Homeselling Proposal
Prepared for: Steven & Shelly Plumb 668 Northfield Ln Harleysville, Pa For marketing the property located at: 668 Northfield Ln Presented by: John Cassel Realtor Company:
Berkshire Hathaway HomeServices Fox & Roach REALTORS® 418 Main Street Harleysville, PA 19438 Office: 215-256-6543 Email: john.cassel@foxroach.com Cell: 215-237-2875 Web Site http://johnsellshomes.info Date: June 17, 2018
©2018, An independently operated subsidiary of HomeServices of America, Inc., a Berkshire Hathaway affiliate, and a franchisee of BHH Affiliates, LLC. Berkshire Hathaway HomeServices and the Berkshire Hathaway HomeServices symbol are registered service marks of HomeServices of America, Inc.® Equal Housing Opportunity. This analysis has not been performed in accordance with the Uniform Standards of Professional Appraisal Practice which require valuers to act as unbiased, disinterested third parties with impartiality, objectivity and independence and without accommodation of personal interest. It is not to be construed as an appraisal and may not be used as such for any purpose.
June 17, 2018
Steven & Shelly Plumb 668 Northfield Ln Harleysville, Pa Dear Steven & Shelly: Thank you very much for giving me the opportunity to present the enclosed proposal to market your home. I appreciate the time you spent with me reviewing the features of your home and outlining your financial goals and time considerations. You will receive competent and professional service when you select me and Berkshire Hathaway HomeServices Fox & Roach REALTORS® to represent you. We have represented many families in this area concluding transactions that realize maximum value in a reasonable time. I hope you will select me as your agent in this very important transaction. This proposal includes a comprehensive market analysis that will assist us in determining the market value and pricing of your home. I hope the information included on me and Berkshire Hathaway HomeServices Fox & Roach REALTORS® will confirm that I am best qualified to market your home. Very truly yours,
John Cassel Realtor, REALTOR®
About About Me Me
What’s the difference between facilitating a sale and creating a higher net price?
HOW I WILL CREATE A HIGHER NET PRICE: HOW SOME AGENTS FACILITATE A SALE: • Seller sets price • List on Multiple Listing Service • List on broker’s web site • Market the property • Receive offer(s) • Present offer(s)
• Consult with you to determine your needs and goals PREPARE THE PROPERTY FOR OPTIMUM APPEAL • Set price based on your goals and a Competitive Market Analysis • “Stage” your property for broadest appeal EXPOSE THE PROPERTY TO THE MOST BUYERS • Use BHHS Fox & Roach Home Marketing System • List on Mutliple Listing Service and on the region’s #1 web site: foxroach.com • List on more than a dozen additional sites • Mobilize BHHS Fox & Roach’s Relocation Services for qualified leads • Target Market to BHHS Fox & Roach’s top producing agents
John Cassel Office: 215-256-6543 Email: john.cassel@foxroach.com Cell: 215-237-2875 Web Site http://johnsellshomes.info
MANAGE DYNAMIC NEGOTIATIONS • Create excitement and urgency • Negotiate for best price and terms MOVE TOWARD SETTLEMENT • Offer buyers Trident Group’s one-stop services (financing, settlement and insurance) • Coordinate inspections and appraisals • Renegotiate after inspections if necessary • Offer buyers a Home Warranty ELIMINATE OBSTACLES • Stay on top of all issues at every step • Keep all parties smiling all along the journey MAKE THE SETTLEMENT SUCCESSFUL • Protect you from future litigation • Attend settlement and resolve issues if necessary
About Me
Exceeding Expectations What can you expect from me as your Berkshire Hathaway Fox & Roach Sales Associate? I’m committed to providing you with more than just a successful real estate transaction. I believe my clients are entitled to an experience that is convenient, stress-free and remarkably satisfying. Here is how we do that at Berkshire Hathaway HomeServices Fox & Roach, REALTORS®...
Constant Communication Increased Understanding Personal Attention Enhanced Confidence Problem Solving Being Your Real Estate Representative for Life!
John Cassel Office: 215-256-6543 Email: john.cassel@foxroach.com Cell: 215-237-2875 Web Site http://johnsellshomes.info
What My Company Will Do for You Berkshire Hathaway HomeServices Fox & Roach, REALTORS‚® is not only the Region’s Market Leader, but we have a powerful connection to an outstanding international real estate network. It’s an unparalleled combination of professionals and resources at work for you.
John Cassel Office: 215-256-6543 Email: john.cassel@foxroach.com Cell: 215-237-2875 Web Site http://johnsellshomes.info
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A Trusted Name in Real Estate for More Than 130 Years It was 1886 when Fred Fox, Sr. opened Fox Real Estate, their first office located in Center City, Philadelphia. That was the beginning of the real estate legacy that became the highly respected partnership of Fox & Roach. After a series of acquisitions and mergers, the Fox & Roach name still stands strong. We are proud of our longevity, stability, reputation and continued service to all of our communities. Fox & Roach, the dominant real estate company and a force in the region since 1886, and Berkshire Hathaway, continue to make dreams come true for homebuyers and home sellers.
John Cassel Office: 215-256-6543 Email: john.cassel@foxroach.com Cell: 215-237-2875 Web Site http://johnsellshomes.info
My Company y
What our company will do for you. (The power of market leadership) In real estate, the stakes are real high. So, don’t you really want to work with the Market Leader? Just look at the data. The following cold, hard numbers should give you some warm comfort when you’re selling your home.
#1
Real estate company in the Region
#1 Single-market real estate company in the United States #1 Franchise Member in the United States of Berkshire Hathaway HomeServices Affiliates, LLC
#1
In the local luxury and high-end housing market.
4,500 Sales Associates in the Market 65
Offices in Pennsylvania, New Jersey and Delaware John Cassel Office: 215-256-6543 Email: john.cassel@foxroach.com Cell: 215-237-2875 Web Site http://johnsellshomes.info
Our listings average 10,000 across the Region.
My Company
My Company
Dominance meets prominence Fox & Roach is part of Berkshire Hathaway HomeServices and we are able and delighted to offer you the best of both worlds in real estate...
2. 1. Regional dominance Our Sales Associates sell three times as many homes as our nearest competitors. We dominate the marketplace, serving buyers and sellers interested in everything from small rentals to luxury estates.
John Cassel Office: 215-256-6543 Email: john.cassel@foxroach.com Cell: 215-237-2875 Web Site http://johnsellshomes.info
Global prominence HomeServices of America is the second-largest full-service real estate brokerage in the United States. It brings with it a national network of more than 25 states, 30 marketleading affiliates and more than 22,000 real estate professionals.
My Company My Company
According to Barron’s, this brand...
...is the most respected on this planet
Berkshire Hathaway: From two textile mills in New England to the Number One brand in the world If we’re fortunate enough to list your home, you’ll be represented by a company whose record of success is legendary.
#1
most respected company in the world, according to Barron’s Magazine
55
companies are owned by Berkshire Hathaway including GEICO Insurance, Benjamin Moore & Co., Dairy Queen, Fruit of the Loom and Johns Manville
John Cassel Office: 215-256-6543 Email: john.cassel@foxroach.com Cell: 215-237-2875 Web Site http://johnsellshomes.info
My Company My Company
We have the best people. And we have the proof. That might sound immodest, but we know you want to work with the best to sell your home. So you’ll be glad to know our performance ranks Number One in customer satisfaction. We have the best people. And the proof! Time after time, a leading research firm rated Berkshire Hathaway HomeServices Fox & Roach, REALTORS‚ an overwhelming Number One in customer satisfaction.* In this statistically projectable study, those interviewed say our customers trust us... • more than our competitors’ customers trust those companies • to market their homes better • to explain the process more clearly • and to get to closing more quickly This is a tribute to our 4,500 passionate, professional, full-time Sales Associates. By the people who really count. You! * Source: Maxwell Associates
John Cassel Office: 215-256-6543 Email: john.cassel@foxroach.com Cell: 215-237-2875 Web Site http://johnsellshomes.info
My My Company Company
OUR MISSION Professionals Helping People Achieve the Dream of Home Ownership
E thical
OUR CORE VALUES We demonstrate the highest degree of integrity and ethical behavior in everything we do. We foster powerful stakeholder relationships that are based on trust and respect. We are honest and provide complete transparency. We always strive to do the right thing.
Professional
We are an accomplished team of skilled, seasoned professionals, delivering the highest level of personalized service, knowledge, and expert advice. We are passionate about what we do and strive for excellence every day. We have an unwavering commitment to service and hold ourselves accountable to all.
I nnovative
We are proud of our past successes, but we continue to focus on the horizon. We are proactive in enhancing the homeownership experience, making it convenient, effortless, and understandable in an increasingly complex world.
C aring
We care about one another and all of our stakeholders. We provide a supportive culture where everyone can learn, grow, and achieve maximum success. We believe in social responsibility and give back to our communities through philanthropic and volunteer activities.
John Cassel Office: 215-256-6543 Email: john.cassel@foxroach.com Cell: 215-237-2875 Web Site http://johnsellshomes.info
My Company
My Company is the Region’s dominant real estate company NEW JERSEY Northampton Nor
Lehigh Hunterdon Somerset
Berks
Middlesex Bucks Mercer
Montgomery
PENNSYLVANIA
Monmouth
Philadephia Chester
Delaware
New Castle Cecil
Burlington
Gloucester
Ocean
Camden
Salem
MARYLAND
Atlantic Cumberland
Cape May Kent
DELAWARE
SALES TERRITORY BY STATE AND COUNTY DELAWARE New Castle
MARYLAND Cecil
NEW JERSEY
Atlantic Burlington Camden Cape May
Cumberland Gloucester Hunterdon Mercer
John Cassel Office: 215-256-6543 Email: john.cassel@foxroach.com Cell: 215-237-2875 Web Site http://johnsellshomes.info
Middlesex Monmouth Ocean Salem Somerset
PENNSYLVANIA
Berks Bucks Chester Delaware
Lehigh Montgomery Northampton Philadelphia
My My Company Company
My company’s CEO has a personal message for you.
My Company
Dear Friend, My colleague, who handed you this presentation, is the very best reason why you should list your home with BHHS Fox & Roach. That’s because we have the very best Sales Associates in the real estate business. But there are other reasons: DOMINANCE See the accompanying pages to see where we are and how strong we are. PRESTIGE BHHS Fox & Roach is Real Estate’s First Family. We have been woven into the fabric of our communities since 1886. POWER BHHS Affiliates, Inc. is an international network of 1,600 offices and 54,000 professionals. We give you the best of both worlds: Global reach and local depth. PROVEN PERFORMANCE ...that ranks #1 in customer satisfaction. Time after time, a leading research firm has asked home sellers to rate their sales associates’ performance. In terms of trust, marketing expertise and the ability to get to closing, nobody else came close to our folks. EVERYTHING YOU NEED. RIGHT HERE. RIGHT NOW. Our Trident Group can help home buyers with mortgage financing, settlement services and title and homeowners insurance.
Our state-of-the-art resources and your Sales Associate’s passionate professionalism is a powerful combination. I urge you to take advantage of it. Sincerely Larry Flick Chairman and CEO
John Cassel Office: 215-256-6543 Email: john.cassel@foxroach.com Cell: 215-237-2875 Web Site http://johnsellshomes.info
There’s a New Reality in Real ‚ Estate. One REALTOR can help you take advantage of it. It’s not just the economy. It’s not just the embrace of new media (and turning away from the old) to find a dream home. It’s not just the tighter credit reports and financial demands. It’s all of the above lumped together. And yet with all the embrace of the new, there are still traditional standards home buyers and home sellers relentlessly hold onto. Like the appreciation of an agent’s talent and experience. And the significance of a real estate company’s regional dominance. Everything’s new. And old. At once. Let us help you take advantage of this brave new world.
John Cassel Office: 215-256-6543 Email: john.cassel@foxroach.com Cell: 215-237-2875 Web Site http://johnsellshomes.info
The New Real Estate Reality
Market Share: Any way you slice it, we are the real estate Market Leader Greater Philadelphia & Tri State Area* * By % of Total $ Volume
Keller Williams Real Estate 1.9% Patterson-Schwartz 1.8% Weichert 1.7% Coldwell Banker Preferred 4.1% Long and Foster 5.8%
Everybody Else
2
Berkshire Hathaway HomeServices Fox & Roach, REALTORS ÂŽ 20%
Mark r et Area Surv r eyed Market Surveyed Pennsylvania Counties: Philadelphia, Bucks, Montgomery, Delaware, Chester, Lehigh, Northampton New Jersey Counties: Salem, Gloucester, Camden, Burlington, Mercer Delaware: New Castle County * Sold Settled This representation is based on data supplied by the Bright Multiple Listing Service. Neither that service, nor the Board of Realtors who sponsors that service, are in any way responsible for its accuracy. Data maintained by the Boards or service may not reflect all real estate activity in the market, such as information on listings not published at the request of the seller, listings of brokers who are not members of the multiple listing service or of the Boards, unlisted properties, etc. In settled transactions January 1, 2017 - January 31, 2018.
John Cassel Office: 215-256-6543 Email: john.cassel@foxroach.com Cell: 215-237-2875 Web Site http://johnsellshomes.info
The The New NewReal Real Estate Estate Reality Reality
In Real Estate’s new Reality, here’s a checklist for every home seller: 1. Make sure your Realtor embraces the New Media. The web is where buyers start (and stay with) their search for their dream homes. If your agent doesn’t passionately embrace the web, you’re at a disadvantage.
2. Set the best price from Day One. Competition is fierce. Read our information about calculating a “market sensitive price.” It will pay off for you.
3. “Stage” your house. You’re competing with every other property in your price range. Make sure your home is in great condition. And we’ll help you “stage” it by eliminating clutter and other timely suggestions that will help it show well.
4. Consider a premarketing inspection. This is a great way to eliminate any negatives and ward off any surprises. To say nothing of heading off a buyer wanting to subtract thousands at the Settlement table.
5. Know the buyer’s qualifications. There are lots of qualified buyers out there eager to buy. But the key word is qualified. Credit checks and verifiable information has never been more important. As your representatives, we’ll be sure that people who look at your home can afford to purchase your home. John Cassel Office: 215-256-6543 Email: john.cassel@foxroach.com Cell: 215-237-2875 Web Site http://johnsellshomes.info
John Cassel Office: 215-256-6543 Email: john.cassel@foxroach.com Cell: 215-237-2875 Web Site http://johnsellshomes.info
The New Real Estate Reality
DIGITAL HOME MARKETING SYSTEM TM
Our Exclusive Package of Powerful Initiatives to give your home maximum web exposure.
John Cassel Office: 215-256-6543 Email: john.cassel@foxroach.com Cell: 215-237-2875 Web Site http://johnsellshomes.info
Your Property’s listing will appear on our worldwide network of top real estate sites...
DIGITAL HOME MARKETING SYSTEM™
John Cassel Office: 215-256-6543 Email: john.cassel@foxroach.com Cell: 215-237-2875 Web Site http://johnsellshomes.info
DIGITAL HOME MARKETING SYSTEM
The New Real Estate Reality
TM
Of all the real estate web sites out there, foxroach.com is the fastest, smartest and most powerful www.foxroach.com
Start Searching Here!
Buyers access the Region’s largest inventory of homes right from the Home Page! John Cassel Office: 215-256-6543 Email: john.cassel@foxroach.com Cell: 215-237-2875 Web Site http://johnsellshomes.info
Market Updates
Open Houses, new listings, price reductions and more!
Free Smart Phone Apps
Puts home searches at a buyer’s fingertips with apps for iPhone or Android!
DIGITAL HOME MARKETING SYSTEM TM
Each and every one of our listings get its own high-quality, dedicated web site.
www.youraddress.go2frr.com
John Cassel Office: 215-256-6543 Email: john.cassel@foxroach.com Cell: 215-237-2875 Web Site http://johnsellshomes.info
The New Real Estate Reality
DIGITAL HOME MARKETING SYSTEM TM
Each and every one of our listings has a video uploaded to YouTube.
John Cassel Office: 215-256-6543 Email: john.cassel@foxroach.com Cell: 215-237-2875 Web Site http://johnsellshomes.info
The New Real Estate Reality
The New Real Estate Reality
How to calculate a market-sensitive price: The best way is to let us create a Comparative Market Analysis (CMA) that considers similar properties that: • Have sold in the recent past This shows us what buyers in the market have actually paid or properties similar to yours. • Are currently on the market These are properties that will be competing with yours for the attention of available buyers. • Failed to sell Understanding why these properties did not sell can help avoid disappointment in the marketing of your property.
The basics of “staging” your home to sell:
Why stage your home?
How home staging works:
• staged homes sell faster than non-staged homes • staged homes on average sell for 7-10% over the list price • staged homes look better than non-staged homes in the same price range • your investment in staging your home now is less than the price reduction you may have to take later • sales associates show staged homes more because they are ready to sell • home buyers ask to see staged homes
• it identifies your home’s positive aspects and what needs to be improved • determines any imperfections and how to minimize them • suggests how to “de-clutter” your home to make it seem more spacious • suggests updating paint colors, flooring and furniture • recommends how to properly place furniture • creates a plan for what you can do on your own to prepare your home for sale
John Cassel Office: 215-256-6543 Email: john.cassel@foxroach.com Cell: 215-237-2875 Web Site http://johnsellshomes.info
The New Real Estate Reality
What happens when sellers don’t set a market-sensitive price?
• Fewer buyers are attracted, and fewer offers received • Marketing time is prolonged, and initial marketing momentum is lost • The property attracts “lookers” and helps competing homes look better by comparison • If a property does sell above true market value, it may not appraise, and the buyers may not be able to secure a loan • The property may eventually sell below market value
The danger of overpricing: The percent of buyers who’ll view your property: Asking Price in Relationship to Fair Market Value
John Cassel Office: 215-256-6543 Email: john.cassel@foxroach.com Cell: 215-237-2875 Web Site http://johnsellshomes.info
% of Prospective Purchasers Who Will Look at Property
The New Real Estate Reality
At the heart of our web-centric marketing remains our passionate, professional Sales Associates. The same data that shows us that home buyers are using the internet more and more also tell us that the real estate agent is still essential.
Most real estate companies in the region have top-quality people. We seem to have more than our fair share of them!
John Cassel Office: 215-256-6543 Email: john.cassel@foxroach.com Cell: 215-237-2875 Web Site http://johnsellshomes.info
Marketing Your Home
The newly turbocharged foxroach.com helps buyers find your home right now. Smarter than Ever. We remember when buyers return and we let them know what’s changed.
John Cassel Office: 215-256-6543 Email: john.cassel@foxroach.com Cell: 215-237-2875 Web Site http://johnsellshomes.info
Market Trend Reports. We generate real-time in-depth market reports by neighborhood. Home buyers love the amazing amount of detail.
Marketing Your Home
Knowledge is power. Right here on the home page buyers can generate market reports with powerful real-time data!
Pick a neighborhood. Any neighborhood. We give buyers amazing, in-depth reports that track list price versus sold price, days on the market by price, and a multitude of other data that will help them make the right decision about their new home.
John Cassel Office: 215-256-6543 Email: john.cassel@foxroach.com Cell: 215-237-2875 Web Site http://johnsellshomes.info
Marketing Your Home
Talk about Property Details: This is the extraordinary exposure your home gets on the new foxroach.com
Slide Show. Buyers get multiple interior and exterior views.
Mortgage Rates. Up-to-date numbers let buyers make instant comparisons.
John Cassel Office: 215-256-6543 Email: john.cassel@foxroach.com Cell: 215-237-2875 Web Site http://johnsellshomes.info
Schedule. They can set up a go-see while they’re still online.
Here’s how your home gets big play on the biggest and best website in the region:
Your property won’t just be listed on foxroach.com. It will be showcased! a slide show with multiple full-color photographs map and directions neighborhood and school information mortgage calculator based on your listing price buyers can print a flyer, schedule a showing, get mortgage pre-approval
John Cassel Office: 215-256-6543 Email: john.cassel@foxroach.com Cell: 215-237-2875 Web Site http://johnsellshomes.info
Marketing Your Home
With our new mobile app, buyers can find your home right in the palm of their hand!
Marketing Your Home
Large picture capability lets you really zoom in.
A smart phone GPS lets a buyer start a close-by search right here on the home page.
Simple, elegant displays gives buyers everything they need to match their home search...
...and then one click puts them in touch with an agent so they can schedule a showing.
Available for iPhone and Droid, the app can be downloaded free at foxroach.com
John Cassel Office: 215-256-6543 Email: john.cassel@foxroach.com Cell: 215-237-2875 Web Site http://johnsellshomes.info
Marketing Your Home
Two other great tools that drive traffic to foxroach.com. And to your home!
2. What’s Sold? In the neighborhoods and price ranges they’re searching, buyers can see what’s selling, when it sold, and for how much. (See example below.) This is an invaluable tool for comparison shopping.
John Cassel Office: 215-256-6543 Email: john.cassel@foxroach.com Cell: 215-237-2875 Web Site http://johnsellshomes.info
1. Home Pilot Buyers can sign up for instant alerts and Open House invitations (like the one below). We’re in touch with these subscribers, getting them price reductions, new listings and all kinds of actionable data.
We Provide Everything Buyers Need. Right Here. Right Now. Within our corporate family is the Trident Group, offering homebuyers nationally ranked and recognized services such as mortgage financing, settlement services, and title and homeowners insurance. Trident’s mission? To provide you with every conceivable service, each service handled with impeccable professionalism.
John Cassel Office: 215-256-6543 Email: john.cassel@foxroach.com Cell: 215-237-2875 Web Site http://johnsellshomes.info
The Homeselling Process: Described and Demystified It can be daunting, but with my expertise and my company’s resources, it can be accomplished with the maximum of skill and the minimum of stress.
John Cassel Office: 215-256-6543 Email: john.cassel@foxroach.com Cell: 215-237-2875 Web Site http://johnsellshomes.info
Selling Your Home
Your needs come first. Our process of marketing your property must match your objectives, priorities and needs. In order to best serve you, I will want to learn more about your plans, so please feel free to ask questions and share your concerns with me. The following worksheets on the topics outlined below can help me understand your goals and help us build a strong working relationship. • The agency laws that may apply as we work together in the marketing and sale of your property. • The objectives you want to achieve from the sale of your home and the support you expect to receive from me. • How the homeselling process should be tailored to fit the characteristics of your property.
John Cassel Office: 215-256-6543 Email: john.cassel@foxroach.com Cell: 215-237-2875 Web Site http://johnsellshomes.info
Selling Selling Your Your Home Home
The Homeselling Process Selling a house typically includes many of the following elements. I will be your resource and guide every step of the way. Initial Consultation • • • •
Determine your needs and priorities Review “agency” choices and select appropriate working relationship Discuss Marketing Plan Establish pricing strategy
• • • • • •
Complete home enhancement recommendations Carry out scheduled marketing activities Show the property to brokers and prospective buyers Communicate with you on a regular basis Monitor results of marketing activities Modify Marketing Plan and Pricing Strategy as necessary
• • • •
The Buyer’s Real Estate Professional presents the offer Discuss and clarify proposed terms and conditions Negotiation; possible counter offers Reach final agreement
• • • • • • • • •
Deposit Buyer’s earnest money Sign documents Title search; preliminary title report to Buyer Inspections Removal of any remaining contingencies Buyer’s final walk-through of property Loan funding/balance of funds from Buyer Record title Relocation of Seller; possession property by Buyer
• • •
Help you find your new home, as needed Assist you with relocation, as needed Provide resources for other after-sale home owner needs
Design and Implement Marketing Plan
Review Offer(s) and Reach Agreement with Buyer
Complete Settlement Process (per purchase contract)
After-Sale Service
John Cassel Office: 215-256-6543 Email: john.cassel@foxroach.com Cell: 215-237-2875 Web Site http://johnsellshomes.info
Selling Selling Your Your Home Home
Important ways to help promote your property Here’s how you can provide peace of mind to prospective buyers Take these steps and you can enhance the salability of your property: • Written disclosure A written property disclosure statement will give buyers a clear understanding of your property and the surrounding neighborhood. • Home warranty A home warranty can give prospective buyers peace of mind by providing repair-or-replace coverage of major home operating systems and appliances. • Professional home inspections Professional inspections, such as structural, roof and termite, will reveal the current condition of the property.
John Cassel Office: 215-256-6543 Email: john.cassel@foxroach.com Cell: 215-237-2875 Web Site http://johnsellshomes.info
Selling Selling Your Your Home Home
Benefits of a Pre-listing Inspection for Sellers . Discover property conditions before a buyer walks through the door . Fix problem(s) and display receipts showing what repairs have been made . Help prevent buyers from subtracting thousands for what may be a hundred dollars worth of repairs . Shop contractors to find the best price for repairs . Set your listing apart from the others . Demonstrate your motivation and strengthen your market position
John Cassel Office: 215-256-6543 Email: john.cassel@foxroach.com Cell: 215-237-2875 Web Site http://johnsellshomes.info
Selling Selling Your Your Home Home
Understanding market value Market-sensitive pricing can be the key to maximum market exposure and, ultimately, a satisfactory sale.
The existing pool of prospective buyers determines a property’s value, based on: Factors that have significant influence on the market value of a house, including: • Location, design, amenities and condition • Availability of comparable (competing) properties • Economic conditions that affect real property transactions Factors that have little or no influence on the market value of a house include: • The price the seller originally paid for the property • The seller’s expected net proceeds • The amount spent on improvements The impact of accurate pricing: • Properties priced within market range generate more showings and offers, and sell in a shorter period of time • Properties priced too high have a difficult time selling
John Cassel Office: 215-256-6543 Email: john.cassel@foxroach.com Cell: 215-237-2875 Web Site http://johnsellshomes.info
Selling Selling Your Your Home Home
Determining a market-sensitive price An impartial evaluation of market activity is the most effective way to estimate a property’s potential selling price. A Comparable Market Analysis (CMA) considers similar properties that:
Have sold in the recent past • This shows us what buyers in this market have actually paid for properties similar to yours
Are currently on the market • These are properties that will be competing with yours for the attention of available buyers
Failed to sell • Understanding why these properties did not sell can help avoid disappointment in the marketing of your properties
John Cassel Office: 215-256-6543 Email: john.cassel@foxroach.com Cell: 215-237-2875 Web Site http://johnsellshomes.info
Selling Selling Your Your Home Home
How will buyers see your property? It is important for a property to make the best possible impression on prospective buyers.
The following factors can interefere with a buyer’s appreciation of your property: Exterior • Clutter • Lawn needs mowing and edging • Untrimmed hedges and shrubs • Dead and dying plants • Grease or oil spots on the driveway • Peeling paint • Anything that looks old or worn
Interior • Worn carpets and drapes • Soiled windows, kitchen, bath • Clutter • Pet and smoking odors • Peeling paint, smudges or marks on walls A comparatively small investment in time, money and effort to remove these distractions can lead to strong offers from buyers.
John Cassel Office: 215-256-6543 Email: john.cassel@foxroach.com Cell: 215-237-2875 Web Site http://johnsellshomes.info
Selling Selling Your Your Home Home
Show off your home –– every time! These tips can help your property make the best impression every time it is previewed by sales professionals or shown to prospective buyers.
Exterior Remove toys, newspapers, yard tools and other clutter Tidy up; pick up after pets Park vehicles in the garage or on the street; leave the driveway clear Add color with flowers and potted plants
Interior Make beds, clean up dishes, empty wastebaskets Remove clutter throughout, organize closets and cupboards; put away toys Set out “show towels” in bathrooms Freshen the air with potpourri or baked bread aroma; deodorize pet areas Set the temperature at a comfortable level Do quick vacuuming and dusting Arrange fresh flowers throughout Have a fire in the fireplace (when appropriate) Turn off the television; play soft background music Open drapes and shades; turn on the lights
John Cassel Office: 215-256-6543 Email: john.cassel@foxroach.com Cell: 215-237-2875 Web Site http://johnsellshomes.info
Selling Your Home
You are the key player on the homeselling team! No one has a more important role in the home selling process than you. Here are some ways your participation can contribute to a successful sale: Maintain the property in ready-to-show condition. Ensure that the house is easily accessible to real estate professionals. (lock box and key) Try to be flexible in the scheduling of showings. When you are not at home, let me know how you can be reached in case an offer is received. If approached directly by a buyer who is not represented by a real estate professional, please contact me. Do not allow them into the property unescorted. Remove or lockup valuables, jewelry, cash and prescription medicines. If possible, do not be present when the property is being shown. Securely pen up pets, or take them with you. Be cautious about saying anything to prospective buyers or their agents that could weaken your negotiating position, especially regarding price or your urgency to sell.
Collect the business cards of real estate professionals who preview and show your home, and pass them on to me. Let me know of any change in the property’s condition that would need to be disclosed to potential buyers. Be available to review with me the list price and condition of your property if it has not sold in a reasonable period of time.
Feel free to contact me at any time with questions or concerns.
John Cassel Office: 215-256-6543 Email: john.cassel@foxroach.com Cell: 215-237-2875 Web Site http://johnsellshomes.info
Selling Selling Your Your Home Home
Scheduling Your Home to be Sold Maximizing Your Home’s Showing Potential through Berkshire Hathaway HomeServices Fox and Roach, REALTORS® How this Works • Buyer’s Agent calls the Appointment Center to schedule showing. • Appointment Center calls you to confirm the appointment. • An email is sent to the Buyer’s Agent notifying the appointment has been approved and requests feedback after the showing. • Your Berkshire Hathaway Fox and Roach agent will receive an email confirmation of all appointments and showing feedback. • Get updates on the potential buyers’ reactions to your home, and pricing from your agent. • Your agent has the ability to respond to those potential Buyer’s Agents with announcements such as open houses, price improvements, concessions, etc, which could ultimately move a buyer towards making an offer. • Our Appointment Center is just one tool Berkshire Hathaway HomeServices Fox and Roach, REALTORS® are leading the way with technology.
Our Appointment Center is just one tool Berkshire Hathaway HomeServices Fox and Roach, REALTORS® has to lead the way with technology.
John Cassel Office: 215-256-6543 Email: john.cassel@foxroach.com Cell: 215-237-2875 Web Site http://johnsellshomes.info
Selling Selling Your Your Home Home
From offer to completed sale... When our marketing efforts bring forth a purchase offer, you can count on me to:
Negotiate the agreement • I’ll explain the offer to you and answer your questions. • I’ll help you determine the best course of action by pointing out potential advantages and disadvantages of the offer and by clarifying the choices available to you. • I’ll prepare an Estimate of Net Proceeds based on the proposed price and terms. • I’ll negotiate through the buyer’s agent, and handle possible counteroffers, to reach a final agreement that is favorable to you. Complete the transaction • I’ll explain to you in detail all the steps that will occur for a successful closing, and answer any questions you might have. • I’ll work with the buyer’s broker, settlement officer, title officer and others to help coordinate their activities and keep the transaction moving forward. • I’ll monitor the progress of inspections, the buyer’s loan and other contingencies as called for in the purchase contract. I’ll resolve questions or problems that might arise, in order to ensure a timely closing. • I’ll accompany the buyer and buyer’s agent during their final walk-through of the property. • I’ll assist you in handling details required for the completion of the transaction. • I’ll communicate with you on a regular basis so you can stay informed and remain as worry-free as possible. Follow up after the sale closes • I’ll confirm that all your real estate-related needs have been met, and provide information on service providers you may require. • I’ll offer relocation assistance if you’re moving to a new area. • I’ll help you locate a new home if you’re remaining in the area. John Cassel Office: 215-256-6543 Email: john.cassel@foxroach.com Cell: 215-237-2875 Web Site http://johnsellshomes.info
Comparative Market Analysis Under Contract Address 1024 Dorchester Ln 754 Indian Field Ln
Style Colonial Colonial
Design 2 Story 2 Story
Beds 4 4
Sqft 2224 2414
Average of 2 Properties: $448,000
Sold Price
List Price $425,000 $471,000
Concess
Min: $425,000
Dom 11 5
Max: $471,000
Median: $448,000
Recently Sold Address 128 Waverly Ln 742 Bellingham Ln
Style Colonial Colonial
Design 2 Story 2 Story
Beds 5 4
Average of 2 Properties: $507,500
John Cassel Office: 215-256-6543 Email: john.cassel@foxroach.com Cell: 215-237-2875 Web Site http://johnsellshomes.info
Sqft 3446 3320
Sold Price $500,000 $515,000
List Price $525,000 $524,900
Min: $500,000
Concess
Dom 16 110
Max: $515,000
Median: $507,500
Map of Comparable Properties
Ref # 1 2 3 4 5
Status Subject Property Under Contract Under Contract Recently Sold Recently Sold
John Cassel Office: 215-256-6543 Email: john.cassel@foxroach.com Cell: 215-237-2875 Web Site http://johnsellshomes.info
Address 668 Northfield Ln 1024 Dorchester Ln 754 Indian Field Ln 128 Waverly Ln 742 Bellingham Ln
Comparable Properties Under Contract
1024 Dorchester Ln List Price: $425,000 DOM: 11 Apx Age: 20 Sell Concess: RE Taxes: $7,182 Bedrooms: 4 Apx Acres: 0.28 Township: Franconia Twp Full Baths: 2 Apx SqFt: 2224 Sch Dist: Souderton Half Baths: 1 Gar: 2 Car Garage Subdiv: Kingscote Heat: Hot Air Style: Colonial Int: Ceiling Fan(S) Heat: Gas Heating Design: 2 Story Int: Energy Eff Wndws Cool: Central Air Exter: Vinyl Ext: Sidewalks Frpl: One Fireplace Bsmnt: Full Basement Ext: Remarks: Be prepared to be impressed!This 4 bedroom 2.5 bath farmhouse/porchfrontstyle colonial in the desirable neighborhood of Kingscote in Franconia Township is in pristine condition and ready to go!Upon arriving you will notice the well manicured lawn and flowering mulch beds plus upgraded hardware on the front door.Once inside you are greeted by gleaming hardwood flooring that flows through most of the first floor.The living room is currently being used as office with new carpeting,high hat lighting and french doors.Dining room with upgraded chandelier and hardwood flooring that flows into the kitchen which is the hub of this fine home.Features include newer stainless steel upgraded appliances including gas range,mounted microwave,dishwasher and the refrigerator which is negotiable.
Under Contract
754 Indian Field Ln List Price: $471,000 DOM: 5 Apx Age: 20 Sell Concess: RE Taxes: $7,665 Bedrooms: 4 Apx Acres: 0.91 Township: Franconia Twp Full Baths: 3 Apx SqFt: 2414 Sch Dist: Souderton Half Baths: 1 Gar: 2 Car Garage Subdiv: Indian Creek Heat: Hot Air Style: Colonial Int: 9+ Foot Ceiling Heat: Propane Heating Design: 2 Story Int: Cable Tv Cool: Central Air Exter: Vinyl Ext: Frpl: One Fireplace Bsmnt: Full Basement Ext: Remarks: Storybook home will bring you a happy ending! Fall in love w/ thiscustom home, drive up the freshly sealed driveway. Prof. landscape, slate walkway to an inviting wrap around porch. Home is appointed w/ fish scale accents, corbel detail accent brackets & dentil detail. Foyer has stunning hardwood floors that expand into the hall & adjoin rooms on either side. Expansive eat-in kitchen was designed w/ the chef in mind! Double Jenn Air ovens & stove top that can convert to a grill top. Plenty of storage space w/ the wall of cabinetry plus cabinets galore, several cabinets have glass fronts & lazy Susan. Impressive island w/ a second level for high top stools. Bookshelves on end. Amazing black beveled edge granite on all counter space, double under mount sink. Under counter & recessed lights. Microwave, dishwasher, stainless refrig.
Recently Sold
128 Waverly Ln List Price: $525,000 Sold Price: $500,000 DOM: 16 Apx Age: 21 Sell Concess: RE Taxes: $9,728 Bedrooms: 5 Apx Acres: 0.67 Township: Lower Salford Tw Full Baths: 4 Apx SqFt: 3446 Sch Dist: Souderton Half Baths: 1 Gar: 3 Car Garage Subdiv: Homestead Heat: Hot Air Style: Colonial Int: 9+ Foot Ceiling Heat: Gas Heating Design: 2 Story Int: Cable Tv Cool: Central Air Exter: Stone Ext: Sidewalks Frpl: One Fireplace Bsmnt: Full Basement Ext: Street Lights Remarks: Reflect Your Success in this elegant 3446 sq ft estate home with 5 bedroomsand 4 ½ baths. Set on a tranquil cul-de-sac in beautiful Lower Salford Township with its many parks and wonderful "meandering bike path". This sunny, cheerful home features many luxurious amenities including hardwood floors in all rooms except kitchen, baths and family room. 2 story foyer plus back staircase with new carpet, study, gourmet updated white kitchen with new paint, granite counters,hardwood floor. Family room with vaulted ceiling. 3 updated baths with granite counters. Finished 3rd floor with separate HVAC, bedroom and bath. Finished lower level with outside exit, game room, rec room and full bath an additional 1700 sf. Wonderful screened porch (17x15) with ceiling fan and flagstone floor. Abundant recessed lighting, ceiling fans, chair rail and crown molding. John Cassel Office: 215-256-6543 Email: john.cassel@foxroach.com Cell: 215-237-2875 Web Site http://johnsellshomes.info
Comparable Properties Recently Sold
742 Bellingham Ln List Price: $524,900 Sold Price: $515,000 DOM: 110 Apx Age: 19 Sell Concess: RE Taxes: $10,720 Bedrooms: 4 Apx Acres: 0.46 Township: Lower Salford Tw Full Baths: 2 Apx SqFt: 3320 Sch Dist: Souderton Half Baths: 1 Gar: 2 Car Garage Subdiv: Bellingham Knoll Heat: Hot Air Style: Colonial Int: 9+ Foot Ceiling Heat: Propane Heating Design: 2 Story Int: Cool: Central Air Exter: Brick Exterior Ext: Sidewalks Frpl: One Fireplace Bsmnt: Full Basement Ext: Street Lights Remarks: Beautifully maintained by the original owners and situated on a spectacular1/2 acre private lot, this is the home you've been searching for! If you're looking for outdoor space you'll love the expansive deck with a gorgeous paver patio and pond overlooking the professionally landscaped yard. Plus it's located in a cul-de-sac neighborhood in the highly sought after Souderton School District. You'll know immediately that this home is special. ou enter this lovingly appointed home the outside world disappears. The dramatic 2 story foyer features beautiful moldings and natural light that flows into the elegant formal living room featuring pocket doors that lead into the family room for easy entertaining. The freshly painted formal dining room is perfect for holiday gatherings. The outstanding kitchen has been upgraded and would delight any cook.
John Cassel Office: 215-256-6543 Email: john.cassel@foxroach.com Cell: 215-237-2875 Web Site http://johnsellshomes.info
Comparative Market Analysis
Street Address
1024 Dorchester Ln
754 Indian Field Ln
128 Waverly Ln
742 Bellingham Ln
P $425,000 $191
P $471,000 $195
S $525,000 $152 $500,000 $145
S $524,900 $158 $515,000 $155
05/11/18
05/14/18
11 $206,970
5 $220,890
02/27/18 04/20/18 16 $274,320
04/15/18 05/25/18 110 $302,290
$7,182 2018 Franconia Twp Souderton Kingscote
$7,665 2018 Franconia Twp Souderton Indian Creek
$9,728 2018 Lower Salford Tw Souderton Homestead
$10,720 2018 Lower Salford Tw Souderton Bellingham Knoll
Apx Age Apx Acres Apx SqFt Bedrooms Full Baths
20 0.28 2224 4 2
20 0.91 2414 4 3
21 0.67 3446 5 4
19 0.46 3320 4 2
Half Baths Heating Heating Cooling Fireplace
1 Hot Air Gas Heating Central Air One Fireplace
1 Hot Air Propane Heating Central Air One Fireplace
1 Hot Air Gas Heating Central Air One Fireplace
1 Hot Air Propane Heating Central Air One Fireplace
Garage Garage Style Design Exterior
2 Car Garage Attached Blt In Colonial 2 Story Vinyl
2 Car Garage Attached Blt In Colonial 2 Story Vinyl
3 Car Garage Attached Blt In Colonial 2 Story Stone
2 Car Garage Attached Blt In Colonial 2 Story Brick Exterior
Full Basement Ceiling Fan(S) Energy Eff Wndws Sidewalks
Full Basement 9+ Foot Ceiling Cable Tv
Full Basement 9+ Foot Ceiling Cable Tv Sidewalks Street Lights
Full Basement 9+ Foot Ceiling
Status List Price List$ SqFt Sold Price Sold$ SqFt Sell Concess Contract Date Settled Date DOM Assessment RE Taxes RE Tax Yr Township School Dist Subdivision
Basement Int Feat Int Feat Ext Feat Ext Feat
Sidewalks Street Lights
This analysis has not been performed in accordance with the Uniform Standards of Professional Appraisal Practice which requires valuers to act as unbiased, disinterested third parties with impartiality, objectivity and independence and without accommodation of personal interest. It is not to be construed as an appraisal and may not be used as such for any purpose. John Cassel Office: 215-256-6543 Email: john.cassel@foxroach.com Cell: 215-237-2875 Web Site http://johnsellshomes.info
Comparative Market Analysis Graphed by Status Under Contract
Recently Sold
John Cassel Office: 215-256-6543 Email: john.cassel@foxroach.com Cell: 215-237-2875 Web Site http://johnsellshomes.info
Comparative Market Analysis Graphic Analysis of Under Contract Properties
Summary Statistics of 2 Properties: Average Price: High Price: Low Price: Median Price: Average Days On Market:
John Cassel Office: 215-256-6543 Email: john.cassel@foxroach.com Cell: 215-237-2875 Web Site http://johnsellshomes.info
$448,000 $471,000 $425,000 $448,000 8
Comparative Market Analysis Graphic Analysis of Recently Sold Properties
Summary Statistics of 2 Properties: Average Price: High Price: Low Price: Median Price: Average Sale Price % List Price: Average Days On Market:
John Cassel Office: 215-256-6543 Email: john.cassel@foxroach.com Cell: 215-237-2875 Web Site http://johnsellshomes.info
$507,500 $515,000 $500,000 $507,500 96.68 63
Pricing Strategy
General Rules. Let's review some important considerations. There are certain factors that are beyond our control and certain factors that are within our control. Those factors outside of our control are: the location of the property, the finished square feet and types of rooms and the amenities that are in place. Those factors we can control are: the appearance of the property inside and out, how aggressively we market the property and the price, including terms. It is critical for us to accept those factors that are beyond our control and to focus on pricing and preparation.
Listings are down in the area When inventory is low, buyers have a harder time finding a home, encouraging them to raise their offer.
Suggested Price Strategy. My analysis of the comparable properties suggests a list price range of $425,000 to $450,000. This range should achieve your primary goal which is a reasonably quick sale.
John Cassel Office: 215-256-6543 Email: john.cassel@foxroach.com Cell: 215-237-2875 Web Site http://johnsellshomes.info
My Guarantee to You
As your Sales Associate, here’s my guarantee to you... At Berkshire Hathaway HomeServices Fox & Roach, REALTORS , we do not just facilitate the sale of thousands of homes each years. We create these sales. I guarantee that you will receive an exceptional level of service and a sale price that you want and deserve. In order for that to happen, my company and I will provide the following services...
John Cassel Office: 215-256-6543 Email: john.cassel@foxroach.com Cell: 215-237-2875 Web Site http://johnsellshomes.info
My guarantee to you, continued...
My Guarantee to You
I will set the Best Price I will help you determine the optimum outcome of your house sale in terms of timetable, pricing, marketing and any special requirements that will make the experience a superior one. We will review current market conditions and their impact on the sale of your home. I will create a personalized Competitive Market Analysis on your behalf. I will review, in detail, the impact of competing properties on the sale of your home. Based on our review and your goals, I will recommend the very best price for your property. (It is our objective to secure the optimal price and terms for your home and will review, in detail, the basis for our pricing recommendation.) I will provide you with a report (called a Sellers’ Net Sheet) that shows the cost of sale, payoff of any mortgages and a net balance that will be due to you at closing. Should market conditions change, I will outline your options and make recommendations for the best outcome.
I will “stage” your home for sale. I will advise you as to the most advantageous presentation of each room in your home as well as the home’s exterior and landscaping. I will advise you as to any minor cosmetic changes that would increase the marketability of your home and maximize your return. These changes will be recommended only when the return on the investment will exceed the expense. John Cassel Office: 215-256-6543 Email: john.cassel@foxroach.com Cell: 215-237-2875 Web Site http://johnsellshomes.info
My guarantee to you, continued...
My Guarantee to You
I will market your home with professionalism and passion. I guarantee to put our Digital Home Marketing System to work for you. This is our exclusive set of state-of-the-art disciplines and tools that has helped us become the region’s real estate market leader. As part of this systematic approach, I will constantly market to other Berkshire Hathaway HomeServices Fox & Roach, REALTORS® sales associates and the cooperating brokers in the Region. The Digital Home Marketing SystemTM includes: • instant and continuous presence on the industry’s strongest and most often visited website, foxroach.com • instant and continuous presence on an additional dozen global sites, including upgraded status on the world’s most-visited sites realtor.com, trulia.com, zillow.com and yahoo real estate • access to our strong regional Relocation Services and to Berkshire Hathaway HomeServices network of offices and real estate professionals.
I will manage the negotiation process to create a sense of excitement and urgency. I will be your advocate. I will negotiate the most advantageous price and terms for your home, given existing market conditions. You and I will discuss various approaches to negotiating and I will recommend the best option for the specific circumstance. I will make our mortgage specialists available to you to help make a determination of the validity of the offers you receive. I will review each condition and/or contingency in the offer and their impact on the transaction. John Cassel Office: 215-256-6543 Email: john.cassel@foxroach.com Cell: 215-237-2875 Web Site http://johnsellshomes.info
My guarantee to you, continued...
My Guarantee to You
I will take every step to insure a smooth, on-time settlement. I guarantee that you will have the opportunity to take advantage of our Trident Group’s “Right here, right now” package of financial and closing services designed to help get buyers and sellers to the closing table with speed and efficiency. I will provide you with timely status reports. I will personally supervise the purchaser’s walk-through inspection. And I will follow up on any outstanding issues after closing.
To sum up, I will not just facilitate the sale, I will create value for you.
Sincerely,
_____________________ Your Value Creation Specialist
John Cassel Office: 215-256-6543 Email: john.cassel@foxroach.com Cell: 215-237-2875 Web Site http://johnsellshomes.info
John Cassel Realtor M (215) 237-2875 john.cassel@foxroach.com http://johncassel.foxroach.com/ 418 Main Street Harleysville, PA 19438 O (215) 256-6543