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WELCOME!
I AM SO GLAD YOU'RE HERE
Thank you for choosing me to sell your property. The process of listing your home can be overwhelming – I get it! From your early days on market to the moment your property closes, I am are here to walk you through it. I have broken down each phase of this venture above. Click on each tab for informational videos and learn all about your selling journey!
My marketing person will help you net more money and sell your home faster.
Here's how:
YOUR
HOME
INSPECTION
A home inspection is an opportunity to check the property inside and out to discover any current or potential problems. Home inspectors visually assess the components and structure of the home and are obligated to identify particular items that are problematic, defective, or not up to code. Inspectors are required to use specific language in their reports which can be considerably detailed. To follow is a list of the ten items we most commonly see on a home inspection report:
1. The hot water temperature is higher/lower than typically recommended. There is no set/standard temperature required. This call-out is to identify any problems with the water heater and ensure it is functioning as intended.
2. The light fixture was not functional when tested. Further evaluation and repair may be needed. This could indicate a defective bulb or faulty wiring. (Sellers should check all light fixtures for burned bulbs prior to inspection.)
3. The toilet rocks and is not secure to the floor. Toilets can loosen from time to time from normal wear and tear. Movement of the toilet can result in leaks and damage. Sellers can tighten any loose toilets prior to inspection to avoid this call-out.
4. Stains on the ceilings indicate a history of leaks. At the inspection, it was not possible to determine if the condition was due to an active issue or past occurrence. Further investigation by a repair specialist and owner disclosure is recommended. This call-out ensures any current leaks are checked for and that we disclose any information regarding the stain.
5. The window(s) has/have a cloudy or hazed appearance. The cloudy appearance indicates that the gas seal between the double glass panes has been jeopardized reducing the visibility through the window and the energy rating of the windows. This call-out is typically a cosmetic issue and tends to be more or less noticeable depending on the season and time of day.
6. The door’s weather-stripping is damaged. The weather-stripping needs repair/replacement to ensure that the door closes securely and is weathertight. Weather-stripping can wear out from time to time and can be easily repaired by a handyman if required.
7. The main electrical service panel cover is missing fasteners that secure the cover to the enclosure. The door cover prevents direct contact with hot electrical circuits and contains the electrical energy of the electrical system in the event of a short or electrical explosion; therefore, the cover must be secured with the correct type, size, and, number of fasteners. These fasteners can become loose or fall out over time. This condition presents a safety hazard that could result in serious personal injury or death. This issue can be easily repaired by a handyman if needed.
8. The oven/range moves forward when the door is opened. The oven needs to be secured or anchored with an anti-tip bracket to prevent the unit from tipping over when weight is applied to the door. We often see this item on home inspections and it can be easily repaired by a handyman if needed.
9. The sink stopper is non-functional and will not retain water on command. This is a common call-out, but it is not of any concern.
10. The receptacle(s) is/are not GFCI protected. Receptacles located in hazardous or wet locations should be GFCI protected to reduce shock risks. This is a common issue that a handyman can easily resolve prior to inspection if needed.
PREPARATION IS KEY
PRE-MARKET
Before I officially market your property to prospective purchasers, I work tirelessly to make sure that your home’s first impression will rise above the competition. Below is a list of the steps we’ll take together to ensure we get the most money for your property in the shortest time frame possible.
I AM HERE TO GUIDE YOU THROUGH THE PRE-LISTING PROCESS
Check, check, check!
YOUR PRE-LISTING CHECKLIST
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Complete listing documents so that I may get to work on market preparations
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Conduct a thorough market analysis and client consultation to determine opening asking price
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Schedule inspection and any additional repairs or quotes, if necessary
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Collect property information, including insurance and utility details
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Professional appraiser to measure for accurate square footage (My expense)
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Walk through and staging consultation with Marketing & Design Specialist (My expense)
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Professional photo shoot (My expense)
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Custom marketing package created by my marketing person
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Consultation for client feedback on marketing materials and plan
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Set up customized feedback system
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Signs and lockbox delivered and installed by me
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Introduce your property to the market!
QUESTIONS ASKED BEFORE YOUR HOME HITS THE MARKET
Q: What makes you different than other listing agents?
A: It’s my goal to create a client experience for my sellers that is so spectacular that they can’t wait to tell friends and family. Whether my sellers are local or out of town, I handle the details so that they can enjoy the experience. I also have an extensive list of vendor resources covering everything from basic repairs to carpet cleaners to housekeepers - anything you need.
Q: Your properties sell more quickly & for more money than others. Why?
A: Marketing and preparation. I work with my sellers to prepare their property, from making suggestions and staging to facilitating minor repairs found on an inspection report. Buyers will pay top dollar for a home they feel has been meticulously maintained. Once the house is ready, I leave no stone unturned in my marketing efforts, focusing on beautiful photography and a customized plan for each listing.
Q: Why is a
pre-listing home inspection so important?
A: I feel this is the best way to eliminate any unexpected surprises during the due diligence period, the results from the report is an incredibly useful tool that creates a punch list of items that you can choose to address or not. I feel it allows my sellers to get out in front of any repairs that will later be found by the buyers’ inspector, often addressing them far less expensively and on their own terms.
I can line up the inspection, review the results with you, obtain quotes and execute any needed work that you approve. This report is not something that we have to share with any potential buyers – we consider it as a punch list of items to address in order to get your home “show-ready”.
Q: Why is getting accurate square footage so important?
A: I feel that is imperative to accurately represent your home’s correct size – so strongly in fact that I cover the cost. When referencing the square footage that you see on your tax card, more times than not – those numbers are wrong! By providing you and the potential buyers with accurate square footage and floor plan up front, we know that when a buyer gets an appraisal of your home – we have eliminated another potential surprise that could result in an additional round of negotiations.
Q: What is your pricing philosophy?
A: With more access to market information than ever before, buyers are incredibly informed and savvy about home values. I work hard to make sure that your opening list price is one that will attract buyers and will net you the most money. It is my role to provide insights, educate and advise. I take a consultative approach making recommendations based on market data and then to respect and support your final decision.
Within the first month, the market will react either positively or negatively to your initial list price. Based on recent results, I have seen the market react accordingly:
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Property is 10% overpriced - there are no showings.
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Property 5-7% overpriced results in multiple showings but no offers.
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Anything below that results in an offer within days of hitting the market.
Q: What are the benefits of going up as “coming soon” first?
A: This is a tool that I absolutely love and not many agents in our market utilize it! I consider it a free boost of marketing for your property on the MLS. If you are in the final stages of getting your home “show ready”, I can go up on the MLS as a “coming soon” property for up to 30 days with no showings. All we need is just a few exterior photos to start promoting your property which I can coordinate with our professional photographer. If you are ready before the 30 days is up, I can then schedule interior photos with our stager and go up as “Active” on the MLS right away. From there, you get another boost on the daily “hot sheet” on the MLS, a tool that agents look at daily.
Days on market start calculating during the “coming soon” phase, so – from a marketing standpoint – I can begin launching a “teaser” campaign to get your property in front of potential buyers before it goes live on the market. It’s a win-win!
Q: How much do
you focus on on-line advertising?
A: My marketing plans always include a huge internet presence for my listings, including cutting-edge design and strategic placement. With over 90% of buyers starting their property search on-line, I ensure that my listings rise above the rest.
CONGRATS! YOUR PROPERTY IS LIVE ON THE MARKET
During the first 30 days on the market, aggressive tactics are key to finding you the right buyer. My marketing materials highlight the best features of your property while I ensure that your listing reaches qualified buyers and agents alike.
FIRST
30 DAYS ON MARKET
ON YOUR FIRST 30 DAYS
MARKET EXPOSURE CHECKLIST
Time to advertise!
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Publish (or post) curated listing to the Regional MLS, reaching all brokers across Central North Carolina.
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Implement strategic placement on real estate websites, including Zillow, Trulia, Realtor.com and hundreds of other sites frequented by buyers
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Feature your home in an email to my database of over 2,000 contacts, including links to photos and visual tours
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Collect property information, including insurance and utility details
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Launch social media campaign with paid advertising (My expense)
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Present your listing at weekly office meeting to all Keller Williams Apex brokers.
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Email weekly marketing reports to you showing online activity specifically related to your home
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Provide feedback from each showing
QUESTIONS ASKED IN THE FIRST THIRTY DAYS
Q: If my property sells quickly, does that mean it's priced too low?
A: No. That means we quickly reached our target audience and were able to convey the value clearly and accurately.
Q: How will we know if we are priced correctly for the market?
A: Aside from a focus on buyer feedback and broker commentary, I carefully monitor internet response through on-line hits, click throughs and post engagement. I understand the big picture of how your property fits into our local market and after the first 10-15 days, I evaluate whether or not you are priced appropriately or if an adjustment is advised.
Q: How will you schedule showings?
A: I use a dedicated company called ShowingTime to schedule our showings. They have a professional on-call every day, including nights and weekends to make sure all requests are answered promptly. You will receive an email, phone call or text message (or a combination—your choice!) so that you can approve the date and time before a showing is confirmed.
Q: How soon can I expect to receive feedback?
A: As soon as the potential buyers leave your house, I start to reach out for feedback! If your showing is over a weekend, I frequently find that buyers’ agents don’t respond to requests until they are back in the office on Monday. Regardless, my efforts begin immediately and include emails, texts and phone calls until I have information to report to you.
I AM WORKING HARD FOR YOU!
15+ DAYS
ON MARKET
Market response to your property during the first 10-15 days on the market provides valuable insights! I will help you evaluate number of showings, buyer feedback, online interest and broker comments. Based on market response, I will work with you to determine if it is in your best interest to modify your list price. The key to making a price change is reacting quickly to market data about your property.
ON YOUR 30-PLUS DAYS ON MARKET
Each property is unique and it’s extremely difficult to forecast a market response. I've all learned so much during your first few weeks on the market. Here are next steps for your property:
PRICE EVALUATION CONSULTATION
Should we work together and determine that a price adjustment is a strategic next step, we follow our price reduction protocol to maximize the impact of the change:
• Make personal contact with all agents who have shown the property
• Feature listing with new price in email to my database of 2,000+ contacts
• Post social media ad campaign featuring price improvement (My expense)
• Ensure price reduction flag is incorporated into all real estate website profiles
PLAN OPEN HOUSE
Open houses may target real estate brokers or be open to the public.
Broker
• Custom marketing plan for event
• Incentives and prizes offered (My expense)
• Custom email invitation sent to Realtor Database
• Individual agents invited personally
• Advertised on the MLS
Public
• Custom marketing plan for event
• Hosted by selected Buyers Agents
• Advertised on strategic real estate sites such as Zillow and on the MLS
COMMON QUESTIONS AFTER THE FIRST 10-15 DAYS
Q: Why hasn't my property sold?
A: Average Wake County days on market is approximately 25-30 days. The following are common market indicators:
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If there are no showings, the property is 10% overpriced.
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If there are a few showings but no offers, the property is 5-7% overpriced.
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Properties that are priced properly sell within the first few weeks on the market.
Q: How do I know
if a price reduction is needed?
A: Aside from a focus on buyer feedback and broker commentary, I carefully monitor internet response through on-line hits, click-throughs and post engagement. I understand the big picture of how your property fits into our local market and after the first 10-15 days can evaluate whether you are priced appropriately or if an adjustment is advised.
Q: What is happening behind the scenes to get our property sold?
A: I am working tirelessly to get your property sold! I am continuing to support ongoing exposure on third party sites, along with continuous marketing pushes with social media, emails, magazine features and print advertising options.
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CONGRATULATIONS!
YOU HAVE
AN OFFER
Along with your offer documents, I’ve included an overview of the key terms your potential purchasers have proposed. Below, you will find a guide to understanding the details of your offer.
HOW TO INTERPRET YOUR OFFER
EXPLANATION OF KEY TERMS IN THE OFFER TO PURCHASE & CONTRACT
In North Carolina, once the sellers sign the contract they cannot back out. Please review the contents of this page carefully as we move forward into the negotiation phase.
YOUR OFFER, BROKEN DOWN:
01.
Page
The offer to purchase and contract becomes legally binding once it’s signed by both parties, and the seller communicates to the buyer that it has been signed.
• Due Diligence Fee: A nonrefundable fee paid directly to the seller that grants the buyer the right to terminate the contract during the due diligence period. It applies to the purchase price at closing.
• Earnest Money Deposit: Common, but not required. This fee is paid to the seller and is an indication of a buyer’s intention and ability to buy the property. It is refundable for any reason or no reason during the due diligence period. This deposit is held by a 3rd party and applies to the purchase price at closing.
If the buyer breaches the contract, the EMD is payable to the seller as “liquidated damages”.
02.
Page
• Due Diligence Period: During this time, the buyers can investigate the condition of the property at their own cost, perform all inspections, confirm financing, negotiate any repairs and have an appraisal. The appraiser normally works for the lender, not the buyer. The buyers may terminate the contract for any reason or no reason until the end of this period. The length of due diligence is negotiable and up to the buyer and seller to decide. At 5:00 PM on the due diligence date, the earnest money deposit is no longer refundable. The due diligence date may only be changed in writing with the agreement of both the buyers and the sellers.
• Contingent Sale: If the buyer has to sell another property in order to purchase from the seller, this fact must be disclosed to the seller. The buyer’s goal should be to close on that property before the end of due diligence or he should be reasonably sure that closing will happen before the settlement date. If the buyer’s property does not close, the buyer does not have the right to terminate.
• Settlement Date: This is the proposed closing date. Please note that in NC, either the buyers or sellers may change the settlement date up to 7 days without recourse from the other party. Delays in settlement date are common for all sorts of reasons, with loan delays the most common culprit. For this reason it’s important to remain as flexible as possible.
04
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• Personal Property and Items that do not Convey: Pay special attention to the top of page 4 and make certain that you are comfortable with the details. Clarity is key with personal property and any fixtures (such as lighting or mirrors) that will not convey. You covered this in your listing agreement, and we want to make sure that any exclusions are also represented here
05/06
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• Buyer Representations: In this section the buyer discloses the steps they must take to purchase your property. First, the buyer discloses whether or not they intend to get a loan and if so, what those details might be. It’s key to remember that there are no longer traditional contingencies in the North Carolina contract; the buyer will instead plan to make sure they have their financing in place during the due diligence period while his earnest money is still refundable. Second, the buyer also indicates here whether or not they have a property that must be sold prior to making the purchase.
09
Page
• Agreement to Pay Buyer Expenses: Any monetary amount agreed to in this section would come out of your proceeds at the closing table. These closing costs can be particularly important for buyers who do not have strong cash reserves, as it is potential cash out of pocket. You might want to take that into consideration when negotiating.
10
Page
• Home Warranty: Think of this as a AAA policy… but for your home! Here, the buyer may request that you pay the premium for one year. You will have no future responsibilities related to this and the premium amount will be deducted from your proceeds at settlement.
• Addenda: Additional documents incorporated into the buyer’s offer are referenced here.
QUESTIONS THAT SELLERS OFTEN ASK THE ME:
Q: Why is my offer so much lower than my asking price?
A: Buyers often start lower than list price, sometimes substantially so. While it can be difficult to respond without emotion, I advise my sellers to remember that this is a business transaction. I will strategize with you on the best response to net your family the most money.
Q: Should I counter?
A: In a word, YES! Even though an offer may be substantially less than your asking price, I advise engaging and showing a willingness to move on price, even if it’s slight. Without responding, we will likely never know how much the buyers are ultimately willing to pay.
Q: Since the buyer can walk away during due diligence, can the seller do the same?
A: Once a seller signs an offer to purchase, they are unable to terminate the contract. Should another buyer come forward, they may enter into a back up contract with the 2nd buyer.
Q: Will my property still be shown once we go under contract?
A: We are required to indicate that your home is pending in MLS within 3 days of signing your contract. Since buyers understand that you cannot walk away from the contract, the number of showings will decrease significantly.
Q: Why do you tell your sellers to “save some strength” during these contract negotiations? What is the best advice you give to a seller during the negotiating stage?
A: One of the things I advise my sellers is how much negotiations can drain them of their patience and their tolerance for further negotiation. It’s critical to remember that during the buyers’ due diligence period, they will have inspections that will almost certainly result in due diligence requests. During this second round of negotiations, I always impart a caring reminder to my sellers to be prepared and calm and to have the resources to see the contract through to closing. Remember: most repair items discovered and requested during due diligence would be essential to any buyer and addressing them is therefore a necessary step to any sale.
Q: Do I have to attend closing?
A: Great question! When considering the dates for your contract, remember that you do not have to be present for closing. I can work with the closing attorney to arrange to have your documents sent to you in advance so that on the big day you can sit back, relax and wait for your check.
ON THE HOME STRETCH!
CONTRACT
TO CLOSE
Once any changes to the Offer to Purchase and Contract are signed, initialed and dated by all parties, you are officially under contract. Congratulations!
UNDER CONTRACT TO CLOSING
DATES TO REMEMBER
(Important)
Effective Date
Signed, sealed, delivered. All documents, addenda and contract modifications are signed and initialed.
Due Diligence Date
This date marks the end of the Due Diligence period. All buyer requests must be negotiated and agreed upon by this date – the earnest money becomes no longer refundable.
Target Closing Date
The big day! This is the date your property is projected to close.*
*Please note: the North Carolina contract allows for up to a 7-day delay in the agreed upon settlement date should unexpected circumstances arise for either buyer or seller.
YOUR DUE DILIGENCE PERIOD
01.
During this time, I will coordinate with the buyers' agent to schedule Due Diligence items including various inspections, survey and appraisal. This stage of the contract may require multiple visits to the property. I will do my best to minimize the disturbance to you and your family during this tough, but necessary, part of the process. I have found that the more cooperative my sellers can be, the more smoothly the process goes.
02.
Once the buyers receive all reports back from the various inspectors and vendors, they will submit Due Diligence requests for our review and response. During these final negotiations with your buyers, I will help you evaluate their requests and determine whether the items referenced need to be physically addressed or if a monetary credit might be offered. I can help to arrange and facilitate any repair work needed.
03.
A written agreement with the buyers must be reached and signed prior to 5:00 pm on the final date of Due Diligence. Any repairs should be completed prior to closing, allowing time for the buyers or their representatives to make sure all is up to their standards. Please save all invoices for work completed to provide to the buyers.
04
The Due Diligence requests will present another round of negotiations between buyer and seller during which time I will be available to guide you.
05.
Please refrain from making any repairs until we have all the inspection results and requests from the buyer. I recommend that you wait until negotiations are completed and the Due Diligence date has come and gone before you begin to move out. As you know, the buyers can walk away for any reason during the Due Diligence period.
06.
After 5:00 pm on your Due Diligence date, the earnest money is no longer refundable and we can all move forward with a greater sense of confidence.
NOW WHAT?
Q: Do I have to take care of everything the buyers ask for on their Due Diligence request?
A: In a word, NO. You do not have to agree to each and every request made as part of the buyers’ Due Diligence requests. It’s important to remember, however, that oftentimes repairs requested by a buyer would be requested by any buyer and will be a reality either now or later. If you and the buyer cannot agree on Due Diligence, the house may end up back on the market. REMEMBER: the work does not have to be completed prior to the end of the Due Diligence period, only the terms agreed upon. Often times a monetary credit in lieu of repairs is acceptable to the buyers. Due Diligence can be tricky, which is why we work so hard up front to prepare your property for market!
Q: I’m nervous about the appraisal. What can you tell me?
A: Lending institutions require appraisals to be performed when a buyer is getting a loan for their purchase. Buyers who are paying cash very often choose to get an appraisal as well. Appraisers must contact us for access to your home for their site visit, allowing us to keep you apprised of the timeline and to provide that appraiser with specific information that might be helpful to them. An appraisal is a necessary step in many transactions, and be aware, our timeline is often at the mercy of the appraiser chosen by the lender to complete the report. Appraiser availability can be a factor in meeting the due diligence date, at times a due diligence extension might be required.
Q: What if my property doesn’t appraise?
A: I provide the appraiser with the best information to bolster your property’s value during the appraisal process. If the comparable sales available do not support the purchase price, sometimes the appraiser can’t make the numbers work. If this happens, there are several possible outcomes. The buyer can agree to come out of pocket to make up the difference that their loan won’t cover, which is often a difficult outcome to reach since buyers aren’t comfortable paying more than an appraisal report says the property is worth. Another possible outcome is the seller reducing the purchase price to meet the appraised value, particularly when they are concerned that the appraisal could come in even lower if appraised again for a different buyer. Finally, the buyer and seller can agree to negotiate, coming together to find a purchase price between the previously-agreed upon purchase price and the appraised value.
Q: How will I
receive my proceeds?
A: Given the recent increase in wire fraud, I recommend one of the following options:
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You may pick up the proceeds check after the closing has been recorded at the courthouse, often the same afternoon.
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I will pick up your check and deposit it into a local bank account on your behalf.
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The attorney can overnight the check to a mailing address of your choice.