SELLING YOUR HOME W I T H C O L D W E L L B A N K E R TO M L I N S O N
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WHY YOU NEED A R E A L E S TAT E P R O F E S S I O N A L If you’re planning to sell your home, it’s probably crossed your mind to try to sell it yourself and save the sales commission. But, there are some very good reasons why that would be a mistake. According to housing industry experts at HomeGain.com and Realtor.org, more homes listed by real estate agents are sold than homes marketed by owners, and they sell more quickly and for more money. Homes listed by real estate professionals get more exposure and their sellers get more support. Real estate professionals offer many advantages: • They’re trained and licensed professionals. • They have experience in your neighborhood and your market. • They have oversight from brokers and state licensing officials. • Their job is to advise you the best way to reach your goals. • Their continuing education keeps them up-to-date on housing issues. • They know how to present your home and deal with buyers. • They know how and where to market properties. • They know how to overcome typical snags that occur in all real estate transactions and closings. • They understand state-required disclosures and look out for your best interests. • They understand personal safety and security for your belongings during showings. • They know the best resources to make transactions go more smoothly, from bankers to home-stagers to contractors. • They have the most accurate data sources - the MLS, the only data repository that has the most up-to-date listing and sales information. • They know how to negotiate. • Their job is making real estate transactions successful. When you market your own home, you· have to make the time to do all the jobs a real estate professional would do, and you’ll be competing against other sellers who have real estate professionals by their sides. If you can’t leave work to show your home, or you feel it requires more knowledge and experience than you have, you can’t go wrong by hiring a well-respected real estate professional.
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I M P O R TA N T FA C TO R S Important Factors In O Choosing IN CH O S I NAGRealAEstate Agent R E A L E S TAT E A G E N T
A VARIETY OF FACTORS INFLUENCE A SELLER’S DECISION TO LIST WITH A PARTICULAR REAL ESTATE AGENT.
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POWER The Coldwell Banker® brand is one of the world’s best-known and trusted names in real estate. In our increasingly-mobile world, the strength of our name and our 100+ year-old history gives our clients peace of mind and the assurance that we do things right.
GLOBAL PRESENCE Locally, nationally, globally – Coldwell Banker’s® worldwide network of more than 88,000 agents creates the reach to bring more buyers to your home.
Our dedicated relocation department helps thousands of relocating, transferring, and other special groups of buyers each year. With so many people moving to our market, our national relocation team can showcase your home to more buyers.
TRAINING
COMMUNITY
Your Coldwell Banker® agent is the best trained in the industry. Regular in-house classes, national speakers, and consistent continuing education keep our agents at the top of their game.
We aren’t just Realtors®. We are your neighbors, and, as such, we care about making our communities better places for all of us.
TOOLS
PHILOSOPHY
Our agents are the best equipped to highlight your home and find just the right buyer. With our exclusive CBx mobile app, we can target and market to the most likely buyers for your home.
It is our mission to consistently provide the highest quality, most innovative, and exceptional real estate service available anywhere. Our clients’ needs come first. Always.
EXPERT GUIDANCE No one knows the local market better than Coldwell Banker® agents. Backed by a support staff that includes managing brokers in each office, we operate in an atmosphere of collaboration because the whole is greater than the sum of its parts. In other words, when you list with us, you get an entire team of Realtors® working on your behalf.
RELOCATION
CLIENT CONNECT ONLINE IMPACT Home buyers are online – and one real estate brand gets more of their attention than any others. The Coldwell Banker® brand is the #1 most-visited residential real estate brand online – and this includes being the most influential brand on social media.
The first client care service in real estate. With Client Connect you can take comfort in knowing that you will be assisted when you reach out for help, whether it’s before the house hunting fun or long after we give you the keys to your new home. It’s our philosophy that our clients get the care they deserve.
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SETTING THE RIGHT PRICE • Priced RIGHT and READY TO SHOW will open your home to a great number of potential buyers • Hit the market as a hot property. Priced right, more buyers will be interested. • Mortgages are based on fair market value, priced competitively equals more potential buyers.
If the Asking Price is:
15% Over Market Value
10% Over Market Value
Fair Market Value
10% Under Market Value
The property Appeals to:
10% Of the Market
30% Of the Market
60% Of the Market
75% Of the Market
If the asking price of a property increases beyond fair market value, the pool of potential buyers decreases dramatically. Pricing it at or below market value increases the number of showings and the percentage of qualified buyers viewing your home.
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T H E VA L U E O F Y O U R H O M E In a neighborhood of similar homes, why is one worth more than another? That’s the question that’s teased buyers and sellers for ages, but the answer is simple. Every home is different. When a home is sold, a willing seller and a willing buyer have just announced to the world the value of that home. From there, other similar homes are benchmarked, but other factors come into play. The most important are: LOCATION The closer a home is to jobs, parks, transportation, schools, and community services, the more desirable it is. SIZE Square footage impacts home values because they’re built using more materials. Larger lot sizes mean more privacy. NUMBER OF BEDROOMS AND BATHS Over time, median homes have grown larger. Decades ago, household members shared bedrooms and baths without coryiplaint, but today, families want more privacy. The median home purchased today is a three-bedroom, two-bath home. FEATURES AND FINISHES Features such as outdoor kitchens and spa baths make a home more luxurious. A home finished with hardwood floors and granite counter-tops is going to cost more than a home with carpet and laminate counter-tops. CONDITION The closer a home is to new construction, the more it will retain its value. It’s perceived as more modern, up to date, and perhaps safer. Homes that are not updated or in poor repair sell for less. It’s a good idea for homeowners to keep their homes updated and in top repair. CURB APPEAL From the street, the home looks clean, fresh, and inviting. Fresh landscaping and flowers won’t change the size or location, but they certainly add charm. When two homes are identical in the same neighborhood, a higher price may come down to something as simple as views, or paint colors, or the overall taste of the homeowner. Valuing a home will never be an exact science, but if you buy wisely, keep your home updated and in good repair, you should recoup most if not all of your investment.
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THE BENEFITS OF PROPER PRICING FASTER SALE The proper price gets a faster sale, which means you save on mortgage payments, real estate taxes, insurance, and other carrying costs. LESS INCONVENIENCE As you may know, it takes a lot of time and energy to prepare your home for showings, keep the property clean, make arrangements for children and pets, and generally alter your lifestyle. Proper pricing shortens market time. INCREASED SALESPERSON RESPONSE When salespeople are excited about a property and its price, they make special efforts to contact all their potential buyers and show the property whenever possible. EXPOSURE TO MORE PROSPECTS Pricing at market value will open your home up to more people who can afford it. BETTER RESPONSE FROM ADVERTISING Buyer inquiry calls are more readily converted into showing appointments when the price is not a deterrent. HIGHER OFFERS When a property is priced right, buyers are much less likely to make a low offer, for fear of losing out on a great value. MORE MONEY TO SELLERS When a property is priced right, the excitement of the market produces a higher sales price in less time. You NET more due to the higher sales price and lower carrying costs.
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R E A L E S TAT E M Y T H S E X P O S E D MYTH: Certain Real Estate Teams sell a lot of real estate. Perhaps they are too busy to pay attention to my listing. TRUTH: Just as great restaurants are always busy and superior doctors have a heavy patient load, a Realtors® success in marketing and selling homes has resulted in a busy schedule. But like good restaurants and doctors, Coldwell Banker Tomlinson has assembled top-notch Realtors® to assist with all of the details. The result is world-class service and support. MYTH: A “discount” broker can do just as well and save me money. TRUTH: Successfully marketing a property in our competitive market takes skill and resources. All of the promotional costs such as photos, brochures, printing, signs, advertisements, MLS fees, direct mail, etc. are paid for by your Realtor®. Will a discount broker offer a complete marketing campaign? Can a discount broker personally tend to your specific needs? Do they have a proven track record of success, or are they just using the lower commission to try to win your business? Do they have the expertise to guide you through the problems that often develop during the closing process? You only pay a brokerage fee if and when your property sells. Many sellers have found that their commission with a discount broker was really zero, because their property never sold! Discount brokers do not have a dominant market share in any major city in the country. MYTH: I should select the agent that suggests the highest list price. TRUTH: This is the oldest scam in real estate sales: Tell the seller what they want to hear, compliment the home, and agree to list it at an unrealistically high price just to get the listing. Then, after you have the listing for a few weeks, start telling the seller that they need to reduce the price. I provide a well researched computerized market analysis to determine the true realistic price that your home will bear in today’s market. Never select an agent based on the price they suggest, rather, select your agent based on their credentials and marketing plan, and then decide on price together. MYTH: Property condition is not that important to buyers. TRUTH: WRONG! A property in superior condition will sell faster and for a higher price than a home in average condition. Buyers purchase properties that are most appealing, and a home in great condition with a reasonable asking price always tops the list. MYTH: Pricing a home for sale is a mysterious process TRUTH: Your house will sell for what the market will bear. Because every property is unique, yours will sell near the high or low end of the range depending on specific attributes like location, condition, quality, etc. I utilize a computer database along with experience to help you decide where to set the price. It is not simple, but it isn’t mysterious either.
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INTERNET EXPOSURE IS CRITICAL 90% of homche buyers sear for homes
Taking full advantage of the internet is just one of the great ways to get your home noticed by many interested buyers.
ONLINE.
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FIRST IMPRESSIONS
The largest number of potential buyers will view a newly listed home within the first 14 days on the market, and the number will decrease as the days on the The largest number of potential buyers will view a newly listed home within the first 14 market increases. This pool of buyers includes home buyers just entering the days on the market, and the number will decrease as the days on the market increases. This ÂŽ who have already market more importantly, working with Realtors pool ofand, buyers includes home buyersbuyers just entering the market and, more importantly, buyers working with RealtorsÂŽ who have already existing inventory and have not found a to seen the existing inventory and haveseen notthe found a home, making them eager home, making them eager to make an offer. make an offer. To take advantage of this increased level of traffic and buyer interest, your property should
To be take advantage of this increased of traffic priced to sell at fair market value fromlevel the very start. and buyer interest, your property should be priced to sell at fair market value from the very start.
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HOME-SELLING PROCESS
Interview and select a Realtor®.
Decide to sell your home.
Review and sign listing paperwork with your Realtor®.
Stage for photos.
Clean, clean, clean.
Schedule appraisal and inspection.
SOLD! Turn over keys and garage door openers.
Determine sale price.
Review open house feedback to make any needed adjustments.
Schedule open house with your Realtor®.
Sign offer or counter offer.
Discuss local market and competition.
Discuss any offers with your Realtor®.
Review inspection and requests with your Realtor®.
Attend closing and sign paperwork.
Make agreed-upon repairs.
Pack belongings.
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P R E PA R I N G Y O U R H O M E Your home has just one chance to make a great impression with each potential buyer. The following suggestions will help you keep track of what can create a clean, spacious, clutterfree home. Accomplish a little every day, and before long your home will be ready to make the impression that can make the sale. CURB APPEAL Mow lawn/Trim shrubs Edge gardens and walkways Weed & mulch Add color, fill in bare spots with plantings Sweep walkways/driveway, remove branches/litter/toys Take stains off your driveway with cleanser Remove mildew or moss from walls or walks with bleach & water or a cleaner Stack woodpiles neatly Clean and repair patio and deck area Remove any outdoor furniture which is not in good repair Make sure pool or spa sparkles Replace old storm doors Check for flat fitting roof shingles Repair broken windows and shutters, replace torn screens, make sure frames and seams have solid caulking Hose off exterior wood and trim, replace damaged bricks or wood Touch up exterior paint, repair gutters Paint the front door and mailbox Add a new front door mat and consider a seasonal door decoration Shine brass hardware on front door, outside lighting fixtures, etc. Make sure doorbell is in working order
GENERAL INTERIOR Add a fresh coat of interior paint in light, neutral colors Shampoo carpeting, replace if necessary Clean and wax hardwood floors, refinish if necessary Wash kitchen & bathroom floors Wash all windows/sills, vacuum blinds Clean the fireplace Clean out and organize closets, add extra space by packing items you won’t need again until after you’ve moved Remove extra furniture, worn rugs, and items you don’t use Keep paper, toys, etc. picked up especially on the stairways Repair problems such as loose door knobs, cracked molding, leaking taps and toilets, squeaky doors, closets or screen doors which are off their tracks Add dishes of potpourri, diffuse essential oils, or add a drop of vanilla on light bulbs for scent Secure jewelry, cash and other valuables LIVING ROOM Make it cozy and inviting, discard chipped or worn furniture and frayed/ worn rugs
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DINING ROOM Polish any visible silver and crystal Display a nice centerpiece KITCHEN Make sure appliances are spotless inside and out Make sure all appliances are in perfect working order Clean often-forgotten places: top of refrigerator and under sink Wax or sponge floor to a brilliant shine and clean baseboards Unclutter all counter space, remove counter-top appliances Organize items inside cabinets, pre-pack items you won’t be using before you move BATHROOMS Remove all rust and mildew Make sure tile, fixtures, shower doors, etc. are immaculate and shining Make sure all fixtures are in good repair Replace loose caulking or grout Make sure lighting is bright, but soft
MASTER BEDROOM Organize furnishings to create a spacious look with well-defined sitting, sleeping, and dressing areas GARAGE Purge unnecessary items Clean oily cement floor Provide strong overhead light Tidy storage or work areas BASEMENT Purge unnecessary items Organize and create more floor space Clean water heater and drain sediment Change furnace filter Make inspection access easy Clean/paint concrete floors and walls Provide strong overhead lighting ATTIC Tidy up by discarding or pre-packing Make sure air vent is in working order Provide strong overhead lighting
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SHOWING YOUR HOME As soon as your home is on the market, many agents will want to show your home. Please allow any agent who calls, to show your home at the suggested time. If you are not frequently available, it is suggested that you allow a key box to be installed on your door. You will increase your odds of selling by allowing more qualified buyers to see your home. You do not want to miss an out-of-town transferee because your home was not able to be shown. Just as important, always leave your house as if you may have a showing any minute. During a showing: • • • • • • • • • • • • •
•
Open all draperies and window shades during daylight hours. Turn on all lights and replace bulbs with high wattage bulbs where needed. Open windows one half hour before showing to circulate fresh air. Open all the doors between rooms to give an inviting feeling. Place fresh flowers on kitchen table and/ or in the living room. The smell of freshly baked cookies or bread would add an inviting aroma. Clothes properly hung, shoes, hats and other articles properly places, will make your closet appear adequate. Pack and store excess items. Pets should be confined or restricted from view. Eliminate pet odors. Not everyone shares your love of animals. Some people may be allergic to them. All jewelry and valuables should be stored in a safe deposit box or in a locked closet. Replace any items not included in the sale, or tag them appropriately with, “to be replaced with…” or “not included” signs. Beds should be made and clothes picked up. Bathrooms should be clean, with towels folded and toilet lid down. When you leave the house, please leave it as if you know it is going to be shown. You never know when the right person is going to look at it! The radio and TV can distract from the home. Let the agent and the buyer talk freely without any disturbances. If you must have background noise, tune the radio to a soothing station and let it play quietly in the background. Three’s a crowd. If you have to be home when a Realtor and prospect arrive, you should greet them courteously and then disappear. Children should be kept clear. Don’t volunteer or comment unless asked. Remember, they are here to view the home.
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T H E A R T O F N E G O T I AT I O N Keep in mind that just as you want to obtain the highest price and best terms for yourselves, buyers want to obtain the lowest price and best terms for themselves. I recommend that you do not discuss the following types of information with any buyers or real estate agents, regardless of whom they represent, other than your listing agents. Doing so could compromise my negotiation position. 1. Reason for selling 2. Motivation/Urgency 3. Willingness to consider an offer less than the listing price 4. Terms under which you would sell 5. Relocation, timing, benefits of policies…if applicable 6. Items of personal property which you “might” be willing to include in a sale 7. Any confidential information that would serve to disclose your negotiating strategy THOUGHTFUL COMMUNICATION If you are like most sellers, the period of time when your home is on the market is inconvenient and stressful. I am committed to providing you with world-class service. I will do everything possible to make your transaction enjoyable and successful. THE MOST IMPORTANT INGREDIENT TO ANY SUCCESSFUL RELATIONSHIP IS COMMUNICATION! MY PROMISE TO YOU 1. I will personally call you with an update every week. 2. I will call you anytime there is a change in the current market conditions and advise you as to how any changes impact the sale of your home. 3. I will make sure you have copies of all advertising and information being used to market your home. 4. I will always be 100% HONEST and straightforward with you. YOU WILL NEVER SAY… I NEVER HEARD FROM MY AGENT
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T I P S F O R PA S S I N G HOME INSPECTION If you are thinking about selling your home, you may want to start thinking about home inspections. As most inspections thoroughly check the home’s infrastructure, foundation and roof, most real estate experts recommend that you look for problems before putting your home on the market. Though older homes might have more concerns, homes of all ages and types should be given a checkup by homeowners prior to entering the market. This article describes the most common problems found by home inspectors and offers some tips on how your home can pass its eventual inspection. PLUMBING If you know that you will be selling your home, you should try to repair all plumbing leaks as soon as possible. Besides checking for leaks throughout the home’s plumbing system, a home inspector will also check the water pressure by running multiple faucets and flushing toilets. In some cases, an inspection may also include a check of the septic system. If you have experienced drainage problems in your home, you may want to consider contacting a professional to check the septic system prior to the home inspection. HEATING AND COOLING SYSTEMS As there are many types of heating and cooling systems, there is no standard test for home inspectors. However, regardless of what type of heating and cooling systems your home utilizes, you should try to ensure that everything is working properly prior to the home inspection. You may also want to consider having your heating and cooling units serviced prior to selling your home. ELECTRICAL SYSTEM A typical home inspection will check the electrical panel and circuit breakers that power your property for problems and test outlets throughout the home. The inspector will also check for ground fault interrupt outlets (GFIs) in the kitchen and bathrooms. Designed to automatically shut off power during a short circuit, these special outlets are an important safety feature for every home. If you live in an older home, you may want to have GFIs installed and have your electrical system checked before an inspection.
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T I P S F O R PA S S I N G H O M E INSPECTION CONTINUED ROOF AND CHIMNEY A home inspection will check for weak or missing shingles and make an assessment regarding the quality of the roof. If any poor shingles are spotted, an inspector might check underneath to see if the building materials are damaged or rotten. To prevent a poor report, you should consider replacing bad shingles and having an expert check the overall quality of the roof. The inspector will also check the chimney to ensure that the base of the chimney is watertight and that all bricks and mortar are in good condition. Prior to the inspection, you may also want to check to make sure the chimney is clear and that the fireplace is working properly. GUTTERS Prior to the inspection, try to make sure your gutters are clean and rainwater is able to flow without spilling over the sides. Also, downspouts should be pointed away from the house, as poor drainage is often the cause of mold and mildew problems. MOLD AND MILDEW If you have seen mold or mildew anywhere in your home, you should consider contacting a cleanup professional prior to the inspection. Regardless of where mold and mildew are found in the home, it is important to both kill the fungus and fix the cause of the problem. As home buyers are becoming increasingly aware of the effects mold and mildew can have on a home, you might experience difficulty selling your home if you don’t take care of the issue. If you have a basement, take some extra time to check the walls and floors for signs of water damage. After the initial inspection, try not to be discouraged if the inspector finds a few flaws; very few homes are perfect and inspectors are trained to take note of every possible concern. Home inspections are designed to assess the working order of the home’s infrastructure and assure the buyer that the home’s condition matches the details of the contract. In short, if you take care of the most important repair concerns before you try to sell, you will grant yourself a better chance of passing your home inspection.
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E S T I M AT E D C O S T S H E E T
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A PREMIUM GLOBAL BRAND A PREMIUM GLOBAL BRAND The Coldwell Banker® brand has a global reach with offices ® The Banker brand in 47Coldwell countries and territories, has a global reach with offices including the United States and in 47 countries and territories, Canada. There are approximately including the United States and 3,000 Coldwell Banker offices Canada. There are approximately worldwide. The Coldwell Banker 3,000 Bankerinoffices brand Coldwell has a presence the worldwide. The Coldwell Banker following countries and territories brand has a presence in the (as of 12/31/17). following countries and territories (as of 12/31/17). England United States Andorra United States Argentina Andorra Aruba Argentina Bahamas Aruba Bermuda Bahamas British Virgin Islands Bermuda Canada British Virgin Islands Cayman Islands Canada China Cayman ColombiaIslands China Costa Rica Colombia Curaçao Costa CyprusRica Curaçao Dominican Republic Cyprus Egypt Dominican Republic Egypt
France England Germany France Ghana Germany Grenada Ghana Guatemala Grenada India Guatemala Indonesia India Ireland Indonesia Italy Ireland Jamaica Italy Kenya Jamaica Malta Kenya Mexico Malta Monaco Mexico Netherlands Monaco Netherlands
Panama Portugal Panama Puerto Rico Portugal Romania Puerto Rico Singapore Romania Spain Singapore St. Kitts and Nevis Spain St. Maarten St. Kitts and Nevis Martin St. Maarten Thailand St. Martin Turkey Thailand Turks & Caicos Turkey United Arab Emirates Turks & Caicos Uruguay United ArabIslands Emirates U.S. Virgin Uruguay U.S. Virgin Islands
2017 COLDWELL BANKER STATISTICS (AS OFBANKER 12/31/2017) STATISTICS 2017 COLDWELL (AS OF 12/31/2017)
NUMBER OF U.S. TRANSACTION SIDES: 730,736
AVERAGE U.S. SALES PRICE: NUMBER OF U.S. TRANSACTION SIDES: $332,025 730,736 (14.8% HIGHER THAN THE NAR 2017 AVERAGE*) TOTAL U.S. SALES VOLUME: $242.6 BILLION AVERAGE U.S. SALES PRICE: $332,025 (14.8% HIGHER THAN THE NAR 2017 AVERAGE*) NUMBER OF U.S. $1 MILLION+ SIDES: $242.6 28,746 ($1.9 MILLION AVERAGE SALES PRICE) TOTALTRANSACTION U.S. SALES VOLUME: BILLION INDEPENDENT CONTRACTOR NUMBER OF U.S. $1 MILLION+ TRANSACTION SIDES: 28,746 ($1.9 MILLION AVERAGE SALES PRICE) SALES ASSOCIATES/REPRESENTATIVES WORLDWIDE: OVER 92,000 INDEPENDENT CONTRACTOR SALES ASSOCIATES/REPRESENTATIVES WORLDWIDE: OVER 92,000 *National Association of REALTORS® 2017 Average Sale Price: $289,200
*National Association of REALTORS® 2017 Average Sale Price: $289,200
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VISION TO E N R I C H T H E L I V E S O F A L L T H E P E O P L E W E TO U C H
VA L U E S I N T E G R I T Y, P R O F E S S I O N A L I S M , S E R V I C E , L E A D E R S H I P, C O M P A S S I O N
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