A friend who lives in another state sold her home last year. Long before she put it on the market and long before she chose a real estate agent, we talked about “selling your home” strategies.
Her home ended up selling in record time, at the best price she imagined. She suggested I share my strategies with you.
So, here we go.
Successfully selling your home depends on the following strategies, and they must ALL work together:
- Pricing
- Presentation
- Marketing
Let’s break down each of these strategies.
#1 – Pricing is Critical To Selling Your Home
This seems so basic to me, so, when Clara (my friend above) decided to sell her home, I ran a quick market analysis for her to help us come up with a base price.
There was another home in her neighborhood for sale about three blocks outside the neighborhood that was also on the market.
Clara wanted to price her home comparable to the prices of these homes.
That’s mistake number one. The market value of a home is based on what a willing buyer pays for a home. Until her neighbors’ homes actually sell, what they are asking for their homes is a fantasy; who knows if the homes will sell for that price?
Keep this in mind: market value is based on the sales price, not the asking price, of homes comparable to yours
Yes, it’s hard to price your home higher or lower than the competition. It’s scary. But all you need to know is that their prices are a fantasy. Price yours at market value and you will be rooted in reality.
#2 – The Presentation in Selling Your Home
One of my colleagues sums this one up in one sentence: “Realize that little things do matter.”
Understanding the way real estate is evaluated is key to manipulating the end result. And, the way a property is presented is the key to everything.
PRESENTATION is paramount in selling your home… are automobiles, too.
You wouldn’t think of selling your car before detailing it, right?
Think a new kitchen faucet won’t be noticed? Think again. New knobs and drawer pulls? Buyers may not “get” them, but because they add to the overall appeal, they will contribute to a perceived value. And THAT is what “presentation” is all about.
In fact, my wife and I focus on two areas on our home before selling them: new solid bedroom and bathroom doors and clean baseboards. There just something “rich” about knocking on solid doors rather than hollow doors the you can put a fist through.
#3 Selling Your Home With Top Quality Marketing
What are you expecting from a real estate agent when you choose him or her as your listing agent? Stick a sign in the yard and a lockbox on the door? A flyer box on the sign? Suggestions on how to stage the home?
Said with conviction, good marketing is paramount to selling your home and is your listing agent’s primary job.
When the price is right and the home is magnificently presented, but it still sits on the market… nine times out of ten it’s because of the lack of effective marketing.
It takes a lot more than a generic, one-size fits all template type of marketing plan, especially when online marketing is so important.
Forget about the hype you read about “how to hire a listing agent.” The number one criteria should be the agents’ plans to market your home. Ask for examples of past marketing efforts, including the home’s description in the MLS.
Simply putting your listing in the MLS where you’ll get an army of real estate agents see it, it a great start. But, that’s not a complete marketing plan. Selling your home takes strategy: is it going into any print media? What about a weekly open house including “broker opens.” And so on…
Let me touch on one last note about presentation and marketing when selling your home. Sellers ask about yard work to be done like a pool or decking. Sure, these can add value but you want to be careful about your expense into these.
Make sure a pool is not over-built, and your decking and surroundings are done with tasteful, yet neutral colors and materials. If it may help, we did both to our home and I created two essays/videos of our process and costs. You can check these out here and here.
I’m happy to answer any questions you may have. And if you’re planning on selling your home soon… call me today.
