Published by The Advocacy Committee of the
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Every House Tells a Story

The Christian Science Monitor, March 31, 2004

Summary:

Storytelling - long a factor in many forms of selling - appears to be gaining as a tactic for getting an edge in the crowded field of residential real estate sales. Story-based home selling is most common toward the upper end of the price spectrum, a very active segment. (Coldwell Banker recently reported luxury-home sales up 23 percent in 2003 over the previous year, to $23.3 billion.)

Signs of real estate agents and private sellers trying some form of the practice appear at most levels and in every major region of the United States - with some in the business now making formal presentations of a home's story an integral part of the sell.

Subjects Covered: business


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