, or potential development will also affect the appraisal.

P PRROOFESSFESSIIOONNAL AP AL APPPRRAISAL AISAL

Nothing determines the sale price of a piece of real estate but the price at which it sells.Houses are not same-priced identical cans of tuna on the grocery store shelf or shares of stock valued and traded every day on the stock exchange.

Real estate appraisal (“property valuation”) is the process of arriving at developing a perspective of value for real property. This is the marketvalue— i.e., what a willing reasonable buyer would pay for the property to a willing reasonable seller. Real estate transactions generally require assessments because, for any specific house, they happen infrequently, and every real property is unique in features and characteristics.

An appraisal helps in various decision points. The seller can use the appraisal as a basis for pricing. The buyer can use it as a gauge on which to base an offer. Lenders use appraisals to know how much money to credit to their borrowers.

The key factors in a house appraisal are:

• Dwelling type (e.g., one-story, two-story, split-level, factory-built)

• Features (including design) — materials used and the kind of structure present and how they were built

• Improvements made

• Comparable sales

• Location — type of neighborhood, zoning areas,

proximity to other establishments

• Age of property

• Size

• Depreciation

Condition, of course, is a crucial factor in valuation. Location is also a factor; however, as property cannot change location, upgrades or improvements to a residential property often can enhance its value.

A professional appraiser should be a qualified, disinterested specialist in real estate appraisals, with expertise in your region. His or her job is to determine an estimated value by inspecting the property and weighing it against recent sales in the general area.

C COOMPMPARARAATIVE MARKE TIVE MARKET AN T ANALALYYSSIS IS

BY A REAL ES BY A REAL ESTTAATE P TE PRROOFESSFESSIIOONNAL AL

This type of home valuation is calculated by a real estate agent and should cost you nothing. It's much more helpful than automated online offerings and provides detailed information on each house sold in your area over the last several months. It also includes the final sales price and the specifics of all the houses for sale in your area. These homes are your competition.

By utilizing an experienced real estate agent, you can rely on proven expertise to help you determine the best listing price.

Pleaserefertothelastpageofthisbookifyouwouldlikemore informationonhowtorequestafreehomevaluation.

THE S THE SECECOOND S ND STEP TEP (S (SELLINELLING Y G YOOUR H UR HOOME FO ME FOR M R MOORE) RE)

Prior discussion showed that there is no calculable certainty in setting the value of a home. There can be wide differences

between the seller’s assessed price, the asking or listing price (market value), and the price at which the home sells (sale price). Let’s turn to what the homeowner/seller can do to elicit offers at the listing price, or even above, in a competitive market.

The seller’s time, effort, and investment are the most important parts of the process. The seller’s willingness to adequately prepare the home for presentation by improving, freshening, landscaping, and generally making the home pristine — and to live in that presentation-readiness state for the time it takes to sell the property — will greatly affect both the sale period as well as the price at which the home sells.

A market in which homes normally sell in no more than 5 or 6 months is considered balanced or neutral. Meaning a sizable number of homeowners are selling and buyers are purchasing; therefore, neither has an upper hand.

A variable, for instance, like a major company entering — or moving from — an area will tip the scale toward homeowners to make a swift market or toward buyers to make a slow market. The typical selling time in a swift market might be 1 or 2 months, while that of a slow market may be up to nine months. Typically, any number below 5 or 6 months is considered a seller’s market.

LIVIN LIVING IN A SWIRLIN G IN SWIRLING FIS G FISHBHBOOWL WL

A house on the market requires keeping the home in a constant “show-ready” condition and adjustment to changes in day-to-day life that are inherent in the process. Sellers get out-of-businesshours phone calls from unrepresented prospects and buyers’ agents to show the home in addition to showing appointment messages from their listing agent.

When the home hits the market, there are repeated showings. This requires the homeowner to keep their home in pristine

showing condition in case the perfect prospect might just be the next one to view it.

CHILD CHILDREN (AND P REN (AND PEETTS) S S) SHHOOULD B ULD BE UNS E UNSEEN, UNHEARD EEN,

Children and pets are distractions for potential buyers, affecting their experience of your home. You should plan for your children to be elsewhere, and your pets crated or leashed, and no toys lying about or dog hair on the sofa.

The pressure of showing to everyone even mildly interested in looking (not necessarily buying) may come from the idea that the more your home is seen, the more quickly and easily your home will sell. Many home buyers will consider dozens of homes without a clear picture of what the buyer wants. Low-interest traffic can be heavy and a burden on the seller’s time, energy, and resources.

Finding an interested buyer is what matters most, however, the home will be shown to many more uninterested than interested buyers. How many times will you have to show your home? In an ideal world, your property would be shown to serious buyers only. However, many “Sunday afternoon window shoppers” exist in the real estate business.

You shouldn’t waste your time trying to appeal to uninterested buyers. This is where planning, organizing, and the professional help of a qualified real estate agent enables you to handle even the most intimidating tasks without wasting effort.

CHAPTER 3 CHAPTER 3

The P The Parareteto Principle o Principle

“Eightypercentofresultswillcomefromjusttwentypercent oftheaction.” ThisistheParetoprinciple,attributedtoItalian economistandphilosopherVilfredoPareto,whoin1906 observedanintriguingcorrelation.Thestoryisthathebegan workonthe“80/20rule”withtheobservationthat20%ofthepea plants in his garden generated 80% of the healthy pea pods.

Thisobservationcausedhimtoexploreunevendistribution.He discoveredthat80%ofthelandinItalywasownedbyjust20% ofthepopulation.Heinvestigateddifferentindustriesandfound that80%ofproductiontypicallycamefromjust20%ofthe companies.Thegeneralizationbecametheconceptthat80%of results will come from 20% of the action.

Whileitdoesnotalwayscometobeanexact80/20ratio,this imbalance is often seen in various business cases:

• 20% of sales reps generate 80% of total sales

• 20% of customers account for 80% of total profits

• 20% of the most reported software bugs cause 80% of software crashes

• 20% of patients account for 80% of healthcare spending

REL RELAATINTING THE 80/20 R G THE 80/20 RULE T ULE TO H O HOOME S ME SELLINELLING G

Understandingthe80/20ruleconceptcansaveyoutimein sellingyourhome.Applyingthe80/20rule,youstoptryingtosell peopleontheentirehome.Applyingtherule,youcanhighlight the20%ofyourhome’sfeaturesthatmakeitspecial.The

remaining80%ofyourhomestillaffectsthebuyer’sdecision,so donotneglectit,butinphotographsandshowings,featurethe elements that make your home special.

Yoursellingpointwon’tbethecommonfeaturesyourhome shareswiththeotherpropertiesonthemarket.Instead,useyour home’suniquefeaturestograbtheattentionofbuyerswhoare interested in those distinctive features.

B BUYER UYER’’S S S STTOORRY Y

WhenVinceandSuewereshoppingforanewhome,Vince wantedanoceanview.Theylookedatmanydesirableproperties butdidn’tfindanythatwererightforthem.Somewere overpriced;othershadobstructedviews.Thesearchwentonfor almostayearuntiltheyfoundanolderhomeashortwalkfrom the ocean.

Theneglectedexterioranddatedinteriorwerenotencouraging, butwhenVincesteppedoutontothethird-floorbalconyoffthe primarysuiteandsawtheoceanbeforehim,hewassold.Any shortcomingsinwallcolororfixturesfadedawaywhenhetook intheview.Hecouldnowseethesunrisefromhisbedroom window every morning.

What20%ofthehomecaughttheeyesofVinceandSue?The magnificent third-floor view of the ocean.

S SELLER ELLER’’S S S STTOORRY Y

WhenCamandKatelistedtheirhome,theyneededabuyer whowasn’tconcernedthatthehousewasonanunpavedroad. Thoughthehomewasover10yearsold,theinteriorwasupdated withfresh,neutralwallcolorsandcarpetingtolookbrandnew. Thetoweringtreesandestablishedyardgavethehomea welcoming appeal.

ThebuyershadalsolookedatahomewithinafewmilesofCam andKate’sthathadtoweringtreesaswellasakoipondandpatio. Thishomewascomparableininteriorandexterior,butitwason a busy street.

What20%ofthehomecaughtthebuyer’seyeandpromptedhim tochooseCamandKate’shome?Thebuyerlovedthesecluded countryfeelofthehome.The1.8-acrepropertywassurrounded by pastures, with grand oaks dotting the landscape.

L LOOCACATITIOON MA N MATTTERS TERS

Abuyerpaidextraforatownhousebecauseofitslocationinthe complexoverlookingwoodsinsteadoftheparkingarea.Another sellertookadvantageofthefactthatmostofthesurrounding homesdidn’thaveyards;onlyafewsharedahalf-acregrassyarea. Anownerwhosetownhouseborderedthisyardareasoldhis homeforahigherpricethanothertownhousesinthecomplex onthemarketbecausehishadacharacteristicsharedbyfewer than10%ofothers.Hehadtheonlyavailablelistingofferingthat feature.Hepointedtothatfeatureinmarketingthetownhome. Withthisattractivepointofdifference,thehousesoldfora higher price.

Anothertownhousesellerinthesamecomplexfoundadifferent uniquefeature.Althoughshedidnothaveayard,shewasstill abletouselocationtoadvantage.Herpropertybackedupto alakeandfountain.Thisuniquefeaturehelpedhertosellthe townhouse quickly and for a better-than-average sales price.

Decideupon,improve,ifnecessary,andspotlighttheunique featuresofyourhomeinmarketingcopy,onlineandprint

THE 80/20 R THE 80/20 RULE IN A ULE IN ACTICTIOON: N: B BUYERS ARE S UYERS ARE SEAREARCHINCHING FO G FOR UNI R UNIQQUE FEA UE FEATURES TURES

photographs,andinshowingthehouse.Donotspendmuchtime explaininghowthestorageroomcanbeconvertedtoanotherfull bath;instead,leadthedog-owningprospecttothefenced-offdog runintheunusuallylargebackyard.Ifthehomehasacertain featureabuyerisspecificallylookingfor,highlightingthisaspect inmarketingeffortswillattractinterestedbuyerswillingtopay the asking price.

Eachhousewillhaveitsuniquefeatures.Herearesome suggestions if you aren’t sure of yours:

• Hilltop views or high vantage point, offering a spectacular view of the surrounding area

• Open fields frequented by wildlife

• Unobstructed views of sunrise and sunset

• Patios, decks, dog runs, garden areas, and gazebos — highlight items neighboring houses don’t have, or differences in size or quality; that one vital feature could help you sell your home

• Location can set a property apart, even in the same area, adding value to a home on a cul-de-sac or corner lot

• A private location or lot partially concealed by trees

• A unique, shady, or larger backyard; a fenced backyard is a big selling point

• Finished attic or garage, swimming pool, or anything else that makes your home stand out

Followingthe80/20rulecanlessentimeshowingtopeoplewho aren’tinterested.Instead,youwillbeshowingyourhometo buyers who are motivated to make a purchase.

Youwon’thavetoshowasfrequently.Youalsowon’thaveto

L LOOOOK FO K FOR THE 20% D R 20% DIFFERENIFFERENCE CE AND MARKE AND MARKET THE FEA T THE FEATURE TURE

siftthroughlow-balloffersfromcasualshoppers.Keepingthis inmind,youmusttakethetimetouncoveryourhome’smost attractiveanduniquefeaturesandimprovethemtotheirhighest potential.Compareyourhousewithothersintheneighborhood to see what makes yours stand out.

H HOOW THE 80/20 R W THE 80/20 RULE AP ULE APPPLIES LIES

T TO H O HOOME SALES ME

Anout-of-townhomeshopperwithnospecificrequirements contactedarealestateagenttolookatavailablehomesforsale. Theagentdrovehimfromhousetohouse.Ineachcase,thebuyer suggestedoffers10%to20%belowtheaskingpricewithout budging.Asthedayprogressed,theagent’schancesoffindinga suitable home were dwindling.

Theystoppedatonelasthouseasthesunset.Theexteriorofthe housewasdatedandtheyarduntended.Thisagentandherclient hadspenttheentiredaylookingathousesthatshared80%of thesamefeatures.Nevertheless,oncethebuyerwalkedintothe room, he wanted to buy the home for asking price.

Whatsetthishouseapartfromtheothers?Hewasn’ttoo interestedinthekitchen,bathrooms,andbedrooms.Abedroom wasabedroomasfarashewasconcerned.Hefellinlovewith the one remarkable feature of this otherwise uninspiring house.

Thehousesatonahillwithabeautifulviewoutalargewindow. Astheyenteredthegreatroom,thesunwassettingbelowthe distanttreeline.Thatviewsoldthebuyer.Theremainingpartsof the home could be improved.

Thehomebuyerbasedhisdecisiontobuyonthewindowview fromthehillside.The20%ofthehome’sfeaturesmotivatedhim toofferfullpriceonthespot.Suchisthepowerofthe80/20rule.

Insomecases,the80/20rulemayhelppeoplemakeasale withoutevenconductingashowing.Thehouseinthefollowing examplehadlanguishedonthemarketformonths.Unlikethe previous home, this one was attractive.

Onthecontrary,itwasabrand-new,custom-builthome.Itsaton the market for over seven months without a single offer.

Thebuilderhiredarealestateagentwhoknewtheimportanceof findingthatonespecialfeature.Hedroveouttogivethehouse athoroughinvestigation.Hediscoveredwhatthepropertyhad thatthecompetitiondidnot.Thehousehadafive-acreyard. Other houses being sold in the area had one- to two-acre lots.

Notonlywastheyardbigger,butitwasalsomoreprivatethan theotherproperties.Therealestateagentmarketedtheproperty highlightingthefiveacresalongwithadescriptionofthehouse. Becausethehousewasnolongerthemainsellingpoint,interest in the property increased.

CHAPTER 4 CHAPTER 4

Cr Creating C eating Cururb Appeal b Appeal

Someonesaid,“astunningfirstimpressionwasnotthesame thingasloveatfirstsight.Butsurelyitwasaninvitationto considerthematter.”Thiscouldnotbetruerthaninsellinga home. First impressions matter. Sometimes they are everything.

Nothingsetsthetoneofarelationshiportransactionmorethan firstimpressions.So,considerwhatapotentialhomebuyermay thinkasheorshedrivesuptoyourpropertyfortheveryfirst time.

Thinkof“curbappeal”asthehomeseller’sshopwindow.Like atouristpickingalunchplaceonabusyavenue,it’seitherthe outsidepresentationor,aswesawpriorinthe80/20rule discussion,someparticularfeaturethatbringsinthecustomers. Forthetourist,itisthewaytheplacelooks(“curbappeal”)orthe clams they serve a specific desired type of food.

Youdonothavealotoftimetoestablishcurbappealinterest withaprospectivehomebuyer.Whethercruisingthewebtoview onlinephotosfromacrossthecountryorcruisingbyyourhome inthefamilySUV,homeshopperswilldecideataglancewhether they want to see more.

Creatingcurbappealisessentialtoattractinginterestinyour home.Howyourhomelooksfromtheroadissopersuasivethat awell-preparedhousemaycatchtheattentionofbuyerswho didnotfindthewrittendescriptionparticularlycompelling,ora neglectedhousecancauseabuyerpreviouslyexcitedbyaprinted oronlinemarketinglistingaspecificdesiredfeaturetocruise right by.

Tryit.Gooutintoyourstreetandlook—Imeanreallylook —atyourhomeandseeifyoucanspotanyimperfections. Isitappealing,pristine,andwell-kept,oraretherenecessary repairsthatyouhavebeenputtingoff?Afteryou’velivedina homeforalongwhile,you’renotlikelytoexamineitobjectively. Listentosuggestionsfromrealestateexperts,yourfriendsand/ orpotentialhomebuyersabouthowyoucanmakeyourhouse show better.

Then,takeadrivearoundyourneighborhoodandsurrounding areaandseewhichhomesforsaleappealtoyouandnotewhy. Well-tendedhouseswithtrimmedbushes,groomedlawns, attractivelandscaping,anda“grandentrance”(discussedshortly) willbemoreimpressivethanhomeswithanunkemptwalkway, uncut grass, and a paint-peeling front door.

Theoutsideappearanceofapropertyneedstobeaninvitation tocomeinside.Potentialhomebuyersaredrawntowelcoming entriesandunclutteredyards.Theyareunlikelytobeattractedto ahomewithdeadshrubberyandaweather-wornexterior.Itis nostretchtothinkabuyerwillbelievethehomeisneglectedon the inside as well.

Lookatyourhomeasaprospectwould.Driveuptothecurb andtakeinventoryofeverythingthatneedsattention.Simple improvementslikeweeding,trimming,andwindowwashingcan improve the appearance of a home with little to no expense.

Low-costinvestmentslikepowerwashingthehouseand concrete,repaintingtrim,andaddinglandscapingalsogiveyour housemorecurbappeal.Thegoalhereistogetmoremoneyfor yourhome.Homebuyersgenerallyaren’tinterestedinahome that needs work unless you want to sell below market value.

Lookaroundyouryardandmakeawrittenlistofeverythingthat 19

could be improved:

• Shrubs trimmed, flower gardens tended, and walkways tidy; beds weeded

• •No trash, trash cans, lawn clippings, branches, or general mess in the yard

• All outside fixtures and components working and in good repair (door and yard lights, garage door, porch rails); functioning properly and looking their best

• Outdoor features such as patio furniture or the deck updated with staining or painting

Makeallmajorandminorimprovementstoupdatetheexterior ofyourproperty.Theremightbealonglistofthingstodo.It takeshardworktogetahomereadytosell.Anyonecanputa houseonthemarket,butnoteveryonesellsquicklyorwithgreat profits.

.Then,awaittheprospectivebuyerswhowillbedrawntothe insideofyourhomewhentheyseehowbeautifulitisfromyour curb.

CREA CREATINTING A GR G GRAND ENTR AND ENTRANANCE CE

AsImentionedearlier,animportantpartofcurbappealisthe home’s“grandentrance”—theportaltoeventhemostmodest house.Youwanttocreateasenseinthebuyerofagreatplaceto comehometo.Impressingthehomeshopperatthefrontdooris avitalpartofthehomesale.Thismeansmorethanputtingouta welcome mat and potted plants.

Youwantprospectivebuyerstofeelwelcome,safe,andsecure whentheyopenthedoor.Itmightbearrangedthatthe prospectivebuyerbetheonetoopenthefrontdoortoenhance the feeling of a “coming-home” experience.

Thedoorknobisthefirstpoint-of-touchonahome.Securityis

importanttohomebuyers.Aflimsylockorhandleonthefront doorwillmakepotentialhomebuyersuncomfortableandthey may not even know why. Replace a worn or loose entry handset.

Considerreplacingthedoorhandlewithaheavy-dutydeadbolt andknobcombination.Thisinexpensiveinvestmentwillmake yourhomemorevisiblyandpracticallysecure,andeveryone wants to be secure in their home.

Thefrontdoorisafocalpoint;makeitimpressive.Freshenitup andaddadashofcolor.Chooseapaintthatcomplementsthe colorofyourhome.Replacingawoodendoorwithasteelentry door is worth the cost with a 91% ROI (Return on Investment).

SO SOME O ME OTHER C THER COONSNSIDIDERERAATITIOONS NS IN CREA IN CREATINTING GREA G GREAT CURB AP T CURB APPPEAL: EAL:

• Symmetry appeals to the eye and is easy to accomplish. Lopsided landscaping or unevenly trimmed bushes will detract from the curb appeal; the overall appearance of the home needs balance.

• The mailbox should complement your home. If it is worn, dated, or unsightly, replace it. This doesn’t cost much and is worthwhile.

• Use outdoor lighting to add to landscaping appeal as well as a perceived safety feature.

• Use flower boxes and raised flower beds to add instant color. This is an easy, inexpensive way to enhance curb appeal.

• Spruce up the landscaping. Eliminating weeds and adding fresh mulch can really make a difference and shows homeowner care and maintenance.

• Consider enhancing architectural appeal by adding

molding to the tops and sides of the doorway or around windows.

• Keep shutters and trim in excellent shape. Repainting them adds to the attractiveness. Fence gates, arbors, and fencing panels should be clean and fresh.

• Clean downspouts and gutters. Repaint or touch up to eliminate rust spots.

• Ensure walkway to the front door is clear and approachable. Stacked hoses and unruly landscaping interfere with home shoppers walking up, diminishing the inviting look.

• Paint or stain railings (if weathered).

• Try a fresh coat of paint; faded or chipping paint, siding, or trim will always detract from curb appeal. If exterior paint is good, ensure door and window trim are, too. This simple upgrade is well worth the cost.

• Power washing the house, walkways, and driveway can be almost as effective as repainting, at a much lower cost. Power washers are easily rented from hardware stores.

• Adding some stone or stone veneer to the face of the home is an inexpensive way to instantly update your home if it complements the design.

• Add a “smart” doorbell. Eight of 10 home doorbells are outdated or not working, so if you invest a few hundred dollars in a doorbell equipped with a camera and speaker, you will gain the approval of home shoppers who are looking for security measures.

Curbappealisoneofthemostessentialelementsinsellingyour homequicklyandsuccessfully.Youcancreateinterestinyour homebeforebuyersevenstepoutofthecar,nomatterhow uninterested they might have been initially.

Ifyouputmoneyintocleaninguptheoutsideofyourhome, buyerswillbemorelikelytowanttoseetheinside.Yourhome’s curbappealdrawsbuyersin,maintainstheirinterest,andsets your home apart from the competition.

Rememberthat,unlessyouarewillingtoloweryourhome’sprice wellbelowmarketvalue,prospectivehomebuyerstypicallywon’t want to take on a major renovation project.

CHAPTER 5 CHAPTER 5

Staging with Purpose Staging with Purpose

Stagingistheactofsprucingandsettingupahometomakeit asvisuallyappealingaspossibletoaprospectivebuyer.Creating aneye-appealinghome—onethatpotentialbuyerscanenvision themselves living in — is the best investment in the sales effort.

Sellersoftenfailtotakefulladvantageinthisregard,asittakes considerabletimeandwork.However,thepayoffisproven.

Stagingisconsideredoneofthemosteffectivemarketing strategiestoincreasethevalueofyourhome;increasingoffersby thousands of dollars over the staging costs.

Thisstrategyiseffectiveinanymarket,inanytypeofhome propertybeinglisted.Itappliesequallytosingle-familyhouses, apartments,townhouses,andcondos.Thisapproachworks! Agentsandsellersusingthistactichaveagreaterchanceof selling the property for more money.

Staging the home will:

• Distinguish it from the competition

• Attract top dollar from homebuyers

• Provide a visual edge over the competition

S

DearReader, Iwantedtogiveyouthemostconvincingproofpossible.Many peoplefindithardtobelievethatthesimpleactofstaginghelps

onehomesellformorethananother,similarhome.

Inmyresearch,Ilookedforexamplesofsimilarhousesbeing soldfordifferingamountsofmoneywhereonlyoneofthetwo houseswasstaged.

TheclearestexampleIcouldfindwasinthecaseofthesetwo listings.

Thisdevelopmenthas200equivalenttownhouses.

Everysingletownhomeintheneighborhoodisthreestorieswith threebedroomsandthreebathrooms.Everyunithasthesame floorplan.

Ilookedfortwosalesthere,andfoundthese:

• TownhomeAsoldonAugust26.

• TownhomeB(5doorsdown)soldonJuly26,for40,000 dollarsless.

Ivisitedthisneighborhood,andIamfamiliarwiththese properties.

Youcouldnotfindabetterexampleoftwoidenticalproperties thatsoldfordifferentprices.

Thedetailsshowthesetwohomesareidenticalinevery substantialway:

Thelotstheunitssitonareidenticalasfarasthedesirablenessof thelocation.

Bothunitshadthesamekitchenplanwiththesamecabinetsand atilefloor.

Bothunitshadnicehardwoodfloorsinthelivingroomand

carpetedbedrooms.

Everyimportantdetailofthesetownhouseswasidentical.I studiedeveryaspectofthesesalestofindwhatmadethe difference.

Therearetworeasonsonehomesoldfor$40,000morethanthe other:

• TownhomeAwasprofessionallystaged,givingitamore appealingappearance.

• TheagentsellingTownhomeAtookhigherquality,more attractivephotosofthehome.

Thosetwoseeminglysmallactionsmadethe$40,000difference! ThebuyersofTownhomeAmadeahigherofferbecausethe agentpresentedthehomeinamoreappealingandattractiveway.

*BCurry,Realtor.

(Used with the permission of the author.)

THE PO THE POWER O WER OF S F STTAAGINGING G WHEN S WHEN SELLINELLING A H G A HOOME ME

ConsidertheseresultsfromsurveysconductedbyColdwell Banker and the National Association of Realtors®:

• Staged homes spent 50% less time on the market than homes that were not staged.

• Staged homes sold for more than 6% above asking price.

• A staging investment of 1% to 3% of asking price generates an ROI of between 8% and 10%.

• Homes staged prior to listing sold 79% faster than homes staged after listing.

WH WHAAT D T DO B O BUYERS W UYERS WANT T ANT TO S O SEE? EE?

Mosthomeshoppersareenvisioningafreshstart.Iftheycan picturethemselveslivinginthehome,thehomewillbeeasierto sell.Thisisknownas“interiorcurbappeal,”wheretheeyesare drawn to inviting spaces and light, as well as to unique features.

Eachroomneedsapurposeorsuggesteduse.Thehomemust feelnewtoreflecteaseofupkeep.Thegoalistocreateaclean, simple,andcontemporaryfeel.Painting,updatingfixtures,and eliminatingstainedcarpetsandpopcornceilingscanaffectthe saleability of the home by 75%!

NEU NEUTRTRALIZE FO ALIZE FOR E R EYE AP YE APPPEAL EAL

Theideaisto neutralize thehomeregardingpersonaltasteor decorationsuchthatbuyerscaneasilyenvisionthehomeasit wouldbeoutfittedin theirtasteorwith theirpossessionswithout thedistractionsoftheseller’stasteandpossessions.Instaging, distractionsareremovedsothehomeshoppercanimagineliving in each space of the house.

Aneffectivewaytoachievethisistopaintallroomsinaneutral color.Awiderangeofneutralsfromsoftgraystowarmbeiges areavailable.Paintingtheinteriorgivesnewnessandfreshness andcanmakethehomeappearmorespacious.Usingthesame colorinvisiblyadjacentroomsgivesthehouseaseamlesslook and uninterrupted flow.

Changingyourwindowcoveringstomatchthewallscancreate anillusionofmorespace.Darkorboldwallcolorscandampen interestinahomeifusedinlargespaces;however,theycanbe used effectively as accent colors.

FO FOCUS O CUS ON FURNITURE: LESS IS M N FURNITURE: LESS IS MOORE RE

Instaging,avisiblyinvitingspaceiscreatedsothatthehome shoppercanenvisionorimaginelifeinthatspace.Minimization isthekey.Theseller’spersonaltasteandstylewillbeshowcased whilethehomeisonthemarket,whichmaybeasaledistraction. Preparingformovingispartandparcelofsellingahome;it mightaswellbedoneatthisstageoftheprocesstoenhancethe property’s saleability.

Shortly,wewillexaminedepersonalizingthehome,akeystep. First,however,wemustexaminetheconceptofcreatingspaceby minimizing furniture.

Buyersareattractedtohomesfloodedwithlightandroominess. Theyareequallyputoffbycrampedhomesfilledwith unnavigablespaces.Homeshopperswanttowalkthrougha housewithoutobstaclesintheway.Spaceandstoragearehighon thelistofbuyers’desires,soeveryareaofthehomeshouldfeel spacious.

Removeallunnecessaryfurniturefromlivingspaces.Storeit whilethehomeismarketed.Closets,pantries,andstoragerooms mustbefreeofclutterandlookorganized.Pruningbackon whatfillsupspaceandrelegatingittoarentedstorageunit createsinterestbyshowcasingamplespaceandstorageandnot overflowing closets and garage areas.

Furnitureplacementisaneasywaytohighlightuniquehouse features.Agroupingofchairsinfrontofafireplacewilldraw attentiontoitor,iffireplacesaren't,trending,turnthechairs around.Avoidpushingfurnitureclosetothewalls.Reposition easy chairs into floating group spaces.

Everyroommustbestagedtoshow function. Anemptyroom usedforoverflowofboxes,possessions,orunwanteditems

shouldbetransformedintoausable,desirablespace.Cleanitout andcreateanofficespacewithadeskandchairorareading roomwithalampandrecliner.Exerciseequipmentmightbe arrangedtofeatureitasaworkoutroom.Everyroomshould haveapurposeandbeuser-friendly.Makeyourhome’straffic flow obvious so buyers can browse each room without effort.

EM EMOOTITIOONNAL CUES AL CUES

Onceeveryroomhasapurpose,creatingatmosphereiscrucial tomakingthehomedesirable.Decorativetouchesofgreenery, flowers,andlitcandlesgivelifetoaroom.Creativelyhungwall artcandothesame.Abedroomthathasonebedwithonepillow andblanketmaymaketheroomseembareandlonely.Byadding atablewithdecorandarockingchairdrapedwithalaprobe,you heightenitsappeal.Besuretoaddelementsofthesamecolor, shape,ortexturetounifytheroom.Anysplashesofboldcolor shouldappearinwallartoranyplaceyouwanttodrawattention.

Learntostrikeabalancebetweenstagingandlivinginyour home.Youcanseasonallydecorateyourhomewithoutdashing yourappeal.Themaingoalistokeepyourhomecleanandfree ofclutterthatdistractswould-bebuyers.Evensimplethingscan makeabigimpactonthefinalsalepriceofahome.Stagingdone wellisoneofthosethings.Youhavetwooptionsforstaginga home: do it yourself or hire a professional home stager.

T TO S O STTAAY O Y OR N R NOOT T T TO S O STTAAY? Y?

Homesellersoftenaskwhethertheyshouldstayintheirhome whileitisonthemarket,orgo.Thereareprosandconstoboth and factors that can tip the scale to one side.

Ifthesellerhasengagedarealestateagent,theburdenofshowing thehomeisvirtuallyeliminated.Theagentwillfieldallcalls,set appointments, and show the home.

Relatedly,chancesthatabuyer’srealestateagentwillshowyour homeareincreased.Busyschedulesoftencauseagents,aswith anyone,totakethepathofleastresistance.Iftheyhave20homes toshowand5areoccupied,theymaywellshowthevacant homesbecauseit’seasier.Theydon’thavetocallandmakean appointment.Theycansimplygooverandusethelockboxto gain access.

Further,thecontinualpressuretokeepdailylifefromaffecting thehome’spristinestagingpresentationisn’tthere.Theselleris notunderconstantpressuretokeepthehomeinimmaculate showingconditionandspotless.Ifyoumightbeunwillingto keepthehomeinturnkeyconditionforshowingpurposes, consider vacating before putting the home on the market.

Therearesituationsinwhichit’salmostessentialtovacatethe homeduringthesellingperiod—e.g.,ifthesellers’homeis simply too messy to show while the sellers live there.

Reasonsformessyhomesvary.Somesellersarepackratsand theirhomereflectsthatbehaviorbecauseboxesarepiled everywhere,androomsarestuffedtothegillswithpersonal belongings.Thisisaconsiderableobstacletogettingagoodoffer. Othersellershavechildren,whichcanobviouslypresent difficulty in always maintaining a clean, show-ready home.

Potentialbuyersshouldbetoldifthesellerhasvacatedthehouse tobestshowit.Avacanthomecanbeinterpretedasa“motivated seller”whoneedstosellquickly,andsometimestheyare.One storyonanonlineforumtellsofmakinganofferof$30,000 lessthanthe$800,000askingprice,believingtheownersmight begettingdesperatetosell.Thebuyerwassoldonitanyway andwouldhavepaidmore,but“haggling”beganbelowwhat wasexpectedbecausethebuyerreadthefactthatthehomewas unlived in as a clue to a desperate owner.

CHAPTER 6 CHAPTER 6

Upgr Upgrading with R ading with ROI in Mind OI in Mind

Makingupgradescanbeaseasyasreplacingthehandsetonyour frontdoororasdauntingasremodelingakitchenorbathroom orevenrepaintingtheentirehouse.Thequestionisalwayswhat homeimprovementsgivethebestROI(ReturnonInvestment) on the remodeling dollar?

ROIisgenerallylessthan100%inrealestate,sotheruleof thumbis“lessismore.”Itisfrequentlyadvisedinthisareathat it’sbettertoupdate/remodelyourhomewhilelivinginitand notsolelyatthetimeitcomestosell.Thatway,thereismore enjoymentintheimprovementandlesscostinpreparingforsale. Somedesirableupgradesorhomeimprovementswillnotreturn their cost in the sale price.

In2016,aremodelingpublicationsaidthebestROI improvementahomesellercanmakeisinsulatingtheatticspace, witha116%return.Ifyourhomeisworth$875,000andyou spend$60,000torevampthekitchen,don’tmakethemistake ofassumingthattheinvestmentwillincreasethevalue,dollar fordollar.Theremodelmayaddvaluetothehome,butthe returnindollarsspentwillbearound50%.Smallerupgrades,like replacingoutdatedfixturesinthekitchenandbath,arecertainly worthwhile,butmajorremodelingofthoseroomsisn’twise,just to sell your home.

That’snottosayyoucanignorenecessaryrepairsthatahome inspectorwouldred-flagormortgagecompanywoulddemand beforeissuingaloantoabuyer.Ifmajorproblems,likealeaking rooforoutdatedelectricalwiring,exist,youmaywanttorepair thosebeforeputtingyourhomeonthemarket,orexpecttogive

concessions to the buyer.

S STTARARTINTING WITH THE B G WITH THE BAASSIICS CS

Everylistedhomeshouldmeetthebasicexpectationsofany buyer;itshouldhaveasoundroof,functioningguttersand downspouts,foundationwithoutcracks,functioningheating and/orair-conditioningsystem,solidsubflooring,andsafeand secureelectricalwiring.Insomeareas,therearefinancermandatedhomeinspections.Anyshortcomingsmayberequired to be remedied to get buyer financing approval.

Itisimportanttounderstandthatonefactorinthemarketvalue ofahomeisthepricesofcomparablehomesrecentlysoldin thearea.Extensiveremodelingtosellthehomeortoincrease thevaluemaynotpayoff.Thepropertyneedstobeuptothe standardsofneighboringhomes,sowhilethekitchenhastobe comparabletoothers,asintheexampleabove,spending$60,000 toremodelakitcheninanareawherecomparablehomes recentlysoldfor$875,000willnotincreasethehouse’svalueto $935,000.Whileitmaybeahelpfulsellingfeature,itwon’treturn dollar-for-dollar value.

MECH MECHANIANICAL MAINTEN CAL MAINTENANANCE IS A MUS CE IS A MUST T

Itiseasytogetwrappedupinthemoreeye-pleasingaspectsof preparingahometosell.However,theupkeepofallthemore mundane aspects of the home cannot be overlooked.

These mechanical features require consideration:

• Electrical boxes and wiring

• Natural gas lines

• Plumbing

• Central heating and air-conditioning Ifthesecomponentsareold,outdated,ornotworkingcorrectly,

the home’s appeal is lowered, as is the eventual sale price.

AccordingtotheNationalAssociationofRealtors®,65%of homebuyerssurveyedwantedtobesuretheirnewhomehada workingcentralheatingsystem.Ofthe31mechanicalfeatures inquired about in the survey, this was the most important.

Peoplewanttopurchaseahomethatreflectstheiraesthetictastes andlifestyles,butalsoonethatissafeandsound.Faultyelectrical systemsdonotprovideafeelingofsafety.Leakyplumbing arousesconcernsofmoldinfestationandsewageproblems.These areascanrequireextensivework,andtheyareextremely important.Overlooktheminthepreparationstageandyourun the risk of trouble later with inspections and appraisals.

Itaidsthesaleifprofessionalscertifyorremediateany deficienciesinthemechanicalsystems.Havingaprofessional inspection for buyers to review is a big plus in marketing.

• Have a certified plumber inspect the entire water system for leaks. Check the well and septic field, if applicable.

• Hire an electrician to check the wiring.

• Call an HVAC company and have technicians perform a thorough service checkup.

• Contact the natural gas supplier and have them doublecheck the mechanics of your tank and lines.

Ifyou’relookingforanalternativetocallingandarrangingallthe differentinspections,certifiedhomeinspectorsusuallycoverall itemsrelatedtomechanicalissues(andmore).Theywillbeable toidentifypossibletroublespots.Manybuyershireaninspector, so you may be saving them a major step in the sale process.

Ifyouhavemechanicalissuesanddecidetosellyourhome“as is,”you'llstillneedtoinformthebuyersoftheissuesand,most probably,itwillbenecessarytonegotiatethesituationwiththe buyer.

REP REPLLAACINCING AP G APPPLILIANANCES CES

Newappliancesundoubtedlymakeanimpactonbuyers.The NationalAssociationofRealtors®conductedasurveyofbuyers and found that:

• Buyers were usually “interested” or “somewhat interested” in buying a home that featured new appliances.

• Roughly 17% of respondents preferred stainless steel.

• Most buyers who were unable to get their sought-after appliances said they would have been willing to pay, on average, nearly $2,000 more for them.

Potentialbuyerswantappliancesincludedandwillpaymorefor them, especially if they are new or in excellent condition.

Newappliancesmightbewhatsetsahouseapartfromthehome forsaleacrossthestreet.Ifnewappliancesareoutofreach,offer immaculately clean and fully functioning existing ones.

UP UPDDAATINTING H G HARDARDWWARE ARE

Carefullyinspectyourbathroomandkitchenhardware.Ifitis unsightlyorworn,it’sbesttoreplaceit.Putyourselfinabuyer’s shoes.Yourhomewillpotentiallybetheirnewhome.Old,wornoutfixturesarenotgoingtospeaktothemthewaynice,new shiny hardware will.

Unlessyourknobs,pulls,handles,orhingesarebroken,you neednotreplacethem.Getthatfreshlooksimplybythoroughly washing,sanding,andpaintingthemwithspraypaintmade specificallyforkitchenandbathhardware,makingitcosteffective.

Check these hardware items closely and replace, as needed:

• Towel bars

• Toilet paper holder

• Door handles

• Dated light fixtures

Thegoalistotouchupyourhomenicelywithoutexcessive spending.TheInternethasawealthofdo-it-yourselfvideosthat canhelpyouupdateyourbathandkitchenifyourbudgetis limited.

Ifyouhavebrokenorworn-outhardware,it’sbesttoreplacethe entireset.Ifyoucanfindmatchingpieces,youcanpainttheold and new to match.

LE LET THERE B T THERE BE LI E LIGHT GHT

Whethernaturalorartificial,bringinginlightisoneofthemost effective ways to show off your home.

Usinglighttoenhanceyourhome’sappealcanmakeadifference. Harshlightisunflattering,eventothebestfurnishingsand features.Dimlightinggiveseverythinginthehouseadingyfeel. Assessingthelightingineachareaofyourhomewillgiveyoua quickideawheretobringinmorelight.Roomswithabundant windowsgreatlybenefitfromnaturallight,asbuyerswillmost likely see your home during the day.

Supplementallightisnecessaryforroomswithsmallerwindows orlittlenaturallightcomingin.Increasethewattageoflight bulbsinyourlampstoimproveartificiallight.Asaruleofthumb, there should be 100 watts for each 50 square feet of space.

Therearethreekindsoflighting.Generallightingoroverheadis typicallyambient.Thependantlightisgoodfortaskslikefood preparationorreading.Accentlightsareusuallyontablesor mountedonwalls.Youcanuseallthreetobringoutthebestyour

home has to offer.

Keyareas,suchasfoyers,cansetthestagebyimpressingbuyers withadramaticlightsource.Ifyoudonothaveanabundance ofnaturallightcomingin,achandelier-typelightworksifyour ceilingsarehigh.Otherwise,wallsconcesareimpressivein smallerspaces.Donotassumeyouneedtobuynewfixturesif youcanupdateexistingones.Theaimistomakesureeacharea of the home is effectively lit.

Kitchenandbathroomsarepivotalrooms.Thesetwoareascan makeorbreakasale.Thecombinationofambient,natural,and pendantlightcanbringoutthebestinyourkitchenspace. Batterysourcedlightingplacedunderneathcabinetsgivesthe countersachancetoshineaestheticallyandfunctionally.Make surethelightoverthesinkareaissufficientandworking properly.Ifyouhaveahoodoverthestove,installclearbulbsto ensure the brightest light.

Lightinginthebathroomneedstobeintensewithoutbeing harsh.Softlightingenhancesanypartofthehouseyouwantto highlight.

Avoidharshlightinginthebedrooms,aswell.Lamps strategicallyplacedwillgivethebedroomsapeaceful,restfulfeel. The closet light should be brighter, though.

Onelasttip:Lightlypaintedroomsstillneedsufficientlightso the room does not appear drab.

FL FLOOOORINRING P G PLLAN AN

Homeshopperswillbelookingdownatwhatisundertheirfeet. Yourhome’svaluecanbedowngradedbythebuyerifyourfloors areinbadshape.Ontheflipside,ifyourhome’sflooringiswell doneandinexcellentcondition,buyerswillbemorewillingto

pay more for it.

Maximizingprofitwithoutcompromisinginvestmentdollarsis thegoal,butifflooringandcarpetingarenotinsalableshape, youneedtomakecorrections.Thereisnopointinspending moneyunnecessarilyiftheimprovementsdonotaddsignificant valueorhelpthehomesellquickly;however,thereareoptions that don’t break the budget.

Repairingandthoroughlycleaningthefloorsaretheleast expensiveway.Takestockbyexaminingallfloors.Move furnitureoutofthewayandmakenotesregardingcondition, stains,orblemishes.Writedownwhatneedstobereplaced, cleaned, or repaired.

Carpetscanbesteamcleanedtoeliminatestainsandodors.Ifthe carpetsarepath-wornanddull,youcanreplacethemeasilywith otherkindsofflooringwithareasonableROI,althoughcarpeting doesmakearoomfeelcozy.Laminatefloorscanbecosmetically fixed with repair kits found at home improvement stores.

Hardwoodflooringcanbeeasilyrefinishedifthewoodisworn orwaterdamaged.Seektheadviceofaflooringprofessional becauserealwoodfloorsaddalevelofqualitytoahomethat laminate floors cannot match.

TIPS FO TIPS FOR KIT R KITCHEN AND B CHEN AND BAATH TH

Whenmakingupgradestokitchenandbath,keepawareofwhat constitutesasubstantialinvestment.Thekeyistoconsiderthe massappealforthesakeofresalevalue.Onehomeownerdecided toaddabacksplashandmorecabinetspaceinthekitchenand thenupdatedtheappliancesandrefinishedtheoakflooring. Totalcostwas$14,000.Thesellerkeptthepricecomparableto salesintheareaandendingupsellingfor$57,000morethanthe asking price because interested buyers started a bidding war.

Youdonotneedtobustyourbudgettosellyourhome,but youdowanttohavemassappeal.Kitchensarepivotalinhome appeal.

Herearesomesuggestionsofwhatyoucandotoyourkitchen and bath to impress buyers without losing ROI:

• Paint neutral colors.

• Add a new backsplash in kitchen.

• Install new countertops if dated or if you need to bring the home up to current area standards.

• Add new, multifunctional kitchen faucets to add mass appeal.

• Add cabinet space or increase storage in the pantry.

• Replace dated bathroom vanities. Trendy cabinet sinks have mass appeal.

• Replace toilet seats (a must).

T TWWO ENER O ENERGYGY-SA-SAVINVING UPGR G UPGRADADES ES

T TO L O LOOWER U WER UTILITTILITY B Y BILLS ILLS

• Install an energy-saving smart thermostat that saves on utility bills.

• Install solar vents in the attic space that help expel hot air during summer months.

MAKIN MAKING A CA G A CASSE FO E FOR S R SPPAACE CE

Whenpeopleaccumulateanabundanceofpossessions,they needspacetostoreit.Theyalsowantawaytocleartheclutter. AccordingtotheNationalAssociationofRealtors®,most homebuyerswouldhavepreferredimprovedandgreatercloset space,aswellasotherstorageoptions.Considerthesestatistics showing what buyers are looking for in a home:

• 90% wanted a bathroom linen closet93% wanted a laundry room

• 86% wanted garage storage

• 85% wanted a walk-in kitchen pantry

S STTOORRAAGE IS A P GE IS A PLLUS US

Givebuyersgreatstorageandyou’vewontheirhearts.Ifyoucan addnewclosetstoyourhomeeasily,doso.Buildingasimple closetisn’tdifficultifyouaremoderatelyhandy.Ifyou’reselling anolderhome,whereclosetspaceistypicallyminimal,this adding as much closets space as you can will be beneficial.

Ifyourroomsarealreadysmall,youmightnotwanttotakeany squarefootageawayfromthem.Existingclosetscanbeupdated to maximize the space at hand.

Ifyoudon’thavetheskillsorthefundstohiresomeonetobuild newspace,considerinvestinginclosetorganizerstomakethe most of what space you have. For instance:

• You can easily design your custom closet kit online with a storage solution company like ClosetMaid.com

• Your standard superstore or hardware store often has exactly what you need in an inexpensive, prefabricated form.

• Organizers won’t enlarge your closets, but maximizing vertical and horizontal space is a suitable alternative. Anddon’tstopthere—afterall,storageisn’trestrictedtoclosets. Storageimprovementopportunitiesapplytoallcabinets,clothes closets, linen closets, and garage space.

Makesureyouorganizeyourcabinets.Thesameretailersthat provideclosetorganizerscanhelpwiththis.Takeagoodlook atyourlaundryroomandlinencloset.Addingextrashelvingin

these places can make a big impact.

Lookforanyplaceyoucanprovideattractiveandinexpensive storagespace.Makesureyourimprovementsaretasteful,and you will benefit from increased storage solutions.

UpdatingyourhomewithROIinmindisthebestapproachin thedecision-makingprocesswhenpreparingyourhomeready tosell.Lookoverthisrecentlistofwhatbuyerswantinahome. Compareittowhatyouhaveinyours,andupgradeaccordingly withoutsurpassingthepricelineforcomparablehomesinyour area.

CHAPTER 7 CHAPTER 7

The Thr The Three D ee D's 's

D DEPEPERSOERSONNALIZED ALIZED

AsdiscussedinChapter5,stagingisreadyingthehometoshow topotentialbuyers;youmustencouragethemtovisualizeliving in the home itself. Utilizing The Three D's is the best strategy.

Depersonalizing thehomeinvolvesremovingyourpersonal items,suchasphotos,trophies,andcollectibles.Knickknacks andwalldecorarealsopersonaltasteitemsthatmaydistract buyersfromseeingthehomeastheirs.It’snotpersonal,butno one—besidesyou—willappreciateyourbeercancollection, antiquekitchenaccessories,overstuffedclosets,DVDandvinyl recordcollections,andgeneralclutter,exceptyou.Simplifyand neutralizeyourhomeasifitwereamodelhome,becausethat’s exactly what it is while it’s on the market.

Packandstoreyourtreasureditemsoutofsight.Consider monthly rented storage units until your home sells.

Makeyourhomeaclean,welcoming,blankcanvasuponwhich anybuyercanvisuallypainttheirowndreams.Itwillnotfeellike yourhomewhileyoushowit,butonceitsells,andyoumoveinto yournextplace,you'llbeabletodecoratethathomeanywayyou like.

D DE-CLE-CLUUTTTER AND D TER AND DISCARD ISCARD

Itisunderstandablyinconvenienttoliveinyourhomewithout your“stuff,”likelivinginahotel.However,it’sanecessary component of getting top dollar for your house.

Extrafurnitureanditemslikebooks,magazines,andhobby suppliesaddweightandvisualdistractioninaroom. Yoursalt& peppershakercollectionisgoingtolooklikeclutter,evenifthe buyer collects salt & pepper shakers.

Themorespaciousyourhomeappears,themoreappealingitwill be.Minimizeasmuchaspossible.Youwantthehomeshopperto seewhatyourhomehastooffer,nottohavetoguessaboutthe potential or possibilities.

W Woorrk f k frroom a P m a Pllaan n

• List each room of the house, noting the clutter in each room, including closets, of course.

• De-clutter rooms one at a time, attacking from the smallest project to the greatest.

• Clear out each room, keeping only essential items.

• Donate or discard clothes, decor, toys, and other items no longer used.

• Box up possessions that you want to keep but do not currently use, and put them in storage.

• Divide all your stuff into 3 categories: what you'll keep, what you'll give away, and what you'll trash. (If you'll planning a garage sale, have a fourth category for those items, as well.)

R Roooom-bm-by-Ry-Roooom L m Liisst: t:

• K Kiittcchheen n — Clear the counters, leaving only three or four essential items. Keep towels and dishrags out of sight. Soaps and cleaners should be stored under the sink. Rarely used small appliances can be packed and put in storage. Pack away items you showcase, such as teacups, serving dishes, and platters. If you want to draw attention to decorative shelving, put a few pieces out for show. Hide

or store small appliances. Seasonal dishes and accessories should also be stored. Remove any pest control traps or poison from the pantry and closets. Buyers will not want to find the microwave used as a bread box or the oven as cookware storage.

• B Baatthhrroooomms s — Make the bathroom look as though it’s rarely used. Remove everything from the cabinets and drawers. Keep what you need or will use and discard or store the rest. Store prescription medications out of sight and out of reach. Find a safe place for jewelry, keepsakes, and cosmetics/perfumes. Store hair products and styling tools in the cabinets.

• B Beedrdroooomms s — When it comes to clothing, people generally wear 20% of the clothes they own, 80% of the time. (Remember the 80/20 Rule?) The focus is showcasing closet space. Only hang clothes that you wear most often and store the rest.

• D Dininining A g Arreeaas s — Clear clutter off any flat surfaces, including the dining table, leaving only subtle decor such as a vase of flowers.

• L Liivvining A g Arreeaas s (living rooms, family rooms, and great rooms) — Gather stacks of books, magazines, remotes, toys, and gaming gadgets, and throws. Again, clear all flat surfaces, packing away nonessential items and storing magazines and electronics away or in decorative bins, if necessary. Fold and drape throws on chairs.

• O Offifficce S e Sppaacce e — Organization is the focus for office space. Overflowing shelves do not reflect useful space. Keep all personal papers stored out of sight.

• L Linineen C n Clloossets ets — Organize and clean out. Store seasonal blankets, clothes, and outerwear off site. Keep linens to a

minimum.

• L Laaunundrdry R y Roooom m — You should keep the room neat and clean. Organize what you keep with shelving or bins. Don’t leave clothes on the floor. Store detergents, bleach, and softeners in cabinets. Don’t use the tops of the appliances for storage.

• G Gaararagge e — Although cleaning the garage may be the most daunting of de-cluttering tasks, it can be as simple as getting rid of things you haven’t touched in years. Boxes of broken toys, useless sports gear, and rusty tools all seem to migrate to the dark corners of the garage. Use this opportunity to donate or discard. Other items like wall paint, extra tiles for the floor, and bicycles can be shelved, hung or sent to the appropriate disposable center.

• P Pets ets — Pet items also need to be out of the way when a buyer comes by. (See the Pet Peeves section below on how to deal with pets while selling your home.)

D DEEP CLEANIN EEP CLEANING: S G: SPOPOTLESS IS THE N TLESS IS THE NAME AME O OF THE GAME F THE GAME

Doingathorough,deepcleaningofyourhomeisvital.Itworks forpeoplesellingacar(theygetmoremoney),anditwillwork foryouwhensellingyourhome.Withthehomedepersonalized andde-cluttered,itmightmakesensetouseaprofessionaldeepcleaning residential service.

Otherwise,withthecluttergone,moveontocleaningeachroom. Tidyeachroomfromtoptobottom.Bemeticulous,especially inthekitchenandbathrooms.Homebuyerswillopencabinets, pantries, and closets to assess their storage opportunities.

GENER GENERAL LIS AL LIST O T OF T F TO-DO-DOS: OS:

• Clear the cobwebs from every corner of your home; inside and out.

• Dust ceiling fans and lighting fixtures.

• Dust the blinds.

• Wash the walls. (This has to be done before repainting, so this will save you time later.)

• Clean all glass surfaces: mirrors, television screens, patio doors, and tables.

• Polish all wooden surfaces.

• Wipe down leather furniture.

• Clean out and organize kitchen cabinets. (Buyers will look.)

• Attack all appliances with cleaning fervor. Make them shine!

• Scrub sinks, toilets, tubs, showers, faucets, and countertops. They must be impeccable.

• All tiled areas, including grout, must be free of discoloration, stains, and mildew.

• Clean the window treatments. Wash the windows so that the natural light will enhance your living space.

• Vacuum rugs, shampoo carpets, and mop floors thoroughly.

KIT KITCHEN AND B CHEN AND BAATH: TH:

FO FOCUS O CUS ON HI N HIGH-IMPGH-IMPAACT AREA CT AREAS S Themostimportantroomsinyourhomearethekitchenand bathrooms.Akitchencansellahousebecauseitistheheartofa home,theplacefamilyandfriendsgathertoenjoyoneanother’s company.Buyerswillbeturnedoffbydirtandgrime,cooking smells, and trash. Clean all cabinet surfaces and under the sink.

Asyouworktowardsellingyourhome,itisimperativethatthe bathrooms are kept clean and odor-free.

Potentialbuyersmightforgivealess-than-stellarchild’sroom, but a questionable bathroom or kitchen could cost you a sale.

P PEET P T PEEEEVES VES

Petsarewonderful,buthomebuyerswanttoseeyourhome withoutthem.Domesticanimalsarenotuniquefeaturesor sellingpointsofhomes;petdanderandodoraren’tgoingto provideapositiveviewingexperience.Someprospectsmight haveallergies,othersmaynotlikeanimals,andformost,theyare anunnecessarydistraction.Minimizethepresenceofpets.Dog dishes,catlitterboxes,andbedsneedtobeclean.Petsshouldbe relegated to cages or backyards while showing your home.

Withallthestagingworkcomplete,youarenowreadytolistand showcase your home.

Inthenextsection,youwilllearnhowtopriceyourhome.A realestateprofessionalisyourbestinformationsourceforhowto sellyourhomequicklywithoutloweringtheprice.Whenselling yourhome,thereismuchtoknowaboutpricing,marketing,and negotiations.

CHAPTER 8 CHAPTER 8

Ho How t w to Mar o Markket Y et Your Home our Home

Thepurposeofthisbookistoprovideinsightandguidance onhowtosellahomequicklyandformoremoney.Previous chaptersconcernedrealestatesalesterminologyandconcepts, withaheavyemphasisonthedos-and-don’tsofgettingahome listing ready for the most effective presentation, and thus price.

Thegoalofupcomingchaptersistohelpinunderstandingwhat determinespriceandmarketvalueofahome—specifically, yourhome.

Further,yourhomeisunique.Thereisnootherexactlylikeit. Whateverindividualityyouhavecreatedonyourpropertymakes it stand apart from your neighbors’ homes.

Therearenosetrulesofwhentosell,becausehomesarenot soldfromstoreshelvesbasedonseasonalholidays.Peopleget newjobsoraretransferredordecidetomovebecauseoffamily situations all the time, at any time of year.

Yourhome’svaluewillbebasedonthesalepriceofsimilarhomes purchasedrecentlyatthetimeyoudecidetosell,regardlessof season.Thebottomlineisthatyoudecidetheaskingpriceof yourhomeeitherbyyourselforwiththehelpofarealestate professionalor,asI'vementioned,withaqualifiedappraiserthat you pay.

Howdoyoudecide?Whatisthebestwaytogetonlineexposure? Doprofessionalphotographsmakeadifferencetoonline shoppers? What more can be done to market your home?

Upcomingchaptersanswerthesequestionstohelpyousellyour home for the best possible price.

THE P THE PRIRICE IS RI CE IS RIGHT GHT

Abuyerofrealestateisnodifferentfromabuyerofapainting orabagoforanges.Bothsellers’andbuyers’perceptionofvalue willalwayshaveaprominentroleduringthesale.Perceivedvalue and market value are not the same.

Youneedtoknowhowtopriceyourhomestrategicallyand correctlyfromtheget-gotoobtainthebestprice.Goleta, CaliforniahomesinAugust,2023thatopenedescrowwithin theirfirstweekonthemarketsoldforanaverageof2.08%above listprice.Homesthatgrewstaleformonthssoldforanaverage of 11.53% below the original list price.

Asaseller,keepintheforefrontofyourmindtwothingsasyou determine initial listing price.

First,sentimentalityhasnodollarvalue.Althoughyouhave emotionalconnectionstoyourhome,thebuyerdoesnot.Most buyersbeingshownmanypropertieswon'texpectyourstobe “theone.”Youwillhavetoworktogetthemtothatdecision. Avoidlettingsentimentplayapartinpricingtheproperty.Setall emotionsasideduringthesellingprocess,andremember,Buyers lookforcuestofigureoutyourmotivationtosell.Don'tgive them any.

Next,asI'vepreviouslyexplained,thereisalsonodirectdollarfor-dollarcorrelationbetweenupgradeinvestmentandmarket price.A$60,000kitchenrenovationwillnotbringthemarket priceofa$875,000hometo$935,000,Don’tassumeyoucanadd thatamounttoyouraskingpricethengettrappedbymaking your home the nicest, but also priciest, home for your area.

MARKE MARKET P T PRIRICE V CE VS. MARKE S. MARKET V T VALALUE UE

Ifyouhaveaready-to-buy,loan-approvedbuyerwhoiswillingto payapriceyouwillaccept,thatisreferredtoas“marketprice.”It is an objective fact.

Thisprice,oncethetransactioniscompleted,willinfluencethe marketvalue ofhomesinthearea.Mostlikely,youdetermine the marketvalue ofyourhomebyexaminingcomparablelocal salesprovidedbyaprofessionalREALTOR©,yourproperty’s condition, and

the

current supply and demand.

Whatapieceofpropertymightsellforbasedonfeaturesand benefitsinacompetitivemarket,andthecurrentsupplyand demandofsimilarhomesisits marketvalue. Youmightvalue yourhomeatahigherpricethanwhatabuyerwillpayoritstrue marketprice.

Theperspectivesofbuyersandsellersalsocomeintoplaywhen placingvalueonahome.Let’ssayyourhomehasanabundance ofmaturetrees—aplusinyourmind,butabuyerwholoathes raking leaves will see that as a negative.

Ifyoujustspent$10,000toreplaceyourroof,youmightthink youcansetahigherprice,butbuyersalreadyexpecttheroof tobeingoodcondition.Proximitiestoschools,enternment, shopping,andmedicalfacilitiescanalsocreatevaluethatcertain buyers are willing to pay for.

Buyerslookfortherightdeal,butwhattheyarewillingtopayor alenderiswillingtofinancehaslimits.Strategicpricingisyour greatest tool when selling your home.

Acouple decidestoplacetheirhomeonthemarketandmust

decideonanaskingprice.Byroughestimate,thehome’smarket valuefallsbetween$800,000and$860,000.Manyhomesareon the market.

Thesearesomepricingconsiderationsandapproachestofinding that “right price”:

• Th The “l e “leeaavve r e roooom f m foor n r neeggoottiiaattiioonn” a ” apppprrooaacch. h. In this approach, the market value is “stretched,” say to $870,000. The price will not entice a buyer, but may make comparable homes more desirable. The home will most likely not sell quickly or at that price.

• Th The “ e “pprriicce i e it a t accccoorrdinding t g to “ o “wwoorrtthh” a ” apppprrooaacch. h. This approach sees the price set right between the market value benchmarks, at $830,000. Likely, home shoppers will lump the home with like-priced homes, knowing they can buy anytime for $830,000.

• Th The “ e “ununddeerrpprriicincing g g geenneerarattees in s intteerreesstt” a ” apppprrooaacch. h.

Underpricing at $780,000 will motivate buyers and perhaps create a bidding war. But the goal of selling the home for more money is derailed.

THE C THE COOMPMPARARAATIVE MARKE TIVE MARKET AN T ANALALYYSSIS IS

Whenitcomestofindingabuyer,pricingyourhomebasedoff ofcomparablereal-pricedsalesiscrucialtomakingthesale.The ComparativeMarketAnalysis(CMA)isimperativetopricing strategically.Whenyouaskforonefromarealestate professional,besuretoreviewtheanalysis,askquestions,andget explanations.Ifcompletedcorrectly,thiscomparisonreportnot onlygivesyouagreatlistingpricebutalsoreducesthechance ofyourhomebeingunder-appraised.Ifyouhaveawell-priced home,youshouldbeshowingwithinthefirstfewdaysonthe market. Offers should come within a couple of weeks.

P PERERCEIVED V CEIVED VALALUE UE

Iftheperceivedvalueofyourhomebypotentialbuyersisgreater thantheactualprice,themorewillingtheywillbetobuy.The urgencytobuydisappearsthecloserthepriceandperceived valueare.Thismeansmarketingthehometomatchbuyers' specificneedsanddesires.Arealestateagentcanhelpyouknow buyers'hotbuttons,suchthatmarketingandpresentationcanbe tailored accordingly.

S SELLINELLING BY S G BY SHHOOWINWING O G OFF FF

BeforetheInternet,cellphones,andsocialmedia,buyerslooking athomesperusedthelocalMultipleListingService(MLS)book filledwithtiny,grainyimagesofhomes.Photosoffeatured homes(paid-forads)werelargerandsometimesincolor,but mostwereblack-and-white,amateurishphotos.Thephotowas insignificant compared to the information provided below it.

Today, the reverse is true. Photographs have become the most effective bait to attract future homeowners. Recent studies show that 89% of buyers use online tools to shop for homes before contacting a real estate agent. They peruse the web, finding homes that appeal to them, and then contact a REALTOR©.

Gettingyourhomesoldquicklyattractfuturehomeowners. Recentstudiesshowthat89%ofbuyersuseonlinetoolstoshop forhomesbeforecontactingarealestateagent.Theyperusethe web,findinghomesthatappealtothem.Beautiful,engaging, photosofhomes,insideandoutmakethebestfirstimpression. Onlinemarketingthroughphotographsisoneofthemost important ways to market your home.

Listingphotographyisagreattoolforshowingoffthebest featuresofyourhome.Brightandcolorfulshotsofwelcoming spacesencouragebuyerstoimaginethemselvescomfortableand

livinghappilyinyourhome.Byfocusingontheuniqueaspects ofyourhome,likelargeroomswithgreatviewsoramazing architecturalfeatures,youcangenerategenuineinterest.Stage yourhometogivetheappearanceofspaceandlightinevery photo without distorting reality.

MAXIMU MAXIMUM T M TARARGEGETED EXPOS TED EXPOSURE URE

Whenyouhireanagent,theycanplaceyourlistingonallmajor realestateportalssuchasZillowandRealtor.com.Buyersflock tothesewebsitestofindnewlistings.Agentscanalsoplaceyour homeontheirowndedicatedwebsiteandtheirsocialmedia outlets.Intheaveragemonth,Zillowalonecaptures69%oftraffic torealestatewebsites.Whenyouchooseanagenttosellyour home,makesuretheyofferthemaximumtargetedexposureto potentialbuyersthroughtheonlinemarketplace.Checktoseeif theyarecurrentwithalltechniquesforonlinemarketingandcan provide the advanced technical services to sell your home:

• Visual maps such as Google Earth

• Floor plans or 3-D floor plans

• Video tours

• Updates on buyer online "hits"

• Electronic documents

• Agency mobile device app

• Social media exposure

• Your properties own website

Sellingahomequicklyandformoremoneytakeswork.Ensure thehomeisproperlystagedandreadytosell.Takeadvantage ofeverytooltoachieveresults.WorkwithaREALTOR©who notonlyknowsthevalueofgoodphotographybutwhocan alsoprovideanaggressiveInternetmarketingcampaigntobring ready buyers to your listing.

CHAPTER 9 CHAPTER 9

Common Seller Mistak Common Seller Mistakes es

Thislistoffrequentsellers’mistakesregardinghouselisting pricingcanhelpyouavoidthepitfallsinvolvedinsellingyour home.Saveyourselftimeandmoneybyavoidingthesecostly mistakes.

P PRIRICINCING MIS G MISTTAKES AKES

The first several seller mistakes involve the issue ofpricing.

G Guueessssining v g vs R s Reesseeaarrcchhining g

Basingyourhomeprice on whattheneighborsdownthestreet listedtheirhomeforisn’tareliablemethod.Nothingloses potentialbuyersfasterthananoverpricedhome.Subsequent priceloweringmakesitlooklikeyou’regettingdesperatetosell, whichwillincreaselow-balloffers.Contrarily,youdonotwant tounderprice.Alowerlistingpricemaydecreasethetimetosell abit;however,youmightleaveseveralthousanddollarsonthe table.Learnhowtopriceyourhouseforsaletherightway,based on research.

TheComparativeMarketAnalysisisyourbestsourceforsetting anaskingprice.Ifahomeinyourareasellsforalowprice,don’t assumeyoursisworththesameamount.Thathomemayhave hadconditionissuesorapersonalissuerequiringaveryswift sale.Yourhomemighthavesomethingtoofferthattheotherone didnot.LettheComparativeMarketAnalysis(CMA)beyour guide with the advice of a real estate professional.

Choosingarealestateagentsimplybecauseofahigher-endprice foryourhomethanotheragentshavesuggestedisnotinyour bestinterest.Agoodagentwillknowmoreaboutthemarketfor yourhomethanyoudo.Chooseonewhocanprovideyouwith real numbers and a solid marketing plan for your home.

Ifsettingapricewassimpleandstraightforward,youwouldnot needassistanceinpricingyourhomecorrectly.Theagentyou chooseshouldbeknowledgeableinthelocalarea,trustworthy, andquicktoanswerquestionsorconcernsregardingtheentire sellingprocess.Interviewseveralagentsandselecttheonewho offers sales data, a pricing strategy, and a great marking plan.

Sellingyourhomeisabusinesstransactionbetweenaqualified buyerandyourself.Ifyouhaveenjoyedlivinginyourhomefor years,buthavedecidedtomoveon,thendon’tletemotional attachmentstothehomeaffecthowyoupriceit.Themost objectivepricewillcomefromtheCMAprovidedbyyourreal estateagent.Memorablemomentsspentinyourhomeare priceless,buttheydonotaddtothesellingprice.Itisalso unrealistictoadddollarsbecauseofthelaborspentmakingthe houseintoyourhome.ByfocusingontheCMAresultsand maintainingafirmstrictlybusinessattitude,youcankeep emotionsatbayandcomeupwiththebestpriceforthecurrent market.

Themostcrucialtimeforyourhomearethefirst10daysonthe market.OnceyourhomeisonthelocalMultipleListingService (MLS),youwillseehowmuchinterestisgenerated.Ifyourprice istoohigh,buyerswillpassyoubybecausethepriceisoutof

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S Suubbjjeeccttiivve P e Prriicincing g

Fir Firsst D t Daay H y Higigh-Ph-Prriicce B e Blluuees s

kilter and not supported by the current market environment.

Bythetimeyoudecidetolowertheprice,theseinitialbuyers havemovedontootherproperties.Asyourhomesitsonthe market,buyerswillwonderwhythehomehasnotsoldand conclude that it’s undesirable in some way.

Priceitcorrectlyfromthestarttogenerateinterestandgain attentionfrombuyerstosellfaster.Unrealisticpricingcosts money in the long run.

U Un-rn-ruusshheed H d Higigh P h Prriicincing g

Evenifyou’renotinahurrytosell,it’snotawisemoveto"testthe market"bylistingyourhomeatahighpriceto“seehowitgoes.”

Serioushomeshoppersmaytakemonthstofindanewhome. Theyarecontinuallylookingfornewlistings,notonesthathave beensittingonthemarket.Thinkingthatthemarketwillturnin yourfavormaynotbereliable,either.Ifpricesinyourareaare dropping,youmaylosemoney.Bypricingyourhomebasedon currentmarketvalues,youcansellyourhomemorequicklyand for more money.

P Prriicce D e Drrooppppining g

Anotherpricingtraptoavoidislistingapriceforyourhomefar aboveotherhomesintheareawiththethoughtthepricecan bedroppedifitdoesnotsellafterawhile.Thatispotentially workableinastableorincreasingmarket.However,ifthemarket inyourareaisdeclining,youmaybeforcedtoreducetheprice even more to catch up to the falling market.

Pricecompetitivelyfromthebeginning.Donothesitateto reevaluateyourlocalmarket.WorkwithyourREALTOR©to determine the correct market value of your home.

O OTHER S THER SELLERS ELLERS’ MIS ’ MISTTAKES AKES

Thefollowingisalistof“don’ts”tohelppeopleavoidthepitfalls of an otherwise successful sale.

Enteringacontracttosellyourhomebeforeyougetqualified tobuyanotherisproblematic.Yourfinancialsituationmayhave shiftedsinceyourlastpurchase,andyoumaynotmeetthe requirementsforaloan,oryoumaynotbeabletosellataprice thatenablesyoutobuythekindofreplacementhomeyoudesire.

Youmighthavetorentorbuyanotherhousethatisfarfrom ideal.Beforeyoudecidetosellyourhouse,getpre-approvedbya lenderyouhaveconfidencein.Thenstudythehousingmarketin theareathatyouwanttolivetogetagoodideahowmuchitwill realistically cost you to buy a replacement home.

Itiswastedefforttoshowyourhometosomeonewhocannot buyit.Anexampleisthesellerwhospenttwoweekspreparing hishomeforanacquaintancewhowantedtobuyhishome. Thesellerspent$1,000removinganoldshedandmetwiththe prospectseveraltimestodiscusspriceandterms.Itwaswellinto theprocesswhenthesellerfoundouttheprospectcouldnot qualifyforaloan.RealEstateAgentsspendconsiderableeffort weeding out showing to unqualified home shoppers.

” ”

“

Wheneverpossible,don’tbehomewhenshowingyourproperty. Thisisimpossibleorimpracticalifyouaresellingthehome yourself.However,ifyouhaveaREALTOR©,leavewhenthe

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W Waassttining T g Timime o e on U n Unnqquuaalifilifieed B d Buuyyeerrs s

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house is shown.

Lurkingsellersmakebuyersnervous.Buyersmayfeeltheyare intrudingandthenrushthrough.Theymaybehesitanttotalk aboutchangestothehomeorfeaturestheydon’tlike.Buyerswill feeluncomfortablecloselyinspectingthehouseinthepresence oftheowners.It’seasierforbuyerstovisualizethehomebeing theirswhentheyhaveachancetocritiqueanddiscussthehome amongthemselves.Ifyoumustbehome,trytostayoutofthe way and answer questions only if asked.

Unlessthere’sarealreasonforit,don’taskyouragenttobe presentforallshowings,either.Thatwilllimityourshowing activity.Otheragentswantprivacywiththeirbuyersandtheydo not usually have time to work around your agent’s schedule.

W Waaiittining g

Ifyouneed/wanttosellnow,thensellnow.Shouldyoudecideto postponeputtingyourhomeonthemarket,youarejoiningmany otherhomeownerswhoalsodecidedtowait.WhatI'veseen happentime-and-time-againis,whenthesefolksfinallydecideto take the plunge, they’re already too late.

N Noot T t Taakkining t g thhe Fir e Firsst Q t Quiuicck O k Offffeer r

Thishappensrepeatedly.Thesellergetsabiteearlyonandis suddenlyfilledwithconfidencethatthehousewilleasilyselland maybeevengetinvolvedinabiddingwar.Itfeelslikeyou’re standingoverapondpackedwithahungryfish.Thefirstoffer doesn’tseemgreatandyounaturallyassumetheremustbe bigger,juicierfishtobehad.So,youthrowthenot-so-smallafter-allfishbackin.Bigmistake.Thatfirstfishisoftenthe“catch of the day.”

It’sappropriate,evenimportant,tobefriendly,butdon’tletthe personalnatureofsomeonebeinginyourhomeallowyouto getintotoomanylongdiscussionswiththebuyers,because personalityconflictsoftencloudjudgments.Watchwhatissaid indiscussingitemsrelatedtothehouseandneighborhood. Remember,thiscouldbetheirnewhome.You’renodoubt excitedaboutmoving.Butbuyersarenotoriousforsecond guessing.Acasualstatementaboutthehouse“reallybeingtoo smallforagrowingfamily,”or“theschoolsaregoingthrough somechanges”mightbeenoughinnocentchattertosquashtheir interest.

Manysellersonlyconsiderthemoneytheyaresellingtheirhome for.Theydon’tappropriatelycalculateallthecostsassociated with the sale. Zillow lays out the following list of expenses:

• Real estate commission, if you use an agency to sell.

• Advertising costs, signs, other fees, if you plan to sell yourself.

• Title reports and other professional fees.

• Excise/Gains tax for the sale, if applicable.

• Prorated costs for your share of annual expenses, such as property taxes, homeowner association fees, and utilities.

• Any other fees sometimes paid by the seller (appraisals, inspections, buyer’s closing costs, etc.).

Manysellersoverlooknotifyingutilitiesthattheyaremovingor applyingforutilityserviceattheirnewhome.Calltheutilities andyourinsurancecompanyassoonasacontractissigned.Find outhowmanydays’leadtimetheyneedtoswitchorcancel,then

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get back with them when you have a firm closing date.

Keepcalmthroughoutthesellingprocess,especiallyduringand afterahouseinspection.Bepracticalandpresumethatissueswill arise.It’snotuncommontohavetopayforsomerepairs.Don’t let the buyer’s request that you complete repair kill the deal.

Ontheotherhand,don’tcommittofixinganythinginadvance (e.g.,“Sure,wecanputonanewroof”),unlessyouaresureyou canmanageitemotionallyandfinancially.Determinethekind ofrepairsyoucanpracticallytakecareof,thencommittothat decision.Somerepairscanbecomeunmanageableandcouldcost you big money.

CHAPTER 10 CHAPTER 10

Learn fr Learn from Other's Mistak om Other's Mistakes es

Toavoidsellingyourhouseforlessthanit’sworthandleaving moneyonthetable,it’shelpfultofindoutwhatotherpeoplehave donewrong.Theseareexamplesofcostlymistakes,including mistakesmadebylenders.Thefinalstorydemonstrateshow pricingyourhomerightthefirsttimeiscrucialinachanging market.

UND UNDERPERPRIRICINCING, THE EA G, THE EASSIESIEST W T WAAY Y T TO L O LOSOSE M E MOONENEY O Y ON Y N YOOUR H UR HOOME SALE ME SALE

The#1reasonpeoplelosemoneyontheirhomesale(asin,not gettingallthemoneytheycould)isunderpricing.Theythink theirhomeisworth‘x’dollarswithoutresearchingthevalue. Theyputtheirhouseonthemarket,sellitforlessthanit’sworth, andneverrealizetheirmistake.Thatiswhyit’ssocriticalyou havearealunderstandingofthevalueofyourhomeintoday’s market.

Aperfectexampleisthesellerswhosoldthreeacres—worth about$3,000,000—foronly$800,000.Theylivedabout30miles awayanddidn’trealizethedevelopmentpotentialtheproperty had.Theyhiredanagentwhowasunfamiliarwiththearea,who also didn’t realize the development potential.

Theirbuyerwasknowledgeableandexperiencedwith developments.Heresearchedthezoninganddiscoveredthe threeacreswerezonedforhigh-densitycondos.Thesellersdid notknowaboutthezoning,nordidtheyknowthecountywas planning to build a new road bordering their property.

Youcanseewherethisonewent.Intheend,thesellerswerenot awaretheyleftmorethantwo-milliondollarsonthetableuntil condo-building began.

LEND LENDER ERR ER ERROOR R

Lendersknowthatifabuyermakesanunsolicitedoffer,mostof thetime,theofferisbelowfairmarketvalue.Inonecase,abank lostmorethan$300,000onamistakebasedonthatassumption. Twopeoplewereinterestedinbuyingapieceofproperty.Itwas inanexcellentlocationanduniqueamongpropertiesavailable inthearea.Bothbuyerswereanxioustomakeanofferbefore someone else could offer more.

Eitheroneofthemwouldhavebeenwillingtopaythefairmarket valueof$1,000,000fortheproperty.Moneywasnoproblem; bothbuyershadtheabilitytopayincash.Unfortunately,the bankrefusedtotakeanyoffersontheproperty.Theywouldnot budgeuntilitwaslistedontheopenmarket.Forsomereason, possiblyduetoanoversight,theyputthepropertyonthemarket for $670,000.

First,thebankunderpricedthepropertyby$330,000.Second, thehiredagentdidn’tmarketitproperly.Errorsweremadein theMLSlistingso,itdidnotshowupinsearchresultsforother agentswhohadbuyerslookingforthattypeofproperty.Andthe addresswasincorrect.Asaresult,thelistingdidnotshowup onanyoftherealestatewebsitesthatuseamapdisplay.Finally, theagentneglectedtoputasignontheproperty.(Theperson whoeventuallyboughtitliveddowntheroadanddrovepastthe property every day.)

Afterthebankrefusedtoworkwiththebuyers,eachwaitedfor thelistingtoappear.Whenitdidn’tshowupinsearches,they gaveup.Ultimately,bothbuyersmovedontofindotherpieces ofland.Meanwhile,thepropertysatonthemarket,unnoticed.

Becauseoftheagent’serrors,nointerestwasgenerated,andthe property went into foreclosure.

Themanwholivednearbyknewthebankhadbeentryingto forecloseontheproperty.Hedidsomeresearchonthe foreclosureatthecourthouse.Hefoundoutthebankhad successfullyforeclosedonit.Knowingithadtobelisted somewhere,hewentonlineandsearchedthroughallofthe propertiesforsaleuntilhefoundthelisting.Tohissurprise,it was priced well below the market.

Hadthebankandagentnotmademistakes,thetwooriginally interestedbuyerswouldhavemadeoffersandlikelystarteda biddingwar.Thereisagoodchancethetwobuyerswouldhave driven the price up to the fair market value.

Mostbank-ownedpropertiesarepricedbelowmarketfora reason.Bankswilldiscounthomestheysellbecausetheysit emptyformonths,andthebankstypicallyhavenoknowledgeof their condition.

Thebankmissedafull-pricesaleandlost$330,000.Theproperty wasacresofrawpasture.Therewerenounseenproblemswith it.Thebuyerhadliveddowntheroadfromitforyearsandwas veryfamiliarwithit.Hesubmittedtheiraskingprice,andthe bankacceptedit.Hesaved$330,000becausethebank’sagent didn’tperformwellandsubstantiallyunderpricedtheproperty. The bank suffered a significant loss.

ERR ERROORS IN P RS PRIRICE AD CE ADJUSJUSTTMENTMENTS ARE C S ARE COSOSTLTLY Y

Therearetimeswhenpricingadjustmentsmayneedtobe considered. For instance, let’s look at Tim and Sue’s situation.

C

C

T Tim a im annd S d Suue e ’ ’s H s Hoomme: e: $845,000

C Coommppaararabblle H e Hoomme C: e C: $845,000

C Coommppaararabblle H e Hoomme D: e D: $833,000

C Coommppaararabblle H e Hoomme E: e E: $829,000

TimandSueappeartohavepricedtheirhomecompetitivelyfor the market. Over the next month, the market changes.

C Coommppaararabblle H e Hoomme A: e A: Expired

T Tim a im annd S d Suue e ’ ’s H s Hoomme: e: $845,000

C Coommppaararabblle H e Hoomme B: e B: $839,000 (Reduced Price)

C Coommppaararabblle H e Hoomme C: e C: $835,000 (Reduced Price)

C Coommppaararabblle H e Hoomme D: e D: Sold

C Coommppaararabblle H e Hoomme E: e E: Pending

C Coommppaararabblle H e Hoomme F e F: : $826,000 (New Listing)

C Coommppaararabblle H e Hoomme G: e G: $825,000 (New Listing)

C Coommppaararabblle H e Hoomme H: e H: $819,000 (New Listing)

TimandSuenowhavethehighestpricedhomeintheareain theirpricerange.Whenabuyerlooksatthecomparablehome prices,itisnowtheworstvaluepropositioninthemarketplace. Mostsellers,likeTimandSue,donotrealize themarketcanshift sofarsoquickly. Itcannotbestressedenoughhowimportantit isforyoutopriceyourhomerightthefirsttime.HouseDsold, and House E had a pending sale from the start.

WHY SHOULD THESE S WHY SHOULD THESE STTORIES MA ORIES MATTER T TTER TO Y O YOU? OU?

Doyouseehowimportantitistoknowthetruevalueofyour home?Moralofthestory:Anyonecanlosemoneyinthereal estatemarket.Asellerunfamiliarwiththeever-changingmarket riskssellingthehomeforlessthanit’sworthorlosingasale becauseofincorrectpricingatlisting.Inmostcases,sellersnever evenrealizeit.Pricingerrorshappentoprivatesellersallthe time.Knowingthehome’struevalueprotectsyoufromsettling for less money.

H HOOME SALE “ ME “HHOORRRROOR S R STTOORIESRIES” ”

Any real estate transaction can go awry. Out of ignorance, mischief, or larceny, issues can arise to complicate selling the home or cost the seller money. Having an experienced REALTOR© involved in the transaction will provide knowledge, somewhere to turn, and action.

Agent-represented homeowners in southern California were selling the single-family residence they lived in. The couple accepted a buyer’s offer and moved to Washington State.

The sellers needed the proceeds from the sale so they could buy a condo they found in Washington. As they waited for the California escrow to close, the couple allowed the buyer to move into the house. But, as it turned out, the escrow for the house was held up for several weeks due to problems with loan funding.

In the end, their buyer was unable to get the loan needed to complete the California transaction, and the escrow fell through. As a result, the condo the couple were waiting to purchase in Washington also fell through. Worst yet, they had a hard time getting the buyer out of their California house. This cost the couple time, money and a lot of emotional energy.

This is an example of why I advise my sellers not to allow a buyer to move into their property before escrow closes unless appropriate agreements are signed, and, even then, it's a bit risky.

F Frarauudduulleennt B t Buuyyeerrs s

A real estate agent was working for sellers whose house had sat unsold for several months. They were thrilled to get a cash offer for the $800,000 house from a couple. The buyers offered a proof-of-funds letter from a brokerage firm. The buyers’ extended family turned out for the home inspection. It was like a holiday open house.

Later, the title company informed the agent that the proof-offunds letter had a forged signature. The would-be buyers vanished, and it appeared their extended family took some of the sellers' possessions during the "home inspection."

Since then, the seller makes sure the "proof-of-funds" and prequalifying documents are verified.

H

Hoommees N s Noot R t Reesseeaarrcchheed d

In a transaction without the involvement of real estate agents, a woman purchased a rural home. She found out two years later, at the time she went to list the home, that it had once belonged to a person who was in jail for producing methamphetamine onsite. The revelation also obligated the homeowner to take the necessary steps of decontaminating the home and ensuring it was fit for resale, costing her a whopping $36,000 in the process.

P

Prreessssurure t e to S o Seelll f l frroom Y m Yoour O ur Owwn A n Aggeennt t

Homeowners were selling a starter home in Washington D.C., circa late 1990s. They were asking $1,035,000. When they received a $1,006,000 offer with buyer demands that they cover $16,000 in closing costs, the buyer's agent prodded them into strongly considering the offer. Ultimately, the couple sold for $1,028,000 while honoring the closing cost request at the behest of their own agent. Pre-housing crisis, homes in this

neighborhood were selling for between $1,450,000 and $1,700,000.

“In hindsight, I felt that I’d been negotiating against three people—the buyer, his agent, and my own agent,” said the seller. This is no way for a seller to feel.

P Prreecclloossining E g Errrroorr: L : Laarrgge B e Baannk k

D Depepoossiit C t Caauussining D g Deellaay y

A woman buying a seller’s home deposited $8,000 in cash into her checking account three days before closing. Her father had given her money to buy new furniture and appliances for the house.

Their mortgage company checked balances the day before funding the loan and the deposit was “dinged,” as it required a gift letter. Unfortunately, her father had just gone to the Upper Peninsula of Michigan for a 10-day hunting/fishing trip and no one could reach him. This delayed the closing by two weeks.

CHAPTER 11 CHAPTER 11

Finding Bu Finding Buyyers ers

You now understand the importance of pricing and how real estate today is largely driven by technology. How do you find buyers? The two most valuable tools for finding ready buyers are the previously covered strategic pricing and an aggressive online marketing plan.

According to recent National Association of Realtors® surveys, 36% of homebuyers first found the home they purchased on the Internet. Real estate agents were consulted at the same rate as the Internet but were not the first choice of buyers. Only 2% found homes in the local newspaper; 9 of 10 home shoppers use the Internet to search for properties using syndicated realty websites.

Your home can be seen from anywhere; however, you shouldn’t rely on exposure alone. Smart agents will feature your home on websites directed at buyers. Website search functions should filter results by using criteria such as schools, neighborhoods, and subdivisions.

Buyers look for a house in a place that fits their lifestyle. The dedicated website should provide a wealth of information to buyers regarding proximity to schools, shopping centers, restaurants, and entertainment. This is an excellent way to find interested buyers. When a buyer is deciding where to live, you want your home included in the search results.

A neighborhood consisting of senior citizens and retired people, without a designated school bus stop close by, would not suit a family with school-aged children, even though the house might

meet their other criteria. A bachelor may not be interested in living near children, even though a two-story home with a garage is what he’s looking for. By design, websites should direct buyers to homes that meet their lifestyle, thus eliminating uninterested shoppers.

GIVE Y GIVE YOOUR H UR HOOME A “ ME A “OONLINENLINE” T ” TOOUR UR

Talk with your agent about posting an online tour of your home linked to most major search engines. Be concerned if your agent can't do this. In today's real estate environment, it is imperative this type of video gets out there. Links to the video and/or QR codes (Quick Response codes) should be sent to all interested parties. Insist that your agent gets going on this effort as soon as your home hits the market.

Further, make sure that, in this Information Age, you utilize marketing vehicles beyond traditional REALTOR© networks. Research has shown that four out of five homebuyers start their search online. The 6 best home search websites of 2023 are:

· B Beesst O t Ovveeraralll: l: Zillow

· M Moosst A t Accccurauratte: e: Realtor.com

· B Beesst M t Moobbiille A e Appp: p: Trulia

· B Beesst f t foor F r Foorreecclloossururees: s: Foreclosure.com

· B Beesst f t foor R r Reennttining: g: Apartments.com

· B Beesst f t foor F r Foor S r Saalle B e By O y Owwnneerr: : FSBO.com

Make sure you ask any agent who would like to list your home if they have an aggressive online marketing plan. You want to assure yourself that your agent is up to date on modern social media advertising strategies. You want to maximize your overall exposure as well as generate interest from your target market.

CHAPTER 12 CHAPTER 12

Be a Str Be a Strong Negotiat ong Negotiator or

Negotiating your home sale does not have to be intimidating. By learning how real estate negotiations work and how to apply proven techniques, you can get the price you want from the perspective buyer.

KN KNOOW M W MOORE TH RE THAN Y AN YOOUR B UR BUYERS UYERS

The two major elements of negotiation are motivation and skill.

• A motivated buyer wants the best deal, and you, the seller, want the best price and terms.

• Your negotiating objective is for both sides to be comfortable with the price and terms you eventually agree to.

• A skilled negotiator is an expert at working under the pressures of competition, time, information, and communication.

WH WHAAT M T MOOTIVTIVAATES A S TES A SELLER ELLER

• Time on the market

• Relocation

• Pressures of maintenance and upkeep

• Emotional and mental stress, especially during divorce Selling your home is a multifaceted process. To be a strong negotiator, you must avoid allowing emotions to overpower the situation to the point where you compromise and settle for a lower price.

Worrying about paying the mortgage while the home sits on the market or having to move out of state are prime pressure points for sellers. Maintaining a home for months in showing condition can physically wear someone down. For some sellers, finding the right buyer can be mentally and emotionally straining.

WHEN THE C WHEN THE COOMPMPEETITIVE P TITIVE PRESSRESSURE IS O URE IS ON N

When facing informed buyers, remember that the party with the most options is in a better negotiating position. The buyers may have researched your home’s marketing history. If you have relocated, the buyers may assume that you’re desperate to sell and will write an offer below market value. On the flip side, the buyers may offer a higher price if they thought you had three other offers with above listed prices or better terms.

You'll also want to sharpen your senses to detect when buyers do not have other property options.

Perceptions have a profound influence in negotiations. If interested buyers believe you have rejected offers that were higher than theirs, you have the upper hand to pressure for more. On the flip side, buyers may inform you of their interest in other homes, pressuring you for acceptance of their offers. The key to being a good negotiator is to stay calm and focused during the process to avoid costly mistakes. Knowing your buyers’ motivations without exposing yours will give you an edge. LE LET TIME B T TIME BE O E ON Y N YOOUR S UR SIDIDE E

Time pressure is inescapable in the world of sales. It is evident during antique auctions, construction job bids, and car sales. Time is a powerful negotiation tool. Real estate agents advise buyers that a seller under pressure to sell will provide the best bargain. For this reason, smart home shoppers will obtain as

much information about sellers as they can get.

For example, if buyers know a seller is in foreclosure and must sell before losing the property, the buyers are in a better negotiating position. If buyers know a seller is under time constraints, they will use that, making low-ball offers or appearing indecisive or by not promptly returning calls and messages.

Buyers look for time-sensitive situations to push their price. A seller who is behind on mortgage payments, recently retired, or is under contract for another home, which is dependent on this home selling, are candidates for high-pressure tactics from savvy buyers. They may come to the seller and ask questions to find out if any of these situations are applicable. A seller’s eagerness to please them may be read as desperation.

Buyers also play the waiting game. In real estate, acceptance time can be a powerful tool in price negotiations. From their perspective, the longer the house has been on the market, the more flexible the seller will be. The same applies to negotiations. The more buyers stretch out the time spent negotiating the sale, the more likely they will get the price and terms they want.

Buyers will invest time with sellers to create relationships, trust, and a willingness for a seller to agree to their terms. The advantage that may arise for a seller is that the buyers may not want to walk away empty-handed after gaining the seller’s trust. By exercising patience, sellers can maintain their position on terms and price.

Informationisthekeytorealestatenegotiations.Themore informationbuyerscangleanfromyou,themorepressureyou willface.Themoreknowledgeablesidewilloverpowertheless

KN KNOOWLEDWLEDGE IS PO GE IS POWER WER

informedatthebargainingtable.Themoreinsightbuyershave intoyourmotivationtosell,themorepowerfultheyareat negotiating.

Don’tavoidquestions.Don’tbeunfriendlyoruninterested. However,rememberthisisaprofessionaltransactionbetween strangers so don’t be unnecessarily forthcoming, either.

Whenbuyersaskswhatappearstobeatoughquestionthat mayrelatetoanoffer,theyarelookingfordirectanswersand your reactions. Stayprofessionallyreservedandavoidshowing anxiousness to sell.

Asimplebuteffectivetechniquetohandleatoughquestion withoutgivingoutinformationistoanswerwithanother question.Ifyouareaskedifyourhomehasbeenlongonthe market,simplyanswerimprecisely,e.g.,“Notlong.”Thencalmly asktheshoppershowlongtheyhavebeenlooking.Theiranswers mayempoweryouwithinformationabouttheirownstress points.

Whenaskedwhyyouareselling,answerwithvaguereasons, suchasdownsizingoreliminatingstairs.Again,turnthetables byaskingthemthesamequestion.Tolearnifyouhaveany timeconstraints,buyersmightaskhowsoonyouwanttomove. Tellthemyou’reflexible,evenifyouwouldreallyliketomove immediately.Next,it’syourturntoaskthemhowsoon theywant to move.

Directingthequestionbacktobuyersmaintainsyourcontrol ofinformation.Whatyoupaidforyourhousedoesnothavea bearingoncurrentmarketvalue,soifthequestioncomesup, simplysmileandsayyouwonitinabet(knowingthebuyerhas probably checked county records for the previous sale price).

Facingquestionsonthepricingofyourhomeshouldnotbe

difficultifyouhaveputseriousthoughtintoyouraskingprice.If youbaseditonprofessionalmarketvalueestimates,tellthem.Do notforgettopointoutrecentsalesofcomparablehomesandthe improvements you’ve made.

Competitiveoffersfromotherinterestedbuyersisaconcernfor ahomeshopper.Iftheyaskyouaboutthis,brieflystatethatthere isinterestbut“nothingonpaper.”Don’tbespecificaboutwhere you are with other prospective buyers.

Buyersmaybeinquisitiveastowhyyourhomehasnotsold yet,andyoucantellthemyouarewaitingfortheperfectbuyer. Almostinvariablytheywillaskforthelowestpriceyouwilltake, orifthepriceisnegotiable.Letthemknowyouhadnotmuch time to think about it. In turn, ask what price they had in mind.

Dealingwiththebuyers,keepthisobjectiveinmind.Answer questionsthoughtfullybutvaguely,withoutrevealingmuch. Managingyourresponsesbyaskingthemquestionsinreturn workswellinthesituationsdiscussedabove.Alwaysattemptto get the other party to reveal their thoughts.

CHAPTER 13 CHAPTER 13

The Dos and Don The Dos and Don'ts 'ts of Negotiating of Negotiating

Sellingyourhomeisabusinesstransaction.Althoughitmaybea many-layeredprocessthatappearsmorepersonalthanbusiness, atitscore,it’sabuyernegotiatingtopurchaseaseller’shomefor anagreed-uponprice.Youasasellermustkeepthisfactinmind. Opinions,emotions,andegomayattempttoderailyourefforts; don’t be the transgressor.

Themoreyouknowaboutnegotiating,thelesslikelyyouareto create a needless detour during the sale process.

D DO LE O LET THE B T THE BUYER S UYER SPPEAK FIRS EAK FIRST T

Letpatiencebeyourguidewhendealingwithaninterestedbuyer. Don’tbeanxioustotellhimorherwhatyou’rewillingtoaccept; itmaybelowerthanthebuyerwaswillingtooffer.Likeany saletransaction,buyershaveapriceinmind,evenifitisalawn moweratayardsale.Theymightbewillingtopay$200for themower,butwhentheyask,yousay$125.Donotlosethe advantageofbeingabletocounterofferratherthanofferfirst. Letthebuyerspeakfirst.That’swhyit’scalledanoffer.Itwill eitherbeanofferyoucanaccept—oryouwillatleasthavemore knowledgeaboutwhatpricethebuyerhasinmind.Besides,a seller has already made an offer when the listing price is posted.

D DOON'T “ N'T “MEEMEET IN THE MID T THE MIDDDLELE” ”

Eveninthesimplestofsalestransactions,agreeingonaprice oftenincludes“meetinginthemiddle.”Forinstance,abuyer

speaksfirstandofferstobuyanitemfor$150,whentheseller isexpectingtosellfor$200.Mostwillsplitthedifferenceand counteroffer$175.Bykeepingthesplittingpointintheseller’s favorbycounteroffering$220,themid-pointisnow$200.The buyermaytaketheofferoragreeto$205,whichisslightlymore thanwhatthesellerplannedtoaskfor.Maximizeyour negotiatingbycounterofferinginsmallincrements.Avoid following human nature by “meeting in the middle.”

D DOONN’’T A T ACCCEPT L CEPT LOOWW-B-BALL O ALL OFFERS FFERS

Homebuyerslookfordeals.Thinkhowquicklyyouwouldjump atahomesellingbelowmarketvalueandinperfectcondition thatmeetsyoureveryneed.Thatsituationrarelyhappens,but thatdoesn’tmeanbuyerswon’tmakelow-balloffers.Iftheysee yourhouseastheperfecthome,theymayswitchtheirpriorityto gettingalower-than-market-valuepriceinnegotiations.Ifbuyers trulylikeyourhomebetterthananyothers,thenwhywouldthey pay less for it? Keep focused and negotiate accordingly.

D DO B O BE Q E QUIEUIET AND LIS T AND LISTEN TEN

Whetheryouareapproachedbythebuyerorthebuyer’sagent, remainingquietisoneofthebestwaystonegotiatethesale. Developingafeel-good,overlyfriendlyrelationshipwitheither caninterferewithyourfocusedeffortstosellyourhomequickly andforafairprice.Buyersuncomfortablewithyourquietness maywanttobreakthesilencebygivinginformationthatwould becrucialtoknow.Again,themoreknowledgeableyouareabout thebuyer—ratherthantheotherwayaround—thebetter poised you will be in negotiations.

D DOON'T B N'T BE M E MOOVED BY A VED AWKWWKWARD S ARD SILENILENCE CE

Whenyouarenegotiatingandthebuyermakesanoffer,don’tfeel compelledtorespondimmediately.Whetheritbe5secondsor5

minutes,makethebuyerorhisagentspeakfirst.Theymaysee yoursilenceasdisappointment,andchoosetorevisetheofferor offer a concession just to break the silence.

D DO LEARN WH O LEARN WHAAT M T MOOTIVTIVAATES THE B TES THE BUYER UYER

Sometimesbuyingagentswillworktolearnwhyyouwanttosell yourhome.Agentsknowthatsellerswanttogotoescrowonly once.Ifthebuyerisadvisedtodemandalowerpricebecauseof minordefectsdiscoveredduringathird-partyhomeinspection, theywillusethisasanegotiatingtool.Moreimportantly,an agentforthebuyermayadvisehisclienttooffertheasking price,knowingthatminorflawsexist,onlytodemandreductions bringingtheofferdowntowhatthebuyerwantedtopay. Knowingthatsituationslikethishappen,don’tlettheprocessof sellingyourhomewearyouout.Don’tcompromiseyourtime andefforttokeepthingsmovinginescrow.AgoodREALTOR© willsuggestahomeinspectionbeforeyoulisttoavoidtrouble when negotiating the sale.

D DOON'T FREEL N'T FREELY GIVE O Y GIVE OUUT Y T YOOUR INFO UR INFORMARMATITIOON N

Ifyouhavemultipleoffersonyourhome,thepriceisnotalways thebottomline.Sometimeswhatyoutellbuyersisadvantageous to their offers, rather than your selling price.

Forexample,let’ssayyouhavetwocouplesinterestedinyour home.Oneofthecouplesoffersfullaskingprice,thinkingthat youwillreadilyaccept,buttellsyoutheyneedafewmonthsto closetogetfinancingfinalized.Theothercouplecasuallyasks whyyouareselling,andyouoffercrucialinformationabouta comingtransferthatleadsthecoupletooffer$20,000lessthan youraskingprice,butagreestoclosequicklywithoutany inspection contingencies.

Whilethefirstcoupleofferedmoremoney,thesecondcouplewas

moreappealingtime-wise.Ifyouwereunderatimeconstraint, thesecondcouplesolvedyourproblem.Howdidthesecond coupleknowaboutthetimeconstraint?Youmayhavedisclosed it without thinking when they asked why you were selling.

D DO GE O GET THE L T THE LAASST C T COONNCESSCESSIIOON N

Remainingcalmandfocusedduringthecounteroffersisthekey togettingthelastconcession.Byaskingbuyerstogivesomething inreturneverytimetheycomebackwithanotherrequest,you gaintheupperhand,andbuyerswillstartbackingawayfrom makingnonessentialdemands.Thelessbuyersthinkstheycan getawaywith,thelesstheywillaskforbeyondwhattheyreally need.

D DOONN’’T B T BECECOOME FL ME FLOOOODDED WITH C ED WITH COONNCESSCESSIIOONS NS

Whenabuyersubmitsanoffertoyou,unlessit’safantasticone, youshouldbringcounterofferstothetable.Perhapsadifferent priceand/orconcessions—suchasshorterclosingdates,terms, modificationsofcontingencies,orincentives—willenterthe negotiations.

Whenreviewingtheoffer,besuretoconsideritemsthatwould beunacceptabletoyou.Acounterofferisusedto,ineffect,accept some(ormost)ofthetermsofthebuyer’slatestoffer,while modifyingotheritems.Sincethereisnolimittotheamountof timescounterofferscanbemade,makesurethebuyerwillhave towaitforyourresponse.Youreagernesstorespondmaybe interpretedasdesperationonyourpart,which,inturn,maygive the buyer more leverage.

D DO MAINT O MAINTAIN A B AIN A BUSUSINESS D INESS DEMEANEMEANOOR R

Remindyourselfthatyouwanttosellyourhomeforthebest priceandintheshortesttime.Seller/buyerrelationshipscome

inallshapesandsizes,butnomatterwhatensues,sellingyour homeisalegal,documented,court-recorded,I’s-dotted-and-T’scrossed business transaction.

Peopledonotgetemotionallyinvolvedwhenbuyingabagof oranges,buthomesellingdoeshaveawayofsneakingintoone’s emotionsandtriggeringnegativeresponses.Ifthebuyerhasan inflatedegoandactslikeaknow-it-all,youneedtomakesure itdoesnotaffectyou.Ontheflipside,ifthebuyercomesoffas thesweetest,kindest,butsomewhatfinanciallytroubledperson you ’veevermet,donotletthatdissuadeyoufromyourgoalof getting a fair deal.

Stayonyourtoes,evenifthesaleisgoingalongquicklyand painlessly.Thereneedstobeacertainamountofdiscussion betweenallpartiestokeepthebuyerfromjumpingshipor,on yourpart,feelingseller’sremorse.Youmaysenseafterwardthat the buyer would have been willing to pay more for your home.

Duringnegotiations,theremaybeatimewhenyouthinkof allthelaborandtimeyouhaveinvestedingettingyourhome sold.Hoursuponhoursspentcleaning,staging,showing,and communicatingmaysuddenlyfloodyourmind.Youmaywonder ifitwasinvainwhenfacedwithbuyerswhoarecritical, demanding,orrude.Retaliationinlikemannercanbreakadeal, solearntodealwithpotentialhomebuyersobjectively.Don’tlet your ego get in the way of a good deal.

CHAPTER 14 CHAPTER 14

Bar Barggaining Chips aining Chips

Counteroffersbypotentialbuyerssometimesincludecertain personalpropertylikeappliances,becausetheseitemsaremusthaves that are expensive to purchase new.

Asaseller,youcanusetheseitemsasbargainingchips.Youmay makecounteroffersthatincludeappliancesandothercontents asincentivesforthebiddertoagreetoahigherprice.Thisisa particularlyusefulstrategywhenthedemandforhomesinyour neighborhood is weak and prices are low.

Whenyou’resellingyourhome,considerwhatyou’rewillingto throw in to sweeten the deal, and what items are “off limits.”

Here are some items you may want to consider using as leverage:

• Major appliances: washer, dryer, fridge

• Area rugs that fit a room

• Stand alone barbeque

• Patio furniture: planters, garden benches, and ornaments

• Garden shed

• Lawnmower, power washer, leaf vacuum, or other maintenance equipment

• Recreational equipment, such as ping-pong and pool tables, above-ground pools, trampolines, climbers, swing sets, and hot tubs

• Offer to prepay taxes or closing costs

• Offer a year of landscaping, pool cleaning, or maid service

Thedecision-makingprocessisrelativelysimpleifyouconsider

whatitemsyouarewillingtopartwithbasedonhoweasyor difficultitwillbetomovethem.Also,considerhowoftenyouuse movable items and the cost of replacement.

Youcanoffermanykindsofincentives.Abuyermayrequestan incentive in the transaction. It’s all part of the negotiation.

Buyer requests or seller incentives may include:

• Reduction of the asking price

• Seller-paid loan points

• Help with the down payment

• Help with closing costs

• Offering to close in a short time

• Offering or transferring a home warranty

• Prepaid property taxes for one year

• Payment of HOA fees or landscaping and pool maintenance

• Offering a mortgage buy-down

Thelistisaslongasyouragentiscreative,sodiscusseachofthese with your listing agent before agreeing with a buyer.

NOTE:Theremayberestrictionsplacedontherealestateagent becauseofagencylaws.Therearealsolenderlimitsonbuyer credits,andtheyMUSTbeproperlydisclosed,sobesuretostay within the limit of the laws.

Homesthatdonotsellforextendedperiodsoftimeareusually pricedtoohighoraretoopriceyfortheneighborhood.Strategic pricing will always be the top reason homes sell successfully.

Here is a list of other common reasons that homes do not sell:

• The home is too cluttered. Piles and stacks of stuff

KN KNOOW WHY H W WHY HOOMES D MES DOON'T S N'T SELL ELL

discourage buyers.

• The home interior is dated. Old colors and old flooring deter sales, and so do any upgrades necessary to freshen up the decor.

• The homeowner is not flexible with showings. Plan ahead to ensure kids, pets, and you are ready to show at any time.

• The market is not favorable at listing time. Deciding to list at another time may be the best option.

• The home is located in an abandoned development. The housing crash of 2008 left many houses empty in many neighborhoods.

• The real estate agent did not provide a sufficient marketing plan.

• The real estate agent did not perform the Comparative Market Analysis correctly and failed to provide strategic pricing for the home.

CHAPTER 15 CHAPTER 15

Wh Why Hir y Hire an Agent e an Agent

Thisbookisfullofinformationonhowtosellyourhome.You haveabasicknowledgeofsettingalistingprice,onlinemarketing, staging,andnegotiation.Isn’tthisenoughtodothejobyourself?

Homeownerswonderiftheycouldbuyorsellahomethrough onlineortraditionalmarketingandadvertisingchannelswithout a real estate agent.

Trythisanalogy.Youweregivenabookoninvestmentstrategyfor yourbirthdayandreadit.Thestockmarketisatall-timehighs, buttherearepoliticalandbusinessfactorsthatroilthemarkets. There are weeks of 300-point gains and of 400-point losses.

Thequestion:AreyoureadytohandleyourownIndividual RetirementAccount(IRA)orstockmarketinvesting?Doyou havetheexpertisenecessary,andcanyouhandletheemotional roller-coasterofseeingthousandsofdollarsofyourmoneycome and go?

Intoday’srealtymarket,thesellingandpurchasingofaresidential propertyinvolvesmorethan50peoplewithdifferentskillsand expertisewhoparticipateinthetransactionfromstarttofinish. Whetherit’sforahomeinspectionoratitlesearch,ittakesmore than 20 steps to finalize the sale of your home.

Forsellers,itcanseemoverwhelmingtoknowhowtoanticipate andcoordinateeverystepnecessarytoprepareyourhometo show,list,market,andsell.Anexperiencedrealestateprofessional knowledgeableinallphasesofrealestatecanmaketheprocess

mucheasier.Youdonotneedrealestateexpertiseifyouengagea professional who has it.

Nomatterhowlongyouhavelivedinyourhome,arealestate professionalinthelocalareawillknowconsiderablymoreabout thesalepricehistoryandmarkettrendsthanyoudo.Sincereal estateagentsarepaidapercentageofyoursellingprice,it’sintheir bestinteresttopriceitperfectly.Theywanttoearnthehighest commissionpossible,buttheyalsowanttoearnacommission within a reasonable amount of selling time.

Realestateagentsnetworkwithvariouscontractorsand professionals.Theycanadviseonserviceproviders’reputation andprovidereferenceswhohavepreviouslyworkedwith providers.

Agentseitherpossessintimateknowledgeaboutyourareaorthey havethecontactsandresourcestofindthenecessaryinformation. Theycanidentifycomparablesales,inadditiontopointingyouin thedirectionwhereyoucanfindmoredataonschools,crime,or demographics to provide potential buyers.

Forexample,youmayknowthatahomedownthestreetwason themarketfor$850,000,butaprofessionalrealestateagentwill knowthehomehadupgrades,andsoldat$885,000after65days on the market.

Arealestateagentwillalsohavemarketconditionsdata,which willaffectyoursellingprocess.Manyfactorsdeterminehowyou willproceed.Datasuchasthemedianandaveragesalesprices, averagenumberofdaysonmarket,andcomparisonsoflist-tosoldpriceswillhaveahugebearingonwhatyouultimatelydecide to do.

Attemptingtosellyourhomewithoutanagentrequiresamajor effort,resources,andcountlesshoursunderstandingand

organizing all the work.

Professionalagents’careersdependontheirethicsandabilityto buildrelationshipswithclientsandthecommunitytheyserve. Agentslookingtomakeeasymoneyrarelygototheeffortof establishing a solid marketing plan or work at strategic pricing.

TherearemanywaystofindagoodREALTOR©.Takethetime tointerviewrealestateagentsinyourarea.Herearesometraitsto look for when hiring an agent:

C Cururrreennt? t? Is the agent up-to-date with the latest housing trends?

C Coonnnneecctteed? d? Doestheagenthavethenecessarycontactswhocan assistineveryphaseofsellingyourhome?Anetworkof connectionsincludeshomeinspectors,mortgagelenders, home appraisers,photographers,qualityservicepeople,andother agents.

K Knnoowwlleedgdgeeaabblle? e? Istheagentfamiliarwiththecurrentmarketand abletopriceyourhomestrategically?Doestheagentknowwhatis uniqueaboutyourneighborhoodtodistinguishyourhomefrom the competition and attract buyers?

O Orrggaannizizeed? d? Anagentmustpaycloseattentiontoyourspecific needs, communicate well, and be quick to follow leads.

P Peerrssoonnaabblle? e? Agentswhoaresincerelyinterestedinhelpingyou will“gotheextramilewithasmile.”Theymustbeabletosell themselves to you as well as sell your home to a buyer.

T Teennaacicioouus?s?Successfulagentspossessastrongworkethic.Theyare efficientandtakeadvantageoftime-savingtoolsthathelpsellyour home.

H Hoonneesst? t? Professionalrealestateagentsbuildtheirreputationon

high standards of business practices.

S Seelf-mlf-moottiivavatteed? d? Realestateagentsarecommission-only businesspeople.Successfulagentsworkhardbecauseifitbenefits their clients, it benefits them.

Cr Creeaattiivve? e? Sometimesittakescreativitytoproperlyshowcasea home,developengagingcontent,andnegotiateasale.Anagent who can quickly address any marketing need is an asset to you.

T Teecch-sh-saavvvvy? y? Agentswellversedinthelatesttechnologyfor marketinghomesshouldhaveawebsite,socialmediasetup,userfriendlyhomesearchoptions,andqualitypresentationsonline with high-resolution images and videos of homes.

Aprofessionalrealestateagentmustbeproficientinmarketing, negotiating,consultation,legalities,propertytaxes,and,mostof all, gaining the trust of clients.

Havinganagentrepresentyouinyourhomesalebenefitsyou. Agentsnegotiatefromadifferentvantage.Unlikemostbuyersand sellers,theycandistancethemselvesfromtheemotionalsideof thetransaction.Agentsaremoreproficientinnegotiatingbecause conductingnegotiationsisaregularpartoftheirprofessional work.

Goodagentsarenotsimplygo-betweenmessengersdelivering buyers’offerstosellersandcarryingcounteroffersbackandforth. Theyareprofessionalswhoaretrainedtoadvisetheirclientson optionsandconsequencesandthenpresenttheirclients’casein thebestlightandagreetoholdclientinformationconfidential from competing interests.

Therealestateagentcanbeabufferbetweensellerandbuyer, keepingthetransactionprofessionaland“atarm’slength.”Thisis importantinthenegotiationsphasewhenemotionsareliableto

beattheirhighest.Therealestateagentcanfurtherfilterallthose phone calls that lead to nowhere from bargain property hunters.

Havingarealestateagentavailablewhenthehomeisbeingshown isadistinctadvantageforafewreasons.Theagentwillfieldthe schedulingcalls,arrangingthemfortheseller’sconvenience.The agentwillshowthehome,savingthatsellertimeinvestment.The agentfieldsthefollow-upquestions.Inshort,havinganagentwill lessentheseller’sinvestmentoftimeandbother,whileinciting serious buyers to immediately write an offer.

Handlingrealestatetransactionpaperworkisalsoabigboon totheseller.One-pagedepositreceiptswereprevalent40years ago.Today’spurchaseagreementsrun10pagesormore.That doesnotincludethefederal-andstate-mandateddisclosuresnor disclosuresdictatedbylocalcustoms.Mostrealestatefilesaverage thicknessesfromonetothreeinchesofpaper.Amistakeor omission could land you in court or cost you down the road.

S SERIERIOOUS C US COONSNSIDIDERERAATITIOONS NS

Thedecisiontosellyourhomerequiresseeingthetotalpicture, fromstarttofinish.Youshouldnowunderstandwhatisinvolved in selling your home quickly and profitably.

However,letmesummarizeabitaboutwhatyoushouldconsider toavoidtroubleintheprocess.Toeliminateany misunderstandingsbyyou,youragent,oraninterestedbuyer, discuss this list with your trusted agent.

• S Seelllinling y g yoour

— financial situations change along with loan requirements.

• U Unnddeerreessttimimaattiioon o n of c f clloossining c g coossts

— calculate fees, taxes, and commissions that need to be paid.

• B Beeffrriieenndinding p g pootteennttiiaal

discretion is imperative

when buyers want to be your friend.

• F Feeaar o r of l f loow a w appppraraiissaalls s — you have options if this happens.

• S Sttrreesss o s of s f shhoowwininggs a s annd t d taakkining p g phhoonne c e caalllls s — let your agent handle the bulk of the responsibilities of selling your home.

• F Faacincing in g inssppeeccttiioon r n reeqquiruireemmeennts ts — know what is expected for your home to pass.

• B Beeining p g prrepepaarreed f d foor c r clloossining g — your agent and title company should let you know what to expect.

• F Flleexixibbiililitty a y annd r d reeaadindineesss t s to s o shhoow y w yoour h ur hoomme e — make preparations so showings do not interfere with your family and your life.

• L Letetttining b g buuyyeerrs s s seee y e yoour h ur hoomme in y e in yoour a ur abbsseenncce e — buyers prefer to view homes without the seller present to listen to their critiques. Any questions should be fielded by your agent.

W Want T ant Top Dollar f op Dollar for Y or Your Home? our Home?

There are many different things you can do to sell your home for top dollar. If you use these strategies, you get a higher sales price. But miss any of these crucial components, and you risk settling for a lower price than you deserve.

That’s why I offer a Free “Sell for Top Dollar” Consultation. I’ll meet with you, take a look at your home, and show you exactly what needs to be done to sell for top dollar.

I’ll give you advice on marketing, pictures, pricing strategy, and staging. Each of these items is crucial to your sale. Get them all right, and you’ll sell for top dollar. But neglect one of them, and you risk settling for less than you deserve.

So, if you’d like my Free, No Obligation, “Sell for Top Dollar” Consultation, give me a call at (805) 722-0945 (805) 722-0945.

We’ll schedule a time that works for the both of us to meet. I look forward to helping you!

Best Regards,

Mark Hubert, REALTOR©

Berkshire Hathaway HomeServices

California Properties DRE #00477718

R Reeviewviews f s for or Mar Mark Hubert k Hubert

Here are just a few of people whom I have helped buy or sell a home, and what they said about working with me.

H Hoomme S e Seelllleer #1: r #1:

We would like to give Mark Hubert the highest recommendation possible.

He was by our side 100% through the entire process of selling our home, and we never felt like he was just “making a sale.” Mark truly cares about the people he works with.

He handled each and every situation that arose in an efficient an eloquent manner, and always made us feel at ease through some of the more difficult hurdles.

He is friendly and personable with a good sense of humor. We could not have asked for a better person to be with us through the sale of our house.

We wish we could convince Mark to be our realtor in Virginia!! But realize it’s a bit of a commute for him.

Thank you Mark! We could not have done it without you.

Chris & Kim S.

H Hoomme S e Seelllleer #2: r #2:

Selling your home is a very stressful process and we really didn't have any idea how stressful until we got started. Fortunately we picked the right Real Estate Agent in Mark Hubert from Berkshire Hathaway. He represented us and he did an outstanding job. Mark is very professional, knowledgeable and patient. The patience came into play when we were waiting for Escrow to close and keeping us

informed and calm was a huge job!

We were so impressed with how he set up the URL for our home, how well it came out and all of the pointers for making our home show perfect.

Mark listed our home on a Wednesday and had two offers four days later. I would call that remarkable!! It is so important to find someone who has the education and has taken the time one needs to understand all of the new CA and Federal laws. We knew Mark had all of the tools we needed and the right personality to take good care of us.

We were also in the process of buying a new home in another city so Mark made sure he connected with our agent in Santa Maria and through his expertise we closed both properties on the same day! We would recommend Mark to anyone looking for a great agent!

Tony & Susie L.

B Buuyyeerrs #1 - s #1 - Newlyweds and First Time Home Buyers

We had the pleasure of working with Mark on the purchase of our first home. He is very experienced and knowledgeable.

Mark's attentiveness to our needs and requests put us at ease. Being first time home buyers, we didn't know what to expect in this whole process. We had many questions and days of stress, but Mark was there whenever we needed him to answer questions and put us at ease.

Mark has many connections with related agencies and was able to put us in contact with a lending officer, whom helped us get a larger mortgage loan. We are extremely happy with our Realtor and could not imagine this process with out his help.

Kevin &

Sheryl K.

B Buuyyeerrs #2 - s #2 - First Time Investment Buyers

Mark Hubert was a wonderful help to my husband and me in purchasing our first rental property. We had been out casually looking for properties on our own, and when we stumbled upon a condo we were interested in, we called Mark out of the blue and asked him to be our agent.

The reason we called Mark is that we've known him and his family for many years, we trust him, and we wanted to offer him this opportunity.

Mark wasted no time in coming over, hearing our plans and writing up the offer. There were multiple offers on the property, but Mark advised us on how to respond to the counter offer we received the next day. We took his advice and our cash offer was accepted!

Mark hand delivered and walked us through all of the paperwork, helping the escrow close smoothly and on time. He went the extra mile in making sure we had all we needed, and even advised us on the process of finding a tenant, which was also immediately successful.

I highly recommend Mark for his integrity, his knowledge, kindness and his conscientiousness as a realtor. We had a great experience with him and we trust others will too.

Dennis & Susan W.

H Hoomme B e Buuyyeerrs #3 - s #3 - Short Sale Buyers

Mark Hubert did a terrific job with our short sale transaction. First of all, he made sure my wife and I had our finances in order and were qualified to buy the townhouse we wanted. It was our first home, and, even though our friends told us how frustrating

buying a short sale house was and that the escrows take forever (8 to 14 months), Mark was able to negotiate a smooth transaction. The escrow period was less than 90 days, and Mark knew about special mortgage financing that was only for public school teachers. My wife is an elementary school teacher, so Mark was able to get us a very low interest rate, which will save us lots of money. It was nice to find out that, in addition to being a licensed Real Estate Broker for over 30 years, Mark is also certified by the University of California as a Financial Planner. We will certainly call on him when we decide to move up to our next home. Mark told us he would do a free, comprehensive financial plan for us at that time to make sure we are financially ready to buy the size home we want and whether to sell or rent our townhouse. My wife and I really appreciated the personal attention and responsiveness Mark gave to us and our questions throughout our transaction.

Thomas & Ashley B.

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