IF YOU ARE GOING TO SELL YOUR HOME, YOU NEED A STRATEGY.

"Why isn't my home getting any action?"

By the time I had my first conversation with the seller, he was exasperated! His home had been on the market with another agent and was not getting the results he wanted. On paper, everything suggested his home should be getting much more traction. It checked all the boxes after all.

New Construction in a hot neighborhood (just off Melrose) : CHECK
A gated community for extra peace of mind : CHECK
Priced competitively (at or below comps) : CHECK

So why did the home have zero offers and only 1 showing after 90 days on the market?

Read this story about my client's experience with Scott Goshorn Luxury Estates and what this means for you if you are planning on selling your home.

SEEING YOUR HOME THROUGH THE EYES OF A POTENTIAL BUYER

After that call, I visited the property and it was immediately clear why his property was getting zero action. As a potential seller, you see your home a certain way. What you see as "quirks" or "charming features" can end up being turn-offs for potential buyers. And with this particular home, here's what I told the buyer:

" I feel like I just visited a proctologist's office."

Yes, it was clean and modern but it also lacked warmth and personality. The home as it was presented violated every rule of selling a property:

BUYERS NEED TO IMAGINE THEMSELVES IN YOUR HOME.

BEFORE

Do these pictures inspire you to visit this home?

A TALE OF TWO STRATEGIES

The previous listing agreement with the original agent was about to expire, and my client was presented with the following options:

STRATEGY #1

GO LOW: DROP THE PRICE TO UNDER $1M

A competing agent suggested a big price reduction and to list the home under the anchor price of $1M. Price reductions are absolutely part of the selling arsenal but must be used judiciously and only when necessary.

THE GOAL: Sell the property as quickly as possible at a lower sale price.

STRATEGY #2

AIM HIGH: INVEST IN STAGING

I believed that even listing under the anchor price would not deliver results because who wants to live in a proctologist's office? I saw a home with incredible potential that just needed to be brought to life with a new story.

MY GOAL: Generate multiple offers to drive the sale price above the original listing price.

AFTER

Bringing the home's potential to life

RESULTS

Strategy #2 delivered multiple offers over the asking price within 10 days
Counter offers pushed the sale price to above the original listing price.
The home closed within 40 days
NET TO SELLER: Higher than the original listing price even with the staging costs.

Professional Photography

Expert
Staging

Digital
Marketing

Straight
Talk

WHY DID THE HOME SELL SO QUICK?

In the end, it was much more than bringing the home to life with staging and photography. This should be the bare minimum from an experienced agent. What's even more important is bringing the strategy to life with a complete 360 degree marketing plan that makes your home the center of a story of which buyers want to be a part.

We call this 21st Century Marketing - to reflect the way buyers buy homes today. And we are not afraid to invest heavily in marketing.

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IF YOU ARE GOING TO SELL YOUR HOME, YOU NEED A STRATEGY.

"Why isn't my home getting any action?"

SEEING YOUR HOME THROUGH THE EYES OF A POTENTIAL BUYER

BUYERS NEED TO IMAGINE THEMSELVES IN YOUR HOME.

BEFORE