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| Stacie Turner |
| 202.494.8220 |
202.234.3344 |
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| For most people, selling their home is a BIG decision, financially and emotionally. You have questions and the whole process feels overwhelming . . . but selling you home doesn’t have to be stressful, and choosing the right realtor can make all the difference. |
CHOOSE THE RIGHT LISTING AGENT
Not all real estate agents work the same way. The most important attributes of a listing agent are: |
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| • Sells real estate FULL-TIME! – so selling your home is a full time priority and your agent |
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is generally available to you and prospective buyers. |
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| • Knows the market – what is currently listed and the history of properties to lend |
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valuable perspective when it comes to pricing and positioning. |
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| • Understands your needs and will be honest and assertive with you and buyers/buyer’s |
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agent. |
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| • Has extensive LISTING experience – since working with buyers requires a different skill |
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set/approach. |
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| • Has a track record of investing in marketing – and will provide a comprehensive written |
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marketing plan for your home. |
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| • Provides advice on how to stage your home to show at its best and recommends |
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aesthetic updates that will significantly increase the perceived value of your property. |
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KNOW WHY YOU ARE SELLING
If you know why you are selling, it is easier for you and your agent to determine a plan of action to get exactly what you want. For instance: if you need to close a sale as quickly as possible, then you should know that getting the highest price is not your highest priority. This does not mean that you won’t or can’t get the highest price, but there may be tradeoffs as you decide between an offer with a lower list price and quick close versus a buyer with a full price offer requesting a 60 day settlement.
So, identify your “bottom line” price upfront (i.e. the lowest price you will accept from a buyer). Although this figure should never be disclosed externally, it is important information that your agent will use to determine an optimal pricing strategy and negotiating position. Even though you should consider all offers and take into consideration the total terms of each (i.e. price, settlement date, financial qualifications, |
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contingencies, etc.) knowing your bottom line saves |
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IMPORTANT LESSONS LEARNED
These are few important lessons to remember as you prepare to sell your home: |
| • Buyers want to see and agents want to show houses that are good buys |
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FACT: A buyer is more likely to make a full-priced offer on a home that is priced right, before making a low offer on a home that’s priced too high.
Houses that remain on the market a long time tend not to be shown. |
| • Be willing to make smart investments in important aesthetic elements of your home. |
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A good first impression can influence whether a buyer writes an offer or not. For example: invest in landscaping – curb appeal matters.
° Fix things that could be considered “red flags” (i.e. leaks)
° Invest in important aesthetic updates (i.e. painting, floors, minor kitchen and bath |
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updates, etc.). Your return should be at least double the expense. |
| • Your cost or profit desire is irrelevant. The market determines the price. |
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° It is very difficult for a seller to evaluate their home objectively. In a balanced |
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market (like today), t is important to determine the fair market price of your home given it’s location and condition relative to other properties currently active. Historical comparables are much less relevant since the market has cooled. |
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° Assume the buyer is educated & saavy and has done their research |
| • Houses that are marketed well—Move fastest and garner the most money |
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° Open houses rarely sell houses – they generate interest/buzz when first listed, |
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however, 95% of homes are sold as the result of an agent or buyer inquiry thru the internet lead. It is better to have a few qualified buyers touring your home than large numbers of random people, most of whom are not actively househunting. |
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° Networking with agents and advertising via the internet and targeted print |
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publications has been proven to yield the most results. |
AGGRESSIVE MARKETING IS A MUST!
You are paying a listing agent commission to ensure that your home is professionally marketed. Properties that are not marketed aggressively within the first few weeks of listing, tend to stay on the market longer, become stale and garner lower price offers. Marketing is my background and one of my FAVORITE parts of the job. I develop a comprehensive marketing plan for each property, tailored to the type of buyer that will most likely purchase the property. This plan gives us a road map – so that you and I are on the same page with regard to activities and expectations – and will likely may include the following advertising mediums: |
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STAGING / POSITIONING
• Home staging consultation
• Quality photography
• Virtual tours
• Detailed sales sheets
• Financing information
• Floor plans (as needed) |
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PRINT ADVERTISING
• Daily Newspapers – for open houses (i.e. Washington Post)
• Targeted Weeklies – Blade, Northwest Current, Gazette, etc.
• Monthly Local Magazines – Washingtonian, Washington Style, The Diplomat, etc. |
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DIRECT MAIL CAMPAIGN
• Just Listed Cards
• Custom Campaigns
Appreciation Quarterly Newsletter
Mailed to 8-10K Ward 4 households |
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AGENT NETWORKING
• Fax/email campaign sent to database of upper-bracket agents (approx. 500)
• Preview tours for agents prior to listing |
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OPEN HOUSES
• Public Open houses |
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| INTERNET MARKETING |
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| • Website Listings |
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| Subscription sites |
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| • www.homevisit.com |
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| Other Internet |
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| • Homes Database (3.0 MM), Realty.com |
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| • Personal website |
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| • Realty Times Newsletter |
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| • Email to personal contact list |
Each marketing plan is different – but will include a variety
of marketing tools outlined above, to attract the target buyer. |
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