Winnie Lui of Century 21 Leading Edge Realty outlines her home selling process which includes understanding the homeowner's goals, preparing the home for sale, establishing the asking price through a comparative market analysis, actively marketing the listing, and following up throughout the transaction until closing. She emphasizes the importance of understanding what her clients want to achieve in order to help them meet their goals.

1. Leading Edge Realty Inc., Brokerage
1053 McNicoll Ave. Toronto, ON M1W 3W6
Cell: 416.230.7878
Office: 416.494.5955
Fax: 416.494.4977
Email: winnie.lui@century21.ca
Website: www.century21.ca/winnie.lui

2. Steps of My Listing Process
Preparation and Research
Establish motivation &
understand your goals
Select the company
Select the real estate agent
My pro-active marketing plan
Prepare your home to sell
Establish the asking price
together

3. Understand Your Home Selling
Goals and Objective
I have found that this is probably
the most important part of my job
as your agent is to understand
what would like to achieve
Because selling Your Home can be:

Emotional
Complicated
Time Consuming
Frustrating
Draining
If I don’t know and understand
what you want, the time you want
and where you want to move, I can’t

4. help you to
achieve your Home Selling GOAL„
Therefore, I need to understand
your motivation of moving by
asking you some questions„
Seller’s Motivation questions
1. Why do you want to sell this home?
2. Where are you planning to move? In
the same area or out of this area?
3. How soon do you want to be there?
4. How much do you want to price your
home to sell?
5. Would you like to price it to sell OR
sit on the market for long period of
time?

5. 6. What would be the lowest price you
would accept?
7. How much do you owe on the property?
8. What would you expect an agent to
do to get your home sold?
9. Do you have any agent in mind?
10. How do you choose that agent?
Why Choose Century 21
Canada’s Strongest Real
Estate Brand

6. www.centur
y21.com/ca
(The most visited website by public 3:1 ratio)
Stands For:
o Integrity
o Performance
o Quality Result
o Result
Consumers Have:
o Faith & Trust in Century 21
Industry Leading Advertising
o TV
o Radio
o Sponsorships
o State of the Art Technology
o Newspapers etc.

7. With the
CENTURY 21 Customized Home
Search System, we designed to Find
Buyers for Your Home!
century21.ca
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8. Century 21
Leading Edge Realty Inc.
Established in 1993, we’ve grown from a
single office to five offices in the
Greater Toronto Area with nearly 500
Agents and employees.
Our top priority is helping our clients to
achieve their real estate buying and
selling goals. We do this by leveraging
the collective market knowledge of our
local property experts, strategic
partnerships and the latest technology
to deliver the results our clients have
come to expect.
We’re here to help you make the
Smart move!
 No. 1 Century 21 Firm in Canada
2001-2012

9. 500+ real
estate professionals
5 offices located in North
York, Central Toronto,
Scarborough, Markham, and
Stouffville
More AGENTs= More
SOLD signs
More SOLD signs = More BUYERS
www.Century21LeadingEdge.ca
JULY 2013 LEADS & STATS

10. 281,789 Total Visits 10.13%
249,255 New Visitors   14.68%
14,034 Properties Viewed   38.36%
423 Online Leads   3.31%
About Winnie Lui
Real Estate Experience
With more than 20 years of experience in
the local real estate market and a

11. passion for
helping others accomplish their buying
and selling goals, she is known as
“Winnie the Pro” for good reason. She
has the in-depth knowledge and care to
help you make informed decisions and
make the most of your real estate
opportunities.
 2012- CENTURION ® Producer
 2011- CENTURION ® Producer
 2010- Re/Max Master Club Producer
 2009- CENTURION ® Producer
 2008- CENTURION ® Producer
 2007- CENTURION ® Producer
 2006- CENTURION ® Producer
 2005- CENTURION ® Producer
 2004- CENTURION ® Producer
 2003- CENTURION ® Producer
 2003- Masters Hall of Fame
 2002- CENTURION ® Producer
 2001- CENTURION ® Producer
 2000- CENTURION ® Producer
 2000- Masters Emerald
 1999- CENTURION ® Producer
 1999- Masters Ruby

12.  1998-
Masters Club
Prove Track Record
10273 Woodbine By-Pass Ave, Markham 116% 13
239 Ray Snow Blvd, Newmarket 102% 12
83 Miramar Dr, Markham 98% 44
69 Guinevere Rd, Markham 99% 39
17 Nessie St, Markham 97% 17
12 Cygnus Dr, Richmond Hill 96% 12
1035 Sherman Brock Circle, Newmarket 99% 48
164 Jenkinson Way, Scarborough 102% 16
96 King William Cres, Richmond Hill 99% 13
8 Little Angel Rd, Markham 103% 14
54 Drew Kelly Way, Markham 96% 25
21 Macgregor Ave, Richmond Hill 113% 6
140 Kimono Cres, Richmond Hill 106% 6
2 Northside Rd, Markham 106% 8
27 Rural Ave, Toronto 101% 5
56 Jenkinson Way, Toronto 97% 25
83 Amulet Cres, Richmond Hill 101% 12
96 Jenkinson Way, Toronto 99% 29
4 Starr Cres, Aurora 105% 6
151 Upper Duke Cres, Markham 99% 20
4 Yoho Ave, Richmond Hill 98% 2
7363 Kennedy Rd, Markham 97% 37
64 Maroon Dr., Richmond Hill 98% 5
126 Mike Myers Dr, Toronto 107% 11
2794 Eglinton Ave, Toronto 99% 13
305 Castan Ave, Markham 104% 4
127 Hertford Cres, Markham 106% 1
14 Silverado Hill Dr. Markham 98% 9
Sold Price / Listing Price = 101.48%

13. Average # of Days on
Market = 16.14 Days
What do people say about Winnie…
We like to extend our biggest thanks to you for helping us to sell our home. We
are impressed with your high standard of service. Your communication with us
was always up-to-date. We appreciated your encouragement through the entire
process of selling our home. Winnie, keep up the good work and all the best on
your business!
Shing Fan, 27 Rural Ave, Scarborough
416-893-4768
You are very understanding, you know what we need and respond promptly.
You are very professional and know deeply about the market. We don't
understand why some sellers choose to sell privately. There are much more work
and knowledge involved then we can imagine, and sellers will need someone
professional like you to help them to follow through. Winnie, I really do
appreciate your honesty and integrity and have already recommended you to
others. Thanks so much for your hard worked, and it really has been a pleasure
working with you.
Quincy and Kai Kwong Ip, 127 Hertford Cres, Markham
416-609-3941

14. What do people say about Winnie…
Winnie was great at advising my husband and me on our decision . . . The way
she advised us was such that we understood all the important decisions were
coming from us, not her. She was a great negotiator as well, and we got what we
wanted with our old home. Winnie was also great when my husband and I were
buying our new home, she was very patience. You are always positive about the
process and we ultimately found exactly what we wanted and love our new
home. Winnie understands how important it is to make her clients feel like they
matter.
Patrick and Grace Cheung, 144 Bur Oak Ave, Markham
905-475-3266
Hi Winnie - Words cannot express our sincere gratitude for your time,
commitment and patience in helping us to purchase and establish ourselves in
our new home. Your generous gifts (we had a delicious dinner and the wreath
hangs proudly in our entrance way) are very much appreciated and
unexpected.
We are working extremely hard to make this home our own. We’ve done
painting, spent hours cleaning and unpacked everything that we used in our
previous home. We’re having work done by an electrician over the next few
weeks. We love the house and the yard; so everything we do in terms of
decorating, upgrading and improvements will be well worth it.
Thank you, again. We’re looking forward to working with you in the future
should our needs change. In the meantime, we’ll be singing your praises and
making referrals on your behalf to our friends and family.

15. God bless you, Winnie
Madge Latchana, 30 Thunder Grove, Scarborough
416-293-3296
What do people say about Winnie…
I want to send a Big Thank You to you for selling my house. You really patience
with me and explain the whole selling process from start to end. You advised
me to staging my house before showing. I explained your marketing strategies
steps by steps. You called me every day to make sure I am not over whelmed
with all the showings. You got me over 80 showings in 10 days and generated
me 7 offers. I finally sold my house at $70,000 over asking price and all terms
and conditions that I wanted. You have gone over and beyond my expectations.
I am so impressed with your services and professionalism. I am already telling
my friends and family about your incredible services and wish you very success
in your career.
Rita Yeh, 21 Macgregor Ave, Richmond Hill
289-553-2208
Thank you for helping us on selling our 1st
house. It was such a great pleasure! I
remember when we first meet, I explained my situation to you, having 2
smaller children at home and keeping the house clean is the biggest challenge I
have. I am very hesitant to put my house up for sale because I noticed my
neighbor took 3 months to sell their house beside me. You really listen well to
our needs and understanding our situations. You then advised us with your
professional opinions and your marketing strategies, we received 2 offers in 7
days and sold over our expected price. I am very impress with your marketing
and pricing strategies, hassles free and peace of mind. We appreciated your
encouragement through the entire process of selling our home.
Winnie, we definitely will keep you as our family realtor and telling all our
friends, this is the 2nd
time we experience the excellent service within the family,

16. keep up the good work and all
the best to your business!
John and Caroline Yeh, 64 Black Maple Cres, Vaughan
647-293-0180

What Winnie Does For You?
Prior to MLS
Staging Consultation
Professional photographer-still photographs
and virtual tour
Once Ready For MLS
For Sale Sign on Front Lawn
Multi-Internet Website Exposure
Advertising/Promotion
Just listed flyers/letters to neighbors
Open house flyers to neighborhood
Telephone prospect 2 hours daily/Door
knocking
Call all past clients/prospect to promote your
property
Email to all top selling agents in the area
Open House
Registered every visitors and pre qualify
Feature sheets with photographs and property
highlights
FOLLOW UP-Call to all visitors after the open
house and ask for feed back

17. Our Buyers
Buyers from Internet who are interested in the
neighborhood
Database buyers who is interested to buy
Move up and move down buyers from my other
listings
Personally show qualified buyers through our
database, sign callers, MLS.ca
Showings by Other Agents
Only Registered Salespersons can book
appointment to view your home
Instructions released regarding door locking,
shoes, lights and lock box
Follow up call to agents requesting feedback
Feedback
Weekly feedback on all sales activity by
phone/email
24 hours answering service to ensure we don’t
miss any phone calls
Offers Presentation
Presented in person or by fax as per Seller’s
convenience
When offer registered, all agents that have
shown the property will be
informed

18. If Buying and Selling
We have a unique system of buying and selling to
ensure that there isn’t a
huge gap between the two closing dates
After Offer Accepted
Preparing closing Fact Sheet to track
contingency on all removal deadlines
Verifying the Buyer’s loan application has been
submitted to lender
Arranging and attending home inspection
Contacting lender regularly for potential
problems
Supply lawyer with closing instructions
Confirming that buyer has arranged property
fire and casualty insurance
coverage
Arrange final walk-through for buyer
Deliver your check after closing if applicable
Are you ready for the paper work!!!
Preparing your Home to Sell

19. Staging-
creates a WOW FACTOR!!!
We never get a second chance to make a
good first impression!
It takes the average buyer less than 60
seconds to decide if they are even
interested in looking at the rest of your
home.
By creating a “WOW” factor at first glance,
chances are that they will hold on to that
“WOW” factor while viewing your entire home
The Way you live in your home and the way we
need to market and sell your house are
two very different things.
Tip for Showings and Open Houses
Be absent so buyers feel more comfortable
making comments
Light the fireplace, open the drapes, play quiet
background music
Keep pets outdoors
These are just a few ideas to get you started. I know
what today's buyers are looking for and can provide
more ideas that will maximize your home's appeal.

20. Remember, a few
easy and inexpensive improvements can produce big
returns on your investment.
Is Your Home Ready For Marketing?
There are 5 factors determined a
house to sell
Who Controls What?
Seller Agent
Location
Market Condition

21. Price
Condition of House
Marketing Plan
Establish the Asking Price
As The Real Estate
Professionals We Will Make
Recommendation On Pricing.
As The Sellers, You are On
the Driver’s Seat and You
Choose the Listing Price.

22. Our
Recommendations Are Based
On CMA.
(Note: any price a house would sell, it all depends
on how much time you have!)
Comparative Market Analysis (CMA)?
CMA is a report to determine the value of your home.
This report enables you to compare property
features and benefits to assist you in determining
the best pricing strategy for today's market. The
following pages provide a comprehensive analysis

23. of properties that
are similar to yours in your area are currently for
sale and recently sold.
By carefully reviewing benefits and features of
these "comparable", you'll be better able to
approximate your property's ultimate selling price,
which can be defined as the highest price that the
market will recognize and buyer will pay
This analysis is divided into three categories:
1. Comparable properties that are currently for
sale.
2. Comparable properties that have recently sold.
3. Comparable properties that failed to sell.
Looking at properties that are currently for sale
will enable you to know what is your competitor,
make sure you will not under price your property
and also not helping your competitor to sell their
home instead of your own.
Looking at properties that have sold recently will
enable you to know what home buyers are willing to
pay for similar homes in the area over the last few
months. It is also important to note that these
selling prices are used by lending institutions to
determine how much they will lend buyers for a home
like yours.
Looking at properties that failed to sell will help
you to avoid listing your property at a price that
does not attract qualified, motivated buyers. As you
know, overpricing a property often results in
getting less money than they would if they had priced
it realistically in the first place.

24. The bottom line is
that studying what has recently worked -- and what
hasn't -- in your area will help you to develop a
clear picture of the potential market for your
property. This will in turn enable you to
strategically price, position and stage your
property such that you sell it for top dollar in a
reasonable time frame, with the least inconvenience
for you.
What is Market Value?
Market value is the highest price a
property will bring if exposed for
sale on the open market allowing a
reasonable time to find a purchaser
who buys with knowledge of all the
uses to which it is adapted and for
which it is capable of being used.
Market Value is determined by

25. 1. Similar
Homes sold within recent 3 to 4
months in your neighborhood
2.Qualified and informed buyers
who have access to sold prices
**Listing Price is just a part of
marketing Strategies**
Result of an Over-priced Home
By the time an overpriced home is finally
reduced to the market value it may be
too “aged” for buyers to offer full
price. Have you ever asked how long a
home has been on the market? What
conclusion do you draw?

26. “But we have
time” at some percentage over market,
no reasonable amount of time will
produce a sale. Even when priced right,
it may require a month or more of
exposure to sell.
Showing Guidelines for Pricing
Every 10 to 15 showing> should
receive at least 1 least
Many showings> no offer>
overpriced by up to 5%
Few showings> no offer> overpriced
by up to 10%

27. “Couldn’t We
Try For A Couple Of Weeks?”
The majority of showing activity on a new
listing occurs in the early periods of
marketing. This happens because sales
associates maintain an inventory of
active prospects that have been
cultivated over time. When a home is newly
listed, sales associates arrange for
them to see it. Once this active group has
seen the property, showing activity will
decrease to only those buyers new to
the market. For this reason, it is
important that sellers have their home in
the best condition and at the best price
for first exposure to the market.
In most markets a home rarely sells
within the first three weeks, buyers will
view all similar-priced homes and return
to the best value offered.

28. Commission Breakdown
Listing Broker Selling
Broker
5%
2.5%
2.5%
1.25% 1.25% 1.25% 1.25%

29. Expenses:
 Advertising
 Flyer
 Mailing, Postage

Thank you very much for the
opportunity of this presentation
and I look forward to assisting
you to achieve your Home Selling
Goal together!