2024 Home Selling Guide by Skybox Realty

Skybox Realty

Home Selling Guide 2024

Table of Contents

The Selling Process

4-7

17 Day Listing Approach

8-9

Skybox Marketing

12 - 15

Staging Matters

16 - 21

Off Market Solds

24 - 25

Life Of An Escrow

26 - 27

Closing Costs

28 - 29

Outperforming the Competition

30 - 31

Who You Work With Matters

32 - 33

Paul Hwang

36 - 37

Paul Hwang | 415.216.8746 | dre 01371169 | paul@skyboxrealty.com | www.paulhwang.com

Table of Contents

Selling Process

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

FIRS T S TEPS

Initial Consultation

Due Diligence

• • • • • •

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

•

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

• • •

Paul Hwang | 415.216.8746 | dre 01371169 | paul@skyboxrealty.com | www.paulhwang.com

Selling Process

•

Prepping Home

• • •

PRE-MARKET PREPARATION

• •

Photography

• •

• • •

Marketing

• •

•

Discuss how to highlight unique features of the home Make necessary repairs Paint & Stage Skybox coordinates with all appropriate vendors to ensure a smooth, stress free process

Skybox works with some of the best photographers in the business We will reshoot until we get desired image quality (at no cost to client) Twilight or dusk shoots if appropriate Videos, drone footage, and virtual tours if appropriate

Combine traditional and digital strategies Well designed, custom content Maximize aesthetic impact while presenting to the largest pool of qualified buyers Over 25+ Web Partners Social Media & Email Campaigns

Use comparative market analysis and current market conditions to determine pricing

Pricing

Selling Process

•

Post on MLS

•

List the property on SFARMLS or appropriate MLS for your region The MLS will send the listing to all of its syndicates

• • •

Host Open Houses (if allowed) Host Broker’s Tours Do Private Showings

• • •

Evaluate offers and provide recommendations Counter offer and seek multiple offers Negotiate to give you the best possible outcome

•

When a contract is ratified we will open escrow Finalize all paperwork Make sure contingencies are removed in a timely fashion to ensure a successful close

S ELLING

Showings

Negotiate

Escrow

• •

Paul Hwang | 415.216.8746 | dre 01371169 | paul@skyboxrealty.com | www.paulhwang.com

Selling Process

•

Final Walkthrough

•

C LOS ING

Moving Details

• •

Cancel utilities: electricity, water, garbage, phone, internet, alarm, etc Contact HOA office to schedule move-out Schedule move

• • •

Review all closing and transaction costs Sign closing documemts Provide necessary paperwork (ie: trust documentation, etc)

•

Deed is recorded in person at county recorder’s office by title company representative Leave keys for the new owner!

Sign Off / Funding

Record & Close Escrow

Confirm property condition and completed repairs Property condition should be consistent with condition on date of ratification

•

17-Day Listing

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.

SAT URDAY • •

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

SUNDAY • •

SAT URDAY •

Open House 2-4 PM

• •

SUNDAY •

SAT URDAY •

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

MONDAY •

Staging

MONDAY

TU E S

MONDAY

TU E S

Open House 2-4 PM

SUNDAY •

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

TU E S

Open House 2-4 PM

• •

Offers due Offers reviewed for completeness.

Paul Hwang | 415.216.8746 | dre 01371169 | paul@skyboxrealty.com | www.paulhwang.com

17-Day Listing

SDAY

g Day 2

WE DNE SDAY • •

SDAY

Photography Prep Print & Digital Marketing

WE DNE SDAY •

THURS DAY • • •

Listed on MLS Order Print Marketing Spam Social Media & Contacts

FRIDAY •

Disclosure Package completed

THURS DAY

FRIDAY

THURS DAY

FRIDAY

Broker’s Tour, if applicable

WE DNE SDAY

Home Selling Guide

Paul Hwang | 415.216.8746 | dre 01371169 | paul@skyboxrealty.com

Home Selling Guide

Skybox Marketing

Skybox Marketing Who you work with matters. The best marketing produces the best results. Skybox can help make your home stand out in the crowd.

P RES ENTATION The bottom line is that vacant, freshly painted and staged homes sell faster and for more money than their occupied, unstaged counterparts. Through our 20+ years of experience we know what works and our team is comprised of the best talents in the field.

P RINT 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

B RICK & 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.

Paul Hwang | 415.216.8746 | dre 01371169 | paul@skyboxrealty.com | www.paulhwang.com

Skybox Marketing

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, www.paulhwang.com and custom property websites Drone Footage, Home Videos, and Virtual Tours as Needed 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.

Skybox Marketing

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.

P ri nt Property Flyers Postcards

D i g i ta l Custom Website Property Specific

Paul Hwang | 415.216.8746 | dre 01371169 | paul@skyboxrealty.com | www.paulhwang.com

Skybox Marketing

P ri nt Reports

D i g i ta l Virtual Tours

Staging Matters

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.

Be fo re 300 3rd 812 Museum Parc

A f te r 300 3rd 812 Museum Parc Result / SOLD Over List Multiple Offers

Paul Hwang | 415.216.8746 | dre 01371169 | paul@skyboxrealty.com | www.paulhwang.com

Staging Matters

Be fo re 300 3rd 812 Museum Parc

A f te r 300 3rd 812 Museum Parc Result / SOLD Over List Multiple Offers

Staging Matters

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.

Be fo re 338 Main 33E Lumina

A f te r 338 Main 33E Lumina Result / Record Lumina Sale

Paul Hwang | 415.216.8746 | dre 01371169 | paul@skyboxrealty.com | www.paulhwang.com

Staging Matters

Be fo re 338 Main 33E Lumina

A f te r 338 Main 33E Lumina Result / Record Lumina Sale

Staging Matters

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.

Be fo re 338 Spear 42A The Infinity

A f te r 338 Spear 42A The Infinity Result / Infinity 2BR Record

Paul Hwang | 415.216.8746 | dre 01371169 | paul@skyboxrealty.com | www.paulhwang.com

Staging Matters

Be fo re 338 Spear 42A The Infinity

A f te r 338 Spear 42A The Infinity Result / Infinity 2BR Record

Home Selling Guide

Paul Hwang | 415.216.8746 | dre 01371169 | paul@skyboxrealty.com

Home Selling Guide

Off Market Solds

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.

3 3 8 S p e ar 40D The Infinity 2BR + Den / 2BA $2,400,000

3 3 8 S p e ar 36C The Infinity 3BR / 3BA $5,250,000 $3,031/SF Record Sale

Paul Hwang | 415.216.8746 | dre 01371169 | paul@skyboxrealty.com | www.paulhwang.com

Off Market Solds

3 01 M ai n 27G The Infinity 1BR / 1BA $1,135,000

3 3 8 S p e ar 16B The Infinity 2BR + Den / 2BA $2,288,000 Represented Seller & Buyer

Life Of An Escrow

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

Call Bro Clie for Te

Execute an Buyer’s & Instructi Docume Fun

Receive Beneficiary Statement, Review Terms of Transfer, Notify Client

Paul Hwang | 415.216.8746 | dre 01371169 | paul@skyboxrealty.com | www.paulhwang.com

Life Of An Escrow

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”

Closing Costs

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:

T HE B U Y ER T YPICALLY 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

Paul Hwang | 415.216.8746 | dre 01371169 | paul@skyboxrealty.com | www.paulhwang.com

Closing Costs

T HE SE LLER T YPICALLY 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

Outperforming The Competition

Outperforming The Competition Skybox Realty consistently outperforms the competition selling on average at higher prices and at higher sold price per square foots. As your neighborhood real estate company, we know the pulse of our hyper local market.

South Beach Average Sales Price $1700000

$1500000

$1300000

$1100000

2018

2019

Skybox Realty

2020

2021

2022

2023

Other Brokers

Paul Hwang | 415.216.8746 | dre 01371169 | paul@skyboxrealty.com | www.paulhwang.com

Outperforming The Competition

South Beach Average Price Per Square Foot $1500

$1300

$1100

$900

2018

2019

2020

2021

2022

2023

Who You Work With Matters

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

Listed by Competing Broker

Paul Hwang | 415.216.8746 | dre 01371169 | paul@skyboxrealty.com | www.paulhwang.com

Who You Work With Matters

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

Listed by Competing Broker 33

Home Selling Guide

Paul Hwang | 415.216.8746 | dre 01371169 | paul@skyboxrealty.com

Home Selling Guide

Paul Hwang

Paul Hwang Paul is the #1 Ranked Agent in the South Beach area for 14 years running. Agents and potential buyers call Paul daily with new inventory, giving him a unique advantage in a competitive market.

T ES TIMONIALS “I have sold many homes in my life and Paul Hwang is the best I’ve ever dealt with. His advice and responsiveness are unsurpassed. He went above and beyond in every way and his staff did the same creating great marketing brochures to help with my sale - even the sale of my furnishings. I would recommend Paul and his team without reservation.” Becky “Paul doesn’t just know the market for high end condos in SF, he is the market.” - Isaac “Paul is indisputably the most experienced broker (sell or buy-side) at The Infinity in San Francisco. And a very good, ballsy price-setter and negotiator. At the end of the day, a broker/salesperson is easy to rate do they get the deal done on good terms - and so it’s easy to give Paul top marks everywhere.” - Steve “Paul is hands-down the best broker in SoMA / South Beach.” - Peter

Paul Hwang | 415.216.8746 | dre 01371169 | paul@skyboxrealty.com | www.paulhwang.com

Paul Hwang

T HE INFINIT Y

LUMINA

Over 175 Units Sold

Over 32 Units Sold

M E TROP OLITA N / ONE RINCON

MIS C OTHER S F HIGHRIS ES

Over 113 Units Sold

Over 107 Units Sold

Paul Hwang / Ranked #1 in South Beach 415.216.8746 | BRE 01371169 paul@skyboxrealty.com www.paulhwang.com | 流利國語