home.
FOR SALE BY OWNER
you got this!
For Sale By Owner Success Handbook
Compliments of Yolanda Shaver Realtor®/Real Estate Concierge
FACT: YOU CAN SELL YOUR HOME ON YOUR OWN! AND I WILL HELP YOU FOR FREE!
FOR SALE BY OWNER STATISTICS
Statistics show that 7% of home sales in 2023 were for sale by owner and that the typical home sold for $310,000 compared to $405,00 for agent- assisted home sales.
7% $95,000
less than agent-assisted home sales
Source: 2023 Profile of Home Buyers and Sellers (National Association of Realtors®)
Introduction
The truth is that everyday people decide not to consult the professionals when it comes to matters they feel confident about handling on their own. People invest without the assistance of an investment advisor. Professional athletes negotiate contracts without sports agents. People defend themselves in court without the assistance of an attorney. It is no different when it comes to a homeowner selling their home...on their own.
Over my 18 years of serving the real estate community, I’ve been an eyewitness to the fact that the majority of homeowners who decide to sell readily hire a real estate professional for the best results. Statistics also show that a large percentage of those who at first attempt selling on their own, wind up hiring a real estate professional. While this is true, it is my belief that many more homeowners could be successful selling their home on their own if they had a resource that they could tap into for professional assistance. ...AND THAT’S WHERE I COME IN!
Included in this success handbook is a FREE step by step guide to selling your home on your own along with answers to some commonly asked questions. At any point during the homeselling process, feel free to consider me as a free resource for general questions. I am confident that you can sell your house on your own. However, in the event you decide to hire a real estate professional, I’m happy to pick up where you leave off.
TO YOUR SUCCESS!
01 Diving Into The Deep End Data Based Pricing 02 03 Setting the Stage 04 Picture Perfect Photography 05 06 Marketing with a Purpose 07 Showing Off Your Home Negotiating the Offer Listed to Sell 08 09 Expect an Inspection 10 An Appraiser’s Valuation 11 Closing the Deal Did You Know? - Q&A 12
01. Diving Into the Deep End
It’s time to dive into the deep end of market research to discover the right price for your home. What’s involved? Browse listings and recently sold homes in your area, preferably in your neighborhood to get an idea of what your home may sell for.
Compare the number of bedrooms, bathrooms, square footage, lot size and condition.
Tip: Continue to keep up with market activity until your home is SOLD.
Yes, I’ll assist you with basic research for FREE!
Yes, if we choose to work together, I will take care of all basic research and more extensive research efforts will also be included that I will share with you. What’s the takeaway? After completing your research, you may decide to do some repairs, updates or upgrades and, if necessary, price adjustments along the way to ensure that your home matches the competition of the price range of your home.
02. Data Based Pricing Correctly pricing your home the first time is of great importance. To be successful, don’t just come up with a random price based on what you feel your home is worth or what you hope to receive. Be sure to use the research data to come up with a competitive price.
No, you don’t want to leave money on the table, but pricing your home too high will cause your house to sit on the market for weeks, even months. We all know what happens if perishable food sits out too long. It begins to stink! So to avoid the chance of your home becoming undesirable to potential buyers, price it reasonably to attract buyers instead of driving them to your competition.
Yes, I’ll offer a suggested range for your home for FREE!
Yes, if we choose to work together, we’ll review the data together and come up with a strategic starting price based on varying factors.
What’s the takeaway? Price your home so that you create a competitive environment which potentially increases the sales price due to attracting multiple offers.
03. Setting the Stage
As difficult as it may be, as you prepare your home for sale, you need to detach yourself from your home and make it appeal to its future homeowner. Things that you’ve lived with for years that don’t bother you may be a deal breaker for a potential buyer. This calls for decluttering, removing collectibles and possibly painting walls that personalize the home to your particular taste. Studies show and it’s been my experience that staged homes sell faster and for more than homes that aren’t staged, since staging creates an emotional attachment which contributes to a memorable first impression.
Yes, at your request, I’ll offer my professional opinion and tips regarding staging your home for FREE!
Yes, my clients have access to extensive staging. Some even opt for my FREE staging package. Ask for details! What’s the takeaway? A home that is personalized to you taste may sell, but to attract the highest bidder you want your home to appeal to the biggest pool of buyers.
There is truth in the statement that you only get one chance to make a first impression. Keep this in mind as you list your home for sale. The first thing that potential buyers see are the photos, which determine whether they linger or move on as they peruse hundreds of homes. The key is to make your listing stand out! Staging along with professional photography serves as eye candy and makes it so that potential buyers cannot wait to see your home in person. Be sure that your photos highlight clean and tidy areas. Do not have unsightly items in the photos, such as piles of clothing, beds that are unmade and cluttered countertops in your kitchen and baths.
Tip: To make your home feel as light and airy as possible, turn on all lights and open all window treatments.
Yes, you can take advantage of my discount on professional photography for FREE!
Yes, professional photography and slideshows are included if we end up working together.
04. Picture Perfect Photography
What’s the takeaway? Separate yourself from the competition by investing in professional photography. Include in your listing only photos that present your home in its best light.
05. Listed to Sell
Once your home is ready to list, it’s time to add your listing to your favorite For Sale By Owner website(s). Be sure to include a “brief” listing description along with just enough photos to create curiosity. You may notice that some sites have made it more difficult to locate listings that are For Sale By Owner. So, after imputting your listing, check the ease of locating your house. To receive the most exposure, your listing needs to be added to the Multiple Listing Service (MLS) and from there it gets filtered to multiple websites.
Yes, once you’ve created your listing, I’ll review it and, if needed, make suggestions for improvements for FREE!
Yes, your home will be listed on the MLS and a unique customized listing description will be added along with carefully selected photos when you choose to list your home with me as your professional. What’s the takeaway? When you create a listing you’re not trying to sell your home online. You want prospective buyers to see just enough to want them to tour your home, so limit the number of photos that you include in your listing.
06. Marketing with a Purpose
There’s more to selling a house than listing it on a website. You can put a for sale sign in the yard, although instead of driving around looking for “For Sale” signs, as in times past, technology makes it easy for potential buyers to locate homes that are for sale. So, go ahead and share your home on social media. In addition, many home sellers hold “Open Houses” to attract potential buyers. Also, don’t forget to spread the word to friends, relatives, workmates and neighbors. You never know who may know of someone in search of a home. OPEN HOUSE
Yes, if you choose to host an open house, at your request, I’ll be present to assist you with showcasing your home and vetting buyers for FREE!
Yes, I’ll share with you my non-tradtional approach to marketing if we choose to work together.
What’s the takeaway? Listing your home on a real estate website is not a “set it and forget it”. If you aren’t scheduling showings within the first few days you may need to make adjustments to your listing, price or get more creative when it comes to marketing your home.
07. Showing Off Your Home
One of the least favorite steps for homeowners is interrupting their normal routine over a period of days, weeks or even months. However, it’s virtually impossible to sell your home without hosting showings. When potential buyers arrive, make sure that your home feels warm and inviting. You may have snacks and beverages available to make them feel welcome. Highlight your home’s best features. Don’t take it personal if you hear negative comments regarding your home. Things that are positives for you may be negatives to someone else. Again, have all lights on and all window treatments open. Happy showing!
Tip: Try to avoid hovering over prospective buyers. Allow them time and space to imagine themselves in the home.
Yes, I will design custom flyers for you to have on hand that highlight your homes best features.
Yes, if we work together, I’ll be present for all showings and offer immediate buyer feedback so that you know how buyers feel about your home. I’ll also share with you my strategy for enhancing your home’s perceived value and create urgency for buyers to make an offer, which allows you the opportunity to sell your home faster and for a higher sales price. What’s the takeaway? Don’t be emotionally attached to your home. Try to see your home through the eyes of potential buyers.
08. Negotiating the Offer
Your hard work has paid off and you’ve been successful in attracting an interested buyer to make an offer.
Congratulations! As you review offers, money is a primary factor that you’ll take into consideration, but it’s not the ONLY factor. There are other aspects of the offer to consider, such as financing, appraisal and home sale contingencies, type of financing, seller paid closing costs, home inspections, closing date, etc. If there are offer terms that you’re uncomfortable with, don’t quickly dismiss the offer, negotiate. Actually, you’ll potentially be negotiating throughout the process, such as post inspections and post appraisal. Once an offer is agreed to in writing by all parties, it becomes a binding contract and you are officially Under Contact or Pending. As you review offer terms, keep in mind that the buyer’s agent is required to have a signed agreement to work on behalf of the buyer. Thus, the buyer’s agent is negotiating and coaching on behalf of their client and what serves their best interests, not yours.
Tip: If you have multiple offers, interview the agent and the lender prior to accepting an offer.
Yes, I’ll be available for general questions that you may have as you review offers for FREE!
Yes, I’ll assist with negotiating the best price and terms from beginning to end, including post inspections and post appraisal, if needed, if we decide to work together. In addition, you’ll receive an estimated net sheet that includes the terms for all offers that you receive.
What’s the takeaway? Don’t be in a position where you agree to unfavorable terms just to sell your home. Be aware that every detail of an offer can be negotiated.
09. Expect an Inspection
No home is in perfect condition, so don’t be surprised if your buyer chooses to hire a home inspector during their Due Diligence Period. In fact, the majority of buyers choose to have a home inspection. The primary areas of concern for most buyers are the roof, foundation, electrical, plumbing, and HVAC. To minimize the chance of surprises during the buyer’s inspection, some homeowners choose to have a pre-listing inspection so that they can address ahead of time potential items that could cause a buyer to walk away from the deal. The buyer will likely want to perform a walkthrough prior to closing to ensure that all repair items have been completed.
Yes, if you choose to have a pre-listing inspection, I’ll provide my professional opinion regarding items you may wish to take care of prior to listing.
Yes, if we decide to work together, I’ll assist with negotiating repair requests and have my usual conversation with the buyer’s agent prior to the inspection so that the buyer is aware of your expectations. I’ll share with you how this conversation has saved sellers thousands of dollars. What’s the takeaway? No doubt, there will be repair requests. However, setting expectations for the buyer prior to the inspection will minimize these requests and/or the buyer will more readily understand when a request is denied.
10. An Appraiser’s Valuation
An appraisal is different from an inspection. An inspection is optional and determines the condition of your home and an appraisal determines its value. If the buyer is financing their home, they will be required to pay for an appraisal and the lender will select a third party to provide their professional opinion to ensure that the home’s value matches the financed amount. There are times that, despite your best efforts to determine a fair price and the buyer’s willingness to pay your price, the possibility of a low appraisal exists. Yes, in the event of a low appraisal, I’ll assist you with obtaining the information to be compiled for your presentation to the buyer’s agent, which will then be submitted to the lender so that you can defend your sales price for FREE!
Yes, if we’ve chosen to work together, in the event that the appraised value is lower than the sales price, you’ll have an experienced professional on your side fighting to protect your sales price.
What’s the takeaway? If the appraisal is not in your favor, this is a time to keep in mind that the buyer’s agent is contracted with the buyer to work on their behalf. It’s highly unlikely that the buyer’s agent will fight to prove your case to the lender regarding a higher sales price.
11. Closing the Deal
WooHoo!!! You’ve made it to the finish line of the home-selling process. Once again, congratulations are in order!
Some states use title companies to close real estate transactions. In Georgia, we use closing attorneys.
From the time you go under contract, the closing attorney should be provided with a copy of the contract and any subsequent amendments in a timely manner. Closing is when you sign documents that transfer the home to its new owner.
While the closing attorney plays an important role, they do not assist with negotiating terms of the contract.
Yes, I’ll be available for questions that you may have as you review the settlement statement prior to closing for FREE! Yes, if we’ve chosen to work together, I’ll coordinate the closing and periodically follow up with the lender and attorney’s office to ensure that we stay informed in case there are any issues. I’ll also review the closing statement and advise the attorney if any charges do not apply to your closing.
What’s the takeaway? At the closing you will have minimal paperwork to sign. You’ll also have associated seller’s closing costs that will be deducted from your proceeds or that you will need to bring to closing in the rare event you have no proceeds.
Notes
12. Did You Know? - Q&A
1. Q-If I’m selling my home AS-IS, do I have to disclose anything to the buyer?
A-Yes. Even if you’re selling your home AS-IS, you are still legally required to disclose hidden defects.
2. Q-How do I know if a buyer is qualified to purchase my home?
A-Make sure all offers include a prequalification letter, preferably a preapproval letter. Your contract should include permission for you to contact the lender at any time and request an update. However, even if the buyer has a pre-approval letter, no loan is ever guaranteed to close.
3. Q-If a buyer makes a cash offer, how do I know that they really have the funds?
A-When considering a cash offer, be sure that it is accompanied by proof of funds in the form of a bank statement or a verification letter on bank letterhead. When in doubt, contact the bank to verify the validity of any documents.
4. Q-What if I need to stay in the house temporarily after I close?
A- If you need post occupancy, make that known prior to offer acceptance and negotiate the terms as part of the contract.
5. Q-If I accept an offer from a buyer that has a home to sell, how long do I have to give them to sell their house?
A-If a buyer makes an offer but needs to sell their house first, be sure that the contract includes a home selling contingency with a kick-out clause which allows you to continue to market the home and specifies a day that the contingency expires.
12. Did You Know? - Q&A (cont’d)
6. Q-Who does the Earnest Money go to?
A-Earnest Money should be included in all offers to gauge the seriousness of the buyer. The offer should state whether the closing attorney or buyer’s agent, if applicable, is holding the Earnest Money. Contact the holder of the Earnest Money to obtain proof that the Earnest Money was paid in a timely manner.
7. Q-If there is a buyer’s Agent, are they looking out for me too?
A-The buyer’s agent is required to have a signed agreement with the buyer to work on behalf of the buyer and make decisions in the best interests of their client, not you. Be aware that you do not have to answer every question that the buyer or buyer’s agent asks, only things that you’re required by law to disclose.
8. Q-What is a Due Diligence Period and how long should it be?
A-A Due Diligence Period is the period of time that a buyer is allotted to do any inspections or research to discover reasons that they may not wish to proceed with purchasing the home. Some contracts allow the buyer to cancel for any reason during the Due Diligence Period. Be sure to keep these days to a minimum, preferably 3-5 days, so that you don’t needlessly have the house off the market for an extended period.
9. Q-If I have multiple offers, can I negotiate with more than one offer at a time?
A-Yes. You are allowed to negotiate with more than one buyer at a time. However, you can only be under contract with one buyer at a time. You can opt to have a back-up offer. That way should the accepted offer fall through, you don’t have to put the house back on the market.
12. Did You Know? - Q&A (cont’d)
9. Q-If I have multiple offers, can I negotiate with more than one offer at a time?
A-Yes. You are allowed to negotiate with more than one buyer at a time. However, you can only be under contract with one buyer at a time. You can opt to have a back-up offer. That way should the accepted offer fall through, you don’t have to put the house back on the market.
10. Q-What are Special Stipulations?
A-Special Stipulations are additions to a contract that are not stated in the main body of the contract and take precedence over other terms of the contract. Pay special attention to Special Stipulations regarding the appraised value so that you don’t end up legally bound to sell your home for less than you expect.
11. Q-What are Financing and Appraisal Contingencies?
A-These are contingencies that allow the buyer to cancel and receive a refund of their Earnest Money. A Financing Contingency allows a specified period of time for the buyer to secure financing, while an Appraisal Contingency allows time for an appraisal to be ordered that justifies the sales price. When it comes to these contingencies, be reasonable but keep these days to a minimum because you don’t want your home off the market for an extended period of time if a buyer can’t qualify or if an appraisal is returned below the sales price. Some loan programs do not allow a specific number of days to be specified for the Appraisal Contingency.
12. Q-When do I have to include a Lead Based Paint Disclosure?
A-If your home was built prior to 1978 or there are painted items inside or outside of the house that will be conveyed with the property that were constructed prior to 1978 you need to have a Lead Based Paint Disclosure.
Question for you: Do you know if you’re covered in case of errors or omissions?
Questions?
Home Selling Timeline
1. Pre-Listing Prep
3. Photography
2. Home Staging
4. Listing/Marketing
5. Showings Begin
6. Accept an Offer
7. Due Dilligence Period
8. Inspection
9. Appraisal
10. Closing Day
Timeline Dates
1. 2. 3. 4. 5.
6. 7.
8. 9. 10.
Pre-Listing ~
~ To-Do List
More Notes
A Note from Yolanda
It has been my pleasure to provide this handbook to you free of charge and it is my hope that it provides at least some value and contributes toward your success as a home seller.
Should you have any questions or concerns that have not been addressed in this handbook, please feel free to contact me at 770.309.5522.
If, in the future, you decide that it makes sense for us to work together, you will have full access to every strategy and technique that I utilize to sell homes for the highest possible price, with the fewest days on market and with the best possible terms. The information provided in this handbook outlines the basic methods and practices that I use and have led to higher sales prices and faster closings for sellers. Many methods are nontraditional and it should not be expected that every agent agrees with or utilizes the same sales techniques. In addition, every buyer and seller are different, thus each home sale experience is unique. It is rare for a real estate transaction to go smoothly from start to finish and this handbook does not address every step and/or possible scenario that can arise. No guarantees are made regarding the effectiveness of these methods.
To Your Success!
Yolanda
Yolanda Shaver Realtor®/Real Estate Concierge Keller Williams® Premier 770.309.5522/o.678.487.1600 yolandashaver@kw.com
Let’s Team Up!
Ready to team up and take your home from Selling to SOLD?
Call or text me TODAY at 770.309.5522 and schedule your no-obligation 15-minute consultation!
Yolanda Shaver Realtor®/Real Estate Concierge c. 770.309.5522 e. yolandashaver@kw.com
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