Estate Seller Avatar: “Exhausted Executor Emma” Who they are ● 45–65, adult child or close relative, newly named executor / personal representative. ● Often lives 30–200+ miles away; has job, kids, other responsibilities. ● House: older, dated, deferred maintenance, full of belongings. Trigger ● Parent just passed / moved into care; probate or estate process has started. ● Family debating: “Sell as‑is quickly” vs “Fix it up for top dollar.” Dream outcome (their words) “I just want to get mom’s house sold for a fair price, without writing big checks or spending months dealing with contractors, so I can settle the estate and get back to my life.” Top priorities 1. Maximize net proceeds to the heirs. 2. Minimize hassle / time on site. 3. Avoid family conflict over decisions. Main fears ● “If we fix it up, what if we don’t get the money back?” ● “Contractors will blow the budget and drag this out.” ● “I can’t manage a remodel from out of town.” Perfect fit for JCC ● Extra profit guarantee = “You will net at least $X more than selling as‑is plus costs, or we lower our price.” ● No change order guarantee = “No surprise bills mid‑project.” ● On‑time guarantee = “Firm completion date or you get paid.” ● Transition Assistance: We can add line items such as, storage, rent, mortgage payments or movers to help you get the home ready for work.
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