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Our special sauce for selling your home in San Francisco: -Design centric staging and top notch market prep -Data driven market knowledge to price your home correctly -Marketing and exposure targeted to the way today's buyers view real estate Download our guide to find out how to take the sale of your home from good to great!
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with realtor Kira Mead
Ta k e t h e S a l e o f Yo u r H o m e f r o m
G o o d to G r e at
Modern Real Estate for a Modern San Francisco
M o d e r n r e a l e s t a t e f o r a M o d e r n s a n f r a n c i s c o
Y o u R S u c c E S S i S o u R S u c c E S S
In today’s markEt, the difference between
‘good’ and ‘great’ can means tens of thousands
of dollars. Why settle for okay when you could sell
your home for more than you thought possible?
expert design, staging, marketing and exposure
can take the sale of your property to a whole
new level. We focus on this market. We know
what buyers are looking for. We know which
properties set records and why. Let us take
the sale of your home from good to great.
• We produce design-centric one of a kind listings
that command top dollar for our clients.
• Data driven market knowledge+street level
insights give you the advantage in the ever
changing San Francisco real estate market.
• We love to win for our clients. You’ll have the
full support of a professional and experienced
team on your side every step of the way.
our clients expect nothing less than the best, and
we’ve built our career on delivering stellar results
and making the process an enjoyable one.
Knowing the market, talking to other agents,
building relationships. excellence in real estate
requires a deep interest in san francisco and a
love of architecture and homes. We love houses,
we love working with smart, savvy clients and
we love helping people make things happen.
if you’re thinking of selling your home, let’s
meet and discuss your needs. if you like our
marketing ideas, our work ethic and our track
record, we’d love to help you make big things
happen in the san francisco real estate market.
Get in touch for a free consultation. It all starts with a conversation.
Warmly,
kira mead3
4
G E T T i n G S T a r T E D
We start with an initial visit to see your
property, meet you and hear about where
you’re at. We understand that buying and
selling property is not only an important
business decision, but a life changing
event. We will listen to you, help you
set your goals and formulate a unique
success strategy to ensure you get
the results you want.What does it mean to ‘produce a great
listing’? We work with professionals
to present your home in a way that
allows potential buyers to make
that key emotional connection; a
process hardly staged� — it’s organic
and individualized for each property.
thE GoaL Is sImpLE: find out what is important to you, and tailor a strategy for success geared towards your needs.
diScuSS YouR nEEdS, goaLS & TiMELinE
diScuSS STaging & MaRkETing
1
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Looking at realtor websites is a helpful place to start, but you can’t really tell if you’re the right fit until meeting in person. There is never any obligation for a free consultation — after all, we are going to be spending a lot of time together in the upcoming months, and having the right fit is vital. it’s important to understand what your listing agent will do for you during every aspect of the real estate transaction. Working with an agent who is skilled at marketing, negotiation and who understands your market is crucial to achieving the most successful sale. at a first meeting, we will talk about the following:
We’ll review steps for getting your
property maximum exposure, from
online to print marketing, from
agent relationships to social media.
if we decide working
together is the right fit, we’ll
schedule a time to have our
designer/stager walk the
property and create a vision
geared towards the buyer
demographic for your home.
after meeting with you, we’ll follow
up with a marketing plan and a
price analysis customized for you.
We will clearly lay out a timeline
and a plan for next steps� —
whenever you’re ready.
What can you expect during
the home selling process?
We’ll discuss current market
conditions, pricing strategies
and how long you can
expect the process to take.
ThE FoLLow up
cREaTE a viSion wiTh ouR dESignER/STagER
diScuSS a MaRkETing pLan & MEdia bLiTz3
5
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whaT’S ThE MaRkET LikE?4
how does it work?
CrEatE a VIsIon wIth our dEsIGnEr/staGEr
if we all decide working together is the right fit, we’ll schedule a time to have our designer/stager
walk the property and create a vision geared towards the buyer demographic for your home. He
will create a proposal for any recommended improvements for you to review.
produCInG your LIstInG
let us take care of the details. all of them. our clients are busy people. We take ownership of
and oversee every aspect of the selling process. We’ll schedule all work to get done in a timely
manner and with the least amount of stress for you. Producing a truly great listing involves many
professionals, and an exacting attention to detail. from staging to exposure, all the way through
escrow: we’ve got it handled for you.
rEaL markEtInG Is an art
We produce listings that get attention and websites that get exposure. from print materials and
event based marketing to a curated online presence, we showcase your home through various
mediums and ensure your property stands out from the crowd.
S T a G i n G & M a r k E T P r E P
We focus on design-centric listings that command top dollar for our clients. san
francisco is a premium destination in a world class city and buyers today are willing
and able to spend more than they ever have been before. today’s premium buyers
expect a premium presentation.
• Professional Photography
• dedicated Property Websites
• Highest Quality Brochures and marketing materials
• neighborhood Photography
• Maximum exposure
we believe staging is so important that we include the very best design consultation and staging in our fees, upfront.
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what does it really mean to transform a space?
Take a look through our before and after photos to see what ‘creating a design-centric’
listing really means. Call or email us for more photos and the case studies of our approach
to these homes.
b E F o r E & a F T E r
bEforE aftEr
bEforE aftEr
bEforE aftEr
bEforE aftEr
EVEry propErty Is dIffErEnt but thE GoaL Is thE samE:
showcase what makes your home special, and present it in way
that allows buyers to make that key emotional connection.9
producing a truly great listing involves many professionals, and an exacting attention to detail. from staging to exposure, all the way through escrow:
LEt us makE It Easy for you.
mortGaGE brokEr
photoGraphErhomE
InspECtor
EsCrow/tItLE offICEr
GraphIC/wEb
dEsIGnEr
transaCtIon CoordInator
staGEr/
dEsIGnEr
attornEy
fInanCIaL pLannEr
propErty manaGEr
arChItECt
moVEr
InsuranCE aGEnt
handyman
L E t o u r E x p E r I E n C E a n d r E s o u r C E s w o r k f o r y o u .
these are just some of the professionals who are part of our extensive network.
11
w E k n o w t h E s E n E I G h b o r h o o d s . from the secret views to the hidden parks, from small boutiques to
neighborhood restaurants, we know what makes living in this city so special.
wE work hErE bECausE wE LoVE It hErE.
our integrated marketing campaigns are targeted to the way today’s buyers view real estate and customized to reach the target demographic for your home.
our markEtInG Is put Into aCtIon In two phasEs First, creating pre-MLS buzz via
social media and direct networking to our extensive list of agents and buyers, and second, using
the Multiple Listing Service, online and print advertising and exposure as well as public open
house schedules to be sure to garner full market exposure.
M a r k E T i n G T i M E L i n E
We wanted to make the sale of our Noe Valley house painless and swift
since we had already bought another home in the East Bay. Our first
impression of Kira was that she was professional, organized, knowledgable
and understood our immediate needs. After speaking with Kira we knew
she was the one to help us! Immediately she told us to arrange our moving
truck and to leave everything to her. As we packed up and handed the keys
to her she began her “magic” with a crew of individuals that put on the
finishing touches to present our home in showcase condition. We received
multiple offers, and she managed the escrow and eased the stress from
us as we focused on our new home. Amazing at what she does, we highly
recommend her to anyone looking to buy or sell. Our home sold for
way over asking!
James & amy
T E S T i M o n i a L
off-markEt saLEs prEparatIon
• Listing Prep Calendar
• Professional Photography
• internet, network and Client based promotion
• Marketing which propagates on 18 independent websites
• Live on all Print and internet channels
• Highest quality color brochures
• Top agent network post of off-Market Listing
• Call neighborhood agents to inform of off-market listing
• Dedicated property website launch
• Mortgage Scenarios Statements completed from local preferred lender
• invitation only broker Preview
• Coming Soon open House Sign
on-markEt ExposurE
• add to San Francisco MLS
• Publish in Modern real Estate’s monthly magazine with a local circulation of 5000
• add to realtor.com
• Daily posting on all social media outlets
• “Featured Listing” on Trulia
• new listing agent office Tour
• Twilight Tour Wine & Cheese reception
• First Sunday open House
• Saturday/Sunday open House
• by appointment showings
• Email blast to San Francisco agents and brokers
• Tuesday broker Tours
• Finalize offer acceptance Strategy
15
E x P o S u r E
CurbEd.com • our homE on thEIr bLoGtruLIa
zILLowdEdICatEd propErty wEbsItE
Creating maximum exposure for your listing is vital to reaching the largest pool of qualified
buyers. From featuring our listings on Trulia, to Facebook ads that reach thousands of people
to our hyperlocal monthly magazine, we create a media blitz across all channels to ensure your
listing gets the attention it deserves.
we produce design-centric one-of-a-kind listings that command top dollar for our clients.
monthLy maGazInE fEaturE
bed 2bath 2bonus upper floor space
1222 Masonic aveSan Francisco Ca 94117
ConDo in HaiGHT aSHburY
$1,094,000park 1 car
1222 masonic is the upper unit and spans two levels, featuring 2 bedrooms, 2 bathrooms, and a huge, special upper floor bonus space with a myriad of possible uses. The open living and dining room feature period molding, built-in shelving, modern lighting, and sliding doors opening to the private deck which lets in tons of light. The upper floor is very special, truly a wow space. Features include high ceilings, refinished parquet flooring, and new carpet as well as built-in shelving. Beamed ceilings and a decorative painted chimney add character to this gorgeous, sunny space and a private deck boasts views to downtown. This home is just a few houses away from bustling Haight Street, with a wide array of world-class boutiques, restaurants, and cafes. Blocks from the Golden Gate Park Panhandle as well as a short stroll to beautiful Buena Vista Park and charming Cole Valley, this home is perfectly situated for the ultimate urban lifestyle.
fEaturEd
on CurbEd sf's
10 Most
bEautIfuL homEs
to Hit tHe
MarKet!
17
M a r k E T k n o W L E D G E & n E G o T i a T i o n
data drIVEn markEt knowLEdGE + strEEt LEVEL InsIGhts GIVE you thE adVantaGE In thE EVEr ChanGInG sf rEaL EstatE markEt
we love to win for our clients. We continuously analyze the market to determine the listing
price that will attract the most suitable buyers and will negotiate all offers for the best price and
terms. We actively manage the sale during the escrow period, attending inspections, keeping
track of important deadlines and making sure your deal stays on track. You’ll have the full
support of a professional and well-experienced team on your side every step of the way.
% pErCEntaGE of buyErs
+15%
+10%
-10%
-15%
markEt VaLuE
askInG prICE $10
30
75
90
60
What a great experience! Kira made selling my house in San Francisco
a breeze. I live on the East Coast, but she never let distance or time change
get in the way. She’s organized, friendly, on top of things and an all-around
nice human being ( how ‘bout that! ). She is also up on new technologies:
she had a dedicated website for the property and made a video so that
prospective buyers could take a virtual tour of my house. I appreciated her
energetic, top-notch professionalism and fully engaged personal attention.
I highly recommend Kira!
T E S T i M o n i a L
P r i C i n G
Pricing is one of the most important steps in
preparing your property for sale. a buyer’s first
impression of a property is directly related to
how the value is perceived in the current
market climate. if it does not feel well-priced
in comparison with other available properties
it will negatively impact an otherwise good
first impression.
Your property will get the most attention
during the first two to three weeks of market
exposure. Statistically, you will most likely
receive the highest price during this period
as well. if your property is overpriced during
this critical period and a price reduction
becomes necessary, it is unlikely that you’ll
again achieve the level of activity experienced
during the initial period. Pricing it right from
the start is critical to the successful sale of
a home in San Francisco.
The wrong price will cause your house to
stagnate, grow stale and receive low-ball
offers. You’ll know you’ve overpriced your
house when the initial excitement of launch
turns into a slow drip of moderate interest
and a long, drawn-out and painful process of
repositioning and negotiating from positions
of weakness. in this situation, sellers often
receive less than they were hoping to get.
The factors that most affect price are:
• Condition of your home
• Proper marketing of your home
• Location
• Market Conditions
• Current Financing Terms
• Terms of the sale
ImportanCE of IntELLIGEnt prICInG
ben
19
Pre-Market Preparation
We attend all inspections
Pre-Market Exposure
buyer Side of Transaction
Create Vision with Designer/Stager Listing Prep Calendar
inspections
Pre-home inspection
remove Staging
Proposed upgrades
negotiate repairs on Your behalf
internet, network &Client based Promotion
oversee removal of appraisal,Financing & inspection Contingencies
Staging
Coordinate keys
oversee upgrades/repairs
arrange any repairs
invitation only broker Preview
Financing
Exclusive Showings
Coming Soon Sign
Escrow
Creation of all Marketing Materials
Listing agreement
Launch on MLS
open Houses & Private Showings
Media blitz on 18 independent Websites & all Print Channels
oVErViEW oF THE rEaL ESTaTE TranSaCTion
accepted Contract
negotiationSeller
agent
agent
buyer
Closing Procedures
Transaction Closes, buyer Loan Funds
receive Cash Proceeds
Coordinate Move or Seller rents back
we deliver results and bring sanity, a smile and a calm demeanor to the process.
design: Candymuse.com20
thE BUYer CustomarILy pays
• Title insurance premium for
lender and buyer
• Escrow fee
• notary fee
• Contractor’s and pest inspection fees and other inspection fees
• new loan charges ( points, appraisal, document processing fees, etc. )
• interest on new loan from date of funding to 30 days prior to the 1st payment date
• Home warranty ( if specified in contract )
• Homeowner’s insurance for 1st year
• Property tax proration
• Property tax impound account if required by lender ( generally if putting less than 20% down )
• Move-in fee ( for condominiums )
• Hoa account transfer fee
• For Condo/Hoa Pro-rates
• Miscellaneous charges
thE seLLer CustomarILy pays
• real estate commission
• Document preparation for deed
• Documentary transfer tax ( amount is dependent upon sales price )
• Payoff of loans against property
• interest accrued on loans being paid off, reconveyance fees, repayment penalties
• any judgment or tax liens against seller
• Property tax proration
• unpaid homeowner’s dues ( for condominiums )
• bonds or assessments
• Delinquent taxes
• Move-out fees ( for condominiums )
• notary fees and recordation fees
• Third party natural Hazard Disclosure Statement & California Tax Disclosure report
• Pre-sale inspection fees
• underground storage tank report
• Energy/Water Conservation inspection/repairs
• new Construction ( buyer often pays )
• Miscellaneous charges
C L o S i n G C o S T S : W H o P a Y S W H a T ?
we deliver results and bring sanity, a smile and a calm demeanor to the process.
We were selling our condo and a friend recommended Kira. We were
impressed with every aspect of her work. She carefully coordinated every
step from pre-sale preparation to closing: setting our home up to look its
best with beautiful paint colors and stylish staging. She knew what the right
pricing for this market was and implemented a marketing blitz, as well as
handling negotiations and closing details. She communicated with us during
the process so that we felt fully informed throughout. We appreciated her
energetic, top-notch professionalism and fully engaged personal attention.
We’d recommend her to anyone thinking of selling their home!
Eric & rob
T E S T i M o n i a L
M a x i M i z E D i S C L o S u r E
no property is perfect. Complete disclosure regarding the condition of your property is essential
to protect you from post-sale claims of non-disclosure as well as to expedite the offer process.
buyers who are serious about making an offer on your home will want disclosures as early in the
process as possible. This information should be gathered together into a disclosure package
before the home goes on the market. The more complete the information, the better chance you
will receive a “clean” offer – offers with fewer contingencies – from a buyer. This will also help
avoid any unwelcome surprises or points of renegotiation of terms during the escrow process.
rEquIrEd dIsCLosurEs In CaLIfornIa
• Water conservation inspection
• Seller’s Transfer Disclosure Statement ( TDS ) is required
• Supplement to Seller’s Transfer Disclosure Statement
• Condominium or TiC disclosures
• Disclosures regarding tenants status and rental amounts if the property is tenant occupied
• 3r report ( residential building record report )
• residential Earthquake Hazards report
• Water Heater and Smoke Detector Statements of Compliance
• Mello-roos Special assessment District Disclosure
• Lead Paint Disclosures
• 1915 improvement bond act Disclosure
• underground Storage Tank Disclosure
• Energy and Water Conservation Disclosures
• natural Hazards report
bookLEts and InformatIon
• Homeowner’s Guide to Earthquake Safety
• Environmental Hazards: a Guide for Homeowners and buyers
• Protect Your Family from Lead in Your Home
we also usually recommend:
• General Home inspection
• General Pest inspection
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the road to success in real estate has many faces, from the starter condo that gets you in the market to the single family
home with a view that you’ve worked hard to achieve. wE’rE hErE to hELp, whErEVEr you arE In your rEaL EstatE JournEy.
kiRa MEadrEaL ESTaTE aGEnT
(415) [email protected]#: 01905944
CLiMb SF.CoM251 Rhode Island #105 San Francisco CA 94103
Equal Housing Opportunity • If your property is now listed for sale this is not intended as a solicitation of the listing.
Modern Real Estate SF.com