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P E NL EY M CNAUGH TO N ABOUT OUR TEAM Team Penley McNaughton is highly motivated, professional group of integrity powered individuals who are committed to the satisfaction of fulfilling our client’s needs. Doug, Susan and Kristen also happen to be family and we treat others on our team as a part of our family too. Doug has been licensed since 1977 and guides the team with his extensive knowledge and experience. However, we are all equals and service our clients together. No matter which team member you are communicating with, all of us will be totally involved in your transaction. We are an award winning team who delivers the highest standard of client service. We are proud recipients of Diamond Club, Hall of Fame, MLS Million Dollar Club and Chairman’s Club awards. Team Penley McNaughton is in the top 3% of REALTORS® in all of Calgary. Our office, RE/MAX Central, has been the #1 producing office worldwide for almost 20 years and we are in the top 10 producing Teams here. As well as pre-owned residential homes in all four quadrants of Calgary, Team Penley McNaughton also specializes in luxury residential, first time buyer’s, acreages, apartment condominiums, townhouses, commercial properties, investment properties and new homes. We are continuously committed to your investment goals and pride ourselves in a strong relationship with our clients for years after they have completed a transaction with us. We are here for your real estate needs beyond just the purchasing and selling process. Doug, Susan and Kristen are connected with agents globally. We attend numerous educational conferences to keep up to date with the latest trends in marketing and technology to help our clients to the highest levels. RE/MAX provides service in over 100 countries and we are a part of an exclusive group, “Cross Canada Referrals”. Member’s of The Cross Canada Referrals Group (CCR) are top producing RE/MAX Agents across Canada with mandatory requirements to be part of this group. Being affiliated with CCR keeps totally informed with cutting edge knowledge and greatly increases the number of buyer referrals moving to Calgary which may want to purchase your property. Our team is also a member of “The Institute for Luxury Home Marketing”. This is a unique organization comprised of real estate professionals who have completed special training in understanding and meeting the needs of the affluent. The Institute has provided us with the training and tools necessary to help us deliver outstanding service to the buyers and sellers of luxury homes. Let our 40+ years of experience in Calgary real estate work for YOU! We look forward to being a trusted source for ALL of your real estate needs!
Team Penley McNaughton
RE/MAX Real Estate Central Calgary 403.554.8414 | www.penleymcnaughton.com team@calgaryexperts.com
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SUSAN PENLEY
DOUG McNAUGHTON
DOUG McNAUGHTON Doug McNaughton has been a professional REALTOR® in Calgary since 1977 in both residential and commercial Real Estate. Doug is one of the original pioneers of RE/MAX, having begun his association with the organization in 1982. He is actively involved with the Calgary Real Estate board and has served on various committees donating his time to better the industry.
SUSAN PENLEY Susan Penley has been Doug’s licensed business partner at RE/MAX since 1992 and his wife for 40 years. She earned a bachelor’s degree in social work and utilizes this training in the dayto-day business of real estate. Susan’s forte is people and she prides herself on the relationships she has formed and maintained with our clients over the last decade.
KRISTEN McNAUGHTON
KRISTEN McNAUGHTON
Kristen McNaughton, a native Calgarian, is the daughter of Doug and Susan. Kristen is delighted to be a part of this seasoned and professional group and has been a licensed realtor since 2005. Kristen enhances “Team Penley McNaughton” by acting not only as a negotiating expert but is the Client Care Co-ordinator for the team helping to make the sale of your property an enjoyable and profitable experience.
Outstanding Agents Outstanding Results®
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TRUSTED ADVICE I ARE YOU DEALING WITH AN EXPERT? Did you know that the average agent sells or helps their client buy only 8 homes per year? Did you know that 45% of real estate agents spend less than $500 per year on training and professional development. These are the facts, so how do you know if your agent is an expert when it comes to helping you buy a home? Our team spends a lot of money each year on training and professional development and helps approximately 80 clients purchase or sell every 12 months. That is a total of approximately 3000 transactions we have had expereince with. Let our knowledge work for you.
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OUR SELLNG EXPERIENCE You have decided to sell your home. You’re anxious to start the process, but you really want to make sure you have the right team working to sell your home for all it’s worth. Before anything else, it is a good idea to sit down with experienced agents and clarify your motivations and draw up a basic time frame and detailed outline of the selling process. But first, there are a few questions you may need to ask yourself before listing your home. WHY SELL? Why do you want to sell your property? Do you plan on simply moving to a larger home or property, or do you plan on moving to another neighborhood, school district, city or province? You might think your reasons are obvious, but it would be helpful for you to consider the implications of each option for your lifestyle, opportunities, and finances. Being clear about your intentions for selling will make it easier for the agent to determine the most appropriate option for your specified financial, lifestyle, and real estate goals. WHEN SHOULD I SELL? You should immediately establish your time frame for selling. For many sellers, it is an urgent matter, and for others, not so much. Obviously, serious sellers would like to sell as quickly as possible and for the most amount possible, however, it is good to know what the most effective plan of action is before listing your home. If you need to sell quickly, we can speed up the process by giving you a complete market analysis and action plan to obtain all of your goals. If there is no pressing need to sell immediately, you can sit down with us to thoroughly review the current market conditions and find the most favorable time for you to sell.
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TRUSTED ADVICE II SELL YOUR HOME WITH A PROFESSIONAL Our proven and successful marketing plan is designed to create results and get your home SOLD! A vast understanding of the real estate market and years of experience in innovative marketing accelerates the selling process through our marketing plan.
MAR KETI NG OUR MARKETING PLAN When you’re ready to take the next step toward selling your home, we are here to help. Our comprehensive marketing plan will get your home seen by thousands of motivated buyers. Ultimately, our goal is to get your home the most exposure necessary to highlight the best qualities of the home. THE RIGHT PRICE We spend a lot of time putting together a proven marketing plan with an effective price for your property. You can trust that we practice professionalism and interity when suggesting a list price. We believe that giving you an inflated suggested list price just to get your listing does not benefit anyone. Our goal is for our clients to trust us and your property to sell for the most amount of money in the least amount of time. Our market analysis takes into account the most actively searched prices and home values throughout your area, including expired listings and properties still on the market. THE RIGHT EXPOSURE In marketing your home, we also develop a listing that emphasizes its unique and sellable aspects. We then put your home in front of buyers, establishing it on the local MLS as well as broader ones, new listings sheets, and real estate publications. Our nation-wide network of professional real estate contacts and buyers will also have the opportunity to check out your listing. We are the #1 RE/MAX office worldwide for 19 years and are a part of a Cross Canada referrals network (CCR) that increases the level of exposure or your property.
EFFECTIVE INTERNET MARKETING With more than 80% of buyers checking the web first when looking for a home, this is a part of your marketing strategy that you can’t afford to miss. THE BEST DEAL When we list your home 0ur team provides numerous pre listing services such as a staging consult if neccsary, professional photos and measurements at no cost to you. When you start to get offers, we will represent you during the emotionally charged negotiating process and ensure that you get the best price, and favorable closing terms that are clearly spelled out. As your professional aides, we also oversee all paperwork related to the sale.
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TRUSTED ADVICE IV SEE WHAT’S ON THE MARKET For most of us, our home is our biggest investment. When it’s time to sell, get the value you deserve with the help of a professional real estate team. We have the experience, expertise and innovative marketing plan to help you successfully sell your home or investment property.
MAR KETI NG OUR MARKETING PRODUCTS Advertising is important. Exposure is key. Having the right products not only helps define your home, but also helps highlight the great qualities of your home. However, great qualities cannot be highlighted in poor products. They go hand-inhand. Our premium marketing products meet and exceed the expectations of a luxury property for sale in our real estate market. These products include: YARD SIGNS: A great way to advertise the availability of your home to people with an interest in your neighborhood or those who are becoming acquainted with your community. A yard sign is the #1 way to show your home is for sale. The RE/MAX yard sign is one of the most trusted real estate symbols in Canada. RE/MAX Real Estate Associates are known for their high quality service and advice. When home buyers see that sign in your yard, they understand that you’re working with a trusted brand and that you are marketing for maximum exposure. BROKER TOURS & OPEN HOUSES: The RE/MAX Central broker tour occurs the first Monday your property is listed from 9amnoon. One of our team member attends the Monday morning meeting (it is also email to over 300 agents) and presents your listing bringing it to the attention of agents in the #1 producing RE/MAX office worldwide. This greatly increases your listing’s exposure. Open Houses are at your discretion and we are more than happy to host them on either Saturdays or Sundays from 2-4pm. SALES BROCHURES & FACT SHEETS: We are committed to marketing your home with high quality materials that represents the time and effort you have taken in obtaining and maintaining your home. PROFESSIONAL PHOTOGRAPHY & WEBSITES: Creating a digital experience for home buyers on the local, national, and international market with personalized property specific websites. We believe it is important to use the resourceful tools necessary to give your home the exposure it needs and ultimately sell your property.
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TRUSTED ADVICE V ASK FOR A FREE HOME EVALUATION A well-priced home will generate lots of interest and sell quicker. There’s even a chance of receiving multiple offers resulting in a higher final sale price. Our free market analysis takes into account the most actively searched prices and comparable homes in your community so that you have a detailed evaluation of what your home is worth in today’s real estate market.
MAR KETI NG OUR SALES APPROACH Our approach is simple — we do what it takes to sell your home in a timely manner. COMPREHENSIVE: While our sales approach is comprehensive, communication is the vital component to our success. We are committed to involving you in every step of the process. Whether it is establishing a sales price, holding open houses, accepting offers, or closing the deal, we will communicate with you on a regular basis. Our sales approach simply works. SALES INFO - DAYS ON MARKET: Lowering the number of days on the market is an essential asset to helping you move on with your life efficiently, financially and responsibly. It could be the difference between 10’s of 1000’s of dollars and can give you the piece of mind and comfort needed while making the next step in your life. SALES INFO - LIST TO SALE PRICE: It’s one thing to close quickly, but most agents who have quick closings usually end up costing you more money and are typically below the market average. However, it takes a dedicated, well organized, well-informed team to close quickly for above average list to sale price. The difference can be thousands of dollars in your pocket.
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TRUSTED ADVICE VI CONTACT A PROFESSIONAL Contact us anytime you need to know what’s really going on in the market. If you have questions, then we have the answer! When you’re ready to take the next step toward selling your home, we are here to help. We will make sure your listing gets the best exposure and reaches the right buyer—whether they’re in another province, located in another country, or right in your neighborhood.
ONLINE FACTS & TOOLS LET’S GET ONLINE! We have a huge presence across all social media sites and can target potential buyers using our integrated social media platforms and narrow down the search of interested buyers within our database. This gives us a larger reach and helps us engage with more buyers across the net. Below are the main social media platforms we use to engage with and attract buyers to your home.
Professional Photos
RE/MAX Global
BUYER SEARCH ONLINE! More than half of all homebuyers search online first when looking to purchase a home. It is vitally important that you are able to view the full range of potential homes to find the one that’s right for you.
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TRUSTED ADVICE VII WINDOW OF OPPORTUNITY Sellers often make the mistake of wanting to price their homes high at the start, with the assumption that they can always reduce the price to a more realistic level later on. However, interest peaks when your home is fresh to the market and often declines as time goes on. We are always 100% honest and never inflate a suggested list price even though it might make you feel better it is not in your best interest.
H O M E EVALUATI O N WHAT’S MY HOME WORTH? One of the most important question most people looking to sell their home have is: “What will my house sell for in today’s market?” We have a very dynamic real estate market. Prices can change due to local, regional, national and international economic conditions, net migration to the city, political sentiment and of course inventory levels determined by supply and demand. You need to have a real estate professional like me to give you a comprehensive look at properties that have sold in your neighborhood in the recent past. This is critical! There are many factors that determine what your home is worth in today’s market including: - area above grade and total number of bedrooms - recent renovations, upgrades and/or updating - basement development with a bedroom and/or a suite plus walkout - number of garage parking stalls - location in the community: quiet or busy street, cul-de-sac, across from a park or green space, views, proximity to neighbors, etc. Another important factor is the opinion of value. Properties priced too high will sit on the market and become “shop worn.” Ideally, the property should be priced at Comparable Market Value. Studies continue to show that a property listed at 15% over market value has a 20% probability of sale; 10% over market value has a 30% probability of sale; 5% over market value has a 50% probability of sale. Properties priced at market value have a 95% probability of sale. The method most often used in evaluating single family homes is the Comparable Method. A property is worth what the buyer is willing to pay for it and this is determined by the basic laws of supply and demand. These two factors are evaluated by comparing the home with similar homes that have sold within the market area, with appropriate consideration given to location, amenities lot size, condition, and financing terms.
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TRUSTED ADVICE VIII THE DETAILS, THE DIFFERENCE Doing the little things in order to prepare your home for sale could be the difference between quickly selling your home and having to wait longer than expected. An experienced agent understands what little things truly matter and that the difference is in the details.
HOM E P R EPARATI O N PREPARING YOUR HOME You can do many things to increase the appeal of your property and to create a lasting impact on potential buyers. WHAT TO DO TO PREPARE: The following are a couple of factors to keep in mind when listing your property for sale: 1. CURB APPEAL: Keeping your landscape pristine, and adding creative touches to your yard, such as colorful annuals, will create an immediate impact on passers-by and potential buyers. 2. PROPERTY REPAIRS: Simple upgrades such as window repairs, polishing the doorknobs, and a fresh coat of paint in the most frequently used rooms will instantly brighten up the property. 3. CLEANLINESS AND STAGING: If requested, at no cost to you, we provide the service of a staging consultant to meet with you prior to photos being taken. Keep your property uncluttered, sweet-smelling and well-lit from topto-bottom. Pay attention to details: put away the kitty litter, place a vase of fresh flowers near the entryway, pop a batch of cinnamon rolls in the oven, have your carpets cleaned. Your agent will scan the property before it is listed for sale to see how you can improve the staging of your property. 4. REAL PROPERTY REPORTS: Single family homes - You must have an updated RPR to successfully complete the sale of your property. It is an accurate representation of the subject property.The location of all pertinent, visible public and private improvements relative to the property boundaries at e illustrated. Condominiums - Commonly a condition of the offer to purchase will be for the buyer to review and approve the condo documents. We will help guide you in the process of ordering all necessary documents so they are ready at the time of receiving an offer and do not hold up the sale. 5. SHOWTIME: Presenting your property to potential buyers is a job that we will take care of for you. Buyers feel more comfortable discussing the property with the agent, if you are not there. Our team Hires a showing service, “Call to View”. This is Calgary’s premier showing service that is used by the top agents in the city, to ensure all showing requests are handled in the most professional manner. Call To View guarantee’s immediate call backs to all showing realtors that want to view your home. Feed back is also requested from all showings and any received is sent directly to you via your unique log in page on the Call to View system.
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TRUSTED ADVICE IX LOOKING TO RELOCATE? Through our network of many real estate organizations, we can help coordinate your move with a top agent no matter what part of the world you plan to move to. There are so many advantages to using us to help sell your home.
THE OF F E R ACCEPTING THE OFFER THE PRICE IS NOT ALWAYS RIGHT “The higher the price, the better the offer.” Do not let yourself be fooled by this popular misconception. Price is not always the determining factor when accepting an offer for several important reasons: the initial offer is usually not final, and there are a number of terms and conditions that may influence the final outcome of a price. You can trust us to help you thoroughly evaluate every proposal without compromising your marketing position. NEGOTIATING THE RIGHT WAY We will take the ethical responsibility of fairly negotiating contractual terms very seriously. It is our job to find a win-win agreement that is beneficial to all parties involved. You may even have to deal with multiple offers before ratifying the one you judge to be the most suitable for you – and as your agent, we will guarantee a thorough and objective assessment of each offer to help you make the right choice. THE INITIAL AGREEMENT AND DEPOSIT An effective agreement is a legal arrangement between a potential purchaser and the property’s seller. Laws vary but in order to be a legally binding agreement, the agreement may require consideration. This consideration (initial and additional deposit) is to be held in trust pending the fulfilment of conditions or contingencies in the effective agreement. KEEP WRITTEN RECORDS OF EVERYTHING For the sake of clarity, it will be extremely useful to transcribe all verbal agreements including counter-offers and addendums, and convert them to written agreements to be signed by both parties. We will assist you in drafting all the paperwork for your sale and make sure that you have copies of everything. STICK TO THE SCHEDULE Now that you have chosen your offer, you and the buyer will be given a time-line to mark every stage in the process of closing the real estate contract. Meeting the requirements on time ensures a smoother flow of negotiations and also ensures that each party involved is not in breach of their agreements. During the process we will keep you constantly updated so you will always be prepared for the next step.
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TRUSTED ADVICE X A PREMIUM AGENT GETS PREMIUM RESULTS The real estate market in Calgary is a diverse one and ever-changing. Through many years of experience, market knowledge and unique marketing concepts, we are able to give our clients premium service and premium results. Long after the sale of your property we are here for any of your real estate needs. For over 40 years we continue to connect with clients through invitations to events, keeping you continuously informed about Calgary’s real estate market and answering any questions you might have.
T ESTI M O N IALS REAL PEOPLE, REAL REVIEWS “The whole team at “Penley McNaughton” have made my first time home buying with ease and stress free, I was able to find a home quicker than expected due to thier fast and professional responses plus the knowledge in the market and useful tips show they care which separates them from the rest, i will recommend them to anyone and use their proficiency again !” - GORDAN ZARKOVIC “I am very happy with the professional, yet personable service I received from Doug and Susan. They were quick to answer all my questions and concerns and gave me an honest and accurate appraisal of my house. Doug predicted that I’d have an offer in 3 days of listing and I actually received THE offer the first day. They exceeded my expectations during the entire process and I highly recommend them to buyers and sellers who expect 100% representation of their interests. With gratitude, Yvette” - YVETTE “I would be more than happy at any time to refer you to anyone in the market for a home.” Thanks so much to this fantastic team of realtors. You helped us find our home beautiful home. I highly recommend Doug, Susan, and Kristen to help you buy or sell your home. This is a family team and they have their client’s best interest at heart.” - HEATHER “Amazing reliable customer service, very knowledgeable and trust worthy. This team has made each buying and selling experience top notch and they implement care and professionalism every step of the way. I feel like my business and referrals are always appreciated.” - I. KONRAD Please feel free to visit ratemyagent.com, rankmyagent.com or the front page of www.penleymcnaughton to view an abundance of past client reviews.
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THANK YOU FOR VIEWING our
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REAL ESTATE (CENTRAL)
403.283.7113 A #306 Memorial Dr. NW Calgary, Alberta, Canada T2N 3C2 E team@calgaryexperts.com W PenleyMcNaughton.com