Knowledge + Technique

My knowledge of acupuncture is limited to a couple sessions I had with a local practitioner years ago, for headaches.

But at least to my layman’s mind, the gist of it seems to be an advanced understanding of the body’s nervous system — specifically, acupressure points — combined with superb technique.

Doing real estate well requires a somewhat analogous combination of knowledge plus technique.

Pressure Points

The essence of any successful real estate marketing campaign comes down to identifying — then properly showcasing — each property’s unique strengths, while simultaneously minimizing or defusing its negatives.

So, as I explained to a recent client, four large bedrooms on one level was very definitely a selling point — which is why I emphasized it in the marketing literature (that floor plan can be hard to find, and many families seek it out).

Ditto for the home’s unique architecture, sun room, and terrific lot.

On the other hand, the home’s total of two bathrooms — which I omitted to mention — weren’t a selling point.

About the author

Ross Kaplan has 19+ years experience selling real estate all over the Twin Cities. He is also a 12-time consecutive "Super Real Estate Agent," as determined by Mpls. - St. Paul Magazine and Twin Cities Business Magazine. Prior to becoming a Realtor, Ross was an attorney (corporate law), CPA, and entrepreneur. He holds an economics degree from Stanford.

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