phil greely :: seller's guide

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Seller’s Guide Selling Your Home with the Expert Help of Phil Greely

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An overview of how Phil Greely positions Seattle area homes to sell for top dollar.

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Page 1: Phil Greely :: Seller's Guide

Seller’s Guide Selling Your Home with the Expert Help of

Phil Greely

Page 2: Phil Greely :: Seller's Guide

Contents

Introduction

About Phil

Designations

Phil Sells Seattle

Community

Windermere

Preparing Your Home

Pricing Your Property

Overpricing

Market Value

Marketing Plan

Marketing Examples

Professional Photography

Marketing Online

Windermere Online

Finding a Buyer

My Gift to You

What My Clients Are Saying

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Page 3: Phil Greely :: Seller's Guide

Introduction

Thank you for the opportunity to work towards selling your home! My goal is to have

you delighted by the process and happy with the outcome. The success of my business

depends solely on the satisfaction of my clients!

Helping people buy and sell real estate is my full time career. Your home, your goals

and your needs deserve my full attention and commitment.

In working with me, you have my commitment to the following:

Alignment with the #1 real estate company in the Seattle area: Windermere

The highest levels of professional marketing

Up to date knowledge and education on the real estate industry in Washington

A never-ending drive to make my clients happy

So thank you again for taking the time to meet with me. I hope you find the information

in this guide and on my website useful and I look forward to helping you accomplish your

real estate goals.

Sincerely,

Phil Greely

Windermere Real Estate

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Phil Greely

Page 4: Phil Greely :: Seller's Guide

About Phil

Welcome!

The process of buying or selling your home can be both exciting

and nerve-racking all at the same time. My goal is to serve you as

a proactive trusted advisor throughout the process to make the

transaction easy and fun. I want to add value to not only your real

estate assets--but your life!

Personalized Service

I strive to provide legendary customer service and have that be

the core of my interactions with clients. Every person deserves

customized and personalized service before, during and after their

real estate transaction. Real estate often involves acquiring or selling

the largest asset a person will ever own...doesn't that warrant the

utmost care from your Realtor? I want you to have power and

choice from beginning to end!

Commitment to Education

In addition to keeping pace with the ever-changing field of real estate, I strive to take my

business to another level by seeking out professional designations that distinguish me from the

masses. Such designations require many hours of course work to complete. Adding these titles is

more than alphabet soup after my name. It's a commitment to my clients and me to be top in

my field. Here are some of the professional designations in my tool belt: CNE: Certified

Negotiation Expert ABR: Accredited Buyer's Representative SRES: Senior Real Estate Specialist

CRS: Certified Residential Specialist

Active in the Community

My wife, daughter and I live in the Whittier Heights part of Ballard. When I'm not helping people

with real estate, we spend time enjoying Seattle's many city parks, craft breweries and tasty

restaurants. We are also active members in our local church. I absolutely love living life in Seattle

and can't wait to help you plan roots here as well!

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Page 5: Phil Greely :: Seller's Guide
Page 6: Phil Greely :: Seller's Guide

Phil’s Designations

Certified Residential Specialist (CRS)

Only 3% of Realtors are Certified Residential Specialists. Realtors who receive the CRS

designation have completed advanced professional training and demonstrated outstanding

professional achievement in residential real estate. Only 37,000 Realtors nationwide have

earned the credential. When it comes to your home, you want a Certified Residential Specialist.

Accredited Buyers Representative (ARB)

The Accredited Buyer’s Representative (ABR®) designation is the benchmark of excellence in

buyer representation. This coveted designation is awarded by the Real Estate Buyer’s Agent

Council (REBAC), an affiliate of the National Association of REALTORS®, to real estate

practitioners who meet the specified educational and practical experience criteria

Senior Real Estate Specialist (SRES)

REALTORS® who carry the Seniors Real Estate Specialist® (SRES®) designation are specially

qualified to address the real estate needs of those age 50+. SRES® designees bring a unique

approach to each transaction and interaction with clients. They not only offer a deep

knowledge of real estate and the local and economic issues shaping market trends, but they're

also educated on issues of particular concern to aged 50+ clients.

Certified Negotiations Expert (CNE)

A Certified Negotiations Expert has been trained in advanced negotiating tactics and

approaches. This training enables your agent to better help achieve your goals. Your real estate

negotiations will be handled with skill and with a CNE trained agent you will achieve excellent

results.

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Page 7: Phil Greely :: Seller's Guide

Phil’s Sells Seattle! SOLD!

Below are just some of the homes that I have sold over the past two years:

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2820 W Dravus St

$960,000

1920 4th Ave #1807

$515,000

820 Blanchard St #1509

$510,000

823 W Cremora St

$546,063

2204 S Norman St

$729,950

410 N 67th St

$505,000

8228 16th Ave NE

$481,300 517 N 70th St

$481,000

Page 8: Phil Greely :: Seller's Guide

Phil Sells Seattle!

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7535 Seward Park Ave S

$350,000

2743 Garlough Ave SW

$420,000

1760 N Northgate Wy #1

$380,000

13236 4th Ave $455,000

14047 Wayne Pl N

$229,000

18 Dravus St #201

$270,000

4553 4949th Ave SW

$365,000

6960 California Ave SW #106

$191,500

Page 9: Phil Greely :: Seller's Guide

Community

Windermere - Helping Homeless Families My commitment to serving our communities goes beyond providing the best in real estate

services. Since the beginning, through our Windermere Foundation (founded in 1989), I’ve also

reached out to help address one of America’s most pressing problems – homelessness.

Housing Is Our Business Supporting programs that provide housing and related services to help homeless and low-

income families is a natural extension of our business. We assist homeless families by giving funds

to a variety of nonprofit social service programs for emergency and transitional shelter projects,

temporary rent assistance and daycare for families in need. Other activities include underwriting

the cost of summer camp, and basic necessities such as new school shoes, socks and

underwear. I believe that building a child’s self-esteem is an investment in the future of our

communities.

Every Transaction Makes a Difference What makes the Windermere Foundation unique is the way that it is funded. Every time a

Windermere agent sells a home, a portion of the commission goes to the Windermere

Foundation. Salaried employees and managers, as well as the public, make contributions.

Since its inception, the Foundation has contributed millions of dollars to non-profit organizations

dedicated to fighting homelessness, with less than one percent going to administrative costs.

Windermere’s Commitment

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Page 10: Phil Greely :: Seller's Guide

Windermere

The Best Tools

Windermere’s structure allows offices to operate independently while retaining the benefits of

being associated with respected brand benefits such as advertising buying power, agent bene-

fits and powerful technology tools. At the same time, I am intimately familiar with my local com-

munities, allowing me to provide knowledgeable and high-caliber real estate services tailored to

your needs.

As part of the Windermere network, I also take advantage of a variety of programs and innova-

tive services including technology, marketing and education that I put to work in the local mar-

ket. These innovative tools allow me to serve homebuyers and home sellers in a way that is

unique to Windermere.

Windermere.com

At the touch of a button, you can view thousands of homes throughout the West via Winder-

mere’s award-winning website, Windermere.com. From here you can effortlessly preview homes

for sale, learn about my company and get information to help you make your buying and selling

decisions. The easy-to-use site includes homes listed by Windermere as well as other real estate

companies.

Photo Gallery

Allows you to view multiple photos of a home.

PropertyPoint

An exclusive interactive map search tool now featuring Google Maps.

myWindermere

A feature, which automatically notifies you via email of new listings that fit your criteria daily or

weekly. You can create multiple searches.

Mortgage Calculator

Determine if the home is within your price range.

Builder Gallery

For newly constructed homes, which can assist you in learning about the home, builder and de-

velopment.

The Best in Seattle

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Page 11: Phil Greely :: Seller's Guide

Seattle Market Share

By Number of Transactions

NWMLS Ares 140, 380, 385, 390, 700, 701, 705 & 710

2013 Market Share by Company

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Page 12: Phil Greely :: Seller's Guide

Preparing Your Home

Property Enhancement

The first step to selling your home is to make it show it’s best. We will walk through your home

together at the beginning of the process and get an idea of what you need to do to get ready.

This can range from simply arranging your belongings to remodeling in some cases. Each home

and seller is unique and there is no cookie cutter answer to what it takes to prepare a home for

sale.

Some Things We Might Discuss:

Purging

You are moving anyway so you may as well start packing! If you plan on taking things to charity,

now is the time. It may make sense at this point to start packing away extra clothes and things

you don’t need on a day-to-day basis to help de-clutter your home for showing. And you may

need to do a dump run or two in the process.

Staging

I utilize many methods to help in this arena. This can mean simply arranging your things to make

your home show it’s best. It can also mean bringing in a professional Staging Expert to consult.

In some cases, when a home is empty, sellers opt for full staging of their property.

Repairs

These are some repairs you’ve been “meaning to take care of” for a long time. They are things

that might distract from the charm and livability of your home. We want a buyer to feel comfort-

able and concentrate on how much they love your home, not on that torn vinyl or unpainted

wall. Most of the time, these are low cost tasks you can do yourself or hire a handyman to help

with.

Remodeling

In some cases a seller is better off making more costly improvements to increase the value or sal-

ability of their home. In all cases we will weigh carefully the cost vs benefit of any home im-

provement you make. I will never recommend you do anything that won’t get you more money

or make it more likely that you get a buyer for your home.

No matter what level of preparation is needed you will have my full support. I have a long list of

trusted vendors who do good quality work for reasonable prices. If you need a certain type of

contractor or service provider chances are I know one. I can even manage the logistics of the

process if you need my help.

Making a great first impression

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Page 13: Phil Greely :: Seller's Guide

Pricing Your Property

Pricing

If you are selling your home, you want the best possible price and terms. The idea is to get the

maximum price and the best terms during the window of time when your home is being market-

ed. My goal is to get you where you need to be in a timely manner.

Comparable Market Analysis aka CMA

I pride myself on keeping a close eye on the market by gathering and analyzing statistics on a

regular basis. The Comparative Market Analysis will provide you with the information needed to

make an educated decision about pricing your home.

The CMA Consists of:

Comparable photos and detailed listing reports on current competition.

Market statistics illustrating supply and demand.

A broad picture of your competition.

Net proceed estimates.

The Role of a Real Estate Agent in Pricing

I don’t tell you your home’s value, the market makes that determination.

There is no “exact price” for real estate.

We don’t tell you what we think your home is “worth”.

The market determines value - together we determine pricing strategy.

I will educate you on the current market arming you with the knowledge to make sound

pricing decisions.

You Determine the Price Based on the Factors You Control

Timing.

Condition of the property.

Exposure methods.

The market decides

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Page 14: Phil Greely :: Seller's Guide

Overpricing

You will lose the excitement that a new listing generates Most activity will take place within the first 21 days. Appoximately78% of homes sell in the first 30

days of listing, or within the 30 days of a price reduction that brings their home into the right price

range. Your odds of selling drop to about 11% between 30-60 days and after 60 days they drop

to about 5%. Your best chance of selling your home for the most money is in the first 30 days!

You will lose the most qualified prospects

Your objective should be to enter the market in a position that will attract qualified buyers and

ready prospects.

Overpricing helps sell other, more competitively priced homes first

Prospects will wonder why it has been on the market so long or if something is wrong with the

property, even after you lower the price.

It’s all about leverage

Buyers will not rush to make an offer on an over priced listing. One of the major benefits to pric-

ing to the market, rather than above the market, is that you retain the most leverage in negotia-

tion. Both in negotiating initial purchase price, and in negotiating the inspection, which can be-

come very costly if a buyer knows your home has been on the market longer than average.

I know the market!

As you can see, pricing your home correctly will make a tremendous difference in your bottom

line. I make it my business to know the market and help my clients price their home to sell for the

most money in the least amount of time. Just

ask my clients.

Consumer Reports Says:

Do not list with the Realtor who will price your

home at the highest price. You should expect a

Realtor to suggests price range, but there are

some Realtors who will suggest a very high price.

We call that “buying the listing”. Ultimately they

will be forced to pressure you to lower your price

after they have secured your business.

What are the effects?

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Page 15: Phil Greely :: Seller's Guide

Market Value

Determinations The existing pool of prospective buyers determines a property’s value based upon:

Location, amenities, bedrooms, bathrooms, square footage and lastly, condition.

Availability of comparable (competing) properties.

Economic conditions affecting real property transactions.

Little or No Influence

Factors that have little or no influence on the market value of a house include:

The price the seller originally paid for the property

The sellers expected net proceeds

The amount spent on improvements

The value of your property is determined by what a BUYER is willing to pay in TODAY’S MARKET

based on COMPARING YOUR PROPERTY to others currently for sale in the market.

Understanding the factors

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Page 16: Phil Greely :: Seller's Guide

Marketing Plan

I have a comprehensive and aggressive marketing plan that creates the maximum exposure for

your home.

Pre-title Commitment I will order a pre-title commitment to reduce your risk of any title problems at closing.

Pre-market Repairs & Staging

I will review with you ways to enhance your property for sale. This involves walking through each

room of the home, as well as the exterior of the property and coming up with a detailed list of

things that should be done in order to maximize the “salability” of the home. This will ensure you

get the highest sales price in the least amount of time.

Pricing

I will assist you with pricing your home, using current market statistics as well as a current compet-

itive market analysis. This will help you strategically place your house in the current marketplace.

Windermere Sign

I will place a very visible and professional for sale sign at your home.

Photographer I will hire, schedule and coordinate a professional photographer to come and take several pic-

tures of your home from every angle, to be used for the brochures, websites and the multiple list-

ing service.

Web Strategy I will enter your home’s information on Windermere’s website. This information is then syndicated

to other websites, like Trulia, Zillow, RealEstate.com, and many other real estate websites that

buyers look at to start their home search.

Photo Gallery

Using the professional photographs, I will create a photo gallery used to highlight your home to

all real estate websites affiliated with the MLS. Using Google Analytics, I will be able to track ex-

actly how many people have previewed the site, how many pages they previewed and what

area people are from.

Multiple Listing Service (MLS) I will enter your home’s information on the MLS, giving your home exposure to 15,000+ realtors in

Western Washington and beyond.

Comprehensive + Aggressive

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Page 17: Phil Greely :: Seller's Guide

Marketing Plan

Tours

I will hold your home open for a Broker’s tour on the appropriate tour date for your home’s area,

and do weekend open houses as you so desire.

Flyer I will have a custom, full color flyer prepared.

Flyer Box

I will place a flyer box on the Windermere sign and ensure that it remains full with color flyers.

Special Feature Cards - Affectionately Know as “Silent Talkers”

I will place cards highlighting the home’s special features in different areas of your house. These

help bring attention to items we want the buyer to be aware of.

Agent Feedback

I will contact every agent who shows or previews your home. It is not only important to find out

what buyers thought, but we also need to know what the Realtor’s thoughts are.

Weekly Contact I will contact you weekly (at least) to give you an update on the marketing of your home and

how many previews and showings your home has had. I will also update you on changes that

have happened in your home’s price range. You will know how many homes have been added

to the market, which ones received offers, what homes have sold and what they sold for while

yours is on the market.

Details I will handle details, follow-up and keep you informed before and after the contract has been

negotiated. I will also oversee all lender, title, appraisal, inspection and other closing proce-

dures.

Lock Box

I will place a lock box on your property to increase showings and provide you with the security of

knowing who has shown your home. The Lock Box can be set to be used at only certain hours of

the day and tracks every agent that enters your home, providing me with their time of entry and

contact information.

Continued

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Page 18: Phil Greely :: Seller's Guide

Marketing Plan

Marketing Examples I have a wide variety of marketing pieces that I will use to bring attention to your home. Flyers,

postcards, email and website marketing will all have a professional, polished look and feel.

Continued

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Page 19: Phil Greely :: Seller's Guide

Marketing Plan - Photography

Stunning Photos, Global Reach My goal is to tell your property's story with a rich visual experience and so I use a professional

photography company called Vicaso:

Vicaso® TrueView Images appear as our eyes see. In real estate photography, it's challenging to

render room interiors and window views together without using expensive lighting setups. We've

solved this problem by developing technology to create (in geek-speak) 16bit High Dynamic

Range Images. The result is simple; it's just like being there.

In addition to beautiful photographs, Vicaso® Real Estate Photography instant web publishing

syndicates your home to every major property listing website such as Trulia, Zillow, and Google,

casting an even wider net to capture potential buyers.

Continued

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Page 20: Phil Greely :: Seller's Guide

Marketing Plan - Photography

See the Difference? Over 90% of buyers see your home online for the first time and the

photos are one of the most important things to get right.

Continued

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Mine!

Standard Digital

Theirs

TrueView

Page 21: Phil Greely :: Seller's Guide

Marketing Online

Where People Search

Over 90% of home buyers use the internet to search for homes.

When you’re ready to sell your home, you should expect your

agent to have a plan to market your home online.

Advanced Online Marketing

As a Windermere agent, I have access to the most advanced

online marketing system in the industry. I will post your home on

Windermere.com, and because I am a member of the Multiple

Listing Service, your listing will also appear on all other major

participating brokerage sites in the area. Windermere’s listings

also appear on other leading real estate search sites like Trulia,

Yahoo! Real Estate, FrontDoor.com, Realtor.com and Zillow.

Your home is your most treasured asset. Don’t miss out on this

crucial opportunity to reach buyers in your community.

Your Home Where Buyers Search

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Page 22: Phil Greely :: Seller's Guide

Windermere Online

Windermere.com

Thousands of homebuyers enter the market every day, hoping to find their dream home. More

than a million times each month, those buyers visit Windermere.com to help with their search.

On a typical day, Windermere.com has hundred of thousands of active listings. Our listing infor-

mation is updated as often as every 15 minutes to ensure that visitors have access to every avail-

able home. When you list with me and Windermere, know that your home will be exposed to

potential buyers on the web more quickly than any other real estate site.

Recent Windermere.com Statistics from a One Month Period

Average Page Views Each Visit: 17

Total Page Views: 22,927,254

Total Visits In a Month: 1,370,486

Innovation

To ensure that buyers find the home that meets their needs, Windermere.com features innova-

tive online tools:

PropertyPoint PropertyPoint interactive map search allows buyers to pinpoint a particular location, then get

detailed information about homes for sale in that area.

Photo Gallery

Our exclusive photo gallery tool creates an online virtual tour to show off your home’s best fea-

tures.

myWindermere

MyWindermere, the online tool that allows for fast and easy home searches for those who set up

a no-obligation account.

Click. Search. Repeat.

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Page 23: Phil Greely :: Seller's Guide

Finding a Buyer

It’s complicated

Start with Phil

End Happy!

Phil

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Page 24: Phil Greely :: Seller's Guide

Off to a Great Start!

Professional Cleaner

As a gift to you, I will pay for a professional

cleaning of your home prior to bringing it on

the market. I will schedule the cleaning at your

convenience.

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Page 25: Phil Greely :: Seller's Guide

Testimonials

Cliff - Green Lake Phil was a great Realtor. Not only did he listen to my needs, he got to fully understand my

needs. This resulted in some great finds and never was a viewing wasted. When Phil called

me one day to say he found me THE PLACE, he was right. He understood me and knew what

I wanted. This made a very pleasurable first buying experience.

Thad and Lauren - West Seattle Phil put us first always. He handled every piece of the transaction in a timely, professional

manner. What was important to us, he made just as important to himself. What he gave to us

was not excellent customer service...it was care, passion and interest in our desires and needs

for a home. Great job!

Dale and Patricia - Queen Anne

Phil Greely worked to sell our house, 'above and beyond the call of duty!' What other agent

would check on your empty house, work with your renters and even arrange for a cleaning

service? He was excellent and we thank him.

Bart - Queen Anne

Phil did a great job representing me in a purchase of an investment property in Queen Anne.

I plan on coming back to Phil to sell it in a few years and know he'll help me get top dollar!

Behrooz - Magnolia

I met Phil Greely while researching condo and townhouse options independently and

immediately liked his style and approach. Phil is highly capable and hardworking and was

able to provide me with options I had not considered that ended with my purchasing a

townhouse in lower Magnolia. Right before closing, even though I had financing secured, the

bank involved declined to close the deal and it was Phil's hard work and assistance that

helped me secure another financing quickly and close the deal within a few days. I am

extremely happy with the result of Phil's support.

Bill - Kirkland

Working with Phil was a very good experience. He worked quickly to get our place listed,

brought in someone who took very nice photos to show off our home and worked to get it

sold in a reasonable amount of time.

Tim and Leslie - West Seattle

Phil is one of the best agents that I have met. He is very thorough and is always available for

questions and information. Phil always shows you what your interested in seeing and doesn't

pressure you to make a decision without much thought. He explains the whole process so

that there are no surprises along the journey. Overall, I recommend Phil to anyone looking to

buy or sell!

What my clients are saying

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Page 26: Phil Greely :: Seller's Guide

Testimonials

Grady and Becka - Snohomish

Phil is an amazing agent to work with! I was in the real estate industry for years and Phil

epitomizes service with a heart. In the process of selling our house and buying our new one

Phil walked with us thru the whole process. He took risks when we wanted too and he advised

us when to play it safe. I would highly recommend Phil to anyone - he cares about his clients

first and foremost, and that is what you want in a real estate agent.

Mike and Lauren - Lynnwood

Phil did an outstanding job marketing our condo...he made it look like a palace! Responded

to questions and was ready to meet whenever we needed to. He gave guidance when

appropriate but also respected our thoughts and ideas. He was a gift to work with!

Rowan and Athalie - Mountlake Terrace

Phil did a lot of searching and pre-screening of houses. We had a short window for an offer

and we were interstate when the final offer had to be in and when the contract needed to

be signed. Phil took care of a lot of things for us and worked with us to get everything in on

time. He also kept us really well updated during the entire purchase process.

Joe and Erika - Phinney Ridge

Phil was great! He had a nice laid-back attitude but also was ready to move quickly when

necessary. He also was happy and willing to answer so many of our first-time home buyer

questions. I would wholeheartedly recommend him to others.

What my clients are saying

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Page 27: Phil Greely :: Seller's Guide

Phil Greely

c: 206.478-0941

b: 206.448.6400

f: 206.448.3291

e: [email protected]

w: philgreely.com