"I believe every house has a special buyer. Finding them requires strategic marketing."

--Sreelatha Musukula

Well...These are my trade secrets. So I dont want to reveal exactly what they are. Laughs. Then thinks for a moment.

Okay, let me give you an example instead. After I became a realtor, my first clients were interested in buying a house in the Evergreen area. Accordingly, I did all my research, prepared their offer carefully and presented it to the sellers agent. My offer was accepted and my clients got the house.

A few days later, I came to know that my winning offer on that house was actually 3 or 4K cheaper than another offer presented by a different agent. But even though I had offered less money, the seller was pleased with the terms of my offer and had accepted it. This was because I had put in some clauses and terms in my offer which the seller really liked. By communicating with all the involved parties, I had presented my client's offer persuasively. This is what I meant by saying that the key to success is in the offer and the manner in which it is presented.

But please dont assume that I am a buyer's specialist. I have successfully represented several sellers and obtained a price within their desired range while selling their house.

What is the secret to your success in home sales? Have you come across any home that was impossible to sell?

No, I have not. I believe that every home, no matter what condition it is in, has a special buyer for whom that home is just perfect.

A special buyer is a buyer who has some compelling personal reason for deciding to purchase a home in a particular area, a reason which transcends the standard high resale value or location arguments. Maybe his family lives there. It can be anything, really. So even if some other factors are going against the house, I can still make the house sell by targeting the special buyers.

For me, making a home sell is a matter of finding the buyers. For this, I have to market the property strategically. I first do my research on the house and the area. Based on this research, I then decide, in advance, the marketing strategy I will adopt for selling the house. This approach has really paid off for me.

For example, I recently sold a house in Union City. It was not in a very good condition and had a couple of other points against it. The owners were not confident of getting a good price but wanted to sell anyway.

On my own initiative, I researched the demographics of the surrounding area and discovered that there was a certain ethnic majority local to that area. I priced the home realistically and focussed most of my marketing and advertising in getting the word out to the local ethnic community. I distributed flyers and advertised in the magazines and newspapers favored by that ethnic community.

Sure enough, in less than a week, we received multiple offers on the property. The house was sold for a price higher than the original expectations of the home owners.

The secret ot my success is that I approach every RE transaction with the same sense of passion and ownership as if I were buying or selling my own house.