Home Sellers Guide Discover our unique property marketing approach.
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EXCLUSIVE MARKETING MENU Best-In-Class Customer Service • Customizable Marketing • Results Focused Home Selling: 10 Simple Steps. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 Top 5 Reasons to Work With David Olson. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 Detailed Home Marketing Plan. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Seller Inspection . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22 House Cleaning Services. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23 Staging Services. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24 Real Estate Photography. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26 Real Estate Videography. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28
will be updated before print Custom Property Websites. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
Community Profiles. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31 Mobile Friendly. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32
Global Network . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34 Smart Focus Targeted Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36 Email Newsletter. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38
Online Newspaper. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39 Property Flyers. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40 Postcard Mailings. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42 Marketing with Doorhangers. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46 Open House Strategies. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48 Community Involvement & Events . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50 Resources & Reports. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 52 Home Enhancement Checklist. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 56 Preparing Your Home for Sale. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 58 History of Real Estate Values. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 60 Pricing Your Home Correctly . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 61 Glossary. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 73 Real Estate Commission. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 75
LO C AL • TR U S TE D • R E S PE C TE D • R E FE R R E D
David Olson is the co-founder and leader of the Twin Cities Property Finder Team. His passionate and energetic group of highly specialized real estate professionals feature some of the brightest minds and biggest hearts in the industry. In a day where the noise of the internet is dramatically increasing and the real estate industry as a whole is slow to evolve, David has become a clear voice and trusted resource to help families have a Positive experience when they sell and buy their next home.’’
DAVID OLSON & Co-Founder
Realtor®
David@TC-PF.com • 952-314-9446 DavidOlsonRealEstate.com
Offering best-in-class customer service and unique, forward thinking marketing solutions, David & his team strive to empower every client to make well informed and confident real estate decisions. This book is designed to showcase the difference that David and his team will provide when selling a home.
Closing Prep & Review
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Top 5 Reasons to sell your home with David Olson
1
AN AGENT YOU CAN COUNT ON Purchasing a home is a personal investment; therefore, choosing someone you trust to walk you through the process of selling your home is a very personal and important decision. Put the sale of your home in the hands of an experienced agent who will produce quality results and be invested in your success from start to finish. To help you sell your home quickly and for the best possible price, an agent must effectively manage the transaction from start to finish. This requires specialized knowledge and skills: • Knowing the market • Pricing your home correctly • Staging your home, inside and out, for maximum impact • Marketing to deliver maximum exposure of your home • Negotiating the offer to deliver the best deal • Navigating inspections, appraisals and the details • Successfully closing the deal
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AN EXPERT AT YOUR SIDE TwinCitiesPropertyFinder.com agents are professionals who are committed to you and possess the knowledge and experience to help you navigate today’s complex real estate market.
Experience Equals Results Selling your home quickly and for the best possible price depends on accurate market analysis, strategic pricing, effective marketing and smart negotiation.
Higher Education Pays Dividends for You Pricing your property correctly demands more than simply comparing prices of recently-sold homes. The right education helps your agent provide you with the best advice and counsel. TwinCitiesPropertyFinder.com agents lead the industry with their expertise in specialized areas. We have agents that regularly work in foreclosures, short sales, the luxury home market, working with seniors and many others. We utilize our access to online, on-demand training in every facet of real estate, they are up-to-date on emerging trends and issues.
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MARKETING FOR MAXIMUM EXPOSURE Looking for more potential buyers to find your property? A TwinCitiesPropertyFinder.com sales associate can help your home stand out in a very competitive marketplace.
Getting the Basics Right A yard sign is the number one way to show that your home is for sale. The TwinCitiesPropertyFinder.com yard signs are among the most-recognized real estate symbols in the Twin Cities. When home buyers see our sign in your yard, they will understand that you’re working with a market leader.
Local and National Advertising Our agents utilize TV, radio, billboard, print and Internet ads to reach more potential buyers, produce more showings, and encourage more overall awareness for your home.
Putting the Internet to Work for You More than 80 percent of homebuyers begin their search on the Internet. Remax.com is one of the most-visited real estate franchise websites, attracting millions of people every month. Your home will receive extensive online exposure among consumers – one of whom might be the perfect buyer.
Marketing Materials That Leverage Technology Do you want buyers to have a full experience of the amenities your home has to offer? TwinCitiesPropertyFinder.com agents can create and design a customized virtual tour, e-flyer, or 3D tour of your home to be shared on thousand of websites - providing an interactive experience for potential buyers to enjoy.
A Network of Over 100,000 Agents Working Together Marketing to other top agents is critical in generating higher interest in your property,and by working within our network of over 100,000 agents, your house in guaranteed to have more exposure and generate a higher level of interest.
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IT’S ALL IN THE DETAILS Pricing, staging and marketing are the first steps in successfully selling your home, but closing the deal requires indepth knowledge and experience. Once you have accepted an offer, there are still many more details that must be resolved before reaching the closing table.
Strategic Negotiation
Purchase offers on your home may be complicated and might contain special clauses. Price is not the only consideration. Our agents will help you understand and evaluate offers and work hard to get you the best terms possible. Understanding contingencies and closing loopholes will help you close the transaction.
Navigating Inspections, Appraisals and the Details
In many cases, the most critical elements of a home sale occur after the buyer and seller have reached an agreement. These components of the transaction may include home inspections, objections, resolution deadlines, mortgage lender appraisals, title searches, surveys and more. Our agents will help you understand the process and keep the transaction on track.
Close With Confidence
Your TwinCitiesPropertyFinder.com agent will help you navigate the critical steps once the final offer is made so that you can close with confidence.
Moving On
If you’re relocating, your TwinCitiesPropertyFinder.com agent will use their extensive network and experience to make sure that the agent you use will possess the qualifications necessary to meet your family’s needs. Whether it is finding a pediatrician for the kids, a vet for the dog, or discovering the best local restaurant our agents have contacts throughout the community to help you make the connections you need. When you relocate you are changing more than you address; let us help you make that transition a pleasant one. 8 | Exclusive Marketing Menu
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INVOLVED COMMUNITY CITIZENS TwinCitiesPropertyFinder.com agents are well-known locally and nationally for their involvement in a variety of community programs. When you use our team to sell your home, you’re also contributing to the well-being of our community.
Children’s Miracle Network Since we became a national sponsor of Children’s Miracle Network in 1992, ReMax and TwinCitiesPropertyFinder.com agents have donated nearly $100 million to help millions of kids. Funds raised in our community benefit the children in our community.
Susan G. Komen for the Cure Almost everyone is affected by breast cancer, either personally or through someone we know and love. We are a national sponsor for the Susan G. Komen Race for the Cure and thousands of agents and offices with our company sponsor and participate in local events with the goal of finding a cure.
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David Olson’s Home Marketing Plan
DAVID OLS ON / Realtor® David@TwinCitiesPropertyFinder.com 952-314-9446 DavidOlsonRealEstate.com
The importance of working with Realtor® David Olson Unfortunately, their are many home buyers and sellers that have never experienced the expertise, professionalism and plain hard work that David Olson provides his clients- qualities we believe are essential for creating a successful real estate experience. Listed on the following pages are 185 of the typical actions and processes that David and his team provide in order to accomplish a successful real estate transaction. The list is not to serve as an all-encompassing or exclusive list, due to the fact that duties can vary among specific kinds of properties. The professional commitment of our team ensures that a seller and buyer are brought together in a transaction that abides by federal and state laws along with the Realtor® professional Code of Ethics. David receives no compensation whatsoever unless and until the sale closes.
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PRE-LISTING ACTIVITIES
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Make appointment with seller for listing presentation.
2
Send seller a written or e-mail confirmation of listing appointment and call to confirm.
3
Review pre-appointment questions.
4
Research all comparable currently-listed properties.
5
Research recent sales activity through the Multiple Listing Service (MLS) and/or public records databases.
6
Research “Average Days on Market” for this type of property, price range and location.
7
Download and review property tax information.
8
Prepare “Comparable Market Analysis” (CMA) to aid in positioning the home to sell.
9
Obtain copy of subdivision plat/complex lay-out.
10
Research property’s ownership and deed type.
11
Research property’s public record information for lot size and dimensions.
12
Research and verify legal description.
13
Research property’s land use coding and deed restrictions.
14
Research property’s current use and zoning.
15
Verify legal names of owner(s) in county’s public property records.
16
Prepare listing and/or prelisting presentation package with above materials.
17
Perform exterior curb appeal assessment of subject property.
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18
Compile and assemble formal file on property.
19
Confirm current public schools and explain impact of schools on market value.
20 Review listing appointment checklist to ensure all steps and actions have been completed.
L I S T I N G A P P O I N T M E N T P R E S E N TAT I O N 21
Give seller an overview of current market conditions and projections.
22
Review agent’s and company’s credentials and accomplishments in the market.
23
Present company’s profile and position or niche in the marketplace.
24
Present CMA results to seller, including Comparables, Solds, Current Listings, and Expireds as well as the seller’s Current Competition on the Market.
25
Offer positioning strategy based on the factors of: location, condition, time, marketing, financing and price by using professional judgment and interpretation of current market conditions.
26
Discuss goals with seller to market effectively.
27
Explain market power and benefits of Multiple Listing Service.
28
Explain market power of an online marketing strategy and go over marketing plan once seller has hired agent.
29
Explain the work the brokerage and agent do behind the scenes and agent’s availability.
30 Explain agent’s role in taking calls to screen for qualified buyers and protect seller from curiosity seekers.
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Present and discuss strategic master marketing plan once seller has hired agent.
32
Explain different agency relationships and determine seller’s preference.
33
Review and explain all clauses in Listing Contract and Addendum and obtain seller’s signature.
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ONCE PROPERTY IS UNDER LISTING AGREEMENT 34
Review current title information.
35
Measure overall and heated/air conditioned square footage.
36
Measure interior room sizes.
37
Confirm lot size via owner’s copy of certified survey/ILC, if available.
38
Note any and all unrecorded property lines, agreements, easements.
39
Obtain house plans, if applicable and available.
40 Review house plans and make copy. 41
Order plat map for retention in property’s listing file.
42
Prepare showing instructions for buyers’ agents and agree on showing time window with seller.
43
Obtain current mortgage loan(s) information: companies and loan account numbers.
44 Verify current loan information with lender(s). 45
Check assumability of loan(s) and any special requirements.
46 Discuss possible buyer financing alternatives and options with seller. 47
Review current appraisal if available.
48 Identify Home Owner Association manager if applicable. 49 Verify Home Owner Association Fees with manager - mandatory or optional and current annual fee. 50 Order copy of Homeowner Association by-laws and/or protective covenants, if applicable.
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Research electricity availability and supplier’s name and telephone number.
52
Calculate average utility usage from last 12 months of bills.
53
Research and verify city sewer/septic tank system.
54
Water System: Calculate average water fees or rates from last 12 months of bills.
55
Well water: Confirm well status, depth and output from Well Report.
56
Natural gas: Research/verify availability and supplier’s name and telephone number.
57
Verify security system, current term of service and whether owned or leased.
58
Verify if seller has transferable Termite Bond.
59
Ascertain need for lead-based paint disclosure.
60 Prepare detailed list of property amenities and assess market impact. 61
Prepare detailed list of property’s Inclusions & Conveyances with Sale.
62
Compile list of completed repairs and maintenance items.
63
Send Vacancy Checklist to seller if property is vacant.
64 Explain benefits of Home Owner Warranty to seller. 65
Assist sellers with completion and submission of Home Owner Warranty Application.
66 When received, place Home Owner Warranty in property file for conveyance at time of sale. 67
Have extra key made for lockbox.
68 Verify if property has rental units involved. If so:
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69 Make copies of all leases for retention in listing file. 70
Verify all rents and deposits.
71
Inform tenants of listing and discuss how showings will be handled.
72
Arrange for installation of yard sign(s).
73
Have seller complete Seller’s Disclosure and other necessary disclosure forms.
74
Complete New Listing Checklist.
75
Review results of Curb Appeal Assessment with seller and provide suggestions to improve selling potential.
76
Review results of Interior Decor Assessment and suggest changes to shorten time on market.
77
Load listing into transaction management software program.
E N T E R I N G P R O P E R T Y I N M U LT I P L E L I S T I N G S E R V I C E D ATA B A S E 78
Prepare MLS Profile Sheet – Realtor® is responsible for quality control and accuracy of listing data.
79
Enter property data from Profile Sheet into MLS Listing database.
80 Proofread MLS database listing for accuracy - including proper placement in mapping function.
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Add property to company’s Active Listings list.
82
Provide seller with signed copies of Listing Agreement and MLS Profile Sheet data form within 48 hours.
83
Take additional photos to upload into MLS and use in flyers. Discuss efficacy of panoramic/virtual tour photography.
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MARKETING THE LISTING 84 Create print and Internet ads with seller’s input of important features and benefits of property. 85
Coordinate showings with owners, tenants, and other Realtors®. Return all calls - weekends included.
86 Install electronic lockbox if authorized by owner. Program lockbox with agreed-upon showing time windows. 87
Prepare mailing and contact list.
88 Generate mail-merge letters to contact list. 89 Order Just Listed labels and reports. 90 Prepare flyers and feedback faxes. 91
Review comparable MLS listings regularly to ensure property remains competitive in price, terms, conditions and availability.
92
Prepare property marketing brochure for seller’s review.
93
Arrange for printing or copying of supply of marketing brochures or flyers.
94 Place marketing brochures in all company agent mail boxes. 95
Upload listing to company and agent Internet site, if applicable.
96 Mail Out Just Listed notice to all neighborhood residents. 97
Advise Network Referral Program of listing.
98 Provide marketing data to buyers coming through international relocation networks. 99 Provide marketing data to buyers coming from referral network. 100 Provide Special Feature cards for marketing, if applicable.
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101 Submit ads to company’s participating Internet real estate sites. 102 Price changes conveyed promptly to all Internet groups. 103 Reprint/supply brochures promptly as needed. 104 Loan information reviewed and updated in MLS as required. 105 Feedback e-mails/faxes sent to buyers’ agents after showings. 106 Review weekly Market Study. 107 Review lockbox reports to study home showing traffic. 108 Discuss lockbox showing reports and feedback from showing agents with seller to determine if changes will accelerate the sale. 109 Place regular weekly update calls to seller to discuss marketing and pricing. 110. Promptly enter price changes in MLS listing database.
MANAGING THE OFFER AND CONTRACT 111 Receive and review all Offer to Purchase contracts submitted by buyers or buyers’ agents. 112 Evaluate offer(s) and prepare a net sheet on each for the owner for comparison purposes. 113 Counsel seller on offers. Explain merits and weakness of each component of each offer. 114 Contact buyers’ agents to review buyer’s qualifications and discuss offer. 115 Email/deliver Seller’s Disclosure to buyer’s agent or buyer upon request if not already provided prior to offer. 116 Confirm buyer is pre-qualified/pre-approved by calling loan officer.
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117 Obtain pre-qualification letter on buyer from loan officer. 118 Negotiate all offers on seller’s behalf, setting time limit for loan approval and closing date. 119 Prepare and convey any counter offers, acceptance or amendments to buyer’s agent. 120 Email/deliver copies of contract and all addendums to closing attorney or title company. 121 When Offer to Purchase Contract is accepted and signed by seller, deliver to buyer’s agent. 122 Record and promptly deposit buyer’s earnest money in escrow account. 123 Disseminate Under-Contract Showing Restrictions as seller requests. 124 Deliver copies of fully-signed Offer to Purchase contract to seller. 125 Email/deliver copies of Offer to Purchase contract to selling agent. 126 Email/deliver copies of Offer to Purchase contract to lender. 127 Provide copies of signed Offer to Purchase contract for office file. 128 Advise seller in handling additional offers to purchase submitted between contract and closing. 129 Change status in MLS to reflect it is under contract and if there will be any more showings. 130 Update MLS and transaction management program to show it is under contract and showing status. 131 Provide credit report information to seller if property will be seller-financed. 132 Review buyer’s credit report results if seller is financing -- advise seller of worst and best case scenarios. 133 Assist buyer with obtaining financing, if applicable, and follow-up as necessary. 134 Coordinate with lender on discount points being locked in with dates.
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135 Deliver unrecorded property information to buyer. 136 Order septic system inspection, if applicable. 137 Receive and review septic system report and assess any possible impact on sale. 138 Deliver copy of septic system inspection report to lender and buyer. 139 Deliver Well Flow Test Report copies to lender and buyer and property listing file, if applicable. 140 Verify home inspection date and time set, if required. 141 Verify mold, termite, radon or any other applicable inspections have been ordered.
TRACKING THE LOAN PROCESS 142 Confirm verifications of deposit and buyer’s employment have been returned. 143 Follow loan processing through to the underwriter. 144 Add lender and other vendors to transaction management program so all parties can track progress of sale. 145 Contact lender weekly to ensure processing is on track. 146 Relay final approval of buyer’s loan application to seller.
HOME INSPECTION 147 Coordinate buyer’s professional home inspection with seller. 148 Review home inspector’s report. 149 Enter completion into transaction management tracking software program. 150 Explain seller’s responsibilities with respect to loan limits and interpret any clauses in the contract.
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151 Ensure seller’s compliance with Home Inspection Clause requirements. 152 Recommend or assist seller with identifying and negotiating with trustworthy contractors to perform any repairs. 153 Negotiate payment and oversee completion of all required repairs on seller’s behalf, if needed.
THE APPRAISAL 154 Schedule appraisal. 155 Provide comparable sales and information about the property and updates/upgrades to appraiser. 156 Follow up on appraisal. 157 Enter completion into transaction management program. 158 Assist in questioning the appraisal report, if the need arises.
C L O S I N G P R E P A R AT I O N S A N D D U T I E S 159 Contract is signed by all parties. 160 Coordinate closing process with buyer’s agent and lender. 161 Update closing forms and files. 162 Ensure all parties have all forms and information needed to close the sale. 163 Select location where closing will be held 164 Confirm closing date and time and notify all parties. 165 Assist in solving any title problems (boundary disputes, easements, etc.) 166 Work with buyer’s agent in scheduling and conducting buyer’s final walk-through prior to closing. 167 Research all tax, Home Owner Association, utility and other applicable prorations.
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168 Request final closing figures from closing agent (attorney or title company). 169 Receive and carefully review closing figures to ensure accuracy of preparation. 170 Forward verified closing figures to buyer’s agent. 171 Request copy of closing documents from closing agent. 172 Confirm buyer and buyer’s agent have received Title Insurance Commitment. 173 Provide Home Owners Warranty for availability at closing. 174 Review all closing documents carefully, checking for errors. 175 Forward closing documents to absentee seller as requested. 176 Review documents with closing agent or attorney. 177 Provide earnest money deposit check from escrow account to closing agent. 178 Coordinate this closing with seller’s next purchase and resolve any timing problems. 179 Have a “no surprises” closing so that seller receives a net proceeds check at closing. 180 Refer sellers to a Realtor® at their new destination, if applicable. 181 Change MLS status to Sold. Enter sale date, price, concessions, selling broker and agent’s ID numbers, etc. 182 Close out listing in transaction management program.
FOLLOW UP AFTER CLOSING 183 Answer questions about filing claims with Home Owner Warranty company, if requested. 184 Attempt to clarify and resolve any conflicts about repairs if buyer is not satisfied. 185 Respond to any follow-up calls and provide any additional information required from office files.
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Preparing Your Home For Sale Staging your home can help you get the results you want. Staging is not about redecorating your entire home, it is simply rearranging what you do have and making a few improvements to appeal to more buyers.
A STAGED HOME WILL SELL, ON AVERAGE, FOR 17% MORE THAN AN UNSTAGED HOME. – U. S . D E PA RT M E N T O F H O U S I N G A N D U R B A N D E V E LO P M E N T
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DE-PERSONALIZE
C R E AT E G R E AT C U R B A P P E A L
The #1 rule in staging is to de-personalize. Pack up those person-
If buyers won’t get out of the car because they don’t like the
al photographs and family heirlooms.
exterior, you’ll never get them inside. • Keep the sidewalks cleared
DE-CLUTTER
• Mow the lawn and trim the bushes
Almost every home shows better with less furniture.
• Paint faded window trim
• Pare furnishings down to the bare essentials
• Plant or pot colorful flowers
• Pack up those cute knickknacks
• Make sure visitors can clearly see your house number
• Clean off everything on kitchen counters • Remove personal items from bathroom counters
MAKE THE HOUSE SHINE • Wash windows inside and out
REARRANGE CLOSETS AND CABINETS
• Re-caulk tubs, showers and sinks if necessary
Buyers will open closets, kitchen, and medicine cabinets.
• Clean out the refrigerator
• Organize pantry and cabinet contents
• Vacuum regularly
• Reduce closet contents to half-full and organized
• Dust furniture, ceiling fan blades and light fixtures
• Neatly arrange clothing, shoes and shelf items
• Clean dingy grout
• Put medicines and personal items out of sight
• Replace worn rugs
• Polish chrome faucets and mirrors
• Hang up fresh towels
R E M OV E FAVO R I T E I T E M S
• Replace that old shower curtain
If you’re going to take window coverings or fixtures with you, remove them now. If buyers don’t see something, they won’t
SHOWING YOUR HOME
want it as part of the deal.
If the house looks comfortable, but not personal, you are almost done.
M A K E M I N O R R E PA I R S
• Open drapes to let the sunshine in and turn on lights
• Replace burned-out light bulbs
• Fresh flowers are a little luxury that make people feel good
• Replace cracked floor or counter tiles
• Make sure the temperature is comfortable
• Patch holes in the walls
• Appeal to all the senses. Your home should smell fresh.
• Fix leaky faucets and doors that don’t close properly
• Outdoor living spaces are becoming more important to people
• Consider painting the walls neutral colors
today, so add a few decorating touches
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TWINCITIESPROPERTYFINDER.COM
HOME ENHANCEMENT CHECKLIST You’ve decided to sell your home! When selling, it’s important to look at your home from a different perspective...the buyer’s perspective. The Home Enhancement Checklist provides you with insight and direction on how to get the most money and quickest sale for your home by making minor changes and repairs.
Tidy up!
THE EXTERIOR
THE KITCHEN
THE BATHROOMS
Tidy up!
Tidy up!
Tidy up!
Mow the lawn and trim trees and shrubs away from the house
Clear extra gadgets from all kitchen countertops
Remove any unnecessary items from the countertops
Rake leaves, pull weeds and dispose of dead plants, flowers and shrubs
Remove all messages, pictures and magnets from the refrigerator
Organize linen closets, medicine cabinets, etc.
Store tools and other equipment neatly in the garage
Clear away any papers, mail or newspaper that may have accumulated on countertops
Clean up!
Clear sink, stove and countertops of all dishes, pots and pans
When a home appears cluttered, buyers can’t “see” the home or its potential. By storing items you don’t need or use, your home will feel more inviting to potential buyers. When selling a home, less is more!
Clean up!
Clean up!
Repair doors and windows
Repair major cracks in sidewalks and/or driveways
Repair roof shingles, shutters, gutters, windows, siding and fencing
Clean up the front/back yards with new sod, plants, flowers and mulch if needed
A clean home gives the impression that it has been well cared for. Strive to make your home visually and aromatically appealing. Remember: Paint in the can is worth $20, but it’s worth $1,000 on the wall!
Patch up!
Minor repairs often become major stumbling blocks for potential buyers. Take away those distractions by fixing minor issues before they become major.
The finishing touch!
The little “extras” make a home feel special. Remember, your home is competing with others in your neighborhood. Make your home stand out!
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Wash windows, inside and out
Sweep all sidewalks and driveways
Patch up!
The finishing touch!
Add a doormat at the entrance
Add a potted or hanging plant
Add new house numbers
Additional observations:
Clean sinks, toilets, bathtubs and showers, and make sure they are mold-free
Clean up!
Polish mirrors and bathroom fixtures
Wipe down cabinets & polish sinks
Wash bathroom floor
Clean all appliances, inside and out
Wash kitchen floors
Patch up!
Air out garbage area with a deodorizer and/or freshener
Patch up!
Repair any faucet, sink and/or toilet leaks
Caulk and grout tile, if necessary
Patch and paint walls and ceilings, if necessary
Repair any faucet/sink leaks
Repair any broken appliances
The finishing touch!
Repair any non-working kitchen cabinets and drawers
Add a scented candle
Patch and paint walls and ceilings, if necessary
Add coordinated towels and accessories
Add a new shower curtain
The finishing touch!
Add a new throw rug
Additional observations:
Add a plant
Additional observations:
TwinCitiesPropertyFinder.com
THE LIVING AREAS
THE BEDROOMS
THE BASEMENT & GARAGE
Tidy up!
Tidy up!
Tidy up!
Remove piles of papers and magazines from tables
Rearrange furniture; discard worn furniture and store “extra” pieces
Organize all areas: laundry area, family area, workshop, garden equipment, etc.
Box up and store or dispose of any unnecessary items
Straighten bookshelves
Clean up!
Clean and deodorize all carpet, spot cleaning where necessary; wash all floors
Polish all furniture
Wipe down lighting fixtures, making sure all light bulbs are working
Wash window treatments
Clean fireplace, if applicable
Patch up!
Patch and paint walls and ceilings, if necessary
The finishing touch!
Display linens on table
Add fresh flowers, potpourri or a scented candle
Rearrange pictures to highlight specific areas
Add lamps if room is dark
Straighten children’s play area and store extra toys Remove extra furniture and rearrange to define areas Make closets more appealing by storing seasonal clothes elsewhere Be sure all clothes are hanging up and not lying around the room
Clean up!
Clean and deodorize all carpet, spot cleaning where necessary
Exterior
Pick up after pets
Sweep and clean floors
Pick up lawn tools, toys, etc. lying around the yard
Remove cobwebs from walls, window sills and ceilings
Clear driveways and walk areas
Wash windows, inside and out
Interior
Patch up!
Open curtains for daytime showings and close curtains for nighttime showings
Open windows to “freshen up” your home
Do a quick tidy up
Play instrumental music
Add decorative pillows to beds
Burn a candle in the kitchen and in the living room
Add a plant
Additional observations:
Wipe down lighting fixtures, making sure all light bulbs are working
Patch and paint walls and ceilings, if necessary
The finishing touch!
Before each showing, be sure to complete these last minute touches to make your home stand out and look great!
Wash window treatments
Patch up!
Clean up!
HERE COMES A BUYER...
Make sure furnace, A/C and hot water heater are in working order
Additional observations:
Additional observations:
Additional observations:
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Seller Inspection Eliminate surprises, reduce liability, and avoid unnecessary headaches by getting your home inspected BEFORE it goes on the market. Here are a few of the advantages of having your home inspected before you list it:
You can choose a professional inspector to evaluate your home, which may prompt the buyer to waive their own inspection and if they don’t, your seller inspection means you won’t have any surprises. You can schedule your inspection at your own convenience, rather than having to accommodate a buyer and their inspector. You can assist your inspector during the inspection, which is something not normally done during a buyer's inspection. A Move-In Certified™ Seller Inspection may alert you to any immediate concerns, that a home seller might not be aware of.
ADD VALUE TO YOUR HOME BY HAVING IT PROFESSIONALLY INSPECTED BEFORE ITS ON THE MARKET. AVOID COSTLY SURPRISES OR SIGNIFICANT ISSUES THAT WOULD CAUSE YOUR PENDING HOME TO GET CANCELED. 26 | Exclusive Marketing Menu
The Seller Inspection: — allows you to take the time to shop for competitively priced contractors to make repairs, rather than making rushed decisions to get things fixed in a hurry; — lets you attach repair estimates or paid invoices to the inspection report; — and removes over-inflated buyer-procured repair estimates from the negotiating table. Move-In Certified™ yard signs, free from inspector—give buyers more confidence.
DID YOU KNOW?
On Average—IF their is an issue discovered during a regular home inspection from a buyer, the average re-negotiation is around $1,000.00.
TwinCitiesPropertyFinder.com
HOUSE CLEANING SERVICES
Ask about bundling multiple options!
Reduce the headaches of consistently cleaning a property and preparing it for sale with four of our attractive cleaning options.
OPTION 1
OPTION 2
O P TION 3
OP TION 4
Getting On the Market
Bi-Weekly Cleaning
Move Out or In Cleaning
Specialty Cleaning
A basic cleaning & sanitization to prepare your home for sell. This is typically done to help enhance and prepare your home for pictures.
This involves light cleaning of a home every two weeks to help your home looking its best and avoid any necessary headaches and hassles.
Before your move out or move in to your new home, this includes either one last thorough cleaning before you sell or after you purchase your new place.
This option includes cleaning of a variety of items such as air ducts, chimneys, furnaces, decks & siding, or anything else that is not typically includes in other basic cleanings.
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TWINCITIESPROPERTYFINDER.COM
OUR STAGING SERVICES Strategic Staging will significantly help home sell faster and for more money!
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Staging can help your home sell faster and for more money because the way you live in a home and the way you sell a home are different.
Four great options to fit all of your needs.
OPTION 1
Home Enhancement Checklist An easy to follow check-list of great ways to tidy & improve the look of your home.
TwinCitiesPropertyFinder.com
OPTION 2
OP TION 3
OP TION 4
Personalized Report
Virtual Staging
Full Service Staging
Our expert interior designer evaluates what you have and writes a detailed custom report of how to best stage the home.
We take an empty space and place professional photos and digitally enhance furniture to show what a room could look like.
Includes design with rented furniture, art and hired labor to put your home in the most sellable condition.
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WE OFFER THE MOST ADVANCED REAL ESTATE PHOTOGRAPHY The pictures of your home are the basis for all online and print marketing materials. If the photography of your home is bad then unfortunately all the marketing materials will be too.
IF A REALTOR CAN’T AFFORD TO OFFER GREAT PHOTOGRAPHY OF YOUR HOME, GUESS WHO IT ENDS UP COSTING?
Most consumer grade cameras and lenses are designed for
Getting the correct amount of light is essential in order to
capturing pictures of objects like people. Our real estate pho-
capture great pictures. We use an advanced technology called
tography and equipment are very different because our goal
High Dynamic Range (HDR) Photography which takes multiple
is to capture an environment and give important context to
pictures at different light levels & combines them together to
the spaces in your home.
create the perfect light for the very best photos possible.
N ON HDR P I CT U R E
S TA ND A RD C A MERA L ENS U LTRA WIDE AN G LE LE N S
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H DR P I CT U R E
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94% Of Homes Are First Seen Online
You’re home will never get a second chance to make a first impression. Working with our team will ensure your property will have the best first impression possible online with our great photography options. The first showing of a home will actually be online, if buyers are still interested then the second showing will be a drive-by to evaluate the neighborhood. It’s not until the third showing when a buyer typically schedules an appointment to physically walk thru and view a property.
Four great options to fit your needs. OPTION 1
PROFESSIONAL PHOTOGRAPHY
Our professional real estate photography is used for all our custom online and print advertising materials of your home.
TwinCitiesPropertyFinder.com
OP T I ON 2
CU STO M F LO O R P L AN S Our custom floor plans show the layout of your property and provide accurate measurements for every level of your home.
O PTION 3
OPTI ON 4
3D V IRT UA L TO U R
A E R IA L PH OTOGR A PHY
Our virtual reality property tours combine over 2,000 pictures that are stitched together to provide a fully immersive experience from every angle of your home.
Our breathtaking aerial photography gives more context to the land and surrounding area by capturing unique views of your property.
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TWINCITIESPROPERTYFINDER.COM
VIDEOGRAPHY FOR REAL ESTATE Make a memorable connection for your home with video.
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Share a compelling story of what makes your house a home.
Create excitement with creative videos that educate buyers on the benefits of your neighborhood and share the unique story & value of your home.
OPTION 1
OPTION 2
We create an exciting short 30 second video introduction of your home that’s designed to be shared on social media and drive traffic to our custom property website.
We create a compelling video tour of your home that’s educational, emphasizes the buyer’s target lifestyle, and shares the unique story of your home.
VI D EO TE A S E R
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VID EO TO UR
OPTION 3
A ERIA L VID EO
With the use of our drone technology, we can offer 4k aerial videography to provide buyers with a unique and breathtaking experience of flying over your home.
OPTION 4
3 6 0 ° VID EO TOU R
With our 360 camera technology we’re able to offer a completely immersive 360 degree video tour experience of your home that can be complemented with virtual reality goggles.
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TWINCITIESPROPERTYFINDER.COM
Explore Communities EXCLUSIVE MARKETING
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High-level search features Easy County-level navigation
City & Community level views
Discover neighborhood insights in an easy to navigate, visual space
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Freshly designed header with property address and engaging intro
TWINCITIESPROPERTYFINDER.COM
Custom Property Websites EXCLUSIVE MARKETING
Leading property description and unique video introduction
3D Interactive Home Tour
High resolution, HDR, ultra wide angle photography
Beautifully designed in-depth property details and downloadable custom documents
Simple, easy-to-use agent contact information
All-access information to EVERY buyer!
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TWINCITIESPROPERTYFINDER.COM
Beautifully designed introduction
Community Profiles
Welcome video with brief description—and helpful community resources
Integrated into each unique Property Website
EXCLUSIVE MARKETING
Clean, easy-to-navigate map with local properties for sale Educating home buyers about Neighborhoods & Cities Custom, community highlight videos
Featured articles with timely and relevant information
Local properties for sale
Simple, easy-to-use agent contact information
Our ‘community profile’ websites are an incredible tool for educating home buyers about local neighborhoods and cities. Each site gives in-depth and relevant information about the history, schools, outdoor recreational amenities, and community life in your city. We provide well researched and timely articles, educational videos, downloadable resources and a list of some of the most trusted & local service providers.
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Mobile Friendly
Generate more buyer leads with our lead capture system. We offer attractive items of value to gain more prospects and continue marketing to them-sharing updates on the property status and nurturing an online relationship.
Lead Capture with Custom
WEBSITE LANDING PAGES
ON OUR WEBSITES, CONSUMERS CAN:
• Download our 50+ page home buying guide • Receive our annual local housing reports • Download our powerful smartphone apps • Subscribe to our monthly newsletter • Register for prizes & events • Get access to “Pre-Market” properties
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MORE EXPOSURE PRODUCES BETTER RESULTS
YOUR CUSTOM PROPERTY WEBSITE
from
TWINCITIESPROPERTYFINDER.COM
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GLOBAL NETWORK FROM LOCAL EXPERTS
We’re a part of the nation’s premier network for marketing properties throughout the world—allowing your home the greatest exposure possible and maximizing every opportunity to attract qualified buyers. Along with our global reach, our award-winning brokerage is one of the largest. We’re recognized for our powerful use of innovation and technology. Simply put, we offer superior local knowledge, the most caring customer service, and have more than a 100+ years combined experience from a completely local team.
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TwinCitiesPropertyFinder.com
DID YOU KNOW? • The total international market is estimated at $92.2 billion • International home sales in the U.S. reached their second highest level in recent years • Over 6% of the total US market is international and in some communities the rate is almost 30% Source: The National Association of REALTORS® 2015 Profile of International Home Buying Activity
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TARGET MARKETING WITH PREDICTIVE ANALYTICS
We identify people who are most likely to sell and buy using our ‘Smart Focus’ Technology Our proprietary ‘Smart Focus’ software and technology is used exclusively for our TwinCitiesPropertyFinder.com Team Agents. It uses proprietary algorithms and models to rank and predict which homeowners are most likely to sell and buy in your targeted area. ‘SmartFocus’ uses sophisticated marketing programs, intuitive online management and breakthrough success tools to target home sellers and buyers.
TwinCitiesPropertyFinder.com team is a leader in innovative real estate marketing and predictive analytics.
Ready to buy.
“I’m ready to sell!”
INDENTIFY
Identify the homes most likely to sell in your area based on TwinCitiesPropertyFinder.com’s industry-leading predictive models program.
TARGET
Focus marketing efforts on the highest likely seller and buyer prospects through targeted multi-layer marketing systems.
ENGAGE
“We’re having a baby!”
Build quality relationships and get to know prospective sellers and buyers so when the time is right, our team is ready to help them.
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SmartFocus can target sellers and buyer in more than 56,000 neighborhoods nationwide.
TwinCitiesPropertyFinder.com
An Intentional Smart Focus.
Our system analyzes many housing and home owner variables to find the people who are most likely to buy in a specific area. Each home buyer identified in the selected territory is ranked monthly for turnover probability. Our predictive analytics technology takes overwhelming sets of housing data and makes them actionable.
Identify Areas for Optimization Together with your expert TwinCitiesPropertyFinder.com agent, we will determine a specific map area that aligns with your home’s most likely geographical buyer to offer the highest potential for a successful sale. Our predictive models analyze hyperlocal, up-to-date market conditions to accurately predict the homeowners most likely to sell and buy in any neighborhood.
Targeted Online Ads
Compelling Direct-Mail
Email Drip Campaigns
We also connect with potential home buyers through online advertising. Each prospect is shown custom online ads with targeted messaging, including move up and move down campaigns and so many more. Branded online ads include:
We have hundreds of customizable designs and compelling messages targeted to our hottest home buyer and seller prospects with:
We include email marketing for prospects who express interest in your home. Your property will be featured in a variety of email campaigns including:
• Targeted online advertising that matches to IP address and user ‘cookies’
• Just listed/Just sold “handwritten” letters & postcards
• Facebook advertising on newsfeed and sidebars • Retarged ads show prospects your home wherever they visit the web
TwinCitiesPropertyFinder.com
• Top-of-the-line, custom direct mail postcards every month
• A Monthly report with local housing trends and home values • An 8-week drip campaign offering home buyer guidance
• Offer attractive item of value with unique code to text on each piece to track of results and follow up
• Items of value that any home owner can use
• Door hangers on every front door entrance
• Property, city & neighborhood information
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TWINCITIESPROPERTYFINDER.COM
MONTHLY EMAIL NEWSLETTERS Exclusive news & insights about local neighborhoods, homes & events. • Over 15,000 people on our mailing list • Valuable & relevant information • Attractive & easy to read layout • In-depth neighborhood and city profiles • Videos, articles, downloadable resources, and much more • A great way to stay connected Contact our team: TwinCitiesPropertyFinder.com | 1.800.909.1953
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TWINCITIESPROPERTYFINDER.COM
ONLINE NEWSPAPER
LOCAL COMMUNITY PERSPECTIVES Trusted, relevant and engaging neighborhood insights. • In-depth stories about local Minnesota schools, parks, community life and events • Interviews with local residents, city officials, community leaders and neighborhood experts • Rich interactive visuals with video, photography and downloadable resources • 24/7 live chat with a TwinCitiesPropertyFinder.com team member • Shareable, engaging and helpful information for home buyers and sellers
TwinCitiesPropertyFinder.com
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TWINCITIESPROPERTYFINDER.COM
PROPERTY FLYERS In today’s digital world, print advertising still has value. The reality is that some people respond differently when reading print media verses digital media. All of our listings have beautiful custom designed property flyers that will enhance the buyer’s overall experience and provide critical information to help them better understand the value of your home.
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*Feel free to ask and see a real example
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TWINCITIESPROPERTYFINDER.COM
POSTCARD MAILINGS More exposure of your home with our direct mail marketing!
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TwinCitiesPropertyFinder.com
We can target home buyers within geographical areas. We filter large amounts of data using predictive analytics to identify geographical areas that are the most likely to have buyers for your home. With this information we can target the most probable cities, neighborhoods, zip codes, mailing routes, and streets with our postcards and additional online marketing to most effectively advertise your home.
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We can target home buyers within specific demographics. With our team’s proprietary software, we have the ability to identify people through demographics who have the highest probability to buy your home. By filtering through data with income amount, home equity percents, credit scores, life stage events, length of home ownership, and hundreds of other variables, we can target potential buyers with our postcards about your home.
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TwinCitiesPropertyFinder.com
We can target potential home buyers within personal networks. Over the years we have built strong relationships with past clients, referral partners, and friends in our local communities. We stay in touch using postcards inviting them to events, celebrating special life moments, and providing valuable insights about their local markets. The front side of these postcards can have your property information inviting them to start a discussion with a friend in their network who might be interested in a home like yours.
Sometimes its not WHAT you know but WHO you know.
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TWINCITIESPROPERTYFINDER.COM
MARKETING WITH DOOR HANGERS We effectively target neighborhoods.
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Direct Consumer Marketing Being next to impossible to ignore, our creative door hangers are delieverd to targeted home buyers and can be extremely effective. We often achieve a high response rate to our door hangers because they are enhanced with our online ads and mailed marketing pieces.
We offer four unique door hanger options
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TWINCITIESPROPERTYFINDER.COM
WE OFFER UNIQUE OPEN HOUSE OPPORTUNITIES FOR EVERY SELLER. Open houses strategies to capture a variety of buyers.
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Open houses allow multiple showings in a short period of time. Open houses can be a great way to allow multiple buyers and their families into your home in order to quickly tour your property. We strive to go above and beyond to offer multiple options for our clients.
OPTION 1
O PTI O N 2
OPTION 3
OPTION 4
Pre-MLS Open House
Just Listed Open House
Broker Open House
Mega Open House
Before a home is public on MLS, this option builds excitement, a feeling of exclusiveness, and creates urgency for a buyer to act fast if they are serious about purchasing your home.
Once we make your home public on the MLS, we can host open houses on the first two weekends for the public to see a new property that is officially on the market.
Usually during a weekday in the afternoon, a broker open provides a chance for agents and real estate brokers to see your home and determine if it fits any of their current buyer’s needs.
This event is more of a spectacle, which can include a guest speaker, live music, prizes, and extensive marketing. The goal is to convince buyers who might not normally be interested that your home could be a great option.
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TWINCITIESPROPERTYFINDER.COM
COMMUNITY INVOLVEMENT AND EVENTS We don’t just work in the Twin Cities, we live here!
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Intentionally building a strong network of referral partners. We consistently host events throughout the year to reconnect and stay in touch with past clients, referral partners, and friends. Besides being able to contribute to our local communities, we also have fun building and engaging our loyal network. Each event embodies our team mission of enriching lives, helping clients reach goals and making a positive impact in the well being of our local communities.
SOM E O F O U R E V E N T S Family Christmas Party Family Movie Events Lake Minnetonka Dinner Cruise Mississippi River Dinner Cruise Happy Hour Networking Family Picnic at the Park Home Buyer/Seller Workshops Community Food Drives Charity Fashion Shows Fundraisers For Homeless Children’s Miracle Network Mini Golf Tournaments
We are well known both locally and nationally with our involvement and contribution to many non-profit community events and programs. When you work with us to sell and buy a home you’re also contributing to the well being or our local communities.
Family Ice Skating
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HOME VALUATION
What would your home sell for in today’s market? How much is it really worth?
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OP TION 1
Automated Value Model: AVM Uses software to search available online data to determine an approximation of value. This is the least accurate evaluation method because it has limited data and many times does not include important market knowledge such as MLS sales, active listings, & current detailed market & property conditions.
TwinCitiesPropertyFinder.com
O PT IO N 2
Current Market Analysis/Broker Price Opinion: CMA/BPO A realtor or real estate broker’s estimated value of the most probable sales price for a home. This takes into consideration the property’s condition, current market trends, neighborhood insights and comparable sales. This option includes a full detailed report and is performed by a realtor.
OPTION 3
Short Appraisal This option is completed by a licensed Minnesota appraiser and determines a home’s exact current market value. This option includes a well researched price opinion that considers all state guidelines and variables to asses a home’s current value. This option does not produce a full copy of an appraisal report, but is an evaluation from a licensed appraiser.
OPTION 4
Standard Appraisal A licensed Minnesota appraiser uses federal & state guidelines with comprehensive market information to determine a properties most current market value. This option is the most accurate and trusted evaluation method available today in the real estate industry. It includes a full report and has an additional cost.
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Our clients are well informed and confident. We’ll make sure your family avoids any unnecessary headaches and hassles!
TWINCITIESPROPERTYFINDER.COM
RESOURCES & REPORTS Don’t forget to ask us about our additional custom resources: • Buyers Guide • Seller’s Guide • Open House Guide • Home Investors Guide • National Annual Market Report • Twin Cities Annual Report • Radon Mitigation Guide • Mold Remediation Guide • Asbestos Abatement Guide
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Market Guide Annual Reports We’ve put together the most comprehensive real estate reports on the National and Local level—featuring the most relevant and important information available today.
An informed buyer is an empowered one.
FOR YOUR FREE RESOURCE—CONTACT OUR TEAM WITH THE SUBJECT “FREE MARKET REPORTS”:
David@TwinCitiesPropertyFinder.com 0r, call us: 1.800.909.1953
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Twin Cities Home Buyer Guide With over 50+ pages of valuable and relevant home buying insights, we’ve designed this resource to help you avoid costly mistakes and provide confidence.
An informed buyer is an empowered one.
For your FREE Resource—contact our team with the subject “Free Home Buyer Guide”: Info@TwinCitiesPropertyFinder.com | 0r, call us: 1.800.909.1953
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In-depth content about:
-how to get the best deal on a home -find the best home for your family -get first access to properties coming on the market
Written by TCPF.com team members David Olson & Ben Younan
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TWINCITIESPROPERTYFINDER.COM SELLER TOOLS
When Selling Your Home
E S TA B L I S H T H E R I G H T S A L E P R I C E Establishing the right sale price is the first major step in selling your home. If you price your home too high, you will waste valuable time. If you set the price too low, you stand to lose money. When you choose to work with a professional Realtor®, you will have access to valuable tools that calculate changing market conditions to help better achieve a fair and competitive sales price. There are many factors to consider when deciding on a sale price: • Find out how much your home is worth based on the current market conditions • Is it a “Buyer’s” or “Seller’s” market?
C H O O S I N G T H E R I G H T R E A LT O R A listing contract with a Realtor® is typically six months to a year, so you want to make sure you are committing to someone with whom you will work well. Interview at least two Realtors®. Let them know they are competing for the listing and make them earn your business. This will allow you multiple professional view points at the start of the process and give you confidence that you are working with a professional that has the same goals and expectations as you.
FINDING QUALIFIED BUYERS A Realtor® has the ability to find buyers that are financially qualified to purchase your home. A Realtor® will place your listing on the Multiple Listing Service, maximizing the exposure of your home to qualified buyers who are represented by other Realtors®. In addition to the MLS, a full-service marketing plan will be used.
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TWINCITIESPROPERTYFINDER.COM SELLER TOOLS
When Selling Your Home
N E G O T I AT I N G A Realtor速 will work with you and the buyer to successfully close the sale of your home. When a buyer makes an offer that is several thousand dollars less than your asking price, your Realtor速 will advise you through the process of whether to remain firm or make a counter offer.
BUYER FINANCING Realtors速 work closely with a number of financial institutions on a daily basis and will work with all parties involved in the transaction to ensure that your buyer will be able to obtain the financing that they need.
CLOSING Although the closing process itself can seem overwhelming to buyers and sellers alike, a TwinCitiesPropertyFinder.com Realtor will be more than capable of assisting in handling any unexpected problems that may arise. There are many details to consider such as: Loan payoffs/Title insurance/Taxes/ Money due at closing A Realtor速 will be more capable of assisting your attorney and/or title insurance company in handling unexpected problems that may arise. It is comforting to have someone at the closing table to represent your interests and answer any questions you may have.
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HISTORY OF REAL ESTATE VALUES Winter 2006
New Mortgage Regulations
30%
H O M E VA LU E S
Appreciation Year Over Year
Spring 2004
Summer 2012
Healthy 1-3% Appreciation
’01
’02
’03
’04
’05
’06
’07
’08
’09
’10
’11
’12
’13
’14
’15
’16
’17
’18
TIMELINE [2000’S]
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TWINCITIESPROPERTYFINDER.COM SELLER TOOLS
Pricing Your Home Correctly P EO P L E B U Y W I T H CO M PA R I S O N S H O P P I N G
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TWINCITIESPROPERTYFINDER.COM SELLER TOOLS
P R I C I N G Y O U R H O M E C O R R E C T LY
Who Controls the Marketplace?
FACTOR
CONTROLLED BY
Property Asking Price
Seller
Property Condition
Seller
Property Marketing
Listing Agent / Broker
Property Value
Buyer
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TWINCITIESPROPERTYFINDER.COM SELLER TOOLS
P R I C I N G Y O U R H O M E C O R R E C T LY
ACTIVITY
It’s critical to price your home competitively during the time of peak interest.
1
2
3
4
5
6
WEEKS
7
8
9
10
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12
WEEKS
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TWINCITIESPROPERTYFINDER.COM SELLER TOOLS
P R I C I N G Y O U R H O M E C O R R E C T LY
There is a Significant Cost to Waiting The most common mistake made by many home sellers is to try to test the waters by pricing their homes high at the beginning and reducing the price a few weeks later if it hasn’t sold yet. S E L L E R S W H OS E H O M E WAS O N T H E M A R K E T F O R : Less than 1 Week
SALES PRICE TO LIST PRICE R AT I O :
1 to 2 Weeks
3 to 4 Weeks
100% 100% 99%
5 to 8 Weeks
9 to 16 Weeks
98% 97%
17-20 Weeks
21 or more weeks
95% 87%
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TWINCITIESPROPERTYFINDER.COM SELLER TOOLS
P R I C I N G Y O U R H O M E C O R R E C T LY
Three things can happen when your home goes on the market:
There’s no sense fishing with your bait out of the water!
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P R I C I N G Y O U R H O M E C O R R E C T LY
What percent of potential buyers do you want to be looking at your property? Asking Price in Relation to Market Value
% of Potential Buyers Who Will Look At Property
+15%
10%
+10%
30% Market Value
60%
-10%
75%
-15%
90%
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TWINCITIESPROPERTYFINDER.COM SELLER TOOLS
List Price $530,000
P R I C I N G Y O U R H O M E C O R R E C T LY
LOOKERS WON’T LIKE!
$530,000 buyers won’t like the house or make an offer
The Wrong Price ATTRACTS The Wrong Buyers Market Value $500,000
BUYERS WON’T LIKE!
$500,000 buyers won’t look at houses above their “price range”.
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TWINCITIESPROPERTYFINDER.COM SELLER TOOLS
P R I C I N G Y O U R H O M E C O R R E C T LY
markeet valu
The Risks of Over Pricing
example 1
$550,000 $530,750 $510,200 $500,000 $469,950
• Reduces showing activity • Minimized advertising response • Loses interested buyers • Attracts the wrong buyers • Discourages or eliminates offers • Can lead to mortgage rejections • Helps sell the competition • Property gets a reputation of being stale • Later price reductions tend to cause low or delayed offers
example 2
lists for
$490,000 sells for!
$510,000
PRICE REDUCTIONS SEND THE WRONG MESSAGES! This information is for the sole use of TwinCitiesPropertyFinder.com agents and its members. Unauthorized use is prohibited.
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TWINCITIESPROPERTYFINDER.COM SELLER TOOLS
P R I C I N G Y O U R H O M E C O R R E C T LY
The five [5] fatal mistakes most home sellers make when pricing their home: Sellers often price their home based on “need� rather than the market. 1
2 Sellers use the wrong properties for comparison when pricing. 3 Sellers build in a negotiating cushion and then have no one to negotiate with. 4 Sellers take advice from well-meaning but uninformed parties. 5 Sellers allow positive emotions about their property to influence their pricing decisions. This information is for the sole use of TwinCitiesPropertyFinder.com agents and its members. Unauthorized use is prohibited.
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TWINCITIESPROPERTYFINDER.COM SELLER TOOLS
P R I C I N G Y O U R H O M E C O R R E C T LY
Are you prepared to list your home at a price that will sell?
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TWINCITIESPROPERTYFINDER.COM SELLER TOOLS
P R I C I N G Y O U R H O M E C O R R E C T LY
Pricing your home to sell! The fact of the matter is that your home will sell at its market value. Over pricing your home will most likely cause it to stay on the market for too long. The best chance to sell your property is within the first seven weeks and pricing it realistically increases the chance of a timely sale. HERE ARE SOME IMPORTANT FACTS TO CONSIDER: •
To reach maximum exposure the price must be competitive with similar properties.
•
A buyer will typically look in his/her pre-determined price range. Pricing your home too high will hurt your chances of exposure to qualified buyers.
•
If your plan is to adjust your price at the time of sale, know that you are not putting yourself in a favorable position.
•
If you adjust your price now, your chances of attracting serious buyers will only grow.
•
Receiving a reasonable offer on an overpriced property is unlikely. The buyer will most often make an offer that is very low, if an offer is made at all.
•
Do not think that you will receive more for the property by asking more. Chances are that you will be offered much less, as the exposure to it will be less.
•
By pricing your home reasonably, you invite the possibility of receiving multiple offers, as more buyers will see it.
WHY SELLERS WANT TO OVER-PRICE •
Seller has over-improved the property
•
Seller fears making a mistake in pricing
•
Seller paid too much for the home
•
Seller hopes to buy a higher-priced home
•
Seller needs money
•
Seller just wants to play the market
• Seller has a guaranteed corporate buyout •
The neighbors who sold in the past got a higher price
THE RESULTS OF OVERPRICING •
The property will be marketed to the wrong prospective buyers
•
Helps your competition sell their homes
•
Will increase the marketing time and decrease the possibility of selling
•
If you do receive an offer, having it priced too high may cause problems with the appraisal
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P R I C I N G Y O U R H O M E C O R R E C T LY
Top Aspired Price
$ ___________
Acceptable Price
$ ___________
Bottom Line Price
$ ___________
What is the highest price you could realistically hope that a prudent buyer would pay for your property? What special features or characteristics does your home have to warrant this price?
While hoping for more, what price would still be acceptable? What features or characteristics of your home do you think buyers will feel are lacking or disappointing?
What is your bottom line? What price would be so unacceptable that you would walk away from such an offer even if it meant you could not sell your property?
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GLOSSARY
Adjustable Rate Mortgage (ARM): A type of mortgage in which the rate is periodically adjusted based on the market’s interest rate. Appraisal: The process by which the lender determines how much the home is worth to determine mortgage details. Balloon Mortgage: A mortgage that offers low rates for a period of time before it increases or is refinanced. Buyer Agent: A licensed realtor who offers you professional representation during a home buying transaction. Closing Costs: The payments that are due on settlement day. Commission: An amount collected by an agent for services rendered. Conventional Loan: A private loan that is not guaranteed by the US Government and generally has 15, 20, 0r 30 year terms. Deed: A legal document transferring ownership of a property. Default: A failure to pay mortgage payments. Discount Point: Money paid to reduce the interest rate of the mortgage. Down Payment: Money paid up front in cash that reduces the loan amount. FHA (Federal Housing Administration) Loan: A loan protected by the government.
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Financial Contingencies: Time frame for purchaser to secure full loan approval. Fixed Rate Mortgage: A mortgage that has the interest rate locked-in for the full term of the loan. For Sale By Owner (FSBO): A person who is selling their home without professional representation. Foreclosure: When a homeowner defaults on their mortgage, their ownership is terminated, and the bank takes the property. Home Warranty: Optional coverage that protects the buyer from any unforeseen mechanical problems with the home. Homeowner’s Insurance: Hazard Insurance protects the home and its contents. HUD-1: A settlement statement that discloses all the closing costs. Inspection Phase: The time when a buyer orders the necessary inspections to ensure the home is in acceptable condition. Good Faith Estimate (GFE): An estimate of the closing costs given to you by your lender ahead of time. Home Inspection: A procedure ordered by the buyer to make sure the home is safe, structurally sound, and in working order. Lien: A legal claim for a property that is satisfied on the sale date. Lock-In: Protection from changes in interest rates.
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GLOSSARY
Market Price: The amount of money the home is worth based on current local conditions. Mortgage: A lien on the property that promises you will pay.
Real Estate Owned (REO): A sale where the bank is the direct seller of the property, also known as foreclosure Refinancing: Paying off one loan while obtaining another. Generally done to secure a lower interest rate.
Online Transaction Management (OTM): A system which helps the buyer see confidential information & documents.
RESPA: Laws requiring lenders, realtors, and all parties to disclose all information.
Offer: A document given to the seller to purchase the home including sales price, terms, and contingencies.
Settlement: The closing of the buying and selling transaction.
Pre-Approval: Qualifying for a mortgage before the home search so you can be viewed as a serious buyer.
Short Sale: A sale where the seller owes more than the home is worth, so the bank agrees to allow the sale, taking a loss.
Prepaids/Escrow: A closing cost paid to protect the lender for the first month of mortgage and taxes. Principal: The amount borrowed from a lender that is subject to repayment with interest. Premium: Amount paid to maintain insurance coverage. PITI: Principal, Interest, Taxes, Insurance; the main elements of a monthly mortgage. List Price: The amount of money that the seller will take for the home.
Survey: A property diagram that indicates the location of improvements, legal boundaries, easements, encroachments, rights of way, etc. Title: A document indicating ownership of a property. Title Insurance: Indemnity against loss resulting from disputes over ownership of the property and defects in the title. Title Search: The process where the owner of the title is verified, and the title is examined for liens or issues.
Local Lender: An experienced area lender who will qualify you for a mortgage and is aware of state & county costs.
Underwriting: Analyzing the risk in a loan application.
Radon: A cancerous gas that can be found in homes. A radon inspection can be done to protect the buyer.
VA Loan: A loan for veterans or current military insured by a federal agency.
Realtor: A licensed professional who can represent buyers.
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Real Estate Commission Includes: National Association of Realtors Minneapolis Association of Realtors Monthly Broker Fees Quarterly Subscription with MLS
Listing Broker
Buyer Broker
Listing Agent
Buyer Agent
Continuing Education Classes Errors & Omissions Insurance Annual Franchise Fees eKeys Membership Agent Income Taxes Marketing Costs Transaction Fees
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