SELLERS GUIDE 1
ABOUT SUSAN
WHAT I STAND FOR ABOUT SUSAN MACARZ From a young age, Susan honed her love of fine homes in a ‘Real Estate” family. Her Dad, a successful real estate , land and community developer, nurtured Susan’s flair for home decor and passion for beautiful design. With an enthusiasm for sales, Susan was soon redesigning model suites, giving a great perspective of how meticulous design works as a sales tool. As she concentrated on interior design and marketing, Susan absorbed a ton of knowledge, sales strategies and negotiating skills from her father. In the early 90’s, Susan went for more, focusing her career on real estate sales and marketing. Never settling, she achieved her Real Estate Broker license designation and has gone on to win many RE/MAX awards of distinction. In 2005 she won the award for Top 3 Individual Transactions in a population over 150,000; as well as a member of the 100% Club, RE/MAX Platinum Club, and RE/MAX Hall of Fame. Susan has always looked for more innovative ways to lead, but it’s her art of negotiating that has truly set Susan apart over the years. She has a knack for looking at a deal from all sides & finding inventive solutions to get it done. Quite frankly, Susan is a Smart Marketer & a Sharp Negotiator! Susan’s warm personality and intuitive reading of market trends has earned her the position of 3 is trusted real estate advisor to many. Her dedication, integrity, discretion and professionalism a true definition of her character.
WHY SELL WITH SUSAN? 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 SUSAN? 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 will 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 MLSŽ as well as broader ones, new listings sheets, and real estate publications. My 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 will 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. My 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 neighbourhood or those who are becoming acquainted with your community. A yard sign is the #1 way to show your home is for sale. A 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.
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 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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SUSAN’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 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 agent 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. 11
HOME EVALUATION 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?” Toronto 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 neighborhood 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. 13
YOUR GTA A
C R E AT I N G P O S S I B I L i T I E S T H R O U
AGENT
UGH IDEAS & DREAMS
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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, two 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 experience 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.
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 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 will 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 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. 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. 21
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. 99% of people search for a home use three main search engines, Google, Bing and Yahoo. I make sure to connect with as many potential buyers and agents with buyers as possible on these platforms. More than half of all homebuyers 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. My web syndications allow your home to be shown on high-traffic websites as well as my 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
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TESTIMONIALS This letter is firstly to thank you for the professional way in which you handled the sale of my property. You responded to my every requirement & gave me solid advice about the manner in which to prepare from & list my property, & advised on how to achieve the best result for me. After a very busy weekend open house, you expected & prepared me for multiple offers & handled all agents respectfully as they each presented their offer. I felt that I could rely on your professional opinion & approach at all times & am extremely happy with the end result of my selling price & closing date options. - K. Lasky (Seller and Buyer) Thank you for representing us so well in the sale of my mother’s home. I was impressed throughout the process by your interpersonal intelligence & tact, your focus on value add design changes, your energy & most of all your integrity, transparency & commitment to putting your clients’ interest first. It was a delight working with you, & I truly appreciate your efforts on our behalf. I wish you every success in the future. - D. Morley (Seller) Susan was highly recommended to us by a friend who has dealt with her for many years. Our house being a unique duplex, we thought would be a challenge to sell....we were prepared to be patient, but to our surprise after 3 weeks on the market Susan brought the perfect family that needed the space & location....We were totally satisfied - we achieved our price & were happy that our home was going to this family. It was a pleasure meeting & working with Susan. I would highly recommend Susan as a professional realtor, who will help you achieve your real estate goals with minimal stress. Thanks Susan! - R & S Silberman (Seller) Moving? Selling and buying, selling or buying can be stressful and overwhelming too. Susan Macarz made it easy—every step of the way—and I mean every step of the way, from start to finish. Susan is an excellent real estate agent, professional, knowledgeable and an amazing negotiator… and I swear she must work 24/7 because I could always reach her, day or night. She was very supportive throughout and… she listens. I highly recommend Susan. I made the right choice. - Tina Marie Pecile (Seller and Buyer)
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THANK YOU FOR THE OPPORTUNITY
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416.487.5131 susan@susanmacarz.com www.susanmacarz.com