Sellers Guide 2023

GUIDE 2023

The Californian Estates Seller’s Guide will illustrate our approach to successful home selling and give sellers tips for understanding this process. We hope you find it useful.

Californian Estates Connects Knowledge, Experience and Committed Service to Successfully Sell Your Home

Selling your home can be stressful! Properly pricing a home, marketing it, showing it to buyers, organizing disclosures, negotiating price, and entering into escrow is so important to do correctly in order to close the deal. The Californian Estates Seller’s Guide will illustrate our approach to successful home selling and give sellers tips for understanding this process. We hope you find it useful.

However, this Seller’s Guide is no substitution for having a committed Listing Agent work on your behalf. Perhaps you have considered selling your own home without the guidance of a real estate professional. It may seem like an easy task from the outset, and the allure of keeping a sales commission may also be attractive. However, evidence consistently indicates that homes having a benefit of a real estate agent’s expertise and support are sold more quickly and for more money (HomeGain.com and Realtor.org) and these are the homes you will be competing against. Have a real estate professional on your side.

Californian Estates is dedicated to supporting home sellers and selling homes at the best market value price, facilitating the smooth process of listing, negotiation, and escrow to alleviate stress, confusion and delays. Our agents are committed to helping you achieve your goals. Californian Estates is your advocate, and our success is measured by your satisfaction.

Why Californian Estates?

Innovating Sales Solutions, Broadening Buyer Access

Californian Estates puts your interests as our top priority, saving you time, money and aggravation in the promotion and closing of your real estate transaction. Californian Estates is comprised of state-licensed professionals who will dedicate all their time and resources to make sure that your home gets maximum exposure and maximum price.

Our agents intimately know the Californian market and specialize in selected neighborhoods. This gives them the advantage to know how to price and showcase your home and whom to market your home.

Anticipating potential pitfalls, Californian Estates is your advocate, negotiating best pricing and terms with buyers/ buyer’s agents and facilitating all disclosures. We will connect you with our trusted third-party resources, such as mortgage bankers, insurance agents, home stagers, contractors, who can smooth the selling process.

Californian Estates is truly differentiated by its local and international marketing approach. The local market is everimportant, and Californian Estates will spare no step in creating the best local and regional marketing strategy, such as online, print, open houses, etc. However, Californian Estates is uniquely positioned to give your home the extra exposure to a valuable international market.

Selling On Market or Off-Market?

Everyone knows the MLS (Multiple Listing Service) but is that the best way to sell your house? The MLS can get the property in front of millions and millions through its interface and associated third party websites. This certainly can present numerous opportunities to sell your house. However, there could be some pitfalls as well.

The MLS tracks all the activity for your property and makes this historical data available to the public including each time the home was put on the market, every price reduction and each day that passes. Of note, the Days On The Market (DOM) clock can be a real hindrance to the successful sale of your property and the seller’s ability to get the highest price.

Once a property is put on the MLS, there is a “sweet spot” for its best traction. Generally, the first two weeks will gain a seller maximum exposure, but after that, the property falls behind in the algorithms in favor of new homes. If a property isn’t priced right or marketed correctly, the DOM clock will tick away. The property will become stale and prospective buyers will see a home that a has lingered on the market and think, “What’s wrong with it? Why hasn’t it sold?” Psychologically, the buyers perceive the home in a less than favorable light. What does all this mean? It means that a seller has two weeks to make an impact. Therefore, their ability to test the market is mitigated, and their pricing better be right straight out of the gate.

For sellers who value privacy and discretion, the very public nature of the MLS can also be problematic. Ultimately, the MLS can be a powerful tool but if a seller wants more control over the strategy of selling their property, selling Off-Market may be a better option.

Off-Market Strategies For Increased Privacy, More Control and Higher Sales Price

Selling Off-Market means that the property is sold through private networks without being publicly listed on any multiple listing service. Therefore, the date of listing, any price changes, and any sales activity isn’t public. This allows a seller and their agent to customize a pricing and marketing strategy that allows them to test the market and the sales price.

Additionally, a seller may not want the whole neighborhood (or tenants if the property is a rental) to know that the property is up for sale. MLS Open Houses may bring in a lot of people, but how many are “lookie-lous” and how many are serious buyers? Off-Market sales and marketing done correctly will put the property in front of only serious buyers and sellers aren’t unnecessarily inconvenienced.

Marketing your property to the international market is very advantageous but may also be quite difficult without the right tools or access. Californian Estates is uniquely positioned to market your company locally and internationally due to its vast network of agents and clients throughout the world. With years of working in real estate throughout Asia, Australia and Europe, Californian Estates can offer an intimate understanding of what these investors are looking for. Importantly, Californian Estates has partnered with blue-ribbon affiliates around the world who share our ethos of customer service, value, and discretion. These partnership alliances expand our network of seasoned real estate professionals and international real estate companies.

We can leverage our access and relationship to give your property maximum exposure by:

! Featuring your property directly to our carefully procured database of international investors who are searching for Californian properties.

! Marketing your property with our fully systemized integrated platform of multilevel marketing programs.

! Finely crafting print ads in targeted international publications, focused digital strategies and direct marketing programs.

! Producing beautiful, visual and dynamic marketing materials that accentuates the unique qualities of your property

! Expanding your internet audience into a global audience of many millions by marketing your property on large international websites and databases in the country’s native language.

Californian Estates will make sure that your home is showcased prominently in this “global marketplace” of Real Estate.

Strategizing The Sale Of Your Home

Knowledge is key to selling your home. Be acquainted with the properties in your neighborhood and the local market trends. Going to open houses in your area will be extremely helpful. These homes are your competition so ask yourself why a buyer would prefer your home.

Put yourself in the shoes of a buyer and take note of how these homes are being “staged” and sold. Tour the house and notice how you feel in the home. Have they created an alluring appeal to the home that you would like to recreate? Is there something that turns you off?

Evaluate the agent who is showing the home. How is he/she talking about the home and interacting with prospective buyers? Are they helpful and welcoming? Or dismissive and aloof? Do they readily have information for the house that they can easily communicate? Or do they seem unprepared? You will notice things that make both a positive and negative impression. This will be helpful when you start to interview Listing Agents for your home.

After visiting multiple listings in your area, you will begin to get a sense of what homes are worth. This will provide valuable insight when working with a Listing Agent to determine your home’s selling price.

The Art and Science of Home Pricing

Pricing your home is something of an art and a science. The first inclination may be to price your home high (giving you more money to parlay into other investments). However, research consistently shows that overpricing is the number one reason that homes linger on the market unsold. The allure of a home diminishes rapidly after the first two to three weeks of showings, and inevitably, the price of the home must come down to re-attract potential buyers to the home.

The longer a home stays on the market, the deeper the discount is likely to be off the original price. Testing prices off-market before going on the MLS will also give you an extra advantage.

Remember, your home is only worth what the market will bear. When selecting your Listing Agent, don’t necessarily choose the one that promises the highest sales price. Choose the agent that has presented the most thorough and relevant comparative market analysis. Make sure that he or she is comparing apples to apples, and that the proper data is being used to compile these “comps.”

Don’t necessarily choose the agent that promises the highest sales price. Choose the agent that has presented the most thorough and relevant comparative market analysis.

! Your quality comparative analysis will include prices of homes that sold in your neighborhood within the last six months. They shouldn’t be located further than 1/4 mile to a 1/2 mile away.

! Make sure that landmarks, dividing lines and physical barriers such as major streets, freeways or railroads are taken into consideration. If a similarly sized home is a half mile away from your house but “on the other side of the tracks” the comps won’t be applicable.

! Compare similar square footage. Remember that after you receive an offer, the buyer's lender will order an appraisal. The appraiser will work within a 10% window of margin, up or down, to determine the home’s value.

! Age is always an important factor. A home built in the 20’s should not be compared to a home built ten years ago.

! Evaluate current listing prices that are similar to yours. They are your competition so compare amenities. It’s helpful to ask yourself why a buyer would opt for your house instead of the others.

! Research homes that were taken off the market because they didn’t sell. Were these homes priced to high? Or, were there other circumstances that prevented its sale?

! Market demand will directly effect the price for your home. Assess your neighborhood’s inventory. Are the streets flush with properties for sale? Look at local market trends. Is it a seller’s market or a buyer’s market?

! Look at homes that have recently sold and evaluate their final sale prices in comparison to their original list price to determine price reductions ratios.

! Lastly, you will adjust pricing for lot size variances, configuration and amenities/upgrades. If your home is being compared to a home that is similar in lot, age, size and neighborhood but your house has a pool, then your price will be adjusted upwards to reflect the added value.

Consider carefully the success of a Listing Agent and their brokerage. Do they have a good track record of selling their listings quickly and for market value? Do they consistently have listings that languish? If so, do they properly market the home? Do they have a deep understanding of the local market trends? Make sure you do your research and interview your listing agent in order to prevent your home from becoming an expired listing.

Standing Out in A Crowded Marketplace

As you are settling on a price with your Listing Agent, explore ways to make your home the most desirable in a competitive market. With the advice of your agent, determine which minor repairs or even major renovation should be considered in order to best position your home for a more advantageous sale. In some cases, addressing repairs or renovations can increase your asking price manifold. For example, a $25,000 investment into a new kitchen may increase your asking price by $100,000. Factor these opportunities with your desired timeline for selling. Sometimes, all that is needed is a deep clean, a fresh coat of paint and a few new

In some cases, addressing repairs or renovations can increase your asking price manifold.

Creating Positive First Impressions with Lasting Impact

Before the buyer has stepped out of their car, they have already had an impression of your house based on the exterior that will carry with them as they tour the interior. This is commonly known as “Curb Appeal.” If a buyer has a positive impression of the exterior of the home they are predisposed to also like the interior.

Create the WOW! factor in your home’s curb appeal.

! Clear the driveways of all vehicles, debris or other miscellaneous items

! Replace loose or damaged roof shingles

! Clean the gutters

! Paint and caulk window trim and doors

! Power wash siding, brick, windows, and porches

! Maintain a well lit exterior at night. (Prospective buyers will likely drive by the house at night to to check it out and survey the safety of the neighborhood)

Caring for your landscape portends that you have also maintained the rest of the home.

! Keep the lawns lush, manicured and landscaped

! Prune dead branches and plants

! Weed and discard other unsightly brush

! Plant fresh flowers and foliage

The entry is the buyer’s first point of contact with the house.... make sure its a positive experience.

! Give the front door a fresh coat of paint and make sure its beautiful and clean

! Make sure that the handle is bright and shiny

! Paint or replace furniture such as rocking chairs or porch swings

! Repair and/or paint any broken steps or porch structure, if needed

! Replace mailboxes, light fixtures or any other fixture that looks less than fresh

! Put out a welcoming new doormat

As the buyer enters the home, you will want to create a sense of space and eliminate all distractions so that they can imagine themselves living in the home with their belongs.

! Move out excess furniture

! Declutter the home completely, without overlooking details like a refrigerator covered in papers and magnets

! Clean and organize non-living spaces like the garage and other storage areas

! Painted with light neutral colors that reflect light and tend to open up a space rather than bright or dark colors that are distracting and close up a space

Fill the house with light.

! Wash the windows inside and out to allow more sunlight into the rooms

! Replace 60 watt bulbs with brighter bulbs

! Open blinds and drapes when buyers are viewing the property

Keep the house clean and in good repair.

! Give the house a deep cleaning and keep it maintained weekly

! Refinish floors and refresh the paint on your walls

! Be certain that every big and little repair is properly fixed

! Arrange a pre-home inspection to uncover any issues that could effect the sale

! FIll the home with pleasant scents, or even none at all, but make sure that there are no unpleasant smells

Also...

! Use furniture, lighting, artwork, etc to draws attention away from the flaws and accentuates the positive

! Fresh flowers and plants always add to the atmosphere

! Don’t make the house personal as the buyer should envision the home as theirs

Staging Your Home For A Quicker and More Profitable Closings

It’s often said that people buy out of emotion and use logic to justify their decision. When buying a home where a prospective buyer will live and perhaps raise their children, the old axiom usually rings true. Some sellers “stage” their home before they go to market to create an appealing mood or illusion that evokes a positive emotional response. Research shows that these sellers tend to get 7-10% more for their home and sell in a 1/3 of the time. Therefore, staging is a crucial investment.

What is Staging?

Staging is the temporary interior design and subtle modification process of the space in a house to create a favorable sensation. The goal is to provide the kind of space that the prospective buyer doesn’t want to leave. They should be able to imagine themselves living in that room.

The artistic approach of staging may differ from one home to the next. A cottage in the hills may be staged to make the buyer feel warm, cozy and even more loving. A modern architectural luxury home may be staged to make the buyer feel a sense of sophisticated luxury, even relating to their identity of success and achievement. The ambience of a beach home may elicit a sensation of relaxation and calm. Whatever the style the home or desired effect on the buyer’s mood, certain principles are key points to remember when staging your property for a successful sale.

Be Ready For Showings and Open Houses

Your real estate agent will try to show your home to as many prospective buyers as possible. That may mean day or evening and sometimes with minimal notice. While it may not always be convenient, good planning can ensure that your home is always ready to maximize each showing opportunity. Good housekeeping habits and organization cannot be overestimated.

Keep your Home "Showtime" Ready

! Have a family action plan so that everyone is responsible to keep their area cleaned, maintained and clutter free

! Establish good daily habits to keep the house organized and clean (i.e. washing dishes immediately after meals, making beds, decluttering toys, pet beds smelling fresh, bathrooms clean and hygienic)

! Vacuum frequently, especially if you have pets

! Rent a small storage locker for excess belongings

! Pack away breakable items to avoid accidents

! Remove temptations such as valuable jewelry and collectibles and put them in a secure location, like a safety deposit box or a safe)

When you get the notification that your house will be shown to the buyer, make sure to do a list minute check:

! Check for hazards, like toys or shoes left on the

! Put pets in daycare, sleep cages or take them with you.

! Open the drapes, turn on lights so buyers can really see.

Lastly, give the buyer some privacy to assess your home and imagine them living there. In fact, it may be best to let the agent show your house without you being there.

Good planning can ensure that your home is always ready to maximize each showing opportunity.

Achieving Top Price By Thinking Like A Developer

While comps and staging are important, there is no one-size-fits-all strategy. Each property is different and should be looked at for their highest best use. Some properties have value-add or redevelopment potential for a developer. Thus, a seller should save their money and effort and leave the house untouched for market.

If a home is small and sits on a large lot (also known as “under-built”) or outdated and in need of renovation, a developer will evaluate the property regarding the earning potential and what they can build on it. If zoning indicates that more units can be built, the land for a developer becomes more valuable. At this point, comps only tell part of the story. A developer may pay more than the comps portend if they can achieve their top priority: High-profit margins and favorable buying terms.

A value-add property that is being sold off-market will attract serious developers. Having developed tens of millions of dollars of real estate throughout the lightening hot and competitive market of Los Angeles, Californian Estates is an expert at identifying development opportunities and has developed a mastery for envisioning the project.

We are not just another agency selling real estate. Californian Estates provides a REulti Report for each property that assesses the value of its development potential and profit margin. These reports analyze the initial steps of market research, the development process, scale and cost and the anticipated sale of the finished property. The REulti Reports include an executive summary, neighborhood comps and detailed comps for the current purchase and the exit property, a preliminary slope analysis, a projected build with prototype rendering and a full slate of financials to determine the strength of the project with projected ROI and IRR.

Our unique system has proven results. We have consistently broken sales records with our recent closed escrows, getting up to 10-20% more for properties! Why? Because we think differently... we think like developers.

Want Top Dollar For Your Home?

Evaluate Your Home Like a Developer

Californian Estates Connects Knowledge, Experience and Committed Service to Empower Your Vision

Californian Estates is a unique real estate company that innovates strategies, develops creative solutions, and leverages a vast network of agents, clients and properties to facilitate real estate selling and purchasing to achieve earnest value for its clients.

Founder and Director Maurice O’Sullivan brings 30 years of successful marketing and sales experience within some of the hottest real estate markets throughout Asia and Europe, achieving sales in excess of US$1bn. Under his experienced direction, he has been at the helm of multinational real estate sales and development companies and large teams of agents who have earned similar success. He now brings this success to California through Californian Estates, Inc.

California has proven to be one of the most desirable places to live and do business on the planet. Consequently, its among the favored destinations for many savvy investors. Therefore, it was a natural next step to expand his business to America’s West Coast, showcasing the vibrant, diverse and consistently sought-after real estate market of California to regional, national and worldwide audiences.

Californian Estates is the culmination of his vast experience, knowledge and network of relationships in the global and local real estate market, it is uniquely positioned to connect local sellers and developers with a worldwide audience of buyers and investors.

Californian Estates is committed to local, regional and international buyers and sellers. Our pledge to all of our clients is unwavering and resolute: Californian Estates will deliver exemplary personalized care, exercise the highest degree of discretion, communicate an in-depth understanding of Californian real estate market trends and provide unparalleled guidance and information so that every client has the power of knowledge on their side.

MAURICEWOOLF CEO

Maurice, originally from the United Kingdom, started his real estate career in the prestigious town of Marbella/Puerto Banus in Spain on the Southern coast of Andalucía. Maurice excelled at marketing and selling luxurious real estate to European investors.

In Asia, Maurice was an agent for one of the most successful resort properties in the region. He earned the prestigious position as Group Marketing Director Asia fic. Through his lead generation he push the brand to new heights that eventually sold over 16,000 properties and over US $1 billion in sales worldwide, making them one of the biggest developers in the Asia Pacific region. Maurice brings with him massive international agency connections on a global scale for lead generation.

Maurice is excited about the prospect of moving his company and brand Californian Estates, Inc. into the International arena and is relishing the challenges ahead.

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