Ryan Carroll - Listing Guide Booklet by The Buckhead Office

YOUR COMPLETE GUIDE TO YOUR HOME WITH RYAN CARROLL selling

WHAT’S

inside

WHO WE ARE

Harry Norman Promise

Philanthropy Fund

WHAT WE DO

Marketing Strategy

Digital Presence

Premier Marketing Tools

Showcasing Your Home

Why Marketing Matters

Prestigious Global Network

Marketing Your Property to the World

Relocation Service

The Home Selling Process

Time to Strategize

Why Pricing Right Matters

FSBO Limitations

How to Prepare for Showings

Curb Appeal Checklist

Your Opinion Counts

Social Media

Conclusion

who

WE ARE

Harry Norman

Proudly serving Atlanta since 1930, Harry Norman, REALTORS® is Atlanta’s first and one of the most successful residential real estate firms. Harry Norman is a member of HomeServices of America, Inc,™ the largest full-service residential real estate brokerage firm in the United States.

AS ATLANTA’S PREMIER FULL-SERVICE REALTORS®, WE OFFER THE FOLLOWING:

Serving Atlanta since 1930 • 17 convenient sales offices throughout Georgia More than 1,000 professional full-time sales associates and staff

• Accredited international specialists Atlanta’s first and most successful relocation division

• Specialized residential real estate marketing & public relations team • Prosperity Home Mortgage, LLC mortgage services • HN Insurance Services Leasing support services • Unsurpassed sales associate training • Leading edge technology Campbell & Brannon Township Title services • Member of Leading Real Estate Companies of the World® Member of Luxury Portfolio International® • Board of Regents Atlanta, Who’s Who in Luxury Real Estate Affiliate of MayfairInternational Realty

Born and raised in Chicago, graduate of Ball State University in 2015 with a BS in Hospitality and Food Management and minor in Residential Property Management. Soon after he moved to Atlanta, Georgia in 2016 and has loved exploring all intown neighborhoods and surrounding cities with his husband Michael Patrick Kelley, plus his two dogs Duke and Henry. He understands the intangible benefits of living in the South, with its unmatched weather, culture, and diversity. He came to real estate from the restaurant and hospitality industry learning from the ultimate teacher of customer experience, Kevin Rathbun at KR SteakBar. This is where he learned the importance of customer care, creating relationships and handling stressful situations with calmness.

Ryan provides strategic marketing and transaction management services to homeowners across the Atlanta metro area with the help of his trusted and reliable brokerage Harry Norman, REALTORS®. He is committed to listening and paying close attention to his clients’ needs, utilizing his keen quick problem-solving skills and negotiating assertive and effectively to ensure a successful transaction whether an apartment or home. In his second year in real estate, achieving #2 for individual units and #3 for individual volume sold in 2023 was a significant breakthrough, and he feels very honored by the recognition.

Whether he is playing on the local intramural sports teams, trying out new restaurants, neighborhood festivals, visiting dog parks, or volunteering for Meal on Wheels Atlanta, he is always out and about town. Buying or selling your home can be one of the most emotional decisions in a person’s life and he is honored when clients choose him to help guide them through the process. He is communicative, thorough, and detail-oriented and he’ll be alongside you every step of the way.

ME: RYAN CARROLL about 2

HARRY NORMAN PROMISE

AUTHENTICITY:

INTEGRITY:

COMMUNITY-FOCUS:

PROFESSIONAL EXCELLENCE:

We stand by our commitment to be genuine, honest, and transparent, always.

We hold ourselves to the highest level of moral and ethical conduct.

With care, compassion, and generosity we are invested in enriching the communities we serve.

RICH RELATIONSHIPS:

Exemplifying unparalleled professionalism and exceptional service through a dedication to innovation, continued learning, and growth.

Founded on a client first philosophy, we build meaningful and loyal relationships based on value, respect and equality.

HARRY NORMAN community focus

MARKETING STRATEGY

Visual Consultation

DECLUTTER. DEPERSONALIZE. NEUTRALIZE.

You never have a second chance to make a good first impression. We will conduct a complimentary visual consultation of your home, noting any improvements you have made, as well as any notable features. Taking into consideration the age of the home, square footage, number of bedrooms and bathrooms, recent updates, any upgrades you have added and a number of other factors. After the consultation, you will receive a report that can be used as a checklist to make your home picture perfect!

Copywriting

WORDS HOLD POWER.

We will craft a listing description that captures the true essence and details the unique features of your home. Our strategic approach will maximize character limits and target keywords that prospective buyers search for online. We partner beautiful images with engaging words to bring your listing to life!

Pre-Listing Marketing

CREATE BUZZ BEFORE IT HITS THE MARKET.

We’ve cultivated a strong and large network of agents readily equipped with eager buyers. We have multi-media strategies that place your listing on their radars through Facebook, Instagram, and other top industry sites to help create premium exposure and have buyers anticipating your home going on the market.

Grand Entrance

A PERFECT FIRST IMPRESSION.

Packaging drives price. We bring the key components of our your home together through staging, photography, and the descriptive listing together to showcase your home as the total package. Our listing process begins with a specific, target list date designed to create a sense of urgency and encourage private showings during your first weekend on the market.

DIGITAL PRESENCE

The majority of homebuyers find their home online before hitting a real estate agent, so quality and quantity in exposure is critical to set your home apart. Our digital marketing strategy ensures your listing stands out from the competition and is at the fingertips of millions of potential buyers. Our exposure extends across multiple platforms from our network of buyers, real estate agents, and social media.

SYNDICATION

Real estate listing syndication is where your property listing appears in many places at the same time, primarily on all websites that are dedicated to the real estate home buying market. The concept is that no matter where prospective buyers are looking, no matter which site they prefer, your listing is there! The idea is to increase exposure and shorten the time of a sale.

Through our affiliation with MLS (Multiple Listing Services), your property will be automatically syndicated and exposed to thousands of web, video, social media and mobile sites across the world. Our listings are also integrated on social media channels, allowing your property to be showcased on numerous platforms. Your property gains maximum exposure!

The Truth: if a buyer is house shopping online and your home matches their criteria, it would be almost impossible for them not to find your home.

MARKETING TOOLS premier

In addition, Harry Norman, REALTORS also offers an array of premier marketing and sales support tools to effectively and efficiently sell your home including: Charter member of Luxury Portfolio International®

• Board of Regents Atlanta, Who’s Who in Luxury Real Estate

• Member of Leading Real Estate Companies of the World®

• Member of Mayfair International Realty

• RELO® national home search participants nationwide

• Charter member of The Realty Alliance

• Open house campaigns on web and targeting emails

• Property staging and showcasing recommendations

• Comparative marketing analysis Virtual home tours

• Sales meeting and agent open houses / caravan promotion

• Cooperative sales through two multiple listing services (FMLS, MLS)

• CRM direct marketing

• Social media

• Advanced marketing automation tools to promote your home as soon as it’s listed and throughout the campaign

Search for potential buyers before your home hits the market through our InstaList app

• Partnership with Adwerx running a highly targeted digital ad featuring your home

• Mobile app with Homespotter

• Marketing presence in local, national and international magazines and newspapers:

- Atlanta Business Chronicle, Appen Newspapers, Atlanta Intown Newspaper, Reporter Newspapers, Gwinnett Post and Neighbor Newspapers

- Harry Norman HOME Magazine

- Modern Luxury Interiors and Atlanta Homes & Lifestyles

• Online marketing through HarryNorman.com and Mobile.HarryNorman.com

• Marketing on thousands of websites worldwide

• Elegant yard sign synonymous with quality service

Marketing materials customized by graphic designers specifically to promote your property

SHOWCASING YOUR HOME

Our marketing solutions are designed to case the widest possible net. The strategies include a unique combination of proven tactics and cutting-edge techniques to effectively position your property and target qualified buyers in today’s competitive market. Together we can decide which options are smart marketing moves.

Professional Photography & Video

High resolution photographs are extremely important. Our Listings include professional photography and video optimized for print and digital video.

Real Estate Signage

Our signs are designed to ensure a polished impression to viewers and are strategically placed for the highest visibility.

Custom Property Brochures

Custom brochures are created by our design team in print and as digital flyers. Clean layouts with rich colors, high resolution photos and thoughtfully written descriptions showcase your home with the level of sophistication sought out by prospective buyers.

Direct Mail Marketing

Direct mail pieces are created in print to target specific and qualified buyers. Options may include postcards, flyers, newsletters and company magazines that build awareness about your listing while highlighting the unique qualities and features of your home.

Digital Marketing

Digital brochures, email blasts and announcements are distributed to our database of top agents who may have “buyers in waiting”, as well as our own client database of potential buyers.

Enhanced Online Exposure

Your home is prominently featured on Harry Norman’s website with details, photographs and contact information making it easy for potential buyers to reach out to us to learn more.

Social Media

I actively post on Facebook, Instagram, and LinkedIn to engage with potential buyers/sellers, allowing your home to be showcased, as well as drive brand awareness and increase our sphere of influence.

Outreach & Global Partners

We are proud to affiliate with a network of REALTORS around the globe to connect and proactively broaden our reach to get your property sold.

Broker Caravans

Caravans are held exclusively for licensed agents to allow them to view your property first. This helps create awareness and a buzz around your listing. We also dedicate a time to place calls and send emails to a vast network of agents and past clients, informing them about your listing before it hits the market and while it is listed on the MLS.

MARKETING MATTERS why

Being a great real estate agent means knowing more than how to do the paperwork. My advanced marketing plan means the maximum amount of exposure for your home across the highest trafficked real estate listing websites.

By combining that with my expert knowledge of the local market, professional photography and my tireless showing strategy, I have an unbeatable game plan for selling homes.

55%

OF BUYERS FOUND THEIR HOME ON THE INTERNET

25%

OF STAGED HOMES SELL FASTER THAN NONSTAGED HOMES

47%

OF HOMES LISTED WITH HIGH QUALITY PHOTOS RECEIVE A HIGHER ASKING PRICE

THE HOME PROCESS:

selling

We will guide you through every step of the sale of your home, but here’s an overview of the process.

STEP 1

INITIAL DISCUSSION OF SELLER WANTS + NEEDS

STEP 2

DETERMINE LIST PRICE + TIMEFRAME

STEP 3

PREPARE YOUR HOME

STEP 4

START MARKETING

STEP 5

GO LIVE! BEGIN SHOWINGS

STEP 6

ACCEPT OFFER!

TO STATEGIZE

We’ve developed a personalized approach to listings that prioritizes your goals from start to finish. These “Three P’s of Real Estate” are the key to maximizing your home’s exposure and potential profits.

PRESENTATION

Presentation of your home drives price. We will partner with local vendors to create a personalized action plan that aligns with your goals and timeline.

POSITIONING

There are several factors that determine our approach to pricing:

1. Active and sold trends

2. Patterns in pricing

3. Average days on market

4. Price per square foot

PRICING

There are three main strategies when pricing a home for the market:

1. Test the market

2. Price it right

3. Strategically aggressive

time

PRICING RIGHT MATTERS why

When it comes to pricing your home, setting it at or slightly below market value will increase the visibility of your listing and drive more buyers your way. This strategy actually increases the number of buyers who will see your home in the search parameters.

Lost value

Decreased buying power

Deters potential buyers because they think something is wrong

Sit on market longer

Deters potential buyers

Price drops can send the wrong message

UNDER MARKET VALUE OVER

FOR SALE BY OWNER

• No direct access to one of the largest networks of sales professionals and their buyers nationally and internationally

• Difficult to screen prospects who may be bargain hunters, decorating buffs, perpetual shoppers, or criminals

• Difficult to screen prospects to ensure prospects are financially qualified

• Not available 24 hours a day, seven days a week

• Unable to follow through with prospects without seeming eager

• Low offers from buyers seeking to save the commission

• Lack of expertise in writing and negotiating a legally binding contract

• Exposure to legal liability

• Unable to provide assistance for potential buyers in making offers, financing, finalizing contracts, negotiating inspections, and closing the sale No access to relocation prospects

• Property not accessible to qualified prospects working with REALTORS®

• lack of a full scale and targeted marketing plan

• Limited exposure to a broad audience

limitations

HOW TO YOUR HOME FOR SHOWINGSprepare

Marketing your home is a team effort and you are an important part of the team. The following checklist will help set the stage for a speedy sale at the highest price. When a prospective buyer looks at your home, these suggestions are the very things that influence a buyer’s first impression.

MAKING A GREAT FIRST IMPRESSION INSIDE YOUR HOME

Kitchens, bathrooms, floors and woodwork are the key. Keep these areas clean and in good condition.

Keep ovens, stoves or surface units and all porcelain or stainless steel clean. Cabinet counter tops should be clean and kitchen accessories in order. Remove unnecessary clutter from counter tops.

Whether you have hardwood floors, wall-to-wall carpet, tile or any combination, keeping them clean is important. Mop or sweep hardwood or tile. Vacuum carpets thoroughly, clean if needed.

Bathrooms are of great importance in the overall appearance of your home. If grout between tile has cracked and fallen out, it is best to re-caulk those areas.

Replace old furnace filters and remove any dust accumulations from heat registers or vent covers.

If doors stick or folding doors are off track, repair them.

Storage is important to any prospective homeowner. Cluttered closets and other storage areas may accentuate a storage problem, especially in homes without basements. Clean out closets. Pack items you do not use, leaving only those needed before you move.

If any rooms within the house are dark during daylight keep curtains or drapes open and if necessary, keep a lamp on. Also, make sure that all windows are clean. A bright, cheerful room is pleasing and gives an air of spaciousness.

If interior painting is necessary, use neutral colors.

Replace any burned out light bulbs, especially in the basement or darker rooms.

Tighten door knobs, window fittings and other hardware.

Do not hide a problem; it will come back to haunt you. Cracks in walls or concrete, broken appliances, roof leaks or wet basements should be repaired.

Keep all steps clear of any hazards.

Make up beds with attractive spreads and dress up any windows in freshly laundered curtains.

Keep pets out of way during showings.

Put all valuables in a secure place.

Pack personal photos. Too much seller personality prevents buyers from taking “personal possession” of a home.

CURB APPEAL checklist

The first impression of your property is key to attracting a buyer. The small things you do outside can help bring buyers inside.

Your front door gives a vital first impression. A little linseed oil will freshen up stained wood. If painted, wash with soap and water. If paint or varnish is chipped or peeling, a fresh coat of paint may be in good order.

Clean gutters if needed.

Repair any torn screens or replace existing ones.

Hose off or pressure wash exterior wood and trim.

If gutters or exterior wood are in need of paint because of obvious cracking, peeling or chipping, it is best to repair those condensation areas.

If you have window air conditioning units, wipe them clean and remove any rust that may have accumulated around condensation areas.

If you have an outside patio or deck, make sure any lawn furniture, gas grills or exposed wood are in good repair.

Keep the yard cut and trimmed.

Trim and shape the shrubs if necessary.

Keep garbage cans area neat and free of trash.

Stack woodpiles neatly.

Keep drives and walks swept and clean.

Put a fresh layer of pine straw on pine islands.

Keep surface water drainage areas and natural streams free from debris that may cause water to stand or stagnate.

Pick up toys, tools, bicycles, etc.

Testimonials

HIGHLY RECOMMEND

“ Ryan is the best. He also assisted in helping me look for a house and did amazing things that really left me speechless and recommending him to anyone I know looking for a house. We will be on the search again soon and he is my guy.”

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AMAZING TO WORK WITH

“ To say Ryan is a great agent would be an understatement. Ryan is a wonderful human AND a great agent. He made us feel so secure in our decision to choose him to represent us. He made the house selling process so easy for us while we were on the other side of the country. We will be forever grateful for all of his hard work. ”

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ACCOMMODATING

“ Super professional - kept up with me and our insane timeline - Ryan’s great. ”

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MARKET EXPERT

“Ryan Carroll was the perfect partner for me to navigate the home buying process as a first time home buyer. Ryan was always available and introduced me to offer strategies that set me apart from other potential buyers. Ryan was also very accommodating and met me at properties in the early evenings after I got off work. He also worked late into the night to submit offers which was essential in this competitive market. I would recommend Ryan to anyone looking to buy a property.”

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ATTENTION TO DETAIL

“ I was very pleased with the overall attention to detail and quality of service I received. I will recommend Ryan to anyone needing a realtor in the Atlanta area.”

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QUICK & EFFICIENT

“ Ryan’s enthusiasm for my house and his energy level plus his willingness to attend to the details really stood out. I was moving out of state and needed to have someone representing the property who would be responsive to my questions and keep me updated on activity. I was pleased when the house went from listing to closing in just over 3 weeks. ”

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OUTSTANDING

“ Ryan did outstanding. Everything worked out and I would recommend him for sure. ”

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SEAMLESS PROCESS

“ I was impressed by Ryan’s attention to detail and how seamless the process was from beginning to end. I will recommend him for anyone looking to buy or sell I’m the greater Atlanta metro area. ”

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mySOCIAL MEDIA

With so many people using social media to stay up-to-date, it is very important for a Realtor to have multiple social media tools including Facebook, Instagram, and more. Social media is an important method for marketing your listings to both buyer and seller prospects. My company and I have an impressive social media presence designed to engage, inform, and connect with today’s buyers and sellers.

You can view my social media pages using the links below.

Facebook: https://www.facebook.com/ryancarrollsellsatlanta

Instagram: @ryancarrollsellsatlanta

LinkedIn: https://www.linkedin.com/in/ryan-carroll1992