with MELISSA HAUGH and LISA PAZ-FURTADO
Your Real Estate Marketing Specialists
A PREVIEW OF MELISSA HAUGH AND LISA PAZ-FURTADO
MEET MELISSA
Meet Melissa Haugh, a seasoned and devoted real estate agent associated with Keller Williams Realty Silicon Valley. Embarking on her real estate journey in 2002, Melissa has rapidly earned a distinguished reputation as one of the industry’s most diligent and compassionate agents. Nationally recognized, she ranks in the Top 1.5% of Realtors, and locally she stands among the Top 1%.
With exceptional expertise, Melissa holds the esteemed Certified Negotiation Expert (CNE) designation — a coveted accolade possessed by less than 1% of Realtors across the USA. Moreover, she has been honored with the prestigious Certified Luxury Home Marketing Specialist (CLHMS) designation from The Institute for Luxury Home Marketing.
Melissa’s repertoire of skills encompasses a wide range, including assisting first-time home buyers, navigating short sales and foreclosures, adeptly handling marketing strategies, and excelling in the sale of both traditional listings and luxury properties.
For Melissa, the most rewarding aspect of being a Realtor is witnessing the immense joy of her clients upon achieving their real estate objectives. This genuine satisfaction fuels her passion for assisting clients throughout the transaction process.
Honesty, integrity, and market knowledge are the cornerstones of Melissa’s approach, earning her admiration from both her clients and peers. Her commitment to delivering excellent customer service remains unparalleled, making her the go-to professional for all real estate needs.
MY POINTS OF DIFFERENCE
• My list to sales price ratio is 110%
• The local average is 108%
• The average days on the market for my listings is 12 days vs. the local average of 17 days
• 98% of my business comes from referrals
MEET LISA
Lisa was born and raised in San Jose. Lisa is passionate about helping her clients achieve their dreams of home ownership and accomplishing their real estate goals.
She offers her clients the highest level of customer service. While Lisa efficiently maneuvers her clients through the complex process of a home purchase, frequent communication, and the setting of proper expectations leads to a stress-free and successful transaction.
Lisa treats her clients as she would want to be treated... with honesty, efficiency, integrity and care. Her business is based on referrals, therefore superior service today determines her clientele for the future.
A city girl who attended Notre Dame High School and SJSU in Downtown San Jose. She has been happily married for 27 years and has 3 awesome children
GOOD SERVICE SPEAKS FOR ITSELF
My real estate business is built around one guiding principle: It’s all about you.
YOUR NEEDS • YOUR DREAMS • YOUR CONCERNS • YOUR QUESTIONS • YOUR FINANCES • YOUR TIME • YOUR LIFE
My entire focus is on your complete satisfaction. In fact, I work to get the job done so well, you will want to tell your friends and associates about it. That’s why more than 98% of my business comes from repeat customers and referrals.
All real estate agents will claim they can sell your house. I promise to sell your house at the maximum price, with minimum hassle. Selling a home successfully requires experience, time, and resources.
EXPERIENCE
From pinpointing an optimal listing price to writing a purchase agreement and negotiating the terms of sale, real estate transactions are a science.
TIME
Selling a home involves hours of open houses, phone calls, and paperwork that you shouldn’t have to worry about. I will take care of it all for you.
RESOURCES
Yard signs, brochures, ads, direct mail, and internet technology. Keeping your home in front of potential buyers requires marketing 24 hours a day, 7 days a week.
82% of home sales are the result of agent connections*
Source: National Association of REALTORS®
DEDICATION & COMMITMENT
Buying or selling a home is the largest transaction most of us will ever make in our personal lives, and it can be a very complex, emotional, and time-consuming experience. Melissa Haugh is dedicated to making certain that YOU come away completely satisfied.
JUST ASK MELISSA’S CLIENTS:
“Melissa, thank you so much for being with us every step of the way in selling and buying. You made the whole process pain and stress-free, which is a priceless service. Everything you did made us feel confident we had chosen the right Realtor, and the end result showed us we were right. You provided amazing service, and we’ll always be grateful. We won’t hesitate to recommend you to anyone thinking of buying or selling! Thanks again for making both transactions go so smoothly — we know it was due to your competence and abilities.”
- Gordon & Amanda Turner
“Melissa Haugh embodies the consummate professional in my 8 years of working with her. She has the utmost integrity and goes above and beyond her call of duty. She is on top of all the current market details and is an incredible resource and referral for all things home buying and selling. Melissa is one person you can trust, and I give her my endorsement and as many referrals as I can find.”
- Jenny & Chris Smith
“My wife and I used Melissa Haugh and her team for both the purchase and the sale of our home. As our buying agent, she worked with us for a year. We made several offers, eventually buying the home that was our favorite. There were complications in escrow on the seller’s side; however, she confidently navigated us through the transaction. We ended up with a substantial credit due to the complication because of Melissa’s extra efforts.
For the sale of our home, we received several offers — all over asking price. I believe Melissa’s experience and negotiation skills produced a much higher offer. Whether buying or selling, we felt she always had our interests as her top priority. She is very capable, organized, and compassionate. As homeowners, the buying and selling process is a bit nerve-wracking, but Melissa had the information and guided us correctly the whole way through. We have referred her to friends who have been equally pleased with her professionalism!”
-Erik & Jaclyn Neal
To view more testimonials visit: http://reach150.com/r/m9Jaw2
FULL SERVICE REAL ESTATE
When you hire Melissa and Lisa, we will become your home’s:
MARKETING MANAGER
• Showcase your property with the finest marketing
• Develop and implement a customized marketing strategy
• Help determine the best price in line with market forces
• Communicate regularly so you are informed and knowledgeable
LIAISON MANAGER
• Introduce new buyers to your property
• Pre-qualify the buyers to avoid time-wasters
• Provide you with timely updates on viewings and feedback
NEGOTIATOR
• Present and negotiate on your behalf with potential buyers
• Advise you on the merits of each offer
• Always keep your best interests as first priority
CLOSING MANAGER
• Provide information in a timely manner to the buyer
• Liaise with the title/escrow and deliver all necessary documentation
• Facilitate answers and resolve any issues during the closing process and afterward ensure it is completed seamlessly
CONCIERGE
• Provide you with access to experts, including: legal advisors, insurance experts, builders, landscapers, interior designers, rental experts, home stagers, painters, handymen, home inspectors, and moving services
MEET THE TEAM
Selling your home is a complex process. One agent trying to do it all can only perform one function in the entire process at one time. When you list your home with us, you also get our team of specialists working for you. Our team can professionally manage ALL the details of your transaction simultaneously so that your home will sell quickly!
CHARLENE JUNG | BUYER SPECIALIST
Charlene is a licensed real estate agent who knows the inventory of homes thoroughly and concentrates on finding buyers for Melissa’s listings!
LINDSEY MORGAN | TRANSACTION SPECIALIST / ASSISTANT
Lindsey monitors the daily progress of each of our escrows and listings to ensure the early identification and resolution of any challenges that arise.
KIM MCBERRY | LISTING PARTNER
Kim is a licensed agent and assists with the myriad of tasks needed to prepare a home for the market as well as during the listing period.
GLORIA AVILA | ESCROW OFFICER
Gloria Avila of Old Republic Title ensures that all of our clients have a stress-free closing. You can expect amazing resolution to any Title challenges.
MARGO LAWRENCE | ACCREDITED STAGING SPECIALIST
Margo Lawrence of “Stage It with Margo” prepares your home for sale by using a proven professional set of guidelines designed to get your home sold quickly and for top dollar! Your property will outshine the competition in marketing materials and virtual tours.
PROPERTY INSPECTION COMPANIES
We work with the Bay Area’s finest inspection companies. Tincher Inspection Services utilizes state-of-the-art diagnostic equipment and has the best trained inspectors in the industry. Your liability as the home seller is reduced by providing full disclosure at the beginning of your home sales process. Other companies are Antique Termite, J.Saenz Roofing, MP3 Chimney, Eagle Electric, and many more.
THE POWER OF KELLER WILLIAMS
KELLER WILLIAMS REALTY
For clients such as yourself, Keller Williams offers an elite network of consultants that set the standard for service and expertise in the real estate market.
OUR MISSION
To be the real estate company of choice for agents and their customers.
OUR BELIEF SYSTEM
Win-Win Or no deal
Integrity Do the right thing
Customers Always come first
Commitment In all things
Communication Seek first to understand
Creativity Ideas before results
Teamwork Together everyone achieves more
Trust Starts with honesty
Success Results through people
WHY KELLER WILLIAMS?
TECHNOLOGY
Leading-edge tech tools and training give Melissa the edge in effectively marketing your property online 24 hours a day, seven days a week. Through the exclusive Keller Williams Listing System (KWLS), your property is fed to over 340 online search engines and is available on KW’s web network of more than 76,000 sites.
TEAMWORK
Keller Williams Realty was designed to reward agents for working together. Based on the belief that we are all more successful if we strive toward a common goal rather than our individual interests, Melissa is confident that every Keller Williams professional shares the common goal of serving you, her client, in the best way possible.
KNOWLEDGE
Melissa stays ahead of trends in the real estate industry through KW’s comprehensive, industry-leading training curriculum and research resources. It’s what prepares her to provide you with unparalleled service.
RELIABILITY
Founded on the principles of trust and honesty, Keller Williams Realty emphasizes the importance of having the integrity to do the right thing, always putting your needs first. It reinforces Melissa’s belief that her success is ultimately determined by the legacy she leaves with each client she serves.
TRACK RECORD
Melissa is proud to work for the world’s largest real estate franchise by agent count. It’s proof that when you offer a superior level of service, the word spreads fast.
THE KELLER WILLIAMS ADVANTAGE
Keller Williams is not your traditional real estate company. That is why it’s not surprising that it is the fastest growing real estate company in North America and is #1 globally. Our phenomenal growth is only part of the story:
• Founded in Austin, TX in 1983
• Largest real estate company in the United States
• No. 1 in units and sales volume in the United States
• In 2018, Training magazine inducted Keller Williams into its Hall of Fame of top training organizations across all industries in the world
• A network of over 191,847 real estate consultants
• 1,100 offices worldwide
• Excellence in real estate consultation training
• Continues to cultivate an agent-centric, education-based, technology-driven culture that rewards agents as stakeholders
• Most Innovative Real Estate Company – Inman News
A GLOBAL REAL ESTATE POWERHOUSE
Keller Williams is the largest real estate franchise in the world – home to more real estate professionals than any other company. Tapping the global scope and phenomenal presence of the Keller Williams network gives Melissa Haugh a unique and powerful advantage over any other real estate company in the world.
Having access to thousands of worldwide referral sources is key to finding qualified buyers and sellers. Through an extensive global network, Melissa has the inside track on buyers and sellers around the globe.
5
55+
320+
191,847
Continents Regions Market Center Locations Associates Globally
• Albania
• Argentina
• Aruba
• Belgium
• Belize
• Bermuda
• Bolivia
• Bonaire
• Cambodia
• Chile
• Colombia
• Costa Rica
• Cyprus
• Czech Republic
• Dominican Republic
• Dubai, UAE
• France
• Germany
• Greece
• Guyana
• Honduras
• Indonesia
• Ireland
• Israel
• Italy
• Jamaica
• Japan
• Luxembourg
• Malaysia
• Mexico
• Monaco
• Mongolia
• Nicaragua
• Northern Cyprus
• Panama
• Paraguay
• Peru
• Philippines
• Poland
• Portugal
• Puerto Rico
• Romania
• São Paulo, Brazil
• Saudi Arabia
• Serbia
• Saint Maarten
• Slovenia
• Southern Africa
• Spain
• Suriname
• Switzerland
• Thailand
• Turkey
• Turks and Caicos
• United Kingdom
• Uruguay
• Vietnam
THE OBJECTIVE
Our goal is to get your property sold:
AT TOP DOLLAR » IN THE SHORTEST AMOUNT OF TIME » WITH THE LEAST AMOUNT OF INCONVENIENCE TO YOU
Before implementing any marketing strategies, it is critical to go through a process of discovery, determining the fair market value, surveying current market conditions, and reviewing the variety of factors that will help us prepare your home for sale.
INFLUENCES
ON THE VALUE OF YOUR HOME
With any marketing strategy, it is important to research the market conditions that are currently influencing the marketplace and the value of its products. “Market value” is the highest price at which a property will sell on the open market, given a reasonable time period to find a qualified buyer. What a property is truly worth and what a buyer is willing to pay for it is known as the “Fair Market Value.” The buyer is influenced by the following criteria:
• Location of the property
• Condition of the property
• Buyer demand
• Prices of similar properties on the market
• Recent sales of competitive properties
• Availability of financing
MAXIMIZING FAIR MARKET VALUE
The following key factors affect the sale of your home and are, for the most part, in your control:
MARKET FACTORS:
CONTROLLED BY:
Realtor®/Keller Williams
Buyer/Market Conditions
Typically, market conditions are not in your control, but choosing to use an agent with extensive experience in the local market, a respected reputation, and who implements a proven comprehensive marketing strategy could make all the difference in MAXIMIZING THE TRUE VALUE OF YOUR HOME.
THE POWER OF PRICING
Together we will determine the best selling price strategy for your property based upon current local market conditions and a Comparative Market Analysis.
IF YOU WANT TO COMPETE, WE HAVE TO BE COMPETITIVE
• The buying market has a short attention span
• Pricing your home right the first time is critical
• Proper pricing will attract buyers
• An overpriced home will not sell
• We want to generate offers before the market moves on to newer listings
To get your home sold for the most money in the least time, we have to price it “in the market.”
Pricing your home competitively generates the most activity from agents and buyers. Pricing your home too high may make it necessary to drop the price below market value in order to compete with new, well-priced listings that may come on the market.
Grea t
MY SELLER VALUE PROPOSITION
We are committed to making your experience of selling your home as stress-free and easy as possible. The comprehensive marketing plan we have put together has been proven to get your home sold quickly and for top dollar. This guarantees that your home will get maximum exposure in the marketplace.
PROPERTY PREPARATION
When getting your home ready for sale, we will:
• Recommend any repairs prior to marketing.
• Recommend any standard and suggested inspections prior to listing.
• Make suggestions as to how to improve the condition of your property (if needed).
• Pay for 8 hours of handyman service.
• Incur the cost of the initial consultation with a professional stager and then stage your home up to 2 months. (Studies show that staged homes sell more quickly and at a higher price than non-staged homes.)
MARKETING
• Expose your home to thousands of other agents through the regional Multiple Listing Service, which is accessible to agents throughout Santa Clara, San Mateo, and Santa Cruz counties as well as nationally and globally.
• Order a post sign to further promote your property.
• Install a secure lockbox for your property to make it as accessible as possible to other agents as well as ourselves. (Properties without a lockbox are less likely
to be shown by other agents, reducing the number of potential buyers who will view your home, thus hindering full marketing.)
• Create a photo flyer of your property, which will be available to buyers and agents that visit your home.
• Produce and email an e-flyer to every agent in the county.
• Hand-deliver over 1,000 copies of your photo flyer to real estate agents in Silicon Valley in order to make them aware of your property and encourage them to show it to prospective buyers.
• Install a brochure box, if possible, on the yard sign and stock it with flyers for people who may drive or walk by.
• Create a “Just Listed” postcard and mail it to hundreds of homeowners in your area who may know a buyer or want to purchase another home themselves.
• Promote your property on several different websites, including mlslistings.com, kwluxuryhomes.com, kellerwilliams.com, yoursiliconvalleyagent.com, realtor.com, zillow.com, trulia.com, homes.com, and many more!
• Arrange for a professional photographer to take both still photos and create a virtual tour of your property.
• Discuss your home at my office’s weekly meeting in order to network with other agents and their buyers.
• Contact each agent who views your property to obtain honest feedback and then share their remarks with you.
• Keep in constant contact with you to discuss all activity pertaining to your property. (In numerous surveys nationwide, the #1 complaint that clients had with their Realtor was lack of communication.)
• Hold open houses, as appropriate, for the public on a schedule that is agreeable.
• Network with and expose your home to the Top 10% of agents in the county to find a qualified buyer.
OFFERS
• Evaluate the conditions and merit of any offer received. This involves gauging the financial ability of the buyer and the confidence we have in the ability of the buyer’s agent to close the transaction.
NEGOTIATE
• Negotiate to not only get the best price and terms but also to protect your interests and work to ensure a smooth escrow.
SELLING PROCESS
• Follow up continually with the buyer’s agent and lender to confirm that they are on track for a successful close.
• Coordinate your completion of all the required disclosures and reports
• Secure successful removal of buyer’s contingencies and possibly negotiate any requested repairs.
• Order home warranty and other reports as required.
• Coordinate any repairs and vendor services.
PRE-CLOSE PREPARATION
• Coordinate and supervise document preparation.
• Provide pre-closing consulting.
CLOSING
• Review closing documents.
• Coordinate move out/move in key transfer, etc.
• Complete transaction.
POST-CLOSING
• Ensure that you have received your proceeds and that the buyer has everything they need.
MAXIMIZING EXPOSURE
Selling your home can be a very exciting experience, but it can also be an emotional one. As real estate professionals, we have found the best way to sell a home is through partnership and teamwork — combining the understanding of your requirements and goals with my knowledge, expertise, effective marketing strategies, and extensive brokerage resources. Together we will:
• Prepare for the “Window of Opportunity”
• Leverage the attributes of your location
• Prepare and present your home ready for sale
• Highlight your home’s features through professional photography
• Showcase your home to the market through professional and strategic marketing
• Maximize the exposure of your home through our extensive network
• Leverage the brokerage’s reputation and recognition
• Cooperate and communicate to maintain your home’s perception of value
• Promote your home locally, nationally, and internationally
• Maximize your home’s web exposure
• Prepare your home so that it is always ready to be shown to potential buyers
• Discuss and review the market’s analysis of your home — feedback is essential in knowing the perceived value and potential for negotiation
• Finalize your sale
• Find your next dream home
THE WINDOW OF OPPORTUNITY
The “Window of Opportunity” is the period in which your home will receive its maximum exposure — typically when your home is new on the market.
In order to capitalize on this window, it is crucially important that your home is ready for sale, priced at Fair Market Value, prepared to showcase its features and attributes, and a that marketing strategy is implemented to further increase its exposure.
MAKING THE MOST OF INITIAL INTEREST
PROFESSIONAL & STRATEGIC MARKETING
Sophisticated and professionally prepared marketing is essential to maximizing your homes exposure and requires more than just listing your home for sale on the Internet and the local Realtors® listing service; it needs to be a carefully prepared and strategically implemented plan.
Your home must become a highly prized item and should be launched on the market with the maximum impact to create the right exposure and reach the right buyers.
YARD SIGNS AND DIRECTIONAL SIGNAGE
The trusted yard sign is the #1 way to show your home is for sale. It is fast, effective, and easy to spot. Directional signs help guide people to the home. We use both of these tools in the marketing of your home.
PUBLIC AND PRIVATE SHOWINGS
Broker tours and open houses are great ways that other real estate agents see your home and recommend it to their potential buyers. This is why preparing the home is so important — sometimes real estate agents are more particular than buyers.
NETWORKING AND REFERRALS
We have a large database and network with other agents to find buyers for your home. Our referral network is an effective tool to help my clients find homes to buy and homes to sell.
NOTIFY TOP LOCAL AGENTS
Contacting and connecting with top local agents is key in helping my clients — they will know if there is a potential buyer or a listing available for purchase.
LOCAL ADVERTISEMENTS
Advertising your home locally can be the best way to generate interest, especially when a home has features that are particularly important to local community members.
VIRTUAL TOURS / ONLINE VIDEO MARKETING
Creating a digital experience and footprint is an integral part in advertising in the 21st century.
WEB EXPOSURE
97% of buyers look at homes online as their first step in the home-buying process. Placing your home online allows it to be exposed to local, national, and international buyers.
PROFESSIONAL PRINTED MATERIALS & DIRECT MAIL
The power of showcasing your home and its unique features, through professional photography and sophisticated marketing materials, is crucial to setting your home apart from the competition.
Professional promotional materials that feature your home and are mailed to your neighbors, potential buyers, and other Realtors® are some of the most powerful ways to spread the message that your home is for sale.
Your neighbors will be first to tell their friends and family about your home – they already love their community, so they are your biggest advocates! Knowing where the potential buyers are locally is powerful – after all, 78% of homeowners purchase within close proximity to their present home.
A PLATFORM FOR 24/7 WEB EXPOSURE
With 97% of home buyers beginning their search on the Internet, we will want to ensure that your home will receive maximum online exposure. When you list with us, we’ll have access to the Keller Williams Listing System (KWLS). This proprietary, exclusive system ensures your property is marketed online 24/7 through more than 340 of the most popular search websites.
PREPARING YOUR HOME FOR SALE
It’s a fact: acquiring the highest market value and elevating your home above others in the same price range often comes down to first impressions.
In our experience, there are some simple ways we can maximize your home’s appeal:
EXTERIOR
• Keep the grass freshly cut
• Remove all yard clutter
• Apply fresh paint to wooden fences
• Paint the front door
• Weed and apply fresh mulch to garden beds
• Clean windows inside and out
• Wash or paint home’s exterior
• Tighten and clean all door handles
• Ensure gutters and downspouts are firmly attached
INTERIOR
• Remove excessive wall hangings, furniture, and knick knacks (consider a temporary self-storage unit)
• Clean or paint walls and ceilings
• Shampoo carpets
• Clean and organize cabinets and closets
• Repair all plumbing leaks, including faucets and drain traps
• Clean all light fixtures
FOR SHOWINGS
• Turn on all the lights
• Open drapes in the daytime
• Keep pets secured outdoors
• Play quiet background music
• Light the fireplace (if seasonally appropriate)
• Infuse home with a comforting scent (i.e. apple spice or vanilla)
• Vacate the property while it is being shown
RECOMMENDED INSPECTIONS PRIOR TO LISTING YOUR HOME
Property Inspection: $675
Pest Inspection: $275
Pool (if applicable): $175
Roof: $300
Chimney Inspection: $175
Approximate Total: $1,600
WHY PAY $1,600 IF THE BUYER WILL PAY FOR IT? THE TOP 10 ADVANTAGES:
1. The seller, in completing all inspections prior to placing their home on the market, now has the ability to determine their NET at closing by their ability to clearly define their corrective liability. Great information to have when negotiating the sales price.
2. The seller will be more able to sell the property “AS IS” because everybody is aware on the date of purchase what “AS IS” means.
3. The transaction is not in jeopardy of falling out of sale as a result of information discovered after the offer is made.
4. The escrow process is typically far less stressful for all parties involved.
5. Property is more sellable. The buyer knows what they are getting into and saves money!
6. The seller can choose to complete the corrective repairs prior to placing the home on the market and possibly reap back some of the expense by having their home “show” better.
7. In the event the seller does elect to correct the items noted for repair, the seller can choose the replacement material. For example, if the bathroom floor tile was called to be replaced at a cost of $1,500, the seller may choose to replace the tile with linoleum at a cost of $700 (a savings of $800). This can only be achieved if the inspections are completed prior to placing the home on the market.
8. The inspections and permit search results can be incorporated into the Transfer Disclosure Statement package.
9. No nasty permit issues.
10. It will eliminate compounded stress and anxiety during your escrow.
SHOWING THE HOME
Your home needs to be ‘show ready’ at all times, which can be difficult to balance when you are still living in the home. However, if all the preparation is done up front — unnecessary items are removed, space has been created, and a plan implemented for the best times to show the home — the final prep and inviting touches are easy to add around your busy schedule.
From boosting curb appeal to highlighting focal points, adding ‘lived-in’ vignettes, letting in the light, adding touches of nature, moving your favorite chair out of the way to keep a good flow between rooms, and even adding inviting just baked cookies or scented candles help in showing the home to its best potential.
FINALIZING THE SALE
A myriad of details must be attended to before the sale becomes final, including offers, counteroffers, inspections, disclosures, contingencies, loan documents, insurance, mortgage approval, and escrow items. This final step can be overwhelming with all its moving parts. Whatever the next step may be, know that we are here to guide you through this final process — to keep in constant communication, track the proceeding, and keep things on schedule.
We’d like to thank you for giving us the opportunity to present this preview of the marketing services we can offer you and your property.
We would be pleased to assist you with the sale of your present home and the purchase of your next home, and the next one, because we’re not just providing a service, we are building a relationship. Please let us know when we can be of service.
Call us before you make any important real estate decisions; you’ll be glad you did. -
Melissa & Lisa
