Skybox Home Selling Guide

HOME SELLING SKYBOX REALTY

‘19

GUIDE

The Selling Process Skybox Realty has extensive experience in marketing and selling properties for their maximum value and consistently outperforms the competition.

First Steps

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Understand objectives, priorities, & time frames Discuss selling process overview Lay out pros & cons of the home Examine local market conditions Define agency relationship Define how we will work together

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Once a relationship has been established, a listing agreement is needed to protect both parties If applicable, a General Inspection & Pest Inspection should be done at this time Determine what repairs or improvements will be needed, if any Draft disclosures

Initial Consultation

• • Due Diligence

Pablo i s #1 at T h e H a r r i s o n

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S el l i n g P r o ces s

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Discuss how to highlight unique features of the home

Pre-Market Preparation

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Make necessary repairs

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Paint & Stage

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Skybox coordinates with all appropriate vendors to ensure a smooth, stress free process

Prepping Home

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Skybox works with some of the best photographers in the business

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We will reshoot until we get desired image quality (at no cost to client)

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Twilight or dusk shoots if appropriate

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Videos, drone footage, and virtual tours if appropriate

Photography

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Combine traditional and digital strategies

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Well designed, custom content

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Maximize aesthetic impact while presenting to the largest pool of qualified buyers

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Over 25+ Web Partners

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Social Media & Email Campaigns

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Use comparative market analysis and current

Marketing

market conditions to determine pricing

Pricing

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S el l i n g P r o c es s

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List the property on SFARMLS

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The MLS will send the listing to all of its syndicates

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Host Open Houses (if allowed)

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Host Broker’s Tours

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Do Private Showings

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Evaluate offers and provide recommendations

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Counter offer and seek multiple offers

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Negotiate to give you the best possible outcome

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When a contract is ratified we will open escrow

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Finalize all paperwork

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Make sure contingencies are removed in a timely

Selling Post on MLS

Showings

Negotiate

✓✓✓

fashion to ensure a successful close

Escrow

Pablo i s #1 at T h e H a r r i s o n

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S el l i n g P r o c es s

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Confirm property condition and completed repairs

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Property condition should be consistent with condition on date of ratification

Closing Final Walkthrough

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Cancel utilities: electricity, water, garbage, phone, internet, alarm, etc

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Contact HOA office to schedule move-out

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Schedule move

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Review all closing and transaction costs

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Sign closing documemts

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Provide necessary paperwork (ie: trust

Moving Details

documentation, etc)

Sign Off / Funding

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Deed is recorded in person at county recorder’s office by title company representative

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Leave keys for the new owner!

Record & Close Escrow

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17-Day Listing Approach Effective marketing sells. We are confident in the product we produce. Below is a sample calendar for a condo or home in San Francisco.

Saturday

Sunday

Monday

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• •

• •

Unit painted All furniture / items in unit removed (ideally)

Unit painted Paul calls top agents to tell them the home will be on MLS soon.

Saturday

Sunday

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Open House 2-4 PM

Staging Day 1 Home gets posted on TAN, Zillow, Trulia, etc. as coming soon

Monday

Open House 2-4 PM

Saturday

Sunday

Monday

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• •

Open House 2-4 PM

Pablo i s #1 at T h e H a r r i s o n

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Open House 2-4 PM

Offers due Offers reviewed for completeness.

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17- Da y L i s ti n g

Tuesday

Wednesday

Thursday

Friday

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• • •

• •

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Staging Day 2

Tuesday

Wednesday •

Tuesday

Staging Day 3 Photography Prep Print & Digital Marketing

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Listed on MLS Order Print Marketing Spam Social Media & Contacts

Disclosure Package completed

Thursday

Friday

Thursday

Friday

Broker’s Tour

Wednesday

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H o m e S el l i n g Gu i d e

Pau l i s #1 i n So u th B ea ch

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Skybox Marketing Who you work with matters. The best marketing produces the best results.

Presentation The bottom line is that vacant, freshly painted and staged homes sell faster and for more money than their occupied, unstaged counterparts. Through our 15+ years of experience we know what works and our team is comprised of the best talents in the field.

Print Marketing We • • • •

design & produce custom, personalized collateral for every home: Just Listed / Just Sold Postcards High End Brochures Professional Photography Year End Summaries & Quarterly Reports

Brick & Mortar Skybox Realty has a staffed office in the middle of South Beach that gives us a strategic advantage over the competition.

We can show your property in minutes rather than days.

Pablo i s #1 at T h e H a r r i s o n

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S k yb o x Ma r k eti n g

Digital Marketing With Silicon Valley in our backyard, there is no doubt that Skybox is all about innovation and technology. Having an online presence extends the reach of your home locally, regionally and internationally allowing your home to be introduced to the perfect buyers wherever they may come from.

Your home will be presented to a wide online audience in the following ways: 25+ Web Partners (Zillow, Trulia, Hotpads, etc) www.skyboxrealty.com and custom property websites Drone Footage, Home Videos, and Virtual Tours Robust Social Media Campaigns Email Marketing Blasts TAN Top Agent Network Custom Online Publications (Skybox Quarterly & Annual Reports)

Perform Having the #1 Ranked Agents in South Beach and Mission Bay has its advantages. We receive daily inquiries from agents and prospective buyers on current and future listings. We have leveraged this and our large network to sell a high percentage of listings for record prices before they are listed on MLS.

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Skybox uses a combination of print and digital marketing techniques to showcase your home to the largest pool of potential, qualified buyers. Each property’s marketing plan is determined on a case by case basis.

Print Property Flyers Postcards

Digital Custom Website Property Specific

Pablo i s #1 at T h e H a r r i s o n

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S k yb o x Ma r k eti n g

Print Reports

Digital Virtual Tours

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Staging Matters It’s a simple, proven fact that vacant and staged homes sell faster and at higher prices than unstaged or occupied homes. Although the cost can be expensive, staging is effective and increases sale price.

Before 300 3rd 812 Museum Parc

After 300 3rd 812 Museum Parc Result / SOLD Over List Multiple Offers

Pablo i s #1 at T h e H a r r i s o n

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S ta g i n g M a tter s

Before 300 3rd 812 Museum Parc

After 300 3rd 812 Museum Parc Result / SOLD Over List Multiple Offers

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S ta g i n g M a tter s

Even homes that are physically in great shape or essentially new, like this Lumina unit below, are enhanced by thoughtful staging, making the spaces feel larger and more polished.

Before 338 Main 33E Lumina

After 338 Main 33E Lumina Result / Record Lumina Sale

Pablo i s #1 at T h e H a r r i s o n

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S ta g i n g M a tter s

Before 338 Main 33E Lumina

After 338 Main 33E Lumina Result / Record Lumina Sale

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S ta g i n g M a tter s

Even penthouse units benefit from staging, making spaces feel larger and more livable, all while enhancing views and the high end aspects of the home.

Before 338 Spear 42A The Infinity

After 338 Spear 42A The Infinity Result / Infinity 2BR Record

Pablo i s #1 at T h e H a r r i s o n

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S ta g i n g M a tter s

Before 338 Spear 42A The Infinity

After 338 Spear 42A The Infinity Result / Infinity 2BR Record

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H o m e S el l i n g Gu i d e

Pau l i s #1 i n So u th B ea ch

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Off Market Solds Who you work with matters. People call us on a daily basis to find out what upcoming listings we have. Often, this results in an off market sale saving you time and money. Here are some examples of recent off market sales.

250 King 470 The Beacon 3BR / 2BA $1,639,069

Arden #212 Arden 2BR / 2BA $1,685,000

Pablo i s #1 at T h e H a r r i s o n

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O f f M a r k et S o l d s

338 Spear 26G The Infinity 1BR / 1BA $1,115,000

338 Spear 36C The Infinity 3BR / 3BA $5,250,000 $3,031/SF Record Sale

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Life Of An Escrow Once an offer is accepted and ratified, the escrow process begins. Working closely with your agent and lender will ensure a smooth and successful transaction.

Order Demands at Client’s Request

Receive Demands and Review then Notify Client

Prepare B Seller’s Ins and Pe Docum

Receive & Review Preliminary Report

Broker / Client Opens Escrow

Order Preliminary Title Report

Forward Bills to Escrow at Direction of Client

Receive Loan Documents from Lender

Order Statements of Identity on Buyers & Sellers and Clear General Index Matters

Order Beneficiary Statement

Pablo i s #1 at T h e H a r r i s o n

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Call Bro Clie for Te

Execute an Buyer’s & Instructi Docume Fun

Receive Beneficiary Statement, Review Terms of Transfer, Notify Client

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L i f e O f An E s c r o w

Buyer’s & structions ertinent ments

okers or ents erms

nd Return & Seller’s ions and ents with nds

Request Loan Funds from Lender

Review to Determine All Conditions Have Been Met, Everything Properly Executed, and Good Funds Received

Order Recording Audit Escrow Do Policy Write-Up

Receive Loan Funds Prepare Closing Statements, Disburse Funds, Closing File

Forward Documents to Recording Desk “On Hold”

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Closing Costs Closing costs are the various fees paid through escrow charged by the lender, the title company, real estate agents, and other providers. Which party pays what can be negotiable between the buyer and seller. Each county is different. For San Francisco:

The Buyer Typically Pays • Title Insurance Premium for Lender & Buyer • Escrow Fee • Notary Fee • Contractor’s & Pest Inspection Fee / Any Other Inspection Fee • All New Loan Charges (points, appraisal, document processing) • Interest on New Loan from date of funding to 30 days prior to the first payment date • Home Warranty • Homeowner’s Insurance for first year • Property Tax Proration • Earthquake Insurance • Private Mortgage Insurance if required by lender • Property Tax Impound Account, if required by lender • Move-in Fee (for condos) • HOA account transfer fee • Condo/HOA Pro-Rata • Misc Charges

Pablo i s #1 at T h e H a r r i s o n

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C l o s i n g C o s ts

The Seller Typically Pays • Real Estate Commission • Document Preparation for Deed • Documentary Transfer Tax • Payoff of All Loans against property • Interest Accrued on loans being paid off, reconveyance fees, and repayment penalties • Any Judgment or Tax Liens against Seller • Property Tax Proration • Unpaid Homeowner’s Dues (for condos) • Bonds or Assessments • Delinquent Taxes • Move-out Fees (for condos) • Notary Fees and Recording Fees • Third Party Natural Hazard Disclosure Statement and California Tax Disclosure Report • Pre-sale Inspection Fees • Underground Storage Tank Report • Energy/Water Conservation Inspection/Repairs • Misc Charges

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Outperforming The Competition Skybox Realty consistently outperforms the competition selling on average at higher prices and at higher sold price per square foots.

South Beach Average Sales Price $1700000

$1500000

$1300000

$1100000

2014

2015

Skybox Realty

Pablo i s #1 at T h e H a r r i s o n

2016

Other Brokers

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2017

2018

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O u tp er f o r m i n g T h e C o mp e t i t i o n

South Beach Average Price Per Square Foot $1500

$1300

$1100

$900

2014

2015

2016

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2017

2018

Who You Work With Matters At the heart of it, performance is what counts. Here are a couple examples of how Skybox Realty made the difference for our clients.

301 Main 20B The Infinity Result / $350K Gain in 6 Months

Listed by Skybox Realty

Pablo i s #1 at T h e H a r r i s o n

Listed by Competing Broker

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Wh o Y o u Wo r k Wit h M a t t e rs

Listed by Skybox Realty

301 Main 33A The Infinity Result / SOLD at a Record Price after being withdrawn by another prominent Broker

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Listed by Competing Broker

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H o m e S el l i n g Gu i d e

Pau l i s #1 i n So u th B ea ch

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Pablo Cela Pablo brings 10 years experience in marketing, negotiating, and selling luxury real estate. Pablo is the definitive sales & leasing expert at The Harrison & One Rincon Hill with more than $150M negotiated and sold.

Testimonials “Pablo is a fantastic realtor! My girlfriend and I were looking to buy our first home in the San Francisco Bay Area and Pablo came highly recommended. Pablo is courteous, caring and extremely professional. He had an amazing understanding of the market and our buying position in it. As a first time home buyer competing with all-cash offers we really owe a tremendous amount of our success directly to Pablo. When it came time to begin paperwork Pablo walked us through the process and made signing clear and easy. Pablo consistently exceeded expectations and deserves more stars than we can give.” - Chris M “Pablo secured us two amazing offers (one even exceeded my “dream offer”), which made it possible to live in a 4-bedroom dream house in Walnut Creek. Honestly, had we gone with another realtor, I’m not sure we would have even enough money from the sale to have been able to buy such a home. And we have Pablo to thank!” - Chris L

Pablo i s #1 at T h e H a r r i s o n

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P a b l o C el a

Pablo Cela / Ranked #1 at The Harrison 415.886.5121 |DRE 01805459 pablo@skyboxrealty.com

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SKYBOX

HOME SELLING GUIDE

Pablo Cela

Ranked #1 at The Harrison