Selling your home, the RIGHT way, is not for the faint of heart. It takes a lot of hard work. It takes dedication. It takes time to do your due diligence. It takes a “Value Driven Approach” to produce profits for sellers when selling their biggest investment: their “HOME”.
When positioning our client’s homes, for sale, it’s like putting together a gourmet dinner. You want the buyers to envision themselves living in your home, gathered around the kitchen as so many families do. How we do this is by strategically crafting a theme for your home, both visually and through a property story, that is engineered to create an emotional connection for potential purchasers to buy your home.
When I meet with clients who want to sell their home, I try to come up with a theme and 3 Emotional Benefits to present your home to purchasers. (As documented in my book, Fundamental Mistake #5 “Not taking the time, either through foolishness or negligence, to diagnose the proper route of attack. “If we adhere to this rule, and the other four rules, by clearly showing the benefits to purchasing your home, then the barriers of price are thrown out the window.
Sellers have a hard time seeing the final product that we want to present when we initially meet because they are too close to the situation.
But once they watch the process unfold it is a thing of beauty to see their eyes light up and the light bulb switch to on. “Ahhhhh, that is what Steve was talking about the entire time.”
The Story, if you will, that we tell about your home comes together and is presented in such a strategic way that potential purchasers have no choice but to feel emotionally attached to your home.
Who remembers, in the late 90’s, when Emeril Lagasse came onto the scene? He “Bammed” his way into everyone’s family room through the T.V. set cooking meals for a live audience on Emeril Live. What made Emeril unique, was his ability to tell a story to the live audience and to the people at home watching.
Emeril knew, when he started cooking his delicious meal, what the finished dish would look, smell and taste like. You would sit there and watch him say “Look at the layers of flavor we are building. If you only had “smellevision” at home, you would know what I am talking about. You have no idea how good this is going to look when it is plated.”
You would see the dish come together as Emeril started plating the food. Most of the time, it was around the end, just before he was done plating, you would realize what he was making. When it clicked you’d think. “Damn Emeril was right, this turned out exactly as he said it would. It’s almost like I can smell the food right here in my family room.”
The meal preparation is not always pretty. It takes some time to get a clue of where Emeril was heading. But he knew how the dish would turn out and you most likely didn’t.
This is the same thing we do with your home.
There is a vision and a purpose for everything we do. You might not always see it, but at some point the light goes on and you’ll say. “Ahhhhh, that’s what Steve was trying to accomplish. I get it now.”
Sellers always want to tell you how ‘their house is different and better than the one down the street.’ And that might be true in some instances but, most likely, it’s not. Because that house has other features that you don’t have and vice versa.
However, each house does have a certain vibe and ‘Story’ to it that we try to enhance during the ‘Pre-Meal Prep Process’. Yes, I made up another term while writing this analogy, but think about it… Your home, when we unveil it to the public, when we share its Story, when we allow potential purchasers to see your home…. This is the serving of the Main Course if you will. The Opening to the public. They will come and give immediate feedback on how you have done in properly preparing your home/dish.
A few New Year’s Eve’s back, my friend Toby and I prepared a five course meal at a friend’s house for 15 guests. Toby went to culinary school, so he is a very talented chef. I on the other hand am an amateur. A few days prior to the big New Year’s Eve dinner, Toby and I started planning out the dinner. We discussed all the ingredients we needed including equipment to make this dinner amazing. All this preparation needs to be done in order to have happy guests.
The day of the event we started in the kitchen at Noon. The plan was to have the first course on the table at 8pm. Toby had everything laid out perfectly so we stayed on course. Planning is everything when it comes to cooking a big meal, and without preparation the dinner will fail. He had a list of all the items I needed to accomplish to get us ready for cooking. We started chopping all the herbs, pulling ingredients out for all the different courses, and made sure we had all the tools we needed to keep up. This included bowls, knives, plates, blenders, etc… If you can name it, we had it in our arsenal.
The dinner turned out exceptionally good. Everyone loved this gourmet meal. We started with our appetizers, then soup course, then salad course. The main dish, the star of the show, was a crawfish stuffed pork chop with a crawfish bordelaise sauce that was to die for. To cap off the dinner, Toby made white wine poached pears for desert. And of course, it was to die for. It took about 6 hours of planning and about 8 hours in the kitchen getting the meal prepared.
Think of your home in the same manner… Preparing for the ‘Big Meal’ when you go ‘To the Table’ and potential purchasers – Your Guests – can come see your home.
If done correctly, there will be an immediate Emotional Connection between purchasers and your home.
How do you do this?
There are specific steps we take to overcome the barriers of purchase. Most of these steps are done in the ‘Pre Meal Prep Process’ of your home.
Let me give you an example:
My clients David & Lilin were trying to sell their home in Arlington Heights starting back in 2014. I took the listing in 2015 but was unable to sell the house. The reason why, I didn’t have the ‘Pre Meal Prep Process’ in place when I started working with them in 2015. At the time I was getting my data together for the book ‘The Value Driven Approach to Sell Real Estate’ I didn’t have a process in place that could yield the results David and Lilin needed.
Fast forward to 2016, after mailing David & Lilin a copy of my book they felt more confident in my process. I had finalized my approach: ‘Pre-Meal Prep Process’. They asked me if I could sell the home this year, with my new approach. I told them, I’ll do my best and promise we’ll present your home MUCH better than we did last year.
As far as results, I never guarantee anything, but what I can say is this, ‘We will position your home in the best light to obtain Maximum Profits.’
We immediately went into action. Being the first time I implemented my approach, on this home at 1316 Camelot Ct., I was a bit nervous. However, I did feel with all the research I had done that this was the best plan of action. The work that needed to be done was completed over the course of the next month. Now remember, in 2015, I had no offers and very little positive feedback. It’s like I served a rotten egg at dinner to my guests.
The results… two offers within 20 days at a price David & Lilin were elated with. With the work they put into the house their profit was over $30,000. We figured a sale price of $665,000 without the work we suggested. With the work we received an accepted offer of $709,000 with a total investment of $11,000 on the part of David & Lilin.
What everyone sees is the end result… That this home was ‘On the Market’ for 20 days. That the sellers received multiple offers. The public thinks, “man, that was easy”. They listed their house and got it under contract in 20 days. The agent made ‘easy money’, the sellers were so lucky.
This couldn’t be Further From The Truth
What the public doesn’t see is the MONTH of PREPARATION, the ‘Pre-Meal Prep Process.’ The Public, all they see is the final DISH, they don’t see the sacrifices that the sellers made. The hard-work. The late nights preparing. The weekends, not going out, but getting their home ready to serve to their guests/buyers.
This is why I tell EVERYONE… Selling your home sucks… Selling a home correctly is even more difficult.
But the end results are WORTH it!!
Like Emeril Lagasse cooking a meal… Like Toby and I preparing for 6 hours plus 8 hours of cooking for the New Year’s Eve dinner that lasts all of an hour… Selling your home is a huge event. Engineering Emotional Attachments… It is Prepared months in advance.
If you are considering selling your home, it’s never too early to start the ‘Pre-Meal Prep Process.’
For a copy of the book please go to www.literature4charity.com we will have it mailed to you within 3 to 5 business days.