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TABLE OF CONTENTS WHY WORK WITH DANIEL? ....................................................... 1 DECIDING TO SELL ...................................................................... 3 HOMEWORK & REPAIRS ............................................................ 5 PRICING & MARKE TING YOUR HOME ................................ 7 STAGING & PHOTOGRAPHY.. .................................................. 9 LISTING YOUR HOME .................................................................. 9 SHOWING YOUR HOME . . ......................................................... 11 OFFER STRATEGIES .................................................................... 13 PROPERT Y NOT SELLING? ....................................................... 15 PERIOD FROM OFFER UNTIL CLOSING ............................. 17
WHY WORK WITH DANIEL? 13+ YEARS IN THE BUSINESS
50+ RESIDENTIAL AND COMMERCIAL CONSTRUCTION PROJECTS MANAGED
100+ RESIDENTIAL AND COMMERCIAL PROPERTIES SOLD OR LEASED
I am honest, loyal and hardworking. My knowledge of both construction and real estate, coupled with my excellent communication skills make me uniquely qualified to engage with clients and agents in a professional and approachable manner. MY COMMITMENT TO YOU: •
Always be honest, direct and truthful.
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Guide you through the process step by step.
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Listen and make notes.
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Help define the appropriate target market.
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With you, establish the best asking price for your home.
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Employ a broad range of marketing tools.
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Work to obtain an offer and negotiate it on your terms.
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Guide you through all the paperwork and the queries along the way.
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Support you continuously throughout the process and beyond.
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DECIDING TO SELL Time your life; not the market. WHEN IS THE BEST TIME OF YEAR TO SELL? Prudent sellers sell when the market is busy. Historically, the Toronto real estate market has been busy in the spring and fall. However, the best time to sell is when it is needed to meet your goals. SHOULD I SELL FIRST OR BUY FIRST? Would it likely be more difficult for you to sell your home or more difficult for you to find a home to buy that fulfills your needs? Then do that which is most difficult, first. Advantages to selling first include: •
No need to sell for an amount lower than you desire.
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Know precisely how much money you have for a new home.
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Time the closing of your own purchase to match the closing of your sale.
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Avoid the stress over not being able to sell.
Disadvantages to selling first include: •
Not having found a place to buy.
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Perhaps needing to rush your home purchase.
Advantages to buying first include: •
You don’t have to make a hurried buying decision.
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You can wait to find the perfect house.
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Can make repairs and renovations to your current home while looking for a new one.
Disadvantages to buying first include: •
Don’t know exactly how much money you’ll have from the sale of your home.
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Pressure to sell within a defined period of time.
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HOMEWORK & REPAIRS THE COSTS INVOLVED IN THE SALE OF A HOME INCLUDE: •
Home repairs.
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Staging costs.
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Pre-inspection reports.
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Penalty for potential early discharge of mortgage.
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Legal fees.
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Real estate brokerage fees + commissions.
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Moving costs.
I will provide a detailed list of what should be done to really enhance your home.
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PRICING & MARKETING YOUR HOME BUYERS KNOW THE MARKETPLACE Buyers view many properties before making an offer, making them experts in the marketplace. If a new listing’s price is wrong, they will back away. Pricing a home appropriately right at the beginning is a critical component of selling quickly and for top dollar. The longer a home sits on the market, the more the selling price decreases. COMPARATIVE MARKETING ANALYSIS (CMA) I will perform a Comparative Market Analysis (CMA). This compares your house to similar properties that have recently sold and those that are currently listed for sale. Factors considered include: •
Property Features: Location, size, lot, conditions, and unique features.
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Market Conditions: Supply and demand, interest rates, and seasonal demand.
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Competition: Price, location, features, and condition, market activity, time on market, price changes, and expires.
Together we will assemble a comprehensive marketing strategy customized to your specific property. The goal of the marketing campaign should be to get the greatest number of buyers interested so that it will sell for top market value. My campaigns typically include: •
Website
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Sign with URL
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List of syndicated sites
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Feature sheets
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E-mail blast to local REALTORS ®
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Interactive 3D tour
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YouTube Video tour
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Open Houses
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STAGING & PHOTOGRAPHY Here are things to consider: •
De-clutter. Cluttered homes appear smaller and unappealing.
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De-personalize. You want buyers to envision themselves in the space.
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Clean.
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Add fresh towels, well-made beds, etc.
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Staging furniture if your furniture does not fit the space.
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Staging can really enhance your home and is strongly recommended.
LISTING YOUR HOME The main document to sign before your home can go on the market is the Listing Agreement. This authorizes the brokerage to sell your home. The most common listing agreements fall into one of two categories: 1. Exclusive | The property gets listed with one brokerage. The listing does not get the wide exposure of being distributed to every REALTOR ® in town. 2. MLS ® | Every REALTOR ® in the Toronto Real Estate Board immediately receives the listing’s details and access to the property.
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SHOWING YOUR HOME TIPS FOR GREAT SHOWINGS 1. Clean. 2. Eliminate odors. 3. Leave lights on. 4. Appropriate temperature. 5. Sparkling clean swimming pools and hot tubs. 6. Leave the blinds open. 7. Re-set the security alarm code for the time the house is on the market. 8. Leave the premises during a showing. 9. Remove your pet from the house.
WAYS TO TURN OFF BUYERS 1. Dirt, grime and filth. The house should be neat and clean. 2. Clutter. Homes should be de-cluttered to remove unnecessary items. 3. Smells. 4. Sellers who hang around during showings. Sellers should leave their home while it is being shown. If sellers are not able to vacate the house during showings they should remain isolated and quiet. 5. Misrepresentation. Exaggerating the cost of your renovations, maintenance costs, etc., creates mistrust in buyers. 6. Poor curb appeal. Sellers should take steps to present the outside of a home in its most positive light. 7. Numerous personal items on display. A seller’s personal items make the fit difficult for buyers to feel like the home could be their own.
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OFFER STRATEGIES Almost as important as pricing is what offer strategy we use: the current market conditions as well as our pricing strategy will influence our offer strategy. There are three basic approaches to offers, each with its own benefits and pitfalls. OFFERS ANY TIME •
Pretty clear.
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Good for lofty pricing or Buyer markets.
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Bad if you want to make sure all active Buyers get opportunity to view property.
‘HOLD OFF’ OFFERS FOR 6–7 DAYS •
Allows the marketing and exposure to reach the targeted Buyers so they are aware of the property.
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Gives the most keen Buyers in the market the opportunity to see it before it is sold.
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Good in a Seller’s market when you are priced accurately or slightly low.
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Mandatory if you are intentionally pricing low with hopes for multiples.
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May generate pre-emptive/bully offers.
BULLY/PRE-EMPTIVE OFFERS •
Tactic used to try and tempt a Seller to change their strategy and review an offer before the set date.
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Should be a very impressive offer, but is very difficult to determine whether any bully offer is better than the best offer that a later offer date may generate.
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PROPERTY NOT SELLING? If your home has been sitting on the market without any offers, here are some things to do: 1. Commit yourself to take corrective action(s). 2. Change the price to reposition the property in the marketplace. 3. Try a new marketing campaign. 4. Check out your competition. 5. Take the property off the market. 6. Take corrective makeover steps. 7. Adjust your expectations. 8. Make showing times more flexible.
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PERIOD FROM OFFER UNTIL CLOSING A “SOLD” sign will be placed on the lawn and the sale gets reported to MLS ®. Then you can expect the following to happen: •
I will distribute copies of the Agreement of Purchase and Sale and related documents to lawyers and all relevant parties.
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An appraiser will inspect the home to verify the purchase price for the mortgage lender.
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The buyer may also inspect the home to measure for furniture placement, choose paint colours or obtain quotes.
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If you’re happy with the service I’ve provided, I would greatly appreciate a testimonial or review on Facebook or Zillow.
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CLIENT LOVE “Daniel is a true professional. His knowledge blends building/renovations with real estate and delivers realistic market expectations for both selling and buying. Daniel sold my house over asking and produced a 35% price increase in less than a year of ownership. Though my house was not conventional and had many challenges, Daniel was able to help stage and market my house brilliantly. Thank you Daniel and I look forward to working with you again!” — Marc A. “We worked with Daniel to find our home and he was absolutely top notch. He was constantly showing us the newest properties on the market in the areas we were looking at and was always available to take us on showings. His no pressure approach made it so easy on my wife and I when it came to finding a new place to live, and I would recommend him to anybody who is looking for real estate, whether it is rental or sale.” — Allie and Justin R.
SAGE REAL ESTATE LTD., BROKERAGE
YOUR REAL ESTATE EXPERIENCE SHOULDN’T BE GOOD. IT SHOULD BE GREAT.
DANIEL LIPTON Broker 416.464.3806 mail@DanielLipton.ca DanielLipton.ca
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