P R E PA R I N G F O R A SUCCESSFUL SALE
To tell you Intown Atlanta is where we live, eat, play and do business is not just a tagline; it’s the essence of why we care. This is our backyard. These are our families. Intown Expert agents are as passionate as they are proficient and our marketing goes beyond the generic gloss to resonate authenticity. When it comes to the complex process of getting a home market-ready and to the closing table, the details determine success. With Intown Expert, listing your home will be a success!
P R E PA R I N G F O R A 
 SUCCESSFUL SALE Intown Expert agents have sold 1000s of homes In the Atlanta area. This guide shares our best advice on how to: Understand today’s buyers. Interpret the data on your local market. Price your home. Make the right repairs and improvements. Stage and present your home. Aggressively market to attract buyers. Negotiate for the best price and terms. Effectively manage contract to close.
W H AT D O BUYERS WANT? PRICE In a seller’s market, buyers want to know they are getting a fair price. In a buyer’s market, buyers usually want to know they’re getting a “deal”. CONDITION Buyers want a home that is clean, in good repair, and doesn’t need extensive investment from the moment of purchase. LOCATION Many buyers choose a town, neighborhood or building first, and then an individual home. Buyers will compare prices and amenities of homes on different streets or in different buildings to find their ideal home.
W H AT D O BUYERS WANT? BEST CHOICE Home buyers want what they want. They are comparing your house to every other house they’ve ever seen online and in person. GOOD EXPERIENCE Most home buyers are excited about the next stage of their life and many want to “be in love” with their next home. SMOOTH TRANSACTION Buyers and their agents, want the purchase to be as painless and stress-free as possible.
Both buyers and sellers want the experience to be positive and successful.
PRICE YOUR HOME
THE FUNDAMENTALS
MARKET ANALYSIS
In preparing your house for sale, there is no
We carefully prepare a Comparative Market
more important decision you will make than the
Analysis (CMA), which uses FMLS and GAMLS
listing price. When properly priced, a home
data on active, sold, and expired listings in your
should draw an offer within the first 12
area.
showings and/or the first 14 days. Luxury
properties usually have longer market times.
Zillow uses publicly available data to create a “Zestimate” which is an Automated Valuation Model (AVM). An AVM is a starting point in determining a home's value and is not an official appraisal. Many sites offer an AVM, and the values are always different, so be cautious in giving them too much credence. Tax Assessment Value has many variables and is not a true indicator of market value.
MARKET VALUE
UNDERSTAND MARKET VALUE
ANALYZE THE COMPETITION
Some sellers are tempted to list their home with
If your home has more features that appeal to
the agent who quotes the highest price and
buyers - or is priced lower than comparable
delivers the best news about how easy it will
homes - your house will stand out as the better
sell. Then they try to convince the seller to
value. But if it lacks the features that buyers
agree to a significant price reduction so that the
desire, your only option is to compete on price.
house can sell at its true market value So remember that the agent doesn’t set the price, the seller doesn’t set the price, the market will set the price for your house.
Be wary of agents who “buy” listings by not being entirely frank about expected sale price.
CONDITION
Having your home in move-in condition shows buyers, agents and the buyer’s home inspector that your home has been well-maintained. Discovering and repairing problems before you list your home puts you in control. It’s almost always less expensive, and certainly less stressful, to do necessary repairs ahead of time rather then in the time crunch after inspection. To obtain the highest price for your home, you need to invest in making it more competitive, not just prettier.
Get ready for market with “Refresh, Repair and Replace.”
REFRESH
FRESH PAINT Buyers want to see rooms they can quickly make their own. Pay special attention to scuffed and dented baseboards, window trim and sills. Painting cabinets can inexpensively modernize a room. WALL AND WINDOW coverings come in and out of style and may need to be removed or updated prior to listing. FLOORING Hardwood floors should be cleaned and, if necessary, screened or sanded and refinished. Carpets and rugs in good condition should be steam cleaned.
R E PA I R
PLUMBING Tighten leaky faucets and check the lines leading to your dishwasher and washing machine. ELECTRICAL Repair any faulty wiring, problem sockets or switches. MECHANICALS Inspect and clean your furnace, AC, and hot water heater. ROOF A worn-out roof will scare buyers away. Hire a roofer to replace any missing shingles or roofing tiles, and nail down loose flashing.
REPLACE
LESS EXPENSIVE To make your home appear the most-up-to-date, consider new light fixtures, faucets, shower heads, cabinet knobs, and new door or
window hardware. Think of
these replacements as jewelry for the home. MORE EXPENSIVE Sometimes a home needs more major improvements to be competitive. Adding new countertops, a backsplash, new tile, or appliances can be a wise decision. More significant expenditures like new carpet or hardwood floors, a new roof or siding, or a new deck or patio might make the difference between selling or not.
PRESENTING YOUR HOME HGTV GENERATION Realistic or not, today’s buyers — in all price points — expect nearly perfect properties. INTERNET SHOPPERS Today’s buyers start their home search online 12 - 18 months before they actually purchase. They will compare 100s of these homes to yours. COMPELLING We want to show your homes’s best features and help buyers to visualize how they would enjoy living there.
You never have a second chance to make a first impression.
S TA G I N G BE COMPETITIVE Some agents call themselves stagers because they like arranging furniture and making a room look pretty. Home staging is not decorating. Decorating appeals to the person living in the house; staging is positioning the home to create an emotional connection to potential buyers. The agents at Intown Expert stage homes based on their experience with representing buyers and sellers of homes like yours in your neighborhood and community.
Home staging brings a home to life!
S TA G I N G F I R S T I M P R E S S I O N S M AT T E R Experienced stagers say that the first showing is online and that you have one chance to capture a potential buyer’s interest. We start by creating a great online experience so that well-prepared potential buyers will schedule an in-person showing. We have vetted staging partners with proven track records for preparing different styles and price points of homes. We work with you to make rooms express their intended use. It can be confusing to a buyer to see a pool table in the dining room!
S TA G I N G 
 DECLUTTER Potential buyers want to imagine how their furniture and belongings will fit in the home. Decluttering helps them see the possibilities. Remove unnecessary furniture. Create easy-to-navigate walkways. Remove highly personal decorations. Pack toys, sports equipment and seasonal decorations into bins. Closets should be only half full and floors should be visible. Basement, attic and garage should be clean and organized.
S TA G I N G CLEAN Make your home sparkle. Pretend that a picky relative is coming for a visit. Think hotel clean. Thoroughly clean the entire home. Steam clean carpets and drapes. Clean inside of cabinets, refrigerator and freezer. Clean light fixtures and ceiling fans. Wipe down walls, baseboards, window and door trim. Wash windows and skylights, inside and outside.
S TA G I N G PROFESSIONAL SERVICES CONSULTATION Curb appeal assessment and action plan. Room by room analysis with plan for what to remove, move, or add. Color recommendations, where needed. OWNER-OCCUPIED HOME STAGING Re-arrange what you have. Enhance with accessories, artwork, and small furniture pieces. VACANT HOME STAGING Furniture, art, accessories for one room or many. Most people can’t envision furniture in an empty room, so staging a vacant house can be well worth the investment.
P R E PA R I N G Y O U R C O N D O COMMON AREAS Walk through the common areas and evaluate the spaces through a buyer’s eyes. Work with your property manager to make sure the property is attractive and welcoming. Exterior e.g. siding, patios, decks Exterior windows Front entrance and lobby Clubhouse, pool, fitness center Landscaping Parking areas Storage areas Pet areas, dog park
P R E PA R I N G Y O U R C O N D O O U T D O O R S PA C E Home buyers form important impressions of your home before they even come through the front door. Make the first impression count for the areas that are attached to your property. Create a welcoming entry way but don’t overdo decorations. Put an attractive and useful doormat in entry way. Door hardware must be easy to use. Exterior lighting should always be on, or on a sensor or timer. Update entertaining areas with useful furniture and pops of color. Plant/replant pots with fresh flowers.
BRING YOUR HOME TO MARKET
PREPARATION Understand today’s buyers and your local market. Price your home to get the best offers in the shortest amount of time. Make the right repairs and improvements. Stage and present your home so that buyers can imagine living their lives there.
Your home is ready. Now it’s time for marketing.
CUSTOM MARKETING PLAN
Gather neighborhood and community information to tell a compelling story. Describe your building with it’s unique features, amenities and advantages. Capture the unique details of your home. Develop custom marketing materials and programs. Launch ‘Coming Soon” promotions to create buyer interest and excitement.
Every home has a story. We can’t wait to tell yours.
PHOTOGRAPHY P R O F E S S I O N A L , A LW AY S Homes that are marketed with professional photography sell 32% faster. We p ro v i d e b e s t - i n - c l a s s p ro f e s s i o n a l p h o t o g r a p h y f ro m l e a d i n g re a l e s t a t e photography services. Our favorite photographers specialize in the real estate industry. They understand how to photograph spaces so that they are appealing to buyers of your property type in your local market.
You never have a second chance to make a first impression.
PREMIUM PHOTOGRAPHY SERVICES PROFESSIONAL EDITING Your listing photos will stand out with vivid, bright colors and sharp, crisp details. Our specialty editing services will color correct photos for difference in light between rooms, minimize shadows and bright spots, and show the outdoors clearly through windows. SPECIALTY PHOTOGRAPHY SERVICES Twilight Shoots Floor Plans Virtual Staging Video and 3d Tours Drone Photography and Video
COMMUNITY
LOCATION What is your neighborhood’s history and flavor? What are favorite things to do in this neighborhood? What do you love about your community? TRANSPORTATION Where are the stops for local transit? How is access to major highways? What is the distance to shopping and local attractions? FUTURE DEVELOPMENT What new buildings, open spaces, businesses or the projects are coming in the near future?
INFO FOR BUYERS
ENTERTAINMENT What restaurants, bars, music venues, galleries and theaters are nearby? SHOPPING What boutiques, major stores, and specialty shops are in or near your neighborhood? OUTDOORS AND RECREATION What parks, walking trails, and dog parks are nearby? Are you close to the Beltline? Are there gyms, pools or workout centers in the neighborhood?
BUILDING
SLIDE TITLE
BUILDING AMENITIES What is available in the building: pool, gym, concierge service, housekeeping, doorman, restaurants? DUES AND ASSESSMENTS What are the monthly, quarterly and annual fees? Are there any new pending assessments? Are there any legal actions pending? RESTRICTIONS What can’t owners do in common areas, or on balconies or decks? What is the building’s rental policy? PETS Are there restrictions of size, breed and/ or number of pets? Are pets allowed throughout the building and grounds?
SLIDE TIT NLFEO F O R B U Y E R S
OUTDOOR SPACE What is available to all owners and what are the rules for usage? What are the dimensions and usage guidelines of an attached deck or patio? GARAGE SPACE Where is the garage, how many spaces are available, how many are included in the list price? What are dimensions and any additional fees? GUEST PARKING Where can guests park and what are the restrictions and fees? STORAGE SPACE Is there additional space that conveys, or is available, and what are restrictions and fees?
MARKETING
 LISTING LAUNCH Intown Expert invests in savvy marketing, effective networking, and paid advertising to show off your house to the world. Internet Marketing to syndicate your listing to over 500 websites. Social Media Marketing on Facebook and Instagram with personalized posts and carefully targeted advertisements. Email marketing to Intown Expert clients and prospects. Active outreach to real estate agents, especially those with active buyer prospects. Events held in your home including broker caravan and/or public open houses.
MARKETING INTERNET LISTING SYNDICATION is just a fancy term for the way listings are published to hundreds of sites around the Internet. Once a listing is entered into FMLS and GAMLS, we use carefully a controlled process to make sure that the listing information about your home is speedily sent onto the most trafficked real estate sites like Zillow, Trulia and realtor.com. 
 While some things are outside of our control, we regularly check our listings to make sure that the information and photos are the most up to date.
MARKETING SOCIAL MEDIA FACEBOOK is the largest social network with over 1.23 billion active users. We have an active Facebook page with over 3,500 followers. We created a secret agent Facebook group that includes over 50 of the top Intown real estate agents in 17 different local brokerages. INSTAGRAM Across the globe, there are over 800 million Instagrammers. With an emphasis on beautiful photography, we use our active Instagram pages with over 3,500 followers to show the world your property, neighborhood and community. ADVERTISING We zero in and specify the type of buyer we’re looking for to target our campaigns strategically and effectively.
MARKETING PROMOTIONS AND EVENTS BROKERS AND AGENTS Listing Announcement Reverse Prospecting Broker Caravan Updates and Announcements CLIENTS AND PROSPECTS Email and Call “Just Listed” Mail “Just Listed” to Neighborhood Open House Prospect Follow Up
We market your home locally, regionally and nationally.
ON THE MARKET SHOWING YOUR HOME As soon as your listing is activated in the MLS you will receive showing requests from our showing service and/or your agent to schedule showings. You can decide how you want to be contacted and how much notice you want to get ready for showings Your agent is notified of the showing both when a showing request is made and when you have confirmed it. We send requests for feedback after the showing and we immediately send it to you when we receive it. When feedback isn’t sent we will follow up with the showing agent, but no response usually means their client isn’t interested.
ON THE MARKET PREPPING FOR SHOWINGS TIDY Have a plan to quickly hide day to day clutter when you’re notified of a showing. PETS Dogs should never be loose in the house and should be crated or removed for a showing. Litter boxes and small animal cages must be kept clean. TEMPERATURE Ensure the temperature is perfect for the showing. Buyers quickly leave houses that are too hot or too cold. AROMA Candles and air fresheners can’t hide strong odors so try to air out the house before a showing.
N E G O T I AT I N G W I T H B U Y E R S
PLAN AHEAD
MANAGE EMOTIONS
Everyone involved in the sale should
Buying or selling a house is time of transition,
communicate what is most important to them
and there can be many uncertainties. Let your
for accepting an offer. 

agent handle negotiations with the other agent rather than talking directly to the buyer.
ANALYZE ALL TERMS An offer is more than the price. You must also negotiate closing date, finance terms and inspection contingencies. BE REASONABLE Buyers are comparing your home to all the others on the market. Remember that buyers have access to the same comparable data as you do.
E V A L U AT I N G O F F E R S
FULL PRICE OFFER Some buyers will try to win a house with a great offer, but then ask for a lot of repairs during the inspection. Be cautious. LOW OFFER Some buyers will “fish” with low offers, but don’t get upset or discouraged. Negotiate in good faith until you are sure that a deal can’t come together. CHECK THE PRE-APPROVAL We always check with the buyer’s lender before completing the negotiation. A strong offer has a detailed pre-approval with verification of credit, income and assets.
CASH OFFER We ask for proof of funds to prove that the buyer has accessible funds they say they do. Proof of funds can be a photocopy of bank statements or a letter from a CPA or attorney.
H A N D L I N G M U LT I P L E O F F E R S
Keep up to date on the market so that you can act quickly and decisively to negotiate the best deal. At the time of multiple offers you may negotiate one at a time or ask for “highest and best” for all offers at once. Your agent discuss with you the best approach for the situation. Try to remain objective if one of the potential buyers tugs at your heartstrings by sending a heartfelt letter or a family photo.
CHOOSING THE BEST OFFER
It’s tempting to jump on the offer with the highest price, but that may not be the best one overall. We will help you analyze and select o ff e r t h a t b e s t m e e t s y o u r n e e d s b y considering:
 Offer price Earnest money Finance terms Inspection contingencies Closing date Home to close or sell Special requests
SMOOTH TRANSACTION CONTRACT TO CLOSE We commit to delivering the highest quality and personalized experience to every client. Our Client Concierges can see around corners and are so thorough they cross our t’s with a ruler. You will always one step ahead with the information you need, even before you knew you needed it. Problems arise in nearly all real estate transactions. Because we are so experienced we will head off most problems before they happen. Then we will be super-creative in solving any unique problems that might come up.
SMOOTH TRANSACTION CONTRACT TO CLOSE We always meet the appraiser and, often times, inspectors and service people, too. We stay in close contact with the buyer agent and the lender until we are sure that all contingencies expire and that the closing is on schedule. You may want to keep showing the house until all contingencies are removed. Our full-time office staff, cohesive team of real estate agents, and group of vendors-in-waiting are ready to support your sale.
P R E PA R I N G F O R A SUCCESSFUL SALE This guide provides Intown Expert’s best advice on how to sell your house. What Buyers Want Pricing Your Home Right Repairs and Improvements Staging for Success Importance of Professional Photography Comprehensive, Custom Marketing Negotiating for Best Terms and Conditions Effectively Managing Contract to Close
Your home is ready. We’re ready. Now it’s time to list!
W H AT ’ S N E X T SELLING YOUR HOME When we meet with you we will do a walkthrough of your home to begin preparing your house for listing. We will present relevant comparable listings and an analysis to help you decide the best possible price. We will customize our marketing plan for your home to get the most money in the quickest time possible. We’ll sign our Exclusive Marketing Agreement and move forward to getting your house sold.
To tell you Intown Atlanta is where we live, eat, play and do business is not just a tagline; it’s the essence of why we care. This is our backyard. These are our families. Intown Expert is group of hand-selected experts who come together with a shared value of service to help people sell their home in a respectful way that honors their memories and helps them move to their next chapter in life. We’re committed to a level of quality that comes from a genuine place and a vested interest in our community and neighbors.
Intown Expert Realty 741 Monroe Drive NE Atlanta, GA 30308 intownexpert.com