SELLER GUIDE Smart Selling Simplified: A Guide to Smooth and Profitable Success
About Us Unique is a locally owned, luxury boutique, developed as the “first of it’s kind” off-site luxury firm with a local ownership group who has partnered with the nation’s #1 franchise company for technology, distribution network and training, Keller Williams Realty International. Locally owned and Globally supported, we strive to set ourselves apart from other real estate companies by offering a personalized and memorable experience to clients. This includes customized marketing strategies at all stages of the relationship, pleasant surprises and connections to the industry professionals that we trust. By providing a tailored experience to both our clients and agent partners we are building confidence and loyalty which leads to repeat business and referrals. We Are “Unique” by design.
Our Culture Our culture is defined by how we care for one another and the places we call home. We believe in "giving where we live," making community service an essential part of who we are well beyond real estate. Through nationwide initiatives like RED Day, KW Cares, and KW Kids Can, as well as hands-on local partnerships with organizations like Meals on Wheels, Loving Food Resources, and Habitat for Humanity, our team is deeply committed to creating lasting, positive change. When Hurricane Helene impacted Western North Carolina, our community's resilience inspired us to action—allowing us to deploy over $1.4 million in direct local aid. And we are just getting started. Whether we are offering disaster relief resources, hosting neighborhood events, or simply bringing people together, our heart is in being fully present for our neighbors. We don't just work here; we love living here, and we are honored to serve the community we call home. ADD INFO ABOUT COMMUNITY EVENTS**
KW Cares helps support associates and their families with hardships as a result of sudden emergency.
What We Do For
You
SELLING A HOME SUCCESSFULLY REQUIRES EXPERIENCE, TIME AND RESOURCES.
EXPERIENCE Based on my experience, I know that pinpointing an optimal asking price, advising you on preparing your home for the market, scheduling a professional photographer and assembling quality marketing pieces are all part of the equation. There are many steps that go into place before you receive an offer. I will be your guide and partner in this.
TIME Selling a home involves hours of preparation, phone calls, emails and paperwork that you shouldn't have to worry about. I will take care of it all for you.
NEGOTIATION Working on your behalf, I have the patience, credentials, and connections to ensure negotiations stay positive and move towards closing.
MARKETING Keeping your home in front of potential buyers requires marketing 24 hours a day, 7 days a week and includes yard signs, brochures, ads, direct mail, my personal website as well as our Luxury Homes website. All backed by the number one luxury brokerage in the United States.
Meet the team About Dave With 25 years of experience as a licensed real estate broker, Dave is a trusted leader in Western North Carolina real estate. His deep industry expertise is grounded in real-world
BECCA SCHILLER experience—having personally renovated and sold over 100 properties while guiding more OPERATIONS MANAGER than 500 property owners through complex transactions over the last decade. 704.840.4865
Dave believes no two real estate journeys are alike, offering a highly tailored, custom beccas@uniquecollective.us experience for every client. Drawing on a foundational@hearthandgnome_realty background in banking and
insurance, Dave brings a sharp analytical eye to every deal. As a Luxury Broker, Senior Living Transitions Expert, and Investment Strategist, he provides nuanced, end-to-end guidance whether you are acquiring a high-end mountain estate, navigating a sensitive family transition, or expanding a wealth-building portfolio. A U.S. Air Force veteran and West Virginia State College graduate, Dave’s strong discipline, entrepreneurial drive, and clear communication have earned him lasting trust across WNC. He and his wife, Sarah, live in Asheville’s historic Kenilworth neighborhood with their three sons—Harrison, Miles, and James. Off the clock, Dave embraces the outdoors, whether he’s surfing on Lake James, fly fishing the Davidson River, mountain biking at Bent Creek, or hitting the slopes on a family ski trip.
DAVE CASH LUXURY BROKER | SELLER SPECIALIST | SENIOR LIVING TRANSITION EXPERT | INVESTMENT STRAGIST
704.840.4865 davecash@uniquecollective.us @davecashrealty
Meet the team About Becca Your Asheville Connector. Service-driven. Community-focused. Asheville-obsessed.
BECCA SCHILLER OPERATIONS MANAGER
Becca’s roots in Asheville hospitality run deep. After whipping up sweetness as the
Pastry Chef at Rhubarb, she went on to run the show as Director of Operations at local
704.840.4865 favorite, The Rhu. In the fast-paced world of top-tier food and beverage, she learned that an incredible experience isn’t just about the end beccas@uniquecollective.us result—it’s about relentless
@hearthandgnome_realty attention to detail, smooth execution behind the scenes, and making people feel genuinely cared for.
She brings that high-energy hustle and operational precision to real estate. For Becca, guiding someone through a transaction feels a lot like hosting a seamless event: it takes sharp strategy, clear communication, and a lot of heart. That authentic, connection-first approach is why over 90% of her business comes directly from client referrals and repeat friends. Now settled in scenic East Asheville, Becca loves helping clients navigate WNC, whether they’re looking for vibrant downtown energy or a quiet mountain sanctuary. When she’s not negotiating deals or scouting properties, you’ll find her at the ballet studio, camping under the mountain stars, working on home DIY projects, or taking in Asheville’s vibrant arts scene. Becca doesn’t just sell houses; she connects people with the neighborhoods, culture, and soul of the place they’ll call home.
BECCA SCHILLER DIRECTOR OF OPERATIONS | LEAD BUYER SPECIALIST
303.898.2225 beccas@uniquecollective.us @beccaconnectsasheville
Steps
to selling your home STEP 1
STEP 6
MEET WITH YOUR AGENT
RECEIVE AN OFFER
• Discuss your needs • Research CMAs • Set a competitive list price
• Each offer is presented and we will discuss the benefits & risks of each offer
STEP 2
STEP 7
PREPARE TO LIST
NEGOTIATE
• Deep clean & declutter • Make needed repairs • Focus on curb appeal • Stage home
• Most offers require negotiating either before or after inspections. I will negotiate on your behalf • You can accept, counter, or deny an offer
STEP 3
IMAGERY • Professional photo session • Professional video session • Professional drone session
STEP 8
INSPECTIONS & APPRAISAL • I will work with the buyer's agent to coordinate and schedule an inspection & appraisal. These are both ordered by the buyer.
STEP 4
MARKETING • Online marketing • Social media • Signage • Flyers
STEP 9
REPAIRS • Likely some small repairs will need to be made after inspections • Review my list of recommended vendors if needed
STEP 5
SHOWINGS • Ensure home is ready for showings • Receive feedback from agents • Schedule open houses
STEP 10
CLOSING • Final walk-through • Sign closing documents
Before
Listing
Staging Strategies for Home Selling
Minimize Clutter Clearing out clutter is essential, as it helps potential buyers envision the maximum potential of the property. Now is an opportune moment to declutter and organize.
Repair & Fix Attend to any minor damages or fixes in your home that are noticeable, ensuring these tasks are completed before the house is showcased.
Keep it Neutral While personalized colors may be enjoyable, they might not appeal to everyone. Opt for repainting with neutral hues and keep personal items out of view to help buyers imagine themselves in the home.
Curb Appeal Matters The initial external view of your home makes a lasting impression. Ensure the exterior is inviting, which helps prospects see it as their prospective home.
Update & Enhance Stay current with design trends to attract buyers. Rearrange furniture to improve the home's flow, or bring in modern lighting and wall art to make the space stand out.
Photo
Checklist
This is an exciting step in showcasing your property and sharing its story with potential buyers. High-quality photos can make a significant impact, attracting more interest and ensuring your home shines in the market!
General Preparation Clean and Declutter: Remove all personal items, excess furniture, and clutter from all rooms. Lighting: Ensure all lights are functioning and replace any burned-out bulbs. Windows: Clean windows inside and out (if possible), open curtains/blinds for natural light. Pets: Relocate pets to a different location during the photoshoot.
Interior Preparation
Exterior Preparation
Living Areas:
Lawn + Garden:
Arrange furniture neatly Store away visible cables and cords
Mow the lawn and trim hedges Store away any garden tools and hoses Sweep walkways and driveways
Kitchen: Clear countertops of appliances and personal items. Clean all surfaces and appliances. Remove magnets and notes from the refrigerator
Bedrooms: Make beds with clean, neutral bedding Clear bedside tables of personal items Tidy up closets
Bathrooms: Store away personal hygiene items from counters and showers
Kids + Pets: Tidy up or store away toys, leashes, and any loose items
House Exterior: Clean doors and windows Clear the front porch of personal items
Outdoor Living Spaces: Arrange outdoor furniture neatly Clean grills and outdoor appliances
Smart Pricing
Setting the right price for your home from the beginning is essential to maximize its sale potential. Overpricing can lead to various drawbacks such as:
1
REPELLING POTENTIAL BUYERS In markets experiencing appreciation, buyers are already cautious about overpaying. Setting an excessively high price can discourage potential buyers, resulting in your home lingering on the market and diminishing its perceived value.
2
ATTRACTING UNFAVORABLE ATTENTION
3
APPRASIAL CHALLENGES
4
EXHAUSTING EFFORTS
Homes with extended days on the market often attract opportunistic buyers seeking to capitalize on the situation. To secure a fair market value or higher, it's crucial to make a strong impression when your property first enters the market.
If your buyer is securing a loan, the property must meet the lender's appraisal requirements. Failing to do so may empower the buyer to legally withdraw from the deal, risking only their option fee and inspection expenses.
Keeping your home in a presentable condition for showings demands considerable time and energy. Investing excessive effort into this aspect could be better utilized elsewhere, making the selling process smoother and more efficient.
TEST THE MARKET Starting Price
FAIR MARKET VALUE Starting Price
SALE PRICE
Buyer Perception of Value
LOST VALUE
EXTRA TIME
TIME ON MARKET
Optimizing Visibility with Thoughtful
Pricing
Your chosen list price directly impacts your home's visibility in potential buyers' search results. When your listing goes live, here's how to interpret the response: NO SHOWINGS/VISITORS THE PRICE MAY BE SIGNIFICANTLY ABOVE THE MARK
NUMEROUS SHOWINGS BUT NO OFFERS MIGHT INDICATE A SLIGHT MISALIGNMENT IN PRICING
MANY SHOWINGS & AN OFFER (OR MULTIPLE) SIGNAL A WELL-PRICED HOME
ASKING PRICE COMPARED TO MARKET VALUE
15%
10%
10%
30%
MV
60%
% OF BUYERS IN THE MARKET
-10%
75%
-15%
90%
8-POINT
Marketing Plan Home Preparation
Visual Technology
Disclosure Package
Print Media & Collateral
Many items that are done to prepare the property for showing can help increase the property value and market response for comparatively little cost. Regardless of the current market conditions, a wellprepared home will sell for a higher price and in less time than an unprepared property.
Gorgeous photos, videos, 3-D tours and virtual reality executed by visual and digital professionals can make all the difference in creating a sense of urgency, while motivating both buyers and agents to see your home. Working closely with these professionals will accentuate your home in its best light.
Compliance with statutory and contractual obligations is critical. Putting together these documents in a pre-sale disclosure package can alleviate the risk of falling out of contract due to contingencies. This may also include required disclosures, current HOA documents and more.
Paper is still very much en vogue despite today’s ever-changing digital world. From captivating property brochures to alluring direct mail campaigns, print media has the remarkable capability to trigger a number of critical senses, helping a buyer fall in love with your property.
Digital Media Syndication
Social Media Promotion
Property Tours & Showings
Networking & Follow-ups
According to the National Association of Realtors, 86% of recent buyers found online websites as the most useful source of information. Keller Williams Listing System, or KWLS, ensures your property is marketed online 24/7 through more than 350 of the most popular searched websites.
The key to a successful social media campaign is precise target marketing through organizations like Facebook Ads, Google Ads, and Instagram Ads. This allows us to target prospective clients according to demographics, topics of interest, and so much more to ensure exceptional exposure.
Open houses and broker tours give so much more exposure to a seller's home whether it's being promoted with yard signs strategically located around the neighborhood, word of mouth, or internet ads private showings ensure more exposure with pre-qualified, serious buyers.
Marketing campaigns must include effective components to reach the agents who represent the buyers that are most likely to seriously consider purchasing your home. Our referral network gives us exclusive access to specialists, both locally and internationally, to ensure we find the most qualified buyer for your property.
Custom
Marketing Materials
Because your home deserves more than the basics. We deliver elevated, high-caliber marketing that outperforms the industry norm.
Print Materials Every home receives standout exposure with a full suite of premium print marketing materials, including postcards, flyers, brochures, feature sheets, and QR code tools.
Digital Campaigns Every listing is amplified with strategic digital marketing, including email outreach, social media exposure, major website syndication, and a feature in Unique’s weekly newsletter.
Exposure Social Media
Unique AREC leverages advanced social media strategies to heighten the visibility of our property listings. Recognizing the power of social media campaigns for generating buzz and extensive exposure, we provide our clients with customizable proven, yet customizable marketing to promote listings effectively. As recent data suggests that 85% of U.S. consumers use social media, with 85% of individuals aged 45-54 following brands through these platforms.
After
Listing Your Home
HomeShowings FLEXIBLE
Be as flexible and accommodating to the buyers schedule as possible. We want to avoid having missed opportunities if at all possible.
INFORMED Make sure everyone in the home is informed when showings are to happen so they can keep their spaces clean.
DAILY CLEANING Keep up with daily messes. Wipe down kitchen and bathroom counters before leaving for the day.
ODORS Avoid strong-smelling foods: Keep your meal prep as neutral and simple as possible.
FURRY FRIENDS Keep pet areas clean. Clean up after your pets immediately and wash their bedding regularly. Hide pet food or litter. Not everyone is a pet person and it may hinder a potential buyers ability to picture themselves living in your home.
NATURAL LIGHT Open blinds and curtains and let in as much natural light as possible. Leave lights on before you leave for a showing.
TRASH Empty trash cans to avoid any odors. Try to empty trash cans nightly so that the home is fresh when you leave for the day.
TEMPERATURE Keep the room temperature comfortable. This demonstrates to buyers that the HVAC is working properly.
PERSONALS Make sure you place all valuables and prescriptions out of sight and in a safe place.
VACATE Having a seller present can make buyers feel awkward. We want to make the buyers feel at home and stay awhile.
Offers Price is just one of many considerations when deciding which offer is best for your home. Here are some of the other factors that matter.
CONTINGENCIES The fewer contingencies on an offer the better. Shorter time periods are also valuable.
ALL CASH BUYER A cash offer is usually more appealing than a finance offer as the seller doesn’t need to worry about the bank approving the loan.
PRE-APPROVAL Assures home sellers that the buyer can get the loan they need.
LOAN TYPE A conventional loan is often the least complicated. This is an appealing choice for sellers. An FHA loan can cause delays because they require certain repairs and approvals.
CLOSING TIMELINE You might need to close quickly to move on to the next adventure, or you might need to extend the closing to allow time for the next home to be ready. Choosing the offer with the closing time that fits your needs will be most attractive to you.
CLOSING COSTS Sometimes an offer comes in high, but the buyer asks you to pay a percentage of the buyer’s closing costs.
REPAIR REQUESTS If the home needs some repairs, but you don’t have the time or money to do them, a buyer who is willing to do them for you might be what you need.
OFFER PRICE Of course, price matters too! If a high offer will cost you more in closing costs, repairs, or other factors—then it probably won’t be the better offer.
Negotiations
after an offer is submitted WE CAN:
THE BUYER CAN THEN:
OFFER IS ACCEPTED:
•Accept the offer
•Accept the counter-offer
•Counter-offer
•Counter offer
A counter-offer is when you offer different terms to the buyer.
You can negotiate back and forth as many times as needed until you can reach an agreement or someone chooses to walk away.
You will sign the purchase agreement and you are now officially under contract! This period of time is called the Due Diligence period. Now inspections, appraisals, or anything else built into your purchase agreement will take place.
Contract
To Closing
Home Inspections & Appraisal Appraisal If the buyer is seeking a loan to purchase your home they will need to have an appraisal performed by the bank to verify the home is worth the loan amount. As a seller we want the property to appraise for at least the sale amount or more. It is very difficult to successfully contest your appraisal. An experienced agent demonstrates certain strategies to reveal the value of the home prior to the appraisal.
FAQ INSPECTION TIME FRAME TYPICALLY 10-14 DAYS AFTER SIGNING CONTRACT. NEGOTIATIONS USUALLY HAPPEN WITHIN 5 DAYS
APPRAISAL COMES IN AT OR ABOVE SALE PRICE You are in the clear, and closing can be begin!
COSTS NO COST TO THE SELLER. THE BUYER WILL CHOOSE AND PURCHASE THE INSPECTION PERFORMED BY THE INSPECTOR OF THEIR CHOICE.
POSSIBLE OUTCOMES INSPECTIONS AND POTENTIAL REPAIRS ARE USUALLY ONE OF THE TOP REASONS A SALE DOES NOT CLOSE.
APPRAISAL COMES IN BELOW SALE PRICE •Renegotiate the sale price with the buyer •Renegotiate with the buyer to cover the difference •Cancel and re-list •Consider an alternative all-cash offer
COMMON PROBLEMS COULD BE FOUNDATION, ELECTRICAL, PLUMBING, PESTS, STRUCTURAL, MOLD, OR RADON
AFTER EVALUATION: BUYER CAN ACCEPT AS IS BUYER CAN OFFER TO RENEGOTIATE BUYER CAN CANCEL CONTRACT
ClosingThe Sale What To Expect
Closing is when funds and documents are transferred in order to transfer ownership of the property to the buyer. The closing attorney will look over the contract and find out what payments are owed by who, prepare documents for closing, perform the closing, make sure all payoffs are completed, the buyer’s title is recorded, and that you receive payoffs that are due to you.
YOUR COSTS Seller commonly pays: • Mortgage balance & penalties if applicable • Any claims against your property • Unpaid assessments on your property • Real estate agent compensation as agreed • Title insurance policy • Home warranty
WHAT TO BRING Sellers need to bring to closing: • A government picture ID • House keys • Garage door openers • Mailbox and any other spare keys
AFTER CLOSING Keep copies of the following for taxes: • Copies of all closing documents • All home improvement receipts
Final Steps For Seller CLOSE ACCOUNTS In preparation for closing, schedule utility accounts to end as of the closing date. Home owners insurance is the one caveat to this as you will want the coverage to overlap with the new owner by 1-2 days. Keep a list of phone numbers for each of your utility and entertainment companies for the new owner. CHANGE ADDRESS Let everyone know your new address. Submit a change-of-address form to the post office. TURN EVERYTHING OFF Turn off valves to the sinks, toilets, appliances, and water heater. Turn off all light switches and fans. Lastly, call the electric company. DOCUMENTS Secure all closing documents as well as the contract and closing documents. Keep them in a safe place. GATHER HOME PAPERWORK Put together a packet of manuals, receipts, and any warranties as well. CLEAR OUT PERSONALS Move out your personal belongings completely. Check all drawers, cabinets, and closets. CLEAN Ensure that your home is completely clean upon leaving the home. Clean the cabinets, refrigerators, and other appliances inside and out. Thoroughly clean out the garage. Schedule trash pick up prior to the day of closing. Leave your home the way you would like to find it if you were the buyer. INCIDENTALS Leave all house keys, remotes, gate keys, pool keys, and mailbox keys in a drawer in the kitchen. FLOORS Vacuum and sweep floors one more time LOCK UP Ensure all blinds are closed, and lock the windows and doors.
Client Testimonials Dave Cash and Amber Thomas were such a dream team! I cannot recommend them enough for buying or selling Asheville property. They are so well-connected and immediately found a buyer for our property. We were under contract in less than a week. The entire process was handled professionally, with knowledge and expertise. We always felt like we were in good hands. -Mae
Dave and his team were just great. In fact, it’s great to have a Realtor plus a team – it made the whole process seamless, every person in his or her particular expertise and role getting the job done and being super helpful and accommodating in the process. Everyone we encountered was wonderful to work with. Dave has great experience, knowledge and skill in dealing with the buyer, which was definitely an advantage. Highly recommended! -Bene
If you require the best service, highest quality of work, stellar ethics and professionalism, Dave Cash and his team are unbeatable. Dave and his knowledgeable team listed our property and worked methodically, and were goal driven to close on our home. We could not be happier with the results, and we highly recommend Dave and his team to facilitate your process. -Jennifer
The Dave Cash team was amazing. The sale of our house was the smoothest transaction ever. We highly recommend them. -Bill
Notable
Listings
21 Chiles Avenue | Asheville $2,400,000 | The James Madison and Leah Arcouet Chiles Estate
52 Ardmion Park | Asheville $2,250,000 | 6 Days on MarketSold over asking price
11 Tamerlane Way | Leicester
615 Blue Mist Way | Arden
$975,000 | 2 Days on Market
$1,720,000
1610 Perth Road | Clyde
17 Buckingham Court | Asheville
$5,940,000 | Vast acreage abound on this 195 +/- acre estate
$1,340,000 | Historic Kenilworth home
Our Partners History Experience Unrivaled Excellence with UNIQUE and Keller Williams Luxury International, the Pinnacle of Keller Williams Realty – the Global Leader in Real Estate. Our renowned network and time-tested models provide the blueprint for unparalleled profitability in every market worldwide
1983
KELLER WILLIAMS IS FOUNDED IN AUSTIN BY GARY KELLER AND JOE WILLIAMS
1998
KELLER WILLIAMS BEGINS FRANCHISING INTERNATIONALLY
2007
KELLER WILLIAMS DEVELOPS KW LUXURY INTERNATIONAL
2013
KELLER WILLIAMS BECOMES THE #1 LARGEST REAL ESTATE FRANCHISE IN NORTH AMERICA & U.S.
2017
KELLER WILLIAMS BECOMES #1 IN THE U.S. BY AGENT COUNT, UNITS, AND VOLUME, AS WELL AS THE TOP LUXURY REAL ESTATE COMPANY (SALES OVER $1M) IN THE U.S.
2021
KELLER WILLIAMS CONTINUES TO RANK: #1 REAL ESTATE BROKERAGE IN THE U.S. #1 REAL ESTATE BROKERAGE INTERNATIONALLY
2024
UNIQUE COLLECTIVE IS FOUNDED IN ASHEVILLE, NC BY JEFF STEWART...
Capture Global Attention We unlock worldwide exposure with KW and KWLuxury International partnership, ensuring your property captivates discerning buyers globally. As the international real estate market expands annually, it presents a substantial opportunity for those marketing highly sought-after properties.
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We Sell More Luxury Real Estate Than Any Other Company Across The Globe G L O B A L
S T A T I S T I C S
F O R
K E L L E R
]
W I L L I A M S
1M
$1B+
$392B
COMPLETED TRANSACTIONS BY KW
IN VOLUME EVERY SINGLE DAY Since 2020
TOTAL SALES VOLUME AT KW
International Presence
190K+ 1,000+ KW AGENTS WORLDWIDE
KW OFFICES WORLDWIDE
55+
5
REGIONS
CONTINENTS
All information is from sources deemed reliable, but no guarantee is made as to its accuracy. All material presented here is intended for informational purposes only and is represented subject to human errors, omissions, changes, or withdrawal without notice. Licensed in the state of Norh Carolina.