Sellers' Ultimate Pre-Listing Kit from Carlsbad REALTOR Jeff Dowler

Download Sellers' Ultimate Pre-Listing Kit from Carlsbad REALTOR Jeff Dowler

Post on 09-May-2015



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Here is an overview for seller of my Ultimate Pre-listing Kit, with information you should know as a seller about hiring the right REALTOR to help sell your home in Carlsbad and nearby, as well as information about me and my real estate business. If I can answer any questions about the real estate market in Carlsbad or about marketing your home to sell for top dollar and in the shortest time, please let me know. Jeff Dowler, Certified Residential Specialist (CRS), CA BR Lic#01490977 Solutions Real Estate - Carlsbad (760) 840-1360


<ul><li>1.ACKNOWLEDGEMENTSThis Sellers Handbook is dedicated to all the clients I have had in the past,who trusted me to help them achieve their real estate goal of selling theirhome and moving to a new one, and to those yet to come.Selling a home is a team effort between homeowners and myself, and inaddition to my own experience of selling 10 homes, I have learned a greatdeal about the emotions, the concerns and the excitement facing every sellerfrom working with a broad range of clients.Each home is unique, as are its owners, and each transaction carries with it ahost of challenges and problems to solve in order to reach the close ofescrow. Working with sellers to overcome these challenges and findappropriate solutions is a big part of being a REALTOR, one which Ienjoy immensely.The photo on the front page was taken by me at the Batiquitos Lagoon in theAviara area of South Carlsbad, a favorite place of mine to take walks in theCarlsbad area.Jeff Dowler, ABR, CRS, e-PRO, SFR, SRES, REALTORCA DRE Lic. # 01490977SOLUTIONS REAL ESTATE6005 Hidden Valley Road, Suite 280Carlsbad, CA 92011(760) 840-1360 direct/text(501) 621-8494 ~ ~ www.FirstTimeBuyerCentral.comwww.AtHomeInCarlsbad.comCopyright by Jeff Dowler, Solutions Real Estate - Carlsbad</li></ul><p>2. WELCOME TO MY SELLERS ULTIMATEPRE-LISTING KIT SUMMARYYou are thinking about selling your home, or perhaps have made thatdecision, and now you have some critical decisions to make. This is aSUMMARY of my Ultimate Pre-Listing Kit.First, you need to hire the right REALTOR to help you understand thecurrent local market conditions, and determine the right listing price so yourhome will be viewed as the best value, and not help sell other homes in thearea.You will also need help with marketing, advertising, and coordinating themyriad details and pieces of paper that are part of a real estate transaction.You need someone who knows the local market trends and conditions, whohas a significant on-line presence, and who will provide you with a writtenmarketing plan.You have to get your home ready for sale, inside and out, and in showingcondition for the first open house, ON THE INTERNET.This summary will answer many questions you may have, and hopefullyconvince you that I am the right person to help you achieve your goal.Once we have a conversation I will be happy to share the complete Pre-Listing Kit with you, on-line or in hard copy if you prefer.I look forward to hearing from you.Copyright by Jeff Dowler. All rights reserved 3. HomeSellingProcessMARKETRESEARCHLISTINGSIGNEDOFFICEMULTIPLELISTINGCONTACTPROSPECTSSHOWINGSOPENHOUSEOFFERRECEIVEDOFFERCONTRACTACCEPTEDINSPECTIONSBROKERSTOURGRAPHICSOFFICETOURMLSCOMPUTERMLSMEMBERSTRANSACTIONPROCESSINGNETSHEETCOUNTEROFFEREARNESTMONEYMLSTOURSBEGINPROCESS 4. SELLERS, WHAT IS MOST IMPORTANT TO YOU?Please indicate how important each of the following is to you by putting an X in the appropriate box.Your questions deserve, and will get, answers!Not importantVeryimportant0 1 2 3 4 51. Trust and honesty2. Pricing3. Showing schedule5. Buyer qualifications6. Respect for personal work and family schedule7. Open Houses (public and broker)8. Client/agent communication9. Big name brokerage10. Marketing plan (written)11. Use of technology (business and communication)12. References and testimonials13. Lockboxes and security14. Virtual tours, photos and video15. Internet advertising16. A unique URL for my home for marketing17. Property brochures18. Staging information19. Closing costs and net proceeds22. As quick a sale as possible23. Professional fee for services24. "Payday"25. Salability in todays market26. Property business cards27. Custom Homebook for my homes showings28. Single website for marketing my home29. Willingness to educate me and answer questions30. Knowing the competition and the marketIt will be very helpful to have this completed when we meet!Each persons concerns are different. This will help me understand YOURS!Pre-listing QuestionnaireCopyright by Jeff DowlerAll Rights Reserved 5. BENEFITS OF PROPER PRICINGHere are a few of the benefits of properly pricing your home to position it for a quick salein your local market.FASTER SALE:When your home sells faster, you save mortgage payments and other ownership costs(You have monthly costs even if you own the house outright!). Every day the house is onthe market is costing you $$$. A quicker sale creates less inconvenience for you. Atmarket value your home will gain exposure to more prospects who can afford the price,not just the one buyer who MAY be willing to pay a higher price.INCREASED SALEPERSON RESPONSE:When salespeople are excited about a home and its price, they make special efforts tocontact all of their buyers and encourage them to act quickly.BETTER RESPONSE FROM ADVERTISING AND SIGN CALLS:Ad calls and sign calls to REALTORS turn into showings when price is not a deterrent.Most serious prospects are well educated about asking prices (and sold prices) in theareas they are seeking. They will not waste their time on a home they consideroverpriced, and similar properties are seen as a better value in their eyes.HIGHER OFFERS ATTRACTED:Buyers fear they might lose out on a good home when it is priced right. They are lesslikely to make "low ball offers." Better pricing can attract multiple offers, too! And youwill probably avoid the bargain hunters who will lowball your high-priced home just tosee what price they can get.MORE MONEY TO YOU:If a home is priced correctly, the excitement of the market produces higher sale prices.You net more in actual sale price and reduced carrying costs.The RIGHT price will encourage SERIOUS offers from SERIOUS buyers who know thevalue; a HIGH price will encourage cost-cutting from tire-kickers who want a bargain!Copyright by Jeff Dowler. All rights reserved 6. PRICE IT RIGHT FROM THE BEGINNINGYou Will Get the Best Sales Price, Within a Reasonable Time Frame, if you position itcorrectly in the market from the very beginning.The following schematic illustrates what can happen if you price your propertyincorrectly. Too high and you miss the majority of the buyers who are looking for a homein your price range; too low, and you short change yourself.LessTimeA ONE IN A HUNDRED POSSIBILITY:To find the single, unique buyer wholl paythis price is possible,...but not orlater.A SIGNIFICANT NUMBER OF THE BESTQUALIFIED BUYERS: Price your home inthe suggested market range where a good, fairoffer may be expected in a reasonable time.MoreMoneyA FAST SALE...YOU WILL MISSTOP DOLLAR: Price your propertybelow the market. That will createmore interest, more quickly. Theresult, a faster sale.By pricing your property correctly you are more likely to get top dollar.A property priced too low may preclude the opportunity for getting top dollar.Overpricing your property discourages showings and tends to eliminate the most likelybuyers from viewing the property, especially in the first 2-3 weeks after your home goeson the market and there is the greatest amount of interest.Copyright by Jeff Dowler. All rights reserved 7. How Much Will Buyers Pay For a Home Like YoursIt Depends There Are Many FactorsThe amount buyers are willing to pay for a home like your will depend upon manyfactors.As part of my services, I will provide you with a professional Right Price Analysis toposition your home correctly in the market. It will evaluate recently sold homes that arecomparable as well as homes that are your present competition. This report will indicate amarket range that will allow you the opportunity to sell for top price without pricingyourself out of the market.The following chart illustrates the many factors that can impact what buyers are willingto pay for your home.Cost ReplacementFactorDepreciationMostRecentSalesConsumerConfidenceMortgageMarketStyleChangingTastesSupplyChangingDemandCompetitioninSurroundingAreasInflationCompetitionin Your AreaCopyright by Jeff Dowler. All rights reserved 8. MAKE YOUR HOME EASY TO SELL:AVAILABILITYAre you interested in knowing how to make your home easy to sell? Its not that difficult,even in todays market. You just to need to have the right ingredients.The most obvious is MARKET POSITION. If you position it correctly, it will sell. Itmight not be the price YOU want, but the market doesnt listen to sellers, or agents. Andif the price is not right, you might as well stop reading this right now, since the rest wontmake a difference.You know, from everything you have read and heard, that the condition of your home isimportant - no clutter, de-personalized, take care of the repairs, get rid of odors, createcurb appeal, and so on. You cant change the location, so if that is an issue what you CANalter are the things just mentioned, to compensate, and the price.But here is another factor that bears more discussion, especially in a competitive marketwhere there might be 10, 20 or more homes like yours, similarly priced, that are vying forthe attention of buyers (and depending on the price range, that pool might be smallerwith all the mortgage changes going on).How AVAILABLE is your home to buyers?There are 2 components to this issue (1) exposure to the target market, and (2)availability for showings.Exposure is really your my responsibility, to be sure your home is exposed (i.e.,making it available) to the right market and in as many ways as possible. Just having it inthe MLS and putting a sign in the yard limits the availability to the right buyers. But there are a number of things you should do, or not do, to maximize yourhomes availability to real estates and their buyers. Showing schedules, pets, andyour homes condition are just a few of the things well discuss to make sureYOUR home is really available.One last thing. You cant control this but ITS IMPORTANT. If buyers agents need tocall the listing agent to tour your home, thats fine, although its even better if its notnecessary. But your agent needs to return the call PROMPTLY to give them access.If your agent is not responsive, well, the buyers may move on, because there are otherchoices. I RETURN ALL CALLS PROMPTLY TO MAXIMIZE YOUR HOMESAVAILABILIT.Make it easy to sell your home, so you can get on with your life.Copyright by Jeff Dowler. All rights reserved 9. MAKE YOUR HOME EASY TO SELL:EXPOSURE IN THE MARKETPLACEIn a competitive housing market such as ours, with many homes in your area that are likeyours in price and condition, maximizing exposure to the targeted pool of buyers isneeded so you have the best opportunity to sell your home. A large part of exposure is theresponsibility of your agent. So its important that you pick the right person...someonewho clearly demonstrates to you, in writing, a marketing plan that will provide the mostexposure for your home to todays buyers.However, all the exposure and marketing in the world will not sell your home if it isnot priced correctly. Plastering an over-priced home all over the Internet and in thepapers is only going to make your competition look like a better value...and guess whathome the buyers will purchase. The other home.Here are some things to maximize exposure to agents and buyers: Signage in the yard for drive-bys - Colorful brochures are popular and givenpeople something to look at. Advanced agents like me use cellular technology socallers can text an ID on the sign to obtain the listing information or scan the QRcode to be taken right to a website they can view on their phone while in front ofyour house Broker Open House Public Open House Identify the target buying audience and market to them The Internet - About 90% of buyers are looking on-line for homes and yourhome needs to be there, in lots of places. Internet exposure covers a very broadrange of things - agent websites, brokerage website, single property websites, webcommercials, eflyers, videos, virtual tours, listings on a multitude of real estateportals - Trulia, Zillow, Craigslist, with dozens more available. Appearance your home must be OPEN HOUSE ready from the beginning. TheFIRST open house is on-line. Print advertising - there is debate about how successful it is, but lots of agentssell homes this way. I will show you a range of print ads that I have used forvarious homes I have sold - magazines, homes magazines, newspapers, flyers,"just listed" postcards, and more. Networking - an agent can do this within their buyer pool and with other agents(locally, regionally, nationally or internationally depending on the listing andwhere the buyer pool is), as well as neighbors, and your friends and associates Reverse Prospecting an agent should make use of the ability to notify allagents in the MLS whose on-line clients are seeking as home with the samecriteria as yourCopyright 2008 by Jeff Dowler. All rights reserved 10. SELLERS: DONT SABOTAGE YOUR HOME SALESometimes sellers sabotage their home sales.Usually its because they are doing things unintentionally that are making it hard, if notimpossible, to sell their home in a reasonable time frame and for top dollar.And sometimes seller do not do the things they ought to do that would facilitate a sale.Here are some examples of how home sales may get sabotaged:PRICING this is probably the biggest offender. No matter how nice the home looks, and nomatter how much marketing is done, if the price is too high the market will reject you. Youwouldnt overpay for something you see in a store that you know you can get elsewhere forless money, or if you feel it costs more than its worth, would you? Neither will todaysbuyers! And with the Internet they are pretty savvy about todays pricing, as is their real estateagent.AVAILABILITY TO SHOW limited showing times and days, and requiring extensivenotice for an appointment make your home tough to show.INTERIOR AND EXTERIOR CONDITION - if your lifestyle tends to result in a lot ofpersonal stuff laying around, or your home just does not look inviting inside (need for paint,need for repairs, dirty carpets, etc.), it might make buyers want to run the other direction.This is also true if there is deferred maintenance. Buyers will start subtracting dollars from apotential offer, and will become concerned that there is a lot of deferred maintenance to takecare of.CURB APPEAL - does your home encourage buyers to want to see the inside or does itmake them decide to keep on driving? Is the yard a mess? Bushes and grass not trimmed?Junk all over the yard? Will buyers see it as a place that will require a lot of elbow grease inorder to make it presentable? Would they be ashamed to be the new owners?These examples of sabotage send a message to buyers, perhaps unknowingly, that selling maynot be your objective.Copyright by Jeff Dowler. All rights reserved 11. MARKETING:SOME COMPETITIVE ADVANTAGESHere are some of the competitive advantages I bring to the selling of yourhome. A big component of this is broad Internet exposure and the use o...</p>