Booklet on how Chas Everitt will market your property.

1. WHERE E VERITT IS - IT’S SOLD

2. CONTENTS
A Blueprint for the Successful Sale of your Property 2
CHAS EVERITT
About Chas Everitt 3
Company Milestones 4
Vision, Mission and Values 5
MARKETING
Exposure 6
Commitment to Service 7-8
Marketing Solutions 9 - 10
International Collection 23
PRICING
Establish True Market Value 11
Area Activity 12
Pricing For A Successful Sale 13
Advantages of Pricing Correctly 14
Interest Sells Houses! 15
Selling Price 16
MANDATE AND SALE
Exclusive Mandate Advantage 17
Why Chas Everitt 18
First Offers Are Often The Best 19
20 Steps to Sell Your Property 20
AFTER SALES
Understanding Property Finance 21
An Outline of Your Transfer 22

3. A BLUEPRINT FOR THE SUCCESSFUL SALE
OF YOUR PROPERTY
Chas Everitt is a dynamic organization where all our people and systems are aligned to give our
clients expert advice and professional service.
With more than 30 years experience as a leading South African real estate company, Chas Everitt has
fine tuned a unique marketing strategy that enables you to achieve the highest possible price for your
property, in the shortest time, with the least hassle. We call this our Blueprint for a successful sale.
We are committed to ensuring your complete satisfaction from the commencement of marketing your
property to registration of transfer and final closure on the sale.
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4. ABOUT CHAS EVERITT
Chas Everitt’s success stems from our experienced management team.
We drive and support a well trained and highly motivated sales force and have always been committed
to providing our clients with professional service at all times, whatever their property requirements and
needs might be.
From the day that Chas Everitt was founded, our name has always been associated with the very best
traditions and ethical values.
Chas Everitt training is recognised as being of the highest standard in the real estate profession.
Our sales associates undergo ongoing in-house training.
Chas Everitt is looking forward to future growth and expansion.
BERRY EVERITT TILLA EVERITT CHARLES EVERITT
MANAGING DIRECTOR FOUNDER FOUNDER
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5. COMPANY MILESTONES
When Charles Everitt’s parents relocated from America to a farm in South Africa, little did
they know that their son Charles and Tilla, the daughter of the next door neighbour, would marry
and create one of the most successful partnerships in the history of South African real estate.
The Chas Everitt International group now has over 100 franchisees and Notebook licencees operating
throughout Southern Africa.
• 1980 - Charles and Tilla Everitt opened their first office in Randburg and founded what is now the
Chas Everitt International Property Group. Charles and Tilla are still active in the business.
• 1998 - Charles Everitt became Chairman and Berry Everitt was appointed Managing Director of
the Chas Everitt International Property Group.
• 2001 - Berry Everitt was awarded the Property Professional Club’s ‘Young Lion’ Award and in
2002 - The Property Professional Club recognised him as, ‘Mover and Shaker’ of the year.
• 2002 - The company disaffiliated from an American real estate group after a 10 year relationship.
For 8 out of those 10 years, Chas Everitt won all major international real estate awards
relating to this group, in respect of their South African operations.
• 2004 - Charles Everitt was awarded the first ever Lifetime Achievement Award by the
South African Property Professional Club
• 2008 - CEI Overseas Properties was launched, aimed at marketing international
property investments to South Africans.
• 2009 - The Notebook Licence model was launched and is increasing the national
footprint of the brand.
• 2010 - The Group celebrated it’s 30th Anniversary and launched ChasCares,
a broad range of community projects building on the successful Home
Makeover projects held in 2008 and 2009.
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6. VISION AND MISSION
OUR VISION
Be the leading real estate company of choice
OUR MISSION
Recognised as the major national real estate group where all strive to:
• Be one team with the best trained people
• Use the best technology and tools
• Offer the widest range of value added products to the marketplace
• Achieve revolutionary results by working towards greatest growth in market share
• Empower participants to achieve their objectives
• Provide a memorable experience that creates loyalty
OUR VALUES
Strong and consistent family values that build respect, trust and confidence
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7. EXPOSURE
GIVE YOUR PROPERTY TOTAL BUYER EXPOSURE
Chas Everitt International Property Group has a vast local and international network of offices that
gives your property total buyer exposure.
At any time, we have a substantial portfolio of immediate buyers who have been pre-qualified and are
seriously in the market for a new property.
40%
OUT OF
TOWN 60%
BUYERS LOCAL
BUYERS
= 100 % OF BUYERS
Our professional Sales Associates have the ability to give your property more exposure, to more
potential buyers, for a faster sale, at a higher price.
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8. COMMITMENT TO SERVICE
Mindful of how stressful the sale of a property can be, Chas Everitt undertakes to perform the following
services with regard to the marketing of the Seller’s property: *
Indicated activities in this SERVICE GUARANTEE apply to a property on Exclusive Sole Mandate.
1. PREPARE A COMPARATIVE MARKET ANALYSIS so that the probable selling price of the property
can be estimated.
2. DETERMINE A COMPETITIVE MARKET PRICE, together with the Owner, based on full disclosure of
recent sales and similar competing properties.
3. PREPARE A SELLER NET SHEET reflecting the estimated expenses and net proceeds from the
sale of the property.
4. PRESENTATION AND PREPARATION ADVICE to maximise the property's competitiveness and
perceived value in the market.
5. IMPLEMENT A STRATEGIC MARKETING PLAN to achieve the highest possible price in the shortest
possible time. Conditional upon a 90 Day Exclusive Sole Mandate.
6. IDENTIFY EXISTING QUALIFIED BUYERS for the property within the Chas Everitt database.
7. DISPLAY THE CHAS EVERITT FOR SALE SIGN on the property (where allowed).
8. PHOTOGRAPH the property for marketing purposes.
9. NEIGHBOURHOOD PROMOTION CAMPAIGN using the Chas Everitt Local Area Marketing
System. Conditional upon a 90 Day Exclusive Sole Mandate.
10. EFFECTIVE INTERNET EXPOSURE through the Chas Everitt multiple national and international
website strategy.
11. Follow prescribed marketing and security PROCEDURES FOR SHOWHOUSES AND VIEWINGS.
12. Provide the seller with AGREED REGULAR FEEDBACK on the marketing of the property including
a regular review of a property's competitive market position.
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9. 13. Protect the Seller's interests with our SELLER'S DISCLOSURE certificate.
14. PRESENT AND EXPLAIN ALL WRITTEN OFFERS, without undue pressure, and negotiate in the
Seller's best interests.
15. FACILITATE MORTGAGE AND FINANCE OPTIONS for the Buyer (and for the seller if required).
16. Utilise the CHAS EVERITT REFERRAL NETWORK to assist the Seller in finding a property if required.
*(Some services may not be available or applicable in your area).
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10. CHAS EVERITT HAS A RANGE
OF MARKETING SOLUTIONS
PANORAMIC IMAGING & VIRTUAL TOURS
Showing every angle and aspect using professional photographic services for enhanced web marketing.
NEW RELEASE FLYERS
Locally distributed colour flyers.
DISPLAY ADVERTISING
Exposure in major weekly property publications.
HOME STAGING
An informative DVD production to assist you in presenting your home to realise it’s true value.
MARKET VALUE REPORT
Our unique valuation software to assist you with effective pricing.
MAGAZINE ADVERTISING
Selected publications in South Africa and Europe such as SA Property in the UK.
E-MARKETING
Environmentally responsible e-marketing to a targeted market (we follow opt in opt out ethical marketing).
SOCIAL MEDIA
Benefit from our Social Media marketing strategies.
INTERNATIONAL COLLECTION
Comprehensive market exposure for luxury homes.
FIRST TO KNOW
Registered buyers receive details of properties that match their needs the moment your property is
listed.
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11. INSPECT A HOME
Protect yourself and make your property more saleable with a professional property survey.
NATIONAL OFFICE NETWORK & REFERRAL SYSTEM
Over 100 franchise offices and Notebook licensees gives us a broad national footprint and reach.
IN-HOUSE MORTGAGE ORIGINATION
Secure a faster sale. Efficient mortgage loan approval at the most competitive interest rates.
PROPERTY EXHIBITIONS
We regularly participate in various property exhibitions.
DEPOSIT ADVANTAGE
The Deposit Advantage guarantee replaces the cash deposit that is normally paid by a buyer to the seller
to secure a property.
MULTIPLE WEBSITE STRATEGY
www.ChasEveritt.co.za www.Ananzi.co.za www.Cyberprop.com
www.IolProperty.co.za www.PrivateProperty.co.za www.Viewr.com
www.Findire.com www.Skilpad.com www.Enormo.com
www.EasyInfo.co.za www.Brabys.com www.2Tix.co.za
www.Property24.com and more...
CHAS EVERITT CYBERAGENT
Cutting edge software for accurate market valuations, contact management and web
based marketing.
CHAS BEAR
Making the move more ‘bearable’ for children.
TELEVISION ADVERTISING
Consistent advertiser on the Home Channel. See DSTV channel 182.
OVERSEAS PROPERTIES
Assisting South African buyers with overseas property investments.
See www.OverseasProperties.co.za.
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12. ESTABLISHING TRUE
MARKET VALUE
• Properties priced too highly attract fewer buyers, showings and low offers
• Properties priced at market value generate more buyer interest and higher prices
BEWARE OF EXAGGERATION
Some agents may encourage an inflated price tag on a property when asked to give a valuation, in order to
create a good impression. An unrealistically high figure serves only to reflect positively on the value of
competing properties and reduces real interest in your property.
ACTUAL MARKET VALUE
Once you and your Chas Everitt Sales Associate have established a marketing price, an intensive
marketing campaign can be implemented.
It is critical when pricing to remember that buyers compare your property with what they have already seen
and is currently available.
Buyers will only seriously consider a property which they feel compares favourably with their expectations
of value and price.
Asking price compared Percentage of buyers
to market value that will look at property
+15 % 10 %
+10 % 30 %
Market value 60 %
-10 % 75 %
- 15 % 90%
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13. AREA ACTIVITY
Chas Everitt is committed to your achieving the highest price for your property in the shortest
possible time with a smooth and hassle free transaction to registration. To achieve that, it is
absolutely critical to establish the true market value of your home.
A Comparative Market Analysis, is the best guide to what your property is really worth. Most importantly,
it provides a snapshot of property prices in your area as they really are and reveals the market history of
properties similar to yours.
These properties can generally be categorized as properties that have been ‘recently sold’, ‘currently on
the market’ or ‘failed to sell’.
‘Recently solds’ are the most reliable ‘predictor’ of your home’s value. They show you what buyers are
willing to pay in the current market and also the terms and property features that most appeal to buyers.
‘Currently listed’ are the properties in competition with the property you are trying to sell. You should
remember that ‘asking prices’ are simply what other sellers want and not what they will get. ‘Currently
listed’ properties help you define your pricing strategy.
‘Failed to Sell’ properties are the ones buyers have rejected. It usually means that they have been
priced too high and the terms, features and condition of the property have been deemed
unsatisfactory.
At Chas Everitt, when our Sales Associates do a CMA for your property, you can use all the
relevant information to define your pricing and marketing strategy, so that you have the very
best chance of getting the highest price, in the fastest time, with the least hassle.
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14. PRICING FOR A
SUCCESSFUL SALE
WHEN YOU’RE SELLING YOUR HOME YOU HAVE TWO IMPORTANT DECISIONS TO MAKE:
• First select the right agent
• Then select the right price
WHAT YOU WANT TO ACHIEVE IS:
• The highest possible price
• In the shortest possible time
• With the least hassle
Ask your agent to present you with a comprehensive marketing plan and to prepare a comparative market
analysis for your home so together you can select the price.
Beware – do not fall into the trap of allowing agents to enter into a bidding competition to secure a
mandate from you.
You may find yourself tied to someone who has quoted the highest price but is not a specialist /
professional in the area.
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15. ADVANTAGES OF PRICING CORRECTLY
• Faster sale
• Creates impression of good value
• Less inconvenience
• Maximum exposure during initial marketing time
• Exposure to more buyers
• Marketing period minimized
• Fewer showings needed
• Least disruption
• Increased advertising response
• Stimulates buyer interest
• Attracts higher offers
• More money in less time
• Avoids being ‘shopworn’
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16. INTEREST SELLS HOUSES
Statistics show that correct pricing:
• Creates interest
• Results in a faster sale
• At a higher price
R 1 600 000
• Overpriced
• Lower Price
• Fewer Buyers
• Longer Sale Period
• Lower Price
R 1 200 000
• Market Related Price
• More Buyers
• Good Price
R 1 100 000
• Strategically Priced
• Maximum Interest
• Strong Competition between Buyers
- Lots of Offers
- Increased Prices
OVERPRICING ELIMINATES BUYERS
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17. SELLING PRICE
• Marketing of a property is dramatically improved by pricing correctly
• Price is the most important negotiating factor for the buyer
• Price compensates for a property’s shortfalls or inadequacies
• Realistic pricing creates interest
• Interest sells houses - not time!
• Initial marketing time is crucial
• Buyers buy through comparison and elimination
• Buyers compare price and value for money
DO’S DONT’S
• Combine realistic asking price with • Eliminate buyers by out-pricing them
initial surge of interest
• Maintain negotiation advantage with • Choose an agent on ‘promised price’
realistic pricing but on competence
• Avoid over-exposure from unrealistic • Spoil your single chance to make a
pricing ‘first impression’ on a buyer
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18. AN EXCLUSIVE MANDATE IS THE
BEST WAY TO SELL YOUR HOME
WHY YOU SHOULD SELECT AN EXCLUSIVE SALES ASSOCIATE
• A dedicated sales associate will represent you
• One ‘For Sale’ board only
• Statistics prove you will get more money
• More focused energy put into the marketing of your home
• More time working just for you
• No duplication of buyers
• Eliminates double commission
• Affords you privacy and security
• No hawking (too many agents cheapen the value of your property)
• No bidding the price down (by a buyer when there’s more than one agent)
• The responsibility and commitment lies with your Sales Associate
• Focused spend on marketing and advertising
• Ongoing after sales service.
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19. WHY YOU SHOULD APPOINT CHAS EVERITT
AS YOUR EXCLUSIVE SALES ASSOCIATE
• You will have a highly trained and professional Sales Associate working for you
• Chas Everitt’s vast portfolio of immediate, pre-qualified buyers will be waiting to look at
your property
• We give your property total buyer exposure
• We implement our unique marketing strategy
• Chas Everitt sales associates are area specialists
• We provide you with a comprehensive and accurate comparative Market Value Report
• Available for you 24 hours a day
• Only serious qualified buyers will view your property
• Our ‘open day’ show houses are held at your convenience
• Our loyalty and allegiance will always lie with you
• We have the best technology, systems, products and services in the industry
• Best price, in the fastest time, with the least hassle
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20. EXPERIENCE SHOWS THAT YOUR FIRST
OFFERS ARE OFTEN THE BEST
TOMORROW ISN’T TOO SOON – OR IS IT?
If you appoint a Chas Everitt Sales Associate, you will be able to draw upon Chas Everitt’s vast pool of
immediate, pre-qualified buyers from the word go. Your house might be precisely what one of them is
looking for and be sold a few days after listing.
When faced with an offer soon after listing, don’t assume that your property is under priced. Consider
carefully, that an early offer is more likely the result of correct pricing, a good marketing strategy and
the right buyer at the right time.
REMEMBER YOUR AGENT IS YOUR PARTNER
Your Chas Everitt Sales Associate is successful and sells a great deal of property in your area. The
Chas Everitt International Property Group spends millions of rands generating enquiries from literally
thousands of prospects every month.
All these enquiries are processed electronically and are immediately available to your Agent. He will do
his level best to get as many of these prospects to see your home.
Remember, your Chas Everitt Sales Associate is as keen as you are to sell your property. If your personal
relationship is amicable, he will do that little bit more to please you.
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21. 20 STEPS TO SELL YOUR PROPERTY
THESE USEFUL HINTS WILL NOT ONLY HELP YOU SELL YOUR PROPERTY, YOU WILL
ALSO GET A BETTER PRICE.
1. FIRST IMPRESSIONS COUNT 12. AVOID BIG CROWDS
You never get a second chance to make a first impression, so Potential buyers often feel like intruders when they enter
look at your home’s exterior with a critical eye. A well manicured a home filled with people. Rather than giving your house
lawn, neatly trimmed shrubs and a clutter free patio look inviting the attention it deserves, they rush through. Leave when
to buyers. The fewer obstacles between buyers and the front possible or take the opportunity to water the garden.
door, the better.
13. PETS MAY POSE PROBLEMS
2. START WITH A CLEAN SLATE We all know that dogs and cats are great companions, but
Once buyers open the door, they should see a tidy home. Invest when you’re showing your home they may get underfoot.
your time in cleaning. Buyers would rather see how great your Try to keep them outside or in a gated area.
home really looks than hear how great it could look, “with a little
work”. 14. VOLUME DISCOUNTS MATTER
Rock and roll will never die ... but it might just kill a real estate
3. DON’T LEAVE YOUR BUYERS IN THE DARK transaction. When it’s time to show your home, it’s time to
Replace fused globes immediately. Dripping water rattles the turn the stereo or television off.
nerves, discolours sinks and suggests faulty worn out plumbing.
Fix it fast. Don’t let little problems detract from what’s right with 15. RELAX, BUT DON’T DISTRACT
your home. If you’re at home during the showing, be friendly, but don’t
force conversation. Buyers want to view your home with
4. DON’T SHUT OUT A SALE the minimum amount of distraction.
If cabinets or closet doors stick in your home, they’ll also stick in
buyers’ minds. Don’t try to explain a way out of a sticky situation 16. BE IT EVER SO HUMBLE
when you can avoid it. A little effort on your part can smooth the No matter how humble your abode, never apologise for
way towards a closing. it’s shortcomings. And if a buyer makes a derogatory
comment about your home, let your experienced
5. A SAFETY NET FOR YOUR HOME CHAS EVERITT Sales Consultant handle the situation.
Home owners learn to live with booby traps: skateboards in the
entryway, overloaded extension cords and slippery throw rugs. 17. KEEP A LOW PROFILE
Make sure your home is safe for buyers. No one knows your home as well as you do, But
CHAS EVERITT Consultants know buyers - what
6. A PLACE FOR EVERYTHING they need and what they want. It will be easier for
Remember, potential buyers are looking for more than just your Consultant to articulate the virtues of your
comfortable living space. They’re looking for plenty of storage home if you stay quiet.
place. Make sure your garage and closets are tidy and free of
clutter. 18. IT’S NOT A GARAGE SALE
When buyers come to view your home,
7. THE HEART OF THE HOME don’t distract them with offers to sell those
Make sure your kitchen is immaculate. Keep the counters clean. furnishings you no longer need. You may
Wipe down the refrigerator. Wash and put away dishes. Prior to lose the biggest sale of all.
a showing or show house, give rooms a little freshener spray.
19. DEFER TO EXPERIENCE
8. MAKE YOUR BATHROOMS SHINE, SHINE, SHINE When buyers want to talk price, terms
As crazy as it sounds, bathrooms sell homes, so let them or other real estate matters, let them
shine. Check and repair any damaged or unsightly grouting speak to an expert - your CHAS
around baths, showers and sinks. For more allure, display your EVERITT Sales Consultant.
best towels, mats and shower curtains.
20. HELP YOUR SALES
9. CREATE SWEET DREAMS CONSULTANT AND YOU’LL
A dream home starts with a dream bedroom. Make yours HELP YOUR HOME SELL
appealing. Colourful bedding and fresh window treatments are FAST
a must. Create a retreat atmosphere. Your CHAS EVERITT
Sales Consultant will have
10. PEEL BACK THOSE BLINDS an easier time showing
Let the sun shine in! Pull open your curtains, drapes or blinds so your home if showings
buyers can see how bright and cheery your home is. The more are scheduled through
light the better the atmosphere. the office. And you’ll
appreciate the results.
11. LIGHTEN UP AT NIGHT
The turning point could be turning on all your lights - both
interior and exterior - when showing your home. Lighting
adds colour, warmth, and makes buyers feel welcome. 20

22. UNDERSTANDING PROPERTY
FINANCE
Chas Everitt has access to the most popular financial products and mortgages.
The mortgage process is as follows:
MORTGAGE APPLICATION PROCESS CODE OF BANKING PRACTICE
STEP 1 – You sign an agreement to purchase To give you an overview of the code, we’ve
a home included what some of the code’s principles
say we must do:
STEP 2 – Your Sales Associate asks how your
home would be financed
– Treat you fairly and reasonably in all our
dealings
STEP 3 – Your Sales Associate obtains the
necessary information from you and
– Provide you with information, in plain
forwards the information to your
language, on the products and services
mortgage consultant
available from our participating bank’s
STEP 4 – Your mortgage consultant contacts
you and advises you on the different – Ensure there is no discrimination against
bank choices you unless such a distinction is justified by
a participating bank’s:
STEP 5 – You the purchaser choose an option • specified loan criteria
• special offerings to a particular target
STEP 6 – Your mortgage consultant market
completes the documentation and
submits it to the bank of your choice. – Provide appropriate information on any of
the products and services of the
STEP 7 – Your mortgage consultant
participating banks which might be of
communicates the progress and
benefit you
outcome to you and submits the
documentation to the bank of your
– Advise you that all lending will be subject
choice
to the participating banks’ assessment of
STEP 8 – Your mortgage consultant confirms your ability to afford the loan and your
your acceptance of the financial willingness to repay it
arrangements with your bank of
choice – Ensure that your personal information is
protected
STEP 9 – Your mortgage consultant informs
you of the legal requirements and
does follow-up calls with the transfer-
ring and mortgage attorneys
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23. AN OUTLINE OF YOUR TRANSFER
YOU HAVE SUCCESSFULLY SOLD OR BOUGHT A HOME THROUGH CHAS EVERITT.
THIS IS THE PROCESS THAT YOUR TRANSACTION FOLLOWS:
1. The Offer to Purchase/Deed of Sale is handed to the chosen Conveyancer to transfer
ownership from/to you and if you are the Seller to collect for you the selling price.
2. The Conveyancer obtains the Title Deed to the property from the Seller or, if the property is bonded,
from the relevant bank to cancel the bond when the transfer takes place.
3. The Conveyancer obtains from the Seller and the Purchaser all necessary proof of identity and legal
status in order to prepare various documents for signature and submission to a Deeds Office for
registration of transfer.
4. The purchase price is collected from the Purchaser together with transfer costs. Often the
purchase price is made up of a deposit and the proceeds of a new bond for the Purchaser in
which event the Conveyancer arranges with the bond attorneys for the collection of suitable
bank guarantees payable on registration of transfer.
5. A series of documents is drawn up by the Conveyancer which are signed by the Seller and
the Purchaser.
6. Once documents are signed, costs paid and the purchase price paid or secured, the
Conveyancer pays transfer duty to SARS and rates and taxes to the relevant municipality
and obtains a transfer duty receipt and a Rates Clearance Certificate.
7. The Conveyancer takes the signed documents, the transfer duty receipt, the
Clearance Certificate and a new Title Deed in the name of the Purchaser to a
deeds office for processing/recording and registration. This is referred to as
lodgement.
8. Two to three weeks after lodgement registration takes place and immediately
thereafter the Conveyancer accounts to the Seller for the purchase price
less agent’s commission and any amount which is necessary to cancel
the Seller’s existing bond.
9. If all parties to the transaction sign when required to do so and pay the
purchase price and/or costs without delay, registration of transfer
should take no more than 3 months. Cash deals are much faster
while deals subject to the sale of another property can take longer.
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24. INTERNATIONAL COLLECTION
This programme is Chas Everitt International’s effective solution
for the comprehensive market exposure of luxury homes.
Properties may qualify in terms of price, architectural
significance and historical value.
From customised elegant preview sheets, brochures and cards to the
International Collection website, every aspect of the International
Collection programme is designed to enhance the property’s
desirability and exclusivity.
At Chas Everitt International we understand that the right pools
of buyers having a favourable impression is an essential element
of marketing luxury and distinctive real estate successfully.