John W David's
Selling Your Home - Tips

Whether selling your home or selling my own, I have learned a few things over the years that with a little time, effort, and just a few small dollars can bring the highest rates of return. You may have experienced something like what follows. So, if you have, just use this as a money-saving, money-making refresher. Okay. Here goes... enjoy.

Check with a really good tax accountant.
This is a step that home owners and MOST real estate professionals fail to consider and, therefore, fail to offer any advice at all. Even though it may be the 'marital home" or "primary residence", there may still be tax consequences after sale in your jurisdiction. 

Now, while admittedly none of us all taxation experts, in many jurisdictions, there can be applicable very serious capital gains tax implications on either the whole amount or a significant portion of it. 

So, first... and ideally after I have given you a most accurate indicator of the market value that I place on your home (there is a difference between my pricing and most others), run it by your tax accountant to see if you are on the hook for anything. 

Now, dear reader, that's just excellent advice. And, it's the beginning of what you and I are going to walk through together either on this page or in person. Okay? You can do this step usually over the phone with your tax guy or gal.

Mortgage Check...
If you are already in your home and you have a mortgage to discharge upon the sale of your home be sure to check first with your current mortgage lender what fees and early discharge penalties may face you upon completion of the sale. 

Conversely, and again, check with your mortgage lender to see if assumption by the buyer of your current mortgage is possible and may be a selling benefit for your home. For example, an assumable mortgage with an interest rate lower than the current rate may be advantageous to a potential buyer. 

Every little bit helps. 

Pricing your home.
This is always touchy. Of course, you want and deserve the most you can get for your home. And, my own track record says, we'll do just that. 

However, there are three considerations that will impact the final selling price for your home: the market, marketing, and financing. 

- Market: Your home will sell for only what the market will bear for that home, in that market area, at that time. A good real estate professional, when helping his / her buyer also will do a comparative market analysis for guidance in placing their offer. And, further to punctuate that point:....

- Financing: When your buyer goes to get a mortgage, the lender will have their own appraiser visit the home. The appraiser will do exactly the same thing. S/he will do a careful comparative market analysis. And, if the selling price is too out of whack, they may not approve the loan. 

Then, what happens is, the deal falls through and the home instantly gets a stigma that since the deal fell through, there may be something wrong with the home. And, showings and offers, thereafter, may become fewer, less favorable, and maybe even none at all. 

Now, I didn't make the rules, folks. 

Marketing - While I do price my listings often a bit higher to help lead the market to a great market value, it is simply wrong to ignore this critical marketing truth. This same truth applies not just to your home but to anything and everything else even you buy in your life. You will always pay a fair market price for fair market value. So, will the buyers I bring to your home. I hope that makes sense. 

So, by all means, let's get the most possible for your home. But, don't set that price such that you and your home will suffer. On the other hand, I'll show you how to get the most for your home and through my unique marketing plans. Okay? I hope that helps. 

White, Bright, Spotless
The contributions to property value that produce the highest rate of return for each dollar spent are: paint, cleaning materials, stain removers, and caulking. 

NOTE: I say "white, bright, and spotless" for dramatic effect. 'White' is too bright. Egg Shell or a bright earth tone would be excellent. But, it doesn't get the message across to you as "white, bright, spotless".

Okay. I am not going to ask you to repaint your already bright and spotless home. However, bathrooms and kitchen are what most home buyers consider bellwethers for what they feel is the state of the rest of the house. Clean it until there are no smells of any current owners and their pets. 

Now, try to keep it simple and even make it fun. Before you go running up some huge costs, if you're just not sure, call me. I'll have a good look through and give you some pointers. Okay? Keep it light. 

Note: If you or your family smoke, I suggest that you repaint the house. Smoke dulls the paint and causes it to linger. The peripheral affect can best be answered by the question: Fresh paint or stale smoke? 
Then, once you repaint, stop smoking in the house while it is on the market. 

Perform all repairs and updates where necessary. Keep a log and receipts. 
Now, this section can be dramatically more serious. What you want to do here is to make sure that when we do get an offer that it isn't at risk from a building inspection. This is something you want to avoid as it could hurt your home in future offers as well. So, in this situation, look to... 
- Structural problems
- Wells
- Foundations
- Property description
- Infringements
- Other
- repair and repaint all the little annoyances such as sockets and switches that don't work properly, and fill in and repaint minor wall cracks and bruises. You would be shocked at how badly these minor things can reduce the value and desirability of a home. Remember, even though you have lived there for a while, it is still the next owners "new home". 

Note: If your home is over 15 years old. Have your own home inspection done. 
Yes. I know. It is usually something that the home buyer does as one of his / her buying conditions "subject to a satisfactory home inspection". 

Here is what all too often happens with homes usually over 15 years and more often happens the older the home is. 

Roof, foundation, plumbing, and electrical problems or unpleasant surprises invariably hold up or destroy the sale. And, where the buyer is looking at two or more competing homes of the same vintage in the same area, clearly the one with the best inspection results will be the one getting the sale. 

If you hold a clean inspection in your hand, your home will go to the top of the list. Similarly, if the inspection shows something that needs correction, it will be better to have those things taken care of before you get an offer than to have them destroy the sale and possibly get around the market that your home has serious concerns. This could hurt it much more. 

And, by the way, I have taken that step on all of my own sales of my own personal homes even before I went into the business.  

Fixtures: Inclusions / Exclusions

As a very good general rule, if a potential buyer sees something that is attached or complements (dishwasher) a space for an appropriate attachment, then it is considered an included fixture. 

Another example that crops up very often are chandeliers. These can be considered a fixture belonging to the home unless specifically mentioned as an non-inclusive on the listing agreement. 

However, from a common sense marketing perspective, if it is not included, that leaves a potential hole in the ceiling. And, you have to understand that people see what they see and always imagine the worst. So, if you want the fixture, remove it before your first showing and replace it with something that has some market value to help protect or enhance the value of your home to a prospective buyer. 

Dishwasher is another of these fixtures that either stay with the home or have to be replaced if you want to keep that one really good one that you have found and want to keep. 

Some sellers have even tried to remove their favorite back yard shed or dismantle their big beautiful patio deck leaving a four foot drop right at the back door. Yep! 
Some people have even taken the bathroom fixtures (toilet bowl and sink) leaving just the attachment pipes sticking up through the floor and from the walls. (They had to replace them with comparables that the new buyer had seen when they placed their offer)

If it's affixed to the home, it belongs to the home. If you want to exclude it, replace it. And, replace it with something marketable to compliment or enhance the value of your home. But, also, don't over-spend. You won't get back the over-cost no matter how good it is. Okay? 

What to do next: Right now, go through your home and look for what is attached or affixed to your home. Each you and your spouse make separate lists. Each of you make your own list to include three categories: a) Things that will remain with the home. b) Things you should replace immediately (even if for nothing more than enhanced market value). 

c) Things that are not necessarily affixed but which can be excluded but which could be used in final negotiations as deal makers. These latter items might be fridge, stove, washer / dryer. I would advise you to check with me first on many of these. There is a way to do it for maximum effect and too many ways where you gain no benefit at all. 

Always remember: If you're not sure, just call me. JOHN W DAVID 613-821-0313

Depersonalize. This is a tough one. For most of us, leaving a home that has meant so much to us is difficult enough. But, to remove the things that have made that house your home and has taken care of you and your family is like abandoning an old friend.  

If there is anything I can say to at least reduce that feeling is that I will personally work to find the kind of family you are for your home. 

Now... There is a professional sales dictum that is a simple truism. "People have to own before they buy."

You see, buying is a logical outcome to an emotional sense of personal ownership of something about which they begin to anticipate how wonderful it will be to own, live in, and enjoy the benefits of owning, say, that home. 

It is easier for them to draw that sense of ownership of your home the less they see it as being owned by someone else. I hope that makes sense... because that's the way you buy whatever it is that you buy. That's what we all do. So, make it easy for them. 

That wall with the picture of your kids, place an innocuous picture there. Let the new mom owner mentally see her pictures of her children in that space. Certainly, if it attracted you and your kids' pictures to that spot, it will likely do the same for her. Makes sense? Good. 

Now. Do you have a dining room and a great set of dinnerware? Great. Set the table as if you are expecting guests. Make it look inviting. After all, that's the primary purpose of a dinning room. Right? And, they see themselves sitting at the table. 

Store all valuables and remove all fragile and collectibles. 
People are just people. Yes. They will touch things. They will pick them up, marvel at them, and put them down. And, those things you've collected and treasured over the years will become chipped or scratched. So, as you would do with a two-year-old child, get your personal valuables safely out of the way or, better still, packed and out of the way.

Set hours when the property can be shown: to agents within the brokerage, to the general brokerage population, to the public, and for Open Houses. 

Now, a couple of things to note. Because like you I have moved a few times. And, let's face it, it can be both a constant annoyance and a trauma. My game plan is to sell your home quickly and at the best price possible so that you don't have to go through the constancy of last minute cleaning and tidying up. 

When I am working with you, and because of how I promote your home, you will have to be available for lots of showings within very reasonable time slots, notably early evenings and week-ends.  

Now, most good agents take listings knowing that saleable listings are money in the bank. When I take a listing, I immediately put myself into the competition of agents trying to attract buyers to that home. And, the way I do it gives me a decided edge... though the techniques themselves are definitely more time consuming and costly. But, that's my choice and my commitment to you. I hope that makes sense. 

Getting ready for showings

This is all about the little things that add to or subtract from the real value of your home as opposed to a house. Just before any showing... go through the house. Again, don't panic and try to make it fun. 

* Make sure that every room is tidy and uncluttered. That's just common sense. And, clutter just makes the room uninviting and smaller than it may be.  

* Make all your bedrooms warm and cozy and the master bedroom romantic and fuzzy. You'll find that if and when the kids can take ownership, it helps the parents' decision-making. 

* Put on some retro music. Don't do rap or funky. Soft music is a known buying stimulant. 

* Let in sunshine and fresh air (except in northern winters). Natural daylight conveys openness while dark and dingy convey unhappiness. 

* On the outside: 
- Try to make sure the driveway has been recently sealed and the cracks filled in. 
- Pressure wash the siding.
- Wash all windows inside and out and make sure all caulking is fresh and neatly applied.
- Weed and feed your lawn. Lush, healthy lawn has a tremendous impact on a better sales price. 
- Make sure all gardens are neat, healthy, and trim.
- Have a mason trowel fresh cement to cracks and chips on the foundation cement fascia. . 

There used to be a song "Little things mean a lot". The same is true for your home. While you must never use a simple finish to mask a major problem, there are a whole bunch of little annoyances that, when properly refinished can add a huge amount of return for a small investment in time and effort. 

Again, if you're not sure, just holler a little. And, I'll stop by and point you in the right direction. 

Real estate sales people will ask you "why are you selling". And, the answer to that can be one of literally thousands. The reason for the question is to determine the kind of time line the agent has. 

One of the ones that we all run into a lot is simply for a number of very legitimate reasons, the owners just can't afford their home. And, they feel they have to leave. 

The problem I have run into far too many times is two-fold:
- Either the property becomes under-priced for a quicker sale 
- The agent shares the story, in confidence, to other real estate sales people.
Neither situation is any good to the home nor its owners. Especially considering they probably need every dollar they can get from the property. 

For agents: DO NOT mention to ANYONE the hardship shared with you by your client. Your job and mine remains for this property as any other:
To get the right price; The shortest period of time; Fewest difficulties on closing. 

When I have listed homes that are under some duress, I have always advised my clients never again to share with anyone else their situation. I don't. Then, I just go about to the very best of my considerable abilities the job they have entrusted to me. 

The value of your home, of any home should never be compromised. The value of the client should never be compromised. I believe most agents do a very good job in this regard. But, I believe it is worth saying anyway. 

Regardless of why you are selling your home, don't flinch on price. Set the right price. Get the right price. I hope that helps. 

Advertising or promotion of your home.

The first rule for most top marketers, besides real estate agents, is that "spray and pray" marketing just doesn't work. It's also called "passive promotion". I don't believe in passive promotion or passive anything!

Placing an ad in any local paper really targets three different kinds of ad readers: bargain hunters, people who are just looking (always looking), and people who are in the very preliminary stages of trying to see what is out there within a price range that they may or, mostly, may not afford.  

Advertisers in local papers mostly attract bargain hunters and, just generally, send a bad message.

There are better, far more effective ways to promote a quality home at the right price, with the fewest hassles at signing, and in a reasonable period of time than useless ads in local papers. 

Serious buyers (people who have to buy or who have decided to buy) will go directly to a realtor. There is no cost. There is no obligation. But, most important, they know that the homes the realtor will show them are priced right, have serious sellers, and are represented by professionals who will help them avoid the oftentimes minefield of problems after or even during the buying process.

Of course, the MLS system brings into play many hundreds or even thousands of pre-qualified potential buyers through hundreds of selling reps in the city, in the region, in the province, and even across Canada and around the world. 

Then, there are my own ways, most of which are unique to me and that cost me a lot more time, effort, and even money. These are called "active promotion". 

Don't they say: "action speaks louder than words"? Well, they're right. 

Active promotion promotes your home the best. It sells your home the quickest. And, because of these techniques, they sell that home for my clients at a price equal to or often slightly higher than the best market average.  

Open House

There are lots of ways to look at this. 
First, they are a must! 

Second, what I have always found is that agents who have no real interest in that particular property may be using the Open House as a means of attracting buyers for either this or other properties. The likelihood of a sale of the property they are sitting is quite low. 

Third, it really should be part of a highly proactive approach both to selling your home as well as to getting targeted buyers to your property quickly and within the right price concept as follows:

i) The agent or sales person should make the home Open to all the agents in his / her office as in a Caravan. and...

ii) Make the property Open immediately to all the brokers and agents in the area (there is a powerful and simple technique for this).
Remember: It is easier for someone to help sell a property that s/he has seen and experienced than one they haven't. 

iii) Do regular Open Houses on the week-end. BUT... there are simple, powerful techniques that not only draw visitors but targeted visitors to that home. 

NOTE: While "picking up buyers" is an offshoot benefit to doing Open Houses, I believe it should not be the primary reason for doing them. 
When my own techniques are brought into play in performing an Open House, it is clear that the primary focus is selling your home, reducing the amount of time your life is disrupted, getting the best price in respect to that particular home. 

Then, there are follow-ups that, when done properly, can help my sellers with future targeted buyers. 

Time lines.

Time lines come in two flavors. 

There is the seller's time line and there is the market time line.

1) For the seller, there are several different time lines dependent usually on why the seller is selling their home.

Some sellers need to sell quickly. Some can let the market take its natural course. However, while these two sets of time lines may seem to cause a change in pricing philosophy (usually does), I don't believe it has to be. 

That home has market value and should command a full market price no matter the cause or reason for the time line. 

Now, as I alluded to above, it isn't fun having to keep your home in constant show-room condition and being constantly displaced for showings. 
NOTE: When I bring by my own clients, I am comfortable with both my buyers and sellers that I do not need you or your family to leave your home during a showing. That has shown to be quite helpful especially when there are children involved. 

2) The market. In preparing a professional comparative analysis, the agent can give the seller a pretty well reasoned ball park figure as to the kind of time line their home should expect to be on the market. And, the vast majority of agents strive to accomplish their role within that time line within their normal 90-day mandate. 

However, while the concepts of selling are always the same for each and every home, I believe that working the property with my simple, powerful (albeit time, effort, and money consuming) techniques puts a terrific buyer into a beautiful home more quickly thus allowing my sellers to get on with their lives more quickly and with the right price for their home. 

You see. Selling your home has its own disruption and often trauma. When I list a home, I do what all agents do.... as a good first step.  

However, I don't stay within the confines of the time line of either or both the mandate and the time line suggested in the comparative analysis.

I set me own time lines within the generally accepted ones. My time lines are much tighter and tougher. And, within those time lines, I set about specific niche marketing that particular property in areas that have proven to generate its own response base. 
It only makes sense. Who knows the property better than I do? And, who can and will defend the pricing better than I can when I generate my own buyers. 

Usually, my homes sell faster AND they command the same pricing as or better than pricing than if that home stayed on the market full term.

It's a lot of work doing it this way. But, it helps my sellers get on with their lives and puts another terrific family into another beautiful home at the right price, in the shortest period of time, and with the fewest hassles at signing. Makes sense?

Showings -- a rehash of sorts.

There are several different takes on this. Most agents prefer that the home owners not be present during their visits. That's their view. And, most homeowners are seemingly comfortable with that. 

I am not. And, except where my sellers were away on vacation or the like, the vast majority of my sellers were home during my own showings (except Open Houses). And, everything went perfectly well.

Where other agents are showing the home, I guess they would prefer you not be there. Hence, the need, in my mind, to sell your home as quickly as possible to avoid further disruptions in your life.  

While on most listings, the likelihood is that most of the showings will be from other agents who have found the property through the multiple listing service. And, that's an invaluable tool for professional real estate agents and for the home sellers. 

However, on my listings, because of the way I promote my properties through considerable time, effort, and cost, it is likely that I will show the property to more targeted potential buyers more often that all the other agents combined. 

And, because the vast majority of my potential buyers are targeted to that one particular property, and because selling your home is traumatic enough, I have sufficient involvement with those buyers to allow my sellers to stay in their home during my visits.

I don't think I would like being thrown out of my home in the evenings and with the kids, etc and the costs associated with it. So, if you are my seller, be prepared for my buyers and be comfortable knowing that you can remain comfy in your own home during my showings. 

And, I will go over a few simple things that enhance that comfort for both you and the potential buyers. Okay?

** Most other agents will, however, like the home to be empty during their showings. 

Signage

To many, this may sound like a moot point. However, just as presentation of anything, including your home, is the first, most important consideration by a potential buyer in determining whether or not s/he wants to go the next step, that of actually seeing the property, the sign on the property and how it is displayed reflects the property... at least subconsciously, to that potential buyer.

Most agents use sign services to place their signs upon listing the property and to remove them after the sale or after the listing expires. 
In between both those events, I find it unacceptable that signs are in various stages of poor presentation. 

Simple facts: At least once a week, and especially immediately after a major weather event, agents should revisit their signs and make sure: I do!

- They are crisp and clean. After all, not only does the sign reflect the property, it also reflects the agent's attitude toward both the sign, and the property, and their own sense of professional appearance and attitude.

- Make sure (the agent) you carry grass clippers with you at all times during the Spring / Summer / early Fall and, weekly, lift up the sign, clip the grass at the feet of the sign, and re-install the sign so that it always looks fresh and clean. 
It also helps keep the listing young and vibrant.

* In winter, make sure there is no build up of snow on the sign. Replace the sign (as mentioned below). 
Signs that are haggard looking in any way makes the listing look that way as well. 

- After each four or five weeks, replace the sign with one where the frame is newly freshened up, repainted if necessary, and your sign re-installed to look as new as possible. It helps keep the listing fresh and new for any new people driving by. 

** There is an old marketing expression: a classy sign is a sign of class. 
The sign should always exude class. Believe it or not, your sign can account, by itself, for more traffic, better quality traffic through the home, improve quality of offers, and take days off the selling time of the property.

I am adamant about the quality of my listings, the quality of my sellers, the quality of my buyers, and the quality of my results. And, a huge part of it is the quality of my sign. I hope that just makes a lot of sense. 

Fees and Gimmicks

There are no gimmicks other than hard work... lots of it.

When people want to sell their home, they want the best right price, in the shortest period of time, the least disruptions in their lives, and with the fewest hassles on closing. My clients get all four... even when, and I very often do, I represent the buyer.

I believe in being totally fair and completely honest with all my clients. I also believe that your home deserves fairness in offering it and getting it always its best right price. 

As to fees, there is an old adage, you get what you pay for. Many of my clients have suggested that I don't charge enough. When you see what I do, you'll agree. 

When I see discount operators, I often wonder "if they can give up so easily on their own price, what are they willing to give up on their client's money?". Makes sense!?

Your home is worth a lot of money. I intend to get every penny its worth for you. The extra four or five thousand or more doesn't mean much in extra commissions. It just becomes a point of personal, professional pride. 

Now, let's go even further....

If you perform everything I have shared with you above, we will get, as a bare minimum, maximum market price for your home. But, to me, that's just a good start.

At the risk of sounding vain, in John W David, you get the best real estate promoter for your home anywhere, anytime in this or any market. 

Once we are working together, I will share home promotional JOHNWDAVID.COM VIP CLUB Special Pages with you that probably not as many as a handful of real estate professionals have even heard about let alone do. 

These JOHNWDAVID.COM VIP CLUB Special Pages for my clients only are designed with one only thought in mind: to propel your home into a market category of one. When you and I work together, I will share home selling / marketing secrets with you where your home is the exceptional best amongst all the homes on the market in your area.

The object: To take my listings into a better place. Remember: Sell faster. Sell for more. Does it always work? Almost always. 

That also means, you'd better start packing. (Be sure to check out my John W David's Moving Tips) 

I hope that all makes sense. When you are ready to do something wonderful for yourself and your home, call me or send me an email. 

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