Listing and Marketing Consultation by:
Peggy Fitzgerald
Beverly Haring
Peggy Fitzgerald
Jay Epstein
REALTOR
Office 267-759-9484 broker 215-860-4200, fax 215-497-7003 www.TheFitzgeraldRealEstateGroup.com www.55andgreater.com email:YourTeam@TheFitzgeraldRealEstateGroup.com
2016 Top Selling Team Keller Williams Newtown
Biography Peggy prides herself on exceeding her clients' expectations.
What are you seeking? What is most important to you? Everyone has unique needs. Peggy listens and makes sure she understands what you are looking for. She leads a team of professionals dedicated to helping you through the sales process in the shortest time period with a minimum of hassle. Let Peggy help you smoothly navigate the purchase or sale of your home from your first conversation with her all the way to the closing table. A resident of Bucks County for many years, Peggy and her family are active members of the Bucks County Community. Prior to becoming a professional Realtor, Peggy was a Nurse Practitioner and Health Educator. A Message from Peggy:
Peggy Fitzgerald REALTOR
“I work hard for my clients and focus on providing excellent service to each and every detail of the sale. I expect to earn your respect by being honest, objective and professional. What is best for my client always comes first; I will not sacrifice your interest for a commission check. Sometimes that may mean delivering information you may not be happy to hear, but that you need to know and understand to ultimately make the best decision for you and your family. The greatest compliments I receive are phone calls from my past clients’ family, friends and business associates looking for my help with their real estate needs. Choose me and see why so many clients are eager to refer me to those they love and care about."
Focusing On Results The proper balance of these factors will expedite your sale.
LOCATION COMPETITION TIMING
CONDITION TERMS PRICE
SOLD
Our TEAM approach makes the difference every time! Our team is licensed in both PA and NJ. We are also specially selected agents for 55Places.com, the leading web site for active adult living home/community searches and Neighborhoods.com, the latest and greatest way to search for your next home.
"Highest Overall Satisfaction For Home Buyers & Home Sellers Among National Full Service Real Estate Firms!"
Keller Williams Realty received the highest numerical score among full service real estate firms for home buyers in the proprietary J.D. Power and Associates 2012 Home Buyer/Seller StudySM. Study based on 2,994 total evaluations measuring five firms and measures opinions of individuals who bought a home between March 2011 and April 2012. Proprietary study results are based on experiences and perceptions of consumers surveyed March-May 2012. Your experiences may vary. Visit jdpower.com
Our Key Objectives • PRICING… your home at the property’s fair market value.
• TIMING… in the desired time period. • CONVENIENCE… selling your home with the least amount of inconvenience.
• TEAMWORK… more.
together we achieve
The Four Cornerstones of Real Estate • APPEARANCE… ensuring your home is showroom/photo ready. • EXPOSURE… communicating your home to the community. • AVAILABILITY… accommodating the buyers for showings. • NEGOTIATING… getting the highest price the buyers are willing to pay.
Homes That Show Well, Sell Well!
2017
2001 •Agents #1 Source for Real Estate Information •Agents Control Inventory •Print Advertising Viable Resource •52% on the Internet •High-Speed Internet Being Introduced
The Shift
•Internet is #1 Source for Real Estate Info. •Agents and Buyers Work Together •Print Advertising Not Appealing to Consumer •95% On The Internet •Mobile Smart Phones Apps used regularly * Statistics: NAR, National Assoc. of REALTORS 2012
Welcome To Generation Y People Text Message and Prefer Not to be Called…
Social Media Has Replaced Email… Consumers have changed, technology has changed… The Internet Is Overtaking All Media… The Old Way Of Selling Is Just Not Working… We’ve shifted! Have you?
It Is Time For A Marketing Shift
The Old Way Of Selling Real Estate (4 P’s of Real Estate)
• Put A Sign In Yard • Put In Multiple Listing Service
• Print Advertising • Price Reduction(s)
New Type Of Buyer, New Way To Sell Full Professional Staging Service available! Quality Wide Angle Photos
Quality Virtual Tours Property Website available Web Exposure- ListHub & KWLS Peggy’s Team Experience & Networks Social Media exposure
These Are Key Tools For Today’s Market
Professional Staging Services… * Initial Consultation- suggestions regarding cost effective improvements! * Provide detailed report- room by room suggestions! * Referrals- to professional contractors with good track records! * Home Staging- leave the work to the pros! They will custom design your décor, rearrange furniture, & provide all accessories needed- including window treatments, pillows, plants, artwork, mirrors & more! * Shopping services- They will even shop for the accessories to enhance your home to appeal to the masses! Recommendation, Seller client in Yardley, PA
“…I highly recommend staging services, they staged my home beautifully which greatly helped the selling process. They will make your experience much more pleasurable and profitable.”
Staging Services- home staging to help your home appeal to the masses
Staging To Sell
Marketing Your Home Our Respective Duties
Agent • • • • • • • • • •
Guidance CMA/Pricing/Paperwork. Input your listing to MLS/Internet. Install nationally recognized sign. Guidance in staging your property. Prepare Advertising. Provide Professional Brochures. Hold Public Open House. Give Feedback on showings. Review contracts and represent you in negotiations. Attend Closing, Provide Proceeds.
Client • • • •
Complete all repairs and cleaning.
• • • •
Call me if information is depleted.
•
Refuse to discuss terms with prospective buyers or their agents.
“Stage” your home to be appealing. Hide valuables (also prescriptions). Keep marketing information out for prospective buyers.
Leave premises for showings? Call me with any questions… Refer friends and acquaintances who might be interested in your property.
We Can Enhance Your Home with Photo Shop! Excellent wide-angle photos are key to getting the highest price in the shortest amount of time. We SOLD this house in Yardley in 9 DOM!
Typical Agent Photo
Photo Shop Enhanced
• We will take our own photos with a professional camera at the right time of day! • We hire a professional photographer, as well, and use the best shots!
Importance of a Virtual Tour • 90% (+) prospective purchasers use the Internet to search for homes. • 98% of all visitors to REALTOR.com want multiple photo’s & a Virtual Tour. • 84% refuse to look at a property unless it has multiple photo’s & a Virtual Tour. • 85% more views (exposure) of the property with a Virtual Tour. REALTOR.com statistics, 2012-2013
Your Own Property Website
My Advertising Guarantee
KWLS- Keller Williams Listing System/ListHub Online Uploads every listing to 350+ of the most popular real estate websites:
Remember: Location, Location, Location??? The market has SHIFTED to a Neutral Market! What do buyers care about in today’s market?
Location, Condition and Price FACT: We are coming out of a declining market. FACT: Average Days On Market have recently decreased. FACT: You need to be in the Top 3-5 regarding location, condition and price. Even nice, beautiful houses do not sell! FACT: Only about 48% of homes put on the market actually go to closing. (NAR-Nationally) FACT: Price can correct bad condition, but condition will not correct a bad price!
Solutions: 1. Home Staging- make your property appeal to the masses! We invest in your success! 2. Marketing- Second to none Internet marketing: Quality Photos/Virtual Tours! Internet Marketing- our website is mobile enhanced! 3. Price- your property to sell, not sit! It is within your control!
Competitive Market Analysis (Buyer Agents share this information with your buyer, too.)
• Recent Sales = Most Important Factor • Current Listings = Competition
• Expired Listings = What has not sold/Why? • Above Information = Listing Price Range “Price can correct bad condition, but condition cannot correct a bad price.” Gary Keller, CEO Keller Williams International
Our Service Process
Team Executive Administrator Beverly Haring As part of the Peggy Fitzgerald Team I am also the Executive Administrator. I assume all the administrative duties in related to our listing and selling of properties. I look forward to working with you to make your transactions as seamless, painless and efficient as possible.
• • • • •
Client Communication Document Preparation Obtaining & Distribution of Information in the Paper Flow Process Establish Cohesive Transactions from Contract to Close Conduct Follow Up Communication for Showings, Open Houses and Brokers Open.
What Happens Next? • Sign listing contract, price property to sell. • Make punch list of things to do, like de-clutter, start packing, hire professional carpet cleaner, paint, etc... • Stage property to appeal to the majority of buyers. • When “photo ready”, Photographer will take photos with wide-angle camera, create Visual Tour. • We will install professional custom real estate sign in front lawn. • We upload listing, including enhanced photos & Virtual Tours, to TReND (MLS) & ListHub/Internet. • Schedule catered Broker’s Open House. (1st Tuesday 12-2pm) • Schedule Public Open House(s). (1st Sunday afternoon)
= SOLD Put The Fitzgerald Real Estate Group network, marketing tools and years of experience & expertise to work for you! Thank you for the opportunity to represent you!
What You Do & Don’t Control Seller Controls: • Property Condition • Availability for Showings • List Price • Home Warranty Seller Doesn’t Control: • Competition • Real Estate Marketplace • Interest Rates • When The Perfect Buyer Walks Thru The Door
Selling Price Vs. Timing A C T I V I T Y 1
2
3
4
5
6
7
8
WEEKS ON MARKET
• Timing is extremely important in the real estate market. • A property attracts the most activity from the real estate community and potential buyers when it is first listed.
• It has the greatest opportunity to sell when it is new on the market.
Key Statistics Sold to List Ratio* 0-30 DOM ** 31-90 DOM 91+ DOM
S/L% = 97.1% S/L% = 93% S/L% = 86.6%
40.5% Units *** 26.7% Units 32.9% Units
Total % = 92.1% (average)
What does this mean?
Price your property to sell! ** DOM = Days On Market, *** Units = Buyer & Seller side of transactions
Pricing Misconceptions It is very important to price your property at competitive market value at the signing of the listing agreement. Historically, your first offer is usually your best offer. WHAT YOU PAID
WHAT YOU NEED
WHAT YOU WANT
WHAT YOUR NEIGHBOR SAYS
WHAT ANOTHER AGENT SAYS
COST TO REBUILD TODAY
Buyers & Sellers Determine Value The value of your property is determined by what a BUYER is willing to pay and a SELLER is willing to accept in today’s market. Buyers make their pricing decision based on comparing your property to other property SOLD in your area.
Value vs. Selling Features Value Features:
Selling Features:
# of Bedrooms- 3 vs 4
-
New Paint/Carpets
• # of Bathrooms- 1 vs 2
-
Landscaping
• Fireplace(s) vs none
-
Windows/Doors
• Patio/Deck vs none
-
Curb Appeal
• Basement vs none
-
Floor Plan Flow
• Garages- 1 vs 2
-
Staging
• Updated Condition
-
Sparkling Clean
• Hardwood vs Linoleum
-
Storage/Closet Space
• School District
-
Electronic/Media
• Location
-
Parking
Preparing For The Offer In slow economic times, offers to purchase routinely come in “low” whereas in healthy economic times, offers are closer to the asking price. Do not be offended by any offer received. You do not have to accept an unacceptable offer.
•
ACCEPTANCE. Signed by all parties, dated, delivered… congratulations, you’re on your way to having your property sold!
•
REJECTION. Unconditional… unfortunately, your home is still on the market.
•
COUNTER OFFER. Any change to the contract constitutes a counter offer. You are now in the negotiation stage.
•
NO ACTION. Equals rejection. Your home is still on the market.
The Contract Offer Regarding buyer’s offers on your property, we require the following: 1.
It must be “in writing” (no verbal offers) and delivered to my hand.
2.
It must include an official Pre-Approval from a reputable mortgage company/bank in writing on their letterhead, and it must include the buyer’s loan officer’s name and contact information.
3.
It must include all the appropriate signed paperwork, including the “Seller’s Disclosure Statement”, buyer’s estimate of closing, The BFIBuyer’s Financial Information, any & all terms & contingencies, etc…
Inspections Inspections and potential repairs are the number one reason sales don’t close. Typically, buyers have a certain number of days in which to inspect the property and accept or reject the property based upon these mechanical and structural inspections. SELLER SEES THEIR HOUSE
BUYER SEES YOUR HOUSE
INSPECTOR SEES THE HOUSE
Save Yourself Time, Money and Disappointment — Do Deferred Maintenance Now!
Understanding The Principles •
Peggy Fitzgerald Team Information • KELLER WILLIAMS® • Key Objectives • Sources of Buyers • Marketing • Controlling Factors •Preparing for the Offer •Processing the Sale • Pricing Factors