E M O T I O N I S T H E V I L L A I N O F R E A L E S T A T E
It’s only natural to feel emotional when selling an asset that carries so much personal and financial weight The key to your success is to not let those emotions drive the process The same is true when it comes to hiring your Realtor Lots of agents know how to tug on your emotions to get you to sign on the dotted line. Make sure you are hiring someone with a proven system and strategy to sell your home for the most amount of money, in the shortest amount of time, with the least amount of hassle
SELLER
EMOTIONAL CHARACTERISTICS
SELLER EMOTION
Only sees “their” home, not a neutral product.
Dismisses comparable sales and market data.
Hires the first agent they meet.
Equates their feelings and memories to actual dollar value
Argumentative and defensive with the professionals they hire
Rushes the preparation process.
Agrees with everything you say, offering no guidance or advocacy.
“Buys” your listing with inflated valuations.
Discounts their commission to “add value” to you
Avoids the tough, honest conversations that are in your best interest
Banks on multiple price reductions after you sign a contract.
Will list any house, in any condition, because they need a sign in the ground.
C R E A T E T H E I R S .
We get it Your home is your sanctuary When you look around, all you see are the big and small moments that unfolded there Once you make the decision to sell your home and hire TRG, it’s our responsibility to help you detach emotionally That means prepping a neutral product that appeals to the largest audience possible based on data, facts, and proven strategy Not emotion
THE EMOTIONAL SELLER TRG SELLER
PREP
Totheemotionalseller,ahomeislikeabelovedchild It’sperfectineveryway,justasitis.Theyfeeltheprepis unneccessaryandthatbuyerswill“seepastit.”
PRICE
Anemotionalsellerpricesbasedonwhattheirhomeis worthtothem(orwhatthey“need”toget),ratherthan whatrecentsalesdatasupports
PREP
TheTRGsellerlovestheirhomebutacceptsthatgetting topdollarforitmeanspreppinganeutralproductthat appealstothemasses.
PRICE
TheTRGsellerunderstandstheirreversibledamageof “daysonmarket ”Theypricebasedondataandfacts, notpersonalbelief
Buyersfeellikeintruderswhentheyentertheemotional seller’shome Grandma’spictureisstillonthewall, nothingisstaged,andeachroomisavibrantcolor
PRESENT AGENT
PRESENT
Buyersfeelthat“wow”qualitywhentheystepintothe homeofaTRGseller Itinspiresthemtomoveforward quicklyandconfidently
AGENT
Theemotionalsellerpicksthefirstagenttheyinterview. Ortheychoosesomeonesimplybecausethey’rea friendorrelative
TheTRGsellerknowsexactlywhattheyaregettingfor whattheyarepayingandhaveaclearroadmapforthe processahead Theycanconfidentlyhandusthereins andknowthatwewillnetthemthemostmoneypossible
We understand that you are eager and raring to go! We are, too! The reality is that your property is one of the most valuable assets that you own (if not the most valuable) How you prepare your home for the market matters The right prep will deliver results, while the wrong prep will leave you in an undefined world of hurt.
PRE-LISTING INSPECTIONS
✓ Home Inspection
✓ Pest Inspection
✓ Roof Inspection
✓ Sewer Inspection
✓ Septic Inspection
✓ Chimney Inspection
✓ Structural Inspection
NEUTRALIZE YOUR SPACE COSMETIC ENHANCEMENTS
✓ Install professional staging
✓ Remove family photos
✓ Declutter counter spaces
✓ Minimalize furnishings
✓ Take down heavy drapery
✓ Remove religious effects
✓ Remove political effects
✓ Deep Cleaning
✓ Painting
✓ Landscape Detailing
✓ PressureWashing
✓ WindowWashing
✓ Lighting Replacement
✓ Flooring Replacement
SELLER EMOTION
We understand your enthusiasm to sell, but let’s take a moment to reward your home with the preparation and care it deserves Your home holds countless memories, and now it's time to give back by getting it ready and passing it on to the new buyers with thoughtfulness
C R E A T E A N E U T R A L P R O D U C T
You already bought your home Now your job is to present a neutral product to the masses that allows them to imagine your home as their own
This means taking time to depersonalize, neutralize and, yes, possibly replace some of your bolder aesthetic choices Sellers drastically underestimate the impact that failing to neutralize their space can have on their listing.
THE COMPETITION
TRG PRODUCT
Pricing
EVERYTHING HAS A MARKETVALUE E
There’s no “marketing” in the world that will make someone pay five million dollars for a home that’s worth four million Buyers have more information at their fingertips than ever before It’s practically impossible to “trick” them into overpaying, because they are too educated for that. List it too high from the outset, and you might be giving the eventual buyer the deal of a lifetime.
BUYERS ARE MORE EDUCATEDTHAN EVER
A common strategy amongst agents is to tell sellers that they can obtain a price much higher than recently sold comparable sales This is known as “buying the listing.” Just remember that your potential buyer probably has a keen sense of what your home is worth before you list it on the open market Be very skeptical when you hear that number that sounds too good to be true, because it most likely is A G E NT
Overpriced homes sit on the market Extended days on the market lead to price reductions and loss of buyer confidence The longer your home , the more leverage you give to the buyers Mo e buyers means less money for you
“We can always come down in price. We can’t go back up... ”
Let’s not waste ou time with an offe They are obvious not serious seller
Am I an idiot for buying something that’s been sitting for this long?
We hear the phrases outlined above far too often While they might seem like rational and strategic thoughts, taking action on these ideas can (and will) cause irreversible damage to your listing “Days on market” is the black kiss of death in real estate because it causes pause, reservation, and concern in most buyers’ heads Remember: the longer you sit, the less you get
W E A L L E N D U P I N T H E S A M E P L A C E
90%+ of today’s buyers will discover their new home from the internet in one way or another You literally have seconds to make a memorable and impactful impression that inspires action Your home’s media should be captivating enough to earn that initial click, call, or showing request – and polished enough to reinforce the home in person. YOUR HOME YOUR BUYER
MEDIA
ONLINE
Don’t let another agent fool you about their ability to “market better” than the next agent We all end up in the same place: the internet It’s not difficult to gain exposure these days, and any agent who tells you differently is not telling you the truth. It’s how you look online that will determine the results of your sale
T
H R
E E W O W S , N O D I ST R A C T I O N S .
Every property has at least three “ wows ” – three things that can make someone feel a rush of positive emotion But these “ wows ” have a counterpart: distractions Distractions can easily overtake and dominate your home’s wow factors So while the stand-out features of your home are super important, understand that eliminating what distracts from them is vastly more important.
SELLER EMOTION
Sellers tend to overplay their “ wows ” and shrug off their distractions It is nothing but in your best interest to look at your property honestly and objectively to identify your wows and distractions Most sellers become defensive or dismissive about the deficiencies their property may possess If some of these items are fixable prior to putting your home on the market, do it We guarantee it will be worth it
P
O P L E E AT W IT H T H E I R E Y E S
You have roughly 10 seconds to capture the attention of today’s buyer after they land on your listing The first three seconds are focused on the main profile picture and the price of your property The next seven seconds are spent scrolling through the more pertinent photos: kitchen, bathrooms, primary suite, etc Within 30 seconds, your potential buyer has decided whether to save your listing and schedule a private showing, or move on entirely. Who and how you choose to present your home to the market matters, because as we tell our clients, “You have to win the beauty contest online ”
Led by Pete Ruiz, DRE#01974535
