Finally, a book that busts the myths of the real estate sales industry. It reveals the reasons why you will always leave money on the table regardless of which agent you sell with. Thankfully, it gives a much better alternative to achieving the highest sale price for your home for a fraction of the cost of an agent. You too can walk away with up to $50,000 more from the sale of your home.
What you will learn from this book:
Think back to when you bought your home. What made you buy it? If you were dealing with a real estate agent, did they actually do or say anything to sell you the property? Like most buyers, you probably saw the property advertised on the internet; you had a look at the pictures and thought they were interesting enough to justify a closer look.
You probably went to the open home, looked around and within about ten minutes decided that you liked what you saw. You probably made an offer to purchase and maybe it was accepted. Otherwise, there may have been a couple of counter offers, but in the end you signed the contract and bought the property.
It is likely that even before you set foot in the property you knew what your budget was, how many bedrooms and bathrooms it needed to have, what general condition it had to be in, how large the living areas or the block of land needed to be, and what general area it had to be located in. When you inspected a property and it did not fit your criteria, was the agent able to say or do anything to make you change your mind?
Were they able to sell you a property that you did not want to buy? Were they able to convince you to buy something you didn’t like, especially when so much money was at stake?
Of course not. You went there with certain expectations and certain criteria, and if the property met them, then you made an offer to purchase. You did not need to be sold on the property.
There is a big difference between you buying a property and an agent selling it to you, but very few people are consciously aware of this difference. Following this logic, if you bought the property you are living in and it wasn’t sold to you by a real estate agent, why would you think that you should pay a commission to an agent to sell the property to someone else?
The topics covered in this book are by no means an exhaustive debunking of the real estate sales industry, but by highlighting the main seven myths that have become deeply ingrained in the Australian psyche, you will no doubt question what you think you know and to look for an alternative.
Knowing what I know about this industry, I promised myself never to let any of my family or friends become victims of it when it comes time for them to sell a property. If my family and friends are worthy of my help, then so are all my fellow Australians. After I came to this conclusion, I made it my mission to save Australians from making one of the most expensive mistakes of their lives – selling with a real estate agent.
I quickly realised that I had to also warn people of making the second most expensive mistake, which is to sell privately. People who attempt to do this without knowing and following the recipe risk leaving lots of money on the table.
As I mentioned at the beginning of this book, there is a process or recipe that sells a property and this recipe doesn’t care who follows it. This means that it doesn’t have to be a real estate agent. You certainly don’t have to pay anywhere near 2.5% plus GST in commissions, in addition to unnecessarily high marketing fees – which can be up to 1% of the value of the property – in order to have this recipe working for you. The recipe itself consists of three parts – Presentation, Pricing and Promotion – which when executed well, make all the difference to the success of any property marketing campaign.