A GUIDE TO ACHIEVING A PREMIUM PRICE WITH

WelcomeSelling your home is one of the most important transactions you will make in your life. The opportunity of insuring the very best result is paramount.

Over the past 9 years, I have learned that a premium result doesn’t just happen, it is created. To help you understand how to achieve a premium price and utilize these crucial elements yourself in your future property sale, I have created this easy to follow guide.

Hope you find it useful.Sincerely,

Brad OfficerREALTOR, RE/MAX Specialists

Crucial element 1 – Presentation

This is probably the most known but widely ignored and forgotten element in a property sale.

Presentation isn’t just about how clean your house is but how it flows, what colors are used, how the buyers feel when they first pull up outside your home, and how they perceive the home while walking through every square foot from inside to the back yard.

Often we engage the services of an interior designer or stager to provide our clients with

advice on what will best appeal to the senses of prospective buyers for each home. Every home is different and so is the advice.

Some homes will require landscape attention and others will need furniture restructuring, while others will need a freshen up in paint colors and some staging in certain key rooms.

This element of your property sale I would say is the number 1 element that will create a springboard for your future sale.

Crucial element 2 – Price

Building an exceptional price usually comes by first engaging the market place with some logical price evidence and positioning.

What I mean by this is working off recent comparable sales in the immediate area or close by. This will help create a firm foundation in logical price positioning. Buyers first look for value evidence before they will agree to see the home in most cases.

This is a rule to remember:

Buyers start logically and finish emotionally.

What this rule generally means is a prospective buyer must mentally agree on the price positioning of your house first, then they will move forward with the potential emotional connection with the home provided the general

feel and criteria suites them.

Once a buyer becomes emotionally attached then it becomes a lifestyle decision rather than an exact dollar and cents decision. It is in this highly emotional part of the equation that an opportunity for a premium result will be found.

If a buyer feels your property is overpriced, then (even if they like the house) it will stop them from moving to the emotional part of the process because logically they just don’t agree on the price, and most often will not make a lower offer.

This is ultimately why so many homes sit on the market for extended periods of time, when most often there isn’t anything wrong with the home, but rather the marketplace isn’t agreeing logically with the pricing position.

Crucial element 3 – Marketing

Smart Marketing Gets Results!

If you consider there is usually hundreds of houses available for sale around your home at any given time, the effectiveness of your marketing campaign will be the difference of lots of potential buyers noticing your property or some potentially missing it.

Smart Marketing consists of:

• Your internet strategy• Your agent’s database capabilities• Your agent’s network• Your agencies ability to provide maximum exposure• The quality of your photography• Signage• The overall quality of the home’s marketing materials

SMART MARKETING TAKES ADVANTAGE OF

SMART TECHNOLOGY

Crucial element 4 – Your Agent

Not all agents are the same.

Some are highly skilled while others are not, just like in any field.Your agent’s crucial function is not to just market your home and show buyers through the home, it is to help you protect your price.

Your agent’s negotiation skills are paramount.

Unfortunately negotiation is not a trained skill in this industry, however it is the main reason

you engage an agent, to help you determine and govern the strongest possible sales price at the given time.

When presented with an offer, you can only base your selling decision on the quality of information you receive from your agent during the process and their skill set will determine the quality of that information. That’s how important this function is. There is one thing I would like to know before I engaged an agent to sell my home, and that is how will they negotiate on my behalf.

PremiumResults

• #4TopProducerRE/MAXSpecialistsoffice.(60+agents)• Averaging30-40+HomeSalesAnnually• Outsellingtheaverageagentnationallybyover3:1• OutsellingnationalRE/MAXpiersbyover2:1• Highlevelsuccessatmultiplepricepoints: – Luxury:AtopsellingagentforTheCliffs-TigerWoodsfirst US Golf Course communities – NewConstruction:Aleading“topgun”agentwithPulte Homes for the State of Florida – DistressedProperties:Recognizednationallyasapremieragent.

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Crucial element 5 – Broker Exposure

Every Florida licensed real estate agent works under a broker or they themselves are an independent licensed broker.

Does Brokerage Matter? Absolutely it does!

Thereisacertainlevelof“Presence”withinthe market place that every brokerage has. Some are well known, many are not. Some are known for a specific area of town only, or North Florida only, and some have a national or even international reach. Some are known to have the most professional agents, and others are

known to have anyone with a license regardless of experience.

1.InternationalExposure:Floridaisatargetfor International buyers, an international brokerage can provide that exposure.2.ProfessionalAgents:Abouthalfofall licensed real estate agents are part time or less. Premium results require a brokerage known for professional agents.3.Buyer’sPerception:Awellknown, professional brokerage lends credibility to your listing within the marketplace.

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Crucial element 6 – Buyers

This is where the process culminates.

Having the choice of multiple buyers is really what you are aiming for. This doesn’t always happen but can and does happen regularly when all the other elements fall into place.

All the other elements act as a foundation or springboard into the market place supporting this outcome.

Without all the previous elements being covered and maximized, you can never assuredly know you have given yourself every chance of securing the very best sale price and outcome.

A premium buyer or buyers are created through emotional attachment and also urgency. Rememberthisrule:

Logical – Emotional

The outcome of dealing with emotional buyers is they traditionally spend more on a property than they had originally intended.

The key is giving yourself the opportunity of dealing with more buyers who are more emotionally connected to the house, this is where the magic happens.

Recap of the formulafor achieving a premium price:

Presentation

Pricing

marketing

Your Agent

Your Brokerage

Buyers

How your home looks and feels

Must be logically positioned

Smart marketing gets results

Strong negotiation skills

Professional credibility, international exposure

More buyers emotionally connected

1.

2.

3.

4.

5.

6.

Brad OfficerRE/MAX Specialists

12646 San Jose Blvd. Jacksonville, FL 32223brad@bradofficer.com

(904) 234-5196www.BradOfficer.com