listing booklet
DEAR HOMEOWNER, I know that your home is probably the most valuable possession you have. In fact, many of the people I serve have only the equity in their property to see them through their retirement years. With this in mind, I wish to thank you for trusting me to help you through the process of selling your home. My first objective is to help you set a listing price that represents your property's top market value -- an objective that requires a thorough understanding of the market. To help you in this regard, I've included a detailed market analysis that provides information about similar properties in your area that are currently for sale or recently sold. It has been prepared to ensure that you make the most informed decision you can when pricing your property. Additionally, this presentation also includes a description of my marketing strategy, as well as tips for making your home as attractive as possible to prospective buyers. You'll also find extensive information that will help you feel confident that you are being represented by an agent and company that is second to none. I welcome the opportunity to serve you, and encourage you to contact me whenever you have questions about the marketing and sales process.
Diane Donnelly
Team Leader, Listing Specialist
KELLER WILLIAMS REALTY
WWW.TDGMOVES.COM
ABOUT DIANE DONNELLY Well Rounded. This is the best way to sum up Diane’s real estate background. She has been in the industry for over 20 years. A client described her experience this way; “She was an invaluable resource to us because she knew all aspects of the business from financing, to the market conditions, to the negotiations to the closing.” Diane started as a Loan Processor for a mortgage company in Bowie, MD. She loved the fast-paced nature of the mortgage lending and quickly became a Loan Officer for the same company. Her Involvement with Realtors and the general public fueled her enthusiasm and drive to sell real estate. So after learning how to structure financing options to best suit the client and help him to achieve his goals, she wanted to actually assist the client with buying a home. In the 90’s, Diane decided to sell real estate with a national builder. She fell in love! She was recognized throughout her entire selling career, winning awards such as Rookie of the year, Salesperson of the quarter (multiple times), Most Valuable Player, National Home Builder Association Salesperson of the year and the coveted Burgundy Club (achieved by the top 10% of the salespeople of the company). Although it was an honor to receive the recognition and the sense of accomplishment that such recognition brings, Diane was most proud of what she did for each of the people that she served. “I always took it very seriously that people work their entire lives to find a home that suits them. I am honored and thankful that each client chose me to help them to achieve that goal.” Diane continued to excel and was afforded promotion after promotion. She was the Manager of Sales Training for the East Coast charged with training the sales team for the builder. She was delighted to watch a new salesperson grow and develop and become a shining star within the company. She then accepted a position as a Sales Manager overseeing the sales team to achieve the company’s sales goals. Managing a successful team of 15-20 sales people was exciting and challenging. The company had demanding sales plans and Diane was able to achieve each goal set before her. She was committed and driven to achieve the sales plan and her “can do” attitude is what helped her to meet these goals. Diane’s background and experience has led her to be one of the top Real Estate Agents in the area. She focuses on “being good to her clients and the results simply come”. She understands the uniqueness in each individual and takes the time to listen and learn to what is important to him. She prepares a customized plan to help her clients achieve their goals. She is a problem solver and a solution-oriented salesperson. She continues to push and push to make her clients’ experience throughout the sales process a great one. She found her calling at a very young age and is committed to making things happen. Personally, Diane is a fun, energetic lover of life. You can find her on the Chesapeake Bay enjoying her favorite pastime – boating. She recognizes the demanding lifestyle of real estate and balances it out by quietly reflecting on what life offers. She loves to watch and listen to birds, ducks, and her favorite – blue heron. She enjoys traveling and learning and appreciating different cultures and lifestyles. In the winter, she will be found in front of a fire reading any one of her favorite books. She subscribes to the “Life is Good” concept!
KELLER WILLIAMS REALTY
WWW.TDGMOVES.COM
MEET THE TEAM Andrea Loretangeli, Buyers Specialist Andrea joins the Donnelly Group with over 15 years experience in the real estate industry. She has an extensive background in new construction and has held positions as a Sales and Marketing Representative and Division Sales Manager with a national builder. Most recently, she held a position as Director of Sales and Marketing for a local builder on the eastern shore.
Andrea is excited to be working directly with customers again. During her tenure as a Sales and Marketing Representative, Andrea won numerous sales awards but most notable was the top sales award in the company not only because of her sales volume but also because of her commitment to customer service. She believes understanding customer needs and setting proper expectations are the keys in keeping her customers happy. Andrea will focus primarily on buyer representation in Anne Arundel County and the eastern shore of Maryland while growing builder business for The Donnelly Group. Andrea was born and raised in Bordentown, NJ. She attended the University of Bridgeport in Bridgeport, CT where she earned a B.S. degree in Marketing. She relocated to Maryland in 1997 and has resided in Anne Arundel County for the last 12 years. In her spare time you will find Andrea boating or enjoying some down time at the beach with her dogs, Jack and Jill.
Trisha Herold, Client Services Manager Trisha joins the Donnelly Group with over five years experience in real estate. She has been on the buying, selling, and rental side of the business as well as working the most critical "administrative" behind the scenes aspects as well. Trisha can be summed up as a person who's ultimate goal is to have a satisfied client. Period. She strives to meet or exceed the clients needs and a smile and a thank you is her ultimate measure of success. Personally, Trisha is a motivator, positive thinker and always the one to go to for a good laugh. The life of the party and a great friend.
James Weiskerger, Short Sale Specialist Professional, Energetic. James is the type of professional that will “Get it done.” Working around the clock is not unusual for James. In this growing niche of short sales, you have to available at a moments notice. James started as a Realtor back in early 2000 with ReMax Acclaimed in Timonium, Maryland. As a successful real estate agent with a friendly “get it up and go” mentally, he has befriended many clients, agents and business professionals across many lines of industries. In 2006, James went down a new entrepreneurial path into the telecom space with his close friends. Due to the recession in 2007-08, that venture was short-lived that he decided to return to the real estate industry, but with a different prospective.
KELLER WILLIAMS REALTY
WWW.TDGMOVES.COM
THE SELLER ADVANTAGE PROGRAM
MARKETING FOR TODAY To capture the online buyer, we’re generating broad exposure for your property with unprecedented broad presence on Internet real estate sites and portals. Our online marketing strategy continues to change and evolve with the ever-changing online real estate space. Just a few years ago, sites like Trulia and Zillow didn’t exist, Google™ wasn’t displaying real estate listings. As the online Real Estate space evolved and home seekers began to integrate online searching into their home buying experience, Keller Williams and The Donnelly Group, Inc. have continued to keep pace with real estate buying habits. Today, you will find your property, your agent and the Keller Williams brand on the most visited web sites and real estate portals on the web. Not only will you have the exposure, but Diane will promote the features most online home seekers demand; multiple photos, maps, descriptions and school and community information. Research shows a dramatic shift from newspapers to the Internet during the home search:
36% 24% 15% 5%
of buyers found the home they purchased through a real estate agent of buyers found the home they purchased through the Internet of buyers found the home they purchased through yard signs of buyers found the home they purchased through print newspaper ads Statistics courtesy of National Association of Realtors 2006
KELLER WILLIAMS REALTY
WWW.TDGMOVES.COM
OUR ONLINE PRESENCE @ TDGMOVES.COM ATTRACTS MORE THAN 20,000 VIEWS PER MONTH. OUR TOOLS ALLOW CLIENTS AND PROSPECTS ALIKE TO SEARCH PROPERTIES, PROCESS CMAS, COMMUNICATE WITH DIANE & THE TEAM, AND ACCESS EXPLORE NEIGHBORHOODS WITH JUST A FEW MOUSE CLICKS.
tdgmoves.com
EXPOSURE
 EMAIL MARKETING (E-BLASTS) WE MARKET YOUR HOME TO OVER 6,000 COOPERATING BROKERS. Every week, we send new listing announcements along with broker open and open house invites to thousands of cooperating Realtors. Our website allows prospects and clients alike the ability to save their criteria and automatically be notified when new listings match their criteria.
PROPERTY BROCHURES AS THE SAYING GOES, YOU NEVER GET A SECOND CHANCE TO MAKE A FIRST IMPRESSION. Our in-house marketing department creates stunning property brochures, flyers, and just listed postcards to market our listings.
KELLER WILLIAMS REALTY
WWW.TDGMOVES.COM
PRINT MARKETING
Above represents a sampling of various publications where Donnelly Group property advertisements appear. Â
THE NEW FACE OF PRINT
THE SIGN OF THE TIMES The National Association of Realtors reports that 80% of homebuyers begin their search online. Our in-house research indicates this percentage for Baltimore-area home seekers is over 90%. Our aggressive internet marketing programs put your home in front of prospective buyers. We include all of our listings in the online editions of The Baltimore Sun & The Washington Post.
80%
OF HOMEBUYERS BEGIN THEIR SEARCH ONLINE
KELLER WILLIAMS REALTY
WWW.TDGMOVES.COM
INTERNET LISTING SYNDICATION
Facebook Craigslist Twitter Realtor.com RealEstate.com RELO Home Search Leading RE Google Maps Yahoo! Real Estate AOL Real Estate Trulia Zillow.com Frontdoor Cyberhomes HotPads Homefinder.com LakeHomesUSA CLRSearch Local.com Propbot Vast Lycos Oodle eRealInvestor LandWatch Resortscape Enormo Investor Loft Homes.com MyNewPlace Homeaway Property Pursuit Homewinks Homes Database
PLUS OVER 200 MORE
SYNDICATION ACCELERATED
CRAIGSLIST Craigslist has quickly become one of the most valuable resources to advertise real estate. At The Donnelly Group, we understand the benefits of Craigslist and have become one of the first brokers in the area to create an automatic Craigslist marketing system. Our proprietary Craigslist marketing system allows us opti‐ mize and track your property on Craigslist, ensuring you’re always at the top of search results for your area.
SOCIAL MEIDA The Donnelly Group uses social marketing to promote all of our listings. We maintain active team presences on Twitter, LinkedIn, Facebook & YouTube. New listings and open house notifications are automatically syndicated to all of our presences for complete online coverage. We also allow our website visitors to follow new listings via RSS Feeds.
KELLER WILLIAMS REALTY
WWW.TDGMOVES.COM
SINGLE PROPERY WEBSITES & MOBILE SINGLE PROPERTY WEBSITES Single property websites are complete websites dedicated to showcasing a your property. Our in‐house marketing department is available to create stunning property websites loaded with features: Personalized domain name (www.123MainStreet.com) Hi‐Def Panoramic Virtual Tours Open House Calendar Realtor.com Posting MLS Compliant Website & Virtual Tour Inclusion Integrated Property Feedback System Search Engine Optimized Google Street Views And much more...
MOBILE MARKETING The Donnelly Group iPhone /iPad application allows prospective buyers the ability to search the entire MLS system using their phone’s GPS. Our features listings are always highlighted in the search query results. Our iPhone application is available for download on our website, or via the iTunes store.
KELLER WILLIAMS REALTY
WWW.TDGMOVES.COM
OUR SERVICES TIMELINE OVERVIEW Pre-Listing Activities
Make and confirm appointment with seller for listing presentation Review pre‐appointment questions Prepare Listing Presentation Package Prepare current and historical data to establish market position Research sales activity for past 18 months from MRIS and public records databases Research average days on market for comparable properties Download and review property tax roll information Research property’s ownership and deed type Research property’s public record information for lot size and dimensions Research and verify legal description Research property’s land use coding and deed restrictions Research property’s current use and zoning Verify legal names of owner(s) in county’s public property records Perform exterior “curb appeal assessment” Compile and assemble formal property file Confirm current public schools and explain impact of schools on market value
At Time of Listing Agreement Legal Description: Review current title information Measure overall and heated square footage Measure interior room sizes Confirm lot size via owner’s copy of certified survey, if available Note any and all unrecorded property lines, agreements, easements Obtain house plans, if applicable and available Review house plans and copy Prepare showing instructions for buyers’ agents and agree on showing time window with seller Financing Obtain and verify current mortgage loan(s) information: companies and loan account numbers Verify current loan information with lender(s) Check assumability of loan(s) and any special requirements Discuss possible buyer financing alternatives and options with seller Review current appraisal if available Home Owner Association (if applicable) Identify home owner association manager Verify home owner association fees with manager – mandatory or optional and current annual fee Order copy of homeowner Association bylaws Utilities
Research electricity availability and supplier’s name and phone number Calculate average utility usage from last 12 months of bills Research and verify city sewer/septic tank system Water system: calculate average water fees or rates from last 12 months of bills Well water: confirm well status, depth and output from Well Report Natural gas: research/verify availability and supplier’s name & phone number Verify security system, current terms of service and whether owned or leased Verify if seller has transferable Termite Bond Ascertain need for lead‐based paint disclosure Prepare detailed list of property’s amenities and assess market impact Prepare detailed list of property’s “Inclusions & conveyances with sale” Compile list of completed repairs and maintenance items Send “vacancy checklist” to seller if property is vacant Home Warranty Explain benefits of home owner warranty to seller Assist sellers with completion and submission of home owner warranty application When received, place home owner warranty in property file for conveyance at time of sale Have extra key made for lockbox Verify if property has rental units involved, and if so: Make copies of all leases for retention in listing file Verify all rents and deposits Inform tenants of listing and discuss how showings will be handled Arrange for installation of yard sign Assist seller with completion of Seller’s Disclosure form Review results of interior decor assessment and suggest changes to shorten time on market Enter property in Multiple listing service database Prepare MLS Profile sheet – agent is responsible for quality control and accuracy of listing data Enter property data from profile sheet into MLS listing database Proofread for accuracy, including proper placement in mapping function Add property to company’s active listings list Provide seller with signed copies of listing agreement and MLS profile sheet data form within 48 hours Arrange for photography to upload into MLS and use in flyers
Marketing
Design print and internet advertising with your input Coordinate showings with owners, tenants, and other Realtors Return all calls promptly – weekends included Install electronic lockbox if authorized Assign a toll free number with a custom 24‐Hour pre‐recorded message and install sign rider Prepare mailing and contact list Generate mail‐merge letters to contact list Prepare flyers and feedback faxes/emails Review comparable MLS listings regularly to ensure property remains competitive in price, terms, conditions, and availability Prepare property marketing brochure for seller’s review Arrange for printing of marketing brochures/flyers Feedback e‐mails/faxes sent to buyers’ agents after showings Review weekly market study Discuss feedback from showing agents with seller to determine if changes will accelerate the sale Place regular weekly update calls to seller to discuss marketing and pricing Promptly enter price changes in MLS
The Offer and Contract
Receive and review all offers submitted by buyers or buyers’ agents Evaluate offer(s) and prepare a “net sheet” on each for the owner for comparison purposes Counsel seller on offers. Explain merits and weakness of each component of each offer Contact buyers’ agents to review buyer’s qualifications and discuss offer Fax/deliver Seller’s Disclosure to buyer’s agent or buyer upon request and prior to offer if possible Confirm buyer is pre‐qualified by calling Loan Officer Obtain pre‐qualification letter on buyer from Loan Officer Negotiate all offers on seller’s behalf, setting time limit for loan approval and closing date Prepare and convey any counter offers, acceptance or amendments to buyer’s agent Deliver signed offer to buyer’s agent Deliver copies of fully signed offer to purchase contract to seller Fax/deliver copies of offer to purchase contract to selling agent Fax copies of offer to purchase contract to lender Provide copies of signed offer to purchase contract for office file Advise seller in handling additional offers to purchase submitted between contract and closing Change status in MLS to “sale pending”
Deliver well flow test report copies to lender and buyer and property listing file Verify termite inspection ordered Verify mold inspection ordered, if required Tracking the Loan Process Confirm verifications of deposit and buyer’s employment have been returned Follow loan processing through to the underwriter Contact lender bi‐weekly to ensure processing is on track Relay final approval of buyer’s loan application to seller Home Inspection Review home inspector’s report Recommend or assist seller with identifying and negotiating with trustworthy contractors to perform any required repairs Negotiate payment and oversee completion of all required repairs on seller’s behalf, if needed The Appraisal Schedule appraisal Provide comparable sales used in market pricing to appraiser Follow‐up on appraisal Assist seller in questioning appraisal report if it seems too low
Closing Preparation & Duties Contract is signed by all parties Coordinate closing process with buyer’s agent and lender Select location where closing will be held Confirm closing date and time and notify all parties Work with buyer’s agent in scheduling and conducting final walk ‐through Research all tax, HOA, utility and other applicable prorations Request final closing figures from closing agent Receive and carefully review closing figures to ensure accuracy of preparation Forward verified closing figures to buyer’s agent Provide home owners warranty for availability at closing Provide earnest money deposit check from escrow account to closing agent Coordinate this closing with seller’s next purchase and resolve any timing problems Have a “no surprises” closing and present seller a net proceeds check at closing Refer sellers to one of the best agents at their destination, if applicable Change MLS listing status to Sold. Enter sale date and price, selling broker and agent’s ID numbers.
PREPARING YOUR HOME TO SELL When presenting your home to prospective buyers, first impressions are crucial. Buyers begin judging your home the moment they see it, and generally they prefer homes that are well-maintained, clean and clutter free -- homes they can picture themselves living in. That is why home improvements -- particularly if they address the anticipated needs of buyers -- can WILL boost your home's saleability and sale price. Here are a few proven, cost-effective tips that will help your home look its best: Exterior Mow and rake the lawn, trim hedges, weed and edge gardens Sweep sidewalks and driveway, pick up any litter Repair gutters and eaves, touch up exterior paint Plant extra flowers for color, or place potted plants beside the front door Clean or paint front door, polish front door hardware, ensure doorbell works Power-wash siding and deck if necessary Interior Clean and tidy the entrance, clear stairs and halls, store all excess furniture Brighten interiors with fresh, light-toned paint Brighten rooms by installing high wattage light bulbs and turning them on Shampoo carpets, clean and wax floors Organize kitchen countertops -- removing appliances if necessary -- to make them look spacious Clean kitchen countertops, cabinets, appliances, washer and dryer Organize and clean out closets to make them look larger Clean and freshen bathrooms, put out clean towels, minimize clutter Clean mirrors and windows so they sparkle Organize and clean garage and basement Perform necessary minor repairs and touch-ups to walls, windows, fixtures, etc. Tips For Showings And Open Houses Be absent so buyers feel more comfortable making comments and feel like they can linger Light the fireplace, open the drapes, play quiet background music Keep pets outdoors These are just a few ideas to get you started. I know what today's buyers are looking for and can provide more ideas that will maximize your home's appeal. Remember, a few easy and inexpensive improvements can WILL produce big returns on your investment.
KELLER WILLIAMS REALTY
WWW.TDGMOVES.COM
PRICING YOUR HOME TO SELL Pricing Your Property Is A Balancing Act On the one hand, you want to set a listing price that maximizes interest among qualified, motivated buyers who will be willing to pay top dollar for your property. Indeed, such buyers will ultimately determine your property's top market value. On the other hand, you do not want to set a listing price that attracts a lot of buyer prospects, but sets the stage for negotiations that result in your getting less than what your property is really worth. Your Home's Actual Market Value In a perfect world, your home's value would be everything you think and need it to be. However, simply put, your home's value is not determined by you, but by what the market is willing to pay for it at a given time. These days, the "market" increasingly refers to home buyers who have researched property values over the Internet for months, have already viewed a number of homes, and are not under any undue pressure to buy. You can determine a value range for your home by looking at the recent sale prices and current asking prices of homes similar to yours in your area. That is why I've prepared a Comparative Market Analysis (CMA) that includes a variety of "comparable" homes drawn from the local Multiple Listing Service (MLS). The Bottom Line: REALISTIC IS STRATEGIC! On average, serious buyers look at about fifteen properties before they make an offer. Doing so gives them a basis for determining how competitively a property is priced, both in terms of the market generally and what they are looking for specifically. If you overprice your property you'll usually lose serious buyers even if they otherwise love it. Experience shows that buyers usually do not make what they consider to be realistic offers on overpriced properties because they assume that doing so will just be a waste of time. The overlap between buyer and seller price ranges is depicted below. It will be helpful to keep this diagram in mind when pricing your property. How you price your home will directly impact upon how many buyers, showings and offers you attract, and ultimately to how easily it sells. At the pyramid's center is the fair market value at which a reasonable percentage of buyers would view and purchase your home. When you underprice your home you'll attract a greater percentage of buyers, and when you overprice it you'll attract a lesser percentage of buyers.
The First 14 Days on Market This graph shows those in the buyer pool who will be previewing your house in the first 21 days on the market. If we have created a perception of value, when your house in first introduced to the marketplace, we will see the heaviest traffic. These buyers are the best buyers because they are seasoned, qualified buyers who have seen all the other houses in the area they are looking. They started contacting agents about properties they saw on web sites, open houses or ads many months ago and are now prepared to make offers. If the positioning of your house creates a sense of urgency where more than one buyer wants the property, they will ask the question, “What will it take to get this house?” After the first week, the traffic will taper off. These buyers do not have the same sense of urgency the first wave of buyers had. They are not as excited and ask the question, “I wonder what this property is worth?” By the time we enter the third week of marketing, the showings will have dropped off. From this point, most are buyers just entering the market and are not ready to make decisions for several months until they have their financing arranged and have seen enough houses to be educated about the market. So our best opportunities are during the initial exposure to the market.
KELLER WILLIAMS REALTY
WWW.TDGMOVES.COM
The Donnelly Group, Inc. is a full service real estate team that specializes in assisting home buyers and sellers reach their goals in any market. We believe in creating opportunity and discovering unique solutions for each of our clients. We’re Never Too Busy for Your Referrals!
Three Convenient Area Locations GLEN BURNIE (Satellite Office) 6934 Aviation Blvd., Suite A Glen Burnie, MD 21061
Tel: (410) 320‐6551 ∙ Fax: (866) 449‐3734 ∙ Email: info@tdgmoves.com
always online @ www.tdgmoves.com