Frank "Campo" Campobasso - HOW I SELL HOMES OTHERS FAILED TO SELL

HOW I SELL HOMES OTHERS FAILED TO SELL

Frank "Campo" Campobasso

Table Of Contents

Why Your Listing Expired and Didn't Sell

Use The 80/20 Rule

Why This Rule Matters with Hard-to-Sell Homes 15

Why It's So Easy to Sell Your Home for Less Than It's Worth

Real Estate Horror Stories

Is Your Real Estate Agent Meeting Your Needs 31

Finding a Great Real Estate Agent

Housing Market Changes

Getting Your Home Sold, Faster

10. First Impressions: Presentation is Everything 55

11. Details Win Home Sales

12. Increase Value with Simple Upgrades and Repairs

13. Why Good Pictures Matter

14. Common Negotiation Mistakes

15. Negotiation Tips and Tricks

16. Challenges in Selling Your Home: What Are Your Options? 95

About Frank Frank has always prioritized quality over quantity, client satisfaction over income, and doing the right thing for all parties involved in a transaction. He continuously strives to act in his clients' best interest which has earned him a reputation as a trustworthy and reliable agent. Frank was taught at a young age that to achieve success, one must not only work hard but smarter. He has applied this lesson throughout his life. Frank was raised in a hardworking middle-class neighborhood on the Northwest side of Chicago by divorced parents and other family members. Despite the challenges of being from a divorced family, he never let it hinder his goals. From an early age, Frank aspired to be in Real Estate as an investor and worked his way up to becoming a Realtor, while working for the Cook County Assessor's office, studying property valuations and becoming the best version of himself with each career move. Frank entered the real estate industry more than two decades ago when he took his first job with the Cook County Assessor's Office to learn about property values and real estate. He aimed to become knowledgeable enough to invest, but he discovered his true passion was helping people to buy and sell real estate. As his career progressed, Frank found his niche working with distressed properties and homeowners in need of selling. Many of the properties he listed were unsuccessful with other Realtors. Frank's strengths in marketing, negotiation and thinking outside of the box led to his success, even in aftermath of the 2008 financial crisis, where he had to work with short sales, foreclosures, estate sales, and divorce listings. He found creative ways to market properties and negotiate that others wouldn't think of, earning him numerous accolades and awards, including: ? Realtor Rookie of the Year 2005-2006 ? Gold, Silver and Bronze Awards 2007-2016 ? American Institute of Real Estate Agents-10 Best Real

Estate Agents (Illinois) for Outstanding Client Service 2018-2019 ? Cover Agent for Top Agent Magazine-Chicago Edition 2020 ? Century 21 Quality Service Pinnacle and Top Producer 2018-2022 ? Featured on The Townstone Financial Show (AM Radio) ? Interviewed and Featured in the Chicago Tribune and Crain's Chicago Business Frank now resides in the Chicagoland suburbs with his children, Nino, Marcella and Salvatore. In his free time, he enjoys fishing, gardening, cooking, coaching baseball, playing softball and vacationing with his beloved girlfriend Vianney and children. Frank aims to provide the highest level of service to his clients and takes deep pride in helping them achieve their real estate goals.

Testimonials & Reviews for Frank Campobasso

Here’s a list of some people whom I have helped buy or sell a home, and what they said about working with me: Corisa Agosto-Wood Dale, IL Seller Satisfaction 5.0 Performance 5.0 Recommendation 5.0 I lost my father and had to sell his house. It was a very stressful situation to me. A few friends recommended Frank so I called him - he basically took it all over for me alleviating more stress. Frank knows his stuff. It isn’t about listing a house it’s about choosing the right buyer. We had several offers and Frank was able to sift thru them choosing a buyer that fit us best. Everything went seamlessly on Frank’s part. Frank knows his real estate and is so friendly it’s unreal. I highly recommend Frank he truly IS relentless. Tina Sarnecke-Schiller Park Seller Satisfaction 5.0 Performance 5.0 Recommendation 5.0 Frank is one of the best real estate agents out there. He stayed by my side the entire process. He communicated everything to me in a timely fashion. He is honest, caring and trustworthy. He found a buyer for my home in 3 days!!! I will recommend him to everyone and when I am ready to buy a home, I will definitely be calling Frank for his assistance. Brian McCarthy-Carpentersville Illinois Seller Satisfaction 5.0 Performance 5.0 Recommendation 5.0 Frank has done multiple transactions for me and my family. This is my 4th one with Frank. EVERY SINGLE ONE HAS GONE vii

WITHOUT A HITCH! He listed my condo for $189,900 and a few days later we had multiple offers for well above listing price. This one sold for $15,100 over list price without any concessions. His theory of PRICE, PREPARATION & ACCESS is spot on. His other theory about choosing the “Right Buyer” hits it out of the ballpark! With so many transactions falling through, it’s very important to find the buyer that will follow through and not get cold feet. Rating Frank from 1-10, I give him 1000! If you need someone that specializes in listing and selling properties, he is your man! As the saying goes, “Keep Calm and Call Campo!” Satisfaction 5.0 Performance 5.0 Recommendation 5.0 Frank Campobasso is an amazing individual that made my purchase of my new home wonderful! Kyle Mitchell-Bradley, IL Buyer Satisfaction 5.0 Performance 5.0 Recommendation 5.0 These are your People Right Here! Frank Campobasso and his Associates was a Great Choice I would Definitely Refer them And Next Time I need a Property I Will Call Them Super Informational Willing to Go the Extra Mile Very Professional Thanks Again! Miguel Apolinar Jr-Chicago, IL Seller Satisfaction 5.0 Performance 5.0 Recommendation 5.0 I dealt with a realtor in the past and now I see the difference. Frank is amazing and has been nothing short of a miracle. He says what he does and does what he says. He saved my Angel Avitia-Franklin Park IL Buyer transaction several times from going bad by renegotiating when things were looking bleak. Since hiring Frank, I see a HUGE difference between him and other Realtors and I understand why. He’s always on top of the job and thinks outside of the box. He also treats everyone like family. If you’re looking to list and

viii

sell your home I would highly recommend calling Frank. You WILL get your money’s worth and won’t be disappointed!

Art Brendel-Aurora, IL. Seller

Satisfaction 5.0 Performance 5.0 Recommendation 5.0 Frank Campobasso is a very courteous professional. A very knowledgeable individual who genuinely cares about his clients. He wants to make sure that they are pleased with every aspect of the sale, from start to finish. I can't tell you how many times I called Frank, nervous that things would fall through the cracks. Every time, he calmed me down & told me how things would proceed. Frank was right every single time. He goes above & beyond & his virtual staging skills of the properties he's selling IMO is way ahead of his peers. We were very impressed with Frank & his skill set & would recommend Frank & Century 21 Lullo to anyone who wants to buy or sell their property. A Heartfelt Thank You to Frank & Century 21 Lullo!!!!! Deanna-Des Plaines IL Seller Satisfaction 5.0 Performance 5.0 Recommendation 5.0 I was working with another realtor previous to Frank and was very unsatisfied with her services and communication skills. Frank was excellent and went above and beyond to assure that I was up to date on everything regarding the feedback and sale of my home. I will recommend him to any of my friends and family in need of reality services! If you would like more referrals, please contact me and I'd be happy to provide them or you can go to: realsatisfied.com/ Frank-Campobasso

Want Top Dollar For Your Home? our Home?

Contact me for a FREE, No Obligation, Selling Consultation to discuss your home-selling goals!

There are many different things you can do to sell your home for top dollar. If you use these strategies, you get a higher sales price. But, miss any of these crucial components, and you risk settling for a lower price than you deserve. That’s why I offer a Free Home Seller Consultation. I’ll meet with you, take a look at your home, and show you exactly what needs to be done to sell for top dollar. I’ll give you advice on marketing, pictures, pricing strategy, staging, negotiations, etc. Each of these items is crucial to your sale. Get them all right, and you’ll sell for top dollar. But, neglect one of them, and you risk settling for less than you deserve. So, if you’d like my Free, No Obligation Seller Consultation, reach out to me and we’ll schedule a time that works for the both of us to meet. I look forward to helping you!

CHAPTER 1 Why Your Listing Expired and Didn't Sell 't Sell

Your well-kept and decently priced home was on the market and expired. So, what went wrong? Chances are, there was more than one factor at play. But just because your home expired, doesn’t mean you can’t sell it. Don’t give up! Read on to learn: 1. Home-selling mistakes that can cost you; 2. The worth of a good real estate agency; 3. Changes you can make to increase your chances of selling; 4. And negotiating and closing the deal. First, let’s take a look at the most common reasons for unsuccessful listings:

• Price • Condition • Presentation

• Lack of Showings • Housing Market • Location

• Marketing • Your Agent

#1. PRICE

It seems obvious, but price is one of the key points for a make-or- break deal. Listing your home correctly and strategically—at the 1

right price and the right time—works like a magnet. It attracts customers. Call a real estate expert to understand current market prices and how other properties are selling in your area. If you’re not convinced, you can contact other real estate experts for confirmation; second opinions never hurt. In any case, don’t just listen to and take the advice of one expert. If you find out that prices are higher than you anticipated, and you’re in a hurry to sell, don’t set a price too low. It’s a myth that a lower price means a quick sale. That’s not always true, and it can be dangerous, costing you in the end. A too-low price can have many negative consequences, such as: • Incorrect evaluation of your house — A low-end price is considered suspicious, and buyers might think you want to hide serious problems. As a result, potential buyers pay extra attention and become suspicious. • Negotiation of the final price — Suspicions on a low- priced home lead to lowball offers, and if you’re in a hurry to sell, you will lose a lot more money than you expected. Further, as soon as your home is listed, changing it to a higher price later might lead to no sales. So you’re either stuck with the low price or don’t get a buyer. Knowing how important prices are, let’s look at some research. This will give some intel on how to set the right price.

Range Estimated House Value vs. Suggested/Preferred Selling Price

< $100,000 = $97,000

< $160,000 = $157,000 < $200,000 = $197,000 < $300,000 = $297,000 < $500,000 = $497,000 < $800,000 = $797,000 < $1,000,000 = $997,000 < $1,500,000 = $1,497,000 < $2,000,000 = $1,997,000

You can guide your price based on the above table, but it’s best to leave it to an expert. Don’t take a risk on something as major as a house sale!

#2. CONDITION (Preparation)

Condition mainly has to do with appearance; it’s the first thing that captures the eye of any potential buyer. Maybe your home didn’t appear to be in good enough condition. Your house should be sparkling clean; don’t leave a mess or clutter in your home or in the yard. Make sure the air is fresh, and the lighting shows off your house’s best features and unique qualities. Even outside, everything should be in order and arranged accordingly. Take care of any upgrades, repairs, modification, etc., before putting the house up for sale. You don’t have to make repairs or modifications yourself, unless you’re a D-I-Y expert. Call a professional and make sure everything’s in good shape. It’s worth the small cost, as prospective buyers will take you more seriously and be more likely to offer you what your home is worth. One room in your home that’s worth updating is the bathroom. Think of updates to the bathroom as an investment. You want people to see themselves using that room every day, and not

whatever unpleasantry is distracting them. An outdated or unfinished or unclean bathroom might drive buyers away—even if they like the rest of your home. Be sure it’s in its best shape! Bathrooms, along with kitchens, can be deal-breakers (or makers).

#3. PRESENTATION (Preparation)

Maybe you skimped on the presentation of your home. Presentation is about first impressions. First impressions are critical and can make or break a sale. You want to attract buyers, and the biggest attraction is a well-presented property. After all, your house isn’t the only one for sale, so you can’t act like it’s the only choice. You’ll be competing with numerous properties—all with different advantages and challenges. You want people to see your home and think “Wow! This is where I need to live.”

Presentation is everything, as you’ll see in another chapter.

#4. LACK OF SHOWINGS (Access)

First and foremost, make sure you approve and and all showings.

Now lets get down to the nitty-gritty for lack of showings:

Have you seen other homes and properties comparable to yours selling after a short time on the market, receiving the asking price or higher, yet yours remained on the market and expired? Why didn’t people look for your house? Why did nobody seem interested?

A lack of showings could be an indication. You need people to

actually come see your home—showings—in order to make the sale and seal the deal. Perhaps you didn’t use a professional real estate agency, while the successful home sellers did. Real estate agents worth their salt will get your home not only listed but seen! This can make all the difference. A professional might be just what you need. If they can get you more showings and a higher price, you won’t even worry about their commission. Today, people make purchases based on what they see online. They check ads, pictures, prices, then compare, and only later decide to call for (or order) a few of them. Professional agents have an established Internet presence and access to networks and information that you likely don’t. Online sales sometimes come with small loan calculators. Potential buyers will check the price, use the loan calculator, and consider whether the offer is feasible.

#5. HOUSING MARKE G MARKET

Your home is subject to housing market prices. There’s both supply and demand, and your supply (your home) will sell only if there’s demand for it. The market can change anytime. It’s influenced by several factors, such as: • The national economy: If people are concerned about the future, they don’t spend money and the real estate prices drop lower and lower. • The local economy: If your location is in a good economic season, and it has some important universities, consistent job opportunities, good schools in multiple

places, and a sound infrastructure, then it’s a perfect opportunity for a higher selling price. • Interest rates: This plays a crucial role for showings. Are they expecting rates to go up or down? • Time of year: There are certain times of the year where you will see showings increase/decrease. Vacations, holidays, school starting up, etc. If the market is offering plenty of homes, it means the buyers have more choices, and yours must appear to be a higher-quality property, at a better price. In that case, it’s difficult to sell for a good price in a short time—especially if you do it by yourself. However, if you call an agent to sell your property, your house will be advertised in the best possible locations, including many real estate websites. If you’re selling an expensive house, you can advertise in niche publications that target doctors, lawyers, and other well-paid professionals. Or, if you’re selling a single-story ranch house, market it in publications servicing senior citizens appreciating the architecture. Bonus Tip: To improve the presentation of a property, update rooms like kitchens and bathrooms, then create some “highlights,” such as an LCD TV and some furnishings. Buyers are attracted to properties by seeing themselves living in that space. So, features like big flat screens and new comfortable furniture are worthwhile investments. (And then you get to take those new items with you when you move!) Another tip is to have your house available to open showings as much as possible, to any potential buyers. Then, you can arrange details with your agent.

#6. LOCATION

Perhaps you didn’t consider location when you first put your home on the market. It’s ideal to be located near the city, or at least near public transportation. Location matters. Highlight all the potential positive aspects of your home’s current location. For example: • If you’re near a cute downtown area, then mention the holiday season—the small shops, music, lights, events, and people, all creating a perfect Christmas atmosphere. If the buyers have children, they might consider this a great experience. Family-oriented activities foster a sense of community and happiness. • Is your house close to the ocean or sea? That’s ideal during the summer and other warmer months. Play that up! You can explain how relaxing outdoors, walks, swimming, surfing, running, and outdoor sports are favorable in the hot season. • Does your view include mountains and forests nearby? Talk about it! Many people are drawn to these types of landscapes and exceptional views. • Is your house close to several schools? Many parents will be interested in having their choices of schools nearby. • Is it close to supermarkets, biking trails, stadiums, or downtown? All things to consider when considering your target buyer. You must discover and highlight the positive parts of your estate and use them to give value to your sale, attracting different buyers for different reasons.

#7. MARKETING

Many people are afraid of marketing and find it overwhelming, which can actually prevent them from selling their home. But marketing doesn’t have to be scary. If you’re an expert marketer, you already know the tips and tricks to find buyers, to communicate with them, to use the right words, to advertise properly, and so on. If you’re not an expert yourself, don’t pretend to be one. Just call the real experts!

#8. YOUR AGENT

A real estate sales professional helps you sell your house without your involvement. In fact, you pay them because they operate only for your best interest. Some people choose to forgo hiring a real estate agent altogether to “save” money, when, in reality, it costs them in the long run. The agent is, first, an expert professional marketer who knows and uses marketing tips and tricks. A good agent will do many things, including: • Hire a photographer to get some professional pictures of your estate. • Look for potential buyers and keep them engaged. • Network with many brokers and agents to increase the number of potential buyers. • Use the web and other tools to create a virtual tour for the purchasers. • Provide answers to buyers’ questions immediately and manage the visits of your house.

The agent will also become an expert on your property and ask you questions to know the best features of your home and to increase the probability of selling at a higher price. Further, the agent is able to understand the character/nature of potential buyers only after a few phrases, and then they can use the best way to communicate with them. This is a key point, because too often, if you use the wrong words, you lose the potential buyer. Communication is very important. The agent also knows how to set up the visual aspect and presentation of the property. They know what to look for in prospective sales, and they can approach buyers professionally.

POINTS TO REMEMB O REMEMBER:

• Homes sit on the market and expire for many reasons. • Price, condition, presentation, showings, the market, location, marketing, and the agent are all factors. • Learn what may have contributed to your home expiring and not selling, and what you can do differently.

CHAPTER 2 Use The 80/20 Rule

The key to the successful home-selling approach is a revolutionary finding discovered by an Italian economist. His name was Vilfredo Pareto. The most important thing we can learn from him is the Pareto principle, better known informally as the 80/20 rule.

The 80/20 rule applies to all aspects of life.

In 1906, Vilfredo found an intriguing correlation. He noticed that 20 percent of the pea pods in his garden held 80 percent of the seeds. Studying the seeds prompted him to take a closer look at this ratio. In one of his initial discoveries, he realized that 80 percent of the land in his area was owned by 20 percent of the people. After detailed study, he observed this ratio held true in many aspects of life. The Pareto principle—or the 80/20 rule—is a result of his findings.

The 20 percent is vital, and the 80 percent is trivial.

For example:

• 80 percent of your income is derived from 20 percent of your work. • 80 percent of a business’ income is derived from 20 percent of their customers. • 80 percent of your value to an employer is derived from 11

20 percent of your work.

You might wonder what all of this means. In a nutshell, it means some things are substantially more important than other things. In other words, things aren’t equal. Approximately 20 percent of what you do matters. The other 80 percent is insignificant. How can you apply the 80/20 principle to selling your home? Understanding this concept can save you time in selling your home. Unfortunately, many sellers buy into the false idea that more is more. They completely ignore the Pareto principle. Now that you know what the 80/20 rule is, you’re probably wondering how it applies to selling your home. When you use the 80/20 principle in selling, you stop trying to sell people on the entire home. Based on the rule, only 20 percent of your home’s features are important. The remaining 80 percent are trivial. That’s because they are the same features many other homes in your neighborhood have. Instead of focusing on those trivial features, you need to focus on the vital features. When you sell your home, focus on unique features to grab the attention of buyers. These features make your home different from other homes. These features will make it easier to sell your home for the full asking price. Let’s look at a few real-life applications and examples of how the 80/20 rule can have an impact on selling your home.

POINTS TO REMEMB O REMEMBER:

• According to the 80/20 rule, approximately 80 percent of effects come from 20 percent of causes.

• Following that principle, buyers will focus on 20 percent of your home’s features. The other 80 percent are probably common to other homes.

CHAPTER 3 Why This Rule Matt ule Matters with Hard-to-Sell Homes o-Sell Homes

Imagine a buyer in the market for a three-bedroom, two- bathroom home. The agent found him five houses to preview. Each meets his general criteria, and is located in the area he hopes to live. He and his agent drive out to look at the five houses. They all have very similar features. The prices are comparable. In theory, you might think the buyer will have a hard time deciding between houses. But no matter how similar they may seem, no two houses are exactly alike. In real life, however, that’s not the case. The 80/20 rule comes into play. Imagine four of the houses don’t have a pool, but one does. He isn’t aware of this, though, because the agent didn’t mention it. The buyer sees the four houses that don’t have a pool. He isn’t particularly interested in any of them. Then he sees the fifth house and the pool! Suddenly, he is ready to make an offer. He may even pay full asking price, even though this house is more expensive than the others.

THE 80/20 RULE IN ACTION: Buyers focus on unique features

His offer isn’t based on the 80 percent of features this house 15

shares with the rest. Instead, his bid is based on one unique attribute: a pool. The 80/20 rule predicted the sale of this house. Unfortunately, much time was wasted in finding the “perfect house.” Had the agent known to look for the 20 percent difference, this may have been their first stop. As a seller, you can use this rule in your favor. Draw attention to unique characteristics of your home. Here’s a real-life example. A real estate agent had a client visit from out of town. He didn’t have a list of criteria; he just liked the area. She drove him from house to house. In each case, this buyer suggested offers 10 to 20 percent below the asking price. He would not budge. She began to worry; the whole day was turning into a big waste of time. As the sun set, they stopped at one last house. It did not have a lot of curb appeal (attractive from a distance). It was not a good- looking home. She was out of options. Nevertheless, this house managed to break the tough negotiator down. He was suddenly willing to offer the full asking price! You might wonder what set this house apart from the others. It wasn’t because he appreciated ugly houses. Nope. The 80/20 rule kicked in again.

THE 80/20 RULE IN ACTION: Buyers pay more for unique features

This agent and her client had spent the whole day looking at houses that shared 80 percent of the same features. He didn’t care about any of those details. A bedroom was a bedroom as far as he was concerned. He fell in love with the one remarkable feature of this house.

This ordinary home had something special. As you walked into the great room, there was a large window. The house sat atop a hill with a gorgeous view. And to top it off, the sun was setting below the distant tree line. That view sold the buyer. The other 80 percent could be improved. He didn’t buy the house because he liked the floor plan or the number of bedrooms and bathrooms. His decision was completely based on the hill and view. That view caused him to stop negotiating and offer full price on the spot. Such is the power of the 80/20 rule! Learn how to tap into this rule, and you will not have to settle for less than your asking price. Leverage a unique selling point. Buyers who fall in love don’t haggle over pricing; they make good offers.

THE 80/20 RULE IN ACTION: Buyers search for unique features

In some cases, the 80/20 rule even helps people make a sale without conducting a showing. This is a huge time saver. The house in this next example had languished on the market for months. Unlike the previous house, this place was not ugly. Rather, it was a brand-new custom custom-built home. But nobody seemed to care. It sat on the market for seven-plus months without a single offer. The builder was baffled. His fancy new house wouldn’t sell. He ended up firing his agent and hiring a new one. Fortunately, the new agent knew the importance of finding that special feature. He drove out to give the house a thorough investigation. What he found changed everything. The house had a gorgeous five-acre yard. Other houses being sold in the area were all on

one- to two-acre lots.

Not only was the yard bigger, but it was more private than other lots available. The new agent focused on marketing the five acres. He mentioned details and a description of the house. But the lot, not the house itself, was the focus. In no time, his phone rang! A buyer was relocating. He had noticed the house was for sale, but it hadn’t caught his eye before. That changed when he learned it was built on a five-acre lot. Suddenly, he was very interested—so interested, in fact, that he submitted an offer from 1,000 miles away. He had never even seen it in person. He was afraid someone else would buy it before he could, and he would lose out on the perfect house. That sale happened in 45 days. The builder was amazed! His house had been on the market for nearly eight months without so much as a nibble. Suddenly, it was sold. Purchased sight unseen, all because of the 80/20 rule.

Here’s another example about how a yard affected a sale:

A buyer once paid extra for a townhouse simply because of its location in the complex. Most of the surrounding homes didn’t have a yard. However, a few shared a large half-acre “yard area.” One of the owners whose townhouse backed up to this yard area was able to sell his townhouse for a higher price. It set his property apart from others on the market. His home had a characteristic shared by fewer than 10 percent of the others. He had the only available listing offering that feature. With this easy point of difference, the house sold for a higher price.

Another townhouse seller (in the same complex) found a different unique feature. He didn’t have a yard, but he was still able to use his location to his advantage. His property backed up to a lake and fountain. That extra feature helped him sell his townhouse quickly, and for a great price to boot.

SELLING TO INTERES O INTERESTED BUYERS

Don’t create an advertisement similar to every other house in the area. Instead, turn a spotlight on something different, something unique, something special, about your home and property. You will attract interested buyers—interested buyers will want to come see your home and are often willing to pay full price. As a result, you’ll stop wasting time showing to people who are not interested in your home specifically. Instead, you’ll be showing your home to buyers who are motivated to make a purchase. You won’t have to show quite so often. You also won’t have to sift through lowball offers from apathetic buyers. Less stress for you! With that in mind, it’s important to highlight your home’s most attractive and interesting features. Compare your home to other houses in the neighborhood to see what makes yours different.

POTENTIAL UNI AL UNIQUE FEATURES

Each house will have its own unique features. You may already have some in mind for yours. If not, these ideas should help: • Hilltop views are an excellent defining feature. Like the example from earlier, a high vantage point comes with a spectacular view of the surrounding area. • Maybe your home looks out on an open field frequented

by wildlife. Many people would appreciate that view. • Your house might even have an unobstructed view of the sunset. That would interest potential buyers. • Patios are another great feature. Maybe the rest of your neighbors don’t have patios, or their patios are smaller. That vital feature could help you sell your home. • Location is something else that can set your property apart from others. (Not your addressed location, but rather your location compared to the surrounding homes.) • You might have a unique backyard. If you have a larger backyard than your neighbors do, use that to your advantage. A shady backyard can also help you sell your property, as can a fenced-in backyard, which will appeal to buyers with children and/or pets. • Finished basements, spacious attics, walk-in closets, kitchen islands, large garages, nearby ponds or fountains, and swimming pools are all features that can help homes stand out from the others. Look for the 20 percent difference in your own home, and find a way to market it. That’s how you’ll get results. You can’t just throw the information into your listing, though. You have to take the right approach.

POINTS TO REMEMB O REMEMBER:

• No matter how similar they might seem, no two houses are exactly alike. • Buyers search for, focus on, and pay more for, unique features. • Unique features could be almost anything—a big lot,

great view, pool, finished basement, even a distinctive yard or patio. • Look for what makes your home unique, and then advertise that to potential buyers. This strategy will help you attract interested buyers.

CHAPTER 4 Why It's So Easy to Sell Your Home our Home for Less Than It's Worth At a certain point, many home sellers feel like throwing in the towel. “I’m just going to drop the price and get rid of this house,” they think to themselves.

Fortunately, reason (usually) prevails.

The temptation to “throw in the towel” tends to increase the longer your home sits on the market. It even happens to highly intelligent people. Here’s an example: In 1997, entrepreneurs Larry Page and Sergey Brin were looking for a buyer for their Internet search engine. They called it BackRub. The two were seeking $1.6 million for the new online portal, and were working a deal with Excite, a popular search engine at the time. The problem for Excite was that BackRub was far too effective a search engine. Users were finding what they wanted and moving off the site too quickly, which would be bad for Excite’s advertising business. Page and Brin cut the price dramatically by more than 50 percent. They offered to sell BackRub for $750,000. Excite considered the offer, but ultimately balked. There was no deal. BackRub’s co-founders decided to commercialize and release the 23

product themselves. First, they renamed it.

They called it Google.

Less than 20 years later, Google is now worth roughly $360 billion. Excite was eventually sold to Ask.com. Bottom line: Fight the temptation to drop your price. Just because something isn’t selling does not necessarily mean it isn’t worth the price you’re asking. That clearly was true for Google, and it’s probably true for your home, as well. While the buyer of your dreams hasn’t yet emerged, it certainly doesn’t mean they won’t. Selling a home for top dollar fast is actually pretty simple. You just have to find the one person who’s willing to pay more for your home than anyone else. If they want it more than anyone else, then they will be willing to pay a higher price than anyone else.

What Stops “Perfect Homes” from Selling

Have you ever thought the following? “Why won’t anyone buy my house? It’s a great house!” Fortunately, there’s an answer to this question: “You can’t throw a great product out on the street and expect people to gobble it up.” This rule applies to inventions, homes, and even movies. Yes, even great movies need to be sold! Here’s an example of a great movie that didn’t do well when it was first released. On September 23, 1994, the movie, The Shawshank Redemption , was released to the world. Adapted from a short story by legendary author Stephen King, the feature film centered on a

pair of imprisoned men.

The film, based in a prison but built on the idea of friendship, hope, and dreams, was nominated for seven Oscars and won more than a dozen awards. The film was immediately a critic’s favorite. Over 20 years later, The Shawshank Redemption is now considered one of the greatest movies of all time. In fact, on well-known and respected website Internet Movie Database (www.imdb.com), it’s ranked as the best movie in cinema history, ahead of the likes of The Godfather, The Good, the Bad and the Ugly , and Schindler’s List . Another movie came out that year. The Flintstones , a live-action remake of the 1960s cartoon show, starred John Goodman, Rick Moranis, and Rosie O’Donnell. The Flintstones , perhaps needless to say, was not nominated for Best Picture at the Oscars. “It falls flatter than a granite slab,” noted a national film critic. Though the film was praised for its costume and set design, it also won “Razzie Award” for Worst Female Performance and Worst Screenplay, and was a nominee for Worst Movie of 1994. Its IMDb.com user reviews are roughly half of what The Shawshank Redemption receives, and it’s rated by users as one of the worst movies of the 1990s. A team of salespeople masterfully marketed The Flintstones to its targeted demographics. The result? The film grossed $131 million in the U.S. and $358 million worldwide. That’s the power of targeted marketing.

On the flip side, the people at Universal Studios, who promoted The Shawshank Redemption , admitted they couldn’t figure out how to sell the movie to the public. They had a great product; they just didn’t know how to sell it. It grossed only $28 million in the U.S. box office and $60 million worldwide. It ranked 51st in box office success in 1994—two spots behind In the Army Now , starring Pauly Shore. Look at those numbers, then look at them again. Still don’t believe good marketing and salesmanship matter? The folks at Universal learned their lesson—even the best products need to be “sold.” Is your home a great product that wasn’t marketed properly? You just have to find the one person who’s willing to pay more for your home than anyone else. If they want it more than anyone else, then they will be willing to pay a higher price than anyone else.

POINTS TO REMEMB O REMEMBER:

• Many sellers get frustrated and reduce their price prematurely. • If your house isn’t selling, it means you haven’t found the right buyer yet—the buyer who wants your home enough to pay top dollar. • Having a great product (house) isn’t enough. • Whether you’re selling films or houses, you can’t beat the power of targeted marketing!

CHAPTER 5 Real Estate Horror Stories

Life is stranger than fiction, even in real estate. Thanks to the Internet, there are thousands of stories out there detailing anything and everything that can go wrong with a real estate deal. Some things are scarier than a listing expiring. Maybe an agent takes a bunch of lousy pictures or takes two or three days to return calls. Other times, mistakes are made that cost new owners thousands of dollars. Still other times, the stories can get downright weird and scary. Just imagine finding out the home has an infestation, or was the scene of a crime, and your agent didn’t mention it. Or maybe your agent screwed up with an appointment, and suddenly buyers are checking out your home while you’re in the shower. If you’re a seller who’s wondering what kind of problems to look for when hiring an agent and listing and selling your home, here’s a handful of stories to show just what could go wrong if you’re not on top of things.

THE DEVIL IS IN THE DETAILS

A couple was trying to unload a vacant rental house in Reno, NV. The home was on the market for four months with a number of showings, but no one was biting. Finally, after realizing the home was going to foreclose if something wasn’t done quickly, the owners made the drive to Reno to see what was going on. What they saw was more than a little surprising. On one of the main walls in the house was a giant, 12-foot-long painting of the devil—something that would certainly turn away prospective 27

buyers. So, what should have happened here?

Before allowing any showings, during an initial walkthrough of the home, the agent should’ve called the owners immediately about the “giant devil,” giving them a chance to paint over it, resulting in a much quicker sale and far fewer awkward moments for the agent, not to mention a payday. Ultimately, the agent was fired and the owners returned to renting out the property.

BREAKING BAD

File this one under the “what you don’t know can hurt you” department. Ms. Turner had owned her Tennessee home for two years before deciding to sell. It was only then that she found out that a previous owner was a meth cook. What she didn’t know cost her—a $16,000 decontamination process fee! In this case, Ms. Turner’s agent could simply have done some research on the home and its history. He would’ve discovered that the home had been auctioned off by the state or been in foreclosure due to the meth cook likely going to jail. A little digging would’ve uncovered the reason and allowed the agent to warn any prospective buyers.

HURRY, ALREADY!

What do you do when you want to sell a house quickly? You price it low. What does your buyer want? A lower price. What does the buyer’s agent want? An even lower price. What about your agent? He/she should be aiming for a higher price, both for a higher commission and, more importantly, to make you happy. Mr. Foust, who was trying to sell his home quickly, had a different (and unfortunate) experience. Rather than try to negotiate a better deal, his agent chose to join the buyer’s agent in encouraging Mr. Foust to accept a lowball offer. Why?

He was putting his own interests ahead of his client’s. He wasn’t interested in negotiating the best deal; he simply wanted to sell the home as quickly as possible, rather than risk the listing expiring and not getting paid at all. As you can see, agents don’t always bring their “A-game” to a given sale. Whether through an honest mistake, negligence, or working for their own interests, these kinds of mistakes can lead to expensive and time-consuming problems for sellers and buyers alike. Remember, it’s the agent’s job to work for—and not against—their client. The good news is that, despite these (and many, many more) stories, there are good, professional, and effective real estate agents out there — agents who work for you and will help you get the best deal possible for the sale of your home.

POINTS TO REMEMB O REMEMBER:

• Unfortunately, things can go horribly (and expensively) wrong in real estate. • Educate yourself and do your research first. • Consider whether your agent is part of the problem or solution .

CHAPTER 6 Is Your Real Estat eal Estate Agent e Agent Meeting Your Needs our Needs

If your home expired after sitting on the market, there’s a good chance your real estate agent fell short. Much of the home-selling and home-buying process depends on the agent. With tough competition and an unpredictable economy, it’s important to note a few key factors in selecting the right real estate agent who will meet your needs and guarantee you a profit. Many home sellers hire new-to-the-business real estate agents, perhaps because they know them personally, or through a referral, or because their commission rate is lower. However, what a newbie might offer in giving you a “deal” or a “personal touch,” they generally lack in experience and quality.

COMMON MISTAKES OTHER REAL ESTATE AGENTS MAKE

• They don’t devise business plans or strategies. A specific business plan and marketing strategy should be created for your house. • They tend not to specialize. Fresh real estate agents tend to go for buyers/renters first—not sellers. They do this before moving on to listing homes, after they’ve completed just a few transactions without specializing. As a home seller, you need a marketing and budget plan, which less-experienced agents might not be able to provide.

• They don’t use the best closing team. Good real estate agents choose the most effective team players to seal the deal and then receive credit and referral to continue their success. • They refuse to invest in marketing, thereby failing to build a name and reputation for themselves. • They don’t focus their marketing efforts on the most effective areas. Sphere of influence, networking, and social media are some of the biggest areas for agents to tap into, and newbies aren’t always aware of this. • They choose the wrong brokerage for the wrong reasons.

PRECAUTIONARY STEPS TO TAKE AS A HOME SELLER

Always follow these steps before hiring your agent!

• Review the “Standard Agency Agreement.” Never sign a contract unless you have ensured your basic rights are protected. • Follow your gut about whether you trust your agent. Interview them to test their knowledge, skills, and abilities. • Always insist on a written quote guarantee. • Never pay any money in advance for any reason. The money exchanges hands after the sale. • Consider the agent’s customer-service skills, which are critical in this business.

WHAT TO LOOK FOR IN A REAL ESTATE AGENT

We’ve talked about newbie real estate agents, as well as 32

precautionary steps to take, but what should you look for when hiring a real estate agent? You obviously want someone who knows what they’re doing, has a good reputation, is reasonably affordable, and has a friendly demeanor, but there’s more to it. For instance, you can’t just pick an agent based on a high quoted price and low commission rate. Review every agent to find the most professional one based on their backgrounds and history, so you can limit any challenges or problems when dealing with them in the future. • Honesty is an important quality of a real estate agent. An honest REALTOR® would be willing to share some of their good and bad experiences. • Professionalism is another trait to look for. A professional real estate agent takes care of their image (both in presentation and reputation) and prioritizes and respects others’ time. A professional agent should also be very organized, personal, and responsive and provide any needed updates. • Real estate agents should possess strong communication and negotiation skills. They represent you, the seller, and must keep your best interests in mind, and need to be able to communicate the right information and negotiate a deal. • Creative marketing is key for a successful Realtor®. How can you sell a home unless it’s marketed effectively? A great real estate agent must sell a home using a unique perspective that’s different from others, and must be able to use creativity in finding alternatives when facing any difficulties. • Housing market knowledge is also important. They should be able to provide relevant marketing strategies. 33

The best agents can help you determine the highest possible price for your home while considering current market conditions and your desire to sell. • Is your real estate agent personally connected? Realtors® should be able to provide several lists of services and business recommendations, such as real estate attorneys, mortgage consultants, and more. • Is your real estate agent connected online and through social media? It’s the digital age, and if a Realtor® doesn’t have an online presence, they’re either too new to the game, or too “old school” and unwilling to keep up with technology. People search for listings online, not via newspapers. Social media (Facebook, Twitter, Instagram, YouTube, LinkedIn, personal websites) can be a powerful tool in the real estate business, helping agents expand their reach, network, visibility, reputation, and more. Don’t even consider hiring an agent without an online presence and connections. • Real estate agents must show commitment to the client. They should be reliable, responsive, communicative, attentive, and always after your best interests, not their own personal motivations. You need to be on the same page. They need to know that if you make money, they make money. It’s that simple. If an agent doesn’t show commitment to you, it’s time to move on. • Problem-solving skills are something else to look for. Your agent should be a creative problem solver who can help you with financial tasks and advice, provide a Comparative Market Analysis, and help you navigate any challenges that could arise.

It’s so important that you’re satisfied with a Realtor’s® services. You are not only investing your money, but also time. Your real estate agent should be able to sell your home with the highest possible return while meeting all your expectations along the way. Keep reading to learn more about finding a great real estate agent in the next chapter.

POINTS TO REMEMB O REMEMBER:

• Not all real estate agents are equal or even good at their jobs. • Consider whether your agent has been meeting your needs and expectations. • Learn what to look for in a great real estate agent and consider hiring somebody else who will sell your home faster and with great profits.

CHAPTER 7 Finding a Great Real Estate Agent e Agent

There’s a saying that if you want something to be done right, you have to do it yourself. While in some cases that might be true, there are others for which you need the help of a professional. A great real estate agent who can market and sell your home is a perfect example. Their commission rate might seem daunting at first, but a great agent will streamline the process and obtain you the best possible deal on the market. Also, they will GET YOUR HOUSE SOLD. Hire a great agent, and get the deal closed. The minor cost involved with a professional real estate agent is more than worth it. We’ve discussed whether your current or past Realtor® is or was right for you, and meeting your needs. We’ve talked about what to look for in hiring a new real estate agent to help you sell your home faster and at a price that meets or exceeds your expectations. But how do you go about actually finding and hiring one?

FINDING A REAL ES G A REAL ESTATE AGENT: DO YOUR RESEARCH

As mentioned, don’t go with someone who’s promising high quotes while offering low commission rates. Further, just because your best friend’s parents are real estate agents, doesn’t mean they’re the best choice for you.

That being said, referrals and recommendations are a great place to start. Talk to people you know who have had excellent experiences in selling their home: on the market, a few showings, some great offers, and a sold sign. You can also look online. Check out Realtor.com first. Find out who has a strong online presence, both in real estate sites and forums as well as through social media. Read reviews and recommendations. Do some background research. Find out what their area of specialization is, and whether that meets your needs. Then check with the state’s regulatory body/licensing authority; they can provide you with information about whether the agent is licensed, as well as other important information like their disciplinary and award-winning track record. Next, check for credentialing. Real estate agents’ credentials include: • CRS® (Certified Residential Specialist)—means the agent has completed additional training in handling residential real estate • ABR® (Accredited Buyer’s Representative)—indicates that the agent has completed additional education in representing buyers in a transaction • SRES® (Seniors Real Estate Specialist)—shows that the agent completed training aimed at helping buyers/sellers in the 50+ age range. If your agent is a Realtor®, with a capital R, that means that they’re a member of National Association of REALTORS® (NAR) and is pledged to support its specific code of ethics.

CHOOSING A REAL ES G A REAL ESTATE AGENT: WHAT TO ASK

Now you’ve found a few potential Realtors® whom you think 38

Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 9 Page 10 Page 11 Page 12 Page 13 Page 14 Page 15 Page 16 Page 17 Page 18 Page 19 Page 20 Page 21 Page 22 Page 23 Page 24 Page 25 Page 26 Page 27 Page 28 Page 29 Page 30 Page 31 Page 32 Page 33 Page 34 Page 35 Page 36 Page 37 Page 38 Page 39 Page 40 Page 41 Page 42 Page 43 Page 44 Page 45 Page 46 Page 47 Page 48 Page 49 Page 50 Page 51 Page 52 Page 53 Page 54 Page 55 Page 56 Page 57 Page 58 Page 59 Page 60 Page 61 Page 62 Page 63 Page 64 Page 65 Page 66 Page 67 Page 68 Page 69 Page 70 Page 71 Page 72 Page 73 Page 74 Page 75 Page 76 Page 77 Page 78 Page 79 Page 80 Page 81 Page 82 Page 83 Page 84 Page 85 Page 86 Page 87 Page 88 Page 89 Page 90 Page 91 Page 92 Page 93 Page 94 Page 95 Page 96 Page 97 Page 98 Page 99 Page 100 Page 101 Page 102 Page 103 Page 104 Page 105 Page 106 Page 107 Page 108 Page 109 Page 110 Page 111 Page 112 Page 113 Page 114 Page 115 Page 116 Page 117 Page 118 Page 119 Page 120