The Funeral: Who Killed This Home Listing?

Why some homes fail to sell, and the warning signs homeowners shouldn't ignore.

Why do some homes fail to sell? Pricing, presentation, marketing, and unexpected inspection problems can all play a role.

But what if we treated a failed listing like a crime scene?

The Funeral

The funeral was unusually well attended.

Friends, family, and a few curious neighbors gathered on a beautiful Thursday afternoon to pay their respects.

A woman wiped away a tear. Her husband stood beside her, shaking his head in disbelief.

At the front of the gathering stood a tombstone bearing the photograph of a beautiful two-storey house.

HERE LIES 123 DREAM STREET

87 days on the market. One failed offer. Gone, but not forgotten.

The funeral director cleared his throat.

"We gather today to remember a home that had so much potential. Four bedrooms, three bathrooms, a renovated kitchen, and a brand-new furnace."

"Twelve thousand dollars!" the homeowner interrupted. "That furnace cost us twelve thousand dollars!"

"Yes, sir," replied the funeral director solemnly. "A tremendous loss."

A man near the back raised his hand.

"Excuse me. Was there an investigation?"

Everyone turned.

The man stepped forward, holding a coffee.

"Jason Kamal. REALTOR®. I've seen this sort of thing before."

The funeral director looked puzzled.

"Are you suggesting foul play?"

Jason studied the photograph.

"I'm suggesting that a perfectly good house doesn't usually end up here without leaving a few clues."

The husband folded his arms.

"Nobody wanted our house. That's all there is to it."

Jason shook his head.

"Maybe. But before we blame the buyers, I'd like to see the evidence."

The First Clue: The Crime Scene

"Let's start at the beginning," Jason suggested. "What happened before the house went on the market?"

"We cleaned everything," the wife replied. "And we hired a photographer."

"Did anyone walk through the property with you first?"

"We walked through it and made sure everything looked good."

Jason nodded.

"Good. But let's look at it through the eyes of someone who's never been here."

He opened a photograph of their living room.

"Interesting. Your sofa appears to be guarding the entrance to the dining room."

The husband frowned.

"That's where we've always kept it."

"I'm sure it's very comfortable there. But we're not selling your furniture arrangement."

Jason pointed to another photograph.

A large recliner blocked part of the window. Family portraits covered one wall. Several decorative pieces competed for attention.

"Tell me something. When you look at this picture, what do you notice?"

"Our family photographs," the wife replied.

"Exactly. But what should a buyer notice?"

She studied the image again.

"The size of the room?"

"And the natural light, the windows, and the space for their own furniture."

Jason paused.

"Right now, we're showing buyers how you've lived here instead of helping them imagine how they could live here."

The wife looked concerned.

"So we'd have to get rid of everything?"

"Not at all. Sometimes moving a sofa three feet, removing a few personal items, or opening a clear pathway completely changes how a room feels."

He smiled.

"And occasionally, professional staging makes sense. But you'd be surprised what we can accomplish with furniture you already own."

Preparing a property isn't necessarily about spending thousands of dollars.

Sometimes it's about removing distractions, improving sightlines, allowing natural light into a room, and arranging furniture to demonstrate how the space functions.

A buyer shouldn't have to mentally move three chairs and a coffee table to discover that a room is spacious.

The objective isn't to erase the home's personality. It's to make room for the buyer's imagination.

Jason returned to the original photograph.

"See that window?"

The husband nodded.

"Beautiful view of the backyard. But nobody noticed it because your recliner is auditioning for the leading role."

For the first time that afternoon, the wife laughed.

"He's been trying to get rid of that chair for years."

Jason grinned.

"Well, I'm a REALTOR®, not a marriage counselor. But I think we've found our first volunteer."

 

 

 

 

 

 

The Second Clue: The House Had Secrets

"There's something else," Jason continued.

"Something I always consider during my first walkthrough."

He opened another photograph.

"Your deck looks like it's seen better days."

The husband shrugged.

"It's old, but it's fine."

"Possibly. But I'd want to look at its condition more carefully."

Jason moved to another photograph.

"And this window appears cloudy between the panes. That could indicate a failed seal."

The funeral director leaned forward.

"Are you a window salesman now?"

"No."

"A carpenter?"

"No."

"A home inspector?"

"Also no."

The funeral director looked relieved.

"Good. I was beginning to worry about how many business cards you carry."

Jason smiled.

"My background is in architecture, construction, and project management. I've renovated and flipped properties, worked with contractors, and been through enough inspections to know that some things deserve attention before a buyer discovers them."

He continued.

"Over the years, I've seen deteriorating decks, questionable repairs, furnace concerns, Poly-B plumbing, and situations where structural engineers needed to be involved."

The husband looked uncomfortable.

"Are you saying our house has structural problems?"

"Not at all. That's precisely why we investigate rather than assume."

A REALTOR® doesn't replace a qualified home inspector, engineer, or contractor.

But experience can help identify visible warning signs and determine when additional expertise is needed.

Sometimes the solution is a relatively inexpensive repair.

Sometimes it's obtaining a professional opinion.

Sometimes it's understanding an existing condition, making appropriate disclosures, and preparing for the questions buyers will inevitably ask.

"The point," Jason explained, "isn't to find something wrong with every house."

He looked at the homeowners.

"It's to identify potential problems while we still have time to do something about them."

The funeral director scribbled in his notebook.

"Possible cause of death: undiscovered complications."

"Not yet," Jason replied.

"We're just getting started."

 

 

 

 

 

 

The Third Clue: Who Was Supposed to Buy This House?

Jason spread several photographs across a table.

"Let me ask you something. Who were you trying to sell this house to?"

The husband looked puzzled.

"Anyone with $600,000."

Jason smiled.

"Well, that narrows it down to everyone with $600,000."

The funeral director chuckled.

"An impressively broad investigation."

Jason continued.

"Imagine someone walks through your front door. They need three bedrooms, a home office, plenty of storage, and a backyard where they can spend their weekends."

He pointed to the photographs.

"What are they going to notice?"

"The backyard?" the wife suggested.

"Possibly. And what happens when your listing barely shows it?"

"They might overlook the house."

"Exactly."

Jason picked up another photograph.

"Now imagine someone downsizing. They want less maintenance, comfortable living spaces, convenient laundry, and a garage that fits their vehicle."

He placed the photographs side by side.

"Same property. Different priorities."

The husband scratched his head.

"So which buyer do we advertise to?"

"That's what we should have investigated before listing."

Buyers rarely evaluate a home based on square footage and price alone.

They're trying to solve problems.

Where will they work? Where will they entertain? How many stairs are they comfortable using? Is there enough storage? Will the layout accommodate their furniture?

Different members of a household may also value different features.

One might fall in love with the kitchen while another worries about the garage.

Neither preference is necessarily more important. What matters is understanding what influences the decision.

The trick isn't to convince everyone to love a property. It's to understand what makes the property valuable and communicate those advantages to the people most likely to appreciate them.

The funeral director raised his hand.

"One question."

"Go ahead."

"Did anyone actually investigate what made this house desirable?"

The homeowners exchanged uncomfortable glances.

"Not in those terms."

The funeral director wrote something in his notebook.

"Another suspect. This is becoming a very crowded funeral."

 

 

 

 

 

 

The Fourth Clue: The Photographs Were Lying

"Now," Jason said, "let's look at how the house was presented."

He opened the original MLS listing.

The first photograph showed a dark living room.

The second was a close-up of a bathroom sink.

The third showed the backyard.

The fourth was a bedroom.

The fifth returned to the kitchen.

Jason scrolled backward.

Then forward.

Then backward again.

"Is there a reason we're teleporting around the house?"

The wife frowned.

"What do you mean?"

"We start in the living room, jump upstairs, somehow end up in the backyard, and then return to the kitchen. I have no idea how this house is laid out."

"They're just pictures," her husband replied.

Jason looked up.

"To you, they're pictures of a home you know intimately."

He turned the phone toward the couple.

"To a buyer who's never stepped inside, these pictures are the house."

Most buyers begin their search online.

They're comparing properties on their phones, often while doing a dozen other things.

They don't know where the staircase leads, whether the kitchen connects to the dining room, or how the bedrooms relate to one another.

Good photographs need to do more than make individual rooms attractive.

They need to help someone understand the property.

"That's why I take far more photographs than I eventually use," Jason explained. "I review them, edit them, and arrange them deliberately."

He described how he wants buyers to experience a listing.

They enter through the front door.

They discover the living spaces.

They move naturally into the kitchen, through the bedrooms, and eventually outside.

By the time they finish, they should understand the home's layout, flow, and most important features.

A properly presented iGUIDE virtual tour and floor plan can take that experience further.

Jason handed the phone back.

"Your house might have been beautiful. But your listing made buyers work too hard to discover it."

 

 

 

 

 

 

The Fifth Clue: Nobody Knew the Party Was Happening

Jason requested the marketing history.

The home had been listed on a Monday.

A generic Facebook post appeared several days later.

There was no coordinated open house that weekend, no meaningful attempt to distinguish the property from its competitors, and little evidence of a marketing strategy built around the property's strongest features.

"But it was on MLS," the husband protested.

"Everybody can see MLS."

"Absolutely," Jason replied.

"But being available to see and giving someone a compelling reason to come see it are two different things."

Jason explained how he approaches a new listing.

Whenever the property and market conditions support it, he prefers launching on Wednesday or Thursday, followed by an open house that weekend.

Imagine a buyer opening an email on Thursday morning and noticing an attractive new listing.

They're interested, but they're also busy.

Now imagine the listing includes an open house on Saturday.

The property is fresh in their mind, and there's an immediate opportunity to visit.

But a launch is more than a date on the calendar.

Photography, virtual tours, social media, video, paid advertising where appropriate, and open houses should work together.

The objective isn't simply to generate views.

It's to generate interest from people who might actually buy the property.

Jason returned to the marketing report.

"Your home was introduced to the market," he said, "but nobody really gave it a proper introduction."

The funeral director nodded.

"A poorly attended birthday party. Very sad."

"Except this one ended with a funeral," Jason replied.

The Sixth Clue: The Warning Signs Nobody Read

The homeowners insisted the listing had initially received plenty of online attention.

Jason agreed.

"That's not unusual. New listings attract curiosity. The question is what people do after they look."

He opened the activity report.

There had been some early views, but few favorites, limited showing activity, and no meaningful momentum.

The wife leaned forward.

"How soon can you really tell whether a listing is doing well?"

"Sometimes within the first few days, you start seeing clues."

Jason explained that one of his personal early benchmarks is approximately three to five favorites within the first three to five days.

It isn't a universal industry standard. Different properties, price ranges, and market conditions behave differently.

But favorites, listing views, showing requests, open-house attendance, buyer feedback, and competing inventory can reveal whether a property is attracting genuine interest.

The husband looked skeptical.

"Day five? Isn't that a little early to start worrying?"

Jason smiled.

"To panic? Absolutely. To pay attention? Not at all."

He placed a blank weekly report on the table.

"Here's something I tell my sellers before we even list. Every Friday, you're going to hear from me."

"Every Friday?" the wife asked.

"Every Friday."

"Even if nothing happens?"

"Especially then."

The funeral director raised an eyebrow.

"What exactly do you tell them?"

"What happened that week. How many people viewed the listing, how many saved it, how many showings we had, what visitors said at the open house, what marketing we did, and what our competition is doing."

Jason paused.

"But the numbers alone aren't the important part."

He pointed at the report.

"I explain what they mean and what I recommend doing next."

The husband looked interested.

"So we don't have to call you asking what's happening?"

"That's the idea. I don't want you spending Thursday night wondering whether your house is getting any attention, then calling me Friday to find out."

Jason leaned forward.

"I'm watching the listing like a hawk. You should know what happened that week without having to chase me."

"And if something serious happens on Tuesday?" the wife asked.

"Then I'm calling you Tuesday. I'm not waiting until Friday to deliver bad news."

The funeral director nodded approvingly.

"Sounds rather organized."

"It's more than organization," Jason replied. "It's accountability."

Before the property goes live, Jason discusses what early success might look like and what adjustments they may need to consider if the market doesn't respond.

That way, if the first few days are disappointing, the conversation isn't an unpleasant surprise.

It's a continuation of a strategy everyone already understands.

"Remember," Jason said, "the first couple of weeks are especially important to my launch strategy. I don't want us discovering a problem after the market has already moved on."

The wife looked at the original listing report again.

"So the warning signs were there?"

"Some of them."

"And if we'd understood them sooner?"

"We might have made different decisions while there was still more opportunity to capture fresh attention."

The funeral director scribbled something in his notebook.

CAUSE OF DEATH: WARNING SIGNS IGNORED.

Jason glanced over his shoulder.

"Careful. We're not finished investigating yet."

The Seventh Clue: The Price Nobody Wanted to Discuss

Jason laid five property photographs across the table.

"Let's pretend you're buying a house."

The husband looked confused.

"We're selling one."

"Humor me."

Jason showed them five homes in the same general price range.

Each offered a different combination of location, condition, size, upgrades, and features.

"Which one would you want to see first?"

The couple studied the photographs.

Eventually, they both pointed to the same house.

"That one," the wife said. "It looks like the best value."

Jason smiled.

"Exactly. That's what we're trying to achieve."

Before recommending an asking price, Jason doesn't just examine recently sold properties.

He studies the homes currently competing for the same buyers.

How many alternatives are available? What are their strengths and weaknesses? Where does this property stand in comparison?

Sometimes, when the comparison isn't obvious, he'll even suggest visiting a competing listing with the seller.

Why?

Because that's what buyers are doing.

They're walking through several properties, comparing layouts, finishes, garages, locations, and asking prices.

The goal is to make the property the obvious choice among the homes buyers are considering.

The husband pointed at the most attractive competing property.

"But ours has a new furnace."

"And that's a positive," Jason replied. "But buyers aren't necessarily going to reimburse you dollar for dollar for the work you've done."

A new furnace can reduce concerns about future expenses. A renovated kitchen may make a property more appealing. Good maintenance can improve buyer confidence.

But the market still determines how much those improvements contribute to what someone is willing to pay.

The couple exchanged a look.

They were beginning to understand something they hadn't considered before.

Their house wasn't competing against their renovation receipts.

It was competing against other houses.

"And what if we want to try a higher price?" the wife asked.

"Then we discuss it. Sometimes a small difference is workable, depending on the property and market."

Jason continued.

"But we need to agree beforehand what we're watching and when we're prepared to adjust."

He explained that a price correction shouldn't arrive as a shocking confession of failure.

It should be a possibility everyone understands before the listing goes live.

"And what if someone insists on a price that's completely unrealistic?" the funeral director asked.

Jason took a sip of coffee.

"Sometimes I walk away."

The husband blinked.

"You'd turn down a listing?"

"Absolutely."

A listing involves significant time, marketing, money, and responsibility.

If the owner's expectations are so far outside the market that the property is unlikely to sell, accepting the listing simply to win the business doesn't help anyone.

"I'd rather underpromise and overdeliver," Jason said, "than tell somebody what they want to hear and disappoint them three months later."

For the first time that afternoon, nobody had a clever response.

The Eighth Clue: The Offer That Didn't Survive

The funeral director flipped through the paperwork.

"Hold on."

Everyone looked up.

"According to this, the property actually received an offer."

The husband nodded sadly.

"We thought it was finally sold."

"What happened?" Jason asked.

"The inspection."

The wife sighed.

"The buyer's inspector found some concerns with the furnace, questioned the condition of the deck, and noticed the Poly-B plumbing."

"The buyer got nervous," her husband added. "They wanted a price reduction. We thought they were being unreasonable."

"And then?"

"They walked away."

The funeral director slowly closed the file.

"Ah. So we have a second crime scene."

Jason nodded.

"Getting an offer and getting to closing are two different things."

Inspection concerns don't always have to destroy a transaction.

Sometimes a contractor can clarify an issue.

Sometimes a professional assessment can distinguish a serious problem from routine maintenance.

Sometimes an agreed repair or negotiated adjustment can keep everyone moving forward.

But surprises discovered after an offer can create uncertainty, frustration, and mistrust.

And uncertainty can be expensive.

"Imagine," Jason said, "if we'd noticed the furnace concerns, reviewed the deck, and discussed the plumbing before the property went on the market."

The wife thought for a moment.

"We could have obtained estimates."

"Exactly. Or professional opinions, or made repairs where appropriate. At minimum, we could have understood what we were dealing with."

The husband looked at the inspection report.

"So the inspection killed our sale?"

Jason shook his head.

"The inspection revealed the problems. The surprises helped kill the deal."

He continued.

"That's why I look at a property from several angles during my first walkthrough. I'm thinking about presentation, buyer appeal, possible inspection concerns, and what might complicate negotiations later."

His background in architecture, construction, renovations, and project management helps him ask questions before those questions become emergencies.

It doesn't mean he can diagnose every problem.

It means he knows when something deserves closer attention and when to bring in a qualified specialist.

The funeral director sighed.

"So even after finding a buyer, the property wasn't necessarily safe?"

"Not until the conditions are satisfied and the transaction successfully closes."

"Good heavens," the funeral director replied. "This profession is much more complicated than putting a sign on a lawn."

Jason smiled.

"You have no idea."

The Verdict

The funeral director straightened his jacket.

"Mr. Kamal, I believe it's time. Have you determined what killed this listing?"

Jason looked at the photograph of the house.

"It wasn't an ugly house."

The homeowners nodded.

"It wasn't necessarily a bad neighborhood."

Another nod.

"And it certainly wasn't because nobody wanted to buy a home."

He closed the file.

"The property could have been better prepared. Its presentation didn't clearly communicate its strengths. The likely buyers weren't fully considered. The launch didn't create enough momentum."

He continued.

"Early market feedback gave us clues. The asking price needed to be evaluated against the competition. And when an offer finally arrived, inspection concerns created complications that might have been anticipated."

The husband looked toward the headstone.

"So it could have been prevented?"

"Possibly. No REALTOR® can guarantee a sale. But there were opportunities to give this property a much better chance."

The funeral director sighed.

"Then what's the official cause of death?"

Jason thought for a moment.

"A series of warning signs that weren't addressed before they became bigger problems."

There was a long silence.

Finally, the wife spoke.

"Well, that's depressing."

Jason smiled.

"Only if you're learning this after the funeral."

He handed her his card.

"Learn it before you list, and it's a completely different story."

The funeral director glanced at the card.

"Jason Kamal. REALTOR®. Edmonton and St. Albert."

He looked impressed.

"Tell me, do you always investigate houses this thoroughly?"

Jason finished his coffee.

"Only the ones I want to sell."

Before Your Listing Needs a Funeral

The mystery is fictional, but the lessons are practical.

A successful sale begins well before a property appears on MLS.

It starts with understanding the home, recognizing potential problems, identifying what buyers will value, and preparing the property to make the strongest possible impression.

It continues with a pricing strategy supported by the market, a coordinated launch, and careful monitoring of the response.

And it doesn't end when someone makes an offer.

Inspection concerns, financing, conditions, negotiations, and closing details can still determine whether a transaction succeeds.

That's why I approach selling a property as a complete process rather than a single marketing event.

With my background in architecture, construction, project management, renovations, and real estate, I look at properties from several perspectives.

I consider how they present, how buyers experience them, what concerns may arise, how they compare with competing homes, and what it will take to move a transaction successfully toward closing.

And throughout the listing, my sellers receive an update every Friday.

Not because they've called asking what's happening.

Because they deserve to know.

Thinking about selling your home?

Before choosing a price or launch date, let's look at your property, its competition, and the opportunities to position it for success.

No inflated promises. No obligation to list. Just a candid conversation about what makes sense for your home.

Request a Personal Property Review

Frequently Asked Questions About Selling a Home

Why isn't my house selling even though it's getting online views?

Views indicate that people are discovering the listing, but they don't necessarily indicate serious buying interest. If a property receives views without favorites, showings, or offers, it may be worth reviewing its asking price, photography, condition, competition, and marketing strategy. The relationship between views and showings can be more informative than views alone.

How long should I wait before reducing my asking price?

There's no universal deadline. Market conditions, competing inventory, showing activity, and buyer feedback all matter. I prefer evaluating early response within the first several days and reviewing the strategy with my sellers every Friday. A price adjustment should be based on market evidence, not simply the number of days listed.

What should I fix before putting my house on the market?

Start with issues that affect safety, function, presentation, or buyer confidence. Depending on the property, these may include visible maintenance concerns, damaged finishes, window problems, deteriorating decks, or mechanical issues. A knowledgeable walkthrough can identify areas that warrant attention, while qualified inspectors and contractors should assess technical concerns.

What should my REALTOR® report to me every week?

A useful weekly update should include listing activity, favorites or saves where available, showings, open-house results, buyer feedback, marketing performed, competing listings, and recommendations. The most important part is understanding what the information means and whether the strategy needs adjustment.

Does professional staging help sell a house?

Staging can improve how buyers perceive a home's space, layout, and functionality. However, professional staging isn't always necessary. Rearranging existing furniture, clearing pathways, reducing visual distractions, and improving natural light can make a meaningful difference without a large expense.

More Stories and Advice for Homeowners

She Tried to Save $19,000 Selling Her House. Here's What Happened.

Meet Sally, a homeowner who thought saving on commission was the most important part of selling her house. Discover why the amount you keep after the sale matters more than the commission percentage alone.

Coming Soon: What Your House Is Hiding

A mystery about the warning signs homeowners overlook, the surprises buyers uncover, and why a little preparation can prevent expensive problems.

Coming Soon: The Hostage Negotiator

What does a tense negotiation have in common with selling a house? More than you might think. Discover why understanding people's motivations can matter as much as the numbers on an offer.

About the Author

Jason Kamal is a REALTOR® serving Edmonton, St. Albert, and surrounding communities. With a Bachelor of Architecture, PMP and RENE credentials, experience in construction and project management, and a background renovating and flipping properties, Jason brings a practical, hands-on perspective to real estate. He has worked in real estate since 2012.

Residential • Commercial • Rural

Visit JasonKamal.com

This fictional story is inspired by real-world lessons from real estate, architecture, construction, renovation, and negotiation.