If we've helped you sell a home, you've heard me explain this! I like to think of the home-selling process as having three distinct stages, or three “sales” of a home. Let me walk you through them.
The first sale of a home happens with the photos. It’s all about the online appeal. We have to grab a buyer’s attention within the first 1.5 seconds—that’s the critical window when they decide whether to look deeper into the property or move on. This is why every detail matters in the listing photos!
In the first sale, it’s not only about having good photos; it’s about having photos that tell a story. Every room should be presented in a way that flows naturally, showing how the space can be used and highlighting unique features. We have to avoid details that might turn buyers off and make the home look like a magazine cover, where everything is curated to catch the eye and hold attention. This first sale determines whether buyers will even consider visiting the property in person. Failing here means probably losing a chance at the next two sales.
The second sale of a home is the showing experience. It’s about making sure we deliver an in-person experience that exceeds the expectations set by the photos. For the second sale, it’s so important that the home be clean, well-lit, and staged appropriately. We want the buyers to walk in the door and think, “Wow, this place looks great!”
In the second sale, the home has to live up to the promise of the photos. It must be spotless, it must smell neutral or pleasant, and it must have no unexpected negatives that could detract from the experience. We want the buyers to feel at ease when touring the home, so it needs to be a space where they can picture themselves living. (This is why we have sellers leave during showings and open houses.) In short, this second sale aims to make potential buyers fall in love with the home in person. A poor in-person experience will nullify the effectiveness of great photos.
The third sale of a home is the offer and negotiation. This is when the buyers are ready to make an offer, and our job as the seller’s agent is to guide the seller through the negotiation process and ensure that all terms are favorable.
In the third sale, the knowledge and experience of the agent is especially invaluable. We must understand not just the price, but the entirety of the offer—contingencies, closing timelines, and potential concessions—and sometimes it involves navigating multiple offers at once. It’s essential to keep the seller informed and involved in the decision-making process as we advocate for their best interests. This third sale is where the deal is sealed. It involves both the art of negotiation and the science of understanding market dynamics to get the best possible outcome for the seller.
I hope this “three sales” roadmap helps make the selling process less overwhelming.
