Are you in the market to sell your home? There are many steps to take in order to produce your expected results. Follow this easy to use guide and you will be well on your way to a new home in no time.
4. MEET JOHN GRANDT | REF REALTY
As a luxury expert in the Denver metro area, John Grandt, a Luxury Property Specialist with Coldwell Banker
Global Luxury offers a wealth of knowledge and expertise that is unsurpassed; you can always trust his service
and commitment to you.
John Grandt has served his clients since stepping off the ice as a Linesmen in the National Hockey League.
Many of the skills he developed as a professional referee have translated to the real estate world including
attention to detail, hard work, empathy and a strong foundation. These critical skills he brings to the real estate
industry make a difference in outcomes and help clients get the results they expect. As a Denver native, he
offers a keen insight into the rapidly changing real estate market. His expertise and high-level negotiation skills
are why his clients are excited to refer his services to to their family, friends and colleagues. He is a Broker
Associate, Coldwell Banker Global Luxury Property Specialist, Certified Luxury Home Marketing Specialist and
Certified Real Estate Negotiation Expert.
John lives in Broomfield where he is currently an active member of the community. He frequently hosts
educational seminars to teach residents how to maintain and increase the value of their homes.
• Coldwell Banker Global Luxury Property Specialist
• Certified Luxury Home Marketing Specialist
• Certified Real Estate Negotiation Expert
• Colorado Native
• Former Linesmen with the National Hockey League
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CONTENTS
Introduction
Our Commitment To You
Define Your Goals
Price Your Property
Prepare Your Home
Market The Home
Show The Home
Ask For Feedback
Negotiate The Offer
Remove Contingencies
Close The Deal
Moving-Out Checklist
Frequently Asked Questions
A Home Seller’s Glossary
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7. Your Guide To Selling A Home
In The Luxury Market
Selling a luxury home requires calculated finesse, the
right connections, exceptional marketing capabilities
and a thorough understanding of the luxury market.
This exclusive guide is intended to provide a tangible
resource in the process of selling your luxury home.
My guarantee is to commit to the utmost discretion and
provide personal concierge services through the
process of selling your home.
8. SIGNING A LISTING AGREEMENT
A listing agreement is a contract between you and your
Realtor. It is an agreement that says the agent has the
right to list, advertise and handle the sale of your home. It
is important to understand the terms of agreement
because you will be bound by them - forming and
obligation of time and commitment of responsibilities.
KEY FACTORS
• COMMISSION- The amount you'll pay your agent
• EXCLUSIVE RIGHT TO SELL- This gives your agent
the right to sell your property
• DURATION- The amount of time the listing agreement
is in effect
• HOLDOVER CLAUSE- A clause that protects the
agent or broker after the end of the listing agreement,
preventing you from avoiding payment to your agent
should you find a buyer while under exclusive agency
agreement
• DUTIES- The agreement lays out the activities the
agent is authorized to conduct on your behalf
• REPRESENTATIONS- The agreement may also require
you to verify certain legalities and facts about your
home.
• DISPUTE RESOLUTION- Specifies how you will
handle disputes that cannot be worked out informally.
9. MY COMMITMENT TO YOU
It is important to work with a Realtor who are not only committed to working with you, but who are also
dedicated to finding you the RIGHT home. Your Realtor should be someone you trust and who is protective of
your interests. As your Realtor, this is my commitment to you.
CONCIERGE
To focus on your specific needs and take care of all
the small details, so you don’t have to.
RESPONSIBILITIES
To educate you about the professional
responsibilities, including disclosure, loyalty,
confidentiality, compliance and accountability.
UNDERSTANDING YOUR REQUIREMENTS
To take the time to understand your requirements -
location, property type, purpose, your must haves,
local amenities - even if your goals change.
RESEARCHING THE MARKET
To provide a sophisticated home search that will
assist you with previewing homes and to keep you
informed as new homes come on the market.
VIEWING AND ASSESSING HOMES
To view homes with you, provide a comparative
analysis, and work with experts who can provide an in-
depth analysis and advice.
CONSULTATION AND NEGOTIATION
To provide full service consultation, together with
expert negotiation on pricing and terms, with
management of all documentation
CLOSING
To keep you fully informed about all activities that lead
to the transaction closing.
DISCRETION
To always keep your interests and privacy secure, so
you know that you are working with someone with the
utmost discretion.
10. DEFINE YOUR GOALS
Determine Why You Are Selling
Everyone has a different reason for selling - as you start to go through the process of discovery, focus on what is
important to you and your family.
Here are four important questions to ask yourself
• Why do you want to move?
• Is there a timeline?
• Are you relocating?
• Are there financial considerations?
Here are three important considerations
• Is this the right time for you to sell?
• What are the present market conditions and the implications to your sale?
• Does your home’s equity give you an advantage?
Recognize that every market is different and the selling process can be a sprint or a marathon - be prepared for
both.
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12. CHOOSING A TITLE COMPANY
In preparation for selling your home, we will want
to ensure the title is clear before placing it on the
market. If a title is clouded (not clear),
appropriate measures will need to be taken to
clear it.
REASONS FOR A CLOUDED TITLE
1. Recording error
2. Fraud
3. Liens
4. Probate Issues
5. Foreclosures
13. PRICE YOUR PROPERTY
Pricing It Right The First Time
While not all homes are the same and your luxury home may have some unique features, it is important that we
price your home correctly from the beginning to avoid having to lower the price at a later date. The correct price
can be determined by a market evaluation or appraisal.
Price sets “the opinion of value.” Price it too high against comparable properties and your home may not sell.
Price it too low and you may not achieve the true value of your home.
THE FAIR MARKET VALUE IS INFLUENCED BY:
Location
Condition And Its Unique Features
Buyer Demand
Prices Of Similar Properties On The Market
Recent Sales
Availability Of Financing
14. PREPARE YOUR HOME
Let Your Home Win Over Buyers
Every home requires some version of preparation, whether that is de-cluttering, defining each room’s purpose,
staging or major renovations. As your real estate consultant, we will review your home together and we will
advise you based on my experience and your needs, the proper preparation needed for your home.
HELPFUL TIPS:
• Scrutinize the home. If you were a buyer, would you want to buy this home? You have lived here and know all
the pros and cons. Highlight the pros and eliminate the cons.
• Don’t forget about the outside.
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16. MARKET THE HOME
The Keys To Getting Your Home Sold
Each home has its own unique story to tell and the marketing should reflect that. Take time and sit down with
your Realtor to discuss a marketing plan to successfully market the home. A comprehensive and customized
marketing strategy will complement the time, money and energy that you have invested in your home.
LOCATION
Understanding your location’s positives and negatives
are very significant in the marketing of your home.
Misconceptions, preconceptions and knowing the
nuances of your home can make a significant
difference in how a home is marketed, when its
shown, and how its positioned.
NETWOKRING AND REFERRALS
Realtors will utilize their network and referral systems
to create additional sources for potential buyers.
Networking with other local, national and international
relocation experts creates a larger database. Local
advertising, word of mouth and open houses create
referrals from local homeowners who are the biggest
advocates for having their friends and family move
into their neighborhood.
LUXURY ADVERTISING
For luxury homes, local advertising is not sufficient -
these unique often specialist appreciated homes need
exposure to the elite and discerning. I showcase your
home to these affluent buyers through publications
such as The Wall Street Journal, Unique Homes, The
New York Times, Robb Report, Mansion Global and
more.
YARD SIGNS AND DIRECTIONAL SIGNAGE
The trusted yard sign is the #1 way to show that your
home is for sale. It is fast, effective and easy to spot.
Directional signs help guide people to the home.
17. PHOTOGRAPHY
A key element to all marketing is the right
photography. Your home has five seconds to impress
and grab attention. The right photography can give
you an extra 20 seconds and a great photo can evoke
emotion. This is where they fall in love first. Skilled
professionals know how to use composition, color
and lighting to enhance the subject.
WEB EXPOSURE
95% of buyers look at homes online as their first step
in the home buying process. This trend will continue
to increase over time. Placing your home online
allows the home’s exposure to be seen locally,
nationally and internationally whether its on a
computer, tablet or cell phone.
VIRTUAL TOURS/ ONLINE VIDEO MARKETING
Creating a digital experience and footprint is an integral
part of advertising in the 21st century.
PROFESSIONAL PRINTED MATERIALS
The power of showcasing your home and its unique
features through professional photography and
sophisticated marketing materials is crucial to setting
your home apart from the competition. Promotional
materials that feature your home and are mailed to your
neighbors, potential buyers and other Realtors are
some of the most powerful ways to spread the
message that your home is for sale.
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19. SHOW THE HOME
Letting Your Home Shine
When showing a luxury home there are always special considerations. Most often private and pre-qualified
showings are the best course of action to narrow down the field of qualified buyers.
Here are some things to consider when showing your home:
LET YOUR AGENT HANDLE IT
A potential buyer is less likely to voice any concerns in front of you. Give them the space to explore and
scrutinize. Remember your Realtor is your ally, let me handle any concerns a buyer may have.
BE FLEXIBLE
Like many home sellers, home buyers are on a tight schedule. Continue to be flexible, especially if your
are still living in the home.
CLIMATE CONTROL
Make sure the temperature of the home is comfortable. You want buyers to feel comfortable and not rush
the process because they are too hot or too cold.
ANIMAL CARE
A pet-friendly home is a great selling point. However, if potential buyers are not animal friendly you don’t
want your pet(s) to be a distraction. If you can, remove them from the home temporarily or place them in
a contained space.
COMMUNICATE WITH YOUR REALTOR
If there are special aspects to the home that you want to be featured and recognized during the viewing
of the home, make sure to communicate that clearly to your Realtor.
20. ASK FOR FEEDBACK
Knowing Is Half The Battle
It is never easy hearing negative feedback about your home, but knowing is half the battle. The information
provided could be helpful for the next showing. Following a showing, discuss with your Realtor to measure your
home’s reception and consider recommendations.
REVIEW:
• Are you receiving positive feedback from private showings, Open Houses or Broker Opens? Use this
feedback to enhance your homes presentation for future showings.
• Could your home use an incentive to entice more buyers to come for a showing?
• Be patient. Be open to feedback and continue to maintain an open dialogue with your Realtor.
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23. NEGOTIATE THE OFFER
Starting The Process
Perhaps the most complex moment in the sales process comes when you get an offer on the home.
An offer can be drafted with or without conditions. An offer without conditions is know as a contingent-free offer.
An offer with conditions is known as a conditional offer, once the conditions are satisfied, the buyer or seller will
be obligated to purchase or sell the property. If the conditions are not met then the buyer or seller is not be
obligated to purchase or sell the property.
POINTS TO CONSIDER IN YOUR NEGOTIATIONS:
• The comparative condition of your home
• Length of time on the market
• Desire of buyer
• Location
• Your urgency to sell
You can accept or reject the initial offer. If you agree to some points of the offer, but not others, you would
submit a counter offer. The counter offer may differ from the original offer in respect to price, conditions, closing
date and the like. Offers can be countered back and forth until one party accepts or rejects the offer, ending the
negotiations altogether.
24. REMOVE CONTINGENCIES
Managing The Details
Once both parties accept the sales contract and its contingencies, they will start the work of removing these
conditions.
It is important for you to understand the options available to you should one of the conditions you are
responsible for not be removed prior to the contract date. This does not automatically mean that the “deal is
dead” - having a Realtor who is a good negotiator and will work with the buyer’s agent to find a solution is key.
Equally, conditions that the buyer needs to address can also be provided with extensions - this is the seller’s
choice.
As your consultant, I will advise you on the right course of action based on my knowledge and experience.
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27. CLOSING THE DEAL
Finalizing The Details
After the contingencies have been removed, it becomes the responsibility of the legal and and financial
institutions to prepare all of the necessary paperwork. Should any issues arise your consultant will contact you
directly.
You will need to inform the Escrow Company how you would like the funds deposited from the sale.
At closing, you will sign all of your legal documents, including paperwork related to the transfer of ownership.
There is usually a representative from the Escrow Company to facilitate the exchange.
When closing is finished, you should not only be prepared to hand over the keys, but any copies of
documentation that relate to the property and its amenities. You will receive a copy of the documentation you
signed together with a statement of costs. At the end of closing, the deed will be taken and recorded at the
county clerk’s office.
28. MOVING OUT CHECKLIST
Even of you are hiring professionals to move you out there are still important considerations:
• Notify current utility companies - advise of new address, shut-off and connection dates, and if necessary,
moving equipment:
• Electric
• Water/Sewage
• Trash
• Gas
• Telephone
• Cell Phone
• Cable/Satellite
• Internet
• Insurance - Transfer homeowners insurance to new home
• File change of address with postal service - start and end dates
• Notify DMV of new address - driver’s license, registration, tags
• Notify your bank and credit card companies of your move and that you will be making purchases in a new area.
• Updated voter registration
• Updated medical records - Notify doctor’s, dentists, pharmacists.
• Update employer records.
• Notify children’s school and activities of move.
• Cancel/update gym memberships and local memberships, if not staying in the area.
• Return library books or other things you have borrowed.
• Hire housekeeping and landscaping services to ensure the home is clean before the new buyers arrive.
• Send out “Just Moved” cards to notify family and friends of your new address.
29.
30. FREQUENTLY ASKED QUESTIONS
WHEN IS THE BEST TIME TO SELL?
When you are ready. Every real estate market it different, therefore, the best time to sell a home will be different
from community to community. Don't wait for perfect conditions to sell - they don’t exist.
HOW DO YOU CHOOSE A CONSULTANT?
Think of the process as equivalent to giving a job interview. Do they know your local market? Price points? Types
of homes? What is their track record for sales in your community? Can they provide testimonials? Ask for
references!
HOW LONG DOES THE LISTING AGREEMENT LAST?
Every real estate professional will have a preferred length. One thing to keep in mind when asking about the
length of a listing agreement is the average days on the market. If the average days on the market in your local
real estate are 75, a 90 day listing agreement may not be enough.
HOW MUCH COMMISSION SHOULD YOU PAY?
Commission is negotiable, period. The saying “you get what you pay for,” is true when it comes to real estate
too. Choosing a real estate professional based solely on the fact they offer the lowest commission amount is a
mistake made by home sellers when choosing a real estate professional to sell there home.
CAN I GET OUT OF A DEAL SHOULD I DECIDE THE PROPERTY OR DEAL ISN’T RIGHT FOR ME?
Don’t be afraid to back out of the deal; you have never gone too far until the contingencies have been removed.
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33. A HOME SELLER’S GLOSSARY
When selling a home, it’s important to understand some of the key concepts and terms. Throughout the selling process, I will be
available to explain any unfamiliar terms you encounter. That said, here is a short list of terms you’ll want to know.
Abstract of Title - A complete historical summary of the public records
relating to the legal ownership of a particular property from the time of
the first transfer to the present.
Adjustable Rate Mortgage (ARM) - Also known as a variable-rate loan,
an ARM is one where the interest rate changes over time.
Amortization - The process of reducing the principal debt through a
schedule of fixed payments at regular intervals of time, with an interest
rate specified in the loan documents.
Appraisal - An appraiser’s estimate of the market value of a property,
based on local market data and recent sale prices of similar properties.
Assessed Value - The value placed on a home by municipal assessors
for the purpose of determining property taxes.
Closing - The final steps in the transfer of property ownership. On the
closing date, as specified by the sales agreement, the buyer inspects
and signs all the documents relating to the transaction and the final
disbursements are paid.
Closing Costs - The costs to complete a real estate transaction
in addition to the price of the home and may include: points,
taxes, title insurance, appraisal fees and legal fees.
Closing Date - This is usually the date that the legal ownership of
the property transfers from the seller to the buyer.
Contingency - A clause in the purchase contract that describes
certain conditions that must be met and agreed upon by both
buyer and seller before the contract is binding.
Counter Offer - An offer, made in response to a previous offer, that
rejects all or part of it, while enabling negotiations to continue
towards a mutually acceptable sales contract.
Debt-To-Income-Ratio - A ratio that measures total debt burden. It
is calculated by dividing gross monthly debt repayments, including
mortgages, by gross monthly income.
Disclosures - Disclosure statements, which can come in a variety
of forms, are the buyers opportunity to learn as much as they can
about the property. Seller disclosures include knowledge of issues
with the home. They serve to inform buyers and they can protect
the sellers from future legal action. It is the sellers chance to lay
out anything that can negatively affect the value, usefulness or
enjoyment of the property.
34. Earnest Money - A deposit given by the buyers to bind a purchase offer
and which is held in escrow. If the property sale is closed, the deposit is
applied to the purchase price. If the buyer does not fulfill all contract
obligations, the deposit may be forfeited.
Easements - Legal right of access to use a property by individuals or
groups for specific purposes. Easements may affect property values
and are sometimes part of the deed.
Equity - The value of the property, less the loan balance and any
outstanding liens or other debts against the property.
Escrow - Funds held by a neutral third party (the escrow agent) until
conditions of a contract are met and the funds can be paid out. Escrow
accounts are also used by loan services to pay property taxes and
homeowners insurance.
Home Inspection - Professional inspection of a home, paid for by the
buyer, to evaluate the quality and safety of its plumbing, heating, wiring,
appliances, roof, foundation, etc.
Home Warranty - Service contract that covers the repair or replacement
of home system components and appliances that break down.
Homeowners Insurance - A policy that protects you and the lender from
natural disasters and liabilities such as a visitor injury or damage to your
personal property.
Inclusions and Exclusions - Specifications within the offer that detail the
items to be included or excluded from the purchase of the property.
Typical inclusions are appliances, window coverings, fixtures and
decorative pieces.
Lien- A claim or charge on property for payment of a date. With a
mortgage, the lender has the right to take the Title to your property if you
don’t make the mortgage payments.
Mortgage Insurance - Purchased by the buyers to protect the lender in
the event of default. Available through a government agency like the
Federal Housing Administration (FHA) or private mortgage insurers (PMI).
Pre-Approval Letter - A letter from a mortgage lender indicating that a
buyer qualifies for a mortgage of a specific amount. It also shows a home
seller that a buyer is serious.
Principal - The amount of money borrowed from a lender to buy a home,
or the amount of the loan that has not yet been repaid. Does not include
the interest paid to borrow.
Title - The right to, and the ownership of, property. A Title or Deed is
sometimes used as proof of ownership of land. Clear title refers to a title
that has no legal defects.
Title Insurance - Insurance policy that guarantees the accuracy of the title
search and protects lenders and homeowners against legal problems with
the title.
Title Search - A historical review of all legal documents relating to
ownership of a property to determine of there have been any flaws in prior
transfers of ownership or if there are any claims or encumbrances on the
title to the property.
Truth In Lending Act (TILA) - Federal law that requires disclosure of a Truth
In Lending statement for consumer loans. The statement includes a
summary of the total cost of credit.
36.
I would like to thank you for giving me
the opportunity to present this preview of
the home selling process.
I’d be delighted to assist you with the sale
of your current home and the purchase of
your next home, and the next one, because
I am not just providing a service, I am
building relationships. Please let me know
when I can be of service.
Call me before making any important real
estate decisions, you’ll be glad you did.
JOHN GRANDT | REF REALTY
COLDWELL BANKER GLOBAL LUXURY
720.351.8488 | JOHN@REFREALTY.NET | WWW.REFREALTY.NET
