10 Tips to Sell Your Home
Faster and for More Money
Atlanta Area Webinar
Sascha Gummersbach
Redfin’s North Atlanta Team
Se...
Agenda
● Intro to Redfin
● Understanding the Market
● The Selling Process
● Pricing Strategies
● Marketing your home
● Rep...
A Little Bit About Who We Are
● Redfin is a real estate brokerage that has helped over
20,000 people buy or sell a home; 9...
Understanding the
Market
Slide 5 of 55
Case-Shiller: Atlanta Area v. 20-City
0.00
50.00
100.00
150.00
200.00
250.00
Atlanta
20-City Composite
Case-Shiller – By the Numbers
Atlanta Area
Up 19.0% year-over-year
Peak was July 2007
Down 20.0% from peak
Currently at Ju...
Story of 2013: Low Inventory
Story of 2013: Rising Prices
Selling Your Home
10 Tips to Sell Your Home
Faster and for More Money
1. Know the Process: Knowledge puts you in the Driver’s Seat
2. Know Y...
10 Tips to Sell Your Home
Faster and for More Money
6. Why now?”: Upgrades & Touches that Payoff
7. Sparkling Debut: Photo...
The Selling Process
The Selling Process
● Decide on selling
● Meet with an Agent
● Stage and prepare your Home (Open Book referrals)
● Photogr...
Pricing: An Art & Science
● Consider the current economic factors
► Housing market
► Mortgage rates
► Employment & other E...
Pricing Strategies
What if we over price?
● Fewer Buyers see your house
● More days on market can elicit suspicion
● Need ...
Comparative Market Analysis
● What is a CMA?
► Art and Science: Left brain VS Right brain
► What is my home really “worth”...
What is the Best Day to List?
● Homes listed on Sunday get marginally more online views.
● Homes listed on Friday are tour...
How to Get Your Home
Ready to Sell
Curb Appeal
Front Door
● The first impression of the house
● Clean!
● Nice hardware on door goes a long way
● Clean/updated hardware -...
Porch
● Don’t put a lot on it
● A place for people to sit
● 1 or 2 great decorative pieces
● Grill – make sure it’s clean!...
Paint
● Things to consider:
► How much light the home gets
► What color the neighbor’s home is painted
► Specific to style...
Driveways and Pads
● Kill weeds
● Cut branches and bushes back
● Shovel driveway in winter
● Hide garbage cans
● Power was...
The Backyard
● Power wash patios/deck
● Furniture
► Buyers will sit
► Borrow from a friend
► Bright pillows
● Trim back la...
Repairs and Updates
Entryway
Usually the 1st and last thing a potential buyer sees
when looking at any home/condo.
Things to focus on:
● Are t...
Kitchen
As you have probably heard, kitchens & bathrooms sell homes!
Kitchen Floors: Tile
● Tile: many times the tile is in good shape
but the grout is either falling apart or
discolored from...
Kitchen Floors: Hardwood
● Hardwood: If you have hardwood
floors you already know they can
show wear and tear easily.
● A ...
Kitchen Counters and Cabinets
● Backsplash:
► A tile backsplash can make for
a nice upgrade from just wall
paint between y...
Baths
This is the second place that people are going to really focus on.
Baths: Floor
● Floors:
► Basically the same idea as the kitchen: either clean or re-grout.
► New tile installation can als...
Baths
● Shower enclosures can show signs of wear and water
damage to the grout and caulking. An effective &
inexpensive fi...
Staging & Perfect
Pictures
Tips for Staging Your House
● De-clutter! De-clutter! De-clutter!
● Get rid of ALL smells (even the ones you like!)
● Get ...
The Importance of Staging
Your Home Will Spend Less Time on the Market
● The Real Estate Staging Association studied 174 h...
The Importance of Staging
Your Home Will Show Better in Photographs
● 90% of all home purchases begin with an Internet sea...
The Staging Process Explained
For an Unoccupied Property:
● Staging generally takes 2 days
● Stagers make recommendations ...
Before:
After:
Before:
After:
How Much Can You Expect to
Spend on Staging?
● Some stagers charge $1.50 per square foot
● Monthly rental fee based on 1/3...
Before:
After:
The Return on Investment of
Staging Your Home
● If, for example, staging your home costs $2,600 - and
results in a $26,000...
Marketing Your Home
Listing with Redfin
● More People See your Home
► Redfin.com is the #1 used RE search site in the US
► Your listing gets P...
Benefits of a MLS Powered Site
● Recent Windermere/Redfin study across 11 major U.S. cities
● Redfin.com has 20+% more age...
Marketing Blitz
#1
Brokerage
Website
Twice as many people see your home on Redfin.com
Marketing Blitz
Potential buyers see your home on the web
Thanks for Joining!
- Do you want to know what your home is worth?
- Or want to set up a free one-on-one consultation?
- O...
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Redfin's Free Home Selling Webinar - Atlanta Area

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  • [REQUIRED – please add the main presenter’s photos]
  • [REQUIRED – Updated every time]
  • [REQUIRED – Updated every time]
  • (show pre-done CMA from MRIS, pulled in advance, include summary with photos of comps, and summary detail at a minimum)
  • Talking point: Redfin.com is the most-visited brokerage website in the markets we serve, over 5 million monthly visitors nationwide
  • UPDATE THIS SLIDE: (Seattle only) Delete the realtor.com image and “we buy premium placement…” statement from this slide. Seattle does not promote listings on realtor.com.
  • We’ll stick around…
  • Redfin's Free Home Selling Webinar - Atlanta Area

    1. 1. 10 Tips to Sell Your Home Faster and for More Money Atlanta Area Webinar Sascha Gummersbach Redfin’s North Atlanta Team September 24th, 2013 @Redfin facebook.com/Redfin
    2. 2. Agenda ● Intro to Redfin ● Understanding the Market ● The Selling Process ● Pricing Strategies ● Marketing your home ● Repairs & updates ● Curb appeal ● Staging & perfect pictures ● Questions?
    3. 3. A Little Bit About Who We Are ● Redfin is a real estate brokerage that has helped over 20,000 people buy or sell a home; 97% would refer us to a friend. ● New RE Model: Customers, not commissions ● Buy-side: More info available +Transparency = Informed decisions = The right home for the right price ● Give back a portion of our “commission” ● Sell-side: We do MORE (Info, Photos, Classes, Sparking Debut, FT Coordinator, Proprietary Software for LESS ($$)
    4. 4. Understanding the Market
    5. 5. Slide 5 of 55 Case-Shiller: Atlanta Area v. 20-City 0.00 50.00 100.00 150.00 200.00 250.00 Atlanta 20-City Composite
    6. 6. Case-Shiller – By the Numbers Atlanta Area Up 19.0% year-over-year Peak was July 2007 Down 20.0% from peak Currently at June 2001 & January 2009 prices 20-City Composite Up 12.1% year-over-year Peak was July 2006 Down 22.7% from peak Currently at May 2004 and September 2008 prices
    7. 7. Story of 2013: Low Inventory
    8. 8. Story of 2013: Rising Prices
    9. 9. Selling Your Home
    10. 10. 10 Tips to Sell Your Home Faster and for More Money 1. Know the Process: Knowledge puts you in the Driver’s Seat 2. Know Your Numbers: Price it right the first time 3. A House Not A Home: Prepare Your Home For the Market 4. Get your home inspected before listing 5. Surviving the Inspection: Maintenance & Repairs
    11. 11. 10 Tips to Sell Your Home Faster and for More Money 6. Why now?”: Upgrades & Touches that Payoff 7. Sparkling Debut: Photos make the FIRST Impression 8. Get Noticed: Exposure is the Key! 9. Make your first week count: A listing gets nearly 4x more attention in the first week than a month later 10. Setting an attractive price up front can increase the odds an interested buyer will step forward quickly
    12. 12. The Selling Process
    13. 13. The Selling Process ● Decide on selling ● Meet with an Agent ● Stage and prepare your Home (Open Book referrals) ● Photograph your home ● Take it live! ● Get an offer & expert help in negotiating = Signed Contract ● Work as a Team through the Inspection & Appraisal process ● Signing / Funding / $$$
    14. 14. Pricing: An Art & Science ● Consider the current economic factors ► Housing market ► Mortgage rates ► Employment & other Economic factors ● Consider ► Location-Competition-Timing-Condition-Price ► Comparable homes in your area  “Active”: Your direct competition  “Pendings”: How many DOM can indicate final price  “Solds”: Watch the trends of list VS sold prices
    15. 15. Pricing Strategies What if we over price? ● Fewer Buyers see your house ● More days on market can elicit suspicion ● Need price - reduction plan ● Hope: One Buyer pays the higher price ● Risk: Appraisal concerns What if we under price? ● Elicit Market Interest ● More buyers see your house = more potential offers ● Sold more quickly ● Hope: More than 1 Buyer ● Risk: Timing works against you & only 1 Buyer makes an offer
    16. 16. Comparative Market Analysis ● What is a CMA? ► Art and Science: Left brain VS Right brain ► What is my home really “worth”? ● CMA VS Appraisal? ► What they each mean to you ● How could 3 different Agents suggest 3 different prices? ► Experience level ► Business style ► Underlying Strategy
    17. 17. What is the Best Day to List? ● Homes listed on Sunday get marginally more online views. ● Homes listed on Friday are toured 19% more. ● Homes listed on Friday or Thursday sell for slightly closer to original list price. ● Homes listed on Friday are 12% more likely to sell in 90 days or less.
    18. 18. How to Get Your Home Ready to Sell
    19. 19. Curb Appeal
    20. 20. Front Door ● The first impression of the house ● Clean! ● Nice hardware on door goes a long way ● Clean/updated hardware - spend $100 on updated locks
    21. 21. Porch ● Don’t put a lot on it ● A place for people to sit ● 1 or 2 great decorative pieces ● Grill – make sure it’s clean! ● Porch lights ► Make sure they work ► Buy new ones – Great touch for under $50
    22. 22. Paint ● Things to consider: ► How much light the home gets ► What color the neighbor’s home is painted ► Specific to style (modern vs. craftsman) ● Contrasting colors - Light trim/solid color ● Painting door an appealing color
    23. 23. Driveways and Pads ● Kill weeds ● Cut branches and bushes back ● Shovel driveway in winter ● Hide garbage cans ● Power wash driveway and walkway
    24. 24. The Backyard ● Power wash patios/deck ● Furniture ► Buyers will sit ► Borrow from a friend ► Bright pillows ● Trim back large bushes – makes yard appear bigger ● Fence ► Paint/re-stand ► Make sure gates work
    25. 25. Repairs and Updates
    26. 26. Entryway Usually the 1st and last thing a potential buyer sees when looking at any home/condo. Things to focus on: ● Are the walls & baseboards damaged, scuffed or dinged up? ► A quick coat of paint can make a big impact. ● Is the light fixture in need of being replaced? ► Adequate light is important; makes the entryway feel more open and inviting. ● Does the area have proper storage (are things piled up and stuffed in corners)? ► Not necessarily on the cheaper end of updates, but a built-in storage area can be a big plus.
    27. 27. Kitchen As you have probably heard, kitchens & bathrooms sell homes!
    28. 28. Kitchen Floors: Tile ● Tile: many times the tile is in good shape but the grout is either falling apart or discolored from the foot traffic pattern. ● A cheap do-it-yourself fix is to buy some industrial cleaner and a good firm bristle scrubbing brush and go to town on the grout. ● Another option would be to hire a company like The Grout Dr. They come out and rout out the old grout and re- grout the whole area with new material. This is also a much cheaper option than ripping up the old tile and having to pay a contractor to retile the entire kitchen.
    29. 29. Kitchen Floors: Hardwood ● Hardwood: If you have hardwood floors you already know they can show wear and tear easily. ● A quick & easy do-it-yourself fix to minor scratches and moderate signs of wear, is to use a hardwood floor cleaner/polisher. It will remove light signs of wear immediately. ● For heavy scratches and damage, a good option aside from replacing the flooring would be to hire a company to refinish the floors. They will come in and sand down the floors and apply a coat of polyurethane. Your floors will usually look like new!
    30. 30. Kitchen Counters and Cabinets ● Backsplash: ► A tile backsplash can make for a nice upgrade from just wall paint between your countertops and cabinets ► There are new products out there that can make tackling this type of project much easier if you want to try to take on this upgrade yourself. SimpleMat is one example. ● Cabinets: ► Often are in good shape but show normal signs of wear from daily use. ► Painting cabinets that are in good shape but show signs of moderate wear & tear is an inexpensive alternative to replacing them. ► Re-facing is another cost effective alternative to putting in all new cabinets.
    31. 31. Baths This is the second place that people are going to really focus on.
    32. 32. Baths: Floor ● Floors: ► Basically the same idea as the kitchen: either clean or re-grout. ► New tile installation can also make a big impact in any bathroom. Before: After:
    33. 33. Baths ● Shower enclosures can show signs of wear and water damage to the grout and caulking. An effective & inexpensive fix is to strip and re-caulk any material that shows signs of mold or discoloration. ● Retiling a shower enclosure is also a nice facelift but is going to be more costly than touching up the tile. ● Vanity/Toilet: If they are in poor shape, replacing them is not a very expensive option and can make a big difference from run down fixtures. ● Swapping out the faucet/shower control and shower head can also make a worn down bathroom look new if the rest of the items are in good shape.
    34. 34. Staging & Perfect Pictures
    35. 35. Tips for Staging Your House ● De-clutter! De-clutter! De-clutter! ● Get rid of ALL smells (even the ones you like!) ● Get the dust and film off of everything ● Wash windows – Inside & Out ● Make all beds & add throw pillows to couches ● New fixtures and drapes in the bathroom or kitchen ● Neutral colors
    36. 36. The Importance of Staging Your Home Will Spend Less Time on the Market ● The Real Estate Staging Association studied 174 homes previously on the market an average of 156 days. ● Those same homes were professionally staged, relisted and sold in 42 days on average after staging. This is 73% less time on the market.* *2011 RESA study
    37. 37. The Importance of Staging Your Home Will Show Better in Photographs ● 90% of all home purchases begin with an Internet search ● Photos begin to sell your home before buyers even enter it
    38. 38. The Staging Process Explained For an Unoccupied Property: ● Staging generally takes 2 days ● Stagers make recommendations for improvements and maintenance ● Stagers bring in all furniture, rugs, lamps, window treatments, art and accessories
    39. 39. Before:
    40. 40. After:
    41. 41. Before:
    42. 42. After:
    43. 43. How Much Can You Expect to Spend on Staging? ● Some stagers charge $1.50 per square foot ● Monthly rental fee based on 1/3 of the staging cost ● Rental fees are pro-rated daily after the first month
    44. 44. Before:
    45. 45. After:
    46. 46. The Return on Investment of Staging Your Home ● If, for example, staging your home costs $2,600 - and results in a $26,000 increase in your home's sale price - that's a $1,000% return on investment ● "The investment in staging your home will always be less than a price reduction on your home." - Barb Schwarz, founder of home staging ● "This home was on the market for 90 days with no offers. At the insistence of the homeowner, I was contacted to stage the property. It sold two days after staging. What does that tell you about the importance of staging?" - home stager, St. Louis, MO
    47. 47. Marketing Your Home
    48. 48. Listing with Redfin ● More People See your Home ► Redfin.com is the #1 used RE search site in the US ► Your listing gets Premiere placement on Redfin.com ► Mobile app target “On-the-Go” Buyers ► Professional HD Photography ► Stunning “Get Noticed” Flyers ● You’ll Know It All at Every Step ► You’ll have a whole Team on your side ► Link to show how many people have viewed your home ► Advise you at every step in the process
    49. 49. Benefits of a MLS Powered Site ● Recent Windermere/Redfin study across 11 major U.S. cities ● Redfin.com has 20+% more agent-listed properties than two national portals, Zillow and Trulia ● We display new listings 7 to 9 days faster, and record sales faster too
    50. 50. Marketing Blitz #1 Brokerage Website Twice as many people see your home on Redfin.com
    51. 51. Marketing Blitz Potential buyers see your home on the web
    52. 52. Thanks for Joining! - Do you want to know what your home is worth? - Or want to set up a free one-on-one consultation? - Other questions? Get in touch: Sascha Gummersbach sascha.gummersbach@redfin.com Check out our upcoming classes: http://www.redfin.com/events

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