Kim Elizabeth - HOW I SELL HOMES OTHERS FAILED TO SELL

HOW I SELL HOMES OTHERS FAILED TO SELL

Kim Elizabeth

Table Of Contents

The Curious Case of the Two Identical Houses (and Why One Made More Money) or.... "Why I should read this book"

Part A: The Price Isn’t Right (And That’s Why Your Home Ghosted Every Buyer) 3

"Oops, We Did It Again" – The Mistakes That Keep Homes from Selling (and How to Dodge Them Like a Pro)

“Drop the Price?” Drop the Mic Instead.

Why No One Bought Your Home (Yet)

How to Sell a Home That Didn't Sell — Without Dropping the Price

Peas, People, and Property—Why Only 20% of Your Home Actually Matters

“Turn One Special Thing Into a SOLD Sign”

Swipe-Right Curb Appeal – How to Make Buyers Fall in Love with Your Listing 33

10. Champagne Results on a Beer Budget – The Staging Secret of the Rich & Really Smart

11. The $40K Throw Pillow – A True Staging Smackdown

12. The 8-Second Rule – Clean, Paint, and Impress Before They Blink 45

13. Closets, Closets, Closet! And Other Ways to Make Buyers Swoon

14. Floors, Lights, Action! And a Curb That Screams “Come On In!” 53

15. Blurry Pics, Meh Deals & The Mistakes That Keep Your House Sitting

16. This Is a House... and Other Basics That Actually Sell Homes -- (The 3-Step Formula I Use to Sell Houses that Others Couldn't Sell) 61

17. Don’t Get Steamrolled—Negotiating Without Breaking a Sweat (or the Sale)

18. How Not to Blow It—Negotiation Mistakes That’ll Cost You Cold, Hard Cash 69

19. "Deal or No Deal: How to Negotiate Like a Real Estate Ninja (Without Losing Your Sanity or Your Shirt)" 73

20. Sit, Stay, Sell—A Letter From Your Dog (and a Genius Marketing Plan) (This chapter is

dedicated to all the good boys and girls out there doing hard time in crates during home showings.) 77

21. Chuck’s $36K Oops (And How to Avoid It Without Facepalming Into Your Mortgage)

22. The 60-Day Vanishing Act (and Why You Shouldn't Fall for It)

23. Why Hire an Agent? (Or, How to Sell Your Home Without Losing Your Mind, Money, or Weekends) 87

CHAPTER 1 The Curious Case of the Two

Identical Houses (and Why One Made More Money) or.... "Why I should read this book" ead this book" Ever wonder why one house flies off the market while its next- door twin sits there like a sad leftover meatloaf? Or why House A sells for $188,000 while House B—identical in size, style, and maybe even questionable wallpaper—sells for $202,000? It’s not a conspiracy. The real estate gods aren’t playing favorites. And no, it’s not because one seller buried a statue of St. Joseph in the yard (although hey, whatever helps). The truth is, these seemingly “identical” houses sell for different prices all the time. All. The. Time. It happens in big cities and tiny towns, whether you have granite countertops or laminate “kinda-stone” ones. So what gives? Simple: Strategy. That extra $14,000 isn’t magic—it’s marketing. It’s savvy prep work. It’s the result of a smart seller (or agent) making all the right moves, while the other winged it with a “For Sale” sign and good intentions. The great news? You don’t need to be a real estate wizard to pull it off. This book is your cheat code. Inside, we’ll unpack real-world examples and sprinkle in some surprisingly easy tactics that will help you: • Sell faster

• Stress less • And (drumroll...) make more money

Even if your house didn’t sell the first time (we see you, relisters), this guide will help you crack the code on pricing, prepping, marketing, and negotiating like a pro. And don’t worry, this isn’t one of those dry, soul-crushing real estate manuals. We’re keeping it light, practical, and maybe even a little funny (at least, that’s the goal). Thank you for picking up this book. I truly hope it helps you sell smart and smile big at the closing table. And if you ever have questions or need help along the way, I’m just a call, text, or pigeon message away. Let’s sell your home like it’s the last avocado at Whole Foods: quickly and for top dollar.

CHAPTER 2 Part A: The Price Isn’t Right (And That’s Why Your Home Ghost our Home Ghosted Every Buyer) You cleaned, painted, fluffed pillows like a Pottery Barn stylist, and lit enough vanilla candles to trigger an insulin spike. You were ready. The house was ready. And yet… crickets. Days turned into weeks. Weeks into months. And just like that, your listing expired—without so much as a nibble, let alone an offer. So, what happened? Did your home suddenly become invisible? Did buyers lose their sense of smell for baked-cookie candle ambiance? Not quite. Let’s talk about the real heartbreaker: the listing price. Overpricing: The Real Estate Version of Shooting Yourself in the Foot Look, we get it. Everyone wants to test the market. Maybe toss out a high number and just “see what happens.” Worst case, we’ll just reduce it later, right? Wrong. Overpricing isn’t harmless—it’s the home-selling equivalent of putting pineapple on pizza. You might stand by your choice, but most people just won’t bite. Here’s the reality: Today’s buyers are savvy little Zillow ninjas. They’ve got alerts, spreadsheets, and spreadsheets about their alerts. They know what homes are worth. And if your price feels more fantasy than fair market, you won’t even make it to their “saved homes” list.

Now Entering the Arena: Brand-New Builds (a.k.a. Your Flashy Competition) Ah, yes. New builds—the Disney World of real estate. Model homes with glittering quartz countertops, “smart” thermostats that outthink you, and builders offering interest rate buydowns like Oprah handing out car keys. Plus, they come with fresh warranties and zero awkward stains on the carpet. So if your lovingly-maintained-but-slightly-dated 10-year-old home is priced the same—or (gasp) higher—than the brand- new build down the street that throws in a fridge and window blinds? Let’s just say... you better have a secret tunnel to Narnia in your backyard. The Psychology of Pricing: It’s Not Just a Number Pricing your home is less math and more matchmaking. The first two weeks your listing is active? That’s the honeymoon phase. That’s when you get the most eyeballs, the most clicks, the most excited “Honey, look at this one!” texts. But if buyers think your price is off—even by a little—they won’t bother scheduling a tour. Instead, your listing slowly slides into “why hasn’t it sold yet?” territory. Cue suspicion. Cue lowball offers. Cue regret. On the other hand, a well-priced home creates urgency. Multiple buyers. Bidding wars. And the magical phrase: “above asking.” You vs. The Neighborhood (and Builders) Real estate isn’t one-size-fits-all. Your pricing strategy should be more tailored than a three-piece suit. A great agent isn’t just looking at recent sales—they’re looking at: • What’s actively on the market (your competition) • Builder incentives and flashy promos • Local market demand • What concessions are being offered They know how to position your home like it’s The One—because in a sea of listings, you don’t want to be “nice,” you want to be irresistible.

Story Time: One Price Adjustment, Three Offers Take my client, Lisa. Her home was beautiful—light-filled, spacious, with great bones. But it sat for 90 days at $550,000. Meanwhile, builders nearby were selling sparkly new homes for $525,000. We repositioned her home at $499,000, tossed in a $7,500 concession to match builder incentives, and updated the listing photos. Two weeks later? Three offers. Boom. The house didn’t change. The pricing strategy did. Final Thought (From Your Wallet) If your home didn’t sell, don’t despair. Just don’t double down on the same strategy that didn’t work. Price isn’t just a number—it’s your opening line. And if it doesn’t hook the right buyer, even the best home becomes a forgotten listing. So let’s get that price right the first time. Your vanilla candles deserve better. Chapter 2: Part B Your Home Didn’t Flop Because of Price—It Flopped Because It Didn’t Have a Good Hype Team Let’s get one thing out of the way: if another person tells you your house didn’t sell because it was “overpriced,” you have every right to roll your eyes so hard you see your backyard. Yes, price matters. But you know what else matters? EVERYTHING ELSE. You can’t just slap a For Sale sign in the yard and expect buyers to flood in like it’s Black Friday at Target. Nope. Homes don’t sell because they’re worth more. They sell because they look and feel like they’re worth more. Myth Busted: Price ≠ Value Let’s kill the myth with a glittery hammer: Homes don’t always sell for what they’re worth . They sell for what someone thinks they’re worth. And thinking? That’s shaped by one thing: presentation.

If HGTV Has Taught Us Anything... It’s that buyers don’t just want a house. They want a vibe . They want to fall in love at first sight, cue the dramatic montage music, and gasp when they walk into the living room. If your home doesn’t stir emotion, doesn’t stand out online, or doesn’t show off its assets (the granite counters, the dreamy backyard, that recently upgraded HVAC you never brag about), buyers will scroll right past it like it's last season’s avocado toast trend. Exhibit A: John’s Saga of Too-Many-Agents Let’s talk about John, a man who had the patience of a saint and a house that wouldn’t budge. Agent #1: t #1:Took decent photos. Did a standard open house. Suggested John drop the price from $499,900 to $450,000. Oof. Agent #2: t #2:Copy/pasted Agent #1’s plan. Also said: “Drop the price.” More oof. Agent #3: t #3:Said, “Let’s NOT drop the price. Let’s drop jaws.” Agent #3 went full marketing genius: • Took stunning, editorial-worthy photos • Ran targeted ads like it was a political campaign • Hosted a broker’s open so good people still talk about the snacks Result? John’s house sold for $480,000. That’s $30,000 more than the price cut the other agents pushed—and roughly $50,000 more than John would’ve gotten had he “compromised.” Same Street. Same Layout. Different Outcome. Cheryl and Richard lived five doors apart in townhomes so identical, you’d think the builder used copy-paste. Yet Cheryl sold hers for $202,000. Richard got $188,000. Was it because Cheryl had better countertops? Nope. Was it because Richard didn’t bake cookies before showings? Maybe. But mainly, it was marketing. Buyers Buy Emotion, Not Square Footage Buyers don’t walk into a house and say, “Oh wow, I love these 2,300 square feet.” They walk in and say, “I can see us having

Sunday brunch here,” or “This is the room for the Christmas tree.” The way your home is presented can either: A) Make buyers emotionally attached and willing to fight for it. B) Make them say, “Meh.” Marketing tells a story. And stories sell houses. Price Doesn’t Move People. Perception Does. If you’re thinking of dropping your price again... pause. Ask: • Did my photos make people stop mid-scroll? • Did the description create desire, or sound like a cereal box? • Did we highlight what makes my home better than the brand-new build down the road? If the answer is no... the problem isn’t your price tag. It’s your strategy. Key Takeaways: Price doesn’t sell homes. Powerful marketing does. Buyers shop with their hearts first, calculators second. You don’t need to settle—you need a better strategy. Don’t lower the price. Raise the perception. Stick with me, because in the next chapter, we’ll start unpacking the exact marketing secrets top agents use to sell “unsellable” homes—without ever touching the price.

CHAPTER 3 "Oops, We Did It Ag e Did It Again" –

The Mistakes That Keep Homes eep Homes from Selling (and How to Dodge o Dodge Them Like a Pro) So… your home didn’t sell the first time. Now you’re feeling a bit like someone who threw a fabulous party—and no one showed up. It’s awkward. It’s frustrating. And honestly? It’s kind of personal. Your home is full of memories, laughter, and probably a drawer full of batteries and rubber bands. It deserved better. But here's the silver lining: expired listings don’t fail because the home is a dud. Most fail because of fixable mistakes—ones you can totally avoid the second time around. Let’s unpack the biggest bloopers that even smart sellers (and yes, some not-so-smart agents) make: Mistake #1: Thinking the Market Is a Magical Unicorn Bad news: the market doesn’t “just sell houses.” Great homes can sit. Meh homes can sell. Why? Strategy, baby. Some sellers assume all they need is an MLS listing, a crooked sign in the yard, and a wish upon a star. But in a world where new builds are tossing around closing cost incentives like Oprah hands out cars, you need to stand out. Marketing isn’t a nice-to-have. It’s life support for your listing. Mistake #2: Pricing High Without Backing It Up Overpricing your home because “it’s nicer than Karen’s down the street” is a bold move… and often a costly one.

If you’re going to price high, you’d better have a Hollywood-level presentation to go with it. Buyers are comparing your house to: • New construction with shiny stuff and smell-of-new- home air • Move-in-ready homes with updated kitchens and drone videos • Listings offering seller-paid closing costs and granite countertops that whisper sweet nothings Want top dollar? You’ve got to show top-tier value. And that means presentation, upgrades, and marketing that slap. Mistake #3: Forgetting First Impressions Matter (A Lot) Buyers judge your house faster than your mother-in-law judges your landscaping. They scroll fast. Like Olympic-speed fast. If your photos look like they were taken with a toaster and your curb appeal screams “meh,” they’re not booking a showing. You need: • Killer photos • A punchy headline • A listing description that reads like a love letter Think of your home as a dating profile: it needs to look good, sound exciting, and hide the weird stuff (like that SpongeBob- themed guest bathroom you thought was a great idea in 2011). Mistake #4: Settling for Boring, Blah, Beige Marketing If your last listing plan was “list it and pray,” it’s time for a glow- up. Today’s buyers are savvy. They expect: • Targeted social ads (hello, Instagram reels) • Virtual tours • Eye-popping photography • Story-driven marketing that builds emotional connection If your last agent used a flyer from 2004 and “hope,” that’s

probably part of the problem.

Mistake #5: Taking Advice from That One Guy Who Sold a Condo in 1998 Not all agents are created equal. Some specialize in expired listings, strategic pricing, and marketing that moves the needle. Others… don’t. If the best advice your last agent gave you was “Just drop the price,” you deserve better. Price reductions are not strategies—they're surrender flags. You need someone who knows how to: Position your home Tell its story Create demand Because when the plan is right, the buyers show up. A Quick Recap of What NOT to Do: Rely on luck (or the universe… or Mercury in retrograde) Overprice without showing value Use potato-quality photos Stick to “standard” marketing Accept lazy advice that leads to panic price drops And What You SHOULD Do: *Position your home to compete with new builds *Understand buyer psychology * Invest in marketing that speaks directly to your ideal buyer *Hire an agent who spec ializes in comeback stories *Relaunch your listing like it’s opening night on Broadway Your expired listing wasn’t the end—it was the setup for a comeback. And let’s be honest… everybody loves a good comeback story. Next up: What makes a buyer fall head over heels for a house—and how you can make your home the one they’re dreaming about before they even walk in the door. Ready to turn your “meh” listing into a magnet for offers? Let’s go.

CHAPTER 4 “Drop the Price?” Drop the Mic op the Mic Instead. So, there you are, staring at your listing, mumbling to yourself, “Maybe I should just drop the price and be done with it…” We get it. The stress is real. The showings have slowed to a crawl. Your snacks for open houses are going stale. Even your dog has given up wagging his tail when someone pulls into the driveway. And suddenly, the temptation hits: Cut the price. End the misery. Peace out. But hold up, friend. Before you slash that asking price like it’s a clearance rack at Target, let’s take a deep breath—and a smarter approach. The Great “Settle” Temptation (And the Stanford Nerds Who Resisted It) In 1997, two brainy Stanford students—Larry Page and Sergey Brin—had this little side project. Maybe you’ve heard of it? It was called BackRub . (Yes, really.) They tried to sell it for $1.6 million to a company called Excite. (Which, ironically, was not very excited.) No takers. So, they slashed the price to $750,000. Still no takers. Long story short, they renamed it Google and now run half the planet. The moral? Sometimes, holding the line is the smartest move you can make. You’re not selling a search engine. But you are selling something incredibly valuable. And the right buyer will see it—if you don’t cave first. What This Has to Do With Your House (And Your Sanity) It’s easy to think, “If I just knock off $10K, someone will finally bite.” 13

But remember: a lower price doesn’t magically summon a buyer. It just shrinks your potential return—and might not even change your situation. Here’s how it usually plays out: 1. The home sits. 2. Showings slow down. 3. You lose faith. 4. Price drops begin. 5. A lowball offer rolls in. 6. You accept it out of frustration. 7. You lose $10K–$30K… and a piece of your soul. Not because the home wasn’t worth it. But because the right buyer never got the memo. (Marketing matters, people.) What Top-Dollar Sales Actually Look Like Here’s the secret: selling for top dollar isn’t about waiting for a unicorn buyer—it’s about positioning your home to attract them. They come in hot with strong offers (yes, even at full price) They’re not shopping for a deal. They’re shopping for your house. Repeat After Me: Price Isn’t the Problem (Probably) Before you cut the price, ask yourself: Has the marketing done justice to the home? Are the photos drool-worthy or dreary? Is the listing description more exciting than a DMV brochure? How does your home stack up against the competition—including builder incentives and HGTV-level staging? And most importantly… Do you have an agent who’s ready to relaunch your home with the energy of a Broadway debut? When you find the right buyer: They don’t nitpick every detail They feel a connection

If the answer is no, the problem might not be the price—it might be the presentation. Key Takeaways (a.k.a. Th s (a.k.a. The “Don’t Panic” Checklist) • Lack of offers ≠ Overpriced • Even Google got rejected. Hold your value. • Price doesn’t sell a home— perception does • The right buyer is still out there, ordering oat milk lattes and scrolling listings • Instead of slashing the price, upgrade your strategy Final Thought: Don’t Settle. Strategize. You’ve worked hard to make your home amazing. You’ve decluttered, painted, staged, maybe even bribed your kids to clean. Don’t let all that effort go to waste by settling too soon. Because the truth is, the right buyer could be just one killer photo, one smart ad, or one clever relaunch away. Next up: how to make your home irresistible —without dropping a single dollar off your asking price. (Yes, it’s possible. Yes, we’re going to spill all the secrets.)

CHAPTER 5 Why No One Bought Your Home our Home (Yet) “Why won’t anyone buy my house? It’s a great house!” If you’ve ever said that—or even thought it—you’re not alone. Many sellers feel this way after their home has been sitting on the market with little to no action. It’s frustrating, confusing, and often disheartening. Especially when you know your home is well-maintained, well-loved, and full of charm. But here’s a hard truth: a great home doesn’t sell itself. And that’s not your fault. Let’s explore why that happens—and what to do about it. The Better Mousetrap Myth You’ve probably heard the old saying: “Build a better mousetrap, and the world will beat a path to your door.” Sounds nice, right? But it’s not quite true. Since the late 1800s, more than 4,400 patents have been filed with the U.S. Patent Office for “better” mousetraps. Yet the original, spring-loaded design patented in 1894 still dominates the market today. Thousands of inventors believed they had a brilliant idea—but most of them failed to sell it. Why? Because having a great product isn't enough. It also needs to be sold the right way. And this is exactly what happens in real estate. Even Great Homes Can Get Overlooked If your home didn’t sell, it likely had less to do with the property itself—and more to do with how it was positioned and marketed. 17

Let’s take this idea to the movies for a moment… A Tale of Two Films In 1994, two very different films were released: Th e Shawshank Redemption • Based on a short story by Stephen King • Widely praised by critics

• Now considered one of the greatest films of all time • Currently ranked #1 on IMDb’s Top 250 Movies list Despite all that… it was a box office flop. Why? Because the marketing team at Universal Pictures admitted they didn’t know how to sell the movie to the public. It grossed only $28 million in the U.S.—less than half of what it cost to make. Th e Flintstones • A live-action comedy based on the 1960s cartoon • Critically panned and nominated for several “Worst Movie” awards • Barely watchable, according to most reviews And yet… it was a massive hit at the box office. Why? Because it had incredible marketing behind it. The film grossed $358 million worldwide, despite being widely disliked. Takeaway: Marketing doesn’t just help great products succeed. It can make average ones shine—and even the best ones fail when it’s missing. What This Means for Your Home If your house didn’t sell, it may not be because something was wrong with it. It could simply be that the right buyer never saw it—or didn’t see it in the right light . Maybe: • The photos didn’t capture its best features

• The listing lacked a compelling story • The marketing didn’t target the right audience • Your home got lost in a sea of competing listings • It wasn’t positioned to compete with nearby new construction Your Home Might Be the Next “Shawshank” Your house might be the best home in the neighborhood. But if it’s not marketed like it , buyers won’t know. Buyers don’t just scroll listings—they compare. They look at: • Value • Style • Emotion • Location • Incentives And most importantly… they respond to how a home makes them feel. That emotion is what drives action. Great marketing taps into that emotion. The Real Goal Is to Find the Right Buyer You only need one person—the one who wants your home more than anyone else. And when you find that person?

They’ll pay more. They’ll move faster. They’ll fall in love with your home. That’s how you get top dollar, without settling. Key Points to Remember:

• A great house is not enough—you must present it well. • Even the best homes need strategic, targeted marketing. • Emotional connection drives offers. • Don’t assume your house didn’t sell because of the price—it may have been the packaging. • You only need one buyer who sees the true value in your home.

In the next chapter, we’ll dig into how to position your home like a top-tier product —with marketing that stops buyers in their tracks and makes them say: “This is the one.”

CHAPTER 6 How to Sell a Home That Didn't Sell — Without 't Sell — Without Dropping the Price “Step away from the price drop button, ma’am.”

Yes, you can sell your home for full price. No, you don’t need to bribe the neighbors with cookies, do a rain dance, or slash your asking price like a clearance rack at a department store going out of business. Let me share a little secret: The typical approach to selling a home is... well, let’s call it what it is—wishful thinking dressed up in a marketing brochure. Most agents (and sellers) follow this logic: “If we tell enough people about the home, someone will buy it.” That’s like saying, “If I swipe right enough times on dating apps, eventually I’ll marry someone.” Sure, it might happen. But you could also wind up eating tacos alone for five years. The truth is: your home doesn’t need everyone to want it. It just needs the right person to fall in love with it. Stop Trying to Please Everyone Let’s be honest—most people would buy your house... if it were half off. Even if they hated the layout, despised the wallpaper, and couldn’t find the front door without a map. Why? Because at a steep enough discount, even a “meh” house starts to look like a gold mine. But you're not trying to give it away at a garage sale.

You're trying to get top dollar—as you should. So, stop worrying about getting every buyer to like your home. That’s a waste of energy—and staging pillows.

The Myth of Mass Exposure More marketing is good, right? Not always.

Mass exposure without strategy is like yelling “I’m single!” through a megaphone in the middle of Times Square. Technically, a lot of people heard you—but was your soulmate among them? Doubtful. Selling your home is the same. Just because a bunch of people see the listing doesn’t mean any of them will say, “Let’s write an offer before someone else snags it!” Your Mission: Find Th at One Buyer The one who walks in and says: “This is it. I can already picture my dog in the backyard and my in-laws not in the guest room.” That’s the person who will pay full price—or close to it. Sometimes, if the stars align and Mercury isn’t in retrograde, you might even get a bidding war. (And yes, that is a real thing. It’s not just something agents say while holding sage and lighting candles.) So… How Do You Find This Unicorn Buyer? This is where most listings miss the mark. It’s not about shouting louder. It’s about whispering to the right person in the right way—and making them believe they’ve just found The One. We’ll get into the specifics of how to do that in the next chapter, but here’s what you need to remember: You don’t need more eyeballs. You need better ones. Eyeballs that belong to the buyer who feels something the moment they see your listing. Key Points to Remember (Because Your Brain Is Full and We

Get It): • Don’t market to the masses—market to the match. • Bargain hunters are not your people (unless you want to include your couch, car, and collection of rare spoons in the deal). • Lowering the price isn’t a strategy—it’s a white flag. • The right buyer exists. You just haven’t met them yet. (Kind of like the dating apps, but this one doesn’t ghost you.) • Full price is possible —when you position your home like the catch it truly is. In the next chapter, we’ll show you exactly how to turn your home into buyer bait—the kind that makes someone skip their lunch break, text their agent in all caps, and ask, “Can we see it TODAY??”

You won’t want to miss it.

CHAPTER 7 Peas, People, and Pr eople, and Property—Why Only 20% of Your Home A our Home Actuall ctually Matters The Big Idea (That Has Nothing to Do with Peas) The 80/20 Rule isn’t just a fun gardening fact—it applies to almost everything in life: • 80% of your stress? Comes from 20% of your in-laws. • 80% of your closet? You only wear 20% of it (looking at you, “goal jeans”). • 80% of your business results? Come from 20% of your effort. • 80% of a home’s appeal? Comes from about 20% of its features. In other words: not everything matters equally. Some things matter way more. How the 80/20 Rule Sells Homes (and Sells Them Well) When it comes to real estate, most sellers fall into the “more is more” trap. They try to market every single feature of their home: ✔ Ceiling fans in every room! ✔ Neutral paint! ✔ Dishwasher! ✔ Closets that exist! While those are nice (and frankly expected), they don’t sell houses. - They don’t wow buyers. - They don’t make people text their agent at midnight saying,

“We HAVE to see this one.”

Only about 20% of your home’s features will create 80% of the buyer’s desire. That 20% is where the magic happens—and where your marketing needs to live. So What’s in Your Home’s “Vital 20%”? Think of it like this: What can your home offer that your neighbor’s can’t? Here are a few examples of “vital” features that could set your home apart: • A backyard that looks like a resort (or at least a really nice AirBnB) • A gourmet kitchen with top-of-the-line appliances • A home office that doesn’t feel like a closet with Wi-Fi • A garage gym, wine cellar, or custom mudroom • Those floor-to-ceiling windows with sunset views that make buyers weep a little The rest of the house? It just needs to be clean, functional, and not smell like a science experiment. That’s the 80%. It matters—but it’s not what sells . Real Talk: Don’t Sell the Whole House. Sell the Best Parts. You don’t need to convince someone to love everything . You just need to hook them with the part they’ll fall in love with first. Think of your home like a dating profile: No one falls for “likes water and has lungs.” They fall for “has a rooftop patio, heated floors, and a coffee bar.” Your job is to make the standout features shine. Let those do the heavy lifting. Points to Remember: • The 80/20 Rule tells us that not everything matters equally —and that’s a good thing.

• Around 20% of your home’s features will do 80% of the work in getting it sold. • Focus your marketing on what makes your home different, desirable, and valuable. • Don’t waste energy trying to promote every doorknob and light switch. • Highlight the "wow" factor. That’s what gets offers. Coming up next, we’ll show you how to identify and highlight your home’s Vital 20%—even if you’re not sure what it is yet. (Hint: it’s not the coat closet.)

Some things matter way more.

CHAPTER 8 “Turn One Special Thing Into a SOLD Sign” Let’s pretend you’re a homebuyer on the hunt. You want a three-bedroom, two-bathroom home in your favorite part of town. Your agent finds you five solid options. Cue the dramatic music. All the homes check the boxes: beds, baths, garages that could technically fit two cars if you don’t mind climbing over one to exit the other. Prices are comparable, neighborhoods are nice, and you’re feeling hopeful. So off you go—touring house after house like it’s the suburban version of The Bachelor . Roses not included. And then... you meet The One. Plot Twist: It Has a Pool Not just any pool. A glistening, sun-drenched, cannonball- worthy backyard oasis. Suddenly, the buyer is starry-eyed. He forgets all about the others, pulls out his checkbook (okay, probably his phone), and is ready to make an offer on the spot—even though this one’s priced higher. What just happened? The first four homes? Nice. Solid. Safe. But house number five? It has a pool. And that something—the pool, the view, the breezy shaded patio—is what makes them say, “Let’s make an offer before someone else does.” That one feature—the 20%—sells the house. The other 80%? Great. But it’s background noise. 29 The 80/20 Rule Just Took a Victory Lap Buyers don’t fall in love with everything . They fall in love with something .**

Another Example (and a Long Day of Driving) An agent once spent an entire day chauffeuring a buyer around town. He was not an easy guy to impress. He liked to offer 10–20% b 10–20% below list price on every house he saw, as if he were bargaining at a flea market instead of shopping for homes. The agent began losing hope. Then they arrived at one last stop—a house with the curb appeal of a tired shoebox. She apologized before unlocking the door. As they stepped into the great room, the buyer’s jaw dropped. A massive window showcased a hilltop view with the sun melting into the tree line like a scene from a Nicholas Sparks movie. Suddenly, the stingy negotiator was offering full price without blinking. It wasn’t the floor plan. It wasn’t the bedroom count. It was that one unique feature—the 20% diff 20% difference—that made him fall in love. When "Special" Beats "Standard" Let’s talk about a builder who had a shiny, custom-built home sit on the market for seven long months with zero offers. Nada. Crickets. He fired his agent, thinking maybe the listing was cursed. Enter a new agent who actually walked the property—and made a startling discovery: The house sat on a five-acre lot in a neighborhood where most homes had just one or two acres. So, what did the new agent do? He highlighted the land, not the crown molding or granite countertops. And guess what? One Buyer. No Showings. Full Price. A relocating buyer saw the ad and immediately fell in love—with the lot, not the house. He made an offer sight unseen, terrified someone else would snatch it up. Seven months of silence turned into a 45-day sale, all because one unique feature—the five acres—was finally given the And then it happened. Sunset + View = Sold

spotlight. Selling to Buyers Who Actually Want What You Have Want fewer showings, fewer lowball offers, and way fewer headaches? Here’s the trick: Sell to people who are already looking for what makes your home different. Not every buyer cares about a pool. But the one who does? They’ll write the offer. Not every buyer wants a shaded yard. But the one with a bulldog named Meatball? They’re ready to move in tomorrow. How to Find—and Flaunt—Your Home’s 20% Ask yourself: What makes my home unlike the others on the block? It could be: • A killer view (bonus if it includes a lake, sunset, or zero neighbors) • A big backyard with enough space for kids, dogs, or goats (hey, it happens) • A private lot surrounded by trees or backing to open space • A shaded patio, finished basement, or oversized garage • Fenced yard, corner lot, extra storage, or a custom-built she-shed Even townhomes can stand out. One seller’s unit backed up to a shared half-acre green space—something only a few others in the complex had. He sold for more than his neighbors. Another backed up to a lake and fountain—cue soothing water sounds and full-price offers. Points to Remember: • No two houses are exactly alike, even if they look like siblings. • Buyers fall in love with unique features. • Highlight what makes your home special—the 20% that

sets it apart. • Great views, extra space, privacy, or outdoor perks can make all the difference. • Market your unique feature first. Let that be the hook. The rest is supporting cast. Up next, we’ll show you how to turn that one feature into marketing gold—with photos, language, and strategy that magnetically pull the right buyers to your door.

CHAPTER 9 Swipe-Right Curb Appeal – Ho b Appeal – How to Make Buyers Fall in Love with Your Listing Let’s be honest: selling a house in today’s market is a bit like online dating. Everyone’s swiping through dozens—sometimes hundreds—of options. And what’s the first thing they see? The photo. Not the square footage. Not the updated plumbing. Not the fact that your HOA covers lawn maintenance. Nope. Just the picture. If your listing photo doesn’t scream “click me!” , buyers will move on faster than someone rejecting a profile with a fish pic and bad lighting. So let’s talk about how to make your house the real estate equivalent of a swipe-right. Start with a Killer Photo First impressions matter—even if they’re digital. When people browse real estate websites, they don’t stop to analyze the square footage or mentally compare school zones. They look at the main photo. Their brain gives it a snap judgment: “Ooooh!” or “Next.” That’s why your listing’s main image should showcase your home’s unique feature—the one that makes people pause mid- scroll. Is it a beautiful backyard? A cozy porch swing? A sunlit chef’s kitchen? Lead with that. Not the garage door. Not the hallway. Not the ceiling fan.

“But won’t that turn off some buyers?” Yes. And that’s fine. You don’t want every buyer—you want the right ones. Trying to appeal to everyone is like seasoning chili with just water. Flavor your ad for the people who actually want what your home has to offer. Use Your Words (Strategically) Once you’ve stopped the scroll with a strong photo, your next job is to tell the story of your home in a way that highlights what matters most. Don’t bury the best features at the bottom of your description like a surprise twist in a mystery novel. Put the good stuff up front: • “Backs to greenbelt with wildlife views” • “Custom pergola + patio made for entertaining” • “Spacious home office with French doors and natural light” And yes—use those key features in your headline too. Don’t just say: “Charming 3/2 in quiet neighborhood.” Say something like: “Skip the new builds—this shaded backyard is move-in ready!” Flip the Script: Turn a Negative Into a Selling Point Let’s say your home is 10 years old… and there’s a shiny new development down the road with fancy model homes, builder incentives, and the smell of fresh drywall. Before you panic and start slashing your price like a clearance sale, let’s get creative. Try this instead: Create a headline that says: “Don’t Buy in Maple Ridge Until You See This Home!” Then, write your description in a way that highlights all the advantages of not being brand new: • More mature landscaping (“Translation: trees taller than a toddler.”)

• A finished neighborhood (“Translation: no daily symphony of jackhammers.”) • Lower taxes or HOA fees • A move-in-ready feel with character and upgrades People don’t want new for the sake of new. They want better . So show them why your home is the smarter choice. Real-Life Examples (That Actually Worked) • A buyer once fell in love with a so-so home because it had a hilltop view of the sunset. • Another bought an older townhouse simply because it backed up to a shared green space. • One property finally sold after months on the market—because the new agent focused on its rare five- acre lot, not just the house. In every case, it wasn’t about selling the whole package—it was about spotlighting the standout feature. How to Find Your Home’s Head-Turner Still not sure what to highlight? Here’s a short cheat sheet of unique features that grab attention: Hilltop views or water views Shady or oversized backyards Fenced-in yards (big perk for pet owners!) Covered patios or outdoor kitchens Quiet cul-de-sacs or corner lots Finished basements or bonus rooms Lots with extra privacy Access to trails, greenbelts, or open space Proximity to local parks, schools, or shopping Your Goal: Attract the Right Buyer, Not Al l B uyers You’re not trying to win a popularity contest. You’re trying to get the attention of someone who sees your home and says:

“That’s it. That’s the one. Where do I sign?” By making your listing more targeted, you’ll: • Attract more serious buyers

• Show your home fewer times (hallelujah) • Field fewer lowball offers • Sell faster, and usually for more Points to Remember: • A great listing starts with a great photo—especially of your standout feature. • Use descriptive language and strong headlines to sell what makes your home different. • Don’t hide your best feature—lead with it. • Turn perceived negatives into positives by comparing creatively. • Your listing doesn’t have to speak to everyone—just the right someone. In the next chapter, we’ll talk about how to create marketing that tells your home’s story like a bestseller—no ghostwriter needed.

CHAPTER 10 Champagne Results on a Beer esults on a Beer Budget – The Staging Secret of the et of the Rich & Really Smart y Smart If you think the rich and famous sell their homes just like everyone else, think again. Sure, they may still binge-watch HGTV like the rest of us, but when it comes to selling real estate? They don’t just clean the countertops and cross their fingers. They have a strategy—and it’s one that can help you sell your home for a whole lot more. How much more? Oh, just $110,000 $110,000more… for the same exact type of condo … in the same building . I know. It sounds like real estate wizardry. But let’s dive in. The $110K Difference: A Tale of Two Condos Picture this: Two nearly identical condos go up for sale in the same complex. Both in great shape. Both in a good location. Both not haunted (as far as we know). One sells for $439,000 $439,000. The other sells for a jaw-dropping $549,000 $549,000. Did it come with a free Tesla? Nope. Did it have a rooftop jacuzzi and a private chef? Also no. Was it secretly the Batcave? Sadly, not even close. So what made the difference? A Curious Agent and a Wealthy Seller With a “Weird” Request Our story begins with a skeptical real estate agent and a confident, well-to-do condo owner. The seller agreed to list with the agent—but only if he followed one specific request. A request so unusual, so revolutionary, it shocked the agent to

his very core. He wanted to… stage the condo. Yep. That was the whole strategy. Stage it. Not a secret underground marketing society. Not a multi- million dollar ad campaign. Just pillows. Plants. Mood lighting. A rug that really tied the room together . The agent agreed (partially because commission), and they listed the condo at $554,900 $554,900—a full $100K higher than the other two condos for sale in the same complex. The agent was sure it was overpriced. The other agents were sure it was overpriced. Their clients? Also sure it was overpriced. Cue crickets. Four Months of Silence… and One Life-Changing Showing Despite a lot of traffic, no one made an offer. One agent after another told their clients to pass—"You can get the same thing for $100K less," they said. But the seller didn’t flinch. He had faith in the pillows. Then—four months in—it happened. A buyer walked in and fell in love faster than someone on a dating show who’s been locked in a villa with nothing but wine and flirty conversations. He made an offer before finishing the tour. The full price? $549,000. $549,000.

The agent practically fainted, but the deal stuck. The Secret Strategy (That’s Not Really a Secret) So what was the magic? Staging. That’s it. That was the whole “luxury secret.”

The only difference between the $439K condo and the $549K one was that one looked like a magazine spread, and the other looked like someone lived there (which, apparently, is a turnoff to buyers). Why Staging Works Like Real Estate Witchcraft Staging isn’t just fluffing pillows and lighting candles. It’s a psychological art designed to make buyers walk in and think:

“This feels like home. But better. I want to live like this.” It highlights space. It downplays flaws. It makes your home look like it’s already been loved and lived in—by a cooler, cleaner version of themselves. And most importantly: It makes your home stand out, even in a sea of similar listings. Bonus Fact: Staging Doesn’t Just Work for Fancy Places This isn’t just for million-dollar penthouses. Staging works on: • Townhomes • Single-family homes

• Condos • Cabins

• Even that house you think “just needs the right buyer with imagination” (spoiler: most buyers lack imagination) If you're thinking, "But I have nice furniture already!" — staging isn't about your stuff. It’s about neutral, stylish decor that creates a feeling of lifestyle and possibility. Translation: Less “family photo gallery,” more “this could be

your Pinterest dream.” Points to Remember:

• Staging sells. Period. • A staged home can sell for tens (or hundreds) of thousands more than a similar unstaged one.

• Buyers shop emotionally. Give them a feeling to buy into. • This strategy works in any market, on any property type. • Even if you don’t live like an HGTV host, your home can look like one does. So, want to sell like the rich and famous? Dust off your throw pillows, fluff up the vibe, and stage it like it's going on the cover of a magazine. Because when it looks like a dream home, someone will pay like it is one. Coming up next: the how-to of staging your home like a pro—even if your current style is more “cozy chaos” than “chic calm.”

CHAPTER 11 The $40K Throw Pillow – A True Staging Smackdown Dear Reader, Let’s be honest. Some things in life are hard to believe: • That people actually buy haunted dolls on eBay. • That socks can vanish into thin air. • And that throwing a few pillows on a couch could somehow make your home sell for $40,000 more. But as your friendly neighborhood truth-teller, I’m here to say: Yes, staging can actually do that. Still skeptical? Perfect. Let’s dive into the most eye-roll-proof case study I could find. Townhome vs. Townhome: The Battle of the Identicals I’m not talking “similar” homes. I’m talking carbon copies. In one development of 200 townhomes, every unit was: • 3 stories • 3 bedrooms • 3 bathrooms • The same kitchen layout • Same tile floor • Same hardwoods • Same level of curb appeal • Heck, even the air probably smelled the same I mean it—these townhomes were more identical than the twins in a Doublemint commercial. Now here’s where things get interesting: • Townhome A sold on August 26. • Townhome B (literally five doors down) sold on July 26. 41

• The price difference? A cool $40,000. No major upgrades. No secret hot tubs. No wild bidding war. Just two sales, a month apart, with one massive difference. The Staging Factor I personally visited this neighborhood, and I can tell you—there was nothing magical about one unit over the other… except:

1. Townhome A was professionally staged 2. Townhome A had better listing photos

That’s it. No fairy dust. No TikTok viral moment. Just a little furniture finesse and a photographer who knew how to use natural light. The buyers of Townhome A walked in, saw a beautifully presented space, and mentally moved in before the tour ended. Meanwhile, poor Townhome B sat there looking like someone just finished packing and left a sadness cloud behind. The Lesson? Buyers aren’t just buying square footage. They’re buying vibes . They want to feel like they’re stepping into their dream life. And it turns out, a perfectly placed fiddle-leaf fig tree and a well- 42

folded throw blanket can get you a lot closer to that. So, What Are Your Options? Option 1: DIY Staging Yep—you can totally do this yourself. With the right guide (see next chapter), you can stage your home like a pro. It’s less about design degrees and more about strategy. Option 2: Hire a Pro Want someone else to zhuzh your home to perfection? I know some great stagers who’ll turn your space from “lived-in” to “list-me-now.” Reach out and I’ll send you my top picks. Points to Remember: • Staging is not fluff. It’s a proven strategy. • Homes that are staged—and photographed well—sell for more. Sometimes a lot more. • You don’t have to hire a celebrity stylist. But you do need to make your space shine. • Either DIY it (I’ll show you how) or hire someone who can. Just don’t skip it. Coming up: Your crash course in staging your home without stress, drama, or needing a degree in interior design. Let’s turn that living room into a buyer magnet.

CHAPTER 12 The 8-Second Rule – Clean, P ule – Clean, Paint, and Impress Bef ess Before They Blink Let’s play a game. You walk into a house. You’ve barely crossed the threshold. You look around and— bam! —you already know: yes or no. That, my friend, is the 8-second rule of real estate. Buyers decide whether they’re interested in your home within the first 8 seconds of walking in the door. Which means if their first impression involves cobwebs, clutter, or a toilet seat from 1997… well, let’s just say they’ll be sprinting back to Zillow faster than you can say “price reduction.” So let’s make those 8 seconds count. Step 1: Channel Your Inner Neat Freak (or Hire One) There’s clean… and then there’s show-ready clean. We’re aiming for the kind of clean where buyers wonder if anyone has ever lived there. Here’s your deep-clean punch list: • Declutter like you're moving into a tiny house. • Hide personal photos (sorry, Grandma’s vacation slideshow goes in a box). • Dust places you forgot existed (top of fridge, baseboards, fan blades). • Wash walls, mirrors, windows, and every surface that reflects light. • Make the kitchen and bathrooms sparkle like a toothpaste commercial. • Eliminate odors. (Yes, even the one you’re used to.) Pro Tip: Declutter like you're being judged by a minimalist

monk. Step 2: Paint Like You’re Prepping for an HGTV Reveal You might love that purple accent wall with glitter trim, but most buyers won’t. They want a blank canvas, not a Picasso phase. So grab a roller and go neutral. Think: • Soft gray • Warm beige • Classic white • Anything that won’t scream, “This used to be a kid’s Minecraft-themed room.” Paint the ceilings, trim, closets, and even the doors. Leave no surface un-neutralized. And yes, do paint over the turquoise bathroom with polka dots. It’s time. Step 3: Kitchen & Bath – Where Deals Are Made or Lost Let’s get one thing straight: Buyers can forgive a boring bedroom, but not a questionable bathroom. These are your power rooms. Your sale-makers. Your money spots. Here’s how to prep them like a pro: • Kitchen: Scrub every inch, inside and out. Polish appliances, clean the oven (yes, even that part), and de- junk the counters. Add a bowl of lemons if you’re feeling fancy. • Bathrooms: White towels. Matching rugs. No toothbrushes on display. And please, please, close the toilet lid. A new toilet seat costs $20. Losing a buyer over a gross toilet seat? Priceless. Step 4: Appliances – Keep or Replace? If your fridge hums like an old Buick and the dishwasher requires a manual and a prayer, it might be time to upgrade.

Buyers love new appliances. According to the National Association of REALTORS®: • 37% want energy-efficient models • 17% prefer stainless steel • Most want them included • Many are willing to pay up to $2,000 more if they’re new and shiny If new isn’t in the budget, make your existing appliances look showroom ready. Shine them up like a mirror. Make them look intentional , not leftover. Step 5: Hardware That Doesn’t Scream “1996 Called” You know what dates a house faster than popcorn ceilings? Rusty cabinet pulls, dingy towel bars, and that light fixture that’s seen three presidential administrations. But good news: you don’t have to replace everything. You can fake it till you make it. Quick fixes: • Spray paint outdated hardware (yes, it works) • Replace broken knobs with cheap, modern options • Match your metals—don’t let brass and nickel fight it out • Touch up grout, caulking, and tile with fresh filler Consistency = confidence = cash offers. Bonus Upgrades That Cost Less Than a Pizza Night: • New toilet seat • Fresh cabinet hardware • Painted bathroom vanity • Updated light switch covers • Matching towels and bath mats • Flowers or a live plant (avoid the fake ivy, it knows it’s not welcome anymore) Points to Remember: • Buyers decide in 8 seconds. Make it count. • Declutter like a minimalist ninja.

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