About Kelly, Lead Broker at The Züger Team
Fun. Friendly. Focused.
When you first meet Kelly Zuger, it’s apparent that she loves what she does. Her relaxed personality and zest for life put everyone at ease, and the stellar skills she has honed over many years in real estate inspire confidence in buyers and sellers alike. “Working with Kelly is just easy. She is a great communicator, always returns phone calls and is constantly available to guide clients to the best possible solution for their situation.”
Added services for sellers, at no additional cost
Sellers who work with Kelly receive a package of valuable services that ensure their home is market-ready – all at no additional cost to the seller. It starts with a free pre-inspection. Kelly hires an inspector to assess your home from top to bottom. You receive a full report outlining any issues that may hold up a sale, along with recommendations for repairs. Next comes her free Wrap & Pack service. Kelly’s experienced household manager does a room by room sweep, helping you purge unneeded items and box up other belongings. An Accredited Staging Professional, Kelly then oversees preparing your home so it shows in the best possible light. Your home can be staged using your own furnishings at no cost, or if you prefer, she can refer you to resources that rent furnishings. After your home is ready, professional photography and extensive marketing make sure it is exposed to the greatest number of qualified buy-ers. Pricing a home correctly from the start is critical, and Kelly has a gift for determining the right price for the cur-rent market conditions (it probably doesn’t hurt that she and her real estate appraiser husband have an on-going price-off competition). Put this all together, and you can rest assured that your home will stand out strongly from competitive properties.
A Certified Negotiation Specialist, Kelly knows how to get a deal done. Her straight-forward style and friendly manner have earned her the respect of colleagues throughout the industry. Other agents like working with Kelly, and that is an enormous benefit when navigating the sometimes prickly issues that arise in negotiating a transaction. Clients appreciate her calm and reassuring guidance, and her ability to help them step back from the emotion of the moment and refocus on what they want to achieve. As a result, working with Kelly makes your transaction as smooth and stress-free as possible.
How I approach selling your home
I offer you the highest level of service by providing you an in-depth seller analysis. Taking into consideration all the issues that come into play when you sell your home including your financial goals, your individual timeline, and what plans you have once your home sells. I offer personal service and I do not hand you off to anyone else. Communication is the key to our working to-gether as a team.
Once I have completed your analysis, we’ll sit down together and map out a comprehensive strat-egy to get your home sold within the parameters that we have defined. We’ll discuss pricing, stag-ing, and marketing, as well as what you can expect not only in the first few weeks your home is on the market, but what we’ll be doing until your home is sold.
And rest assured I will not forget you after closing—I feel it’s important that you’re kept abreast of the market so that you can continue to make informed real estate investment decisions. You’ll receive regular market reports, articles and information from me, and we’ll stay in touch via phone and/or email so that I can answer any questions you might have.
When it comes time to sell your home you want the best price and the most favorable terms. There are countless marketing choices, along with legalities and details that go into a sale.
- When I market your property you receive my customized approach, personalized just for you. I will support you in all facets of marketing, from preparing your house to sell, to print and internet advertising.
- I am a licensed, experienced professional with specialized skills. Here are the many benefits you receive when working with me:
- I know the market well and assist you in setting the right price. I know what buyers want and will advise you on updates that get you the best ROI.
- At no cost to you, I provide a professional organizer (and her assistant) to you for an eight hour wrap, pack, and stage session. This is one of the most important steps in my seller pro-cess for owner occupied properties.
- At no cost to you, I will provide landscaping service prior to photography in order to help your home look its absolute best, both in marketing materials and for showings.
- At no cost to you, I have your home pre-inspected by a licensed home inspector. Once we re-ceive the inspectors report, we go over any issues that might hold up a sale and decide how best to handle each issue.
- I work with many vendors and can guide you to excellent values for all types of cleaning, handyman services and painting.
- At no cost to you, I provide a professional real estate photographer for all of our marketing.
Tips for Getting Started The key to selling your home quickly and at the right price is in preparing it appropriately. Here are some tips to help you get started.
- Give home a deep cleaning
- Oil door hinges, tighten door knobs
- Have carpets professionally cleaned, or replaced if damaged
- Repair dripping faucets and leaky toilets
- Replace all burned out light bulbs and clean all light fixtures
- Repair defective light switches
- Get rid of clutter both inside and out (professional organizer will assist)
- Paint, fix or wash railings, steps, storm windows, screens and doors
- Clean out the gutters
- Wash the windows
- Tidy up the garage
- Paint, wash and fix garage doors and windows
- Touch up all interior paint
Here are some helpful tips for showing your home
- Keep pets out of the house. Either take them with you or keep them penned in the yard or garage.
- Put away items in the yard like garden tools, bicycles and toys.
- Make sure your home is well lit.
- Remove clutter from tables and shelves. Less clutter creates the illusion of a larger space. (empty counters)
- Keep money, prescription drugs, and other valuables out of view.
- Put a lemon through the garbage disposal to give the kitchen a fresh smell.
- Open shades and curtains to let in light.
- Light a fire in the fireplace to create a comfortable ambiance.
- Keep radios and TV off—although oftentimes soft music in the background is a nice touch.
Proactive Marketing is fundamental to a highly effective marketing campaign. The list below includes just some of the innovative marketing strategies I implement for every listing.
Staging Your Home
One of the key factors to selling your home for more money is staging—making your home more appealing and inviting to the majority of potential Buyers. We’ll work together to determine the level of staging your home may need.
Today’s buyer is very tech savvy! Often they look for their new home online before they ever ac-tually visit a home. I’ll showcase your home by using professional and eye-catching marketing to maximize your home’s online presence. Additionally, your home will be syndicated on my compa-ny website, my personal website, and all our affiliated websites.
Buyers want to see what your home looks like before they decide to visit. They need visual images in order to imagine themselves living there. To enhance the exposure of your home, I create an online photo album of your home, showcasing all the best features, both inside and out. Detailed descriptions further catch a potential buyer’s attention to your home.
Property Flyers & Advertising
Colorful, high-quality flyers will be designed for your property and placed on a stand inside your home as well as a flyer box outside your home. This allows potential buyers that drive by to have instant access to your property information, in addition to qualified buyers who are touring your home. First impressions are extremely important! Additionally, a wide variety of advertising will also be implemented to put your home in front of the largest group of potential buyers.
With my company sign in your yard, your listing will be associated with one of the most successful and regionally recognized real estate companies in our area. My personalized yard sign is placed in a manner to draw attention to your home, direct potential buyers to my website, and to pro-vide easy access to your home’s custom flyers.
My extensive network includes my database of contacts and qualified buyers, real estate inves-tors, the agents within my local company and community, plus the thousands of agents I have a referral relationship with outside of our region. What better way to get your home sold!
Guaranteed Marketing Plan It is my objective to have as many qualified buyers as possible exposed to your property until it is SOLD.
My marketing plan includes:
- Color house flyers
- Eight hours with a professional organizer & stager
- Complimentary landscaping service
- Professional photography
- Your home listed on my website
- Your home listed on Keller Williams’s website
- Your home listed on Craigslist, Trulia, Zillow, Redfin, Facebook, YouTube, plus syndication on over 20 other websites, including social media.
- Open Houses
- Broker's Open House
Additionally, we will communicate the results of our activities to you on a continual basis. We will assist you in obtaining the highest dollar value for your property by using the best possible methods of exposing your property to potential buyers in the market place.
Some Important Details
Days on Market & List to Sales Price Ratio
The term “days on market” has become so commonly used that you’ll hear not only Realtors use it, but also buyers and sellers.
“Days on Market” (DOM) refers to the amount of time a property has been available to buyers. Most Multiple Listing Services (the databases in which real estate agents warehouse property listings) calculate DOM and prominently display that information for members to see.
It is important to note a Broker’s average days on market for their listings. Why? The lower the agent’s days-on-market number, the more quickly their listings sell. Agents with low days-on-market numbers are generally more tuned into the market; they have a more aggressive mar-keting plan and a more accurate pricing strategy.
When a home sells quickly it does not necessarily mean that it has been underpriced.
Remember, we have LOW inventory in the Puget Sound. Buyers are waiting for homes to come on the market and when they see a well priced home, they’ll make an offer.
The second number that is important when interviewing listing Brokers is the "list to sales price ratio.” This is a percentage figure, based on the original list price of the home, compared to the final sale price. As an example, if an agent has a 98% list-to-sale ratio, a home originally listed for $500,000 would likely sell for $490,000. If an agent’s ratio is only 92%, that same home would likely sell for $460,000. That’s a $30,000 difference.
Important considerations: A Broker’s entire DOM average. Was it listed more than once? Why? Additionally, when asking about list-to-sale ratios, make certain that the agent shows you their personal statistic based on original list price. Sometimes there will be many price reductions be-fore a home finally sells—you want to know that your Broker is pricing correctly from the begin-ning and not wasting your time. Beware of a Broker who tries to “buy” your listing by promising you a higher price and then dropping the price month after month. Sellers typically have a rea-son they want to sell and understand that TIME IS MONEY. Don’t waste either one. Research re-peatedly tells us that sellers who overprice their home ultimately sell at a lower price than those who price aggressively from the outset.
I will update you on all activity at least once every two weeks or I will reduce my commission by $500 for every two week period that you are not contacted.
The benefits to you are:
You will be kept up-to-date on all Marketing efforts being made regarding the sale of your home.
You will be given feedback on showings.
You will be advised of all current market conditions that may affect your sale including financial market changes as well as local listings you are competing with.
I guarantee an easy canceling of your listing agreement at ANY time, prior to accepting a purchase offer on your home, if you feel I have not done my job as outlined in the listing agreement.
The benefits to you are:
You do not have to worry about getting into a long term commitment if you are not 100% satisfied with the service I provide.
You do not have to worry about lengthy broker protection periods if you decide to can-cel the listing agreement. These periods may last from 30-180 days, restricting your ability to sell your home unless it is re-listed with a broker.
You do not have to pay any costly “cancellation fee.” This fee may cost you hundreds, even thousands of dollars and reduce your net proceeds when your home does sell.
How do Real Estate Agents Get Paid?
$500,000 Selling Price
X 6% Commission =
$30,000.00 Total Commission Owed
$15,000 paid to the Broker who brings the buyer and negotiates the sale on behalf of the buyer.
$15,000 paid to the Broker who markets and negotiates the sale on behalf of the seller.
Even though each agent receives a total commission of $15,000, they are still responsible to pay a portion of that to their brokerage. This amount could be as high as 50% or $7500.
What To Ask Other Agents
When talking to other Realtors, here are a few suggested questions you may want to ask to help you choose your broker (*critical questions):
1. How long have you been selling real estate in the area?
2. Do you specialize in any particular area or client type?
3. Are you a full-time Realtor?
4. What is your average days on market vs. the market average days on market?
5. What is your average listing price to sales price ratio?*
6. Can you guarantee marketing that will get my home noticed?*
7. Where is my home marketed online?
8. How do you handle the details of your transactions?*
9. How long does the selling process generally take?
10. How will you keep me updated on the market?
11. Do you know the schools associated with my home?
12. What type of market is my home and neighborhood currently experiencing?
What Are Your Selling Concerns?
What are your concerns and expectations about the marketing of your property?
Buyers qualifications? Inconvenience?
Financing? Closing costs?
Advertising? Showing procedures?
Inspections? Multiple listing?
Activity? Open house?
What happens when you receive an offer on your house?
Once a buyer is interested in making an offer on your home, the buyer’s agent will prepare a “purchase and sale agreement”, or real estate contract. This written document will lay out all the terms and conditions of the sale, as proposed by the buyer.
Most states have a very “buyer-friendly” contract process, meaning the buyer will have several opportunities to terminate the sale prior to closing. The sale is often contingent upon the buyer receiving financing, approving an inspection, a clear title, and maybe even a certain amount of time to check out the neighborhood.
For this reason, it is critical that you clearly understand – and are in agreement with – the final terms of the contract.
Once an offer is written, the buyer’s agent (also called the “selling agent”) will deliver this offer to your agent (the “listing agent”). Some selling agents prefer to present their offer in person; others will deliver it via email or fax. Regardless of how the offer is received, you and your listing agent need to review the contract. Typically, your time limit for response is anywhere from several hours to several days; your agent can advise you as to whether the allotted time is reasonable for your market.
When reviewing the offer, some of the key points you’ll want to consider are:
- Purchase price
- Down payment amount / percentage
- Type of loan (conventional, FHA, VA)
- Closing cost requests
- Inspection clauses
- Hazardous materials (asbestos, lead-based paint)
- Sewer line
- Septic / drain field
- Title reviews
- Choice of escrow agent
- Closing date
- Buyer’s possession date
As a seller, you have three options upon receipt of the offer.
1. Accept the offer as written.
2. Counter the offer on those terms and conditions which are not acceptable to you.
3. Do not respond to the offer.
Acceptance of the offer—as written—puts buyer and seller in a position of “mutual acceptance”, and is the trigger for counting the days for the purposes of deadlines.
A counteroffer from the seller to the buyer allows the buyer a specified period of time to accept the seller’s offer, after which point the offer expires with no contractual obligation on the part of either the buyer or the seller. Upon receipt of a counteroffer from the seller, a buyer has the same options as those available to the seller when reviewing the original offer – acceptance of the offer as written, a counteroffer to the other party, or a decision not to respond to the offer. The number of counteroffers made between buyer and seller are limited only by the interest of the parties to continue to negotiate toward an agreement.
Not responding at all to an offer is always an option, although one not often seen. Typically a lack of response indicates a feeling on the seller’s part that the offer is simply too low in price, or too unacceptable on some other term, to merit attention.
Your agent should provide guidance as you review offers, and can assist you in determining if the terms and conditions offered are appropriate for your marketplace. Ultimately, with your agent’s input, you will be in a position to determine the response to the buyer that will get your home sold on mutually agreeable terms.
Once we have a mutually agreed-upon offer, I will provide you with a “pending-to-close” calendar. This document will detail all the activities which need to occur between the time we accept the offer, and the time the buyers take possession of your home. It’s a visual tool that is easy to refer-ence and that helps us all stay on track.
Frequently Asked Questions
What is a “Listing Agreement”?
A “listing agreement” is a document which lays out the contractual terms between the seller and the agent who will be listing the property.
Who pays the buyer’s agent?
The seller is responsible for paying the listing commission on the home—the listing office and agent then split that commission with the buyer’s agent and office. Commissions are typically paid only at closing, out of the proceeds of the sale of your home.
What is a “dual agent”, and do you practice dual agency?
“Dual agency” refers to the practice of a single agent representing both the buyer and the seller during the real estate transaction. When an agent acts in a dual capacity, they owe the same fiduciary responsibility to both parties. Most states have a required brochure or pamphlet which de-tails the responsibilities of buyer’s agents, seller’s agents, and dual agents. Sellers considering the use of a dual agent should pay particular attention to the difference in responsibilities when an agent acts as a representative of both the buyer and the seller.
When you are working with an agent who is acting as a dual agent, you have lost your strong “advocate” in the selling process. The practice of dual agency, when not performed correctly, is one of the leading causes of real estate litigation.
What type of information will my agent need from me?
To do the best job for you, your agent will need the best information you can provide. This would include such things as:
- your financial goals regarding the sale of your home
- willingness to listen to your agent’s advice
- flexibility in accepting terms and conditions
- preferred timing for a sale
- disclosure as to any defects the property may have
- details about the positive aspects of the home
How does an agent figure out the asking price?
Most agents price out a home using a CMA, or Comparative Market Analysis. This provides sellers with recent comparable sales in the area their home resides. Some factors are square footage, the age of the home, the lot size, and condition. This information is valuable and necessary, but if that's the extent of an agents tools, you might be overpaying for their services.
When a home is ready to go on the market, it's crucial an agent knows the market they're placing the home in and where to position it. Much like the stock market, the real estate market changes daily and it's important that an agent have real time information as to where and what buyers want. If they're comparing your home to a neighboring home that sold months ago and months ago your neighborhood was experiencing a "buyers market", they may not have the right figures for pricing today. Knowing whether or not the inventory near your home is headed up or headed down this week is an integral part of pricing. Make sure your agent knows what market they're placing your home into.
Can’t I just sell my house by myself?
Absolutely! Historically, many sellers have sold their homes as For Sale By Owners (FSBOs). Back in the day, buyers would get in their cars and drive around for hours in order to locate a property. With the advent of the internet, Multiple Listing Services (MLS’s) and real estate websites are now the ultimate source of property information. However, MLS sites are available only to members, usually real estate agents and real estate appraisers. Having your home listed by a real estate agent vastly increases your visibility in the marketplace. Statistically, 89% of homes which are sold each year are listed by a real estate agent via an MLS.
I’m torn between two agents. Can more than one agent list my property?
Possibly. If both agents are licensed in the same office (and both agents are amenable to a shared listing), your property could be “co-listed” by two agents. Less common – although possible – two agents licensed with competing companies can be involved in a co-listing situation.
What if I'm unhappy with my agent?
Let your agent know that you’re unhappy, and the reasons why. It may be a simple misunderstanding that can be corrected. If the issues are more substantial, or the relationship simply isn’t the right “fit,” tell the agent you no longer wish to work with them and ask for your listing to be released.
Don’t let a less-than-perfect relationship keep you from finding another agent to work with. Buying and selling real estate are complex transactions, and it’s important that you have an agent to represent your interests.
Thank you for taking the time to preview my qualifications and process. This information package was prepared for you to answer any questions you may have about the selling process.
I recognize that selling a home is one of the most important decisions you will ever make. Therefore, I treat our relationship with the utmost care and respect.
Thank you for taking the time to consider The Züger Team's services. We look forward to working with you in the future!