Imagine you want to buy a gallon of milk. You eye the dairy case, shelves stocked with dozens of choices, but they are really all the same. Milk is milk, and which one you select is really insignificant because they are all identical, and they are all priced the same.

But what if each identical offering was priced differently? Odds are you have set aside ample time for your shopping trip, and you will carefully check the price labels and go for the best deal. Or maybe you are drawn to the more attractive packaging.

When selling your home, attractive pricing and packaging are arguably the two most basic essentials. In our current real estate market, the buyers have a lot of choices. In many areas, the shelves are simply overstocked. And since no two homes are the same, making that distinction between your home and the dozens of others is key.

Where pricing is concerned, establishing that all important asking price is part science and part art, and there are several things you should consider.

• Study past sales. This is the starting point for any thoughtful and successful pricing strategy; think of it as the “science” part. Take the time to study past sale statistics for homes in your area and areas similar to yours. None will be identical, of course, but having a clear understanding of true market value is the first step in establishing your list price.
• Do not confuse active listings with past sales. Active listings have not sold. They are just your competition. It is important to be aware of your competition’s pricing, but this is often just an indication of what your home won’t sell for.
• Do not overprice because you have “time.” If the market is appreciating, this strategy may work, but if prices in your area are declining, you may quickly find yourself chasing a market and costing yourself money. And if the market is stable? Your home will just sit. Buyers pay in today’s dollars, and time is rarely on your side.
• Leave some room for negotiation, but don’t overreach. No seller wants to feel he left money on the table, and no buyer wants to overpay. Your price should give both parties room to maneuver, but if it is too high, you risk being perceived as unrealistic, and buyers will pass over your home.
• Think like a buyer. What are the things that you value in a home? Is it a large yard, an updated kitchen or a view? These are likely the same things that your buyer values as well. Talk to your agent about current buyer trends. Yesterday’s avocado green shag carpeting is today’s granite countertop. The property facing the interstate is going to be a tougher sell than the one with a mountain view. Your price should reflect how your home compares to the others offered for sale. Buyers will find objections to any home, as none is perfect, but it is curious how quickly objections disappear when the price is compelling.
• React swiftly and decisively. If your home is on the market and is not being shown or if you receive feedback that you are priced too aggressively, don’t hesitate to adjust your price. Bad news, like spoiled milk, doesn’t get better with time.

First impressions are everything when selling your home. Studies have shown that the first two weeks on the market are the most crucial to your success. During these initial days, your home will be exposed to all active buyers. If your price is perceived as too high, you will quickly lose this initial audience and find yourself relying only on the trickle of new buyers entering the market each day. Markets are dynamic, and your price has an expiration date. You have one chance to grab attention. Make sure your pricing helps you stand out on the shelf — in a positive way.

Kris Berg is designated broker with San Diego Castles Realty in San Diego, Calif. Visit her Web site atwww.SanDiegoCastles.com and read her blog at www.SanDiegoHomeBlog.com.

1. Not serious about selling. Actions speak louder than words in this market.  If you are not motivated to sell your home, then you should wait for a less competitive time to sell.  Not being willing to price your home where it needs to be to actually sell in this market tells Realtors and Buyers alike that you really are not motivated, and they really shouldn’t bother.
2. Improper pricing. A properly priced home is half sold.  It won’t matter how many open houses, realtor lunches, glossy flyers, home magazine ads, Goodyear Blimps, or Saint Joseph statues are used, the fact of the matter is that if your home is not priced competitively, it WILL NOT sell.
3. Not listening to your agent. A good full-time, seasoned Realtor is trained to know their market, know how to market homes, and how to motivate buyers.  If you question the ability of your agent to represent you, then you obviously have the wrong agent.  Don’t self-diagnose (your Doctor wouldn’t) – listen to the Professional!
4. Micro-manage the marketing. Having former “sales experience” yourself, doesn’t give you the license to second-guess your Realtor.  If you had a real estate license years ago – good for you, but I have to tell you times have changed, and what worked back in the old days WON’T work today!  Share your concerns and timelines, but leave the marketing details to the expert.
5. Don’t Stage the property. Oh sure, that brown variegated shag carpeting might be considered “retro” by some, or the whitewashed cabinets, Navajo white walls, and Southwest Décor might appeal to a small percentage of others – but if you really want to sell your home, you are going to have to make it appealing and competitive with newer homes on the market today.
6. Let Fido run free. Nothing is worse than going in to show a home, and you’re met at the door by frisky, overly enthusiastic dogs.  Worse yet, you’re barked to death by an aggressive one, and are not really sure if you should go in.  The other day I showed a house and the dog was inside.  He was quiet and reserved, but then proceeded to piddle on the floor because he was scared.  Not the way I want a buyer to remember a home!
7. Talk to the buyers. Being at home when a house is shown is certain death to a possible contract!  Sure, you think that you need to tell them all there is to tell about YOUR home, just in case the Realtor doesn’t.  Problem is that the buyers feel uncomfortable while you are there, so they can’t envision themselves “moving in” to the home.  9 times out of 10, the things that you tell them will give you a disadvantage when negotiating the price (if they do make an offer).  DON’T be at home when your house is shown!
8. Sell personal items. Buyers are looking to buy a home – they’re not thrift shopping at Hudson’s Treasure Chest!  Don’t try to push your used furniture on them.  If they want something, they will ask for it in the contract.
9. What’s that Smell? Oh sure, your house doesn’t smell of pet odors, baby diapers, cat litter boxes, fried fish, a dairy farm, or low tide.
10. Ignore Feedback. What do buyers know, anyway?  You can’t imagine why they don’t care for the groovy blue counter tops, the large scary snake in the aquarium, or the Elvis mural on the wall.  Why should these things make your home less than desirable?  Every comment from a buyer should be considered.  These may be things that are also turning other buyers off, and they just didn’t want to say.

If you are a serious Seller in the Pearl River County, MS, area and want your home to sell – take these words of advice.  Also, call Michelle Fradella at Pinnacle Real Estate Services to get your home on the fast track to a closing!

601-569-0075- www.prchomes.com