Downsizing Home Seller Avatar Lab Avatar Name: ___________________________________________ (e.g. “Overwhelmed Downsizer Diane” or “Care Crunch Carl & Mary”)
1. Identity Snapshot 1. Who are they? ○ ○ ○ ○
Homeowner A: Age _______ / Health situation: __________________ Homeowner B (if any): Age _______ / Health situation: _________ Adult kids involved? ☐ Yes ☐ No Primary contact for you (agent): ☐ Parent ☐ Adult child ☐ Both
2. Where & what is the home? ○ Location type: ☐ In‑city ☐ Suburb ☐ Rural ○ Typical value range (as‑is): $________ to $________ ○ Condition in one sentence (be brutally honest):
3. Decision‑making circle ○ Who really drives the decision? ☐ Homeowner ☐ Adult child ☐ Spouse ☐ Care manager ☐ Other: _______ ○ Who must agree on selling and price?
2. Trigger & Timeline 1. Trigger event (what just happened)? ☐ Health scare / fall ☐ Doctor recommended move ☐ Memory decline ☐ Spouse passed away ☐ Kids can’t support care at home ☐ Other: ___________________________ 2. Why is selling now emotionally hard? (circle top 2–3) ☐ Leaving the “family home” ☐ Guilt from kids / spouse ☐ Don’t want strangers tearing up the house ☐ Overwhelmed by decades of stuff ☐ Fear of running out of money for care 3. What’s their ideal timeline? “In a perfect world, they would close in ___ weeks / months.”
3. Dream Outcome (Their Words) 1. If this went perfectly, what happens? Finish this sentence like THEY would say it: “I just want to ________________________________________________ so that I can _________________________________________________.” 2. Top 3 results they care about most ○ #1 (money / care security): _________________________________ ○ #2 (speed / certainty of move): _____________________________ ○ #3 (stress / dignity): _______________________________________
4. Fears, Frictions, Objections
1. What are they secretly afraid of? ○ ○ ○ ○
Money fear (care costs, running out): _________________________ Time / delay fear (can’t move in on time, lose spot): _________ Emotional fear (leaving memories, being “pushed out”): _______ Contractor / chaos fear: _____________________________________
2. What would they SAY out loud as objections? ○ ○ ○ ○
“We can’t live through a big remodel at our age.” “We don’t have spare cash for this kind of work.” “I don’t want the house torn up while I’m dealing with my health.” Add 2 more in their words: 1. 2.
5. Why JCC + YOU Are the Perfect Fit 1. Match their fears to our guarantees ○ Fear: “What if we spend and it doesn’t improve our nest egg?” → Extra Profit Guarantee solves this by:
○ Fear: “We can’t afford surprise costs on fixed income.” → No Change Order Guarantee solves this by:
○ Fear: “We’ll lose our spot in assisted living if this drags on.” → On‑Time Guarantee solves this by:
○ Optional: Priority Profit Program angle for those who CAN pay some upfront to secure care: “How does the higher minimum profit + priority start help this avatar?”
2. Your one‑sentence pitch for this avatar “When I talk to a downsizing seller like this, I say: ___________________________________________________________”
6. Green / Yellow / Red: When To Bring JCC In ● Green light (call JCC immediately): ☐ Clear decision to move to smaller home / assisted living ☐ Need to maximize proceeds to fund care / retirement ☐ Home needs obvious updates to appeal to today’s buyers ● Yellow light (ask more questions): ☐ Family not aligned on move timing ☐ Unsure if selling vs renting vs keeping in family ● Red light (do NOT refer yet): ☐ No decision to move ☐ Serious disagreement among decision makers blocking sale