Are reproducible, high-performance real estate sales results really possible, or do 'consistently great' sales results merely belong to an exclusive band of real estate agents with uniquely magnetic personalities and a clever turn-of-phrase?
Is any real estate sales methodology really any better than any other in terms of consistent market out-performance?
The truth is, that in an era of empty words, technology gimmicks and high cost advertising campaigns, reliable real estate sales advice is extremely hard to find.
With the new reality of every buyer, every seller and every real estate agent having the historical real estate sales data, how and why do buyers pay more than what the 'numbers' suggest?
This ground-breaking, tell-it-like-it-is, book, written by the Australian pioneers of the 'all-inclusive', Staging, Styling and Selling real estate sales model, is a book designed to validate that there is a better, far more consistent way, to out-perform the market.
This book is a real and practical expose' of the most reliable way to find and secure a buyer willing to pay more for your home than what the bulk of the market would argue your home is truly worth.
The principles, concepts and strategies outlined in Negotiation Truths (and its counterpart Price Truths) quite simply…work!
They are not theoretical statements. They are also not the usual real estate agent's opinion or a quagmire of subjective, self- serving biased positions.
There are so many books, often much longer in pages than these two books, that are filled with impractical, low yield waffle, from authors (famous and otherwise) that lack any true substance and leave the reader still wondering if the written material can genuinely improve the reader's position.
However, this book is a little different. This book is not about offering home sellers the holy grail of sales methodologies or offering a methodology guaranteed to sell every home at a record price in a record period of time.
This book is about reliability. It is about consistency. It is about minimizing risk. It is about control.
The level of reproducibility of results outlined in Negotiation Truths has been uniquely documented, and fully detailed, over a period of more than 5 years, in a 'flat' capital city market place.
The testing and validation of the results in this book have been curated over almost every type of home (large and small, new and old, apartment and stand alone house, contemporary and traditional) in more than 60 different locations and suburbs within Greater Brisbane, Australia. The results have also not been biased by the traditional 'local agent, local area' agency approach where strong sales results are more often a function of the growth of a suburb than the merits of the agent's process.
As the Australian ambassadors of seller-focussed real estate 'value-innovation', and the only Australian real estate agency to win not 1 but 4 consecutive Housing Industry of Australia (HIA) Property Styling awards (2016, 2017, 2018 and 2019), Anne-Maree and Luke Russell offer a serious antidote to the 'sales-volume at any cost' approach that currently dominates the global real estate industry.
This book is a genuine 'must-read' for any homeowner interested in reducing the inherent risks involved in selling their home.
B.Sc.,Grad Dip Nut and Diet, Licensed Real Estate Agent
Anne-Maree Russell is Australia's leading authority in presentation-centric real estate sales. As the Principal and co-founder of Cape Cod Residential, Brisbane's only, all-inclusive, Staging, Styling and Selling agency, she has pioneered one of Australia's most effective residential property sales strategies against the backdrop of new age real estate gimmicks and traditional agency competition.
Anne-Maree is the only Australian real estate agent to win not one, but four, prestigious HIA Property Styling awards for an amazing four years in a row (2016, 2017, 2018 and 2019) along with multiple consecutive Houzz.com design and service awards across 2015, 2016, 2017, 2018 and 2019 confirming Anne-Maree's position as one of Australia's pre-eminent real estate innovators.
She is also the founder of The Australian Real eStagents® Network, was one of just four finalists for the Gold AREA Award for 'Most Influential Woman In Property' at the 2019 National REA Excellence Awards, and is the inspiration for other forward thinking agencies around Australia to adopt the value-driven approach of integrated Staging, Styling and Selling.
Formerly a Paediatric Dietitian and professional social media influencer, Anne-Maree is definitely not your typical real estate agent, adopting 'value' over 'volume' to ensure constant demand for her agency's services. It is easy to see why the Cape Cod Residential mission statement reads 'Uncompromising value, unprecedented service'.
Finding and securing your highest price
Why should you listen to us?
- What were our results?
- How do our results compare to other systems?
- Why don't more agencies know or practice the same process we use?
Where are your buyers and where are your negotiation strengths?
How and why do buyers pay more money for a property?
- If every buyer knows about the comparable sales data, how do you get a higher price?
The single most important negotiation concept
- Losing control costs big money.
- The secret to high-performance negotiations.
Campaign steps to negotiation success
- Step 1 - Assess the 'un-emotional buyer' price range of your home
- Step 2 - Use the 'emotional buyer' price range to price-position your home
- Step 3 - Pricing limits your price
- Step 4 - Create a highly competitive open home environment
- Step 5 - Use the power of group dynamics at the initial open homes
- Step 6 - Know where you stand using the 'buyer-interest' data
- Step 7 - The negotiation table
It's a card game
Poor poker players mimic poor real estate negotiators
- This is what happens when an agent uses a non-transparent process
- This is what happens when an agent uses a transparent process
- APPENDIX A - 100+ Consecutive Cape Cod Residential Sales - The Results
- APPENDIX B - 'Top Agent' Research Reports
- APPENDIX C - 'Fastest Times On Market in Greater Brisbane'