Home Selling Class - Pleasanton - March 12, 2012

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Home Selling Class - Pleasanton - March 12, 2012

  1. 1. Selling in Today’s Market Redfin’s Livermore Pleasanton Team March 12, 2012
  2. 2. Agenda for March 12, 2012• What Redfin is all about• How to sell your home• Photos• Curb appeal• Staging• Pricing• How people see your home• Negotiating• Inspections and contracts• Post Mutual
  3. 3. Pleasanton February Stats for HomesConsidering… Looking… Buying…
  4. 4. Pleasanton February Stats for HomesConsidering… Looking… Buying…
  5. 5. Sale v. List Price Single Family Homes:February 2012 Median Median Avg. Area # Sold List Price Sale Price SP/LPPleasanton 39 $865,000 $595,000 97.1%Fremont 128 $529,000 $430,000 98.7%Palo Alto 28 $2,324,000 $1,820,000 104.5%Milpitas 36 $538,000 $424,000 98.9%Oakland 232 $250,000 $230,000 99.8%Dublin 20 $627,000 $500,000 99.3%Hayward 93 $295,000 $265,000 100%San Jose 500 $556,000 $432,000 99.2%
  6. 6. Where is the Market Headed?• Supply of homes is at a five-year low, but signs are pointing to a slight increase in inventory this spring• Foreclosure inventory has been driving price declines, but number of them are decreasing
  7. 7. What Redfin Is All AboutOur MissionTo use technology and a customer service focus to make buyingand selling homes better for consumers.The Redfin Difference: service, not sales• Agents 100% focused on clients, not prospecting• Every client surveyed, every response published• Every agent paid on client satisfactionWhat That Means for You: a good sale, not any sale• Deepest local expertise: what’s selling, who’s buying• Accountable for results• Focused on your goals, not mine
  8. 8. A Little Bit About Who We AreRedfin is a real estate brokerage that hashelped over 20,000 people buy or sell a home;97% would refer us to a friend.• Customers, not commissions• Informed decisions• The right home for the right price No obligation Get back up to 50% of our commission
  9. 9. How to Sell Your House• Perfect debut • Staging: invest in the house, not fees • Professional photos: optimized for online • Pricing: a science, not an art• Marketing blitz • Website syndication • Open house, private tours, yard sign, flyers• Sustained effort • Tour follow-up • Real-time traffic dashboard
  10. 10. Listing with Redfin• More people See your Home • Premium placement on Redfin.com • Mobile apps target on-the-go buyers • Promote home in targeted • Professional Flyers• You’ll Know It All at Every Step • Email all buyers who see your home • See how many people have viewed your home • Advise you at every step in the process
  11. 11. Best Price and Lower Fees • Agent’s are paid on satisfaction • Honest Agents • No pressure advice • Time spent serving YOU! • Lower Fees • 1.5% Fee vs. Traditional 2.5%
  12. 12. Save Without CompromiseConsidering… Looking… Buying…
  13. 13. Preparing to Sell
  14. 14. Getting ready to hit the market…First Impressions • De-Clutter • De-Personalize • Clean, Paint, Fix & Deodorize • Small Updates (DIY Projects)Skeletons in the Closet • Disclose, Disclose, Disclose • Consider a Pre-InspectionHistory of the Home • Gather paperwork (permits, receipts)Professional Help • Landscaping • Staging
  15. 15. Perfect Pictures
  16. 16. Agent-Contract Audits
  17. 17. 10003220
  18. 18. Price & List Strategies
  19. 19. Strategies for Sellers…Tips for Pricing Your Home • Buyers today know value • Effects of wrong pricingTips for Marketing • List on a Thursday or Friday • Be flexible on showings • Open Houses • Online Marketing & Photography • http://www.frontdoor.com/sell/10-tips-for-selling-a-home-in-the-fall/55828
  20. 20. Tips to Making Your Curb Appealing• Clean up and fix your yard• Fix your mail box and add house numbers if missing• Wash off your siding• Flowers in pots, weed, mow & edge lawn• If your house needs a quick refresher, paint the front door instead of the whole house!• Park your cars in the garage, not the driveway
  21. 21. Tips to Staging Your House• Declutter• Get rid of ALL smells• Get the dust and film off of everything• Make sure all electronics are turned off• Make all beds & add throw pillows to couches• Put fresh flowers in rooms• New fixtures and drapes in the bathroom or kitchen• Neutral colors
  22. 22. Pricing: An Art & Science• Consider the current markets • Housing markets • Mortgage rates • Economic and other factors• Consider the price • Competitive environment • Comparable homes in your area • Active, under contract, sold (within 90-120 days) • Appraisal concerns
  23. 23. Pricing Strategies What if we under price? What if we over price?• Stand out from competition • Loss of Interested Buyers• More buyers = more offers… • Eliminates Offers = Lower Price• Risk: one buyer • Long days on market • Need price-reduction plan • Hope: one buyer • Appraisal concerns
  24. 24. 90% of Buyers Use the Internet to Search Internet 76% 13% 10% Real estate agent 68% 19% 13% Yard sign 24% 35% 41% Open house 12% 34% 54% Newspaper ad 11% 29% 60% Home book or magazine 7% 18% 74% Home builder 6% 11% 82% Television 1% 6% 92% Relocation company 1% 2% 96% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Frequently Occasionally Rarely or not at allSource: 2009 NAR Profile of Home Buyers and Sellers
  25. 25. 90% of Buyers Search Online 1,432,413 visits in San Francisco area for January 2012 (Source: Internal records)
  26. 26. Your House as Seen by…You
  27. 27. Your House as Seen by…The Buyer
  28. 28. Your House as Seen by…The Lender
  29. 29. Your House as Seen by…The Appraiser
  30. 30. Your House as Seen by…The Tax Assessor
  31. 31. Negotiations and Tactics• Understanding current market conditions• Personal vs. business• Evaluate entire offer • Price • Settlement date • Inspections • Financing• To counter or not to counter
  32. 32. Inspections and Contracts• Types of inspections • Home Inspection • Pest Inspection • Opportunity to negotiate repairs?• As-is terminology• Seller credits
  33. 33. After Offer is Accepted…• Agent • Mutual Acceptance• Alternate Agent • Earnest money due• Team Coordinator • Loan Application • Title Contingency • HOA Contingency (condos) • Inspection Contingency • Financing Contingency • Closing
  34. 34. We Share Our Commission With YouConsidering… Looking… Buying…
  35. 35. Thanks For Coming Out Tonight!• Please fill out the survey! We’d love to get your feedback on how the class could improve.• We’ll send out the deck tomorrow!• If you’d like to get in touch with an agent, just chat with us now or contact us on Redfin.com.

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