how to sell a home in atlanta

8/8/2019 How to Sell a Home in Atlanta

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H.M.T.

MARKETINGSYSTEM

YOUR PROPERTY WILL STAND OUTFROM THE COMPETITION

www.hankmillerteam.com

678-428-8276


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PRUDENTIAL GEORGIA REALTY

Choosing the Right Agent

7 pesky questions to ask.

You are selecting an AGENT to sell your home, not a company.Which agent can deliver the highest return on your property investment

ANDdeliver the results the fastest with the fewest headaches?

1. Are you a full time agent?2. How long have you been actively selling real estate and for whom?3. What are your personal production levels over the last three years?4. Can you verify that with a printed copy of your personal production sheet?5. Is your managing broker on site and responsible for your office?6. Can you provide five references and their address from this year for me to call?7. Can you provide me a resume with designation certificates?

Everyone knows an agent, not everyone knows a productive agent. This market demand experience asnothing is easy. Its generally accepted that the minimum volume production threshold for a successfulagent Is $2M annually. Thats personally completed, not part of a team or office.

Agent experience and production is the single most important discerning factor whenchoosing an agent.

Hank Miller Team 678Hank Miller Team 678--428428--8276 www.hrmiller.com www.hankmillerteam.com8276 www.hrmiller.com www.hankmillerteam.com


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Location Style

Amenities Historic Lifestyle


The H.M.T Marketing SystemSelling a home in the current real estate market requires alignment of many moving parts, sticking a sign in the yard isnot the answer. We embrace technology, apply the data and mix in a good amount of common sense. This isnt rocketscience.

Putting best practices to use is key. When used correctly closed loop marketing systems will provide the mosteffective property marketing solution available. This isnt however a static solution, listings need to be manipulated andworked to remain relevant. Success is consistently boiled down to three key elements: PRICE EXPOSURE APPEAL.


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Data Sources and AnalysisFew if any agents have access to and utilize more data sources than we do. A CMA (comparativemarket analysis) is what typical agents offer, its also ridiculously insufficient. You will have an analysis

consistent with that seen in a demonstration appraisal report.

How many agents turn RoboAgent when asked hows the market? Usually the answer is somethingvague followed by a script imprinted into their DNA. Not everyone should buy, many sellers are going tolose money, not every home is perfect, not every deal obtainablethe answer to the Hows theMarket? question is depends on your personal circumstances.

There is a systematic approach to evaluating the market value of any home and another systematic

approach to reviewing and countering an offer. We rely on the data and explain it thoroughly, there isabsolutely no reason to overprice a home in this market. Your analysis will be head and shoulders aboveanything else, it might not be what you want to see but it will be the same data that buyers, buyeragents and appraisers see.

The major components of our research centers on these main data sources:

Altos Research

Chart Master ServicesSmart Data Appraisal ResearchReal ValuatorRedlink Appraisal DataFMLS & MLSPublic records



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Altos Research providesunique real time statisticsthat allow for best decisionsto be made. Statistics likePercentage of Properties onthe Market with PriceReductions, InventoryLevels, and Days on MarketTrends. These are just afew examples of thehundreds of powerful,insightful market statisticsthat give our clients an edgeon the market. While otherdata sources rely onmonths' old data, reportingthe state of the market'after the fact,' Altosprovides a clear window towhat is happening in themarket right now, even aswe speak.



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Chart Master Services literally dismembers the MLS data for the Metro Atlanta area. Individual areas areanalyzed and compared to others as well as their past previous performance and conclusions are drawn.The level of detail and analysis completed cannot be overstated; this is without question, one of thesingle most important data assets available to us. THIS DATA IS EXCLUSIVE TO KELLER WILLIAMS

ATLANTA NORTH.


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SMART Data is aresearch programdesigned forappraisers. Data ispulled from the MLS

and can be isolated todetail any situation.

How are values for3BR/2B ranch homeson basements withcarports in Pope HS?What is the value trend

for golf communityhomes in Milton HS?

You will see the dataexactly as appraisersdo.



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Real Valuator is a great tool to visuallyrepresent activity in and around a particularhome. See active, pending and sold homes as well asthose in pre-foreclosure, foreclosure and REO homes.Details below the maps provide additional informationabout each flagged property. See the activity directlyaffecting neighborhood prices - updated daily from

court house records, FMLS, GAMLS and tax records.This is a fantastic component of our research.



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The FMLS is the first stop when determining acompetitive list price for your home. Manyagents stop right here, but as stated earlier,there is much more involved than just lookingat this data to establish an accurate list price.

From the FMLS how your home stacks upwith the competition both in the immediatearea and overall competing market area canbe seen. We compare features, photos,trends and more. The data collected here,combined with the data collected from thenumerous other sources, is crunched,analyzed and processed into an easy tounderstand listing brief.



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The single best resource for physicaldata is Redlink. This is a subscriptionservice used for years by appraisalsto get accurate, appraiser provided

figures for living area. Public recordsand agents are notoriouslyinaccurate when reporting livingarea. Redlink provides appraiserfigures for living area, measured inaccordance with FNMAguidelinesjust as the appraiser willmeasure your home.

Using consistent and accurate datain our prelisting analysis minimizesissues down the road.


Redlink Appraisal Data Base


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Once data collection is complete, a narrativereasonable expectations packet is prepared. Itswritten in easy to understand terminology and willoutline the course of action that we feel best suitesthe situation. The goal is to maximize your net andminimize your time on market. Boring transactionsare the objective.

The key points covered in the analysis include:

The Finished Product

Concept of the operation what constitutes effectivemarketing for your home & how it will sell

Strengths & Weakness analysis of your home

Buyer analysis who is the most likely buyer & how wewill reach them

Detailed comparable data analysis to the level of ademonstrative appraisal report

Pricing strategy analysis extremely critical

What we expect to happen and how long it should take

And much more!


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PRICING STRATEGYPricing StrategyThe only thing a seller controls is price, it is also the most important thing. While adjustments may

be required during the listing period, it is absolutely vital that the initial list price be accurate.

If price is too high, potential buyers will dismiss it If price is too low, money might be left on the tableAn objective view must be taken with the understanding that adjustments may be needed basedupon market reaction


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Conventional Wisdom vs. The Facts

In 2009, property sales peaked in the 2nd week of listing then declined steadily after that


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Effect of Overpricing on Selling Time & Price

Its clear that the best offers come in the first few weeks of an active listing. This 09 summary shows the

progressively declining sale to list price ratio in each successive week after a listing becomes active


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In 3rd qtr 10, 62 of 100

listings failed to sell.

Of the 38 sold listings, 25(66%) required a pricereduction, when listingprices from previouslisting periods areincluded, in order to

attract a Buyer

Therefore, if 62 failed dueto overpricing and another25 required a pricereduction in order to sell,87 out of every 100listings were initially

overpriced in 3Q 2010,resulting in either no sale,or a sale at a muchreduced price after amuch longer listing period.

The Results of Overpricing



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Over 90% of consumers in Georgia and 100% of buyersagents use the internet for their real estate search

(National Association of Realtors)


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Marketing to the Buyers Agent

Multiple Listing ServicesMetro Atlanta hasseveralMLS

systems. By havingmembership

with alltheseservices,youare

guaranteedto havethegreatest

amountofexposuretoa

potentialpoolofbuyerscurrently

working with morethan 30,000

Atlantaarearealestateagents.

E-Marketing

KellerWilliams hasavarietyof

electronicmarketingsolutionsto

makeotheragentsawareofour

listingsincludingspecialincentives.

Ouragentsleverageextensive

databasesoflocalagentstotarget

thebestagentsthatmaybe

representingapotential

buyer.

Referral Networks

KellerWilliamsagents haveextensive

personalnetworks with otherreal

estateagents.KellerWilliamsisalso

amemberofnumerousnationaland

internationalreferralnetworks.

Office Caravans and

Sales Meetings

Thistourgivesourverytop

agentstheopportunityto

preview new listingsand

offerhelpfulmarketingtips

totheirpeers. This has

oftenledtoacontractafter

anagentrealizedthe

propertythey werepreviewing wastheperfect

oneforaclient. Weekly

salesmeetingsprovidean

opportunityfortheagents

inourofficetoprovidean

additionalspotlighton

homes.

Reverse ProspectingW

e

haveaccesstospecialized

toolstoidentifyotheragents

who haverepresentedclients

inyourarea. We willmarket

andnetwork with these

agentstofindprospective

buyers.



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81% of homebuyers used aRealtor to purchase theirhome in 2009.

83% of home buyers used aRealtor in their home search,most in addition to searchingthemselves.

The FMLS feeds are pickedup by all major consumerreal estate sites.

Max Photos, Compelling Narrative,Key Words, Responsiveness



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Georgia MLSGeorgia Multiple Listing

Service

81% of homebuyers used aRealtor to purchase their homein 2009.

83% of home buyers used a

Realtor in their home search,most in addition to searchingthemselves.

The FMLS feeds are picked upby all major consumer realestate sites.

Max Photos, Compelling Narrative,Key Words, Responsiveness



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Yard Signs, Flyers & MediaAll media is designed to stimulate buyerinterest

Narratives will enhance the buyer hotbuttons

An extensive media presentation willfeature all key features

All advertising will seek to push thebuyer to the web site where anextensive presentation is provided.


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Tours, Flyers & Information

It is vital that any perspective buyer gethooked on your home & very quickly.Your home will have an extensiveprofessionally prepared virtual tour thatwill be linked everywhere your listing is Color flyers will be present insidedetailing the virtues of your home Homescenes professional photographyis used on the majority of our listings. 30-50 wide angle shots and additional website exposure is provided.Your home will have a detailed narrativedesigned to appeal especially to the mostlikely buyer of your home The narrative will include targetsearch words and phrases known to catcha readers attention



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Keller Williams MLS System


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Your

Home

A National Listing

Our Keller Williams

and

Listing System

Network

Consumer Real Estate Sites


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24 Hour Exposure Enhanced Property DescriptionsVirtual Tour

Open House Dates Consumer Data Reports 20 Photos & Narratives

5.5+ Million Page Views per Month: Maximizing Your Opportunity for a Faster Sale

KW & AJC Strategic Alliance



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Enhanced Realtor.com Placement

Listings are enhanced on Realtor.com with

25 photos Custom narrative Demographic info

Easy to find contact info Dovetails with mobile phone apps Loaded with consumer tools

Realtor.com remains one of the most

visited consumer real estate web sites.


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Trulia.com is the fastest growingconsumer real estate web site.We are charter members and thetop ranked Metro Atlanta agenton Trulia. In addition to featuredlistings, we have over 100 blogposts and 1500 Q&A answers.

Zillow.com is one of the bestKnown real estate sites and ourPresence on it is also extensive.Opportunities that both offer areexploited to get buyersinterested in your home.


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Social media can be important for relationship marketing and exposing your property to

buyer prospects. Because these are social networks by design, the marketing must bemore relational and indirect versus other mediums. Facebook currently has more than 250million active users worldwide with over 120 million users logging on at least once per day.The fastest growing demographic is age 35+.

Social Media and Networking


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One of the mostpopular Atlanta realestate web sites

Traffic averages6800 visitors/monthfrom 1/08 10/10

Custom sitecontaining over 200custom pages, notstandard agentboilerplate

Your home is afeatured listing and isrotated through everypage

Your home is alsofeatured in ourbimonthly newslettersent to over 3500folks on our email list

Team Sites - www.hrmiller.com



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Team Site - www.hankmillerteam.com

A blog oriented sitewith thousands ofunique monthlyvisitors

Updated daily andoften quoted inmajor online newsfeeds User friendly infodesigned to attractand hold attention Buyers are pushed

to the main site tosee listings



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Reviewing Offers

Once an offer is received, a detailed secondanalysis begins. The goal is to establishmedians for comparable homes to betterevaluate the strength of your offer.

While there is no set format for this, thereare standard points.

Sale to list price ratios, median values,trends, FMLS trends buyer strength, buyercircumstances, current competition andcounter offer strategy will always bediscussed.

The data sources noted earlier are againemployed to ascertain strength of offer andto establish the best course of action foryou.



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Relocation & Lead Generation Buyers

Corporate RelocationKeller Williams is a major firm in Metro Atlantafor Corporate Relocation. Over the years, wehave been helping thousands of corporateclients relocate to Metro Atlanta. Our team isthe recipient of numerous awards, but moreimportantly has provided thousand of buyersfor our listings. Your listing will be seen bythousands of potential buyers relocating to theAtlanta area.

Lead Generation ProvidersThis is a rapidly evolving area for residential real estate. Keller Williams stands ready to assist and

nurture buyers who contact us from our corporate web site and other sources. Qualified leads areprovided directly to your agent to maximize the opportunity for your listing. In addition, we partner witha variety of fee-based lead generation providers. We believe it is best to help our clients find the widestrange of buyers possible and continue to lead our market in developing these types of buyer leads forour properties.



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The Bottom Line

This packet contains a ton of information and you are probably glazing over at this point. If you remember

nothing else, make it this:

CHALLENGE agents. Make them close the folder and speak without the props.ask those 7questionssee how they respond under pressure and VERIFY what they tell you.

We will NEVER take a listing just to have a sign in your yard

We will not couch the data, you will see exactly what agents and appraisers see

We will be candid with you, even if its not what you want to hear

We will do what we say and we will always put your best interests first

We have a team of experts both with Keller Williams and with this team this ensures as smooth aprocess as possible, avoid issues and provides answers all of your concerns

THIS IS WHAT WE HAVE BEEN DOING SINCE 1989. WE ARE A TEAM OFFULL TIME, SEASONED PROS.

Thisiswhat itsallabout!



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HANK MILLER, SRA, ABR - CREDENTIALS

ProfessionalAffiliations:Licensed Real Estate Broker GAAppraisal Institute SRA

Real Estate Buyers Agent Council ABRCertified Real Estate Appraiser GAEmployee Relocation Council MemberCobb Association of Realtors MemberGeorgia Association of Realtors - MemberNational Association of Realtors - Member

FieldsofExpertise:Buyer & Seller RepresentationLuxury Home Certified

Relocation CertifiedFannie Mae/Freddie Mac AppraiserHUD AppraiserProperty Disposition for LendersInvestor ConsultationResidential Appraisal & ReviewFraud/Foreclosure Expert Witness

Experience:Keller Williams Atlanta North Associate Broker

Prudential GA Realty Associate BrokerREMAX Greater Atlanta Associate BrokerCertified Residential Appraiser - GAMiller Appraisal Group (GA & NY) PresidentSenior Review Appraiser (GA, NC, & NY)FEMA Real Estate Disaster RepResidential Home Inspector (NY)US Army Corps of Engineers Officer

Achievements:Top 5 individual agent Prudential GA 2008-2009

Top 10 Cobb County agent by volume 2008-2009Active Life Member Million Dollar Club Cobb BoardREMAX 100% Club Member 2005, 2006, 2007FNMA Select Appraiser Foreclosure SectionTop Volume Appraisal Co NYS Capital Dist- 89 -94RIS Media, WSJ, NYTimes, AJC Regular Metro Atlantaupdates since 2006

how to sell a home in atlanta

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