Successfully Proven Strategies To Get Your Property SOLD - Prudential Gary Greene, Realtors
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1 Make appointment with seller for listing presentation √ 2 Send seller a written or e-mail confirmation of listing appointment and call to confirm √ 3 Review pre-appointment questions √ 4 Research all comparable currently listed properties √ 5 Research sales activity for past 18 months from MLS and public records databases √ 6 Research "Average Days on Market" for this property of this type, price range and location √ 7 Download and review property tax roll information √ 8 Prepare "Comparable Market Analysis" (CMA) to establish fair market value √ 9 Obtain copy of subdivision plat/complex lay-out √ 10 Research property's ownership & deed type √ 11 Research property's public record information for lot size and dimensions √ 12 Research and verify legal description √ 13 Research property's land use coding and deed restrictions √ 14 Research property's current use and zoning √ 15 Verify legal names of owner(s) in county's public property records √ 16 Prepare listing proposal package with above materials and Tempo™ information √ 17 Perform exterior "Curb Appeal Assessment" of subject property √ 18 Compile and assemble formal file on property √ 19 Confirm current public schools and explain impact of schools on market value √ 20 Review listing appointment checklist to ensure all steps and actions have been completed √ Listing Appointment Proposal and Master Marketing Plan Other Broker 21 Explain different agency relationships and determine seller’s preference √ 22 Give seller an overview of current market conditions and projections √ 23 Review agent's and company's credentials and accomplishments in the market √ 24 Present company's profile and position or "niche" in the marketplace √ 25 Present CMA Results To Seller, including Comparables, Solds, Current Listings & Expireds √ 26 Offer pricing strategy based on professional judgment and interpretation of current market conditions √ 27 Discuss goals with seller to market effectively √ 28 Explain market power and benefits of Multiple Listing Service √ 29 Explain market power of GaryGreene.com, Yahoo.com, Prudential.com, HAR.com, Realtor.com, KHOU.com, houstongarygreene.com, msn.houseandhome.com, WorldProperties.com, Homestore.com, aol.com, and other web sites around the world √ 30 Explain the work the brokerage and agent do "behind the scenes" and agent's availability on weekends √ 31 Explain agent's role in taking calls to screen for qualified buyers and protect seller from curiosity seekers √ 32 Present and discuss master marketing plan √ 33 Present and discuss the advantages the E-Leads Department plays in quick response to Internet leads. √ 34 Explain benefits of exclusive Gold Medallion Program √ 35 Review and explain all clauses in Listing Contract & Addendum and obtain seller's signature √ Once Property Is Under Listing Agreement Other Broker 36 Review current title information √ 37 Measure overall and heated square footage √ 38 Measure interior room sizes √ 39 Confirm lot size via owner's copy of certified survey, if available √ 40 Note any and all unrecorded property lines, agreements, easements √ 41 Obtain house plans, if applicable and available √ 42 Review house plans and make copy √ 43 Order plat map info for retention in property's listing file and to enter into MLS. √ 44 Prepare showing instructions for buyers' agents and agree on showing time window with seller √ 45 Obtain current mortgage loan(s) information: companies and & loan account numbers √ 46 Verify current loan information with lender(s) √ 47 Check assumability of loan(s) and any special requirements √ 48 Discuss possible buyer financing alternatives and options with seller √ 49 Review current appraisal if available √ 50 Identify Home Owner Association manager if applicable √ 51 Verify Home Owner Association Fees with manager - mandatory or optiona
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Successfully Proven Strategies To Get Your Property SOLD - Prudential Gary Greene, Realtors
- 2. It’s all about getting you where you want to go! Because your home represents one of your largest investments, selling your home for all its worth is the most important function we can perform. When you enlist us to sell your home, you get the skills, experience and commitment of a highly trained professional and a world wide brand that stands behind them. Inside this issue Prudential GARY GREENE, REALTORS®, our entire sales force of 1,000 agents You are our priority! in the Houston Metropolitan area and our nationwide affiliates are committed to seeing you succeed. We offer a Rock Solid real estate experience and move- Our Guarantee and related services that save you time and money. Commitment To You We’re Houston based We work hand-in-hand with you ... Real Estate Professionals working for you 1. Identifying Your Goals a. Assess your needs Promotion & Packaging b. Learn more about your property Your Internet Marketing c. Review the home selling process Exposure 2. Marketing Your Property Your Media Marketing a. Identify where buyers come from in your Exposure neighborhood b. Use our marketing skills to attract them Fine Homes Marketing 3. Establishing a Pricing Strategy National & International a. Conduct a Home Price Evaluation Advertising b. Collaborate on how to price your home to sell Online Seller’s Advantage 4. Preparing Your Property to Sell a. Identify what will help your property sell Gold Medallion Program b. Introduce the concept of staging Home Service Connections c. Take multiple, quality photos for marketing in print and on the web Local Market Exposure Our Guarantee & Commitment To You Our Commitment is given to you in writing and empowers you to control the extent of our relationship. We stand behind our commitment, and guarantee our performance to reinforce your confidence in us. Our Commitment is to provide a results-oriented real estate experience that will achieve the highest price possible for your home with the least inconvenience to you and your family and in a time frame that meet your needs. 2
- 3. Prudential Gary Greene, Realtors® is a Houston-based company. In 1963, Gary Greene started GARY GREENE, REALTORS® in Houston. Over the years, the Gary Greene name grew in prominence as its offices grew throughout the metropolitan maket. Today, the company is locally owned and operated by Mark Woodroof and Marilyn Eiland, Partners. Gary Greene, the founder, is still with the company. Prudential GARY GREENE, REALTORS® is a growing force of over 1,000 REALTORS® in the Houston area with a huge Prudential network of brokers that generate referrals nationwide. Prudential GARY GREENE, REALTORS® has listed more homes, sold more listings, closed more buyer sales, closed more transactions and experienced more dollar volume sales than any other company in Houston. Owners/Partners Mark Woodroof & Marilyn Eiland Our Professional Sales Force — Working For You . . . When you select one of our professionals to sell your home, you enlist ALL of us to find a buyer for your home. Our experienced professionals are Rock Solid in the process of: • Promotion • Packaging Staging & multi-photo marketing • Pricing • Negotiation • Risk Management • Home Services • Transaction Management • Your Trusted Advocate before and after the sale We’ll skillfully put a customized marketing plan into action and mobilize our world-wide brand in your neighborhood to find the right buyer for your home. It’s all about getting you where you want to go! 3
- 4. How We Promote and Package Your Home According to the National Association of Realtors® Survey of Home Buyers and Sellers, 87% of all home buyers used the Internet to find a home in 2008. This figure has climbed steadily over the years and was a mere 47% in 2000. The Internet has become the most important medium to find a buyer for your home. The same survey shows that features most important to a home buyer are: a. Viewing multiple pictures of the property b. Rich detail of the home Take advantage of our built-in home buyer network! www.GaryGreene.com Absolutely thousands of Houston home buyers We guarantee the best online packaging and web have visited our web site and registered to receive positioning online! We will provide complete detail in e-mail alerts when new listings come on the market MLS of your home’s features and together with tantaliz- and match the search criteria they have selected. ing photo-marketing, buyers will be motivated to make an appointment to personally VIEW your home. Multi-Internet Marketing Exposure The minute we enter your home as a new listing in MLS, it is automatically aggregated to a multitude of real estate web sites. Multi-Media Exposure Homes rarely sell as a result of specific advertising featuring the home. Advertising creates awareness and interest, which generates web site traffic, calls and appointments, resulting in a sale! Listing your home with us means opportunities to advertise in the: • Houston Chronicle, Real Estate section • Neighborhood News of the Houston Chronicle • Fine Homes Magazine, for luxury properties • Local community newspapers • Prudential Real Estate 4
- 5. Fine Homes—Portfolio Magazine Prudential Fine Homes International is a leading network in the representation of upper-tier properties. It provides refined marketing tools and connections to thousands of Fine Homes Specialists who have earned the respect of their affluent clients. While all homes deserve to be marketed by an expert, luxury properties may require exceptional marketing and exposure. Ask your professional sales associate if this program is right for your home. National and International Advertising Nationally and Internationally, the Prudential brand name is repeatedly reinforced in the most popular advertising venues including television, radio, magazines and newspa- pers. Prudential’s numerous media sponsorships generate almost 800 million impressions per year. Online Seller’s Advantage Our exclusive Online Seller’s Advantage will connect your home with buyers, giving you the benefits of daily emails about web activity on your property! Gold Medallion Specialty Market Program We highlight our Gold Medallion Collection on Relocation www.garygreene.com. Our corporate relocation We also offer a network brings qualified and motivated Gold Medallion Rewards Program buyers straight to your door. to mobilize the entire MLS sales force to go to work for you! 5
- 6. Our Home Services Make Life Easier Time with your family, and time to enjoy your life is one of the most valuable assets in today’s busy world. Yet, selling your home often creates a “To-Do” list that takes away from the enjoyable aspects of living. Relax! You are in control and have these services at your fingertips on GaryGreene.com Home Services. Our online time-saving services include: • Utility connect and disconnect • Transfer, set-up or cancellation of newspaper subscriptions and much more • Moving and Storage • Temporary housing • Home Inspections • Greater Houston Financial Services • Gibraltar Mortgage Services Find all of our Home Services now by logging on to GaryGreene.com and select the Home Services tab at the top. It will put more time in your life. First American Home Warranty — A Residential Service Contract Offering a residential service contract on your home gives sellers several advantages: 1. It demonstrates the intent to sell your home in good working order. 2. It gives the buyer an avenue of restitution, other than you, should any coverage systems break down after purchase. 3. It puts your home on a more level playing field with new construction by making it appealing to prospective buyers. 4. Seller coverage is also available for you, enabling a more cost effective risk management strategy. Give your home a competitive advantage. Our professionals will be happy to provide information on the service contract. It’s a simple and a really smart selling strategy. Reliant Energy and Home Connections Reliant Energy makes moving easy and convenient for you. They offer excellent service and great plans. Reliant Energy has exclusive Realtor® Referral offers that best meet the needs of your new home. Graebel Moving Services A trusted relocation partner, Graebel delivers World Class service to Prudential Gary Greene, Realtors® clients. As the largest privately owned and managed full service relocation company, Graebel brings total account- ability to each and every move. When you select Graebel for your move, you get the buying advantage of Prudential Gary Greene, Realtors®. 6
- 7. Multi-Market Exposure Our offices provide more marketing coverage with 25 offices serving the Greater Houston–Galveston Areas 25 Offices Serving the Greater Houston-Galveston Areas 1. CORPORATE 10575 Katy Freeway, Ste 100 713-465-6644 2. MEMORIAL 12850 Memorial Dr, Ste 1155 713-461-6800 3. INNER LOOP 2900 Weslayan, Suite 150 713-961-1722 4. KATY 23922 Cinco Village Center Blvd. Katy 281-646-1136 5. FORT BEND 2323 Town Center Drive Sugar Land 281-980-5050 6. RICHMOND 4819 F.M. 359, Richmond 281-342-2611 7. FRIENDSWOOD 1104 S. Friendswood Drive Friendswood 281-482-0055 8. BAY AREA 17250 El Camino Real 281-486-1900 9. GALVESTON WEST END 13450 F.M. 3005, Galveston 409-737-5200 10. GALVESTON 16. GARDEN OAKS 21. WOODLANDS PORTOFINO TIKI ISLAND 1354 D West 43rd St. 19075 I-45 North, Ste 250, 300 Tiki Drive, Galveston 713-686-5454 The Woodlands 409-938-1121 936-321-7500 17. NORTHWEST 11. WALLER 17418 Northwest Frwy. 22. CONROE 31303 FM 2920 281-890-4024 14602 F.M. 1097 West, Willis 281-890-4024 936-856-5590 18. CHAMPIONS 12. WALLISVILLE 8817 Louetta Rd., Spring 23. LIVINGSTON 13315 Wallisville Road 281-444-5140 212 S. Washington, Livingston 713-455-2247 936-327-9777 19. WOODLANDS RESEARCH 13. NORTHEAST 9000 Forest Crossing, The Woodlands 24. LAKE JACKSON 8000 F.M. 1960 East, Humble 281-367-3531 219 Parking Way, Lake Jackson 832-445-0408 979-297-4639 20. WOODLANDS CUSTOM HOMES 14. MONTROSE 3535 E. Panther Crk Dr. 25. PEARLAND 1939 West Gray The Woodlands 3007 E. Broadway, Pearland 713-526-5777 281-367-4550 281-997-4000 15. HEIGHTS 1717 Yale 713-880-1400 7
- 8. This is merely a summary of the tools we put to work in selling your home. For more information or to receive a free Home Price Evaluation, please contact me at your earliest convenience. ®2009. An independently owned and operated member of The Prudential Real Estate Affiliates, Inc. Prudential is a registered trademark of The Prudential Insurance Company of America. Used under license. Equal Housing Opportunity. 8
Hinweis der Redaktion
- How to use this page This is a customized page that you can prepare each time you assemble a Homeselling Proposal. • Including the sellers’ names, property address and photo of the home [use logo if you cannot get a home photo before the appointment] lets the sellers know you have prepared a proposal that is tailored to them and their property. • Add your name, local company name, contact information and photo. Suggested presentation points • “ I really appreciate this opportunity to discuss the marketing of your property. My aim is to make the homeselling process as comfortable and successful for you as possible.” • “ As you think about selling your house, you’ll have several important decisions to make, so I’ve prepared some information that can help you in this process.” • “ You’ll be able to keep this booklet to use as a reminder of the information we discuss. I’d like to take a few moments now to go over it with you.”
- Welcome Letter How to use this page The welcome letter adds a personal touch from you. It establishes a service-oriented tone and helps set the stage for the rest of the listing presentation. You can revise the wording to express your individual style. Addressing the letter to the sellers and including the current date demonstrates the personalized attention you will be giving them throughout the home selling process. You can customize the letter with your name, contact information and photo and the company name, Prudential Gary Greene, Realtors®. Suggested presentation points This page is designed to speak for itself when the sellers read it, either prior to the listing proposal or afterwards. It needs no comment during your face-to-face meeting; you can just move directly to your presentation of the Homeselling Proposal.
- This can also be used at the end in the “Who We Are” section, however, from the get-go, it’s good to know your services come with a guarantee: Home selling Services Commitment The Homeselling Services Commitment sets you apart as a dedicated, caring real estate professional. The Commitment: • Affirms that the sellers’ needs drive the homeselling process, and that it is your goal to help the sellers feel as confident as possible through the entire transaction. • Describes the specific services that you will provide as the sellers’ marketing professional. • Demonstrates the quality and level of commitment you adhere to and lays the foundation for a strong working relationship with the sellers. How to use the Homeselling Services Commitment • As you discover the sellers’ concerns, priorities and objectives during your discussion, you can point out the corresponding item in the Commitment. They will see that you are in tune with their interests and are prepared to address their specific needs. • Note especially that the first item on the Commitment is communication. Lack of communication is often the biggest disappointment sellers have with their listing agents; this tells the sellers that communicating with them will be a top priority for you. • They can retain it as a reminder of your valuable services; you might suggest they keep it in the back pocket of their copy of the Homeselling Proposal.
- Your Needs Come First How to use this page This page introduces the “Identifying Your Goals” section of the Homeselling Proposal. It helps the sellers understand why it is essential for you to learn about their real estate needs before plunging into a discussion of pricing and marketing. Suggested presentation points • “ In working with people, I realize that every seller’s expectations are unique and are influenced by their own individual needs and experiences. So it’s important to me that I understand what it is that you would like to accomplish in this process.” • “ I’d like to ask you some questions that will help me understand your interests and priorities, so please be open and candid as you share your thoughts with me.” • “ Clarifying your real estate objectives and the unique characteristics of your property will help us develop a Marketing Plan and Pricing Strategy that achieve the results you want.”
- Agency Relationships How to use this page Note: This page works especially well in conjunction with the “How I Can Help You” page of the Homeselling Proposal. Suggested presentation points • “ When real estate practitioners work with sellers and buyers, professional relationships -called agency relationships -are established. There are different kinds of agency relationships, and it’s important to understand what they are.” • “ When you agree to have me and Prudential Gary Greene, Realtors® assist you in the Homeselling process, we become your ‘seller’s agent,’ which means we will work for your best interests throughout the process of marketing and selling your house.” • “ When a buyer submits an offer on your property, they will have a separate agency relationship with their broker.” • “ What questions do you have about agency relationships?” • “ Is the agency relationship I have described acceptable to you?”
- Understanding Your Expectations How to use this page Focusing on the sellers’ interests right from the start will help you build rapport, understand their concerns, and demonstrate that you really care about them. This page explores the sellers’ needs and expectations through a series of key questions. • If possible, leave this page with the sellers as part of the pre-listing package, to allow them to think through the questions prior to your meeting. • During the listing presentation, simply ask the questions in a conversational tone. This is not meant to be an interrogation. • Each of the questions on this page can lead to additional discussion that further clarifies the sellers’ interests. • Your job will be to listen carefully, take thorough notes, and ask follow-up questions in order to get a total picture of the sellers’ needs and expectations. Suggested presentation points • “ My job is to market your property successfully. To do that I need a clear picture of your goals, expectations and priorities.”
- Appreciating Your Property How to use this page This page shifts the focus of the discussion to the property, and especially how the sellers’ perceives it. • If possible, leave this page with the sellers as part of the pre-listing package, to allow them to think through the questions prior to your meeting. • During the listing presentation, ask the questions in a comfortable, conversational style that encourages the sellers to share their candid views about the house. • The sellers’ insights into qualities of the home that have been important to them may indicate features that could be emphasized in advertising and marketing. • If the sellers’ understanding of their property’s value is distorted by sentimental attachment or misinformation, this discussion will help bring their views to the surface.
- The Homeselling Process How to use this page Sellers are often unfamiliar with the complex sequence of events involved in a successful home sale, and they may be unaware of how hard you have to work for them to make that sale happen. With this page you can walk the sellers through the steps of a typical transaction, and at the same time educate them about the many responsibilities you will fulfill as their real estate representative. You do not need to discuss every detail of the Homeselling process in depth at this time. The important thing is to listen for the sellers’ questions and concerns, and adjust your presentation accordingly. For additional support on how to show the sellers how hard we work for them, download a copy of the “192 Steps We Take to Get Your Home Sold” in the “Working with Sellers” section of the www.GaryGreene.com Intranet.
- From Offer to Completed Sale How to use this page The purpose of this page is to explain in greater detail what happens as a result of successful marketing-negotiating offers and closing the transaction. The sellers will obtain a clearer understanding of this phase of the homeselling process, and they will appreciate your indispensable role in it. “ For Sale By Owner” prospects may be particularly surprised and impressed by the amount of work required to reach a successful settlement. If you are working in a market where multiple offers are relatively common, you might want to give the sellers a brief explanation of how multiple offers are handled. Note: In demonstrating your indispensable role, this page works well in conjunction with three other pages in the Homeselling Proposal: • “ The Homeselling Process” • “ How Buyers Find the Home They Purchase” • “ How I Can Help You”
- Preparing Your Property for Sale This section of the Homeselling Proposal will help you explain how the sellers can bring their home up to showcase condition and carry out their role in achieving a successful sale. This section contains the following pages: • You Are the Key Player on the Homeselling Team • How Will Buyers See Your Property? • Show Off Your Home -Every Time! • Recommendations for Creating a Competitive Property
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- You are the Key Player in the Homeselling Team How to use this page Sellers need to understand the vital role they play in a successful sale. This page can help you clarify the sellers’ role, including some common sense cautions they should be aware of. Suggested presentation points • “ All of our marketing efforts have one goal in mind -to attract real estate sales professionals and their buyers to your property. Once that happens, it’s absolutely essential to make each showing count. This is where you play a crucial role.” • “ I’d like to share some common sense guidelines that will help ensure a successful selling experience for you.” Specific comments about property accessibility: • “ The most obvious element in a successful showing is sometimes overlooked -a property can only be shown when sales professionals and their buyers can get in to see it. If you’re going to be at home when an sales professional brings the buyers to see it, then of course you can let them in. But if you’re away, they need to have access.” “ A lockbox is a simple and safe way to be sure your property never misses out on a showing.” • “ One of the necessary challenges of being a homeseller is to be flexible in scheduling showings. It may be an inconvenience to drop everything at a moment’s notice for a showing, but remember – that showing may turn into an offer!” • “ Sometimes it may seem that buyers always want to see your house at the most inconvenient times. But please remember that many buyers -especially ones from out of town -may have very inflexible schedules, and the time when they want to view your house may be the only time they can see it. So try as best as you can to accommodate any reasonable request to view your property.” • “ One nightmare we want to avoid is the situation where a sales professional comes to me with an offer on your property, and I can’t get in touch with you to present it. So please be sure I always have a phone number where you can be reached.”
- How Will Buyers See Your Property? How to use this page A successful sale may depend as much on the property’s condition and appearance as on the Marketing Plan or Pricing Strategy. Sellers can be extremely sensitive about their home, and pointing out areas that need attention requires tact as well as candor. This page will help you deal with this important but sometimes difficult topic. Try to help the sellers see their property from the buyers’ point of view . If possible, be prepared to share some real-life stories of the advantages of fixing up a property, or of what can go wrong when a property is not prepared for market. Suggested presentation points • “ When a property is on the market, it’s like any other product that is offered for sale. It needs to be packaged in a way that shows it off best to potential buyers.” • “ The old saying, ‘You don’t get a second chance to make a good first impression,’ was never truer than in the marketing of properties. A home’s appearance can have a dramatic effect on how quickly it sells, and on the price you receive. Here are some specific areas that can influence a buyer’s impression of a property.”
- Let’s walk together outside the home and check off things that may need our attention BEFORE we put your home on the market. Unfortunately, people do judge a book by its cover. The exterior of your house is of prime importance. It can motivate and attract drive-by lookers and those that set an appointment to take a look inside.
- Let me walk with you throughout the inside of the home. Let’s check off everything that needs attention. The sooner we cross any checked items off our list, we will also have a highly marketable home from an eye-attraction standpoint.
- Now that we have examined the exterior and interior of your home, let me jot down some notes on what I would recommend you doing for a competitive property. It is important to get these done as quickly as possible for several reasons: I want to take great photos for MLS. All of those photos will automatically feed into all the web sites we mentioned in the marketing section. It is very important to have the home in top condition because you re putting your home on stage to a world-wide audience, not to mention, enticing people already in the area to view your home. You never get a second chance to make a good first impression. When I invite our agents and co-ops to come tour your home, how they saw your home for the first time is how they remember it – no matter how many re-showings we have. It’s all about positioning your home in the market. We want to compete successfully in the market by motivating agents to show it because it looks great and getting buyers to write an offer because it shows the owners have cared for it.
- Show Off Your Home - Every Time How to use this page Every showing counts! Even if the sellers take care of all the home enhancement steps you recommend, a showing can be spoiled by dirty dishes or unmade beds. This is a checklist to remind the sellers of the fine tuning necessary for impressive previews and showings. Suggested presentation points • “ We’ll want your home to be just as beautiful as possible whenever it is seen, whether broker previews, buyer showings or open houses. First impressions really do matter, so your house will need to look its best on a moment’s notice.” Preparing Your Property for Sale Show Off Your Home - Every Time • “ Experience has taught us that the simplest things can spoil a showing, and that can be very costly. Here are some basic items you’ll want to take care of when a showing is expected.” • “ Whenever you’re going to leave the house, it’s wise to assume that it might be shown while you’re gone, so it’s always a good idea to put the house in prime showcase condition before you leave.”
- • There are two components to the successful sale of a house. One is an effective Marketing Plan. The other is a realistic Pricing Strategy. They are equally important.” • “ You’ve made it clear that you expect to get nothing less than top dollar for your property, and that’s exactly what I want to help you do. My goal is to help you sell your house for the highest possible price, so that you’ll receive the maximum net proceeds.” • “ The challenge is, how do we do this? The key is to determine a realistic asking price -a price that is high enough to bring you top dollar, but not so high that it discourages buyer interest.” • “ Strange as it may seem, sellers and the sales professional they hire have no control over property values and no power to dictate sales prices. Market value is determined by what informed buyers will pay for comparable properties -houses with similar location, amenities and condition.”
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- How to use this page It can be helpful to explain what a Competitive Market Analysis (CMA) is before going into the details of the form itself. This page introduces the CMA. It helps you explain how the CMA presents pricing information, and it establishes the CMA as the authoritative resource for determining market value. Suggested presentation points • “ In order to know what value buyers are placing on properties, we need to take a ‘ snapshot’ of the local real estate market. And that’s exactly what we do with what is called a Competitive Market Analysis, commonly known as a ‘CMA.’” • “ We can rely on the Competitive Market Analysis because it discloses hard facts -the actual list prices and sales prices of properties similar to yours in this market. The Competitive Market Analysis is the most reliable indicator we have of what a qualified buyer is probably going to be willing to pay for your house.” • “ The Competitive Market Analysis shows us real-life market activity involving properties that are more or less similar to yours. It reveals other houses that have recently sold, those that are on the market right now, and those that were on the market but failed to sell. It’s the same data that appraisers and financial institutions use in evaluating property values.” • “ To see what a buyer will be likely to pay for your house, our best indication is the actual prices buyers have already paid for similar properties.” • “ By looking at similar properties that are currently on the market, we see what your competition will be. They are the very properties that buyers will be comparing to yours.” • “ The Competitive Market Analysis also shows us properties that failed to sell. I call this the ‘Don’t let this happen to you!’ category. It reveals the pitfalls for us to avoid.”
- Suggested presentation points • “ I know you want to get top dollar for your property. The way to do that is to price it right, at the market, right from the start.” • “ Setting too high a price will fail to get you what you want, and in fact it may cause you to end up with less. Overpricing inevitably leads to grief.” • “ When showing properties to their buyers, some sales professionals will seek out homes that are priced too high and use them as ‘bouncers.’ That means they’ll show them to their buyers to help sell another home that is more favorably priced. You don’t want your house used as a bouncer, do you?” • “ A high price is generally interpreted to mean the seller is not too motivated to sell, and that often attracts buyers who are not very motivated to buy. Tire-kickers, lookers and nosy neighbors won’t help you achieve your goals.” • “ There is a relationship between list price and the time it takes a house to sell. Generally speaking, the higher the price, the longer the market time.” • [Refer to the “Buyer Pyramid” graph on the page.] “This graph illustrates what happens when a property is priced too high. The pool of available buyers drops off quickly, and there are comparatively few buyers willing to pay higher prices. It takes more time to locate these buyers, so it takes longer for overpriced properties to sell -if they sell at all.”
- See notes on previous page
- Marketing Your Property In this segment of the Homeselling Proposal you present your Marketing Plan, applying Prudential Real Estate programs and resources to the sellers’ specific needs and the unique attributes of the property. This section contains the following pages: • I will make yours stand out Consumer Research on Buying [ultimate resources used to purchase] • Consumer Research on Buying, part 2 [all resources used to purchase] The Goals of Effective Marketing 1. Enlist the Efforts of the Co-op Agent 2. Promote directly to buyers • The Internet • Online Seller Advantage – page one • Online Seller Advantage – page two • Local Advertising and Promotion • A Marketing Plan For Your Property • Schedule of Marketing Activities • Important Ways to Help Promote Your Property
- How Buyers Find the Home They Purchase How to use this page If the sellers are thinking about selling “By Owner” and are not convinced they need the help of a sales professional, this page can help you demonstrate the importance of your role. Also, by comparing the relative effectiveness of various marketing activities, this page can help sellers realize that weekly open houses or daily classified ads will not do much to help sell their house. Open houses are great – sellers just need to understand how this activity compares with others in terms of buyer attraction. Note: In helping to establish the importance of your work, this page can be used in conjunction with three other pages in the Homeselling Proposal: • “ The Homeselling Process” • “ From Offer to Completed Sale” • “ How I Can Help You”
- The Goals of Effective Marketing How to use this page This page sets the stage for the discussion of marketing and gives the sellers a general understanding of what your Marketing Plan will be designed to achieve, as well as an introduction to some of the specific marketing resources you will employ. The sellers will see that you intend to follow a well-thought-out process with clear objectives, not just a random collection of marketing activities. As you discuss each item on the page, be alert to those areas where the sellers ask questions or show special interest. You can then move directly to the page that explains that point in greater detail.
- As it reads. Some agents will want to introduce all of these differentiators while others will choose not to have all included in their listing proposal. All of these are very effective programs to attract the co-op agent, make them aware and focus on your listing.
- “ Mr. Seller – we have a great working relationship with all of these brokers and more. We offer all brokers half of our commission to SELL your home. They are an integral part of our marketing efforts to get your home sold.
- Prudential Gary Greene, Realtors ® captures more buyer inquiries on properties than any other company real estate web site in Houston. And, Because we have more listings than any other company in MLS, har.com refers inquiries to us from all of our listings, so we enjoy the added referral benefit to our sellers.
- When you enlist me to sell your home – this is an example of your home’s pathway to a successful sale. Your listing is distributed to all of these web sites so it gets the broadest amount of exposure on the Internet. Please note the Prudential.com pathway and the web sites that Prudential.com populates with your listing. These web sites are the ones you receive a report of online buyer activity in your neighborhood. I auto-send these reports to you daily or weekly.
- Mr. Seller, many leads come from web sites daily, however, research has shown that their ability to convert this lead to a buyer for your home disintegrate within 30 minutes. Agents at Prudential Gary Greene, Realtors ® are equipped with technology that enables a response to a lead instantly! The benefit to you Mr. seller is that we have the technology to respond immediately and increase the chances for a showing and a sale on your property.
- If you are marketing a property over $500,000 or more, keep this page. If not, discard and move to the next marketing promotion. The Portfolio of Fine Homes is distributed to: All 26 offices in the Houston Metropolitan area for distribution in their local market Direct mailed to target markets inside the loop Accessible by www.garygreene.com/efinehomes Marketed digitially [an online magazine in the exact same format at the printed magazine] on every detail page of our listings
- Everyday, we get online leads from buyers all over the world, transferring to Houston on their jobs. We also have a corporate relocation department that brings buyers world wide to our sellers doorsteps. Here are where our world wide offices are located, however, one recent online lead came from Dubai, so these offices are not limited to the country in which they reside. With our online multi-media exposure and Prudential – we are the best positioned to find a buyer for your home.
- This is just a sample marketing plan and based on your needs and feedback today, I will develop a marketing plan for your property specifically suited to your home. As you can see, many preliminary steps need to be accomplished before placing your home on the market. I am ready to go to work for you.
- Communication is a key concern for most sellers. Use this page to discuss the advantages of the OSASM Listing Presentation Reports and email updates. Preprint a customized Listing Presentation Report to present the sellers during the presentation. Print a sample Listing Activity Report email to demonstrate how you plan to stay in touch and keep sellers informed while their property is on the market. Suggested presentation reports • “ I know how important communication is to you and the Online Seller AdvantageSM gives us the capabilities to peek inside consumer activity that is specific to your area and your property as well as know up to the minute details on what online buyers are interested in and communicate that information back to you.” Comments about the Listing Presentation Report: • “ One feature of the Online Seller AdvantageSM program is our ability to capture the search activity of buyers from PrudentialRealEstate.com and many other Web sites and share that information with you in our exclusive Listing Presentation Report. This report highlights the number of registered buyers who are looking for property in your area and who have requested to be notified the minute a property like yours goes on the market.” • “ The report also highlights how many buyers are monitoring other listings in your area, and how many times last week and in the last 30-days your property would have been presented to potential buyers on prospective property searches.”
- Suggested presentation points Comments about negotiating offers : • “ All of our efforts to market your property have one aim -to attract offers from ready, willing and able buyers. Let me explain what happens when we get an offer.” • “ When an offer comes in, I’ll explain it, answer your questions, and indicate the choices available to you. You’ll always have three choices -accept the offer as-is, reject it completely, or respond with a counter offer. I’ll be your contact with the buyers, through their agent, and I’ll work for you to negotiate an agreement that is satisfactory to you.” • “ Do you have any questions about how offers are negotiated?” Comments about the settlement process: • “ After you’ve reached an agreement with the buyers, our one goal will be to ensure a successful closing.This will be a busy time for me. Most of my work will be behind the scenes and should involve a minimum of concern and hassle for you.” • “ I’ll work with the buyer’s broker and others involved in the transaction to make sure that everyone is doing what they’re supposed to, and that the sale is moving along on schedule. This includes monitoring progress of the buyer’s loan. If any unforeseen problems arise, it’s my job to help work out a solution that is in your best interests.” • “ Communication is a high priority with me. Be assured that I’ll stay in touch with you and keep you posted on everything you need to know throughout the entire transaction.” • “ Are there any areas of the settlement process that you would like to know more about?” Comments about after-sale service: • “ Be assured, I will follow up with you after the transaction closes to make sure that everything has been accomplished to your satisfaction.” • “ You mentioned that you will be relocating to [seller’s destination location], and I can provide information and relocation assistance for you.”
- Who We Are This section of the Homeselling Proposal gives the sellers additional information about you, your company and Prudential Real Estate. It will help build the sellers’ confidence and strengthen your professional relationship. Sellers often dread that a listing presentation will be a high-pressure sales pitch -a fear that is confirmed when sales professionals talk too much and too early about themselves and their companies. The focus of a listing presentation must be the sellers and their property -how you, your company and Prudential Real Estate are the best choice to meet their needs. This section contains the following pages: • How I Can Help You • Customized Sales Professional Page • Customized Local Company Page • Core Values • Prudential Real Estate – Who We Are • Prudential Relocation – Connecting Buyers and Sellers • Homeselling Services Commitment
- How I Can Help You How to use this page Homesellers don’t necessarily understand how you can help them -in fact, they may not be convinced they need you at all! It is important that they understand the complexity and value of your work. This customizable page clarifies your role as a service-oriented professional the sellers can rely on. Be sure to emphasize issues that the sellers have shown an interest in (such as frequent communication or handling important details). This page is an excellent introduction to the Homeselling Services Commitment, which explains in detail the specific ways you will help the sellers. Suggested presentation points • “ You’ll discover that I wear many hats. It’s my job to manage the marketing of your property, negotiate with the buyers when an offer is submitted, and coordinate all the details for a successful closing. Along the way, I’ll be available to consult with you whenever you have questions or concerns.” • “ My goal is to market your property successfully. Throughout this process, I’ll do my best to focus on your needs, interests and priorities.”
- Customized Sales Professional Page How to use this page This page is all about you . It is your résumé – an entirely custom page that spells out your qualifications. As the sellers look over this page, they will ask themselves, “So what? What’s in it for us?” It is more important to highlight selected points that demonstrate how you successfully serve sellers than to list every accomplishment of your career. You can supplement this page with a selection of certificates, news clippings and testimonial letters from satisfied sellers. Suggested presentation points • “ We’re here today to talk about you, not me. But I do want you to know a little bit more about me. So when you have a minute you might want to look over this page that lists some of my professional accomplishments.” • “ I want you to have the confidence of knowing that you are putting the marketing of your home in the hands of someone who is serious about the real estate profession.” • “ Do you have any questions about my background or the services I provide?”
- This is to establish that you are working for a credible firm – It’s the longest existing real estate firm in Greater Houston area It’s has listed more homes, sold more listings and closed more transactions and dollar volume than any other company in Houston. I say that not to brag but to give you confidence in our ability to get your home sold. We have a rich Houston heritage, a strong local presence and a connection to the local, state, national and international community.
- Note: Do not rely on this sheet to give you the latest data figures. Consult the Intranet at the first of the year and quarterly for updates on these statistics. This and the following page is a table run directly from the Houston Association of Realtors ® Multiple Listing Service Company Ranking Report as of the dates reported. Bottom line, the ranking has stayed the same since 2007 – Listed more homes Sold more listings Closed more transactions and dollar volume than any other company in Houston. While it may not appear in the specific neighborhood you are getting a listing that these statistics ring true – the value to the seller is knowing that our market influence is city wide so sellers can benefit from local buyers.
- This is what we stand for as a company and hold most dear in our relationships with our clients. You may want to include a page of your Core Values so sellers see that you personally live by a standard of service.