EXPECT EXCEPTIONAL.
MARKETING PLAN FOR 5 KEY ASPECTS
• Pricing your home • Preparing your home for the market • Marketing your home • Negotiating the contract • Closing the transaction
THE IMPORTANCE OF SMART PRICING PROFIT OCCURS WHEN PREPARATION AND EXPERIENCE MEET OPPORTUNITY
Approximately 80% of market activity occurs during the first six weeks and proper “market value” pricing results in greater exposure and an increased probability of a quick sale. An overpriced home may experience fewer showings and can miss this first six week surge of opportunity and may ultimately be overlooked.
LIST PRICE IN RELATION TO MARKET
% OF BUYERS WHO WILL VIEW PROPERTY
+15%
10%
+10%
30%
+5%
60%
-5%
MARKET
85% 95%
FACTORS INFLUENCING THE VALUE OF YOUR PROPERTY UPGRADES AND AMENITIES CHANGE WHERE YOU ARE IN THE PRICE RANGE, BUT DONT MOVE YOUR PROPERTY TO A NEW PRICE RANGE. Approximately 80% of market activity occurs during the first six weeks and proper “market value” pricing results in greater exposure and an increased probability of a quick sale. An overpriced home may experience fewer showings and can miss this first six week surge of opportunity and may ultimately be overlooked.
PHYSICAL QUALITIES
FACTORS WITH NO EFFECT ON VALUE
• • • •
• Original Price • Needed Proceeds
Location Age Size Floor Plan
MARKET CONDITIONS • • • • •
Interest Rates Buyer Demand Recently Sold Property Prices Economy Seasonal Demand
FACTORS AFFECTING VALUE • • • • •
Condition Personal Considerations Promotion and Marketing Availability for Showing The Sales Associate you Select
COMPARATIVE MARKET ANALYSIS EXPLANATION THE ONLY TRUE MEASURE OF A HOME’S WORTH IS WHAT A BUYER IS WILLING TO PAY. The CMA will help us decide the fair market value for your home in the current market. The homes included in this analysis are a sampling of properties in the immediate area that are as similar to your home as possible and that have recenlty been sold, as well as some that are currently for sale. Once we have decided on a price and tested it, changing market conitions may require adjustments to the price to remain competitive.
SHOWING YOUR HOME OFF MOST BUYERS MAKE THEIR DECISION AT FIRST SIGHT. MAXIMIZE FIRST IMPRESSIONS. EXTERIOR • Prospective buyers react well to signs a home has been meticulously maintained
DOORWAY • While agents work the lockbox, buyers have idel time to notice details
INTERIOR • Make your home clean, clear, light, bright, and fresh
WARM & HOMEY • Appeal to all the senses
STAGING YOUR HOME TO SELL HGTV AGREES - OF THE “25 BIGGEST REAL ESTATE MISTAKES” THE #1 IS NOT STAGING!
You will be provided with a professional consultation to transform your home from one that is “decorated for living” to one that is “staged for selling”. •
Professionally staged homes sell more quickly and for higher prices.
•
First impressions mean everything. Studies have shown that most buyers make a decision about a house within 18 seconds of walking in the door.
•
Buyers want to visualize a home’s potential.
•
Photographs of your staged home effectively persuade potential buyers to see your home before other competing properties.
•
Photographs of a staged home provide a lasting positive impression when buyers are frequently overwhelmed with all the homes they are seeing.
YOUR LISTING WILL BE SHOWCASED ON MORE THAN 1,000 WEBSITES WEBSITE EXPOSURE More than 90% of buyers begin their initial home search on the Internet. We offer an impressive online presence for your property which allows us to present your property to potential buyers across multiple platforms, locally, nationally and globally, offering you maximum digital coverage. Our listings can be found on the following websites: • GaryGreene.com • HAR.com • Realtor.com
• BHGRE.com • Zillow.com • Chron.com
• Homes.com • Listglobally.com - Syndicates listings globally to over 93 websites in over 60 countries
60+ COUNTRIES AND OVER 160M POTENTIAL BUYERS ARGENTINA AUSTRALIA AUSTRIA BELGIUM BULGARIA CAMBODIA CANADA CHILE CHINA COLOMBIA DENMARK ESTONIA
FRANCE FRENCH POLYNESIA GERMANY GREECE HONG KONG INDIA INDONESIA ITALY JAPAN LAOS LATVIA LUXEMBORG
MACAU MALAYSIA MEXICO MOROCCO MYANMAR NETHERLANDS NEW CALEDONIA NEW ZEALAND PANAMA PAPUA NEW GUINEA PERU PHILIPPINES
POLAND PORTUGAL QATAR ROMANIA SENEGAL SERBIA SINGAPORE SLOVAKIA SOUTH AFRICA SPAIN SWEDEN
SWITZERLAND TANZANIA THAILAND TUNISIA TURKEY UKRAINE UNITED ARAB EMIRATES UNITED KINGDOM URUGUAY VENEZUELA VIETNAM
OUTSTANDING PHOTOGRAPHY TO MAKE IT ONTO EVERY BUYER’S SHOWING LIST, MAKE SURE PICTURES SELL THE HOUSE!
With so many homes on the market, it takes more than every to get your home noticed. We use the best professional photographers in order to provide: •
The Full Scope of a Room
•
Vivid Color
•
The Most Compatible Photos for the MLS
SOCIAL MEDIA
KEEP IN MIND YOU HAVE A ROLE HERE TOO - PLEASE SHARE YOUR LISTING ON ALL YOUR SOCIAL MEDIA SITES AS WELL! In this technology-driven age, it is crucial for agents AND sellers to be active on social media in order to nurture interest in your property. Your home will be exposed both nationally and locally! SOCIAL MEDIA We launch your listing on Facebook, Instagram and Google with a unique approach to maximize your exposure at the critical time when your listing hits the market. This enhanced multi-day campaign is geographically targeted to expose the listing to potential home buyers searching in your market. DIGITAL BOOST Our digital advertising also includes deploying campaigns targeting users based on characteristics exhibited in their browsing habits which allows us to get your home in front of the right buyers as quickly as possible. Our strategies are crafted to target home buyers with appropriate demographics across a wide array of online networks. CUSTOM VIDEO We will create a Search Engine Optimization (SEO) -friendly YouTube video of your property, complete with listing information and professional photos which will allow your listing to get maximum exposure as soon as the property hits the market.
YARD SIGNS & OPEN HOUSES The Better Homes and Gardens® brand is a trusted and recognized institution, which extends beyond real estate with an audience of over 40 million consumers engaged 365 days a year. Our brand resonates with buyers when our sign is placed in your yard. Public open houses are held and scheduled (at your discretion) on selected dates. IN-PERSON PUBLIC OPEN HOUSES Your home should be made-ready for the public open house as you would for any showing by keeping the exterior and interior in impressive condition. We will arrive early to place open house signs, turn on all lights, open window coverings, adjust interior temperature, etc. At the conclusion of the public open house, your home will be left as it was found; we will provide feedback, and follow-up with visitors about a second showing or offer. PUBLIC OPEN HOUSE PROMOTIONS Your open house will be promoted on GaryGreene.com, HAR.com, Zillow.com, Realtor.com and all of their corresponding apps. If in-person, there will also be strategically placed open house signs to draw prospective buyers.
NEGOTIATIONS We will assist you with objectively evaluating every offer without compromising your marketing position. The process involves: •
Appraisals
•
Inspections
•
Financing
We work hard: 1. To negotiate the absolute best price. 2. To protect you. 3. To simplify the transaction for you as much as possible.potential obstacles!
INTERMEDIARY
NEGOTIATIATING THROUGH YOUR REALTOR In order to maintain the strongest negotiating position possible, plan to be away during all showings and avoid any conversation with potential buyers or their agents: •
Your reason for selling
•
Your urgency to sell
•
Your willingness to consider an offer less than listing price
•
Financing terms you would accept
•
Personal property you might be willing to include
•
Timing and benefits from your company
•
Any other information, whether it seems pertinent or not
When you trust your Realtor to negotiate on your behalf, you increase the potential for maximum profit.
CLOSING THE TRANSACTION There are many questions that can arise between the initial sales agreement and the closing and settlement, including those related to lenders, repairs, appraisers, insurance and moving out. We will help you navigate this process! WHEN YOU MOVE OUT: •
Make sure trash has been picked up and nothing is left in the house, attic, garage or yard. House should be thoroughly cleaned, professionally if possible, including all surfaces, floors, kitchen, bathrooms, and inside cabinets and closets.
•
Leave the electricity, gas and water connected through the closing date. The utilities must be on during the buyer’s final walk-through before closing. Often, it is best to schedule cutoff for the day after closing in case of any closing delay.
OBSTACLES FOR CLOSING: •
Lender issues
•
Repair negotiations
•
Appraisal issues
20% of real estate transactions do not make it to close - even more do not close on time!
WE HAVE THE NUMBERS From our earliest days in Houston, we have remained brokerage leaders in the real estate industry by developing relationships with our clients and our communities. The Better Homes and Gardens® Real Estate brand was built upon a passion for the home. Sellers benefit from this well known brand through the exposure generated by millions of home searches on their website and the inherent trust of the iconic brand.
#
1
HOUSTON RESIDENTIAL SALES
$3.5B+
2021 SALES VOLUME
9K+
2021 TOTAL TRANSACTIONS
4.9K+
2021 LISTINGS SOLD
OUR PLEDGE TO YOU •
We will keep our word.
•
We will say what we do and do what we say.
•
We will listen to you.
•
We will keep you informed at all times.
•
We will be mindful of your time, because we know time is precious.
•
We will be your advocate, your cheerleader, your ally, your partner.
•
We will deliver the most extraordinary service experience possible
WHAT OUR CLIENTS SAY ABOUT US Susan Greer and her team are supreme in customer service and professionalism. This was our first home-selling experience, and we could not have been in better hands. They were professional, communicative, researched and informative – especially since we were new tothe process and despite the public health emergency. They took a normally stressful situation and made it worry-free!
~ Joanna C
Susan and her team are very professional and place the client’s interests first. I would highly recommend Susan to friends and family and we wouldn’t hesitate to work with her again.
~ Donna G
Very professional and organized. With their help in negotiations we bought below market and sold above market. ~ Rick R The wisdom and guidance we received from them beginning day one and through the final sale were second to none, especially given the fact that we were trying to sell this house from out of town.
~ Paul O
They were a delight to work with and made the entire process enjoyable! We had an absolutely wonderful experience with Susan Greer and Courtney Bass in selling our home. The commitment to detail, the level of communication, and the sheer professionalism shown during the entire process was impeccable. No matter the issue that came up, Courtney rose to the occasion! She was incredibly supportive and handled each issue with the confidence that comes with experience. As a result, from the beginning to the end of the process we couldn’t have been more satisfied. Susan and her team are FANTASTIC! If you want your home to sell in a weekend – call Susan Greer!
~ Terri P
~ Dana D
Susan is hands down the most professional, knowledgeable, patient, enthusiastic and all-around JOY to work with! I have owned quite a few homes in my day, and no one compares with the level of service and professionalism Susan and her team provided.
~ Mary M
I chose Susan Greer because of her extensiveexperience and I have now seen this in action! Courtney was a great help throughout the process. She kept me informed and responded to my questions very diligently. She negotiated hard on my behalf and knew the game plan from get-go.
~ Danish M
This is my second time using Susan and Courtney to sell my property. It was tough market for sellers with so many new and existing houses in the market. Susan’s team helped me to negotiate the best value. I will highly recommend this A-team.
~ Johnny J
Courtney always kept us informed about our house. She is very professional and listens to what you have to say. She is a good negotiator and tries to get top dollar for your house. I would rate her a ten.
~ Roger T
COURTNEY BASS Having been born and raised in Sugar Land, Courtney Bass, REALTOR®, knows the Houston area and has watched Fort Bend County grow and change over the years. After a successful career in the hospitality industry, she became interested in real estate during her own experiences buy-ing and selling homes when she recognized that she had a real knack for it. Courtney now applies her outstanding customer service skills to the real estate industry. In addition to her people skills, Courtney’s special expertise lies in knowing just how to show off each home at its best. A seasoned expert at both contract negotiations and repair negotiations, Court-ney is the one to have on your side!
courtney@susangreergroup.com C: 281.896.5969 O: 281.980.5050 W: SusanGreerGroup.com 2323 Town Center Drive Sugar Land,Texas 77478
“Stressed about selling your home? Don’t be, I’ve got this.”
GARYGREENE.COM
KATHY THOMPSON A native Houston area Texan, Kathy Thompson, REALTOR®, has lived in Fort Bend County for 30 years and dedicated 26 of those years to helping the people in the Houston metropolitan area, buy and sell their homes. As a Graduate of the REALTOR® Institute (GRI), a Certified Buyer Representative (CBR), and a Master Certified Negotiation Expert (MCNE), Kathy has actively applied her knowledge and skills garnered over the years to the benefit of her numerous clients. A consistent multi-million-dollar producer, Kathy’s success is fueled by the way she keeps her clients’ needs foremost, and treats her clients as she would her own family. She loves the satisfaction of helping people she really cares about with something as personal and important as their home. Beyond real estate, Kathy is very active with committee work for her church home at First United Methodist Church. She also volunteers with the Houston Livestock Show and Rodeo, the CASA Home Tour, the Quail Valley Garden Club Home Tour and the Missouri City Exchange Club. Conscientious and attentive to details and deadlines, Kathy enjoys offering advice and helping folks make the home buying/selling process go as smoothly and efficiently as possible.
kathy@susangreergroup.com C: 713.203.3760 O: 281.980.5050 W: SusanGreerGroup.com 2323 Town Center Drive Sugar Land,Texas 77478
“Be a great problem solver, but be a better problem preventer!”
GARYGREENE.COM
LYNDA MARTIN Lynda Martin came back to her Texas roots after more than 20 years as a Television and Radio news anchor and as a public relations and communications consultant for private and public organizations. She has moved 21 times across the country and London and understands the importance of feeling comfortable in a new home. Her attention to detail and experience working under pressure make her a perfect fit for real estate! Lynda says it has been wonderful being back in Houston and seeing all the changes! While she loves scouring the neighborhoods and checking out all of the homes on the market, it is really all about the people! She has been a Board Member of both the Leukemia and Lymphoma Society and the Make a Wish Foundation as well as a Volunteer for the Special Olympics. Lynda has a twin brother with Autism and was actively involved with the National Foundation for Autism Research as well.
lynda@susangreergroup.com C: 619.517.5001 O: 281.980.5050 W: SusanGreerGroup.com 2323 Town Center Drive Sugar Land,Texas 77478
“Real Estate is a natural move for me from broadcasting and I’m most excited about helping to create memorable stories of people making one of the most important decisions of their lives”
GARYGREENE.COM
RICK GREER Rick Greer is an enthusiastic and dedicated REALTOR® with a true commitment to his clients. After 20+ years living in Sugar Land and after decades of land management for the oil and gas industry, he joined his wife’s suc-cessful real estate team and the rest is history! With a straightforward style of doing business, Rick is an expert in contract negotiations with a gift for bringing parties together to reach a common goal. From the inception of the first meeting to closing the transaction, Rick’s clients receive his full dedication as he is driven to make their real estate experience a joyous one. A born networker who makes a point of being “in the know”, Rick is well-liked by all and loves keeping up with his large network of friends. His passions include family, friends, golf, fishing and OU football!
rick@susangreergroup.com C: 713.398.5083 O: 281.980.5050 W: SusanGreerGroup.com 2323 Town Center Drive Sugar Land,Texas 77478
“After years in the Land business, I am finally on the people side of real estate. I love it!”
GARYGREENE.COM
SUSAN GREER Susan Greer, Broker Associate, entered the real estate industry after a highly successful career providing marketing research and consulting to Fortune 500 companies. For the past thirteen years, she has been applying her negotiating skills and extensive sales and market-ing experience to real estate. Susan is highly respected for her professional and intense work ethic, integrity and high standard of com-mitment to excellence. She puts her heart and soul into exceeding the expectations of her clients. Sellers and Buyers trust her. She consistently demonstrates a sincere and genuine ability to listen attentively and accurately assess needs. Susan’s team has received many accolades for its high performance and is consistently listed as one of the top real estate teams at Better Homes and Gardens Real Estate, Gary Greene, as well as the greater Houston area. susan@susangreergroup.com C: 713.320.9597 O: 281.980.5050 W: SusanGreerGroup.com 2323 Town Center Drive Sugar Land,Texas 77478
“What a great job I have! I am in this for my clients and when they are happy, I am filled with joy!”
GARYGREENE.COM
AFTER THE CONTRACT IS SIGNED 1. 2. The Earnest Money Contract (EMC) is signed.
3. 4. 5. 6. 7. 8. 9. 10. 11. 12.
The Realtor® Associate will “open title” at the title company named in the Earnest Money Contract, and the title company will deposit the earnest money check. If the amount of the earnest money is greater than $5,000, and will be held for an extended period of time, you may request it be placed in an interest bearing account. Seller receives Option Fee as per terms of EMC and deposits. Buyer schedules property inspections and contacts insurance agent, paying close attention to the Option Period, if applicable, as defined in the EMC. Buyer makes loan application with their selected mortgage lender according to the time specified in the EMC and delivers documentation requested by lender. The mortgage lender will begin processing the loan by: a. ordering an appraisal of the property; and b. verifying prior loan history, employment and financial position. Simultaneously with the loan processing, the title company will research the title and send their title commitment to the buyer, seller, Realtor® Associates, attorneys, and mortgage lender. The title company will act as a neutral 3rd party, escrow agent and title insurer. The escrow agent will coordinate with all entities to receive the following information for closing: a. invoices and loan documents from the buyer’s mortgage lender b. buyer’s hazard insurance from the buyer’s insurance agent c. tax certificates d. survey Once the buyer’s loan and title are approved, the closing date is coordinated between all parties.
Buyer and seller contact utility companies to transfer service to buyer. Note: the seller does not turn off utilities until the home is sold. The title company will prepare a closing statement with charges to both buyer and seller, usually available for review the day prior to closing. Parties sign closing papers and title transfers from the seller to the buyer upon funding.
The above procedure averages approximately 30-45 days. If the buyer’s credit is rejected or he cannot qualify for the payments, the contract is cancelled and the buyer’s earnest money is returned if all parties agree to the release. Contracts may be contingent on inspections and buyer’s ability to qualify for payments. The house must appraise satisfactorily and the title should be clear. Therefore, buyer and seller should not make definite plans until all contingencies have been removed.
CONTRACT TO CLOSING You and Better Homes and Gardens Real Estate Gary Greene n
Gary Greene helps negotiate the offer.
n
Buyer and seller agree on price and conditions.
n
The buyer orders mechanical and general inspections.
n
The listing or selling agent sends signed earnest money contract to title company.
n
Buyer makes loan application (if applicable).
CONTRACT
LOAN
Your Title Company
Your Mortgage Company
Receives executed contract and earnest money check (which is cashed)
Verifies all financial information on buyer
Begins title work and tax information
Orders, receives and reviews appraisal and property survey
Abstractor begins title search
Compiles loan package and submits to underwriter
Examiner verifies title
Loan is rated by underwriter
Issues title commitment Closer reviews title commitment and notifies all parties of any defects Title company forwards title commitment to lender and Gary Greene Title company receives closing instructions from lender Closer consolidates all closing documents CLOSING OCCURS Title company sends signed documents to lender for final approval
Collects and packages additional materials as requested by underwriter Repackages and resubmits to underwriter Loan is approved Prepares and delivers loan documents and funds to title company Gets Buyer approval Orders flood certificate REVIEWS FINAL, SIGNED DOCUMENTS SENT FROM TITLE COMPANY
FUNDING 1. All documents are recorded in the county clerk’s office. 2. Title policy is sent to the Mortgagee and the owner.
HELPFUL TERMS MORTGAGE TERMS ADJUSTABLE-RATE MORTGAGE (ARM): Mortgage loan in which the interest rate of a home may vary at specific intervals during the loan term. AMORTIZATION: A payment plan by which the borrower gradually reduces the balance of the mortgage by making monthly payments of principal and interest. CAP: The maximum interest rate on an adjustable rate mortgage that may be charged. CONVENTIONAL LOAN: Any mortgage loan other than a governmental loan. FIXED RATE MORTGAGE: Mortgage loan in which the interest rate will not change throughout the duration of the loan. GOVERNMENTAL LOAN: A mortgage loan guaranteed or insured by a government agency such as the Veteran’s Administration (VA) or the Federal Housing Administration (FHA). POINT: One percent of the loan amount paid to the lender, usually in exchange for a lower interest rate on the loan. PRINCIPAL AND INTEREST PAYMENT (P&I): The monthly payment of interest charges and part of the principal loan balance. With taxes and insurance included, this makes up the monthly mortgage payment (PITI). PRIVATE MORTGAGE INSURANCE (PMI): A policy that protects the lender in the event of default, and insures repayment of the loan in case of the borrower’s death or disability. PMI is generally required if the buyer’s down payment is less than 20 percent of the purchase price or appraised value.
CONTRACT/CLOSING TERMS APPRAISAL: The opinion of an appraiser in estimating the market value of a home; usually required by a mortgage lender. ASSESSED VALUE: Estimate of property value by a public tax assessor used as the basis for calculating property tax.
CLOSING: The final step in the sales agreement where property ownership is transferred from seller to buyer. CLOSING COSTS: Fees and expenses, other than the cost of a property, charged to transfer ownership. EARNEST MONEY: A down payment the buyer gives the seller up front as a show of good faith, indicating the buyer’s intent to purchase the property.
TITLE: A document that refers to the ownership of a particular piece of property. TITLE INSURANCE: Policy that protects the holder from any loss resulting from defects in the title. TITLE SEARCH: Research of public records to identify ownership, liens and encumbrances affecting the property.
REAL ESTATE TERMS
ESCROW: 1. Arrangement between a buyer and seller to place the down payment and other monies or documents with the third party until the completion of the contract closing. 2. A portion of the monthly mortgage is placed in an escrow account to pay taxes and mortgage insurance.
AGENCY: A term used to describe the legal relationship between a seller and a broker, or a buyer and a broker.
HOMEOWNERS INSURANCE: Also called hazard insurance, covers physical damage to the property, as well as theft and personal liability. It does not cover flooding; flood insurance must be purchased separately.
BROKER: A person licensed by the Texas Real Estate Commission who acts as the fiduciary agent of the seller or buyer in a real estate transaction.
INSPECTION: Service performed by an inspector to identify any possible structural or mechanical problems. LISTING CONTRACT: An agreement between a homeowner and an agent authorizing the agent to offer the owner’s property for sale. MARKET VALUE: The highest price a buyer would pay and the lowest price a seller would accept. OPTION: A real estate option is a specially designed contract provision between a buyer and a seller. The seller offers the buyer the option to buy a property by a specified period of time at a fixed price. SELLER OR OWNER DISCLOSURE: Legal requirement that the seller disclose in writing any known defects or repairs that have been made to the property. SURVEY: Required by the lender, a process whereby the property is measured and a scaled blueprint of the land and its property lines, structures and easements are drawn.
AGENT: Term used to describe a real estate salesperson licensed by the state who, under the supervision of a broker, represents a buyer or seller in the purchase or sale of a home.
BUYER AGENCY: Agency relationship in which a buyer contracts with a broker to represent the buyer’s interests in real estate transactions. MULTIPLE LISTING SERVICE® (MLS): A computerized list of all properties for sale by member brokers. REALTOR®: A licensed agent or broker who is a member of the National Association of Realtors®, through local affiliates such as Houston Association of Realtors. Realtor® membership is voluntary and represents a commitment to the highest levels of professionalism.