THE StorY
we tell
Built on the events, moments, and experiences that make homes so undeniably special.
Listing Your Home With
THE StorY
we tell
Built on the events, moments, and experiences that make homes so undeniably special.
Listing Your Home With
THE StorY
we tell
Built on the events, moments, and experiences that make homes so undeniably special.
Listing Your Home With
THE StorY
we tell
Built on the events, moments, and experiences that make homes so undeniably special.
Listing Your Home With
S E L L I N G YO UR HO M E LISTING YOUR PROPERTY WITH COLDWELL BANKER WEST Listing Your Home With
THE VISION TO LEAD
Coldwell Banker has been a dominant force in the real estate industry by putting our clients first for over 113 years.
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SINCE 1906
honoring your choice by delivering an exceptional experience. Our core values make us a seller’s brand.
HOME.
It’s the most important thing in our lives. It’s the place we long for at the end of the day, and the place that holds all we love and everything we cherish. And it’s our agents’ mission to bring the joy of home to every one of our clients with unrivaled expertise, passion and energy.
awesomeness.
This is the spirit in every Coldwell Banker agent and office. It’s fun, it’s happy, it’s energetic and full of life. It’s optimistic and always sees opportunity ahead. It’s a worldwide network of affiliated agents joining forces to share insight and knowledge, so we can all succeed together.
ingenuity.
From our very beginning in 1906, we saw things differently. We found new ways to help our clients, and pioneered many industry firsts. From the first real estate code of ethics to the first real estate mobile app, we’ve always been happiest when we’re leading the way to where the industry is going.
excellence.
We believe that if you’re going to do something, you should be the best at it. Never settle for average. Always be exceptional. Whether it’s a listing presentation for a potential client, a home staging for an open house, or running an entire office—go beyond what’s merely expected and deliver something amazing.
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A MESSAGE FROM OUR OWNERS
Thanks for getting to know us here at Coldwell Banker West! We’re proud to bring the Coldwell Banker brand and family experience to our home in San Diego, where we’ve grown to become the largest real estate company, now with 15 offices around the county. Our area’s rich diversity is reflected in our team of unique agents — you’re bound to find someone here you can truly connect with, whether you’re looking to buy or sell a home, or to simply understand your options. As the leader in advanced marketing technology, we pride ourselves on our ability to innovate and identify new ways to serve you better. Coldwell Banker led the way in bringing the market into the future with mobile sites, real estate apps, and streaming video, making us the most visited online real estate brand in the world. Our real estate professionals are here to meet your needs and exceed your expectations. As a team, we excel in making the process as smooth as possible, and in taking the time to make sure you understand your options and feel comfortable with your choices. We invite you to see why Coldwell Banker West is the best choice. Simply put, we can help guide you HOME.
Cheers,
Peter Mendiola & Penny Nathan Listing Your Home With
getting to know you No two people are alike, just as no two homes are alike. By getting to know you we hope to better understand why selling your home is important to you and what your next steps in life are. Through years of dedication, we understand that our clients’ needs are the most important part of the journey. That’s why our team vows to sell your home on your terms with our expert guidance. We will get to know your preferred method of communication, what marketing strategies you are most comfortable with, your objectives, and how we can best serve you.
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Clear & Open Communication During the sale process, you will receive: • A thorough assessment and inspection of your home’s style, location, and condition. • A fair market evaluation of your property with my recommendations for the best pricing strategy for your home. • A copy of your home’s Multiple Listing Service (MLS) printout for you to review for accuracy. • A weekly call, text, or e-mail to check in and talk about showing activity and any buyer feedback. • In-person appointments to review updated local market conditions and adjust the marketing strategy as needed. • An estimate of costs incurred during the sale and your estimated net proceeds once the sale closes.
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guiding you through the sale As your trusted advisors, Coldwell Banker West’s mission is to provide: Understanding: We will spend time together so I can ask questions and understand your goals and objectives. Counseling: We will take time to explain your options—simply and thoroughly—so that you can be knowledgeable and confident in your home sale.
We will also: • Assist with preparing your home for sale • Advise on staging, repairs and updates • Provide all required seller disclosures • Advise on preparing for showings
Expertise: We know what is happening in today’s real estate market and why. Our experience in analyzing these factors will allow me to connect the dots for you and let you know the right time to sell your home.
• Arrange open houses and showing appointments
Marketing: Getting your home in front of an appropriate buyer audience is a critical part of the sale. We will use my resources and industry connections to ensure that your home presents beautifully and gets maximum exposure.
• Reevaluate any recent comparable homes for sale in the area
• Collect feedback from potential buyers as well as showing agents • Facilitate showings
• Reevaluate the pricing strategy of your home • Negotiate the sale • Advise on preparing for your move
Monitor Closing: Our job does not end after you accept an offer! We will stay focused on your sale to make sure that the transaction closes smoothly. Negotiations: As a real estate professional, I have gone through rigorous training on how to negotiate on your behalf.
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• Help you find an affiliated REALTOR® at your destination, anywhere in the world • Meet contractors (if requested)
marketing strategy
Reaching the largest pool of most likely buyers.
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Marketing Your Home: Understanding Today’s Buyer In real estate marketing, there is no such thing as one-size-fits-all. Buyers search on many unique platforms, from home search websites, to newspapers, to neighborhood open houses. We know the kinds of buyers looking for a home like yours, and are able to tailor our marketing strategy to them.
ONLINE EXPOSURE Almost 100% of homebuyers are looking online. Marketing your property on the internet gets it in front of a worldwide audience. Digital MARKETING We drive traffic from social media to your online listing with targeted ads to buyers, posted from our proprietary CBx platform. Additionally, your listing will be featured in our monthly Home Simplicity eMagazine.
PROFESSIONAL PHOTOGRAPHY Well-lit and high resolution photography is essential to showcase your home in the best possible way. PROPERTY VIDEO & VIRTUAL TOURS We help your home stand out by applying the latest in video and virtual-tour marketing.
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Marketing Your Home (cont’d)
REALTOR® NETWORK Your home will be exposed to an expansive network of local and global real estate agents, placing your property in front of buyers that are searching for a house just like yours. OPEN HOUSE An open house creates a comfortable setting for potential buyers to view your property.
PROPERTY FLYERS AND DIRECT MAILERS With Coldwell Banker West, we use professionally designed brochures and postcards — to present your property in the best way possible. YARD SIGNS Yard signs create visibility in the community and are an easy way for potential buyers to reach out for more information.
SECURE LOCKBOX Using a lockbox makes it easy and secure for real estate agents to show your property while providing you peace of mind that your home is secure. SHOWING FEEDBACK The best way to ensure your selling strategy is working is to hear from prospective buyers and agents. We automate our feedback so you are never left guessing what buyers are thinking.
WE HAVE YOUR NEEDS IN MIND We will work with you to tailor a marketing plan that suits your individual needs. We will work closely with you to make sure you are comfortable with every step of the marketing process. As part of your team, we want to make sure selling your home is as seamless and effortless as possible.
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COMPREHENSIVE INTERNET MARKETING Our goal when selling your home is maximum online exposure. LISTING SYNDICATION Our internet marketing strategy includes syndication of your listing, ensuring your property’s details are available online in the most effective places people search for their homes.
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Home Enhancement Checklist How exciting – you’ve decided to sell your home! Now it’s time to see it from a buyer’s perspective. Let’s review this home enhancement checklist together and decide what changes you can make to ensure your home photographs beautifully, presents well to buyers, and helps maximize your potential financial return.
KITCHEN:
ENHANCEMENT KEY
c
Clear any extra gadgets/appliances
c
Remove everything from exterior of the refrigerator (pictures, magnets, etc.)
Tidy Up Less is more! Store away any items you don’t use.
c
Remove any paper, mail, and other items from counter tops
Clean Up A clean home gives the impression that it has been well cared for. A simple fresh coat of paint and deep clean are always a good idea.
Patch it Up Take care of minor issues before your home goes on the market.
Add Finishing Touches Make your home stand out with little extras.
c
Clear counters and sink of all dishes and pans
c
Polish sinks and wipe down cabinet fronts
c
Clean all appliances, outside and inside
c
Mop kitchen floor
c
Air out and deodorize garbage/recycling area
c
Repair any sink/faucet leaks
c
Repair/replace any broken appliances
c
Repair any non-working cabinets or drawers
c
Patch and paint ceilings and walls if necessary
c
Lay down a throw rug
Add small plants Other Observations: c
________________________________________________
BATHROOMS:
EXTERIOR: c
Mow lawn, trim trees and bushes
c
Clear clutter and unnecessary items from counter top
c
Pull weeds, rake leaves, dispose of any dead plants
c
Organize all cabinet interiors
c
Put away outside tools and equipment
c
Clean bathtub, toilets, and sinks
c
Wash windows (outside and inside)
c
Mop bathroom floor
c
Sweep driveways and sidewalks
c
Polish bathroom fixtures and mirror
c
Repair windows and doors
c
Repair leaky faucets, toilets, or sinks
c
Repair any major cracks in sidewalks or driveway
c
Grout and caulk tilework if necessary
c
Repair shutters, gutters, windows, fencing, siding, or
c
Patch and paint ceilings and walls if necessary
roof shingles
c
Light a scented candle
c
Add coordinating towels, shower curtain, and décor
c
Improve yard landscaping with new sod, flowers,
plants, and mulch
Other Observations:
c
Add a welcome mat at the entrance
________________________________________________
c
Replace house numbers
c
Add a hanging or potted plant
Other Observations: ________________________________________________
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Home Enhancement Checklist (cont.) Tidy Up | Clean Up | Patch it Up | Add Finishing Touches THE LIVING AREA:
BASEMENT & GARAGE:
c
Clear clutter like newspapers and mail
c
Organize and declutter all spaces
c
Discard any worn furniture, rearrange furniture, and store
c
Box up and store away unnecessary items
extra pieces
c
Sweep and mop floors
c
Straighten bookshelf contents
c
Remove any cobwebs and dust from window sills, walls,
c
Vacuum/mop floors, clean and deodorize carpet
c
Polish furniture
c
Clean windows, outside and inside
c
Dust or wipe down lighting fixtures
c
c
Ensure all light fixtures and bulbs are working
Ensure all A/C, heating, and water heater appliances are working
c
Wash windows
c
Clean fireplace
c
Patch and paint ceilings and walls
c
Add a scented candle, fresh flowers
c
Rearrange pictures to highlight areas
c
Add lighting if room is dark
and ceilings
Other Observations: ________________________________________________
Other Observations: ________________________________________________
BEDROOMS:
LAST MINUTE CHECKLIST
Complete these last-minute touches when a buyer is on the way to view your home! EXTERIOR:
c
Clean and declutter children’s bedroom, put toys away
c
Discard any worn furniture, rearrange furniture, and store extra pieces
c
Store seasonal clothing elsewhere to make more room in closets
c
Make sure all clothing is put away
c
Freshen air by opening windows
c
Install a working smoke detector in each bedroom and one in each hallway
c
Quick tidy up
c
Install a working carbon monoxide detector on each level of the home, preferably in a hallway
Only play instrumental music
c
Other Observations:
c
Patch and paint ceilings and walls
c
Add plants
c
Add throw pillows to beds
Other Observations: ________________________________________________
c
Clean up after pets
c
Pick up toys or tools on lawn
c
Clear all driveways and walkways
INTERIOR:
________________________________________________________ ________________________________________________________ ________________________________________________________ ________________________________________________________ ________________________________________________________ ________________________________________________________ ________________________________________________________
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staging for every budget
accessorizing
partial staging
full staging
Even magazine-ready homes can use a few special touches from an expert who understands buyer appeal.
Enhance what you’ve already got. Need just a few rooms designed? Want us to help edit your home’s current look (particularly useful for sellers still living in the sale home)?
Let our experts do it all. Set us loose, and we’ll turn every room into a “WOW.”
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the selling process
From begining to end, we will communicate and guide you through the process of selling your home.
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what is escrow? Escrow is the process where parties (buyers/sellers) transfer real estate documents, funds and other valuable items with a neutral third party like an escrow agent. These items are held in trust by the escrow agent until a specific condition or event takes place according to mutual and specific instructions from both parties. In other words, escrow is the repository for the receipt, exchange, and distribution of items and documents that are needed to transfer or to finance real estate transactions. Once the necessary events occur or the conditions have been met, the distribution, sale, or transfer takes place. When all elements necessary to complete the transaction have happened, the escrow is then closed.
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negotiations As experienced REALTORS®, we have trained extensively on how to negotiate on your behalf as well as how to manage the following areas: • Contract terms and conditions • Counteroffers • Seller disclosures • Review of the title report • Buyer’s home inspection and reports • Termite inspection and reports • Buyer’s request for repairs • Escrow instructions • Communication with the mortgage lender • Preparation of recent, comparable home sale reports • Clear communication with the buyer’s agent on the buyer’s side
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Once You Accept An Offer: Escrow Begins Use this flow chart to see the process of escrow from start to finish. BUYER Selects a REALTOR®
START
SELLER
BUYER
Prepares house for showing & selling
Gets pre-approved by lender if new loan needed
BUYER
Views homes with Real Estate Professional
Inspection reports sent to applicable party, reviewed & notified
BUYER
Selects home & submits contract with Loan Status Report (LSR)
Various inspections ordered
BUYER
Appraisal ordered & completed
SELLER Selects a REALTOR®
SELLER
Reviews and accepts contract from buyer
Escrow opened and preliminary report ordered
BUYER
Advises escrow of home insurance policy
Receives final loan approval from lender
Deposits required funds
BUYER
Closing documents compiled by escrow
Loan Documents prepared by lender & sent to escrow
Loan documents returned to lender for review
Escrow ensures all contract conditions have been met
Lender “funds loan” (Sends funds to escrow)
BUYER
After recording, confirmed escrow disburses funds
Documents Recorded and Escrow Closed
Receives key from real estate professional
Final documents sent to interested parties
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pricing strategy
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Selling Your Home: How to Get the Most Money Every home seller wants to maximize their financial return. Here are tips to ensure you’ll receive the highest price possible. 2. USE A REAL ESTATE PROFESSIONal A recent study from Collateral Analytics revealed that For Sale By Owner (FSBO) homes don’t actually save the seller money. In many cases, it actually costs them more than it would with an agent.
1. PRICE IT COMPETITIVELY This may seem counterintuitive when trying to receive the best offer on your home. Most sellers think that they should price their home over market value to leave room for negotiation. However, when they do this, it makes the demand less for this home (meaning little to no negotiations.) See chart below for more details.
The study analyzed a sample of homes in different markets from 2016 through the first half of 2017 to find:
A house that’s priced lower could generate higher interest and demand. This means there will be more people interested, and thus more room for negotiations. Buyers will bid against each other, which will result in the potential sales price going up.
“FSBOs tend to sell for lower prices than comparable home sales, and in many cases below the average differential represented by the prevailing commission rate.” These results showed that the difference in selling prices between FSBOs and MLS sales of similar properties are about 5.5%. 2017 sales also suggested that the average price for FSBOs was 6% lower than that for similar properties.
Advice from Realtor.com:
“Aim to price your property at or just slightly below the going rate. Today’s buyers are highly informed, so if they sense they’re getting a deal, they’re likely to bid up a property that’s slightly underpriced, especially in areas with low inventory.” YOUR TAKE AWAY
You should hire a real estate professional and price your home slightly below value to maximize the demand and price you will receive for your home.
The Impact of Price on Visibility The higher you price above market value, the lower the demand
+ 15%
+ 10%
Market Value
- 10%
- 15%
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10%
30% 60% 75% 90%
10%
30%
60%
Percentage of Potential Buyers Who Will Look at Property 75%
90%
local market conditions As a locally owned brokerage, our focus is on San Diego County. We know this market very well, and are always equipped with the latest information on the housing market in every corner of the county.
Neither you as the seller, nor we as your representative, dictate market conditions. But by understanding the conditions and predicting where they may be heading, we can chart the best course of action based upon a thorough evaluation. This is where an understanding of the “comps” is critical.
Relevant Comparables (COMPS) ACTIVES Comparable homes currently listed for sale are competing for the same buyers who are qualified to buy your home. Pricing above the competition could mean your home sits on the market longer and, as a consequence, it may later be necessary to drastically reduce the price. PENDINGS Pending listings are listings under contract that have not yet closed escrow. Your agent closely watches the count of pendings and average days active, as a shift in either could signal a change in the market or buyers’ motivations. Any change could impact the balance of supply and demand. SOLDS Recent home sales demonstrate what buyers are willing and able to pay for homes similar to yours.
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Real Estate Terms To Know Amendments: A change—either to alter, add to, or correct—to part of an agreement. Appraisal: An estimated property value resulting from analysis of facts about the property; an opinion of value. Assumption: When the buyer accepts responsibility for liens or other obligations attached to the property title. In some cases, this means the new buyer takes over the old mortgage. Beneficiary: The recipient of benefits, often from a deed of trust; usually the lender. Close of Escrow: The date when documents are recorded and title passes from seller to buyer. On this date, the Buyer becomes the legal owner, and title insurance becomes effective.
Impounds: A type of trust account established by lenders for the accumulation of the borrower’s funds to meet periodic payments of taxes, mortgage insurance premiums; and/or future insurance policy premiums. Legal Description: A description of land recognized by law, based on government surveys, spelling out the exact boundaries of the entire parcel of land. It should thoroughly identify a parcel of land that cannot be confused with any other. Lien: A form of encumbrance that usually makes a specific parcel of real property the security for the payment of debt or discharge of an obligation for example, judgments, taxes, mortgages, deeds of trust. Mortgage: The instrument by which real property is pledged as security for repayment of a loan.
Comparable Sales: Sales that have similar characteristics as the subject real property, used for analysis in the appraisal. Commonly called “comps.”
PITI: A payment that combines principal, interest, taxes and insurance.
Deed of Trust: An instrument used in many states in place of a mortgage.
Power of Attorney: A written instrument whereby a principal gives authority to an agent. The agent acting under such a grant is sometimes called “attorney-in-fact.”
Deed Restrictions: Provisions contained in deeds to limit the use of the property. Earnest Money Deposit: Down payment made by a purchaser of real property as evidence of good faith; a deposit or partial payment. Easement: A right, privilege, or interest, limited to a specific purpose that one party has on land owned by another. Hazard Insurance: Real estate insurance protecting against fire, some natural causes, vandalism, etc., depending upon the policy. Buyer often adds liability insurance and extended coverage for personal property.
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Purchase Agreement: The purchase contract between the buyer and seller. It is usually completed by the real estate agent and signed by the buyer and seller. Quitclaim Deed: A deed operating as a release, intending to pass any title, interest, or claim which the grantor may have in the property, but not containing any warranty of a valid interest or title by the grantor. Recording: Filing documents affecting real property with the County Recorder as a matter of public record.
Before Moving Day Checklist Congratulations! You sold your home! This handy list will ensure that once the dust settles, everything is in place before you move. Keep this checklist handy so that nothing falls through the cracks...
2
mos.
PRIOR TO MOVING DAY
c If you are using a mover, get a few estimates from moving companies. If you are moving yourself, get
quotes from at least two truck rental companies. c Choose a mover (or truck rental company). c Create a floor plan of your new home for furniture
and appliance placement. c Make an inventory of your household goods and begin to remove clutter (start with basement, attic,
garage, and other storage areas). c Start a file for all your moving paperwork (estimates,
receipts, etc.). c Arrange to transfer school records. c Contact painters, carpenters, plumbers, roofers, etc., so your new home is ready when you arrive. Remember to change the locks on all the doors in
4
wks.
PRIOR TO MOVING DAY
c Schedule the stop of all utility services at your old home, and order them for your new home. Be sure to turn the old off the day after you leave, and connect the new the day before you arrive. If you have “last month” deposits with a utility, such as the telephone company, request your refund. c If you are moving yourself, reserve a rental truck. c If you are packing yourself, get packing materials and start packing items you won’t need until after you arrive at your new house. c Check with your insurance company to see how your possessions are covered during transit. c Collect your important family records including medical, dental, veterinary, school records, legal and financial documents, birth certificates, passports, and insurance documents.
your new home. c Visit www.smoothmoves.com for tips on moving with children.
6
wks.
PRIOR TO MOVING DAY
c Make arrangements for storage. c Ask your doctor or health plan provider for referrals, and get copies of all medical records. c Clean all closets and drawers. c Start using up foods and cleaning supplies that can’t be moved.
3
wks.
PRIOR TO MOVING DAY
c Properly dispose of items that cannot be moved, such as flammable liquids. c Prepare auto registration for transfer (if moving to another state). c If you are moving in or out of an apartment, arrange for use of the elevator. c Make childcare arrangements for moving day. c Hold your moving sale.
Pro-Tip: Pack a Travel Kit Two Weeks Before Moving Gather critical items such as a checkbook, credit cards, personal phone book, ID, flashlight, keys, toiletries, tools, paper plates, cups, towels, travel alarm clock, aspirin, bandages, and games for the kids. Also, pack a suitcase with clothing and other personal items. Listing Your Home With
Before Moving Day Checklist (cont’d)
2
wks.
PRIOR TO MOVING DAY
c Fill out post office change-of-address cards. c Arrange for disposal of anything not sold at
your moving sale.
1
day
PRIOR TO MOVING DAY
c Disconnect and prepare major appliances for
the move. c Set aside anything that will travel in your car
c Return any borrowed items (including library
books) and retrieve any loaned items. c Cancel newspaper delivery. c Notify any creditors of your move. c Transfer prescriptions and be sure you have
an adequate supply of medications on hand.
so it will not be loaded on the truck. c Pack a box of items that will be needed first at the new house. Clearly mark this box
“Load Last.” c Confirm arrival time of your moving van/truck. c If moving yourself, dismantle beds and other large furniture.
c Assemble a file folder of information to leave
for the new owner of your home. c Change your address one week before your move. Send change of address cards to everyone who will need to contact you.
Congratulations! It’s Finally Moving Day!
Moving Day
Now that the big day has arrived it’s important to check the following off your list:
old house to answer questions. c Note all utility meter readings. c Read your bill of lading and inventory carefully before signing. Keep this in a
c If using a mover, be sure someone is at the
safe place.
Delivery Day c Check your belongings carefully and note any damaged items on the inventory paperwork. c On an interstate move, be prepared to pay the driver before your possessions are unloaded.
c Supervise unloading and unpacking. c Be prepared to pay your mover with cash, certified check, or traveler’s checks unless other arrangements have been made in advance.
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San Diego Community Resources When it comes to selling your home unforeseen obstacles can arise. Use this resource list to ensure your home and surrounding areas are in excellent shape for future buyers. Emergency (Police Emergency, Fire, Medical) Call: 911
Non-Emergency (Report Suspicious Activity/Homeless Outreach Team/Etc.) Call: 619-531-2000
SDPD Western Division 5215 Gaines Street Call: 619-692-4800
Abandoned Vehicles Call: 858-495-7856 Brush and Weed Abatement Call: 619-533-4444
Shopping Cart PickUp Service (Call phone number on cart or store first, if stated. If not, call pickup service. Call: 800-252-4613
SD City Services Non-Emergency: (street lights, traffic signals, sweeping, pot holes, graffiti, sidewalks, downed trees) Call: 619-527-7500 SDPD Community Relations Officers: David Surwilo (dsurwilo@pd.sandiego. gov) and Ricardo Pinon (rpinon@ pd.sandiego.gov) Call: 619-692-4858 Downed Power Lines (SDG&E) Call: 800-411-7343 Abandoned Vehicles Call: 858-495-7856
Narcotics-SDPD Narcotics Unit (Suspicion of drug house, narcotics activity. Anonymous.) Call: 619-531-2468 City Hall Departments List www.sandiego.gov/city-hall/ departments
Crime Stoppers Tip Line Call: 888-580-8477 Water, Public Utilities (Emergency water/sewer repair/sink holes/water line or leak/hydrants/pressure problem, etc.) Call: 619-515-3525 SD Vector Control (mosquitos and other disease bearing pests such as rats and mice) Call: 858-694-2888
Animals (Non-Emergency) Call: 619-767-2675 Free Community Resources: Cal Fresh, Medi-Care, Covered California, etc. Call: 211
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DOWNLOAD FREE PHONE APP: “Get It Done San Diego� (Report potholes, grafitti, street lights, code enforcement, illegal dumping, parking, sweeping, tree hazards, traffic signals, abandoned vehicles)
VISIT: www.sandiego.gov/get-it-done