IS - IT’S SOLD
A Blueprint for the Successful Sale of your Property
CHAS EVERITT About Chas Everitt Company Milestones Vision, Mission and Values
3 4 5
MARKETING Exposure Commitment to Service Marketing Solutions International Collection
6 7-8 9 - 10 23
PRICING Establish True Market Value Area Activity Pricing For A Successful Sale Advantages of Pricing Correctly Interest Sells Houses! Selling Price
11 12 13 14 15 16
MANDATE AND SALE Exclusive Mandate Advantage Why Chas Everitt First Offers Are Often The Best 20 Steps to Sell Your Property
17 18 19 20
AFTER SALES Understanding Property Finance An Outline of Your Transfer
A BLUEPRINT FOR THE SUCCESSFUL SALE OF YOUR PROPERTY Chas Everitt is a dynamic organization where all our people and systems are aligned to give our clients expert advice and professional service. With more than 30 years experience as a leading South African real estate company, Chas Everitt has fine tuned a unique marketing strategy that enables you to achieve the highest possible price for your property, in the shortest time, with the least hassle. We call this our Blueprint for a successful sale. We are committed to ensuring your complete satisfaction from the commencement of marketing your property to registration of transfer and final closure on the sale.
ABOUT CHAS EVERITT
Chas Everittâ€™s success stems from our experienced management team. We drive and support a well trained and highly motivated sales force and have always been committed to providing our clients with professional service at all times, whatever their property requirements and needs might be. From the day that Chas Everitt was founded, our name has always been associated with the very best traditions and ethical values. Chas Everitt training is recognised as being of the highest standard in the real estate profession. Our sales associates undergo ongoing in-house training. Chas Everitt is looking forward to future growth and expansion.
COMPANY MILESTONES When Charles Everitt’s parents relocated from America to a farm in South Africa, little did they know that their son Charles and Tilla, the daughter of the next door neighbour, would marry and create one of the most successful partnerships in the history of South African real estate. The Chas Everitt International group now has over 100 franchisees and Notebook licencees operating throughout Southern Africa. •
1980 - Charles and Tilla Everitt opened their first office in Randburg and founded what is now the Chas Everitt International Property Group. Charles and Tilla are still active in the business.
1998 - Charles Everitt became Chairman and Berry Everitt was appointed Managing Director of the Chas Everitt International Property Group.
2001 - Berry Everitt was awarded the Property Professional Club’s ‘Young Lion’ Award and in 2002 - The Property Professional Club recognised him as, ‘Mover and Shaker’ of the year.
2002 - The company disaffiliated from an American real estate group after a 10 year relationship. For 8 out of those 10 years, Chas Everitt won all major international real estate awards relating to this group, in respect of their South African operations.
2004 - Charles Everitt was awarded the first ever Lifetime Achievement Award by the South African Property Professional Club
2008 - CEI Overseas Properties was launched, aimed at marketing international property investments to South Africans.
2009 - The Notebook Licence model was launched and is increasing the national footprint of the brand.
2010 - The Group celebrated it’s 30th Anniversary and launched ChasCares, a broad range of community projects building on the successful Home Makeover projects held in 2008 and 2009.
VISION AND MISSION
OUR VISION Be the leading real estate company of choice OUR MISSION Recognised as the major national real estate group where all strive to: •
Be one team with the best trained people
Use the best technology and tools
Offer the widest range of value added products to the marketplace
Achieve revolutionary results by working towards greatest growth in market share
Empower participants to achieve their objectives
Provide a memorable experience that creates loyalty
OUR VALUES Strong and consistent family values that build respect, trust and confidence
EXPOSURE GIVE YOUR PROPERTY TOTAL BUYER EXPOSURE Chas Everitt International Property Group has a vast local and international network of offices that gives your property total buyer exposure. At any time, we have a substantial portfolio of immediate buyers who have been pre-qualified and are seriously in the market for a new property.
OUT OF TOWN BUYERS
= 100 % OF BUYERS Our professional Sales Associates have the ability to give your property more exposure, to more potential buyers, for a faster sale, at a higher price.
COMMITMENT TO SERVICE
Mindful of how stressful the sale of a property can be, Chas Everitt undertakes to perform the following services with regard to the marketing of the Sellerâ€™s property: * Indicated activities in this SERVICE GUARANTEE apply to a property on Exclusive Sole Mandate. 1.
PREPARE A COMPARATIVE MARKET ANALYSIS so that the probable selling price of the property can be estimated.
DETERMINE A COMPETITIVE MARKET PRICE, together with the Owner, based on full disclosure of recent sales and similar competing properties.
PREPARE A SELLER NET SHEET reflecting the estimated expenses and nett proceeds from the sale of the property.
PRESENTATION AND PREPARATION ADVICE to maximise the property's competitiveness and perceived value in the market.
IMPLEMENT A STRATEGIC MARKETING PLAN to achieve the highest possible price in the shortest possible time. Conditional upon a 90 Day Exclusive Sole Mandate.
IDENTIFY EXISTING QUALIFIED BUYERS for the property within the Chas Everitt database.
DISPLAY THE CHAS EVERITT FOR SALE SIGN on the property (where allowed).
PHOTOGRAPH the property for marketing purposes.
NEIGHBOURHOOD PROMOTION CAMPAIGN using the Chas Everitt Local Area Marketing System. Conditional upon a 90 Day Exclusive Sole Mandate.
10. EFFECTIVE INTERNET EXPOSURE through the Chas Everitt multiple national and international website strategy. 11. Follow prescribed marketing and security PROCEDURES FOR SHOWHOUSES AND VIEWINGS. 12. Provide the seller with AGREED REGULAR FEEDBACK on the marketing of the property including a regular review of a property's competitive market position.
13. Protect the Seller's interests with our SELLER'S DISCLOSURE certificate. 14. PRESENT AND EXPLAIN ALL WRITTEN OFFERS, without undue pressure, and negotiate in the Seller's best interests. 15. FACILITATE MORTGAGE AND FINANCE OPTIONS for the Buyer (and for the seller if required). 16. Utilise the CHAS EVERITT REFERRAL NETWORK to assist the Seller in finding a property if required. *(Some services may not be available or applicable in your area).
CHAS EVERITT HAS A RANGE OF MARKETING SOLUTIONS
PANORAMIC IMAGING & VIRTUAL TOURS Showing every angle and aspect using professional photographic services for enhanced web marketing. NEW RELEASE FLYERS Locally distributed colour flyers. DISPLAY ADVERTISING Exposure in major weekly property publications. HOME STAGING An informative DVD production to assist you in presenting your home to realise itâ€™s true value. MARKET VALUE REPORT Our unique valuation software to assist you with effective pricing. MAGAZINE ADVERTISING Selected publications in South Africa and Europe such as SA Property in the UK. E-MARKETING Environmentally responsible e-marketing to a targeted market (we follow opt in opt out ethical marketing). SOCIAL MEDIA Benefit from our Social Media marketing strategies. INTERNATIONAL COLLECTION Comprehensive market exposure for luxury homes. FIRST TO KNOW Registered buyers receive details of properties that match their needs the moment your property is listed.
INSPECT A HOME Protect yourself and make your property more saleable with a professional property survey. NATIONAL OFFICE NETWORK & REFERRAL SYSTEM Over 100 franchise offices and Notebook licensees gives us a broad national footprint and reach. IN-HOUSE MORTGAGE ORIGINATION Secure a faster sale. Efficient mortgage loan approval at the most competitive interest rates. PROPERTY EXHIBITIONS We regularly participate in various property exhibitions. DEPOSIT ADVANTAGE The Deposit Advantage guarantee replaces the cash deposit that is normally paid by a buyer to the seller to secure a property. MULTIPLE WEBSITE STRATEGY www.ChasEveritt.co.za www.IolProperty.co.za www.Findire.com www.EasyInfo.co.za www.Property24.com
www.Ananzi.co.za www.PrivateProperty.co.za www.Skilpad.com www.Brabys.com and more...
www.Cyberprop.com www.Viewr.com www.Enormo.com www.2Tix.co.za
CHAS EVERITT CYBERAGENT Cutting edge software for accurate market valuations, contact management and web based marketing. CHAS BEAR Making the move more ‘bearable’ for children. TELEVISION ADVERTISING Consistent advertiser on the Home Channel. See DSTV channel 182. OVERSEAS PROPERTIES Assisting South African buyers with overseas property investments. See www.OverseasProperties.co.za.
ESTABLISHING TRUE MARKET VALUE
Properties priced too highly attract fewer buyers, showings and low offers
Properties priced at market value generate more buyer interest and higher prices
BEWARE OF EXAGGERATION Some agents may encourage an inflated price tag on a property when asked to give a valuation, in order to create a good impression. An unrealistically high figure serves only to reflect positively on the value of competing properties and reduces real interest in your property. ACTUAL MARKET VALUE Once you and your Chas Everitt Sales Associate have established a marketing price, an intensive marketing campaign can be implemented. It is critical when pricing to remember that buyers compare your property with what they have already seen and is currently available. Buyers will only seriously consider a property which they feel compares favourably with their expectations of value and price.
Asking price compared to market value
+15 % +10 % Market value
-10 % - 15 %
Percentage of buyers that will look at property
10 % 30 % 60 % 75 % 90%
AREA ACTIVITY Chas Everitt is committed to your achieving the highest price for your property in the shortest possible time with a smooth and hassle free transaction to registration. To achieve that, it is absolutely critical to establish the true market value of your home. A Comparative Market Analysis, is the best guide to what your property is really worth. Most importantly, it provides a snapshot of property prices in your area as they really are and reveals the market history of properties similar to yours. These properties can generally be categorized as properties that have been ‘recently sold’, ‘currently on the market’ or ‘failed to sell’. ‘Recently solds’ are the most reliable ‘predictor’ of your home’s value. They show you what buyers are willing to pay in the current market and also the terms and property features that most appeal to buyers. ‘Currently listed’ are the properties in competition with the property you are trying to sell. You should remember that ‘asking prices’ are simply what other sellers want and not what they will get. ‘Currently listed’ properties help you define your pricing strategy. ‘Failed to Sell’ properties are the ones buyers have rejected. It usually means that they have been priced too high and the terms, features and condition of the property have been deemed unsatisfactory. At Chas Everitt, when our Sales Associates do a CMA for your property, you can use all the relevant information to define your pricing and marketing strategy, so that you have the very best chance of getting the highest price, in the fastest time, with the least hassle.
PRICING FOR A SUCCESSFUL SALE
WHEN YOU’RE SELLING YOUR HOME YOU HAVE TWO IMPORTANT DECISIONS TO MAKE: •
First select the right agent
Then select the right price
WHAT YOU WANT TO ACHIEVE IS: •
The highest possible price
In the shortest possible time
With the least hassle
Ask your agent to present you with a comprehensive marketing plan and to prepare a comparative market analysis for your home so together you can select the price. Beware – do not fall into the trap of allowing agents to enter into a bidding competition to secure a mandate from you. You may find yourself tied to someone who has quoted the highest price but is not a specialist / professional in the area.
ADVANTAGES OF PRICING CORRECTLY •
Creates impression of good value
Maximum exposure during initial marketing time
Exposure to more buyers
Marketing period minimized
Fewer showings needed
Increased advertising response
Stimulates buyer interest
Attracts higher offers
More money in less time
Avoids being ‘shopworn’
INTEREST SELLS HOUSES
Statistics show that correct pricing: •
Results in a faster sale
At a higher price
R 1 600 000 • Overpriced • Lower Price • Fewer Buyers • Longer Sale Period • Lower Price
R 1 200 000 • Market Related Price • More Buyers • Good Price
R 1 100 000 • Strategically Priced • Maximum Interest • Strong Competition between Buyers - Lots of Offers - Increased Prices
OVERPRICING ELIMINATES BUYERS
SELLING PRICE •
Marketing of a property is dramatically improved by pricing correctly
Price is the most important negotiating factor for the buyer
Price compensates for a property’s shortfalls or inadequacies
Realistic pricing creates interest
Interest sells houses - not time!
Initial marketing time is crucial
Buyers buy through comparison and elimination
Buyers compare price and value for money
Combine realistic asking price with initial surge of interest
Eliminate buyers by out-pricing them
Maintain negotiation advantage with realistic pricing
Choose an agent on ‘promised price’ but on competence
Avoid over-exposure from unrealistic pricing
Spoil your single chance to make a ‘first impression’ on a buyer
AN EXCLUSIVE MANDATE IS THE BEST WAY TO SELL YOUR HOME
WHY YOU SHOULD SELECT AN EXCLUSIVE SALES ASSOCIATE
A dedicated sales associate will represent you
One ‘For Sale’ board only
Statistics prove you will get more money
More focused energy put into the marketing of your home
More time working just for you
No duplication of buyers
Eliminates double commission
Affords you privacy and security
No hawking (too many agents cheapen the value of your property)
No bidding the price down (by a buyer when there’s more than one agent)
The responsibility and commitment lies with your Sales Associate
Focused spend on marketing and advertising
Ongoing after sales service.
WHY YOU SHOULD APPOINT CHAS EVERITT AS YOUR EXCLUSIVE SALES ASSOCIATE •
You will have a highly trained and professional Sales Associate working for you
Chas Everitt’s vast portfolio of immediate, pre-qualified buyers will be waiting to look at your property
We give your property total buyer exposure
We implement our unique marketing strategy
Chas Everitt sales associates are area specialists
We provide you with a comprehensive and accurate comparative Market Value Report
Available for you 24 hours a day
Only serious qualified buyers will view your property
Our ‘open day’ show houses are held at your convenience
Our loyalty and allegiance will always lie with you
We have the best technology, systems, products and services in the industry
Best price, in the fastest time, with the least hassle
EXPERIENCE SHOWS THAT YOUR FIRST OFFERS ARE OFTEN THE BEST
TOMORROW ISN’T TOO SOON – OR IS IT? If you appoint a Chas Everitt Sales Associate, you will be able to draw upon Chas Everitt’s vast pool of immediate, pre-qualified buyers from the word go. Your house might be precisely what one of them is looking for and be sold a few days after listing. When faced with an offer soon after listing, don’t assume that your property is under priced. Consider carefully, that an early offer is more likely the result of correct pricing, a good marketing strategy and the right buyer at the right time. REMEMBER YOUR AGENT IS YOUR PARTNER Your Chas Everitt Sales Associate is successful and sells a great deal of property in your area. The Chas Everitt International Property Group spends millions of rands generating enquiries from literally thousands of prospects every month. All these enquiries are processed electronically and are immediately available to your Agent. He will do his level best to get as many of these prospects to see your home. Remember, your Chas Everitt Sales Associate is as keen as you are to sell your property. If your personal relationship is amicable, he will do that little bit more to please you.
20 STEPS TO SELL YOUR PROPERTY THESE USEFUL HINTS WILL NOT ONLY HELP YOU SELL YOUR PROPERTY, YOU WILL ALSO GET A BETTER PRICE. 1. FIRST IMPRESSIONS COUNT You never get a second chance to make a first impression, so look at your home’s exterior with a critical eye. A well manicured lawn, neatly trimmed shrubs and a clutter free patio look inviting to buyers. The fewer obstacles between buyers and the front door, the better. 2. START WITH A CLEAN SLATE Once buyers open the door, they should see a tidy home. Invest your time in cleaning. Buyers would rather see how great your home really looks than hear how great it could look, “with a little work”. 3. DON’T LEAVE YOUR BUYERS IN THE DARK Replace fused globes immediately. Dripping water rattles the nerves, discolours sinks and suggests faulty worn out plumbing. Fix it fast. Don’t let little problems detract from what’s right with your home. 4. DON’T SHUT OUT A SALE If cabinets or closet doors stick in your home, they’ll also stick in buyers’ minds. Don’t try to explain a way out of a sticky situation when you can avoid it. A little effort on your part can smooth the way towards a closing. 5. A SAFETY NET FOR YOUR HOME Home owners learn to live with booby traps: skateboards in the entryway, overloaded extension cords and slippery throw rugs. Make sure your home is safe for buyers. 6. A PLACE FOR EVERYTHING Remember, potential buyers are looking for more than just comfortable living space. They’re looking for plenty of storage place. Make sure your garage and closets are tidy and free of clutter. 7. THE HEART OF THE HOME Make sure your kitchen is immaculate. Keep the counters clean. Wipe down the refrigerator. Wash and put away dishes. Prior to a showing or show house, give rooms a little freshener spray. 8. MAKE YOUR BATHROOMS SHINE, SHINE, SHINE As crazy as it sounds, bathrooms sell homes, so let them shine. Check and repair any damaged or unsightly grouting around baths, showers and sinks. For more allure, display your best towels, mats and shower curtains. 9. CREATE SWEET DREAMS A dream home starts with a dream bedroom. Make yours appealing. Colourful bedding and fresh window treatments are a must. Create a retreat atmosphere. 10. PEEL BACK THOSE BLINDS Let the sun shine in! Pull open your curtains, drapes or blinds so buyers can see how bright and cheery your home is. The more light the better the atmosphere. 11. LIGHTEN UP AT NIGHT The turning point could be turning on all your lights - both interior and exterior - when showing your home. Lighting adds colour, warmth, and makes buyers feel welcome.
12. AVOID BIG CROWDS Potential buyers often feel like intruders when they enter a home filled with people. Rather than giving your house the attention it deserves, they rush through. Leave when possible or take the opportunity to water the garden. 13. PETS MAY POSE PROBLEMS We all know that dogs and cats are great companions, but when you’re showing your home they may get underfoot. Try to keep them outside or in a gated area. 14. VOLUME DISCOUNTS MATTER Rock and roll will never die ... but it might just kill a real estate transaction. When it’s time to show your home, it’s time to turn the stereo or television off. 15. RELAX, BUT DON’T DISTRACT If you’re at home during the showing, be friendly, but don’t force conversation. Buyers want to view your home with the minimum amount of distraction. 16. BE IT EVER SO HUMBLE No matter how humble your abode, never apologise for it’s shortcomings. And if a buyer makes a derogatory comment about your home, let your experienced CHAS EVERITT Sales Consultant handle the situation. 17. KEEP A LOW PROFILE No one knows your home as well as you do, But CHAS EVERITT Consultants know buyers - what they need and what they want. It will be easier for your Consultant to articulate the virtues of your home if you stay quiet. 18. IT’S NOT A GARAGE SALE When buyers come to view your home, don’t distract them with offers to sell those furnishings you no longer need. You may lose the biggest sale of all. 19. DEFER TO EXPERIENCE When buyers want to talk price, terms or other real estate matters, let them speak to an expert - your CHAS EVERITT Sales Consultant. 20. HELP YOUR SALES CONSULTANT AND YOU’LL HELP YOUR HOME SELL FAST Your CHAS EVERITT Sales Consultant will have an easier time showing your home if showings are scheduled through the office. And you’ll appreciate the results.
UNDERSTANDING PROPERTY FINANCE
Chas Everitt has access to the most popular financial products and mortgages. The mortgage process is as follows:
MORTGAGE APPLICATION PROCESS
CODE OF BANKING PRACTICE
STEP 1 – You sign an agreement to purchase a home
To give you an overview of the code, we’ve included what some of the code’s principles say we must do:
STEP 2 – Your Sales Associate asks how your home would be financed STEP 3 – Your Sales Associate obtains the necessary information from you and forwards the information to your mortgage consultant STEP 4 – Your mortgage consultant contacts you and advises you on the different bank choices STEP 5 – You the purchaser choose an option STEP 6 – Your mortgage consultant completes the documentation and submits it to the bank of your choice. STEP 7 – Your mortgage consultant communicates the progress and outcome to you and submits the documentation to the bank of your choice STEP 8 – Your mortgage consultant confirms your acceptance of the financial arrangements with your bank of choice STEP 9 – Your mortgage consultant informs you of the legal requirements and does follow-up calls with the transferring and mortgage attorneys
– Treat you fairly and reasonably in all our dealings – Provide you with information, in plain language, on the products and services available from our participating bank’s – Ensure there is no discrimination against you unless such a distinction is justified by a participating bank’s: • specified loan criteria • special offerings to a particular target market – Provide appropriate information on any of the products and services of the participating banks which might be of benefit you – Advise you that all lending will be subject to the participating banks’ assessment of your ability to afford the loan and your willingness to repay it – Ensure that your personal information is protected
AN OUTLINE OF YOUR TRANSFER
YOU HAVE SUCCESSFULLY SOLD OR BOUGHT A HOME THROUGH CHAS EVERITT. THIS IS THE PROCESS THAT YOUR TRANSACTION FOLLOWS: 1.
The Offer to Purchase/Deed of Sale is handed to the chosen Conveyancer to transfer ownership from/to you and if you are the Seller to collect for you the selling price.
The Conveyancer obtains the Title Deed to the property from the Seller or, if the property is bonded, from the relevant bank to cancel the bond when the transfer takes place.
The Conveyancer obtains from the Seller and the Purchaser all necessary proof of identity and legal status in order to prepare various documents for signature and submission to a Deeds Office for registration of transfer.
The purchase price is collected from the Purchaser together with transfer costs. Often the purchase price is made up of a deposit and the proceeds of a new bond for the Purchaser in which event the Conveyancer arranges with the bond attorneys for the collection of suitable bank guarantees payable on registration of transfer.
A series of documents is drawn up by the Conveyancer which are signed by the Seller and the Purchaser.
Once documents are signed, costs paid and the purchase price paid or secured, the Conveyancer pays transfer duty to SARS and rates and taxes to the relevant municipality and obtains a transfer duty receipt and a Rates Clearance Certificate.
The Conveyancer takes the signed documents, the transfer duty receipt, the Clearance Certificate and a new Title Deed in the name of the Purchaser to a deeds office for processing/recording and registration. This is referred to as lodgement.
Two to three weeks after lodgement registration takes place and immediately thereafter the Conveyancer accounts to the Seller for the purchase price less agentâ€™s commission and any amount which is necessary to cancel the Sellerâ€™s existing bond.
If all parties to the transaction sign when required to do so and pay the purchase price and/or costs without delay, registration of transfer should take no more than 3 months. Cash deals are much faster while deals subject to the sale of another property can take longer.
INTERNATIONAL COLLECTION This programme is Chas Everitt Internationalâ€™s effective solution for the comprehensive market exposure of luxury homes. Properties may qualify in terms of price, architectural significance and historical value. From customised elegant preview sheets, brochures and cards to the International Collection website, every aspect of the International Collection programme is designed to enhance the propertyâ€™s desirability and exclusivity. At Chas Everitt International we understand that the right pools of buyers having a favourable impression is an essential element of marketing luxury and distinctive real estate successfully.