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This is how most people sell their home. Let's fix that.

In 2007, I was searching online for my first home, and like most people, I started with listing photos. I was apalled by what I saw - "lipstick on a pig," for the most part, and sometimes no lipstick at all.  The amount of effort put forth by most sellers and their agents was paltry.  I decided to create a consulting firm that would help clients sell their homes faster, and for more money, using staging and other investment strategies.  Since then, home staging shows on HGTV and Bravo have raised awareness about investing in your own home prior to market.  But there is still a ton of misinformation out there:

False Maxim: Make your decor as neutral as possible in order to appeal to as many people as possible.

Why it's wrong:  Neutral = boring.  If a seller tries appealing to everyone they'll end up appealing to no one.  We teach our clients to think like marketing execs - creating a dynamic, exciting and memorable product that is designed to attract their most likely buyer.

                         

False Maxim:  Don't make any changes or investments to your home, buyers want to choose their own style.

Why it's wrong:  Homes that are outdated or in disrepair will sell for under market value.  The reason is that the majority of buyers want homes to be turnkey.  If you make a buyer do work, they'll in turn make you pay for the inconvenience.  Sure, there are buyers out there who are looking for fixer-uppers, but they're bottom feeders who are looking for a bargain.  Our programs help clients get maximum value for their properties.

False Maxim:  Sell your home empty - it will appear larger and buyers can envision their own furniture in the space.

Why it's wrong:  It's simply not true.  As a rule, the human eye is a pretty poor judge of size on face value alone.  We've all seen the fun illusion images.  The eye needs reference points.  Furniture does that for a space.  It's counterintuitive, but a furnished space actually appears larger.  And the bit about buyers envisioning the space?  Not true either.  Unless they're a trained interior designer, the average person is unable to come up with a functional layout on their own.

                               

Which circle does your eye tell you is larger?   Answer:  They're the same !

 

My jab, jab, jab strategy will be to disseminate information like what you see above to real estate agents and their clients via blog posts and short videos that will be shared on Facebook and Twitter.  We'll be an open book, sharing strategies on layout, art, color, photography, etc. because I still believe no matter how much content you put out there, an individual will still think, "How does this effect my situation?"

We want individuals to think of us when they want direction on how best to invest for the highest ROI.  Research shows staged homes sell 73% faster.  National surveys show that investment strategies pre-sale can yield returns of 293%.  For our part, returns of 500% or even 1000% are not uncommon for our clients.  

My right hook strategy will be to these same platforms to ask for business, in the form of calls to action like discounts on consulting or free months on vacant staging.

The current content seems to focus on what I call "lipstick strategies," like baking warm cookies prior to an open house.  Such tactics are cheap but rarely effective.  Other content features "design on a dime" tips that get eyeballs but don't always provide valuable suggestions with significant ROI.  We're not in the business of making things look pretty - we want to make money for our clients.  That's our focus - and our content will reflect that.  

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