WHY YOU SHOULD HAVE
THE LAWSON TEAM SELL YOUR PROPERTY
The Lawson Real Estate Team M: 435-901-0904 david@davidjlawson.com
LAWSON TEAM
David Lawson 900 Main Street, Suite 6104 Park City, UT 84060 Mobile +1 435-901-0904 david@davidjlawson.com ParkCity4Less.com
Dear Homeowner, If you want to sell your property we’d like the opportunity to apply for the job of being your Personal Sales Team. Once you’ve taken a look at our unique award-winning approach, we believe you will desire the advantages you’ll receive from working with us. We’d like to briefly outline a few things that set the Lawson Team apart from everyone else: • The Lawson Team consistently gets you More Money! — 2.24% more than the average agent, which works out to be $18,580.80 on the average sale of $829,500. • Because 94% of all buyers begin their property search online, we invest $16,083 per month in online marketing just to ensure your property gets maximum exposure. • Zillow and Trulia Guarantee or “Sell For Free Guarantee”: if you can find anyone in our market that spends more than we do on Zillow or Trulia advertising we will sell your property for free. • Your property will get a minimum of 1,000 verifiable online views each week. • You will have our team of eight professionals, who combined have sold over 1,000 properties, working to sell your property for the same price as you would for a single agent. • Our clients are so happy with us that they have given us the most local 5-star reviews on Zillow.com and Trulia.com. See for yourself! • Through our exclusive internet partnerships we can promote your property unlike anyone else in our area— not just locally, but nationally, and internationally. We believe our team is the BEST in the business and we’d like the opportunity to prove it to you. Call us to learn about all we can do to sell your property. When you do, be sure to ask about our unique Easy-Exit Listing Guarantee which simply states: “We are so confident that you’ll love our service, that if for any reason, whatsoever, you are dissatisfied, simply withdraw your listing.” No hassle. No offense. No comparison. You can call or text me on my private line at 435-901-0904.
David Lawson CEO the Lawson Team
P.S. The sooner you call us the sooner we can begin working to get your property SOLD. Call, text, or email us now! 435-901-0904; david@davidjlawson.com
A DIFFERENT APPROACH FOR DIFFERENT RESULTS
WE OFFER YOU: A Different people approach
Different results
• The synergistic power of teamwork
• Consistently more money to our sellers
• An eight person team
• Well over 1,000 sales since 2000
A Different marketing approach
• Extremely satisfied clients
• A unique, non-traditional, time-proven, award-winning marketing system
Free resources
• $16,083 spent per month on highly-targeted advertising
• Easy Exit Guarantee
• Most online 5-star reviews than any other agent in Park City
• Agent selection worksheet
• Exclusive relationships with some of the top real estate venues
• Online Viewer Guarantee
THE POWER OF TEAMWORK
WE OFFER YOU: Most real estate agents work alone, and while they usually work hard, they just don’t have enough time and energy to provide a truly excellent experience for their clients. They are forced to juggle their prospective buyers, marketing their properties, negotiating better prices, and a host of other important tasks related to selling a property. Using this solo approach, most agents make fewer sales and have less money to invest in building their business, marketing their properties, and selling homes. By contrast, the Lawson Team is comprised of a number of dedicated professionals, each with years of experience in their particular field of specialization. Our team helps ensure that our transactions are completed smoothly and efficiently, and that our clients are extremely satisfied with our services. And, of course, the numbers speak for themselves: our approach has enabled the Lawson Team to complete well over 1,000 transactions since the year 2000, which is an average of 85 transactions per year. When you consider that the typical agent averages a little more than three sales per year, it’s easy to see why a team approach is the best way to sell your home quickly and for a great price. Helping you find your perfect home is our top priority, and our team approach allows us to expect nothing less than perfection from our services. Why settle for anything else?
“David has represented my interests in several real estate transactions. His knowledge of the local market conditions is unsurpassed. His staff members are subject-matter experts and are always helpful in making a smooth, timely transaction. David’s knowledge, attention to details, and negotiation skills have made complex and cumbersome transactions seem routine. He is also a great person, sincere in his desire to please.” – LUCAS POL
OUR REAL ESTATE TEAM We have assembled a world-class team of dedicated experts, all of whom have years of experience in their fields of specialization. And, while up to 20% of real estate transactions in Park City fall through due to various problems with funding, organization, or quality control, the vast majority of our transactions are completed without any serious problems. This can be traced back to our unrivaled expertise in every field related to purchasing property. DAVID LAWSON
MICHAEL HATZ
David began his career in real estate during his college years in California. He has worn the hat of developer and investor. He has owned a construction company, an escrow company, and a property management company. He is also a sought after personal Real Estate trainer and consultant.
Michael has a long history as a top producing real estate agent in Park City and other resorts such as Whistler, BC; Palm Desert, CA; and Angel Fire, NM. His extensive list of satisfied clients appreciate his dedication and professionalism in helping make complex transactions easy to understand.
MIKE HLUDZINSKI
THAD PETERSON
Originally from PA, Mike moved to Park City in 2002, where he’s gained experience in buying and selling real estate. Michael has a BS degree in Business and prides himself on providing service with honesty and integrity. His passions include skiing, snowmobiling, mountain biking, and spending quality time with his family.
Thad launched his real estate career as “Rookie of the Year” in Lake Arrowhead, California. Now with over 20 years of experience in the Park City real estate and building industries, Thad guides clients with their real estate investments and provides insight and data to help them make sound decisions..
LINDA HURD
KRISTINA RICHINS
A Realtor® for over 35 years, Linda brings a wealth of knowledge and versatility to our team. She has experience as an independent real estate agent, buyer’s agent, office manager and property manager. She has also owned two real estate related businesses and multiple residences.
Kristina maintains the intricate details of property sales and listings to ensure the best service possible. Kristina is focused, dependable, approachable and committed to assisting every client through their real estate transaction with ease.
CHRISTIAN SANCHEZ
DREW LAWSON
Christian began his career as a commercial photographer and designer. He began running his own creative agency in Salt Lake City, UT where he (re) branded and marketed for several companies within the real estate industry such as Keystone Construction, Loft Six Four and Sherpa Solution.
One of the newer members of our team, Drew assists us with writing, as a web application expert, and as a consultant in several areas of his expertise including social media, mobile apps, website domains, and literary insight.
OUR MARKETING PLAN
WHEN YOUR PROPERTY IS LISTED WITH THE LAWSON TEAM, IT BEGINS AN AMAZING PROCESS. • Enter Listing into MLS
• Newsletter
• Professional Photography
• GG Magazine
• Yard Sign
• Direct Mail Outreach
• Prospecting
• Print Advertising
• Database Contact
BUT WE DON’T STOP THERE...
MARKETING SERVICE CHECKLIST
IN THE INTERNET REVOLUTION, WE DON’T FIGHT FAIR
WHEN YOUR PROPERTY IS LISTED WITH THE LAWSON TEAM, IT BEGINS AN AMAZING PROCESS. A POWERFUL WEB PRESENCE The old strategy of holding open houses and hoping people drive by the For Sale sign just doesn’t work any longer in our technology-driven society, and the best agents have found ways to adapt to the way that buyers search for and purchase property. For example, 94% of all buyers now begin their search for property online, and because we are serious about finding qualified buyers for your property, we spend more than $16,083 per month on targeted online marketing. We have also formed strategic business relationships with the top real estate consumer websites, so that our properties dominate the advertising visitors see when they search. These sites include: Zillow • Trulia • Realtor.com • Homes.com Yahoo.com • Frontdoor HomeFinder.com • Wall Street Journal Real Estate • Mansions Global Jameslist.com • evusa.com • ParkCity.evusa.com • LuxuryRealEstate.com ListHub: 600+ Additional Websites
OUR WEB DOMAINS
We don’t just stop at targeting marketing; we also maintain our own highly-developed segment of online real estate. When qualified buyers use search engines to try to find properties in Park City, we not only make sure that they find what they are looking for quickly and easily, but we ensure that they find your property in particular. We maintain twenty-three top domain names that are engineered to regularly appear on the first page of search results, all for the express purpose of showcasing your home and getting it sold quickly. These sites include: • ParkCity4Less.com
• ParkCityDeveloperCloseouts.com
• ParkCityDistressSales.com
• ParkCityTopTenProperties.com
• ParkCityRepo.com
• DavidLawson.ParkCity.com
• ParkCityDeerValleyShortSales.com
• ParkCityUtahShortSales.com
• ParkCityForSale.info
• ParkCity.evusa.com
• ParkCityUtahShortSales.info
• FairwaySprings.com
• ParkCityHomeSales.com
• DavidJLawson.com
• TheWoodsOfParleysLane.com
• ParkCityLuxuryListings.com
• LawsonRealEstateTeam.com
• SilverSkyAtHideoutCanyon.com
PARKCITY4LESS.COM A WEBSITE TO HELP BUYERS FIND YOUR PROPERTY In order to attract buyers and help them find exactly what they are looking for, we have developed ParkCity4Less.com as our main website. This name was strategically chosen to draw in buyers that are looking to purchase property in the Park City market.
WE COMMUNICATE CONSISTENTLY
INCOMING COMMUNICATION Modern technology allows us to receive requests from potential buyers searching online and then respond within minutes. We receive these requests from potential buyers on Zillow, Trulia, Realtor.com, and Engel & Völkers, among others.
STAYING IN TOUCH • One of the things our clients tell us that they like is our regular updates • Each week we send out an Online Marketing Summary which allows our clients to see exactly how many views their property has gotten and where those views came from. • There is also the Premiere Advertising Report from Zillow, Trulia, and Homes.com, which shows the number of views your property has received that week. • Each month we send out a professionally prepared and informative newsletter. • Finally, we send out quarterly reports to keep you abreast of the latest information about your property. Because most buyers start out by looking at property online, it is important that you know how much exposure your property is receiving and where those views are coming from.
WE GUARANTEE SATISFACTION
#1. ONLINE VIEWERSHIP GUARANTEE
#2. MARKETING GUARANTEE
“Your property will be advertised online and will receive a minimum of one thousand unique viewers each week.”
“If you can find an agent in our area who spends more money marketing properties on Zillow and Trulia than we do (and they can show you a receipt), we will sell your property for free.”
Because 94% of buyers begin their search for property online, we are serious about marketing property on the We spend $16,083 per month marketing properties internet. Our listings are guaranteed to receive at least online. No one else comes close, and we’re so confident, a thousand unique viewers each week, and we send out that we’ll sell your property for free if you can prove us weekly reports to show our clients exactly how many wrong. people have seen their property
A BETTER PRICE
ACCORDING TO THE REAL ESTATE BOARD, WE SELL OUR CLIENTS’ HOMES FOR 2.24%* MORE THAN THE AVERAGE AGENT. We are committed to saving you money on your home! Our listing agents are top negotiators who have a history of securing the best possible prices for our sellers. We regularly sell our clients’ properties for 2.24% more than the average realtor. And, while this doesn’t sound like much, consider that the average Park City home sells for $829,500 and a 2.24% increase on that sale price comes out to $18,580.80. No other agent in Park City will get you as much money for your home as we do. When it comes right down to it, the Lawson Team is able to market your property with profound effectiveness, placing you property in front of more people and bringing you more qualified buyers. In fact, what we do works so well that we have completed well over 1,000 transactions since 2000. * Source: PCMLS 2006–2012
CUSTOMER REVIEWS
MORE THAN 98% OF OUR CLIENTS ARE HAPPY WITH OUR SERVICES “Dave Lawson and his team helped us through the process of selling two of our condos at the Grand Summit, and then he represented us again when we bought a condo at the Canyons in Park City. He seems to be an insider when it comes to real estate information and he knows where the deals are. I would highly recommend Dave for the sale or purchase of a property.”
to someone in need. If you need to appeal your property tax valuation, David has a service (which I’ve used) to do just that. He won a big refund for me and did all the work.” – William Snider
and in tune with the latest marketing strategies. I feel very comfortable working with David and know my property will get the very best exposure available. David is someone I can trust for all my real estate needs.”
– Janet S “Dave sold a lot for us several years ago that had been listed for several years, in a very short time, “Dave has helped me find good value in the Park Also he has assisted us on several occasions City market—I recommend him as a buyer or – Joe from San Diego with the sale of my daughter’s home in Heber seller’s agent. ” “Over the years David has successfully that did not result in any profit for him as an – Randy C represented me as listing and buyer’s agent. He’s advisor. I’m not sure about the date of the sale a professional’s professional who knows the of our lot in Silver Creek, Utah. I recommend “Working with Michael and buying our home in Park City market inside and out. I would never him highly.” Park City was an outstanding experience. When use anyone else. The hardest part of selling a – John and Alicia Hunt we initially learned we were moving to the area, property, especially now, is determining a we had been referred to a couple of other agents realistic price. David is a great listener. Tell him “David did an excellent job from start to finish. but we were introduced to Michael through a your story and your needs as honestly as possible. Always attentive and diligent, he brings great mutual friend. Michael was third in line as we Then answer his questions and listen carefully expertise and a friendly and honest approach to felt we had some loyalties to the other agents, to what he says. I’ve learned that David will his clients. A very pleasant experience. I highly and we were up front with him about that fact. buy or sell property for you with as much care recommend him for any buy, sell or other real He generously offered to be of help to us in as if it were his own. David is personable and estate transaction. Definitely one of the best.” any way we might need even though we didn’t easy to work with. I like to pick his brain about intend to use his expertise. In the months before – Dave Barry the best investment deals (and steals) to be had we started our search, he periodically reached in Park City. Lately he’s become an expert on “David is one of the hardest working people I out and sent us updates to the inventory in our short sales. Although I’ve never used him for know. He is knowledgeable, straight forward price range. It became evident very quickly a short sale, I’d readily recommend using him
CUSTOMER REVIEWS MORE THAN 98% OF OUR CLIENTS ARE HAPPY WITH OUR SERVICES that the other agent we thought we were going “Michael Hatz more than exceeded our to work with was not as engaged in our search, expectations. He was an invaluable resource so we decided to trust our instincts and work when looking for a home in Park City. We were with Michael. When we arrived in Park City very specific about the location we wanted to we had a short period of time to find our home be in and he was able to zero in on that location and Michael dedicated that time to us and kept and find us the perfect spot when there was us in our budget. He showed us a wide range not much on the market. It was his extensive of possibilities and knows the area very well. knowledge of, and connections in, the Park City When we found the home that we wanted to Real estate market that enabled us to get the make our offer on, he was the key factor in us home we wanted. We needed to sell our home in securing the price we wanted. We admire his CA at the same time as buying our current home negotiation skills and are confident that our in PC, so negotiations were a bit tricky, but he dealings with a difficult seller wouldn’t have handled them extremely well. He continued to been as successful if we hadn’t used Michael. be a resource and sounding board throughout We recommend Michael highly!” the purchase, from due diligence to close. He also recommended a great mortgage company in – Nicki and Rob R PC called Cornerstone Home Mortgage. Becky “Michael did an excellent job selling our house was great to work with. We would definitely even though we had many challenges. He was recommend Michael to our family and friends.” patient, diplomatic and persistent. I would – Scott C. highly recommend him to anyone looking to purchase or sell a home in Park City. Thank you “I have known David for over 10 years. His Michael!” service, professionalism and dedication are unparalleled in Park City real estate. I – Dan J. purchased four properties through David, “David was our buyer’s agent for our recent home including three investment properties and my purchase in Jeremy Ranch. He is incredibly home in Deer Valley. I felt that David’s skills knowledgeable about the area, the local real in finding and negotiating our real estate estate market, and the real estate buying and purchases were critical to our success. I would selling process. His level of professionalism is highly recommend him to represent both buyers unparalleled in my experience. He was always and sellers in Park City.” on top of every detail, was very responsive, – Richard R. and has a vast network of contacts in the Park City area. . . . You really can’t ask any more “We had the pleasure of working with David on from a real estate agent. David will definitely a recent search and purchase of a condo in Park be our agent of choice for any other real estate City. We are so happy we chose David to work transactions we do in the future, and will be with. David gave us his undivided attention, our first and best recommendation to all of our shared his wealth of knowledge of Park City, friends and family.” negotiated a contract we are very happy with, and gave us referrals and contact information – Travis Wright for insurance, utilities, and the like. Although “Mike did a great job for us in our purchase of a we do not reside in Park City and did the closing condo/townhome in the Canyons. We originally via emails, we felt connected throughout the were not even looking in the Canyons. However, entire process. In addition to David being Mike took the time to get to know us and had available to us with any questions or concerns, a hunch that there was a particular unit that his office staff helped with all the closing we were going to love. He was right! It was documents and was also an added bonus! We not an easy process to get the deal closed for can not say enough good things about David; we many reasons that had nothing to do with Mike. look forward to working with him again in the Nevertheless, he stayed on top of all issues and future!” helped various road blocks that arose along – Mark & Laura Clounch the way. We ultimately closed and are very happy with our purchase and the service Mike provided.” – Ed & Jamie B.
“Michael is a person of high character and professionalism. He patiently worked with us for two and a half years, and stayed on top of our ever changing wants and needs. When we finely decided on a new home development he kept us in the loop with photos and commentary as it was being built, since we lived 2,500 miles away! He worked tirelessly with the builder and with us to explain the process, and guided us through a smooth closing. He also helped us adjust to the Park City area through his introductions of activities and groups that might interest our family. He made the transition to our new home a pleasure and was there for us long after the closing, always making himself available for our many questions and concerns. Best real estate professional we ever worked with!” – Charlie and Helene H. “After accepting a new job in Salt Lake City but before moving from Maryland In 2002, my wife and I decided we wanted to build a house in the Park City area because we had always wanted to live in the mountains. We visited Park City and hired David Lawson to help us find and buy a lot to build our dream house. What a great decision it was to work with David. We had little to no knowledge of the Park City area, and David showed us several properties that fit our budget, need to commute to Salt Lake City, and desire for a truly awesome view of the mountains. In addition, he showed us some homes that were similar to the one we wanted to build so we could determine if we really wanted to build or buy an existing home. He helped us find and purchase the perfect property. It was an extremely pleasant experience working with David. David has since helped us several times with real estate valuation questions without any consideration of remuneration. When we decide to sell or buy property in the future, David will be our real estate agent. I give David a five out of five star rating and recommendation.” – Gary & Heather Ellis
WORKING WITH ENGEL & VÖLKERS EXPERTS AT YOUR SERVICE
Anyone who is considering selling or buying property should always work with professionals who are the experts in the markets they serve and take the time to understand the unique real estate goals of each client These are the characteristics you will discover when working with an Engel & Völkers real estate advisor. They have been selected for their competence, exclusivity and passion to represent a global real estate brand with more than 30 years of experience in the brokerage and marketing of top-quality properties. They belong to a worldwide network with access to a large pool of prospective international buyers. Engel & Völkers advisors are leaders in their local markets with the knowledge and valued connections that help maintain our leadership internationally. Our Network: The Collaborative Approach: • Working with Engel & Völkers means you receive the personal service of an advisor who is supported by members of Engel & Völkers North America in New York City as well as representatives of our global headquarters team in Hamburg, Germany. Global Guide: Showcasing The Engel & Völkers Lifestyle • GG magazine, a high-end, glossy publication—printed seasonally and in six languages— was created to keep our clients informed of the latest news and trends in the luxury lifestyle world. Media Engagement: Creating Fans, Developing Clients, and Engaging Qualified Buyers • Engel & Völkers places special attention in social media. We engage our friends and fans through our Facebook® pages, Twitter® feeds, Pinterest® boards and YouTube® videos ensuring that our brand, services and premier properties remain a topic of conversation. By providing valuable and original digital content, robust functionality and attractive design we consistently retain visitors and keep them coming back to your property. Global Support: Unparalleled Reach • In each of our shops, a dedicated marketing specialist works with our advisors with support from our national and global marketing teams to create customized, multi-channel campaigns for each property we market. A Higher Standard: Worldwide Recognition • We specialize in the sale and leasing of premium residential property, commercial real estate and yachts around the globe and are a trusted source of real estate market news and trends on a global scale. Core Values: Competence. Exclusivity. Passion. • There is a single vision shared by the thousands of professionals who represent Engel & Völkers worldwide. It is to link together the aspirations of discerning individuals around the world, be it in a private or business context—with total passion. To achieve this vision, we have established a set of core values. These values help to maintain our high level of service quality worldwide and reinforce the meaning of our brand for each and every Engel & Völkers advisor. Our training, marketing capabilities and international network ensure that our advisors can competently meet your real estate needs. They will develop a customized strategy and provide the specialized services that will work exclusively for you. And they will do it all with total passion.
27 THINGS YOU SHOULD KNOW
TO SELL YOUR HOME FASTER AND FOR MORE MONEY 1. UNDERSTAND YOUR REASONS FOR SELLING Your motivation to sell is the determining factor as to how we will approach the process. It affects everything from what you set your asking price at to how much time, money, and effort you are willing to invest in order to prepare your home for sale. For example, your approach would be different if your goal was to make a quick sale. However, if you want to maximize your profit, the sales process might take longer and, consequently, you would want to take a different approach. 2. KEEP THOSE REASONS FOR SELLING TO YOURSELF The reasons you are selling your home will affect the way you negotiate the sale. By keeping this to yourself, you don’t provide prospective buyers with leverage they may be able to use. If, for example, they should learn that you must move quickly, you could be placed at a disadvantage in the negotiation process. When asked, simply say that your housing needs have changed. Remember, the reason you are selling is only for you to know. 3. DO YOUR HOMEWORK BEFORE SETTING A PRICE When you set your price, you make buyers aware of the absolute maximum they have to pay for your home. As a seller, you will want to get a selling price as close to the list price as possible. If you start out by pricing too high, you run the risk of not being taken seriously by buyers and their agents. On the other hand, pricing too low can result
in selling your home for much less than you were hoping for. Here are a few tips for setting your home’s sale price: If you live in a subdivision where most of the homes have similar or identical floor plans and were built in the same period, simply look at recent sales in your neighborhood. This will give you a good idea of what your home is worth. If you live in an older neighborhood where the homes unique and built in different time periods, you may want to seek out a real estate agent to help you with the pricing process. As neighborhoods grow, property values will change based on the new homes being built and the age of older homes in the area, and it can be hard to find truly comparable homes to compare pricing with. If you decide to sell on your own, look at homes that have sold in your neighborhood within the past six months and homes that are currently on the market. Prospective buyers will assess the value of your home by comparing it with homes in your area, so doing that comparison on your own can help you establish your home’s value. You might also consider a quick trip to the City Hall, where you can search the public records for information about home sales in most areas. 4. DO SOME HOME SHOPPING FOR YOURSELF The best way to learn about your buyers is to check out other open houses. Take note of floor plan, condition, appearance, size of lot, location, and other features. Especially take note of the initial asking price and, if you keep tabs on the property, the final selling price. Remember: if you are serious about selling your home fast, don’t price it higher than your neighbors. 5. THE PROS AND CONS OF GETTING AN APPRAISAL Sometimes a good appraisal can be a huge benefit in the marketing process. Getting your home appraised is a great way to let prospective buyers know that your home can be financed. However, an appraisal does cost money, has a limited lifespan, and there’s no guarantee you’ll like the figure you receive. 6. WHAT TAX ASSESSMENTS REALLY MEAN Some people think that tax assessments are a way of evaluating a home. However, the difficulty is that assessments are based on a number of criteria that may or may not be directly related to property values, and so they may not necessarily reflect the true value of your home. 7. HELPING YOU TO DECIDE ON A REALTOR® According to the National Association of REALTORS®, nearly two-thirds of people who sold their homes themselves say they wouldn’t do it again. Primary reasons included having to set the price, marketing handicaps, liability concerns, and time constraints. When deciding on a realtor, consider at least two or three candidates. Be wary of quotes that are too low as well as those that are too high. All realtors are not created equal. A professional real estate agent knows the market, has information about past sales and current listings, can show you a comprehensive marketing plan, and will provide their background and references upon request. Evaluate each candidate carefully, on the basis of his or her experience, qualifications, enthusiasm, and personality. Be sure you choose someone that you trust!
If you choose to sell on your own, you can still talk to an agent. Many are more than willing to help people with paperwork and contracts, and should anything go wrong, you will have someone you can call for help. 8. BE SURE YOU HAVE ROOM TO NEGOTIATE Before setting on your asking price, make sure you leave yourself room with which to negotiate. For example, set the lowest price at which you are willing to sell your home along with your ideal selling price. Then think about your priorities and figure out if you want to set the price closer to the high end, in order to maximize your profit, or closer to the low end, if you want or need to move quickly. 9. APPEARANCES MATTER! Appearances are critical to the selling process, but many sellers are unaware of this. The look and feel of your home has an enormous impact on a prospective buyer’s emotional response to your home—they will react to what they see, hear, feel, and smell and their decision will be affected by those things just as much as the selling price. 10. INVITE THE HONEST OPINIONS OF OTHERS The biggest mistake you can make at this point is to rely solely on your own judgement. Don’t be shy about seeking the honest opinions of others as your try to sell your home. You need to be objective about your home’s good points as well as its bad ones. A professional real estate agent is a great resource for this, as they have the ability to be objective and forthright about what needs to be done to make your home more marketable. 11. CLEAN AND FIX EVERYTHING Scrub, scour, tidy up, straighten, clean the clutter and declare war on dust. Repair every squeak, broken light switch, and tiny crack in the bathroom mirror because even these small things can be deal-killers… you’ll never know what can turn buyers off. Remember you’re not just competing with other resale homes, but brand new homes as well. 12. LET BUYERS VISUALIZE THEMSELVES IN YOUR HOME The last thing you want prospective buyers to feel when viewing your home is that they may be intruding into someone else’s life. Avoid clutter such as too many knickknacks, etc. If possible, decorate in neutral colors, like white or beige and place a few carefully chosen items to add warmth and character. You can enhance the attractiveness of your home with a well-placed vase of flowers or potpourri in the bathroom. Home décor magazines are great for tips and ideas. 13. DEAL-KILLER – ODORS MUST GO! You may not realize it but odd smells like traces of food, pets, and smoking odors can kill deals quickly. If prospective buyers know that you have a dog, or that you smoke, they’ll start smelling odors and seeing stains that don’t even exist, so get rid of all the clues.
14. DISCLOSE ALL THE DEFECTS Smart sellers are proactive in disclosing all known defects to their buyers in writing. This can reduce liability and prevent lawsuits later. 15. THE MORE PROSPECTIVE BUYERS, THE BETTER When you maximize your home’s marketability, you will most likely attract more than one prospective buyer. It is much better to have several buyers because they will compete with each other; a single buyer will compete with you. 16. KEEP YOUR EMOTIONS IN CHECK Let go of the emotions you’ve invested in your home. Be detached, using a business-like manner in your negotiations. You’ll definitely have an advantage over those getting caught up emotionally in the situation. 17. LEARN WHY THE BUYER IS MOTIVATED The more you know about a prospective buyer, the better equipped you are to use the negotiation process to your advantage; controlling the pace and duration of the process. As a rule, buyers are looking for the best possible property for the least amount of money, and knowing what is motivating their purchase enables you to negotiate more effectively. For example, does your buyer need to move quickly? Armed with this information, you are better positioned to bargain to your advantage. 18. WHAT THE BUYER CAN ACTUALLY AFFORD As soon as possible, try to learn the amount of the mortgage the buyer is qualified to carry and how much his or her down payment is. If their offer is low, ask their Realtor about the buyer’s ability to pay what your home is worth. 19. WHEN THE BUYER WOULD LIKE TO CLOSE Quite often, when the buyer would like to close is actually when they need to close. Knowledge of their deadlines for completing negotiations again creates a negotiating advantage for you. 20. DON’T BUY A NEW HOME BEFORE YOU SELL Beware of closing on your new home while you are still making mortgage payments on the old one or you might end up becoming a seller who is eager (or even desperate) for the first deal that comes along. 21. DON’T MOVE OUT BEFORE YOU SELL It’s been proven that it is more difficult to sell a home that is vacant because it becomes forlorn looking, forgotten, and no longer an appealing sight. Buyers start getting the message that you have another home and are probably motivated to sell. This could cost you thousands of dollars.
22. DEADLINES CREATE A SERIOUS DISADVANTAGE Don’t try to sell by a certain date. This adds unnecessary pressure and is a serious disadvantage in the negotiation process. 23. DON’T TAKE LOW OFFERS PERSONALLY Invariably the initial offer is below what both you and the buyer know the property will sell for. Don’t be upset… evaluate the offer objectively. Confirm that the offer details an offering price, sufficient deposit, amount of down payment, mortgage amount, a closing date, and any special requests. This simply provides a starting point from which to negotiate. 24. TURN THAT LOW OFFER AROUND You can counter a low offer, or even an offer that is just below your asking price. This lets the buyer know that the first offer isn’t seen as a serious one. Now you’ll be negotiating only with serious buyers. 25. MAYBE THE BUYER ISN’T QUALIFIED If you feel an offer is inadequate, now is the time to make sure the buyer is qualified to carry the size of mortgage the deal requires. Inquire how they arrived at their initial figure, and suggest they compare your price to the prices of homes for sale in your neighborhood. 26. ENSURE THE CONTRACT IS COMPLETE To avoid problems, be sure that all the terms, costs, and responsibilities are spelled out in the contract of sale. It should include such items as the date it was made, names of parties involved, address of property being sold, purchase price, where deposit monies will be held, date for loan approval, date and place of closing, type of deed, including any contingencies that remain to be settled, and what personal property is included (or not) in the sale. 27. RESIST DEVIATING FROM THE CONTRACT For example, if the buyer requests a move in prior to the closing, just say no; you’ve been advised against it. Now is not the time to take any chances of the deal falling through.
AGENT SELECTION WORKSHEET HOW TO CHOOSE THE BEST REAL ESTATE AGENT TO SELL YOUR PROPERTY Agent Qualifications Questions
Other Agent
Lawson Team
1. Are you a full time agent?
Yes!
2. How many people do you have on your team?
8
3. Do you have a Listing Coordinator?
Yes!
4. Do you have a Closing Coordinator?
Yes!
5. Do you have a full-time Marketing Specialist?
Yes!
6. Do you use a professional Photographer?
Yes!
7. Do you employ professional Graphic Artists?
Yes!
8. Are you a member of both the Park City and Wasatch Front Boards of REALTORS®?
Yes!
9. Are you Gephardt Approved?
Yes!
Agent’s Track Record 1. How many listings do you have in inventory?
Average 50–60
2. How many homes do you sell annually?
Average 85
3. How many years have you been one of the top-selling agents?
16
Customer Service 1. Do you answer your phone seven days a week?
Yes
2. How are the home owner’s kept informed on buyer reaction to showings? a. Transaction reports?
Yes!
b. Weekly online viewer status report?
Yes!
c. Monthly news update?
Yes!
3. Do you have written guarantees?
Yes!
4. What bonuses do you offer?
3 Guarantees
AGENT SELECTION WORKSHEET HOW TO CHOOSE THE BEST REAL ESTATE AGENT TO SELL YOUR PROPERTY Marketing Plan
Other
Lawson Team
1. How large of a national agent database do you maintain?
38,283
2. How often do you contact your database customers?
Monthly
3. How many contacts a week do you make to locate buyers?
200
4. How many hours a day do you spend prospecting on the phone?
3
5. How many of the top real estate sites do you dominate?
3
6. How many pages do you maintain?
11
7. How many URLs do you maintain?
23
8. Do you update MLS pictures as seasons change so property appears fresh?
Yes!
9. How do you ensure all listed properties receive maximum buyer exposure?
**
10. Other than a for sale sign and a listing in the MLS, what will you do to sell the property?
**
11. Do you make regular calls to key agents?
Yes!
12. How highly do you rank in organic searches?
Very
13. How highly do you rank for local searches?
Very
14. How strongly are you represented in social media?
Very
15. Engel & Vรถlkers exclusive online activity report
Yes!
16. Enhanced property displays and advertising on many of the very top real estate web sites
Yes!
** See our marketing plan (herein)
AGENT SELECTION WORKSHEET HOW TO CHOOSE THE BEST REAL ESTATE AGENT TO SELL YOUR PROPERTY Brokerage Comparison - How does your Brokerage compete?
Other Brokerage
EV
1. One of the most known and respected names in the international business community
Yes!
2. International representation in 38 countries
Yes!
3. Magazine branding
Yes!
4. Business partnerships and coop advertising opportunities with: Architectural Digest, Robb Report, James Edition, WSJ, Mansion Global, NY Times, and more
Yes!
5. Global Guide
Yes!
6. Ability to find buyers nationally and internationally
Yes!
7. International marketing, business, and sales support
Yes!
8. Comprehensive private searching and accounts
Yes!
9. Advertising in key markets/websites
Yes!
10. Language and currency conversion
Yes!
11. Full service brokerage support
Yes!
12. Enhanced property displays and advertising on many of the very top real estate websites
Yes!
So when it comes right down to it… The David Lawson Real Estate Team is able to market your property with profound effectiveness, getting your property in front of more people and bringing you more qualified buyers. In fact, our time-proven, non-traditional award-winning techniques have permitted us to sell more than 1,500 properties since 2000. What this means is that we are among the very top agents in our area, working for arguably the top real estate firm in the world. Isn’t it time you let us sell your property, too? You can reach us at:
The Lawson Real Estate Team Engel & Völkers Park City
900 Main Street, Suite 6104, Park City, UT 84060 ParkCity4Less.com David Lawson Direct Line 435-901-0904 Please call 435-901-0904 now to get your property…SOLD