MARKETING YOUR HOME WITH THE LYNAM TEAM HOW WE SELL IT FAST & FOR MORE! AnthonyLynam.com

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1 MARKETING YOUR HOME WITH THE LYNAM TEAM HOW WE SELL IT FAST & FOR MORE! AnthonyLynam.com For Real Estate

2 So Many Decisions There is so much to think about when selling your home: Is it a buyers market or a sellers market? How can I price my home so that it sells quickly? What marketing strategies are effective and will sell my home quickly? What s this thing called curb appeal? What should I do to have my home in top-selling condition? How much should I fix? How much should I leave as-is? How much of a hassle is involved in showing my home? Should I try to sell my home all by myself? Or should I use an agent? What about all the paperwork and legalities? What about my next home? Should I buy or rent? And more! We Can Help! We are more than happy to answer any of your questions. Please put a check next to any of the above that you want to discuss. Experience The Lynam Team Advantages: Agent on call 9 a.m. to 6 p.m., prospecting for you 7 days a week Guaranteed quick response time to inquiries on your Home Full-time marketing, listing, & closing personnel We market your Home to the world through 350+ Web sites and customized s Unique marketing tools, such as Interactive Voice Recording and our Sellers Incentive Club Automatic prospecting Instant notification of NEW comparable homes for sale Belief system

3 The Lynam Team Mission Statement The Lynam Team will consistently and efficiently provide home sellers and buyers the most professional real estate services available in the Central Pennsylvania area. Keller Williams Realty Philosophy Our Mission To build careers worth having, businesses worth owning and lives worth living. Our Vision To be the Company of choice for a new generation of real estate agents and owners. Our Values God, Family, then Business Our Belief System Our beliefs are an essential part of who we are and how we conduct business. The Keller Williams Belief System is the foundation for providing the ultimate in service for our clients. WI4C2TS Our Belief System in Action Win-Win Integrity Commitment Communication Creativity Customers Teamwork Trust Success Or no deal Do the right thing In all things Seek first to understand Ideas before results Always come first Together Everyone Achieves More Starts with honesty Results through people

4 Why Hire an Agent when you can Hire a Team? Meet the Lynam Team! Dedicated to providing exceptional service Anthony Lynam, REALTOR Team Leader pahometownteam@kw.com Anthony's knowledge and understanding of the market is only one of the many skills he brings to the table when it's time to list your property for sale. He will advise you on getting your property ready to list and listing it for the right price. His expert negotiating skills will ensure that you will have every advantage over buyers and sellers working with other licensees. Buyer Specialists John Barrick, REALTOR JohnBarrick@kw.com Stan Wagner, REALTOR mrstan@kw.com Members of our buyer s team dedicate their inexhaustible energy to finding the right home in the desired timeframe. With knowledge that spans from the existing home market to builders and new construction, our proven professionals represent each buyer's individual interest. From establishing a buyer s needs and searching for the right home, to negotiating in the buyer s interest, their expertise allows them to manage the total buying process and reduce stress for our clients.

5 Meet the Lynam Team, cont. Support Staff Office Phone: Fax: Shawn Lynam Marketing Manager Shawn is dedicated to providing maximum exposure for all sellers who have entrusted us with the marketing of their homes. Shawn uses an aggressive and comprehensive marketing plan that has the highest potential for bringing not only the most buyers, but also the most qualified buyers to your doorstep. Susan Lynam Administrative Manager Christine D Orta Transaction Coordinator In addition to overseeing Administrative staff, Susan also currently acts as Listing Administrator. In that role, her responsibility is to coordinate entry of team listings to ensure that information about our sellers homes is accurate and carry out marketing plans. Christine oversees the process from the moment a contract is signed to completing closing documents. She establishes communications with cooperating agents, follows up with lenders and title companies, coordinates closing times, and monitors all the paperwork involved in a closing to ensure that the final part of the process for both buyers and sellers goes as smoothly as possible. Awards Won in 2010 Listing Agent of the Year For being the top listing agent for the market center Gold Circle In recognition of closed sales volume achievement of $5 million or more

6 The Benefits of Using a Real Estate Agent Time is Money How much is your time worth? $ per hour. If you don t use a real estate professional, expect to spend at least 100 hours selling your home assuming there are no problems! Considering your work, family, and personal commitments, is that the best use of your time? It s a Big Deal Selling (and buying) a home is a big deal. Most people don t sell more than two homes in their lifetime, so it s not something they develop expertise in. There are ever-changing laws, ethical practices and practical considerations that you don t want to learn on your own through trial and error or relying on a book or information off the Internet. It s just not worth the risk. What Sets the Lynam Team Apart Questions To Ask Lynam Team Competing Agent Are you full time? Yes Can you supply at least 6 references tonight? Do you have a marketing plan with you? Do you have a financial calculator? Do you have additional team members? Do you personally mass ? Do you utilize Web site marketing? What unique marketing tools do you utilize? Yes Yes Yes Yes Yes Yes 350+ different Web sites campaigns Virtual Tours Single Property Web sites IVR Sellers Incentive Club

7 Marketing Plan Whatever the market Whoever the market Wherever the market The Lynam Team will find them! The following marketing services are performed for each Lynam Team listing within the first 10 days. During this 10-Day Push, we strive for maximum market exposure: Your property is entered into the Multiple Listing Service (MLS) Your property is entered into the Keller Williams Listing Service (KWLS) Signage is placed for maximum exposure (yard signs, directionals, etc.) Property is previewed by other Keller Williams office agents at weekly sales meetings Agent on call 9 a.m. to 6 p.m., 7 days a week to prospect for you and answer inquiries about your property Customized featuring your Home is sent to the thousands of area Realtors and prospects in the Lynam Team database Your property is entered onto 350+ home search Web sites A virtual tour of your Home is created, if desired. A link to the virtual tour is added to the MLS and to other search Web sites: An Interactive Voice Recording (IVR) is created for your home and that number is posted on various home search Web sites. We will also host Open Houses at times that are convenient to you. We provide marketing service reports to you bi-weekly or at other intervals as you desire to keep you informed of our progress. More information about our marketing vehicles can be found in the pages that follow.

8 Why We Market the Way We Do The MLS The first step in marketing our properties for sale is entering them into the Multiple Listing Service. By doing this, we have hired the thousands of area Realtors to help us sell your home. Agents are working with the most probable buyers for your home and it is important to get your property in front of them as soon as possible. The Keller Williams Listing System (KWLS) The Keller Williams Listing System was designed specifically by and for Keller Williams agents. It automatically links you to some of the biggest names on the Web for home searches. In addition, it links you to all other Keller Williams agent sites nationwide Web sites for Maximum Online Exposure The National Association of Realtors 2008 Profile of Home Buyers and Sellers stated that 87% of home buyers use the Internet to search for a home. 87%! The Lynam Team has developed our marketing systems to fully and effectively utilize the Internet in the marketing of your home You will not find another Realtor in Central Pennsylvania who markets online as aggressively as we do. Below are the primary Web sites we use to market your home:

9 Example of our Internet marketing Anthony Lynam KELLER WILLIAMS CENTRAL PA EAST Mountain Ridge Lane, Harrisburg, PA PRICE REDUCTION! Buy homes in Hershey, Harrisburg, Mechanicsburg. Visit or Send to Friend Share Listing 4BR/4BA Single Family House offered at $417,000 Year Built 2007 Sq Footage 3,732 Bedrooms 4 Bathrooms Floors 2 Parking Lot Size HOA/Maint 4 full, 0 partial Unspecified 1 acres $0 per month DESCRIPTION Watch a full video: Bring ALL OFFERS! Short sale now...immediate sale needed. First Floor Master Suite you must see!! Enjoy the experience of custom home building details, a wide open floor plan, and endless architectural details. Beautiful Mountain Setting Convenient to Highways. Easy access to State Game Lands Photo 2 click on thumbnail to enlarge What's Your Home Worth - Free Valuation - Anthony Lynam KELLER WILLIAMS CENTRAL PA EAST PA Hometown Team - "Our Service Equals Your Success" C PaHometownTeam@kw.com PA RE License # - RS311756

10 10 Steps to Selling Your Home with the Lynam Team 1. Define your goals, wants, needs and expectations. A good place to begin is by exploring your short and long term goals in life and how selling your home fits in. We will walk through a process we use to thoroughly understand your goals, wants and needs to ensure that your expectations are met. 2. Determine the best price for what s going on in the market right now. We assess the current state of the market and what comparable homes are actually selling for by preparing and reviewing a Comparative Market Analysis (CMA) on your home. That way, we can objectively determine its fair market value and price it right. 3. Prepare your property so that it is in top-selling condition. Most of us don t keep our homes in top-selling condition. We will work with you to help you see things from a buyer s point of view. We will consult with you on what to repair, replace or remove so that your home makes a GREAT first impression. 4. Implement time-proven, research-based marketing strategies. We use an aggressive and comprehensive marketing plan that has the highest potential for bringing not only the most buyers, but also the most qualified buyers to your doorstep. 5. Show your property. Always keep your home in top-selling condition. When you leave for work, make sure that your home remains in top-selling condition. You know what they say about first impressions! 6. Receive an offer. When a buyer decides to buy your home, an offer will be presented. We will advise you on the offer and whether the buyer is qualified to purchase your home. 7. Negotiate to sell. Most offers require some level of negotiation. After working with together with you to decide your parameter, we will negotiate on your behalf. 8. Have your home appraised and inspected. Once you have accepted an offer, we will work with the buyer s agent to coordinate an appraisal, inspections and a survey (if required). If the buyer requires that certain repairs be made on your home, we will continue to negotiate on your behalf and recommend vendors so we move successfully from contract to closing. 9. Prepare for closing. A few days before closing (also known as settlement), we will contact the title company and the buyer s agent to ensure that all the necessary forms and documents have been prepared. We will ensure you are advised of the additional information and documents you need to bring to the closing. 10. Close! At the closing meeting, ownership of your property is legally transferred to the buyer.

11 When Choosing a Home, Buyers Consider These 5 Factors 1. Location Although location is the one thing you can t change, it is the key factor in setting your price. It is critical that you and your agent know all the negatives about a location in order to have answers to any objections. This is called market knowledge. It is the basis for appraisals and for knowing where your property stands against the competition. 2. Size Size is the next factor for a buyer to take into consideration. Size is reflected in both square footage and in the number of rooms. Is your home 1,800 or 2,000 square feet? Does it have 3 or 4 bedrooms? 2 or 3 bathrooms? Formal living and dining rooms? Family room or great room? You may not be able to physically change your floor plan, but you can do things to open up the space and make your home appear larger by removing clutter and by using enhanced lighting techniques. You may have ideas on possible remodeling. Your agent and you should know if a kitchen wall can be removed to create an open family room/kitchen area. Market knowledge will help define what you need to know. These two factors, location and size, are what most buyers use to decide what price to pay. A sale or the loss of a sale could be determined by a 100 square foot difference, an extra bedroom or bath, better curb appeal, or a 3% price difference. In-depth market knowledge allows you to position yourself against the competition while juggling all these factors.

12 3. Condition/Amenities Amenities refer to the finish treatments of the house and are closely related to the condition of the property. These are the cosmetics of the house. Amenities are the items owners normally use to vigorously defend the price. They ve added special blinds, upscale flooring, and custom plumbing. Unfortunately, condition and amenities have the least to do with the amount of value a property has. This is not to say that they are not important. They are. A squeaky clean, beautifully finished home has a much better chance of selling than the same home in normal condition and with ordinary finishes. Amenities and good condition of the home can help create a fast sale, yet not create a higher value for the home. Although, the more personalized the finishings of a home are, the less likely the average buyer will find everything to their satisfaction. 4. Price It is very important to price your property at a competitive market value right when you list it. The market is so competitive that even over-pricing by a few thousand dollars could mean that your house will not sell. It s interesting, but your first offer is usually your best offer. Here are reasons for pricing your property at the market value right from the start in order to net you the most amount of money in the shortest amount of time. An overpriced home: Minimizes offers Limits financing Reduces showings Limits qualified buyers Lowers agent response Nets less for the seller 80% of the marketing is done when we decide on what price to list your home. If you are unwilling to list at current market value, you would be better off not putting it on the market at this time. Pricing your property is based on all these factors: location, square footage, and room layout, overall condition and amenities of the home and the terms you are seeking. Proper pricing is the one factor the typical seller is most concerned with and often chooses an agent based on the one that gives them the highest price. Instead, a wise seller hires the agent that offers the most marketing tools to get you more chances at bat with buyers.

13 5. Terms Many sellers approach a contract with a very rigid mentality. It has been our experience that this can sometimes be detrimental to successful contract negotiation. One of the greatest benefits of using a skilled negotiator is their ability to negotiate a win-win contract. A win-win contract is one in which the buyers needs are met AND the seller gets the money they want. A seller s concern should be focused on the bottom line. People skills are the intangible asset that creates most highly successful Realtors. The ability to close with a winwin contract is hard to define, but it s essential that your Realtor has this quality and experience. Marketing Buyer Types Home buyers exist in 3 separate groups: 1. Neighborhood buyers Smallest group of buyers Includes people who rent, work, or travel through the neighborhood Friends or relatives of residents in the neighborhood These buyers will browse the Internet, attend open houses, take brochures from brochure boxes, and have a fairly good knowledge of the competition in the neighborhood. 2. Local buyers Largest group of buyers Comparison shoppers Often DO NOT have to move Often DO HAVE to sell in order to buy 91% of buyers find us through Multi-Media Marketing leaving only 9% from direct property advertising (newspaper ads, property flyers, etc.) These buyers browse the Internet often looking for homes for sale. Internet advertising and direct mail are most effective in reaching this group. 3. Out-of-Town buyers Most motivated group of buyers Often have very little time to move Often have a high need for them to buy These buyers are reached through Internet marketing, third party relocation services, out-of-town marketing, and promotions.

14 Six Simple Steps You Can Take to Ensure Your Home Sells at Top Dollar Step 1: Pricing It is very important to price your property at a competitive market value right when you list it. The market is so competitive that even over-pricing by a few thousand dollars could mean that your house will not sell. It s interesting, but your first offer is usually your best offer. Here are reasons for pricing your property at the market value right from the start in order to net you the most amount of money in the shortest amount of time. An overpriced home: Minimizes offers Lowers showings Lowers agent response Limits financing Limits qualified buyers Nets less for the seller 80% of the marketing is done when we decide at what price to list your home. If you are unwilling to list at current market value, you would be better off not putting it on the market at this time. Step 2: Cleanliness Most people are turned off by even the smallest amount of dirt or odor when buying a home. Sellers lose thousands of dollars because they do not adequately clean. If your house is squeaky clean, you will be able to sell your home faster and net hundreds, if not thousands of dollars more. If you are planning on moving, why not get rid of that old junk now so that your house will appear larger? Make more space. Odors must be eliminated, especially if you have dogs, cats, or young children in diapers or if you are a smoker. You may not notice the smell, but the buyers do! Step 3: Easy Access Top selling agents will not show your home if both the key and access are not readily available. They do not have the time to run around town all day picking up and dropping off keys. They want to sell homes! The greatest way to show a house is to have a lockbox accessible to real estate agents!

15 Step 4: Showtime When your home is being shown, please do the following: Keep all lights on Keep all drapes and shutters open Keep all doors unlocked Leave soft music playing Take a short excursion with your children and pets Let the buyer be at ease and let the agents do their job Make sure that the agent showing the property uses the lockbox to enter your home even if you are still home when they arrive. Let us know whenever your home is shown by any agent who does not use the lockbox and leave the showing agent s name, real estate office, day and time of showing. Our listing coordinator will immediately fax or the agent a showing feedback sheet which will give us useful information to use in marketing your home. Step 5: Paint & Carpet Paint is your best improvement investment for getting a greater return on your money. Paint makes the whole house smell clean and neat. If your house has chipped paint, exposed wood, or the paint looks faded, it is time to paint. If your carpet is worn, dirty, outdated, or an unusual color, you may need to seriously consider replacing it. Many houses do not sell because of this problem. Don t think that buyers have more money that you have to replace carpet. They don t. They simply buy elsewhere. Step 6: Curb Appeal Your front yard immediately reflects the inside condition of your house to the buyer. People enjoy their yards. Make certain that the trees are trimmed so the house can be seen from the street. Have the grass mowed, trimmed, and edged. Walkways should be swept. Clean away debris. Remove parked cars. This all adds to curb appeal. If a buyer doesn t like the outside, they may not stop to see the inside.

16 What Our Clients Say Having just gone through the process myself I couldn't possibly have seen the vast scale of task needing to be done, paperwork needing filed, and people who needed to be contacted throughout the process to allow the transition of a home from seller to buyer to go easily. There's just too many steps and too much to do for an individual to do on their own. Even though I had done my research and knew, for the most part, what I wanted in a house, your input allowed me to realize other perspectives for given situations. Wade Wiley Bob and I would just like to say thank you for being there for us the whole way thru our journey of buying our new house. I know it is your job, but you definitely made it so much smoother and helped me stay sane. Danielle Nester You have conducted yourself in the utmost professional manner and I really appreciate that. Carissa We appreciate your honesty and hard work to find us a buyer and help us through the process. Liz Wilson (FSBO) We appreciate the opportunity to earn your business. The Lynam Team AnthonyLynam.com For Real Estate