TRACEY RICH
SELLERGUIDE
AboutTracey
Tracey Rich is a seasoned broker with extensive experience, and a refreshing forwardthinking approach that always keeps her clients ahead of the current market Driven by her desire to innovate and elevate the real estate experience, Tracey made the decision to partner with Unique, an exclusively curated group of peers that represent the most client-centric and experienced realtors in Western North Carolina who have decided that raising the bar for service and experience is a non-negotiable
Born and raised in Western North Carolina, Tracey has a lifelong connection to the community she serves. Her passion for real estate and dedication to her clients quickly made her one of the top agents in the market and a trusted advisor to hundreds of families who call WNC home. When she’s not helping families achieve their real estate goals, she enjoys time with her husband, Tom, and their two boys, Jones & Grayson She loves bringing all of the extended family together at any number of sporting events to cheer on the boys playing lacrosse with Asheville Empire and football for Henderson County Schools!
Tracey is committed to making every real estate journey seamless and stress-free. With a focus on transparency, efficiency, and personalized service, she goes above and beyond to exceed expectations, redefining what excellence in real estate looks like In today’s ever-changing market, Tracey brings both the experience and the adaptability needed to find opportunities for her clients.
Tracey’s extensive local knowledge and years of real estate experience, combined with Unique: A Real Estate Collective’s cutting-edge technology and broad market reach, create a powerful advantage for buyers and sellers alike Clients can expect a seamless, personalized, and highly effective real estate experience that consistently achieves outstanding results.
ClientTestimonials
From start to finish Tracey was absolutely spectacular. We couldn't say enough about Tracey's performance throughout the process We relocated to Michigan and were out of town for most of the process She was especially helpful finding and coordinating with various contractors (pre and post sale) to get the house ready for sale/closing. Multiple times we joked about Tracey moving to Michigan in order to help us find our next house!
- J O S H T .
Tracey’s professionalism, kindness, knowledge and compassion in my situation went above and beyond all expectations Handled professionally and with caring and compassion Couldn't have asked for a better experience Excellent realtor and absolutely one of the best in the business.
- S U E M .
I've now worked with Tracey as a Buyer and a Seller and both experiences were wonderful I worked with Tracey first as a Buyer and her work ethic was so strong and personality wonderful that when I decided to list my house I didn't even consider using another Agent. I called Tracey and she made the stressful process as easy as it could be! I would definitely work with Tracey again as a Buyer or a Seller and will continue to recommend her to friends and family! Thanks Tracey!
- J E S S I C A H .
Tracey was recommended by a friend and from the start we found her to be very helpful professional and friendly. We'll probably stay in touch with her as a friend as we move into the Hendersonville area.
N I C K A .
ClientTestimonials
I have worked with Tracey on several transactions over the past 10+ years She's as good as it gets Her knowledge of the industry is next level but what really stands out is the fact that she genuinely cares about your best interests and puts that as her top priority. No one else I would work with or recommend.
- C A M E R O N M .
I have used Tracey Rich as my agent to buy and sell two homes and can say without a doubt she is amazing! Highly recommend to buyers and sellers alike!
- L Y N N E C
She would go out of her way to help with the sale of the property Very knowledgeable of the area We have worked with Tracey earlier on the purchase of this house and were very impressed with her. She is a very professional agent.Tracey came across as having a crystal ball in terms of what the buyer was willing to pay for the property. She was "right on"!
- T O M A N D T I L T
Tracey has been a great representative for us during the entire process She continually went above and beyond to ensure our home buying experience went seamlessly This was an incredible stress reliever as we were buying a home virtually during a global pandemic from across the country. Tracey helped us at every step of the way. And when we had questions she got us answers immediately. Again Tracey was the consummate professional through the entire process. We are thankful to have worked with such a knowledgeable and conscientious real estate agent
- A U S T I N H .
ListingsNotable
49 Tee Box Lane | Etowah
$588,000
131 Estate Drive | Hendersonville
$829,700
143 Gracie Ln | Mills River
$1,150,000
36 Patriots Drive | Asheville
$641,500
356 Vista Fall Road | Mills River
$800,000
398 Battle Creek Rd | Horse Shoe
$775,000
Who weare
A truly client-centric brokerage where we believe that luxury is not a price point, but an immersive experience that touches every aspect of the real estate journey.We are locally owned and have partnered with the nations #1 franchise company for technology and distribution network, Keller Williams Realty International.
Locally owned and Globally supported, we strive to set ourselves apart from other real estate companies by truly offering personalized and memorable experience to our clients. This includes customized marketing strategies at all stages of the relationship, pleasant surprises, and connections to the industry professionals that our elite agents 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 Personal and curated experiences with Global power
We Are “Unique” by design.
ListingYourHome After
Before Listing
WhatIDoForYou
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.
ourhome Steps
STEP 1
MEET WITH YOUR AGENT
• Discuss your needs
• Research CMAs
• Set a competitive list price
STEP 2
PREPARE
TO LIST
• Deep clean & declutter
• Make needed repairs
• Focus on curb appeal
• Stage home
STEP 3
IMAGERY
• Professional photo session
• Professional video session
• Professional drone session
STEP 4
MARKETING
• Online marketing
• Social media
• Signage
• Flyers
STEP 5
SHOWINGS
• Ensure home is ready for showings
• Receive feedback from agents
• Schedule open houses
STEP 6
RECEIVE AN OFFER
• Each offer is presented and we will discuss the benefits & risks of each offer
STEP 7
• You can accept, counter, or deny an offer NEGOTIATE
• Most offers require negotiating either before or after inspections I will negotiate on your behalf
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 9
REPAIRS
• Likely some small repairs will need to be made after inspections
• Review my list of recommended vendors if needed
STEP 10
CLOSING
• Final walk-through
• Sign closing documents
OptimizingVisibility withThoughtful 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
SmartPricing
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:
REPELLING POTENTIAL BUYERS
1
2
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
ATTRACTING UNFAVORABLE ATTENTION
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.
APPRASIAL CHALLENGES
3
4
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
EXHAUSTING EFFORTS
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.
forHomeSelling StagingStrategies
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.
Advertising Your Property
WhatWeDo
Experience unparalleled property promotion through our innovative approaches. With a dynamic fusion of these strategic tools and more, we ensure your property receives the spotlight it deserves, reaching a vast and engaged audience for maximum impact.
Premier Digital Destinations
Ensure your exceptional property captures the attention of a high-net-worth audience We'll feature your listing on premier online platforms, such as the Wall Street Journal and Mansion Global, where a collective 105 million unique visitors per month guarantee unparalleled exposure and access to quality leads for your home
Social Media Campaigns
Placing your home at the forefront of a robust social media campaign is a proven strategy to generate interest Your property becomes a focal point in a carefully crafted digital campaign, reaching and resonating with ideal home-buying candidates.
Signature Online Listing Feed
The KWLS, a powerful search engine, extends your property's online presence, connecting with serious and qualified buyers across the internet.
Unique Property Site
Leverage the impact of an individual property site to effectively showcase your home, generating both online interest and increased foot traffic.
Video and 3D Walkthrough
Just as photography and staging work their magic, video is a dynamic tool to ignite buyer interest. It showcases the unique features of your property, offering a compelling visual. Particularly valuable for out-of-town buyers, video provides an immersive experience when private showings or open houses may not be accessible
MarketingPlan
Home Preparation
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
Print Media & Collateral
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
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 homewhether it's being promoted with yard signs strategically located around the neighborhood, word of mouth, or internet adsprivate showings ensure more exposure with pre-qualified, serious buyers
Networking & Follow-ups
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
PrintBrochures+Flyers
Unique’smarketingdeptcraftspremium brochuresthatshowcaseeachlisting's distinctivequalities.Buyersreceivefull-col brochureswithhigh-qualityimagesand detailednarrativeshighlightingproperty features.
DigitalBrochures/E-Flyers
DigitalbrochuresreachRealtorsacrossAshevilleandtheU.S.throughanexpansiveemail database,leveragingmoderntechnologywithintegratedvideosandinteractiveelements foradynamicpresentation.
SocialMedia
UniqueARECleveragesadvancedsocial mediastrategiestoheightenthevisibility ofourpropertylistings.Recognizingthe powerofsocialmediacampaignsfor generatingbuzzandextensiveexposure, weprovideourclientswithcustomizable proven,yetcustomizablemarketingto promotelistingseffectively.Asrecentdata suggeststhat85%ofU.S.consumersuse socialmedia,with85%ofindividualsaged 45-54followingbrandsthroughthese platforms
ARealEstate powerhouse
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 nations #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 About Us
At Unique and KW, our culture is not only about how we treat each other in the real estate community, but it is also about giving where we live. Serving our community is an essential part of our company’s culture and goes beyond just business. We developed charitable programs like RED Day, KW Cares, and KW Kids Can to help make a difference in the lives of others and promote positive changes in our environment. Built on a foundation of care and shared abundance, Keller Williams continues to stand out as a top workplace with awardwinning culture
RED Day allows our agents to renew, energize and donate to the towns and cities they live and work in
KW Cares helps support associates and their families with hardships as a result of sudden emergency
KW Kids Can is a program that empowers young adults through self-development events, coaching and scholarships
In addition to the charitable programs created by Keller Williams, our Asheville area agents and associates are deeply involved with local charities Our agents are actively involved in our community and love giving back We love to give where we live In response to Hurricane Helene we were able to deploy over 1.4 Million dollars of aid to WNC And We Are Not Done Yet !
OurPartnersHistory
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 2007 2013 2017 2021
KELLER WILLIAMS BEGINS FRANCHISING INTERNATIONALLY
KELLER WILLIAMS DEVELOPS KW LUXURY INTERNATIONAL
2024
KELLER WILLIAMS BECOMES THE #1 LARGEST REAL ESTATE FRANCHISE IN NORTH AMERICA & U S
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
KELLER WILLIAMS CONTINUES TO RANK:
#1 REAL ESTATE BROKERAGE IN THE U S #1 REAL ESTATE BROKERAGE INTERNATIONALLY
UNIQUE COLLECTIVE IS FOUNDED IN ASHEVILLE, NC BY JEFF STEWART
Capture GlobalAttention
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
1M $392B $1B+
COMPLETED TRANSACTIONS BY KW IN VOLUME EVERY SINGLE DAY Since 2020
TOTAL SALES VOLUME AT KW
190K+
1,000+
Online Syndication
When you choose Unique to list your property, you're not only leveraging a leading name in real estate but also accessing a powerful syndication network that ensures your property is showcased both across the United States and around the globe. Here's what you need to know about our syndication process that maximizes the visibility of your luxury property
EXPOSURE ACROSS THE UNITED STATES
Unique partners with premier digital platforms to ensure your listing reaches a wide audience of potential buyers Our syndication partners include:
Wall Street Journal Real Estate: A leading name in business news, offering your property exposure to a sophisticated and affluent audience.
Market Watch: Targets investors and high-net-worth individuals with an interest in the luxury real estate market
James Edition: Known for listing the world's most extraordinary properties, ensuring your listing is among the best.
Mansion Global (for properties over $1 million): Specifically targets the ultraluxury segment, showcasing your property to elite buyers worldwide.
Barron's Group & Penta (for properties over $1 million): Offers your listing exposure to a discerning audience looking for luxury real estate investments.
INTERNATIONAL EXPOSURE
Unique extends your property's reach globally, spanning 5 continents and over 100 countries and territories. This is facilitated through partnerships with international real estate platforms such as:
Juwai: Connects your property with buyers in Asia, offering a gateway to one of the most significant investor markets
Luxury Real Estate & Haute Residence: These platforms specialize in highend properties and cater to a global audience of affluent buyers.
LUXURY PUBLISHER PARTNERS
THE REAL ESTATE & MLS NETWORK
ShowingsHome
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
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
Assures home sellers that the buyer can get the loan they need.
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
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
afteranofferissubmitted
WE CAN: THE BUYER CAN THEN: OFFER IS ACCEPTED:
• Accept the offer
• Counter offer
A counter-offer is when you offer different terms to the buyer.
• Accept the counter offer
• Counter offer
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.
To ClosingContract
Inspections&Appraisal Home
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
APPRAISAL COMES IN AT OR ABOVE SALE PRICE
You are in the clear, and closing can be begin!
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
INSPECTION TIME FRAME
TYPICALLY 10-14 DAYS AFTER SIGNING CONTRACT. NEGOTIATIONS USUALLY HAPPEN WITHIN 5 DAYS
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
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
TheSaleClosing WhatToExpect
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
StepsForSeller Final
C
L O
S E A C C O U N T S
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
C H A N G E A D D R E S S
Let everyone know your new address Submit a change-of-address form to the post office
T
U
R N E V E R Y T H I N G O F F
Turn off valves to the sinks, toilets, appliances, and water heater. Turn off all light switches and fans. Lastly, call the electric company.
D O C U M E N T S
Secure all closing documents as well as the contract and closing documents. Keep them in a safe place.
Put together a packet of manuals, receipts, and any warranties as well G A T H E R H
C L E A R O U T P E R S O N A L S
Move out your personal belongings completely Check all drawers, cabinets, and closets
C L E A N
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.
I N C I D E N T A L S
Leave all house keys, remotes, gate keys, pool keys, and mailbox keys in a drawer in the kitchen
F L O O R S
Vacuum and sweep floors one more time
L O C K U P
Ensure all blinds are closed, and lock the windows and doors
KeyThoughts
