HOME SELLER’S
GUIDE REAL ESTATE
Where You Come First!
Your Money
Your Dreams
Your Concerns
Your Questions
Your Needs
Your Aspirations
Your Time
Your Life
JIm Downs
215–869–6194
Dear Seller, In my real estate practice, “You Come First” and my mission is for you to have a amazing experience, getting you where you want to go, on time, with a smooth sale, as well as maximizing your investment! Together, we will design a compelling market position that will create a favorable response from today’s buyers, where the first showings are done online. Looking forward to meeting you to learn more about you and your goals. When given the opportunity I will earn your business, trust and confidence the old-fashioned way, through results.
Your REALTOR for life
Jim Downs, CNE, CRS, e-PRO, GRI, SFR Owner / Broker Associate
Licensed PA #AB066030 & NJ #0680092 / 12 Terry Drive, Suite 204, Newtown PA 18940 www.JimDownsHomes.com / DownsBroker@gmail.com (215) 869-6194 Cell / Office (215) 860-4200
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Agent Resume
JIM DOWNS I believe success is measured by the legacy one leaves with each client he serves. AREAS OF PRACTICE Residential, Investment, Relocation, Commercial
EXPERIENCE
BROKER Associate PA Lic #AB066030
Co-Owner / Partner
2015 – Present, Co-Owner, Broker Associate, KW - Newtown 2005 - Keller William Real Estate - Langhorne & Princeton 2003 – Prudential Fox & Roach Hampton Marketing Center 1980 – Tom Dunphy Real Estate
NJ Lic #0680092
REAL ESTATE DESIGNATIONS & CERTIFICATIONS
2 1 5 .8 6 9 .6 1 9 4 DownsBroker@Gmail.com www.Ji mDo wn sH o me s .co m
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BA - Broker Associate CNE – Certified Negotiator Expert CRS – Council of Residential Specialist GRI – Graduate Realtor Institute e-PRO –Effectively use Real Estate Technology SFR – Short Sale Foreclosure Resource
PROFESSIONAL ASSOCIATIONS NAR - National Board of REALTORS BCAR – Bucks County Association of REALTOR® BCCAR - Burlington Camden County Association of REALTOR®
CMCAOR - Cape May County Association of REALTOR®
EDUCATION St. Joseph's University Bachelor of Science
COMMUNITY Villas at Shady Brook Rotary Real Estate Mastermind Group Founder
12 Terry Drive, Suite 204
Newtown
PA 18940
Real Estate
Where You Come First!
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HIRE ME
Frankly, I Want Your Business.
What do I have to do for you to hire me, today as your Broker?
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MISSION STATEMENT
My mission is to get you where you want to go, on time, with a Smooth Sale For Top Dollar
Jim Downs
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(215) 869-6194
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Jim CRS, GRI, SFR (215)Downs, 860-4200 CNE, • Jim@The-Marketing-Man.com BROKER Associate / Co-Owner
My Personal Guarantee of Performance If you are not satisfied with my service at any time during the listing period, until the house is under contract for purchase, you may notify me in writing and I will release you from the listing. Surely, that’s fair, wouldn’t you agree?
________________ Jim Downs BROKER Associate / Co-OWNER
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ASTONISHING RESULTS
W h a t S e l l e r s Wa n t … From Agent •
To find a qualified buyer
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Agent who is trustworthy
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To sell the property in a reasonable amount of time
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Agent who is knowledgeable
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To get top dollar for your property
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Agent who will listen
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To negotiate and deal with buyer offers
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Agent who will communicate
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To do the paperwork and remove the stress
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Agent who will work for your best interest
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To do inspections and closing related issues
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Agent who is authentic
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To get the job done
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Agent who will get the job done
Amazing Results Hire the Expert
Jim Downs, CNE, CRS, GRI, SFR 10
BROKER Associate / Co-Owner
TESTIMONIALS
• HIGHEST PRICE “We sold our home for the highest price in a slow market, impressive results…” “You succeeded where our previous agent failed…” “Your stager gave us great advice and your wide angle photos gave us a competitive position on the web. We will refer you to our family and friends” Nancy S. Hartsough, Esq (PA Attorney General) & Brian Gasiewski (Contractor) Holland
• QUICK SALE “Although it was sad for me to say goodbye to the condo, it was a huge relief to have gotten it sold so quickly…” “You were always honest, truthful and authentic which made the process so smooth and easy…” “We really appreciated you keeping us informed even after normal business hours. We will send you referrals…” Joanne Zulewski, (CPA) & Tom Kaffenberg (Accountant) Yardley
• RELIEVING STRESS “This was a very stressful time for us, we are not use to doing business transactions, and he helped everything go smoothly. Jim was always a phone call away. He made it a pleasant experience. We used him on two home sales. We would highly recommend…” Jane & Jerry Hornick, (Teacher & Police Officer) Philadelphia
• MARKETING PLAN “Again, thank you for all your help and support…” “Listening to our concerns and taking the time to educate us to the market…” “Your guidance was very helpful in determining a competitive price…” “Your marketing plan gave us the edge we needed with a direct pipeline to the buyers…” Dr. Kleinmann (Director Special Education) and Mr. Boggs (Teacher) – Newtown
• GETTING THE JOB DONE “We never had an agent work as hard…” “Downs does Deliver…” Bob & Cyn Neely (Entrepreneurs) Southampton
Earning Your Business, Trust & Confidence
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THE PLAN THAT WORKS
SNAPSHOT For a successful Real Estate Sale
1. Preparing to Sell Your House Now is also a good time to ask why you really want to sell. It’s necessary to look at your property through the eyes of a prospective buyer and determine what needs to be cleaned, painted, repaired and tossed out. We need to create a WOW Factor. Ideally, you want to be sure your property is competitive with other homes available in the community. Your neighbors already set the tone for selling prices. The general rule in real estate is that buyers seek the least expensive home in the best neighborhood they can afford, isn’t that true?
2. Set the List Price of Your Home that will cause it to sell Review most recent sales that are similar in condition, style, amenities, size, bedrooms, bathrooms, garages and features. Buyer’s mortgage appraisers will compare your home with those that sold in the past three months and within a half mile radius to determine value.
3. Market Your House for Maximum Exposure The day your home goes on the market it should be in prime condition and priced right to attract the most potential buyers. Provide your Broker with tips about what you love best about your home and community that can be incorporated into your marketing materials. • Systematically, reduce asking price $100. weekly to keep your home in front of buyers.
4. What to Expect From Your Broker Provide Professional Staging Services Market your home in multiple ways: • List your home on the local & national Multiple Listing Services for maximum exposure. • Utilize service of Internet Hub to syndicate to hundreds of websites that specialize in real estate. • Social Media promotions • Reach out to other real estate brokers and agents who work with buyers in your price range. Professional photos to showcase your home online will attract more buyers . Virtual tour with numerous photos so your home can be viewed in-depth by buyers looking online.
First Showings are done on line.
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PREPARING PROPERTY FOR RESALE
SNAPSHOT… continuation 5. What Your Broker Should Expect From You • • • • •
Keep your home clean, neat and odor-free as possible while marketing your home. Make your home as available as possible to buyers. Leave the house when buyers are there because they need to mentally move into your home. Hide or remove all valuables, weapons and prescription drugs (in medicine cabinets, etc). Provide information about community amenities or neighborhood sports leagues so buyers can appreciate your home’s location. • Develop a team approach to selling your home, with you as the Captain and I’ll be the Coach.
6. Negotiating a Real Estate Offer The most complex moment in the sales process comes when you get an offer for your home. • How close is the offer to your asking price? • Will your home appraise for the contract price? • How large is the earnest money deposit that accompanied the offer? • Has the buyer asked for assistance with closing costs? • Has the buyer asked you to make repairs or to give a credit for home improvements? • Is the requested settlement date appropriate for your needs? Your negotiations can go more smoother if you have a clear sense of your own priorities, such as a particular settlement date, the ability to rent-back your home from your buyers, or a minimum price that you need to achieve to meet your financial goals.
7. Settlement Tips for Sellers • The buyer chooses the settlement company. • At the closing, the buyer will provide funds to buy your property and the settlement agent will review the sales agreement to determine what payments you’ll receive. • The title to the property is transferred to the buyers and arrangements are made to record that title transfer with the appropriate local records office. • Once the settlement papers are signed and the house keys are transferred, you’re free to move onto your next property. Essentially, settlement day involves the formal, legal requirement of transferring ownership from you to the buyer.
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UNDERSTANDING PROCESS •
TRANSACTION CHART– Listing to Close – Next Page
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PROCESS CHART– Sellers & Buyers – Inside Back Cover
Jim Downs, CNE, CRS, GRI, SFR 14
BROKER Associate / Co-Owner
Jim Downs (215) 869-6194
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ADVICE FROM REAL ESTATE EXPERT
11 Artful Ways To Get Your House Sold Let's face it: Selling a home is stressful. The longer it's on the market, the more stress it brings and the more it typically costs sellers. Having to lower the sales price, sometimes multiple times, carry two mortgages, or delay the purchase of a new home if an existing home won't sell - stinks. You need every advantage you can find to get your home sold. Try a few of these and you'll be packing in no time.
1. Get your neighbors involved. Neighbors who like you will be happy to help you get your home sold. Same for those who don't like you. Everyone else might need convincing to lift a finger. Offer a $200 prize to anyone who brings you a buyer who closes.
2. Crowdsource it. Accessing the power of social media will naturally increase the number of people who see your home for sale. Up the ante by offering the same incentive to the person responsible for bringing in the buyer.
3. Throw in the kitchen sink. Incentives can create additional interest in your home and maybe even convert a "maybe" to a "yes.“ Individual sellers should consider price and other incentives that could entice a buyer to take a look. You have to attract their attention somehow. "You want to create the buzz.“ Everything from gas cards to movie tickets to the furniture you were getting rid of anyway, to a year of homeowners' fees can do the trick.
4. Entice with cookies.
6. Create a list. Another way to make your home memorable is to create a "Top 10 reasons to love our house" list. Have it printed and/or laminated and leave it for buyers.
7. Stage it. Owners need to understand that the way we live in our home is not the way we sell our home. Homes that are staged "spend 73 percent less time on the market; typically sell for more money; end up on buyers' "must see" lists; are viewed as "wellmaintained;" and have fewer concessions requested of the seller." Staging can cost up to $2,500, but by using tactics used in model homes, sellers might be able to do it themselves. The first step is a “thorough de-cluttering”. Sellers should purge the house of all personal belongings, family photos and countertop appliances. "Furniture should be rearranged so as to make the room appear larger. Space sells.
8. Underprice it. This is no new tactic, but it is one that can result in a bidding war and a higher sales price that would have been achieved otherwise.
You know how they say the way to a man's heart is his stomach? Chocolate chip cookies are an equal opportunity seduction tool. Have a couple of packages of Nestle Tollhouse cookies on hand to throw in the oven before home viewings and you just might convert a prospect into a surefire buyer.
9. Forget the open house.
5. Write it out.
10. No bones about it.
Leave a personal note for the potential buyers touring your house telling them how much you have enjoyed living there and offering a few tips about the neighborhood (the best place for ice cream, where to find a good babysitter). The personal touch will endear you to buyers and help make your home memorable.
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Ditch the typical open house and throw a wine tasting party instead. Feature a few local wines, pull together a couple of appetizers and voila. Not only is this a different approach that will make your listing stand out, it will also showcase the home's entertainment potential.
If there's a loud barker in your neighborhood, offering to pay for a day of doggie daycare during showings may be warranted.
11. Borrow some bikes. If you live in a family neighborhood, make sure it looks like you live in a family neighborhood. Enlisting some neighbor kids to leave their bikes outside or baby strollers.
I’m the Expert in Real Estate
How I Will Sell Your Home Quickly, Smoothly & For Top Dollar
Create a WOW Factor • • • • •
As a Team, we will prepare your property to Showroom Finish Flaunt Features that will drive buyers to home Talented Stager will capture the emotion of buyers, makes people feel good about your home Professional Photos with wide-angle lens promotes special details and makes rooms look bigger Benefit Brochure – Elegant 4 pager as a take-away, keeps you in front of buyers after leaving
Super-Charged Marketing Plan • Promoting Property on my Listing Hub that is syndicated to 350 web sites in addition to: • MLS – Multiple Listing Service • Realtor.com • Zillow • Trulia • Craigslist • Social Media Broadcast • Facebook • Twitter • LinkedIn • YouTube • Virtual Tours
Marketing Plan - Creates a Bidding War • Neighborhood Announcement • Personally alerting your neighbors with Sale, “Just Listed” Post Cards & Door Knocking • Internet Blasts - Maximizing Sale • Press Release • Buyers – 9,000 people in my database - alerting them of opportunity to buy • Realtor Blasts to 7,000 Real Estate Agents – Asking them to promote your property • Facebook Business Alert - 6,400 Fans – Boost Property on 15,000 Facebook Pages • Private Home Contractors – 200 Vendors – Our advocates connecting Sale to their Database
Feedback Reports • Buyers’ Comments – You will be alerted shortly after appointments – Helps to correct negatives • First Showings are done online – weekly graphs that demonstrate market interest & direction • Weekly Update Calls concerning your property and adjusting to what market is telling us 17
DAZZLING
RESULTS
Hire me because I have the Tools, Talent and Tenacity in Getting the Job Done!
“You’re in Good Hands with Jim ” 18
CNE, CRS, GRI, SFR Jim DownsJim • Downs, (215) 869-6194 • Downs@TopProducer.com BROKER Associate / Co-Owner
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C N E
C E R T I FI E D
Certified Negotiating Expert
We
Can
Help
You
Determine
Highest Asking Price Your Neighbors Already Set the Standards for the Community
Most Recent Homes Sold Set the Tone for Neighborhood Top Five Reasons Why Homes Sell… • • • • •
Presentation Price Promotion Location Professional Handling Sale
Jim Downs, CNE, CRS, GRI, SFR BROKER Associate / Co-Owner
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C S I
C E R T I FI E D
Counsel of Residential Specialist
“76% Homes I List Sell within 30 Days”
Jim Downs, CNE, CRS, GRI, SFR 20
BROKER Associate / Co-Owner
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G R I
C E R T I FI E D
Graduate Realtor Institute - PhD
Balance for
Top Selling Price
COMPETITION LOCATION VALUE
PRESENTATION PRICE CONDITION
SOLD “Hire Me for the Highest Sold Price” Jim Downs, CNE, CRS, GRI, SFR BROKER Associate / Co-Owner
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First Impressions Counts
Ugly Truth About Preparing Luxury Homes
Price of a home is determined by what the buyer is willing to pay AND the buyer likely is willing to pay a lot more for a “model home” look, wouldn’t you?
You get what you pay for. 22
This means that the more a seller is willing to pay to transform their home (using an expert stager’s advice), the more they stand to get out of the sale.
Always Look Your Best
People Buy Emotionally
“Justify Logically”
Staged Homes - Sell Faster for More Money!
Dress for Success Can You Afford… Not to Stage?
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YOUR HOME WILL BE APPEAR EVERYWHERE
First Showing is Done Online and price brings them through the threshold.
90% of Buyers Found their New Home on the Net.
Jim Downs, CNE, CRS, GRI, SFR 24
BROKER Associate / Co-Owner
PROMOTE – PRESENT – PREVAIL
Showcase Your Home
Benefit Brochure – Professional Photos with my Nikon
A Picture Speaks a Thousand Words!
First Impressions Count!
Jim Downs, CNE, CRS, GRI, SFR BROKER Associate / Co-Owner
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I’M THE EXPERT IN PRICING
Price Right – Attract More Buyers Pricing your property competitively will generate the most activity from agents and buyers. When the price is right you created an environment for over asking results, isn’t that true?
Your Marketing Agent Matters
Crystal Ball Pricing Methodology that Doesn’t Work
• Lacks Facts • Lacks a Game Plan • Lacks Documentation • Recipe for Disaster
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SUPER-CHARGED MARKETING PLAN
What Sellers Say
WOW
350
Because Your Home is Syndicated to
WEB
S I T E S
Websites
Super-Charged Marketing Plan
All Eyes are on You That’s what you want, isn’t it?
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MEGA AGENTS CONNECTING WITH AGENTS
We Sell Your Home to Two Groups
First - Real Estate Agents – Our Advocates to Buyers Secondly - Directly to Buyers
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Super-Charged Plan + 35 years Experience = SOLD
MARKET PLACE WANT THE BEST VALUE
If you want to Compete, be Competitive • The buying market has a short attention span. • Pricing your property right the first time is key. • Proper pricing attracts more qualified buyers. • An overpriced property will not sell. • We want to generate offers before the market moves on to newer listings. • Your Neighbors already set the standard for what Buyers will Pay.
Homes are a Commodity • EXAMPLE: If you bought stock last year for $49 a share, and today it’s selling for $29, how much can you sell it for, undoubtedly $29? Same holds true for homes.
“I Don’t Make the Market – But I can Interpret its Path”. Jim Downs, CNE, CRS, GRI, SFR BROKER Associate / Co-Owner
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SOCIAL MEDIA
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WE KNOW WHERE TO FISH FOR BUYERS
SELLERS DECIDE WHAT THEY WILL ACCEPT
Price to Compel…
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The First 30 Days are Critical, isn’t it?
The right price is powerful • A property generates the most interest when it first hits the market. • The number of showings is greatest during this time, if it is priced at a realistic market value. • Starting too high and dropping the price later, misses the excitement and fails to generate strong activity.
• Properties that are Listed High, end up selling Below Market Value. • Undoubtedly, Your Neighbors already set the tone for Selling Prices, isn’t that true?
Buyers Want Value
PRESENTATION - PRICE - CONDITION - LOCATION
FIRST 3 DAYS
80% Consumers will Visit your home on the internet when it Shows Well and Priced Right
Jim Downs, CNE, CRS, GRI, SFR BROKER Associate / Co-Owner
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WE KNOW THE ART OF PRICING
P r i c i n g Yo u r P r o p e r t y …
If you Price Your Home One Dollar above the Buyer’s Budget ~ You’re Invisible
Just One Dollar above and you are Unseen.
Overpriced = Overlooked • Those Buyers that can afford your home and would buy it, will not see it, because you are above their budget. • Those Buyers who see it, will compare it, with homes Valued Higher based on Presentation, Price, Condition, and Location, won’t buy it, • As you know, the lender’s appraiser will determine final selling price, if agreed sale price is higher than findings. Value is determined by comparing similar homes that sold in the past 3 to 6 months and within a half mile radius.
O ve r p r i c e d = O ve r l o o ke d Jim Downs, CNE, CRS, GRI, SFR 32
BROKER Associate / Co-Owner
HIRE AN EXPERT FOR HIGHEST PRICE RANGE
SUPPLY & DEMAND )
WOW…
Price Benefits Condition Location
Buyers will choose the home that offers them the most Value, wouldn’t you agree?
BUYER BENEFITS PRICE Value is What Buyers Want. Price is what they Pay.
Question: How are we going to Encourage Buyers to make an Offer?
As You Know
REAL ESTATE IS A COMMODITY AND SUBJECTED TO MARKET PRICING
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WE KNOW HOW TO IMPROVE VALUE
Va l u e i s W h a t B u y e r s Wa n t . P r i c e i s w h a t t h e y P a y. SELLING FEATURES
VALUE
vs
Staging
Location, Location, Location
Curb Appeal
School District
Landscaping
Number of Bedrooms (3 vs 4)
Sparkling Clean
Number of Bathrooms (1 vs 2)
New Neutral Paint / Floor Covering
Hardwood vs Linoleum
Windows / Doors / Parking
Fireplace(s) vs None
Floor Plan Flow
Patio / Deck vs None
Storage / Closet Space
Basement vs None
Electronic / Media
Updated Condition
Today’s Popular Amenities
Garage (1 vs 2)
What First-Time Buyers Want?
100%
73% 41% 35% 28%
25% - Square Footage
- Location / Neighborhood - Low Sale Price - Distance from work - Type / Style of home - Floor Plan
21% - Updates in home 17% - Age of home 15% - Garage 9% - Lot size
Maximizing Your Bottom Line
Jim Downs, AB, 34
CNE, CRS, e-PRO, GRI, SFR
(215) 869-6194
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Licensed in NJ & PA
Downs@TopProducer.com
AS AN EXPERT – WE CAN CREATE VALUE
Who Determines Selling Price? .
Asking Price
Offer
SOLD Price
ASKING PRICE – Determined by Seller OFFER – Determined by Buyer - Subjective Value SOLD PRICE – Determined by Bank Appraiser •Appraiser Determines Market Value based on similar properties (Location, style, rooms, upgrades, condition, square footage, etc.) that SOLD in the past 3-6 Months and within a Half Mile Radius. •Once Value is Established by Lender it applies to ALL Conventional/FHA Loans.
“Seller Decides What They Will Accept” Banks will decide the maximum buyers will pay.
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WHY KELLER WILLIAMS
Keller Williams is not your traditional Real Estate company. That is why it is not surprising that we are the #1 Real Estate Franchise in the World, by agent count. Our phenomenal growth is only part of the story:
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A network of over 112,000 real estate consultants with a projected growth of 300,000
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700+ offices in the US and Canada (50 Major Markets), including International presence in Costa Rica, Dubai, Indonesia, Mexico, Portugal, South Africa, Turkey, Spain, the UK and Vietnam.
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Excellence in cutting-edge real estate training, real estate coaching and real estate education
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Most Innovative Real Estate Company – Inman News
WHY KELLER WILLIAMS
Technology •Leading-edge tech tools and training give me the edge in effectively marketing your property online, 24 hours a day, seven days a week! Through KW’s exclusive Keller Williams Listing System (KWLS), your property is fed to more than 350 online search engines and available on KW’s Web network of more than 76,000 sites. • Best of all, because of Keller Williams Realty’s “My Listings, My Leads” philosophy, every single Internet inquiry on your property will come directly to me so that I can follow up quickly on potential buyers for your property. Teamwork •Keller Williams Realty was designed to reward agents for working together. Based on the belief that we are all more successful if we strive toward a common goal rather than our individual interests, I’m confident that every Keller Williams professional shares the common goal of serving you, my client, in the best way possible. Knowledge •Keller Williams Realty helps me stay ahead of trends in the real estate industry through its comprehensive, industry-leading training curriculum and research resources. It’s what prepares me to provide you with unparalleled service. Reliability •Founded on the principles of trust and honesty, Keller Williams Realty emphasizes the importance of having the integrity to do the right thing, always putting your needs first. It reinforces my belief that my success is ultimately determined by the legacy I leave with each client I serve.
Track Record •I’m proud to work for #1 Real Estate Franchise in the World, by agent count! It’s proof that when you offer a superior level of service, the word spreads fast.
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CERTIFIED HOMES COMMAND MORE
Certified Pre-Owned Home Would you like to differentiate your home in the marketplace and maximize potential buyers previewing your home?
Just a few simple steps and you can list your home certified: Before listing your home, you will need to: Have a Pre-Listing Home Inspection - A home inspection is inevitable whenever selling a home. Getting one prior to listing allows for an unbiased assessment of your home prior to negotiations. The prelisting home inspection will alert the seller to the information necessary to determine the condition of their home. During this inspection, the inspector will identify potential problems in order for the seller to make necessary repairs prior to buyers previewing their home and diminish the need for future negotiation of home repairs.
Have a Home Appraisal - A home appraisal will provide the information necessary to be certain of your home’s value. The main component to getting TOP DOLLAR for your home is pricing it correctly. Your home will statistically spend less days on the market if it is priced accordingly from the start. A home appraisal report is an effective tool in negotiating the sale price with a potential buyer.
Purchase a Home Warranty - A home warranty provides protection against unexpected mechanical breakdowns and covers repairs on your home’s systems due to normal wear and tear. A home warranty will supply coverage to the seller while their home is on the market and will provide a year of coverage to the buyer for one year following the settlement date. A home warranty will boost buyers confidence and lessen their worry over future unexpected costs.
A Certified Pre-Owned Home: delivers an incomparable incentive to potential buyers. provides an extraordinary confidence level to both the buyer and the seller. generally allots the seller a 1 - 3% premium on their home.
Your Agent Matters
“Setting Higher Marketing Standards” 38
Top Marketing Strategy that will drive buyers to your home, don’t you think?
WE WILL BE WITH YOU EVERY STEP
O v e r v i e w
THE PROCESS
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We Have One For You!
Jim Downs, CNE, CRS, e-PRO, GRI, SFR • (215) 869-6194 • (215) 860-4200