Real Estate Guide

REAL ESTATE GUIDE

Ross PAVL & ASSOCIATES

L E A D E R S I N L U X U RY H O M E M A R K E T I N G

ABOUT ROSS PAVL

Longtime Calgary real estate agent Ross Pavl utilizes his extensive experience and passion in marketing to help his clients realize their real estate dreams. Pavl, an outstanding realtor with Calgary Re/Max House of Real Estate heads up Ross PAVL & Associates. His extensive experience in marketing condo projects and Calgary luxury homes is evident in the quality of the marketing material every home seller receives.

Ross’ approach to marketing Calgary luxury homes focuses on identifying specific features that make it unique and exciting and then marketing it to the right demographic of purchasers who are looking for this feature on their list.

Marketing Calgary real estate and luxury homes takes lots of knowledge and hard work and can’t be done alone. He’s put together a professional team – photographer, writer, website developer, interior designer, printer and others – to ensure the highest quality crafting of his marketing tools. All clients benefit from the Platinum Program - part of the Design, Marketing and Sales System. This includes: market research and product design; theme, name, graphic identity and promotional signage; renderings, 3-D virtual tours, Internet coverage; brochures and direct mail; in-house sales administration program; and global marketing.

WHAT HE STANDS FOR He’s also in the process of having luxury home brochures circulated on private and charter planes.

Ross’ properties receive maximum exposure by taking advantage of today’s technology and using Social Media to keep in touch with his clients and stay up-to-date on the market. Effective marketing is the key to getting a home sold in today’s competitive market.

And when it comes to a luxury home “Open House,” he goes beyond the norm by creating special events. He’s incorporated art shows, wine tasting, and even a pre-Oscar party theme where he literally rolled out the red carpet to create a unique experience and make the clients feel special.

“It’s a challenge because it requires a lot of creativity and work plus you’re selling to a very small percentage of the population.”

WHY SELL WITH ROSS? 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 person working to sell your home for all it’s worth. Before anything else, it is a good idea to sit down with an experienced agent 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 neighbourhood, 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.

THE SELLING

EXPERIENCE WHEN TO SELL WITH ROSS? 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, I 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 me to thoroughly review the current market conditions and find the most favourable time to for you to sell.

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MARKETING THE RIGHT WAY THE REAL FACTS When you’re ready to take the next step toward selling your home, I am here to help. My comprehensive marketing plan will get your home seen by thousands of motivated buyers. Ultimately, my goal is to get your home the most exposure necessary to highlight the best qualities of the home.

THE RIGHT PRICE I’ll quickly put together a custom marketing plan with an effective price. A well priced home often generates competing offers and drives up the final sale value. My 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, I also develop a listing that emphasizes its unique and sellable aspects. I 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.

MARKETING

YOUR HOME I EFFECTIVE MARKETING EFFECTIVE INTERNET MARKETING In addition, I will use the Internet and my innovative website to make your listing highly visible.

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 I list your home, I’ll do so at no additional cost. When you start to get offers, I can represent you during the emotionally charged negotiating process and ensure that you get the best price, and favourable closing terms that are clearly spelled out. As your professional aides, I also oversee all paperwork related to the sale.

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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-in-hand. Our premium marketing products meet and exceed the expectations of a luxury property for sale in the Calgary 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 are 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.

MARKETING

YOUR HOME II MARKETING PRODUCTS BROKER TOURS & OPEN HOUSES: The broker tour opens up your home to agents from other various firms. It is a great, most effective, and most convenient way to expose the great qualities of your home that may be otherwise missed and for other agents to bring their buyers in to see your property. I help show off your home by bringing the best out of your home.

SALES BROCHURES & FACT SHEETS: I am 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.

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ROSS’S SALES APPROACH My approach is simple — I do what it takes to sell your home in a timely manner.

COMPREHENSIVE: While my sales approach is comprehensive, communication is the vital component to my success.

I am 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, I will communicate with you on a regular basis. As my results on the following page will indicate, my 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 you 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.

SELLING

ADVICE CAPITALIZING EVERY OPPORTUNITY 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.

II TRUSTED ADVICE II 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.

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HOME EVALUATION One of the most important questions most people looking to sell their home have is: “What will my house sell for in today’s market?”

Ross has 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 neighbourhood in the recent past. This is critical!

The next page will describe these factors in full. Take a look! >>>

YOUR HOME

AND ITS WORTH 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 neighbours, 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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HOME PREPARATION - EXTERIOR • • • • • • • • • • • • • • •

House number should be easy to read Lights on timers to ensure house is lit up after sunset Eaves troughs, and down spouts in good repair Garage/car port clean and tidy Litter picked up Cracked or broken window panes replaced Doorbell and door hardware in good repair Touch up trim paint on doors, window frames, fascia, etc Mow, edge and weed the lawn frequently until the home is sold Overgrown shrubbery be cut back to show as much of the exterior as possible A low-cost investment in seasonal flowers or ground cover will add a personal touch Inspect the roof for necessary repairs and any visible broken shingles or tiles Stucco water stains can be repaired using a mild bleaching agent Fences should be mended and painted Wash all windows inside and outside

PREPARING YOUR

HOME TO SELL! HOME PREPARATION - INTERIOR • • • • • • • • • • • • • • •

Lights should be on and drapes left open during daylight hours Heat set at a comfortable temperature Fresh flowers/plants in various rooms Chipped plaster and paint touched up and repaired Doors and cupboards properly closed Leaky taps and toilets repaired Burned out light bulbs replaced Squeaky doors oiled Mirrors, fixtures, and taps cleaned and polished Seals around tubs and basins in good repair Floors cleaned, garbage containers emptied Inside of closets and cupboards neat and tidy Valuable property, out of reach, out of sight, or locked away Pets absent, where possible, or contained during showings All torn screens should be repaired or replaced.

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PRICING YOUR HOME There are many factors involved that lead to the successful sale of your home. However, three very key components stand out from the rest. These components are an essential part of the process.

FIRST: Pricing your home correctly is so important. An overpriced home can be detrimental in the end, while an undervalued property certainly doesn’t always generate the buzz it needs. Pricing your home properly takes an experienced team that understands the market and has a track record of success. The last thing you want is for your home to stay on the market longer than expected. At that time, interest starts to diminish and perception of the home could go from positive to negative.

Below shows the best time to sell and your window of opportunity. By taking advantage of these models, you can price your home properly, create a buzz and gain traffic to your home.

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.

THE RIGHT

SELLING PRICE ATTRACT BUYERS NOW! SECOND: Attract buyers immediately. Sellers and agents tend to experiment with price by starting high and dropping it over time. This rationale is not the best approach.

Activity (Amount of Interest)

A listing gets the most attention on its debut. As the Wall Street Journal reports, the week that a listing goes on the market, we estimate that it gets nearly four times more visits on real estate websites than it does a month later, which is when most sellers will initiate a price reduction.

Highest Potential

Lost Potential Multiple Offers

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Dangerous Risk Gamble

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Time on Market (Weeks) Your Asking Price

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 me to help you thoroughly evaluate every proposal without compromising your marketing position.

NEGOTIATING THE RIGHT WAY I’ll take the ethical responsibility of fairly negotiating contractual terms very seriously. It is my 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, I will guarantee a thorough and objective assessment of each offer to help you make the right choice.

THE OFFER

PROCESS 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 fulfillment 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. I 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 timeline 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 I will keep you constantly updated so you will always be prepared for the next step.

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WEB SYNDICATION I use the Internet and all online tools to help sell your home. With more than 90% of buyers checking the web, getting online is the most effective and efficient way to connect with potential buyers. My web presence and online network will help me show your home to thousands of buyers online.

Below shows that 99% of people search for a home using three main search engines. I make sure to connect with as many potential buyers and agents with buyers as possible on these platforms.

More than half of all home buyers search online first when looking to purchase a home. It is vitally important that your home receives the exposure it needs in order to sell. I make my web syndications allows your home to be shown on high-traffic websites as well as our own.

ONLINE

PRESENCE WHERE BUYERS COME FROM These are the first steps buyers take when looking for a home.

51% Internet (home searches & research) 34% REALTORÂŽ 4% Call on yard sign Friend/relative/neighbor 4% 4% Open House 2% New Builder 1% Local newspaper & magazines 1% Knew the seller 21

YOUR LUXU CREATING POSSIBILITIES

URY AGENT THROUGH IDEAS & DREAMS

BUYERS INFO 1. MAKING THE RIGHT CHOICE It is very important to evaluate yourself and your situation to help ensure that buying a home is the right decision for you. We believe in full disclosure and the importance of planning. Some questions you should ask yourself: • What reasons are prompting you to move and what is your preferred timeline?

• Have you been through the pre-approval process? What amount are you approved for?

• When we find the right home for you, are you prepared to make an offer?

2. YOUR LIFESTYLE Deciding on what type of home you want to live in is just as important as deciding on where you want to live. For some, location is everything. For others, home details are everything. It is important that you decide what is most important for you and what type of lifestyle you truly desire.

3. LOCATION, LOCATION, LOCATION Another important decision during the buying process is proximity to important things such as schools, work, grocery stores, and amenities such as shopping centres, restaurants, parks and recreation centres. These things define your lifestyle choice and are not only necessary, but convenient.

MORTGAGE GETTING STARTED You’ve decided you want to buy a home. Now what? The first – and most important step to the home buying process is financing. You can’t do anything until you know how much you can afford. To get started, you need to understand what lenders are looking for from a borrower. There are three main factors that help determine if you qualify for home financing: income, assets, and credit history.

DIFFERENT TYPES OF MORTGAGES Getting a mortgage is one thing. Getting a mortgage that best suits your situation is another. Some mortgages have less strings attached but have more strict stipulations, while others may be harder to get, but have more flexibility. It is important to have all the information about mortgages available to you before you decide to move forward in the purchase of a home.

INCOME & ASSETS Most loan programs require the lender to verify all of your income sources. Typically you will need to provide pay stubs, your T-4 and copies of your tax returns. Lenders will also want to go through your assets and how much of a down payment you will have when determining your loan approval.

CREDIT HISTORY All lenders review a borrower’s credit history to determine the type of credit used, the amount owed, and the borrower’s repayment history.

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THE OFFER NEGOTIATING THE RIGHT WAY We 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, so make sure that yours is strong if you really want the home. As your agents, we will guarantee a thorough and objective assessment of the home’s true value 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.

PROCESS 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 purchase and make sure that you have copies of everything.

STICK TO THE SCHEDULE Now that you have made an offer, you and the seller will be given a timeline 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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HOME THE PRICE IS NOT ALWAYS RIGHT It is a good idea to make sure what you think you are buying is indeed the property you are buying.

It is so important to feel comfortable with your purchase during the home buying experience.

Feeling comfortable starts with financing, but then leads into feeling confident that your purchase is sound.

Having a professional home inspector is the way to gain peace of mind. A proper inspection will cover all areas of the house both structurally and mechanically and give you an objective view of the property. A qualified home inspector will also provide you with a written report indicating areas of concern and the estimated cost of repairs.

INSPECTION HERE ARE A FEW HOME INSPECTION TIPS: • Ensure the home inspector checks for visible issues with plumbing, electrical systems, roof, insulation, walls, ceilings, floors and windows, and the condition of the foundation.

• Ensure your home inspector gives you a close and personal look at your new home. It takes about three hours to go through all the systems, and if there are any problems, you will see them with your own eyes. They will also give you maintenance tips and easy fix-ups, if necessary.

• Ensure that in the end, you receive a detailed report that summarizes the condition of your home.

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TESTIMONIALS “Thank you Ross for providing me with your wealth of knowledge in putting together a go-to-market strategy and selling the house in just two days! I couldn’t have asked for anything more! You provided me with all right recommendations, starting with help in removing the house from flood zone to making all optimal enhancements to the property that brought the best possible price that I was hoping for. Your commitment to quality and timeliness in action has really paid off. It was an important step for me to move on to other things in my life!!! Thank you again and wish you the best!!”

- Calvin Lewis, Aspen Meadows “After several efforts in trying to sell our home, we were a bit disheartened and not sure what direction to take. The house is an amazing, unique property with many perks, it didn’t make sense. Neighbours strongly recommended Ross Pavl. They espoused his honesty and integrity. On they went saying he really knows his marketplace and will represent the home on a professional level. As it turned out, that was an understatement.

Ross is not only professional, but hardworking and willing to make the upfront investment to come onto the market with a splash. He knows how to stage and represent a home. Ross also is very respectful of the effort it takes on the part of a homeowner. He takes the time to thoroughly qualify any perspective buyer to assure the match. Wow....what a phenomenal way to go. 9 days, multiple offers. Great advice, great results. Thank you Michael Burke!!!!”

- Jasmine Morgot, Springbank Hill “Ross, you are a true professional. This entire experience can be so overwhelming and you walked us through every step of the way from selling our home, believing in us, our vision for a new home and all the business details in between. Your expertise in this field is outstanding and your patience is commendable. Thank you Ross. It was our pleasure working with you. You were always there for us.”

- Tim Orchard, Bearspaw

403 837 8100 ross@rosspavl.com www.rosspavl.com