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Trg The Ruiz Group

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THE LISTING FORMULA

EMOTION IS THE VILLAIN OF REAL ESTATE 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.

EMOTIONAL SELLER CHARACTERISTICS 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.

SELLER EMOTION

Argumentative and defensive with the professionals they hire.

Rushes the preparation process.

IT’S NEARLY IMPOSSIBLE TO CREATE A NEUTRAL PRODUCT IF PERSONAL FEELINGS ARE LEADING THE CHARGE.

THE AGENT TACTIC WARNING 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.

ALL OF THESE TACTICS ARE STRATEGIES FOR AGENTS TO GET YOUR LISTING, NOT A STRATEGY TO SELL YOUR HOME.

REMOVE YOUR EMOTION. CREATE THEIRS. 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

PREP

To the emotional seller, a home is like a beloved child.

It’s perfect in every way, just as it is. They feel the prep is unneccessary and that buyers will “see past it.”

The TRG seller loves their home but accepts that getting top dollar for it means prepping a neutral product that appeals to the masses.

PRICE

PRICE

An emotional seller prices based on what their home is worth to them (or what they “need” to get), rather than what recent sales data supports.

The TRG seller understands the irreversible damage of “days on market.” They price based on data and facts, not personal belief.

PRESENT

PRESENT

Buyers feel like intruders when they enter the emotional seller’s home. Grandma’s picture is still on the wall, nothing is staged, and each room is a vibrant color.

Buyers feel that “wow” quality when they step into the home of a TRG seller. It inspires them to move forward quickly and confidently.

AGENT

AGENT

The emotional seller picks the first agent they interview.

Or they choose someone simply because they’re a friend or relative.

The TRG seller knows exactly what they are getting for what they are paying and have a clear roadmap for the process ahead. They can confidently hand us the reins and know that we will net them the most money possible.

PREP SLOW. SELL FAST.

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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.

Preparation

P R E - L IST I N G

N E UT R A L I Z E Y O U R

COSMETIC

I NS P E C T I O NS

S PA C E

E N H A N C E M E NT S

✓ Home Inspection ✓ Pest Inspection ✓ Roof Inspection ✓ Sewer Inspection ✓ Septic Inspection ✓ Chimney Inspection ✓ Structural Inspection

✓ 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 ✓ Pressure Washing ✓ Window Washing ✓ Lighting Replacement ✓ Flooring Replacement

S E L L E R E M OT I O N We u n d e rst a n d y o u r e nt h us i as m t o s e l l , b ut l et ’s t a ke a m o m e nt t o rewa r d y o u r h o m e w i t h t h e p re p a rat i o n a n d ca re i t d es e r v es . Yo u r h o m e h o l d s c o u nt l es s m e m o r i es , a n d n ow i t 's t i m e t o g iv e b a c k b y gett i n g i t rea dy a n d p as s i n g i t o n t o t h e n ew b uy e rs w i t h t h o u g ht f u l n es s .

CREATE A NEUTRAL PRODUCT 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.

T H E C O M P E T IT I O N

A G E NT WA R N I N G L ot s of a ge nt s w i l l k i s s y o u r f e et a n d t e l l y o u t h at y o u r h o m e a n d f u r n i s h i n gs a re p e r f e ct j ust t h e way t h ey a re . T h at ’s a m as s iv e re d f l a g . Ve r y f ew h o m es e x i st i n “s h ow - rea dy ” c o n d i t i o n , a n d t h e a ge nt w h o g iv es y o u t h e m ost d i re ct g u i d a n c e o n h ow t o b est p re p y o u r h o m e i s t h e a ge nt y o u ca n t r ust .

TRG PRODUCT

EVERYTHING HAS A MARKET VALUE

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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.

Pricing

EVERYTHING HAS A MARKET VALUE

BUYERS ARE MORE EDUCATED THAN EVER

A G E N T WA R N I N G A c o m m o n st rat e g y a m o n gst a ge nt s i s t o t e l l s e l l e rs t h at t h ey ca n o bt a i n a p r i c e m u c h h i g h e r t h a n re c e nt ly s o l d c o m p a ra b l e s a l es . T h i s i s k n ow n as “ b uy i n g t h e l i st i n g . ” J ust re m e m b e r t h at y o u r p ot e nt i a l b uy e r p ro b a b ly h as a ke e n s e ns e of w h at y o u r h o m e i s w o r t h b ef o re y o u l i st i t o n t h e o p e n m a r ket . B e v e r y s ke pt i ca l w h e n y o u h ea r t h at n u m b e r t h at s o u n d s t o o go o d t o b e t r u e , b e ca us e i t m ost l i ke ly i s .

WHAT SELLERS SAY. WHAT BUYERS THINK. Overpriced homes sit on the market. Extended days on the market lead to price reductions and loss of buyer confidence. The longer your home sits on the market, the more leverage you give to the SWEET SPOT

buyers. More leverage for the buyers means less money for you.

SALES PRICE

“We can always come down in price. We can’t go back up...”

“Let’s price it higher and leave some room to negotiate.”

This thing is way overpriced for the neighborhood.

“We need better marketing...”

Let’s not waste our time with an offer.

They are obviously not serious sellers.

Am I an idiot for buying something that’s been sitting for this long?

DAYS ON MARKET

S E L L E R E M OT I O N We h ea r t h e p h ras es o ut l i n e d a b ov e f a r t o o of t e n . W h i l e t h ey m i g ht s e e m l i ke rat i o n a l a n d st rat e g i c t h o u g ht s , t a k i n g a ct i o n o n t h es e i d eas ca n ( a n d w i l l ) ca us e i r rev e rs i b l e d a m a ge t o y o u r l i st i n g . “ D ays o n m a r ket ” i s t h e b l a c k k i s s of d eat h i n rea l est at e b e ca us e i t ca us es p a us e , res e r vat i o n , a n d c o n c e r n i n m ost b uy e rs ’ h ea d s . Re m e m b e r : t h e l o n ge r y o u s i t , t h e l es s y o u get .

WE ALL END UP IN THE SAME PLACE

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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.

Presentation

YOUR HOME

MEDIA

ONLINE

YOUR BUYER

A G E N T WA R N I N G D on ’ t l et a n ot h er a gent f o ol yo u a b o ut t h ei r a b il it y t o “m a r ket b ett er ” t h a n t h e n e x t a gent . We a ll en d u p i n t h e s a m e p l a c e : t h e i nt er n et . I t ’s n ot d i ff i c u l t t o g a i n e x p os u re t h es e d ays , a n d a n y a gent w h o t el ls yo u d iff erent ly is n ot t ell in g yo u t h e t rut h . I t ’s h ow yo u lo o k on lin e t h at w i ll d et er m i n e t h e res u l t s of yo u r s a l e .

THREE WOWS, NO DISTRACTIONS. 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.

S E L L E R E M OT I O N S e l l e rs t e n d t o ov e r p l ay t h e i r “ w ows ” a n d s h r u g off t h e i r d i st ra ct i o ns . I t i s n ot h i n g b ut i n y o u r b est i nt e rest t o l o o k at y o u r p ro p e r t y h o n est ly a n d o b j e ct iv e ly t o i d e nt i fy y o u r w ows a n d d i st ra ct i o ns . M ost s e l l e rs b e c o m e d ef e ns iv e o r d i s m i s s ive a b o ut t h e d ef i c i e n c i es t h e i r p ro p e r t y m ay p os s es s .

I f s o m e of t h es e i t e ms a re f i x a b l e p r i o r t o p utt i n g y o u r h o m e o n t h e m a r ket , d o i t . We g u a ra nt e e i t w i l l b e w o r t h i t .

PEOPLE EAT WITH THEIR EYES 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