CHAPTER 1 Introduction
Selling a Luxury Home in the Bay Area requires a tailored approach given the unique market dynamics and high-end clientele. The largest investment most people make is their home. That makes selling a home — whether a single-family residence, duplex, or condominium — the single largest, most complex transaction a person will ever undertake. It involves new terms and concepts, financial acumen, and larger figures than are normally dealt with. It is also one in which emotions may come into play to the detriment of good judgment. The seller may think their home; because it is located in a highly desirable area such as Los Altos, Palo Alto, Los Gatos, Saratoga, Cupertino, Monte Sereno, Atherton, Burlingame, Hillsborough, San Francisco, or any other high end location. Or, because of its highly rated schools, size, or intricate architect design features, makes it worth more than the average property. Real estate transactions involve dozens of decisions and a substantial investment in homeowners’ time, energy, and money. Emotions almost always lead to problems in a sales price negotiation. I'll demonstrate many pitfalls to avoid. The home seller’s objective is to find that home shopper who cannot resist buying your house at the highest price. To do this, you need to offer potential buyers a striking home sales presentation that outshines other homes on the market. It requires making a fantastic first impression, creating for the buyers an instant feeling that they are traveling up the front walkway of their luxurious home for the first time, not visiting someone else’s. It’s about falling in love at first sight in those initial seconds. 1
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