Sample CMA

COMPARATIVE MARKET ANALYSIS

260 King St, San Francisco, CA 94107

PREPARED FOR

Mr. & Mrs. Home Seller OCTOBER 3, 2014

Christine Dwiggins | NextHome | 4309 Hacienda Drive #110 | Mobile: 415-595-8787 | christine@nexthome.com | www.NextHome.com | BRE number: 01365648

The NextHome Team

Support and Execution for Maximum Success

Dear NextHome Client, We are a dynamic, coordinated and professional team comprised of your agent, broker, local office support staff, professional colleagues, corporate support staff, marketing staff, transaction staff, technology support staff and coordinated third party servicers.

This collaborative team continuously creates extensive marketing packages, quality services and efficient support for results-driven home sales. Together, your team will navigate the changing market dynamics and significant influences throughout the sale of your home.

Through the guidance and services of your local agent, we will strive to provide you with an exceptional experience and a successful sale. We are grateful for the opportunity to assist you during this important transition.

Sincerely,

James Dwiggins Chief Executive Officer

Imran Poladi Vice President

EACH OFFICE IS INDEPENDENTLY OWNED AND OPERATED.

The NextHome Experience

Excellent Results Through Service and Success

It’s not just our customized, strategic plan that sets us apart. We focus on success through exceptional service based on your needs and lifestyle. Your NextHome agent will become an extension of you and your home throughout the sale.

Our partnership will be results-driven through a personalized approach employing responsiveness, accountability and productivity.

Our NextHome agents are trained, educated and licensed professionals. We implement efficient, innovative marketing through our comprehensive services while helping manage your risks, mitigate issues that may arise during your transaction, and reach your end goal of a home sale.

Our NextHome personalized service and strategic marketing plan are a roadmap for success.

EACH OFFICE IS INDEPENDENTLY OWNED AND OPERATED.

The Home Selling Process

Milestone Phases to a Successful Close

1. Strategic Plan

5. Offers

√ Select Home Selling Team

√ Provide Buyers With Disclosure Packages

√ Review Market Conditions

√ Accept Offers

√ Buyer Profile Analysis

√ Review Buyer Financial Qualifications

√ Outline Custom Marketing Plan

√ Consideration of Offer Terms

√ Determine Pricing Strategy

√ Negotiations, Counters and Addendums

√ Set Listing Timeline

√ Offer Acceptance

2. Preparation

6. Escrow

√ Prepare Property for Marketing & Showings

√ Open Escrow Account

√ Pre-listing Inspections

√ Buyers Good-Faith Deposit

√ Photography & Video

√ Preliminary Title Report and

√ Creation of Marketing Materials √ Complete Disclosure Package

Documentation Review √ Contract and Escrow Timeline √ Home Buyer’s Inspections

3. Marketing √ Submit Listing for National Listings Distribution

√ Appraisal and Lender Review √ Complete Signed Disclosures √ Additional Negotiations and Terms

√ Website, Video, Photography and All Online Marketing Launched √ Open House Schedule Syndication and Invitations Sent

7. Closing √ Review File and Confirm All Paperwork

√ Direct and Email Marketing Initiated

√ Review & Sign Closing Documents

√ Signage and Advertising

√ Moving & Clean Property for Transfer √ Loan Funding & Final Cash Deposits

4. Showings √ Setup House Prior to Each Showing √ Broker’s Tours √ Open Houses √ Evening Showings √ Showings By Appointment

EACH OFFICE IS INDEPENDENTLY OWNED AND OPERATED.

√ Close of Escrow √ Proceeds to Seller

Home Sale Preparation Checklist

Here is a list of home features, tips and things you can consider in sprucing up your home for that first date with your homebuyer. Accomplish a little everyday and soon your home will be ready to make that lasting first impression.

Your Home’s Curb Appeal

❑❑ Mow lawn ❑❑ Trim shrubs ❑❑ Edge gardens and walkways ❑❑ Weed and mulch ❑❑ Sweep walkways and driveway, remove branches, litter or toys ❑❑ Add color and fill in bare spots with plantings ❑❑ Remove mildew or moss from walls or walks with bleach and water or other cleaner ❑❑ Take stains off your driveway with cleanser or kitty litter ❑❑ Stack woodpile neatly ❑❑ Clean and repair patio and deck area ❑❑ Remove any outdoor furniture which is not in good repair ❑❑ Make sure pool or spa sparkles ❑❑ Check for flat-fitting roof shingles ❑❑ Repair broken windows and shutters, replace torn screens, make sure frames and seams have solid caulking ❑❑ Hose off exterior wood and trim, replace damaged bricks or wood ❑❑ Touch up exterior paint, repair gutters and eaves ❑❑ Clean and remove rust from any window air conditioning units ❑❑ Paint the front door and mailbox ❑❑ Add a new front door mat and consider a seasonal door decoration ❑❑ Shine brass hardware on front door, outside lighting fixtures, etc. ❑❑ Make sure doorbell is in good working order

General Interior Tips

❑❑ Add a fresh coat of interior paint in light, neutral colors ❑❑ Shampoo carpeting, replace if necessary ❑❑ Clean and wax hardwood floors, refinish if necessary ❑❑ Clean and wash kitchen and bathroom floors ❑❑ Wash all windows, vacuum blinds, wash window sills ❑❑ Clean the fireplace

❑❑ Clean out and organize closets, add extra space by packing clothes and items you won’t need again until after you’ve moved ❑❑ Remove extra furniture, worn rugs, and items you don’t use; keep papers, toys, etc. picked up—especially on stairways ❑❑ Repair problems such as loose door knobs, cracked molding, leaking taps and toilets, squeaky doors, closets or screen doors which are off their tracks ❑❑ Add dishes of potpourri, or drop of vanilla or bath oil on light bulbs for scent ❑❑ Secure jewelry, cash and other valuables

The Garage

❑❑ Sell, give away, or throw out unnecessary items ❑❑ Clean oily cement floor ❑❑ Provide strong overhead light ❑❑ Tidy storage or work areas

The Basement

❑❑ Make it cozy and inviting, discard chipped or worn furniture and frayed or worn rugs

❑❑ Sell, give away, or throw out unnecessary items ❑❑ Organize and create more floor space by hanging tools and placing items on shelves ❑❑ Clean water heater and drain sediment ❑❑ Change furnace filter ❑❑ Make inspection access easy ❑❑ Clean and paint concrete floor and walls ❑❑ Provide strong overhead light

The Dining Room

The Attic

The Living Room

❑❑ Polish any visible silver and crystal ❑❑ Set the table for a formal dinner to help viewers imagine entertaining here

The Kitchen

❑❑ Make sure appliances are spotless inside and out (try baking soda for cleaning Formica stains) ❑❑ Make sure all appliances are in perfect working order ❑❑ Clean often forgotten spots on top of refrigerator and under sink ❑❑ Wax or sponge floor to brilliant shine, clean baseboards ❑❑ Unclutter all counter space, remove countertop appliances ❑❑ Organize items inside cabinets, pre-pack anything you won’t be using before you move

The Bathrooms

❑❑ Remove all rust and mildew ❑❑ Make sure tile, fixtures, shower doors, etc. are immaculate and shining ❑❑ Make sure all fixtures are in good repair ❑❑ Replace loose caulking or grout ❑❑ Make sure lighting is bright, but soft

The Master Bedroom

❑❑ Organize furnishings to create a spacious look with well-defined sitting, sleeping, and dressing areas

EACH OFFICE IS INDEPENDENTLY OWNED AND OPERATED.

❑❑ Tidy up by discarding or pre-packing ❑❑ Make sure energy-saving insulation is apparent ❑❑ Make sure air vent is in working order ❑❑ Provide strong overhead lighting

When It’s Time To Show

❑❑ Make sure your property profile folder, utility bills, MLS profile, house location survey, etc. are available ❑❑ Open all draperies and shades, turn on all lights ❑❑ Pick up toys and other clutter, check to make sure beds are made and clothes are put away ❑❑ Give the carpets a quick vacuuming ❑❑ Add some strategically placed fresh flowers ❑❑ Open bathroom windows for fresh air ❑❑ Pop a spicy dessert or just a pan of cinnamon in the oven for aroma ❑❑ Turn off the television and turn on the radio music at a low volume ❑❑ Make a fire in the fireplace if appropriate ❑❑ Put pets in the backyard or arrange for a friend to keep them ❑❑ Make sure pet areas are clean and odorfree ❑❑ Make sure all trash is disposed of in neatly covered bins

First Impressions Last Buyer Perception Impacts Value

Home shopping is visual and emotional. Buyers searching for a place to build a life, a family and memories absorb the overall property experience from the street view to the back of the home, and every detail in-between.

Initially, buyers will focus on the property’s features, cleanliness and condition. Next, they will begin to hone in on the details, the specific parts of the exterior, interior, yard, and more.

Most importantly, buyers compare shop. They look at an average of 12 or more homes during the shopping process

and compare the features, condition and price of your home against your competition.

They will equate a relative value of your property in comparison to the market based on the presentation. Bottom line – the appearance of your home will directly impact the maximum dollar you can get in today’s market.

To maximize your profit, generate the most interest and show value above other competing homes, your home should sparkle. Curb appeal, fresh paint, clean carpets, no clutter, working fixtures, trimmed yards and inviting décor are among the items to spruce up for the sale.

EACH OFFICE IS INDEPENDENTLY OWNED AND OPERATED.

Home Staging Services

Make It Easy. Let Us Handle It!

We know there is a lot to do when getting your home ready for the market and preparing your family for a move. We can help minimize the amount of work, and time, you have to spend preparing your home.

Professional services for repairs, maintenance, partial or full staging, landscaping and more are available to smooth this process and have your home ready almost overnight. We can get you estimates for these services as well as manage the scheduling, execution and completion of all home preparation items.

The Value of Home Staging Home staging can seem like a hassle and changes your home from the comfortable, relaxing space it is now, to a more formal show environment.

While the cost and process might be daunting, staged homes, in any type of market, sell faster and for more money.

Staging can create focal points, highlight features important to buyers and sets your home apart from the competition.

95% of accredited staging professional (ASP) staged homes

BEFORE AFTER

sell for 17% or more.

(IAHSP.com and Home Staging Professionals)

BEFORE AFTER

EACH OFFICE IS INDEPENDENTLY OWNED AND OPERATED.

Staged homes spend

88% less time on the market than non-staged homes.

(IAHSP.com and Home Staging Professionals)

Custom Marketing Strategy Marketing The Lifestyle Of A Home

First Steps

First Two Weeks

√ Complete Home Preparation & Staging

√ Enter listing into the multiple listing services system

√ Professional Photography of Home & Neighborhood

√ Enter listing into NextHome National Listing

√ Film and Produce Custom Video of the home

Distribution program to feature property on top

√ Prepare and review all disclosures

homebuyer searched sites and distribute listing on

√ Create Home Binder to keep on site for Buyers to

over 800 websites

preview (disclosures, reports, property & neighborhood profile) √ Write out property description, highlights, features,

√ Post new listing marketing on Social Media sites (Facebook, Pintrest, etc.) √ Host first Broker’s Tour

facts, etc. for use in all online and print marketing

√ Host first weekend open house

materials

√ Follow up on buyer calls, emails, text messages and

√ Prepare disclosure package for buyers and agents √ Prepare Seller’s estimated closing sheet

showing requests √ Host wine and cheese evening open house √ Private showings as requested by buyers and agents

Pre-Listing Preparation

√ Host second Broker’s Tour √ Host second weekend open house

√ Create high quality, professionally printed home brochures √ Create and mail just listed postcards

Next 30 Days

√ Book, Create and Submit Print Advertisements

√ Email you national listing distribution website traffic

√ Create custom property website (photos, description, facts, disclosures, showing schedule, etc.) √ Install High Quality and Viable Listing Signage √ Set up Mobile Connect marketing program √ Send E-Flyer of property information to all area agents √ Send preview invitation to local network of agents √ Email property information to out of area agent networks √ Deliver letter and open home invitation to neighbors √ Create neighborhood board of information on property, lifestyle and local resources for property showings and open houses

EACH OFFICE IS INDEPENDENTLY OWNED AND OPERATED.

updates √ Continuously update property profile and showing information on the MLS, Trulia.com, Zillow.com, Homes.com, Realtor.com, Yahoo.com and other sites √ Continue private showings and open houses until pending √ Provide updates on buyer and agent responses from showings/open houses √ Review market conditions, changes and price position √ Qualify interested buyers and prepare presentation of any offers

National Listing Distribution

Maximum Exposure For Maximum Results

Today’s homebuyers begin their search for properties and information on the Internet.

Online and mobile real estate searches have grown each year while the use of print media in home shopping continues to decrease. The Internet (82%) and your Real Estate Agent (78%) are the top two most useful information sources for homebuyers (National Association of Realtors Home Buyer and Seller Generational Trends 2013).

Want to maximize your profit within a timeline right for you? Marketing your home online is essential in reaching the broadest audience of buyers. We create high quality, professional online marketing of your home with direct avenues to communicate with us for quick, responsive access to more information and showings.

Information Sources Used in Home Search* Source

Homebuyers

Internet

90%

Real estate agent

87%

Yard sign

53%

Open house

45%

Print newspaper advertisement

27%

Home book or magazine

18%

Home builder

17%

Billboard

5%

Television

5%

Relocation company

4%

Usefulness of Information Sources* Source

Homebuyers

Internet

82%

Real estate agent

78%

Home builder

47%

Open house

38%

Yard sign

34%

Relocation company

30%

Billboard

26%

Print newspaper advertisement

21%

Home book or magazine

19%

Television

19% *2013 National Association of Realtors Profile of Homebuyers and Sellers

76% of all homebuyers found the home they purchased from the Internet or their real estate agent.

EACH OFFICE IS INDEPENDENTLY OWNED AND OPERATED.

National Listing Distribution Featured Listing Program

In addition to expansive online marketing and easy access for more information, we feature your home on the top sites searched by homebuyers.

Why feature your property? Premium placement gives you greater exposure and displays your property at the top of the search results, above competing listings, giving you up to 500% more buyer traffic.

Top 10 Visited Real Estate Sites* Website

Visits Share Zillow

17.4%

Trulia.com

9.1%

Realtor.com

7.9%

Yahoo! Real Estate

5.0%

Homes.com

2.6%

MSN Real Estate

2.0%

Apartment Guide

1.7%

Movoto

1.4%

Apartments.com

1.2%

Redfin

1.2% *Experian data as of April 2014

With NextHome Your Home Will Be Featured On: • 12 Million + unique visitors a month • 2.5 Million are first-time homebuyers • 8.8 Million mobile app views a month • Featured listings can receive six times the amount of consumer buyer traffic

• 23.9 Million + unique visitors a month • 260 Million page views a month

EACH OFFICE IS INDEPENDENTLY OWNED AND OPERATED.

• 16.5 Million unique visitors a month • 2.6 Million property views

• 12.5 Million unique visitors a month • 190 Million page views so far • 63 Million monthly mobile page views on mobile site and apps

Sweeping Online Exposure

Our National Listings Distribution Network

The power of our National Listing Distribution program gives your home unparalleled exposure to all key homebuyer searched websites and the best opportunity to sell your home for the highest price possible. Here are some of the 800+ national websites that your home will be syndicated to:

o RealtyStore.com o USHUD.com o RentRange o LakeHomesUSA.com o AOL Real Estate o eppraisal.com o Real Estate Central o HUDseeker.com o LotNetwork.com o GOVListed.com

o eLookyLoo o RealQuest Express o Guidance Realty o HouseHunt.com o Harmon Homes o Foreclosure.com o The Real Estate Book o Lands of America o HomeBidz o AdWerx

EACH OFFICE IS INDEPENDENTLY OWNED AND OPERATED.

o Apartment List o BuyerHomeSite.com o CommercialSearch o FindAPlace4Me by Visual Tour o FreedomSoft o Home2.me o HomeWinks o ImagesWork by CirclePix

o LearnMoreNow.com o Mobile Real Estate Listings by Dee Sign o New Home Source o Property Pursuit o Rent Social o USA Golf Home o USA Lifestyle Real Estate o Thousands More‌!

Listing Activity Report

Keeping You Updated Every Step Of The Way

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Strategic Marketing = Results Marketing

Marketing your home online is essential to reaching the broadest audience of buyers.

Premium placement on sites like Zillow and Trulia gives you greater exposure and places your property at the top of the search results.

The Internet (82%) and your Real Estate Agent (78%) are the top two most useful information sources for homebuyers.

(National Association of Realtors Home Buyer Survey 2012)

EACH OFFICE IS INDEPENDENTLY OWNED AND OPERATED.

Open House Syndication

Uniting Online And Offline Real Estate Search

Today’s homebuyers begin their search online and use the Internet to preview homes. They are hunting for listing, neighborhood and home buying information, but that is not all. Research is just the first step.

Today our product consumption and purchases primarily occur online. And while we know Ebay and Amazon are great alternatives to mall shopping, most buyers do not purchase a home online, sight unseen. They want to walk through the home, get a sense of the lifestyle it offers and imagine what it would be like living in it.

At NextHome we built an in-house system to unite the tried-and-true Open House with cutting-edge technology. We send our scheduled open houses to over 40 national websites displaying showing times and information.

We also feature your home on top real estate search sites like Yahoo. com, Zillow.com, Trulia.com, and Homes.com. This powerhouse combination of featured exposure and our Open House Syndication Program puts your listing heads above the rest, increasing your exposure to more than five times the number of interested buyers.

76% of homebuyers drove by and toured a home after their search online.

(National Association of Realtors 2012)

EACH OFFICE IS INDEPENDENTLY OWNED AND OPERATED.

Mobile Connect

Putting Your Home Into Buyers’ Hands

FACT: Today’s homebuyers

start their property search online. And one in every seven searches are done on a mobile device. At NextHome, our focus is to maximize your property’s exposure to the fastest growing segment: mobile.

Yes, homebuyers do lots of research online. But they still insist and thrive on getting in their car at all hours of the day, any day of the week to personally check out homes and neighborhoods.

Wouldn’t it be great to put your home’s information right in the car with them?

With NextHome’s Mobile Connect, you can. The yard sign in front of your home will contain instructions for buyers to get detailed information about your property by sending a text message or scanning a special QR (Quick Response) code. Your home’s listing information and photos will be automatically sent to their cell phone. In real time.

And then we will have that potential buyer’s mobile number, so we can follow up, answer any questions or schedule a tour.

Mobile Facts: • Mobile-based searches make up one quarter of all searches.

(The Search Agency) • Use of mobile search has grown by 500% over the past two years.

(Econsultancy) • Half of all local searches are performed on a mobile device. (Microsoft Tag) • 73 percent of mobile searches trigger follow-up actions.

(SearchEngineLand)

EACH OFFICE IS INDEPENDENTLY OWNED AND OPERATED.

• 70% of all mobile searches result in action within 1 hour.

(Social Media Today) • In the US, 25% of Internet users are mobile only.

(Trinity Digital Marketing) • 45 percent of users between 18 and 29 use mobile search daily. (Icebreaker Consulting) • 81 percent of people prefer mobile for its convenience and speed. (Vocus Blog)

NextHome’s Mobile Connect. Just another way we bridge the online and offline homebuyer experience.

NextHome Gets Social On Homes

Community — a shared social network with common interests and values — is at the heart of our lives. So much of our communal world has moved into the online medium, enabling us to connect, correspond and follow our social network in new ways.

A Community is also a focal point of the real estate process for buyers. Not only do they purchase a home based on the community and lifestyle they are looking for, they also rely heavily on the opinions of their shared network. With over two-thirds of the world’s population visiting social networks or blogging sites, (Nielsen Online) consumers today are more likely to make a purchase based on the reviews, interests and opinions from people within their sphere.

At NextHome we utilize online social media networks to market your property and make it easy for buyers to share your home with loved ones. This sharing process can increase their interest in your home and reach homebuyers who are searching through social media for the right place to build their lives.

72% of online adults use social networking sites and 18% use Twitter (Pew Research Center)

71% of all Internet users have an annual household income of $75,000 or more

Social Networks and Blogging Sites account for 10% of all time spent on the Internet (Nielsen Online)

EACH OFFICE IS INDEPENDENTLY OWNED AND OPERATED.

Video Marketing

The Digital Age of Real Estate

We live in the digital age of multi-media channels. Consumers are gravitating to mobile media usage and often consume from multiple mediums at one time. Today there are more than 1 billion unique users visiting YouTube each month. Today’s homebuyers are an empowered consumer generation that does their homework ahead of time. They search, research, watch, visit, try, purchase and review.

With over nine out of ten homebuyers beginning their search online and 70% of home shoppers using video to tour a home, video marketing is key to reaching the largest audience.

Showcasing a home through video marketing gives homebuyers a sense of the features and lifestyle that cannot be conveyed through description or even photos. Over 86% of home shoppers use video to learn more about a community

and 68% of viewers share video.

Video has become key in the home buying process when considering a home and sharing it with their advice network.

Video is also one of the most effective and viral marketing options to reach out of area homebuyers looking to relocate or purchase a vacation home.

Our Video Marketing utilizes a professional team of

videographers, editors and creative designers to create a true video of your home. Our team will develop, script, oversee and facilitate the production of a listing video that gives homebuyers the best picture of the property, illustrates the special features buyers are looking for and entices them to come by for a visit.

Sources: YouTube, RealtorsSolutions, NAR & Google “Digital House Hunt Report,”

Video Usage Purpose for Home Shoppers

Real estate searches on Google.com have grown 253% over the past four years

Mobile TV/video usage is up 161% from last year (ComScore, June 2013)

(NAR & Google “Digital House Hunt Report”)

EACH OFFICE IS INDEPENDENTLY OWNED AND OPERATED.

51% of home shoppers conduct video research on YouTube and 41% do so on brokerage websites

The Home Valuation Process

Determining the value of your home comes from looking at a Comparative Market Analysis (CMA), considering influencing factors and the relationship of a comprehensive marketing plan with a pricing strategy.

Comparative Market Analysis

Influencing Factors

Marketing & Pricing Strategy

In the CMA process we will review related properties recently active and sold on the market. Recent sales are the strongest indicator of what a current buyer and current seller are able to contract for a successful close, resulting in today’s fair market value. Sold properties illustrate the relativity of home location, features and salability with buyer interest. Current listings will indicate the level of competition and homes being compared against your property.

A number of factors influence buyer interest in both their willingness to make a purchase and the price they are willing to pay. Some factors like consumer confidence, the state of the economy, availability of money and interest rates, are important considerations outside of our control. Other significant factors are also finite, such as the location, size and features of the home. The condition of the home also has a substantial impact on buyer interest and their evaluation of what the home is worth when compared to competing listings.

In addition to consideration of a CMA and influencing factors, it is important to consider the impact a comprehensive, quality marketing plan will have in reaching the widest breadth of current homebuyers, and their perception of the value of the home. The presentation of your property impacts whether a homebuyer puts it above or below the value of your competitors. In short, they see the home as worth more or less than the others.

EACH OFFICE IS INDEPENDENTLY OWNED AND OPERATED.

The Home Buyer Profile

Understanding Consumer Trends

In order to successfully market and sell your home we first need an understanding of today’s buyer; who they are, what they are looking for and how they shop for real estate. Understanding them will influence how and where we market your home.

Current trends and demographics of today’s homebuyers:

Today’s buyers want property information quickly & easily, and expect fast response times to their home inquiries.

At least 80% of buyers 57 and younger buy detached single-family homes while buyers over the age of 57 commonly purchase townhouses and condos.

Over 83% of homes purchased are three bedrooms or more.

EACH OFFICE IS INDEPENDENTLY OWNED AND OPERATED.

The majority of buyers are between ages 28–57 with Generation X (33–47) as the largest segment.

65% of all buyers are married couples and more than half have children. 59% of all homebuyers have no children. The family dynamic impacts the desired lifestyle.

The First Step: Nine out of ten buyers go online as the first step in the home buying process.

Online & Community: Today, most younger buyers find their home via the Internet while some older generations find their home through a real estate agent.

The Home Buyer Profile Continued

When selling your home our marketing will be targeted to maximize the key features buyers are looking for through the most expansive and effective media channels possible. We also focus on responding quickly and thoroughly to their inquiries in order to capitalize on their interest. Understanding the preferences of today’s buyer and how they want to be serviced is one of the effective ways we sell your home.

Today’s consumers approach home buying differently. They are well researched, tech-savvy and keep both immediate and extended family top-of-mind when purchasing a home. It is more common for multiple generations to live under one roof and most prefer move-in ready homes. In addition, many buyers have already adjusted their lifestyles to simpler means and are energy conscious.

Primary Factors for Younger Generation Buyers

Affordability

Primary Factors for Older Generation Buyers

Convenience to friends and family

Convenience to jobs

Landscaping for energy conservation

Quality of the school districts Commuting Costs Environmentally friendly community features

EACH OFFICE IS INDEPENDENTLY OWNED AND OPERATED.

Convenience to health facilities

Pricing Strategy

The Impact of Intelligent Pricing

Deciding on the best listing price for your home is one of the most important and most challenging steps in the selling process. If your home is listed at a price that is above current market value, prospective buyers who would otherwise be candidates to purchase your home, may turn away or lose interest. If you price your home too far below market value, you could ultimately be leaving money on the table by starting too low at the beginning of the negotiations.

Most buyers purchase homes within the fair market range with even more purchasing a home if it is a better price than market value. Pricing your home at market value exposes your home to the greatest percentage of prospective buyers and increases the possibility of a sale.

Asking Price

Percentage of Buyers

+15% 10% +10%

30%

Market Value

60%

-10%

75%

-15% 90% Figure 1 – Percentage of Buyers by Asking Price

0% -2%

-1.9%

Activity

-3.6% -4% -5.6% -6% -8% 0 1 2 3 4 5 6 7

Number of Weeks on the Market Figure 2 – Activity versus Timing

-10%

-8.9% Less than 4 weeks

4 to 12 weeks

13 to 24 weeks

More than 24 weeks

Figure 3 – Market Value

Another critical factor related to the pricing strategy is timing. A property attracts the most attention, excitement and interest when it is first listed on the market. A home that is priced right and well marketed when first listed is positioned to generate the level of interest needed to sell the home for the highest amount possible. Improper pricing at the initial listing misses out on this peak interest period and may result in your property languishing on the market. The result of a languishing home is typically a below market value sale, or no sale at all.

EACH OFFICE IS INDEPENDENTLY OWNED AND OPERATED.

MAP OF ALL LISTINGS

MLS #

Status

Address

Price

0

Subject

260 King St, San Francisco, CA 94107

1

425879

A

260 King St, Unit 727

$899,000

2

426266

A

38 Bryant St, Unit 507

$949,000

3

425420

P

255 Berry St, Unit 413

$975,000

4

425489

P

250 King St, Unit 400

$979,000

5

420831

S

555 4th St, Unit 626

$970,000

6

420913

S

260 King St, Unit 719

$895,000

7

421612

S

250 King St, Unit 474

$905,000

Status: A = Active, P = Pending, S = Sold

Christine Dwiggins | NextHome | 4309 Hacienda Drive #110 | Mobile: 415-595-8787 | christine@nexthome.com | www.NextHome.com | BRE number: 01365648

IN

SUMMARY OF COMPARABLE PROPERTIES

Active Listings Address

Beds

Baths

YrBlt

260 King St, Unit 727

2

2.00

2004

38 Bryant St, Unit 507

2

2.00

1994

Averages

SqFt

List Price

Sold Price

Sold Date

Sold Price

Sold Date

$899,000 1,169

$949,000

1,169

$924,000

Pending Listings Address

Beds

Baths

YrBlt

SqFt

List Price

255 Berry St, Unit 413

2

2.00

2004

1,050

$975,000

250 King St, Unit 400

2

2.00

2004

1,219

$979,000

1,134

$977,000

Averages

Sold Listings Address

Beds

Baths

YrBlt

SqFt

List Price

Sold Price

Sold Date

555 4th St, Unit 626

2

2.00

2006

1,183

$970,000

$970,000

5/16/14

260 King St, Unit 719

2

1.50

2004

1,089

$885,000

$895,000

9/15/14

250 King St, Unit 474

2

1.50

2004

1,060

$899,900

$905,000

7/11/14

1,110

$918,300

$923,333

Averages

Christine Dwiggins | NextHome | 4309 Hacienda Drive #110 | Mobile: 415-595-8787 | christine@nexthome.com | www.NextHome.com | BRE number: 01365648

IN

PROPERTY DETAILS

A

260 King St, Unit 727, San Francisco

Listing information

$899,000 Courtesy of Coldwell Banker Res. R.E. Svcs

MLS#: 425879

Beds: 2

Sq Ft:

List Date: 9/23/14

Status: Active

Baths: 2.00

Year Built: 2004

DOM: 10

Features Lotsize: 0; Remarks Welcome to The Beacon. Light filled top floor 2 bed 2 bath condo. Awesome City views from every room. Flexible floor plan with dining/living room combo, hardwood floors, large expansive windows, and washer/dryer in unit. Open kitchen with SS appliances, granite counter tops, and moveable kitchen island for easy entertaining. The Beacon is a full service building with 24hr doorman, security, business center, clubhouse, lap pool, hot tubs, state of the art gym, and dog walk area. A+ location.

Public transportation at every corner. Steps to Caltrain and easy access to highway 280 and 101.

Safeway, Starbucks, Wells Fargo, and other shops and restaurants at your doorstep. Walk Score 92, Transit Score 100, Bike Score 91.

Christine Dwiggins | NextHome | 4309 Hacienda Drive #110 | Mobile: 415-595-8787 | christine@nexthome.com | www.NextHome.com | BRE number: 01365648

ML #42

LISTING PHOTOS

A

260 King St, Unit 727, San Francisco

Christine Dwiggins | NextHome | 4309 Hacienda Drive #110 | Mobile: 415-595-8787 | christine@nexthome.com | www.NextHome.com | BRE number: 01365648

$899,000

ML #42

PROPERTY DETAILS

A

38 Bryant St, Unit 507, San Francisco

Listing information

$949,000 Courtesy of Zephyr Real Estate

MLS#: 426266

Beds: 2

Sq Ft: 1,169

List Date: 8/11/14

Status: Active

Baths: 2.00

Year Built: 1994

DOM: 1

Features Lotsize: 0; Remarks Looking for the perfect mix of style, convenience and location? The iconic Portside I building features a unique maritime architecture, accented by curvilinear and porthole windows. This sunny condo has been tastefully updated throughout to complement the nautical motif. The floor plan is open and social, yet offers clearly delineated spaces for living and dining. Other features: partial bay and city views, brand new appliances & wood floors, abundant closets, balcony, and additional storage. The well-funded HOA offers on-site management, outdoor pool & spa, two gyms, security, and guaranteed parking. Walk to BART, FiDi, Caltrain, Ferry Building farmers market, shops, nightlife & restaurants.

Easy public transit and freeway access.

Christine Dwiggins | NextHome | 4309 Hacienda Drive #110 | Mobile: 415-595-8787 | christine@nexthome.com | www.NextHome.com | BRE number: 01365648

ML #42

LISTING PHOTOS

A

38 Bryant St, Unit 507, San Francisco

Christine Dwiggins | NextHome | 4309 Hacienda Drive #110 | Mobile: 415-595-8787 | christine@nexthome.com | www.NextHome.com | BRE number: 01365648

$949,000

ML #42

PROPERTY DETAILS

P

255 Berry St, Unit 413, San Francisco

Listing information

$975,000 Courtesy of Pacific Union International

MLS#: 425420

Beds: 2

Sq Ft: 1,050

List Date: 9/12/14

Status: Pending

Baths: 2.00

Year Built: 2004

DOM: 7

Features Lotsize: 0; Remarks Welcome to this spacious & stylish 2 BD/2 BA highly sought after Mission Bay residence. Beautifully maintained, this home offers a gourmet kitchen w/stainless steel appliances, granite counter-tops & opens up to the living/dining room which features floor to ceiling windows. The en-suite master is well-appointed & offers excellent closet space & a beautifully upgraded bathroom w/stall shower. The 2nd bedroom is equally well-appointed & offers access to the deck which has pleasant views of Mission Bay creek. Off the entryway, there is a substantial bonus room perfect for whatever you decide. 2nd full bath, in-unit laundry, partial water views, balcony, parking, storage, close proximity to everything & more make this the perfect urban oasis!

Christine Dwiggins | NextHome | 4309 Hacienda Drive #110 | Mobile: 415-595-8787 | christine@nexthome.com | www.NextHome.com | BRE number: 01365648

ML #42

LISTING PHOTOS

P

255 Berry St, Unit 413, San Francisco

Christine Dwiggins | NextHome | 4309 Hacienda Drive #110 | Mobile: 415-595-8787 | christine@nexthome.com | www.NextHome.com | BRE number: 01365648

$975,000

ML #42

PROPERTY DETAILS

P

250 King St, Unit 400, San Francisco

Listing information

$979,000 Courtesy of Zephyr Real Estate

MLS#: 425489

Beds: 2

Sq Ft: 1,219

List Date: 9/4/14

Status: Pending

Baths: 2.00

Year Built: 2004

DOM: 14

Features Lotsize: 0; Remarks Superb CORNER location, SF condo living at it's best. Spacious & light filled 2 bed 2 bath boasts beautiful views from every room of the city skyline w/tinted windows. Open living/dining area & updated kitchen w/black Granite, Maple cabinets, pantry & professional stainless steel appliances.

Brazilian Mahogany floors carry throughout. The Master Suite has entry hall w/closet organization systems, & custom dresser for add storage. Across the hall is the heated lap pool, hot tub & gym.

Elevator, recycling, are amazingly convenient. This corner unit only shares 1 wall with another!

Located in SF's hottest neighborhood w/great restaurants, Caltrain, Muni bus lines, Fwy access & 97 Walk score! Concierge, 24 hr sec. dog park, clubhouse, biz cntr.

Christine Dwiggins | NextHome | 4309 Hacienda Drive #110 | Mobile: 415-595-8787 | christine@nexthome.com | www.NextHome.com | BRE number: 01365648

ML #42

LISTING PHOTOS

P

250 King St, Unit 400, San Francisco

Christine Dwiggins | NextHome | 4309 Hacienda Drive #110 | Mobile: 415-595-8787 | christine@nexthome.com | www.NextHome.com | BRE number: 01365648

$979,000

ML #42

PROPERTY DETAILS

S

555 4th St, Unit 626, San Francisco

Listing information

$970,000 Courtesy of Pacific Union International

MLS#: 420831

Beds: 2

Sq Ft: 1,183

List Date: 5/16/14

Status: Sold

Baths: 2.00

Year Built: 2006

Sold Date: 5/16/14

Features Lotsize: 0; Remarks Sold off market and listed for comp purposes. The Palms San Francisco - Full Service Building | Includes 24-hour door person; owner's lounge; Fitness Center; Business Center and 20 seat Theater.

This 2 Bedroom 2 Bath overlooking landscaped and quiet courtyard. Kitchen has all Bosch stainless appliances; Studio Becker Custom cabinets; Quartz countertops; tile floors. Master bedroom, carpet floors; walk-in closet; in-suite bath with calcutta marble countertop; tile floors and tub surround; Bosch washer/ dryer in closet . 1-car parking Low HOA dues and a great location for commuters three blocks to Caltrain and Corporate bus stops.

Christine Dwiggins | NextHome | 4309 Hacienda Drive #110 | Mobile: 415-595-8787 | christine@nexthome.com | www.NextHome.com | BRE number: 01365648

ML #42

LISTING PHOTOS

S

555 4th St, Unit 626, San Francisco

Christine Dwiggins | NextHome | 4309 Hacienda Drive #110 | Mobile: 415-595-8787 | christine@nexthome.com | www.NextHome.com | BRE number: 01365648

$970,000

ML #42

PROPERTY DETAILS

S

260 King St, Unit 719, San Francisco

Listing information

$895,000 Courtesy of Coldwell Banker Res. R.E. Svcs

MLS#: 420913

Beds: 2

Sq Ft: 1,089

Sold Date: 9/15/14

Status: Sold

Baths: 1.50

Year Built: 2004

DOM: 98

Features Lotsize: 0; Remarks Rare opportunity for a two-bedroom condo at the Beacon with a desirable 7th floor elevation overlooking the serene courtyard with park like setting. The unit features expansive window lines, hardwood floors throughout, an open living area with ample light and a well appointed kitchen with granite counter tops and stainless steel appliances. One and a half baths, in-unit w/d, and additional closet add additional utility complete this unit. The Beacon is a full service building with many amenities, including a lap pool, spa, fitness center, business center, club house & dog park. This South Beach location is steps away from Safeway,BART, Caltrain, AT&T Ballpark, Lucky Strike, Muni, Corporate Bus Stops, Freeways (101 & 280).

Christine Dwiggins | NextHome | 4309 Hacienda Drive #110 | Mobile: 415-595-8787 | christine@nexthome.com | www.NextHome.com | BRE number: 01365648

ML #42

LISTING PHOTOS

S

260 King St, Unit 719, San Francisco

Christine Dwiggins | NextHome | 4309 Hacienda Drive #110 | Mobile: 415-595-8787 | christine@nexthome.com | www.NextHome.com | BRE number: 01365648

$895,000

ML #42

PROPERTY DETAILS

S

250 King St, Unit 474, San Francisco

Listing information

$905,000 Courtesy of BHG Mason-McDuffie Real Estate

MLS#: 421612

Beds: 2

Sq Ft: 1,060

Sold Date: 7/11/14

Status: Sold

Baths: 1.50

Year Built: 2004

DOM: 26

Features Lotsize: 0; Remarks Welcome to The Beacon! One of the few units in The Beacon with a large private sunny terrace for indoor/outdoor living. Open living/dining with floor to ceiling windows and hardwood floors, gourmet kitchen with a large breakfast bar, 2 Large bedrooms, and beautiful garden out-look. Arrive home to concierge service, 24 hour security, spa like amenities in the full service gym, 2 Jacuzzi's, Clubroom, dog park, business center with conference room, and a underground secured parking.

Located in the South Beach/SOMA location with access to all the Hi-tech shuttles, Cal-train, MUNI, and Freeways. Safeway, Starbucks and best dining are outside your door. Walk to Ball Park and Mission Bay.

Christine Dwiggins | NextHome | 4309 Hacienda Drive #110 | Mobile: 415-595-8787 | christine@nexthome.com | www.NextHome.com | BRE number: 01365648

ML #42

LISTING PHOTOS

S

250 King St, Unit 474, San Francisco

Christine Dwiggins | NextHome | 4309 Hacienda Drive #110 | Mobile: 415-595-8787 | christine@nexthome.com | www.NextHome.com | BRE number: 01365648

$905,000

ML #42

COMPARABLE PROPERTY STATISTICS

Active Listings Number of listings

2

Lowest price

$899,000

Average price

$924,000

Highest price

$949,000

Avg price per sqft

$812

Avg DOM

5

Pending Listings Number of listings

2

Lowest price

$975,000

Average price

$977,000

Highest price

$979,000

Avg price per sqft Avg DOM

$866 10

Sold Listings Number of listings

3

Lowest price

$895,000

Average price

$923,333

Highest price

$970,000

Avg price per sqft Avg DOM

$832 62

Christine Dwiggins | NextHome | 4309 Hacienda Drive #110 | Mobile: 415-595-8787 | christine@nexthome.com | www.NextHome.com | BRE number: 01365648

AN

ONLINE VALUATION ANALYSIS

Active Listings Address

List Price

Zestimate

Difference

260 King St, Unit 727

$899,000

$904,238

0.58%

38 Bryant St, Unit 507

$949,000

$907,652

-4.36%

Pending Listings Address

List Price

Zestimate

Difference

255 Berry St, Unit 413

$975,000

$978,216

0.33%

250 King St, Unit 400

$979,000

$793,839

-18.91%

Sold Listings Address

Sold Date

Sold Price

Zestimate

Difference

555 4th St, Unit 626

5/16/14

$970,000

$647,279

-33.27%

260 King St, Unit 719

9/15/14

$895,000

$904,238

1.03%

250 King St, Unit 474

7/11/14

$905,000

$793,839

-12.28%

$923,333

$781,785

-14.84%

Sold Averages Source: San Francisco Multiple Listing Service

Christine Dwiggins | NextHome | 4309 Hacienda Drive #110 | Mobile: 415-595-8787 | christine@nexthome.com | www.NextHome.com | BRE number: 01365648

AN

SOLD PROPERTY ANALYSIS

Address

List Price

Sold Price

Difference

DOM

$ per Sqft

555 4th St, Unit 626

$970,000

$970,000

0.00%

0

$820

260 King St, Unit 719

$885,000

$895,000

1.13%

98

$822

250 King St, Unit 474

$899,900

$905,000

0.57%

26

$854

$918,300

$923,333

0.55%

62

$832

Sold Averages

Christine Dwiggins | NextHome | 4309 Hacienda Drive #110 | Mobile: 415-595-8787 | christine@nexthome.com | www.NextHome.com | BRE number: 01365648

AN

SUGGESTED LIST PRICE

Analysis of the comparable properties suggests a list price range of:

$899,000 - $949,000 Here are some other pricing factors to consider: Low

Median

Average

High

Proj. value $/sqft

All listings

$895,000

$949,000

$938,857

$979,000

$901,154

Active listings

$899,000

$899,000

$924,000

$949,000

$871,067

Sold listings

$895,000

$905,000

$923,333

$970,000

$892,585

Christine Dwiggins | NextHome | 4309 Hacienda Drive #110 | Mobile: 415-595-8787 | christine@nexthome.com | www.NextHome.com | BRE number: 01365648

AN

The Contract Negotiation Navigating To Reach Your Goal

The offer and negotiation process with a serious buyer is one of the most significant steps to achieving a successful sale. Planning ahead will maximize your leverage and create a better outcome during the contract negotiation and escrow period.

Providing thorough disclosures and professional property inspections gives buyers knowledge of the home prior to submitting an offer. Predisclosures allow the accepted contract to be made with this awareness, preventing further negotiation of a lower price, credits or repair requests later on in the escrow process.

Preparing your home will diminish items the buyer has to negotiate.

Improve it’s condition, minimize needed repairs, and have it show well by staging or removing clutter.

Collaboration as a team, and ability to negotiate for you as your representative, is a significant factor to keep in mind when selecting the right agent. We will facilitate the parties emotions and negotiations throughout the selling process while helping to keep as much of your potential profit as possible. We will handle the nuances and transactional details to make the overall process smoother and simpler.

Our goal is for you to have confidence and comfort with your decision to sell, and a successful close of escrow.

EACH OFFICE IS INDEPENDENTLY OWNED AND OPERATED.

Service Your Way

A Mobile, Paperless Experience

Home selling today should be as smooth and stress free as possible. You’re busy juggling work, family, friends and more, all while preparing your home for sale, keeping it up for showings and getting ready to relocate.

Our goal is to help make it as easy as possible to navigate this process, take care of the paperwork and meet the requirements you are obligated to do as a seller.

together can happen faster and easier because our team utilizes software, transaction management systems, e-signature platforms and mobility.

Our services focus on utilizing mobile and paperless options to service you on your schedule during the selling process. Timing is crucial in your transaction and the milestones we have to meet

Your success and experience in the home selling process is important to us. We provide a mobile, paperless experience to service you, your way.

EACH OFFICE IS INDEPENDENTLY OWNED AND OPERATED.

CONTACT ME

Christine Dwiggins NextHome Address

4309 Hacienda Drive #110

Mobile

415-595-8787

E-mail

christine@nexthome.com

Web

www.NextHome.com

BRE number

01365648

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Christine Dwiggins | NextHome | 4309 Hacienda Drive #110 | Mobile: 415-595-8787 | christine@nexthome.com | www.NextHome.com | BRE number: 01365648

IN