Home Seller Fundamentals - What You Need to Know. What You ll Find in This Guide

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1 - What You Need to Know Selling your home is not easy. It takes time, energy, objectivity, expertise and a team of experts to help you! It also takes Web Appeal. With most buyers beginning their home search online Web Appeal having great, engaging photos that highlight your home s best features is just as important as great curb appeal. Just as there are people who specialize in each step of the home selling process like Real Estate Agents, Attorneys, Inspectors and Appraisers, Home Stagers specialize in preparing a home to sell for top dollar and creating great Web Appeal. What You ll Find in This Guide Selling your home is a process and this guide is intended to walk you through the fundamentals the key elements that will lead to success in the home selling process: The Three Key Steps to Selling Your Home Understanding Buyers Top Ten Reasons to Stage Your Home Getting Buyers to Connect to Your Home Creating a Plan for Preparing Your Home to Sell Photo Examples Staged rooms with great web appeal

2 Three Key Steps to Selling Your Home Don t worry about the idea of selling your home in a slow or buyer s market because when you focus on these three keys, success is right around the corner! Why? Because most home sellers today are neglecting one or more of these crucial steps, and in the process impeding the realization of a successful sale. If you are serious about selling your home, here are 3 KEY STEPS you must take into consideration to make your home stand out from the competition: 1. Preparing Your Home On the Inside 2. Mastering Web Appeal 3. Pricing Your Home Right First Key Disassociate and Prepare Your Home on the Inside Most home sellers are aware of the need to spruce up their home so that it sells, but often don t know where to begin or how to prioritize possible improvements. And how much money does it make sense to put into a house you are leaving?? In fact, according to the National Association of Realtors, an investment in staging between 1 and 3 percent of the home s asking price will generate a return of 8 to 10 percent in the sale price of the home! In today s real estate market it simply means you will be able to attract more buyers and sell your home more quickly. So what do you need to do to stage your house? Where should you spend those staging dollars? After living in a home for more than 2 years, it is very difficult for most people to objectively view their space. This makes it difficult to see their home from a buyer s perspective and decide how to focus their staging budget. So what does a home seller do to view their home objectively and get the most from their staging budget? Be a Buyer Separate yourself from your home and try to see it from the buyer s perspective. The next section in our Staging Guide will begin to walk you through this. Get Professional Guidance Hire a professional Home Stager who is an expert at marketing and photographing the inside of a home to create an emotional response from buyers to each space.

3 Second Key Mastering Web Appeal Your online photo presentation is Key Number Two in selling your home fast and for the best price! Virtually all buyers start their home search ONLINE, before they decide to drive by or visit a home 84% of buyers report that online photos are the most useful information they can have about a house 2010 NAR Profile of Buyers Your home s online photo presentation is competing against many other homes for the buyer s attention. To maximize your Web Appeal follow these simple strategies: Use An Enhanced Listing Skip the basic listing option only which only allows an agent to display four photos of the home, creating an instant red flag for buyers who may assume that the rest of the home is not photo worthy! The enhanced option allows an agent to display 25 photos of the home, as well as list more details. Use 20+ Photos Have your professional stager take plenty of gorgeous photos of your staged rooms. Be sure to display the best four photos first since that is what the buyer sees as soon as they click on your listing. Syndicate Your Listing In addition to listing in the MLS and on Realtor.com make sure your listing is also posted to Frontdoor, Trulia, and Zillow or other listing sites. List Only When Ready When an agent lists your home, buyers who have signed up for alerts for your area will get an of the new online listing presentation. Make sure that all the photos of your staged room and listing details are in place before the listing is launched so that buyers are instantly attracted to your home! Remember to think like a home buyer and go online to review your listing and photos. Does it have great visual appeal? Does it stand out among similarly priced homes in your area? Research shows the dramatic difference the number of photos can make: 1 photo = 5 views and 1.37 leads 21 or more photos = over 77 views and 11+ leads 1 photo = 70 days on market 6 photos = 40 days on market photos = 36 days on market 20+ photos = 32 days on market Point2.com Listings with 20+ photos generated 10 times the number of leads, more than 15 times the number of views and half the number of days on the market as listings with a single photo.

4 Third Key - Price the Home Right the First Time Because your Real Estate Agent is an expert on the marketplace and at reading and understanding comparables he or she is in the best position to give you advice on how to price your home well. Statistically, a home that sits on the market loses its new listing buzz and ends up selling for a lower price down the road. In fact, according to a National Association of Realtors survey, the longer a home stays on the market, the further below list price it drops. Homes that sold in the first 4 weeks sold on average for 1 percent more than the list price; 4 to 12 weeks averaged 5 percent less; 13 to 24 weeks averaged 6.4 percent less than the list price; and 24 weeks averaged more than 10 percent less than list price. If you plan to shoot high and see what happens that s fine, but be prepared to change the price within a few weeks if you don t attract buyers to your home. Research the homes for sale in your area at a websites like Zillow, Trulia and Realtor.com to get an idea of what homes in your area have recently sold for. And talk with your Agent about introducing your home at a price that will encourage potential buyer traffic because the first two Key Steps to selling your home will be sure to promote offers!

5 Understanding Buyers In order to understand how to sell a product, in this case your home, you have to understand your buyer and what makes them tick. What makes them go from making a logical decision to visit your home, to the emotional decision of placing an offer? Here are some simple tips to keep in mind when you are staging and selling a home: The home seller has the marketing advantage. A Perfectly Targeted Audience Most buyers who come to your house are good prospects. They are actively shopping for the product you are selling and your house should already meet their general criteria. A Captive Audience The buyer is in your house and will spend time studying it. An Opportunity to Make Multiple Impressions In every room and with every detail, we will move the buyer from looking at your house to evaluating whether it could be their home. Homes are purchased based on emotion We want buyers to think This is it. This is the one! - Staging helps you depersonalize the space and create emotional connection points which actively engage a buyer s mind to imagine how life in this house would be for their family. Buyers develop an opinion of your house within 10 seconds. - They will be looking to reinforce their opinion throughout the rest of the home. We ll make those first impressions positive in every room! When a house feels like home, buyers will reprioritize their list. - We ll accentuate the positive and downplay any challenges in each room. We ll create warmth, scale, harmony and cohesion by using decorating tricks of the trade. Buyers will profile the sellers, and this impacts their buying decisions Neat and organized = sellers who take care of a home. - The opposite is also true. We ll declutter those areas buyers use to profile neatness and care. There is a likely buyer demographic for your house. - We will target these people in style and décor so that they see themselves in your home. Buyers will view your personal things impersonally. - They won t understand the meaning behind your collections or artwork. Only those things that will make sense to buyers should remain in sight. A note about photographs Personal pictures suggest to buyers that you aren t ready to leave your home. They may profile this as a difficult negotiation.

6 Top Ten Benefits to Staging Your Home for Sale Investing a little bit today in home staging will pay dividends in your home selling tomorrow You Will Make More Money According to the National Association of Realtors, the average staging investment of between 1 and 3 percent of the home's asking price will generate a return of 8 to 10 percent! Your House Will Sell Faster and For More Money A National Association of Realtors survey found that the longer a home stays on the market, the further below list price it drops. Homes that sold in the first 12 weeks averaged 1-5% below list price; after 24 weeks on the market the average house sold for more than 10% below list price. The Cost of Staging Doesn t Cost A Dime In a Home Gain Survey of over 2,000 Realtors, it was discovered that home staging typically provides a 399% return on investment! Home Sellers Have Trouble Viewing Their Home Objectively If you can t see your home objectively, you can t package it effectively. A professional stager can help you see your home from a buyer s perspective and position each room for maximum appeal! Enhanced Web Appeal Buyers start their search online. Give buyers a reason to visit your home by having multiple photos of beautifully staged rooms that will stand out among the competition! Only 10% of Homebuyers Can Visualize the Potential of a Home That s why staging a home is critical! You don t want the advantages of your home overlooked or left up to the buyer s imagination. Less Headache and Stress Throughout the Process The packing starts now in order to create a sense of space in the home. You ll learn organizational strategies to help you have your home ready to show at a moment s notice. The Money You Spend on Staging is Deductible! Take advantage of a possible tax deduction for spending on staging services to improve and sell your home! (Of course you shouldn t take my word for it, consult your accountant.) Leaving Your House in As Is Condition Will Only Help Sell the Competition Buyers have very high expectations. Successful Real Estate Agents believe in the power of staging to create Web Appeal, drives buyer traffic to the home, and turn prospects into buyers. Listings without strong Web Appeal only make staged properties look better. You Can Relax You will have the satisfaction of knowing you have done everything possible to affect a quick sale for top dollar!

7 Getting Buyers to Connect to Your Home The Picket Fence Home Staging Philosophy Successful staging is the art of using marketing and decorating techniques to create an environment in which buyers can imagine themselves. At Picket Fence Home Staging we create emotional connection points throughout the home so that when a buyer steps into the house they think, This is it. This is the one! We approach each room from a buyer s perspective. We highlight your home s best features, address distractions and create a lasting impression for the buyer. First Things First First Impressions Beginning at the curb we will talk about what buyers see what are the highlights, the best features of the space, and what might distract buyers from noticing it. We use that information to create a great first impression of your home, and of every room. Dealing with Distractions Clean and Bright One of the biggest turn-offs for buyers is a house that isn t clean. It s the simplest step but one that too often gets overlooked. In addition to making every room sparkle we will focus on lighting and color to make each room a bright, warm and inviting space. Address Deferred Maintenance - Let s get rid of the buyer s mental repair list. Addressing any potential trouble spots ahead of time keeps buyer s focused on the key selling points of your home, not making a list of the things they will use to negotiate the price down. Eliminating Clutter -- The packing starts now. Packing away a healthy amount of stuff in each room will create a clean, open and spacious feel. Try thinking of clearing the clutter as a jump start to the packing you ll be doing anyway when the house sells! Depersonalize - In order for a buyer feel at home in a space they need to be able to envision it as theirs, not yours. Staging is a balancing act between depersonalizing and retaining the warmth of a space. Make a Connection Features & Focal Points Because we understand who your most likely buyer is we have an idea of the kinds of things that will be on their wish list. Our staging will focus on those areas, for example, an inviting family space for a home in a great school district; a chef s kitchen in an upscale home, etc. Update - Most buyers are looking for a home that is move in ready. We will focus on using what you have to create an updated look for your home. We ll use design principles - scale, rhythm and form to create the clean lines buyers are looking for. In some cases we ll recommend purchases that will go a long way in helping buyers fall in love with your home. Emotional Connection Points -- This is where we create the Wow Factor. We ll build in the subtleties that make buyers connect to the space and recognize it as a place to call home.

8 Creating a Plan for Preparing Your Home to Sell Now that you know what it takes to get your home sold quickly and for the best possible price, let s get started! Here s how we can work together to accomplish your goal: Consultation First, we sit down and discuss your home, expectations and goals. We will start with a general walk-through of your home taking note of key selling features to highlight and identifying any buyer distractions; things that might get in the way of buyers seeing your home s potential. This will give us our Top 10 Report a list of 10 things to do right away. DIY Staging If you plan to tackle the staging yourself the Do-It-Yourself Staging Action Plan will guide you through the key action items for each room. You will also receive some DIY guides for projects that will make a dramatic difference in the appeal of your home. Picket Fence Home Staging Days Step One We focus on identifying your home s best assets and using the things you already have to turn buyer traffic into offers. Step Two Getting that traffic takes Web Appeal! In Step Two we will bring in accessories to enhance each key area of your home and help us get the photos that will make an excellent first impression online. Step Three - To really showcase your home there may be recommendations for repairs or updates that can have an even more dramatic impact. We will focus on the rooms and improvements that are truly worth it and only make recommendations that will work within your budget and MORE than pay for themselves in the selling price of your home. The Picket Fence Home Staging Difference Because we believe in the importance of showing your home in its best light we always offer to return for MLS/Open House styling after any staging day. Call me and we ll get started right away! Nancylyn Hogarty Picket Fence Home Staging

9 Creating a Plan for Preparing Your Home to Sell Photo Examples These photos of staged rooms give you an idea of the look we will try to achieve in your home: To watch a video of all that gets accomplished during a Staging Day go to: Living Areas

10 Creating a Plan for Preparing Your Home to Sell Photo Examples For an idea of the look we will be trying to achieve in your home, view the photos below: Beautiful Bedroom Areas

11 Creating a Plan for Preparing Your Home to Sell Photo Examples For an idea of the look we will be trying to achieve in your home, view the photos below: Delicious Dining Areas

12 Creating a Plan for Preparing Your Home to Sell Photo Examples For an idea of the look we will be trying to achieve in your home, view the photos below: Gourmet Kitchen Areas

13 We re Here to Help Every Step of the Way! Move In/Move Out Once your home is ready for sale you turn your attention to preparing for your own move. Picket Fence Home Staging offers complete Move In/Move Out service to help with packing and organizing for your move. We can also coordinate other aspects of your move if you wish. New Home Redesign It can be hard to fit your old home s furnishings into a completely different space! Using many of the same principles we applied to transforming your current home into one someone else can imagine living in, we can transform each room of your new home into a space that fits your family s lifestyle and needs! Your home should fit your family in every way from the way it functions to the way it flows to the way it represents who you are and what s most important to you. Working together we can help you create the home of your dreams using what you already have! Call me and we ll get started right away! Nancylyn Hogarty Picket Fence Home Staging

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