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Smart Selling Column
"Smart Selling", a weekly column by professional stager Sandy LeRoy and REALTOR Mary Stephens, appeared in the Real Estate section of the Hendersonville Times-News from June 2009 until May 2011.
The columns are archived here and grouped into three main topics:
- How To Be A Smart Seller
- How To Prepare Your House For Sale
- How To Price and Market Your House
how to be a SMART SELLer
SWAN SONG
The final "Smart Selling" column with key points we've made over the past two years.
BEWARE OF FALSE ECONOMIES - PART TWO
Getting staging advice from an amateur is a false economy. Have a consultation with a professional stager and implement the recommendations before you call your REALTOR®.BEWARE OF FALSE ECONOMIES
Sellers who choose false economy by avoiding the cost of professional advice, risk losing far more in price reductions and/or higher repair costs than they would have spent finding out what should be done and fixing any problems before listing.LEARN "HOW TO BE A SMART HOME SELLER"
Attend our three part course for sellers and learn how to apply Smart Selling principles for maximum equity protection in any market.
A QUIZ FOR CURRENT SELLERS
Your answers to the questions in this quiz for current sellers will suggest areas where change is needed. Get help today, and be ready when prime selling season begins.
PLANNING TO SELL IN 2011?
If you plan to sell your house in 2011, don’t be dismayed by market conditions! Take charge of the selling process and apply Smart Selling concepts to improve your prospects for a successful outcome.
MOVE MANAGEMENT
Move management services are the answer for those who aren’t able to handle a move by themselves, or for members of the family who want to help, but can’t be there.
SHORT SALE BASICS
Because of numerous potential landmines in the short sale process, it's essential to work with a knowledgeable REALTOR® and attorney from the very beginning.
WHAT SHOULD YOUR STRATEGY BE TODAY?
If you're selling today, you have to be a strategic thinker. Here are some steps to take so you can compete effectively.READ YOUR DEED!
If you have questions, or there are any issues that affect the deed to your property, consult your attorney before you list.
SMART SELLING IS A TEAM EFFORT
The smart seller's ideal marketing team includes a home stager and a real estate agent, both of whom work with you for best results.
TAKING THE RIGHT STEPS IN THE RIGHT ORDER
By taking the right steps in the right order and properly preparing your house for sale, you can increase profit potential and decrease time on the market.
SMART SELLING IS AN ADDITIONAL REGULAR JOB
Smart selling means adding another job to your already busy life because it requires a commitment to keep your house in an unnaturally clean and tidy state at all times. Protect your sanity and share the work.
SELLING IS A HIGH STAKES COMPETITION
Many sellers don’t recognize that they’re in a high stakes competition and don't take the steps that can lead to a successful outcome.
HELPING CHILDREN COPE WITH SELLING
Children can feel overwhelmed and anxious at the thought of selling and leaving their home. To help them cope, prove age-appropriate information about what to expect, and encourage them to express their concerns. Be alert to behavioral changes and get outside support, as needed.
SELLING WITH PETS: BUYERS AND SELLERS GET EMOTIONAL
You may think it's difficult to sell a house when children live there, but it can be equally challenging with pets in the family, maybe even more so.
SELLING WITH PETS: THERE'S WORK TO DO
Some buyers have a negative response to the presence of animals. Prepare your house to appeal to everyone by addressing some practical pet issues.
A LOOK BACK AT OUR FIRST YEAR
Highlights of the “Smart Selling” column since its inception in June 2009.
how to PREPARe your house for sale
"HOW TO CREATE CURB APPEAL"
To learn how your house can create a dynamic first impression, register for "How to Create Curb Appeal", a new three part course to be offered in May 2011 at the Flat Rock Campus of Blue Ridge Community College and in June at the Polk Campus of Isothermal Community College.
PACK THOSE FAMILY TREASURES!
For a quicker, more profitable sale, don’t resist the recommendation to pack personal items before listing the house and marketing pictures are taken.THE POWER OF PLANTS
Don't overlook the importance of plants when preparing your house for sale. Plants dramatically improve cosmetic appeal and help create more attractive pictures for marketing.
UNINTENDED NEGATIVE MESSAGES
Many sellers don’t realize the unintended negative messages that could be conveyed by the choices they make when preparing the house for sale.CURING YOUR CRAWL SPACE
If you’ve identified a problem in your crawl space, address it right away. Left alone, the situation will only get worse, and the buyer’s home inspector is likely to notice!
CARE ABOUT YOUR CRAWL SPACE
The crawl space beneath your house plays a key role in creating an environment that's healthy, comfortable and energy-efficient, while keeping the house in sound condition.
HOME INSPECTIONS: BENEFITS AND LIMITATIONS
Have a pre-listing home inspection, but be aware of what it does and does not include.
CONSIDER OFF-SITE STORAGE
When preparing to list, plan to remove non-essential items to make rooms appear more spacious, but don’t hide them in closets or pile them in the garage. If you need additional space, investigate off-site storage.LIFE EXPECTANCY OF APPLIANCES, COMPONENTS AND SYSTEMS
Buyers are very interested in the life expectancy of the appliances, components and systems in your house. Be prepared with information about key items, but understand that sometimes cosmetic appeal overrides condition in the mind of buyers.A ROOF PRIMER FOR SELLERS
Buyers will have questions about your roof. Have it inspected before you list and be sure the roof and gutters are clean.
FIREPLACE FUNDAMENTALS FOR SELLERS
A fireplace ranks high on the list of amenities that most sellers want, so if you have one, make the most of it.SELLING PROPERTY WITH A WELL
When selling property with a well, test the water quality before you list. Provide details about the well and its equipment, and include maintenance information in your marketing materials.
CURB APPEAL: DOING THE WORK
Creative, money-saving solutions from professionals can offset the cost of design and create much better curb appeal.PLAN YOUR CURB APPEAL STRATEGY NOW
Early autumn is the ideal time to develop a curb appeal strategy for your landscaping to increase the value of your house and create better pictures.SHOULD YOU CONSIDER AN ESTATE SALE?
An estate sale can be an efficient and profitable way to dispose of your belongings, regardless of the size of your household. Get recommendations and investigate each company thoroughly before signing a contract.
ANATOMY OF A MEGA ESTATE SALE
If you can't have an individual, on site estate sale, your belongings can be grouped with those from other households and sold at a mega estate sale.
PAINTING WOOD PANELING ISN'T A CRIME
Imitation wood paneling isn’t considered an asset today, and even real wood paneling isn't attractive to some people who prefer a lighter look. What's a sensible strategy when you're selling?THE PERILS OF POPCORN CEILINGS
Popcorn ceilings affect the cosmetic appeal of your house and could raise health and safety concerns. To sell for maximum profit, test for asbestos if appropriate, then choose a safe, cosmetic solution.
LEAD PAINT: NEW REGULATIONS VS. REALITY
If you're selling a house built prior to 1978, educate yourself about lead-related issues. Be aware that the 2010 regulations are a work in progress.
SELLING A SMOKER'S HOUSE
Selling a smoker's house can be very difficult unless serious remedial measures are taken before the house is listed.
DRAMATIC OR UNUSUAL COLORS? PLAN TO PAINT.
People react emotionally to color, so never underestimate its importance when you sell.
WHAT ABOUT THAT WALLPAPER?
Although wallpaper can be a wonderful enhancement to any decorating plan, most of today’s buyers want a house with an updated, neutral background.
LANDSCAPING FOR SELLERS–FOUNDATION PLANTS
Foundation plants connect the house to the site and create an attractive, unified impression that can impress buyers and make your house stand out in pictures.
EVALUATING THE CONDITION OF YOUR HOUSE - REPAIRS
Before listing your house for sale, evaluate its condition and make any needed repairs. Don’t plan to lower the price and skip doing the work because it will cost you time and money.
CONSIDER A SELLER'S HOME INSPECTION
Even if the house is in superb condition and has been diligently maintained, smart sellers consider the benefits of a seller’s home inspection as a powerful competitive and negotiating tool.
KITCHENS: SIMPLE COSMETIC FIXES
Don't let a dated kitchen reduce the appeal of your house. Today there are many affordable cosmetic solutions, and you can do a lot of the work yourself.
BATHROOM UPDATES FOR SELLERS
Don’t underestimate the importance of attractive bathrooms. Update them with cosmetic and other fixes to make your house more appealing to all buyers.
A REALISTIC LOOK AT RADON
Radon issues are a fact of life in our area. Before putting your house on the market, consider having it tested by a qualified individual or company and install a mitigation system, when needed. If you don’t test, the buyer likely will. Use a clean radon report as a marketing and negotiating tool.
MOLDY MATTERS
If mold issues are discovered when you’re selling, correct the source of the problem and thoroughly clean the affected areas. If you don’t, you are required by law to fully disclose it. Don’t hesitate to get professional help, if needed.
REMEMBER THE GARAGE!
Like the inside of a house, the inside of the garage needs to look clean, light, spacious and well organized. Smart sellers create an asset by organizing and staging the garage for maximum appeal to both male and female buyers.
MANAGING YOUR BELONGINGS-PART ONE
Failing to manage your belongings before you list your house costs you time and money. Smart sellers get help as needed and transform their house from a personal space into a product, before it goes on the market.
MANAGING YOUR BELONGINGS - PERSONAL ISSUES
Personal issues can make it difficult for some sellers to organize and edit their belongings, but the work must be done to sell effectively. Involve key family members when possible and ask for help finding solutions. Resolve to complete the project yourself, if necessary.
MANAGING YOUR BELONGINGS: PLANNING PHASE
Allowing time to organize and edit your belongings before listing your house is essential to smart selling. Plan the project, set priorities, establish a timetable and consult with family members about key decisions.
MANAGING YOUR BELONGINGS: A SYSTEMATIC APPROACH
A systematic approach to organizing and editing your belongings simplifies the work, helps you sell faster and makes moving much easier.
EVALUATING THE CONDITION OF YOUR HOUSE - COSMETICS
The appearance of your house is just as important as its condition, so evaluate the inside and outside before listing. Smart sellers rely on the objectivity and expertise of a professional home stager to identify cosmetic issues and suggest cost-effective solutions to present a house for maximum appeal.
WORKING WITH A PROFESSIONAL HOME STAGER
Home staging in the real world is different from what you see on television. Professional home stagers are trained to apply interior design principles to real estate marketing to create a desirable product. Staging makes your house more competitive, increases profit potential and costs less than an average price reduction.
MISCONCEPTIONS ABOUT STAGING
Don’t be deterred by misconceptions about staging. Staging is not decorating, it's a crucial real estate marketing tool for all homes. Stagers are not critics; they're allies who help you protect your equity.
BASIC FURNITURE ARRANGEMENT FOR SELLERS
Strategic furniture placement is an effective smart selling tool because it costs nothing, yet makes a dramatic improvement in “curb appeal”. Well-placed furniture welcomes visitors, inspires them to see more and emphasizes the best features of your house.
CHOOSING EXTERIOR PAINT COLORS - PART ONE
If you choose them well, the exterior colors of your house can create the dynamic first impression that draws buyers in and makes them want to see more. When you’re selling, painting your house in attractive colors is a smart decision and a sound investment.
CHOOSING EXTERIOR PAINT COLORS – PART TWO
Exterior colors should suit and flatter the architecture and details of your house, address “environmental” issues, coordinate with your landscaping and create the desired overall impression.
FINISHING TOUCHES FOR THE EXTERIOR
Exterior lighting and hardware are important finishing touches that don't have to be expensive to be effective. When they're in good condition, appropriate to the style of the house and the right choice for the location, they add pizazz and create an impression of quality.
CURB APPEAL CHECK LIST
Creating and maintaining curb appeal is essential to smart selling because it makes buyers enthusiastic about your house and helps them begin to imagine living there. Use a checklist and pictures to analyze the impression your house creates and pay attention to the details.
ATTRACT BUYERS WITH OUTDOOR ROOMS
Create appealing outdoor living spaces to set your house apart from the competition and create the emotional connection that turns a visitor into a buyer.
STRATEGIES FOR EXTERIOR PICTURES
Prepare your house for impressive on-line pictures to generate a positive emotional response from buyers, and inspire them to see your house in person.SELLING PROPERTY WITH A SEPTIC SYSTEM
When you sell property with a septic system, be certain it’s operating properly and provide detailed information with your marketing materials.SELLING AN OLDER HOUSE - PART ONE
Prepare an older house for sale by taking steps to create buyer confidence that the house is in sound condition. Consult with a professional stager for guidance on creating cosmetic appeal within your budget.
SELLING AN OLDER HOUSE - PART TWO
Because of the lack of truly comparable properties, pricing and marketing an older house is more art than science.
how to price and market your house
PICTURES THAT SELL YOUR HOUSE
To create pictures that sell, you and your REALTOR® must work together. Your job is to get the house staged and ready to be photographed. Your REALTOR® is responsible for the pictures.
USE FACEBOOK TO MARKET YOUR HOUSE
Increase the visibility of your house by using your own social media sites like Facebook to spread the word. Have a plan and coordinate with your REALTOR® for best results.
MARKETING TIP: COMFORT AND CONVENIENCE FEATURES
Don’t overlook the importance of telling your REALTOR® about the features of your house that make daily living easier and more enjoyable. She can use these details in marketing materials to give your house more appeal and personality to set it apart from the competition.
SHOULD YOU HAVE A PUBLIC OPEN HOUSE?
Don't automatically require that your REALTOR® have a public open house. Discuss the pros and cons first.
ADDITIONAL OPEN HOUSES: YES OR NO?
Consider having additional open houses if your house is a good candidate and something has changed for the better.
HELP MARKET YOUR HOUSE
You can draw on your knowledge of the house and property to help your REALTOR® prepare unique marketing materials that will create buyer interest and set your listing apart.
YOUR AGENT'S COMMISSION
Your listing agent is your financial partner who has made an investment in order to list and market your house.
A LOOK AT THE LOCAL REAL ESTATE MARKET
Introduction of the Smart Selling column and a look at the local real estate market as of May 2009.
CHOOSING A REAL ESTATE AGENT - PART ONE
A smart seller doesn’t let personal relationships get in the way of sound business judgment when choosing an agent to market his house. He chooses an agent through a process that weighs personal qualities and professional expertise.
CHOOSING A REAL ESTATE AGENT- THE INITIAL LISTING APPOINTMENT
The goal of your initial appointment with prospective agents is to become acquainted with them in order to make a final choice. A smart seller is prepared and the house is staged before making the appointments.
THE LISTING CONTRACT - BASICS
Your agent will review the entire listing contract with you in detail and obtain your signature on this and other mandatory documents. Selling is a complex legal process, so ask questions and be certain you understand the answers.
CMA, SELLER'S APPRAISAL OR BOTH?
In addition to a CMA, consider a formal appraisal to set an initial listing price that can be substantiated, and use the appraisal as a marketing and negotiating tool.
PRICING MISTAKE - TESTING THE MARKET
Starting at a high listing price to "test the market" is a common mistake that will cost you money. Don't let misconceptions about choosing a listing price tempt you to ignore your REALTOR®'s research and advice and learn this the hard way.
A HIGH LISTING PRICE COULD BE THE WRONG PRICE
A smart seller doesn’t insist on an unreasonably high initial listing price. He and his agent weigh the values in a CMA, the appraised value and the assessed tax value of the house to suggest a range of listing prices. Working together the seller and agent can have a positive influence, but the final selling price is determined by the market.
IS YOUR HOUSE PICTURE PERFECT?"
Photographs are an essential marketing tool, and each image must be simple, free of clutter and showcase the most attractive features of your house. Smart sellers take an active role in creating “picture perfect” photographs.
IT'S SHOWTIME!
Showings are a necessary part of the selling process, and your cooperation is essential. Be prepared that things won't always go as planned, and be flexible. Make the house look its best, then leave so that buyers can take their time to look around.
A HOME WARRANTY - IS IT RIGHT FOR YOU?
A home warranty is a service contract that covers breakdown due to wear and tear of certain systems and appliances. In addition to peace of mind, the major benefit to sellers and buyers is the reduced likelihood of an unanticipated major expense if a covered loss occurs.
AVOIDABLE SELLING MISTAKES
Some sellers make avoidable mistakes that could be even more detrimental to a successful sale than a slow economy.
SELLING STRATEGIES FOR FALL
Fall often brings an increase in buyer activity, so it’s important to keep the inside and outside of your house looking their best. Buyers form opinions about a house within seconds, based on how it looks from the street. Fall is no time to relax your efforts.
USE WINTER WISELY
Winter is the perfect time to evaluate the condition and appearance of your house. Get professional help and make changes. Use Winter wisely so your house looks its best when prime selling time begins in the Spring.
HOLIDAY STRATEGIES FOR HOME SELLERS
Decorate for the holidays in a way that’s warm and inviting, without obscuring the features of the house. Buyers who are looking now are motivated and you need to be ready for them.
SELLING IN A PLANNED COMMUNITY-OVERVIEW
When you sell property in a planned community, there are special considerations and some extra work. Selling the community helps sell your unit. Before meeting with your agent, gather general information about the development, as well as any special required items for the MLS listing.
SELLING IN A PLANNED COMMUNITY- PRESENTATION
To compete successfully, sellers in a planned community must create a “wow” factor that sets their unit apart. How well the unit is presented has a major effect on how quickly and profitably it sells.
SELLING IN A PLANNED COMMUNITY-PRICING STRATEGY
When you sell property in a planned community, you must prepare it correctly and you must price it right after a realistic look at the competition. You can influence where your property falls in its price range by its condition and cosmetic appeal.
WHY YOUR HOUSE ISN'T SELLING - PART ONE
Difficulty selling your house could result from factors beyond your control, but the causes often include factors that sellers do control, even in difficult market conditions.
WHY YOUR HOUSE ISN’T SELLING – CONDITION
If your house hasn’t sold, review its condition and maintenance, inside and outside. Don’t sell “as is” or plan to give an allowance. The house should be updated, clean and move-in ready.
WHY YOUR HOUSE ISN'T SELLING– PRESENTATION
Unless your house is attractively presented, with its best features highlighted, it can’t compete effectively. A professional stager can suggest economical ways to create a dynamic new impression and re-kindle the marketing effort, even when a house has been on the market a long time.
WHY YOUR HOUSE ISN’T SELLING – PRICE
Setting an appropriate listing price is the most important decision you’ll make, but many sellers let pride and desire for profit get in the way, and insist on a higher price than research supports. This is a serious mistake.
WHY YOUR HOUSE ISN’T SELLING – MARKETING
If your house has been on the market a long time, re-evaluate the marketing strategy with your agent, and be willing to make adjustments.
MARKETING YOUR GARDEN
If you've created a special garden, recognize that the prospect of caring for it might be a deterrent to some buyers. Address the issue directly in your marketing materials.
