1. it’s all about you
Our real estate business is built around one guiding principle:
It's all about you.
Your needs
Your dreams
Your concerns
Your questions
Your finances
Your time
Your life
Our focus is on your complete satisfaction. In fact, we work to get
the job done so well, you will want to tell your friends and associates
about it. Maybe that's why over 50% of our business comes from re-
peat customers and referrals.
Good service speaks for itself.
We look forward to the opportunity to earn your business too.
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2. selling your home
10 steps to selling your home page 3
frequently asked questions page 4
curb appeal page 5
overall interior page 6
what we do for you page 8
10pt marketing plan page 9
six selling myths uncovered page 10
real estate truths page 12
Why Keller Williams Realty page 18
About us page 19
Our 10pt customer service commitment page 20
real estate glossary page 21
just for fun page 25
*Sample contract
2
3. ten steps to selling your home
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 walk you through a process 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 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. Your home will be
marketed with a 10 point marketing plan that has the highest potential for bring-
ing 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 pre-
sented. We will advise you on the offer and whether the buyer is qualified to pur-
chase your home.
7. Negotiate to sell. Most offers require some level of negotiation. We will work to-
gether to decide your parameter and 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 meet with you to review the
closing documents and let you know what additional forms and information you
need to bring to the closing meeting.
10. Close! At the closing meeting, ownership of your property is legally transferred to
the buyer. We will be present to advise you and ensure that everything goes ac-
cording to plan.
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4. frequently asked questions
Are there things we should do to our home to help ensure the maximum price?
Yes. There is a benefit to making sure your home looks its best prior to offering it for
sale. There are also small remodeling jobs that will pay off at resale. We can advise
you about specific improvements that will increase your home's marketability and
value.
How often will you advertise our property?
We don't just list homes; we market them. We will make sure your home is marketed to
potential buyers around the clock, 24 hours a day, 7 days a week. We will customize a
marketing plan to reach the types of buyers most likely to purchase your home. We
know how to maximize the power of the Internet for our clients, while also using tradi-
tional methods including brochures, yard signs and the KW Home Magazine..
Will you be present at all showings?
At open houses we, or a member of our team, will be there. For showings, potential
buyers will bring their own agents to see your home. Most buyers prefer only their own
agents be present when evaluating a prospective new home.
What if another agent tells us they can get us more for the house?
Some agents will quote a higher listing price just to get your business, but an over-
priced house will not sell. If you choose to work with us, we will conduct a comparative
market analysis prior to recommending an asking price for your home. we will explain
how we arrived at the price, but ultimately the decision is up to you. We will offer our
professional opinion on how the market will value your home.
Do we have any responsibilities during the marketing of our home?
Your primary job during the sale of your home is to keep it neat and clean for showings
and open houses. A large part of a home's appeal involves staging, which is every-
thing from furniture placement to home fragrance. WE will advise you on how to stage
your home well, giving you easy tips and quick fixes to maximize your home's appeal.
What happens once we get an offer?
We will help you consider each offer and negotiate the best deal for you. Once
you've accepted an offer, we will guide you through the entire closing process and
ensure everything proceeds smoothly.
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5. curb appeal
Drive up to your home and look at it from afar. Look at it through the eyes of buyers.
Check the shingles – repair or replace damaged shingles.
Clean and repair the gutters.
Clean and repair the HVAC units.
Repair broken windows and shutters. Replace torn screens. Make sure frames and
seams have solid caulking.
Repair or replace door knobs, doorbell and light fixtures if necessary.
Remove all toys, equipment and litter.
Remove cobwebs and nests.
Remove mildew, moss and stains from the side of your home – use bleach. Re-
move stains from the walkways and driveway – use concrete cleanser and/or kitty
litter.
Repair and clean patio furniture and deck area. Remove anything that can’t be re-
paired.
Make sure the spa and pool sparkle.
Go around and touch up the exterior of your home with putty and paint.
Clean or paint the front door and mailbox.
Hose off the exterior of your home, especially around entrances. Use siding cleanser.
Wash the windows.
Wash your garbage can and put it in a place where it’s not the first thing potential
buyers see when they drive up.
Stack the woodpile neatly.
Mow the lawn.
Trim the trees and shrubs.
Weed the gardens.
Add colorful plants or foliage to fill in bare spots.
Edge the gardens and walkways.
Sweep the walkways and driveway.
Replace doormats that are worn and torn.
Shine brass hardware on the doors and light fixtures. Polish stained wood doors and
trim.
Drive up to your home again and look at it from the eyes of a potential buyer.
Walk into your home as a potential buyer. Determine what kind of impression the
walkways and entrances now make.
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6. Overall Interior
Walk through your home. Store, give away, throw away, or donate anything
that you won’t need until after the move; e.g. furniture, knick-knacks, clothing,
toys, equipment, appliances, worn rugs, papers, books, cosmetics, jewelry,
games, CDs, etc.
Walk through your home again, this time with some tools. Fix loose door knobs,
cracked molding, leaky faucets. Remove cob webs.
Replace worn or broken door knobs, cabinet fixtures, light fixtures, light switches,
outlet plates, faucets and vent covers.
Clean the fireplace.
Clean the vents.
Clean and organize your closets. Add extra space by storing or giving away
items.
Add a fresh coat of paint in light, neutral colors.
Shampoo the carpet. Replace if necessary. Clean and wax the floors.
Vacuum the window blinds, shades and drapes. Wash or dry clean curtains.
Wash all the windows, frames and sills.
Add dishes of potpourri.
Remove all valuables, such as jewelry, artwork, knick-knacks, medications,
cash, coin collections and so on.
Open all the window shades to create a spacious and bright look.
Put pet supplies and dishes in a place where they are not the first thing poten-
tial buyers see or smell when they walk into a room.
Living Room and Family Room
Make these rooms spacious and inviting.
Discard or repair chipped furniture. Replace worn rugs and pillows.
Remove magazines, games, toys and so on.
Make sure the entertainment center sparkles.
Vacuum upholstery, drapes, pillows, etc.
Dining Room
Clean out your china cabinet. Polish any visible silver.
Put a lovely centerpiece on the table – treat yourself to fresh flowers. Set the
table for a formal dinner to help potential buyers imagine entertaining there.
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7. Bedrooms
Arrange furniture to create a spacious look.
Remove games, toys, magazines, cosmetics, jewelry – especially on the nightstands.
Replace bedspreads, quilts and pillow shams if they are worn or faded.
Bathrooms
Remove rust and mildew stains.
Wash or replace shower curtains.
Make sure everything sparkles – including grout.
Replace worn rugs and towels.
Kitchen
Make sure all appliances work.
Throw or eat the foods that you’ve been storing for so long.
Clean the inside of the refrigerator, stove and cabinets. Make sure everything is or-
ganized to create a spacious look.
If your stove has electric burners, purchase new drip pans for each burner. Wash re-
movable knobs in your dishwasher.
Polish the cabinets with furniture oil.
Make sure appliances, countertops and the sink sparkle. Install new faucets if neces-
sary.
Attic, Basement and Garage
Get rid of unnecessary items. Store or pack items you won’t need until after the
move.
Organize everything to create more floor space and make inspections easy. Put
things on shelves or in matching boxes.
Provide bright lighting.
Clean all equipment and vents. Replace filters. Fix any insulation that might be
showing.
Take care of stale or musty odors. Open the windows, dust and wash the walls and
floors, purchase room deodorizers.
When It’s Time to Show
Make sure your property folder is out in the open. It should contain utility bills, an MLS
profile, your Seller’s Disclosure, extra property flyers and extra business cards.
Do a quick clean and vacuum. Air out your house. Dispose all trash.
Put pets outside if it’s safe to do so.
Turn on a radio with peaceful music.
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8. what we do for you
All real estate agents will claim they can sell your house...
We promise to sell your house at the maximum price, with minimum hassle.
Selling a home successfully requires experience, time and resources.
Experience
From pinpointing an optimal asking price to writing a purchase agreement
and negotiating terms of sale, real estate transactions are a science.
Time
Selling a home involves hours of open houses, phone calls and paperwork
that you shouldn't have to worry about. we will take care of it all for you.
Resources
Yard signs, brochures, ads, direct mail and Internet technology. Keeping
your home in front of potential buyers requires marketing 24 hours a day, 7
days a week.
82% of home sales are the result of agent connections
Source: National Association of REALTORS®
Selling your home can be a daunting task. We work hard so our clients can
enjoy having their homes sold worry-free and profitably. We would love the
opportunity to earn your business.
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9. 10 Point Marketing Plan
1. Staging and pricing strategies
2. For Sale Sign and Rider Signs
3. Interactive Voice Response system to provide free recorded in-
formation about your home 24 hours a day, 7 days a week.
Each inquiry will be followed-up with a personal phone call
4. Flyers in House/Home Book/Comment Cards
5. MLS
6. Web Listings with Video Tour
7. Open House Program
8. Track Showings/Collect Feedback
9. Weekly Seller Updates
10.Property Caravans
Optional Points:
House Featured in “Marketing Vehicle” (Calendar, etc.)
Email/Fax/Voice Broadcast
Target Marketing
Creative Marketing Ideas
9
10. six selling myths uncovered
Myth #1: You should always price your home high and negotiate down.
Truth: Pricing too high can be as bad as pricing too low. If you list too high,
you'll miss out on buyers looking in the price range where your home should
be. Offers may not even come in, because buyers who are interested in your
home are scared off by the price and won't even take the time to look at it.
By the time you correct the price and list your home at its fair market value,
you will have lost that window of opportunity when your home draws the most
attention from the public and real estate agents; i.e. the first 30 days that it is
on the market. A well-trained real estate agent who looks out for your best in-
terests will consult with you on your home’s fair market value and different
pricing strategies for the current market.
Myth #2: Minor repairs can wait until later. There are more important things
to be done.
Truth: Minor repairs make your house more marketable, allowing you to maxi-
mize your return (or minimize loss) on the sale. Most buyers are looking for
homes that are ready for them to move into. If your home happens to attract
a buyer who is willing to make repairs, he/she will begin asking for repair allow-
ances that come out of your asking price. The amount of an allowance that
you have to offer a buyer is usually more than what it would cost for you to
make the repair (or hire someone to make the repair). Remember, buyers
are comparing your home to other homes that are currently on the market.
Your home should be inviting so that everyone who looks at it can see them-
selves living there.
Myth #3: Once a potential buyer sees the inside of your home, curb appeal
won't matter.
Truth: Buyers probably won't make it to the inside of the home if the outside of
your home does not appeal to them. Buyers and their agents often do drive-
bys before deciding whether a home is worth their time to look inside. Your
home’s exterior must make a good first impression so that buyers are com-
pelled to stop and come inside. All it takes is keeping the lawn mowed,
shrubs and trees trimmed, gardens weeded and edged, and clutter put
away.
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11. six selling myths uncovered continued
Myth #4: Your home must be every home buyer's dream home.
Truth: If you get carried away with repairs and replacements to your
home, you may end up over-improving the house. There is a point
where improving your home doesn’t pay off. The key is to consider
what competing properties feature and look like. A highly-motivated
real estate agent will consult with you on what competing properties
have to offer – he/she can even show you competing properties so
that you can make sound home improvement decisions.
Myth #5: You are better off selling your home on your own and saving
money on the commission you would have paid to a real estate
agent.
Truth: Statistically, many sellers who attempt to sell their homes on their
own cannot consummate the sale without the service of a real estate
agent. Homeowners who succeed in selling their home by them-
selves usually net less than if they had a real estate agent working for
them. The National Association of REALTORSâ surveys consumers every
year, including homeowners who succeeded in selling their home
without a real estate agent. Over 70% of these homeowners say that
they would never do it again.
Myth #6: When you receive an offer, you should make the buyer
wait. This gives you a better negotiating position.
Truth: You should reply immediately to an offer! When a buyer makes
an offer, that buyer is, at that moment in time, ready to buy your
home. Moods can change, and you don't want to lose the sale be-
cause you have stalled in replying.
11
12. Having an agent represent you has its advantages:
Professional representation… We are your personal representative and we’re re-
quired by law to represent your best interests to the best of our ability.
Personal specialist… it’s similar to hiring an accountant to help you file income
taxes or a mechanic to fix your car. If you had the time to master those special-
ties, you would be doing your own taxes and fixing your car. But who has that
sort of time? Besides, most people will sell only two homes in their lifetime – two
real estate transactions in a lifetime will not turn anyone into a real estate spe-
cialist.
Objectivity… our job is to point out all the pros and cons for all the decisions you
will be making throughout the home-selling process. We will even tell you things
you may not want to hear because as your agent, We want you to make in-
formed decisions, not emotionally-based decisions.
Convenience… these days, it’s nearly impossible to sell a home all by yourself
without it turning into a part-time job.
Not all real estate professionals are REALTORS . Only licensed real estate
â
agents who are members of the National Association of REALTORS can call
â
themselves REALTORS . REALTORS are committed to treat all parties honestly
â â
– they subscribe to a strict code of conduct and are required to maintain a
high level of real estate standards. It is to your advantage to work with a
REALTOR because of the training and standards this professional designation
â
requires.
12
13. The price of your home should be based on the price of sold prop-
erties in your area rather than the list price of properties now on the
market – this is how we establish your home’s fair market value.
If it’s priced OVER its fair market value it will…
Not attract as many buyers because they’ll think it’s out of their price range.
Take longer to sell.
Make competing properties look good.
Become “shopworn.”
Be overpriced in everyone’s minds (agents and buyers) and they tend not to forget.
Cause you to lose valuable time and miss out on buying your dream home.
Cause advertising dollars and marketing efforts to be wasted.
Cause negotiations to stall.
Cause appraisal problems.
End up selling below market value in order to make up for all of the above.
13
14. Research conducted by the National Association of
REALTORS® shows that more buyers purchase their
properties at fair market value – not above it. The per-
centage of buyers increases even more when the
price drops below fair market value.
14
15. The fair market value of your home is determined by the market – that
is, what today’s buyers are willing to pay. Buyers are comparing your
home to other homes now on the market. They don’t care about:
What Your What You What It What You
What Another Costs to
Neighbor Spent on Spent on
Agent Says Build Today
Says Upgrades Repairs
What You What You
Spent on What You What You What You
Spent on
Remodeling Need Want
New Carpet Paid
15
16. Your home generates the most interest in the real estate com-
munity and among potential buyers during the first 30 days it is
on the market. If it is not properly priced during this time, we
miss out on this peak level of interest:
16
17. Ads are not very effective for selling real estate. Data compiled in 2003
by the National Association of REALTORSâ showed that buyers first
learned about the home they purchased from:
Real estate agent 41% Builder 7%
Yard sign 16% Knew the seller 4%
Internet 11% Home book or maga- 1%
zine
Newspaper ad 7% Other 6%
Friend, relative, or 7%
neighbor
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18. why Keller Williams Realty
There is a reason more and more agents are making the change to Keller
Williams Realty. Here's why it matters to you:
Knowledge
Powerful curriculum through Keller Williams University keeps us ahead of
trends, tools and advancements in the real estate industry.
Speed
Leading-edge technology solutions accelerate our efficiency and productiv-
ity.
Teamwork
Unlike other real estate companies, Keller Williams Realty was designed to
reward agents for working together, to serve clients better.
Reliability
Keller Williams Realty was founded on the principles of trust and honesty,
emphasizing the importance of having the integrity to do the right thing and
always putting the customer’s needs first.
Success
Keller Williams Realty is the fastest growing real estate company in North
America.
When you offer a superior level of service, the word spreads fast.
As part of the Keller Williams Realty team, we look forward to providing you
with a phenomenal real estate experience!
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19. about us
How we different from other real estate agents.
You are our focus. Real Estate for us is about helping
people improve their lives. We are natural observers
and have a gift for discerning a client’s needs and
wants.
Experience
Over fifteen years in Texas Real Estate and seven years of working with home
owners in The Woodlands, Spring, and Conroe areas. Proven customer service
success with a loyal client base that generates personal referrals.
Technology
With cutting edge search and communication tools, we keep you at the fore-
front of new listings and price reductions as well as up-to-date market trends.
Communication
Through your own personal Client Gateway, email, and phone calls, we are just
a click or ring away.
Personal
TerriMike has been married for 25 years. She and John have two children and
are active members of Woodlands Church where TerriMike serves as a Com-
munity Leader.
Joan began her Real Estate career in San Antonio before moving to Spring.
She has three daughters and five grandchildren, including three-year-old twin
girls. She is an accomplished artist and continues to do mural work for clients.
You can see her work at www.joankingart.com.
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20. our 10pt customer service commitment
As the REALTOR® you have chosen to exclusively represent you in the
purchase of your new home, WE promise that WE will:
1. Provide you with 10+ Customer Service during the entire selling process in-
cluding, taking the time to understand your wants, needs and expectations,
returning your calls and emails the same day and being honest with you at all
times.
2. Help you obtain the highest possible price for your house in the shortest
amount of time.
3. Advise you on pricing and assist you with staging your home.
4. Implement the 10 Point Marketing Plan to market your house through as
many channels as possible.
5. Coordinate the home showing process.
6. Present all offers in person and advise you on the terms and contingencies.
7. Negotiate offers on your behalf.
8. Schedule and coordinate completion of contingencies and inspections.
9. Monitor the buyer’s loan process.
10. Coordinate and supervise the preparation of all closing documents and
guide you through the closing process.
WE look forward to selling your property! ___________________
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21. real estate glossary
Acceptance: the date when both parties, seller and buyer, have
agreed to and completed signing and/or initialing the contract.
Adjustable Rate Mortgage: a mortgage that permits the lender to
adjust the mortgage's interest rate periodically on the basis of
changes in a specified index. Interest rates may move up or down,
as market conditions change.
Amortized Loan: a loan that is paid in equal installments during its
term.
Appraisal: an estimate of real estate value, usually issued to stan-
dards of FHA, VA and FHMA. Recent comparable sales in the
neighborhood is the most important factor in determining value
Appreciation: an increase in the value of a property due to
changes in market conditions or other causes. The opposite of de-
preciation.
Assumable Mortgage: purchaser takes ownership to real estate en-
cumbered by an existing mortgage and assumes responsibility as
the guarantor for the unpaid balance of the mortgage.
Bill of Sale: document used to transfer title (ownership) of PERSONAL
property.
Cloud on Title: any condition that affects the clear title to real prop-
erty.
Consideration: anything of value to induce another to enter into a
contract, i.e., money, services, a promise.
Deed: a written instrument, which when properly executed and de-
livered, conveys title to real property.
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22. real estate glossary (continued)
Discount Points: a loan fee charged by a lender of FHA, VA or con-
ventional loans to increase the yield on the investment. One point
= 1% of the loan amount.
Easement: the right to use the land of another.
Encumbrance: anything that burdens (limits) the title to property,
such as a lien, easement, or restriction of any kind.
Equity: the value of real estate over and above the liens against it.
It is obtained by subtracting the total liens from the value.
Escrow Payment: that portion of a mortgagor’s monthly payment
held in trust by the lender to pay for taxes, hazard insurance and
other items as they become due
Fannie Mae: nickname for Federal National Mortgage Corporation
(FNMA), a tax-paying corporation created by congress to support
the secondary mortgages insured by FHA or guaranteed by VA, as
well as conventional loans.
Federal Housing Administration (FHA): an agency of the U.S. De-
partment of Housing and Urban Development (HUD). Its main activ-
ity is the insuring of residential mortgage loans made by private
lenders. The FHA sets standards for construction and underwriting
but does not lend money or plan or construct housing.
FHA Insured Mortgage: a mortgage under which the Federal Hous-
ing Administration insures loans made, according to its regulations.
Fixed Rate Mortgage: a loan that fixes the interest rate at a pre-
scribed rate for the duration of the loan.
22
23. real estate glossary (continued)
Foreclosure: procedure whereby property pledged as security for
a debt is sold to pay the debt in the event of default.
Freddie Mac: nickname for Federal Home Loan Mortgage Cor-
poration (FHLMC), a federally controlled and operated corporation
to support the secondary mortgage market. It purchases and sells
residential conventional home mortgages.
Graduated Payment Mortgage: any loan where the borrower pays
a portion of the interest due each month during the first few years
of the loan. The payment increases gradually during the first few
years to the amount necessary to fully amortize the loan during its
life.
Lease Purchase Agreement: buyer makes a deposit for future pur-
chases of a property with the right to lease property in the interim.
Lease with Option: a contract, which gives one the right to lease
property at a certain sum with the option to purchase at a future
date.
Loan to Value Ratio (LTV): the ratio of the mortgage loan principal
(amount borrowed) to the property’s appraised value (selling
price). Example – on a $100,000 home, with a mortgage loan
principal of $80,000 the loan to value ratio is 80%.
Mortgage: a legal document that pledges a property to the
lender as security for payment of a debt.
Mortgage Insurance Premium (MIP): the amount paid by a mort-
gagor for mortgage insurance. This insurance protects the investor
from possible loss in the event of a borrower’s default on a loan.
23
24. real estate glossary (continued)
Note: a written promise to pay a certain amount of money.
Origination Fee: a fee paid to a lender for services provided
when granting a loan, usually a percentage of the face
amount of the loan.
Private Mortgage Insurance (PMI): see Mortgage Insurance
Premium.
Second Mortgage / Second Deed of Trust / Junior Mortgage /
Junior Lien: an additional loan imposed on a property with a
first mortgage. Generally, a higher interest rate and shorter
term than a “first” mortgage.
Settlement Statement (HUD-1): a financial statement rendered
to the buyer and seller at the time of transfer of ownership, giv-
ing an account of all funds received or expended.
Severalty Ownership: ownership by one person only. Sole own-
ership.
Tenancy In Common: ownership by two or more persons who
hold an undivided interest without right of survivorship. (In event
of the death of one owner, his/her share will pass to his/her heirs.
Title Insurance: an insurance policy that protects the insured
(buyer or lender) against loss arising from defects in the title.
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