Estate Home Seller Avatar Lab Avatar Name: ___________________________________________ (e.g. “Exhausted Executor Emma”)
1. Identity Snapshot 1. Who are they? ○ Typical age range: __________________________ ○ Relationship to deceased: ☐ Adult child ☐ Spouse ☐ Other: __________ ○ Marital / family status (kids, siblings, conflict?):
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 ○ Legal decision maker (executor / PR): ________________________ ○ Other voices with opinions (siblings, attorney, CPA, etc.):
2. Trigger & Timeline 1. Trigger event (what just happened)?
2. Why is selling now emotionally hard? (circle top 2–3) ☐ Guilt about “cashing out” ☐ Sibling conflict ☐ Overwhelmed by stuff / memories ☐ Don’t live nearby ☐ Don’t trust contractors ☐ Other: ______________________________ 3. What’s their ideal timeline? “In a perfect world, they would close in ___ weeks / months.”
3. Dream Outcome (Their Words) Use the value equation components: dream outcome, likelihood, time delay, effort/sacrifice. 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): _______________________________________________ ○ #2 (speed): ________________________________________________ ○ #3 (stress): ________________________________________________
4. Fears, Frictions, Objections 1. What are they secretly afraid of? ○ ○ ○ ○
Money fear: _______________________________________________ Time / delay fear: __________________________________________ Family / conflict fear: ______________________________________ Contractor / process fear: ___________________________________
2. What would they SAY out loud as objections? ○ ○ ○ ○
“The house is fine, buyers will fix it.” “We don’t have the cash to renovate.” “I can’t deal with a big project right now.” Add 2 of your own 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 don’t make it back?” → Extra Profit Guarantee solves this by:
○ Fear: “What if costs spiral?” → No Change Order Guarantee solves this by:
○ Fear: “This drags on forever.” → On‑Time Guarantee solves this by:
2. Your one‑sentence pitch for this avatar “When I talk to an estate seller like this, I say: ___________________________________________________________”
6. Green / Yellow / Red: When To Bring JCC In ● Green light (call JCC immediately): ☐ Clear desire to maximize estate value ☐ Enough equity lift between as is and after repaired price ☐ Reasonable timeline to sell (not “maybe in 2 years”) ● Yellow light (ask more questions): ☐ Family conflict not resolved ☐ No agreement on selling vs keeping ● Red light (do NOT refer yet): ☐ No intent to sell ☐ No decision maker engaged