If your goal is selling your house in the least amount of time for the most amount of money, then you should consider hiring one of our professional real estate agents. Our professional agents will meet with you to determine your objectives, set realistic goals and develop a strategic marketing plan to ensure the best possible results.
With more than 36 years real estate and financing experience, and our commitment to the highest levels of customer service, we are simply your best choice to accomplishing your goals. We know the process and market so well, we make the process simple. Allow us to help you sell your home.
CLICK here for FREE consultation about selling your home
The Home Selling Process
Our Marketing Strategy
How to prepare your home to sell
How to Speed up the selling process
Making your home more salable
Preparing your home for open house’s
Make your home irresistible
Important purchase agreement terms
What will I earn after closing?
Seller Moving Tips?
Items to provide the new owners
How to improve first impressions
What is the appraised value of my home?
How are capital gains determined?
Does it make sense to move up?
The Home Selling Process – Back to Top
The following is an outline of our successful home selling process. This is designed to provide you a step-by-step guide to the process in order to achieve optimum results.
With more than 36 years of real estate transaction experience and over $100 Million in closed transactions, this carefully crafted plan comes from years of real world application and results.
Upon making the decision to sell your home, it is imperative to work with a proven marketing plan and selling strategy like ours. This is why our plan is here for you to see in black and white. We want you to feel 100% confident in our marketing strategies and the selling process.
Pre-Listing Consultation / Listing Agreement
- First we schedule an initial meeting or phone consultation at your convenience to discuss your specific needs, wants and expectations. This is a key step in our marketing process. It accomplishes many things like understanding exactly where you are coming from when we meet to sign a listing agreement, and allows us proper time to prepare a marketing plan based on your location, type of home, price range and goals.
- Selecting the right Agent is paramount in the current real estate market. A listing agent will represent you and have a fiduciary responsibility to look out for your best interests.
Preparing your Home for Sale
- Prepare your home for sale by cleaning, and improving over all curb appeal.
- Hire a professional staging company to stage your home
- Make any necessary repairs prior to listing the home for sale.
- Protect your privacy while your home is on the market.
- Touch up any paint both inside and out.
- Have the carpets steam cleaned, if not cleaned recently
- If you have pets try to arrange for your pets to stay elsewhere.
- Do not overprice your home, this is the biggest mistake sellers often make.
- Price your home in line with a comparative market analysis report
- Consider the market, is it hot, cold or neutral, and price accordingly.
Marketing Your Home
- Identify key selling points market those features.
- Follow the top 10 home marketing tips for selling your home.
- Hire a virtual tour company to take quality photographs and put a 360-degree virtual tour online.
- Tweak marketing to increase traffic and showings.
- Post Internet listings online. We will saturate the Internet with photographs and description of your home on multiple National web sites.
Showing Your Home
- Your should use a lockbox vs. appointment only, you’ll get more showings when you allow us the freedom to show your home to more buyers.
- Your home will show better if you are selling in spring than selling in winter.
- Selling during the holidays will typically result in a lower sales price,
- Follow the top 10 home showing tips. You’ve got only one chance to make a good first impression.
- Prepare for an open house and use the approach sparingly.
- Ask for buyer feedback so you can adjust your price, condition or marketing campaigns accordingly.
Receive Purchase Offers and Negotiate
- Make certain that buyers use the right form for writing a purchase offer.
- Even if you receive a lowball offer, negotiate by issuing a counter offer. Don’t ignore offers.
- Ask for a back out clause or first right of refusal if the buyer’s offer is contingent on selling a home.
- Consider making a counter offer contingent on buying a home, if market conditions warrant.
- Don’t be afraid to make a full-price counter offer, if you are priced competitively.
- If you are priced right, prepare yourself for multiple offers.
Open Escrow / Order Title
- We will schedule Appraiser Appointments
- Clean the house the day before the appraiser arrives.
- You are not entitled to receive a copy of the appraisal because you did not pay for it.
- If the buyer decides to cancel the contract based on an appraisal, ask us or your lawyer about your rights.
Inspections
- Be prepared for home inspectors.
- We can provide you with a home inspection checklist so you will know which items an inspector will want to see.
- The inspector will want access to an attic inspection
- Prepare garage, attic and extra space areas for inspection.
- Prepare as well for the final walk-through inspection just prior to closing.
Seller-Required Inspections
- If the contract calls for a roof certification, hire a company to conduct the inspection.
- States that allow for termite / pest inspections make these reports public records.
Seller Disclosures
- All homes in the US are subject to lead-based paint disclosures.
- If you are aware of material facts, disclose them to us! Do not keep them to yourself!
- You will need to provide CC&Rs, if you belong to a homeowner association. Sometimes additional documentation will be required.
Request for Repairs
- Typically, sellers do not accept a buyer’s request for repair. Do not allow a sale to cancel because of $150 in repairs you could have paid for.
- You are entitled to a copy of the home inspection report, if the buyers request repairs.
- If you do not make requested repairs, instead a closing cost credit to the buyer.
Buyer to Release Contingencies
• In California, default to 17 days, at which time, the buyer must release contingencies.
• If you do not demand a release, buyers are not obligated to provide it.
• If buyers do not provide a release, in CA, sellers have the right to cancel
- Allow for comfortable , yet reasonable and fair contingency time frames.
Sign Title / Escrow Paperwork
• In southern California, you will sign escrow documents shortly after opening escrow.
• Bring a valid picture ID to the escrow office. The Law requires this.
• Be sure to sign and return all escrow paperwork sent by the escrow company to your home ASAP. Delays in getting paperwork, is a common cause of delays in transactions. Some may require a Notary public to acknowledge your signatures.
Close Escrow
• The property deed, the reconveyance (removal of prior deed) and the new deed of trust will record with the local County recorders office.
• The escrow officer will typically notify you and your agent when it records.
- If specified in the contract, you may be required to move on the home closes.
How to prepare for selling your home – Back to Top
Make necessary repairs: It is best done before receiving offers on your home. First because they are no longer a concern during home inspections, and second they may often be repairs that can bring higher value to the buyer. At the very least if you get repair estimates up front, you will not be surprised during a home inspection with costs you had not anticipated.
Termite inspection: Knowing what you dealing with up front is always best in a real estate transaction. Although this is optional, if you live a more termite prone area, this will very often avoid huge problems later. This will make the buyers more confident and create less concern later when you are proactive like this.
Pre sale home inspection: Often times repairs or unanticipated costs can wreak havoc in a selling transaction. It’s always better to know the potential roadblocks before getting there. You can make any necessary repairs before buyers become concerned and possibly cancel a purchase contract.
Manuals and warranties: Since smart buyers want to know how everything operates in their new home, you should put all owner manuals, and warranties for all the major appliances in the house; including water heater, smoke detectors, and alarm systems and other items that will remain with the house after the sale.
Proper Disclosure: Proper completion of a property disclosure form provided by your agent is an important step in the selling process. Take the time to be sure you do not forget any issues or problems, however minor you may think, that might create liability for you after the sale is complete. Remember full disclosure is always the best policy, if there is any question as to whether you should disclose something then disclose. You can never over disclose, this ultimately protects you as the seller from future problems or “litigation”!
How to Speed up the selling process – Back to Top
Pricing: Setting the price correctly from the very beginning is a vital step in a successful sale. Often times, when priced right, you will end up with multiple offers, which may likely result in driving the final price higher.
Prepare the home: Make sure your home is market ready at least 1 to 2 weeks before you begin showing it. This will result in less stress and better listing and marketing photos. Make any necessary repairs, touch up any paint, and clean carpets if needed. Put your best foot forward!
Consider Staging your Home: Remove ALL unnecessary personal items like family photos and trophies, then begin packing your home so are ready to move when the home closes escrow. The less cluttered your home feels, the more spacious your home will appear to any potential buyers, and will likely result in the highest selling price for your home.
Be Flexible about showings: While It can be disruptive to have a house ready to show at the last minute, it is always be about finding the right buyer, now! The more buyers that see your home, the sooner the home will sell, and likely more options for more qualified buyers.
Understand the numbers: You should be well prepared for any and all potential offers. Be well prepared in advance, as to what selling price and terms you are most comfortable to sell your home.
Be Flexible About Price: In general, if a home has been listed on the market for at least 30 days or more without an offer, it is highly likely the price is driving away prospective buyers. Always be prepared to lower your asking price if necessary to make the home more attractive to buyers and to generate more interest. Always be flexible with price!
Making your home more salable – Back to Top
Eliminate all clutter: Keep in mind, ALL buyers will picture themselves living in the home, so get rid of ALL unnecessary stuff even if it means getting a storage space or having a pre-selling garage sale, or even making donations of unneeded items. Pack away personal photos, and any unnecessary personal decorative items. Simply put, make the home feel less personal so prospective buyers will see themselves living in the home.
Keep it neat!: While your home listed for sale, always keep it in condition ready to show to any prospective buyer. The right buyer could walk through your door at any time, and you should prepare accordingly. A clean home makes a great first impression, and lets the prospective buyers know the home has always been well maintained. Remember, you only get one chance to make a first impression!
Eliminate any odors: We highly recommend that you have ALL carpets and drapes steam cleaned as your preparation for listing the home for sale. Foul odors like cooking odors, pet odors or other smells will absolutely turn off most buyers. Keep the windows open whenever possible to bring in outside fresh air.
Simple Light : Change all bubs in the house to the highest wattage bulbs possible. This simple, yet effective idea gives prospective home buyers the feeling of a brighter and more “livable” home. Make sure you include places like attic spaces, casitas, basements and any other dark areas of the home that buyers will see. Of course it should go without saying, make sure you replace ALL burnt out bulbs.
Repairs: Although some repairs while seem relatively minor to yo, will likley leave a bad first impression on a buyer. Items such as broken windows, squeaking doors, torn screens, moldy tile, cracked caulking, or even dripping faucets will make a buyer feel the home was not well maintained.
Clean the yard: . Keep the yard well maintained. Just cutting the grass, removing the leaves, trimming the plants and shrubs can make a great first impression. Planting flowers in the yard or near the front door can make a bigger difference then you think.
Preparing your home for open house’s – Back to Top
Make it clean and shine: The home should be as clean as possible. Put away all toys, games, newspapers, magazines and any other uninviting items to buyers. A clean home is vital to the successful open house. Remember first impressions make all the difference!. A messy home will be perceived as not well maintained and will turn off a buyer faster than anything else.
Bake Pastry or Cookies: Nothing says I’m home like the fresh smell of baked cookies or pastry. Buyers subconsciously associate this with warm and cozy feelings! It works.
Clean the Yard: The lawn should be mowed and make sure any gardening tools, toys, games or yard equipment are all put away properly.
Serve refreshments: Preparing cookies, coffee, soft drinks or other snacks will always be welcomed, and will make people feel more at home. The kitchen should be cleaned up at all times, and it is a very good idea to use disposable cups, plates and silverware for ease of cleanup
Lock up valuables: All cell phones, video games, portable computers, money, jewelry, or any other items of value should always be put away in a safe place. If you do not have a secure place, you should bring the items with you when leaving. Keep in mind, no real estate agent will be able to watch everyone at all times. Things on occasion will happen if do not take the steps to avoid these temptations.
Lights on: Simple, yet effective. This will brighten up the home as much as possible, and make the home more attractive to buyers. Brighter is better! Even if the open house is in the daytime, this makes a difference in the appearance to prospective buyers.
Remove all pets: Pets should be brought to a neighbors house, dropped off at a day boarding place, or take them with you while you leave for the open house. if possible, cats or dogs should be in a crate or at least confined one room (a basement, bath or garage) if you are unable to take them with you. You should let the realtor know where to find them, so they can inform buyers accordingly.
Always leave the house: Nothing makes a prospective buyer more uncomfortable then if the seller is standing right in front of them while viewing a home. Prospective buyers will simply not provide honest and open feedback about your home with you standing there.
Make your home irresistible – Back to Top
- Always a good idea to have fresh cut or at least or silk flowers for color.
- Simple things like fresh clean towels, new guest soaps in every bath area.
- Use potpourri, carpet scent, light candles or fresh baked goods to add a homey scent.
- Set the table area with “the good dishes” , maybe light some candles.
- Remove a large piece of furniture to create a sense of more open space.
- Put away kitchen appliances and all personal bathroom items
- Light the fireplace or fireplaces if available and working
- Put away personal family photos, mementos, trophies and personal unique artwork.
- Run the lawn sprinklers for 15 to 20 minutes prior to the open house for a great shine
Important purchase agreement terms – Back to Top
Closing date: Make sure the date the buyer wants to take possession of the home is comfortable for you and your family. Buyers more often than not can be somewhat flexible, but not always, so know what works for your family.
Date of possession: Although this is often the same as the closing date, it may be different from the closing date, so make sure the date the buyer wants to move in is comfortable for you and your family.
Good Faith Deposit: You should ask for the largest deposit possible, however most areas have a “customary amount”. Keep in mind, whatever the amount; this is the money that may be forfeited by the buyer should they back out of the transaction after contingencies are removed. A larger deposit is best, and a good indication of a more serious buyer, but do not get greedy.
Included or excluded items: Some items may not automatically be included in a sale transaction, and the agreement must include whether an item is to stay or go with the seller. Check the list of items that the buyer expects to remain with the property and be sure it is acceptable to you. If not make sure it is excluded as part of the purchase of the home. If you want it make sure it is excluded in writing do not assume anything when it comes to items to be excludede. When in doubt, ask your realtor about any particular items. Typically, items physically attached to the property are considered a fixture, or “part of the home” which is included in the sale, unless excluded in writing. If you consider it personal property exclude the item specifically not only on the listing agreement but on a counter offer to any purchase agreement submitted.
Repairs: Try to determine what any requested repairs may cost and whether you are willing to do the work, or would rather lower the purchase price to account for it. Sometimes it is just best to allow for the item in the sale, and sometimes it is more financially beneficial to simply make the repairs.
Contingencies: See what other factors the buyer wants met before the contract is considered final, such as home inspections, termite inspections, sale of another home, loan approval, review of the contract by their attorney etc. Set reasonable time limits on contingencies so they will not take longer than necessary
Contract expiration date: This will be the time you have to accept, decline or counter the prospective buyers offer. Generally this is around 24 to 72 hours, but can vary depending on the home, circumstances or other factors.
What will I earn after closing? – Back to Top
To determine how much money you will actually make from the sale of your home, add up your closing costs and subtract them from the sale price of the house.
| Closing Costs for Sellers | |
| Existing payoff (ALL loans) | |
| Property taxes | |
| HOA dues, or other items | |
| Escrow or Closing fees | |
| Title Policy Fees | |
| Home inspections | |
| Attorney’s fees | |
| Transfer taxes / government registration fees | |
| Broker commissions | |
| NET Total |
Seller moving tips – Back to Top
Give your forwarding address to the post office, 2 to 3 weeks ahead of the move.
Notify all credit card companies, magazines, and bank of the change of address.
Create a list of friends, relatives who need to be notified of the move.
Arrange to have utilities disconnected at your old home and connected at your new one.
Cancel the newspaper or other magazine subscriptions when necessary
Check moving insurance coverage for moved items.
Clean appliances and prepare them for moving, if applicable.
Note the weight of all items you’ll have moved. Long-distance moves are usually billed according to weight.
Check your condo or co-op about restrictions on using the elevator or particular exits.
Have a “Open ME first” box with the things you’ll need most—emergency kit, toilet paper, soap, trash bags, scissors, hammer, screwdriver, paper, cups and plates, water, snacks, and toothpaste with tooth brushes.
When moving out of town or out of state:
Get copies of medical, dental records and prescriptions for your family and pets.
Get copies of children’s school records for transfer to the new school
Ask friends to introduce you to anyone they know in your new neighborhood.
Let a friend or relative know the route you are taking in case of emergency
Carry traveler’s checks or an ATM card for cash until you can open a bank account.
Empty your safety deposit box of all contents
Items you should provide the new owners – Back to Top
- Owner’s manuals for all appliances like water heaters, stove, barbeques etc.
- Warranties cards for all electronics, appliances etc.
- List of home services such as electrician, gardener, handyman, plumber etc.
- Garage door openers
- Additional keys. Be sure to include keys for areas like gates, pool fences etc
- List of utility companies and contact information.
Inexpensive ways to improve first impressions – Back to Top
Trim bushes so they don’t block windows or cut down light.
New doormat.
New doorknobs on your doors.
Put a fresh coating on your driveway, or power wash
Edge the lawn near walks and trees.
Upgrade outside lighting.
Polish or replace your house numbers.
Clean your gutters and roof.
Put out potpourri or burn scented candles.
Buy new pillows for the sofa.
Replace heavy curtains with sheer ones that let in more light.
Buy new towels.
What is the appraised value of my home? – Back to Top
By definition, the appraised value is an appraiser’s opinion of value of your home at that moment in time, based on recent sales and other factors. What it is NOT, is the exact price in which your home will sell. It is very unlikely any two appraisals would ever be exactly alike, hence the words “opinion of value”.
Appraisals are simply based on market value at the time of purchase or sale and based on what the property could or would sell for as compared to other like homes in the area.
Appraised value is not a perfect constant number, and will most likely change as the market conditions vary over time.
The appraised value at any given time does not take into consideration any special issues such as the need to sell quickly.
For the purposes of lending, the lender will usually use either the appraised value or the actual contracted sale price, whichever is less, to determine the amount of a given loan they will provide.
How are capital gains determined in real estate? – Back to Top
When you sell stock, you are responsible to pay taxes on the actual gain or difference between what you paid and what you sell it for. When selling a home, the same would be true, but there are exceptions when it is your primary residence..
Calculating your actual Gain
When selling a home the actual capital gains are based not on what you paid for the home, but on what is referred to as the adjusted cost.
Calculating adjusted cost basis
Purchase Price + Purchase costs + Cost of sale + Improvement costs
= TOTAL Adjusted cost basis
Purchase price (on the purchase contract)
Purchase Costs (This may include transfer fees, attorney fees, inspections, but not points you paid)
Cost of sale (This will include inspections, attorney’s fee, real estate commission, and money you spent to fix up your home just prior to sale.
Improvement costs (This will include room additions, deck, landscaping, window upgrades etc. Improvements do not include repairing or replacing an item already there, such a new roof or furnace.
Calculating actual capital gain
Selling Price - TOTAL Adjusted cost basis = Actual capital gain
Real Estate Exemption for Capital Gains
Since 1997, up to $250,000 in capital gains ($500,000 if you are a married couple) on the sale of a home is exempt from taxation provided you meet the following criteria:
You have lived in the home as your principal residence for two out of the last five years.
You have not sold or exchanged another home during the two years preceding the sale.
Also note that as of 2003, you also may qualify for this exemption if you meet what the IRS calls “unforeseen circumstances,” such as job loss, divorce, or family medical emergency. You should always consult with a professional when making these final determinations.
Does it make sense to move up? – Back to Top
Answer the following questions to help guide you as to whether moving up makes sense for you.
How much equity do you have in your home?
Has your income increased enough to cover the extra mortgage costs and the costs of moving?
Does your neighborhood still meet your needs?
Can you add on or remodel rather than move to a new home? Are you even interested in the potential headaches of remodeling? Would remodeling increase the value of your home exceeding the average sales in your neighborhood?
What is the state of the current home market?
How low are interest rates?
Priority Real Estate – Marketing Strategy – Back to Top
Priority Real Estate is dedicated to providing our clients a proven marketing strategy. While most agents simply want to “list” your home as the “listing agent”, we are all about representing you as your marketing agent! Make no mistake there is a tremendous difference, and a significant benefit to you when choosing this philosophy. After all, marketing the home in as many ways as possible provides the most exposure to more buyers. This results in finding the right buyer more quickly and at the highest price possible for your home. Besides, anyone with the ability and a license can “list” your home, not everyone understands how to truly market your home.
Simply put, our Marketing Plan was designed to sell your home for the highest possible price, in the shortest amount of time, period.
Selling and marketing a home has changed dramatically over the last 3 to 4 years. Internet marketing has become the most powerful tool to provide the maximum exposure for your property, and to drive the greatest number of prospective buyers to your home.
The combination of our excellent search engine rankings, email campaign marketing, Google marketing ads, Google Click Advertising, customized REALTOR.com® search advertising, REALTOR.com® enhanced listings, hundreds of our custom websites and pages deliver a powerful combination of exposure and results for you. Any agent can have a web site, but just having a web site without a marketing strategy, is a bit like designing a beautiful electronic business card, never handing them out, and expecting to get results. This simply does NOT work!
It is really about driving traffic to your web site. The more Internet exposure you get, the more buyer traffic, the more potential buyers for your home, it is that simple.
PRIORITY REAL ESTATE MARKETING PLAN
PRE-LISTING CONSULTATION:
Prior to meeting in person to view your home and to discuss the actual marketing plan and strategy, we will have a phone consultation to discuss your needs, wants and overall expectations for the sale of your home. This is a key role in our marketing strategy with our clients. This affords us the ability to truly understand as much about you, your home and purpose of selling the home, so when we meet in person to go over our plan, we are well prepared with a strategy and plan of attack.
After our Pre-Listing consultation, we gather all of the market information in your particular neighborhood as well as the surrounding areas to assist with determining not only a potential listing price, but to better understand what buyers are looking for in today’s market. These details and reports are key to understanding price, market, marketing strategy, time cycles as well as competition in the market. This is vital to a top-notch marketing plan in real estate.
INITIAL MARKETING CONSULTATION:
The process of marketing your home then continues with a no-obligation interview and marketing consultation. This provides us both the opportunity to get to know each other better, and to learn all about your needs and expectations for your home. At that time we will have an opportunity to view your home in person, to know all of the key selling features, and to make any suggestions we feel may help you better prepare the home for the market.
Our years of successful experience have demonstrated that cosmetics, repairs and even proper furniture placement may ultimately net you more for your home.
During our consultation we will of course review our marketing plan and strategy in detail, and then customize the plan for your particular needs and expectations.
LISTINGS PROCESS:
This is where we move into high gear. We begin by placing the listing for your home in the Orange County area Multiple Listing Service (MLS), as well as other MLS services in surrounding counties. This ensures that your home is accessible to every agent in Orange County, and throughout Southern California.
Since buyers are working with agents in surrounding counties looking to move into Orange County, listing in multiple MLS services is another essential ingredient to presenting your home to the most qualified buyers.
Our Internet strategy will aggressively market directly to these potential buyers. All of our listings are featured in multiple Internet real estate websites. We take every single inquiry we receive seriously and make sure to follow up on ALL possible buyer opportunities for your home. Our technology driven approach to marketing your home allows us to meet the high demands of today’s real estate market.
ADVERTISING & MARKETING STRATEGY:
Today nearly 90% of Orange County Real Estate searches by buyers begin on the Internet… That is why the largest portion of our marketing dollars are spent where it counts….the Internet.
In addition to our outstanding Internet presence, we continuously provide marketing to prospective buyers via door hangers, postcards, direct mail, webinars, and direct email campaigns. We are consistently in front of thousands of prospective buyers for your home!
Here’s a sample of the outstanding exposure your home receives as part of our “Marketing Agent” philosophy….
National Website Marketing:
Just to name a few….
OPEN HOUSES:
Although Open Houses are not quite as effective as they used to be, largely due to the Internet, we still provide an initial Broker Open house as well as Open Houses as necessary for all our clients.
The Broker open house is an outstanding way to get more agents to know about your home. They of course work with other buyers, and this will attract an even larger group of prospective buyers to your home. The more other agents know about your home the better!
In addition we will have other Open Houses as necessary to attract the typically heavier weekend buyer traffic.
100% SATISFACTION:
The Priority Real Estate goal is simple, we want every client to be 100% satisfied with every transaction. We will always strive for nothing but the best results for every client we work with.
FREE CONSULTATION:
Call Priority Real Estate now for a FREE consultation to discuss the possible sale of your home. This is a no obligation consultation, and we are happy to discuss the market conditions, recent sales, your needs and expectations.
Call (949) 900-3800 or email us at info@priorityrealtor.com
