It’s not about the property—it’s about the positioning.

Dear Friend,

You’ve probably heard this one before:

“The house is too dated.”
“Buyers want move-in ready.”
“This one’s going to be a tough sell.”

That’s what most agents say when they walk into a house with green shag carpet, gold fixtures, and cabinets that haven’t seen daylight since the Reagan administration.

But here’s what the top agents know:

The ugliest house on the block can be the most profitable one in your entire portfolio—

If you know how to position it.

Because it’s not about the granite.
It’s not about the paint.
And it’s definitely not about waiting for the perfect buyer to “see the potential.”

It’s about telling the right story.

UGLY = OPPORTUNITY (If You Know What to Do With It)

While every other agent is out there chasing the perfect kitchen and the open-concept unicorn, the smart ones are scooping up listings that look hard to sell—but pay off big when marketed correctly.

Why?

Because most agents have no clue how to market anything that’s not already picture-perfect. They’re order takers, not marketers.

And that’s exactly where your advantage is.

Ugly houses (especially in nice neighborhoods) have built-in demand.
Buyers see a deal.
Investors see upside.
Flippers see margin.
First-time buyers see a way in.
And savvy agents see a payday… if they know how to frame it.

The Fortune is in the Frame

Let me give it to you straight:

You are not selling four walls and a roof.
You are selling possibility.

If you focus on what the house is missing, you’ll chase lowball offers and sit on the market for 90 days.

But if you focus on what the house could become—and paint that picture in your marketing—you create competition, urgency, and desire.

You don’t say “dated.”
You say “priced so you can customize it exactly the way you want.”

You don’t say “needs work.”
You say “perfect for buyers who want instant equity.”

You don’t say “low ceilings, weird layout, funky smell.”
(Okay, maybe fix the smell…)
But you get the idea.

It’s all in how you frame it.
Because the truth is, every buyer has some tolerance for flaws—especially if the price is right and the location is hot.
Your job is to bridge the gap between “ugh” and “opportunity.”

Ugly Pays—When You Know How to Sell It

And here’s the best part…

There’s less competition for ugly houses.
Other agents avoid them.
Sellers are nervous.
And most buyers are programmed to expect a discount.

Which means if you show up with a clear, confident plan—if you can speak directly to the right buyer, with the right message—you win.

Bigger commissions.
Faster closings.
And a reputation as the agent who can “sell anything.”

That’s a superpower in this business.

Because once you learn how to move a tough property…
You can dominate any market.

Stop Waiting for Pretty

Pretty is overrated.
Pretty gets picked over.
Pretty has more competition and more ego attached to it.
And pretty can leave you broke if the market shifts and buyers get picky.

But ugly?

Ugly houses are undervalued, overlooked, and full of opportunity.

If you’ve got the guts to take them on—and the smarts to position them properly—you can clean up while every other agent stands around waiting for their next luxury listing.

Click here to get on Greg’s Priority List

We’ll show you how to build real income, using real marketing, in the real world.
And yes—sometimes that starts with an ugly little house and a smart little strategy.

To your unstoppable success,

Greg Luther