SELLING YOUR HOME
A NOTE FROM US.
We believe that the real estate profession carries both the honor and obligation to demonstrate and deliver tremendous value to every client—a responsibility too often neglected in our industry. To us, true value is far more than a mere concept; it’s a tangible outcome where the benefits experienced far outweigh the cost incurred.
Our commitment to this philosophy is more than aspirational—it’s evidenced by our achievements. We are honored to be recognized by the Denver Post as Colorado’s top mid-sized business and as one of the nation’s foremost real estate companies in terms of homes sold per agent. With more than 95% of our business coming from satisfied client referrals and nearly 2,000 five-star reviews, it’s clear that our team’s commitment to delivering an exceptional experience and unparalleled value is the driving force behind our success.
We are honored by the opportunity to partner with you and guide your success on the real estate journey ahead.
The CHR Team
HOW TO USE THIS BOOK
Like choosing a favorite book or coffee blend, every home selling scenario is distinct. Your situation is exclusively yours, not a carbon copy of your neighbor’s or your friend’s. What worked for someone else might not be your golden ticket, and that’s where the importance of individualized strategy comes in.
As professional real estate consultants, our role is to understand the nuances of your circumstances and tailor a strategy that aligns with your specific goals. Whether you’re navigating your first sale or you’re a seasoned seller, we’re here to provide expert guidance and analysis in a market that’s as dynamic as it is unpredictable.
And while we create a custom strategy specific to you, there are fundamental principles at the core of selling a home that we adhere to unwaveringly. While this booklet does not cover every detail, it is designed to guide you through the key aspects of the three distinct phases of selling your home:
1.
PRE-LISTING PHASE:
Together, we will uncover your objectives, devise a tailored plan, and align on a strategic approach. In partnership, we’ll ensure all necessary preparations are made for your home including any improvements and staging, and all marketing is prepped, setting the stage for a commanding market presence.
2.
ON-MARKET PHASE:
This is when your home makes its debut. We will activate your listing in the Multiple Listing Service (MLS) and launch our marketing campaign. We will closely monitor market conditions, competition, and trends, as well as macroeconomic factors such as interest rates and the economy, to ensure your property is optimally positioned. We will also collect feedback on your home, making necessary adjustments to its price or condition in response to comprehensive market analysis. In this phase our goal is to attract offers and negotiate the most favorable contract for you.
3.
UNDER CONTRACT PHASE:
In this critical stage, we will navigate the complexities of all the dates and deadlines and ongoing negotiations associated with title insurance, HOA, lending, inspections, repairs, appraisals and a long list of other administrative but incredibly important items. Our goal is to ensure a smooth and successful closing day, free of surprises.
Together, we’ll explore all the facets of your selling journey, from unearthing your objectives to considering all your options, such as retaining your home as an investment property or opting to sell. We’ll help you make informed decisions on potential investments and enhancements, crafting a selling strategy that makes your property shine compared to the competition.
OUR GOAL IS TO HELP YOU SECURE THE BEST POSSIBLE OFFER, ONE THAT TRULY REFLECTS THE VALUE AND POTENTIAL OF YOUR HOME.
PRE-ACTIVE PHASE 1
As we consider working together, it’s crucial you understand our approach to this vital phase of the process.
THE ENERGY AND DEDICATION WE INVEST HERE SIGNIFICANTLY SHAPE THE RESULTS WE ASPIRE TO ACHIEVE.
DISCOVERY
Securing the best offer for your home is our mutual goal, but we must first identify what “best” uniquely signifies for you. This term encompasses a wide array of possibilities, reflecting the diverse needs and circumstances of each seller.
Whether yours is a pristine model home or a lively family residence bustling with kids and pets, you want to maximize the value of your property, balanced with other desires we will seek to uncover together.
Some sellers have great urgency and require a quick sale, while others can afford to wait a little longer. Some are willing to invest in their home to maximize its appeal, while others don’t have the time or energy.
Unlike others in our industry who might prefer the path of least resistance, our passion is the discovery of your priorities and then crafting a personalized strategy that ensures the experience you desire and maximizes the value of your home.
OUR GOAL IS FOR YOU TO FEEL A PROFOUND SENSE OF RELIEF, KNOWING THAT THE CUSTOM PLAN WE CREATE TOGETHER IS BOTH EFFECTIVE AND ALSO A TRUE REFLECTION OF YOUR OBJECTIVES.
Once we’ve aligned on the strategy, we roll up our sleeves and get to work, dedicated to turning your aspirations into reality.
MARKET ANALYSIS
At CHR, the Comparative Market Analysis (CMA) is an essential and objective tool employed to assess the potential value of your property. It involves an analysis of current and recently sold properties similar to yours, akin to the method an appraiser would use to determine your home’s value.
However, the CMA is just the beginning. It serves as the foundational element in our strategy to enhance your home’s value, acting as a benchmark as we consider various property improvements to maximize its market potential.
HOME PREPARATION
It may come as a surprise from a company known for our dynamic marketing, but we believe home preparation is the ultimate game-changer in marketing your home. Effective preparation is where true value—your equity—is amplified, regardless of market conditions.
Improvements might be straightforward, like a fresh coat of paint, organizing, or a deep clean of those often-neglected nooks and crannies. Other enhancements may require more investment but can significantly elevate your home’s value.
We won’t sugarcoat it—this step might extend your to-do list. But, before visions of renovations dance in your head, remember that:
EVERY IMPROVEMENT MUST PROMISE A TANGIBLE RETURN ON INVESTMENT.
Whether it’s a simple declutter and clean-up or a more ambitious update like a kitchen remodel fit for a magazine feature, the level of prep you choose directly influences your home’s value.
You’re not obligated to undertake any preparation, but it’s clear: the condition of your property directly reflects its value. So, deciding on the extent of your investment is key to realizing the return you desire.
STAGING & PHOTOGRAPHY
Here’s a little insider secret every savvy real estate pro knows:
STAGING AND PHOTOGRAPHY ARE THE DYNAMIC DUO OF SELLING HOMES.
We team up with artistic photographers and visionary stagers to make your home not just seen, but felt. They transform your space into a scene right out of a lifestyle magazine, making every open house moment, video and photo a breath of fresh air.
And the result is experienced time and time again. Well staged homes command more buyer attention, leading to more lucrative and faster sales.
Our visual media team? From floorplans to aerial photography, 3D tours to video walk throughs, they’re capturing the soul of your home, one breathtaking moment at a time.
Staging isn’t just about tossing in a few throw pillows; it’s about creating a mood. Our stagers are like the conductors of an emotional symphony, ensuring every room sings to potential buyers.
So, remember, staging and photography aren’t just steps in the process; they’re the secret sauce to showcasing your home’s value and charm.
FINAL PRICING
Our initial market analysis helps us establish a potential price range based on various factors including your desired speed of sale, the enhancements we agreed to implement, the prevailing market conditions, and the unique characteristics of your property.
Prior to officially listing your home however, we conduct a final review of our pricing strategy.
OUR OBJECTIVE IS TO CAPITALIZE ON ANY MARKET SHIFTS TO MAXIMIZE THE SALE PRICE WITHIN YOUR DESIRED TIMEFRAME.
To this end, we will re-evaluate current and anticipated market trends, and assess the impact of our preparatory work on the home. It is after this comprehensive review that together, we will finalize our:
IDEAL ASKING PRICE.
MARKETING EXECUTION
We’ve devised a marketing plan tailored to highlight your home’s best assets in the most effective channels.
Our arsenal includes the latest in digital and physical marketing tools — stunning photography, engaging videography, sleek brochures, and an impressive web presence. The team behind these assets? They’re topnotch professionals, each selected for their ability to make your property stand out.
97% OF BUYERS FIND THEIR HOMES THROUGH A FEW
KEY CHANNELS.
We concentrate our efforts where they count the most, ensuring every aspect of the marketing mix is optimized for maximum exposure and impact.
We understand that subpar photos, uninspiring copy, and disjointed design don’t just miss opportunities — they can actively deter potential buyers. That’s why we’re meticulous and intentional in crafting a plan that not only captures attention but holds it, ensuring your home isn’t just seen, but remembered.
With us, your property’s marketing journey is an orchestrated campaign designed to showcase its value and charm to the widest audience possible.
4% FRIENDS, FAMILY, NEIGHBORS from 3% ALL OTHER from SIGNS, BROCHURES, OPEN HOUSES from 8%
BUYER’S AGENT from 34% from INTERNET SEARCH 51%
ON MARKET PHASE 2
WE’VE DONE ALL THE PREPARATORY WORK TO MAKE YOUR HOME SHINE, AND NOW IT IS TIME TO SEE HOW THE MARKET RESPONDS.
We may receive a flood of showings or the market might be slow. We may receive offers to buy on the first weekend or we might need to be patient.
In this phase we don’t just sit and hope, we actively read and assess what the market is telling us and either choose to stay the course or implement new strategies.
MONITOR MARKET CONDITIONS & ADAPT
THE MARKET IS THE ULTIMATE GUIDE.
Let’s remember, neither the agent nor the seller sets the final selling price or dictates how long a home will be on the market. The market does.
Every week, we’ll dive into the details and share our findings with you.
SHOWINGS STATISTICS: We keep a close eye on showings to measure interest and aim to make your property the talk of the town.
FEEDBACK LOOP: We collect and consider feedback from various sources, constantly evaluating how buyers and agents perceive your home.
MARKET VIGILANCE: We watch the market closely, tracking new and old listings and any significant shifts, keeping your property competitively poised.
Once your home is listed, our role is to attentively monitor market reactions and suggest adjustments to our strategy.
WE SET GOALS TOGETHER; THE IDEAL PRICE AND DESIRED SELLING TIMEFRAME.
But if the market isn’t responding as hoped, we’re ready to adapt with precision. Each week we create a detailed report that analyzes market trends, showing feedback, competitive properties and interest rate movement, to help inform our market position and strategy.
Perhaps you’re feeling restless, yet signs indicate that the market is improving and home values are on the rise. In such case, patience might be our best tactic. Other times, unforeseen market shifts might prompt significant decisions. Ultimately, the choices are yours. Our role is to provide up-to-date insights and help you weigh your options against the market’s behavior.
We’re here to partner with you, reassessing and aligning our strategy with your priorities, every week, until your home is successfully sold.
EXAMPLE OF A WEEKLY SELLER REPORT
NEGOTIATING THE CONTRACT
Whether we’re met with a flurry of offers right off the bat or find ourselves patiently awaiting that first promising bid, each scenario brings its own set of critical decisions.
Navigating through key elements like price, closing date, possession terms, and inclusions or exclusions is a fundamental part of contract negotiations. With 203 checkboxes or blanks in a Colorado Real Estate contract, each represents an opportunity to align the deal closely with your goals.
Deciding whether to accept, reject, or counter an offer hinges on several factors: the offer’s strength, the buyer’s credibility, your current motivation, and prevailing market conditions. It’s a delicate balance. Push too hard, and the buyer may retreat; yield too readily, and we might not leverage your equity fully.
Together, we’ll navigate this with precision and care.
AS A SELLER, UNDERSTANDING THE SUBTLETIES OF REAL
ESTATE NEGOTIATION TAILORED TO MARKET CONDITIONS IS CRUCIAL.
In a buyer’s market, our focus extends beyond the price to include seller concessions and interest rate buy-downs. We remain vigilant in anticipation of negotiations that may arise from appraisals or inspections.
In a seller’s market, we may receive multiple offers. In addition to negotiating the highest price, we also must assess each buyer’s financial ability to perform and negotiate favorable terms for closing dates, inspections, appraisal protections and buyer’s occupancy timing.
OUR ROLE IS TO SKILLFULLY NAVIGATE THESE NEGOTIATIONS TO PROTECT AND MAXIMIZE YOUR INTERESTS AS A SELLER, REGARDLESS OF THE MARKET SITUATION.
Negotiations might appear intimidating, frequently portrayed as high-stress, confrontational exchanges. However, the reality is far more strategic and composed. It’s a carefully orchestrated dance of give-and-take, where we engage in a deliberate dialogue, firmly and respectfully advocating for the essential “must-haves” while thoughtfully considering the “nice-to-haves.” Our approach ensures a balanced and effective negotiation process.
UNDER CONTRACT PHASE 3
While there is a laundry list of critical action in this phase, three major checkpoints await us: the property inspection, appraisal and the buyer’s loan approval.
Both the inspection and appraisal can open doors to further negotiations, as they are critical financial aspects where buyers often seek adjustments. And if the buyer’s financing falls through last minute, it can change the game entirely.
WE NAVIGATE THESE STEPS WITH GREAT CARE, ENSURING EVERY DETAIL IS MANAGED WITH PRECISION.
INSPECTIONS
A PROPERTY
INSPECTION
OFFERS THE BUYER A CHANCE TO EVALUATE THE CONDITION OF THE PROPERTY BEYOND ITS APPEARANCE.
It typically includes a thorough check of the foundation, roof, electrical systems, plumbing, heating, and air conditioning. Additional inspections might involve radon, mold, methamphetamine testing, or sewer scopes.
Following these inspections, the buyer may request additional time for further evaluation based on initial findings. Our response, whether to grant extra time or not, will be strategically based on current market conditions and your motivation.
SIGNIFICANT NEGOTIATIONS CAN OCCUR DURING THIS PHASE.
IT’S CRUCIAL FOR US TO STAY OBJECTIVE AND FOCUSED ON THE ULTIMATE GOAL, EVEN WHEN INSPECTIONS MAKE THE PROCESS FEEL PARTICULARLY VULNERABLE.
After the inspection, the buyer has a few options depending on the original contract negotiations:
Accept the property as-is, terminate the contract, or request specific repairs. Often, buyers will choose the latter, leading to another round of negotiation.
While you’re not obligated to agree to all requests, it’s common for sellers and buyers to find a middle ground on necessary repairs.
REPAIRS
WHEN IT COMES TO REPAIRS AGREED UPON IN A CONTRACT, PROMPT AND PROFESSIONAL ACTION IS KEY.
These repairs aren’t just tasks on a list; they’re contractual commitments, often needing verification for the lender by way of contracts or receipts, that they’ve been completed satisfactorily.
You might opt to utilize some of our vetted professionals for these repairs, including painters, electricians, handymen and many
others. Or, if you’re skilled and the contract permits, you might handle some repairs yourself.
Regardless of who does the work, it’s imperative that everything is completed with utmost professionalism and thoroughly documented Proper documentation minimizes your liability post-closing and curtails the chance of further negotiations.
APPRAISAL
If the house doesn’t appraise for the purchase price or a previously agreed-upon minimum value, the buyer may have the option to terminate the contract.
While this might sound daunting, rest assured we approach this stage with a proactive strategy.
Although we don’t have a role in selecting the appraiser, we like to meet the appraiser in person to provide essential information that supports the value of your home. This includes:
1. An executive summary detailing the property’s condition, notable upgrades, market trends, the number of offers received, and days on market — all supporting our negotiated price.
2. Documentation of any agreed-upon repairs and plans for their completion.
3. The latest Comparative Market Analysis reflecting current market activity.
OUR GOAL IS TO FACILITATE THE APPRAISER’S PROCESS AND REINFORCE THE CONTRACT PRICE.
Should the property not meet the appraised value, the buyer’s next steps will depend on how we structured the contract. They might have the right to terminate. They might be obligated to cover the difference in value. Or they might have the right to request a price reduction.
We’ll have anticipated all these possibilities as we were negotiating the contract and inspection items and will be prepared to respond.
MONITOR BUYER’S LOAN
A real estate contract may be at risk of termination just days before closing if the buyer’s financing falls through, often due to lender oversight or delay. To reduce this risk, we establish clear expectations from the outset and maintain consistent communication with the buyer’s lender. Our responsibility is to ensure the buyer completes all required paperwork promptly and that the lender remains diligent.
OUR APPROACH AT CHR
WE KEEP A CLOSE EYE ON THE LENDER’S PROGRESS, ENGAGING IN REGULAR AND ASSERTIVE COMMUNICATION.
This approach not only helps us track the lender’s efficiency but also allows us to verify the buyer’s adherence to their contractual deadlines. Should the buyer fail to meet these obligations, it provides us with additional leverage for negotiation, all aimed at safeguarding your interests.
CLOSING
Closing day marks the thrilling culmination of our journey together. It’s a moment for celebration, as all our efforts and careful planning come to fruition.
While we’ve accomplished so much together, remember that excellence lies in finishing well. We ensure that every detail is handled with precision, making your closing day not just a celebration, but a testament to a job well done.
FOR A SMOOTH TRANSITION OF OWNERSHIP, TOGETHER WE REVIEW TWO FINAL THINGS:
1. The settlement statement from the title company. This is a crucial document that outlines your financial earnings from the home sale, detailing every charge and credit involved. We’ll thoroughly review this with you to ensure accuracy and clarity, making sure you understand every aspect of the financial transaction.
2. The final touches on your move. Remember, the buyer will likely conduct a final walkthrough. It’s your responsibility to hand over the home in the condition that made it attractive to the buyer initially — it’s both a contractual obligation and simply good karma.
AT THE CLOSING, YOU’LL HAND OVER KEYS, GARAGE DOOR OPENERS, AND SIGN SEVERAL IMPORTANT DOCUMENTS, INCLUDING THE DEED, BILL OF SALE, AND SETTLEMENT STATEMENT. EACH OF THESE CARRIES SIGNIFICANT LEGAL, FINANCIAL, AND TAX IMPLICATIONS AND MUST BE EXECUTED FLAWLESSLY.
THANK YOU.
For taking the time to understand who we are, our values, and a snapshot of our approach. While this booklet merely scratches the surface of the intricate journey we undertake together in preparing, marketing, negotiating, and selling a home, we hope it has provided valuable insights.
Choosing to partner with a dedicated and professional expert is a significant decision, and we’re here to ensure it’s one you feel confident and excited about as we embark on this journey together.
