Hire a cleaner to do a deep clean of the home prior to listing.
Prepared For
Ivan Samokish
163 Milton St. Brooklyn NY
Dear Ivan,
Thank you for inviting me in to your beautiful home to help you interpret the current marketplace and how it relates to the value of your home.
I have put this website together to give you a little more insight into who I am, what I do for my clients and exactly what I will do to help you sell your home for the greatest amount of money in the least amount of time.
I understand the stress of selling a home, and that is why you have my full support throughout the process. If there is anything that you’d like to further discuss, please don’t hesitate to call me.
I look forward to having the opportunity to work with you!
MY COMMITMENT TO YOU
- Help you understand the ins & outs and the nuances of the selling process
- Define appropriate target Buyer(s)
- With you, establish the best asking price for your home
- Market your home to find the right Buyer
- Obtain an offer and negotiate it on your terms
- Guide you through all the paperwork and the queries along the way
- Support you continuously throughout the process and beyond
- I will always be honest, direct and tell you the truth, even if it is really what you might not want to hear
Alyssa Wenzel
Sale Respresentative
When working with me you can expect 100% honesty and transparency, a creative outside-of-the-box approach, kick-ass negotiating skills and top-notch results. I treat each client as if they were family, and always do my best to go above and beyond for them.
ABOUT SAGE
If there’s one word that sums up Sage it’s uncompromising. Uncompromising is our way of making sure that every real estate experience isn’t just good, it’s great.
We set a high bar for ourselves, and our realtors. Our clients deserve the very best of us, from the services and counsel we provide to the quality of our marketing materials, and we’re relentless in making sure they get it.
SAGE Design Studio
Great design matters. No brokerage understands that better than SAGE. We have invested heavily in order to build a Design Studio that only caters to SAGE’s clients. This way we can ensure that we are able to market our client’s homes in the best possible light.
SAGE Print Shop
Great design deserves to be produced with an equal amount of care. For years we were using outside print shops with often inconsistent results. We decided enough was enough so when the space next to our Design Studio became available we snapped it up and invested to bring in all the equipment to allow us to produce all or our print materials in-house.
SELLER'S HOMEWORK
Declutter as much as possible (all levels of home) and clear out the entire basement. Ideally these items will go into a local storage unit while the home is listed though you can also fill up your garage if you prefer.
Continue to maintain garden areas (they look great!) and install the finishing piece for the back fence.
Tidy up / de-clutter & organize all closets. You never want closets to be messy or look overly full as it will give the impression that there is not enough storage space in the home. A neat & tidy closet always presents best!
PRICING STRATEGIES
The single greatest factor in a marketing plan’s success is the property’s initial asking price.
There are three basic approaches to Pricing, each with its own benefits and pitfalls.
LOFTY PRICE
List above market value
Advantages
- It provides built-in room for price negotiation.
- Allows Seller to reassure themselves that money hasn’t been left on the table.
Disadvantages
- Can discourage knowledgeable, qualified Buyers.
- Can actually help sell other, reasonably priced homes.
- Tends to cause homes to languish on the market to eventually attract low-ball offers.
- In order to find new segments of Buyers if the property does not immediately sell, you will need to reduce the price in significant chunks. Often reductions are then needed by upwards of 10% to attract a fresh Buyer pool.
MARKET VALUE
List at what you think the property will sell for
Advantages
- Attracts qualified Buyers who can afford the property.
- Efficient timeline on market.
- Encourages knowledgeable Buyers to act before property sells to someone else.
- Most Effective strategy to generate multiple offers from qualified Buyers.
- As pricing is an inexact science, should the price err on the side of low then multiple Buyers will be attracted, usually generating a higher selling price.
Disadvantages
- Fear of the unknown. Could it have sold for more?
- ‘Missing out’ on the hype that underpricing may generate but tends not to result in a higher selling price.
LOW PRICE
Pricing below market value
Advantages
- Generates a great amount of interest and offers.
- Lots of excitement and showings.
Disadvantages
- Risk of getting only lower offers.
- Attracts Buyers qualified for lower price ranges.
- In heat of activity, Buyers have been known to purchase beyond their capacity, not really being able to afford the property and looking for subsequent abatements or renegotiations.
- Risk being overlooked by the qualified Buyers who aren’t looking at homes that low in price.
- Alienates fatigued Buyers not wanting to participate in multiple offers or activities deemed “realtor games”.
OFFER STRATEGIES
Almost as important as pricing is what offer strategy you use. The current market conditions as well as your pricing strategy will impact which approach you choose.
There are three basic approaches to Offers, each with its own benefits and pitfalls.
OFFERS ANY TIME
- Pretty clear.
- Good for lofty pricing or Buyer markets.
- Bad if you want to make sure all active Buyers get opportunity to view property.
‘HOLD OFF’ OFFERS FOR 6-7 DAYS
- Allows the marketing and exposure to reach the targeted Buyers so they are aware of the property.
- Gives the most keen Buyers in the market the opportunity to see it before it is sold.
- Good in a Seller’s market when you are priced accurately or slightly low.
- Mandatory if you are intentionally pricing low with hopes for multiples.
- May generate pre-emptive/bully offers.
BULLY/PRE-EMPTIVE OFFERS
- Tactic used to try and tempt a Seller to change their strategy and review an offer before the set date.
- Should be a very impressive offer, but is very difficult to determine whether any bully offer is better than the best offer that a later offer date may generate.
RECOMMENDED PRICING & OFFER STRATEGY
If your tenant is willing to be accommodating and allow same-day showings (rather than requiring 24 hours notice), I would suggest that we list with a lower price point and hold offers 1 week after listing the property. If the tenant is unwilling to allow same-day/last minute showings, I would suggest going with offers anytime as in that case 1 week may not be enough time for the right buyer(s) to view the property.
LOFTY PRICE $1.4M - $1.450M
This is not a tactic that is being used very often in Toronto’s market these days. It is a tactic used in slower markets when you know you will need to build in room to negotiate the price. When you list high you often miss your real buyers and actually help sell other properties. Buyers are the experts and they look at all the homes in a category and know what value looks like. It is not habitual for agents or buyers to look at properties above their budget with the plan to negotiate them into an affordable range.
MARKET PRICE $1.250M - $1.300M
If we were to list where we are taking offers anytime, this is the pricing strategy that I would recommend.
LOW PRICE $998K - $1.098M
If we were to list the home and hold back offers the week following, this is the pricing strategy that I would recommend. This would be my preference for your property if possible, though we should only go this route if your tenant is going to be very accomodating.
COMPARABLE SALES
The sales of comparable listings is the best measure of value and helps to identify a fair market value range. Properties being introduced to the market are best placed in the right pricing position relative to recent comparable sales. There are unfortunately not many recent direct comparable sales, therefore please do be sure to take into account the differences in the comparble listings that I am including (ie. more or less bedrooms, garage/no garage, more or less renovated, etc).
AVAILABLE COMPETITION
These are the homes that are currently available for sale and would be competing with yours for Buyer attention. They also demonstrate the marketplace’s current supply. In a Seller’s market, the current competition is as important as the most recent comparable sales. Again, you have to consider that there are differences to these properties and they are not perfect direct comparables to your home, but these are in your neighbourhood and would possibly be considered by the same buyer pool.
MARKETING PROGRAM
TARGET MARKET
Before we zero in on the best marketing actions we need to identify who we are trying to reach. Many Realtors all too often overlook this basic principle of marketing when selling real estate.
It is extremely important to accurately identify our key targets so we can stage and market your home appropriately. More interest, more offers and higher prices are generated by paying attention to details and focusing the marketing efforts on the right people. Every listing should not have the same blanket-marketing plan.
When we met and went through your home we noticed that certain factors will really attract your Buyer. Things like:
Neighbourhood, Style, Size, Price Range, Quality
It would be beneficial to craft the marketing to particularly resonate with:
Primary Buyer group: Young couples & Savvy first time buyers
Secondary Buyer group: Investors
We know that we cannot predict with 100% certainty who the eventual Buyer will be. The thrust of our marketing should appropriately be focused but at the same time we should not alienate other potential markets. Therefore, it is best to let the target market identification lead our decisions when it comes to renovating advice, staging, photography, social media targeting, etc.
HOME'S KEY SELLING FEATURES
Great Location
Located in a highly desirable neighbourhood, minutes from the beach.
Functional Layout
The home provides a great layout for those wanting to have two separate and functional units.
Curb Appeal
The home provides great curb appeal with a beautiful front porch, large tree & garden area.
Ample Parking
Parking allowing for 3 cars is a highly desirable asset in the Toronto market.
PRE-INSPECTION
When buying a home it is highly advisable for any Buyer to have a qualified inspector conduct a formal home inspection so that they know what they are buying. Savvy Sellers can have an inspection report prepared on their own home and then make that inspection report available to all prospective Buyers. Pre-inspection reports can provide enough reassurance for Buyers to submit offers on a property without feeling the need to conduct their own inspection. However, some Buyers may have their own inspection conducted before submitting an offer or make their offer conditional upon a satisfactory report even if there is a pre-inspection report available. One way or the other, we highly recommend a Pre-Inspection Report.
Sellers having made their own pre-inspection reports available has several benefits:
- Provides Seller with a list of items to consider resolving before marketing property
- Provides relevant property information to Buyer before property sells to eliminate potential after-sale negotiations or abatements
- Assists in effective marketing of property
- Helps Buyers have confidence to bring top offer resulting in the home selling for more money
STAGING
Buyers that make an emotional connection with a home usually are prepared to make their best offer to try to secure the deal.
We try to foster emotional connections through our marketing by telling a story about the home that connects with the target Buyer pool.
For your home, given we cannot stage the upper unit, I feel it is even more imperative that we do stage your unit as we really want the photos to present as best as possible as they are the first way to get potential buyers in the door. We do not necessarily need to stage the basement (as long as it is fully cleared out), however I would definitely suggest that we do a full stage of the main floor. Staged properties sell on average for 5-7% more and 75% faster than homes that are not staged.
PROFESSIONAL PHOTOGRAPHY
Exquisite photographs of the property is essential to presenting a home at its very best and maximizing its digital, online and printed appeal. These photos form the foundation of the marketing for the property. Buyers have refused to “waste their time” visiting a home because of grainy, poor quality or inadequate pictures that they see online. Professional photographs really make that big a difference.
Effective photographs have terrific impact, which is why I always include professional photography for all of my listings.
In addition to this, you will receive professional floor plans, a 3D virtual tour of the property as well as a personalized property website (ie. 269woodbine.com)
MARKETING TACTICS
Once your home is priced and fully prepared it is time to let the world know about it.
Our marketing plan accesses Buyers locally, nationally and internationally through both conventional and digital tactics.
Public Open House
Other
Yard Sign
Other
Floorplans
Web
Reporting
Web
International Reach. Local Expertise. Global Syndication.
Web
Feature Sheets
Just Listed and Just Sol Postcards
Facebook Paid Advertising
Web
Individual Listing Site
Web
Youtube
Web
Virtual Tour
Web
SERVICE FEE
We know that we provide solid value for our service fee. We separate ourselves by focusing on all process details, making sure we tilt the table in your favour at every opportunity, creating value for you and the greatest return on the sale of your homeю
Details matter.
Whether it is advice on the right staging to attract the targeted Buyer, or the subtle nuances noted when a Buyer’s agent says too much, you need us on your team to ask the right questions, listen when it is time to keep our mouths shut, and then take decisive action at the right time.
What is most important… paying a low service fee, or generating the greatest net profit from the sale of your home?
WHAT I CHARGE
Typically the rate I charge is 5%, with 2.5% going to the listing brokerage and 2.5% to the cooperating brokerage (+HST). With that said, I would be willing to offer you a rate of either 4.25% or 4.5% + HST, depending on which staging package you feel suits you best. We would still be offering the full 2.5% to the cooperating brokerage, the discount would come off of my end. You should note that there would be no additional costs to you. This means that all staging, photography, floor plans, pre-list home inspection, video tour, online & offline marketing, print materials & local mailouts are covered by my fee.
COMMISSION
Not only working for you, but with you.
905.616.2389 | alyssa@aspgroup.ca
AlyssaWenzel.ca
2010 Yonge St., Toronto, ON M4S 1Z9
134 Ossington Avenue, Toronto, ON M4S 1Z9
o 416 483 8000
f 416 483 8001