access homes presentation full deck

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



Max MendozaLicensed Real Estate Sr. Agent & Appraiser


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



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


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


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



Motivation Timing Pricing Decision Making Communication Previous Selling Experiences Personal Property Condition of Home Relocating Concerns

DETERMINE YOUR NEEDSWhat is Most Important to You?




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




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!



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



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




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


List Price: $1,290,000








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




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




The Problem with “Testing the Market”


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



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”




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



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!



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



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%


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.


Marketing Plan



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%


Multiple Listing Service (MLS)


Marketing Plan



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


Marketing Plan

Your Home’s Information Listed on AccessHomesNow.com



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


Marketing Plan

Yahoo! Real Estate Realtor.comHomes.com



Internet37%

Your Property Appears on Many Local andNationally Popular Real Estate Websites 100’s of other Realtor and Brokerage Affiliate Sites.


Marketing Plan



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%



Marketing Plan



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%



Marketing Plan



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%



Marketing Plan

OPEN HOUSE



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%



Marketing Plan



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


Marketing Plan



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



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



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




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


New Listing Pending Sale New Listing

New Listing Recently Closed New Listing



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



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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