as far as “having” to sell it, the book advises if you have not generated a certain amount of calls within three days, you just postpone the sale and re-run the ad with a lower price. It sounds like if this guy is advertising a $ 500,000 house for $74,000, they will be beating his door down to bid.
But the ad she mentioned said the house WILL be sold to the highest bidder! No mention of any reserve contingency. You have to be careful in how you advertise something or you can end up getting sued for false advertising.