Take th e Sale o f You r H o m e fro m
Good Modern Real Estate for a Modern San Francisco
to
G r e at
with realtor Kira Mead
Every block is a short story, every hill a novel: Let us tell the story of your home.
M o d e r n R e a l E s tat e f o r A M o d e r n S a n F r a n c i s c o Y o u r s u c c ess i s o u r s u c c ess In today’s market, the difference between ‘good’ and ‘great’ can means tens of thousands of dollars. Why settle for okay when you could sell your home for more than you thought possible? Expert design, staging, marketing and exposure can take the sale of your property to a whole new level. We focus on this market. We know what buyers are looking for. We know which properties set records and why. Let us take the sale of your home from good to great.
•W e produce design-centric one of a kind listings that command top dollar for our clients.
•D ata driven market knowledge + street level insights give you the advantage in the ever changing San Francisco real estate market.
•W e love to win for our clients. You’ll have the full support of a professional and experienced team on your side every step of the way.
Our clients expect nothing less than the best, and we’ve built our career on delivering stellar results and making the process an enjoyable one. Knowing the market, talking to other agents, building relationships. Excellence in real estate requires a deep interest in San Francisco and a love of architecture and homes. We love houses, we love working with smart, savvy clients and we love helping people make things happen. If you’re thinking of selling your home, let’s meet and discuss your needs. If you like our marketing ideas, our work ethic and our track record, we’d love to help you make big things happen in the San Francisco real estate market.
Get in touch for a free consultation. It all starts with a conversation. Warmly,
Kira Mead
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G E T t i n g st a r ted Looking at realtor websites is a helpful place to start, but you can’t really tell if you’re the right fit until meeting in person. There is never any obligation for a free consultation — after all, we are going to be spending a lot of time together in the upcoming months, and having the right fit is vital. It’s important to understand what your listing agent will do for you during every aspect of the real estate transaction. Working with an agent who is skilled at marketing, negotiation and who understands your market is crucial to achieving the most successful sale. At a first meeting, we will talk about the following:
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discuss your needs, goals & Timeline
We start with an initial visit to see your property, meet you and hear about where you’re at. We understand that buying and selling property is not only an important business decision, but a life changing event. We will listen to you, help you set your goals and formulate a unique success strategy to ensure you get the results you want.
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discuss staging & marketing
What does it mean to ‘produce a great listing’? We work with professionals to present your home in a way that allows potential buyers to make that key emotional connection; a process hardly staged — it’s organic and individualized for each property.
The goal is simple: Find out what is important to you, and 4
tailor a strategy for success geared towards your needs.
What can you expect during the home selling process? We’ll discuss current market conditions, pricing strategies and how long you can expect the process to take.
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what’s the market like?
We’ll review steps for getting your property maximum exposure, from online to print marketing, from agent relationships to social media.
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discuss a marketing plan & media blitz
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the follow up
After meeting with you, we’ll follow up with a marketing plan and a price analysis customized for you. We will clearly lay out a timeline and a plan for next steps — whenever you’re ready.
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create a vision with our designer/stager
If we decide working together is the right fit, we’ll schedule a time to have our designer/stager walk the property and create a vision geared towards the buyer demographic for your home.
S t a g i n g & M a r k et P r ep We focus on design-centric listings that command top dollar for our clients. San Francisco is a premium destination in a world class city and buyers today are willing and able to spend more than they ever have been before. Today’s premium buyers expect a premium presentation.
How does it work? Create a Vision with our Designer/Stager If we all decide working together is the right fit, we’ll schedule a time to have our designer/stager walk the property and create a vision geared towards the buyer demographic for your home. He will create a proposal for any recommended improvements for you to review. Producing Your Listing Let us take care of the details. All of them. Our clients are busy people. We take ownership of and oversee every aspect of the selling process. We’ll schedule all work to get done in a timely manner and with the least amount of stress for you. Producing a truly great listing involves many professionals, and an exacting attention to detail. From staging to exposure, all the way through escrow: We’ve got it handled for you. Real marketing is an art We produce listings that get attention and websites that get exposure. From print materials and event based marketing to a curated online presence, we showcase your home through various mediums and ensure your property stands out from the crowd.
• Professional Photography • Dedicated Property Websites •H ighest Quality Brochures and marketing materials • Neighborhood Photography • Maximum Exposure
We believe staging is so important that we include the very best design consultation and staging in our fees, upfront.
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b ef o r e & a fte r What does it really mean to transform a space? Take a look through our before and after photos to see what ‘creating a design-centric’ listing really means. Call or email us for more photos and the case studies of our approach to these homes.
before
after
before
after
before
after
before
after
Every property is different but the goal is the same: showcase what makes your home special, and present it in way that allows buyers to make that key emotional connection.
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Producing a truly great listing involves many professionals, and an exacting attention to detail. From staging to exposure, all the way through escrow: let us make it easy for you.
L e t o u r e x p e r ie n ce a n d r e s o u r ce s w o r k f o r y o u . These are just some of the professionals who are part of our extensive network.
mortgage broker
architect
Transaction coordinator
insurance agent
Escrow/title officer handyman
attorney
home inspector
photographer
financial planner
graphic/web
stager/
designer
designer
property manager
mover
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We L o v e S a n F r a n ci s c o
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We k n o w t h e s e n eig h b o r h o o d s . From the secret views to the hidden parks, from small boutiques to neighborhood restaurants, we know what makes living in this city so special. We work here because we love it here.
Our integrated marketing campaigns are targeted to the way today’s buyers view real estate and customized to reach the target demographic for your home.
m a r k et i n g t i mel i n e Our marketing is put into action in two phases First, creating pre-MLS buzz via social media and direct networking to our extensive list of agents and buyers, and second, using the Multiple Listing Service, online and print advertising and exposure as well as public open house schedules to be sure to garner full market exposure.
Off-Market Sales Preparation
On-Market Exposure
• Listing Prep Calendar
• Add to San Francisco MLS
• Professional Photography
• Publish in Modern Real Estate’s monthly magazine with a local circulation of 5000
• Internet, Network and Client based promotion
• Add to Realtor.com
• Marketing which propagates on 18 independent websites
• Daily posting on all social media outlets
• Live on all Print and Internet channels
• New listing Agent Office Tour
• Highest quality color brochures • Top Agent Network post of Off-Market Listing • Call neighborhood agents to inform of off-market listing • Dedicated property website launch • Mortgage Scenarios Statements completed from local preferred lender • Invitation Only Broker Preview • Coming Soon Open House Sign
• “Featured Listing” on Trulia • Twilight Tour Wine & Cheese Reception • First Sunday Open House • Saturday/Sunday Open House • By appointment showings • Email Blast to San Francisco Agents and Brokers • Tuesday Broker Tours • Finalize Offer Acceptance Strategy
T est i m o n i a l
James & Amy
We wanted to make the sale of our Noe Valley house painless and swift since we had already bought another home in the East Bay. Our first impression of Kira was that she was professional, organized, knowledgable and understood our immediate needs. After speaking with Kira we knew she was the one to help us! Immediately she told us to arrange our moving truck and to leave everything to her. As we packed up and handed the keys to her she began her “magic” with a crew of individuals that put on the finishing touches to present our home in showcase condition. We received multiple offers, and she managed the escrow and eased the stress from us as we focused on our new home. Amazing at what she does, we highly recommend her to anyone looking to buy or sell. Our home sold for way over asking!
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exposure Creating maximum exposure for your listing is vital to reaching the largest pool of qualified buyers. From featuring our listings on Trulia, to Facebook ads that reach thousands of people to our hyperlocal monthly magazine, we create a media blitz across all channels to ensure your listing gets the attention it deserves.
trulia
curbed.com • our home on their blog
dedicated property website
zillow
We produce design-centric one-of-a-kind listings that command top dollar for our clients.
MONTHLY MAGAZINE FEATURE 1222 masonic is the upper unit and spans two levels, featuring 2 bedrooms, 2 bathrooms, and a huge, special upper floor bonus space with a myriad of possible uses. The open living and dining room feature period molding, built-in shelving, modern lighting, and sliding doors opening to the private deck which lets in tons of light. The upper floor is very special, truly a wow space. Features include high ceilings, refinished parquet flooring, and new carpet as well as built-in shelving. Beamed ceilings and a decorative painted chimney add character to this gorgeous, sunny space and a private deck boasts views to downtown. This home is just a few houses away from bustling Haight Street, with a wide array of worldclass boutiques, restaurants, and cafes. Blocks from the Golden Gate Park Panhandle as well as a short stroll to beautiful Buena Vista Park and charming Cole Valley, this home is perfectly situated for the ultimate urban lifestyle.
COND O IN H AI G H T AS H BURY
1222 Masonic Ave red Fe at u SF 's rbed on Cu
t 1 0 M osHomes
if u l Be au t
the to H itk e t ! Mar
San Francisco CA 94117
$ 1,094,000 bed 2 park 1 car bath 2 bonus upper floor space
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M a r k et K n o wledge & Neg o t i a t i o n Data driven market knowledge + street level insights give you the advantage in the ever changing SF real estate market We love to win for our clients. We continuously analyze the market to determine the listing price that will attract the most suitable buyers and will negotiate all offers for the best price and terms. We actively manage the sale during the escrow period, attending inspections, keeping track of important deadlines and making sure your deal stays on track. You’ll have the full support of a professional and well-experienced team on your side every step of the way.
P RI C IN G Pricing is one of the most important steps in preparing your property for sale. A buyer’s first impression of a property is directly related to how the value is perceived in the current market climate. If it does not feel well-priced in comparison with other available properties it will negatively impact an otherwise good first impression. Your property will get the most attention during the first two to three weeks of market exposure. Statistically, you will most likely receive the highest price during this period as well. If your property is overpriced during this critical period and a price reduction becomes necessary, it is unlikely that you’ll again achieve the level of activity experienced during the initial period. Pricing it right from the start is critical to the successful sale of a home in San Francisco. The wrong price will cause your house to stagnate, grow stale and receive low-ball offers. You’ll know you’ve overpriced your house when the initial excitement of launch turns into a slow drip of moderate interest
and a long, drawn-out and painful process of repositioning and negotiating from positions of weakness. In this situation, sellers often receive less than they were hoping to get.
The factors that most affect price are: • Condition of your home • Proper marketing of your home • Location • Market Conditions • Current Financing Terms • Terms of the sale importance of intelligent pricing asking price $
+15%
+10% market value
-10% -15%
10 30 60 75 90
% percentage of buyers
T est i m o n i a l
Ben
What a great experience! Kira made selling my house in San Francisco a breeze. I live on the East Coast, but she never let distance or time change get in the way. She’s organized, friendly, on top of things and an all-around nice human being ( how ‘bout that! ). She is also up on new technologies: she had a dedicated website for the property and made a video so that prospective buyers could take a virtual tour of my house. I appreciated her energetic, top-notch professionalism and fully engaged personal attention. I highly recommend Kira!
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Overview of the Re al Estate Transaction Listing Agreement
Pre-Market Preparation
Pre-Market Exposure
Create Vision with Designer/Stager
Listing Prep Calendar
Proposed Upgrades
Internet, Network & Client Based Promotion
Oversee Upgrades/Repairs Pre-home Inspection
Coming Soon Sign
Staging
Invitation Only Broker Preview
Creation of all Marketing Materials
Exclusive Showings Launch on MLS
Media Blitz on 18 Independent Websites & all Print Channels Open Houses & Private Showings
Negotiation Seller
Agent
Agent
Buyer
Accepted Contract
We attend all Inspections
Buyer Side of Transaction
Oversee Removal of Appraisal, Financing & Inspection Contingencies
Inspections
Negotiate Repairs on Your Behalf Arrange any Repairs
Escrow
Remove Staging Financing
Coordinate Keys Closing Procedures Transaction Closes, Buyer Loan Funds Receive Cash Proceeds
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Coordinate Move or Seller Rents Back design: Candymuse.com
We deliver results and bring sanity, a smile and a calm demeanor to the process.
C l o s i n g C o sts : W h o P a ys W h a t ? THE SELLER CUSTOMARILY PAYS
THE BUYER CUSTOMARILY PAYS
•R eal estate commission
• Title insurance premium for lender and buyer
•D ocument preparation for deed •D ocumentary transfer tax ( amount is dependent upon sales price )
• Escrow fee
•P ayoff of loans against property
• Contractor’s and pest inspection fees and other inspection fees
• I nterest accrued on loans being paid off, reconveyance fees, repayment penalties • Any judgment or tax liens against seller • Property tax proration • Unpaid homeowner’s dues ( for condominiums )
• Notary fee
• New loan charges ( points, appraisal, document processing fees, etc. ) • Interest on new loan from date of funding to 30 days prior to the 1st payment date • Home warranty ( if specified in contract )
•B onds or assessments
• Homeowner’s insurance for 1st year
• Delinquent taxes
• Property tax proration
• Move-out fees ( for condominiums )
• Property tax impound account if required by lender ( generally if putting less than 20% down )
• Notary fees and recordation fees •T hird party Natural Hazard Disclosure Statement & California Tax Disclosure Report • Pre-sale inspection fees • Underground storage tank report • Energy/Water Conservation inspection/repairs • New Construction ( buyer often pays ) • Miscellaneous charges
• Move-in fee ( for condominiums ) • HOA account transfer fee • For Condo/HOA Pro-Rates • Miscellaneous charges
M a x i m i z e D i scl o s u r e No property is perfect. Complete disclosure regarding the condition of your property is essential to protect you from post-sale claims of non-disclosure as well as to expedite the offer process. Buyers who are serious about making an offer on your home will want disclosures as early in the process as possible. This information should be gathered together into a disclosure package before the home goes on the market. The more complete the information, the better chance you will receive a “clean” offer – offers with fewer contingencies – from a buyer. This will also help avoid any unwelcome surprises or points of renegotiation of terms during the escrow process.
Required Disclosures in California • Water conservation inspection
• Residential Earthquake Hazards Report
• Seller’s Transfer Disclosure Statement ( TDS ) is required
• Water Heater and Smoke Detector Statements of Compliance
• Supplement to Seller’s Transfer Disclosure Statement
• Mello-Roos Special Assessment District Disclosure
• Condominium or TIC disclosures
• Lead Paint Disclosures
• Disclosures regarding tenants status and rental amounts if the property is tenant occupied
• 1915 Improvement Bond Act Disclosure
• 3R report ( Residential Building Record Report )
• Underground Storage Tank Disclosure • Energy and Water Conservation Disclosures • Natural Hazards Report
Booklets and Information
We also usually recommend:
• Homeowner’s Guide to Earthquake Safety
• General Home Inspection
• Environmental Hazards: A Guide for Homeowners and Buyers
• General Pest Inspection
• Protect Your Family from Lead in Your Home
T est i m o n i a l
Eric & Rob 22
We were selling our condo and a friend recommended Kira. We were impressed with every aspect of her work. She carefully coordinated every step from pre-sale preparation to closing: setting our home up to look its best with beautiful paint colors and stylish staging. She knew what the right pricing for this market was and implemented a marketing blitz, as well as handling negotiations and closing details. She communicated with us during the process so that we felt fully informed throughout. We appreciated her energetic, top-notch professionalism and fully engaged personal attention. We’d recommend her to anyone thinking of selling their home!
The road to success in real estate has many faces, from the starter condo that gets you in the market to the single family home with a view that you’ve worked hard to achieve. We’re here to help, wherever you are in your real estate journey.
KIRA MEAD REAL ESTATE AGENT
(415) 305 -8737
kira@modernrealestatesf.com CalBRE#: 01905944 Modern Real Estate SF.com
CLIMB SF.COM 251 Rhode Island #105 San Francisco CA 94103 Equal Housing Opportunity • If your property is now listed for sale this is not intended as a solicitation of the listing.