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The Pre-Done Property Differentiator Technique (Part 2 of 2)

Sep 6, 2008
Before I reveal this special real estate investing strategy to you, I want you to imagine you're hiring a front desk person at an office. You get resumes from two people, who on paper are exactly the same; education, experience, job abilities, the whole nine yards. They're commodities. Yet on the day of the interview, the first guy shows up barely on time and not very put together.

When you ask for his resume and references, he has to 'get them to you.' On the other hand, the second guy arrives 15 minutes early, looking fresh and neat. Before you can even ask for his paperwork he hands it over. At the end of the day, who are you going to choose? Of course you're picking the guy who gave you exactly what you wanted, even before you asked.

That same strategy applies to selling a house. This is the core of the 'Pre-Done Property Differentiator Technique.' If someone comes to see your property, give them all the information before they even ask for it.

My wife and I used this technique when we sold our home ourselves. When we went to the closing, the buyer; who'd been involved with dozens of investments and Real Estate transactions said 'I've never seen someone just so organized, just have everything so together.' I could sense from him that feeling of comfort and peace. There was no uncertainty in dealing with us and this property because I used this 'Pre-Done Property Differentiator Technique.'


You're gonna present this 'Pre-Done Property Differentiator Technique' as a two-sided property sheet. Of course there's the standard information, address, age of the home, size, so on and so forth. But add things like the block and the lot. If somebody goes to a Mortgage Broker to get pre-qualified, or check some county records, that's something they're gonna need.

Next have an item by item factual breakdown of all the improvements and additions to the home, things that are 48 months or newer. Don't use the word 'old'. Use '48 months or newer,' as well as brand new items that are less than 1 year. Put everything from lighting fixtures to doors, moldings, windows, roofing, siding, anything that adds value. Give them the feeling that this is a new home. They have nothing to worry about.

The next section is absolutely critical, your fees. Not just your HOA, which obviously is standard, but your utilities. What's the electric, sewer, water, cable, internet? Who's the provider? If you have a property specific website, put that on this sheet as well.


Most importantly add a personal note. I haven't seen anybody else doing it, but it's incredibly powerful. The more personal you make it, the more you're gonna invoke those Home Go feelings from them. People are more likely to hustle you hard on price when they look at your house as just a thing, a commodity. But when they see you as a person, they treat the negotiation differently.

When we sold our home, we referred to things like the breeze blowing from the back door on a lazy weekend. We mentioned the address and subdivision specifically. We also included our reason for leaving; wanting to start a family and move closer to family in Florida.

Buyers actually quoted the note and said 'Wow I want to feel like that in my home.' The 'Pre-Done Property Differentiator Technique' allowed us to sell our property in 10 days without a Realtor in an absolutely ice cold market.

Get a Mortgage Broker to work up some deals or some proposals in advance. It's so powerful and shouldn't cost you anything. Add a drawing or a layout of the home. Then when they go home they can say 'Wow I wonder what room I'm gonna take' and 'Grandma's clock would look so nice over here.' You'll really stand out.

When people area house-hunting they usually check out up to 5 properties in an afternoon. It's very easy to mix them up and forget where they went when. The 'Property Differentiator Technique' and this two-sided sheet makes it nearly impossible for them to forget your property; which has already put you ahead of the competition.


This strategy is so effective for you in selling your properties at a higher asking price, because people pay for convenience and comfort all the time. Buyers are not gonna put saving a little money over the surety you can provide. People buy with emotion and the emotion here is uncertainty.

You overcome those Home No's by creating that comfort for them, that peace of mind. If your facts and figures are in order, they feel like you're in order. It also makes other properties suspect. If you give them everything up front, then the next guy down the line doesn't, it makes the buyer worry that they're hiding something.


The 'Pre-Done Property Differentiator Technique' also gives you Procrastination Insurance. A lot of times the questions don't come up until the buyer has already gone home. Then they forget to call you or don't get around to it. The next day it's out of sight out of mind. Give them this worksheet to eliminate wonder and waiting.

The next major thing is that it puts the product in their hand. A long time ago I worked in security sales. A great technique we used is 'Walk and Talk.' As you're doing your pitch you'd ask buyers to hold the sign. If you could get them to hold that sign, 4 out of 5 times they would buy the security system. Psychologically when somebody physically has something, they don't want to give it up.

It's the same thing with this two-sided sheet. When it's in their hand, they're figuring out where their furniture is going to go, it's hard for them to walk away.

I hope you'll put some of these techniques to use right now so you can start selling your properties faster and at a better asking price. As I said before, it only takes about 18 minutes, and costs you absolutely nothing. So what do you have to lose?
About the Author
Damian Lanfranchi has pioneered the R.E.I. Done-For-You Deals System, the only automated multi-media video marketing system that lets investors get deals with no work.

Every week, he educates 1,000's of investors with his revolutionary techniques.

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