Selling a home, the RIGHT way is not for the faint of heart. It takes hard work. It takes dedication. It takes planning. It takes the entire “Value Driven Approach” process to produce the profits sellers deserve when selling their home.
When we help our clients sell a home it is like painting a picture. You want the buyers to envision themselves in your home. How do we do this you may ask? By strategically crafting a theme for your home, both Visually and through a Property story, we 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 an emotional benefit to present your home to purchasers. (As documented in our book, Fundamental Mistake #3 “Don be suckered. Don’t make pricing decisions about your list price based on a CMA (Comparative Market Analysis), or what many real estate agents refer to as a “Free Home Evaluation”. If we adhere to this rule and clearly show 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, before their eyes, it is a thing of beauty to see as their eyes light up and see that light bulb go off. “Ahhhhh… That is what Steve and Theresa, my interior designer, 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.
Remember the dude with the Afro that was on TV painting and telling Stories while he painted? I had to google “Dude that painted with an Afro”, Well his name was Bob Ross.
Bob knew exactly what the finished product looked like before he started painting. He would tell you a Story as he painted the picture. You’d sit there watching him say, “There is no way this is gonna turn into what he is talking about.
Something would click. Might be half way through the painting. Could be near the end. But something would just click and you’d think. “Damn Bob was right, this turned out exactly as he said it would.”
The process is not always pretty. You’d have no clue how he got there. But Bob knew all along how the painting would turn out and you didn’t.
This is the same thing we do with your home.
There is a vision and a purpose behind everything we do. You might now always see it, but at some point the light bulb will go off and you’ll say. “Ahh, that’s what Steve was trying to accomplish. I get it not.”
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 and vice-versa.
However, each home does have a certain vibe and ‘Story’ to it that we try to enhance during the ‘Pre-Production’ process. Yes, I just made a new term while writing this, 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 a theatrical event where the public will come and give you immediate feedback on how you have done in properly preparing you home.
My wife, Jenn is a PA (Physician Assistant) she went to PA school which is on par with medical school, just condensed into a two-and-a-half-year program. Jenn studied for hundreds of hours to prepare for her examinations each week. Two full years of hard work and preparation came down to one ‘big day’ taking the board exams to get licensed.
Think of your home in the same manner… Preparing for the ‘Big Day,’ when you go ‘Take the Test’ and potential purchasers can- Grade You- on the work you have done on your home.
If you have done your ‘Homework’, there will be an immediate Emotional Connection between purchasers and your home. This is how we achieve an A on the exam. We all want an A, don’t we?
How do you do this?
There are specific steps that we take to overcome the barriers of purchase. Most of these steps are done during the ‘Study Stage’ of your home.
Let me give you an example:
First one is a story of a Mount Prospect resident of 20 years. Paul had been trying to sell his home for over a year. With no offers and very little positive feedback, he turned to our approach for help.
The agent Paul previously tried to sell his home with had no preparation steps in place or what I call the ‘Study Stage’ to prepare the home for sale. When the property was put on the market the results were pathetic. He had very few showings and NO offers in over a year.
After Paul called me the first time we sat down at this house. We discussed what would be needed to prepare the house for the market again. He asked me if I could sell it. I told him, I’ll do my best and promise that we’ll present your home better buy going through the ‘Study Stage’.
As far as results, I never guarantee anything, but what I can say is that “We will position your home in the best light to obtain maximum profits.”
We quickly got the ‘Study Stage’ in process in order to prepared for the big ‘Exam Day’. All in all, it took about three weeks to put in the hard work.
The results… SOLD in three days for $750,000 a price Paul was Elated with.The heavy lifting was completed during the Study Stage.
I have many other stories of The Value Driven Approach to Selling Real Estate working for clients over the last two years. I will say, there is one reoccurring theme with all of my sellers. If they are willing to put in the work during the ‘Study Stage’ the results are great. If we fail to do our homework, we receive poor grades from the buying public which equals no offers.
What everyone fails to understand is they see the end result…That this home was on the market for 3 days. Selling for the highest price in Mount Prospect in the last year. 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 weeks or even months of PREPARATION, the ‘Study Stage’. The public, all they see is the girl in the white coat practicing medicine, they don’t see the sacrifices the sellers made. The hard-work. The late nights preparing. The weekends, not going out, but getting their house ready.
This is why I tell everyone… Selling a home stinks… Selling a home correctly, by taking the time to prepare, is even more difficult.
But the end results are worth it!
Like Bob Ross painting a picture… Like Jenn going to PA school for 2 ½ years to prepare for that one test… Selling your home is an event. Engineering Emotional Attachments… It is accomplished with the hours of preparation for the big day when you go live.
If you are considering selling, it’s never too early to start the ‘Study Stage.’
You can reach C. Steven Weirich the author of this article at (847) 607-6711