Unique Seller Guide

SELLER GUIDE Smart Selling Simplified: A Guide to Smooth and Profitable Success

Who

we are

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.

Before

Listing

What I Do For SELLING A HOME SUCCESSFULLY REQUIRES EXPERIENCE, TIME AND RESOURCES.

You

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.

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

PREPARE TO LIST

STEP 7

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

STEP 8

IMAGERY

INSPECTIONS & APPRAISAL

• Professional photo session • Professional video session • Professional drone session

• 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

STEP 9

REPAIRS • Online marketing • Social media • Signage • Flyers

• 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

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%

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

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.

Advertising Your

Property

What We Do

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.

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 Print Brochures + Flyers Unique’s marketing dept crafts premium brochures that showcase each listing's distinctive qualities. Buyers receive full-color brochures with high-quality images and detailed narratives highlighting property features.

Digital Brochures / E-Flyers Digital brochures reach Realtors across Asheville and the U.S. through an expansive email database, leveraging modern technology with integrated videos and interactive elements for a dynamic presentation.

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.

powerhouse

A Real Estate

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 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 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 !

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.

[ 2 0 2 3

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

IN VOLUME EVERY SINGLE DAY Since 2020

TOTAL SALES VOLUME AT KW

TRANSACTIONS BY KW

International Presence

190K+ 1,000+ KW AGENTS WORLDWIDE

KW OFFICES WORLDWIDE

55+

5

REGIONS

CONTINENTS

Our Strategic partner Keller Williams Continues to

Excel

Keller Williams Realty has accomplished numerous achievements over the years for continued exceptional service, outstanding initiatives and unbeatable numbers. Below are just a few of the remarkable awards that Keller Williams has been honored with.

America's Best Large Employers 2021 | FORBES

Top Franchise 2021 | FRANCHISE BUSINESS REVIEW

America's Best Customer Service 2021 | NEWSWEEK

America's Best Employers for Women 2020 | FORBES

Best Employers by State 2020 | FORBES

The people who succeed at the highest level are the people who didn't quit.

-GARY KELLER

Online

Syndication

Listings are featured and searchable on the Barrons.com homepage, surfacing your property in front of the most influential investors, executives and financial advisors in the world.

9 Million

25.4 Million

Monthly Uniques

Monthly Page Views

Listings are featured and searchable on Penta, which delivers inspiring luxury & wealth content tho HNW individuals who want to spend their money with passion & purpose.

$2.9MM

48%

Average HH Net Wor th

Penta Readers Are Multi-Millionaires

Listings are featured and searchable on MarketWatch’s homepage, and on the Personal Finance Real Estate & Retirement Real Estate pages—alongside newsworthy personal finance content.

49.7 Million

360 Million

Monthly Uniques

Monthly Page Views

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.

Online

Syndication

LUXURY PUBLISHER PARTNERS

NATIONAL PUBLISHER PARTNERS

Online

Syndication

THE REAL ESTATE & MLS NETWORK

AFFILIATE PUBLISHER PARTNERS

REGIONAL PUBLISHER PARTNERS

After

Listing Your Home

Home Showings 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

You will sign the purchase agreement and you are now officially under contract!

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.

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.

APPRAISAL COMES IN AT OR ABOVE SALE PRICE You are in the clear, and closing can be begin!

FAQ 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.

APPRAISAL COMES IN BELOW SALE PRICE

COMMON PROBLEMS COULD BE

•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

AFTER EVALUATION:

FOUNDATION, ELECTRICAL, PLUMBING, PESTS, STRUCTURAL, MOLD, OR RADON.

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.

Key Thoughts

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.

All information is from sources deemed reliable, but no made as to its accuracy. All material presented here is intended for Licensed in guarantee the state ofisNorh Carolina. informational purposes only and is represented subject to human errors, omissions, changes, or withdrawal without notice.

Licensed in the state of Norh Carolina.