Preparation, Price, and Promotion: The Three P’s of Chicago Home Sales


Preparation Is Key to Sell Your Home

Just as first impressions are important for people, they can be make or break for a home. When potential buyers walk into your house, they will start to evaluate everything they see. Their impression will ultimately determine how much they’re willing to offer on the property… or even if they’ll be interested in buying it at all. Therefore, in order to get you the most money possible for your home, we at Anant Deoras Chicago Real Estate put a ton of care into its preparation before we put it on the market. Quality preparation that will leave buyers with the best impression of your house involves three elements:

3 Elements Of Home Sale Preparation

1. Repairs

There are several reasons to complete repairs on your home before you put it on the market. Ultimately, buyers will pay more for a home to avoid the work of fixing it, and they will pay faster. Moreover, any money you invest into repairs before you list — when you have time to price-shop and to use a little bit of elbow grease — will be far less than the quote from the home inspector or the concessions for which buyers will ask. The good news is that most repairs are merely cosmetic and fairly inexpensive. Think of the things on your to-do list: that leaky faucet and the cracked bathroom tile were bothering you when you lived in the house, and they’re going to bother the new owners too.

2. Cleanliness

You wouldn’t want your mother to come over when your house was dirty, would you? And you’re not even trying to get her to shell out thousands of dollars for the place! Buyers are easily distracted, and they will tend to focus on the negatives instead of the positives of each home they tour. Each dish left in the sink or dust bunny in the corner is going to detract from the perceived value of your home, which means a lower offer amount and more time on the market for you.

3. Staging

According to the National association of realtors 2017 profile of home staging, 77% of buyer agents said staging a home made it easier for a buyer to visualize the property as a future home.

But a picture is worth a thousand statistics. Take a look at the images below.

1506 N. Campbell #1S

This picture above was taken prior to the staging consultation.

This picture above was professionally staged, painted, and photographed.

Pricing Your Home To Sell It Fast & For More Money

You may have heard that there’s not much housing inventory in Chicago right now, which means that prices for homes have gone up across the board. This is great news for you as a home seller! The timing is perfect for you to get the most return on your investment into your home. But even in today’s market, there are still homes that sit, waiting for an offer, for months and months. This time spent on MLS means that you’re still making your mortgage payments and you’re still not getting equity out from your home. Perhaps even worse is what buyers and buyer agents think about homes that have been on the market too long. Remember how important first impressions are? The first impression a buyer gets about a home that has been listed for a long time in this hot market is this: “Something must be wrong with that home.”

That thought will scare away many buyers, and it’ll prompt the ones who remain interested to try to low ball you. But why are those homes still on the market in the first place? It’s because they are often priced “out of the market.” Take a look at the image below to see what we mean

Price and visibility

As you move farther up the Pricing Pyramid, the homes become too pricey or are in too much disrepair. In order to maximum buyer exposure we recommend pricing your property slightly below market value. This is as a result of Chicago currently being in a severe Sellers’ Market. The pricing set below market will contribute to a feeding frenzy multiple offer scenario! Sound complicated? The good news is that we at Anant Deoras Chicago Real Estate have a specific promotional strategy to market your competitively priced home.


Two-part Marketing Punch to Sell Your Home In the “old days,” real estate agents marketing their sellers’ properties would simply put a sign in the yard, put a listing in the MLS, and pray that it sold. Even today, there are a lot of real estate professionals who think syndicating listings to portals is a job well done. And that might actually be enough to sell your home in today’s hot market. But if that’s all an agent does to market your home to potential buyers, then they’re not fulfilling their fiduciary responsibility to you: to get you the most money possible for your home.

You see, you have a distinct advantage in wanting to sell your home right now: there isn’t much inventory, but there are a ton of buyers. A smart agent will use this classic example of supply and demand to create an auction environment for your home. Getting multiple offers on your home will allow you to choose the best one for you, the one that has the right price, the right timeline, and the right conditions. This isn’t possible if your agent convinces you to sell the home before it’s even officially listed! The key to creating an auction environment is promotion. We have to get your home in front of the people most likely to purchase it.

We have a two-part promotion process for each of our listings. The first part is what we call our “pre-launch” sequence, and the second is MLS marketing. PRE-LAUNCH

The pre-launch activities use the latest technologies and our marketing know-how to seed the marketplace, optimize for SEO (search engine optimization), and position your home for the best possible impression right out of the gate. For example, we run targeted Facebook advertisements for your home and create Youtube videos to showcase it’s best features. There are several other activities performed to leverage the internet and maximize exposure. Contact us at 312.884.9793 to learn more.


Our post-listing activities are designed to keep your home top of mind with potential buyers. We use our national network of agents to promote your home to people wanting to move to the area, and we pen compelling marketing narratives to help buyers envision living in your home. We continue to run Facebook ads and use other social media to get your home in front of the people who want to buy it.

In 2015, the National Association of Realtors buyer profile revealed that 42% of all home buyers found the home they ended up purchasing on the internet, and that percentage is only going to grow. If you’d like more details on how we use online marketing to sell your home for as much money as possible, then please give us a call at 312.884.9793.

So, What Next?

What to Do Now to Sell Your Home? Give Us A Call at 312.884.9793 If you are considering selling your home in today’s market, we invite you to give us a call. We would love the opportunity to learn more about your specific situation and explain to you in more detail what we do differently to sell homes faster and for more money.