A STRESS-FREE GUIDE TO SELLING YOUR HOME
SOLD STRATEGY
TODAY'S
BUYERS WHAT WE'VE LEARNED
BUYER 1
THE "HGTV" BUYER
These are the top tier of today's buyers. HGTV has set certain expectations for buyers today, and therefore they are willing to pay more to get exactly what they want. We are selling the dream of homeownership, and the dream does not include removing wallpaper, painting the entire house, trimming trees back from the roof, or installing new flooring throughout. Everyone is busy these days, and they'd rather pay more to have everything already done. There are things we can do that will make a BIG impact in the eyes of a buyer, with little impact on your wallet, resulting in a great return on investment.
BUYER 2
THE DISAPPEARING "SWEAT EQUITY" BUYER
These buyers are the disappearing middle tier. They are looking for a home in original condition, at a good price, so that they can put in sweat equity with some TLC. These are not investors. They are buyers looking to make the property their own home and live there for a period of time. Many of today's buyers are skipping this middle tier and going right to the top tier, and they are willing to pay more to get their dream home right away, rather than living through a renovation.
BUYER 3
THE "FLIPPERS"/INVESTORS
This Is the bottom tier of buyers. Typically investors who are looking for heavily distressed properties to purchase at a high discount, renovate, and flip at a much higher price, typically to the HGTV buyer. There are fewer of these buyers, as most of them are buying properties with cash (due to lenders not allowing financing).
OUR
PHILOSOPHY THE 3 P'S
Based on our study of today's market, we have found that most agents only execute the 3 P’s - they put a sign in the yard, place it in the MLS, & pray that it sells.
The Gary Mercer Team has a different philosophy around the 3 P’s: we PREPARE to appeal to the most amount of buyers, PRESENT your home with a comprehensive and strategic marketing plan, and PRICE it correctly.
# 1 PREPARATION
It is crucial to have your home ready for market on day one. I will help you make sure your home is ready for showings and to go live by completing repairs that need to be done, decluttering and removing personal items, and making sure the home is clean and smells fresh. We are selling a dream of homeownership, and the dream of homeownership does not include trimming trees back from the roof of your house, painting, and removing your wallpaper. This is why we created our Property Prep Strategy, which includes: Property Preparation Painting, Deep Cleaning, Replacing Carpets, New Countertops, New Fixtures, Landscaping, etc. Staging Solutions Virtual Staging Professional Photography Video Tours Pre-Inspection & Repairs
# 2 PRESENTATION
With our comprehensive website, dominant internet presence, social media expertise, mega open house strategy, targeted networking action plan, and an inside sales agent, the Gary Mercer Team is dedicated to enhancing exposure on your home. The Gary Mercer Team offers SUPERIOR MARKETING TECHNIQUES to help get your home sold faster and for more money than the competition. A few ways that we achieve this: Digital Marketing That Drives Results Social Media & KW Command Public Portals Inside Sales Agent Targeted Networking Reverse Prospecting Social Strategy
# 3 PRICE
Mega Open Houses In-Person Virtual Coming Soon Campaign
When it comes to selling your house, the right price matters. Competitive pricing generates the most activity from buyers and agents, while a price that's too high can contribute to a longer stay on the market and, ultimately, a drop in price to compete with newer, well-priced listings. A house that's priced at market value attracts the maximum amount of the market's potential buyers. Raise that asking price by just a bit above market value, and the percentage of potential buyers will decrease substantially.
PREPARATION
OUR
PROPERTY PREP PROGRAM
The key to a successful sale is to remove as many objections as possible for a prospective buyer, while at the same time helping them create an emotional connection to the home.
Every seller wants their home to sell quickly for a large profit, but it takes more than luck to make this happen. It involves careful planning and knowing how to professionally prepare your home to convince buyers to pull out their checkbooks.
THERE MAY BE SMALL CHANGES WE CAN MAKE TO A HOME THAT CAN DRAMATICALLY CHANGE THE PRICE AND SELLING SPEED. Things like: New neutral paint, flooring, new countertops, replacing lighting fixtures, & painting kitchen cabinets These are the types of things that can make a big impact in buyers’ eyes, with a small impact on your wallet upfront!
WHAT IS CURBIO
Curbio is the leading home improvement company, with a fast and effortless process to repair and update homes before they go on the market while deferring payment until closing.
CURBIO IS PAID FOR AT CLOSING, WITH NO ADDITIONAL FEES, INTEREST, OR OTHER CHARGES. WHETHER THE HOME SELLS IN SIX DAYS OR SIX MONTHS, THE COST TO THE SELLER IS THE SAME.
FREE SAME DAY ESTIMATE ONLINE WALKTHROUGH REPAIRS, REFRESHES, AND RENOVATIONS PAY AT CLOSING
SELLERS SHIELD A smarter way to disclose.
Disclosure mistakes and omissions are by far the most common triggers of buyer disputes, often multiple years after the sale has closed.
WHAT DOES SELLERS SHIELD OFFER? We provide an interactive online sellers disclosure tool designed by experienced real estate attorneys to simplify the forms and reduce risks, as well as optional legal protection plans for sellers if they would like to protect themselves against ANY claim from a buyer (not just disclosure-related claims)!
THIS FREE TOOL FOR OUR SELLERS HELPS PREVENT DISCLOSURE MISTAKES, AND OPTIONAL LEGAL PROTECTION COVERS UP TO $20K IN PAID LEGAL FEES IN THE EVENT OF ANY BUYER DISPUTE!
STAGING SOLUTIONS
83%
OF REAL ESTATE AGENTS SAID STAGING MADE IT EASIER FOR A BUYER TO VISUALIZE THE PROPERTY AS A FUTURE HOME.
*Statistics from the National Association of Realtors® Research Group, 2019
Staging a home is a strategic marketing tool used by sellers to help buyers imagine themselves living in your home and fall in love with their property. Staging is more than just putting a new welcome mat in front of the door and getting new throw pillows. When done correctly, it can help a home sell for more money in a shorter amount of time.
We have excellent relationships with home stagers who are available to provide furnishings for existing homes in order to help buyers see the potential of each individual home.
40%
ARTFUL STAGING
OF BUYERS’ AGENTS SAID THAT HOME STAGING HAD AN EFFECT ON MOST BUYERS’ VIEW OF THE HOME.
*Statistics from the National Association of Realtors® Research Group, 2019
AFTER
BEFORE
PRESENTATION
HIGH-IMPACT PHOTOGRAPHY The photos of your home directly influence whether or not a potential buyer will schedule a showing of your home or not. Today, your first showing is always ONLINE, which is why it is crucial to have high quality, attractive photos of your home showcasing the best qualities and features, in order to stand out from the competition. We have our own onstaff professional photographer to capture your home in the very best light and the perfect angles.
PROFESSIONAL PHOTOGRAPHY We work with the most talented real estate photographer in the area, and he is on staff! Every GMT listing features a professional photo gallery optimized for both the internet and print. High quality images are taken from the most attractive angles in order to capture every highlight of the property. We select 25 photos of the property to showcase the features. All 25 photos would be of the actual property, featuring craftsmanship, finishes, every room, and the exterior.
NEVER LET YOUR AGENT SKIMP ON PROFESSIONAL PHOTOS AND POST PHOTOS TAKEN WITH A CELL PHONE ON THE MLS.
PRE-LISTING HOME INSPECTION WHAT IS IT? Many sellers may not realize that they have the option to get a prelisting home inspection - a home inspection they pay for before putting their house on the market. In general, the home buyer adds the completion of a successful home inspection as a contingency to an offer on a home. Once buyers conduct the inspection, they have the power to negotiate with the seller regarding who pays for any necessary repairs. They even have the power to walk away from the deal altogether.
WHY GET ONE? When sellers have a pre-listing home inspection, they can get ahead of issues a buyer might find in the home and reduce the likelihood a deal will fall through. This gives sellers an opportunity to collect cost estimates for repairs and determine whether they want to pay for fixes or lower their asking price.
ADVANTAGES Discover property conditions before a buyer walks through the door Fix problems and display receipts showing what repairs have been made Help prevent buyers from subtracting thousands for what may be a hundred dollars worth of repairs Shop contractors to find the best price for repairs Set your listing apart from the others Demonstrate your motivation and strengthen your market position
INTERNET MARKETING DIGITAL MARKETING THAT DRIVES RESULTS
REACH THE INFLUENTIAL | FIND "HIDDEN BUYERS" | CREATE EXCITEMENT Social media, primarily Facebook, Instagram, and LinkedIn, is an essential tool to reach buyers, agents, and the community to increase awareness. Using paid targeted ads as well as organic reach, we can effectively and cost-efficiently reach a large audience. A key in social media is the use of video. Facebook, for example, changed its algorithms to favor video in feeds.
INSIDE SALES AGENT
Responding instantly (within 90 seconds or less) to inquiries can increase lead conversion rates by up to 391%
94%
OF CONSUMERS EXPECT AN ANSWER IN 1 HOUR OR LESS YET THE SAME REPORT INDICATES THAT ONLY ABOUT 36% OF AGENTS ACTUALLY RESPOND WITHIN 1 HOUR.
as indicated by a recent Zillow study and the original 2007 MIT study on lead response.
Our Inside Sales Agent will ensure every potential buyer’s inquiry will be followed up with a personal phone call. Their main job is to instantly follow up with all leads, this is something that sets us apart!
RESPONSIBILITIES OF THE INSIDE SALES AGENT:
Reaching out to internet leads within a designated time frame after an inquiry has been made. Scheduling appointments for leads that are ready to act now and keeping in constant contact with them. Answering questions about the listing and referring the lead back to the listing agent of the property.
TARGETED NETWORKING AGENT NETWORKING – This agent network is key to connecting buyers with your home, as 88% of residential sales involve real estate agents. We have a strong and long-lasting relationship with the local real estate community. From emailing flyers to 9300 agents in Delaware, Chester, Montgomery, Philadelphia, and Bucks Counties, local office visits, and presentations at office meetings to realtor-specific targeted Facebook marketing, our goal is to stay top of mind. We are constantly updating our listings in the MLS, as that causes the listing to appear on the “Hot Sheet” that most agents monitor daily. This is a feature in our Multiple Listing Service.
REVERSE PROSPECTING – Most agents don't proactively look for homes for their clients. We use a feature in our MLS where agents set up a home search for their clients. When a home matches any of their client’s criteria, the listing is emailed to the agent and client. We are always pulling updated lists of agents who have clients that match a particular community and staying in touch through emails, texts, calls, and Facebook messages.
OPEN HOUSES THE OPEN HOUSE IS STILL RELEVANT! IF DONE STRATEGICALLY, IT IS A POWERFUL AND EFFECTIVE TOOL TO SELL YOUR HOME. Buyers shop for homes differently today than they did 10 years ago, or even 5 years ago. They want access to the homes and the ability to shop for homes and research homes on their own. Whether or not an open house is where your buyer comes from, they serve a strategic purpose – aggregating interested buyers in a specific geographic area. By showcasing your property with an open house or simply leveraging the leads generated at another nearby open house, we will create and target a highly qualified, localized group of buyers.
PRICING
THE RIGHT PRICE FOR ATTRACTING BUYERS
It's important to thoroughly evaluate the market to determine the market value of your home. Properties that are priced right from the beginning typically sell for more in the end. If you price your home too high, the home will stay on the market longer. The longer a home stays on the market, the less it will be shown. Your property attracts the most interest when it is first listed, so it is crucial to price it correctly initially.
The centerline represents market value. As you move above market value, you attract a much smaller percentage of prospective buyers, greatly reducing your chances of a sale.
Conversely, as you move below market value, you attract a much larger percentage of potential buyers.
THE PITFALLS OF OVERPRICING This chart illustrates the level of excitement and interest in a new listing over time. It also demonstrates the importance of pricing correctly.
A property generates the most interest when it first hits the market. The number of showings is greatest during this time, and the number of buyer tours can be maximized if the property is priced correctly. Starting too high and dropping the price later misses the excitement and fails to generate strong activity. Many homes that start high end up selling below market value.
Overpricing your house in the belief that you can reduce the price back later is a strategy that can backfire badly. For instance, if prices are lowered, buyers may wonder if there’s something wrong with the property that kept other buyers away. So to keep from selling your property at below market value and from wasting valuable time, don’t fall into the overpricing trap.
DATA & RESEARCH SHOW THAT IF WE HAVE SHOWINGS BUT NO OFFERS IN 2 WEEKS, WE ARE 5% OVERPRICED. IF WE DON'T HAVE SHOWINGS OR AN OFFER, WE ARE 10% OVERPRICED.
PRICING MISCONCEPTIONS 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 PROPERTIES SOLD IN YOUR AREA.
BUYERS MAY SAY SOMETHING DIFFERENT DESPITE WHAT THE DATA SAYS, BUYERS MAY SAY SOMETHING DIFFERENT.
The MAGIC MONTH is the first 4 weeks a home is on the market. This is when it receives the most activity and also the time it is most likely to sell for the highest price. According to NAR statistics, when a listing has a low amount of showings, the price is 10% too high on average. When homes are getting showings but no offers, a home is priced 5% too high on average.
THE MARKET IS FLUID & ALWAYS CHANGING Homes that sell in the magic month are those which are priced right for their condition and location. These are the homes that attract multiple offers. Buyers who have seen every home for sale in the neighborhood want to recognize an exceptional home and grab it before someone else does. These are the homes that sell for 100% or more of their list price.
ABOUT THE GARY MERCER TEAM
#1
105%
Ranked number
The Gary Mercer Team's sold
ONE in Chester, Delaware, &
price to list price ratio is an
Montgomery Counties
impressive 105%
PROVEN SUCCESS With over 30 years of real estate experience, the Gary Mercer Team has assembled an amazing group of the best of the best, giving our buyers and sellers the market advantage. We look forward to putting our proven selling success to work for you.
In 2019, the Gary Mercer Team was ranked #1 in Chester, Delaware, & Montgomery Counties with the most number of units sold and the most volume in sold units.
2020 SALES 510 Homes Sold | $212 Million in Sales
2019 SALES 371 Homes Sold | $151.5 Million in Sales
2018 SALES 315 Homes Sold | $124.1 Million in Sales
#29 Internationally with Keller Williams
MEET OUR OPERATIONS TEAM REBECCA BARTON DIRECTOR OF OPERATIONS
With 17 years of real estate experience, Rebecca holds an Associate Broker license in Delaware and a Sales license in Pennsylvania. With an additional 3 years of experience as a real estate corporate trainer, her background includes assisting new and experienced agents in perfecting their business model and raising their practical knowledge and skill set. Rebecca oversees GMT's daily operations from client care and agent care to managing the operations support team as well as assisting with business growth and development. She leads with a strong focus on exceeding expectations and delivering an elevated level of professionalism for all areas of the Gary Mercer Team.
DON BAUER INSIDE SALES AGENT Real estate is not just a job to Don. It is something that he truly enjoys and takes very seriously when you put your trust in him. As a full-time realtor with experience throughout the Tri-County area, he is dedicated to helping you achieve your real estate goals and the ultimate outcome of getting to closing day.
LAUREN RITTENHOUSE CLOSING MANAGER Lauren has been licensed since 2012, ABR and CNE Certified. She graduated from West Virginia University with a Bachelor's Degree in Sociology and Anthropology. Born and raised in West Chester, Pennsylvania, she started her career assisting her father with the family business in industrial real estate and soon after joined Keller Williams as a buyer agent. Lauren now enjoys assisting agents and their clients from contract to close. Supporting her teammates and guiding buyers through a smooth transaction has become a true passion.
MAURA HAGAN LISTING MANAGER After discovering and growing her passion for the real estate industry as a Conveyancer and Office Administrator, Maura decided it was time to take on more as a Transaction Coordinator with GMT. Maura is responsible for working with team members to process and track each transaction from signing to close. Her position with GMT allows her to work in a field she loves while helping to ensure our clients have a great experience.
GINA LIZZO MARKETING MANAGER Gina is excited to implement insightful marketing tactics to contribute to the success of the Gary Mercer Team. Having studied both marketing and psychology in college, she has an understanding of consumer behavior that is helpful when developing marketing strategies. Gina works with our agents to create marketing plans to promote their listings and the team as a whole while keeping up with the latest trends.
JAY DEAL VIDEOGRAPHER & PHOTOGRAPHER Jay has been doing photography and commercial videography for over 10 years. He graduated from Ohio University with a Bachelor's Degree in video production from the Scripps College of Communication. Growing up in Pittsburgh, Pennsylvania he worked on multiple commercials while beginning a career in real estate photography. As the industry continues to evolve, Jay continues to work on compelling content and learn the latest marketing trends.