HOME SELLING GUIDE COLDWELL BANKER - CAMPBELL REALTORS

The Reputation of the Brokerage you hire matters to buyers

Just as you prefer to visit a nice store to shop for clothing, food, & automobiles, or eat out at a restaurant with beautiful ambiance and quality ingredients, Home Buyers prefer to work with a traditional branded real estate brokerage with an excellent reputation and strong ties to the community. Afterall, for many, it is the most significant purchase of their lives.

Coldwell Banker – Campbell Realtors was founded in 1957 by E.J. Campbell. In 1998, his son Scot Campbell became the Managing Broker.

We have thousands of happy and satisfied customers. We are honored to now be serving the third generation of the original clients that E.J. Campbell first met in the 1950s & 60s.

History of Agency in California Residential Real Estate Transactions

By Scot Campbell - June 11, 2024 Broker of Record - Coldwell Banker-Campbell Realtors

As a practicing real estate professional in California who has closed thousands of Residential Real Estate Transactions over the last 40 years, I can effectively explain where the real estate industry has been in the past with the rules of agency, and where it is today given the recent NAR Settlement.

In 1982, I started working for our family real estate brokerage (while I was still in high school). My father E.J. Campbell, a licensed California Real Estate Broker since 1957, was the founder of our brokerage.

When I started in real estate, the standard real estate practice in California when selling a home was to hire a Seller’s Agent. That brokerage was known as the “Listing Agent”, and customarily a portion of the commission was “o ffered” through the Realtor MLS to a “Cooperating Brokerage” who was deemed a “Sub-Agent” of the Seller’s Listing Agent.

The fiduciary duty of the Seller’s Listing Agent and Cooperating Brokerage (Sub-Agent) was entirely to the Seller of the home. This is what you would expect at a car dealership today... everyone you speak with is trying to sell the vehicle for the maximum profit for the dealership. There is no one looking out for the interests of the “Car Buyer” at the automobile dealership, and prior to 1984 the same was true for home buyers. The concept of “Buyer Beware” ruled the day for the residential real estate industry.

Easton V. Strassburger (Buyer Agency Begins)

In 1984, there was a revolution in the rules of Real Estate Agency. The practice of “Buyer Agency” was introduced following the Easton V. Strassburger case. It became Best Practices and Real Estate Law for real estate agents to be either: The Buyer’s Exclusive Agent, the Seller’s Exclusive Agent, or a Dual Agent Representing Both Buyer & Seller.

However, to the dissatisfaction of many home Sellers, the law and existing practice in the industry provided that the Seller pay the commission for both the Seller’s Agent and the Buyer’s Agent.

As much as some home Sellers were “dissatisfied” with the concept, the policy benefited the Sellers; here are the reasons why:

 VA Buyers have zero money to pay a Buyer Agent commission. At the time, the Veterans Administration did not permit them to pay a commission. If the Seller did not pay the commission for VA transactions, these Buyers would leave the pool of potential home purchasers.

 FHA Buyers have zero money to pay a Buyer Agent commission. They are scraping up 3.5% to put down on a home, it could take months or years to save enough money to pay a Buyer Agent commission. If the Seller did not pay the commission for FHA transactions, these Buyers would not be potential home purchasers.

 Most Buyers are trying to reach down payment thresholds to lower their payment and qualify for a higher loan: 5%, 10%, 15%, and 20%. Each time one of these levels is reached, there is a savings in the cost of borrowing with either a lower rate/points or the elimination of Private Mortgage Insurance (at 20% down). The higher the Buyer’s down payment as a percentage of the purchase price, the easier it is for the Buyer to qualify for the loan.

 Seller paid Buyer Agent commissions allow the Buyer’s downpayment to be larger. For example: With 20% down, an increase in the Buyer’s down payment of $20,000 allows the Buyer to finance an additional $100,000. So, if the Seller pays the $20,000 Buyer Agent commission, the Buyer can keep the $20,000 as part of their down payment and can qualify to pay $100,000 more for the home.

Once the Seller’s Agent explained these facts to the “dissatisfied” home Sellers (upset with the idea of paying Buyer’s Agent commission), the practice became commonplace.

Seller payment of the Buyer Agent Commission was in the best interest of sellers (higher sales price along with more net proceeds at close). The practice also helped low down payment buyers qualify to purchase a home.

Burnett

v.

National Association of Realtors (Jury Decides Changes are Needed)

Fast forward to 2023. A law firm found a new group of “dissatisfied home Sellers” and filed a lawsuit against the National Association of Realtors which alleged that these Sellers had been defrauded. The contention was they were forced to pay a Buyer Agent commission and Realtors were preventing negotiations on commission rates.

The case was filed in the State of Missouri, Burnett v. National Association of Realtors ("NAR"), et al. In October 2023, the jury found in favor of the disgruntled Sellers. The Missouri Jury was successfully convinced that Home Sellers felt compelled (or were explicitly told) to pay a commission to Buyer’s Agents.

The jury felt that it was implied (or stated) that Buyer Agents might refuse to show their property (if a lower commission was offered), fostering fear that their home would not sell.

They also felt it was unreasonable that the commission remained the same even if the Buyer independently found the home, attended an open house without an agent, conducted an analysis of comparable properties using publicly available data, and only contacted the Buyer’s Agent for assistance with the offer paperwork.

Compounding the issue, the real estate industry enacted arguably self-serving rules (MLS Rule 9.7 and NAR Standard of Practice 1616) prohibiting licensed real estate agents from assisting Sellers in negotiating lower Buyer’s Agent commission as part of the o ffer/counter- offer process.

A Landmark Settlement (NAR Agrees to Rule Changes creating a NEW ERA)

On March 15, 2024 the National Association of Realtors entered into a settlement in the Burnett V. NAR case which as of today’s date is awaiting final approval by the court and Department of Justice.

As part of the settlement, NAR agreed to the following MLS rule changes which will become effective in August 2024:

 Agents are required to sign a written Buyer Representation Agreement with their Buyer clients wherein compensation to be paid by the Buyer is specified.

 Seller paid Buyer Agent commissions will no longer be promised and published in the Realtor MLS.

Effect of the settlement & rule changes on the Residential Real Estate Industry

In the NEW ERA created by the NAR Settlement, the successful marketing style for selling homes will be forever changed. The past emphasis on generous Seller paid Buyer Agent commissions (to bring qualified buyers to the table) has been significantly reduced. Commissions will no longer be guaranteed by MLS Rules. With 75% of the buyers now coming to our open houses unaccompanied by real estate agents, it appears that the real estate sales industry is being transformed from “Salesforce” to “Consumer Product” style marketing:

The Salesforce Marketing style is very personalized, relationship-driven, and involves direct interaction with homebuyers through a “salesforce” of Buyer Agents who are motivated by the promise of a generous Seller Paid Commission to get buyers out looking at homes.

The Consumer Product Marketing style emphasizes Branding, Emotional Appeal, Packaging, and Multi-Channel Advertising directly to the consumer to differentiate the product, generate interest, and obtain a top dollar sales price.

Coldwell Banker is the oldest, best known, and most respected Real Estate Brand. Our home preparation assistance will create Emotional Appeal, and the Marketing Package includes best-in-the-industry imagery for your home. We use the most effective advertising channels to effectively reach a very large audience of homebuyers through signs, direct mail, print media, eMail, texting, retargeting, geo-fence targeting, social media, websites, and the Realtor MLS.

Our NEW ERA “Marketing Plan to Sell your Home” has been designed to ensure that a qualified buyer finds, loves, and purchases your home for top dollar regardless of the NAR Settlement & Rule Changes.

My Listing Commission in the NEW ERA will be 3.5% or Less!

We’ve entered a NEW ERA in real estate, where the Buyer’s Agent is paid based on the compensation identified in the Buyer Representation Agreement… not an amount published in the Realtor MLS.

In the past, there was an emphasis on “Salesforce Marketing” with generous Seller paid Buyer Agent commissions to bring qualified buyers to the table. But this incentive is no longer guaranteed by the MLS Rules.

If a Seller offers to pay Buyer Agent compensation exceeding the amount specified in the Buyer Representation Agreement, the Buyer Agent cannot legally accept the additional compensation.

Successful Marketing in the NEW ERA is evolving toward Consumer Product style techniques which emphasize Branding, Emotional Appeal, Packaging, & Multi-Channel Advertising:

Branding: Home buyers exhibit predictable consumer behavior. In the biggest purchases of their lives, they prefer to buy from an established & respected brand. Coldwell Banker is the oldest, best known, and most respected Real Estate Brand. Millions of advertising dollars are spent year-afteryear so potential buyers will have a positive association with your home the moment they see the Coldwell Banker sign in your front yard.

Emotional Appeal: My Home Preparation Assistance will position your home to get top dollar. I do not charge extra for coordinating the professionals that will make your home look fantastic for prospective home buyers.

Packaging: The Image Filled Marketing Package I create for your property will be amazing: Hi-Res photos, drone shots, 2D Floorplan, video, and 3D Virtual “walk through” Tour.

Multi-Channel Advertising: The imagery and property details will be aggressively distributed using multiple marketing channels directly to the consumer to attract qualified buyers. Your listing will be on all the top websites: Zillow, Homes.com, Trulia, Realtor.com, ColdwellBanker.com, Redfin, and the Realtor MLS. It will also be advertised on these additional channels: Social Media, eMails, brochures, retargeting, geo-fence targeting, texting, direct mail, signs, & more!

In the NEW ERA, many consumers will find your home on their own, then come tour it without a Buyer’s Agent.

If a qualified buyer has not signed a Buyer Representation Agreement before visiting your home, I will represent that buyer as a Dual Agent… this service is included in the 3.5% commission.

A “Salesforce” of Buyer Agents will still try to sell your home, and some consumers prefer to sign a Buyer Representation Agreement with an agent they know & trust.

My marketing recommendation to home sellers in the NEW ERA is to encourage cooperating agents to show and submit offers. I anticipate most sellers will consider paying compensation to Buyer Agents per the terms of their Buyer Representation Agreement. I believe it is sensible to consider offers with the Highest Net Proceeds & Best Terms regardless of the amount of compensation paid to the Buyer’s Agent.

Notably, I offer a discount on the 3.5% Listing Commission when the buyer has an agent. You can redirect these funds toward the compensation of the Buyer’s Agent or toward your other customary seller closing costs.

Saving Home Sellers money in the NEW ERA

Coldwell Banker - Campbell Realtors commission policies are designed to sell your home faster and save you money... sometimes just a few thousand dollars is enough to bring a transaction together that would otherwise have resulted in an impasse.

We are a brokerage that welcomes cooperating Buyer Agents to show our property listings and submit offers. However, not all Buyer Agents perform the duties of a Full Service Buyer’s Agent; and not all charge the same commission rate to the Buyer.

We understand this is the way that the buyers want it… they are looking for choices. So, we created a schedule of discounts based on the duties performed by the Buyer’s Agent.

Seller Agent Only Discount - Our standard 3.5% Listing Commission assumes we will act as a dual agent in the transaction (representing both you and the Buyer); however, if:

• Buyer employs a Full Service Buyer Agent, we will discount the commission 1 percent

• Buyer chooses a Limited Service Buyer Agent we will discount by ½ percent.*

Quick Sale Savings - If you accept an offer within 8 days after the property is published in the Realtor MLS, we will discount the net Listing Agent Commission (after any applicable Seller Agent Only Discount) by 10%. So, if your home sells quickly, you will save 0.25 to 0.35% on the commission.

*In the NEW ERA, some buyers will select a Full Service Buyer’s Agent who is involved in all aspects of the transaction and acts in the traditional role of a Buyer’s Agent. A Limited Service Buyer Agent typically works remotely and often only does paperwork.

The

Coldwell Banker Brand has been leading the way since 1906

Coldwell Banker Real Estate practically invented modern-day real estate. Founded in 1906 on the principles of honesty, integrity and always putting the customer first, we changed the industry then and continue to do so today.

Through 118 years of non-stop innovation, steadfast ethics, and forward thinking, we’ve grown to be one of the most well-known real estate brands in the world. We’ve guided more home buyers and sellers than any other company in the history of America.*

The #1 Most Visited Real Estate Brand Online

Home buyers are online, and more of them are visiting Coldwell Banker® sites than other real estate brands, which means your property gains better exposure to more buyers.

In 2023, Coldwell Banker websites had 184.2 Million visits.*

The brand empowers agents with prestigious brick and mortar office locations, innovative technology, strategic marketing, and a powerful network to sell homes in the best and most effective way possible.

*Reflects total website visits for 2023. Source: Comscore 2023 Media Trends.

#1 Rated Real Estate TV Ad 12 Years in a Row

Year after year, the Coldwell Banker® brand is proud to deliver national network television advertising that connects with viewers and leads the industry.*

Coldwell Banker brand advertisements display imagery which shows homeownership in a very positive light, and the millions of TV screen impressions help maintain our logo and brand as one of the strongest and most recognized names in real estate.

The brand empowers agents with prestigious brick and mortar office locations, innovative technology, strategic marketing, and a powerful network to sell homes in the best and most effective way possible.

A Unique & Positive Personal Connection

Using the powerful Positive Association Marketing Technique, Coldwell Banker has associated “The Happy Homeowner Lifestyle” with our Brand by creating “positive association” television commercials every year since 2012.

When buyers see that your home is listed by Coldwell Banker, there will be a subconscious positive feeling about your home; they will not know why, but it will be there.

Homeward Bound

www.CB-HomewardBound.INFO

Homes Best Friend

www.CB-HomesBestFriend.INFO

Somebody to Love

www.CB-Somebody2Love.INFO

Hoops in Driveway www.CB-HoopinDriveway.INFO

Catch in the Backyard www.CB-Catch.INFO

Home Sweet Home

We Believe www.CB-WeBelieve.INFO

The Value of a Home www.CB-HomeValue.INFO

www.CB-HomeSweetHome.INFO Your Home www.CB-YourHome.INFO

Women’s Choice Award® Winner 7 Years in a Row*

Woman have always influenced the Buying Decisions for homes, but in recent years single women are outpacing men in the purchase of homes. In 2023, Coldwell Banker once again won the Women’s Choice Award. The brand empowers agents with prestigious brick and mortar office locations, innovative technology, strategic marketing, and a powerful network to sell homes in the best and most effective way possible.

*More

Unmatched Global Reach

Thanks to affiliation with the Coldwell Banker® brand, our agents have access to a national and global network of well-connected real estate agents.

The Coldwell Banker brand has 100,000+ agents in 40 countries & territories.*

The brand empowers agents with prestigious brick and mortar office locations, innovative technology, strategic marketing, and a powerful network to sell homes in the best and most effective way possible.

Proven Success

Just how Successful is the Coldwell Banker brand?

Affiliated agents handled 481,548 transaction sides in the U.S. in 2023.*

The brand empowers agents with prestigious brick and mortar office locations, innovative technology, strategic marketing, and a powerful network to sell homes in the best and most effective way possible. *Year-End

Powerful

Selling your home is a big deal, and the company that helps you should be too.

In 2023, the Coldwell Banker brand closed $234 billion in sales volume.*

The brand empowers agents with prestigious brick and mortar office locations, innovative technology, strategic marketing, and a powerful network to sell homes in the best and most effective way possible. *Year-End

The Luxury Home Sales Leader

Everyday the Coldwell Banker brand proves they are the leader in Luxury Home Sales. In 2023, the brand closed over $200 million in Daily luxury sales.*

The brand empowers agents with prestigious brick and mortar office locations, innovative technology, strategic marketing, and a powerful network to sell homes in the best and most effective way possible.

*Data based on closed and recorded buyer and/or seller transaction sides of homes sold for $1 million or more as reported by affiliates of the U.S. Coldwell Banker franchise system for the calendar year 2023. USD$

A Leader in Social Media Marketing

The Coldwell Banker brand has raced ahead to become a leader in Social Media Marketing. In 2023, the brand tallied over a Half Billion media impressions.*

The brand empowers agents with prestigious brick and mortar office locations, innovative technology, strategic marketing, and a powerful network to sell homes in the best and most effective way possible.

*2023 Sprout Social and Media Agency Reporting.

Emotional Appeal is enhanced by Home Preparations

Our home preparation assistance will help enhance the Emotional Appeal of your home. It has been proven that homes which are “Prepared For Sale” sell faster and for more money.

• Most homes can be successfully marketed with “Minimum Preparations.”

• Other properties require Renovations to maximize equity and profits.

For a newer or recently remodeled home, “Minimum Preparations” is all that’s needed to successfully attract turnkey buyers. On the other hand, many older homes would significantly benefit from making either some or perhaps extensive renovations.

Either way, once you select us to be your Listing Agent, we provide the support necessary for you to maximize equity and profits.

Option One – “Minimum Preparations”

Natural Hazard, Environmental, and Tax Data Report* - At our cost we will provide a MyNHD/CRES report.

Seller Error’s & Omissions Insurance** - A MyNHD/CRES report provides $25,000 in Error’s & Omissions Insurance for the Seller for 180 days after close of escrow.

Seller Home Warranty* - At our cost, we provide a Seller Home Warranty which typically includes coverage for heating, plumbing, appliances, electrical, and more. The coverage is the same as the Buyer Warranty after close of escrow... the only difference is that you are covered before your home closes escrow ($95 deductible). Consider it protection from “Murphy’s Law”.

Preliminary Title Report* - It is critical that you are aware of liens or clouds on the title which might delay the sale of the home. We will contact the Title Company and order a Preliminary Title Report (at no cost to you), to identify title related issues and resolve them before we enter escrow.

Pre-Marketing Property Inspection* - At our cost, we provide a professional inspection of your home by the same type of inspector the buyer is going to hire once we get into escrow. We find out what the buyer is going to learn, so you can address the items at a lower cost prior to going on the market.

Pre-Marketing Termite Report*** - We will hire a reputable Structural Pest Control Contractor. Their report will identify Section One treatment & repair items and will estimate the cost of completion. A termite report is required for disclosure purposes, and it will also identify any wood repairs which should be completed prior to exterior painting.

Pre-Marketing Staging Recommendations* - At our cost, our Staging Professional will inspect your home and make a list of recommendations. The report will include cost-conscious suggestions for both exterior and interior enhancements to increase the marketability of the home with a positive return on investment.

Pre-Marketing Contractor Coordination* - Customarily the process of “Minimal Preparations” will include reviewing the Pre-Marketing Property Inspection, Stagers Recommendations, and the Termite Report. Together, we will decide which items will have the greatest impact on marketing success, the available time to complete work, and budget for making the enhancements. Experienced and reputable contractors will provide estimates and we will coordinate the improvements you decide are desirable given the constraints.

Pre-Marketing Handyman Service* - Broker will provide up to 3-hours of complimentary work by an experienced handyman to do minor home repairs/maintenance.

** We will order reports and start process once we have been selected as your agent in writing by executing the listing agreement. The Property Inspection, Termite Inspection, Staging Recommendations, Contractor Coordination, Preliminary Title Report, and Seller Home Warranty are services offered to Full Service RATE Listings Only (not when commission is discounted). In some circumstances reports may not be applicable. IE: Marketing a home with substantial deferred maintenance, an “As-Is Estate Sale”, or Probate Sale may not benefit from Pre-Listing Inspections for disclosure reasons.

** See CRESinsurance.com and last page of presentation booklet for more details.

***Termite Inspection report fee & Section One Certification Fee is customarily paid by seller at close of escrow as part of ``the disclosure requirements and termite treatment requested by the buyer.

Option Two – Smart Renovations for Maximum Profits

Many homeowners miss out on 10% to 25% of the potential sale price of their home by doing zero preparations and then selling to investors, iBuyers, or flippers.

Professional investors and flippers have been making big profits for decades. Their success is attributed to three main components:

•They find homeowners who want to sell “as-is” and willing to accept a very low price.

•They have construction expertise, a network of designers, & low cost contractors.

•They have access to vast sums of liquid capital.

Investors & flippers pay cash for the homes they buy, close quickly, and pay their contractors immediately to encourage prompt service.

They get top dollar for the homes they buy, fix, and flip because they offer homes with the design elements, features, & renovations which are “popular”. Buyers are willing to pay a premium for homes which have current design elements and are in “move-in” condition.

For some properties, it is amazing how much more equity you can generate by avoiding an “As-Is” sale, as compared to doing smart renovations.

Think of our Smart Renovations program being like “flipping your own home”.

We Provide access to a Renovation Partner

If you lack the necessary liquid funds and vendor contacts to do renovations, we have a Private Capital Source, Designers, & Contractors who provide homeowners with access to money-making renovations. *

Together, we bring together the capital & vendors to help homeowners “flip their own home” like a professional:

Professional Guidance - Together, we’ll formulate a renovation plan with a detailed design, scope, & budget, and more importantly your expected Return on Investment.

Built Around Time - We support our network of vetted contractors, making them more efficient, so they can start quickly and finish on schedule.

Renovation Oversight - Our production team delivers plans, materials, and oversight to ensure on-time, on budget delivery.

No Out-of-Pocket Budget Concerns - Because our Private Capital Source fronts the money, our clients have the confidence & freedom to maximize their equity by choosing to do all the renovations which are profitable.

* Access

Packaging your home for Marketing Success

The Image Filled Marketing Packaging I create for your property will be amazing: Hi-Resolution photography and 3D Virtual “walk through” Tour, plus 2D Floorplan, drone imagery, and Video Slide Tour.

All the important and accurate details of your property such as: living area, lot size, upgrades, finishes, remodeling, and special features will also be published for prospective buyers to review.

Quality & Effective packaging for your home adds to the sense of excitement by buyers and reflects positively on the desirability of your property.

Photography

Nothing is more important in the effectiveness of the digital sales process for your home than the quality of the photography. The desirability of your home will be captured by a Professional Photographer using a high-resolution camera and HDRI Technology*.

The result will be amazing photos capturing only the best angles of the interior & exterior of the property. These images create the initial interest in the mind of prospective buyers and helps to entice them into making an appointment to tour the home in person.

*High-dynamic-range imaging (HDRI) is a photograph enhancement technique used to reproduce a greater range of luminosity than is possible with standard digital imaging, see website for details: www.HDRIenhancement.Info

Hi-Res 3D Tour

3D Tours are effective in moving potential buyers from: “I am interested” to “Let’s go see it”. We use a Walk-Thru or Room-To-Room platform depending on your home.

The Walk-Thru Platform tour has a “doll house” view, 2D floorplan, and we can provide detailed text (or manufacturer URLs) for upgrades, features, and finishes inside the tour. We also have a “Room-to-Room” 3D Tour Platform when it is beneficial to “control” the rooms and views we want to show the prospective buyer… there are cases where less is more.

Go to these websites for examples: www.WalkThru3Dtour.info Zillow3Dtour.info www.RoomToRoom3Dtour.info

Flooplan Drawing

When you list your home with Coldwell Banker-Campbell Realtors, our photographer & graphic design team will measure scan your home and create an accurate 2D Floorplan Drawing.

Admittedly this marketing technique is borrowed from new home developers; however, there is no question it is effective. Builders have been offering floor plan drawings at their model homes in SoCal since the 1940s.

Buyers appreciate the diagrams when planning their furnishings and interior design.

FLOOR 1

FLOOR 2

Hi-Res Drone Imagery

When you list your home with Coldwell Banker-Campbell Realtors, our professional photographer will use a drone to capture Hi-Resolution still images and videos for your property (if allowable by FAA & neighborhood).

Drone imagery offers beautiful angles, videos, and neighborhood prospective that can only be fully appreciated from the air. Drone images are often the best tool for showing proximity to amenities in the area including schools, shopping, and recreational opportunities like the beach, parks, and golf courses.

Video

The goal of video is to trigger the potential buyer’s interest and result in an in-person showing of the property. It is a very effective form of visual media.

The Coldwell Banker listing concierge system will create a professional photo slideshow video of your home featuring upto 24 carefully selected images. The slideshow video can easily shared on social media, emails, text, and websites.

We often also capture video imagery of the home both inside and outside. Some of the most captivating video footage is from the drone camera as it flies over your property.

MULTI-CHANNEL ADVERSTING

Online Exposure

My comprehensive online marketing strategy includes detailing your property’s critical selling points and posting multiple photos on the most visited real estate websites in the world...and hundreds more.

The result? Your home gets showcased on dozens of high traffic sites - putting it in front of potential buyers everywhere.

Single-Property Website

Show buyers your home is worth the investment with a single-property website.

Unlike listing sites where your home is forced to compete for attention with similar properties, ads and other distractions, a single-property website keeps the focus on your home.

I will promote this unique site to potential buyers throughout the property marketing campaign and on social media.

Social Media

Coldwell Banker® social media channels reached over HALF A BILLION Media Impressions in 2023.* Today’s home buyers are very active on social media, which is why I will promote your property on the top social media sites.

I will hire a Social Media Agency who will place targeted ads for your property on facebook and Instagram in compliance with the Department of Housing & Urban Development guidelines.

Social media is one of several powerful channels I use to position your home as a “hot new listing” - further advancing the sale and ideally helping to create a competitive bidding environment.

Area Realtor ® Notification

I will notify agents at local real estate companies when your property hits the market using a combination of email, texting, and networking.

My goal is to get as many agents as possible to preview your home and present it to their buyers.

By mobilizing the real estate community, I create additional activity which positions your home as a “hot new listing” - further advancing the sale and ideally helping to create a competitive bidding environment.

Email Marketing

My property announcements will reach a targeted segment of my exclusive email list. Email is an easy yet effective way to connect with buyers, agents, and their networks.

My goal is to use email marketing to further the “excitement” about the availability of the home. With this channel, I create additional activity which positions your home as a “hot new listing” - further advancing the sale and ideally helping to create a competitive bidding environment.

You Tube

In creating a professionally produced photo slideshow of your home, I use up to 24 carefully selected images to engage buyers on YouTube.

My goal is to provide a relaxing walk-thru of the home which triggers the buyer’s interest and results in an in-person showing of the property.

YouTube is an additional channel I use to bring attention and position your home as a “hot new listing” - further advancing the sale and ideally helping to create a competitive bidding environment.

Property Brochures

I’ll showcase your home’s unique selling points with a professionally printed property brochure filled with high-quality photography and powerful content.

The brochure will be printed on thick stock 11 X 17 glossy paper to get the attention of buyers. The high quality of this printed piece reflects positively upon your home and allows the buyer to relive the showing experience long after they have finished their tour of the home.

Direct Mail Marketing

When combined with Property Websites, QR Codes, & Re-targeting, Direct Mail is a very effective tool for connecting with high percentage home buyers. It is also a clever way to tap into your neighbors’ network - creating an opportunity for them to notify their family & friends who are home shopping.

My goal is to use direct mail to further the “buzz” about the availability of the home.

Direct Mail is one more channel I use to boost activity and position your home as a “hot new listing” - further advancing the sale and ideally helping to create a competitive bidding environment.

Text Messaging

Text messaging is now the preferred method of communication for many home buyers. This is especially the case when people are engaged in other activities and cannot answer the phone and/or not near their computer or tablet.

We are quickly able to text the MLS link, Single Property Website, or 3D tour for your home to prospective home buyers.

Texting is a fantastic and very convenient advertising channel which we use regularly.

Geofencing & Retargeting

Geofencing & Retargeting is an excellent marketing channel that we can use in special situations.

There are some property types which are associated with lifestyle activities. Examples: Homes on the golf course, Homes with boat docks, and Horse properties. By Geofencing conventions, stores, and locations frequented by people who participate in these lifestyle activities, it is possible to target ads to people in those groups who might be potential home buyers.

An illustration: Geofence Yacht Clubs, Marine Stores, Public Marinas, Launch Ramps, and Boat Shows… Then begin showing internet property ads for “Homes with Boat Docks For Sale” to individuals who enter these zones. When consumers click on the ad, they are retargeted for 90 days with more ads.

Signs

Geofencing & Retargeting is an excellent marketing channel that we can use in special situations.

There are some property types which are associated with lifestyle activities. Examples: Homes on the golf course, Homes with boat docks, and Horse properties. By Geofencing conventions, stores, and locations frequented by people who participate in these lifestyle activities, it is possible to target ads to people in those groups who might be potential home buyers.

An illustration: Geofence Yacht Clubs, Marine Stores, Public Marinas, Launch Ramps, and Boat Shows… Then begin showing internet property ads for “Homes with Boat Docks For Sale” to individuals who enter these zones. When consumers click on the ad, they are retargeted for 90 days with more ads.

Broker Preview

One of the most powerful ways to debut your home is by hosting a broker’s open house (Broker Preview), where I invite my network of real estate industry contacts to tour your property.

My goal for all of the marketing channels is to increase agent attention and buyer showings. When everything comes together correctly: Home Preparation, Beautiful Imagery, and multiple successful Marketing Channels, the activity at the Broker Preview will illustrate that your home is a “hot new listing”.

Ideally, we have created all the conditions which give the appearance of a competitive bidding environment for your home.

Open House & Private Showings

With property safety measures and precautions in place, open house events are a fantastic way for buyers to connect with the space and the neighborhood. Serious buyers and their agents often prefer to explore your home without the distraction of other buyers. With your permission, I will schedule a Private Showing for qualified buyers to see your home.

Correctly priced homes sell faster at a higher price.

Here are a few strategic considerations when pricing your property:

Maximum Buyer interest, excitement, and activity occurs when your home is first offered on the market… The reaction we are looking for from buyers is: “This home is reasonably priced… someone will buy it soon.”

Buyers always ask: “How long has it been on the market?” A high “Days-on-Market” will result in diminished desirability for your property in the minds of prospective buyers.

Consideration should be given to “Drop Down Price Breaks” in home search apps search menus for: Realtor.com, Zillow, Homes.com, Trulia, Redfin, etc. It is always better to stay below price menu break points. i.e. Never list for $1,000,001, pick $1,000,000 instead.

Keep an eye on what has happened with mortgage rates since the compables sold. Fluctuations in interest rates can affect buyer affordability... if mortgage rates jump up, the number of buyers qualified to purchase at your asking price may fall.

Source: Past experience and observation. Homes which go into escrow within 2 to 3 weeks (or less) sell for Top Dollar. When a home has been on the market for a long time, buyers assume there is “something wrong with it” even after a price reduction.

How much should you ask for your home?

Sales comparables in your neighborhood will help answer the “Home Value” question.

Ideally, several similar homes with equally desirable locations have recently sold in your area. When there is a lack of comparables, we make “adjustments to the sales we have” based on standard appraisal practice. Sometimes a similar home closes escrow while your home is being preparing your property for the market…We love it when that happens because recent sales more accurately estimate market value!

A “tentative” list price will be set when we do the listing paperwork; however, we will ask you to confirm the “final” list price in writing before publishing the listing in the Realtor MLS. You will have the most up-to-date information available from all potential sources before making your Final Decision on the asking price.

Our final recommendation to you for list price will be guided by our observation that the best results occur when the asking price is No More than 3% above the market value.

Some homeowners are intentionally pricing 3-5% less than the market value to generate multiple offers… Their strategy is to get a bidding war going!

Getting Started

Using the unmatched resources of the Coldwell Banker Brand and the local knowledge of our brokerage, I will develop a custom plan to get your Top Dollar for your property with a smooth (on-time) close of escrow. I have the expertise to guide you through every step of the home selling process:

Step 1 - Preparing for Sale

Execute Listing Agreement with “tentative asking price”

Obtain Pre-Marketing Title Report & Inspections

Decide on extent of repairs/renovations/complete work

Remove clutter, organize, pre-pack unneeded items

Clean & Stage home in preparation of photography

Step 3 - Marketing & Showings

HDRI Photography/Drone Images

Create the Floorplan & Virtual 3D Tour

Input home features & imagery into the Realtor MLS

Review MLS Listing for Accuracy & Description

Implement Custom Property Marketing Plan

Receive inquiries from agents & prospective buyers

Arrange Showings & Communicate feedback

Review Hit-Reports for online property views/trends

Step 2 - Decide on Final Asking Price

Review updated Competitive Market Analysis

Consider Mortgage Market/Broader Economic Trends

Discuss Days-of-Supply market indicator & trend

Awareness of applicable Home Search App price breaks

Determine the optimal list price, confirm in writing

Step 4 - Offers, Escrows, & Closings

Evaluate offers, negotiate best possible price/terms

Open Escrow & Order reports/documents

Facilitate inspections, coordinate repairs, credits

Coordinate disclosures, appraisal, lender follow-up

Obtain Full Buyer Contingency Removal

Arrange Final Walk-Thru & Follow-up on detail

Confirm Closing Date / Review Closing Statement

Close Escrow & Provide closing documents

Important Dates & Marketing Timeline

Estimated Completion Date of Preparations:

Photography, Drone, 2D, & 3D: __________ to __________________________

Image Package ready to upload: __________ to __________________________

Active in Realtor MLS: __________ to __________________________

Broker Preview Date: ____________________________________________________

Saturday Open House: ___________________________________________________

Sunday Open House: ____________________________________________________

Offers Due Date: ______________

Notes:

Move Date Target: ______________________________________________________

Rent Back Desirable/Needed: ____________________________________________

Summary of Closing Costs

Buyers can pay more for your home if they pay less of the closing costs: Typically, buyers are stretching to get all the money necessary for the down payment and closing costs when they purchase a home. Since buyers are unable to close the escrow without all the necessary funds, the real estate industry long ago structured the normal payment of closing costs as we see today. Nearly all of these costs are paid from escrow (except the HOA Document Fee and Miscellaneous repairs).

Title Insurance: Purchase escrows in California require a Title Insurance Company guarantee clear title to the buyer. It is customary for the seller to pay for title insurance...Title Insurance Company to guarantee a clear title to the buyer. We will get a Rate Quote for you.

Documentary Transfer Tax: The Grant Deed transfers title to the buyer. This deed must be recorded at the County, and there is a fee charged by the recorder’s office for this service. It is customary for the seller to pay for the Documentary Transfer Tax. The tax is a percentage of the sale price and varies by county. We will obtain an estimate for you.

Escrow Fees: Typically, the buyer and seller each pay half of the base escrow fee. The seller will pay additional fees for the loan payoff, and the buyer will pay additional fees related to the loan origination. We will get a Fee Quote for you.

Termite Certificate: During escrow, it is customary for a Structural Pest Control Inspection Report to be issued by a State Licensed Pest Control Contractor to satisfy seller disclosure requirements. The lender will often want to see a certification that the structure is free of active infestation of termites & dry rot. The Pest Control Inspection & Section One Clearance is customarily paid by the seller, and the cost is typically about $150 to $300.

Termite Repairs & Treatment: Sometimes it is necessary to treat a home for active infestation of termites either locally (spray) or the whole structure (fumigation). And, sometimes there is termite or dry rot damaged wood that must be replaced. It is customary for the seller to pay for the repairs & treatment required to obtain the Section One clearance. The cost can range from $1,000 to several thousands of dollars depending on the amount of treatment & repairs which are necessary.

Natural Hazard Disclosure (NHD) Report: To satisfy seller disclosure requirements, the seller must provide an NHD report to the buyer. The cost of the report is about $95.

Home Warranty: In most transactions, the buyer will request a home warranty in the purchase offer. The base cost of the home warranty is about $450 and increases with size of home and coverage: pool/spa, roof, A/C, refrigerators, and other items. The seller usually pays for the Home Warranty...increases with the size of home.

Real Estate Commissions: The brokerage commissions are customarily paid by the seller per the terms of the Listing Agreement.

Miscellaneous: There are occasionally unanticipated seller paid costs associated with home sales including repairs, installation of smoke & CO detectors, strapping water heaters, etc. Accumulated Interest & Property Taxes are not closing costs, but depending on the date of the last mortgage & property tax payment(s), there may be a deduction in escrow for these items.

HOA Transfer & Document Fee: The seller must provide copies of the association documents, minutes, budget, & reserve study as part of the disclosure process. The HOA Management company will provide these documents. They charge a service fee which is typically paid by the seller via credit card.

Coldwell Banker – Campbell Realtors selected CRES Insurance Company years ago to provide Errors & Omissions Insurance. Our affiliation with CRES offers a benefit to you which other brokerages do not offer…

PEACE OF MIND.

The buyer of your home is almost certain to request a Home Warranty as part of the purchase agreement. The three top Home Warranty companies (First American, Old Republic, & Fidelity) offer a 13 Month Home Warranty Plan with a CRES Endorsement.

When a CRES Endorsed Home Warranty Plan is purchased through escrow, you are enrolled into “Seller’s Protection Plan”. The plan is administered by CRES Insurance Services, provides you coverage for up to 180 days after your escrow closes.

In the event of inadvertent errors & omissions related to the sale of your home, you’ll receive up to $50,000, including defense costs, which you would be legally obligated to pay in the event of a claim.

What’s Covered? This policy will pay on behalf of you, the seller, all amounts, including defense costs, up to $50,000 over the $5,000 retention, which you, the seller, become legally obligated to pay as a result of a covered circumstance. The covered circumstance must occur and a claim must be made and reported within the coverage period. A covered circumstance means a lawsuit, arbitration or mediation proceeding, or alternate dispute resolution proceeding to which you submit, with our consent, instituted against you by the buyer, resulting from actual or alleged undisclosed defects in residential property which is your principal residence. For your coverage to be valid your broker’s policy with us must be in effect at the time of the completed contract (your closing} and when a claim is made against the seller.

What’s Not Covered? All insurance products have exclusions, or situations they don’t cover. The major exclusions in this coverage include: Intentional, dishonest or fraudulent act(s} committed by you or on your behalf Covered circumstances of which you had knowledge prior to closing. Claims by you against your real estate broker and/or agent. Claims involving escrow monies. Claims for damages to the residential property sustained subsequent to closing escrow. Claims against you not involving your principal residence.

How Does It Work? Because your real estate broker cares about your peace of mind, you will be automatically enrolled in the SPP program. Coverage begins on the date of the completed contract (closing) and continues for 180 days.

Natural Hazard Disclosure Reports are required in California as part of the seller’s disclosure package to the buyer during escrow. In the event no home warranty is purchased, our affiliation with CRES offers you a similar benefit.

The Coldwell Banker-Campbell Realtors affiliation with CRES offers a benefit to you which other brokerages do not offer. If there is no CRES Endorsed Home Warranty Policy purchased during escrow, the CRES NHD report offers $25,000 in seller errors & omissions coverge.

A house, street, and neighborhood may look great, but there could be hidden hazards that bring added danger or costs. These can include flood, earthquake, wildfire and other risks.

A Natural Hazard Disclosure can bring more certainty to the potential exposures beneath and around the home — things everyone should know before making one of their largest investments.

In addition to flood, fire, and earthquake zone disclosures, the Natural Hazard Disclosure Reports can also disclose special assessments or other added fees (depending on availability).

NHD reports are required to be furnished by the seller to the buyers on residential transactions in California. CRES partnered with MyNHD Company to make these NHD reports easily accessible.

When a MyNHD report is purchased on behalf of the seller in escrow and provided to the buyer before the closing, the NHD will include the $25,000 Seller’s Protection Plan (or Seller’s E&O) when the seller’s brokerage is insured with CRES E&O.

Seller’s Protection Plan protects the sellers for 180 days after the sale of their primary residence should a buyer be unhappy about the way something was or wasn’t disclosed.

THIS INFORMATION REGARDING HOME WARRANTY PLANS AND NATURAL HAZARD DISCLOSURE REPORTS IS AN OVERVIEW AND SUMMARY OF THE COVERAGE. FOR A COPY OF THE ACTUAL EN DORSEMENT, THE OPPORTUNITY TO EXTEND COVERAGE FOR AN ADDITIONAL 180 DAYS, AND ALL TERMS AND CONDITIONS WHICH APPLY, CONTACT CRES AT 1-858-618-1648.