phil greely :: seller's guide
DESCRIPTION
An overview of how Phil Greely positions Seattle area homes to sell for top dollar.TRANSCRIPT
Seller’s Guide Selling Your Home with the Expert Help of
Phil Greely
Contents
Introduction
About Phil
Designations
Phil Sells Seattle
Community
Windermere
Preparing Your Home
Pricing Your Property
Overpricing
Market Value
Marketing Plan
Marketing Examples
Professional Photography
Marketing Online
Windermere Online
Finding a Buyer
My Gift to You
What My Clients Are Saying
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Introduction
Thank you for the opportunity to work towards selling your home! My goal is to have
you delighted by the process and happy with the outcome. The success of my business
depends solely on the satisfaction of my clients!
Helping people buy and sell real estate is my full time career. Your home, your goals
and your needs deserve my full attention and commitment.
In working with me, you have my commitment to the following:
Alignment with the #1 real estate company in the Seattle area: Windermere
The highest levels of professional marketing
Up to date knowledge and education on the real estate industry in Washington
A never-ending drive to make my clients happy
So thank you again for taking the time to meet with me. I hope you find the information
in this guide and on my website useful and I look forward to helping you accomplish your
real estate goals.
Sincerely,
Phil Greely
Windermere Real Estate
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Phil Greely
About Phil
Welcome!
The process of buying or selling your home can be both exciting
and nerve-racking all at the same time. My goal is to serve you as
a proactive trusted advisor throughout the process to make the
transaction easy and fun. I want to add value to not only your real
estate assets--but your life!
Personalized Service
I strive to provide legendary customer service and have that be
the core of my interactions with clients. Every person deserves
customized and personalized service before, during and after their
real estate transaction. Real estate often involves acquiring or selling
the largest asset a person will ever own...doesn't that warrant the
utmost care from your Realtor? I want you to have power and
choice from beginning to end!
Commitment to Education
In addition to keeping pace with the ever-changing field of real estate, I strive to take my
business to another level by seeking out professional designations that distinguish me from the
masses. Such designations require many hours of course work to complete. Adding these titles is
more than alphabet soup after my name. It's a commitment to my clients and me to be top in
my field. Here are some of the professional designations in my tool belt: CNE: Certified
Negotiation Expert ABR: Accredited Buyer's Representative SRES: Senior Real Estate Specialist
CRS: Certified Residential Specialist
Active in the Community
My wife, daughter and I live in the Whittier Heights part of Ballard. When I'm not helping people
with real estate, we spend time enjoying Seattle's many city parks, craft breweries and tasty
restaurants. We are also active members in our local church. I absolutely love living life in Seattle
and can't wait to help you plan roots here as well!
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Phil’s Designations
Certified Residential Specialist (CRS)
Only 3% of Realtors are Certified Residential Specialists. Realtors who receive the CRS
designation have completed advanced professional training and demonstrated outstanding
professional achievement in residential real estate. Only 37,000 Realtors nationwide have
earned the credential. When it comes to your home, you want a Certified Residential Specialist.
Accredited Buyers Representative (ARB)
The Accredited Buyer’s Representative (ABR®) designation is the benchmark of excellence in
buyer representation. This coveted designation is awarded by the Real Estate Buyer’s Agent
Council (REBAC), an affiliate of the National Association of REALTORS®, to real estate
practitioners who meet the specified educational and practical experience criteria
Senior Real Estate Specialist (SRES)
REALTORS® who carry the Seniors Real Estate Specialist® (SRES®) designation are specially
qualified to address the real estate needs of those age 50+. SRES® designees bring a unique
approach to each transaction and interaction with clients. They not only offer a deep
knowledge of real estate and the local and economic issues shaping market trends, but they're
also educated on issues of particular concern to aged 50+ clients.
Certified Negotiations Expert (CNE)
A Certified Negotiations Expert has been trained in advanced negotiating tactics and
approaches. This training enables your agent to better help achieve your goals. Your real estate
negotiations will be handled with skill and with a CNE trained agent you will achieve excellent
results.
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Phil’s Sells Seattle! SOLD!
Below are just some of the homes that I have sold over the past two years:
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2820 W Dravus St
$960,000
1920 4th Ave #1807
$515,000
820 Blanchard St #1509
$510,000
823 W Cremora St
$546,063
2204 S Norman St
$729,950
410 N 67th St
$505,000
8228 16th Ave NE
$481,300 517 N 70th St
$481,000
Phil Sells Seattle!
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7535 Seward Park Ave S
$350,000
2743 Garlough Ave SW
$420,000
1760 N Northgate Wy #1
$380,000
13236 4th Ave $455,000
14047 Wayne Pl N
$229,000
18 Dravus St #201
$270,000
4553 4949th Ave SW
$365,000
6960 California Ave SW #106
$191,500
Community
Windermere - Helping Homeless Families My commitment to serving our communities goes beyond providing the best in real estate
services. Since the beginning, through our Windermere Foundation (founded in 1989), I’ve also
reached out to help address one of America’s most pressing problems – homelessness.
Housing Is Our Business Supporting programs that provide housing and related services to help homeless and low-
income families is a natural extension of our business. We assist homeless families by giving funds
to a variety of nonprofit social service programs for emergency and transitional shelter projects,
temporary rent assistance and daycare for families in need. Other activities include underwriting
the cost of summer camp, and basic necessities such as new school shoes, socks and
underwear. I believe that building a child’s self-esteem is an investment in the future of our
communities.
Every Transaction Makes a Difference What makes the Windermere Foundation unique is the way that it is funded. Every time a
Windermere agent sells a home, a portion of the commission goes to the Windermere
Foundation. Salaried employees and managers, as well as the public, make contributions.
Since its inception, the Foundation has contributed millions of dollars to non-profit organizations
dedicated to fighting homelessness, with less than one percent going to administrative costs.
Windermere’s Commitment
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Windermere
The Best Tools
Windermere’s structure allows offices to operate independently while retaining the benefits of
being associated with respected brand benefits such as advertising buying power, agent bene-
fits and powerful technology tools. At the same time, I am intimately familiar with my local com-
munities, allowing me to provide knowledgeable and high-caliber real estate services tailored to
your needs.
As part of the Windermere network, I also take advantage of a variety of programs and innova-
tive services including technology, marketing and education that I put to work in the local mar-
ket. These innovative tools allow me to serve homebuyers and home sellers in a way that is
unique to Windermere.
Windermere.com
At the touch of a button, you can view thousands of homes throughout the West via Winder-
mere’s award-winning website, Windermere.com. From here you can effortlessly preview homes
for sale, learn about my company and get information to help you make your buying and selling
decisions. The easy-to-use site includes homes listed by Windermere as well as other real estate
companies.
Photo Gallery
Allows you to view multiple photos of a home.
PropertyPoint
An exclusive interactive map search tool now featuring Google Maps.
myWindermere
A feature, which automatically notifies you via email of new listings that fit your criteria daily or
weekly. You can create multiple searches.
Mortgage Calculator
Determine if the home is within your price range.
Builder Gallery
For newly constructed homes, which can assist you in learning about the home, builder and de-
velopment.
The Best in Seattle
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Seattle Market Share
By Number of Transactions
NWMLS Ares 140, 380, 385, 390, 700, 701, 705 & 710
2013 Market Share by Company
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Preparing Your Home
Property Enhancement
The first step to selling your home is to make it show it’s best. We will walk through your home
together at the beginning of the process and get an idea of what you need to do to get ready.
This can range from simply arranging your belongings to remodeling in some cases. Each home
and seller is unique and there is no cookie cutter answer to what it takes to prepare a home for
sale.
Some Things We Might Discuss:
Purging
You are moving anyway so you may as well start packing! If you plan on taking things to charity,
now is the time. It may make sense at this point to start packing away extra clothes and things
you don’t need on a day-to-day basis to help de-clutter your home for showing. And you may
need to do a dump run or two in the process.
Staging
I utilize many methods to help in this arena. This can mean simply arranging your things to make
your home show it’s best. It can also mean bringing in a professional Staging Expert to consult.
In some cases, when a home is empty, sellers opt for full staging of their property.
Repairs
These are some repairs you’ve been “meaning to take care of” for a long time. They are things
that might distract from the charm and livability of your home. We want a buyer to feel comfort-
able and concentrate on how much they love your home, not on that torn vinyl or unpainted
wall. Most of the time, these are low cost tasks you can do yourself or hire a handyman to help
with.
Remodeling
In some cases a seller is better off making more costly improvements to increase the value or sal-
ability of their home. In all cases we will weigh carefully the cost vs benefit of any home im-
provement you make. I will never recommend you do anything that won’t get you more money
or make it more likely that you get a buyer for your home.
No matter what level of preparation is needed you will have my full support. I have a long list of
trusted vendors who do good quality work for reasonable prices. If you need a certain type of
contractor or service provider chances are I know one. I can even manage the logistics of the
process if you need my help.
Making a great first impression
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Pricing Your Property
Pricing
If you are selling your home, you want the best possible price and terms. The idea is to get the
maximum price and the best terms during the window of time when your home is being market-
ed. My goal is to get you where you need to be in a timely manner.
Comparable Market Analysis aka CMA
I pride myself on keeping a close eye on the market by gathering and analyzing statistics on a
regular basis. The Comparative Market Analysis will provide you with the information needed to
make an educated decision about pricing your home.
The CMA Consists of:
Comparable photos and detailed listing reports on current competition.
Market statistics illustrating supply and demand.
A broad picture of your competition.
Net proceed estimates.
The Role of a Real Estate Agent in Pricing
I don’t tell you your home’s value, the market makes that determination.
There is no “exact price” for real estate.
We don’t tell you what we think your home is “worth”.
The market determines value - together we determine pricing strategy.
I will educate you on the current market arming you with the knowledge to make sound
pricing decisions.
You Determine the Price Based on the Factors You Control
Timing.
Condition of the property.
Exposure methods.
The market decides
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Overpricing
You will lose the excitement that a new listing generates Most activity will take place within the first 21 days. Appoximately78% of homes sell in the first 30
days of listing, or within the 30 days of a price reduction that brings their home into the right price
range. Your odds of selling drop to about 11% between 30-60 days and after 60 days they drop
to about 5%. Your best chance of selling your home for the most money is in the first 30 days!
You will lose the most qualified prospects
Your objective should be to enter the market in a position that will attract qualified buyers and
ready prospects.
Overpricing helps sell other, more competitively priced homes first
Prospects will wonder why it has been on the market so long or if something is wrong with the
property, even after you lower the price.
It’s all about leverage
Buyers will not rush to make an offer on an over priced listing. One of the major benefits to pric-
ing to the market, rather than above the market, is that you retain the most leverage in negotia-
tion. Both in negotiating initial purchase price, and in negotiating the inspection, which can be-
come very costly if a buyer knows your home has been on the market longer than average.
I know the market!
As you can see, pricing your home correctly will make a tremendous difference in your bottom
line. I make it my business to know the market and help my clients price their home to sell for the
most money in the least amount of time. Just
ask my clients.
Consumer Reports Says:
Do not list with the Realtor who will price your
home at the highest price. You should expect a
Realtor to suggests price range, but there are
some Realtors who will suggest a very high price.
We call that “buying the listing”. Ultimately they
will be forced to pressure you to lower your price
after they have secured your business.
What are the effects?
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Market Value
Determinations The existing pool of prospective buyers determines a property’s value based upon:
Location, amenities, bedrooms, bathrooms, square footage and lastly, condition.
Availability of comparable (competing) properties.
Economic conditions affecting real property transactions.
Little or No Influence
Factors that have little or no influence on the market value of a house include:
The price the seller originally paid for the property
The sellers expected net proceeds
The amount spent on improvements
The value of your property is determined by what a BUYER is willing to pay in TODAY’S MARKET
based on COMPARING YOUR PROPERTY to others currently for sale in the market.
Understanding the factors
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Marketing Plan
I have a comprehensive and aggressive marketing plan that creates the maximum exposure for
your home.
Pre-title Commitment I will order a pre-title commitment to reduce your risk of any title problems at closing.
Pre-market Repairs & Staging
I will review with you ways to enhance your property for sale. This involves walking through each
room of the home, as well as the exterior of the property and coming up with a detailed list of
things that should be done in order to maximize the “salability” of the home. This will ensure you
get the highest sales price in the least amount of time.
Pricing
I will assist you with pricing your home, using current market statistics as well as a current compet-
itive market analysis. This will help you strategically place your house in the current marketplace.
Windermere Sign
I will place a very visible and professional for sale sign at your home.
Photographer I will hire, schedule and coordinate a professional photographer to come and take several pic-
tures of your home from every angle, to be used for the brochures, websites and the multiple list-
ing service.
Web Strategy I will enter your home’s information on Windermere’s website. This information is then syndicated
to other websites, like Trulia, Zillow, RealEstate.com, and many other real estate websites that
buyers look at to start their home search.
Photo Gallery
Using the professional photographs, I will create a photo gallery used to highlight your home to
all real estate websites affiliated with the MLS. Using Google Analytics, I will be able to track ex-
actly how many people have previewed the site, how many pages they previewed and what
area people are from.
Multiple Listing Service (MLS) I will enter your home’s information on the MLS, giving your home exposure to 15,000+ realtors in
Western Washington and beyond.
Comprehensive + Aggressive
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Marketing Plan
Tours
I will hold your home open for a Broker’s tour on the appropriate tour date for your home’s area,
and do weekend open houses as you so desire.
Flyer I will have a custom, full color flyer prepared.
Flyer Box
I will place a flyer box on the Windermere sign and ensure that it remains full with color flyers.
Special Feature Cards - Affectionately Know as “Silent Talkers”
I will place cards highlighting the home’s special features in different areas of your house. These
help bring attention to items we want the buyer to be aware of.
Agent Feedback
I will contact every agent who shows or previews your home. It is not only important to find out
what buyers thought, but we also need to know what the Realtor’s thoughts are.
Weekly Contact I will contact you weekly (at least) to give you an update on the marketing of your home and
how many previews and showings your home has had. I will also update you on changes that
have happened in your home’s price range. You will know how many homes have been added
to the market, which ones received offers, what homes have sold and what they sold for while
yours is on the market.
Details I will handle details, follow-up and keep you informed before and after the contract has been
negotiated. I will also oversee all lender, title, appraisal, inspection and other closing proce-
dures.
Lock Box
I will place a lock box on your property to increase showings and provide you with the security of
knowing who has shown your home. The Lock Box can be set to be used at only certain hours of
the day and tracks every agent that enters your home, providing me with their time of entry and
contact information.
Continued
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Marketing Plan
Marketing Examples I have a wide variety of marketing pieces that I will use to bring attention to your home. Flyers,
postcards, email and website marketing will all have a professional, polished look and feel.
Continued
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Marketing Plan - Photography
Stunning Photos, Global Reach My goal is to tell your property's story with a rich visual experience and so I use a professional
photography company called Vicaso:
Vicaso® TrueView Images appear as our eyes see. In real estate photography, it's challenging to
render room interiors and window views together without using expensive lighting setups. We've
solved this problem by developing technology to create (in geek-speak) 16bit High Dynamic
Range Images. The result is simple; it's just like being there.
In addition to beautiful photographs, Vicaso® Real Estate Photography instant web publishing
syndicates your home to every major property listing website such as Trulia, Zillow, and Google,
casting an even wider net to capture potential buyers.
Continued
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Marketing Plan - Photography
See the Difference? Over 90% of buyers see your home online for the first time and the
photos are one of the most important things to get right.
Continued
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Mine!
Standard Digital
Theirs
TrueView
Marketing Online
Where People Search
Over 90% of home buyers use the internet to search for homes.
When you’re ready to sell your home, you should expect your
agent to have a plan to market your home online.
Advanced Online Marketing
As a Windermere agent, I have access to the most advanced
online marketing system in the industry. I will post your home on
Windermere.com, and because I am a member of the Multiple
Listing Service, your listing will also appear on all other major
participating brokerage sites in the area. Windermere’s listings
also appear on other leading real estate search sites like Trulia,
Yahoo! Real Estate, FrontDoor.com, Realtor.com and Zillow.
Your home is your most treasured asset. Don’t miss out on this
crucial opportunity to reach buyers in your community.
Your Home Where Buyers Search
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Windermere Online
Windermere.com
Thousands of homebuyers enter the market every day, hoping to find their dream home. More
than a million times each month, those buyers visit Windermere.com to help with their search.
On a typical day, Windermere.com has hundred of thousands of active listings. Our listing infor-
mation is updated as often as every 15 minutes to ensure that visitors have access to every avail-
able home. When you list with me and Windermere, know that your home will be exposed to
potential buyers on the web more quickly than any other real estate site.
Recent Windermere.com Statistics from a One Month Period
Average Page Views Each Visit: 17
Total Page Views: 22,927,254
Total Visits In a Month: 1,370,486
Innovation
To ensure that buyers find the home that meets their needs, Windermere.com features innova-
tive online tools:
PropertyPoint PropertyPoint interactive map search allows buyers to pinpoint a particular location, then get
detailed information about homes for sale in that area.
Photo Gallery
Our exclusive photo gallery tool creates an online virtual tour to show off your home’s best fea-
tures.
myWindermere
MyWindermere, the online tool that allows for fast and easy home searches for those who set up
a no-obligation account.
Click. Search. Repeat.
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Finding a Buyer
It’s complicated
Start with Phil
End Happy!
Phil
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Off to a Great Start!
Professional Cleaner
As a gift to you, I will pay for a professional
cleaning of your home prior to bringing it on
the market. I will schedule the cleaning at your
convenience.
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Testimonials
Cliff - Green Lake Phil was a great Realtor. Not only did he listen to my needs, he got to fully understand my
needs. This resulted in some great finds and never was a viewing wasted. When Phil called
me one day to say he found me THE PLACE, he was right. He understood me and knew what
I wanted. This made a very pleasurable first buying experience.
Thad and Lauren - West Seattle Phil put us first always. He handled every piece of the transaction in a timely, professional
manner. What was important to us, he made just as important to himself. What he gave to us
was not excellent customer service...it was care, passion and interest in our desires and needs
for a home. Great job!
Dale and Patricia - Queen Anne
Phil Greely worked to sell our house, 'above and beyond the call of duty!' What other agent
would check on your empty house, work with your renters and even arrange for a cleaning
service? He was excellent and we thank him.
Bart - Queen Anne
Phil did a great job representing me in a purchase of an investment property in Queen Anne.
I plan on coming back to Phil to sell it in a few years and know he'll help me get top dollar!
Behrooz - Magnolia
I met Phil Greely while researching condo and townhouse options independently and
immediately liked his style and approach. Phil is highly capable and hardworking and was
able to provide me with options I had not considered that ended with my purchasing a
townhouse in lower Magnolia. Right before closing, even though I had financing secured, the
bank involved declined to close the deal and it was Phil's hard work and assistance that
helped me secure another financing quickly and close the deal within a few days. I am
extremely happy with the result of Phil's support.
Bill - Kirkland
Working with Phil was a very good experience. He worked quickly to get our place listed,
brought in someone who took very nice photos to show off our home and worked to get it
sold in a reasonable amount of time.
Tim and Leslie - West Seattle
Phil is one of the best agents that I have met. He is very thorough and is always available for
questions and information. Phil always shows you what your interested in seeing and doesn't
pressure you to make a decision without much thought. He explains the whole process so
that there are no surprises along the journey. Overall, I recommend Phil to anyone looking to
buy or sell!
What my clients are saying
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Testimonials
Grady and Becka - Snohomish
Phil is an amazing agent to work with! I was in the real estate industry for years and Phil
epitomizes service with a heart. In the process of selling our house and buying our new one
Phil walked with us thru the whole process. He took risks when we wanted too and he advised
us when to play it safe. I would highly recommend Phil to anyone - he cares about his clients
first and foremost, and that is what you want in a real estate agent.
Mike and Lauren - Lynnwood
Phil did an outstanding job marketing our condo...he made it look like a palace! Responded
to questions and was ready to meet whenever we needed to. He gave guidance when
appropriate but also respected our thoughts and ideas. He was a gift to work with!
Rowan and Athalie - Mountlake Terrace
Phil did a lot of searching and pre-screening of houses. We had a short window for an offer
and we were interstate when the final offer had to be in and when the contract needed to
be signed. Phil took care of a lot of things for us and worked with us to get everything in on
time. He also kept us really well updated during the entire purchase process.
Joe and Erika - Phinney Ridge
Phil was great! He had a nice laid-back attitude but also was ready to move quickly when
necessary. He also was happy and willing to answer so many of our first-time home buyer
questions. I would wholeheartedly recommend him to others.
What my clients are saying
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