A STRESS-FREE GUIDE TO SELLING YOUR HOME
SOLD STRATEGY
SHARRA MERCER REALTOR® Licensed in 2004, Sharra has sold real estate in Center City Philadelphia and the surrounding suburbs for many years. She works heavily in both new construction as well as previously owned home sales. She enjoys a successful career in sales while also overseeing the marketing and business developments of The Gary Mercer Team. She prides herself in finding her buyers their perfect dream home and enjoys working with sellers to get their homes sold for the most amount of money in the least amount of time. Sharra excels at creating customized marketing and lead generation for each client, including strategic incentives and thematic and multi-channel marketing.
OUR REAL ESTATE BUSINESS IS BUILT ON THE CONCEPT OF PUTTING YOUR NEEDS FIRST. AN IMPORTANT PART OF THAT MEANS THAT WHEN YOU HAVE A QUESTION OR NEED SUPPORT, WE’RE THERE. WHEN YOU CHOOSE TO WORK WITH US, YOU CAN COUNT ON OPEN AND HONEST COMMUNICATION – IN THE FREQUENCY AND MEDIUM (TEXT, EMAIL, PHONE, ETC.) YOU PREFER.
LET'S CONNECT C 610-324-9416 O: 610-436-6500 smercer@GaryMercerTeam.com www.GaryMercerTeam.com facebook.com/TheGaryMercerTeam TheGaryMercerTeam
TODAY'S
BUYERS WHAT WE'VE LEARNED
BUYER 1
THE "HGTV" BUYER
These are the top tier of today's buyers. HGTV has set certain expectations for buyers today, and therefore they are willing to pay more to get exactly what they want. We are selling the dream of homeownership, and the dream does not include removing wallpaper, painting the entire house, trimming trees back from the roof, or installing new flooring throughout. Everyone is busy these days, and they'd rather pay more to have everything already done. There are things we can do that will make a BIG impact in the eyes of a buyer, with little impact on your wallet, resulting in a great return on investment.
BUYER 2
THE DISAPPEARING "SWEAT EQUITY" BUYER
These buyers are the disappearing middle tier. They are looking for a home in original condition, at a good price, so that they can put in sweat equity with some TLC. These are not investors, they are buyers looking to make it their own home, and live there for a period of time. Many of today's buyers are skipping this middle tier, and going right to the top tier, and are willing to pay more to get their dream home right away, rather than living through a renovation.
BUYER 3
THE "FLIPPERS"/INVESTORS
This Is the bottom tier of buyers. Typically investors who are looking for heavily distressed properties to purchase at a high discount, renovate, and flip at a much higher price, typically to the HGTV buyer. There are fewer of these buyers, as most of them are buying properties with cash (due to lenders not allowing financing).
OUR
PHILOSOPHY THE 3 P'S Based on our study of today's market, we have found that most agents only execute the 3 P’s - they put a sign in the yard, place it in the MLS, & pray that it sells.
The Gary Mercer Team has a different philosophy around the 3 P’s: we PREPARE to appeal to the most amount of buyers, PRESENT your home with a comprehensive and strategic marketing plan, and PRICE it correctly.
#1
PREPARATION
It is crucial to have your home ready for market on day one. I will help you make sure your home is ready for showings and to go live by completing repairs that need to be done, decluttering & removing personal items, and making sure the home is clean and smells fresh. We are selling a dream of homeownership, and the dream of homeownership does not include trimming trees back from the roof of your house, painting, and removing your wallpaper. This is why we created our Property Prep Strategy, which includes: Property Preparation Painting, Deep Cleaning, Replacing Carpets, New Countertops, New Fixtures, Landscaping, etc. Staging Solutions Virtual Staging Professional Photography Video Tours Pre-Inspection & Repairs
#2
PRESENTATION
With our comprehensive website, dominant internet presence, social media expertise, mega open house strategy, targeted networking strategy, an inside sales agent, the Gary Mercer Group is dedicated to enhancing exposure on your home. The Gary Mercer Group offers SUPERIOR MARKETING TECHNIQUES to help get your home sold faster and for more money than the competition. A few ways that we achieve this: Digital Marketing That Drives Results Social Media & KW Command Public Portals Inside Sales Agent Targeted Networking Reverse Prospecting Social Strategy
#3
Mega Open Houses In-Person Virtual Coming Soon Campaign
PRICE
When it comes to selling your house, the right price matters. Competitive pricing generates the most activity from buyers and agents, while a price that's too high can contribute to a longer stay on the market and, ultimately, a drop in price to compete with newer, well-priced listings. A house that's priced at market value attracts the maximum amount of the market's potential buyers. Raise that asking price by just a bit above market value, and the percentage of potential buyers will decrease substantially.
PREPARATION
OUR
PROPERTY PREP PROGRAM The key to a successful sale is to remove as many objections as possible for a prospective buyer, while at the same time helping them create an emotional connection to the home.
Every seller wants their home to sell quickly for a large profit, but it takes more than luck to make this happen. It involves careful planning and knowing how to professionally prepare your home to convince buyers to pull out their checkbooks.
THERE MAY BE SMALL CHANGES WE CAN MAKE TO A HOME THAT CAN DRAMATICALLY CHANGE THE PRICE AND SELLING SPEED. Things like: New neutral paint, flooring, new countertops, replacing lighting fixtures, painting kitchen cabinets These are the types of things that can make a big impact in buyers’ eyes, with a small impact on your wallet upfront!
STAGING SOLUTIONS
83%
OF REAL ESTATE AGENTS SAID STAGING MADE IT EASIER FOR A BUYER TO VISUALIZE THE PROPERTY AS A FUTURE HOME.
*Statistics from the National Association of Realtors® Research Group, 2019
Staging a home is a strategic marketing tool used by sellers to help buyers imagine themselves living in your home and fall in love with their property. Staging is more than just putting a new welcome mat in front of the door and getting new throw pillows - when done correctly it can help a home sell for more money in a shorter amount of time. We have excellent relationships with home stagers who are available to provide furnishings for existing homes in order to help buyers see the potential of each individual home.
40%
ARTFUL STAGING
OF BUYERS’ AGENTS SAID THAT HOME STAGING HAD AN EFFECT ON MOST BUYERS’ VIEW OF THE HOME.
*Statistics from the National Association of Realtors® Research Group, 2019
AFTER
BEFORE
VIRTUAL STAGING Virtual Staging is an innovative marketing solution that uses technology to place stylish furnishings and decor into a vacant property. This technique has increased traffic on our vacant listings by creating a more attractive and inviting space while helping buyers visualize size and furniture placement.
VIRTUAL RENOVATIONS TURN AN IDEA INTO REALITY
TAKE THE UNKNOWN OUT OF RENOVATIONS Visualize what a design will look like before undertaking expensive renovations. PORTRAY WHAT THE FINISHED ROOM WILL LOOK LIKE Help buyers see the true potential of a home. SELL AN UNFINISHED PROPERTY Show buyers what the property will look like once it is fully complete. INCREASE BUYER INTEREST 90% of buyers start looking online, where you only have a few moments to catch a buyer’s interest.
PRESENTATION
HIGH-IMPACT PHOTOGRAPHY The photos of your home directly influence whether or not a potential buyer will schedule a showing of your home or not. Today, your first showing is always ONLINE, which is why it is crucial to have high quality, attractive photos of your home showcasing the best qualities and features of your home , in order to stand out from the competition. We have our own on-staff professional photographer to capture your home in the very best light and the perfect angles..
PROFESSIONAL PHOTOGRAPHY We work with the most talented real estate photographer in the area- and he is on staff! Every GMG listing features a professional photo gallery optimized for both the internet and print. High-quality images are taken from the most attractive angles in order to capture every highlight of the property. We select 25 photos of the property to showcase the features. All 25 photos, would be of the actual property, featuring craftsmanship, finishes, every room, and the exterior.
AERIAL PHOTOGRAPHY Using aerial photography allows us to give buyers a “feel” for a property. It also allows us to capture the true shape, size, and layout of a home while showcasing prospective views and highlighting a property’s location. We could do an aerial photograph of the specific property as well as video photography of the community. The still photos would be used in MLS marketing. The video would be used as part of our social media marketing.
NEVER LET YOUR AGENT SKIMP ON PROFESSIONAL PHOTOS AND POST PHOTOS TAKEN WITH A CELL PHONE ON THE MLS.
TECHNOLOGY DRIVEN MARKETING innovation has always been one of the biggest game-changers when It comes to marketing. The newest and most eye-catching technologies continue to enhance the visual Impact of marketing properties. Video campaigns and video storytelling are revolutionizing the industry by capturing the attention of prospective buyers and showcasing your home In the best way possible. The modern customer wants to see the product in action. Video marketing is one of the most powerful tools in real estate today. The use of video to promote and market your community increases engagement on your digital and social channels, as well as educates and reaches your audience with the customer preferred medium. Additionally, one way to create captivating marketing content that guarantees to set your property apart from the competition Is through the use of drone photography and videography.
PRE-LISTING HOME INSPECTION WHAT IS IT? Many sellers may not realize that they have the option to get a prelisting home inspection - a home inspection they pay for before putting their house on the market. In general, the home buyer adds the completion of a successful home inspection as a contingency to an offer on a home. Once buyers conduct the inspection, they have the power to negotiate with the seller regarding who pays for any necessary repairs. They even have the power to walk away from the deal altogether.
WHY GET ONE? When sellers have a pre-listing home inspection, they can get ahead of issues a buyer might find in the home and reduce the likelihood a deal will fall through. This gives sellers an opportunity to collect cost estimates for repairs and determine whether they want to pay for fixes or lower their asking price.
ADVANTAGES Discover property conditions before a buyer walks through the door Fix problems and display receipts showing what repairs have been made Help prevent buyers from subtracting thousands for what may be a hundred dollars worth of repairs Shop contractors to find the best price for repairs Set your listing apart from the others Demonstrate your motivation and strengthen your market position
INTERNET MARKETING DIGITAL MARKETING THAT DRIVES RESULTS
REACH THE INFLUENTIAL | FIND "HIDDEN BUYERS" | CREATE EXCITEMENT Social media, primarily Facebook, Instagram, and LinkedIn, is an essential tool to reach buyers, agents, and the community to increase awareness. Using paid targeted ads, as well as organic reach, we can effectively and cost-efficiently reach a large audience. A key in social media is the use of video. Facebook, for example, changed its algorithms to favor video in feeds.
INSIDE SALES AGENT Responding instantly (within 90 seconds or less) to inquiries can increase lead conversion rates by up to 391%
94%
OF CONSUMERS EXPECT AN ANSWER IN 1 HOUR OR LESS YET THE SAME REPORT INDICATES THAT ONLY ABOUT 36% OF AGENTS ACTUALLY RESPOND WITHIN 1 HOUR.
as indicated by a recent Zillow study and the original 2007 MIT study on lead response.
Our Inside Sales Agent will ensure every potential buyer’s inquiry will be followed up with a personal phone call. Their main job is to instantly follow up with all leads, this is something that sets us apart!
RESPONSIBILITIES OF THE INSIDE SALES AGENT: Reaching out to internet leads within a designated time frame after an inquiry has been made. Scheduling appointments for leads that are ready to act now, and keeping in constant contact with them Answering questions about the listing and referring the lead back to the listing agent of the property.
TARGETED NETWORKING AGENT NETWORKING – This agent network is key to connecting buyers with your home as 88% of residential sales involve real estate agents. We have a strong and long-lasting relationship with the local real estate community. From emailing flyers to 9300 agents in Delaware, Chester, Montgomery, Philadelphia, and Bucks Counties, local office visits and presentations at office meetings to realtor-specific targeted Facebook marketing, our goal is to stay top of mind. We are constantly updating our listings in the MLS, as that causes the listing to appear on the “Hot Sheet” that most agents monitor daily- this is a feature in our Multiple Listing Service.
REVERSE PROSPECTING – Most agents don't proactively look for homes for their clients. We use a feature in our MLS where agents set up a home search for their clients. When a home matches any of their client’s criteria, the listing is emailed to the agent & client. We are always pulling updated lists of agents who have clients that match a particular community and staying in touch through emails, texts, calls, and Facebook messages.
OPEN HOUSES THE OPEN HOUSE IS STILL RELEVANT! IF DONE STRATEGICALLY, IT IS A POWERFUL AND EFFECTIVE TOOL TO SELL YOUR HOME. Buyers shop for homes differently today than they did 10 years ago, or even 5 years ago. They want access to the homes and the ability to shop for homes and research homes on their own. Whether or not an open house is where your buyer comes from, they serve a strategic purpose – aggregating interested buyers in a specific geographic area. By showcasing your property with an open house, or simply leveraging the leads generated at another nearby open house, we will create and target a highly-qualified, localized group of buyers.
PRICING
THE RIGHT PRICE FOR ATTRACTING BUYERS
It's important to thoroughly evaluate the market to determine the market value of your home. Properties that are priced right from the beginning typically sell for more in the end. If you price your home too high, the home will stay on the market longer. The longer a home stays on the market, the less it will be shown. Your property attracts the most interest when it is first listed, so it is crucial to price it correctly initially.
The centerline represents market value. As you move above market value, you attract a much smaller percentage of prospective buyers, greatly reducing your chances of a sale. Conversely, as you move below market value, you attract a much larger percentage of potential buyers.
THE PITFALLS OF OVERPRICING This chart illustrates the level of excitement and interest in a new listing over time. It also demonstrates the importance of pricing correctly. A property generates the most Interest when It first hits the market The number of showings Is greatest during this time and the number of buyer tours can be maximized If the property Is priced correctly Starting too high and dropping the price later misses the excitement and fails to generate strong activity. Many homes that start high end up selling below market value Overpricing your house in the belief that you can reduce the price back later is a strategy that can backfire badly. For instance, if prices are lowered, buyers may wonder if there’s something wrong with the property that kept other buyers away. So to keep from selling your property at below market value and from wasting valuable time, don’t fall into the overpricing trap.
PRICING MISCONCEPTIONS The value of your property Is determined by what a buyer Is willing to pay and a seller Is willing to accept In today's market.
BUYERS MAKE THEIR PRICING DECISION BASED ON COMPARING YOUR PROPERTY TO OTHER PROPERTIES SOLD IN YOUR AREA.
ABOUT THE GARY MERCER TEAM
#1 Ranked number ONE in Chester, Delaware, & Montgomery Counties
105% The Gary Mercer Team's sold price to list price ratio is an impressive 100.2%
PROVEN SUCCESS With over 30 years of real estate experience, The Gary Mercer Team has assembled an amazing group of the best of the best giving our buyers and sellers the market advantage. We look forward to putting our proven selling success to work for you.
In 2021, the Gary Mercer Team was ranked #1 in Chester, Delaware, & Montgomery Counties with the most number of units sold and the most volume in sold units.
2021 SALES 587 Homes Sold | $286 Million in Sales
2020 SALES 516 Homes Sold | $223 Million in Sales
2019 SALES 370 Homes Sold | $153 Million in Sales
#29 Internationally with Keller Williams
MEET OUR OPERATIONS TEAM STACEY INFANTI EXECUTIVE ASSISTANT Stacey has been working in and has loved real estate since she graduated from West Chester University in 2008. She joined The Gary Mercer Team as Sharra's executive assistant and excels at making real estate transactions easier for everyone involved. She will be the one walking you through each step of the transaction and handling the day-to-day questions and concerns. While Stacey is a licensed Realtor, her true passion comes from the relationships she can build as both Sharra's and the client's right hand girl.
REBECCA BARTON DIRECTOR OF OPERATIONS With 17 years of real estate experience, Rebecca holds an Associate Broker license in Delaware and a Sales license in Pennsylvania. With an additional 3 years of experience as a real estate corporate trainer, her background includes assisting new and experienced agents in perfecting their business model and raising their practical knowledge and skill set. Rebecca oversees GMT's daily operations from client care and agent care to managing the operations support team as well as assisting with business growth and development. She leads with a strong focus on exceeding expectations and delivering an elevated level of professionalism for all areas of the Gary Mercer Team.
LAUREN RITTENHOUSE TRANSACTION COORDINATOR Lauren has been licensed since 2012, ABR and CNE Certified. She graduated from West Virginia University with a Bachelor's Degree in Sociology and Anthropology. Born and raised in West Chester, Pennsylvania, she started her career assisting her father with the family business in industrial real estate and soon after joined Keller Williams as a buyer agent. Lauren now enjoys assisting agents and their clients from contract to close. Supporting her teammates and guiding buyers through a smooth transaction has become a true passion.
GINA LIZZO MARKETING MANAGER Gina is excited to implement insightful marketing tactics to contribute to the success of the Gary Mercer Team. Having studied both marketing and psychology at La Salle University, she has an understanding of consumer behavior that is helpful when developing marketing strategies. Gina works with our agents to create marketing plans to promote their listings and the team as a whole while keeping up with the latest trends.
JAY DEAL VIDEOGRAPHER & PHOTOGRAPHER Jason Deal has been doing photography and commercial videography for over 10 years. He graduated from Ohio University with a Bachelor's Degree in video production from the Scripps College of Communication. Growing up in Pittsburgh, Pennsylvania he worked on multiple commercials while beginning a career in real estate photography. As the industry continues to evolve, Jay continues to work on compelling content and learn the latest marketing trends.
If you are looking for a Real Estate professional who has the expertise, dedication, integrity, and passion for the job at hand....selling your home, then look no further. Sharra Mercer and the team truly fit the bill! Sharra knows how to price a home to sell. And sell it does with her preparation and marketing of your home and the skill set to get it to contract, etc. Lastly, the support from the team throughout every step of the process has been amazing! We could not have been happier and can't thank them enough for selling our home! - Stanley & Sharron
Sharra Mercer worked tirelessly to help me find my first home! I am so grateful for her! She was very knowledgable, and guided me in making the right decision. She was also able to provide me with a home inspector and various insurance policies. She still continues to help me with any questions I have regarding my home. - Samantha R
My husband and I had a great experience buying our home with Sharra and the team. We were relocating from New Jersey, and weren't super familiar with the area. She dedicated time to help us explore, and gave us important knowledge and tips in order to figure out where we felt we fit best. I'm so appreciative of her insight and time spent with us. With the current very competitive market, we wouldn't have been able to do it without her. I feel fortunate now that we've found a home that will suit our family well for many, many years to come! - Emily L
I worked with Sharra during a hectic real estate period and she found the perfect house in our preferred neighborhood in no time. She was professional and knowledgeable. Her whole team made the home buying process stress free and easy to navigate. I would highly recommend Sharra and the team. - Harry & Marianne W
As first-time home buyers that recently relocated to the US, my wife and I knew nothing about home buying. Sharra made it easy, guiding us step-by-step, and was very responsive to all of our questions, even when they were probably nonsense. She helped us with estimates, daily updates on new houses coming to the market, recommendations, etc... We couldn't have done it without her and her team in this crazy market. Thank you! - Alejandro S