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    12 Secrets Luxury Home Sellers Know That You Can Use Today
    12 Secrets Luxury Home Sellers Know That You Can Use Today
    12 Secrets Luxury Home Sellers Know That You Can Use Today
    Ebook107 pages1 hour

    12 Secrets Luxury Home Sellers Know That You Can Use Today

    By Jack Cotton, Jr

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    About this ebook

    What do the people selling that
    mansion know, that you don’t know?

    Whether you’re selling a primary or a vacation home, you can apply what wealthy homeowners know to sell your home in the shortest time, for the highest price, with the least aggravation.

    Take an inside look at the personal and financial habits of the people who buy and sell the kind of upscale homes that we all look at and long for. You can now systematically sell your home using the 12 “secrets” that work for luxury home sellers.

    Like its companion book 12 Secrets Luxury Home Buyers Know That You Can Use Today, this book shares the knowledge of those who have made their money the old-fashioned way—with the “good luck” that comes through working hard and recognizing opportunity.

    Based on three decades of working with luxury home sellers, America’s top luxury home expert Jack Cotton tells you how to:
    •prepare yourself mentally to sell the way luxury home sellers do;
    •ask the right questions, to hire the right agent, for the right reasons;
    •ask for marketing that will sell your home faster and for the highest price;
    •respect the time value of money, and understand why selling sooner rather than later can be more profitable;
    •create and use a staging checklist to present your home in the best possible light;
    •price your home to attract the buyers who will actually buy your home;
    •apply the three rules of luxury home seller negotiation—and close the sale.

    12 Secrets Luxury Home Sellers Know That You Can Use Today gives you 12 common-sense strategies to put into action immediately. Each chapter ends with specific steps you can take to reap the rewards of faster, smoother, and more profitable selling!

    Free Downloads--$57 Value
    Get the net and listing evaluation spreadsheets
    described in this book.

    LanguageEnglish
    PublisherJack Cotton, Jr
    Release dateSep 21, 2012
    ISBN9781938886065
    12 Secrets Luxury Home Sellers Know That You Can Use Today
    Author

    Jack Cotton, Jr

    Jack Cotton began his real estate career in his college dorm room. In 1974 he moved to a surplus steel desk in the corner of a plumbing supply warehouse. Over the years, Jack has been involved in most of the record breaking luxury residential sales on Cape Cod, either directly or as coach to the agent involved. Now a recognized expert in the listing and selling of luxury homes, he has written the book on how to succeed as a luxury real estate expert. What does it take to become a luxury real estate specialist? Jack Cotton gives you the answers to this question in his book. He built his career on the principal that people of means will only deal with experts. Over time, they allow their experts to become trusted advisors. Begin the journey today. Start reading, start planning, and start working to become a Luxury Real Estate Specialist.

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      Book preview

      12 Secrets Luxury Home Sellers Know That You Can Use Today - Jack Cotton, Jr

      12 Secrets Luxury Home Sellers Know That You Can Use Today

      Jack Cotton

      Copyright 2012 by Jack Cotton

      All rights reserved

      ISBN: 978-1-938886-06-5

      Smashwords Edition

      For John R. Alger, Esq.

      Mentor, Confidant and Friend

      Cover Design by Andrew Newman

      Author Photo by David Hansen

      Acknowledgments

      Writing books turned out to be significantly more work than I had imagined. Without the help of some very talented experts as well as the love and support of family and friends, it would be so much easier to toss the project aside and take some time off.

      Norma Jean Lutz was immensely helpful in getting the first draft completed. Her real estate experience resulted in some great questions that shaped the outcome of this work.

      Susan Kendrick of Write To Your Market (www.writetoyourmarket.com) spent hours with me on the phone and via email to hone the title and subtitle.

      Even after untold hours of writing, rewriting, and polishing, I am amazed at how Barbara McNichol (www.BarbaraMcNichol.com) takes the manuscript further, adding even more questions and suggestions for deeper exploration of various thoughts as she edits.

      Joseph Dobrian (www.JosephDobrian.com) helped with the final polishing of the manuscript. He gave me several pointers on saying more with less and brought the book to the next level.

      Even with years of practice, I still cannot type as fast as the thoughts pour out. As a result, much of this book was dictated electronically. Keith at eWord Solutions (www.eWordSolutions.com) transcribes and turns around near-perfect Word documents, usually the next day.

      I am an objective person and think this book cover is clean, elegant, and riveting. Thanks to Andrew Newman (www.newmandesign.com) for his patience and diligence as we went through dozens of evolutions to arrive at the final version.

      Lastly, I want to express my gratitude for the love and support of my family, including my four kids—Melissa, Andrew, Maxwell, and Alexa—and most of all, my supportive wife, Ann Marie. Aside from being a great proofreader and sounding board, whenever she hears one of my ideas for a new project, she always says, You can do that.

      Introduction

      I started my real estate career in 1974 at the height of one of the worst real estate and economic crises in our country. Interest rates were in double digits, people had to wait in line to get gasoline on odd and even days, and economic activity had nearly ground to a halt.

      Between then and now, I’ve had the opportunity to work with thousands of people who bought and sold real estate. I’ve learned much from all of my clients, but specifically I learned many powerful secrets from luxury homeowners as I worked with them to sell their properties. I’ve also gained valuable insights into the mistakes people might make when selling real estate.

      A few of the high-end people I’ve been privileged to work with fit the profile of the millionaire that Dr. Thomas Stanley described in his stellar book, The Millionaire Next Door. That brand of millionaire consists of conservative, hard-working people who live well within their means and have managed to save and accumulate a net worth of more than a million dollars over their careers. This could describe people in your neighborhood whom you never knew were millionaires.

      At the opposite end of the wealth spectrum are those who’ve worked hard, founded companies, and sold them for several hundred million dollars—sometimes even more than once.

      Then at both ends of the spectrum can be found individuals who came into money suddenly through inheritance, lottery winnings, or other means. While you might love to be in this situation, what can be learned from guessing the right number or being born to well-off parents?

      In this book, you’ll learn from those who made their money the old-fashioned way: they earned it. Their good luck came through working and recognizing opportunity. This kind of luck provides secrets you can learn from; it’s different from the pure chance kind of luck, which is akin to waiting for lightning to strike.

      While luxury homeowners may on occasion buy a lottery ticket, they don’t depend on that ticket to create a path toward lasting wealth. Instead, they achieve their goals by working a plan. And along the way, they can teach others their secrets—as this book reveals.

      During the course of my career, I’ve worked mostly in high-end real estate with people who own second, third, or retirement homes valued well into seven and eight figures. I’ve always found it fascinating to witness how they approach selling their homes compared to how the not-as-wealthy undertake this process.

      Mostly, my clients have arrived at a position and time in life when they can afford a luxury home through hard work, intelligence, and being at the right place at the right time. They now make the kind of money that allows them to own a $4 million second home, for example. When they wish to sell that home, how do they approach the entire process so it produces better results than most people would be able to achieve?

      In thinking about answers to that question, I developed 12 critical secrets for anyone who’s considering selling their home your. Applying these secrets will help you maximize your experience and avoid common mistakes.

      As does my companion book 12 Secrets Luxury Home Buyers Know That You Can Use Today, this book offers you a best practices list from luxury home sellers. I’m not saying that all luxury home sellers use all 12 secrets consistently. Some actually do choose a golfing buddy to sell their multimillion-dollar estates, instead of hiring the most qualified agents.

      Preparing Your Home for Sale

      Through the 12 secrets in this book, you’ll explore how to prepare mentally for selling your home, then address ways to prepare the property itself. You’ll find a checklist to follow as you look over its exterior as well as its interior—including the basement pipes—to make sure your house is presented in the best possible light to a potential buyer.

      What about the dilemma of finding and selecting a real estate agent? From the gazillion real estate agents in your own neighborhood, you’ll discover which ones to interview and how to prevent wasting time in selecting the right one. You’ll learn how to ask the right questions and how to hire the agent for the right reasons.

      What about pricing? The luxury home seller wants to get the highest price the market can support, in the shortest amount of time, with the least amount of aggravation to his or her family. I often see sellers set a price for the wrong reasons. If you plan to sell your home to solve

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