Selling Your Home


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Team Toman\'s approach to selling your home...What You need to know.

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Selling Your Home

  1. 1. it’s all about you Our real estate business is built around one guiding principle: It's all about you. Your needs Your dreams Your concerns Your questions Your finances Your time Your life Our focus is on your complete satisfaction. In fact, we work to get the job done so well, you will want to tell your friends and associates about it. Maybe that's why over 50% of our business comes from re- peat customers and referrals. Good service speaks for itself. We look forward to the opportunity to earn your business too. 1
  2. 2. selling your home 10 steps to selling your home page 3 frequently asked questions page 4 curb appeal page 5 overall interior page 6 what we do for you page 8 10pt marketing plan page 9 six selling myths uncovered page 10 real estate truths page 12 Why Keller Williams Realty page 18 About us page 19 Our 10pt customer service commitment page 20 real estate glossary page 21 just for fun page 25 *Sample contract 2
  3. 3. ten steps to selling your home 1. Define your goals, wants, needs and expectations. A good place to begin is by exploring your short and long term goals in life and how selling your home fits in. We walk you through a process to thoroughly understand your goals, wants and needs to ensure that your expectations are met. 2. Determine the best price for what’s going on in the market right now. We assess the current state of the market and what comparable homes are actually selling for by reviewing a Comparative Market Analysis (CMA) on your home. That way, we can objectively determine its fair market value and price it right. 3. Prepare your property so that it is in top-selling condition. Most of us don’t keep our homes in top-selling condition. We will work with you to help you see things from a buyer’s point of view. We will consult with you on what to repair, replace or remove so that your home makes a GREAT first impression. 4. Implement time-proven, research-based marketing strategies. Your home will be marketed with a 10 point marketing plan that has the highest potential for bring- ing not only the most buyers, but also the most qualified buyers to your doorstep. 5. Show your property. Always keep your home in top-selling condition. When you leave for work, make sure that your home remains in top-selling condition. You know what they say about first impressions! 6. Receive an offer. When a buyer decides to buy your home, an offer will be pre- sented. We will advise you on the offer and whether the buyer is qualified to pur- chase your home. 7. Negotiate to sell. Most offers require some level of negotiation. We will work to- gether to decide your parameter and we will negotiate on your behalf. 8. Have your home appraised and inspected. Once you have accepted an offer, we will work with the buyer’s agent to coordinate an appraisal, inspections and a survey (if required). If the buyer requires that certain repairs be made on your home, we will continue to negotiate on your behalf and recommend vendors so we move successfully from contract to closing. 9. Prepare for closing. A few days before closing (also known as settlement), we will contact the title company and the buyer’s agent to ensure that all the necessary forms and documents have been prepared. We will meet with you to review the closing documents and let you know what additional forms and information you need to bring to the closing meeting. 10. Close! At the closing meeting, ownership of your property is legally transferred to the buyer. We will be present to advise you and ensure that everything goes ac- cording to plan. 3
  4. 4. frequently asked questions Are there things we should do to our home to help ensure the maximum price? Yes. There is a benefit to making sure your home looks its best prior to offering it for sale. There are also small remodeling jobs that will pay off at resale. We can advise you about specific improvements that will increase your home's marketability and value. How often will you advertise our property? We don't just list homes; we market them. We will make sure your home is marketed to potential buyers around the clock, 24 hours a day, 7 days a week. We will customize a marketing plan to reach the types of buyers most likely to purchase your home. We know how to maximize the power of the Internet for our clients, while also using tradi- tional methods including brochures, yard signs and the KW Home Magazine.. Will you be present at all showings? At open houses we, or a member of our team, will be there. For showings, potential buyers will bring their own agents to see your home. Most buyers prefer only their own agents be present when evaluating a prospective new home. What if another agent tells us they can get us more for the house? Some agents will quote a higher listing price just to get your business, but an over- priced house will not sell. If you choose to work with us, we will conduct a comparative market analysis prior to recommending an asking price for your home. we will explain how we arrived at the price, but ultimately the decision is up to you. We will offer our professional opinion on how the market will value your home. Do we have any responsibilities during the marketing of our home? Your primary job during the sale of your home is to keep it neat and clean for showings and open houses. A large part of a home's appeal involves staging, which is every- thing from furniture placement to home fragrance. WE will advise you on how to stage your home well, giving you easy tips and quick fixes to maximize your home's appeal. What happens once we get an offer? We will help you consider each offer and negotiate the best deal for you. Once you've accepted an offer, we will guide you through the entire closing process and ensure everything proceeds smoothly. 4
  5. 5. curb appeal  Drive up to your home and look at it from afar. Look at it through the eyes of buyers.  Check the shingles – repair or replace damaged shingles.  Clean and repair the gutters.  Clean and repair the HVAC units.  Repair broken windows and shutters. Replace torn screens. Make sure frames and seams have solid caulking.  Repair or replace door knobs, doorbell and light fixtures if necessary.  Remove all toys, equipment and litter.  Remove cobwebs and nests.  Remove mildew, moss and stains from the side of your home – use bleach. Re- move stains from the walkways and driveway – use concrete cleanser and/or kitty litter.  Repair and clean patio furniture and deck area. Remove anything that can’t be re- paired.  Make sure the spa and pool sparkle.  Go around and touch up the exterior of your home with putty and paint.  Clean or paint the front door and mailbox.  Hose off the exterior of your home, especially around entrances. Use siding cleanser.  Wash the windows.  Wash your garbage can and put it in a place where it’s not the first thing potential buyers see when they drive up.  Stack the woodpile neatly.  Mow the lawn.  Trim the trees and shrubs.  Weed the gardens.  Add colorful plants or foliage to fill in bare spots.  Edge the gardens and walkways.  Sweep the walkways and driveway.  Replace doormats that are worn and torn.  Shine brass hardware on the doors and light fixtures. Polish stained wood doors and trim.  Drive up to your home again and look at it from the eyes of a potential buyer.  Walk into your home as a potential buyer. Determine what kind of impression the walkways and entrances now make. 5
  6. 6. Overall Interior  Walk through your home. Store, give away, throw away, or donate anything that you won’t need until after the move; e.g. furniture, knick-knacks, clothing, toys, equipment, appliances, worn rugs, papers, books, cosmetics, jewelry, games, CDs, etc.  Walk through your home again, this time with some tools. Fix loose door knobs, cracked molding, leaky faucets. Remove cob webs.  Replace worn or broken door knobs, cabinet fixtures, light fixtures, light switches, outlet plates, faucets and vent covers.  Clean the fireplace.  Clean the vents.  Clean and organize your closets. Add extra space by storing or giving away items.  Add a fresh coat of paint in light, neutral colors.  Shampoo the carpet. Replace if necessary. Clean and wax the floors.  Vacuum the window blinds, shades and drapes. Wash or dry clean curtains. Wash all the windows, frames and sills.  Add dishes of potpourri.  Remove all valuables, such as jewelry, artwork, knick-knacks, medications, cash, coin collections and so on.  Open all the window shades to create a spacious and bright look.  Put pet supplies and dishes in a place where they are not the first thing poten- tial buyers see or smell when they walk into a room. Living Room and Family Room  Make these rooms spacious and inviting.  Discard or repair chipped furniture. Replace worn rugs and pillows.  Remove magazines, games, toys and so on.  Make sure the entertainment center sparkles.  Vacuum upholstery, drapes, pillows, etc. Dining Room  Clean out your china cabinet. Polish any visible silver.  Put a lovely centerpiece on the table – treat yourself to fresh flowers. Set the table for a formal dinner to help potential buyers imagine entertaining there. 6
  7. 7. Bedrooms  Arrange furniture to create a spacious look.  Remove games, toys, magazines, cosmetics, jewelry – especially on the nightstands.  Replace bedspreads, quilts and pillow shams if they are worn or faded. Bathrooms  Remove rust and mildew stains.  Wash or replace shower curtains.  Make sure everything sparkles – including grout.  Replace worn rugs and towels. Kitchen  Make sure all appliances work.  Throw or eat the foods that you’ve been storing for so long.  Clean the inside of the refrigerator, stove and cabinets. Make sure everything is or- ganized to create a spacious look.  If your stove has electric burners, purchase new drip pans for each burner. Wash re- movable knobs in your dishwasher.  Polish the cabinets with furniture oil.  Make sure appliances, countertops and the sink sparkle. Install new faucets if neces- sary. Attic, Basement and Garage  Get rid of unnecessary items. Store or pack items you won’t need until after the move.  Organize everything to create more floor space and make inspections easy. Put things on shelves or in matching boxes.  Provide bright lighting.  Clean all equipment and vents. Replace filters. Fix any insulation that might be showing.  Take care of stale or musty odors. Open the windows, dust and wash the walls and floors, purchase room deodorizers. When It’s Time to Show  Make sure your property folder is out in the open. It should contain utility bills, an MLS profile, your Seller’s Disclosure, extra property flyers and extra business cards.  Do a quick clean and vacuum. Air out your house. Dispose all trash.  Put pets outside if it’s safe to do so.  Turn on a radio with peaceful music. 7
  8. 8. what we do for you All real estate agents will claim they can sell your house... We promise to sell your house at the maximum price, with minimum hassle. Selling a home successfully requires experience, time and resources. Experience From pinpointing an optimal asking price to writing a purchase agreement and negotiating terms of sale, real estate transactions are a science. Time Selling a home involves hours of open houses, phone calls and paperwork that you shouldn't have to worry about. we will take care of it all for you. Resources Yard signs, brochures, ads, direct mail and Internet technology. Keeping your home in front of potential buyers requires marketing 24 hours a day, 7 days a week. 82% of home sales are the result of agent connections Source: National Association of REALTORS® Selling your home can be a daunting task. We work hard so our clients can enjoy having their homes sold worry-free and profitably. We would love the opportunity to earn your business. 8
  9. 9. 10 Point Marketing Plan 1. Staging and pricing strategies 2. For Sale Sign and Rider Signs 3. Interactive Voice Response system to provide free recorded in- formation about your home 24 hours a day, 7 days a week. Each inquiry will be followed-up with a personal phone call 4. Flyers in House/Home Book/Comment Cards 5. MLS 6. Web Listings with Video Tour 7. Open House Program 8. Track Showings/Collect Feedback 9. Weekly Seller Updates 10.Property Caravans Optional Points: House Featured in “Marketing Vehicle” (Calendar, etc.) Email/Fax/Voice Broadcast Target Marketing Creative Marketing Ideas 9
  10. 10. six selling myths uncovered Myth #1: You should always price your home high and negotiate down. Truth: Pricing too high can be as bad as pricing too low. If you list too high, you'll miss out on buyers looking in the price range where your home should be. Offers may not even come in, because buyers who are interested in your home are scared off by the price and won't even take the time to look at it. By the time you correct the price and list your home at its fair market value, you will have lost that window of opportunity when your home draws the most attention from the public and real estate agents; i.e. the first 30 days that it is on the market. A well-trained real estate agent who looks out for your best in- terests will consult with you on your home’s fair market value and different pricing strategies for the current market. Myth #2: Minor repairs can wait until later. There are more important things to be done. Truth: Minor repairs make your house more marketable, allowing you to maxi- mize your return (or minimize loss) on the sale. Most buyers are looking for homes that are ready for them to move into. If your home happens to attract a buyer who is willing to make repairs, he/she will begin asking for repair allow- ances that come out of your asking price. The amount of an allowance that you have to offer a buyer is usually more than what it would cost for you to make the repair (or hire someone to make the repair). Remember, buyers are comparing your home to other homes that are currently on the market. Your home should be inviting so that everyone who looks at it can see them- selves living there. Myth #3: Once a potential buyer sees the inside of your home, curb appeal won't matter. Truth: Buyers probably won't make it to the inside of the home if the outside of your home does not appeal to them. Buyers and their agents often do drive- bys before deciding whether a home is worth their time to look inside. Your home’s exterior must make a good first impression so that buyers are com- pelled to stop and come inside. All it takes is keeping the lawn mowed, shrubs and trees trimmed, gardens weeded and edged, and clutter put away. 10
  11. 11. six selling myths uncovered continued Myth #4: Your home must be every home buyer's dream home. Truth: If you get carried away with repairs and replacements to your home, you may end up over-improving the house. There is a point where improving your home doesn’t pay off. The key is to consider what competing properties feature and look like. A highly-motivated real estate agent will consult with you on what competing properties have to offer – he/she can even show you competing properties so that you can make sound home improvement decisions. Myth #5: You are better off selling your home on your own and saving money on the commission you would have paid to a real estate agent. Truth: Statistically, many sellers who attempt to sell their homes on their own cannot consummate the sale without the service of a real estate agent. Homeowners who succeed in selling their home by them- selves usually net less than if they had a real estate agent working for them. The National Association of REALTORSâ surveys consumers every year, including homeowners who succeeded in selling their home without a real estate agent. Over 70% of these homeowners say that they would never do it again. Myth #6: When you receive an offer, you should make the buyer wait. This gives you a better negotiating position. Truth: You should reply immediately to an offer! When a buyer makes an offer, that buyer is, at that moment in time, ready to buy your home. Moods can change, and you don't want to lose the sale be- cause you have stalled in replying. 11
  12. 12. Having an agent represent you has its advantages: Professional representation… We are your personal representative and we’re re- quired by law to represent your best interests to the best of our ability. Personal specialist… it’s similar to hiring an accountant to help you file income taxes or a mechanic to fix your car. If you had the time to master those special- ties, you would be doing your own taxes and fixing your car. But who has that sort of time? Besides, most people will sell only two homes in their lifetime – two real estate transactions in a lifetime will not turn anyone into a real estate spe- cialist. Objectivity… our job is to point out all the pros and cons for all the decisions you will be making throughout the home-selling process. We will even tell you things you may not want to hear because as your agent, We want you to make in- formed decisions, not emotionally-based decisions. Convenience… these days, it’s nearly impossible to sell a home all by yourself without it turning into a part-time job. Not all real estate professionals are REALTORS . Only licensed real estate â agents who are members of the National Association of REALTORS can call â themselves REALTORS . REALTORS are committed to treat all parties honestly â â – they subscribe to a strict code of conduct and are required to maintain a high level of real estate standards. It is to your advantage to work with a REALTOR because of the training and standards this professional designation â requires. 12
  13. 13. The price of your home should be based on the price of sold prop- erties in your area rather than the list price of properties now on the market – this is how we establish your home’s fair market value. If it’s priced OVER its fair market value it will… Not attract as many buyers because they’ll think it’s out of their price range. Take longer to sell. Make competing properties look good. Become “shopworn.” Be overpriced in everyone’s minds (agents and buyers) and they tend not to forget. Cause you to lose valuable time and miss out on buying your dream home. Cause advertising dollars and marketing efforts to be wasted. Cause negotiations to stall. Cause appraisal problems. End up selling below market value in order to make up for all of the above. 13
  14. 14. Research conducted by the National Association of REALTORS® shows that more buyers purchase their properties at fair market value – not above it. The per- centage of buyers increases even more when the price drops below fair market value. 14
  15. 15. The fair market value of your home is determined by the market – that is, what today’s buyers are willing to pay. Buyers are comparing your home to other homes now on the market. They don’t care about: What Your What You What It What You What Another Costs to Neighbor Spent on Spent on Agent Says Build Today Says Upgrades Repairs What You What You Spent on What You What You What You Spent on Remodeling Need Want New Carpet Paid 15
  16. 16. Your home generates the most interest in the real estate com- munity and among potential buyers during the first 30 days it is on the market. If it is not properly priced during this time, we miss out on this peak level of interest: 16
  17. 17. Ads are not very effective for selling real estate. Data compiled in 2003 by the National Association of REALTORSâ showed that buyers first learned about the home they purchased from: Real estate agent 41% Builder 7% Yard sign 16% Knew the seller 4% Internet 11% Home book or maga- 1% zine Newspaper ad 7% Other 6% Friend, relative, or 7% neighbor 17
  18. 18. why Keller Williams Realty There is a reason more and more agents are making the change to Keller Williams Realty. Here's why it matters to you: Knowledge Powerful curriculum through Keller Williams University keeps us ahead of trends, tools and advancements in the real estate industry. Speed Leading-edge technology solutions accelerate our efficiency and productiv- ity. Teamwork Unlike other real estate companies, Keller Williams Realty was designed to reward agents for working together, to serve clients better. Reliability Keller Williams Realty was founded on the principles of trust and honesty, emphasizing the importance of having the integrity to do the right thing and always putting the customer’s needs first. Success Keller Williams Realty is the fastest growing real estate company in North America. When you offer a superior level of service, the word spreads fast. As part of the Keller Williams Realty team, we look forward to providing you with a phenomenal real estate experience! 18
  19. 19. about us How we different from other real estate agents. You are our focus. Real Estate for us is about helping people improve their lives. We are natural observers and have a gift for discerning a client’s needs and wants. Experience Over fifteen years in Texas Real Estate and seven years of working with home owners in The Woodlands, Spring, and Conroe areas. Proven customer service success with a loyal client base that generates personal referrals. Technology With cutting edge search and communication tools, we keep you at the fore- front of new listings and price reductions as well as up-to-date market trends. Communication Through your own personal Client Gateway, email, and phone calls, we are just a click or ring away. Personal TerriMike has been married for 25 years. She and John have two children and are active members of Woodlands Church where TerriMike serves as a Com- munity Leader. Joan began her Real Estate career in San Antonio before moving to Spring. She has three daughters and five grandchildren, including three-year-old twin girls. She is an accomplished artist and continues to do mural work for clients. You can see her work at 19
  20. 20. our 10pt customer service commitment As the REALTOR® you have chosen to exclusively represent you in the purchase of your new home, WE promise that WE will: 1. Provide you with 10+ Customer Service during the entire selling process in- cluding, taking the time to understand your wants, needs and expectations, returning your calls and emails the same day and being honest with you at all times. 2. Help you obtain the highest possible price for your house in the shortest amount of time. 3. Advise you on pricing and assist you with staging your home. 4. Implement the 10 Point Marketing Plan to market your house through as many channels as possible. 5. Coordinate the home showing process. 6. Present all offers in person and advise you on the terms and contingencies. 7. Negotiate offers on your behalf. 8. Schedule and coordinate completion of contingencies and inspections. 9. Monitor the buyer’s loan process. 10. Coordinate and supervise the preparation of all closing documents and guide you through the closing process. WE look forward to selling your property! ___________________ 20
  21. 21. real estate glossary Acceptance: the date when both parties, seller and buyer, have agreed to and completed signing and/or initialing the contract. Adjustable Rate Mortgage: a mortgage that permits the lender to adjust the mortgage's interest rate periodically on the basis of changes in a specified index. Interest rates may move up or down, as market conditions change. Amortized Loan: a loan that is paid in equal installments during its term. Appraisal: an estimate of real estate value, usually issued to stan- dards of FHA, VA and FHMA. Recent comparable sales in the neighborhood is the most important factor in determining value Appreciation: an increase in the value of a property due to changes in market conditions or other causes. The opposite of de- preciation. Assumable Mortgage: purchaser takes ownership to real estate en- cumbered by an existing mortgage and assumes responsibility as the guarantor for the unpaid balance of the mortgage. Bill of Sale: document used to transfer title (ownership) of PERSONAL property. Cloud on Title: any condition that affects the clear title to real prop- erty. Consideration: anything of value to induce another to enter into a contract, i.e., money, services, a promise. Deed: a written instrument, which when properly executed and de- livered, conveys title to real property. 21
  22. 22. real estate glossary (continued) Discount Points: a loan fee charged by a lender of FHA, VA or con- ventional loans to increase the yield on the investment. One point = 1% of the loan amount. Easement: the right to use the land of another. Encumbrance: anything that burdens (limits) the title to property, such as a lien, easement, or restriction of any kind. Equity: the value of real estate over and above the liens against it. It is obtained by subtracting the total liens from the value. Escrow Payment: that portion of a mortgagor’s monthly payment held in trust by the lender to pay for taxes, hazard insurance and other items as they become due Fannie Mae: nickname for Federal National Mortgage Corporation (FNMA), a tax-paying corporation created by congress to support the secondary mortgages insured by FHA or guaranteed by VA, as well as conventional loans. Federal Housing Administration (FHA): an agency of the U.S. De- partment of Housing and Urban Development (HUD). Its main activ- ity is the insuring of residential mortgage loans made by private lenders. The FHA sets standards for construction and underwriting but does not lend money or plan or construct housing. FHA Insured Mortgage: a mortgage under which the Federal Hous- ing Administration insures loans made, according to its regulations. Fixed Rate Mortgage: a loan that fixes the interest rate at a pre- scribed rate for the duration of the loan. 22
  23. 23. real estate glossary (continued) Foreclosure: procedure whereby property pledged as security for a debt is sold to pay the debt in the event of default. Freddie Mac: nickname for Federal Home Loan Mortgage Cor- poration (FHLMC), a federally controlled and operated corporation to support the secondary mortgage market. It purchases and sells residential conventional home mortgages. Graduated Payment Mortgage: any loan where the borrower pays a portion of the interest due each month during the first few years of the loan. The payment increases gradually during the first few years to the amount necessary to fully amortize the loan during its life. Lease Purchase Agreement: buyer makes a deposit for future pur- chases of a property with the right to lease property in the interim. Lease with Option: a contract, which gives one the right to lease property at a certain sum with the option to purchase at a future date. Loan to Value Ratio (LTV): the ratio of the mortgage loan principal (amount borrowed) to the property’s appraised value (selling price). Example – on a $100,000 home, with a mortgage loan principal of $80,000 the loan to value ratio is 80%. Mortgage: a legal document that pledges a property to the lender as security for payment of a debt. Mortgage Insurance Premium (MIP): the amount paid by a mort- gagor for mortgage insurance. This insurance protects the investor from possible loss in the event of a borrower’s default on a loan. 23
  24. 24. real estate glossary (continued) Note: a written promise to pay a certain amount of money. Origination Fee: a fee paid to a lender for services provided when granting a loan, usually a percentage of the face amount of the loan. Private Mortgage Insurance (PMI): see Mortgage Insurance Premium. Second Mortgage / Second Deed of Trust / Junior Mortgage / Junior Lien: an additional loan imposed on a property with a first mortgage. Generally, a higher interest rate and shorter term than a “first” mortgage. Settlement Statement (HUD-1): a financial statement rendered to the buyer and seller at the time of transfer of ownership, giv- ing an account of all funds received or expended. Severalty Ownership: ownership by one person only. Sole own- ership. Tenancy In Common: ownership by two or more persons who hold an undivided interest without right of survivorship. (In event of the death of one owner, his/her share will pass to his/her heirs. Title Insurance: an insurance policy that protects the insured (buyer or lender) against loss arising from defects in the title. 24
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