Marketing Plan
Marketing Plan
Prepared By: Betty Wasyluk REALTOR® 2 Percent Realty 403.875-1640 [email protected] www.bettywasyluk.com
Personal Information & Experience
About Me Lifelong, proud Calgarian Licensed Realtor in Alberta since 1990 Realtor at 2% Realty 10 years experience with a major relocation provider Interests in all things artistic, including being an avid oil painter, reading, and time with family
Awards & Education
Business Philosophy
Sellers Representative Specialist
Performing with Highest Level of Ethics and Business Standards
Certified Condominium Specialist
100% Client Satisfaction
CERC Relocation Specialist
I will take the time to listen to your needs and aim for the best possible solution for you and your family
Accredited Buyer’s Representative
I want you to “love where you live”! Education is key - I am always looking to learn new things both formally and informally to stay ahead of the ‘curve’ and benefit the clients I work with
Understanding Agency ‘Agency’ is the relationship created in common law when two parties agree to have one party act on behalf of the other. In becoming your Agent, I would owe you specific fiduciary duties: Undivided Loyalty - I must act solely in your best interests Confidentiality – I must keep you confidential information now and in perpetuity Full Disclosure – All facts that I know ,you know
Obedience – I must obey your reasonable, lawful instructions Reasonable Care & Skill – I must exercise this in performing all duties Full Accounting – I must account for all monies and property entrusted to me Buyer’s Agency The REALTOR® works with a buyer, helping to review potential homes and guides through writing an offer with conditions to protect the sale, all for the lowest possible price Seller’s Agency The REALTOR® represents the seller, handling all preparation pricing and marketing of the property to promote a quick sale all for the highest possible price Transaction Brokerage
One REALTOR® represents both parties. The ability to fulfill agency duties to both parties is limited. With the informed prior consent of both parties it is possible to keep the same representation. Obligation shifts to treat both parties impartial, objective and even-handed to facilitate a mutually acceptable agreement. All information and advice gets shared with both parties. Confidential information cannot be disclosed
The Steps to Selling a Home
Initial Consultation
Evaluate Needs
Determine Timeframe
Set Price
Sign Listing Contract
Prepare Property ‘For Sale’
Prep & Staging
Measure Property
Photos
Load listing to mls
Listing Hits Market
Showings
Open House
Obtain Feedback
Adjust (if nec.)
Receive Offer(s)
Negotiate Offer(s)
Accept Offer
Sign Purchase Contract
Conditional Sale (1-2 wks)
Buyer Works On Conditions
Property Can Still Be Shown
Buyer Waives Conditions
Property ‘Sold’
Sign With Lawyer
Buyer Gets Keys
Proceeds Delivered To You
Pricing Strategy Factors we cannot control which DO affect your current property value: 1. Market Conditions - nationally and locally 2. Physical Qualities of Your Property - size, location, floor plan, etc. 3. Competition – what they are doing Factors which have NO EFFECT on your current property value: 1. Original Price 2. Needed Proceeds 3. City Tax Assessment Value 4. Opinions of Others
Setting the Right Price Priced right and ready to show opens your home to a great number of potential buyers. It hits the market as a hot property which means more buyers will be interested
If The Asking Price Is:
15% Over Market Value
10% Over Market Value
Fair Market Value
10% Under Market Value
The Property Appeals To:
10% Of The Market
30% Of The Market
60% Of The Market
75% Of The Market
Dangers Of Overpricing
1.
Losing Potential Buyers
Buyers are comparative shopping; they see ALL competition; they will weed out higher priced properties in times of higher inventory 2.
Taking Longer To Sell
The higher the price above realistic market value, the more time it will take to sell 3.
Missing Peak Selling Activity
The most interest occurs when a property is first on the market 4.
Getting Unreasonable Offers
Overpriced = More time on the market = ‘lowball offers’ 5.
Failing To Obtain Financing
Even if a buyer is found that is willing to pay more than fair market value, it may be impossible for that buyer to obtain financing based on the necessary analysis of an independent appraiser There is no standard or customary amount left for negotiation. Properties that are properly priced, often sell very close to their listed price in ANY market condition
How Your Property Gets Sold Who Will Bring In The Buyer For My Home?
Another REALTOR®/Brokerage 94% Me - 5%
Don’t Most REALTORS® ‘Double-End’ or Sell Their Own Properties? Based on CREB data on MLS® sales in Calgary only 3.4% of all properties sold in the past year on the MLS® were sold to Buyers represented by the listing agent . This is very consistent with both my own and city-wide statistics Shouldn’t I List with the ‘Community Real Estate Specialist’? It is important that your REALTOR® understand your property and your community but sometimes having too narrow of a focus may not be as much of a benefit as it seems.
I am active in many of the communities in Calgary, and my business is split between working with Buyer’s and Seller’s. This gives me a broader perspective of the market and the trends that may exist. Plus I have lived in Calgary all of my life.
How Today’s Buyer Searches For Property
Where Buyer’s found The Home They Ultimately Purchased REALTOR® Internet Yard Sign Builder Friend/Neighbor/Relative Other
Source: The 2010 National Association of Realtors ® Home Buyers and Sellers.
Expected Proceeds of Sale A
Selling Price
B
Encumbrances
C
$
First Mortgage
$
Second Mortgage
$
Other
$
Selling Costs Real Estate Brokerage Fees
$
Lawyer’s Fees
$
($850-$1200)
Real Property Report (RPR)
$
($400-$700)
City Compliance
$
($100)
Condo Documents
$
($100-$300)
Estoppel Certificate (Condo)
$
($200-$300)
Property Tax Adjustment
$
(monthly or yearly)
HOA Fee Adjustment
$
(monthly or yearly)
Condo Fees Adjustment
$
(monthly)
Mortgage Prepayment Fee
$
(check w/ lender)
Other Loan Fees
$
(check w/ lender)
ESTIMATE for assistance only. Actual Amounts Will Vary. NOT GUARANTEED
D
Total Costs & Encumbrances
$
E
Approximate* Seller Proceeds
$
Preparing Your Property For Market
Step 1: Clean, Repair & De-clutter (to be completed > 1 week prior to listing)
Pack up all small and personal items – anything smaller than shoe box and/or unnecessary to short-term daily living Clean thoroughly from top to bottom – make bathrooms and kitchens sparkle, clean walls, floors and windows Make all the small household repairs you’ve been avoiding – loose or leaky plumbing, clogged drains, electrical deficiencies, etc. Make sure all light bulbs are working and replace CFL bulbs with regular bulbs, especially in small , dark areas – they take too long to warm up Paint & repair – inside – banged up walls, holes, any non-neutral colors Paint & Repair – outside – front door, garage door, decks & trims Landscape front & back yard – mow, trim, water, weed, prune, rake, etc I will help you create a ‘checklist’ of items Step 2: Stage Home For Sale (5-7 Days prior to listing on Market)
Room by room preparation using existing furnishings or recommendations for inexpensive additions Pre – Showing suggestions provided
Dealing With Showings Timeframe Most Realtors will book the day before or at least several hours in advance, but some may need to book at the last minute. We can set time restrictions and limits I will need cell phone and contact numbers and a ‘chain’ of booking order to follow. When You Go Out, Leave the Home Ready to Show You never know when a good last minute showing will pop up. When you leave for the day or a period of time it is best to leave the house ready to show. In that case we won’t have to turn anyone away Lights If you are home before a showing, turn on all the lights and open draperies and blinds so the home is bright when the showing occurs. Many times when the lights are on for a showing the Realtors will leave them on unless requested otherwise. When they are off they should turn them off. Pets We will need a strategy to get pets out if possible. No matter how friendly they are, dogs should be removed. Cats can be left in the home if need be but if your cat is an escape artist it may be best to make alternate arrangements. Any other pets should be dealt with accordingly. Lockboxes All showings must be booked through me and I provide them a code to enter my electronic lock box. I also get an email as soon as someone enters it and it is disengaged between 10pm and 7am. Valuables
If you have any small irreplaceable items it is best to pack them somewhere they cannot easily go missing, rather than have to try to figure out where they went.
Prepared By: Betty Wasyluk REALTOR® 2 Percent Realty 403.875-1640 [email protected] www.bettywasyluk.com
Personal Information & Experience
About Me Lifelong, proud Calgarian Licensed Realtor in Alberta since 1990 Realtor at 2% Realty 10 years experience with a major relocation provider Interests in all things artistic, including being an avid oil painter, reading, and time with family
Awards & Education
Business Philosophy
Sellers Representative Specialist
Performing with Highest Level of Ethics and Business Standards
Certified Condominium Specialist
100% Client Satisfaction
CERC Relocation Specialist
I will take the time to listen to your needs and aim for the best possible solution for you and your family
Accredited Buyer’s Representative
I want you to “love where you live”! Education is key - I am always looking to learn new things both formally and informally to stay ahead of the ‘curve’ and benefit the clients I work with
Understanding Agency ‘Agency’ is the relationship created in common law when two parties agree to have one party act on behalf of the other. In becoming your Agent, I would owe you specific fiduciary duties: Undivided Loyalty - I must act solely in your best interests Confidentiality – I must keep you confidential information now and in perpetuity Full Disclosure – All facts that I know ,you know
Obedience – I must obey your reasonable, lawful instructions Reasonable Care & Skill – I must exercise this in performing all duties Full Accounting – I must account for all monies and property entrusted to me Buyer’s Agency The REALTOR® works with a buyer, helping to review potential homes and guides through writing an offer with conditions to protect the sale, all for the lowest possible price Seller’s Agency The REALTOR® represents the seller, handling all preparation pricing and marketing of the property to promote a quick sale all for the highest possible price Transaction Brokerage
One REALTOR® represents both parties. The ability to fulfill agency duties to both parties is limited. With the informed prior consent of both parties it is possible to keep the same representation. Obligation shifts to treat both parties impartial, objective and even-handed to facilitate a mutually acceptable agreement. All information and advice gets shared with both parties. Confidential information cannot be disclosed
The Steps to Selling a Home
Initial Consultation
Evaluate Needs
Determine Timeframe
Set Price
Sign Listing Contract
Prepare Property ‘For Sale’
Prep & Staging
Measure Property
Photos
Load listing to mls
Listing Hits Market
Showings
Open House
Obtain Feedback
Adjust (if nec.)
Receive Offer(s)
Negotiate Offer(s)
Accept Offer
Sign Purchase Contract
Conditional Sale (1-2 wks)
Buyer Works On Conditions
Property Can Still Be Shown
Buyer Waives Conditions
Property ‘Sold’
Sign With Lawyer
Buyer Gets Keys
Proceeds Delivered To You
Pricing Strategy Factors we cannot control which DO affect your current property value: 1. Market Conditions - nationally and locally 2. Physical Qualities of Your Property - size, location, floor plan, etc. 3. Competition – what they are doing Factors which have NO EFFECT on your current property value: 1. Original Price 2. Needed Proceeds 3. City Tax Assessment Value 4. Opinions of Others
Setting the Right Price Priced right and ready to show opens your home to a great number of potential buyers. It hits the market as a hot property which means more buyers will be interested
If The Asking Price Is:
15% Over Market Value
10% Over Market Value
Fair Market Value
10% Under Market Value
The Property Appeals To:
10% Of The Market
30% Of The Market
60% Of The Market
75% Of The Market
Dangers Of Overpricing
1.
Losing Potential Buyers
Buyers are comparative shopping; they see ALL competition; they will weed out higher priced properties in times of higher inventory 2.
Taking Longer To Sell
The higher the price above realistic market value, the more time it will take to sell 3.
Missing Peak Selling Activity
The most interest occurs when a property is first on the market 4.
Getting Unreasonable Offers
Overpriced = More time on the market = ‘lowball offers’ 5.
Failing To Obtain Financing
Even if a buyer is found that is willing to pay more than fair market value, it may be impossible for that buyer to obtain financing based on the necessary analysis of an independent appraiser There is no standard or customary amount left for negotiation. Properties that are properly priced, often sell very close to their listed price in ANY market condition
How Your Property Gets Sold Who Will Bring In The Buyer For My Home?
Another REALTOR®/Brokerage 94% Me - 5%
Don’t Most REALTORS® ‘Double-End’ or Sell Their Own Properties? Based on CREB data on MLS® sales in Calgary only 3.4% of all properties sold in the past year on the MLS® were sold to Buyers represented by the listing agent . This is very consistent with both my own and city-wide statistics Shouldn’t I List with the ‘Community Real Estate Specialist’? It is important that your REALTOR® understand your property and your community but sometimes having too narrow of a focus may not be as much of a benefit as it seems.
I am active in many of the communities in Calgary, and my business is split between working with Buyer’s and Seller’s. This gives me a broader perspective of the market and the trends that may exist. Plus I have lived in Calgary all of my life.
How Today’s Buyer Searches For Property
Where Buyer’s found The Home They Ultimately Purchased REALTOR® Internet Yard Sign Builder Friend/Neighbor/Relative Other
Source: The 2010 National Association of Realtors ® Home Buyers and Sellers.
Expected Proceeds of Sale A
Selling Price
B
Encumbrances
C
$
First Mortgage
$
Second Mortgage
$
Other
$
Selling Costs Real Estate Brokerage Fees
$
Lawyer’s Fees
$
($850-$1200)
Real Property Report (RPR)
$
($400-$700)
City Compliance
$
($100)
Condo Documents
$
($100-$300)
Estoppel Certificate (Condo)
$
($200-$300)
Property Tax Adjustment
$
(monthly or yearly)
HOA Fee Adjustment
$
(monthly or yearly)
Condo Fees Adjustment
$
(monthly)
Mortgage Prepayment Fee
$
(check w/ lender)
Other Loan Fees
$
(check w/ lender)
ESTIMATE for assistance only. Actual Amounts Will Vary. NOT GUARANTEED
D
Total Costs & Encumbrances
$
E
Approximate* Seller Proceeds
$
Preparing Your Property For Market
Step 1: Clean, Repair & De-clutter (to be completed > 1 week prior to listing)
Pack up all small and personal items – anything smaller than shoe box and/or unnecessary to short-term daily living Clean thoroughly from top to bottom – make bathrooms and kitchens sparkle, clean walls, floors and windows Make all the small household repairs you’ve been avoiding – loose or leaky plumbing, clogged drains, electrical deficiencies, etc. Make sure all light bulbs are working and replace CFL bulbs with regular bulbs, especially in small , dark areas – they take too long to warm up Paint & repair – inside – banged up walls, holes, any non-neutral colors Paint & Repair – outside – front door, garage door, decks & trims Landscape front & back yard – mow, trim, water, weed, prune, rake, etc I will help you create a ‘checklist’ of items Step 2: Stage Home For Sale (5-7 Days prior to listing on Market)
Room by room preparation using existing furnishings or recommendations for inexpensive additions Pre – Showing suggestions provided
Dealing With Showings Timeframe Most Realtors will book the day before or at least several hours in advance, but some may need to book at the last minute. We can set time restrictions and limits I will need cell phone and contact numbers and a ‘chain’ of booking order to follow. When You Go Out, Leave the Home Ready to Show You never know when a good last minute showing will pop up. When you leave for the day or a period of time it is best to leave the house ready to show. In that case we won’t have to turn anyone away Lights If you are home before a showing, turn on all the lights and open draperies and blinds so the home is bright when the showing occurs. Many times when the lights are on for a showing the Realtors will leave them on unless requested otherwise. When they are off they should turn them off. Pets We will need a strategy to get pets out if possible. No matter how friendly they are, dogs should be removed. Cats can be left in the home if need be but if your cat is an escape artist it may be best to make alternate arrangements. Any other pets should be dealt with accordingly. Lockboxes All showings must be booked through me and I provide them a code to enter my electronic lock box. I also get an email as soon as someone enters it and it is disengaged between 10pm and 7am. Valuables
If you have any small irreplaceable items it is best to pack them somewhere they cannot easily go missing, rather than have to try to figure out where they went.
