Clock tower selling guide_v4

Listing & Selling

YOUR Home
Prepared Especially For:
Vijay & Padmini Venkatesan

This Guide was Created to Help You:
•
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Negotiate terms of sale

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With price negotiations

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Find the right home to purchase

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2950 Buskirk Ave. Suite 300

Prepare your home for sale

With paperwork

Walnut Creek, CA 94597

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Phone: 925.415.6075

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Fax: 925.478.7910

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BRE # 01869066

Broker
Ken Jacobs, CRS, GRI, ASP
–Broker/Owner ClockTower Realty

I started Clocktower Realty in 2005 with a simple purpose—to create a different perspective on
real estate sales, one where the client never questions that the advice they’re being given is to
serve their best interest, regardless if it ends in a sale or not.

When working with me, you can expect a broker that listens and understands your unique
situation, whether you’re a first time home buyer, or experienced investor or home seller. I strive to
keep updated on changing market conditions at all times so that I can provide my clients with the
best and most up to date information to make informed decisions.

★

CRS Designation (Certified Residential Specialist)

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GRI Designation (Graduate, Realtor Institute)

★

ASP Designation (Accredited Staging Professional)

★

Licensed as Real Estate
Salesperson since 1998

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Licensed as Real Estate Broker since 2002
Represented clients in the purchase or sale of over 300 homes

Member of:

★
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National Association of Realtors

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California Association of Realtors

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Contra Costa Association of Realtors

National Association of Residential Property Managers

Phone: 925.415.6075

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Fax: 925.478.7910

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BRE # 01869066

Setting
Expectations
Helpful Opinions & Advice
I won’t just tell you what you want to hear. Over my years in real estate, I have found that it is
more productive to arm you with the benefit of my knowledge. When you know the potential
challenges, marketing or pricing miscues, neighborhood problems, contractual issues, etc., you are
well equipped to make informed decisions for you and your family.

Communication
I understand this is an important decision in your life, maybe even the most important. You deserve
clear, effective communication at all times – It should be all about You. Because of this, I am
committed to providing you with everything from returning phone calls and emails promptly, to
making sure you have a full understanding of all details throughout your home sale or purchase
process. No Surprises!

Thoroughness
You can expect us to help you figure out how to address any needed repairs or upgrades, staging,
and other presale concerns, market your home with the highest quality marketing materials and
photographs, and ensure that every available marketing resource is utilized. While your home is
listed, I will stay in constant communication. You can expect shared feedback from other agents
and potential buyers, updates on market and financing issues, and a non-stop work ethic towards
completing a successful sale.

Integrity
You will never wonder what my agenda is. My only goal is to insure your satisfaction with the
handling of your sale, giving you the benefit of my experience to make the best decision for your
individual situation.


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Phone: 925.415.6075

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Fax: 925.478.7910

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BRE # 01869066

From

Living In to...

SALE
Ready

Set the Stage
Staging is the process in which I morph a home from “living in” mode, to “sale ready” mode. It is the
concept of furnishing and decorating your home to show off it’s best qualities, while minimizing
it’s negatives.

Staging is Part of My Job
Included in our fees for listing and selling your home, I perform basic
staging services* for all of my home listings. Beginning with a thorough
walk-through of your home, I will identify any areas of opportunity, such
as repairs, painting, or replacements, schedule estimates for work that you
approve, and coordinate with contractors through completion. Once any
repairs or upgrades are complete, I will arrange furniture and accessories to
show your home in the best light.

*Basic staging services include an Accredited Staging Professional (ASP®) to plan and reorganize all
the rooms in your home with existing furniture and decorations, to enhance the positive aspects of
your home. Staging of vacant homes, or adding additional furniture or accessories can be done at an
additional cost.


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Phone: 925.415.6075

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Fax: 925.478.7910

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BRE # 01869066

First Impressions Count.
Lasting Impressions Sell.
Use minimal furniture, placed strategically to
highlight the home’s architectural features
minimize items and tidy up closetsto make
them look more spacious

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Remove excess items from counters,
walls and furniture

Remove personal items, such as family
photos, and replace with intentional
emotional cues, such as flowers and
candles, throughout the home.

Like anything else, first impressions count. Set the stage by investing a small amount of time and money that will give your home an
edge over other listings in the area. When the time comes to show it to prospective buyers, these little things make a big difference,
setting the tone for how everything that comes after it is perceived and remembered even after the tour is over.
I will do a full walk-through of your home, identify areas of improvement, schedule estimates for work that you approve, and
coordinate with contractors through completion.

The Goal of Staging is to

HELP BUYERS CONNECT AND rather than feeling IT aAS THEIR OWN,
IMAGINE like guest in someone else’s home.


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Phone: 925.415.6075

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Fax: 925.478.7910

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BRE # 01869066

Staging: the preparing of one’s home, making it sellable so the buyer can MENTALLY move in.

Landscaping can add

7 – 15%

Front patio areas clean, with trimmed plants and fresh mulch
Entranceway (doorknobs, doorbell, front door) in good condition
Front door area clean, with plants or flowers

to the value of your home

Clear walk and driveway of leaves

DID YOU KNOW?

Research shows
that professionally
staged homes are
proven to sell
faster, and to sell
for more money,
than non-staged
homes?
The Goal of Staging is to

HELP BUYERS CONNECT AND rather than feeling IT aAS THEIR OWN,
IMAGINE like guest in someone else’s home.


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Phone: 925.415.6075

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Fax: 925.478.7910

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BRE # 01869066

Professionally Staged Homes Sell

20–40% Faster than Vacant Ones

Staging

List

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(Clutter eats equity!) Take down photographs (Depersonalize the home)

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In the bathroom, remove all items from counter tops and commode tops.

Clear all objects from the kitchen counter tops.
Clear refrigerator fronts of messages, pictures, etc. (A sparse kitchen helps the buyer mentally move
their own things into your kitchen.)

It is best to leave for the day and allow the Staging Professionals to be alone while staging your home

Once I have staged® your home for showing, the following guidelines
will help keep your home looking “sale ready” during the market period.


Once I have staged® your home for showing, the following guidelines will help keep your home looking “sale ready” during the market period.

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Keep room draperies and shades open.


Have your home well‐lit during showing. All lights should be turned on.
Avoid clutter and keep the house as clean as possible on a daily basis.
Keep toys put away. Bikes, wagons and skateboards should not be out in front.
Light music, such as jazz or classical playing in the background is recommended.
Avoid cooking foods with strong odors that can linger.
During an open house, allow me to show your home without you present.
Refer direct inquiries about your house to me.
If you’re home during a viewing, leave the Realtor® alone to show your property.
Be friendly and encourage people to make themselves at home.
Answer questions candidly, but avoid questioning potential buyers.
Keep pets outdoors or better yet, consider having them stay with friends if possible.
Some buyers are turned off by pets, some could be allergic.
Remove or replace attached items not included in the sale of your house prior to putting it on the
market, so there is no confusion, or arguments later over what’s in.

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Phone: 925.415.6075

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Fax: 925.478.7910

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BRE # 01869066

Price it Right
It’s important to price your property correctly from Day 1.
It is better to price it right the first time than to chase the market down to the right price. Buyers
tend to cluster around certain price points. The more buyers in a category, the more buyers
available to consider purchasing your property. The goal is to determine the desirable price that
will result in the most qualified buying pool.

Determining factors in pricing your home:
• Comparable properties that have sold and are pending in your area
• Current properties on the market in your neighborhood or in your price range
• Location of your home (i.e. adjacent to open space, cul‐de‐sac location,
busy street, view lot, etc.)
• Year built
• Upgrades, additions, and/or remodeling
• Emotional and curb appeal
• Landscaping, backyard and lot features

#1

The Closer to Fair Market Value,

the Larger the Pool of Interested Buyers

Pricing goal is to attract
other agents and
qualified buyers to visit
the property. Once your
property is receiving
showings, the next steps
are to encourage offers
and negotiate a sale. Only
by pricing to encourage
showings can you expect
to negotiate the best offer

% of Buyers who will be interested

for your home.


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Phone: 925.415.6075

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Fax: 925.478.7910

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BRE # 01869066

Overpricing is

THE MOST COMMON MISTAKE

that sellers make.
Some rules for pricing your home accurately

Know Your Buyer
Buyers are looking for a home that gives them a specific feeling. The expensive tile entryway or whirlpool bath you’ve
installed may mean more to you than to a prospective buyer. Don’t expect to recover all costs from amenities you’ve
added. Some improvements will have more appeal and value than others. Take a step back, walk through your home as
a prospective buyer might and be realistic about your home’s shortcomings. View your home as an investment and try
and put your personal feelings aside.

Know Your Market
In the rapidly rising market I have seen over the last few years, it has been wise to pay more attention to the prices of
available homes and pending sales to estimate value, as they would be more likely to show the current increases than
properties sold. In a stable or declining market, the opposite is true, and properties actually sold will give you a much
more valid estimate of your home’s value than available homes sitting on the market.


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Phone: 925.415.6075

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Fax: 925.478.7910

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BRE # 01869066

Wood Destroying
Pests & Organisms
Inspection Report
Inspections are a crucial part of the home selling process.
If there are issues identified from this
report, they will be one of two types:

Section 1 items
Where active infestation exists
from either termites or other wood destroying
organisms. If any Section 1 items are discovered,
it is recommended that the seller have those
items properly repaired per the specifications in
the report. Most contracts will stipulate that the
seller correct any Section 1 deficiencies prior to
close of escrow, and a “clearance” of those items
will likely be required by the buyer’s lender.

Section 2 items
Items that could lead to a Section 1 condition,
such as faulty caulking in a bathroom or kitchen
area or a leak in a pipe. Most contracts specify
the buyer taking responsibility for these minor
problems, but it is always prudent to evaluate
these items as to how they might affect the
salability of your home.

Other Inspections
The buyer of your home may have any inspections done that they choose, at their own expense.
Prior to putting your home on the market, it is recommended that you obtain a:
• Home Inspection

• Swimming Pool Inspection

• Roof Inspection

• Engineer’s Report

• Chimney Inspection

• HVAC Inspection

Any concerns that the buyer has after conducting these inspections can be negotiated between
the buyer and seller. The seller is generally under no obligation to repair items found by these
other inspections. The buyer can choose to cancel the purchase if, within the specified time
limits, they have a concern that the seller refuses to address.


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Phone: 925.415.6075

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Fax: 925.478.7910

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BRE # 01869066

Failing to disclose
known material facts
about the property can lead to
severe monetary penalties.
Disclose all known information about your home to a prospective buyer.
There are a number of forms you will need to fill out specifically addressing the condition of the property and any
known outside influences that could affect the future value. Has there been any slippage or foundation repairs done?
If the property is in an area that has a Home owner’s Association, will they be raising dues or conducting repairs in the
near future? These are just examples of items that would need to be disclosed to prospective buyers.
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something about the property that they otherwise may
not have remembered or may not have considered
important enough to disclose. The questions ask for the
seller’s actual knowledge not a warranty regarding the
property’s condition.

Real Estate Transfer
Disclosure Statement
Asks specific questions about the condition of the
property. It will be necessary for you to disclose any recent
repairs, knowledge of easements or common areas shared
with other homeowners among other issues. This form is
required by law in all residential real estate transactions
of 1‐4 units.

Natural Hazard Disclosure
Will disclose to the buyer whether the property is in a
Special Hazard Zone, such as a Flood Zone or Earthquake
Fault Zone. If the home does fall into some of these
categories, the lender might require the buyer to
purchase additional insurance coverage. These reports
are furnished by an outside geological firm, and typically

Seller Property Questionnaire

cost $100—$150.

Supplements the Real Estate Transfer Disclosure
Statement. It is a form to be completed by the seller
in an effort to give a buyer a more comprehensive
understanding of the property to be acquired. The four
pages of questions can often prompt a seller to remember

Lead Based Paint Disclosure


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If the home was built prior to 1978, you must give you this
disclosure, which tells the buyer of your knowledge of any
lead‐based paint on the property.

Phone: 925.415.6075

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Fax: 925.478.7910

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BRE # 01869066

The goal of our marketing plan is to

expose your home
to the greatest number
of able and willing buyers.
Marketing
/mar·ket·ing/ noun (In Real Estate) is the ongoing process of bringing your home to the attention of
buyers and those that represent them, primarily real estate professionals. Reaching clients looking
for a home like yours involves a well planned strategy. I market all listings by establishing
a carefully planned advertising campaign tailored to a properties unique position in the market.

I’ll put your home where it needs to be for the greatest return

BROKERS TOUR

MULTIPLE LISTING

PRINT
BROCHURES


REALTOR
NETWORKING

INTERNET

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Phone: 925.415.6075

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Fax: 925.478.7910

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BRE # 01869066

90% of Homeowners Search Online

During their Home Buying Process
The RIGHT Internet marketing can help sell your home.
Most buyers these days are either starting their home search on the Internet, or are using it along with their Realtor®
to preview potential properties. Here’s how I make sure your home stands out when buyers are looking for a home on
the Internet.
There are a number of very popular websites that don’t get fed information from the local MLS, and for those I make sure each
one is uploaded immediately with the same information and pictures.

I make your home easy to find.

On our website, in addition to property information, potential buyers can view more information about local
schools, area services, neighborhoods, and other more detailed information about your home. When they have
an interest, buyers will typically locate the page on my personal website after viewing the property initially on one
of the sites listed above, so I strive to make my website a place to really put your home on a full display, as people
viewing the property here are generally quite interested and may have already come to view your home.


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Phone: 925.415.6075

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Fax: 925.478.7910

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BRE # 01869066

How the

System

Works

Another reason to price your home properly
— If buyers are looking up to $500,000, and you’re over priced at $515,000, when your market value is more likely
around $480,000, potential buyers won’t see your home listing!

I help you enjoy the process.
When you list your home with me, you can expect the highest degree of professionalism, communication,
and diligent work to get your home sold and escrow closed, while taking care of all the details involved.

You can expect me to:


Do a detailed walk‐through with you to determine what can be done to put your home in the best possible
condition to attract the greatest number of buyers.



Help set up and coordinate any desired pre-sale work, such as painting, flooring, or other misc. repairs, as well as
maid service and carpet & window cleaning, if necessary.



Order any necessary pre‐sale inspections and reports, and meet with the pest inspector at the property.



Order an HOA document package, if applicable, to have ready for potential buyers to review.



Professionally stage your home to show it’s best qualities, while minimizing any deficiencies.



Oversee the photography of your home to showcase its best features.



Create all marketing materials, including the feature sheet that potential buyers will receive at the property, all
Internet advertising, and multiple listing service listing.



Send you a copy of the MLS listing and links to all other advertising to check for accuracy.



Assist you in filling out all required disclosure forms



Create property informational brochure in full color, and make available at the property.



Upload all property information and pictures to multiple websites



Put a lock-box on your home so other Realtors® can gain access



Create an informational binder to be left at your home with all the disclosures and reports, as well as local
community and school information for potential buyers to review during a showing.



Make other active agents in the community aware of your home listing.



Conduct Broker’s Open House Tour

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Insure that there are always sufficient color flyers available on the sign post outside your home, if applicable.



Follow up on showings to elicit constructive feedback from Realtors and prospective buyers.



Keep you informed during the entire listing period of all activity on a consistent basis.



To establish and set offer guidelines prior to presentation, especially if there is a multiple offer situation.



Meet and present all written offers to you directly.


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Phone: 925.415.6075

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Fax: 925.478.7910

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BRE # 01869066

We’ve Got an Offer!
Now What?
When an offer comes in, I will handle all of the following details:


Review each clause with you so that you understand the contract in its entirety.



Provide explanations and advice on current market conditions as they relate to
a purchase offer we have received.



Check with the prospective buyer’s mortgage broker or lender to confirm that
the terms being presented in the offer are accurate, and verify that the pre‐approval of any buyer loans are satisfactory.



Review all presented contracts to ensure your interests are being protected in
regards to the terms.



Provide professional negotiations on your behalf

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Prepare and deliver to the buyer’s agent, any counter offer(s) necessary to
change the terms of the contract per your wishes.



Prepare a comparative net sheet reflecting all expenses and a bottom line
estimate of your proceeds at closing




Ensure all parties in any transaction are being treated fairly and with the
highest level of consideration. It’s always possible that a buyer whose offer
is accepted is either unwilling or unable to fulfill the terms of the contract.
Keeping good communication open with other prospective buyers and agents
makes good business sense.

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Phone: 925.415.6075

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Fax: 925.478.7910

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BRE # 01869066

Terms, Timing, Tax
Accept, Reject, Counter
Price may not be the most important issue in the offer.
Terms, timing, and tax issues may be more important and should be closely considered.
Price and terms become a function of each other ‐ terms will influence the price.

Understanding the Purchase Contract
I will take the time to explain all areas of the eight page purchase offer to you. My goal is to
give you the best, accurate information with which to make informed decisions.
No surprises.

Terms
Many of the costs associated with selling your home are negotiable with the buyer and
specified in the purchase offer. I will explain each of those costs to you in determining your
net proceeds based on the terms specified.

Buyer Qualification
If a buyer is unable to fulfill the terms of the contract, you have wasted precious time that
your home could be marketed to qualified buyers. I will do my best to insure that any
prospective buyers are fully qualified to complete the purchase of your property.

Responding to Offers
You have three options when you receive an offer on your property: Accept, Reject or
Counter. I will spell out all the alternatives in detail and explain the consequences of any
decision fully.


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Phone: 925.415.6075

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Fax: 925.478.7910

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BRE # 01869066

Sealing the Deal.
When an offer is accepted, and escrow opened, there are a lot of moving parts
that need to be managed so you can move in, on time.

You can count on me to take care of the following items:



Ensure that all parties receive copies of all appropriate documents and disclosures
pertinent to the transaction.



Ensure that all buyer contingencies are met and removed in writing, and the buyers have
read and accepted all disclosures within the time limits established by the contract.




Keep you informed of the buyer’s progress throughout the transaction.




Keep you informed of all inspections and their findings.




Have any requested estimates regarding possible repair work prepared for you.



Order and monitor any corrective work that you have authorized, and ensure
it is completed in a timely manner.



Ensure that all loan documents and closing documents are ordered and drawn
in a timely manner by the escrow company






Receive and examine the title report to ensure that any unexpected problems
are corrected.

Coordinate closing and move‐in dates with you.

Meet the appraiser at the property to provide comparable sales data and answer any
questions about your home and neighborhood.
Discuss different options with you, offer professional advice and provide
negotiations in regards to any request for repairs by the buyers.
If applicable, contact the Homeowner’s Association to handle all repair issues
that they are responsible for.

Deliver the keys to the buyers at closing
Deliver proceeds check or arrange direct wire of funds to you upon closing.

|


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Phone: 925.415.6075

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Fax: 925.478.7910

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BRE # 01869066

What is Escrow?
: MONEY HELD BY A NEUTRAL THIRD PARTYON BEHALF OF TRANSACTING PARTIES.
Buyer chooses escrow holder and deposits
initial deposit into escrow account within
three days of offer acceptance

4

$
$

1

5

Orders title report and HOA
documents, if applicable

3

Orders any seller loan
payoffs on the property

7

Receives remaining
funds to close from buyer

Arranges notary signing of final
transfer documents with seller

6

Receives buyer’s loan documents and
arranges notary signing with buyer

$

2

Organizes and arranges payment for
all closing expenses, pro-rations of
property taxes and other items

Receives loan funds
from buyer’s lender

9

$

Records sale with
county recorder

10

|

$
$

$
$

8

Disperses all funds to seller’s lenders to pay existing loans
off, pay real estate commissions, property taxes and any
other required items, and delivers remaining funds to seller.


|

Phone: 925.415.6075

|

Fax: 925.478.7910

|

BRE # 01869066

Sealing the Deal
There are a number of different costs associated with selling real estate. Many of these costs
are negotiable between the parties. In our area, some of these costs typically are paid by one
party or the other. Here is an example of what a seller’s costs would look like for a sale of a
$650,000 home with a $425,000 loan balance.

The buyer is typically responsible for title insurance & escrow fee, recording fees, any new loan fees, and any
inspections they choose to have done on the property. Property taxes & HOA dues are pro‐rated based on the
closing date.


|


|

Phone: 925.415.6075

|

Fax: 925.478.7910

|

BRE # 01869066

Sample Marketing Support


|


|

Phone: 925.415.6075

|

Fax: 925.478.7910

|

BRE # 01869066

What People Are Saying...
1051 Northoak Dr.
We were very impressed with the skills Ken Jacobs
brought to the sale of our property. He made us
feel at ease with all the paperwork we needed to
understand. He made the process go smoothly
from start to finish. Ken paid attention to detail,
helped with staging the property, and answered our
questions promptly. We have purchased and sold
several properties during the last thirty years. We
never found an agent as professional and capable
as Ken. He is caring, a good listener, organized,
and proficient with technology. He helped us every
step of the way. Ken is helping our family to find a
new home in a terrific area. We are delighted that
we were able to work beside Ken Jacobs. He did an
outstanding job for us!
Bob & Maura Gleason – Walnut Creek

1015 Northoak Dr.
I contracted with Ken to be listing agent on a Walnut
Creek townhome because of his years of experience
and local knowledge. He efficiently evaluated the
repairs and cosmetic work required to market the
property, and he arranged for all the various service
providers to complete that work. His estimates for
cost and timetable for this work were realistic. Once
the property became an active listing on the MLS, he
regularly informed me of the status, and after I had
accepted an offer, he kept me advised of the status
of the transaction. From my viewpoint, the sale went
smoothly, and what “hiccups” we encountered Ken
handled with knowledge and calm. I recommend
him highly.
Maria Woodbridge – Walnut Creek


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|

Phone: 925.415.6075

|

Fax: 925.478.7910

|

BRE # 01869066

33 Julianne Ct.
As a retired Real Estate Broker with over 35 years
experience, I was very careful on who I wanted to
represent my wife and I on the selling of our home.
I made the right choice with Ken Jacobs. He did a
great job on presenting our home in the market
place as well as representing us in the negotiation
stage. You will not find another agent that is more
detailed on all aspects of a house transaction. My
advice to those that might think that a larger office
would give better service – stick with an agent
that you can trust and that knows the Real Estate
business. I think that person is Ken Jacobs.

Hap Parks – Walnut Creek

765 Bloching Cir
Ken was recommended to us by friends who’d
worked with him, and it turned out to be a great
recommendation. Ken is highly engaged, gives
great advice yet always makes you feel like you’re
in control and bottom line — really understands
the business, market and process of real estate. In
addition Ken has a network of contractors to make
life very easy for busy professionals like us.

Jeremy & Helena Lamb - Clayton


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|

Phone: 925.415.6075

|

Fax: 925.478.7910

|

BRE # 01869066

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