What It Takes to Sell a Home in Today's Market by Carolyn Wilson

2010 WHAT IT TAKES TO SELL A HOME IN TODAYâ&#x20AC;&#x2122;S MARKET

The Yellow House by Vincent Van Gogh

Carolyn Wilson Each Office Independently Owned and Operated

Each Office Independently Owned and Operated

TABLE OF CONTENTS Why do home listings expire without selling? .............................................................................................. 3 What a Buyer Wants ..................................................................................................................................... 4 What a Seller Wants ..................................................................................................................................... 4 What it Takes ................................................................................................................................................ 5 1.

Desirable Location............................................................................................................................. 6

Move-In Condition ............................................................................................................................ 7

Curb Appeal, Interior Appeal & Amenities* ..................................................................................... 8

Market Conditions .......................................................................................................................... 10

Price/Value Better than Competition ............................................................................................. 11

Attractive Terms.............................................................................................................................. 13

Exceptional Marketing .................................................................................................................... 14

Good Communication ..................................................................................................................... 17

Conclusion ................................................................................................................................................... 18

What it Takes to Sell a Home in Todayâ&#x20AC;&#x2122;s Market

Not intended to solicit clients under contract with other brokers.

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WHY DO HOME LISTINGS EXPIRE WITHOUT SELLING? When you’ve kept your home show-ready, left for showing appointments and anticipated an offer for months, it can be quite frustrating when your home listing expires without a sale, or possibly even an offer. It’s tempting to want to place blame on the marketing, your listing agent, a bad local market or other factors. It could be any of these or a combination.

1. Few or no showings. A. Potential Buyer/Buyer’s Agent did not see your listing.  Didn’t meet Buyer/Agent’s search criteria.  Either the listing was not where most buyers look or there was nothing that caught the Buyer/Agent’s eye to notice it. B. Buyer/Agent saw the listing but rejected it as a possibility.  Location.  Price/Value.  Not enough photos or information. Even agents shy away from these properties – makes it appear as if there is something to hide.  Didn’t look attractive enough in the photos.  Not enough value compared to other homes in the same price range.  Wallpaper or paint colors that didn’t appeal to the buyers.  Missing features/amenities that are “must have’s” for buyer.  Commission excessively low & many other homes available that met Buyer’s criteria.

2. Showings but no offers.    

Wasn’t as attractive in person as competing properties.

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Some features in the listing look worse in person e.g. colors of bathroom fixtures or tile, wallpaper, rooms look smaller, etc.

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Didn’t like the floor plan – this is something that cannot be seen well online, even with great videos & virtual tours.

Upon viewing, didn’t offer as much value as competing properties – price/value. Too much work to do e.g. needs paint, wallpaper removal, cleanliness issues. Saw negatives that didn’t show up in the listing – e.g. power lines, industrial park next door, neighboring properties poorly maintained.

3. Offer(s) but no sale. 

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Buyer made a very low offer - well below home’s value compared to the competition, and upon listing agent’s recommendation, Seller rejected the offer. Offer was realistic or close but the Seller thinks he can get more so he rejected the offer.

What are the factors that influence a buyer and her agent to make these decisions? What can you do as a seller to make sure that your listing is noticed, shown to buyers and receives offers?

That is exactly what this report will explain!

What it Takes to Sell a Home in Today’s Market

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WHAT A BUYER WANTS We are currently experiencing a Buyer’s Market here in Central Florida. Based on current inventory levels, the trend is toward a balanced market, although no one can predict exactly when we will get there. Buyers know that there are bank-owned properties and an abundance of short sales and desperate sellers. They know there are deals out there. They don’t know if we’ve hit bottom on price depreciation, so to protect themselves, a Buyer wants to buy a home at a price that’s as far below market value as they can get it. That’s what they call a deal and everybody wants one. Fortunately for buyers but not so much for sellers, more than half of all current existing home sales are distressed properties*. That means that these homes are now in mainline competition with normal home sales and they count as comparable properties for appraisal purposes. Besides a good deal, most buyers that intend to live in the home they purchase want a home that is new or as close as they can get, meaning ready to move into without having to paint and/or replace the carpet or make repairs.

WHAT A SELLER WANTS A Seller wants to sell his home for the highest price, in the quickest time period and with the least inconvenience possible. Most real estate agents promise to do that and many actually try to. But what does it take to achieve those objectives? The days of slick-talking agents who could sell swamp land in Florida to unsuspecting Northerners is gone. There is too much information available to everyone on the Internet. Buyers are easily able to do comparison shopping all by themselves to find out “what can I get for the money?” In fact, according to the National Association of Realtors, over 87% of all buyers use the Internet in their home search and that number continues to grow. And a good agent will most certainly provide a Comparative Market Analysis for a home that his/her buyer may consider purchasing. The way to get the highest price in the least amount of time with the least inconvenience is to understand the factors that affect your home’s value in the eyes of the buyer pool and to maximize the factors that are within your control . An excellent real estate agent will act as a Product Manager in the marketing and sale of your home in order to accomplish just that. *If you would like to receive a PowerPoint presentation on Central Florida Real Estate Trends, just send your request via email to cwilson@stirlingsir.com. I will be happy to send it to you.

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WHAT IT TAKES So what are the factors that affect the value of your home in the eyes of buyers and which ones are within your control? FACTOR 1. 2. 3. 4. 5. 6. 7. 8.

Location Condition Curb Appeal, Interior Appeal, Amenities Current Market Conditions Price/Value vs. Competition Terms Marketing Communication

WITHIN YOUR CONTROL No Yes Yes No Yes Yes Yes Yes

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Desirable Location

Key Points: 

Location is within your control when you are purchasing a home but obviously not when selling.

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This is the factor that has the single greatest impact on the value of your home.

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How well your neighbors maintain their properties impacts the value of yours.

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Do not overdevelop your home for your neighborhood.

Location is the single greatest factor affecting value. A neighborhood’s desirability is basic to a property’s fair market value. You obviously cannot change the location of the home you currently own and wish to sell – this is something to consider at the purchase end. The exact same home will be worth more or less money depending upon the community in which it is situated. If you live next to an industrial area, have large electrical towers & lines running next to your property, or surrounding homes are maintained poorly, your property value will be lower. You can bet that the buyer pool for your property will be much smaller and the price will have to be adjusted downward to make up for it. On the positive side, if you have water or golf course frontage, live in a gated community or some other desirable feature, it will increase your property’s value and the size of the buyer pool potentially interested in your home. Buyers look for these attributes when selecting a location in which to purchase:  Desirable city & neighborhood or subdivision  Attractive surrounding area  Well-maintained homes  Good schools  Safety – low crime rate  Proximity to shopping, churches, cultural activities, entertainment, sports, parks, airports, beaches Do not overdevelop your home vis-à-vis its location. That is, do not pay for improvements that are far beyond those customary for your neighborhood/community because you will not realize a return on that investment. Also, if you own the nicest home in your neighborhood, you are limiting its resale value and will be unlikely to realize a return on any additional amenities you add over the standard ones for that community. That is because people would rather buy a home at the low price range of a nicer neighborhood than to buy the nicest home in a less desirable location.

What it Takes to Sell a Home in Today’s Market

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Move-In Condition

Key Points: 

Home condition is entirely within your control.

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Get repairs completed BEFORE you put it on the market.

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Clean until it sparkles – especially the kitchen & bathrooms.

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If needed, paint & install new carpet rather than providing an allowance.

Buyers want a home in “move-in condition” and do not want to make repairs. They do not want to spend time or money to make it livable. They are usually stretching themselves financially and using every penny they have and can borrow in order to be able to buy their dream home. Of particular concern are the big-ticket items such as    

Roof Heating & air conditioning system Electrical and plumbing systems Pool/Spa and associated equipment.

Buyers want a home that is well-maintained and as updated as possible. They do not want to have to paint, clean or replace the carpet or take down wallpaper, even if you give them an allowance to do so! Dirty and/or worn flooring is a complete turn-off. A buyer who might put an offer on your home if it had new carpeting might not even consider it “as is” with a carpet allowance. It makes that much difference. Buyers want a home that is sparkling clean – especially the kitchen and bathrooms. (You know the feeling – you can live with your own dirt but you certainly do not want to live with someone else’s!) Buyers want to be able to go directly to their new home right after closing and move their furniture in. Helpful hints: 1. Get a home inspection up front before you put your property on the market if you have any concerns about it and complete all repairs indicated – especially a termite inspection. This will remove the possibility of unpleasant surprises for you, and it just may save the sale by mitigating issues that might otherwise incent a buyer to back out of a contract. 2. Consider providing a home warranty if your home is not still under a builder’s warranty to allay buyers’ fears of unexpected expenses once they move in. You can get coverage for yourself during the listing period, as well.

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Curb Appeal, Interior Appeal & Amenities*

Key Points: 

The interior & exterior appeal of your home is entirely within your control.

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Make sure your yard is manicured to perfection and your home looks welcoming.

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Remove all clutter – get a storage unit or PODS if necessary.

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Get professional staging guidance to arrange your existing furnishings as attractively as possible & add a few new/updated touches if necessary.

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The cost of professional staging will be less than your first price reduction.

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Strive for the look of a builder’s model home. Beyond good repair and cleanliness, a home that is staged to be as appealing to buyers as possible will sell faster and for more money than a similar home that is not. This applies to both the exterior and interior. Buying a home is an emotionally charged affair and a home that is beautiful inside and out appeals to buyers’ aesthetic senses and influences their emotions positively toward that home.

EXTERIOR Let’s start with the exterior. The first thing a buyer will see as they pull up to your home is the exterior of the house and the yard, a.k.a. “curb appeal.” If the yard is not well-maintained, they will assume that the rest of the house isn't either. They may decide to skip viewing the interior. Make sure that all bushes are trimmed neatly and below windows so they don't cut off light, beds are weeded and have fresh mulch and the lawn is mowed and precisely edged. What you want is a “manicured” look at the very least. Flowing lines and touches of color further enhance the curb appeal. The walk to the front door should be clear and wide with adornments in the exterior entry way that give a “welcome home” feeling. The ideal scenario is a yard so beautiful that it elicits expressions such as, “Wow!” and “Oh, what a beautiful home!”

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INTERIOR Now on to the interior. A home that is clean, uncluttered, where the furniture is attractively arranged and that is beautifully decorated is pleasing to the senses. The quality of your furniture and decorations is noted by buyers and influences their overall feel for your home. Buying is an intensely emotional experience – people want to buy a home that “feels right.” Neutral colors allow the buyer to imagine how her own furnishings would look there. You want buyers to be able to imagine living in your home – what it would feel like to sit at the kitchen table with a cup of coffee and newspaper in the morning, for example. Even how your closets and cupboards are arranged lend either a positive or negative note to your buyers’ showing experience. Closets and cupboards that are clean, organized and not too crowded convey the feeling that there is space enough for the accoutrements of daily living. Your décor can impact your home value even though it does not affect the intrinsic value (cost to rebuild/reproduce). If your home furnishings look dated, the impression that buyers have of your home will be that it is dated and they will expect to pay less for it. If your furnishings are up-to-date looking, it will make a much more favorable impression on buyers. This does not mean that you have to have purchased all your furniture within the past 5 years. Oftentimes making your home look up-to-date can be done with paint and relatively inexpensive decorations. Many sellers say, “I’m not changing X – let the buyers do it if they want to.” That is certainly your option. But remember: Every aspect of your home either adds or subtracts people from your potential buyer pool, which can impact the price you receive. The wisest sellers realize this and do everything within their power to INCREASE the size of their potential buyer pool. Your real estate agent should either be able to provide you room-by-room staging advice or else know professional stagers than can help you achieve the maximum “showing value” possible. *If you would like to receive a booklet with more detailed information & helpful checklists called 450 Ideas to Help Sell Your Home Faster, just send your request via email to cwilson@stirlingsir.com. I will be happy to either email you the .pdf version or mail you a printed copy, whichever you prefer.

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Market Conditions

Key Points: 

Market conditions are outside of your control.

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They have a high impact on the value of your home & how fast you can sell it.

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Your agent should understand the prevailing market conditions & trends.

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Set your pricing & marketing strategies to use market conditions in your favor, e.g. price ahead of the market.

Market conditions include the real estate business cycle that is currently operating, the availability of mortgage loans, interest rates, employment and other economic factors. These factors can have a profound impact on the value of your home and therefore on the price you can obtain for it and on how fast it will sell. The basic economic laws of supply and demand drive the real estate business cycle. When the demand for homes exceeds the supply, we experience a “Sellers’ Market.” Prices appreciate, homes sell quickly, so more sellers of existing homes put their properties on the market in order to make a profit, more builders jump into the fray and build, build, build until the market hits a point of “over supply.” When the supply exceeds the demand for housing, we experience a “Buyers’ Market.” Prices do not appreciate quickly – and they may even decline as we have so painfully experienced during the past two years. Clearly the general economy, unemployment and availability of mortgage money has a huge influence on the normal real estate business cycle and can either help or exacerbate the state of it. You cannot control or even influence prevailing market conditions, so the important thing here is to understand what market conditions are in force when you are selling your home and adjust your sales and marketing strategy accordingly.

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Price/Value Better than Competition

Key Points: 

The value of your home is determined by what a buyer will pay for it.

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Realtors and appraisers do not determine value – they can only tell you a value range based on available data.

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Buyers purchase the home that gives them the most value for their money.

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If your home is overpriced, it will help sell the competition.

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The best marketing in the world will not convince a buyer to pay more for your home than it is worth compared to competing properties.

Your home is worth exactly what a buyer will pay for it – no more, no less. Buyers, along with their agents, go through their search and due diligence process and then purchase the home for which they get the most value for their money, just as you do when you are purchasing. When you are buying, you do not care  how much money the seller paid for his home,  how much he spent on improvements,  how much money he needs to pay off his mortgage,  how much money he needs to get the house he wants or  anything else he intends to do with his money after the sale. You care only about getting the nicest, biggest home in the best neighborhood that you can afford in return for your current cash and the commitment of your future income. This is true for all buyers. Agents want to show and buyers want to buy the homes that are good buys. So the art & science of home pricing is to make a judgment call on where your home fits in the competition line-up and to make sure you are offering a better value than competing properties. If the absorption rate is 3 homes per month, then yours must be in the top 3. As you make pricing decisions, remember that the buyer pool will vote on the price/value combination of your home by the number of showings and offers. Also keep in mind that what is a wonderful and valuable amenity to you, e.g. built in bookshelves, may not be so for a buyer and may not add real value to your home. How buyers and their agents search for homes: A buyer/buyer’s agent will look at the properties that are available within the required price range and that meet the buyer’s basic criteria such as location, number of bedrooms & bathrooms and other desired features. They will schedule showings and visit homes that meet the criteria.

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If your home has at least the basic features and amenities that competing homes have and looks attractive in the photos, then your home will be shown. If it is overpriced for the value provided, then it will make the competition look better but your home will not be shown. If it is far enough down the list of “what you can get for the money,” there may be no interest at all in it. This is a basic free market function. Pricing your house right to start will attract the most qualified buyers & will make it sell more quickly and will attract offers closer to your asking price than if it is clearly overpriced. Your realtor does not decide how much money you will get for your home. Neither does an appraiser. Your realtor can tell you what is the likely price range that your home will bring on the market based on the data available on the homes that have been purchased recently, homes currently active on the market, those under contract but not closed (“pending”) and homes which have expired without selling. Be sure and choose a realtor that backs up his/her price recommendations with clear data and photos of the competition.

Remember this: 1. The best marketing program in the world will not sell an overpriced home. 2. The agent with the best sales skills in the world cannot sell an overpriced home. 3. Price adjusts for all other factors that you cannot or do not wish to change.

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Attractive Terms

Key Points: 

Examine attractive terms that you can offer that will cost you less than reducing your price.

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Reducing a buyer’s initial monthly payment could get you a sale.

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Especially in a tight mortgage market, there are good people who will make their payments faithfully but cannot qualify for loans.

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Sometimes buyers who qualify for loans do not have cash for downpayment & closing costs.

Terms and conditions of your home sale also affect the price you can obtain for your home. If you are able to offer seller financing for either the entire principal amount or even hold a note for a second mortgage for part of it, you may be able to get a higher price. Some buyers have good reasons why they may not qualify for a conventional loan or have the entire downpayment required. As a result, they may pay a premium for the ability to get into a home that they love. Interest rate buy-downs are another way to attract a larger buyer pool. Buyers qualify for loans where they have the income to make the required payment amount. If a seller is willing to pay the necessary point(s) to obtain a temporary or permanent reduction in the interest rate of the loan, the buyer can qualify for a larger loan. Paying part or all of the buyer’s closing costs is a very appealing incentive to buyers who may easily qualify for a loan but lack the necessary cash to pay the downpayment and closing costs required. Other valuable incentives include paying homeowner association dues or other charges for a predetermined period of time. This gives a buyer “breathing room” for all the extra expenses that invariably come up when purchasing a home.

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Exceptional Marketing

Key Points: 

This is a factor that is under your control because you hire the agent that is responsible.

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Professional photography is one of the most important tools in your marketing tool chest.

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You need a high quality, multi-media, comprehensive approach.

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Broadcast to an international audience, target to your home’s buyer profile.

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Monitor the results of marketing efforts and adjust your strategy as required.

Marketing is critical to the sale of your home. It can make the difference in whether your home listing is seen by potential buyers and it can make the difference in whether it is sold or not. Of course it starts with exceptionally well-done packaging.

ATTENTION-GETTING PACKAGING Exceptional home marketing starts with attention-getting packaging. It is the pre-cursor to promotion and is absolutely critical to getting your home noticed. Packaging includes the photography, presence or absence of a video or virtual tour and marketing descriptions about your property and can make a dramatic difference in getting your home noticed. They should be targeted toward the buyer profile to whom your home is likely to appeal. A National Association of REALTORS® article states “Photographs that accompany home listings on the Web or in brochures, newspaper advertisements, flyers, magazine articles, and other marketing materials play a significant role in attracting buyers. “These images serve as the first impression, and buyers often decide whether or not to see a home in person based on their quality and presentation. “Research reveals that the more photos a listing has, the quicker it sells. … Additionally, listings with one photo sold for 91.2 percent of the original price, while homes with six or more sold for 95 percent of the original price.”

Photography and videography should be completed by professionals who have the equipment and experience to take wide-angle views to capture the essence of an entire room from the most advantageous angles. This is especially important for smaller rooms. Also, aerial photography and night shots, where appropriate, can provide dramatic views that inspire buyers to take a closer look.

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The right marketing language that creates a story about your home and paints word pictures that appeal to buyers’ emotions is also a critically valuable tool to attract buyers. Headlines that capture buyers’ attention are effective and important packaging tools, as well. Negative aspects should be addressed up front and presented in a positive light to the maximum extent possible before they can become objections. What makes your home unique? Why did you buy or build it? What will you miss about it when you leave? Accentuate the positive! Thorough lists of the features and amenities of your property couched in attractive terms are extremely important. What if a buyer insists on having a particular feature like a fenced back yard that your home has, but that feature is not listed in your marketing material? The buyer won’t consider your home! Search Engine Optimization: Additionally, it is important to deliberately use words within the textual descriptions that are popular in Internet searches. Some companies purchase particular words and phrases such as “luxury home” so that they show up in the top search engine results page listings.

TIMING The packaging must be prepared AFTER your home is completely staged and BEFORE your home is marketed (public product launch). In other words, before it goes into the Multiple Listing Service (MLS) or is posted anywhere online or shows up anywhere in print or any other media. Why? Because you will not get a second change to make a good first impression. The second your listing goes into the MLS, it hits the automated searches buyers and their agents have in place. It also shows up on the Realtor Hot Sheet. If there is only one photo as a place holder until the photography is completed or the descriptions are incomplete, your listing is likely to be ignored and may never be looked at again.

PROMOTION In addition to the highest quality packaging, the best marketing will  Have the widest reach locally, nationally & internationally – more and more buyers are coming from overseas. Does your agent have the means to attract an international audience? 

High number of venues & media types – just putting a listing in the MLS is not good enough. It must be advertised in multiple places - online, print, email, direct mail, etc.

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Includes marketing to other realtors as well as buyers. Realtors are the first to see new listings and are the ones who set up automated searches for their clients. Making your listing known to other realtors is an indispensable part of marketing.

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Uses the highest quality materials because this reflects on the value of your home. Quality of the marketing materials is usually a sign of a company’s attention to detail and commitment to excellence. It conveys a certain expectation level in the minds of buyers.

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Has an excellent brand because this influences buyers’ attitudes on the value of your home. Similar to the quality of the marketing materials and venues, the brand you choose matches a level of quality that a buyer has associated with that brand in his/her mind.

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Extraordinary online presence with maximum syndication. 87% of all buyers use the Internet in their home search and 94% of buyers aged 24 – 44 do so!

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Beyond the ordinary marketing features to make your listing stand out. Sure your listing was on Realtor.com…but was it SHOWCASED?

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Targeted to the buyer profile that fits the appropriate buyer pool. Who would want to buy your home – first-time homebuyers, families moving up to a larger home, people downsizing or retiring? Gen-X, Gen-Y, Boomers? Where do they go to look for homes, what kind of communication methods do they prefer and what kind of marketing attracts them?

AVAILABLE & EASY TO SHOW Your home should be available to show during normal hours – 9:00 a.m. until 8:00 p.m. Once in awhile an agent will need to show your home to a buyer outside those hours, but special arrangements can be made in that case. Restricting hours or days of the week or requiring an undue notice period will lose buyers, so be ready any time. A realtor may be showing a buyer another home close by and while yours was not on their original showing list, the buyer sees it as they drive by and would like to see inside while they are in the neighborhood. This means that you must keep your home in “show ready” condition to the maximum extent possible and that’s not easy. But it’s one more factor that makes a difference in the marketing of your property that you do have control over.

STATISTICS TO SHOW RESULTS Look for an agent that will provide you statistics on the results of his/her marketing program. That way you can adjust the program or other factors within your control as necessary to achieve your home sale.

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Good Communication

Key Points: 

Communication is a two-way street – make sure it works between you and the agent you select.

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Listen objectively to the feedback you receive and act on it when required.

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Look for an agent that is available, proactive about staying in touch and provides status reports and market updates. Firstly, you need an agent who stays in touch with you and provides statistics on how their marketing is working, market updates, feedback from showings, advice and recommendations when needed. And the agent needs to be available to you during reasonable hours when you have questions you would like answered or issues that need to be resolved.

Secondly, you need to listen objectively to feedback from potential buyers and agents who visit your home. Some buyers will make comments about features that you cannot change and that make you wonder if they read your listing and looked at the photos. However, some will give you feedback about things you can do something about, e.g. wallpaper, paint colors, minor updating, etc. It is critical for you and your agent to collaboratively make decisions on adjustments that need to be made either to the “product” or the marketing program. And this requires excellent, two-way communication and an open, comfortable working relationship.

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CONCLUSION Successfully marketing and selling a home with the mixed objectives of obtaining the highest price in the shortest time frame with the least inconvenience is a combination of art and science. It requires that the sale of your home be treated like a business transaction because that is exactly what it is – one of the biggest ones you will ever make. The most important thing you can do to ensure your success is to choose a REALTOR® whom you trust, who understands and addresses all these factors, and can demonstrate that she/he has the knowledge, experience, commitment and company backing to manage the powerful marketing program that you and your home sale deserve.

Carolyn Wilson, Realtor® Stirling Sotheby's International Realty 115 International Pkwy  Heathrow, FL 32746

407.452.4521 Cell

407.333.1663 Fax  407.333.1900 Office www.cwilsonproperties.com www.StirlingSir.com www.SothebysRealty.com

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