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STEPS TO SUCCESSFor Selling Your Home
www.AccessHomesNow.com
Selling Your HomeIn 7 Steps
Established in 1990, Access Homes and it's partner company Appraisal Express & Investments has been in the real estate industry for over 23 years. As a boutique residential focused Real Estate Agency – and one of the few agencies to combine expert knowledge of both appraising and sales, Access Homes provides clients with a much higher level of service than most other agencies. Covering the entire Bay Area, we offer our clients the following benefits: Pre-sales renovation project management Design advice A proven pricing strategy Full appraisal services Comprehensive online and offline marketing Negotiation strategy Full support through deal closure
By working with us, we will provide you with a stress free experience and will gain maximum exposure for your home resulting in top dollar to you!
Access Homes
IntroductionA Little About Who We Are
www.AccessHomesNow.com
Selling Your HomeIn 7 Steps
Max MendozaLicensed Real Estate Sr. Agent & Appraiser
IntroductionA Little About Who We Are
Licensed REAL ESTATE AGENT and a LICENSED APPRAISER
Over 20 years of appraisal experience; over 15 years as a Realtor
Has owed several of his own homes including investment properties
Member of the San Francisco and Santa Clara Board of Realtors
Represented sellers and buyers throughout the bay area
Has a Miniature Schnauzer named “Baby” Born in the Philippines; grew up in Guam
and San Jose Loves basketball, gardening, travel, and
anything to do with real estate
www.AccessHomesNow.com
Selling Your HomeIn 7 Steps
Internet marketing expert with over 24 years of experience
5 year background as head of Sales & Marketing for Access Homes
San Francisco home-owner and resident for over 17 years
Boston University graduate with a degree in Business Administration
Originally from South Africa; lived for 7 years in Tokyo, Japan
Loves skiing, scuba diving, exotic travel, and fine dining
Laurence NathansonVP Sales & Marketing
IntroductionA Little About Who We Are
Selling Your Home in 7 Steps
Step 1 - Selling ConsultationStep 2 - Develop Pricing StrategyStep 3 - Develop Marketing StrategyStep 4 - Implement Customized Marketing PlanStep 5 - Understanding Your RoleStep 6 - Negotiating the Purchase ContractStep 7 - Managing the Transaction Through Closing
www.AccessHomesNow.com
Selling Your HomeIn 7 Steps There are 3 types of Agency Relationships between parties in a real estate
transactions:
Seller’s Agent - An agent who represents the Seller Buyer’s Agent - An agent who represents the Buyer Dual Agency - An agent who represents both the Seller and Buyer
Seller’s Agent / Dual Agency Working on your behalf and looking out for your best interests We will market your home We will evaluate and negotiate offers from buyers We will guide you throughout the entire transaction to ensure a successful closing
Working for You as Your Seller’s Agent
Step 1Selling Consultation
www.AccessHomesNow.com
Selling Your HomeIn 7 Steps
Motivation Timing Pricing Decision Making Communication Previous Selling Experiences Personal Property Condition of Home Relocating Concerns
DETERMINE YOUR NEEDSWhat is Most Important to You?
Step 1Selling Consultation
www.AccessHomesNow.com
Selling Your HomeIn 7 Steps
What will you miss most about your home?
What will you miss most about this location?
What are some favorite features about your home?
What compliments have friends and neighbors made about your home?
What characteristics do you feel make your home unique when compared to others?
Who do you consider to be the target market for your home?
Your Home’s Marketability
Step 1Selling Consultation
www.AccessHomesNow.com
Selling Your HomeIn 7 Steps
Two of the first things we do when we list your home: Order a “Preliminary Title Report” Have you fill out a “Sellers Property Condition Disclosure”
Any Issues We Need to Be Aware Of?
With pricing in our market, will we be close to a Potential Short Sale?
Does your current mortgage have a Pre-Payment Penalty?
Are there any Liens on your home?
Are there any Easements, or Encroachments associated with your home?
Is there an HOA? What are the Dues? Is there a Transfer Fee?
Is there any Litigation associated directly with your home or the HOA?
Are there any Assessments coming up or pending with the HOA?
Are there any Physical Issues with your home?
Have you had to do Major Repairs to your home?
DISCLOSE! DISCLOSE! DISCLOSE!
Step 1Selling Consultation
Step 1 - Selling ConsultationStep 2 - Develop Pricing StrategyStep 3 - Develop Marketing StrategyStep 4 - Implement Customized Marketing PlanStep 5 - Understanding Your RoleStep 6 - Negotiating the Purchase ContractStep 7 - Managing the Transaction Through Closing
Selling Your Home in 7 Steps
www.AccessHomesNow.com
Selling Your HomeIn 7 Steps Physical Characteristics:
Location Home size Lot size Architectural design Floor plan Age Amenities Overall condition
What Affects Your Home’s Market Value?
Step 2Develop Pricing Strategy
Market Conditions: Current mortgage interest rates National and regional economic
conditions Buyer demand, Seasonal demand Availability of competing properties Prices of recently sold properties
www.AccessHomesNow.com
Selling Your HomeIn 7 Steps
Using a Comparative Market Analysis as a Guide
A Comparative Market Analysis highlights similar homes in your area that are:
Active Listings • Homes that are currently competing with yours for the attention of
buyers• We can see asking prices, but no accepted offers have been received
Under Contract• Homes that have received and accepted an offer• Good indication of realistic pricing
Sold• The best foundation to determine accurate market value• Adjustments are made for square footage and features, leading to
recommendation for listing price
Expired• Homes that failed to sell• Most often, priced too high
Step 2Develop Pricing Strategy
www.AccessHomesNow.com
Selling Your HomeIn 7 Steps
Inventory and pricing is transparent – buyers know relative pricingIf priced within a comparable range, buyers will comeIf pricing is above range, buyers will skipHigh pricing makes your competition look good
If you had time to only see 3 homes in this neighborhood, which 3 would you go look at?
A Buyer Will Not Pay More Than They Need To
Step 2Develop Pricing Strategy
List Price: $1,290,000
List Price: $1,365,000
List Price: $1,305,000
List Price: $1,310,000
List Price: $1,275,000
List Price: $1,296,000
www.AccessHomesNow.com
Selling Your HomeIn 7 Steps
The Risks of Pricing Too High
An asking price that is beyond market rangecan adversely affect the marketing of a property.
If priced at Fair Market Value = good activity / buyer interest
If priced above Fair Market Value to Test the Market = less interest
If priced below Fair Market Value = increased showings / multiple offers
Step 2Develop Pricing Strategy
www.AccessHomesNow.com
Selling Your HomeIn 7 Steps
The Excitement of a “New On Market” Listing
When selling your home, time is not your friend When listed, extensive marketing to other
agents and buyers Agents usually come to the first brokers tour Interest builds over first two weeks – peak is
between week two and three After week three, interest starts to die down If not correctly priced, buyer opportunities will
be missed
Your home may eventually sell below market value due to these costly delays
Step 2Develop Pricing Strategy
www.AccessHomesNow.com
Selling Your HomeIn 7 Steps
The Problem with “Testing the Market”
Step 2Develop Pricing Strategy
High pricing to Test The Market is a common mistake sellers make
Most of the showing activity occurs when the home is first listed
If initial opportunity is missed = price reduction
Perception: longer home is on the market, lower the price should be
Pricing it correctly from the start =
Achieve higher sales price
www.AccessHomesNow.com
Selling Your HomeIn 7 Steps
You must first start out with the correct, accurate pricing
Heavily market the home to both potential buyers as well as to other Realtors
MUCH higher success rate!
The “Selling Equation”
Step 2Develop Pricing Strategy
Selling Your Home in 7 Steps
Step 1 - Selling ConsultationStep 2 - Develop Pricing StrategyStep 3 - Develop Marketing StrategyStep 4 - Implement Customized Marketing PlanStep 5 - Understanding Your RoleStep 6 - Negotiating the Purchase ContractStep 7 - Managing the Transaction Through Closing
www.AccessHomesNow.com
Selling Your HomeIn 7 Steps
89% of home sales are generated from the marketing efforts of a real estate professional. Source - National Association of REALTORS® - 2012
Where Buyers Find the Home They Purchase
Multiple Listing Service
Real Estate Agent 38%
Internet 37%
Yard Sign 11%Print Newspaper Ads
2%Home Book or Magazine 1%
Home Builder or
Builder’s Agent 4%
Friend, Relative or Neighbor 6%
Knew Seller 2%
Step 3Develop Marketing Strategy
www.AccessHomesNow.com
Selling Your HomeIn 7 Steps
Internet 37%
Step 3Develop Marketing Strategy
Over 90% of Buyers are Searching Online
37% of buyers actually find the home they purchase on the internet
Over 90% of buyers are searching online for homes
Buyers know the current inventory, listing prices, sales, and what properties sold for
At Access Homes, our expertise is online marketing – we focus where the buyers are!
Selling Your Home in 7 Steps
Step 1 - Selling ConsultationStep 2 - Develop Pricing StrategyStep 3 - Develop Marketing StrategyStep 4 - Implement Customized Marketing PlanStep 5 - Understanding Your RoleStep 6 - Negotiating the Purchase ContractStep 7 - Managing the Transaction Through Closing
www.AccessHomesNow.com
Selling Your HomeIn 7 Steps
You only get one chance to make an emotional connection with a potential buyer
Professional photography is key Photos will appear on the MLS listing, all print media
and top ranked real estate websites
We provide custom professional photography
Beautiful Professional Photography
Book & Magazine1%
Newspaper2%
Yard Sign11%
Internet37%
Real Estate Agent38%
Step 4Implement Customized
Marketing Plan
www.AccessHomesNow.com
Selling Your HomeIn 7 Steps
Many properties have poorly written descriptions
We point out your home’s best features, what makes it unique in our market, and what sets it apart from other competing properties
Separate text is written for both potential buyers as well as for the other agents
Descriptive Text PromotingYour Home’s Best and Most Unique Features
Book & Magazine1%
Newspaper2%
Yard Sign11%
Internet37%
Real Estate Agent38%
Headline:Classic Edwardian with Original Period Details!Public Remarks:Impressive entry foyer, elegant staircase, formal living room featuring a grand fireplace, bay window, gracious dining room w/ great natural light, overlooks the wrap around deck. Breakfast room steps out to newly resurfaced patio. Added family room/bedroom at the rear of this main level featuring gas fireplace, & built-ins. Quality remodeled bath and laundry room complete this suite--can also double as a family room, home office. The remodeled galley kitchen has custom-made cabinetry, stainless quality appliances, Granite, recessed lights. Upstairs has 2 recently quality-remodeled baths, 2 bedrooms w large walk-in closets, 3rd BR ideal for nursery/office. Many more upgrades. Full basement/garage.
- Approx. 2450 Square Feet- 3 Bedrooms, 4 Bathrooms- City / Bay Views- Easy Access to Nearby City Park
Confidential Agent Remarks:Call Max Mendoza (415) 271-9784 or marketing partner Laurence Nathanson (415) 279-8294 to schedule showing. Sellers will review any offers Wed. 10/17 after 1PM. please email disclosure requests. Please use SFAR Board contract forms. Note: Parking configuration is 1-2 in garage--tandem.
Step 4Implement Customized
Marketing Plan
www.AccessHomesNow.com
Selling Your HomeIn 7 Steps
The Multiple Listing Service (MLS) = on-line database including all the listings from member brokerages
MLS is single most important tool used by agents
Access Homes is a member of the San Francisco MLS
75% of sales originate with the MLS.
Your Home’s Information Listed on the MLS
Internet37%
Real Estate Agent38%
Multiple Listing Service (MLS)
Step 4Implement Customized
Marketing Plan
www.AccessHomesNow.com
Selling Your HomeIn 7 Steps
Internet37%
Over 90% of home buyers use the internet as a tool when searching for a new home!
Many home purchases start from surfing the web
A good profile is like having an open house 24 hours a day with no inconvenience
AccessHomesNow.com is designed to sell homes• We generate traffic from Craigslist• Search Engine Optimization (SEO)• Social Media Marketing• Listings appear on 20+ real estate partner
websites• We provide comprehensive web exposure
Step 4Implement Customized
Marketing Plan
Your Home’s Information Listed on AccessHomesNow.com
www.AccessHomesNow.com
Selling Your HomeIn 7 Steps
Nationally, these are continually the top 5 real estate websites.
If you Google “San Francisco Homes for Sale” these are often the first sites to come up
Our listings stand out with • Descriptive headlines• Strong body text • High quality photos
Featured on the 5 Most Popular Real Estate Websites
Internet37%
Trulia.com Zillow.com
Step 4Implement Customized
Marketing Plan
Yahoo! Real Estate Realtor.comHomes.com
www.AccessHomesNow.com
Selling Your HomeIn 7 Steps
Internet37%
Your Property Appears on Many Local andNationally Popular Real Estate Websites 100’s of other Realtor and Brokerage Affiliate Sites.
Step 4Implement Customized
Marketing Plan
www.AccessHomesNow.com
Selling Your HomeIn 7 Steps
Many potential Buyers receive automated “Hot Sheet” emails from their agents
When we list your property on the MLS, your property’s information and photography will be automatically emailed to your ideal target market
Automated Email Notifications
Internet37%
Real Estate Agent38%
Step 4Implement Customized
Marketing Plan
www.AccessHomesNow.com
Selling Your HomeIn 7 Steps
The Yard / Street Sign still accounts for about 11% of Buyers
We install a professional, bright and highly visible for sale sign
Good to attract both buyers and agents who see it
Highly Visible Yard/Street Sign
Yard Sign11%
Real Estate Agent38%
Step 4Implement Customized
Marketing Plan
www.AccessHomesNow.com
Selling Your HomeIn 7 Steps
Open house = great way to promote your property
We conduct a Realtor Open House Tour along with Public Open House day(s)
Realtor & Public Open House Tour
Yard Sign11%
Real Estate Agent38%
Step 4Implement Customized
Marketing Plan
OPEN HOUSE
www.AccessHomesNow.com
Selling Your HomeIn 7 Steps
Our well designed full color brochures entice buyers
We will present your home in the best way to convert lookers into buyers
A good flyer can result in a higher offer price!
Custom Designed Property Brochures
Yard Sign11%
Real Estate Agent38%
Step 4Implement Customized
Marketing Plan
www.AccessHomesNow.com
Selling Your HomeIn 7 Steps
Available by phone, text, and email Social Networking allows us to reach an even
wider audience #1 In Yelp – San Francisco Word-of-mouth -- $1,000 incentive
Quick Response to All InquiriesStrong In Social Marketing
Step 4Implement Customized
Marketing Plan
Selling Your Home in 7 Steps
Step 1 - Selling ConsultationStep 2 - Develop Pricing StrategyStep 3 - Develop Marketing StrategyStep 4 - Implement Customized Marketing PlanStep 5 - Understanding Your RoleStep 6 - Negotiating the Purchase ContractStep 7 - Managing the Transaction Through Closing
www.AccessHomesNow.com
Selling Your HomeIn 7 Steps
Every showing counts and you only get one chance to make a first impression!
A well presented home = sells faster at a higher purchase price
• Remove all clutter, personal objects and unnecessary furniture - less is more
• Do a quick dusting and vacuuming right before showings • Leave lights on and open all drapes and shades • Opening windows can provide fresh air • Soft music can create a positive experience.
We will also walk through your home together and make suggestions
You want to have your home show like a model home
Presentation of Your Home
Step 5Understanding Your Role
www.AccessHomesNow.com
Selling Your HomeIn 7 Steps
Always maintain your home in ready-to-show condition Try to be flexible in the scheduling of showings It is always best to leave during showings Save business cards of all agents who show your home Be cautious when talking to buyers, you could accidentally
weaken your negotiating position Let us know of any changes in your property's condition If approached by buyers not accompanied with an agent,
contact us immediately – do not let them in unescorted All valuables such as jewelry, portable electronics, collectibles
and pharmaceuticals should be safely secured
Your Participation
Step 5Understanding Your Role
www.AccessHomesNow.com
Selling Your HomeIn 7 Steps Lock Box = industry standard for agent access
with security Agent must be a member of the Board of
Realtors Provides record of showing activity – email
within 5 minutes We follow-up with agents who show your home –
provide you with ongoing activity report
Scheduling Home Showings and Providing Feedback
Step 5Understanding Your Role
www.AccessHomesNow.com
Selling Your HomeIn 7 Steps
We continually update you on the competing homes in your neighborhood
Ongoing analysis – helps to make any calibrations if necessary
Watching and analyzing your competition is extremely important!
Keeping You Updated on Competing Homes
Step 5Understanding Your Role
New Listing Pending Sale New Listing
New Listing Recently Closed New Listing
Selling Your Home in 7 Steps
Step 1 - Selling ConsultationStep 2 - Develop Pricing StrategyStep 3 - Develop Marketing StrategyStep 4 - Implement Customized Marketing PlanStep 5 - Understanding Your RoleStep 6 - Negotiating the Purchase ContractStep 7 - Managing the Transaction Through Closing
www.AccessHomesNow.com
Selling Your HomeIn 7 Steps
Below are some of the items that we will need to pay close attention to:
Purchase Price Included Items Excluded Water Rights Earnest Money Method of Payment Special Assessments Possession Seller Disclosures Due Diligence Condition Appraisal Condition Financing Condition Additional Earnest Money Additional Addenda Home Warranty Mediation Seller Disclosure Deadline Due Diligence Deadline Financing & Appraisal Deadline Settlement Deadline Response Deadline Multiple Offers
After considering all terms... Do you Accept, Counteroffer, or Reject the Buyer's Offer?
Evaluation of an Offer - Does it meet your needs?
Step 6Negotiating the Purchase
Contract
Selling Your Home in 7 Steps
Step 1 - Selling ConsultationStep 2 - Develop Pricing StrategyStep 3 - Develop Marketing StrategyStep 4 - Implement Customized Marketing PlanStep 5 - Understanding Your RoleStep 6 - Negotiating the Purchase ContractStep 7 - Managing the Transaction Through Closing
www.AccessHomesNow.com
Selling Your HomeIn 7 Steps
Providing the Seller's Disclosures Seller Property Condition Disclosure Commitment for the policy of Title Insurance, showing easements, encroachments and
liens HOA information, budget, minutes, assessments, CC&R's, and survey, water rights if
applicable Copy of any leases, rental, and property management affecting the property Notice of any claims and/or conditions relating to environmental problems & building or
zoning code violations
Buyer's Due Diligence (Evaluations and Inspections) The Buyer reviews and signs off on Seller's Disclosures The Buyer may schedule inspections
Buyer's Right to Cancel or Resolve Objections Within Due Diligence Deadline, buyer can cancel contract Within Due Diligence Deadline, seller can resolve buyer objections
Remaining Contingencies and Financing Is the sale contingent upon an appraisal How is the Buyer's financing going Was the sale contingent upon the Buyer selling their previous home Final pre-settlement walk-through inspection
Settlement (Closing)Buyer and Seller have signed all documentsAny monies required to be paid have been delivered by Buyer and/or SellerThe proceeds of the new loan have been "funded", then all closing docs are "recorded" at the County RecorderHand off keys, garage door openers, manuals, warranties
Step 7Managing the Transaction
Through Closing
Thank you!Now Lets Get Started!
There is so much thought, knowledge and preparation that goes into a successful home-selling campaign. We will be
your resourceful guide through every step. Lets get started on formulating our strategic plan to get your home sold.
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