2015 Home Selling Guide
A SELLER ORIENTATION
This booklet has been designed to educate you on The Home Selling Process and to give you a brief look at our background and services. We look forward to our discussions and the opportunity to preview your property. We hope that as a result of our meeting that you will have a clearer understanding of the issues involved in selling your home and the steps you may take to make selling your home a positive experience. We appreciate your consideration.
All our best, Laura & Colette
Laura Polt (425) 466-5509 laura@windermere.com
Colette Willingham (425) 241-5821 colette@windermere.com Team Email: poltwillingham@windermere.com
WHAT’S IMPORTANT TO YOU? Negotiation Skills Laura & Colette are Certified Negotiation Experts® (CNE), and have negotiated hundreds of transactions for their clients over the years. When you hire Laura & Colette, you know you’ve got experienced advocates on your side.
Marketing and Advertising Laura & Colette know what works and what doesn’t work. They have done extensive marketing research over the years, and have developed a powerful marketing program that gives their clients the advantage over the competition.
Technology Laura & Colette have invested a great deal in cutting-edge technology for their clients. Their Marketing Program includes highquality Internet exposure for your property on over 20 websites with 75+million users. Prospective buyers from all over the world can take a virtual tour of your home 24 hours a day, 7 days a week.
Your Property Associated with a Quality Name The Windermere name tells people that a quality property is on the market. Windermere has earned a reputation as the largest independent real estate firm in the Pacific Northwest. Laura & Colette chose Windermere because they knew their clients would benefit from the power of the Windermere name and their credibility in the community.
Your Real Estate Team A successful Realtor doesn’t work alone. Laura & Colette have handpicked a team comprised of professional home stagers, escrow and title specialists, home loan specialists, home inspectors and contractors to help their clients from beginning to end.
PUGET SOUND MARKET SHARE Windermere specializes in listing and selling homes throughout the Puget Sound region and is a recognized leader in our area. Our office is conveniently located to expertly serve you whether you are selling on your home on the Eastside or anywhere in the greater Seattle area. Our expertise and targeting marketing strategy attract buyers from around the globe, creating more opportunities to sell your home.
Graphs were created by Windermere using NWMLS data, but information was not verified or published by NWMLS. Data reflects all new and resale single-family residences and condominiums sold from 1/1/2014– 12/31/2014.
Most Respected Real Estate Brands | Puget Sound Business Journal Survey Percentage of votes
1. Windermere Real Estate………………………………………………….……….58.8% 2. John L. Scott………………………………………………………………………....16.6% 3. Coldwell Banker Puget Sound Area Affiliates…………………………………..6.9% 4. Redfin………………………………………………………………………………..…4.1% 5. Re/Max……………………………………………………………..………………….4.0%
This is an excerpt from an article that appeared in the July 29-August 4, 2011 issue of the Puget Sound Business Journal
YOUR TEAM Laura Polt, a 2nd Generation REALTORŽ, has over 25 years experience in selling residential real estate. She grew up on the Eastside and graduated from the University of Washington where she earned a degree in business. When it comes to marketing and selling homes, Laura knows what works and what doesn’t work. Put her experience and knowledge to work for you.
Laura Polt
Born and raised on the Eastside, Colette is a 3rd Generation real estate broker and currently resides in Ballard, WA. She graduated from the University of California, Santa Barbara with a degree in communications and worked as a real estate broker assistant in Beverly Hills. Colette returned to the Pacific Northwest in 2011 and later joined Windermere Real Estate where she and Laura have worked side by side ever since.
Colette Willingham
Jodi has over 20 years of experience in real estate. She plays a key role on our team ensuring immediate attention is paid to every client. She serves as the Transaction Coordinator for our clients. She is responsible for managing each component of your transaction as we work towards a successful close. Jodi has worked within the Windermere organization since 1993. Her knowledge of Windermere, the local real estate market, organizational skills and her consistent customer service benefits each and every one of our clients.
Jodi LaBow Licensed Assistant
HOME SELLING
THE LISTING PROCESS For every home we list, we facilitate a step-by-step process that positions your home in the market to achieve the very best results. For every listing, we deliver high quality professional photography, a strategic marketing campaign, open houses and proactive communication. These steps are essential in keeping you at ease while selling your home.
MARKET DATA AN ESSENTIAL PRICING TOOL We will use a comprehensive list of resources to provide the data you need to set the best asking price for your home, including...
MLS Specific Reports
Customized Trendgraphix Reports
Real-Time Market Data
KEEPING YOU INFORMED Good communication is key to a successful working relationship. We are committed to keeping you up-to-date on the events surrounding the sale of your home. You can expect:
Updates to keep you informed of all market activity
Comments and suggestions from real estate agents that tour your property
Information from agents working with qualified buyers
Feedback from potential buyers during open houses
Current market trends
This will enable you to make informed, timely decisions based on the continuing flow of information.
LOCAL EXPERTISE, GLOBAL CONNECTIONS,
POWERFUL MARKETING WE MARKET YOUR PROPERTY TO THE WORLD When selling your home, you need global exposure in addition to the strong marketing expertise we deliver locally. As an affiliate of Leading Real Estate Companies of the World速, we have the resources to market your property to the highest possible number of potential buyers. With 120,000 talented associates around the world, we expose your property to buyers on six continents, ensuring more eyes on your property. When your home is posted to our website locally, it is immediately promoted on the LeadingRE.com website. It is also immediately connected to the websites of over 500 of our affiliated real estate firms in the world. Each year our network is collectively responsible for over one million transactions on a global basis.
MARKETING KNOW-HOW OUR 17-STEP PLAN When you decide to hire us as your brokers, you can rely on these things: 1. We are especially immersed in the Eastside real estate market and bring over 20 years of experience along with us. 2. We are highly skilled at leveraging the latest technologies to expose and market properties to today’s buyers. 3. We have an excellent reputation for our negotiation and creative strategies. 4. Our company, Windermere Real Estate, controls the majority of the transactions across the Eastside, Seattle and Puget Sound Region. As your listing agents, we will be your advocates. Our goal is to provide unparalleled service to get your home sold for the highest price with the least inconvenience to you. In short, no one will do more to get your home sold. Here’s our approach: 1. Honesty. First, we promise to give honest and professional opinions about what you need to do to sell your home in the current market conditions. 2. Review specific market activity with you. A careful review of all Eastside real estate market activity as well as current activity specific to your price range will help determine your list price. 3. Staging, photography, and collateral marketing material. Your home will be presented in the most positive light using staging, professional quality photography, flyers, brochures and online presentations. 4. Customized marketing plan. We develop a customized marketing plan for every home. We will:
Determine the target buyers and how to best reach out to them and their agents. Identify key selling points of the property. Plan a calendar for open houses, advertising, mailings and other marketing events. Identify the best advertising opportunities for your home.
5. Strong presence in the Northwest Multiple Listing Service. We will create a compelling marketing description, professional quality photos, a comprehensive list of features and amenities of your home, and a property video to ensure the attention of brokers and potential buyers. 6. Unique website for your property. Since most buyers begin their home search online, we will create a website just for your property. This site will highlight your home’s unique features as well as professional photos. We will also reserve a unique web address that reflects your property. 7. Windermere for sale sign & flyer box. Windermere was recently ranked the most trusted real estate brand by Puget Sound Business Journal readers, and a recent survey of real estate agents from all companies found that they were more confident in doing a transaction with a Windermere agent than with any other company. 8. Sign rider with your property’s unique QR code. We utilize QR codes, which is the square “bar code” we will use on all your collateral marketing pieces, signs and brochures. Tech-savvy buyers can get instant info about your home by using a code reader app on their smart phones, linking them directly to the website we created for you complete with facts, videos and photos. 9. Effective web presence. There are numerous websites where information, photos and video about your home will be available 24/7. Examples include:
10. Online property video tour. Your unique property website will also include a custom video tour that will be uploaded to YouTube. The video link will be emailed to targeted buyers and their agents. 11. Exposure to Brokers. Our office, Windermere Real Estate—Yarrow Bay is the top producing real estate office in Washington. We will present your listing at our weekly sales meeting and add it to our office’s lobby TV slideshow.
12. Open House. We will hold your house open (with your permission) to both brokers and the public. We will promote the open house online and via social media. 13. Personalized Home Book. We will prepare an informational notebook containing most things a buyer will want to know—school information, utilities, homeowner’s association, pre-inspection information, nearby amenities, etc. This information will give buyers the confidence to write a contract. 14. Mail to neighbors. We will mail a full-color “Just Listed” postcard with photos of your home to the surrounding area. Neighbors may have friends and family who want to move here. 15. Transaction management. We will manage the details of your transaction to ensure that your contract closes on time—and you can move on time. This means working diligently with inspectors, title, escrow and lenders. 16. Weekly contact. We will contact you weekly to give you an update on the marketing of your home and answer any questions you may have. 17. Communication with buyer’s agents. We track all showings and request feedback. Getting feedback from agents can help provide a clearer picture of how well your home stands up to the competition. Keeping in touch with these agents helps keep your home fresh in their minds while they are working with buyers.
Exclusively Laura Polt & Colette Willingham (425)
822-5100
www.poltwillingham.com
PROFESSIONAL
PHOTOGRAPHY The old adage says, “A picture is worth a thousand words.” There is a reason that some adages become old… because they are so true. Statistically we know that 84 percent* of the people searching online for homes want to see photos, photos and more photos. In order to make the best first impression, we display only professional photography that will appeal to as many buyers as possible. The premise is simple. Give buyers the information they want and it will prompt action.
*National Association of Realtors Profile of Home Buyers and Sellers
CONTROLLED ACCESS Easy access for buyers to see the interior of your home increases marketability and shortens market time. For added security, we use mobile-activated key boxes to provide access to your home. This allows:
The ability to control times that people are allowed in
Only real estate agents in good standing to have access
The tracking of agents as they show the home
For me to obtain immediate feedback from agents who have shown the home
Security, safety and traceability, offering peace of mind
PRICING YOUR HOME Determining the right price for your property is the most critical step in ensuring you get the highest return in the least amount of time. MLS statistics show that the longer a home is on the market, the lower the sales price. My job is to provide you with all the information you need to set the right price. The factors we cannot control are:
Location Competition Market conditions
What we can control is:
Condition of your property Price Terms of sale
Here’s how we can help you successfully price and position your property:
Analyze current market conditions and sale prices of comparable properties Discuss your goals and needs Advise you about ways to make your property more attractive to buyers Create a comprehensive marketing plan targeting the most likely buyers Market your property to other agents, and get their feedback on its price and presentation Keep you up-to-date on sales activity and market conditions
You can be assured that our experience and understanding of the market will help you get the best price possible in the shortest time.
MOVING FROM “FOR SALE” TO “SOLD” Pricing a property right from the beginning will, on average, sell your home faster and make you more money for your home. Here are some statistics that illustrate this phenomenon...
Pricing a property too high will produce less than the best results % of Sold Properties
Total Days on Market
Sold Price to Original List Price Median
No price changes before selling
68%
7
100%
One or more price changes before selling
32%
51
95%
Closed Residential Sales
Cumulative Days On Market # of days
Sold Price to Original List Price Median
0-30
100%
31-60
96%
61-90
95%
91-80
94%
180+
94%
The longer a house is on the market, the lower the selling price in relation to the asking price.
If we do initially miss the market, reviewing list price every 30 days is critical. These numbers tell us that the majority of homes sold were at the list price for 30 days or less.
Days at List Price # of days
# of Sold Properties
0-30
72%
31-60
15%
61-90
6%
91-180
5%
180+
2%
PRINT MARKETING MATERIALS & SIGNAGE Selling your property means the careful orchestration of advertising, marketing and public relations. Our goal is to reach precisely the right target audience through key local and national contacts. One way to achieve this goal is to pique interest with the full-color marketing materials we use to showcase your home. Whether we are presenting your information in a postcard mailing to the neighborhood or in an informative flyer, each piece will exude quality and professionalism. Another way is to display a Windermere yard sign, which for over four decades has become synonymous with quality listings. What better way to tell the story of your home?
FINDING BUYERS FOR YOUR HOME Knowing where buyers come from allows us to focus the most effective marketing tools for getting your home sold. By integrating digital and print media with our network of buyers’ agents throughout the region and beyond, we will maximize your home’s exposure to the greatest number of potential buyers and help you ensure that you are attracting the highest possible price for your home.
Where Buyers Found the Home They Purchased 45% 40% 35% 30%
25% 20% 15% 10% 5% 0% Internet
Real Estate Agent
Yard/Open Sign
Friend, Relative or Neighbor
Home Builder Directly From Print Seller Newspaper Ad
Source: National Association of Realtors Profile of Home Buyers and Sellers
WINDERMERE.COM Another way to get your home sold quickly is through detailed information and pictures on Windermere.com.
Windermere.com has:
Online collaboration with your Windermere agent
On average one million monthly visits
On average 500,000 property listings
Information about every MLS listing available in your area
Enhanced search capabilities and image viewer
A “save your favorite” feature
RSS feeds of new listings that match your search criteria
Open House search
Featured “Showcase” and “Premier” homes on the home page
Share tools for email and social media
Syndication to other leading real estate search sites like Trulia, Yahoo Real Estate, FrontDoor.com, Realtor.com and Zillow.
Let the power and technology of Windermere.com work for you.
ONLINE MARKETING According to a national survey*, 90 percent of home buyers use the Internet to search for homes. When you’re ready to sell your home, you should expect your agent to have a plan for marketing your home online. We will post your home on Windermere.com, and because I am a member of the Multiple Listing Service, your listing will also appear on all other major participating brokerage sites in the area. Windermere's listings also appear on other leading real estate search sites like Trulia, Yahoo! Real Estate, FrontDoor.com, Realtor.com and Zillow. Your home is your most treasured asset. Don't miss out on this crucial opportunity to reach buyers in your community, and beyond. *National Association of REALTORSŽ Profile of Home Buyers and Sellers
SOCIAL MEDIA MARKETING Social Media is a vital part of our online marketing system, and includes paid Facebook ads for every listing, Instagram posts with featured photos and Twitter syndication. #letsgetsocial!
YOUR PROPERTY’S
UNIQUE WEBSITE Floor plans are the #2 requested content item from buyers, right behind BIG photos. Plus, over 75% of buyers want to see floor plans BEFORE visiting the property.
SHOWING YOUR HOME Once your home is ready to show, we will begin marketing it to potential buyers and other sales associates. If possible, leave the home when buyers are present so they feel comfortable and take their time. Other helpful tips include:
Remove pets. Take them with you or keep them penned in the yard or garage
Open shades & curtains to let in light
Turn on enough lights so the home is well-lit
Remove clutter from tables and bookshelves. Neatness makes rooms seem larger.
Put away items in the yard such as garden tools, bicycles and toys
Turn on gas fireplaces to create a cozy atmosphere
Grind up part of a lemon in the disposal to add a fresh smell to the kitchen
Keep radios and TVs off, or on low volume
Keep money and other valuables, as well as prescription drugs, locked up
PURCHASE AND SALE AGREEMENT Once you’ve found a buyer for your home, we will work with you through the purchase and sale agreement. This is the contract in which you and the buyer outline the details of your property transfer. The purchase and sale agreement usually consists of the following:
Earnest money receipt
Financing addendum
Inspection addendum
Title review addendum
Conditions/disclosure addendum
Contingency addendum, when appropriate
Addendum outlining special conditions
Lead-based paint notification, when appropriate
Agency disclosure form
Property disclosure form
OPEN HOUSES PUBLIC OPEN HOUSES & BROKERS OPENS Public open houses are a powerful way to create traffic and exposure for your home.
45% of buyers report using open houses as an important information source when looking for a home.*
16% of buyers found the home they bought through neighbor referrals and signs.
Brokers’ opens are an important way to showcase your home’s features and benefits to local buyers’ agents. According to the National Association of Realtors 2012 Profile of Home Buyers & Sellers, 34% of buyers heard about the home they bought from a real estate agent. Inviting agents to tour your home is a great way to:
Market your home to agents with qualified buyers
Create a “buzz” in the industry
Get valuable feedback from local professionals
*National Association of Realtors Profile of Home Buyers and Sellers
IT’S MORE THAN JUST FINDING A BUYER...
Our goal is to provide you with peace of mind throughout the transaction process, knowing that we am managing every step
NEGOTIATING THE OFFER When an interested buyer presents us with an offer, we will enter the most exciting, stressful and complicated phase of your home sale. Rest assured that we will put our skills and expertise to work for you as your advocates at the negotiating table on to closing. Our first step will be to help you evaluate the strengths and weaknesses of an offer and strategize a negotiating plan that will give you the best possible terms. Because studies tell us the first offer is usually the best offer, our goal will be to maximize your gain while achieving agreement from all parties of the Once we have a signed sales contract, we will work tirelessly to help you through the labyrinth of details required in the closing process. We will:
Guide you through the system
Provide timely updates
Coordinate all the details with the closing service providers
Work with the escrow company to make certain all the documents needed are complete and in order
Help facilitate a timely closing
Selling a home is a complicated contractual process with legal implications that can reach far into your future. As your trusted advisors, we will bring the clarity and peace of mind that will allow you to focus on starting the next chapter of your life.
Sample Closing Calendar—updated weekly—to keep you informed of all important dates & deadlines.
SETTLEMENT WHO PAYS FOR WHAT? During the negotiation stage of the transaction, a mutually agreed upon date for closing is determined. “Closing” is when you and the buyer sign all the paperwork and pay your share of the settlement fees, and the documents are recorded. Settlement obligations vary widely due to specific contract language, local laws and customs. Prior to closing, the closing agent (usually an escrow or title company or attorney) will complete a detailed settlement statement for both buyer and seller. As your Windermere agent, I can help you understand which of the following typical settlement fees apply to you.
THE SELLER WILL RECEIVE:
Utility deposits held by gas, electric, cable, telephone and other companies
Prorated portion of pre-paid property taxes
Prorated mortgage interest from payments made during the current month
Fuel rebate for oil or propane remaining in storage tank
Net proceeds after seller’s share of expenses is paid
THE SELLER PAYS:
Brokerage commission (the percentage of the sale price previously agreed upon by the seller and real estate broker)
One-half of escrow fees paid to the escrow company for preparing the closing
Document preparation fees, if applicable
Title search and title insurance (paid by either the seller or the buyer)
Local transfer taxes (paid by either the seller or the buyer)
State taxes, if any
Repairs or inspections, if any, seller as agreed to pay for
Homeowners Association fees, if applicable (paid by either the seller or buyer)
MOVING TIPS SIX TO EIGHT WEEKS BEFORE:
TWO TO FOUR WEEKS BEFORE:
If you’re moving to a new community, contact the Chamber of Commerce and school district and request information Make reservations with airlines, hotels and car rental agencies if needed If you are moving yourself, use your inventory list to determine how many boxes you’ll need Begin packing nonessential items Arrange for storage, if needed If you have items you don’t want to pack and move, hold a yard sale Make special arrangements to move pets, and consult your veterinarian about ways to make travel comfortable for them Have your car checked and serviced for the trip
Collect items from safe-deposit box
Talk to your pharmacist about transferring important medical prescriptions
Arrange for a babysitter on moving day
Return library books and DVDs
ONE WEEK BEFORE:
Use up things that may be difficult to move, such as frozen food. Get estimates from professional movers or from truck rental companies if you are moving yourself Once you’ve selected a mover, discuss insurance, packing, loading and delivery, and the claims procedure Sort through your possessions. Decide what you want to keep, what you want to sell and what you wish to donate to charity. Record serial numbers on electronic equipment, take photos (or video) of all your belongings and create an inventory list Change your utilities including phone, power and water, from your old address to your new address. Obtain a change of address packet from the post office and send to all applicable vendors Discuss tax-deductible moving expenses with your accountant and begin keeping accurate records
TWO TO THREE DAYS PRIOR:
MOVING DAY:
Defrost your refrigerator and freezer Have movers pack your belongings Label each box with the contents and the room where you want it to be delivered Arrange to have payment ready for moving company Set aside legal documents and valuable that you don’t want packed Pack clothing and toiletries, along with extra clothes in case the moving company is delayed Give your travel itinerary to a close friend or relative so they can reach you as needed
OLD HOME: Pick up the truck as early as possible if you are moving yourself Make a list of every item and box loaded on the truck Let the mover know how to reach you Double check closets, cupboards, attic, basement and garage for any left behind items NEW HOME: Be on hand at the new home to answer questions and give instructions to the mover Check off boxes and items as they come off the truck Install new locks Confirm that the utilities have been turned on & are ready for use Unpack your “first day” box (see below for suggested contents) Unpack children’s toys and find a safe place for them to play Examine your goods for damage
PACKING TIPS ESSENTIAL PACKING MATERIALS:
Furniture pads Hand truck/dolly Packing tape Bubble wrap
PACK A FIRST DAY BOX WITH ITEMS YOU’LL NEED RIGHT AWAY.
Scissors Utility knife Local phone book Coffee cups Tea kettle
HANDY ITEMS INCLUDE:
Newspapers or packing paper Scissors Utility knife labels
Instant coffee or tea Pencil and paper Soap Bath towels Trash bags
Felt-tip markets Cornstarch packing “peanuts” Plenty of boxes
Shelf liner Paper plates Snacks Toilet paper Children’s toys and books
LETTERS FROM CLIENTS Laura recommended a higher list price than our former agent, and she came to us with a full price offer on the 3rd day of being on the market! Our net gain was $57,000 over the highest offer with our former agent. I just can’t say enough about her professional, kind, courteous and positive style. She always kept me up to date and very willing to help in any way she could. I have already recommended her to several people. Most recently my probate attorney, who will be recommending her to future clients that needs an agent. In today’s society, it is becoming more and more rare to find people of Laura’s caliber. I hope Windermere knows how truly lucky they are to have her in their employ. I am very thankful to have had her as our agent. Amber Blackstone, Kirkland In helping us prepare our house for sale, Laura’s staging advice made a huge difference… our property sold in less than two weeks for more than we expected! Laura was very thorough and dedicated to selling our house. She was educated about our neighborhood and the surrounding area. Potential buyers wanted to know about the commute, the schools, parks and quality of neighborhood, and she definitely did their research in all areas. She spent time making us feel secure in our decisions. Her attitude and energy were amazing. We look forward to working with her again on our next move. Scott & Tricia Elliott, Issaquah
We experienced good fortune when Laura Polt came our way and agreed to sell my home. The first time the family met with Laura we could really see that she had done her homework. She gave us a written set of very complete and carefully thought out plans for preparing my older home for sale. Right then we knew that Laura was a gem in her field. We followed her plans step by step to get the house ready for market. To our delight the home was sold the first week it went up for sale. We thank you, Laura, and would happily recommend you to anyone we meet looking for an outstanding real estate agent to represent them. Kathryn Watson, Bellevue
A NOTE FROM LAURA & COLETTE
“What separates us from others is that we are in the experience business. We build trust with our clients based on counseling, coaching, caring and managing every aspect of the home transaction. Our clients tell us this gives them peace of mind.”
Laura Polt & Colette Willingham| REALTORS® Serving Seattle & the Eastside Since 1990 Laura: 425.466.5509 | Colette: 425.241.5821 laura@windermere.com | colette@windermere.com www.PoltWillingham.com