SE L L I N G YO U R HO ME LISTING YOUR PROPERTY WITH COLDWELL BANKER WEST Listing Your Home With
A L IT T L E A B O UT J E A N N E KO O P M A N
TH E S E RV I C E YO U DE S E RV E
Real Estate has been a passion of mine for years and that is why I decided to make it my career, it is always challenging and so rewarding. I’ve been a REALTOR® and a trained professional real estate advisor since 1998. I love what I do and my years in business have provided me with the experience to assist clients with nearly every real estate need, whether it’s their first home, selling their home and moving up, downsizing, investing, or renting. I pride myself in my dedication to my clients, who are all unique and make every transaction memorable. Service is my business, and I am not happy until my clients are happy, and I can make their dream homeownership come true. As a devoted real estate professional, I will make every effort to ensure your experience is as smooth and enjoyable as possible. So, whether you are seriously interested in getting into the real estate market, or simply just looking, I can help you find the answers to your questions about homeownership or selling your home.
About my services First, I listen to my clients’ needs and wants to establish mutual goals and objectives. I work with them to meet these goals and keep them informed during the entire process. I believe communication is key in meeting my goals to assist you in finding that perfect home and building lasting relationships. Good news, bad news, no news... you will hear from me regularly on the progress of our marketing activities, such as open houses, property showings, and suggestions from other REALTORS® who have shown or previewed your home.
getting to know you No two people are alike, just as no two homes are alike. Getting to know you helps us better understand what is important to you in a home 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. We will get to know your preferred method of communication, what strategies you are most comfortable with, your objectives, and how we can best serve you.
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.
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.
Listing Your Home With
• 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.
Listing Your Home With
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 is essential in accessing 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.
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 A lockbox allows trusted 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.
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.
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.”
the selling process
From begining to end, we will communicate and guide you through the process of selling your home.
Listing Your Home With
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 your receipt, exchange and distribution of items and documents that are needed in order 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.
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
Listing Your Home With
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 and notified
Appraisal ordered and completed
SELLER Selects a REALTOR®
BUYER
Selects home and submits contract with Loan Status Report (LSR)
Inspections ordered
BUYER
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
BUYER
Deposits required funds
Closing documents compiled by escrow
Loan Documents prepared by lender and 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
pricing strategy
Listing Your Home With
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
+ 15%
The higher you price above market value, the lower the demand
+ 10%
Market Value
- 10%
- 15%
10%
30% 60% 75% 90%
Percentage of Potential Buyers Who Will Look at Property
10%
30%
60%
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.
proven results marketing system Basic services are where most agents stop. For us, it’s just the start! The basics:
• • • • •
Multiple Listing Services (MLS) Property flyer Open house (if applicable) Provide forms for seller’s disclosure REALTOR® inspection
• • • •
Broker’s open house Comparative market analysis Lockbox Financing sheet
custom curated marketing services:
• Listing will be featured on personal website,
single property website & syndicated to hundreds of real estate websites • Professionally designed print materials • Advertising through Broker Caravan Meetings • Personalized follow up showing & buyer feedback • Weekly marketing updates emailed with all new comparable data • Top Producer & Referral Agent Network mailer • Union Tribune print advertising: selective neighborhood publication.
• • • •
Professional photos & virtual tour Free design consultation & color analysis Direct mail marketing campaign Qualification of all potential buyers before presentation of offers • Organize & schedule approved trade vendors • Coordinate & meet vendors and contractors • Achieve best seller net in shortest amount of time • Full-service team whenever you need us • Guaranteed service satisfaction or the right to cancel
unparalleled marketing services:
• Worldwide internet exposure -- Coldwell
• Kartikay Escrow Corporation and California
Banker enhanced home listing on Zillow, Trulia, SignonSanDiego.com • 3-D property tour and floor plan • Professional video and photography • Showing Suite automated feedback response system • Direct-to-agent leads • Agent network communication (CBW Chat) • Professional agent and broker team support • Staging, design, and renovation services
Preferred Escrow - escrow services Point Mortgage Company -- financing Agent guided disclosure document review Service performed guarantee Customized YouTube channel Collaboration with on-staff marketing brand manager • Licensed support staff • Full-time Broker office manager
• • • • •
maximum online exposure With 99% of buyers searching online, we pull out all the stops to ensure that your home is seen by the right buyer. Here are some of our unique and exclusive marketing options that take your listing to the next level. 1234 ADDRESS CITY, CA 92100
AGENT NAME REALTOR | DRE# 00000
619.123.4567 AgentEmail@gmail.com
featured in home simplicity e-magazine
digital interactive brochure
global reach on coldwellbanker.com
Virtual 3-D Tour & Professional Video
Janeagent
syndication with the top real estate sites
single property websites
EXCLUSIVE access to facebook social ad engine
STRATEGIC PRICING
THE SELLER’S ROADMAP CLOSING This is the transfer of funds and ownership. Depending on when the buyer moves into the home you will need to be all packed up and ready to move.
As difficult as it may be, it’s important to review the market analysis and consider your home price objectivity.
MEET WITH A REAL ESTATE PROFESSIONAL There’s no commitment required on your part for the initial meeting. It will be educational and help you identify your next steps.
FINAL DETAILS
INSPECTION The buyer will usually perform a physical inspection of the home. They may even ask you to make certain repairs. Your agent will explain all of your options regarding the inspection.
While under contract the buyer will work with their mortgage provider to finalize the loan and perform other due diligence.
UNDER CONTRACT At this point, you and the buyer have agreed to all of the terms of the offer and both parties have signed the agreements.
CHOOSING AN OFFER Your agent will present the benefits and risks of each offer. You will have the opportunity to either accept or counter any offer based on its merits.
ESTABLISH A PRICE S A L E
Your agent will provide a market analysis, which will help you set an asking price.
Congratulations! YOU’VE SUCCESSFULLY SOLD YOUR HOME
OFFERS AND NEGOTIATION If everything goes well, a buyer (and most often the agent who represents them) will present your agent with an offer.
LIST IT FOR SALE When everything is in place your agent will put your home on the open market. It’s critical you make it as easy as possible for potential buyers to view your home.
PREPARE YOUR HOME View your home through the eyes of the buyer and ask yourself what you’d expect. Your agent will offer some useful suggestions.
SHOWINGS Potential buyers may ask to see your home on short notice. It’s best if you can accommodate these requests, you never want to miss a potential sale.