Sell the Sizzle

As I shared in the previous post, Fox Business News interviewed me regarding the current market situation. The reporter asked me what it takes to sell a house in this market.

While there are different ways that you have to approach buyers and sellers when the market is soft, how the house appears is still of utmost importance.

“Your first impression is your best impression,” I said.

You’re selling a lifestyle, and people need to walk into a house and fall in love. From the moment the buyer walks up the driveway, the house needs to look clean and inviting. I suggest a fresh coat of paint—in the least the front door. And inside the home must look uncluttered and project warmth.

“You’ve gotta sell the sizzle,” I said.

In other words, it’s your job to make the strengths of the home shine. Does it have an amazing floor plan? Is there a beautiful fireplace? If your buyers don’t notice the house’s most appealing features, then make it a point to show them. Be certain the fireplace is lit during a showing, for example.

He then asked me if the best way to get a home sold was to price it low.

“Pricing in everything, especially in today’s market,” I said.

To revive a classic line from the famous retail rivarly, “Would Macy’s tell Gimbels?” In order to establish a competitive price, you must know what your competition is selling. Which means that you know your inventory as well as that of your competitors.

“You’ve got to price it on the money,” I said.

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