1 SELLER’S GUIDE
2023
AGENT NAME
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FINDING HOME, TOGETHER.
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FULTON GRACE REALTY A STORY OF CONTINUED SUCCESS After 2008’s financial crisis left the real estate market in a state of deep uncertainty, Fulton Grace saw an opportunity to work with homeowners and tenants by offering apartment rental and property management services in Chicago. When owners couldn’t sell their properties, we offered an alternative solution to weather the bad market. We secured quality tenants for our clients and professionally managed their properties until the sales market rebounded. Once the market began to improve, Fulton Grace rapidly expanded its services to include working with buyers, sellers and investors. Today, Fulton Grace is proud to offer its clients a full suite of residential real estate services—property management, sales and rentals in Florida, Illinois, Arizona and Wisconsin. Our real estate agents and staff are amongst the most intelligent, happiest and hardest working professionals in the industry. They share a collective mission—to provide unparalleled customer service with cutting-edge tools and in-depth, local knowledge. Fulton Grace agents work to build lasting and meaningful client relationships. It is their highest priority to be the best advisors possible and to ensure their clients reach their respective goals. A passion for excellence and strong commitment to our clients drives our continued growth and is at the core of the Fulton Grace brand.
We would be honored if you let us put our commitment and experience to work for you.
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ALWAYS GROWING
Ten-Time Honoree
Five-Time Winner
Our exponential growth has been honored by the prestigious Crain’s Chicago Business Fast50. Additionally, we have been honored on the Inc. 5000 list every year since 2015. This award recognizes the 5,000 fastest-growing independently-owned companies nationwide. We have achieved such astounding growth through the amazing efforts of our talented team and the unwavering support of our expansive and loyal client base.
Recognized on Nation’s Best Brokerages List
Two-Time Honoree BE PLACES TO WORK
Two-Time Honoree
GETTING NOTICED
Don’t just take our word for it. Fulton Grace and its agents have been featured in countless local andnational periodicals as leaders in residential real estate..
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GIVING BACK
We regularly coordinate in-office toy, clothing and food drives and even blood drives. We embrace opportunities for our staff and agents to come together and volunteer at local food pantries and donation centers. Fulton Grace also makes frequent financial donations to local charities to support the vibrant communities in which we serve.
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2023
AGENT NAME
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SUPERIOR AGENTS
COACHING + EDUCATION
TOTAL CUSTOMER SERVICE
We don’t just get the job done. We go above and beyond to give our clients the best possible experience along the way. We are proactive, provide regular feedback, thoughtful recommendations and have a genuine passion to give our clients 110%.
Our agents receive thorough training coupled with ongoing education opportunities. They’re continually sharpening and expanding their skills every day. The end result—advanced, savvy and knowledgeable agents ready to guide you through your home sale and purchase.
COMPREHENSIVE TOOLS
EXPERIENCE
Fulton Grace agents are among the top agents in Florida, Arizona, Illinois and Wisconsin. Years of collective experience, knowledge and wisdom create an exceptional client experience.
We provide our agents with the tools they need to market properties, stay connected and streamline processes, allowing our agents to stay focused on what’s most important—serving their clients.
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1 | ESTABLISH YOUR TEAM
Consult a Fulton Grace real estate agent for professional referrals (lender, escrow, etc.)
2 | ESTABLISH YOUR PROCESS
10 STEPS FOR SELLER SUCCESS
Build a market-based strategy to meet or exceed your goals
3 | AGREEMENTS
Execute listing agreement and disclosures
4 | STRATEGIZE
Prepare an effective marketing strategy
5 | COMMUNICATION
Gather and discuss feedback throughout the showing process
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6 | OFFERS
Receive and negotiate offers
7 | ACCEPTANCE
Secure accepted contract
8 | FINANCING CONTINGENCY
Buyer to secure financing within stipulated time frame
9 | THE MOVING PROCESS
Begin the process of choreographing the move of your home to its next location
Contract closes! Move into the next phase of your life! 10 | CONGRATULATIONS
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2023
AGENT NAME
PRODUCT PRICING & POSITIONING
Our marketing consultation begins with a shift in thinking. As we discuss listing your property, we intentionally move our thought process from selling your home, to marketing a product we are now positioning for sale. Our focus from this point forward is to create a scenario where potential buyers are compelled to take immediate action on your product.
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View the property as a product we are positioning to sell
MARKET-BASED PRICING STRATEGY
Explain current market conditions from a national, regional and local perspective
Marketing your home includes a vital component: selecting a listing price. This amount must reflect the property’s fair market value. Because most of the activity on your home occurs in the first few weeks, it is essential to determine a strategic price from the start. Our pricing strategies maximize your profit and minimize your property’s market time. In order to recommend a listing price, our agents evaluate and analyze the fair market values of properties. They closely examine comparable home sales and overall market trends while considering unique characteristics of your property that may impact, and even increase, its value. The art of pricing combines intelligent analysis of statistical data with our agents’ experience and intimate knowledge of current market trends. A listing price is not something to “set and forget.” It requires reevaluation throughout the life of an active listing to ensure that the property remains competitive in ever-changing market conditions. Our agents provide you with recommendations and feedback to guarantee your property is always priced on point.
Review recently sold comparable properties, pending sales and active market competition to determine supply and demand and market time
Review available financing options that potential buyers would utilize
Discuss recent and suggested repairs or improvements
Discuss a potential pre-listing home inspection by a licensed home inspector
Define any exclusions to the sale
Agree on a market-based pricing strategy
Execute listing agreement and property disclosures per local and federal law
Determine appropriate showing times and preferred method of notification of showings
PRODUCT PRICING & POSITIONING
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PRODUCT PRICING & POSITIONING TOOLS TO POWER UPFRONT ANALYSIS
COMPARATIVE PROPERTIES
ACTIVE LISTINGS (3)
Highest Price $1,399,000
2,750
Average Sq. Ft.
$1,272,666
7 days
Days on Market
Average Price
Lowest Price $1,099,000
$506
Price per Sq. Ft.
Days on Market
Address
Status
Beds Baths List Price
Location Type
Parking
Garage Door Opener, On Site, Garag… Included Asphalt, Garage Door Opener, Heate… Included On Site, Garage Owned, Attached, O… Included
Attached Single, Condo, Penthouse
1156 W Ohio Street, Unit 4E, Chicago, IL
West Town
New
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2.5 $1,320,000 1 day
Attached Single, T3- Townhouse 3+ S… Attached Single, Condo- Duplex, Co…
358 W Huron Street, Unit B, Chicago, IL
River North
New
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2.5 $1,399,000 1 day
29 N Morgan Street, Unit PH, Chicago, IL
West Loop
Active
3
3
$1,099,000 19 days
CLOSED LISTINGS (5)
Average Price $1,149,300
Highest Price $1,308,500
2,240
Average Sq. Ft.
47 days
Average % of List Price
Days on Market
96.2%
Lowest Price $1,038,000
$527
Price per Sq. Ft.
Closed Price
Days on Market
Address
Status
Beds Baths
Location
Type
Parking
Garage Door Opener, On Site, Garag… Included
720 W Randolph Street, Unit PH5, Chicago, IL
Attached Single, Condo, Condo-Dup…
Closed
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3
$1,038,000 6 days
West Loop
Attached Single, Condo, Condo-Lof…
1101 W Lake Street, Unit 3D, Chicago, IL
West Loop, Fulton Market
Closed
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2.5 $1,080,000 133 days
Garage
1050 W Hubbard Street, Unit 3G, Chicago, IL
Attached Single, Condo
Closed
3
2.5 $1,100,000
5 days
West Town
Space/s
COMPARATIVE MARKET ANALYSIS (CMA) Our custom CMA delivers personalized, data-driven property evaluations to assist in developing the smartest possible pricing and negotiation strategy based upon the latest market dynamics.
Jon Christens | | jon.christens@fultongrace.com Grace Fulton | 773.698.6648 | grace.fulton@fultongrace.com
Florida
1430 SW Covered Bridge Drive, Palm City, FL
INVESTMENT ANALYSIS We’re changing the game in real estate investment analysis. Fulton Grace has developed a one- click analysis tool to take multi-family property evaluation to the next level. Our proprietary rent validator allows you to input monthly rent values to assess if units are over or underpriced. It can also determine optimal rent and operating expenses for a property’s success in the market.
2023
AGENT NAME
EXPOSURE & CAPTURE
There’s only one opportunity to make a first impression. To sell your property for top dollar, exposure is everything. We must take the time needed to have all marketing materials ready when we go on the market. Our strategies to position the product for sale accomplish the following goals:
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Create a scenario that compels buyers to take action based on pricing strategy as well as online presence
Create a comprehensive 90-day marketing plan
This is achieved through our comprehensive multimedia approach to marketing your property. MAKE THE PROPERTY APPEAL TO THE BROADEST AUDIENCE OF POTENTIAL BUYERS
Coordinate professional photography and digital floorplans
Order and schedule install of for sale signage
Take a first look at registered fultongrace.com users
COMPEL BUYERS TO TAKE ACTION
Establish online marketing syndication, including featured property listing on fultongrace.com, zillow.com, realtor.com, trulia.com and 400 more sites
We accomplish this through our comprehensive marketing plan, as well as a market-based pricing strategy. Once we have effectively priced and prepared the property to show well online and in person, we launch the product to market.
List the property on the Multiple Listing Service (MLS)
Host public, private (neighbors) and public open houses
PROFESSIONAL PHOTOGRAPHY
Coordinate demographic and geographic direct mail marketing
The results of decluttering, repairs and staging enhance our photographic representation of your home. Impressive photos shorten market time. A home must have as much impact digitally as it does in person.
Gather, disseminate and discuss all feedback from buyer showings, REALTORS® and online advertising
Reassess marketing and pricing strategies every 15 days
EXPOSURE & CAPTURE
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EXPOSURE & CAPTURE
TOOLS TO POWER REACH, ENGAGEMENT & EVALUATION
Listing with Fulton Grace means you’ll be tapping the power of our more than one million annual website visitors and a plethora of audience data, while also syndicating your listings to home buyers across all of the top real estate sites to drive maximum exposure. FULTONGRACE.COM
EXPOSURE & CAPTURE
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EXPOSURE & CAPTURE TOOLS TO POWER REACH, ENGAGEMENT & EVALUATION
RESTYLE TOOL This cutting-edge tool empowers FultonGrace.com visitors to envision how a space might look with updated paint colors, new countertops or even a complete redesign featuring multiple motif options. With just a few clicks, prospective buyers can transform listing photos to realize their desired design aesthetic and imagine exciting possibilities.
LISTING INSIGHTS Advanced reporting capabilities through our Listing Insights Software provide valuable analytics on property listings, helping owners understand market trends and performance.
EXPERT MARKETING & DESIGNS
We approach marketing from every angle and believe buyers should be targeted accordingly. Clean, personalized, and durable signage appeals to possible buyers on foot and in vehicles. “For Sale” signs and frequent Open Houses reinforce our exhaustive efforts to bring in agents and buyers. Even after connecting with clients in person, we advance to alternative modes of communication and continual check-ins. Both our bold email marketing and direct mail campaigns reach scores of home seekers and enable a more all-encompassing system to selling. Our ability to connect with buyers and prospective clients via personal touches and amplified, digital reach extends our drive and dramatically reduces a listing’s time on the market. Isn’t that the goal? Every piece of the selling puzzle is carefully considered and action plans are set in motion to actively promote properties so that the pieces fall into place, every time.
EXPOSURE & CAPTURE
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PHOTOGRAPHY & VIDEOGRAPHY
DIGITAL STRATEGY
SOCIAL MEDIA
PRINT MARKETING
TARGET MARKET ANALYSIS
WEBSITE SYNDICATION
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EXPOSURE & CAPTURE EXPERT MARKETING & DESIGNS
Specially printed marketing brochures showcase new listings. These premier resources include detailed property synopses, neighborhood reports, and agents’ contact information. Flyers also provide a succinct window to a listing with a swift turnaround. Expertly captured images and brief property descriptions enable buyers access to pertinent and visually pleasing content designed for successful sales.
CREATIVE PRINT PRODUCTION
Our custom graphics are ideal for spreading snapshots of listings across various social media channels (Facebook, Instagram, LinkedIn, Twitter). With an influx of properties for sale, we beat the noise and market smarter. Bold graphics immediately attract and direct home seekers to more information on an upcoming development, an open house, or a “Just Listed” property.
SOCIAL MEDIA
While our print, digital and buzz marketing tactics are equally pushed and perfected to ensure a swift sale, we strive to address effective outlets for every type of buyer. Custom websites give properties a platform which allows for a more interactive dimension. These platforms offer a sophisticated, convenient and comprehensive look at a property. We remain dedicated to utilizing technology as it benefits a home’s exposure and urges availability.
CUSTOM LISTING WEBSITE
EXPOSURE & CAPTURE
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EXPOSURE & CAPTURE EXPERT MARKETING & DESIGNS
A listing’s blueprint allow buyers to imagine living in the space more concretely. The layout details increase the selling credibility and the buying probability. More context translates to more potential.
FLOORPLANS
Fulton Grace has partnered with several premium photography services to showcase your listing with the highest quality photos and video available. Our partners quickly deliver HDR images, 3D tours, floorplans and marketing videos that will wow your potential buyers. Armed with the latest and most sophisticated equipment, our professional photography partners exceed expectations with every click.
PHOTOGRAPHY & VIDEO
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Virtual walk-throughs offer our buyers unmatched convenience and ignite their imagination. The 3D listing immersion feature complements a listing’s floorplans and heightens the digital draw.
365 WALK- THROUGH
These professionally produced marketing pieces bring listing photography to life. Viewers can visit and assess a property in its entirety without lifting a finger or leaving their desk. Agent audio seamlessly partners with quality footage of every area in the home, highlighting desired features and enhancing others. The two work in tandem to acquire mass reach, sharply reflecting the listing’s aura and immediate surroundings, and sustaining future buyers’ interest.
VIDEO HOME TOUR
EXPOSURE & CAPTURE
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2023
AGENT NAME
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PRE-LISTING ADVICE
We will work with you to prepare the most advantageous listing strategy for your property. Pre-listing may include recommendations for improvements to best showcase your home.
REPAIRS + STAGING
Prior to listing, any unfinished projects should be completed. Don’t lose potential buyers due to cracked sidewalks, unhinged doors or tainted floorboards. Fresh, neutral paint application modernizes and optimizes a space. A few well-chosen and placed accents also work well. Don’t overlook addressing bulb replacement and even balancing or replacing light fixtures. Optimal lighting creates an inviting environment.
ORGANIZE + DECLUTTER
Remove any unnecessary items and personal effects to let the characteristics of your property shine. Even furniture that detracts from a listing’s features, flow and possibilities should be relocated. In addition, conduct a general and thorough clean sweep of each room. Tend to any immediate eyesores, and boost your home’s strengths.
EXPOSURE & CAPTURE
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2023
AGENT NAME
NEGOTIATIONS & ACCEPTANCE
Once an offer (or multiple offers) are received, we will lead you through the negotiations, providing as much counsel as needed. Our primary goal is to achieve the most favorable terms possible by ensuring you make market-based decisions.
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Receive and review offer(s)
Establish a negotiation strategy which balances your objectives and current market conditions
Establish deadlines for multiple offer situations
Confirm buyer’s financing ability with lender
Discuss and confirm acceptance
Facilitate executing the sales contract
Send executed contract to all parties expediently
Receive and manage earnest money
Facilitate access for the buyer and their licensed home inspector
Mediate or negotiate any issues raised by the inspection
Meet buyer’s lender’s appraiser and provide comparable properties
Monitor contract deadlines and purchase contingencies
NEGOTIATIONS & ACCEPTANCE
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2023
AGENT NAME
TRANSITION MANAGEMENT
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FROM CONTRACT TO MOVING DAY
You’re finally ‘under contract.’ The buyer will most likely want to inspect the property and may request that items be repaired or a credit given in lieu of repairs. Your agent will walk you through the inspection and remain highly involved throughout the process. Need recommendations for agreed-upon repairs? Ask your agent for referrals to any number of licensed technicians who are readily available to us. Financed purchases lead to a property appraisal by the buyer’s lender. Your agent will assist in facilitating. Once the lender approves the loan, the closing is scheduled. The buyers will perform a final walk- through beforehand, which your agent will set up. While under contract, the potential for problems will sometimes arise. While agents can help dodge the pitfalls, even the most experienced agent can’t avoid all obstacles. They will expertly advise and employ their experience to help you make the optimal choices for you and your property.
Provide moving company and cleaning service referrals
Advise on utility shut off times and mail forwarding
Schedule the final walk-through of the property
Choreograph closing/moving out of existing property
Attend closing and transfer keys to new owners
TRANSITION MANAGEMENT
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2023
AGENT NAME
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THANK YOU We can’t wait to work with you on selling your home .
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2023
AGENT NAME
FULTONGRACE.COM
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