SELLER GUIDE
cal@calbrowngroup com
W O R D
"Cal was a rock star who created stress free selling experience."
Margaret Cotter
"Cal is exceptionally talented at marketing. She is the consummate professional " Natalie Reuther
"Cal has steely determination & negotiating abilities. Integrity Dedication Enthusiasm " Clara Monzon
When it comes of the w
We will review compar price you SET
CREATE MATERIALS
We'll have our in-house graphic designer create everything we need to market your home!
SHOW IT
This is often the hardest part as your home has to remain presentable and in tip top shape every day.
REVIEW OFFERS
We will negotiate on your behalf and review all offers with you
CLOSING DAY
Schedule the closing, hand over the keys, collect the check!
Understanding
Market Conditions
Buyer's Market
A buyer’s market occurs when supply exceeds demand. Typically, sellers will drop their asking prices to gain an advantage in the market.
Seller's Market
A seller’s market arises when demand exceeds supply. Since there are fewer homes available, sellers are at an advantage.
Balanced Market
Supply and demand are about the same. Sellers usually accept reasonable offers, while homes generally sit on the market for an average or typical length of time.
T H E P R I C I N G
Pricing your property right means taking a variety of things into consideration. Important aspects we factor into determining a listing price for your home
PAST SALES
Take the time to study past sales for properties in your area and alike locales. Having a clear understanding of true market value is the first step in establishing a competitive list price
ACTIVE LISTINGS
We study active listings to see what properties we'll be competing against. Buyers compare dwellings.
CONDITION
We put ourselves in the buyer's shoes and ask what they would find most valuable in homes like yours Updated kitchens? Specification levels, renovation quality, amenities? These all factor into the list price.
THE MARKET
Pricing your home largely depends on what type of market we will be listing in If it's a buyer's market you'll be pricing lower, if it's a seller's market you'll be pricing higher.
T H E P R I C E
D E R I V A T I V E
Buyer's Market
Much of my marketing starts when we agree on a price for your home.
The best marketing in the world will never sell an overpriced home.
Every property will sell and has the potential to sell quickly.
Price is the No. 1 factor controlling this outcome.
T H E M A R K E T I N G
A D S
Your home is distributed across multiple online platforms
This includes a massively powerful global website (eXp), Google, YouTube, Facebook/Instagram & Linked In to name just a few
*We leverage the expertise of Luis’s background in examining technological advertising patents for the Patent & Trademark Office.*
V I S U A L S
We use only the best photographer and videographers in the business.
High level photos, videos, signs & marketing materials elevate the status of your home and get it noticed
O P E N H O U S E
E V E N T S
We love hosting events ranging from neighborhood wine & cheeses to exclusive broker events and Saturday open houses Don’t worry- your home will be given the royal treatment!
W H A T R E A L L Y W O R K S ?
F A C T v s F I C T I O N
When it comes to online marketing, many agents will try to convince you they have the “secret sauce.” The fact is, every agent’s listing is syndicated out by the MLS to hundreds, if not thousands, of websites
T H E T R U T H
If a buyer is house shopping online and your home matches their criteria, it would be almost impossible for them NOT to find your home.
“ T H E E X P E R I E N C E ”
R E A L L Y D O E S M A T T E R !
From the choice of photographs to the background music for marketing videos to the attention and thought given to assigning the right words to describe your property, to the tone of voice used when answering questions & inquires...all of it creates an “experience” which is ultimately what a buyer “buys into ”
As a certified GUILD member of the Institute for Luxury Home Marketing, I apply ALL of my training to every listing in order to give the highest and best experience to potential buyers AND their agents
Negotiations are taken seriously and I do everything in my power to serve your goals.
It all matters.
T H E S T A G I N G
Buyers want to imagine themselves in your home, which means the most neutral we can make your space look the better Let's remove a majority of personal items such as family photos, etc...so the buyers can see the space and not personal belongings A recent NAR report states that buyers stay in a vacant home for an average of 5 minutes, but tour a furnished home for an average of 40 minutes
"There aren't enough accolades to describe the professional experience and work ethic of Carolyn Brown She has worked with us through 3 difficult transactions We are very seasoned investors who have purchased and sold 25+ homes in the past 30 years and Carolyn is by far the most experienced agent we have met in this very crowded market of Realtors Her marketing skills with storyboard renovation options, advanced technology solutions like visual walk throughs and geofencing targeted marketing made a huge difference in finding the right buyer for our high end beach house which had languished on the market for 6 mos with another realtor Her knowledge and attention to detail cannot be overstated. If you want the best possible chance of selling for top dollar you need the best professional representation this area has to offer...Carolyn Brown is the one!"
Sandra Marvin
T H E O F F E R
If you’re a first-time home seller or it’s just been awhile, the offer process may seem overwhelming.
Knowing what to expect can save you a lot of anxious moments and surprises in the long run
Elements of the Offer
Conditions are Met
Unless a purchase agreement is free of any conditions when an offer is accepted conditions make a sale “conditional ” This simply means that the deal cannot be completed until all conditions that are part of the offer have either been fulfilled or waived by their respective expiry dates.
Negotiating an Offer
Once an offer is received, we'll review it together and decide if we want to accept, counter or refuse.
Deposit Provided
Buyers will offer a deposit as a promise to the seller that they are financially capable and ready to commit to purchasing your home.
Final Walk-through
Buyers will typically have an opportunity to do a final walkthrough of the home before the closing date to make sure that it’s in the same condition as it was before the offer was made.
T H E C O S T o f S E L L I N G a H O M E
As you prepare to sell your property, it is important to carefully consider the true costs associated with selling a home.
Mortgage Payoff
For many sellers, the most significant cost of selling a house is the remaining balance on their mortgage. To get the most accurate figure, consult your lender. Don’t rely on your last billing statement. In the case that you have borrowed against the equity of your home you will have to pay that off too
Moving Expenses
There are always expenses associated with the moving process, whether you’re hiring movers or doing it yourself
Home Prep & Staging
It’s wise to remove clutter and give your home a good cleaning before you put it on the market You may even want to go a step further and hire a home stager
Closing Costs
Closing costs will be listed on your closing disclosure which you will receive from your title company These costs typically include insurance, recording fees, prorated taxes and real estate commissions. Note that as the seller you are typically the party who chooses a closing company. We recommend closing at an attorney’s office who handles real estate.
Repair Costs
You may anticipate some cost for repairs, but repair costs can actually pop up twice. First, you may choose to complete some repairs prior to listing your home to present it in the best light possible Additional repair requests may be made by the buyer after they complete a pre-purchase home inspection
Oil squeaky doors
Tighten doorknobs
Replace burned out lights
Clean and repair windows
Touch up paint
Compile active vendor list
Get HOA estoppel letter (if applicable)
Cut lawns and clean roof
Trim shrubs and lawns
Weed and edge gardens
Pick up any litter
Clear walkway of leaves
Repair gutters and eaves
Touch up exterior paint
Shampoo carpets
Clean washer, dryer, and tubs
Clean furnace
Clean fridge and stove
Clean and freshen bathrooms
Be absent during showings
Turn on all lights
Light fireplace
Open drapes in the day time
Play quiet background music
Contain pets or take with
Clean and tidy entrance
Functional doorbell
Polish door hardware
Paint doors, railings, casing
(as necessary)
Clear stairs and halls
Store excess furniture
Clear counters and stove
Make closets neat and tidy
A well-maintained exterior and interior not only enhance the visual appeal but also create an inviting atmosphere that allows viewers to imagine themselves living in the space. By following a thorough checklist—such as decluttering, cleaning, and ensuring adequate lighting—you create a polished environment that highlights the home’s strengths and minimizes distractions. This preparation can significantly impact how quickly and effectively a property sells, making it a vital step in the real estate process.
Photographer(s) will have 30-1.5 hours onsite per session. The home must be photo ready when we arrive. We looking forward to capturing the home in a beautiful light.
About Us...
Carolyn is a wife, mother to 6, classical singer & tenacious businesswoman. Born, raised & educated in the Philadelphia & Washington DC areas, "Cal" & her husband Luis uprooted in 2013 with their children & moved to St Augustine, FL out of a deep love for warmth, history & the beach Due to her swift & tremendous success Cal was awarded the 2018 Rising Star Award for the whole Southeastern Region of a global real estate brand. She achieved top producer status within a year of serving her first customer & continued to follow a highly effective trajectory achieving the Top 100 list for the State of Florida in 2021 (out of close to 6,000 agents) in that same well known brand Cal earned GUILD recognition as a Certified Luxury Home Marketing Specialist based on her experience handling more complex transactions for properties worth over a million.
Cal is passionately diligent in the details, tirelessly devoted to client success & wholeheartedly caring. She believes that real estate, like a musical score, is more than implementing figures on a page. It's about real people going through real transitions, each one deserving to end on the right note
The Cal Brown Group, which includes high level administrative support members and trusted affiliate agents launched in 2022 as an effort to provide a highly customized & deeply thoughtful approach so that more people could be served well
Luis officially joined the Cal Brown Group as a licensed agent in 2023. Luis and Cal now partner as a husband/wife team for all clients and are proud members of the Gorgeous Florida Home Network powered by eXp Realty
Graduated from Franciscan University in Steubenville, OH Cal- BA in Philosophy & Theology Luis- Masters in Theology (after earning BS in Pre Med and Psychology.
Cal & Luis married.
Cal earned Masters in Music from Catholic Univ in Washington DC.
*From 2003 through 2014, the Browns worked in service to their local church Luis served as director of religious education and youth ministry. Cal worked as a choral conductor and took professional singing jobs in the greater Washington DC area. Luis eventually took a job at the United States Patent & Trademark Office as Patent Examiner in the Advertising Technology Department.*
Moved to St Augustine, FL with 5 kids Luis continued to work for USPTO
Cal earned Real Estate license and started selling in Northeast FL
Cal earned Rising Star award for RE/MAX. Hand selected out of 5,600 agents. Cal earned Luxury Home Marketing Specialist Designation in order to give high level service to ALL.
Cal makes it to TOP 100 for State of Florida for RE/MAX.
The Cal Brown Group is formed Cal switches to eXp Realty, the fast growing technology based global brokerage with 90,000 agents worldwide.
2023 Luis earns Real Estate License so that the Cal Brown Group can expand to keep up with demand. The Browns add 6th child Maria to the mix!
Cal & Luis serve as a family based team prioritizing high level service, professionalism and integrity in an ever shifting market.
Thank you for reviewing our Seller Guide. We strive to uphold the values of professionalism, personalism and passion in all that we do.
Please be in touch with any questions or feedback. We look forward to serving you!
Cal & Luis Brown
Luis & Carolyn “Cal” Brown
Real Estate Consultants
703 850 0496
cal@calbrowngroup com
luis@calbrowngroup com
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