Blog > SELLING THE “LIFESTYLE” OF YOUR HOME
Craig Schneider is the founder and CEO of NORCHAR, a real estate brokerage that aims to provide world-class value for its clients. Since its establishment in 2014, NORCHAR has become one of the top 10 real estate brokerage firms in its market in New York.
Craig's passion for real estate led him to leave his career as an electronics engineer after 10 years of active military service. He has extensive experience as a top-producing sales agent for the market's largest developers and home builders. He is known for his strategic negotiation skills and extensive market knowledge, which have helped him close over 1,800 transactions.
Under Craig's leadership, NORCHAR has become one of the largest and most innovative independent real estate firms in New York. The company's unique approach to real estate marketing has transformed the way homes are bought and sold in Upstate New York. Craig is also a respected business leader in Rochester and a philanthropist who aims to eliminate child hunger through NORCHAR's partnership with Foodlink.
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When it comes to real estate, I believe that the outcome of any transaction can be greatly impacted by focusing on the narrative of a home. All homes have a story to tell, and by highlighting a home's unique lifestyle features, you can create a clear vision for potential buyers.
On a typical autumn weekend in New York, I had just received my Real Estate license and had a jam-packed Saturday of showings. My clients, Mary and Doug, were experienced homebuyers who were transferring for a new job opportunity, and we had been out looking at homes the previous day.
As we viewed houses that morning, they all started blending together in a sea of vanilla. Many were the same home built by the same builder, just on different lots. They were all nice, with beautiful gourmet kitchens, granite countertops, stainless-steel appliances, and finished basements with all the fixings. But something was missing that felt soulless; nothing made any of the houses memorable.
Then came home #5. As we approached the house, the twin boys who lived there were making a fuss. But as we walked through the door, we were greeted by a smell that can only be compared to fresh-baked pie. The seller had left all of the lights on for us, and there was nice background music coming from the TV. The formal dining room was set for dinner, and the study was being used as a playroom. The TV was on with cartoons playing, and the seller's children had left a note on their chalkboard.
This home was different. It had a lifestyle, a personality, and a feeling of warmth. It was a place where people lived and loved. It was a place where memories were made. And that's what made it memorable.
In the end, Mary and Doug purchased that home. They could see themselves living there, making memories and creating their own lifestyle. And that's what it's all about. When selling a home, it's not just about the features and the square footage, it's about the lifestyle it offers. By highlighting a home's unique lifestyle, you can create a clear vision for potential buyers and help them envision themselves living there.
6 Essential Pre-Listing Steps to Selling the "Lifestyle" Story of Your Home for Maximum Price in Minimal Time
Step 1: Inspect, Clean, and Declutter
The difference between a 4-star and a 5-star restaurant is the attention to detail. The same principle applies to listing and marketing your home. Start by conducting a pre-inspection of the property by a qualified professional home inspector. This will give you control of information and the ability to eliminate deal killers.
Next, professionally deep clean your home before building your media collection for marketing. Your home should be at its absolute cleanest when it hits the market. Bring in a team of professionals who have been trained and have the proper tools to make your home sparkle and smell nice. This team will make sure all of the windows are clean inside and out, and that ceiling fan blades, baseboards, horizontal surfaces, window blinds, light bulbs/fixtures, and all vents including HVAC and bath fans are dust-free. Special attention will be paid in the kitchen and bathrooms to ensure everything that is supposed to shine shines.
Most buyers are unable to judge the construction quality of a home, but almost all buyers can tell the difference between a clean home and a dirty home. This is important to understand because buyers associate the quality of your home's build and maintenance with its cleanliness. Clean homes sell quicker and for more money.
To declutter your space, start with the closets. Pack away off-season outfits and donate clothing you haven't worn in years. Pack away any collections that may be a distraction when trying to highlight the features of your home. A professional stager can assist with suggestions on what to keep and what to store.
Step 2: Stage, Repair, and Improve
Real Estate agents often say "buyers tend to be more emotional, and sellers tend to be more analytical." When selling your home's "lifestyle" story, you tap into the psychology that a buyer will fall in love with. It's a narrative that lets buyers envision themselves living in your home.
With over 18 years of experience in new construction sales and past exposure to national homebuilders' sales centers, I have spent a tremendous amount of focus and energy on creating the lifestyle story around the community and not just the home level. Every detail is important.
When writing up directions to your home, choose the nicest route, not always the shortest. Disney World does this by guiding you through the main gates or grand hotel entrance. The same principle applies to your home. Help your buyers see the lifestyle by creating marketing that provides a tour of your community. Pay special attention to social opportunities or things that are tied to a buyer's lifestyle goals. If there is an amazing outdoor restaurant that you love, make this part of the buyer's experience by pointing it out and even providing a gift card for them to experience it for themselves.
If your property has any repairs or improvements that need to be made, do them before listing your home. This will allow you to market your home as move-in ready, which will make it more attractive to potential buyers.
In conclusion, these are just a few pre-listing steps to selling the "lifestyle" story of your home for maximum price in minimal time. By inspecting, cleaning, and decluttering your home, and staging, repairing, and improving it, you can help potential buyers envision themselves living in your home, and ultimately sell it for the highest price in the shortest amount of time.
Where Can I Get Help?
These six steps to selling the lifestyle story of your home are the foundation of a larger system we have developed for our clients. Creating a lifestyle story and marketing it to capture the right eyes is not a simple task, but with the help of a group of talented professionals, it can feel easy. There are a lot of moving parts, and we try to remove the pain from the process by being very systematic and making sure all of our listings receive the same high level of service.
Over the years, we have created a team of highly trained professionals to deliver this unique level of service. To achieve quality results consistently and at an affordable cost, we have brought most of the services in-house. This is the only way we can ensure the level of service and results that we strive for. We provide all of these services for our clients because experience shows that clients generally won't do it for themselves or they try to skimp.
Don't shortchange yourself or the buyer of your home by not taking the time to create an experience worth sharing while celebrating your home's lifestyle story. Invest in the services of professionals who can help you create a lifestyle story that will capture the hearts of potential buyers and sell your home for the highest price in the shortest amount of time.
Give Associate Broker David VanAssche and his team a call at 480-588-8288 or email David at David@PhoenixAreaHome.com
