Seller Marketing Plan
Thinking about selling your home? America One’s real estate professionals are dedicated to making the process of selling you home as easy and successful as possible.
Each home has unique features and special marketing needs. Our 16 step marketing plan will greatly improve your chances of selling your home fast and at the best price.
STEP 1 Prepare A Comparative Market Analysis To Establish A Fair Price
This report provides market information supporting a sales price for your home. It details “comparable sales” – that is, the selling prices of properties similar to yours, located in the same or similar neighborhoods that have sold recently.
You will also be provided information about current conditions in your market area. This information will include the average time properties are on the market before they sell and a listing of homes similar to yours that are for sale.
There is no “exact price.” Your home is worth what a buyer is willing to pay. The market determines value - together you and your agent determine asking price.
The right price will attract showings, which will generate offers. Most of the activity on your home will occur in the first few weeks. Pricing a home properly creates immediate urgency in the minds of buyers and agents. There is a pool of buyers who have seen most available homes in their price range and are now only waiting for new listings or price reductions. A buyer that has been waiting, may fail to see your home if it is priced too high. Sometimes, a price reduction may be too late, as interest by both buyers and Realtor® may have waned.
Overpriced listings may keep your home on the market for a long time. Buyers and their agents are very aware of the length of time on the market; the most common question continues to be: “How long has it been on the market?” Often buyers are reluctant to make an offer on a home that has been on the market for “awhile” thinking that is overpriced and there is something wrong with the home.
STEP 2 Prepare A Seller’s Net Sheet To Estimate Your Proceeds At Closing
This is an estimate of the proceeds the seller will receive when the home is sold. It the selling price minus the closing costs. These figures are only estimates and the exact amounts will be determined by the Title Agency prior to closing.
Expenses may include and are not limited to:
- Pay off existing mortgage
- Title Insurance
- Documentary Stamps
- Title Search and Examination
- Prorated Tax
- Home Warranty
- Home / Termite / Roof Repairs
- Sales Commission
STEP 3 Review And Sign The Agency Disclosure And Listing Agreement
Sellers have three options concerning the role our agents will assume for them. Our brokerage relationship may be as Single Agent, Transaction Agent or No Brokerage Relationship. Once a brokerage relationship is established, this does not prevent the seller and their agent from changing from one brokerage relationship to another, as long as the seller gives written consent before the change.
Single Agent
As a Single Agent, all Realtor® at America One Real Estate Corporation are deemed to be a fiduciary and owe specific duties to the person(s) we are representing. These specific fiduciary duties include:
- Dealing Honestly and Fairly – Our client’s are entitled to rely on any material statements made by any of our Realtor®.
- Loyalty - This duty obligates us to act at all times, solely in the best interests of our client, excluding all other interests, including that of the broker.
- Confidentiality – We are obligated to safeguard our client’s lawful confidences and secrets. Therefore, we must keep confidential any information that may weaken our clients bargaining position.
- Obedience – We are obligated to promptly and efficiently obey all lawful instructions that conform to the purpose of selling our client’s property.
- Full Disclosure - We must disclose to our client all known relevant and material information that pertains to selling their property.
- Accounting For All Funds – We are obligated to account for all money or property that belongs to our client that is entrusted to us.
- Skill, Care, and Diligence in the Transaction – We are obligated to use reasonable care and diligence when pursuing our client’s affairs. The standard of care expected is that of competent real estate professionals.
- Present All Offers and Counteroffers in a Timely Manner – Unless our client has previously directed us otherwise, we must present all offers and counteroffers in a timely manner.
- Disclose All Known Facts that Materially Affect the Value of Residential Real Property and Are Not Readily Observable – We must disclose to the buyer all known facts that materially affect the value of residential property.
Transaction Agent
As a Transaction Agent, all Realtor® at America One Real Estate Corporation provide limited form of representation that does not include fiduciary capacity. Our duties include:
- Dealing Honestly and Fairly – Our client’s are entitled to rely on any material statements made by any of our Realtor®.
- Accounting For All Funds – We are obligated to account for all money or property that belongs to our client(s) that is entrusted to us.
- Skill, Care, and Diligence in the Transaction – We are obligated to use reasonable care and diligence when pursuing our client’s affairs. The standard of care expected is that of competent real estate professionals.
- Disclose All Known Facts that Materially Affect the Value of Residential Real Property and Are Not Readily Observable – We must disclose to the buyer all known facts that materially affect the value of residential property.
- Present All Offers and Counteroffers in a Timely Manner – Unless our client has previously directed us otherwise, we must present all offers and counteroffers in a timely manner.
- Limited Confidentiality – We will not disclose that our client will accept a price less than the asking price, not disclose the motivation of our client for selling, not disclose that our client will accept financing terms other than those offers, or disclose any information requested by our client to remain confidential.
- Any Additional Duties That Are Entered Into by Separate Written Agreement
No Brokerage Relationship
As a No Brokerage Relationship, all Realtor® at America One Real Estate Corporation owes the following duties:
- Dealing Honestly and Fairly – Our client’s are entitled to rely on any material statements made by any of our Realtor®.
- Disclose All Known Facts that Materially Affect the Value of Residential Real Property and Are Not Readily Observable – We must disclose to the buyer all known facts that materially affect the value of residential property.
- Accounting For All Funds – We are obligated to account for all money or property that belongs to our client(s) that is entrusted to us.
Review And Sign The Agency Disclosure And Listing Agreement
The listing agreement is an employment contract between the seller and the listing broker. It sets out the conditions of the listing. The desired sales price, the duration of the agreement, amount of commission, and duties of the agent are all items that may be negotiated. Read the listing agreement carefully. Do not hesitate to discuss any provisions you would like to change.
STEP 4 Prepare all SELLER’S DISCLOSURES concerning your property.
Prepare All Seller’s Disclosures Concerning Your Property
The buyer must receive all seller disclosures before or at the time they sign a sales contract. These disclosures include:
Sellers Real Property Disclosure
This disclosure to the buyer cover a variety of topics, including the condition of legal title, deed restrictions, the availability of essential services to the home such as sewer and water, zoning, structure related items, roof, plumbing, electrical system, heating and air conditioning, pools and spas, history of significant repairs or changes in the condition of the house or land, major appliances, termites, dry rot, pests, and environmental issues.
Radon Gas Disclosure
At present this disclosure consists only of what radon is; it does not require testing to disclose radon gas levels before a sale.
RADON GAS: Radon is a naturally occurring radioactive gas that, when it has accumulated in a building in sufficient quantities, may present health risks to persons who are exposed to it over time. Levels of radon that exceed federal and state guidelines have been found in buildings in Florida. Additional information regarding radon and radon testing may be obtained from your county health department.
Download the Environmental Protection Agency’s (EPA) Consumer’s Guide to Radon Reduction at: http://www.epa.gov/radon/pubs/consguid.html
Lead-based Paint Disclosure
Because of danger associated with exposure to lead-based paint in homes built prior to 1978, the seller is required to disclose the presence of any know lead-based paint in the home. Also buyers must be given the Environmental Protection Agency’s (EPA) pamphlet regarding lead-based paint.
Visit the EPA’s Office of Pollution Prevention and Toxics Web site at: http://www.epa.gov/lead Click on “Education & Outreach” and then choose “Brochures and Posters” to download the EPA pamphlet, Protect Your Family From Lead In Your Home.
Mold Disclosure
Seller must disclose any known growth of mold in the home. This disclosure also notifies the buyer that they may have a qualified professional conduct an inspection of the property for mold.
Sinkhole Disclosure
Seller must disclose all known past or present settling, soil movement, or sinkhole problems on the property or on adjacent properties.
Energy Efficiency Brochure
The Florida Building Energy-Efficiency Rating Act requires that buyers receive an information brochure notifying the purchaser of the option for an energy-efficiency rating on the building. This energy-efficiency rating may qualify the purchaser for an energy-efficient mortgage from a lending institution.
For helpful information concerning energy, visit: http:///www.fsec.ucf.edu/bldg/fyh/ratings/how.htm.
Property Tax Disclosure
A prospective buyer must be presented a disclosure concerning ad valorem taxes. The purpose is to caution the prospective buyer that they cannot rely on the amount of the seller’s property taxes as an indication of the taxes the purchaser will be required to pay in the year following purchase of the property. A change of ownership or property improvements triggers reassessments of the property that could result in higher property taxes. If you have questions concerning valuation, contact the county property appraiser’s office for information.
Building Code Violation Disclosure
A seller who has been cited for a building code violation and is the subject of a pending enforcement proceedings must disclose to the buyer the following information:
- Existence and nature of the violation and proceedings
- Copy of the pleadings, notice and other applicable documents
- Notice that the buyer will be responsible for compliance with the applicable code and with the orders issued in the county court proceeding
The seller must forward to the code enforcement agency the name and address of the new owner and a copy of the disclosures given to the buyer within five days after the title transfer.
Homeowners Association Disclosure
Sellers of property subject to homeowners’ association must provide buyers with a disclosure regarding the association’s documents and any assessments that the association imposes. Condominium Association documents to include:
- Declaration of Condominium
- Articles of Incorporation of the Association
- Bylaws and Rules of the Association
- Same year-end financial information that the condominium association provided to the owners the previous year
- The document, “Frequently Asked Questions and Answers”
- Also, the following must appear in the sales contract:
If the disclosure summary required by section 689.26, Florida statutes, has not been provided to the prospective purchaser before executing this contact for sale, this contract is voidable by buyer by delivering to seller or seller’s agent written notice of the buyer’s intention to cancel within 3 days after receipt of the disclosure summary or prior to closing, whichever occurs first. Any purported waiver of this voidability right has no effect. Buyer’s right to void this contact shall terminate at closing.
STEP 5 Make recommendations to ENHANCE YOUR HOME’S VALUE and PREPARE YOUR HOME to sell.
ENHANCE YOUR HOME’S VALUE
The ability to reap additional profits on the sale of your home can be accomplished easily enough if you make the right improvements. Many changes can provide the prospective buyer with enhanced feelings about your home. Simple and inexpensive improvements can provide a positive response in a potential buyer. It is important that the potential buyer feel an overall desire for your home. Remember a small investment up front will pay higher dividends at the time of sale.
If you are working with a small budget these simple techniques will work absolute wonders:
- First Impression Is So Important. Curb appeal is vital. Your lawn should be trimmed, sidewalks swept, front door clean, doorbell working. Clean and shine all accessories (door knobs, knockers, lamps, mail boxes, address numbers, etc.)
- Painting For A Better Sale. A minor investment in paint will pay dividends in the form of a better price and/or quicker sale.
- Make A Bare Wall Beautiful. Wallpaper is inexpensive, quick and easy to do! The right wallpaper can brighten the room or hallway and bring it back to life. Be careful to choose something with a neutral design or pattern, remember you’re trying to move out.
- Bring Old Floors Back to Life! Nothing turns off a potential buyer quicker than dull, dingy, disgusting looking floors. Whether you have wax, wooden or tiled floors do whatever you can to make them shine again! For wax floors, either rent a floor machine and do it yourself or, if it’s in your budget, hire a professional. Have a professional give you an estimate and explain exactly what they would do to bring your floors back to life. If you have them explain what they would do, it may be just as easy to do it yourself. If you have carpeted floors you should either have the carpet steam cleaned or install new carpeting. This may sound expensive but new carpeting can add thousands of dollars to the value of your home.
- Don't Be A Drip! Fix leaky faucets. Dripping water suggests faulty plumbing and major repair bills. Discolored, rust stained sinks are also warning signs – they should be clean and sparkling.
- Bathrooms Sell Homes. Make bathrooms sparkle. Clean sinks and toilets and repair any damaged or discolored caulking. Repair or replace broken tiles on walls, floors or in showers/tubs.
- Little Things Mean A Lot. Loose doorknobs or cabinet pulls, sticking doors and drawers, wobbly hinges, stuck windows – are negative factors. Check and repair all these minor flaws.
- Safety First. Keep stairways and corridors absolutely clear. Clutter is unattractive and can cause accidents.
- Create The Illusion Of Spaciousness. Remove all clutter from each room to visually enlarge them. Improve traffic flow and create a feeling of spaciousness by removing unnecessary furniture, knick-knacks, hobby items, children's items, etc. Organize your closets and cabinets, remove unnecessary items and put them in storage. Rent a short-term storage space if necessary. You're going to move anyway -- start now!
- Add Attractive Plants. Having plants in the house is not only healthy for you but you create a warm feeling with them. Many indoor plants are far less expensive then you might imagine. Attractive pots such as ceramic, brass or even designer plastic will add a designer flair to your home.
- What Is That Smell? Though people don’t like to admit it, everyone's home has a certain smell to it. We just never notice it because we live with it day in, day out.
For a small investment of time and money - often the return can be incredible!
PREPARE YOUR HOME TO SELL
Before the potential buyer arrives for a viewing:
- Open the curtains and clean the windows so a prospect can see how bright and cheerful your house is. Dark, dreary rooms are not appealing to homebuyers.
- Turn off the television. Soft classical musical is okay.
- Turn on all lights - day or night. Clean all light bulbs, light fixtures and chandeliers. Wherever practical, install higher wattage light bulbs to further brighten your home.
- Light your fireplace during the winter.
- Keep your home dusted and vacuumed.
- Remove all smoke odors, pet odors, and odors resulting from hobbies. When possible, air out your home before the showing. Strategically placing fresh scent devices throughout the home will be pleasant to the nose of any potential buyer. As a matter of fact, an old Realtor trick is to pop some cinnamon rolls in an oven 5 minutes before a showing.
- Make sure that beds are made.
- Bathrooms should be kept clean, toilet lids down, no hair in the sink. Do not leave dirty towels out; wipe down the shower areas after each use. Put out fresh towels and decorative soap for showings.
- The kitchen should be kept clean. Remove all grease from range hoods, ovens, stovetops, walls, etc. Expand your counter space by removing small appliances - everything except those items used on a daily basis.
- Remove any excess extension cords and exposed wires.
- Hoses and garden equipment should be kept neatly out of sight. Remove all toys, bicycles, tools, unattractive patio furniture, trash, etc., from the yard. Outdoor furniture should be kept clean.
- Highlight your pool area, water garden, etc. with lighting, benches, planters, flowering plants, etc. Create an outside living/dining area with furniture and plants.
- Children & Pets Outside - You too! Let the Realtor sell your home. If you are there, the buyer may feel uncomfortable voicing questions and their Agent won’t be able to respond to these questions.
STEP 6 Submit your home’s LISTING to the MID-FLORIDA REGIONAL MULTIPLE LISTING SERVICE which immediately makes your home available 24 hours a day to over 27,000 Realtor® in the Mid-Florida region.
LISTING
Submit Your Home’s Listing To The Mid-Florida Regional Multiple Listing Service Which Immediately Makes Your Home Available 24 Hours A day To Over 27,000 Realtor® In The Mid-Florida Region
Your property listing can include up to 8 photos for the best presentation of your property listing. Your listing includes a map and directions to find your home.
We can change the text and feature descriptions and update your photos to make your listing better and better.
STEP 7 Submit your home’s listing
REALTOR.COM which is the world's largest real estate database of homes for sale and the official site of the NATIONAL ASSOCIATION OF REALTORS®.
STEP 8 Place your home’s listing into America One’s website as a PREMIER PROPERTY.
STEP 9 Install a FOR SALE SIGN on the property and determine the procedure to SHOW THE HOME with EASY ACCESS to other realtors® and potential buyers.
FOR SALE SIGN
Install A For Sale Sign On The Property And Determine The Procedure To Show The Home With Easy Access To Other Realtors® And Potential Buyers
The For Sale sign ensures that all passing traffic notices that your house is for sale. Attached to the sign is a brochure box for easy distribution of color flyers to potential buyers that drive by the home.
The sign attracts the attention of people who live or work in your area. They, in turn, may know fellow workers, friends or acquaintances who are interested in buying a home in your location. You never know where a lead for the buyer may originate. Sometimes, a neighbor may know of someone who has expressed an interest in buying in your neighborhood.
If a potential buyer makes an inquiry about a certain home because of the For Sale sign, he or she may be an excellent prospect. It is obvious that the calling party was impressed with both the outward appearance of the house and the immediate neighborhood.
Contact us for your personalized marketing plan
SHOW
Install A For Sale Sign On The Property And Determine The Procedure To Show The Home With Easy Access To Other Realtors® And Potential Buyers
Sellers should be aware that same-day and even last-minute requests for showings are common. Have a family "game plan" to get the home in show condition quickly – everyone should have an assigned task.
Buyers often feel uncomfortable when the home seller is present, and it can actually kill a sale. Buyers often won't even open closet or cabinet doors when the seller is home, and when they cannot view a house comfortably, they'll hurry up and move on to the next one. If the sellers must be home during a showing, it is best to go outside or stay put in one location, not wander around with the agent and buyers.
Pets should be out of the house during showings, especially large dogs, since many people are afraid of them. A gruff bark coming from inside the house is enough to make some home buyers turn around at the front door.
Contact us for your personalized marketing plan
EASY ACCESS
Install A For Sale Sign On The Property And Determine The Procedure To Show The Home With Easy Access To Other Realtors® And Potential Buyers
Easy access for showings is most important. The more accessible your home is, the better the odds of finding a person willing to pay your asking price. Appointment only showings are the most restrictive, while an electronic Supra KeyBox is the least.
The KeyBox securely stores your key for easy access by realtors and their buyers. A KeyBox on the property eliminates the need to drive all over town picking up and returning keys. This in turn means more showings that may result in a quicker sale.
STEP 10 Develop A Course Of Action To Advertise Your Home
Full-color flyers for your home listing will be placed into the brochure box on the FOR SALE sign for easy distribution to potential seller that drive by your home.
Home listing information with photos will be e-mailed to inquiring buyers. This presentation allows a potential buyer to view the inside and outside of your home from the comfort of their home.
The major daily newspapers are not necessarily the best, advertising media. Depending on the property, the location and the market, community newspaper, direct mail or ‘Just Listed’ postcards may be equally appropriate.
Be a part of the team! Take an active role to see what you can do to facilitate your sale. Networking with professional peers and personal friends may result in the sale of your home.
STEP 11 Hold an OPEN HOUSE(s) to show your home
An open house when your property is first placed on the market can be very important. Why? Because over 50% of homes are bought by friends and relatives of people who already live or work in the neighborhood. An open house reminds your neighbors that your home is for sale, and offers them an opportunity to "take a look." Hopefully your neighbors will tell friends or family members about your house, creating "word of mouth" advertising.
STEP 12 Contact you regularly with the FEEDBACK received from viewing by potential buyers and Realtors®.
Contact Your Regularly With The Feedback Received From Viewing By Potential Buyers And Realtors®
A sign-in area for Realtors® will be placed in a convenient spot. We will follow up with a phone call to the buyers Realtor® to gather information that may help sell the home. This feedback may help identify negative reactions from the buyers and corrective action can be taken to make the home more attractive to the next potential buyer.
If a KeyBox is being used, it captures information of who's entered your home. Knowing and having access to this information will help us get feedback on the showing of your home.
STEP 13 Submit To You All Offers And Represent Your Best Interest In Negotiating The Sales Contract
A real estate purchase contract is a complicated legal document. It's a legally binding document that should reflect your intentions and capabilities accurately. You should read and understand it before signing it. If you have any questions that cannot be answered by your agent, you should ask a knowledgeable attorney for an explanation.
Often, the party making the offer prepares a written real estate contract, signs it, and transmits it to the seller who would accept the offer by signing the contract, or make a counteroffer, or reject the offer, or not respond to the offer. A counteroffer may be countered with yet another offer, and a counteroffering process may go on until an agreement is reached.
The contract will specify the sales price and amount of the buyers' earnest money (good faith) deposit. The earnest money is held by a third party, typically an escrow officer or an attorney. At closing this money will be applied to the sales price.
The sales contract specifies who's responsible for paying which closing costs. Who pays these charges can be negotiated. The sales contract also verifies that all proper disclosures have been made to the buyer.
Contingencies are often specified in a contract. Contingencies are conditions which must be met if a contract is to be performed. A common contingency is approval of the buyer in securing a mortgage. A pre-qualification letter should accompany the sales contract. This letter from the buyer’s bank or mortgage company gives evidence that the buyer will qualify for a loan.
Also, the closing date must be decided and sets the time when the ownership of your home is transferred to the buyer.
STEP 14 Coordinate all CLOSING DETAILS
We will work with escrow officers, loan officers, title companies, insurance agents, mortgage brokers, inspectors, appraisers, surveyors and any other parties to the transaction to ensure that all details of the contract are adhered to and that, should any problem arise, to find a solution to the problem. We work to ensure that all parties meet their obligations within the time frames specified under the contract.
STEP 15 Accompany you to the FINAL CLOSING
Closing or "settlement" occurs when the seller and buyer submit the final documents required to complete the sale according to terms of the sales contract. Money and documents are usually exchanged at the time of closing, and the function may be attended by the both parties, their lawyers and real estate agents.
The Title Company (Escrow Agent) is a neutral third party and essential to the proper closing and recording of instruments and delivery of monies. The Title Company prepares the HUD-1 settlement statement which lists all expenses and income to both the seller and buyer. This settlement statement must be prepared and delivered to the seller and buyer before closing to ensure that all questions can be answered before the final signing to transfer the property. We will review the HUD-1 settlement statement with your and you may also wish to have your lawyer review the settlement statement.
STEP 16 Keep in regular contact after closing.
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