SELLER’S HANDBOOK
Ashley Dirks - Broker (530) 864-4808 adirks.re@gmail.com ASHLEYDIRKS.COM
SHAPING YOUR EXPERIENCE
NO. 1 - NO. 6 HOW WE SELL
NO. 7 - NO. 12 CUSTOM MARKETING PL AN
NO. 13 - NO. 20 CASE STUDY
NO. 21 - NO. 22 MANAGING THE TRANSACTION
NO. 23- NO. 24
WHAT WE ASK OF EACH CLIENT
NO. 26
HOME SELLING OVERVIEW
NO. 27
Meet Ashley Dirks BROK ER
Ashley Dirks - Broker (530) 864-4808 adirks.re@gmail.com
Born and raised in California to a family deeply rooted in entrepreneurial values, Ashley Dirks is thrilled to serve her real estate clients through Fathom Realty. Having always been commended for her magnetic personality, Ashley has a keen ability to engage & connect with clients of all personalities & backgrounds, ensuring that the relationship you build with her is both as personal and unique as you are. Ashley’s clients always come first and she will consistently go above and beyond to guarantee that each transaction goes as smoothly and efficiently as possible. After graduating Summa Cum Laude with a BA in Communication from St. Mary’s College of California in 2006, Ashley spent the first 6 years of her career as a Strategic Marketing Manager for nationally recognized brands, during which her extensive list of increasing responsibility proved her aptitude and understanding of advertising management and negotiation. Her hands-on experience and expertise translates into her ability to effectively market and sell your home at its highest value. Ashley is passionate about real estate. She realizes how important her skills as a Realtor® are in helping families live out their dreams. Her methods have proved successful as Ashley was voted by her peers as a Chicago Agent Magazine “Rookie of the Year” finalist in 2015 and was named 2015 “Rookie of the Year” at her first brokerage, @properties. Ashley was also recognized as a “Top Producer 2019” by Chicago Association of Realtors®, and was consistently in the top 20% of real estate brokers at Keller Williams One Chicago with whom she was associated from November 2017 - March 2021. Residing in Portage Park, Ashley continues to immerse herself in all things Chicago. She is well versed in all its micro-neighborhoods and is proud to say she has worked with clients from the not only the city, but also the North, South and Western Suburbs.
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REdefined Living LE T TE R FRO M A S HL EY
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ith a passion for what I do, my approach to selling real estate is personalized and professional. Continuous guidance, support, and timely communication is met with excellence in creative marketing and industry innovation. I am guided by honesty, integrity, and tenacity to get your home sold and meet your real restate goals. Regardless of your time frame or price point you can expect exceptional personal service and the attention to detail you deserve. For me, this is more than a real estate transaction, it is about relationships. Along the way, I’ll be listening to understand your specific home selling situation and your real estate priorities and goals. From there, I will create a custom selling blueprint that includes pre-listing preparation, a comprehensive marketing plan and a smart pricing strategy. If you are ready to partner with a dedicated real estate expert who understands the complexities of marketing and selling a home in Chicagoland, then look no further. I invite you to experience real estate REdefined.
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Ashley is a top notch Real Estate Professional. Her professionalism is exemplified by her knowledge (including her research) on the properties she is showing, knowledge on the market, her knowledge of the neighborhood, her honesty, her integrity and her network of professionals (i.e. Mortgage Broker, Attorney etc.) If you are buying, Ashley will professionally work on your behalf to find the best home for you, whether or not she is the listing agent on that particular property. She is definitely the professional that you want representing you. Whether you are buying or selling, I would whole heartedly recommend Ashley to be the professional that represents you. We will definitely be using Ashley again for our future Real Estate needs. George S. Bloomingdale, IN
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Homes Sold
8901 LONG AVE 9551 S UTICA AVE 2319 W 24TH ST 836 S TURES LN 1840 W DIVERSEY PKWY I 3327 184TH ST 1A 1119 WADSWORTH AVE 3539 W 64TH PL 9529 MINNICK AVE 3E 293 E CHERRY COVE LN 842 E 40TH ST B1 3370 CAMERON DR 6460 W BELLE PLAINE AVE 210 1540 S ROSELLE RD 1427 S 61ST AVE 462 N IDA LN 249 SEABURY RD 637 PRIMROSE LN 8844 W 99TH ST 1658 WALNUT PARK LN 2 E OAK ST 3607 30333 N REVERE DR 1847 N PULASKI RD 14700 LOREL AVE 1300 GUNDERSON AVE 1936 REDWOOD LN 100 E WALTON PL 25B 3643 S WOLCOTT AVE 5336 N NATOMA AVE 2417 N HAMLIN AVE 1506 GUNDERSON AVE 550 W SURF ST 105 5462 S DORCHESTER AVE 5614 W BYRON ST 995 PRAIRIE AVE 2860 N ORCHARD ST 204 845 W MONROE ST 4B 1832 DODGE AVE 4819 W 109TH ST 304 915 N YORK ST 603 634 N WINDSOR DR 45A 16534 PLAINVIEW DR 17010 HENRY ST 535 ELITE AVE 3915 W FILLMORE ST 7712 N ASHLAND AVE 3 508 WEBB ST
340 WESTPORT DR 634 WINDSOR DR 45A 225 S SPRINGSIDE DR 2643 N SOUTHPORT AVE 1 9629 S KEELER AVE 2B 1907 LONGMEADOW DR 9316 S EGGLESTON AVE 7144 COACHWOOD TRL 234 WHITEWOOD DR 851 N KARLOV AVE 1597 HANNAH LN 732 OLD MEADOW RD 211 E STREAMWOOD BLVD 2029 LINDEN AVE 3370 CAMERON DR 3370 9804 LINN AVE 3609 LAUREL LN 2748 N NORDICA AVE 10940 PRINCESS AVE 911 N LATROBE AVE 6221 N RAVENSWOOD AVE 1860 BENNETT PL 1418 PIONEER CT 26679 W WOODLAND AVE 1603 DELAWARE CT 10093 W FORD AVE 8829 S JUSTINE ST 724 N AVERS AVE 304 VILLA RD 615 S 14TH AVE 9131 FOREST DR 56 E LYNDALE AVE 2839 W LAWRENCE AVE 2D 9050 S PARNELL AVE 305 VILLAGE DR 114 HEINE CT 909 MUIR AVE 243 S ADDISON ST 7753 VAN BUREN ST 406 609 W ROMEO RD 22 S WESTERN AVE 302 215 N CATHY LN 462 N IDA LN 161 TAMARACK DR 417 SOUTH AVE 31W351 JENLOR CT 6749 S TRIPP AVE
541 W ADDISON ST 1G 3532 N OVERHILL AVE 6761 W TALCOTT AVE 6126 W FLETCHER ST 7601 LINCOLN AVE 188 W SCHICK RD 7601 LINCOLN AVE 504 2049 N LEAMINGTON AVE 9744 S CLAREMONT AVE 2026 LAKE ST 3739 W 83RD ST 142 PARKVIEW DR 100 E WALTON PL 25B 5725 W EDDY ST 340 WESTPORT DR 23042 FARM TRACE DR 4244 N MEADE AVE 18 E LYNN ST 7228 S KING DR 5251 W WARWICK AVE 5512 N LONG AVE 1628 PITNER AVE 632 N LATROBE AVE 2725 N NEWLAND AVE 5308 S SAYRE AVE 8330 KEYSTONE AVE 2838 N RUTHERFORD AVE 2643 N OAK PARK AVE 5462 S DORCHESTER AVE 5110 W NEWPORT AVE 3917 N PAGE AVE 1526 SUMMERHILL LN 3129 N MENARD AVE 537 S BUTTERFIELD RD 1342 TURFWAY LN 6126 W FLETCHER ST 729 SYLVIAWOOD AVE 4945 W WASHINGTON BLVD 1614 W EDGEWATER AVE 3101 N 78TH CT 3150 N LAKE SHORE DR 31D 901 RIVERSIDE DR 5614 W BYRON ST 4618 N HAMLIN AVE 2342 OAK AVE 2751 N KENMORE AVE 1
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A Boutique Brokerage
LOVE. We believe first and foremost in loving others as ourselves. In placing this principle at our very core, it will guide our actions as we grow and make decisions that affect our agents, our stockholders, our clients, and the communities in which we serve. SERVICE. We believe in the principles of servant leadership. By truly serving others and placing their needs first, we believe they will return that service through excellence, growth, and goodwill. INTEGRITY. We believe that building trust through integrity is vital in serving our agents and our clients. Therefore, we will be honest and upright in our conduct, unimpaired by selfish ambition or motives. ACCEPTANCE. We believe that we are called to treat everyone with dignity and honor. We are not called to judge others. Instead, we are called to love and serve them. RESPECT. We believe in treating others with respect and humility, listening to their words, and seeking first to understand. In doing so, we will build trust and become stronger as an organization, an industry, and a community. SUPPORT. We believe in supporting others through the sharing of ideas, resources, and helping each other grow both personally and professionally. We will strive to exceed expectations on each and every opportunity. CHARITY. We believe that it is our shared responsibility to feed the hungry, clothe and shelter the poor, and care for the sick. It is with that belief we serve our local communities through agent-led service projects and company-wide charitable giving. FAMILY. We believe that Fathom is a family and in being such, we help each other, we serve each other, we respect each other, we protect each other, and we love each other. We do not just talk about being a family, we live it.
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Ashley has helped our family buy and sell multiple places. We will use no one else. I found my place on our first day of shopping. She knew what I needed. Everything worked out perfectly. Even after the transactions close, she always replies to text & email. Nonstop customer service. Burbano Family Lincoln Square/Albany Park/Portage Park
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How We Sell
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LO CATIO N
Location is the single most important factor in determining the value of your property.
CO MP E TITIO N
Prospective buyers are going to compare your property – both the condition and the price – to other listings in and around your neighborhood. Those buyers will determine value based on properties that are listed or have recently sold in the area.
TIMING
Property values are affected by the current real estate market. Because we can’t manipulate the market we will collaborate on a pricing and marketing strategy that will take advantage of the first 30 days your property is listed. It’s the window of opportunity when buyers and their agents discover your property and are most likely to visit and make offers.
CO ND ITIO N
The condition of the property affects the price and the speed of the sale. As prospective buyers often make purchases based on emotion, first impressions are important. I’ll be able to help in optimizing the physical appearance of your home to maximize the buyer’s perception of value.
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Ashley Dirks is the real estate agent that you would want in a tough challenging market if you desire to get your house sold. Ashley worked hard in marketing our property, listing our house on numerous websites & personally following up on all possible leads. Ashley hosted numerous open houses (one of which our home was sold) where she distributed printed brochures that had descriptive & professional photos of our unique home to prospective buyers. Thank you Ashley! Cynthia C. Matteson, IL
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The Market Let’s begin with this direct statement: I am not the one who decides how much your home is worth. The market does. In fact, the market tells us exactly where to price your property, to sell, and even how to approach the marketing of it. Here are the factors that will affect the value in today’s market:
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Pricing P RICE RIGHT, AT TRACT BUYERS
Pricing your property too high may make it necessary to drop the price below market value to compete with new, well-priced listings.
Pricing your property competitively will generate the most activity from agents and buyers.
The percentage of potential Asking Price 15% above
10% above
Market Value
10% below
15% below
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buyers who will look at property. 10%
30%
60%
75%
90%
ACTIVITY LEVEL Most offer are received
Weeks on the market
A property generates the most interest when it first hits the market. The number of showings is greatest during this time if it is priced at a realistic market value. Starting too high and dropping the price later misses the excitement and fails to generate strong activity. Many homes that start too high end up selling below market value.
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If a sign and an ad in the paper would sell your property, you wouldn’t need me at all. These things are a given and have nothing to do with creating excitement in the marketplace about your property. When you hire a Listing Broker, you expect a plan of action and the ability to achieve results. I prefer to use a laser sharp approach, where I determine who the most likely buyers are for your property and target the majority of my efforts to attract those particular buyers. I utilize full print and digital capabilities through an exhaustive catalog of online, mass media and grass roots marketing initiatives – all with a customized detailed plan tailored to address the specific challenges and opportunities related to selling your home.
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Custom Marketing
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First Impression Property Prep
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Professional Photography & Floor-plans
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Exposure on Multiple Listing Service (MLS) System
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Exposure on Hundreds of Real Estate Websites
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Professional Signage
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Custom Property Brochures
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Direct Mail
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E-blasts
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Social Media
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Reverse Prospecting
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Advanced Lead Capture & Follow Up
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Realtor Networking
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Open Houses
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P RE -LIS TING / P RO P E RT Y PREP
As your dedicated real estate agent my goal is to maximize your profits on the sale of your property while minimizing the out-of-pocket expenses sometimes needed in order to appeal to today’s buyers. First impressions are everything and I specialize in consulting with homeowners on specific budget-friendly enhancements (prior to going on the market) that will catch buyers’ eyes and ultimately net you more money.
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Suggestions may include: ◆
Paint
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Refinishing discolored tubs and tile
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Lighting
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Refinishing Floors or replacing carpet
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Replacing Hardware on Cabinets
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New backsplash in kitchen
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New Kitchen Counters
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New Bathroom Vanity
Deep Cleaning, Organization & Storage
In addition, I have a storage locker full of household staging items that I love to share with my clients when appropriate.
B E F ORE AFTER
B E F ORE AFTER
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P H OTO GRA P H Y, V ID E O, AND F LO O RP L A NS
The #1 most important marketing tool for selling a home today is professional photography. In fact, homes marketed with photography and video are seven times more likely to be viewed than comparable homes and are perceived, on average, as 12% more valuable*. That’s why every single listing includes a professional photography package, optimized for both print and web to show your home in the best possible light. As an added service: for all listings over $250k, I provide an interactive floor plan showcasing the property’s layout. This level of detail educates potential buyers and further differentiates your home from other properties in the marketplace.
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S O CIA L ME DIA AND REVERSE PROSPECT ING
MLS prospecting provides me with the ability to filter through an entire database of buyers. With the click of a button I can connect to buyer’s agents directly to make sure your property is top of mind. It’s a proactive way for me to find REAL BUYERS who are searching for a property that matches the criteria of your home! These are buyers that have in most cases engaged the services of an agent and have even been pre-qualified. Facebook & Instagram marketing are an extremely effective way to reach the masses of potential buyers through targeted marketing. Ad formats are eye catching, flexible, and work on every device & connection speed. I can target ads to people based on how they engage and when they engage to create an experience that is relevant to where they are in the process of purchasing a home (hopefully yours!).
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A DVA NCE D LE A D INTEGRAT ION AND FO LLOW UP
With an advanced CRM and lead integration, every lead acquired through phone, hundreds of syndicated websites, or social media marketing efforts gets systematically processed through our AI based lead system.
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No buyer lead gets left behind as each potential buyer is contacted immediately and put on a drip campaign until a response is received.
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Case Study THE P OW E R O F RE HABBING, M ARK ETING, & CO MP E TITIV E P RICING
PRE-LISTING With a budget of around $5,000 the home was ready to hit the market after a few weeks. The scope of work included several new windows, plumbing repairs & updated bathroom fixtures, new quartz kitchen counter-tops, fresh paint throughout & refinished hardwood floors.
— On March 21, 2018 1427 S. 61st Avenue, Cicero was listed on the MLS. — As of Sunday, March 24th, the property had 12 offers! — On April 30th, the property closed 17% above list price at $210,000! At time of listing, the average list-to-contract market time for a 3-4 bed/ 1-2 bath single family home in Cicero was 32 Days with an average sales price of $163,834. (House directly next door at 1433 S 61st was listed (and cancelled) at $225,000 for 211 Days) AT DAY 4 — 310 buyers contacted via their agent through Reverse Prospecting — 45 showings — 30 groups through open house — 15 verified buyer leads registered on www.AshleyDirks.com
4,406 impressions 108 link clicks to listing (Facebook & Instagram alone). 12 offers IT PAID OFF! By putting in the work, we were able to surpass the seller’s goals.
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It was such a pleasure working with Ashley Dirks. She is very good at what she does. Ashley never cut us short and was available quickly. Both my husband and I are recommending her always. Yeah Ashley! I know how hard she works, above and beyond many in the real estate business. Francee H. Northbrook/Antioch
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Transaction Management
Guiding your real estate transaction from contract to closing is a multi-step process that requires proactive management and thorough attention to detail. This is exactly what we do, plus more. To create a seamless and efficient process for you, we emphasize communication, organization and follow-through. This ensures deadlines are met, documents are distributed, and every item is in place to make for a smooth transaction! Setting expectations, being proactive, speaking consistently, staying in touch – these simple but vital actions are behind the millions of dollars in successful transactions closed each and every year.
ASHLEYDIRKS.COM
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◊ Furnish you with a copy of the listing agreement and disclosure documentation. ◊ Provide a report that shows online activity and new listings surrounding your home on a weekly basis. Provide feedback on showings according to frequency & mode of communication you prefer. ◊ Conduct negotiations with professionalism and a loyal representation of your interests. ◊ Handle earnest money and escrow account management. ◊ Distribute contracts to all relevant parties. ◊ Coordinate attorney review. ◊ Coordinate home inspection and subsequent repairs/vendor scheduling if necessary. ◊ Provide information to lenders. ◊ Distribute required disclosure forms. ◊ Collect important documents such as condominium declarations & bylaws. ◊ Coordinate appraisal. ◊ Coordinate walk-throughs. ◊ Update you when contingencies have been satisfied. ◊ Help you through the process of finding & purchasing a new home.
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Ashley Dirks was excellent - patient, responsive, helpful & understanding. She made what was a very frustrating process much easier! Thank you Ashley!! Greta N. Lincoln Park, Chicago
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W H AT W E A S K O F EVERY CL IENT
With communication as the cornerstone of a successful transaction, the marketing and sale of your property requires us to work together to get the job done effectively. Here is what I respectfully ask from you:
◊ Price your property competitively. ◊ Prepare your property to be in the best possible condition for showings. (See “104 Ways to Prepare Your Home For Sale and “30 Minute Showing Checklist”) ◊ Cooperate in making access for showings as easy as possible for Realtors. ◊ Provide all pertinent information and documents related to property as requested. ◊ Complete and sign property disclosure forms. ◊ Be candid with your recommendations and suggestions at any time during the marketing process. ◊ Notify me when travel plans take you away from home to stay in communication. ◊ When an offer comes in, listen to my advice. Be timely and diligent in your response. Expect to honor reasonable contingencies. ◊ Consider all offers individually. Be prepared to make reasonable compromises when necessary. ◊ Return all paperwork promptly. ◊ Take care of any maintenance required. ◊ Plan to close and vacate the property on schedule, per the contract. ◊ Deliver your property in the condition required at closing.
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Home Selling Overview
Sign Closing Papers
Property Sold
Evaluate Your Needs
Determine Time Frame Prepare Your Home For Listing
Final Walk - through Set the Right Price / Sign Paperwork Move-out Schedule Photos & Floorplans Buyer Loan Commitment Implement Marketing Plan Inspection, Mortgage, & Attorney Process Sign Contract
Receive, Negotiate, & Accept Offer
B E GIN CLO S ING PROC ESS Book Movers
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Show Your Home
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Get Showing Feedback
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Listen to the Market
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Make Adjustments
Ashley did a great job getting our property sold and finding us a place to go. Ashley was awesome! Terry F. Elmhurst - W. Chicago
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ASHLEYDIRKS.COM
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