King & Heath First National

WHAT IS THE SMARTRE SALE?

Sales Roadmap

Sales Roadmap

Planning Your Successful Sale

Agent Selection

Method of Sale

Price

Marketing

Great care should be taken when deciding which agent to trust.

Crucial selling decisions are made by your agent.

This choice will dictate your chance of getting the best price with no damage to your digital footprint.

What is market price? The price willing buyers are prepared to pay for your property today.

Thousands of dollars in equity vanish every day through unnecessary & expensive advertising and poor pricing tactics.

What is appropriate for you?

Inspections

Negotiation

Costs

Guarantee

A good inspection is so much more than simply opening your house for strangers.

To achieve the highest price possible for your property, an integrated negotiation strategy is essential.

Hiring a bad agent costs a lot more than just their selling fee.

The right agent adds tens of thousands to your bottom line.

If an agent is not prepared to guarantee their service, why offer it?

Agent Selection

The average gain from having the right agent working for you is:

$20,000

Make no mistake, the ability of the agent you select will have a huge influence over the final price you receive.

Agent Remuneration: Salary vs Commission

$ vs ?

Commission-based agents need sales to survive and make decisions accordingly. The professional agent has a responsibility to sell your property for the highest price within the allotted time frame with as little financial risk t o you as possible. A significant salar y supplemented with commission provides the professional both financial security and incentive.

A Genuine Sales Team

An agent on commission-based pay has no desire to share that commission. They are interested in making a sale at any price rather than using buyers introduced by others. The benefits of employing a genuine team are many. Your property never has a day off and a good team competes with one another for the best price rather than the first price. Quality stable teams are a hallmark of a good real estate company.

Ongoing Training and Learning

The most common and dangerous way to hire an agent is gut instinct, sale price estimate and fee charged – many agents promise much and deliver little. Yes, an agent should be considered on likability, but also on their marketing and negotiation skills. Skills that are easy to demonstrate but hard learnt through training, study and mentoring.

The Importance of a Dismissal Guarantee

A dismissal guarantee reduces the danger of being stuck with the wrong agent while still giving you the benefits of an exclusive agreement. The right agent will always back their ability to get a great result with a genuine dismissal guarantee. If they won’t, they’re the wrong agent.

What else is important to you?

Every individual and family is in different circumstances. Time, price and privacy can have different priorities.

Privacy is essential to getting the best price but is often disregarded by agents. Is there anything else we, your agents, should know?

Agent Selection

Method of Sale

The 2 Types of Sale

Price

No Price

When it comes to selling houses, there are two main pricing principles: Market the property with a price. That is, publish a specific figure that is recognised by all parties as one the owner will accept, a ‘stated asking price’.

Or, market the property without disclosing a price the owner will accept. This includes flawed pricing strategies such as ‘price ranges’ or ‘offers above’ and of course public auction.

FLAWED PRICING STRATEGIES Public Auction Offers Above Public Tender Expressions of Interest Set Sale Date Priced by Negotiation

The Smartre Sale is the best method when there are multiple buyers, and the only effective method of sale when there is just one.

The aim of any sale for the seller and their agent is to maximise the final sale price within the agreed time frame.

For the property seller and buyer, simplicity leads to good outcomes.

A genuine asking price close to Agents use ‘No Price’ strategies to create a sense of competition at a lower price than is acceptable or at market value helps the to the owner. Whilst appearing to drive the price up, this false competition is actually used by the seller maintain the negotiation agent to negotiate the seller down. power once a buyer is found.

MAJOR POINT The lowest price mentioned in a marketing campaign becomes the property’s DE FACTO LIST PRICE. Any future negotiations under these methods are predicated on the assumption of the competition.

Yet what happens when there is only one buyer?

Negotiations should always begin from a position of strength.

This is the essence of:

THE SMARTRE SALE

Price

What is Market Value?

Simply put, it is the price where there are multiple buyers for that particular property today.

The Selling Puzzle

Is it possible to beat the market? Yes. The Importance of Pricing

Having three out of the four pieces of the puzzle in place can lead to a good result. With the right agent, quality marketing and the right price, even a property that has been trashed will sell.

However try this; swap the trashed house for an immaculate one but get the price wrong, you still have three out of four, but no sale. People won’t buy overpriced things.

The Dangers of Overpricing

The Internet creates a digital footprint, a record of a property’s advertising and pricing history for all to see.

A digital footprint intensifies the danger posed by an extended marketing period. If a property is launched onto the main real estate portals at an inflated price and doesn’t sell, significant long-term damage occurs to the property’s recorded history and thus the eventual selling price.

Price BE CAREFUL Many homesellers often fall into one of the following five pitfalls when looking to price their home.

Automated Algorithms Similar Properties For Sale The Endowment Effect Advice from well meaning family and friends The Two Lies

Thorough discussion around current & accurate information should be employed when pricing your property for sale.

ACCURATELY PRICING YOUR PROPERTY FOR TODAY’S MARKET A professional agent can give you an accurate estimate of a selling price in the current market.

It is essential that this estimation is evidence based.

What a professional agent will then provide - which is hard to find elsewhere - is an interpretation of this evidence.

- How does this information relate to the current marketplace?

- Is it a buyer’s or a seller’s market?

- What are the strengths of your property?

- What will current buyers be looking for and comparing to?

All these questions need answering when looking to discover a market price.

Once a market estimate is provided, you the seller have the final say in establishing your property’s asking price.

Remember: We control the price, we do not control the value.

Marketing QUALITY MARKETING Ad Presentation (i.e Photos & Script) and Property Price.

M.A.A.P. DATA What makes King & Heath First National genuinely different?

COSTS: WHO TAKES THE RISK? The Seller or the Agent?

KNOWLEDGE IS POWER The Risk of Promoting your ‘Why’.

Marketing

During the Preparation Stage, the property is organised, photos taken and floorplans created.

Professional signage (your 24-hour salesperson) is erected. This is the ideal time to finish off small jobs and any outstanding maintenance.

Professional Photography

1

Professional Signage

Prepare Floorplan

Social Media Campaign

One-on-One Inspection

Heart Buyers Impulse/Long-Time

2 Preview

www.kingheath.com.au

Small Jobs

The Preview Stage allows us to locate any potential Heart Buyers for your property. Both the ‘Impulse Buyer’ and ‘Long-Time Searcher’ are targeted. M.A.A.P. Data is used to help in matching the property to any heart buyers already identified within the agency database. All without risking your property’s digital footprint.

M.A.A.P. Data

Going Public with quality marketing will create reactive enquiries. It’s here we commence using major portals including realestate.com.au, domain.com.au, homely.com.au and others.

Smart Open Homes will also be held to attract buyers that may not otherwise enquire.

The entire team work together to sell the property, 7 days a week.

3

Selling 7 Days

Smart Opens

Public Real Estate Portals

Handling Enquiries

Inspections

Accompanied by the agent, genuine buyers should be able to view a property at a suitable time.

Giving buyers the time to look around and get a true feel for your property is key to a successful sale.

Inspections INSPECTION STRATEGY - MAJOR POINT The centrepiece of any inspection strategy should be One-on-One Inspections.This style of inspection affords agents the opportunity to assess a buyer’s situation, their needs and budget; providing the agent with information that significantly aids in bringing success to any future negotiation.

Teamwork

Commencing with our Team Inspection, all agents view the property to ensure they can notify any suitable buyers. Teamwork continues throughout the campaign ensuring the property is available for inspection 7 days a week.

Qualifying

Buyers whom enquire on the property are qualified to ensure the property suits their requirements. Questions relating to finance, time frames and location are also asked.

One-on-One Inspections

A property should be available for inspection at a time that suits the buyer to ensure the best buyers are not missed.

Smart Open Homes

Smart Opens are conducted at key milestones throughout the campaign and are used to attract buyers that would otherwise be unlikely to enquire on the property.

Effective Follow-Up

All buyers are followed up via a phone call to extract Quality Feedback.

This feedback allows your agent to determine which of the Three Responses your property is receiving from the market.

Negotiation TO ACHIEVE THE HIGHEST PRICE POSSIBLE FOR YOUR PROPERTY:

AN INTEGRATED NEGOTIATION STRATEGY IS ESSENTIAL Buyers must be assured of a fair process, without compromising the agent’s ability to obtain the buyer’s best price.

Negotiation THE QUADRANT STRATEGY Detachment

Emotional and financial attachment leads to fear of loss. Decisions are then made emotionally rather than objectively. The best decisions occur when you are detached and look at the process objectively.

Knowledge

The best price cannot be successfully negotiated without knowledge of the buyers’ needs. Knowledge is not simply understanding their wants, but also their emotional ‘Why?’ Protecting a sellers’ motive puts them in a stronger position to achieve the best price.

Relationship

A course of action is viewed less risky and more acceptable when suggested by a liked and trusted confidant. An understanding relationship with the buyer is crucial for a successful negotiation.

Risk

When agents attach themselves to the outcome, have no relationship with and are ignorant of the needs and capacity of the buyer, the risk of underselling a property significantly increases. Conversely, an agent that is detached, has solid relationships and good knowledge of the buyer will have the best chance of a successful negotiation.

A great strategy is always required to achieve the best result.

Costs

2 POINTS TO CONSIDER: An agent must bring more value to your transaction than they cost.

The true test of a marketing campaign is it’s result.

Is your house sold?

The Golden Rule of Real Estate: Never pay any money, to any agent, for any reason, until your property has been sold, and you are happy with the outcome.

King & Heath

Guarantee

MEMBER LOGO 3

THE SMARTRE SALE GUARANTEE

King & Heath 1. NO SALE, NO CHARGE

The agent guarantees that in the event that the property does not sell, and is withdrawn from sale, the sellers will not be charged any monies/fees/expenses whatsoever by the agent or their agency.

MEMBER LOGO 4

2. PERIOD OF AGREEMENT THE PERIOD OF THE AGENT’S AGREEMENT WILL BE . . . . . . . . . . . . . . . . . . . . DAYS, COMMENCING ON: . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

King & Heath

Note: Generally, the shorter the period, the safer it is for the sellers. A period between 45 and 90 days is safest for the sellers. Any longer and the sellers could find themselves tied to the agent against their wishes. If the sellers wish to extend the agreement at the expiration of the period, they can do so at their discretion.

3. BAIT PRICING The agent will not market or promote the property by use of a lower price than what the sellers are willing to accept. The agent understands that under-quoting the value of the property in order to attract buyers on the basis that these buyers can then be talked up in price, is contrary to the interests of the sellers because it attracts buyers who can only afford the low price, or buyers who only want to pay the low price.

MEMBER LOGO 5

4. QUALIFICATION OF BUYERS

King & Heath

All buyers, to the best of our ability will be qualified in terms of finance, time frame and style of property. We guarantee that prospective buyers that inspect the property will be in a position to purchase within a reasonable timeframe.

5. CANCELLATION OF THE AGREEMENT The sellers will have the right to cancel the agent’s agreement if the sellers are not satisfied with the performance of the agent provided that the sellers give the agent seven days to rectify any concerns. If the sellers concerns are rectified, the agreement will continue. Should the sellers decide to withdraw the property from sale, there will be no charges payable by the sellers to the agent.

6. BUYERS FOUND BY THE OWNER The sellers reserve the right to sell or transfer the property to a close relative or partner should the opportunity occur, or if directed by a court. In this case, the sellers will not be liable for the full commission to the agent.

Reverse Blue - Member Logo Variations 7. SPECIAL REQUESTS OR CONDITIONS

If an agent won’t guarantee their service, why offer it?

Listed above are the five logo variation which you will receive in the zipped file.

If the sellers have any other conditions they wish to impose on the agent, they can notify the agent in writing within 2 business days of signing the Selling Agreement. Such conditions will then form part of this guarantee. If the agent does not agree to the sellers’ extra conditions, the sellers will have the right to immediately cancel the Selling Agreement without penalty or charge.

The logos are provided in:

} JPGs and PNGs - for usage in-house and; } PDFs and EPS - to provide to your printer/supplier.

© Smartre Training