MARKETING YOUR HOME TO SELL IN TODAY’S...
Transcript of MARKETING YOUR HOME TO SELL IN TODAY’S...
-
3/10/2014
MARKETING YOUR HOME
TO SELLIN TODAY’S MARKET
Presented by:
Pam Crispell,ABR,CSP,GRI,CDPE,SFR
Re/Max Innovations
3200 N.E. 83rd Street
Kansas City, MO 64119
Office: 816.777.3126
Cell: 816.536.9040
www.PamCrispell.com
Homes are lifetime investments coupled with strong personal ties. The selling of a home ranks among our clients’ most important
experiences and I approach my task with sensitivity, concern andprofessional competence. Thank you for this opportunity.
-
Prepare Your Home for Prepare Your Home for
SaleSale
Determine a Selling Determine a Selling
PricePrice
Protect Yourself & Protect Yourself &
Your PropertyYour Property
Prepare a Marketing Prepare a Marketing
PlanPlan
Negotiate OfferNegotiate Offer
Home Selling Process
Contract to CloseContract to Close
Select an Agent to Select an Agent to
Market Your HomeMarket Your Home
-
Home Selling Goals1. Why are you selling?
2. Why are you selling now?
3. When are you planning to move?
4. Where would you like to move to?
5. What is your biggest concern about selling your home?
6. What is the most important issue you would like to discuss with your Realtor before putting your home on the market?
7. What are your expectations of your Realtor?
8. What has been your experience in the past when selling a home?
9. What is your preferred method of communication?
10. How often do you expect to receive communication from your Realtor?
11. If you were buying your home today, what would be the maximum price you would pay?
-
5
Reasons a Property Sells
1. Location
2. Price
3. Terms
4. Condition of Property
5. The Agent You Select
You Control Four of These
-
Selecting Your Agent
What are your three most important considerations in selecting an agent to market your property?
This is one of the first questions I ask
when meeting with sellers. You see, I can't begin to address what's important
to you unless I ask this question! That's
how I do business. If that's important to
you, we may have something to discuss. I would also like to share with you my
MARKETING PLAN. This unique and
effective marketing strategy has proven
to be successful for many other sellers; it
may help you as well!
-
3/10/2014
We have a mutual objective…
To sell your home…
• At the highest possible price
• In the shortest amount of time
• With the most favorable terms
We will be working together as a team to get your
home sold. Our mutual cooperation and
communication will ensure we are successful in
meeting this goal.
-
You Are The Key Player
On The Home Selling Team
• Maintain the property in ready-to-show
condition.
• Ensure that the house is easily accessible to real estate professionals (lock box and key).
• Try to be flexible in the scheduling of showings.
• When you are not at home, let me know how
you can be reached in case an offer is received.
• If approached directly by a buyer who is not represented by a real estate professional,
please contact me. Do not allow them into the property unescorted.
• Remove or lock up valuables, jewelry, cash and prescription medications.
-
Marketing Your Home
-
1. Contact existing buyers
2. Financially qualify our buyers before showing
3. Notify other agents
4. Cooperate with all agents
5. Internet Marketing
6. Place QR Code sign rider on yard sign
7. Financing alternatives are explored
8. Communicate with lenders
9. Represent you when offers are received
10. Net proceeds are computed
11. Stage your home to sell
12. Professional photos
13. Virtual tour
How I Get Your Property Sold
14. Personalized URL address
15. Frequent follow-up with you
16. Monitor market activity
17. Open House
18. Property profile
19. Special features sheet
20. REPUTATION OF QUALITY SERVICE
-
Marketing Plan
The first two weeks are the most critical…here’s what I will do: • Your listing will be put on the Re/Max corporate website, Re/Max
regional website, all Re/Max agents websites, Realtor.com, Trulia.com, Zillow.com, Homes.com, PamCrispell.com, Facebook, YouTube and many more.
• Your home will be seen on 120,000 Re/Max agent’s websites• Stage your home to sell• Have professional photos taken of your home along with a Virtual
Tour• Provide color flyers for your home with photos and information
on your home • Provide information on your home including seller’s disclosure,
warranty information, etc.• Provide a QR Code sign rider for 24/7 access to information on
your home• Provide personalized URL address for your homeI will also:• Put your listing in MLS where 7,000 plus agents will have access
to information on your home• Put a Re/Max “For Sale” sign in your yard • Put a lockbox on your front door
Other Marketing Tools Available• Hold an Open House as often as necessary and convenient to you• Send e-flyer to agents with prospective buyers looking for a
home comparable to yours• Invite cooperating Agents from other Real Estate Firms to
preview your home
My Commitment to You• I will represent your interests throughout the transaction• I will keep in contact with you on a regular basis• I will keep you informed on recent marketing and showing
information• I will Provide you with a monthly “Seller’s Activity Report”• I will provide you with feedback from other agents showing your
property• I will guide you through all negotiations and the entire selling
process
-
Average Transactions Per
Associate for the Kansas City
Metro Area
www.remax.com
13.4
11.1
7.97.4
6.96.4 6.3
Realty Executives
Prudential Reece
& Nichols
Coldwell Banker
Keller Williams
Century 21
Information supplied in whole or in part by HearllandMLS from 1/1/06 thru 12/31/06. Neither the Board or its
MLS guarantee or are responsible for its accuracy.
Data maintained by the Board or its MLS may not reflect all real estate activity in the market.
-
RE/MAX IS #1
#1 in Lead Generation
#1 in Website Traffic#1 in National Advertising#1 in Brand Name Awareness#1 in Average Sales per Agent#1 in Sales
#1 in Buyers’ & Sellers’ Minds#1 in Agent Training, Education
& Certifications
-
MY
HOME
FINDER
•Easy-to-use search capabilities that include
geographic area, school district, floor plan,
architectural style, exterior features and much
more. An unlimited number of searches can be
tracked.
•E-mail notification of new listings, price
changes, status changes, open house dates, and
virtual tours.
•Agent and buyer can exchange and save
comments on each home for later review as they
work through the buying process.
My Home Finder gives you the ability to use
the Advanced Search, Save Searches, save
and organize properties into Favorite Folders,
and receive E-mail Notices of newly listed
properties that meet your advanced search
criteria.
-
Centralized Showing Service
Showing Requests, Communication & Follow
up
When agents wish to show your listings, they simply call CENTRALIZED SHOWING SERVICE (CSS) instead of your agent’s office.
Their showing specialists handle all the details - checking schedules and instructions, contacting sellers, and making any necessary callbacks to the showing agent or their office. Once an appointment is confirmed, E-mail notifications and reminders are automatically sent to the listing agent, showing agent and homeowner.
Immediately after a showing, another E-Mail message is sent to the showing agent requesting feedback on the showing. With just one click, agents are directed to our web-site where they can enter their feedback. By using e-mail, the system enables agents to submit feedback at their convenience -promoting greater feedback response rates.
Monitoring, Reporting & Seller Access
Keeping tabs of the showings on your listings is easier than ever through the CENTRALIZED SHOWING SERVICE web-site. Intuitive work flow design allows you to check the showings log, review and edit feedback, even generate a market-wide showings graph, all with a few clicks of the mouse.
In addition, you will receive a weekly report showing the web activity your home has experienced. This will show you how many prospective buyers looked at your home online.
-
Which Agents Sell Your Home?
Nationally, only 25% of all homes are
sold by agents of the listing office.Source: National Association of Realtors
It’s Our Job to Market Your Home!
-
Preparing
Your Home
For Sale
-
Home StagingThe way you live in a home and the way you
sell your home are totally different.
Before Staging
After Staging
Before Staging
After Staging
Staged Homes are typically on the market about half the
time of non-staged homes.
Staged Homes bring an average of 6.3% higher sales
price.
-
How Buyers Will See Your Home
It’s important for your property to make the best possible impression on prospective buyers.
Exterior
� Clutter
� Lawn needs mowing and edging
� Untrimmed hedges and shrubs
� Dead and dying plants
� Grease or oil spots on the driveway
� Peeling paint
� Anything that looks old or worn
Interior
� Worn carpets and drapes
� Soiled windows, kitchen, baths
� Clutter
� Pet and smoking odors
� Peeling paint, smudges or marks on walls
CLEAN! CLEAN! CLEAN!
Preparing Your Home To Show
-
Show Off Your Home…Every Time
These tips can help your home make the best possible impression each and every time it is previewed.
Exterior
� Remove toys, newspapers, yard tools and other clutter.
� Tidy up; pick up after pets.
� Park vehicles in the garage or on the street; leave the driveway clear.
� Add color with flowers and potted plants.
Interior
� Make beds; clean up dishes; empty wastebaskets.
� Remove clutter throughout and put away toys.
� Set out “show towels” in baths.
� Freshen the air; potpourri or baked bread aroma; deodorize pet areas; set a comfortable temperature.
� Do quick vacuuming and dusting.
� Arrange fresh flowers throughout.
� Fire in fireplace (when appropriate).
� Play soft background music.
Preparing Your Home To Show
-
Protect Yourself and Your Property
Written disclosure• A written property disclosure statement
(Seller’s Disclosure) will give buyers a clear understanding of this property and the surrounding neighborhood.
Home warranty• A home warranty can give prospective
buyers peace of mind by providing repair-or-replace coverage of major home operating systems and appliances.
Professional home inspections• Professional inspections, such as
structural, roof and termite, will reveal the current condition of the property.
-
Establishing a Market Value
Price
• Too Low
• Too High
• Competitive
-
Pricing Your Home
The role of the market conditions in pricing
• Are we in a buyer’s or seller’s market?
• Are prices trending up or down?
• How many homes like mine are currently for sale and what is their impact on the sale of my home?
How much are buyers willing to pay for a home like
mine?
My Comparative Market Analysis (CMA) considers recently sold, comparable homes as well as homes with which your home will be competing. It will help us determine the optimum asking price for your property.
We can’t control market conditions, competition, location or size
Our focus will be on factors we can control to get maximum value:
• Price
• Condition
• Marketing for maximum exposure
-
Understanding Market Value
Market-sensitive pricing can be the key to maximum market exposure and, ultimately, a satisfactory sale.
The existing pool of prospective buyers
determines a property’s value, based on:
• Location, design, amenities and condition.• Availability of comparable (competing) properties.
• Economic conditions that affect real property
transactions.
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 seller’s expected net proceeds.
• The amount spent on improvements.
The impact of accurate pricing:
• Properties priced within market range generate more showings and offers, and sell in a shorter period of time.
• Properties priced too high result in longer time on the market.
-
Intelligent Pricing and Its
Importance
10%
Of Buyers
Purchasing
30%
Of Buyers
Purchasing
60%
Of Buyers
Purchasing
WHEN ASKING
PRICE IS + 15%
OVER MARKET
VALUE
WHEN ASKING
PRICE IS +10%
OVER MARKET
VALUE
WHEN ASKING
PRICE IS +0-5%
OVER MARKET
VALUE
Therefore, if you price
your property close to
market value, you are
exposing it to a much
higher percentage of
prospective buyers,
increasing your chances
of a timely sale and are
more assured of receiving
the optimum sales price.
MORE BUYERS (60%) PURCHASE
PROPERTIES PRICED AT OR NEAR
MARKET VALUE!
-
Dangers of Overpricing(Window of Opportunity)
When a home first goes on the market, it generates an initial surge of activity. “Testing the water” with an unrealistically high price:
•Causes you to miss out on that all-important initial surge of interest.
•Makes your listing linger on the market, causing it to become “shopworn” in the minds of buyers and agents.
•Discourages prospective buyers who wonder why it has been on the market so long.
•Leads to lower offers
•Effectively helps other, more competitively priced homes, sell more quickly and easily.
•Since an appraisal is often required in financing a property, it's futile to price a property for more than it's worth.
0
10
20
30
40
50
60
70
1 2 3 4 5 6 7
Weeks on Market
Level of
Interest
and
Activity
Having a cushion with which to negotiate does no good if there is no one with whom to negotiate.
-
Receiving an
Offer
-
When an Offer is Made
What are your options?
• Accept the offer as is
• Make a counter offer
• Reject the offer
All offers are presented for your consideration in a
timely manner.
-
After Offer is Received I will…
�Remember, the highest price offer is not always the best!
�Be sure to get an earnest deposit that you are comfortable with.�Review all terms of the offer carefully and thoroughly.
�Consider financing terms: Is the buyer asking for closing costs, points, etc.
�Consider closing and possession dates.
�Consider whether they are asking for any personal property items.
�What else are they asking for?
�Does the buyer have a pre-approval letter from a reputable lender?
�If you do not agree with ALL the terms they are offering, you have a choice to either reject the offer or to counteroffer and begin negotiations.
-
Contract to Close Checklist
�Copies of all signed documents given to buyer
�Deposit earnest money check
�Order home warranty
�Order Title Insurance
�Confirm buyer has made appointment for loan application
�Confirm buyer has ordered home inspections
�Make sure all utilities are turned on to facilitate inspections
�Confirm buyer has made arrangements for Homeowner’s Insurance
�Confirm buyer’s lender has ordered appraisal
�Receive and review title commitment
-
Contract to Close Checklist (continued)
�Verify buyer has received copy of title commitment
�Contact Title Company to make sure they have all documents needed to close
�Are all contingencies removed from the contract?
�Call utility companies to arrange transfer
�Have all repairs been made?
�Schedule final walk-thru for buyer
�Schedule date and time for you to sign closing documents
�Confirm buyer has scheduled closing time
�Confirm with the Title Company buyer’s loan is funded
�Coordinate receipt of funds
-
More Services I Will Provide
Central Appointment System
One number for all appointments. Trained operators can schedule appointments, instantly, for all listings. Making your home easy to show increases the opportunity for a
quick sale.
The Fair Housing Act
Please don’t expect me to discriminate in any way in the sale, lease or financing of real estate based on a person’s race,
religion, color, sex, national origin, handicap or familial status.
I abide by the Fair Housing Act of 1968 with 1988 amendments and the Civil Rights Act
of 1866.
-
Agency Relationship
When real estate professionals work with buyers and sellers, “agency”relationships are established. There are three kinds of agency relationships:
� Buyer’s Agent
� Seller’s Agent
� Disclosed dual agent
When you agree to have me help you sell your
property I become your “seller’s agent”, which means I will work in your best interests throughout the entire process.
When an offer is presented, the buyer’s will have a separate agency relationship with their broker.
-
ExperienceExperience25 years with Western Auto Supply Company 25 years with Western Auto Supply Company
Licensed Realtor since 2001Licensed Realtor since 2001
Top Rookie for the second quarter of 2002Top Rookie for the second quarter of 2002
New Homes Community ManagerNew Homes Community Manager
New Homes Sales SpecialistNew Homes Sales Specialist
7.2 million in sales for 20047.2 million in sales for 2004
ChairmanChairman’’s Circle 2004s Circle 2004
Named one of KCNamed one of KC’’s Five Star Agents in Customer s Five Star Agents in Customer
Satisfaction by KC MagazineSatisfaction by KC Magazine
EducationEducationAssociate Degree from CMSUAssociate Degree from CMSU
Graduate, Career Education SystemsGraduate, Career Education Systems
Graduate, JCNR Academy of Real EstateGraduate, JCNR Academy of Real Estate
Graduate, Floyd Wickman Sweathog TrainingGraduate, Floyd Wickman Sweathog Training
Certified Sales Professional (CSP)Certified Sales Professional (CSP)
Accredited BuyerAccredited Buyer’’s Representative (ABR)s Representative (ABR)
Graduate Real Estate Institute (GRI)Graduate Real Estate Institute (GRI)
Certified Distressed Property Expert (CDPE)Certified Distressed Property Expert (CDPE)
Short Sale and Foreclosure Resource (SFR)Short Sale and Foreclosure Resource (SFR)
Completed the CRS course on Business Planning and Completed the CRS course on Business Planning and
MarketingMarketing
Senior Real Estate Specialist (SRES)Senior Real Estate Specialist (SRES)
OrganizationsOrganizationsMember, National Association of REALTORSMember, National Association of REALTORS
Member, Heartland MLSMember, Heartland MLS
Member, Missouri Association of REALTORSMember, Missouri Association of REALTORS
Member, KC Regional Association of REALTORSMember, KC Regional Association of REALTORS
Member, WomenMember, Women’’s Council of REALTORSs Council of REALTORS
Member, American Business WomenMember, American Business Women’’s Councils Council
Pam Crispell, ABR, CSP, GRI,
CDPE, SFR
3200 N.E. 83rd Street
Kansas City, MO 64119
816.77.3126 Office
816.536.9040 Cell
www.PamCrispell.com
-
My Commitment to You
•To sell your home for the
MAXIMUM value in the
SHORTEST time
•To Represent YOUR real
estate interests throughout
the transaction
My Satisfaction
Guarantee…
If at any time during the listing period, you
are unhappy with the level of service you
are receiving, I will release you from the
Listing Agreement.