Some sellers unintentionally give buyers an advantage without even realising it. How? By revealing why they’re selling.

Phrases like “Urgent Circumstances,” “Owner Has Bought Elsewhere,” or “Divorce Forces Sale” might grab a buyer’s attention, but they also send a dangerous signal: desperation. Buyers interpret this as leverage. They assume you’re motivated, and their offers reflect that assumption.

If your selling situation is a ‘need to’ sale, as opposed to a ‘want to’, your negotiating power evaporates as soon as your motivation is made public. Instead of competing for your property, buyers start competing for the biggest discount.

The truth is, your personal situation should never be part of your property’s story. Your agent’s role is to highlight the home’s strengths, its location, the lifestyle it offers, along with other key features of the property – not your reasons for selling.

At Johnson Real Estate, we know that privacy equals power. Our campaigns promote your property’s best qualities while protecting your circumstances. We attract serious, qualified buyers focused on value, not opportunity.

Selling a property should be strategic, not emotional. When you keep your motivations private, you stay in control of the process and the price.

Thinking about selling? Protect your privacy and your profit. Download your complimentary copy of the 10 Property Pitfalls Booklet – and learn how to stay in control every step of the way.