A Guide to Marketing Your Home
in Arizona
Exclusive Services Presented By:
GAYLE HENDERSON PC REALTOR, ABR, CRS, CDPE, CIAS, CLHMS, ePRO, GRI
602.850.4335
gayle@AzMovingPlan.com
www.AZMovingPlan.com
Thank you for contacting me regarding the potential sale of your property. There are seven areas of expertise and proficiency required of an agent to maximize the sale of your property. Value and Pricing Preparing Your Property for the Market Marketing Cooperation with Other Agents Buyer Acquisition Negotiation Systems, Support and Execution
This book is the first step in outlining my expertise and experience in these critical areas; which, when viewed as a whole, sets the bar for a real estate specialist. Our goal, through experience, study and practice is to achieve the next level: Trusted Advisors to you in all matters of Real Estate. In addition, it will set out the process we follow to prepare for our first and subsequent appointments and what you may expect during each. We look forward to our meeting.
Gayle Henderson PC, REALTOR速
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PROFESSIONAL RESUME Professional Designations
Evidence of dedication to profession and continuing education BS GRI CRS ABR ePRO CLHMS CDPE CIAS rCRMS REO CNE
University of Southern California Graduate of REALTORS Institute Certified Residential Specialist Accredited Buyers Representative Internet Real Estate Professional Certified Luxury Home Marketing Specialist Certified Distressed Property Expert Certified Investor Agent Specialist Certified Risk Management Specialist Certified by Five Star Institute Certified Negotiation Expert
Professional Associations
A true believer of giving back and power of networking Arizona Real Estate License National Association of REALTORS Arizona Association of REALTORS Scottsdale Association of REALTORS Residential Sales Council Star Power Speaker Bureau Luxury Marketing Million Dollar Guild
GAYLE HENDERSON PC Certified Negotiation Expert
(602) 850-4335 (888) 233-0682 gayle@thegaylehendersongroup.com www.AZMovingPlan.com
Business Experience
A strong background of business and client service skills August 1998 - present August 1993 - 1998 May 1989 - April 1993 July 1979 - May 1989 Sept 1967 - June 1979
RE/MAX Excalibur 21803 N. Scottsdale Rd. #100 Scottsdale, AZ 85255
RE/MAX Excalibur Russ Lyon Realty Co. Hanasport Active Wear/Marketing Freelance journalist & Food Professional Secondary School Teacher
Achievements A snapshot of success
RE/MAX Hall of Fame 2001 RE/MAX Lifetime Achievement 2005 Frequent Speaker for Industry Events held by National Association of REALTORS, Women’s Council of REALTORS, and RE/MAX International among others
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OUR PARTNERS
Our hand picked group of specialists have decades of real estate experience. Each team member is a specialist in their role and work together toward the goal of a successful transaction on your behalf.
Gayle Henderson PC REALTOR速 Partner
Trish Strong REALTOR速 Marketing Director
Terry Robinson REALTOR速 Transaction Coordinator
Steven Klemow PC REALTOR速 Partner Experience Real Estate Like Never Before...
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WHY CHOOSE A RE/MAX AGENT? It’s simple. Surround yourself with success. As with most successful businesses, the majority of real estate sales is conducted by a small percentage of people.That is, the most productive and hard working agents. RE/MAX is a global real estate network of franchise-owned and operated offices with nearly 90,000 sales associates in 90 countries. Those agents constitute the world’s most productive real estate sales force. Through their efforts, they’ve made it possible to say that nobody in the world sells more real estate than RE/MAX.
STATS
Gayle networks with top agents around the world (and from other companies). This strong network allows her to market her properties to buyers both locally and internationally.
productivity Phoenix, Arizona
Would you rather have the most agents...or the best agents? In real estate, having the most agents doesn’t mean much. Having the most productive agents means everything. In the Phoenix area, RE/MAX agents average the most transaction sides per year. It’s simple... RE/MAX is the most productive sales force in real estate.
FOR MORE INFORMATION, VISIT REMAX.COM
RE/MAX
Keller Williams
Realty Executives
West USA
Coldwell Banker
Russ Lyons
Realty One
HomeSmart
Source: ARMLS, date range is January 1, 2013 – December 31, 2013. ©2014 RE/MAX, LLC. All rights reserved. Each RE/MAX® real estate office is independently owned and operated. 140056
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GIVING BACK RE/MAX International is involved in several charitable organizations such as the Children’s Miracle Network, Susan G. Komen Home for the Cure, and The RE/MAX Relief Fund. Locally, Gayle is involved with Sentinels of Freedom Scholarship Fund, Arizona. With every home she sells, she donates a portion to this important charity. Sentinels of Freedom is a community non-profit organization that provides transitional services for wounded serve members returning home from war. This four year scholarship includes rent-free housing, mentoring, education, career placement, new adaptive vehicles, and more. To learn more, visit www.sentinelsoffreedomaz.org If you would like us to redirect our donation on your behalf to a charity close to you, just let us know!
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OUR PROCESS There are hundreds of tasks involved in properly staging, marketing, and selling a property in Arizona. Gayle has created a strong and proven system to handle every detail so that you can concentrate on moving into your next home. She realizes your time is to be valued. Let us take some time to briefly familiarize you to our process so when we meet, we can focus on your questions or concerns.
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PRIOR TO OUR APPOINTMENT Before meeting with you, Gayle will complete some basic research including, but not limited to: Accessing and printing tax record and assessment data from the multiple listing tax database as available. Conducting an online search of the specific information on your proper ty: Deed Recorded Plan(s) Deed Restrictions Easements Rights of First Refusal Mortgage Information A general search of recent sales and competing offerings is undertaken and will be further refined after the first appointment and inspection of your property. Begin the process of drafting a Competitive Market Analysis for your property.
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OUR FIRST APPOINTMENT At our first meeting, Gayle will answer your questions and gather sufficient information to prepare a detailed, written and documented Opinion of Value that will be presented at the second appointment. Without a thorough gathering of information at your property, it is impossible to prepare a meaningful price opinion. Aside from getting to know one another. the initial appointment will include: A consultation that will lead to a full understanding of your goals and expectations. A discussion of the laws of agency. I will then ask that you sign a form confirming this discussion, a requirement of Arizona License Law. A tour of your property where you point out details and items of interest that only you, as the owner, would be aware. At second walk through, notations will be made for Market Preparation Checklist regarding steps that you might consider undertaking to enhance the market value of your home and shorten the time on market. Professional exterior and interior photos will be taken once the listing agreement is signed.
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AFTER FIRST MEETING and PRIOR TO SECOND MEETING A draft of the Competitive Market Analysis will be completed and the field of comparable sales and competing offerings will be narrowed to include those most similar to your property based on Gayle’s inspection. Certain properties will require adjustments to account for differences between your property and the recent sales. This will allow us to arrive at sales prices for the comparables that are more meaningful in the prediction of the selling price for your property.
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SECOND APPOINTMENT The second appointment ideally takes place at our office but can take place over the telephone if necessary. I will present the marketing plan and my price opinion. Keep in mind that the price suggested in the Competitive Market Analysis is only the first step in deciding on the initial offering price of your property. I will discuss the marketing process and any questions you have will be answered. Initial agreement on the offering price will be made and kept confidential between us. If we agree that additional input should be considered, I will leave the price out of our listing agreement temporarily. Lastly, Gayle will provide a checklist that will help you prepare your home for photography.
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PRE-MARKETING An important part of my marketing plan happens before we ever ‘go live’ in the multiple listing service. We never get a second chance at a first impression, and selling your home is no different. Over 90% of buyers will first see your home online. So our main marketing focus needs to be on how we present your home to the world. Most homes can use a little ‘freshening’ up before we hit the market. It is important we open up space for the buyer to imagine themselves in the home. We suggest starting packing by removing family photos and valuable collections. It is also important to try and remove any extra furniture or boxes that may make the home feel smaller. Once we are ready for photography, we will order a twilight session from our professional photographer. We strongly suggest preparing your home before they arrive so they can use their time to take as many photos as possible.
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MINOR HOME REPAIRS
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LIGHT STAGING
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PHOTOGRAPHY
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HOME NARRATIVE
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MARKETING COLLATERAL
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OPEN HOUSE
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VIRTUAL TOURS & SOCIAL MEDIA My professional photographer is one of the most respected real estate photographers in the valley. Daytime and twilight photos will be taken to showcase your home in the best possible light. We will then create a virtual tour that will be posted on popular sites such as YouTube, Realtor.com, Zillow. com, and other popular real estate search engines.Your home will be marketed on hundreds of websites for buyers to find.
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W.I.S.E.R. HOME PROGRAM Gayle created a special marketing program for homes to help ease the comfort of a buyer called the Certified Luxury W.I.S.E.R. home. The advantage as a seller is to be aware of any surprises before we get close to the closing. The program suggests that the seller: Provide a Home Warranty and Disclosure Report Conduct a Home Inspection Before we Go Live in the MLS Have your home professional Staged, if needed Get a professional Market Evaluation or opinion of value Address Repairs found on the Inspection You can talk in more detail about the program when you meet with Gayle. www.CertifiedWiserHome.com
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A MENU OF MARKETING PLANS No two homes are exactly alike and so we have created a menu of services for you to choose from that caters to your needs and wishes as a seller.
BY OWNER ASSISTED SERVICES
For those who wish to do everything on their own with the help of the MLS. • • • • •
Initial consultation with homeowner Comprehensive marketing analysis Listing in Multiple Listing Service Sign in the yard (if applicable) Lockbox on property
SILVER SERVICES
In addition to all items in the “By Owner Assisted Services”, the following will be included
• • • • • • • •
Implementation of the “Virtual Tour” Color brochures Property Home Book Just Listed Postcard to Neighborhood - Open House Internet Syndication E-flyer to local real estate agents Showing feedback services Open Houses, at owner discretion.
BRONZE SERVICES
In addition to all items in the above programs, the following will be included:
• Special incentives: not to exceed 1/2% of sales price, to be offered to the buyer in an attempt to shorten days on market.
GOLD SERVICES
In addition to all items in the above programs, the following will be included: • • • • • • • • • • • •
Development of a multiple page property flyer with engaging narrative and professional photos Custom home book with detailed property information Personal website with domain name where buyers can receive detailed information on property Special feature tent cards displayed where appropriate Personalized water bottles and tent card for visitors One year home warranty VoicePad text messaging service Print advertisement in RE/MAX Collection magazine or appropriate magazine Regular market reports detailing showing feedback and marketing activity of the home Agent tours/open house Feature blog about property Social media announcements
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PRICING STRATEGY The biggest factor in the marketing of your home is your listing price. First, we want to evaluate your motivation and time frame for selling your home. For instance, if you are relocating you may want to be aggressive with your pricing to get multiple contracts quickly. However, if you are testing the market and don’t have to move right away, you may choose to price your home above market and see if you get any interest. In general, the higher the listing price the longer it takes to sell. Gayle will do an extensive comparative market analysis and give their opinion on what the market value of your home may be. You may want to consider having an independent appraisal done on the property.
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Buyers want information quickly. I provide a complete property website for your home which includes photos, videos, school information, neighborhood information, documents, and more. The website is search engine optimized and advertised on social media as well as CraigsList and YouTube. I will also provide full color property brochures for the property for buyers to take home with them. Newly listed postcards will also be mailed out to the surrounding area to help with ‘word of mouth’ advertising. In addition, if we cannot locate a builder floorplan for your home, we will order a floorplan to be created to use in our marketing.
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PROPERTY WEBSITE AND PROPERTY BROCHURES
MONTERRA
7487 E. Redbird Road | Scottsdale, Arizona 85266
Welcome to this exceptional home in the heart of North Scottsdale. Tile floors throughout with the
exception of the three bedrooms. Den/Office is off the entry with double doors and a built in desk with library shelves above.
Custom pool with Pebbletec finish, waterfall, beach entry and variable speed pump. Remote controlled awning over the pool and misting system add to outdoor enjoyment. Kenmore custom designed barbecue is included! Don’t overlook the top of the line Miele appliances including washer and dryer.
Gayle Henderson PC
ABR CDPE CIAS CRS CLHMS GRI RSPS rCRMS
602.850.4335
Gayle@TheGayleHendersonGroup.com
www.AZMovingPlan.com
THE CONTRACT & NEGOTIATIONS Marketing is important but the ability to negotiate your purchase contract is critical to the success of your sale. Gayle is a Certified Negotiation Expert.This is where her experience goes to work for you. The ability to defend market value and read through the intricacies of the real estate purchase contract are Gayle’s strengths. She will protect your interests and do whatever she can to secure a qualified buyer for your home. Once we are under contract, our transaction coordinator will work closely with Gayle to keep on top of every contingency of the contract to ensure we are headed toward a smooth closing.
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THE CLOSING AND AFTER-SALE SERVICE I am here to help you with your move. If you are moving out of state, I can help introduce you to top agents around the world to help you. If you need a reliable moving company, I can offer some vendor referrals that have come highly recommend by our past clients. Whether you are moving in town or out of state, I am always here to be of service!
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We look forward to meeting with you soon. If you have any questions, please do not hesitate to call.
GAYLE HENDERSON PC
REALTOR速 ABR, CRS, CLHMS, CDPE, CIAS, EPRO, GRI, CNE
(602) 850-4335 (888) 233-0682 Gayle@AZMovingPlan.com
Experience Real Estate Like Never Before...
www.AZMovingPlan.com