What you Should Know. Before Selling Your Home. Prepared for [Client Name]. 10 Beaufort Road. Agent Name • Sales Representative. Agent Name. [Company Address]. 123-456-7891. [email protected] www.agentwebsite.com. What You Should Know. Before Selling Your Home.
Before Selling Your Home
When it comes to selling your home, you’ve got your priorities.
After all, this is one of the biggest investments you own!
Selling your home involves much more than just placing a For Sale sign in your
yard. Making a mistake in selling your home can cost you hundreds or
thousands of dollars in lost profit. However, avoiding mistakes is easy and takes
less time and effort on your part when you hire a professional real estate sales
representative to handle the details.
You want ALL the facts on the current housing market.
You need experienced, street-smart guidance as you consider your
You’re entitled to enthusiastic, timely attention and frequent fe edback from
your Realtor®, whether you’re moving next week or next year.
And you deserve a real estate professional working for you with friendly,
solution-oriented experience, ever-present ingenuity, and hands-on know-
how to cut through all the legal speak and paperwork.
Let me help you!
This booklet has been designed to help you understand the basics of the home
selling process. Understanding what is involved and how I will help you, will
assist you in making the right decision when choosing the best sales
representative to help you sell your home.
When we meet, we will
Establish a proper asking price for your home
Determine how to get every dollar you deserve
Create an effective plan of action for selling your home as quickly as
No matter how attractive and polished your house may be, buyers will be
comparing its price with everything else on the market. Your best guide to proper
pricing is a record of what buyers have been willing to pay in the past few months
for properties comparable to yours in your area.
I will provide you with a thorough comparative market analysis (CMA) with the
data of all comparable homes in your area. Based on these results, we will have
a good idea of what the market value of your house is.
Improper pricing is the most common mistake that costs home
sellers thousands of dollars.
It’s simple. Overpriced homes are not as competitive as those that are well
priced. In most cases, the higher the asking price, the longer it takes for the
home to sell (and in many cases, the lower the final selling price). On the other
hand, price it too low and you may give away thousand in profits to a total
The value of a home is determined by supply and demand. If there are a lot of
sellers and few buyers, prices tend to go down and homes take longer to sell.
This is referred to as a Buyer’s Market. When the opposite is true, and there
are many buyers but few homes for sale, prices will rise and homes will sell
quickly. This is a Seller’s Market. A Balanced Market is self-explanatory but it’s
also important to recognize the effect a Changing Market will have on pricing,
whether the transition is to an Up Market or Down Market.
The ultimate decision regarding how much to ask is strictly yours. But I
strongly encourage you to not fall into the temptation of overpricing the property,
as this will only cost you thousands of dollars in the long run.
Realtors® don’t establish value, the market does. I mention this because
many real estate sales representatives may try to “buy” your listing by saying
they can get you more for your home. These attempts are done in hopes of
securing the listing at a price they know to be unrealistic and knowing that they
will be coming back at a later date with a significant price reduction request.
Proper pricing sets the stage for the entire selling process. Be objective and
remember that selling your home is a business transaction. Keep in mind that
potential buyers are not looking to buy your home – they are looking to find a
house that they can make their home.
[testimonial copy goes here]
Of all the things homeowners control when selling their home,
the condition of the property is one of the most important.
First impressions make all the difference in selling your home. When viewing
properties, buyers make up their minds within the first ten minutes! Your
home’s condition is vital to a sale and a clean, well-maintained home enjoys a
competitive edge over other homes on the market.
The ability to reap the full profit potential on the sale of your home can be
accomplished easily enough, if you make the right improvements. Spending
$3,000 on new carpet and/or paint might add another $10,000 to the price of your
home. Basic, simple and inexpensive improvements can provide an improved
emotional response in a potential buyer.
It’s important to get an objective point of view from a real estate
professional to ensure that needed cosmetic improvements are
According to the National Association of Realtors®, the average purchaser looks
at 10 to 20 properties prior to purchasing a home. They are looking for the best
priced property in the best condition. The majority of buyer activity on a new
listing occurs in the early period of marketing. For these reasons it is important
that you have your home in the best condition at first exposure to the market.
When we meet, I will guide you in making the best decisions on
preparing your home for sale so that you get every dollar you
You deserve special attention in every detail of
your real estate transaction!
[insert your name]
Full time office staff
No support staff
No system, unpredictable
Systematic approach for consistent results
Slow response time to requests
Reputation for quick response time
Infrequent client contact
Provides regular feedback reports to sellers
Limited buyer contacts
Daily contact with pool of qualified buyers
Sales strategy often undefined
Provides a structured marketing plan to get you top
Relies on company advertising
Markets your home 24/7 on multiple websites, social
media and mobile apps
No name recognition
Local name recognition and brand power
Often lack expertise/experience
Negotiation skills that can save and earn you
Average* 7 sales per year
Over twice the sales of the average Realtor®
*Based on Canadian Real Estate Association statistics
A Real Estate Service Professional that cares
It is my mission to make a difference in people’s lives. It is my aim to assist you
not just in a single transaction but in all of your real estate needs in future years. I
want every sale or purchase I handle to be a pleasant experience for you and will
cheerfully answer all questions you ask to ensure you have the information you
need to make your decisions. I do not employ high-pressure sales techniques at
any time. I work toward your total satisfaction and believe that you deserve my
Since my main objective is to sell your home for you, I make sure that it is
presented to as many qualified buyers as quickly and directly as possible. This
is achieved by using all appropriate venues to market your home to not one but
three tiers – Realtors®, neighbours, and, of course, purchasers! To ensure you
get the highest possible dollar value for your property, I use the tried and true
methods of home marketing as well as the best of today’s technology to give
your home exposure to more potential buyers than ever.
My marketing program for your home includes:
1. For Sale Sign
Working for you 24/7, the most noticeable and immediate method of showing that
your property is available to purchase is the For Sale sign. It identifies your
home as being listed with Royal LePage, the most recognized Canadian real
estate brand, and provides contact information so prospective buyers can call for
2. Flyers & Brochures
Flyers show interior and exterior photos of your property and provide the
highlights of your house. The flyers provide contact numbers and a call to action
so buyers can contact me directly for additional information. Full colour brochures
of your home provide full details and show of the special features of your house.
Brochures are for display in a prominent place in your home.
3. Multiple Websites & Social Networking
The Internet allows people to get information about your house in the comfort of
their home 24/7. I will market your property through multiple websites including
Realtor.ca, royallepage.ca, rlpgta.ca, my personal website [insert website
address] as well as through Facebook and Twitter.
4. Mobile Marketing
Today’s consumers are using mobile devices to find information on everything
from finding a restaurant to buying a house. The RLP Mobile App connects
motivated buyers to properties for sale on their mobile phone from any location.
Its GPS property locator shows buyers homes for sale within the distance of their
choice from their location. By including the RLP test signage to your lawn sign,
your listing is instantly viewable by a huge audience.
5. Open Houses
Open Houses are an invitation for the public to come in and get a feel for what
your home has to offer. It allows them to view your house and mentally fit their
family with your property.
6. Professional Network
I have a large network of buyers that I am presently working with. My automated
system provides buyers with information on listings that match their criteria as
soon as the listing hits the market. As we enter your home into the system, it will
automatically search for buyer matches. Likewise, my professional network
includes Realtors® I speak with every day, the over 1,300 sales representatives
in my brokerage, over 14,000 Royal LePage sales representatives across
Canada, and over 160,000 Realtors® worldwide through our affiliation with
Leading Real Estate Companies.
Getting a house ready for sale may require or benefit from the services of
professionals in addition to your Realtor. As I work with these providers on a
regular basis, I’m able to confidently refer you to them knowing they will provide
the same level of care and professionalism to my clients. My list of service
A full list of names, contact information, and testimonials from others who have
used these services is provided to my clients, allowing them to make direct
contact and choose the provider that best fits their needs.
Your Unique Selling Proposition – Insert your personal bio information here. Be
sure to include things like why you became a Realtor® and what sets you apart from
[insert award with year]
[insert date] - Present: Real Estate Agent specializing in single family, multi-
family, condominiums, and land sales
[insert date] – [insert date]: Insert pre-real estate position
Areas of Expertise:
[insert specifics of your practice including property types, locations, niche
markets, special client needs etc.]
Canadian Real Estate Association
Ontario Real Estate Association
Toronto Real Estate Board
[insert other real estate related affiliations]
Royal LePage Real Estate Services Ltd. – Dynamic Agent Professional
Personal interest organizations or associations
[insert your personal mission statement]
What Successful Home Sellers Are Saying
About My Service…
“________ sold our home in 8 days!”
Your marketing strategies such as the phone hotline, full coloured, detailed
home info sheets, and unique open houses were very effective. We
appreciated the daily feedback we received from you regarding showings
of our home. Due to all of the above, our home sold in 8 days at 98% of the
[insert full name of client]
“_______________ has the experience we were looking for.”
It was obvious that we needed a real estate agent with an expertise in selling
homes in this special housing area. We also wanted someone who knew the
value of properties being sold here and had a long-standing, good track
record in real estate sales right here. Both my wife and I agree that you were
the agent most able to live up to our expectations and it resulted in a quick sale
of our home. [insert full name of client]
“Your service and care goes far beyond the call of duty.”
We would like to tell you just how much we appreciate everything you have done
for us, but there are no words expressive enough to do justice to our feelings.
The effort you extend goes far beyond the "call of duty,” and we wonder just
where you get all of your energy. You were wonderful to work with, and we thank
you so much for the work on our behalf. [insert full name of client]
Note to agent: It is best to use the full first and last name of your clients to demonstrate the
authenticity of the testimonial. Always get written authorization from your client to use
their full names. Including a photo of you with the client can be very powerful and is also a
great addition to Facebook postings you may do.
Helping You Is What We Do
Royal LePage is the oldest and largest Canadian owned full service real estate
company in the country, with over 14,000 sales representatives in over 600
offices coast to coast.
Since 1913, Royal LePage has been committed to helping Canadians buy and
sell homes. We helped found the Toronto Real Estate Board and Ontario Real
Estate Association, and set the standards for all other real estate companies to
follow. Today as a leader in technology and customer satisfaction, royallepage.ca
dominates in both the on line and mobile searches of motivated buyers.
Royal LePage is the exclusive national Canadian partner of Leading Real Estate
Companies of the World, the world’s largest real estate referral network with over
170,000 associates worldwide. For relocations, Brookfield Global Relocation
Services is the country’s largest national relocation company servicing over
50,000 corporate and government transfers annually worldwide.
Over the years, we’ve learned a lot about real estate and how to provide the best
possible service for our clients. Our service-based culture and comprehensive
suite of services set us apart from the competition and enable us to attract the
best people in the business.
Throughout our successes, we remain dedicated to helping you through the real
estate process. Our commitment to innovation and customer service is as strong
Estate Services Ltd.,
You’re In Good Company
Royal LePage Real Estate Services Ltd. is the largest residential real estate
brokerage in the Greater Toronto Area.* All 15 offices of our brokerage are an
established and recognized presence in Oakville, Mississauga, West Toronto
and Central Toronto and beyond with collectively over 1,300 professional
REALTORS® helping people buy or sell real estate across the GTA and beyond.
As the best people with the best training and the best tools available in real
estate today, our REALTORS® know how to make the complex process of
buying or selling property a positive experience for you.
We're devoted to helping you make the most of your real estate opportunities.
* Based on combined 2011 dollar sales volume of homes sold from TREB MLS.
About the ___[insert your branch name]_________ Branch
Include information about your branch that helps to position it in the
community. This could include market share information, special activities
of the branch, as well as location and hours.
What are the 10 favourite features of your home and
*Please complete this page in preparation for our meeting*
What price range are you thinking your home should sell for?
What improvements have you made to your home?
Type of heating: __________________________________________________
Average cost of heating per month: _________________________________
Average Hydro cost per month: _____________________________________
What is the age of the:
Hot Water Tank ________
Air Conditioner _________
Do you have a floor plan of the property? Yes No
(if yes, please have a copy available)
Do you have a survey of the property? Yes No
(if yes, please have a copy available)
Do you have an extra set of keys for a lockbox? Yes No
(if yes, please have them available)
In real estate, the sale of a property usually involves the payment of a
commission to the listing brokerage. What most people don’t know is how a
commission is distributed; often assuming that it all goes to the sales
representative. In fact, the sales representative’s fee is only a portion of the total
This chart illustrates how a typical commission is distributed to all the parties
involved in a purchase and sale, based on a 5% commission rate. The
brokerage representing the buyer receives the largest portion with the balance
being split between the listing brokerage and the sales representative. All
marketing and administrative expenses for the property are paid from the sales
representative’s portion as well as all the professional and regulatory fees that
are applied to the sales representative. It is the remaining balance, once all
these expenses are paid, that represents the sales representative’s take home
pay before taxes.
House for Sale
First impressions really do count. If the impact of your curb appeal is strong,
people will want to see what is inside.
Cut and trim the shrubs.
Remove dead tree limbs and other yard debris.
Brighten up the garden with fresh shrubs and flowers.
Get rid of the clutter. Put away toys and gardening equipment.
Touch up peeling paint on doors, siding, and trim.
Repair and paint the fence.
Fix damaged roof shingles and flashing.
Clean windows, replace broken panes, and fix torn screens.
Clean gutters and downspouts.
Wash the driveway and sidewalk. Patch cracks or holes.
Clean up the garage and shed.
Have the gas grill ready for use.
Make sure outside lights and doorbells work.
House for Sale
Every room should look as spacious, bright, and warm as possible.
Wash walls, ceilings, and trim. Consider painting with light, neutral colours.
Tighten loose knobs, towel racks, switch plates, and outlet covers.
Fix tight doors and windows, squeaky floorboards, and loose stair
Clean and repair caulking around tubs and sinks. Fix leaky faucets;
remove water stains.
Clean and organize the basement and attic. (This is a good opportunity to
throw out all the bits and pieces you don't want to move.)
Organize closets. Get rid of the clutter. Limit the number of items stored
overhead or on the floor.
Clean out kitchen cabinets, and remove clutter from countertops.
Clean drapes, blinds, and curtains. Shampoo carpets, polish floors.
Arrange furniture to make rooms appear as spacious as possible.
Remove any items you're taking with you, such as chandeliers and
House for Sale
Showing Your Home
Your house should be ready to show at all times. Make sure it is kept clean and
clutter-free. And, those last minute touches before someone comes to look at
your home can make all the difference:
Turn on all the lights, even during the daytime, including outside entrance,
closet, basement, and attic lights. Open all the drapes and blinds.
Turn off the television, stereo, and radio (easy listening music is OK).
Open all the doors between rooms to give an inviting feeling.
On cold days, light a fire. If not in season, make sure the fireplace is clean.
Put pets in a fenced yard. Better still, ask friends to look after them. Some
people may be allergic, others may be afraid of animals. Clear any pet
Clean the kitchen and bathrooms. Leave windows and mirrors sparkling.
All jewelry and small valuables should be stored in a safety deposit box or
in a locked closet.
Set out fresh flowers, hang decorative hand towels in the bathroom, and
place an attractive tablecloth on the dining room table.
If possible, leave! Some buyers are uncomfortable when the owner is in
the house. In their hurry to get away, they may miss important features, or
fail to ask important questions. If you must remain, be courteous, but try
not to make conversation. The buyer's Realtor knows what the buyer is
looking for. He or she can discuss features and answer questions.
A buyer interested in purchasing your property will make an Offer and, as an act
of good faith, put down a deposit. The buyer's REALTOR® communicates the
Offer, also known as an Agreement of Purchase & Sale (a legal document
specifying the offers terms and conditions) to you or your representative. The
Offer states how much the buyer is willing to pay and details the conditions.
The Offer can be firm or conditional. The seller can accept the Offer, reject the
Offer, or make a counter Offer.
Firm Offer to Purchase: Usually preferable to the seller, because it means that
the buyer will purchase the home without any conditions. If the Offer is accepted,
the house is sold.
Conditional Offer to Purchase: Means the buyer has placed one or more
conditions on the purchase, such as subject to home inspection, subject to
financing, or subject to the sale of buyer's existing home. The home is not sold
until all the conditions have been met.
Acceptance: The seller agrees to all the terms and conditions exactly as set
forth in the Offer to Purchase.
Rejection: The seller does not agree with any of the terms and conditions set
forth in the Offer to Purchase.
Counter offer: The seller agrees with some of the terms and conditions of the
Offer, but not all of them. The seller then makes a counter Offer. The counter
Offer may change the price, the closing date, or add or delete conditions. When
the buyer receives the counter Offer, he or she can accept the new terms and
conditions or reject them.
A signed Offer is a binding contract. Make sure you understand and agree to
all of the terms before you sign. You may want to have a lawyer review the offer
As your Royal LePage REALTOR® I will supervise every step of the closing
process to make sure that closing is as smooth as possible.
Closing may require:
Professional home inspection to assess the condition of the property.
Professional appraisal by the buyer’s mortgage company to determine the
true value of the property.
Search of the title by the buyer's lawyer.
On or before closing day, lawyers for the seller and the buyer will set up a trust
account for the money coming from the sale. This money will be used to pay off
any mortgages you owe on the property, after which you receive the balance.
Your lawyer should also ensure that you receive compensation for pre-paid
expenses, such as property taxes, electrical or gas bills, or, if applicable, heating
oil left in your tank.
You will give the property deed or transfer documents, mortgage details, and
keys to your lawyer. Your lawyer will register the mortgage discharge and
transfer the deed at closing. You will also pay the listing brokerage company their
compensation (your lawyer can arrange the payment from the proceeds of the
The following pages provide a “snapshot” of recent activity in your
neighbourhood and includes properties that have Sold, Expired and are currently
Listed. This is not a Comparative Market Analysis (CMA) but is included to give a
general idea of the selling activity over the past few months. I will be presenting
a customized CMA for your property at our meeting.