We believe every Seller deserves a customized, well-executed marketing plan and we are delighted to be able to provide that for you.
Listed below are the steps we implement to produce a 5-Star home sale experience. Bottom line – our goal is attract your ideal buyer because when that happens you get the highest price, the best blend of terms and a smooth sale process.
Before our First Meeting
Set an appointment for our first meeting
Mail or deliver pre-listing brochure
Draft an ideal buyer description
Build a custom buyer search to monitor any relevant home sale activity
Research comparable actively listed properties
Research comparable sales activity for past 6 months from the MLS and public records
Research current buyer demand for a property of this type
Download and review property tax information
Review any documents provided by Seller (survey, appraisal, etc)
Our First Meeting
Take a 10 minute tour of the property (longer version later for marketing)
Discuss “It All Starts with Trust”
Discuss and rank the Seller’s priorities (Timing, Preparation & Price)
Give Seller an overview of current market conditions
Discuss how today’s Buyers find the homes they purchase
Discuss advertising and who it is for
Discuss Relocation Buyers
Discuss International Buyers
Discuss the “California Cash Buyer” myth
Discuss our availability and work hours
Discuss paperwork flow and DocuSign
Discuss communication preferences
Review goals
Mutually decide if we are a good fit
Follow up to First Meeting
Follow up on any Seller questions
Loop the Seller in via email on the custom search competition alerts
Research any information gathered from the Seller that was different from what was found on public records
Prepare a Comparable Market Analysis (CMA)
Deliver CMA via email to Seller with links to the properties with photos
Discuss pricing and timing; possibly schedule a confidential Pre-listing Appraisal
Discuss showing protocol – what to expect and unavoidables
Map out our next steps
Getting the House Ready
Schedule stager
Provide Seller with a Curb Appeal Assessment
Discuss stager recommendations
Preparing the marketing file
Note any unrecorded property lines, agreements, easements of which Seller is aware
Prepare showing instructions for Buyers’ agents and agree on showing approach with Seller
Discuss any mortgage loan(s)
Prepare a Seller Net Proceeds Sheet (if requested)
Explain option for Homeowner Warranty coverage during listing period
Prepare MLS profile sheet
Draft the public remarks and provide to Seller for review and approval
Prepare a Special Features or Property Improvements page
Preparing for Launch Day
Interested buyers have lots of questions; many of which can be anticipated. Please do not get lazy here. Not being able to quickly email over information like the items listed below makes it look like you are unorganized and untrustworthy as a homeowner.
Accurate Legal description
Completed Seller’s Property Disclosure
Completed Community Association and Fee Disclosure
HOA bylaws, architectural controls, current budget and HOA meeting minutes from last two meetings if applicable
Lead-based Paint Disclosure (if built 1978 or before)
Copy of any property survey showing the boundary lines and structures. Have a copy of a property as-built survey ready if you have one. It may not be to your advantage to offer it up front but you definitely need to know if you have any encroachments when you list your property. Buyers often get a survey as a part of their Due Diligence and they can object to encroachments as a matter of clean title after the Due Diligence period. Encroachments can be a costly hassle right before closing.
Copy of Termite Bond. Have a copy of type of termite bond coverage and the dates of coverage if a bond is in place. If a bond is not in place, seriously consider doing that up front to control the cost. It will come up in the inspection.
Floorplans, if available
Detailed list of property improvements
Average utility usage costs from last 12 months
If the property is on Septic Tank, best case is to go ahead and have the tank pumped and inspected up front OR have a copy of the receipt from last time it was done if it was done recently.
If the property has a wood burning fireplace, have the chimney cleaned and inspected up front OR have a copy of the receipt from last time it was done.
Gather any transferrable warranties and maintenance contracts (i.e. structural, termite and pest exclusion). Especially for any water proofing and/or mold remediation.
Photos
Schedule the photographer
Get photos of nearby lifestyle amenities
Get backup “blue sky” photos of the exterior
Get floorplans made
Get aerial shots with a drone
Download both low res (for the MLS) and hi res (for flyer/brochure)
Identify the top 10 photos so we can front-load the money shots
Prepare for Showings
Discuss ShowingTime and how appointments work. All of our properties are listed as Appointment Only.
Discuss how showing feedback is gathered
In many cases, we will place a Supra lockbox onsite for agent access (our key holder has a yellow warning sticker not to enter without an appointment and alarm code). Our luxury listings are almost always Agent-Assisted showings with me or one of my partners present so that the alarm will be off, all lights will be on and any interior amenities can be explained.
Obtain two keys for showings (one for the lockbox and one as backup).
If property has rental units involved, get contact information for all adult tenants and establish how showings will be handled
Arrange for installation of yard sign (if one is to be used).
Launch Day (Typically a Thursday)
Verify the yard sign has been installed
Enter property data into FMLS and Georgia MLS
Upload photos and set the order – the best shots highlighting the strengths and special features are front loaded in the rotation. The goal is to “Tell Your Unique Story” quickly!
Proof MLS listings for accuracy and make any needed adjustments
Connect the listing to Showingtime for scheduling management
Connect the lockbox to the Supra eKey system to log any agent access
Add any blackout periods to ShowingTime when property is unavailable for showings
Upload Disclosure Forms, Legal Description, Survey and any other scanned info into Showingtime and FMLS for easy agent access
Create flyer and submit to printing house
Provide Seller with signed copy of the Listing Agreement and any addenda
Marketing The Listing – Week 1
Coordinate showings with owners, tenants, and other Realtors®.
All agents with saved searches matching your property will be automatically alerted
Obtain printed flyers from the print house and deliver to property
Post property highlight reel to MBSellsAtlanta Instagram and Facebook pages
Post Just Listed photo ads on KW private Facebook groups
Schedule Agent Caravan (if one is to be done – Seller option)
Marketing The Listing – Week 2
Field inquiries and coordinate showing requests
Weekly Review Call with Seller
Continually review comparable MLS listings to ensure property remains competitive
Confirm property was syndicated to LuxuryRealEstate.com (if price point is above $825k)
Mail “Just Listed” postcard or flyers to neighborhood residents
Provide “Special Feature” cards for anything in the house that needs explaining
Chase feedback from any agents who have shown the property and relay to Seller (sadly, no feedback is a form of feedback)
Schedule the first Open House, if desired ( Seller Option – typically done Sundays 2-4pm)
Make any adjustments needed to MLS listing
Marketing The Listing – Week 3+ (Review and Repeat)
Weekly Review Call with Seller
Discuss and Review the Seller’s priorities (Timing, Preparation & Price)
Continually review comparable MLS listings to ensure property remains competitive. Are any of our competitors going Under Contract?
Are we doing an Open House?
Post the Open House in the MLS systems
Verify that Open House is showing on Zillow
Advertise the Open House on social media and private Facebook group
Chase feedback and update Seller
Reprint/supply brochures promptly as needed
Discuss feedback from showing agents with Seller to determine if changes will accelerate the sale
Time to adjust the price?
Pick the next most strategic price point
Amendment to Listing Agreement is signed
Price is adjusted on both FMLS and Georgia MLS systems
All agents with saved searches matching your property will be contacted
All agents who have shown the property are contacted
New price is shared to MBSellsAtlanta Instagram and Facebook pages
New price is shared on KW private Facebook groups
The Offer and Contract
Receive, review and forward all offers quickly
Discuss offer(s) with Seller and prepare a response within the time limit if appropriate
A comparison spreadsheet will be provided if multiple offers are received
Contact Buyer’s agent to review their client’s qualifications and discuss offer
Contact Buyer’s lender to verify financing approval status and time needed for any contingencies
Negotiate all offers on Seller’s behalf, setting time limits for Due Diligence, Financing and Appraisal
Prepare and convey any counteroffers, acceptance, or amendments to Buyer’s agent
When an offer is accepted and signed by all parties with no changes, the agreement is “BINDING”
Make sure all parties have a copy of the final Binding Agreement
Email the Binding Agreement to the Closing Attorney
Discuss how to handle showings while property is in Due Diligence
Change status in MLS to “Active Under Contract” during Due Diligence and then to “Pending” once the Due Diligence period is successfully resolved.
Due Diligence / Home Inspection
Coordinate day and time of Buyer’s home inspections with Seller
Discuss inspection protocols – especially for stucco and radon testing, if applicable
Prepare the Seller to be gone for 3-4 hours on medium sized homes and 5-6 hours for large homes.
Coordinate day and time of Radon test equipment removal with Seller
Review the Amendment to Request Repairs with the Seller (and home inspector’s report if requested)
Revisit the Seller’s priorities as stated initially (Timing, Preparation & Price)
Recommend or assist Seller with identifying contractors to perform any agreed upon repairs
Tracking the Loan Process
Track Buyer’s loan approval process; the goal is Clear-to-Close
Respond to any lender questions promptly
Contact HOA if condo to expedite the Condo Questionnaire
The Appraisal
The Appraisal ordered by the Buyer’s Lender is not really a true estimation of value – it is a Risk Assessment for the Lender to cover the amount being loaned to the Buyer. All it has to do is come in at the Sale Price and many times they do.
Coordinate Appraiser onsite visit with Seller when requested
Prepare and Deliver a package with comparable sales, recent improvements and any multiple offer information to the Appraiser
Follow-Up with Buyer’s agent to see if Appraisal is back and satisfactory
Enter completion into transaction management program
Assist Seller in contesting Buyer’s appraisal report if it seems too low ( there is a very low chance of getting one adjusted). Typically, the only option for the Buyer who agrees with the appraisal’s inaccuracy it to totally change lenders…
Closing Preparation and Logistics
Schedule a time for closing with the Closing Attorney
Obtain utility supplier names and phone numbers from Seller
Ensure all parties have all forms and information needed to close the sale
Assist in solving any title problems (boundary disputes, easements, etc) or in obtaining Death Certificates
Work with Buyer’s agent in scheduling and conducting Buyer’s Final Walk-Thru prior to closing
Get final closing figures from closing attorney and provide to Seller
Review settlement statement for accuracy
Coordinate closing documents to absentee Seller (if needed)
Coordinate this closing with Seller’s next purchase and relay documents
Follow Up After Closing
Seller retaining possession after closing? Set calendar reminder to coordinate possession handoff.
Make sure all documents are saved in Client’s folder on our Google Drive
Explain free lifetime document storage for any significant property improvements
January reminder to file for Homestead Exemption
February check-in regarding any needed closing documents for income taxes.
Respond to any follow-up calls and provide any additional information required from office files.
