YOU SELL PRE-LISTING GUIDE - Christchurch
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B e f o r e
YOU SELL
PRE-LISTING GUIDE
holmwood.co.nz
THE DECISION
TO SELL YOUR
PROPERTY IS A
o o s e
TOUGH ONE.
h
HOW TO
C
We’ve written this guide to
give our potential clients some
helpful advice and information
once you’ve decided to sell,
to assist you to plan your
property sale.
CHOOSE A REAL
ESTATE AGENT
When it comes to selling one of your most
valuable assets, your home, it makes sense
to take the time to choose a qualified and
knowledgeable sales consultant who
has the right tools and strategies at their
disposal.
Your choice of agent could be the difference
between a good price and a great price, a
quick sale or being stuck on the market.
When speaking with sales consultants, don’t
be afraid to ask as many questions as you
need to, to ensure you are comfortable and
confident with your consultant.
On the next page is some key items to
consider when making your decision as
well as the top five questions to ask when
interviewing real estate agents.
2 HARCOURTS
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PRE-LISTING
MARKETINGGUIDE
PROPOSAL 3
e n t
CHOOSING
Ag
AN
TOP 5 QUESTIONS
HOW LONG HAVE YOU BEEN IN THE INDUSTRY FOR? Experience counts in this
Q1 industry and it is a very important consideration. However, we suggest to also take into
account listing numbers, past experience and enthusiasm. Sometimes a newer agent
with great experience in other industries and plenty of time and dedication available to
service your property, is the best choice.
Q2 WHAT PROPERTIES HAVE YOU SOLD RECENTLY IN THE AREA? Can you tell me about
the process and result and provide a buyer and seller testimonial? It’s important that
the agent can show experience in similar properties to your property. More importantly
KEY CONSIDERATIONS though, it’s not just that they have sold in the area, but that they EXCELLED in those
sales. Asking for some case studies will really separate the great agents from the
Choosing an agent to act in your best interest in your average agents.
property sale is the most important decision you will
make in the process. This decision will define your
selling experience, your timeline and days on market
and of course it can have a substantial effect on the WHAT PROCESS SHOULD I USE TO SELL MY HOME? Why do you recommend it?
final result. Q3 There isn’t one simple answer to this question and each agent might have different
recommendations but the key to success is in the details – in the why. Make sure they
aren’t just “painting by numbers” but that they are making a custom recommendation
1 2 3
specific to your property and circumstance.
LICENCE RESEARCH SUPPORT HOW DO YOU TYPICALLY HANDLE PRICING NEGOTIATIONS BETWEEN YOUR BUYERS
Q4 AND SELLERS? Once again there isn’t one right answer but this question will really
The simplest consideration first Prior to meeting the agent Finally, you’re not just deciding
make the great agent stand out. Your agent should be able to explain a few techniques
and foremost is to check if your we recommend doing a bit of to work with one agent you are
they use and what circumstances they use them in. One important factor is that they
agent is licenced or registered friendly online investigation. choosing an entire agency to
should always take offers and complete their negotiations in writing (preferably on a
to sell property in New Zealand Check their website, online work on your behalf with your
contract) to be as transparent as possible.
and if they or their agency is a profiles on realestate.co.nz and agent taking the lead. Make sure
registered member of the REINZ. trademe.co.nz, check facebook to research the agency, how
Secondly, it is important to check and google for client reviews, many sales they do, who and
if they or their office has ever had as well as to get a strong overall how many other agents there
action taken against them via the impression of the agent. are (more agents equals more
REINZ. All honest and trustworthy buyers), what areas they sell in FINALLY, WHAT HAPPENS IF MY PROPERTY DOESN’T SELL IN THE FIRST 4 WEEKS?
agents will be comfortable (do they follow the right migration
Q5 This question is one that not many ask but it is really important. Not all sales happen
and confident answering these path for your property), what quickly, some properties take longer to find the right buyer and get a deal together. You
questions and providing the leadership and administration want to make sure that your agent will work to find the best buyer not just the quickest
necessary information. support is available to your lead and that they are going to work just as hard on day 100 as they did on day 1.
agent and finally how they work
together as a team to achieve the
best results for their clients.
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PRE-LISTING
MARKETINGGUIDE
PROPOSAL 5
o m e
PREPARING
n g H
YOUR
M e e t
YOUR
i
POTENTIAL
FOR SALE
DECLUTTER
The first tip is the simplest. It’s a must to clean
AGENT and tidy your home before hitting the market
and prior to every inspection. It’s crucial to also
remove any clutter that could stand in the way
of a potential buyer picturing themselves living
in the home. That means removing personal
nick knacks, photographs and unnecessary
furniture within a room not designed for that
purpose, for example an exercise bike in a
living area. Even if it means putting belongings
into storage until the property sells – the
investment will be worth it.
REPAIR
What to expect What to expect
Finish any aesthetic repairs well before hitting
DURING THE MEETING? AFTER THE MEETING? the market. Your chosen agent should be happy
to plan and project manage this for you as part
With your permission, the agent should: Before they put the property on the market
of their service. Things as small as chipped
they will need:
• Tour your property doing through every paintwork could detract from the overall feel
room, and a complete tour around the • All legal owners and key decision makers of the home. You could also invest in updating
outside including any yard space. The to be present to finalise the way forward features like tired curtains, older fixtures and
agent should take detailed notes and ask and complete the necessary paperwork. fittings, or laying new turf if you have a patchy
questions. They should also find out from lawn. Your agent should be able to complete a
you what you love and what you don’t • Public liability insurance information (it pre-sale property audit for you.
love about the property. will form part of your building insurance).
• Discuss your needs and allow you to set • Strata and/or Disclosure Statements
an agenda to make sure they determine as required.
how best to assist you.
• Keys, codes and combinations for entry STYLE
• Answer any questions you may have to the property for home inspections.
Once clutter free, consider a home stylist
about the service they will provide.
• Builders plans (if you have them). or home staging service. The results can be
• Provide you with accurate and detailed dramatic. Home stylists will take a look at your
• The agent should provide you with a space and loan you the furniture which is the
market research that include property
detailed daily marketing plan and a size and style best suited for your home. This can
sales and current competition.
promise calendar of what will happen make a space look bigger, more comfortable and
• Discuss a customised marketing plan to each day of the campaign. liveable. Again, this will help potential buyers to
suit your desired outcome. see the home in its best light.
• Let you know what service items they
promise to meet during the campaign.
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MARKETINGGUIDE
PROPOSAL 7
You must be comfortable
with the method chosen
should make no difference
to the service offered
by your agent or the
CHOOSING
d
THE RIGHT
o
investment in a result.
eth
SALE
M
When choosing a selling method your agent
should provide you with advice based on your
situation. When you need to sell by will be a
significant factor in this decision plus who is
impacted by the sale and how everyone is
feeling about the move.
Methods of sale that involve a the property is difficult to price.
quick but intense marketing period However it does cause buyers
with structured buyer viewing some frustration and only ever
opportunities can often be the less recommended for a short period.
disruptive choice. Setting a sale date
in place allows you to plan ahead DEADLINE: The Deadline Sale
and can create urgency for buyers process allows buyers with
to act quickly in your favour. There conditional and unconditional
are four key methods that you can interest to put their offers forward by
choose from to sell your property. an end date.
Priced or No-Price, Deadline Sale
AUCTION: Selling by Auction is the
a private treaty contract or Auction
preferred option for many. This is
under a public sale contract.
because the property is generally
PRICED: A private treaty campaign is on the market for a shorter time,
e
fl xible and can be adapted easily to and has the highest sales success
meet the market requirements. The rate. An intensive, high profile
property is marketed with a price guide. auction marketing program attracts
Which can be adapted throughout genuinely interested, cash-in-hand
the campaign. This campaign allows buyers. These buyers are focused
buyers to put forward offers subject to on the maximum price they’ll pay
conditions such as n
fi ance and building not how low their offer should be.
& inspections. Combined with the excitement of
the big day it’s this natural level of
NO PRICE: The same campaign competition that helps establish the
type as “Priced” however with the highest possible price on the day.
pricing indicator removed. This is
sometimes recommended when
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MARKETINGGUIDE
PROPOSAL 9
S a l e THERE IS
p i n i o n
o
MORE TO
PRICE THAN
METHODS
PRIVATE TREATY DEALINE SALE AUCTION
MARKETING PERIOD MARKETING PERIOD MARKETING PERIOD HOW BUYERS BUY TODAY
• All buyers have equal • Buyers focus on the property not • Buyers focus on the property not
opportunity to put offers forward the price the price
• Buyers often decide to view • Buyers enter the emotional • Buyers enter the emotional
based on price process: like > want > need process: like > want > need
LOCAL SALES PRICES ACHIEVED
• Buyer can offer straight away • Deadlines can be accepted up • Buyer seeks financial approval
until deadline date to bid
• Requires marketing planning for
8 weeks. • Seller may consider a premium • Hold buyers until auction day COMPETING PROPERTIES CURRENTLY
offer and sell prior. FOR SALE
• Seller may consider a premium
NEGOTIATING
• Sometimes multiple buyers in DEADLINE DAY
oe
ff r and sell prior.
BEST DAYS ON THE MARKET
private competition • Multiple oe
ff rs considered
AUCTION DAY
PRICE
• Negotiate with each offer • One chance for buyers to be • Multiple buyers in open
individually chosen as the most favourable competition
• Negotiations on conditions,
offer
• Bidding up not negotiating down
PROPERTY APPEAL TO BUYERS
settlement and price. • Offers submitted are confidential
• Buyers see the value is real
• Buyers fear losing the property
• Buyers fear losing the property
CONDITIONAL PERIOD CURRENT MARKET CONDITIONS
• Buyers justify paying more to win.
• Building Inspection
NEGOTIATING
• Valuation & Finance • Negotiate with most favourable
contract NEGOTIATING The most difficult task for most sellers is To help, here are some things you should know:
• Other Conditions determining the value of their property.
• Negotiating first with cash bidders
• Negotiations on conditions 1. The current market determines the value
• Finding and holding back-up
settlement and price. • Once sold under the hammer The advertised price of your home must be of your home so make sure to study the
buyers
there are no conditions just right. If you price it too low, you lose money current real estate market facts and figures.
• Re-negotiating if required and if you price it too high you’ll lose buyers.
CONDITIONAL PERIOD • Open negotiations to non cash
That’s where its important to work with an 2. Research shows that the properties that
• Settlement. • Building inspection, valuation & buyers after auction if necessary.
agent with comprehensive market knowledge sell the quickest also sell the closest to
finance, other conditions
and expertise in property pricing techniques. their initial asking price.
• Finding and holding back-up buyers
When interviewing agents sometimes 3. Buyer interest is greatest for your
• Re-negotiating if required
sellers might simply choose the person who property within the first three weeks
• Settlement. suggests their home is worth the highest of hitting the market.
value however, in practise, this can be a risky
4. The longer a property sits on the market
move if that agent hasn’t provided compelling
the more likely it will attract a lower price.
data to support their pricing suggestion.
SOLD SOLD SOLD
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MARKETINGGUIDE
PROPOSAL 11
con d i
CURRENT
MARKET.
t i o n s
A TYPICAL
BUYER STEP
JOURNEY START...
01
RESEARCH
...BUY • Properties and prices.
Market conditions are less important to you
if you are both selling and buying in today’s
market. For example, any disadvantages STEP
you might experience as a seller will be an
advantage to you as a buyer.
NEGOTIATE
• If negotiations
02
are unsuccessful
they‘ll offer on their REFINE
second preference
or start again • Their budget
• Locations
SELLERS’ • Property types
BALANCED MARKET STEP • Their viewing list
BUYERS’ MARKET • More buyers
looking to buy than
05
MARKET • Equal number properties for sale
of buyers and
properties
• Properties are quick FINE TUNE
• More properties for to sell VIEW
sale than buyers • Narrow their focus STEP
looking
• Properties take
• Multiple offers
increase prices
achieved
to one or two
properties and
make an offer on
• Compare
properties for value 03
longer to sell their first choice. • May change
budget and criteria.
• Sellers lower their
prices to sell STEP
04
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MARKETINGGUIDE
PROPOSAL 13
WHEN YOU
LIST WITH
HOLMWOOD
...you’re not just deciding
to work with one agent
e r
you are choosing an
y
FINDING
Bu
entire agency to work
on your behalf with your
YOUR agent taking the lead
Finding the right buyer BUYER REACH INTEGRATED HIGH TECH HIGH TOUCH
for your home requires MARKETING Day 1
HIGH PROFILE MARKETING
your agent to leave no
stone unturned. Buyers receive notification of any
Maximum
The many websites and portals we buyer new properties entering the market
advertise property on are far reaching. reach that matches their criteria and so
However, because there are thousands enquiry from the internet is highest
of properties listed, online buyers use High buyer More buyer in the first few days. However,
search criteria to create a shortlist of enquiry inspections enquiry then slows quickly. It is Day 30
properties to view in their preferred The essential to launch your property to
location and price range. Multiple Shorter seller has the market with a comprehensive
oe
ff rs time on power in 30 to 60 day campaign using online
The right agent will design a submitted market negotiations portals, social media, database
comprehensive high tech and high technology, print media and
touch marketing strategy to attract the targeted marketing activity.
maximum number of buyers to the
property as early in the campaign as Day 60
possible. This activity generates energy No buyer
Risk of no Longer competition
and competition between buyers to make
offers time on or urgency
a favourable offer before they miss out. market attracts low
offers
Less Fewer
enquiry inspections
Limited Day 60
buyer
reach
LOW PROFILE MARKETING
14 HARCOURTS
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PRE-LISTING
MARKETINGGUIDE
PROPOSAL 15
Ne g o t i a t i n g ACCEPTING
AN OFFER
WITH YOUR
Once you have come to an
BUYER agreement on price, conditions
and settlement period for the
purchase - both parties will
sign the contract and initial
any alterations. Most agents in
New Zealand use the REINZ
approved contract which has
been written by the Auckland
Law Society.
The final agreed contract will include
the agreed price, deposit details,
When you receive an offer on your property you conditions of sale, and settlement
period as well as the standard
have three options – accept the offer, decline the contract conditions and disclosures.
offer or counter-offer and continue negotiating If the property sells by auction there
with the buyer. will be no added conditions and
no cooling off period, the standard
auction deposit is 10% and standard
settlement period is 30 days from
One of the most important traits of a great 3. Before you counter-offer or accept an date of contract.
agent is their ability to negotiate on your offer make sure your agent calls every
behalf. The negotiation process is a bit like buyer that has been through the home Some common conditions of sale are:
balancing on a tight rope, you want to get first to triple check there is no further
• Finance
the most out of the buyer without pushing interest from any other party. A multi-
them so far that they walk away. Once you offer scenario is the best chance for a • Building report
lose a buyer in the negotiation process it is great price.
very difficult to get them back to the table. • LIM Report
4. If there are multiple offers make sure
Here are some important points to be sure your agent follows the REINZ guidelines • EQC Report
of before you start the negotiation process and receives every offer on contract, and
with any buyer: has every buyer sign a multi-offer form. • Sale of another property
1. This goes right back to the beginning of 5. You aren’t simply negotiating price, but • Due diligence or specialist searches
the process – make sure you have tested also conditions and settlement period –
• Body corporate or council searches
the agents negotiation skills prior to remember to make sure you understand
signing with them – a great negotiation and are happy with all aspects of the If there are conditions on the sale
can land you thousands more in your contract. of the property your agent should
back pocket. continue marketing your home and
completing inspections until the
2. Make sure the agent gets every offer in
sale is confirmed.
writing and that you don’t counter offer
until it’s on contract (some buyers will
submit a letter of offer prior to contract).
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MARKETINGGUIDE
PROPOSAL 17leting
There is lots to organise
Comp
and remember so make
sure to ask your agent for a
moving checklist – this will
help to make sure you don’t
forget anything.
THE SALE
Once all the conditions (if there are any) have
been met you’ll receive correspondence
from your buyer (often via their solicitor or
conveyancer) confirming they are satisfied and
the conditions are at an end – this means the
contract is now “unconditional” and the last
part of the process is awaiting settlement.
In this time you can start preparing On settlement, the solicitors will
for your move. There is lots to exchange the monies and transfer
organise and remember so make documentation. They’ll also provide
sure to ask your agent for a moving documentation to your agent for
checklist – this will help to make sure approving the release of the keys to
you don’t forget anything. the buyer.
The purchaser is entitled to inspect Within a few days of settlement
the property at an agreed time the purchaser’s solicitor or
- normally in the week prior to financier will register the necessary
settlement, and as the seller you documentation and mortgage
must hand over the property in the transfer with the Land Titles Registry.
same condition in which it was sold.
Settlement then takes place on
the settlement date agreed on the
contract (normally between 30 and
90 days from contract date), and is
generally organised between the
buyer and seller’s legal and financial
representatives. Officially, this is
when ownership passes from you to
the purchasers and the balance of
the sale price is paid to you or your
financial institution.
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MARKETINGGUIDE
PROPOSAL 19Ho l mw
WE ARE
o o d
Since 1991, people have been at the
heart of what we do. It was true then,
and it continues to be true, today.
We’ve seen how buying or selling a home
changes people’s lives and we work with our
clients throughout the entire process to make
sure they get the results they’re happy with.
From industry leading sales
personnel to an established track record
that sees Holmwood ranked highly within
Harcourts every year, we don’t just promise to
deliver, we deliver on our promise.
Our experience has taught us that the happier
we make people, the better we do. It’s
something we don’t take for granted and why
we love what we do.
And it’s why Harcourts Holmwood are your
kind of people.
20 HARCOURTS
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PRE-LISTING
MARKETINGGUIDE
PROPOSAL 21OUR PROMISE OF
SERVICE TO YOU
Our Promise to you is your assurance
that you will have access to all
documents, marketing and scheduled
activities to do with your sale at every
step of the way.
We will be diligent in providing
YOUR
feedback to you after every showing of
your property. We will closely monitor
market activity in your area that could
impact on your sale and prepare
regular reports to keep you fully
informed. We will be transparent in our
TRUST
communication and accountable with
regular meetings scheduled with you to
discuss our progress.
When it comes to negotiating, we will
e
only present you with offers in writing
OUR
r t i s
from buyers that we have qualified
p e
as having serious intent and ability to
x
purchase your property.
E
You said, “I think of Harcourts when I
think real estate.” Just one of the reasons
New Zealanders voted us the Most
Trusted Brand for the 9th year in a row.
Find where you belong.
22
holmwood.co.nz
Harcourts Group Ltd Licensed REAA 2008
YourOUR
o u
SERVICE
Y
TO
1 2 3
PRE-MARKET PRIOR PREPARATION PRESENTATION &
PROPERTY AUDIT PROJECT MARKETING
1 Pre-Market Property Audit MANAGEMENT
No matter whether you are planning If your pre-market audit has Marketing your home is made up
Prior Preparation to hit the market tomorrow or in 12 highlighted some cosmetic updates of many components including
2 months time. At any stage in your or maintenance items that you advertising, communication and
Project Management decision making process, a member would like to remedy prior to selling, follow-up.
of our team is happy to meet with but you don’t know where to start,
3 Presentation and you to complete a pre-market audit many of our agents are also able Our team will work with you to
Marketing of the property for you. assist with project management of create a customised marketing plan
the repairs. that includes online advertising,
This includes a visual inspection print advertising as well as specialist
4 Showtime and confirmation of pricing range This includes choosing the right communication with our database of
and marketing strategy, as well service providers from our extensive buyers.
as a property condition audit and trade lists, sourcing quotes and
5 Buyer Interaction recommendations of any repairs or overseeing the work. Your agent will work through our
and Offers property updates required to make “Marketing Menu” with you to select
sure we get the highest price possible the best plan for your property and
out of the pool of buyers interested in your budget.
6 Contract Negotiation properties similar to yours.
7 Under Contract
8 Sold
9 Settlement
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MARKETINGGUIDE
PROPOSAL 25WE LIKE TO
THINK OF
ALL OF OUR
CLIENTS AS
‘CLIENTS
FOR LIFE’.
We are here for you from
this moment on. Whenever
you need us.
4 5 6 7 8 9
SHOWTIME BUYER INTERACTION CONTRACT UNDER CONTRACT SOLD SETTLEMENT
& OFFERS NEGOTIATION
Buyers rarely purchase without first Your Harcourts Holmwood agent All contract negotiations will be Once your property is under Firstly – Congratulations! Your home Finally, the big day has come. It will
seeing your home in person, and will respond to all buyer enquiries completed on a REINZ certified contract we often still have some will be classed as ‘Sold’ once it feel like a whirlwind – particularly
sometimes multiple times prior to promptly (normally within a couple contract written by the Auckland conditions, such as a building either sells under the Hammer or if you are moving out of one home
making a decision. We make our of hours of receipt) and will aim to Law Society. report, to work through until the after all contract conditions have and into another all on the same day
properties available for both private arrange a viewing of the home at property is officially ‘sold’. been met. At this point your agent (if you are selling an investment you
inspections and open homes (where the next available open home or via Your Harcourts agent will also will meet with you to put up the might not even notice).
possible) and are as flexible as private inspection. use the REINZ multi-offer process Your Harcourts Holmwood agent Sold sticker (its always lovely to get
possible with buyers to remove all the if there is more than one buyer will be working in two directions a photo for the album at this point - On this day the solicitors and
barriers to ensure as many as possible Post inspection, your agent will interested – this involves all buyers during this time. the end of an era!). financial institutions will organise
potential buyers see your property. provide you with the feedback from signing a statement confirming they the transfer of title and money at
the buyer on their interest in the are presenting their best offer and Working with the successful Your agent will let other buyers a particular time (normally in the
Our agents attend every inspection property and also organise further that they understand that they are in buyers to help them get through know the property is now sold and afternoon). After this time, your real
and provide you with feedback inspections or a time to take an offer competition with other buyers. all their conditions and questions, they’ll update the online marketing. estate agent will receive notice
as quickly as possible after the from them. including organising and attending from both legal representatives
inspection has finished. Any buyers Your Harcourts Holmwood agent is building inspections, valuations Your Harcourts agent, as part of confirming transfer of ownership and
through your home will receive All offers presented to you by your here to help you get the best price and additional buyer inspections. our service, can also assist you allowing us to release the keys.
multiple points of contact from our Harcourts Holmwood agent will be not the quickest sale, so they will We also help the buyers source with a variety of other services
team post their inspection via phone taken in writing (no verbal offers). work tirelessly between yourself and conveyancers, inspectors and including but not limited to: We are here to help on this day if
calls, texts and email to ensure we your prospective buyer to put a deal brokers if they need our help. All to conveyancing, moving services, you need anything or have forgotten
Whenever an offer is received we will together that you are happy with. help keep the sale together. utilities connections, property to organise anything – please don’t
answer all their questions and give
do everything in our power to contact management or rentals, and hesitate to call!
them multiple opportunities to re-
all other parties that have inspected Your agent will be honest and Secondly, your agent will still be mortgage broking. Let us know
inspect and of course put forward
the property or shown strong interest, upfront throughout the process and out finding back-up buyers for your what more we can do to assist you We like to think of all of our clients
an offer.
before negotiations begin. will concentrate on providing you home on the off chance that the between now and settlement. as ‘Clients for Life’ – we are here for
with as much information and data first contract does not complete. you from this moment on. Whenever
as possible to assist you in making This means your agent will often Between today and settlement you need us.
the right decision for your future. keep holding open homes and day (normally a day or two prior
inspections until the property sale to settlement) your buyers will
becomes unconditional. likely complete a pre-settlement
inspection to confirm the property
is in the same condition their
purchased it in.
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MARKETINGGUIDE
PROPOSAL 27FENDALTON 51 Holmwood Road Christchurch 8014 Phone: 03 355 6116 Email: fendalton@harcourts.co.nz ILAM 292 Clyde Road Christchurch 8053 Phone: 03 351 6556 Email: ilam@harcourts.co.nz ILAM 2 (Head Office) 397-399 Ilam Road Christchurch 8053 Phone: 03 351 3002 Email: ilam2@harcourts.co.nz MERIVALE Level 1, 175 Papanui Road Christchurch 8014 Phone: 03 355 6677 Email: merivale@harcourts.co.nz ST ALBANS 142 Sherborne Street Christchurch 8014 Phone: 03 377 0377 Email: stalbans@harcourts.co.nz holmwood.co.nz
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