Hi Reader,

When my oldest daughter was three, she decided she was going to be a pine cone for Halloween. Not Batgirl. Not Paw Patrol. A pine cone.

Nobody sells a pine cone costume. I found a mascot suit in the UK for 327 pounds. No thanks. So I made one out of a brown tutu, a yard of felt, and a glue gun, and wrote it up on Nuggetlands, the family blog I've run on the side since 2017.

The same blog has a Halloween costume roundup. Dozens of DIY ideas, mostly other people's. Google shows the roundup way more often than the pine cone.

Almost nobody clicks it.

The pine cone post consistently gets 12x the number of click-throughs.

A while back, reader Micki Moravitz asked me what questions sellers want answered every month, and how to turn them into a newsletter or a video.

Here's my answer. Pick one question. Answer it with a house you actually sold.

Start with the one homeowners keep asking agents right now: "Why are these numbers so different? What is my home actually worth?" They saw an online estimate. Then they saw yours. Now they're confused.

"Five factors that affect your home's value" is the costume roundup. Everybody has it. Nobody clicks.

"The house on Maple the estimate missed by $38K" is the pine cone. Only you can write it.

Anyone can write the list. Only you have the house.

Open your last closed listing. Write down three things:

• What the online estimate said
• What it actually sold for
• The one detail that explains the gap. The view. The busted HVAC. The busy street.

That's this month's newsletter and your 60-second video. Next month, do it again with the next house.

I'm super curious: what's the question your sellers ask you most? Hit reply with it; I read every one.

Alice

The Heist · Marketing playbooks for real estate agents, stolen from every industry except this one.

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