Now is an excellent time to market your home.

Interest rates are still down, tax advantages are up, and the interest in Valley homes has really taken off.

Whether you are looking to scale up or down, buy land or investment property, give me a call. I would be glad to answer any questions you may have or perform a free market analysis of your home.

My company invests an average of $600 per listing to market a home, which gains far more exposure, and faster results, than most real estate brokerages.

This combined with my proven marketing plan will help you gain the best price for your home in the least amount of time.

I look forward to hearing from you.

Advertising your home

Our Policy

Our company’s advertising program, a tried and proven one, has been established from surveys and studies made by the Real Estate Marketing Institute and a survey conducted by the National Association of Realtors. It is based on the most highly successful real estate brokers in the country. The advertising to be done for your property will be customized to meet the particular needs and situations of your property.

Advertising Your Property

Keep in mind that advertising is only one vehicle we use to sell your property - according to statistics, Real Estate professionals sell more homes than advertising.

There are many ways of merchandising your home - advertising is only one of them.

Some homes will draw more calls, so advertising may be used more often in those situations. If you see ads for other properties more frequently than ads for your home, keep in mind that the situation is similar to a retailer who has specials to get customers into his store - once there, they will look at the rest of the merchandise.

If there are a number of similar homes, it is our policy not to advertise them on the same day because the caller is really a prospect for all of them. By running ads for each house at different times, more coverage is given to all similar properties.

Sources of Activity

• 50% Reputation & Referral (company, personal)
• 8% Friends
• 15% Newspaper
• 6% Knew the Seller
• 17% For Sale signs
• 4% All others

Note: 81% of buyers purchase through a professional real estate agent

Recipe for a Sale

There are 6 main ingredients that make up the sale of your home and you control 4 of them:

1. Location
   We usually cannot move a home! To coin the favorite phrase of appraisers: "Location, Location, Location!" The pricing of your property must reflect its location.
2. Condition
   The upkeep and presentation of your property is critical to obtain the highest value for your home in any given market at any given time. The pricing of your property must reflect its condition.
3. Price
   Price is the number one factor in the sale of a home. Conventional wisdom has it that you should offer your house at the high side of the price range, figuring that you can "always come down". In reality, sellers who ask too much at the outset get less in the end than sellers who began at a more reasonable pricing point. A property is really only worth what one person is willing to pay another to gain ownership of it. Price must be in direct relationship to the other 4 ingredients and it is the most important of all!
4. Terms
   The more terms available on your property the more potential purchasers you reach. The pricing of your property must reflect the terms available to purchase it.
5. The Market
   Includes elements such as interest rates, competition, and the economy all make up and influence the state of the market when you sell your home. The pricing of your property must reflect the current market status.
6. The Agent
   The 3 most important criteria for selecting an agent are:
   1. Level of service;
   2. Selling quickly at expected price; and
   3. The reputation of the agent and company

When all of the above ingredients are in agreement ... we have a sale!
If just one of them is out of line it will take longer to sell and ...
the more ingredients that are out of line ...
the longer it will take before the sale of your home takes place.

Factors that affect the Sale of Your Property

Factor	Price Effect	Time Effect
On main thoroughfare	Minus 10% of Sale Price	Plus 20% more marketing time
Electric heat	Minus 10% of Sale Price	Plus 15% more marketing time
House facing school or business property	Minus 8% of Sale Price	Plus 25% more marketing time
Power line behind or in view of house	Minus 7% of Sale Price	Plus 10% more marketing time
Very steep driveway up to house	Minus 5% of Sale Price	Plus 10% more marketing time
Driveway down an incline to house	Minus 5% of Sale Price	Plus 4% more marketing time
Gully or very steep drop-off behind house	Minus 5% of Sale Price	Plus 3% more marketing time
Creek behind or beside house	Minus 3% of Sale Price	Plus 25% more marketing time
Two-story drop off deck	Minus 3% of Sale Price	Plus 5% more marketing time
House exterior needs painting	Minus 3% of Sale Price	Plus 2% more marketing time
No tall trees around house	Minus 2% of Sale Price	Plus 10% more marketing time
Cat odor	Minus 2% of Sale Price	Plus 5% more marketing time
Interior needs painting	Minus 2% of Sale Price	Plus 5% more marketing time
Cluttered, messy storage areas	Minus 1% of Sale Price
No self-cleaning oven	Minus cost of replacement
Bedrooms with different color carpet	Minus cost of replacement
Living or family room with bright colored carpet	Minus cost of replacement
Bright colored or flowery wallpaper	Minus cost of replacement
Spanish architecture		Plus 15% more marketing time
Terrain of back yard unsuitable for children to play		Plus 10% more marketing time
Swimming pool	Add half of cost	Plus 33% more marketing time

Remodel or Sell?

Project	Estimated Cost	% Recoverable
Add a full bath: to a 1 1/2 bath home to a 2-bath home	$5,000 - $10,000	80%
Add a half-bath: to a 1 1/2 bath home	$2,000 - $3,000	50%
Add a bedroom: to a 3-bedroom home to a 4-bedroom home	$6,000 - $8,000 in existing space $10,000 - $15,000 if add-on space	75 - 85% 65%
Add a garage:	$3,500 - $6,000	Up to 50%
Add a fireplace	$1,500 - $3,000	Up to 75%
Turn a basement into a Rec Room	$3,000 - $6,500	Up to 15%
Enclose a porch	$5,000 - $6,000	50 - 60%
Install central air conditioning	$2,500 - $4,500	Up to 75%
Install new heating plant	$1,200 - $2,000	0 - 100%
Repaint house exterior	$1,000 - $2,000	30 - 80%
Landscape	$500 - $2,000+	40 - 60%
Add a pool	$10,000+	Up to 50%
Add a patio	$2,000 - $4,000	35 - 60%

Price is important

Price continues to be the single most important factor when Valley homebuyers purchase a home, according to a new housing survey. Of the nearly 300 respondents, 76% said price was either the most important or a very important factor in deciding to buy a new home. The study was part of the fourth-quarter Blue Chip Economic Forecast done by the Economic Outlook Center at Arizona State University’s College of Business. "The key issue is we can afford it," said Jay Butler, director of the Arizona Real Estate Center at ASU. "In the past, price and other things were not as paramount as they are now." Butler attributes that fact to the increasing price of a home and lower interest rates, which allow homebuyers to afford a higher-priced home. The survey was conducted in August and September using a group of randomly selected homebuyers who purchased homes between April 1994 and April 1995. It seems low interest rates are, in fact, allowing homebuyers to purchase more. The study shows 42% bought the most expensive homes they could afford with monthly mortgage payments that are 20% of their monthly income. Other factors that take priority for Valley homebuyers include monthly payment, energy-saving features and the number of bedrooms in the home. Secondary issues include proximity to friends, status and school districts. "School districts have never been a big issue," said Butler. "Once they decide if they can afford the home, then down the line the school may become more important to them. It just varies from individual to individual." In looking at factors that contribute to home selection, Valley homebuyers are generally not different from those across the country, Butler said. "People tend to look at the same things at the same point in time," he said. Homebuyers in Phoenix may be slightly more concerned with energy-saving features of a home, Butler said, whereas homebuyers in other areas might be more concerned about location, so as to avoid such disasters as flooding. According to the survey, 37% of homebuyers were between the ages of 30 and 39, and 78% were married. The survey also showed that more than half of the homebuyers did not have children, while 20% had one child and 22% had two children. The Blue Chip forecast gauges the Valley’s real estate and economic health on a quarterly basis and is published by the Economic Outlook Center in association with the Phoenix Chamber of Commerce.

Price your Home Right From the Outset

How should you go about setting an asking price on your property? There are various strategies that you might consider using. Each of them have consequences. Here are a few ideas to keep in mind:

• Overpricing with no thought of a price reduction
  This approach is quite common. The seller chooses to ignore the present market facts and deliberately prices the home higher than similar homes for sale with the familiar quotation, "they can always make an offer." The problem with this thinking is that buyers don’t make offers on properties they never see and they usually don’t go through the effort to see homes that are obviously overpriced.
• Overpricing with the thought of a possible price reduction
  This strategy is also quite common. In this scenario, the seller is hopeful of snagging an above-market buyer and if this approach fails, reducing the price before discouraging too many serious buyers in the more realistic price range. The problem with this approach is that you may lose the ideal buyer for your house to another realistically priced property while you are shopping for the above-market buyer who never materializes.
• Pricing correctly from the outset
  Many people are reluctant to do this because they feel they may be "leaving money on the table". Most sellers, however, get top dollar for their property by appealing to both Realtors and their serious buyers from the first day. When Realtors see that a new listing is priced properly, they notify their customers quickly and schedule a showing. The informed buyer, who realizes the house is fairly priced, is motivated to see the property and act quickly.
  

Price it right from the outset. The longer your house stays around, the less it will sell for.

Preparing Your Home For Sale

Set aside some time to tour your home, not as the owner but as a potential buyer. Try to be objective about the condition of the home, amount of furniture, artwork and objects placed in the rooms, and what first impression a buyer will get upon entering your home.

There are many simple changes that can make your home potentially more appealing to prospective buyers. In fact, most alterations can be done easily and will help us sell your home more quickly and at the best possible price.

The following suggestions have proved invaluable to owners and merit your consideration.

1. Create a great first impression
   Be sure your home has "curb appeal" to passing potential buyers. Pay close attention to the front yard, walkway and front door. Wash windows. Trim back any vines or plants that are covering windows - this will bring in more sunshine and look more appealing.
2. Decorate for a quicker sale
   Although sometimes less is more, beautiful furnishings definitely sell homes. Visit model homes for ideas. Remove excess furniture so there are clear paths from room to room and each room does not look cluttered. Remove all unnecessary items from kitchen and bathroom counters. Group the remaining items to leave plenty of clear counter space.
3. Repairs can make a big difference
   Fix dripping faucets, loose knobs, sticking doors, windows and drawers. If you remove any paintings or fixtures from walls, repair and paint if necessary.
4. Safety First
   Keep stairways clear and rooms free of clutter.
5. Brighten your home
   Fresh paint is sometimes the best investment you can make to sell your home quickly. An $800 investment could result in an additional $5,000 of sale price.
   
6. How green is your grass?
   Make sure your landscaping does justice to your home - green grass and a few flowers are very inviting. Remove any dead trees or shrubs, keep the grass mowed, and make sure garden equipment and trash cans are stored neatly. Clear patios and decks of unnecessary items and make sure walking paths are clear. if you have a pool, make sure it is clean and sparkling!
7. Clean, clean , clean!
   Check carpets, floors, tiles and cabinets for spots, and have them cleaned. Be sure that carpets and bedspreads are in good condition.
8. When in doubt, discard
   Your garage, store rooms, closets and utility areas will all show better if they are organized and any unnecessary articles are removed. Rent a storage unit if necessary to hold your possessions while your house is on the market.
9. Brighten bathrooms
   Check and repair tiles and toilets. Make sure shower curtains, towels, etc. are clean and neat. Look at the grout between tiles - and bleach it if necessary to make it appear clean and new.
10. No unwelcome guests
    Be sure that your home is free of pests.
11. Remove temptation
    Consider placing valuables in a safe or safe deposit box while your house is on the market.

Suggestions for showing your home

When we agreed to work together to sell you home, we agreed on whether a lockbox would be used. Whether a lockbox will be available for Realtors to show your property, or whether we agreed to show it "by appointment only", here are a few key tips to prepare your home for showings that will help make a great impression on potential buyers:

1. Let the sun shine in
2. Open draperies and curtains, and turn on all lights. Make sure there are light bulbs in all light fixtures and that they are in working condition. If you have ceiling fans, turn them on, too. Let buyers see how cheerful and light your home can be.
3. Tidy each room
   Keep carpets and rugs vacuumed, floors sparkling, beds made. Remember to check those rooms you don’t often use.
4. Not too hot, not too cold
   Open windows for a fresh, airy feeling if the weather allows. If the air conditioning or heat is running, set is at a comfortable level.
5. Create a mood
   There are a number of ways you can "invite" people into your home and make them feel comfortable. Place fresh flowers in strategic locations; set a lovely table; grind bits of lemon in the garbage disposal; place 2 tablespoons of cinnamon on a piece of aluminum foil and heat it in the oven at 350o for 15 minutes before leaving (remember to remove and turn off oven); light the fireplace; turn on soft music.
6. Three’s a crowd
   Try to be away from home when prospective buyers are there - they will feel more comfortable being able to look around on their own. Take a walk, go shopping, or if you must be at home, sit in the garden. Please take your pets with you, or keep them securely penned up away from main areas.
7. Silence is golden
   Be courteous and try not to engage buyers in distracting conversation. Turn off the television and any noisy appliances.
8. Never apologize
   Let the salesperson answer any objections or questions.
9. Don’t volunteer information
   Don’t discuss price, what personal belongings will be sold with the home, terms of the sale or other details with the buyer.
10. Trust your Real Estate professional
    It’s up to me to bring negotiations to a successful close. Please let me know of interested buyers you may know so that I can pre-qualify them.
11. Every little bit helps
    Consider purchasing a Home Warranty protection plan to give your home a competitive edge in the marketplace.
12. Communication is key
    Please notify me if you are leaving town and leave a number where I can reach you in the event that an offer is made on your home while you are away.
13. Follow-up is important
    Please save any business cards from Realtors who show your home so I can follow up and get feedback from the buyers. And allow me to do follow-ups with other Realtors and potential buyers - they expect me to call, and it doesn’t make you appear "anxious" for a sale.
14. To see it is to love it
    Remember, buyers can’t make offers if they can’t see your home! Please try not to refuse appointments.
    

What Happens In Escrow?

An escrow is an arrangement in which a disinterested third party, called an escrow officer, holds legal documents and funds on behalf of a buyer and seller, and distributes them according to the buyer’s and seller’s instructions. People buying and selling real estate often open an escrow for their protection and convenience.

The buyer can instruct the escrow officer to disburse the purchase price only upon the satisfaction of certain prerequisites and conditions. The seller can instruct the escrow holder to retain possession of the deed to the buyer until the seller’s requirements, including receipt of the purchase price, are met. Both rely on the escrow holder to carry out faithfully their mutually consistent instructions relating to the transaction and to advise them if any of their instructions are not mutually consistent or cannot be carried out.

An escrow is convenient for the buyer and seller because both can move forward separately but simultaneously in providing inspections, reports, loan commitments and funds, deed and many other items, using the escrow holder as the central depositing point. If the escrow instructions from all parties to an escrow are clearly drafted, fully detailed and mutually consistent, the escrow officer can take many actions on their behalf without further consultation. This saves time and facilitates the closing of the transaction.

The escrow officer may be any disinterested third party, although some states require that certain escrow officers be licensed. Selecting an established, independent escrow firm provides you with a reputable third party with the technical experience and knowledge to handle the transaction smoothly. Since the escrow officer will safeguard and distribute the purchase moneys involved in the sale or purchase of a home, it is important to select a trained and experienced escrow company.

An escrow officer must remain completely impartial throughout the entire escrow process. He or she will normally adopt a courteous but rather formal manner when dealing with parties to the escrow, keeping conversation to the matters at hand. This formal behavior is meant for the benefit of all concerned, since the escrow officer must follow the instructions of both parties without bias.

Escrow instructions are written documents, signed by the parties, which direct the escrow officer in the specific steps to be completed so the escrow can be closed. In Arizona, the Purchase Contract can be used as written instructions, or separate instructions can be provided. The following page details the steps involved in the escrow process.

Surviving a Move

Mom is in tears. Parents are not speaking to each other. The kids are secretly plotting to live with friends rather than make a move. It’s all part of the stress associated with the "M" word - moving. Take an average family, stir in equal amounts of stress, uncertainty about making the right decision, sadness over leaving close friends and neighbors, the physical labor of a move, fears of the unknown, worries about house payments, concerns about the kids, the demands of coping with a new environment, and you have the prefect mix for making people a little crazy.

To help reduce some of the tumult and make your transition to a new home an easier one, try a few of these strategies:

• Call a family meeting and openly discuss everyone’s feelings, concerns and fantasies about your new home.
• Set some ground rules with your family about the new home you are looking for, and the home-hunting process. Decide if your children will be involved in previewing all properties, or if you will bring them along only for a second viewing after you have determined that the house is a possibility for you.
• If children are not involved in all previews, set aside some time with them and "debrief" them about what you saw.
• Take some time out from the house-hunting process to spend family time together. Encourage your children to discuss their feelings on an ongoing basis.
• If you feel yourself getting frustrated with the process, take some time away from it - even a day or two can make a difference.
• Take lots of notes about the properties you are previewing. After looking at 5 or six homes in a day, they all begin to blur together. Write down some key features of each home that will help you remember it, and keep a list of likes and dislikes about each property.
• Be open and honest with your Realtor. Discuss what you like or dislike about the properties you have seen, and make sure your Realtor understands what your priorities are.
• Develop a packing strategy early on. As you pack up items in preparation for showing your current home, label boxes clearly. If some boxes need to be unpacked right away, use colored stickers to easily identify them.
• Take pictures of your family in your current home - this will provide some much-needed family time and give you some memories of your current home to take with you.

10 Tips to Help Your Child Beat the New Kid Blues

When families move, whether just down the street or to a new community, children all ask the same questions:
Will there be any kids my age at our new house? What will they be like? Will they like me? Will I have any friends?
Here are a few tips to help your child through that tough time of being the new kid on the block:

1. If you are moving to a home previously occupied by children, ask if they would leave the names, ages and addresses of nearby children or a list of their favorite neighborhood play areas.
2. Take short family walks as a way of unwinding from the physical rigors of the move and to make initial explorations of your new surroundings. This is a great way to meet your new neighbors and potential playmates for your kids.
3. Help your children draw a neighborhood map with locations of the school playground, community center, local parks, shopping areas and toy stores so they can feel more confident finding their way around.
4. Set specific goals for exploring your new neighborhood like: visiting the recreation center, getting library cards and meeting the mail carrier.
5. Look into family and "kids only" activities through the local museum, coo, library, school or recreation center.
6. If children live nearby, arrange to have them show you and your child the routes that take to school, the playground, the pool, or the community center.
7. Make sure to investigate local groups your family may have been involved with in your former neighborhood - churches, scouts, sports or social, ethnic or cultural organizations.
8. Learn about the unique cultural aspects of your new community by visiting the historical museum or taking a guided tour of the major points of interest.
9. Arrange for a tour of your child’s school. Besides the classroom areas, be sure to locate the library, cafeteria, gymnasium, playground, bathrooms and bus stop.
10. When you feel more settled, invite immediate neighbors, especially those with children, for a backyard picnic or cookout so the kids can get to know each other in a relaxed, informal atmosphere.
    

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©2007 Ron Weiss, Russ Lyon Sotheby's International Real Estate