Haley Jones On How To Get The Absolute Best Price When You Sell Your Home

An Interview With Jason Hartman

Know what you want and act accordingly. The bottom dollar includes things like time — when do you need to close? Do you need a rent back? Do you want to negotiate repairs or not? What about the appraisal? Someone may offer you a number WAY over your asking price, BUT what contingencies (or not) did they put in place regarding the appraisal. Know up front what you want, craft a plan with your agent, and once you get those multiple offers, negotiate in order to get your best terms.

How can you get the best price possible when you are looking to sell your home? Sometimes it’s a matter of timing, the right upgrades, or simply the right negotiation. In this interview series called “How To Get The Best Price When You Sell Your Home” we are talking to successful real estate leaders, who can share stories, insights and lessons from their experience about how to get the best price when you want to sell your home.

As a particular part of this series, we had the pleasure of interviewing Haley Jones.

Haley Jones is a former high school math teacher turned professional wrestler turned Realtor. Knoxville, TN native now running a successful real estate business, Haley’s knowledge of the local market is second to none. Haley’s clients achieve their real estate goals through a fun, straightforward and organized process.

Thank you so much for doing this with us! Can you tell us the “backstory” about what brought you to your career?

As a kid, I used to scour through home planning books and dream about what homes would look like, who would live there, how the home would be decorated, etc. However, I was not successful at figuring out how to channel that interest as I went through school. Architecture did not seem like a good fit and when I tried decorating my own spaces, I was not able to translate my vision to something tangible without it looking like a kindergarten student had put the scene together. I have always wanted to help people and as a kid/young adult my understanding of that was being in a career that no one would question whether or not I was “helping people”. This led me to become a high school math teacher. 13 Years later, 11 of those in public education (never staying at school or in a role more than 2 years) as well as two years getting a master’s degree in international development having worked in Ethiopia and Liberia, it was time to move on. Yes, I moved a lot. Clearly education was not the right fit and my pursuit of “helping” left me angry with the public education system. I realized I did not have to be an educator barely making ends meet to do good. In the midst of all this, I considered real estate, but was fearful of being seen as a sleazy car salesman. Another teacher I worked with had her license and told me secretly during a graduation ceremony that she was quitting teaching and becoming a real estate agent. I was shocked and inspired. By the following spring I had my real estate license and the rest is history.

Can you share with our readers the most interesting or amusing story that occurred to you in your career so far?

My client and I were touring several investment properties. The last one on the list was two homes on a 5 acre plot of land. The tenants insisted on being present during any showings. When we pulled up it was raining, so naturally I had a rain jacket on. However, the tenant insisted I take it off as her dog would go “bananas” on me when I walked in if I had the rain jacket on. Noted. I took it off and my client and I walked inside. Sure enough there was a HUGE dog with a spiked collar being held by the lady’s friend. He was unhappy we were in his home to say the least. The woman was very nice and proceeded to show us around. She apologized for the mess saying “I am so sorry for the mess. I have been up at the mountain this morning meeting the moonshiners.” My client looked at me with huge, wide eyes. I smiled at the lady, at first thinking she was joking and then realized, no this is for real. Meanwhile I also noticed that there was a gentleman at the table loading a gun. Needless to say the tour ended pretty quickly. About 10 minutes after leaving, my client called and asked if she heard the lady right, about the moonshine, “yep, you sure did”. Definitely an amusing experience.

Can you share the lesson or take away, you took out of that story?

Takeaways — Tennessee moonshiners are still thriving today. Potential meaningful takeaway — prepare my clients that we never know what may happen when a tenant or owner is present for a showing, so “brace yourself”.

Do you have a favorite “life lesson quote”? Can you share a story or example of how that was relevant to you in your life?

“Ready, Fire, Aim” — I first heard this from a wildly successful real estate agent in the D.C. area, Dan Lesniack, while at a conference he was hosting in 2020. (I believe he got the phrase from Michael Masterson’s book, but I am not sure.) I tend to be one of those people paralyzed by wanting things to be perfect and then when I do put something out in the world, and there is a minor typo, I lose WAY TOO MUCH sleep over it, hating myself for the mistake in the process. While building my real estate business I have realized that taking action, perfect or not, has consistently yielded me a new deal, a super important contact or relationship, a lesson that will push my business forward, everything. One example of this is Tik Tok. Yep, that’s right, I said it. While I wish I was a dancer, that is not my jam. I am, however, a teacher. At the end of the day, people like to learn. I had NO idea, and often still do not, what would work in terms of posting on Tik Tok. I did it anyway. As a result, I have closed multiple deals from people finding me on Tik Tok who want to buy and sell real estate. Through the process of just getting things done, and tweaking as I go, I have grown my business, while also adjusting and improving my content to provide the greatest possible impact.

Are you working on any exciting new projects now? How do you think that will help people?

Something new I am creating for 2022 is an event I am calling “Community Date Night”. For this event, I partner with a local restaurant one night a month. Each restaurant offers a special of their choice. Leading up to the event, I run ads on Facebook, Instagram and YouTube to spread the word to my community.. Additionally, the restaurant owners (or managers) and I promote the event by doing a short live video interview over social discussing the event as well as sharing fun dating stories. We all have them. The goal is support local restaurants while also bringing people together.

What do you think makes your company stand out? Can you share a story?

At a very basic level, my company stands out because I do not do traditional forms of marketing. Video, reach ads, retargeting ads, Tik Tok, YouTube, Instagram, LinkedIn, my company is everywhere. From mass marketing my clients’ homes to creating content that empowers and informs, my company goes above and beyond to support others in successfully achieving their real estate dreams. Therefore, we literally stand out. My company stands out also because I am also not the norm. Lots of teachers become agents, but not many have also worked on famine relief in Ethiopia or mental health programming in Liberia. Not many have been teachers, international development practitioners AND professional wrestlers. I stand out because I do life differently and as a result, my company offers a unique level of service and expertise that is unmatched.

None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story about that?

Over the years I have worked with several coaches and mentors, but I have to say that my current real estate coach, Krista Mashore, has totally given me the confidence and skills to execute real estate and serve my clients at a very high level. From being in foster homes as a kid to being in the top 1% of real estate agents nationwide, Krista has taught me not only business strategy, but more importantly what it means to have a winning mindset. For so long I was not confident in myself and my ability to thrive without a guaranteed paycheck even though I desperately wanted to be a successful business owner. Krista has shown me how to achieve this dream.

Ok. Thank you for all that. Let’s now jump to the main core of our interview. For the benefit of our readers, can you please tell us why you are an authority about the topic of getting the best price when selling a home?

With only two years in business, I am a top producer in my area and have helped my clients sell their homes on their terms. From negotiating offers for the highest price, to providing staging services that have helped get more buyers through the door’s of my client’s homes, to exposing my clients home to the masses through my digital marketing efforts (this includes getting thousands of views and many hours of watch time on my listing videos), I support my clients to have enormous success. Additionally, I am constantly learning and investing in my own growth to best serve my clients. For example, I am a Certified Real Estate Divorce Specialist and I am in the 1% of Realtors nationwide who is a Master Certified Negotiation Expert. Additionally, I am a part of the Community Market Leader Mastermind and Power Producers community which is where I have learned the art and strategy of digital marketing.

Can you share 3 things that most excite you about the Real Estate industry, as it is today? If you can please share a story or example.

1. While this is not necessarily new — there is constantly more to learn in the Real Estate Industry. As a former educator — I LOVE THIS. From technology to marketing to new types of financing, this industry is EVER evolving. The Real Estate Industry is about supporting people to meet their big life goals, and since people are all different, always changing, and each have their own specific needs, there are always new approaches to learn in helping people reach their goals.
2. The emergence of real estate brokerage models that diversify agent income streams. No longer are the only options to sell homes until well past retirement age due to old, antiquated models that supported the founder of the brokerage to build long term wealth while leaving agents with nearly nothing to show for their work.
3. The growing options for technology to reach and serve my clients. From automating processes in my business to making sure my clients stay informed, to my ability to market my seller’s properties to specific niche audiences online who are most likely to be interested, technology is exciting.

Can you share 3 things that most concern you about the industry as it is today? If you had the ability to implement 3 ways to reform or improve the industry, what would you suggest? Please share stories or examples if possible.

1. Fear. Many people are becoming more and more fearful about rising prices, growing interest rates, and overall housing affordability. Collective fear is never a good thing. I strive to inform others about the real estate market and support people in knowing that success is possible, we just may need to be creative. There is never one solution to a problem.
2. Predatory service providers. From heavily “discounted” services to marketers trying to make a quick buck, I have seen some businesses who make guarantees they cannot satisfy. In my state specifically, there are strict rules for the types of guarantees real estate agents can make. However, promises are being made about 1% commissions, free staging services, 24 hour open houses, etc, that are simply false advertising. My own solution to this is to create as much content as possible that serves to inform and empower consumers to do their research especially when a deal or offer sounds too good to be true.
3. Waiving inspections. This is a HUGE mistake for buyers. With the competition for successfully getting under contract on a home so high, many buyers are waiving inspections. In my own experience home inspectors have caught termites, mold, sinking foundations, just to name a few, none of which were seen during our tour of the home. One way for a buyer to remain competitive while also protecting herself is to submit an offer with a home inspection contingency BUT that waives any type of repair requests. Make the inspection period short, and again, make it clear that no repairs (or a price reduction in lieu of repairs) will be requested. For sellers this is less risky as it removes a negotiation period, which is ideal, and provides buyer confidence.

Based on your experience, what are a few of the biggest mistakes you have seen people make when they sell their homes? What must be done to avoid them?

The biggest mistake I have seen seller’s make is failing to clean and address minor cosmetic issues. This likely seems so basic, but even in this current market where inventory is so low, buyer’s notice if a home looks bad especially if the home is priced too high. For example, I have clients that have been looking for a waterfront property on acreage for a while now. This is certainly a luxury property, in high demand, and hard to find in the exact location they prefer. Several weeks ago, based on pictures and description, their DREAM home was listed for sale. Naturally, we scheduled a showing. As we drove up, the house looked great on the outside. My clients were excited to be there. We walked in, paused, and looked at each other. The place was filthy: dirty windows, dog hair, carpet discolored and filthy air vent returns (one even hanging halfway out of its hole from the ceiling over the master bed). There were discolored walls from what seemed like large dogs in the halls and stairways. The laundry room had a half broken electrical outlet plate cover that looked like it had been burnt off… major red flag. The price for this home seemed high but “okay” prior to walking in. After touring, the price for this home seemed insane. The house is still sitting on the market despite being a highly desirable property in a coveted location all because the sellers failed to clean and take care of issues that make the house appear poorly cared for and disgusting. At all costs, sellers must consider a buyer’s experience when touring a home.

I know this question has passionate opinions on both sides, but we would love to hear your opinion. Engaging a realtor is costly. Should people use a realtor when they sell their home? Please explain why you feel the way you do.

Yes, people should absolutely engage a realtor when they sell their home. The first reason is liability. A real estate agent supports sellers in protecting their clients from legal action later ensuring seller disclosures are accurate. Additionally, there is a mountain of paperwork required by each state in order for the sale of a home to be completed legally. Again, real estate agents are experts in this process and help protect their sellers from costly mistakes. Beyond the significant reduction of seller liability by using a competent agent, strategic sellers know that time is literally money. Selling a home takes time — from preparation of getting the home ready to list, to coordinating buyer tours, to reviewing and negotiating offers, getting under contract, scheduling inspections, ensuring title work is complete to finally successfully making it to the closing table, selling a home is time consuming . Successful business people hire out what they do not know, thereby leveraging the expertise of another to save them time and make them more money. Using the expertise of another to support one’s goals is what successful people do. Period. Finally, According to a survey from the National Association of Realtors done in 2020, For Sale by Owner sellers typically sell for 26% less. Commission paid to agents is typically around 5–6%. 26–6 = 20. All in all, sellers choosing not to use an agent are missing out on 20% more money they would make if they used an agent! Sellers selling without an agent are less able to get their home in front of as many eyes as possible and tend to sell to people they know. Again, leaving money on the table.

Ok, here is the main question of our interview. You are a “Real Estate Insider.” Can you please share five things you need to know in order to get the absolute best price when you sell your home? If you can, please give a story or an example for each.

Number 1 — Know what you want and act accordingly. The bottom dollar includes things like time — when do you need to close? Do you need a rent back? Do you want to negotiate repairs or not? What about the appraisal? Someone may offer you a number WAY over your asking price, BUT what contingencies (or not) did they put in place regarding the appraisal. Know up front what you want, craft a plan with your agent, and once you get those multiple offers, negotiate in order to get your best terms.

Number 2 — Hire an agent that can show, not just tell you, how they will expose your home to the masses using professional video and photography. “But Haley — inventory is low, what does marketing have to do with it?” When was the last time you shopped online? I was on amazon this morning. Homebuyers are no different. Getting the best price for your home, means getting the most eyes on it as possible. Those need to like what they see and be inspired to take action. Professional pictures and video will show your home in the very best light — drive potential buyers to come tour your home in person. At the end of the day, it is a numbers game. The more buyers that tour your home, the more offers you will receive and the greater the likelihood you will be able to negotiate on your terms and for the absolute best price.

Number 3 — Give it time. Now that you know what you want and your home is out there online shining like a star, allow time for people to see your home. Consider with your agent the type of traffic and interest your property will drive. If you know on the front end your home will be highly desirable with many showings in the first few days, allow the time for as many buyers to view the property as possible and avoid taking the first offer. Buyers that truly want your home are going to hang in with you until you make a decision — even the most aggressive of buyers. Within several hours of a recent listing hitting the market, I had an agent calling on behalf of his client saying his best and final was a cash deal 10k over the asking price, but the offer only stood for the next hour. At the time, we had two other offers better than that, but neither were cash. I shared with him that we had other offers that could beat his buyer’s. Boom — he offered $15k over. Still not good enough. Boom — he offered $18k over, still not good enough, BUT because it was cash with all contingencies waived and it was closer in final sales price to the other offers. We also had several more showings. My client wanted the best price and allowed the other showings to take place and fielded more offers. In the end, because of her patience, she ended up closing much higher than asked, in the face of aggressive, tempting, short lasting offers.

Number 4 — Make your home pleasant. Take into account the buyer’s experience while touring your home. What does your home smell like? Pleasant or wet dog? What will they see? What will they hear? Get a second opinion on this. I once had a listing that smelled like dog urine. Unfortunately, my clients had raised so many dogs over the years, they could not smell it. When I told them they were surprised, but then took action to address this issue. If buyers are grossed out or turned off by your house — it is a deal killer, forget about the best price, you won’t be getting offers worth considering.

Number 5 — Make your home nice — Staging matters. For some this could be as simple as deep cleaning and decluttering, adding fresh mulch to flower beds, for others this could be as in depth as removing furniture (like that super eclectic and loud zebra print couch), painting rooms, and removing artwork that distracts from the space itself. The goal is for buyers to identify with the space, not to be reading what kind of degrees you have or trying to determine how many family members you have, OR why the one wedding picture you have up is you and your husband wearing face masks. Ultimately, the more buyers that are able to see themselves living in and enjoying the property you are selling the better. Hire an agent who can support you in the staging process. Even in a sellers market, the buyer experience matters, the more buyers that fall in love with your home, the greater your ability to get the absolute best price.

Thank you for your time, and your excellent insights! We wish you continued success.