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A Guide to the Successful Sale of Your Home

Your Homeis Your MostValuable AssetThe Keyes DifferenceFamily owned and operated for over 90 years, we have deeproots in South Florida, plus an unsurpassed membership networkthat provides the people, knowledge, and services you need tomake informed decisions about your home.United by our collective values of dependability, compassion, andcommitment, we support our Realtors while giving them freedomand flexibility to achieve for you. The result is powerful as it ispersonal.As a Founding Member & Shareholder of the Leading Real EstateCompanies of the World® and Luxury Portfolio International®networks, our influence spans the globe and brings morepotential buyers to your doorstep.Real estate is more than just what we do. It's who we are.

Open House Promotion onKeyes.com & Social MediaCustom Property WebsiteSmart Campaigns to InterestedBuyersRetargeting Ads from My AgentWebsiteProperty E-FlyersAccess to the #1 BrokerageNetwork in the World3 Day Facebook Listing CampaignListing Youtube VideoGeotargeted Just Listed E-blast toLocal RealtorsProperty Distribution to 900+WebsitesProperty Distribution to 12International PortalsProfessional PhotographyCustom BrochuresAs A Keyes Realtor , my listings automaticallybenefit from a custom plan designed andimplemented by our award-winning listingmarketing platform. Let me demonstrate howthis plan, combined with my experience, willsave you time, stress, and the worry thatyou're leaving money on the tableMarketing That Gets You SoldWe believe that to sell a home takes more than a sign in the yard and property to be placed in MLS.From cottages to castles we make every home stand out.Attention Capturing Marketing

Optimal Pricing Strategy Home Staging AssistanceOpen Houses & Private ShowingsBuyer QualificationPre-Sale InspectionsRegular Seller Check-insConvenient Closing LocationsConcierge Moving SupportSMARTER SUPPORTWe will spend time making sure all of your needs are met.A COMPETITIVE ADVANTAGEWhen it comes to our sales expertise, the results speak for themselves. Amongindependently surveyes customers98% Satisafction93% Satisfaction with Sale Terms97% Satisfaction with Sale Representation50% of Homes Recieved an Offer in 30 Days or Fewer98% Satisafaction with Search Process Among Buyers

AROUND95%of buyers used theinternet at some pointin their property searchOVER 88%still relied on a Realtorto help them purchasetheir home Today’s real estate market is a digital one. Home search is no different.Buyers rely heavily on the Internet, mobile apps, and their real estate agentin their search for homes. Around 95% of buyers used the Internet at somepoint in their search, but over 88% still relied on a Realtor® to help thempurchase their home. As a seller it’simportant to have your home positioned in front of both buyers in the digitalspace and Realtors® who are able to show your home to their qualifiedbuyers.How BuyersFind a Home

Every Home Has a StoryEach home’s story is unique. Telling it right takes a deft touch. At The KeyesCompany, we want to engage buyers with a marketing campaign that makesthem fall in love with your home the way you did when youpurchased it. We magnify each and every property we sell by customizing acampaign to make sure this chapter of its story ends with a successful sale.Coming Soon Professional Photography and Video“Pre-marketing” is designed to generate a buzzamong buyers before the home comes on themarket. This buzz helps to line up potential offersfrom the ensuing attention. Additionally, it helpsgauge buyer interest and can result in a muchquicker sale of your property.Photographs and video make your home popoff the page and grab the attention of buyerswho may be scrolling through hundreds ofhomes for sale. At Keyes, we pride ourselves onusing professionals to tell your home’s story. In amarketplace that’s gone digital, quality imageryis the most important way in which you caninterest more buyers.SignageMore people will view your home online thanwill ever visit it in person. Getting and holdingtheir attention on a screen through appealing,professional photographs and video is a greatway to ensure they follow up with an in-personshowing.We install custom, branded signage in thelocation on your property best situated toprovide maximum visibility to any local traffic.Our 24-hour listing hotline provides interestedbuyers a way to learn about the property andconnect with the listing Realtor®, meaning noleads are missed.OVER50% of buyers start the homebuying process on the internet. How your home looks online is the newfirst impression.

The Keyes WebsiteDirect DigitalTo guarantee exposure, Keyes will feature yourproperty on our company website. Showcasingyour property with crisp photographs alongsidean original write-up that features key propertydetails will maximize the time your propertyspends in front of interested buyers.Email is a highly-effective strategy to reach buyersand a larger network of real estate agents. Justlisted email blasts go to Realtors® with a trackrecord of doing business in your neighborhood,along with any who live there or work in yourlisting agent’s office. In turn, they show yourproperty to buyers who have already showninterest in buying in the area, guaranteeing ahigher interest and likelihood of a sale.Website SyndicationAgent-to-AgentSocial MediaRelocation ExposurePrintAccording to the National Association of Realtors,around 50% of buyers used the Internet as thefirst step in their home search. We send each ofour properties for sale to over 900 home searchwebsites and 12 international home searchportals, ensuring that even if your buyer is not onour website they will find your home when theysearchMost people spend hours each week scrolling onsocial media. Today’s buyers are no different. TheKeyes Company establishes a presence for ourlistings on those platforms while defining the storythat causes buyers to stop scrolling and click. Ourability to position properties in front of consumers,even when they aren’t actively looking, allows usto reach existing and new buyers.According to NAR’s most recent Home BuyerProfile, 88% of buyers use a real estate agent topurchase their home. At The Keyes Company, ouragents dedicate the time to actively market yourproperty to other agents through networking,emails, phone calls, and a strong social mediapresence. Our goal is to create a buzz aroundyour property with people positioned to bring inqualified buyers.Our network of marketing partners, incollaboration with our in-house design team, craftcustom brochures, flyers and postcards for eachproperty. Clean, appealing design, eye-catchingcolor, and a thoughtfully written message positionyour property as the one that gets a walk-throughrather than thrown away.Decades of real estate experience haveconnected us to professional agents aroundthe world, allowing us to assist you in buying orselling a home anywhere in the United States orabroad. Keyes is also part of a preferred brokernetwork that partners with third party relocationmanagement companies that refer business tous daily.Continued relocation training and coachingthrough our award-winning RelocationDepartment help to establish and promote ourRealtors® while expanding their buyer pool.

The Cost of Selling a HomeAs you prepare to sell your property, it is important to sit down and figure out what the true cost will be. Aswith any large venture, there are myriad costs associated with the sale.Existing Mortgage PayoffHome Equity LoansClosing CostsMoving ExpensesIf you own a home that has a mortgage, youhave to pay off the loan the same day that youclose on the sale of the house. This payoff willinclude any remaining principal, accrued interest,and prepayment penalties when applicable.If you have borrowed against the equity in yourhome, you will have to pay that off at the sale ofyour home.Closing costs associated with your home sale willbe listed on the settlement statement you receivefrom your title company. There are closing costsfor both buyer and seller, and in some cases, thebuyer may ask that the seller pay for a portionor all of their closing costs. These costs typicallyinclude title insurance, recording fees, pro-ratedtaxes, and real estate agent commissions. Closingcosts will be deducted from any proceeds youreceive from the sale of your home.Moving can be a very expensive endeavor. Whetheryou are moving across town or to a new city, it’simportant to calculate the cost of moving whendetermining the true cost of selling your home.

Top Staging TipsDeclutter Your Home – Clear out personalitems. Buyers will look everywhere,including your closets and cabinets.Emptier spaces will allow them to imaginehow their own belongings will fit and createan emotional connection to the home.Make it Shine – Your home should be“hotel clean.” Hire a cleaning company ifyou don’t have time to clean thoroughly.Stay Neutral – Paint the walls a fresh,unassuming color. Your home’s next ownercan decide on their own bold color choiceor feature wall themselves.Clean Carpets – Clean or replace andsoiled or worn carpeting. Make sure anyfurry friends don’t track dirt or mud onceyou have prepped it for showings.Furnish with a Purpose – Buyers want toimagine themselves in the home. Roomsthat lack a clear function are confusing, soremove conflicting furniture and choose aspecific purpose for each space.Keep Grass Green & Clean – Your frontyard is the first impression of your home.Make sure your lawn is green and trimmed,clip any unruly shrubs, and tend to anyovergrown flower bedsStaging and ImprovementsYour home needs to look its very best themoment it hits the market. Homes that appearwell-maintained, both inside and out, areperceived as more desirable and valuable.Depending on your home’s condition, there arefour ways to help your home impress buyers:• Enhancing your home’s curb appeal• Repairing and upgrading where needed• Decluttering• Visually appealing stagingImproving the aesthetic of your home to attractbuyers, coupled with a great pricing strategy,typically results in fewer days on the marketand a higher sale price.

Pricing Your HomeWhy is accurate pricing so critical?Combining attractive pricing and thoughtful presentation isessential for a successful sale. Accurate pricing – at or aroundmarket value – quickly captures the attention of more potentialbuyers. The first 2-3 weeks on the market are crucial as buyersdisplay higher interest in new listings. As a home sits on themarket, chances for a below market sales price or no sale at allincrease.Don’t test the market. As a Keyes Realtor® we will give you up-to-date information on the marketplace and the price andcondition of competing properties to make sure your home issold at the best price, quickly.

Getting an OfferWhen you receive an offer on your house, it is imperative that you review itcarefully. The offer tells you the price the buyer is willing to pay and underwhat terms they are willing to pay that amount.Review All OffersA good offer can be close to the list price,exactly your asking price or even over list price,depending on the market at the time you listyour home.If the offer is less than you wanted, look atthe contract as a whole. Perhaps the buyeris assuming some of the closing expenses.Consider possession and financing terms withyour agent as well.As you review your offers, remember the time onthe market to find another buyer is an additionalexpense.Once you’ve read the offer, you haveseveral choices: • Accept the terms of the offer with no changes and sign it. • Make a counteroffer to the buyer by making some changes. • Reject the offer entirely.Negotiation and CounteroffersThere is no limit to the number of times aseller and buyer can go back and forth whennegotiating the terms of the sale. Almostanything can be a bargaining point. You maythen accept the offer, reject it, or counter it.Countering the offer begins negotiation.CounteroffersA real estate counteroffer is generated by theseller after an interested buyer has submittedan offer to purchase with terms not agreeableto the seller. Typically, a counteroffer states thatthe seller has accepted the buyer’s offer subjectto particular changes to the offer. Changes canaddress such items as: • Higher desired sale price. • Refusal to pay for buyer closing costs or home warranty. • Altering the closing date. • Modifying home sale contingency time frames. • Excluding personal property

From Contract to CloseOnce you have accepted an offer on your property, the contract to close process begins. YourKeyes Realtor® will monitor these critical timelines and work closely with the buyer’s agent tomake sure all contract contingencies are met. They will keep you apprised of all updates andmake sure that you meet the contract requirements as well.The ClosingAs a seller at closing you will transfer the property to the buyer, fully pay off any mortgages and receiveyour sales proceeds. If you are using the proceeds for a new home purchase on the same day or shortlythereafter, it is particularly important that your closing runs smoothly.Your Keyes Realtor® will be there with you at the closing table to answer any final questions you mayhave about the transaction process.

Five Steps to a Smarter Sale1. Assess a. Meet with a Realtor® to define your goals for selling b. Evaluate your home’s ability to meet those goals c. Strategize list price and marketing plan with your Realtor®2. Preparation a. Paint, prune, polish, & take photos per recommendations from your Realtor®3. List & Show a. List the home on the MLS b. Announce and advertise with a custom marketing plan c. Show your property with an open house and private showings4. Offer & Inspect a. Buyer inspects the home b. Communicate to negotiate any needed repairs c. Keep abreast of updates from lender, buyer, etc.5. Close a. Agree on numbers b. Read the fine print c. Transfer deed and title to buyer, funds to seller

Steps to Closing the SaleClosingClosing is when funds and documents are transferred in order to transfer ownership of the property tothe buyer. The escrow officer will prepare documents for closing, determine what payments are due,perform the closing, make sure all payoffs are completed, and that the buyer’s title is recorded.Seller can expect to transfer these items and follow these important steps in order to close the transaction1. Transfer of FundsThe transfer of funds may include payoffs to:• Seller’s mortgage company as well as any lien holders• Local government,if any property taxes are due• Third-party service providers• Real estate agents, for payment of commission• Sellers, if any there are any proceeds from the sale of the home2. Transfer DocumentsThe transfer of documents may include:• The deed to the house• Certificate of Title, Bill of Sale, and other real estate-related documents• Signed closing instructionsand/or settlement statement (HUD 1)• Receipts (if needed) for completed repairs, per sales contract3. Transfer PropertyThe transfer of property may include:• Recording of the signed deed (completed by third-party) at county courthouse• Post-closing agreement, if seller will need to rent back home for specified time frame• Exchange of keys, garage door opener, security codes and/or devices, appliance manuals, etc.• Homeownership legally transfers to the new owner when the signed deed is recorded.

Your CostsSeller’s commonly pay:• Mortgage balance & penaltiesif applicable• Any claims against your property• Unpaid assessments on yourproperty• Real estate agents, for payment ofcommission• Title insurance policy• Home warrantyWhat to BringSellers need to bring to closing:• A government picture ID• House keys• Garage door openers• Mailbox and any other spare keys• Any other additional household orneighborhood information for thebuyer After ClosingKeep copies of the followingfor taxes:• Copies of all closingdocuments• All home improvementreceipts

MadelynDickinson@keyes.comSales Associate561-214-5517RitaDickinson@keyes.comDistrict Sales Manager561-262-0847Rita DickinsonMadelyn Dickinson