Seller's Handout Guide - How we promote and sell your home

THE PREMIER REAL ESTATE TEAM IN NORTH CENTRAL MA

Seller’s Guide: What to expect when selling your home

HJFYTeam.com RE/MAX Liberty 23 Village Inn Road, Unit A Westminster, MA 01473

Ready to sell your house?

Whether it’s your first home or fifth home, selling your house is an adventure! It’s an exciting time, but even the most anticipated adventures leave you feeling just a little nervous about the journey, as you may not know what to expect.

Fear not! We’re here to help and guide you through the whole home selling process. Our experience and knowledge make the difference and help you get your home sold according to YOUR needs. Our goal is to empower you and keep you in control.

Later on, we will talk about the steps from pre-listing to closing. To help us understand your needs and to best serve you, we ask that you fill out our Seller Survey.

You can fill it out right on your phone:

Questions To Ask Sellers have Two Important Decisions to Make: 1. The Real Estate Associate or Team that can get the results you expect.

2. The Right Price to List Your Home.

Choosing a Real Estate Agent or Team isn’t always the first step in the process, but often it is. You may have reached out to us because you are a past client, been referred our Team, met us at an open house, or you may have just been browsing a property we have listed and decided to contact us.

Whatever the reason you contacted us; THANK YOU! Our clients are the backbone of our business and we pride ourselves on the exceptional relationships we’re able to build with our clients.

Choosing an Agent to work with can be a tough decision.

Here are some important questions to ask any REALTOR® you are considering working with: What does a Listing Agent do?

What experience do you have helping sellers choose a listing price?

Why do I need a Listing Agent? Can’t I just sell the home on my own in this hot market? (see link below) Are you a licensed REALTOR® or an Agent? There’s a difference!

Are you a solo Agent or Team?

How long have you been a Realtor?

Do you work in Real Estate full-time or part-time?

What’s your opinion of the current housing market and what trends do you see?

Who can I reach out to if I can’t contact of you?

How many homes did you sell last year? Historically?

You may have more questions than just the ones above and that’s great.

You should feel comfortable working with your Agent, knowing that your goals are their goals. We’re more than happy to answer these questions (and any additional ones you may have) before or at our Seller Intake Meeting. see pages 53-55 of the Trends Report for more info

What To Expect From Your Agent

Price

Performance Promotion

Pricing alone is like a stool with only 1 leg to stand on.

Regardless of how you look at it, it just doesn’t work very well!

Price, Promotion, and Performance Your Plan For Success Price The asking price accurately reflects the home’s true market value and current marketing strategies.

Promotion Using the HomesJustForYou Team Targeted Marketing system to promote your home is the best way to reach the largest number of motivated buyers.

Performance Your HomesJustForYou Team members will communicate with you often throughout all stages of your real estate transaction, and beyond. Your associate has years of experience, and will negotiate on your behalf and guide you through the process from pre-listing to the closing table. The Team has a comprehensive transaction process and a full-time transaction manager. We are always there to answer questions and address concerns, every step of the way!

You’re Always In Control!

Price Some Sellers feel the best way to receive the most money is to find an agent they feel comfortable with who will list their home at the highest Market Price!

This strategy of just looking at price may not give a seller the results they hope for in the end. Other things to consider: Does the asking price reflect the home's true value? While in a hot seller’s market this may not seem to matter, there are other factors that come into play.

Experience really matters. In 2021, we saw that in some cases pricing a property slightly below value often brought multiple offers over asking (sometimes a LOT over asking).

Multiple offers make the likelihood of buyer re-negotiation after home inspection less of an issue, because the Buyer knows that the Seller has other buyers waiting for a chance at this home!

Multiple offers are also great to use when meeting a lender’s appraiser for financed purchases— the fact that a home received several offers over asking helps to support a higher value. One of our most important jobs lately has been defending sale price to appraisers, and we meet each and every one with a package of comparable listings and other supporting documents.

In 2021, single family Team sales were on market for an average of 11 days and sellers received an average of 103.5% of the listed price.

Team sales of condos had an average of 19.5 DOM and sold for an average of 103% of the listed price.

Sellers’ and Buyers’ Main Goal =

Best Price

Sellers’ Best Price: What they feel their home is worth Buyers’ Best Price: The best priced home in the areas they are looking: • Best Location • Best Condition • Largest Number of Upgrades

• At the Lowest Price We show you lots of homes in the area similar to yours so that you can compare your home to the competition and we can arrive at the best price together.

Promotion The Keys to Successful Selling: Targeted Marketing and

Exposure Who Are Your Most Likely Buyers?

Actual MLS description:

Fantastic for First Time Buyers or those looking to downsize. This outstanding 2 BR, 1 BA home in Royalston delivers so much comfort and convenience. With an open concept living/ dining area and a fully renovated kitchen, you’ll be ready to host any special occasion. Best of all, an upgraded 3-bedroom septic means you are ready for expansion if life brings the unexpected! You’ll find 2 heated bonus rooms with closets on lower level and plenty of storage in the unfinished areas. When you’re ready to go outside, you’ll have a deck to watch sunsets, a huge 2-acre backyard for play, and all the privacy of being surrounded by the Eagle Reserve land trust. This home boasts new siding, new windows, hand finished cabinetry, and more. You’ll appreciate the pride of ownership throughout. Just a 15 minute +/ - drive to NH for tax free shopping or Rte. 2 for eastbound travel, you’ll have everything you need to live comfortably in the peaceful setting you’ve dreamed of. This is the one!

Buyers: First time - Needs lots of space but on a tight budget Downsizing - Looking for good value/quality in a smaller home Those looking for privacy and a rural setting

Our goal is to engage qualified and motivated buyers specific to your home by painting a picture of the benefits your home offers. We make sure that your home is marketed everywhere those buyers are looking!

Yes, but does all of that extra work actually do anything?

The home described above that we marketed using our process was off market in 6 days (we had an accepted offer 2 days after the open house).

The home was listed for $289,900, and the offer that our seller accepted was for $340,000, with no home inspection.

There were 6 other offers.

The HomesJustForYou Marketing System will get your home Sold, not just Listed!

Nearly all homes are listed in the MLS, and from there they are AUTOMATICALLY syndicated to:

These are the typical places that every home listed will be seen.

Our Team has a much more comprehensive marketing plan that goes far beyond only posting the property in the MLS. Instead of your home showing up just on the sites above, our Team makes sure that any interested buyer will be engaged by your professional photos, video including 3D tour, and an in-depth description of the unique features that your home offers.

Our Goal is to Quickly Attract The Right Buyer Our Advanced Preparation gives you the advantage over competing properties Before listing your home for sale, after having a signed Exclusive Right to Sell Agreement, we get to work by identifying the buyers who most closely match your home.

We will create the 1000 characters of description that MLS limits all agents to based on our target audience. It’s CRITICAL for the description to be correct, complete and consistent the 1st time, because this is what is sent out to all of the places online where your home will be showcased. The second your home is live in MLS is actually when your first Open House starts!

Pre-listing Sellers prep home (deep cleaning, declutter, and make cosmetic repairs). Team schedules complementary staging consult.

We schedule and take professional property photos (for flyer, web, and tour). We create the 3D tour. We write Advertising Copy targeting the 3 most likely buyer types and descriptions with input from sellers.

First Day of your Listing, we: Enter listing into the MLS system. (See the difference - ours vs. theirs and theirs). Your online presence is truly your first open house.

Place the Yard Sign (reflective) and the Showing Book with custom property information sheets. Install a lock box.

Upload the 3D Tour and Virtual Walk-through for syndication.

Upload the Virtual Walk-Through and other Videos to our YouTube Channel.

Share Video(s) to Pinterest.

Begin running ads on Facebook.

Add your home to ShowingTime - 24/7 response to buyers and buyer agent feedback for you.

Places Buyers Will See Your Home

MLS REALTOR.com KW.com Virtual Walk-Throughs Matterport 3D HJFYTeam.com Craigslist • Facebook • YouTube • RealBird • Zillow.com • Trulia.com • Pinterest

Our Showing Book

QR coded so that buyers can view when they want, and forward to friends or share on social

Why the QR code? The code on the book leads directly to our website.

Any interested buyer’s information will be captured so that we can follow up with them later. QR codes help to engage buyers.

The code on the right goes directly to our entire showing book for this home, giving buyers a safe way to access all of your home's information.

Our Other Features sheet is a critical part of your Showing Book. Here, you get a chance to highlight important characteristics about your home that may not be noticed by the buyer when they are walking through. We also bring a copy to the appraiser, who may not otherwise be aware of these features.

What are the things about your home that you know the next owners will love as much as you do?

HJFY Team Promotion Our Team’s promotion of your home continues past the first day:

First Week Add additional listing information to our site HJFYTeam.com.

Bring up an Individual Property Website.

Submit and enhance listing data on Realtor.com and Zillow.

Post to Craig's List. Postings are updated frequently.

Send out a copy of our Marketing Summary so you can see what your home looks like online!

Send out Just Listed postcards to your neighbors.

Second Week Open house or private showings to brokers.

Direct email to all present, and prospective clients announcing listing through our database.

Third Week

Hold other open houses as necessary. Re-run ads to make sure your home is being presented to the many new buyers coming into the marketplace.

Ongoing activities Handle incoming calls and schedule showing appointments. Report feedback from Buyer's Agents.

Update the Seller on Marketplace Activity.

Pre-qualify Buyers.

Present all offers and recommend counter-offer strategies. The highest priced offer is often not the best offer!

Review price based on buyer and agent input, and market conditions.

Performance Communication: Within 48 hours of listing your home: We send you a complete summary showing our Targeted Marketing for your ideal buyers and the different places that you can see this marketing.

We want to give you the opportunity to see what we have created and to let us know if you want anything added. If you have any question or concerns, please let us know right away!

Please click the picture to see our Marketing Summary

During the Entire Selling Process:

Expect:

• A quick response to any of your questions (call, email or text) and to any buyer or buyer agent request to us about your home.

• Recommended negotiation strategies when offers are received, and when renegotiation happens after home inspection or appraisal.

• Follow-up and date management for all the important events necessary for a happy and successful home sale.

You are always in control!

Steps to Selling Your Home

START

Seller Needs Assessment Meeting : Online or In-Person

Seller Education Meeting: Sign Seller Paperwork

Discussion of Timeline and Price Goals

Pre-Listing Work:

Listing date and open house date confirmed with you. Updates are added to MLS

Your home is off-lined in MLS and sent to you for approval and feedback

HJFY Team books Photos and Schedules 3D Tour

Declutter and Meet with Stager

We will work through

Listing Day! Congratulations!

Your home is officially for sale!

We present all offersHighest offer is not always the best offer!

• Home Inspection • Appraisal • Buyer Financing • Coordinating your

new home purchase

1 week before closing: Call to transfer: Electric Water/Sewer Cable/Internet Gas/Oil Delivery Mail forwarding

FINISH! CLOSING DAY!!

Bring a personal check just in case, and driver's license or other ID.

Day before or morning of Closing: We will meet buyer

agent for final walkthrough. Home should be free of all personal items

Seller Intake Meeting and Listing Paperwork You’ve already filled out our Seller Survey letting us know what is important to you, and telling us what is special about your home.

Next, we will schedule our Seller meeting. Sometimes we meet in person, and sometimes we will get together by Zoom. This meeting gives us a chance to discuss pricing strategies and marketing, and to go over the seller paperwork with you.

Please click on the pictures to see a preview of our Seller paperwork and Seller homework.

Questions about lead paint, radon, or Title 5 testing? Check out our Consumer Guides book.

We will be scheduling a visit from our stager soon!

Preparing for your Photography and 3D Tour Session You’ve staged your home, cleaned the house, and you’re ready for the big day...the 3D tour day!

This is exciting technology...and here are a few tips to make the tour come out great: Make sure there are lights in every room (either overhead or lamps) and that the bulbs are working. We’ll be turning on all the lights prior to the session. Having bright, well lit rooms makes a big difference!

Less is more. Clear off coffee tables, sinks, countertops. Move the pet food bowls and the litter box. The good news is we won’t be doing 3D tour of your closets or basement unless the basement is finished. You can stash stuff in drawers, closets, etc. for the tour day, then take stuff out after we leave.

The 3D tour shows everything. Well, almost everything. Unlike still photography where the photographer can choose what angle he’s going to shoot, the 3D camera rotates and picks up everything in the room. If you look around and see the broken window blind, the camera (and anyone who sees the 3D tour) will too.

Make a plan to have the property people and pet free during the photography and 3D tour session. The photography and 3D tour work best when there are no people or pets on site. If you have a cat that needs to stay indoors, please let us know where it will be.

Please have a spare key ready if you have not already provided us with one. For the photography and 3D tour, if you want to meet us there and let us in, that’s fine. Or if you would rather leave us a key somewhere, that works too. Either way, we need a spare key to copy (one for the office and one for the lockbox at the property) prior to your listing going live. If you’d like us to call or text you when the tour is complete to let you know we’re done, we’re happy to do so; just let us know!

Have a friend or family member take a last minute look around the day before. We all have those things we see day to day that we seem to become immune to seeing. Did you forget that laundry basket in the corner? We will do our best to do the last minute staging and pickup the things we see out of place to make the best experience, but having someone else take a last glance never hurts!

Check the exterior. The exterior will be a part of our video and photography. Please park cars out of the driveway during the session and clear any items from the yard area that may not enhance the photography (such as bikes on the lawn, etc.)

If you know you’re not going to be ready in time, please let us know. We book the professional photographer in advance and are charged a cancellation fee if it’s less than 24 hours. Please reach out to us at info@homesjustforyou.com if you need more time...or to ask us any questions!

Your Listing and Your Open House A lot has changed since the pandemic!

All of us have had to revise many of the ways we had done things for years, and this includes how our Team helps buyers and sellers. Having to re-think our usual practices has actually been great! We have come up with a lot of new ideas.

Some new things you will see: Most paperwork can be handled online. Many meetings, including offer presentation, can be done by Zoom. We can screen-share and chat with multiple sellers in different locations easily.

We have developed the most comprehensive online marketing in the area.

We provide 3D tours and walk-through videos for ALL listings.

We can meet with out-of-state buyers and “show” the your home through a virtual open house.

Special attention is paid to crowd control and sanitizing behind showings and open houses. Ask us for the most current information.

QR code sign-in at open house and access to your showing book keeps contact to a minimum. This also makes buyers happy, contributes to an organized open house, and helps the environment!

We love the personal touch and seeing people face-to-face but we are fully prepared to keep working during a lock-down when we need to.

Please see the next page for a typical open house sign-up flyer.

This is a typical sign-in sheet that we used for a listing that is no longer available for sale.

We had an accepted offer in 7 days, for $30,000 over the list price.

Offers Received!

The Negotiation Process You have received one (or more!) offers to purchase your home! We will discuss what makes one offer better than another.

The highest priced offer is not necessarily the best offer!

• What is the net price? This is the price offered less any Seller paid Buyer closing costs or concessions.

• How much are the deposits?

• What type of financing is the buyer planning to use? Will financing be Conventional, FHA, VA, USDA, or something different?

• How much of a mortgage does the Buyer need, or are they paying cash?

• What is the Buyer’s down payment? This is different than the deposit.

• Who the Buyer pre-approved with?

• When does the Buyer want to close on the home?

• How long is the Offer valid for?

• Are there any personal items (such as furniture or appliances) being asked for that were not to be included?

In the past, sellers would be cautioned to expect lower-than-askingprice initial offers. In the past year or two, we have sometimes noticed something different. We are sometimes seeing very high initial offers that buyers are hoping will be accepted, but will need to be re-negotiated after the appraisal fails.

With this information, together we will decide to accept or reject the offer, or counter-offer on price or conditions.

After We Accept An Offer Once an offer is accepted and your property is under agreement, there is still a lot that needs to happen!

We follow every detail of your transaction to make sure things go as smoothly as possible. We are here for you!!

Critical Follow Up Steps: Home inspection (and negotiation after): We will let you know when the buyer has scheduled their home inspection, and will accompany it and summarize our impressions afterwards.

Purchase and Sale: We will draft the P&S based on the Contract to Purchase and circulate to the attorneys for review. Typically it takes a few days for everyone to agree on legal language. Afterwards we will cycle electronically for the Buyer’s and Seller’s signatures.

Deposit due dates: We accept deposits through our online service DepositLink, if buyers prefer. This is fast and convenient for everyone.

Smoke equipment check: We try to let you know early if you will have to replace equipment, and can recommend an electrician if needed. Most fire departments require house numbers as part of the inspection.

Appraisal scheduling: We will meet the appraiser at your home.

Buyer mortgage commitment: This date is negotiated on the offer and we monitor the buyer’s progress carefully.

Smoke inspection: After your equipment is updated, we will schedule the inspection with the fire department and meet them at your home. We will deliver the certificate to the closing attorney.

Final readings: We will coordinate the final water, sewer, oil, and propane readings and adjustment.

Transferring Utilities: We will remind you to reach out to the electric company, cable or satellite company, insurance company, and post office.

Countdown to Closing! ___ Check smoke and carbon monoxide detectors work and are the right type. Newer regulations may require you to install a different type and in a different location than you currently have. You will also need house numbers visible from the street for emergency crew to locate your home. We will schedule the inspection once the equipment is updated. ___ Will you be using your own attorney to review the P&S and prepare the deed or would you prefer the closing attorney to prepare the deed (price varies)? Call your attorney to see what the actual charge would be. ___ If you own a condo, we have probably already requested a lender’s condo questionnaire and other lender-required documents from the management company or condo association. A 6-D certificate showing that your HOA dues are paid through closing will be required by law. This is usually requested at least 2 weeks before closing to allow for mailing time. The closing attorney will need a paper copy of the 6D certificate. Please talk to us about these after the P&S is signed. ___If you have a mortgage and/or equity line of credit on the property, the closing attorney will need your account #’s, Bank name & address & your social security #’s to obtain payoff info. You should receive this request at least a week before closing. Please do not send your Social Security number electronically—call and give it verbally to the closing attorney’s office. ___ We will arrange final water, sewer & oil or propane readings with you about 10 days ahead of your closing. We will confirm with you what the final water and sewer charge to you is and what the adjustment for oil will be. Please ask us to review this with you a day or two before the closing. ___ We will contact the closing attorney and notify you when, where & what time the closing will be held. This procedure has changed too. Some sellers are required to sign certain documents with their attorney ahead of time or remain in their car and sign from the parking lot. These policies are set by the attorneys. ___ Notify the Post Office of your change of address a week before closing. ___ Notify the gas/electric company (if applicable) 7 days prior to the closing date. Let them know the service will be switched over to the new buyer as of the closing date. Make sure auto deliveries of oil have been cancelled. ___ Change your phone and cable to your new address. ___ 3 days after the closing has occurred, notify your insurance company to cancel your home owners insurance on the property. ___ Plan to be out of the property the day before the closing. The home should be in a broom clean condition (check with us if you need to clarify what this means). The buyer will be doing a final walk through and the property needs to be in a condition similar to what was observed at their last visit. ___ We will review the closing disclosure (prepared by the closing attorney) with you sometime before the closing to confirm the proceeds from the sale if we receive it.

Our Definition of Success...

At the successful conclusion of a Home Sale transaction, we want all of our Sellers become Raving Fans!

We want you to be able to say: • “I got the money I expected to get for my home” • “It was sold in the time frame I planned on” • “Anything unexpected was taken care of” • “Working with the HomesJustForYou Team to sell my home was the best decision I made!”

• “I will always tell anyone who even whispers the word Real Estate, they need to get in touch with the HomesJustForYou Team.”

Kurt's Reviews.

Tom's Reviews.

If there is anything that we can improve, we want to know!

Our goal is to have clients who become friends, and we are always improving our systems to better serve our buyer and seller friends.

We’re never too busy for any of your questions and referrals to help your family members or acquaintances. We’re always here when you need us!

Buyers and Sellers The Team Has Helped Regardless of Market Conditions

See previous years here.

Mapped out here.

Our 3 Ps versus Their 3 Ps We don’t subscribe to the typical 3 Ps method of marketing:

• Place a Sign • Post in the MLS • Pray with the possible addition of the 4th P –

• Plant a Statue of Saint Joseph

Price Any and every agent will find the right price... eventually! But will it net you the most money? Pricing too high will lose you critical time when your listing is brand

new, and this will cost you. Let our experience guide you.

Promotion Target market your home! Send a consistent message through all media, online and off. No one matches our marketing.

Performance

You are in charge, right from the start, and until we are sitting together at that closing table. Our goal is to attract the right buyers and keep the

lines of communication open. We are accountable… to you!

We are doing something that no one else around is! Our pricing advice is based on experience and observation of the market. Our promotion has been carefully conceived and we are continually re-evaluating and updating how we present homes to buyers. Our performance is something we are proud of! Much of our business is based on past clients and client referrals. Our goal is that our performance so exceeds your expectations that you tell your friends, and if you have any ways that we can improve we want you to let us know!

About Our Founders:

Anne and David La Liberty Team Founders Anne and David La Liberty The Team founders, Anne and David sold homes in the community for many years, and David continues to be committed to continuously improving the way the HomesJustForYou Team helps people with their real estate needs. Ultimately all they did in real estate was focused on helping their past clients as they transition back as current and future customers of the Team. They were always searching for better ways to help get the results their clients want– and had developed a marketing plan that will help you to see that SOLD sign in front of your home. In addition to their other advanced training, Anne and David have held the titles of Certified Residential Specialists and have earned their GRI, SRES and ABR designations.

Anne sold real estate for 28 years and had been involved in more than 1000 transaction sides.

She entered the profession after having taught school and raised her own children. Anne was the “ultimate matchmaker” and always took great pride in finding people the homes of their dreams.

David also sold real estate for 28 years and has devoted a large amount of research and time to developing the marketing systems for the team. He entered the field from the computer industry, and has brought that knowledge with him. He has been involved in more than 300 real estate transaction sides in his career.

David continues to be involved with the HomesJustForYou Team as an Affiliate, and still consults with the Team on business, customer service, and client relationship management. Although devoted to spending quality time enriching the lives of others through his work with the church, and time spent with family and friends, he is never too busy for a call, and loves hearing from their past clients!

The HomesJustForYou Team

at RE/MAX Liberty (from left to right):

Kurt Thompson, Diane Guercio, Tom Blake