A GUIDE TO SELLING YOUR HOME By Joshua Castillo - Realtor ®
Provided Courtesy of Joshua Castillo - Keller Williams City View
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WHY KELLER WILLIAMS REALTY? 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. Keller Williams training emphasizes the use of systems and organization, used methodically to ensure every client is taken care of with care and precision.
PROVEN TRACK RECORD Ranked the #1 Brokerage in San Antonio by the San Antonio Business Journal with nearly triple in closed transactions to our closest competitor, our track record is proven and documented. We’re proud to be affiliated with one of the largest real estate organizations in the world! The strong growth of Keller Williams is proof that when you offer a superior level of service, word spreads fast.
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. We are confident that every Keller Williams professional shares the common goal of serving you, our client, in the best way possible.
TECHNOLOGY
Leading-edge tech tools and training give us the edge in effectively marketing your property online, 24 hours a day, seven days a week! Through the exclusive Keller Williams Listing System (KWLS), your property is fed to more than 350 online search engines and is available on KW’s Web network of more than 76,000 sites, including my Mobile Property Search App. Best of all, every single Internet inquiry in our system on your property will come directly to us so that we can follow up quickly with those potential buyers.
KNOWLEDGE/TRAINING Keller Williams Realty has been named the #1 training company across all industries by Training Magazine. Our training helps us stay ahead of trends in the real estate industry through its comprehensive, industry-leading curriculum and research resources.
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A GUIDE TO SELLING YOUR HOME
about our broker JAMES MCCLUNG - BROKER, RISK MANAGEMENT & KW COMMERCIAL
Jim McClung started out working for a Scientific Research and Development firm in California. His decision to work in Real Estate was cemented when his father, who at the time owned a small Real Estate company in New Mexico, asked him to come and help the company. Jim agreed to move and soon after was able to buy into a franchise, Realty World. It was then that he realized he was right where he should be, working with people and making them happy home-owners. Not long after, Jim decided to move to Texas to open an office in Houston and sell new home construction. But that didn’t last for long and Jim transferred to New Braunfels. He joined forces this time with Century 21 and later moved to Bradfield Properties to serve as broker and Vice President. After spending many happy years with Bradfield, Jim decided to see what the future held with Prudential Classic Realty. While at Prudential, Jim continued to learn more about the business and even more about how to work well with people.
James McClung
Since September of 2008, Jim has put his faith into his newest home—Keller Williams Realty. Jim is eager to dive feet first into this new phase of his life and career. Keller Williams is the #1 Real Estate office in San Antonio and carries a powerful presence in the city. Jim is now heading up a division of Keller Williams, KW Commercial at the IH-10 Market Center. Wendi Harrelson, Team Leader for the IH-10 Market Center adds, “We couldn’t be happier to have a man of his stature and intelligence join our family and help our company grow. We’re excited about the opportunity to have Jim help us launch this new division of Keller Williams and really give our agents a sense of support and validity in the commercial field.”
KELLER WILLIAMS CITY VIEW ADDRESS: 10999 IH - 10 West, Suite 175 San Antonio, TX 78230 Telephone: (210) 696-9996 Fax: (210) 696-9981 klrw91@kw.com kwsanantonio.com
Provided Courtesy of Joshua Castillo - Keller Williams City View
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MARKETING THAT WORKS Our marketing system is designed to net you the highest dollar for your property in the shortest amount of time. Using proven time tested systems ensures that your listing is marketed in the most efficient and effective manner. Nothing is more frustrating than waiting on your property to sell to move forward with your goals for you and your family. We make every effort to ensure this process is as stress-free and rewarding for our clients as possible.
• COMPETITIVE PRICING
Price your home competitively with the current market and price trends. This fundamental step is where most other agents get it wrong. Our pricing strategy emphasizes more than just comparable properties, we examine local market trends, appraisal/tax values, property conditions, unique characteristics, additions, timing, area statistics, and seller needs before we suggest a price. There is no such thing as an unsellable property, pricing will ultimately determine the interest and urgency that drives buyers to your listing. We get it right the first time.
• MULTIPLE LISTING SYSTEMS
• INTERNET MARKETING
Market your home on multiple websites, including our own site, my KW local office site, and KW national site, to attract both local and out-of-town buyers. Online marketing is the key to delivering a buyer to a property in today’s technology driven world. 57% of all buyers find the home they eventually buy through the internet. This is where we focus our efforts. Our system allows your listing to be viewed on not just the top 3 real estate search sites such as Zillow, Realtor.com, and Trulia, but over 300+ real estate listing websites. No other brokerage can match our online reach and your potential buyer audience.
Optimize your home’s Internet presence by posting your property in the Keller Williams Listing System (KWLS), on local and global MLS systems. This system is how over 10,000+ agents throughout the city and extended counties view the current market of properties for their buyers. 87% of all buyers will use an agent to help them find a property, so being listed in the MLS is not just important, it is essential.
• PROFESSIONAL PHOTOGRAPHY
Provide professional photography to ensure the home is viewed in the best possible light. We pay for a variety of photography packages from some of the top real estate photographers in the industry. We ensure that every photo provides a realistic expectation of the quality and attractiveness of the property. Some agents are fine with dim lighting, poorly staged furniture and décor, and using smartphones to deliver their images to the market, we are not those agents. This service, of course, comes at no cost to our sellers.
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• CUSTOM PROPERTY WEBSITE
We create and design a website specifically for your property. Fully customized to your property characteristics many features include Photo Gallery, Slideshow, Property Videos, Interactive Floor Plans and a map to the location. Your property will have it’s own unique domain such as www.123MainStreet. com, that makes finding your home on the internet as simple as knowing the address. We are able to capture in real time potential buyers that visit your site and follow up with interested parties.
A GUIDE TO SELLING YOUR HOME
• POSTCARDS, FLYERS,
& PRINT MEDIA
Create professionally designed postcards that we deliver to targeted areas of growth. We seek out areas pocketed with individuals that will be looking to buy within the immediate future. Not limited to just your neighborhood, this also includes neighboring subdivisions, low inventory and over-priced markets, as well as apartment complexes. Prepare a full color photo flyer with a list of features of the property to leave at the home for visitors to take with them after the showing. We follow up with every showing to seek the most constructive feedback and seek out ways to bring an offer to the table.
• KELLER WILLIAMS NETWORK
Connect you to our Keller Williams City View network of over 800+ agents. This includes email marketing to every agent in our brokerage, showcasing your property en masse. Our office operates on a team based mentality, we share information and marketing strategies daily to ensure the job of selling your home is completed effectively and cooperatively. Having a network as large as ours with a desire to help each other, is one of our most effective tools.
• COMMUNICATION GUARANTEE
Provide you with scheduled updates detailing our marketing efforts, including comments from the prospective buyers and agents who have visited your home, new listings in the area, and updates on the current status of the market. Planning to communicate systematically is the only way to ensure you are in constant communication about your listing. We schedule every call, text and email in accordance with your preference. This communication system is established day one with our Communication Guarantee, and we follow it thoroughly and consistently.
and door knocking, we reach out to your neighbors to see if they may know anyone within their circle of friends and family who would be interested in your purchasing your property.
• KW TECHNOLOGY
Post your home on our proprietary search app and other KW agents’ apps (more than 1 million downloads and counting). Using GPS location based technology, our app enables anyone within the area to see your property first. Neighbors and friends can easily view your professionally marketed property instantly with the touch of a button.
• STAGING CONSULTATION
Provide for a professional staging consultation if desired. We reach out to top designers and stagers in the area to provide you with an expert opinion on staging your home. Making the decision to spend money on professional staging is important because it can increase appeal, strengthen the marketing value, and command a higher asking price. We like to have that option available to our clients at any time.
• WEEKLY TEAM MEETINGS
Meet with our entire brokerage team weekly to discuss new listings, share off-market properties and most importantly expose your listing to other Keller Williams agents who may have a potential buyer that is a perfect fit for your property. Being the largest brokerage in San Antonio means one thing, more eyes on your listing than anywhere else.
• OPEN HOUSES
Create an open house schedule, and market and host the open house with a licensed Realtor® to promote your property to prospective buyers. This step enables us to reach out to other prospective buyers within your community. Using a combination of flyers
• FOR SALE SIGN WITH INSTANT
TEXT INFORMATION
Place “for sale” signage in the most viewable area on the property. People who call the number on the for sale sign tend to be highly motivated buyers seeking to live in your specific neighborhood. In addition to this we include a textable number that a passerby can text and instantly receive property information to their mobile device. A QR code is also imprinted on the sign for quickly scanning and retrieving information about the property. This also provides a means of contact to the interested buyer.
Provided Courtesy of Joshua Castillo - Keller Williams City View
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PROFESSIONAL PHOTOGRAPHY
Showcasing your home in the best possible light is the key to attracting buyers. We work with the best photographers in the business to guarantee your listing is marketed and presented at it’s best. Attractive and professional print media combined with expansive online marketing delivers on our commitment to sell your property as quickly as possible.
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A GUIDE TO SELLING YOUR HOME
FLYERS AND PRINT MEDIA
Provided Courtesy of Joshua Castillo - Keller Williams City View
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PRICE TO SELL
THE IMPORTANCE OF PRICING
Understanding the importance of pricing your property correctly the first time will help alleviate the pressure of having to make changes along the way. • MARKET One thing sellers have trouble with is accepting that the value of their home is not dictated by what they want, what they paid for it, or what another agent told them it is worth. Ultimately the market alone determines the value of a home. It is only worth what someone is willing to pay for it. There are millions of variables that are not under our control that can make a property undesirable, however we do have control over setting an attractive price. • EXPOSURE Using the graphic above we can see how choosing a proper price point gives us the most exposure to those buyers who have the greatest interest in the property. Price above market value will eliminate over 30% of potential buyers, where as pricing under market value will leave substantial money on the table. It is paramount to understand that even the most beautiful property in the world will not sell if the market does not accept the price.
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• DETERMINING RANGE We use a variety of methods to find an appropriate price range that we suggest upon listing. Our price suggestion is a combination of what has sold, what is selling, and current market conditions in direct comparison with the subject property. We study an entire area to determine the comparable value of similar homes. Other conditions including year, square footage, bedrooms, add-ons, and renovations can mean making adjustments to our suggested price range, therefore an onsite evaluation is necessary to provide the best analysis. • TREND AND DIRECTION Days on Market or DOM can be a strong negotiating tool for buyers. Pricing a home too high, against the prevailing market, will make a listing become stale or subject to low-ball offers. Pricing too low may also leave money on the table, a costly mistake we all want to avoid. We always consider the direction the market is moving so that the price reflects the true value of the home when you decide to list.
A GUIDE TO SELLING YOUR HOME
SUBJECT PROPERTY COMPARABLE PROPERTIES
• COMPARATIVE MARKET ANALYSIS
(CMA)**
Our free market analysis helps a seller identify an appropriate price for their home. This powerful tool helps a seller find solid ground when deliberating between several offers or when considering dropping the price to adjust to changing market conditions. Many of the tools we use to make this analysis are not available to the public, so it is added value we provide to our clients. • TIMING In real estate, timing is very important. Various studies have suggested the best time to list is during the spring and summer months. This is a logical conclusion as most holidays involving family gatherings are in the fall and winter season, and school children are out on summer break. This however, is not a rule. Low inventory, or inflated pricing in a given area is a great way to stand out amongst the competition.
**CMAs are not appraisals. Appraisals may only be completed by someone who is licensed or certified as an appraiser.
Provided Courtesy of Joshua Castillo - Keller Williams City View
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HELPFUL TIPS
HELPFUL TIPS TO IMPROVE MARKETABILITY AND ATTRACT BUYERS
These are some helpful tips to increase the marketability and visual appeal of your listing. Most of the improvements suggested are low cost and high reward options that when utilized effectively will bring more offers to the seller much faster than simply listing the property as is. • KEEP EVERYTHING CLEAN Keep kitchen and bathroom counter tops clean and free of unnecessary objects. Remove all magnets off of refrigerators. Mirrors and windows need to be clean at all times as well as toilets and sinks. Vacuum carpets and mop all hard surfaces. Make beds daily, and clear off bedside tables, dressers etc. To buyers, a clean home indicates a well taken care of home. • ENHANCE CURB APPEAL First impressions are everything. There are many well qualified and motivated buyers who drive to a property and don’t even get out of their vehicle when they see the outside of the home. Keep the lawn mowed and trimmed on a schedule, weekly is best, biweekly at the least. Sweep all walkways and patios. Consider pressure washing driveways and re-staining fences and patio decks.
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• DE-CLUTTER Minimalism is key in selling your home. Too much decor, furniture, and personalization is ultimately distracting. Clutter creates congestion and makes a room seem smaller and chaotic. Less is more when it comes to decor. • DEPERSONALIZE Remove and store away family photos, religious symbols, and animal heads. Potential buyers are trying to envision themselves living in the house, items that are personal to you and your family may distract from their ability to mentally “make this home”. This particular step is difficult for sellers because of the emotional value that the home and it’s environment has. However, appealing to a broader market is important in achieving the ultimate goal of selling the property.
A GUIDE TO SELLING YOUR HOME
• IDENTIFY UNFRIENDLY ODORS Seek out the causes of strange odors and make repairs and clean the area. Have a friend give a second opinion, sometime we get so used to our own environment we may not notice different smells. Consider using scented items to create inviting smells into your home.
• CONSIDER NEW PAINT Neutralize potential distractions. If possible consider repainting visually loud colors with more neutral broader market colors. This is the most cost effective form of staging with the greatest return on investment. Nothing changes the look of a room more than a new color. Aim for neutral color such as whites, tans, beiges and grays. A buyer will be more inclined to visualize themselves in a home that has a “blank canvas” .
• STAGING Depending on your goals we will suggest the option of having a staging consultation with a design expert. Staging is the extra step that goes an extra mile. In a buyers market the decision to invest in professional staging can bring in offers to homes that would otherwise be overlooked. Staging however does not have to include new furniture or moving all your current furniture out. Even implementing small accents like floral arrangements and coffee table accessories is considered staging. Use of vibrant artwork, or a new floor rug that matches the decor in the room goes a long way to deliver a powerful visual.
• PETS Remove pet toys, bedding, and pet hair. Keep litter boxes clean. If the carpet has a pet odor, get it treated before putting on the market. Move pet food bowls so they don’t interfere with a buyer’s walk around the home.
• MAKE SIMPLE REPAIRS Repair the most visually distracting problem areas. This includes holes in walls, dead light bulbs, broken doors, cracks in roofs, and stains in carpet. Remember that buyers will tend to ask for these repairs to be made and will usually ask for more money in negotiation to make repairs than the repairs will actually cost. Being ahead of the issues will definitely bring more offers with less concessions to the table.
Provided Courtesy of Joshua Castillo - Keller Williams City View
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FROM LIST TO CLOSE Seller
KW Realtor ®
Buyer
Listing Appointment At the listing appointment we will analyze the Sellers needs and motivations and how that relates to an appropriate pricing strategy. We will present a market analysis and all brokerage services available to the seller. Pre-Market Listing • Complete Seller’s Checklist • Make necessary repairs • Maintain property condition for presentation and showings
• • • • • • • • • •
Showings Agent will give advance notice for possible showings and seek seller approval. Seller should allow enough time for private showings and open houses to attract the most buyers. Accept Offer After accepting the best offer the seller will allow for inspections and also maintain the home condition until close.
Under Contract Once the home is under contract a seller is responsible for delivering the home to the buyer in its present or required condition.
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Pre-Market Listing Verify all property information for accuracy Research/Preview competing listings Prepare customized Marketing Plan Order Professional Photography/Media List & Market Property Input Property Into MLS Post listing onto Zillow, Trulia, Realtor.com and 300+ related listing websites Design customized property website Place signage with text/QR code information Create and mail print media Connect with buyers through targeted social media marketing Schedule showings and host open houses …etc. Open Houses Agent will host and market open houses and request feedback and seek offers from qualified buyers.
Receive & Review Offers Agent will present all offers and clarify offer terms and assist seller in selecting the best offer to accept. Agent will also present counter-offers to buyers’ agents. • • •
Enter Option Period Property Inspection Earnest money deposited in escrow Discuss repairs and concessions
Renegotiations Buyer may request seller make repairs or simply agree to contributions to closing costs or lowering the price of the home. Agent will suggest the best plan of action to ensure both parties come to a reasonable agreement. Closing At closing the seller will sign over ownership of the home and transfer over keys, garage door openers, gate codes and other access information to the home. The buyer will bring required closing funds and will sign all legal documents pertinent to the transaction. Seller receives check for profit on the home sale.
A GUIDE TO SELLING YOUR HOME
Showings Buyers may attend open houses and/or request private showings to view the home.
Buyer 1 submits offer Buyer 2 submits offer Buyer 3 submits offer Option Period Buyer is given time to order inspections and present desired or necessary repairs to seller.
Under Contract Once the home is under contract an appraisal is ordered, as well as title policy insurance, and homeowners insurance. Financing approval is also done at this time.
CLOSING FEE REFERENCE GUIDE Below is a list of customary closing costs and who pays what at escrow. These can vary depending on the specific contract and parties involved.
THE BUYER NORMALLY PAYS FOR • • • • • • • • • •
One-half of the escrow fee (according to contract) Lender’s title policy premiums Document preparation (if applicable) Tax pro-ration (from date of acquisition) Recording charges for all documents in buyer’s names Home Owner’s insurance premium for the first year Home warranty (according to contract) Inspection fees (according to contract): roof, property, geological All new loan charges (except those required by lender for seller to pay) Interim interest on new loan from date of funding to first payment date
THE SELLER NORMALLY PAYS FOR • • • • • • • • • • •
One-half of the escrow fee (according to contract) Work orders (according to contract) Owner’s title insurance premiums Real estate commission Any judgements, tax liens, etc. against the seller Any unpaid HOA dues Any bonds or assessments(according to contract) Home Warranty (according to contract) Any loan fees required by the buyer’s lender (according to contract) Recording charges to clear all documents of record against seller Payoff of loans in seller’s name (or existing loan balance being assumed by buyer) • Interest accrued to lender being paid off, re-conveyance fees & any pre-payment penalties • Excise tax (% based on county and sale price) *There can be other fees associated with your closing, the lists above are only the most standard items. Information provided courtesy of Alamo Title SA.
Provided Courtesy of Joshua Castillo - Keller Williams City View
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WHAT TO EXPECT FROM US The sale of your home is a very important financial decision and you deserve to have a Realtor that has your best interests at heart. Our goal is not only to sell your home, but to provide such great service that you are excited to tell all you friends and family about the care and precision in execution you received along the way.
• CARE
When it is time to sell your home and move forward we want you to be ready mentally and emotionally. From our first contact we always like to ask, “Why are you looking to sell?”. We find that we can better assist sellers when we know how this move affects them on a personal level and cater our service to their goals.
• COMMUNICATION
Our commitment to thorough communication is so strong we put it in writing. On the day of your listing appointment we make a schedule for your preferred method of communication and the time intervals in which you would like this to occur. We call this our Communication Guarantee, and it is our promise to you to always keep you as updated as possible on the progress of your listing, from list to close.
• EXPERIENCE
At Keller Williams our agents go through mandatory training and coaching programs the moment they sign on. They are given the right tools and information to do their jobs at the highest level from day one. Our office operates on a team based mentality, with seasoned professionals teaching and guiding the newest agents through the process. This combined effort produces more highly experienced agents in shorter amounts of time than you would come to expect elsewhere.
• QUALITY
Our standard for quality is a step above the average agent. We are not professional photographers, stagers, graphic or web site designers. We hire them to produce a higher standard of quality. Selling a home for the highest amount of money in the shortest amount of time possible requires attracting as many buyers as possible and a high quality presentation is key to accomplishing those goals.
• HONESTY
We provide a service of selling on behalf of our clients and have a fiduciary responsibility to act in their best interests. We will not recommend a price which we do not believe to be truthful or realistic. We believe in always being transparent and forthcoming with any and all information pertinent to the sale of your home, including facts that a home seller may not like to hear. It is our duty and your expectation.
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A GUIDE TO SELLING YOUR HOME
√ SELLERS CHECKLIST
For the sake of efficiency, we have included a small checklist of required forms and information that a seller must complete and provide to their agent. All forms that need filling out are included in your Seller’s Folder, or if you have opted for digital signatures (Dotloop) they will be delivered via email for completion. If you have any questions please do not hesitate to call us.
• ____ SELLER’S DISCLOSURE
Included in your seller’s folder is a copy of TAR Form 1406 also known as the Sellers Disclosure Notice. Please take time to review this form as it is the only form we cannot legally assist you with in filling out. The Seller’s Disclosure is required in almost every real estate transaction in Texas (there are exemptions) and understanding it’s importance is crucial to avoiding liability later on.
• ____ HOME OWNERS ASSOCIATION INFORMATION
If your home is in a subdivision, you will want to find out the scheduled fees and how often you are billed.
• ____ MORTGAGE INFORMATION
To make the sales process easier, we will need the following information about your current mortgage. This should include the Loan Holder, contact information, and the account number. This will be given to the title company for the payoff information.
• ____ SURVEY AND T-47 AFFIDAVIT
The T-47 Residential Real Property Affidavit (also known simply as the T-47) is a notarized form that complements a survey in a real estate transaction. It is used when both parties to the transaction want to use an older survey from when the seller bought the home and is used to attest the correctness of the survey from the sellers point of view. As a seller, you’ll need to fill out this form correctly and fully and give it to your agent for their files.
• ____ COPY OF HOME WARRANTY
If you currently have a home warranty on your home, please have a copy at your appointment. This information should include the company name, contact number, and what the coverage includes as well as an expiration date.
“Thank you for allowing me the opportunity to present our services to you. I hope this guide has provided you with valuable information and will assist you in making the decision to list your home with us. I believe that together we can accomplish any real estate goal you may have and I look forward to being your Realtor ®.”
CONTACT INFORMATION JOSHUA CASTILLO Realtor ® C: 210-446-6188 O: 210-696-9996 F: 210-446-6245 E: jcastillo@kw.com W: jcastillo.kw.com
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Provided Courtesy of Joshua Castillo - Keller Williams City View
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A GUIDE TO SELLING YOUR HOME