Zillow For-Sale-By-Owner: Success using Narrative

At the start of Downton Abbey, Ralph Lauren's ad, has a voiceover with a description about his design process.  First, he creates a story.
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Joy, I'm not odd, Ralphie does it too.  My garden designs each begin with narrative, a story.
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Story, for the life you want, not the life you have.  Jung's idea of having our outer life match our interior life.
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Cabin, below, I sold on Zillow, for-sale-by-owner, for a friend, last week.



(Lead photo, above, for vacation rental sites/Zillow for sale by owner.  Added this photo to Zillow Diggs for further exposure.  'BEFORE', pics at bottom of this post.)



('Eat-in Kitchen', above, is an asset in your listing, and 'life'.  Staged the drop-leaf table/chairs/cushions, cook books, wood cutting boards, small lamp, rolled the valence smaller at window over sink, gaining 10" extra views into the woodland.  Removed plastic cooking spoons & their plastic holder.  Wood cooking spoons & white ironstone canister from junk shops.  Added felt bottoms to all chairs/tables sited on wood floors.)

Before the internet, at a client's home, I gathered my stack of glossy 4x6 pics, the ones best matching her new story, aka garden design.  Before I could pull her story of pics she had walked into another room saying, "People would not get divorced if they......"
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Returning, she plopped down a scrapbook.  Continuing, "People get divorced because they don't honor what they have, keep no memories of their times together, awards they've won, note the milestones of love, honor what the other provides, pay tribute to losses, dwell in the successes of each other......."  (No, I don't remember her words in a quote but I do remember their intent, deeply.)


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She began 'showing' a Creative Memories scrapbook, above.  She was one of the first Creative Memories scrapbook sales associates in Atlanta, and its most successful, at that time.  Her home had been extensively renovated recently, and the new garden was being payed for with her Creative Memories income.
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Before leaving her appointment I bought a scrapbook & extra pages.  Within a month my portfolio was ensconced.  Until the internet, I brought that Creative Memories portfolio to each Garden Design appointment for years.  The start of my blog was solely for pictures to be available for clients.  Instead, it's more, bringing design & lecture work.  Who knew?
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(Fake Canadian spruce was on the mantel, above, staged it downstairs and placed native dried flowers on the mantel with art, a Cole Weston print from my mother-in-law.  Staging isn't about buying everything 'new'.)

The Cabin was for sale with 3 realtor companies, spanning 5 years, before I met the owner.  On his way to winterize, I asked to see pics.  Crime scene bad.  (Again, those pics at bottom of post.)
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A used mop, rotted firewood at the front door, every room arranged to  honor a TV god, not relationships.  Mountain views spanning 2 states ignored, no sign of love-laughter, nor interactions amongst generations, grandparent-parent-child-grandchild.  A guest book was in the living room for friends to sign, and the cabin had no scrapbook of pictures.  (Mounting metaphors, Jane Austen now has a cheshire cat smile.  A really good post soon, with Jane Austen's teachings, and a client's project.)
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No welcome at the front door, a narrative following into the bowels of the cabin.  Cheap extended-stay motels do more to say welcome.  "Selfishness must always be forgiven you know, because there is no hope of a cure."  Jane Austen.
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Lucky me, these egregious problems were easy to fix.
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From those first pics, I knew the narrative to create for selling the cabin.  And, bringing in money with vacation rentals until then.



(Custom made local mountain laurel, above, rails were hidden behind a sofa.  Easy staging change.  The cabin had no books or magazines, I made sure new magazines were always updated, and created a library for all ages, and sexes.  A vacation rental comment included appreciation for the good 'library'.  Perhaps my favorite complement during this process.  Another comment included disdain for the Scott single ply toilet paper !  Fine, we upgraded to the new softer Scott.  That was my favorite funny comment. Drink coasters were added to every side table, dresser, beside table.)
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Listed for-sale-by-owner on Zillow, the cabin sold in a year, go me.  Disclaimer, this was time consuming, hard work, and took every professional/life skill learned.  Along with a Tinkerbell attitude carried since before memory began.
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(Adirondack chairs, above, removed from porch, brought to newly created stone fire ring & placed facing mountain views.  Owner received a call from potential renter asking if there was a fire ring.  My bad, why didn't I think of it?  Owner had the fire ring within 24hrs.  She rented.  Stones, in the background, were brought from the owner's Athens acreage to contain new plantings. )



(Master bedroom, above, had dated brass lamps and bare walls.  Lamps & art staged.)
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The morning of closing on the cabin I awakened thinking about the new owners.  How the narrative of staging the cabin, shooting/listing, wrote them into existence.  Literally.  
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At closing I mentioned this to the new matriarch of the cabin, and asked what attracted her to the cabin from Zillow.  She said, "The pictures, especially the one from the bed in the master.", above.


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(All bedrooms have French doors with views into mountains or woodlands.  Bedroom #2, above, another king size bed.)


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(Bedroom #3, above/below, I chose a childhood theme with all the art, and added children's books to the dresser top.   Lamps were placed at every bedside in every room.   Final bedroom pic, above, showing French doors in each bedroom.  Dated brass lamps were brought to this bedroom, from the master.)



Underwater, however, closing the cabin wasn't too painful financially.  Vacation rentals carried the 'underwater' financial load, and with my Zillow for-sale-by-owner listing, zero realtor fee.



(Half way up the drive, above, welcome to the cabin.)

Several trips to the cabin removing staging items, and helping my friend.
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A bittersweet surprise.  His deep sadness, and some tears, at a cabin he thought would nurture his family for decades.  Time passes, children reach an age when 'the cabin' is not a desirable destination for more than a year at a time.  Expenses mount, an investment turns into a loss with 2008, workloads increase, and his times at the cabin become caretaking trips.



We mentioned these tears to the new owners.  They shared their own story of tears selling their family home, to buy the cabin, their full- time retirement home.
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Before closing last week, the evening of signing the first contract, my friend gave deeply from within, including in the prayer before supper, the new owners happiness in starting a new chapter of their lives, purchasing his cabin, may it bring every joy to them, their family and friends.  His eyes moist.
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Zillow is easy to use, for-sale-by-owner.  You'll especially like the weekly email metrics sent about people visiting your listing, in comparison to similar listings.  My cabin metrics, every week, were out of the ball park.  Which is horrible to a personality like mine, Tinkerbell.  Only 1 metric matters, 'sold'.
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Vacation rentals were easy, and successful, with the cabin, how I did it with AirBnb, VRBO, FlipKey, Craigslist, HomeAway, here.
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My friend saved an impressive amount of money with  skills learned on the job with garden design, curb appeal, interior design, writing books, lecturing across the country, working with clients.  He was a horrible client !  He was sure, "little ideas about moving furniture......", would not work.
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Back hand down the line winner.  A metric I adore.  Especially when a title is involved.
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Garden & Be Well,    XO Tara
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Update, 3-17-2015, an email from Zillow !  Copied at bottom.  Zillow did not ask me to write this post, nor provide this update.  I don't mind giving them more exposure because of the amount of money I made for my friend with Zillow.
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I have 2 friends locally, Atlanta, GA, successful realtors, in the business for decades.  (Connie Morelle, Dave Wagner.)  If either had been within the first group of sellers for the cabin, it would not have needed me, for sure.  Lake Burton, where the cabin is, has a strange economy after 2008.  Multi-million $$$ homes sell, anything less struggles, and is underwater.
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Owner of the cabin has a realtor friend, Athens, GA, still working in her 80's, wildly successful, and could have sold the cabin too.  Alas, our trinity of friends did not work the Lake Burton zone.  (Will update with her link soon.)
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 Metrics, for the cabin, from the local Lake Burton realtors were as low as the local Lake Burton vacation rental company.  Why?  In metaphor, those professionals learned of Creative Memories, without partaking.  They learned of the internet, without paying heed.  Those local realtors decided to kick & scream about the new economy & technology & etc.  Me?  I decided to have FUN staging & listing the cabin.

Kicking and screaming (vs. singing and dancing)

"Unfair things happen. You might be diagnosed with a disease, demoted for a mistake you didn't make, convicted of a crime you didn't commit. The ref might make a bad call, an agreement might be abrogated, a partner might let you down.

Our instinct is to fight these unfairnesses, to succumb if there's no choice, but to go down kicking and screaming. We want to make it clear that we won't accept injustice easily, we want to teach the system a lesson, we want them to know that we're not a pushover.

But will it change the situation? Will the diagnosis be changed, the outcome of the call be any different?

What if, instead, we went at it singing and dancing? What if we walked into our four-year prison sentence determined to learn more, do more and contribute more than anyone had ever dreamed? What if we saw the derailment of one path as the opportunity to grow or to invent or to find another path?

This is incredibly difficult work, but it seems far better than the alternative."  Seth Godin

The best story here?  Find success selling your home on Zillow, for sale by owner, creating a story.  No worries about the real story, create a better story.  I did.  SOLD.
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Before pics, crime scene photos, below.
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(Valence, above, was rolled tightly to expose more views into the North Carolina mountains.  Amazing fail, this shot.  Easily staged and became the lead shot for selling/renting the cabin.)

 (No story, above, this shot could be in a subdivision instead of 3+ acres with views of mountains spanning 2 states, and a winding wooded drive.  We asked the new owners, at closing, if they put shutters on the cabin, 'Please send us pics !' )

(Acres of woodland views, above, from the French doors behind those curtains.  No lamp at the bedside?  Who can sleep like that? Bare walls? )

(French doors with woodland views, above, and another wall of windows in this bedroom.  Again, no lamp at a bedside.  Really?  What was the professional realtor selling?  Warning, don't buy this house?  Met their goal.)

                                         
(Bedroom #2, above, has a wall of windows with woodland views, and another wall with French doors and woodland views.  This photo is a dereliction of duty. )

                                            

(Master bedroom, above, with a TV god.  No art.)

(Famous dirty mop, above, with rotted wood at the front door.  Adirondack chairs crowd the space, and when seated you have views of the parking court.  Easy fix.)

(Sofa, above, hiding miles of custom local mountain laurel rails.)

 (Kitchen, above, was a dark lonely place before it became an, Eat In Kitchen, for staging/selling.)
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Zillow note, mentioned above, From: Joe Sturgeon

Sent: Tuesday, March 10, 2015 8:54 AM
To: 'TaraDillard@AGardenView.biz'
Subject: Zillow Inquiry

Hey Tara,

 
I work for the marketing team with Zillow, the online real estate network.

I ran across your piece discussing your success with the Zillow For-Sale-By-Owner feature. http://taradillard.blogspot.com/2015/02/zillow-for-sale-by-owner-success-using.html Thanks for the mention and congrats on the sale.

Would you consider pointing back to our Zillow Home Page as a resource to your users? Here’s the URL http://www.zillow.com/

We really appreciate your coverage and thank you for considering the link on your page. Feel free to use me as a point of contact here if you need any data or content in the future, and if nothing else, I’m just glad to have had the chance to connect! 

If this is not the correct contact would you please forward it to someone that can be of any assistance, thanks.

Cheers,

Joe Sturgeon Marketing Account Manager P 206.470.7065 C 206.719.0435 @joe_marketing Zillow