Home Selling Guide Skybox Realty
Paul Hwang | 415.216.8746 | dre 01371169 | paul@skyboxrealty.com |
The Selling Process
Skybox Realty has extensive experience in marketing and selling properties for their maximum value and consistently outperforms the competition.
Initial Consultation
FIRST STEPS
• Understand objectives, priorities, & time frames
• Discuss selling process overview
• Lay out pros & cons of the home
• Examine local market conditions
• Define agency relationship
• Define how we will work together
• Once a relationship has been established, a listing agreement is needed to protect both parties
• If applicable, a General Inspection & Pest Inspection should be done at this time
• Draft disclosures Due Diligence
• Determine what repairs or improvements will be needed, if any
• Discuss how to highlight unique features of the home
• Make necessary repairs
• Paint & Stage
• Skybox coordinates with all appropriate vendors to ensure a smooth, stress free process
• Skybox works with some of the best photographers in the business
• We will reshoot until we get desired image quality (at no cost to client)
• Twilight or dusk shoots if appropriate
• Videos, drone footage, and virtual tours if appropriate
• Combine traditional and digital strategies
• Well designed, custom content
• Maximize aesthetic impact while presenting to the largest pool of qualified buyers
• Over 25+ Web Partners
• Social Media & Email Campaigns
• Use comparative market analysis and current market conditions to determine pricing
• List the property on SFARMLS or appropriate MLS for your region
• The MLS will send the listing to all of its syndicates
• Host Open Houses (if allowed)
• Host Broker’s Tours
• Do Private Showings
SELLING
• Evaluate offers and provide recommendations
• Counter offer and seek multiple offers
• Negotiate to give you the best possible outcome
• When a contract is ratified we will open escrow
• Finalize all paperwork
• Make sure contingencies are removed in a timely fashion to ensure a successful close
Paul Hwang | 415.216.8746 | dre 01371169 | paul@skyboxrealty.com | www.paulhwang.com
MLS
• Confirm property condition and completed repairs
• Property condition should be consistent with condition on date of ratification
• Cancel utilities: electricity, water, garbage, phone, internet, alarm, etc
• Contact HOA office to schedule move-out
• Schedule move
CLOSING
• Review all closing and transaction costs
• Sign closing documemts
• Provide necessary paperwork (ie: trust documentation, etc)
• Deed is recorded in person at county recorder’s office by title company representative
• Leave keys for the new owner!
Compensation
Compensation has always been negotiable in California. Effective August 17, 2024, promises of compensation to Buyer’s Agents will no longer be allowed to be listed in MLS. Buyers & Sellers will have to negotiate Buyer’s Agent commissions as part of the offer process.
HOW DOES COMPENSATION WORK?
Compensation has always been your choice. You negotiate the fee that you are willing to pay your listing agent for the services of marketing and selling your property. Sellers may choose to compensate a buyer’s agent but the buyer’s agent must request an understanding of this amount before or along with the submitted offer.
Effective in Summer 2024, rules for buyer’s agents will be updated to require all agents to use a Buyer Representation Agreement to show properties. This practice will now apply across the country.
BENEFITIS OF PAYING BUYER SIDE COMPENSATION
Although not required, there are several benefits to paying the Buyer side commission that Sellers should consider:
• Enhance attractiveness of a property to a broader range of buyers
• Possibility of achieving a quicker sale by appealing to buyers’ financial considerations
• Stand out in competitive markets by addressing buyer needs upfront
• Could achieve a higher sales price
Paul Hwang | 415.216.8746 | dre 01371169 | paul@skyboxrealty.com | www.paulhwang.com
17 - Day Listing Approach
Effective marketing sells. We are confident in the product we produce. Below is a sample calendar for a condo or home in San Francisco.
• Unit painted
• All furniture / items in unit removed (ideally)
• Unit painted
• Paul calls top agents to tell them the home will be on MLS soon.
• Staging Day 1
• Home gets posted on TAN, Zillow, Trulia, etc. as coming soon
• Staging
• Open House 2-4 PM
• Open House 2-4 PM
• Open House 2-4 PM • Open House 2-4 PM
• Offers due • Offers reviewed for completeness.
Paul Hwang | 415.216.8746 | dre 01371169 | paul@skyboxrealty.com | www.paulhwang.com
Day 2
Prep Print & Digital Marketing
• Listed on MLS
• Order Print Marketing
• Spam Social Media & Contacts • Photography
• Disclosure Package completed
• Broker’s Tour, if applicable
TUESDAY WEDNESDAY THURSDAY FRIDAY
Paul Hwang | 415.216.8746 | dre 01371169 | paul@skyboxrealty.com
Skybox Marketing
Who you work with matters. The best marketing produces the best results. Skybox can help make your home stand out in the crowd.
PRESENTATION
The bottom line is that vacant, freshly painted and staged homes sell faster and for more money than their occupied, unstaged counterparts. Through our 20+ years of experience we know what works and our team is comprised of the best talents in the field.
PRINT MARKETING
We design & produce custom, personalized collateral for every home:
• Just Listed / Just Sold Postcards
• High End Brochures
• Professional Photography
• Year End Summaries & Quarterly Reports
BRICK & MORTAR
Skybox Realty has a staffed office in the middle of South Beach that gives us a strategic advantage over the competition.
We can show your property in minutes rather than days.
Paul Hwang | 415.216.8746 | dre 01371169 | paul@skyboxrealty.com | www.paulhwang.com
DIGITAL MARKETING
With Silicon Valley in our backyard, there is no doubt that Skybox is all about innovation and technology. Having an online presence extends the reach of your home locally, regionally and internationally allowing your home to be introduced to the perfect buyers wherever they may come from.
Your home will be presented to a wide online audience in the following ways:
• 25+ Web Partners (Zillow, Trulia, Hotpads, etc)
• www.skyboxrealty.com, www.paulhwang.com and custom property websites
• Drone Footage, Home Videos, and Virtual Tours as Needed
• Robust Social Media Campaigns
• Email Marketing Blasts
• TAN Top Agent Network
• Custom Online Publications (Skybox Quarterly & Annual Reports)
PERFORM
Having the #1 Ranked Agents in South Beach and Mission Bay has its advantages. We receive daily inquiries from agents and prospective buyers on current and future listings. We have leveraged this and our large network to sell a high percentage of listings for record prices before they are listed on MLS.
Skybox uses a combination of print and digital marketing techniques to showcase your home to the largest pool of potential, qualified buyers. Each property’s marketing plan is determined on a case by case basis.
Property Flyers Postcards
Digital
Custom Website
Property Specific
Paul Hwang | 415.216.8746 | dre 01371169 | paul@skyboxrealty.com | www.paulhwang.com
Staging Matters
It’s a simple, proven fact that vacant and staged homes sell faster and at higher prices than unstaged or occupied homes. Although the cost can be expensive, staging is effective and increases sale price.
Before
300 3rd 812
Museum Parc
After
300 3rd 812
Museum Parc
Result / SOLD Over List
Multiple Offers
Paul Hwang | 415.216.8746 | dre 01371169 | paul@skyboxrealty.com | www.paulhwang.com
Before
300 3rd 812
Museum Parc
After
300 3rd 812
Museum Parc
Result / SOLD Over List
Multiple Offers
Even homes that are physically in great shape or essentially new, like this Lumina unit below, are enhanced by thoughtful staging, making the spaces feel larger and more polished.
Before
338 Main 33E Lumina
After
338 Main 33E Lumina
Result / Record Lumina Sale
Paul Hwang | 415.216.8746 | dre 01371169 | paul@skyboxrealty.com | www.paulhwang.com
Before
After
338 Main 33E
Result / Record Lumina Sale
338 Main 33E Lumina
Lumina
Even penthouse units benefit from staging, making spaces feel larger and more livable, all while enhancing views and the high end aspects of the home.
Before
338 Spear 42A The Infinity
After
338 Spear 42A The Infinity
Result / Infinity 2BR Record
Paul Hwang | 415.216.8746 | dre 01371169 | paul@skyboxrealty.com | www.paulhwang.com
Before
338 Spear 42A
The Infinity
After
338 Spear 42A The Infinity
Result / Infinity 2BR Record
Paul Hwang | 415.216.8746 | dre 01371169 | paul@skyboxrealty.com
Off Market Solds
Who you work with matters. People call us on a daily basis to find out what upcoming listings we have. Often, this results in an off market sale saving you time and money. Here are some examples of recent off market sales.
338 Spear 40D
The Infinity 2BR + Den / 2BA
$2,400,000
338 Spear 36C
The Infinity 3BR / 3BA
$5,250,000
$3,031/SF
Record Sale
Paul Hwang | 415.216.8746 | dre 01371169 | paul@skyboxrealty.com | www.paulhwang.com
301 Main 27G
The Infinity 1BR / 1BA
$1,135,000
338 Spear 16B
The Infinity 2BR + Den / 2BA
$2,288,000 Represented Seller & Buyer
Life Of An Escrow
Once an offer is accepted and ratified, the escrow process begins. Working closely with your agent and lender will ensure a smooth and successful transaction.
Broker / Client Opens Escrow
Order Preliminary Title Report
Order Demands at Client’s Request
Receive & Review Preliminary Report
Receive Demands and Review then Notify Client
Forward Bills to Escrow at Direction of Client
Order Statements of Identity on Buyers & Sellers and Clear General Index Matters
Receive Loan Documents from Lender Prepare
and Pertinent Documents
Order Beneficiary Statement
Receive Beneficiary Statement, Review Terms of Transfer, Notify Client
Closing Costs
Closing costs are the various fees paid through escrow charged by the lender, the title company, real estate agents, and other providers. Which party pays what can be negotiable between the buyer and seller. Each county is different. For San Francisco:
THE BUYER TYPICALLY PAYS
• Real Estate Commission - Buyer’s Agent (Negotiable)
• Title Insurance Premium for Lender & Buyer
• Escrow Fee
• Notary Fee
• Contractor’s & Pest Inspection Fee / Any Other Inspection Fee
• All New Loan Charges (points, appraisal, document processing)
• Interest on New Loan from date of funding to 30 days prior to the first payment date
• Home Warranty
• Homeowner’s Insurance for first year
• Property Tax Proration
• Earthquake Insurance
• Private Mortgage Insurance if required by lender
• Property Tax Impound Account, if required by lender
• Move-in Fee (for condos)
• HOA account transfer fee
• Condo/HOA Pro-Rata
• Misc Charges
Paul Hwang | 415.216.8746 | dre 01371169 | paul@skyboxrealty.com | www.paulhwang.com
THE SELLER TYPICALLY PAYS
• Real Estate Commission - Seller’s Agent
• Real Estate Commission - Buyer’s Agent (Negotiable)
• Document Preparation for Deed
• Documentary Transfer Tax
• Payoff of All Loans against property
• Interest Accrued on loans being paid off, reconveyance fees, and repayment penalties
• Any Judgment or Tax Liens against Seller
• Property Tax Proration
• Unpaid Homeowner’s Dues (for condos)
• Bonds or Assessments
• Delinquent Taxes
• Move-out Fees (for condos)
• Notary Fees and Recording Fees
• Third Party Natural Hazard Disclosure Statement and California Tax Disclosure Report
• Pre-sale Inspection Fees
• Underground Storage Tank Report
• Energy/Water Conservation Inspection/Repairs
Outperforming The Competition
Skybox Realty consistently outperforms the competition selling on average at higher prices and at higher sold price per square foots. As your neighborhood real estate company, we know the pulse of our hyper local market.
$1700000
$1500000
$1300000
$1100000
Paul Hwang | 415.216.8746 | dre 01371169 | paul@skyboxrealty.com | www.paulhwang.com
South Beach Average Price Per Square Foot
Who You Work With Matters
At the heart of it, performance is what counts. Here are a couple examples of how Skybox Realty made the difference for our clients.
301 Main 20B / The Infinity
Result / $350K Gain in 6 Months
Paul Hwang | 415.216.8746 | dre 01371169 | paul@skyboxrealty.com | www.paulhwang.com
Listed by Skybox Realty
Listed by Competing Broker
301 Main 33A / The Infinity
Result / SOLD at a Record Price after being withdrawn by another prominent Broker
Listed by Skybox Realty
Listed by Competing Broker
Paul Hwang
Paul is the #1 Ranked Agent in the South Beach area for 14 years running. Agents and potential buyers call Paul daily with new inventory, giving him a unique advantage in a competitive market.
TESTIMONIALS
“I have sold many homes in my life and Paul Hwang is the best I’ve ever dealt with . His advice and responsiveness are unsurpassed. He went above and beyond in every way and his staff did the same creating great marketing brochures to help with my sale - even the sale of my furnishings. I would recommend Paul and his team without reservation.”Becky
“ Paul doesn’t just know the market for high end condos in SF, he is the market. ” - Isaac
“Paul is indisputably the most experienced broker (sell or buy-side) at The Infinity in San Francisco. And a very good, ballsy price-setter and negotiator. At the end of the day, a broker/salesperson is easy to ratedo they get the deal done on good terms - and so it’s easy to give Paul top marks everywhere. ”
- Steve
“ Paul is hands-down the best broker in SoMA / South Beach. ” - Peter
Paul Hwang | 415.216.8746 | dre 01371169 | paul@skyboxrealty.com | www.paulhwang.com
