(or How Do You Sell Your Home…)
♦ I have been with Windermere since 1997. I work with a great team. We provide a
level of service and expertise seldom matched. I implement a specific plan for each
client to make sure their needs are met.
♦ I believe that service continues long after the sale has closed. My service philosophy
is that I treat you as a "client for life" and provide a high level of service.
♦ Professional staging consultant—I provide the services of an interior designer to help
you prepare your most valuable asset for sale.
♦ Professional photography—I hire a professional to take the best possible photos of
your house to grab the interest of buyers and agents.
♦ Sketch—If appropriate, I use a sketch artist to create a pen and ink drawing of your
home for print marketing.
♦ Systematic Marketing Plan — I utilize software that maps out all activities required to
sell your home so that nothing is missed. Few other agents follow an organized plan
for each listing. First, I implement a plan for listing and preparing your home for the
market. Second, I implement another plan once we enter into contract with a buyer.
♦ Regular Updates— I utilize all the tools at my disposal to provide you with the best
information throughout the home selling process. Every week, you will receive an
activity report with the number of showings, agent web site visits, public web site visits
and area activity analysis. You will never wonder what is happening.
WELCOME SERIOUS HOME-SELLER!
Here’s what we need to do to sell your home:
Some sellers hesitate to invest any time or money in the
preparation of their home for sale. Many agents will take the
path of least resistance and agree with them to just put the
home on the market.
I feel staging a home to sell is vital in obtaining the best price
and best market time. I feel so strongly about this that I hire a
professional interior designer to come to your home for a 1/2
day consultation. My designer attended Parson’s School of
Design in NYC. Hands on, she will help you prepare your
home for the market. In addition, she will give you an itemized list of things to do that will set
the stage for buyers coming through.
Additionally, there may be some projects around your home that are well worth completing.
She & I can advise you which projects would increase your net proceeds overall.
*Example Option One: Replace carpeting Cost: $ 3,500
Price increase $10,000
Net gain $ 6,500
*Example Option Two: Finish sheet rocking room Cost $ 750
Price Increase $ 2,000
Net gain $ 1,250
* Examples are meant to illustrate the potential gain and not to represent actual gain which will vary depending on the specific home and
PHOTOGRAPHY and SKETCHES
90% of buyers start the buying process by searching online. Appealing photos of your property can be
the determining factor in whether your home is shown or rejected. I hire a professional photographer for
this vital part of marketing your home. Providing engaging photos online and in marketing materials will
show your home to its best advantage & bring the maximum number of buyers through your home.
If it is an appropriate part of our marketing plan, I have a sketch artist create a rendering of your home
for advertising. Sometimes it is almost impossible to get an attractive exterior photo due to street
elevation, trees, or other landscaping challenges. A sketch can remedy and improve the initial appeal of
your home online and in print advertising.
week 1 week 2 week 3 week 4
Time on the market
If your home does not receive an offer within the first 30 days on
the market, this is usually an indication that it is overpriced. Price
reductions can be like chasing a ball downhill and careful consid-
eration should be given to choosing an exciting price from the on-
set if maximizing your profit is of ultimate importance.
price to sales
price is 97%
♦ Overprice “we can always come down” Lose thousands of dollars.
♦ Fair price makes the home a consideration for buyers, but doesn’t always produce offers.
♦ Exciting price brings multiple offers often resulting in bidding up the price and/or minimizing
any requests for seller paid work orders. Make thousands of dollars.
♦ Under price Almost impossible to under-price. The market corrects under-priced houses with
MARKETING PLAN OF ACTION
Listing 31 Steps to successful exposure,
Checklist negotiation, and ultimately, closing
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MARKETING PLAN OF ACTION
• 5/19/08— Exclusive Windermere Hot
Sheet tour for all new Windermere
listings. Windermere agents all tour
each other’s new listings. Approx 10:30-
• 5/19 or 5/20—Photo session
• 5/21/08—Sign listing papers
• 5/22/08— Sign goes up
• 5/22/08— First day on the market.
Make plans to eat out or visit friends
after work the first couple days on the
market. This will allow easy showing,
and less stress for you.
• 5/22/08— Broker’s Open Tour.
Approx. 12-3 pm
• 5/29/08— Second Broker’s Open tour.
Approx. 12-2 pm
• 6/1/08— Sunday Seattle Times ad runs.
First public open house from 1pm—
4pm. You will need to be out of the
house during this time
The current market in your area will
determine the point at which we move to our
Phase II Marketing Plan. We need to
constantly monitor the market and make
adjustments to reach your
Sample Plan goal—Sell your home
• Day 30— Look at market data for area and price range. Preview and tour other homes that buyers would be considering.
• Day 32—Make adjustments to price, terms, conditions as determined by market research.
• Day 33—Promote adjustments to all agents who have visited home. Post all changes to MLS and web sites.
• Day 35— Brokers open house to promote adjustments.
• Day 38— Public open house to allow unattached buyers who are enticed by adjustments to see your home easily.
ELEMENTS OF MARKETING
Listing All marketing is
fully in place
Flyers within 24 hours
of being listed.
Few other agents
In addition to can promise this
Windermere’s level of service.
presence in the
there are several
to marketing a
ELEMENTS OF MARKETING
Project an image, Sold
Because most buyers begin their
home search online, I post an
internet photo gallery for
prospective buyers to tour the
property from home. I employ a
professional photographer to
assure high quality images.
Weekly Every week, you will receive an activity report with the number
of showings, agent web site visits, public web site visits and area
Update activity analysis.
As part of your weekly update,
you will receive a list of all the
showings that week.
Email is sent immediately
and make adjustments
I follow up with
agent after every
showing to find out what
they and their buyers
thought of your home. It
is vital to pay attention
to what they say. You
receive feedback as soon
it is received. No waiting,
I utilize all the tools at my disposal to provide you with the best
information throughout the home selling process. I employ the
power of Google Analytics to evaluate the number of web site
visits to your property. This helps us track the effects of
adjustments and events.
PURCHASE AND SALE CONTRACT
Once we get an offer, I will work with you to negotiate a win/win agreement. I will
guide you through the options and the associated risks and consequences of your
2. Earnest Money
3. Closing Date
5. Time Frames
♦ The highest offered price does not always mean the highest
net proceeds in your pocket at closing. It depends on the
type of financing and how it is structured.
♦ I am an expert at deciphering offers and explaining the
financial impact to you.
♦ There is an inherent risk in every contract and that is the
potential buyer’s ability, or lack thereof, to close the
transaction. I takes a firm stance in requiring potential
buyers to keep all of the contingency dates as short as
possible and provide firm financing.
♦ A sample of a Purchase & Sale Agreement is included for
your advance review and familiarity.
Once we reach mutual
agreement with a buyer, a lot
has to happen in order for the
transaction to close smoothly.
I worry about
needs to happen
so you don’t have
IS A DISCOUNT REALLY A SAVINGS?
6% Versus 4%
3% selling agent 3% selling agent
3% listing agent 1% listing agent
+ $ Precision pricing. - $ Inaccessible agent
+ $ Multiple offers. loses offers.
- $ Passive price
+ $ Back-up offers.
+ $ Work order negotiation.
- $ Passive work order
+ $ Choice of who to
- $ Inefficient/
+ $ Detailed tracking of
tracking of closing.
Home Sales Price
There can be an appearance of a potential savings with a lower
brokerage fee. However, the commensurate lower level of service can quickly
erode the savings by a reduced eventual sales price ( if in fact a sale is achieved and
successfully closed). In this scenario the seller is shortchanging themselves
with inadequate representation while fully compensating the buyers agent.
The best way to predict future performance is to look at past performance, so I
have included some testimonials from clients I have helped in the past
Gretchen Schmidt did a great job educating us on the process. She
communicated frequently via email/phone to inform us how the house/loan
was going and what was coming next.
Gretchen is very professional and we were extremely happy with how
smooth the home buying process went, especially because we were
coming from out of state.
- Ed & Victoria Sorenson
A+ Very professional. Gretchen took the time to learn exactly what I was
looking for in a home purchase and followed through.
- Brian Albee
Thank you for all of your help and support during this exciting, yet nerve-
wracking experience. I really appreciated knowing that you were available
to answer my questions and calm my fears. Thanks for everything!
- Camilla F.
Gretchen Schmidt did an outstanding job for me—both in selling my condo
and in getting me in my new condo!
- Dianne H.
WHAT DO I DO NEXT?
Finish interviewing agents.
Choose the agent who is the best match for you. Remember, the most important part
of choosing an agent is to pick someone with whom you are comfortable, whom you
feel will represent you strongly with integrity. I’d love to work with you, however, I want
you to have the best match for you.
Complete a Client Profile, if we didn’t already complete it
at our meeting.
Help me know your home by completing the “What Makes
Your Home Special” worksheet
Complete a Seller’s Property Disclosure
Have a mortgage statement handy
Gather HOA information (if applicable):
HOA president contact information
HOA management contact information
Dues and assessments
2 copies of keys for the front door
10 reasons to work with me:
1. Increase your odds of selling
2. Increase your odds of closing on time
3. High performance team
4. Systematic action plan—everything gets done, on time
5. Increase exposure through precision marketing
6. Attract more internet buyers
7. Regular communication—you never wonder what is happening
8. Powerful negotiation on your behalf
9. Guaranteed service—you can fire me any time
10. You can talk to me for the rest of your life