In todays episode, I’m interviewing Jason Cannon, a estate agency veteran with over 40 years of experience. Jason has an incredible track record - he was running his own office by age 21 and a entire region by 26!

In this episode, Jason shares his valuable perspective on what REALLY maximises a home's value when selling. His answer might surprise you. 😲

We also discussed the critical difference between "listing agents" and "sales agents," using strategic marketing to generate competition among buyers, how to properly stage and prep a home for sale, and what agents need to ask motivated sellers during listing consultations.

Jason also revealed how he turned around a cluttered, unsold home after 3 months on the market with only £700-800 worth of decluttering, staging, and repairs...and sold it for OVER asking! 🤯

If you're an agent looking to step up your sales game or a homeowner looking to maximise your sale price, this is an episode you won't want to miss.

Tune in now to hear Jason's 40+ years of sales, marketing, and negotiation wisdom applied to real estate!

Here is a summary of Jason's key comments from the podcast interview:

• Jason has over 40 years of experience in real estate. He was running an office by age 21 and a region by age 26. He has started multiple estate agencies over his career.
• In Jason's view, the #1 thing that maximises a home's value when selling is effective marketing. Without good marketing, you can't create competition among buyers which is critical.
• Jason differentiates between "listing agents" who just list properties and "sales agents" who focus on actually selling homes. He moves at least 65% of his seller clients whereas the average agent only moves 45%.
• Jason shared an example of taking over a cluttered home that hadn't sold after 3 months. He decluttered, staged, and made minor updates spending only £700-800. Lowered the price slightly, remarketed it aggressively, and sold for over 10% above the new asking price.
• Key factors Jason looks at: skilled agent, motivated sellers, effective marketing, strategic pricing, great photography/videos, local market knowledge, negotiation skills, responsive communication, networking with other agents, and continual monitoring of the sale.
• Jason first interviews sellers thoroughly to understand their motivation and decide if he can add value. He then presents various sales strategy options for them to choose from.
• Jason focuses now on coaching/consulting agents using psychology, NLP, etc. to get them thinking in terms of "possibilities" and proven sales models rather than self-limiting beliefs.

Stats:

Here are the key stats that Jason mentions in the podcast:

• 20% of people believe sales is what maximises a home's value when selling, 40% believe it's marketing, 40% believe it's negotiation (based on a poll Jason conducted)
• The average London agent moves 4.5 out of 10 of their listed properties. Jason works in a sales model focused on actually selling homes and moves at least 6.5 out of 10.
• In 2022, the average days on market before getting an offer was about 22 days. Now in the current market its about 35 days.
• In the example with the cluttered house, Jason got 18 viewers to come view the property after decluttering and staging it prior to putting it back on the market. This created competition and multiple offers.

In summary, the key stats:

• 20%/40%/40% - Factors maximising home value
• 4.5/10 vs 6.5/10 - Jason's sales rate vs average agent
• 22 days vs 35 days - Average days on market
• 18 viewers - Example property after improvements