To us, selling a home is more than just a transaction. It is an achievement of teamwork, superior marketing, and innovative service at every touchpoint.
With us, it’s about the win-win deals that bring everybody home. Selling your home with our team means you benefit not only from expert Insiders knowledge and technology, but the kind of good, oldfashioned customer service and personal attention that has earned us an outstanding reputation and consistently loyal client base.
Your home sale is both your priority and ours, and we want to encourage and equip you along the way, every step of the way.
Partnering with Berkshire Hathaway Home ServicesTrue Realty (BHHS) in Madison, WI, Insiders Realty
offers Sellers a distinct advantage. This collaboration combines BHHS's global excellence with our local market expertise, giving Sellers superior property exposure, insights, and support. Our clients benefit from personalized service from agents backed by a renowned network, ensuring a smoother, more informed selling journey. This partnership equips Sellers with everything they need to navigate the market confidently and sell their home quickly, efficiently and for the most money possible.
WHY US?
WE SERVE WITH PASSION & EFFICIENCY
We give generously of our time, resources and energy to each client, and want our passion for homes and client services to be contagious. Our service is based on old-fashioned ideals, but fueled by new technology and fresh market perspective. When roadblocks arise, we think outside of the box, utilizing all resources, tools and information necessary to create the right solutions
WE THINK WITH STRATEGY & EXPERTISE
We take a consultative approach to the purchase of your home that is about far more than checking boxes or merely closing the deal. The application of INSIDERS knowledge and guidance is key for transaction success, and we are proud to combine marketing savvy with real estate know-how to achieve results in the time frames that matter.
kind words!
Exceptional work, spent plenty of time walking us through the process of selling, helping us understand what options we could consider to raise the value of the property. Cait was flexible to the current market and our needs, and got us numerous offers above listing price. We accepted a great offer 2 days after listing, in the middle of a pandemic! Cait is super friendly and helpful, and went above and beyond the call of duty on numerous fronts. I would highly recommend her to anyone looking to sell their house!
Cait started in the Real Estate business in 2012 and operated as a one-woman show for most of her career. In 2020 the Insiders Realty team was formed as a 3-person full-service boutique real estate team with a modern customer-centered approach and a love for the local community.
OUR TEAM
Cait Berry
Ashlee Aplin
Stephanie Knutson
Ryan Berry
MY STORY
I always knew real estate was my path...
Hello! Let’s talk about real estate, but not just any real estate Madison real estate, which to me, is practically family I’m not just working in Madison; I’m deeply rooted here, part of a lineage that spans six generations of local real estate professionals. My family has literally helped shape Madison, developing neighborhoods like Shorewood Hills, Sunset Village, Westmorland and Orchard Ridge - just to name a few. It’s safe to say that my love for this city and the helping people find home here runs in my veins.
Growing up, my playground was my dad’s real estate office. I’d flip through the property listing binder before the internet was a thing and tag along to open houses. By seven, I was pretty savvy about the ins and outs of selling homes, thanks to being my dad’s unofficial apprentice Then, life threw us a curveball when I was ten my dad was diagnosed with cancer, and we lost him nine months later With him, our family’s real estate business seemed to pause, but my passion for real estate didn’t
That tough time taught me resilience and deepened my commitment to continue our family legacy in real estate, blending tradition with a fresh perspective I understand the emotional and practical sides of buying or selling a home because I’ve lived it for a good majority of my life
12+ years in business later, I’m here to share that blend of expertise and genuine care with you. Whether you’re looking for your dream home, selling a cherished property, or just curious about what makes Madison’s neighborhoods unique, I’m your go-to. Together, let’s make your real estate experience memorable and successful, with a personal touch that feels like home.
BY THE NUMBERS
NUMBER OF HOMES I’VE SOLD
300+
YEAR I GOT MY REAL ESTATE LICENSE
2012
BUSINESS THAT COMES FROM REFERRALS & SOCIAL MEDIA
RANKING OUT OF 3,000+ AGENTS IN MY MARKET
100% 1%
TOTAL SALES SINCE 2012
$90M+
THE QUIZ
Brunch, Charleston, Sundara Spa time to reveal a few of my obsessions. See anything we have in common?
ice cream charleston, sc
caribbean cruise
sundara spa
a mocktail brunch
ADVANTAGES OF WORKING WITH A REALTOR
It is difficult to argue with all of the quality traits experienced real estate sales representatives bring to the table: seasoned negotiating skills, a rich understanding of the local housing landscape, expert INSIDERS knowledge, and in-depth advice for home buyers on how to approach the process
As licensed REALTORS®, we hold ourselves to a higher level of ideals and follow a meticulous Code of Ethics and Standards of Practice. We are members of the National Association of Realtors (NAR) and our regional association, The Wisconsin Realtor's Association (WRA).
YOUR QUICK GUIDE TO AGENCY TERMS
A Listing Agent’s role is to work on the behalf of the Seller to promote the interests of the Seller with the highest good faith, statutory duty, and loyalty. The Listing, or Sellers Agent must disclose all adverse material facts about a property. A separate written listing agreement is required, which sets forth the duties and of the Brokerage, Agents and Sellers.
A Buyer’s Agent works solely on behalf of the Buyer to promote the interests of the Buyer with the highest good faith, statutory duty, and loyalty. The Agent negotiates on behalf of, and acts as an advocate for, the Buyer A separate written Buyer Agency Agreement is required which sets forth the duties and obligations of the Sales Representative and the Buyer.
TIPS FOR CHOOSING THE RIGHT REAL ESTATE AGENT
When you’re ready to embark on a new transaction journey, choosing the right real estate agent to work with is one of the most important decisions you’ll make. There is no “magic formula” for selecting an agent, but here are handful of guidelines to keep in mind as you assess goals and discern what kind of real estate professional is best served to meet your needs.
Look at the agent’s work. How is the individual or team marketing their properties and their business (listing materials, website, brochures, signage, social media)? Pay attention to personal polish and appearance, but give a special eye to passion, conviction, and honesty. Does this agent tell the truth? Have enthusiasm for the process? Show compassion for your circumstances and needs?
Having chemistry with your agent is key, but trusting his or her experience is even more critical. Has this individual done a solid amount of business, with access to the technology it takes to make your property seen or to find options for purchase? Is the agent backed by a raving fan base? Do your research and find an agent or team whose track record you can respect and trust.
Find an agent who is prompt in communication and sets clear expectations from the beginning You want someone who is realistic, accessible within the expectations he or she has set, and educated in real data in their answers when it comes to investment analysis, market performance, and the long-term impact of your decision to buy or sell.
“What support systems are in place for your buyers/sellers?”
“What area do you cover?”
“Are you equipped to handle my unique situation?”
“What type of communication should I expect from you?”
“Do you have a recommended vendors list?”
“What questions do you have for me?”
MARKETING YOUR HOME
OUR TAILORED MARKETING PLAN IS GUARANTEED TO GET YOUR HOME IN FRONT OF THE RIGHT BUYERS!
Our personal commitment is ensuring that your listing is shown in the best possible light, to the greatest number of people.
The following pages break down our marketing initiatives, each one boasting a proven track record of success
Over 90% of buyers begin their searches online. Our first step? Syndicating your property listing to the regional MLS which targets qualified buyers who are set up with their agent on a personalized home search Your home will be advertised on these top-rated sites, and 100s of others.
We ensure that your home is presented in the best possible light, to the greatest number of people. With beautifully integrated touch points, our layered marketing campaigns will get your listing in front of the right buyers.
Targeted and optimized Facebook and Instagram campaigns are coordinated with print marketing, neighborhood direct mail, outdoor signage, and in-home print collateral as well.
Some homes are suited for open houses as an effective marketing tool, while others are not. If it makes sense to hold an open house we love to go all out!
Our track records show that open houses can, and often do, get properties sold. For every open house hosted, we advertise the event across our social media profiles and various other online community hubs. We also raise awareness through quality signage placed at key locations
We don’t forget to engage neighbors, either. Someone always knows a friend of a friend who is looking to make a move into their neighborhood.
P R O P H O T O G R A P H Y & S T A G I N G
One of the arrows in our marketing quiver is our pro photography and property staging.
Every single listing of ours includes a pro photography package optimized for both print and web We also love to include a video tour of the interior and drone footage of the exterior. A Redfin study reported that professionally photographed homes sell for up to $19,000 more than homes photographed by an amateur The study also showed that homes photographed by a professional attract 61 percent more online views and that a buyer spends an average of 8 seconds on a listing before they decide to book a showing or not. Our goal is to stop the scroll and entice the most showing activity possible
Furthermore, we spend time at every listing (often times multiple trips) to determine a game plan for optimal staging, working closely with our sellers to determine which current decor elements best tell the lifestyle story. We can also provide light staging such as throw pillows, curtains, art, lighting and plants to give your home a refresh. For homes that need a full stage we have a great
team we work with to bring in a whole household worth of decor or we will occasionally utilize virtual staging if the house is the right fit.
As our seller, since your home is listed with us, know that there is no additional fee for our photography or staging services Our goal is to sell your home quickly and we feel this approach greatly enhances listing exposure.
kind words
She goes far above and beyond....
Cait is unlike any other Realtor! She goes far above and beyond with her services to get the job done smoothly, professionally and enjoyably You can count on Cait to find the perfect fit for you as both a buyer and a seller (we’ve experienced both with her!) We are so thankful for her!
THE SELLING PROCESS
WITH OUR PERSONALIZED SERVICE, YOU CAN TRUST THAT WE WILL TAKE CARE OF IT ALL
Here is a helpful overview of the selling process from beginning to end. let's begin...
From relaying specialized market knowledge to negotiating and closing the deal - you can rest assured that your transactions needs will be met with reliability, consistency, and precision.
Let's meet! On our first meeting we stop by to take a tour of your home and to get to know you and your unique goals.
We thoroughly assess what projects should be considered, determine the amount of staging needed, discuss your timeline and best strategy for selling, evaluate your property & follow up with a suggested price and a totally customized marketing plan
This is our favorite part! Once we have determined what steps are necessary to make your home look and show it's best, we will give you a comprehensive to-do list and we will establish a timeline of when we plan to get you on the market. We specialize in staging and design, so it's a guarantee that we will have lots of great ideas and resources! If painting or repairs are needed, we can provide you with excellent contacts!
It's time to get you up on the market! At our expense, we take care of the staging, the photography, the videography and absolutely all the marketing to make your house stand out from all of the competition! Need your house cleaned? We will happily send over our cleaners to make sure your home is sparkling for your first day of showings! Need some yard spruced? Just ask. We want to remove the stress of selling, and as a full-service firm it's the little touches like these that we sprinkle throughout the process that will leave you feeling beyond satisfied and cared for.
We're live! Once your property is marketed to the masses, you will start to receive private showing requests. I make it easy for you to accept or reschedule showings via a simple to use app. Occasionally an open house might be a a good strategy, but the majority of the in-person traffic will be with a buyer's agent and their prospective buyers.
We will discuss in depth for how we want to strategize calling for offers and reviewing offers. When an offer or offers are generated, we will contact you immediately. It is our job, and we take it very seriously, to help you best understand the terms and what they mean to you. Multiple offers are quite common and sometimes hard to navigate. There are often several contingencies to understand and our goal is to help you land on the best offer that mitigates as much risk as possible to you as the seller.
After we have reviewed the offer, we will:
1) accept the offer
2) negotiate with a counteroffer
3) reject the offer on your behalf
During the negotiation process, consider us your trusted representatives. We will evaluate all the options and strategies, taking the market conditions, other offers, and your personal requirements under consideration.
At this stage, our top priority is ensuring that your objectives are fully met
CONTINGENCY DEADLINES
Now comes the critical period of the home selling process We will be in close communication with the buyer’s agent and lender as well as our title and escrow team, ensuring important milestones are achieved and contract deadlines met along the way
Along the way, we will work diligently to smooth out any bumps that might arise in our journey to closing.
The end is here! Once you attend closing and sign the house over to the lucky new owner, you've completed your home selling journey! We will be checking in, all the way up to closing, with the buyer’s lender, ensuring their loan documents reach escrow in time for a smooth and on-time closing
On closing day, documents are recorded with the County, proceeds are disbursed, and we will coordinate the key transfer to the buyers.
PREPARING YOUR HOME FOR SHOWINGS
AS WE NOW PREPARE TO LIST YOUR HOME IN THE MARKET, PLEASE REFER TO YOUR LISTING PROPOSAL FOR OUR LIST OF RECOMMENDED ENHANCEMENTS TO YOUR PROPERTY LET US KNOW IF WE CAN PROVIDE ANY HELPFUL REFERRALS.
Meanwhile, here is a list of specific ways we recommend you enhance your home in preparation for showings.
home showing tips
Set the thermostat to 72 degrees
Open all of the blinds and curtains
Turn on the lights - the brighter the better (any time of day)
Be weather friendly - if it's nice, open windows. If it's cold, turn on the fireplace
Clear clutter from countertops - keep a basket for mail and smaller items inside a cabinet and remove small kitchen appliances
Fresh flowers or a bowl of fruit on the kitchen counter are always a nice touch
Light one non-scented candle and put it on the kitchen counter or table. Remove any scented air freshener plug-ins or diffusers
Tell Alexa to turn on background music - jazz and classical music create a nice atmosphere for a showing
Take your pets with you (and their dishes / toys) but highlight any pet friendly home features - people love their pets but they don't want to see yours
Fluff couch pillows, close toilet lids, wipe down countertops and vacuum
De-clutter - keep a laundry basket for "showings" where you can quickly scan the house for random items you want to quickly grab before heading out
Create a Top 10 List It's a list created by the you detailing your "Top 10 Favorite" things about where you live. Think about why you bought the house in the first place? What features were most appealing?
CREATING DEMAND
actionable steps from the insiders
Highlight Unique Features
Highlight Local Amenities
Give Every Room a Purpose
Depersonalize & Declutter
Accessorize as Needed
Lighten & Brighten
Appeal to "Today's" Buyers
Price to Sell
Don't Price at the High End
Check Comparables
Plan for Adjustment
The Right Fit
Teacher > Salesperson
Social Media Marketing
Knows the Area
COMMON SELLER QUESTIONS
"WHY SHOULDN'T I PRICE MY HOME A LITTLE HIGH, SO I CAN DROP THE PRICE LATER?"
That strategy sounds attractive. It is, in fact, more likely to result in a lower price. Here’s why: the first few weeks a house is on the market is when it will have the most activity. If a house is overpriced, it must then compete with houses at that higher price level, which are almost certainly larger or have newer/more luxurious features. So the overpriced home is unlikely to attract an offer. Worse yet, those first weeks always generate the most activity on a listing. If your home is overpriced, agents and buyers may not even initiate showings Eventually, you will have to drop the price, possibly resulting in an even lower sale price, as buyers may factor the home’s lengthy “days on the market” status into their offer.
Sales contracts typically contain several “contingency” clauses, or stipulations that the sale is subject to. For example, with a financing condition, if the buyer is unable to obtain financing within the specified time frame, neither the buyer nor the seller is required to complete the purchase
Among other common provisions in the “subject to” section are home inspections, other inspections, and if the purchaser must sell their current home first.
The value of your home is determined by both quantitative and qualitative factors. The first is a calculation of home price based on similar properties sold near you. The qualitative factors are covered in the comparative market analysis, where we will apply a subjective lens on the house. Does it need repairs? Did you recently renovate? Each unique attribute of your home will play a role in determining the price
" D O E S M Y H O M E N E E D T O B E I N M O V E - I N R E A D Y C O N D I T I O N ? "
Some buyers will, by default, dismiss a property based on the nature of repairs needed If the repairs are minor, it only makes sense to take care of them. This opens up the listing to a world of buyers looking for move-in ready homes, and can even boost home value We will discuss such issues and find a solution to meet your needs.
The seller and listing agent must disclose material facts and material defects about a home or property. The Property Condition Report will guide you through these questions.
"
kind words!
Cait is an amazing Realtor to have on your side!
She is so knowledgeable about the market, and is well known and respected among other Realtors, Lenders, Contractors...everyone in the business. When issues come up (because they WILL), she is a champion for her clients; not only providing support but also solutions. I'm recommending her to everyone I know!
STAYING CONNECTED
OUR REAL ESTATE BUSINESS IS BUILT ON THE CONCEPT OF PUTTING YOUR NEEDS FIRST. THAT MEANS WHENEVER YOU HAVE A QUESTION OR NEED SUPPORT, WE ARE HERE.
A THANK YOU! heartfelt
I am so thrilled by the opportunity to work together. My hope is that this guide has provided you with a deeper understanding of my vision, values, and process, and how our collaboration together will unfold.
If you have any further questions as we move forward, please feel free to give me a call or shoot me an email anytime.
As you begin the process of buying a home, know that I understand the importance of the journey ahead. I am here to alleviate stress from the experience and provide results that truly exceed your expectations.
