BUILDER
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THE
GROUP BUSINESS
®
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t h e bu s i n e ss bu i l d e r.co m V 3
FIRST
I M P R OV I N G YO U R H O M E L I F E
TITLE GOES HERE xxxxxx
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ABOUT THE GROUP AT RE/MAX FIRST ABOUT THE GROUP
We believe that consumers make better real estate decisions when they have access to the right data and smart advice. The Group at Re/max First has the systems, process, marketing and experience to deliver the results you’re looking for. We promise to be open, honest and upfront and guide you in the right direction.
RE/MAX First The top giving office in Western Canada for 7 consecutive years 2014, 2015, 2016, 2017, 2018, 2019 & 2020.
REMAX FIRST
BASED ON CLOSED TRANSACTIONS (‘19-’20)
“
avg 4.9/5 avg 5/5 Awesome!!!!!!!!!!!! Thank you sooooooooooooo much!!!!!!!!! GIOVANNA AND WILLIAM S.
“
#
REMAX OFFICE IN THE WORLD
RE/MAX FIRST - TOP GIVING OFFICE IN WESTERN CANADA FOR 7 CONSECUTIVE YEARS From 2014-2020
Read our reviews and testimonials at www.top-producers.ca/thegroup/
3
3
SELLING TIMELINE
THE SUCCESSFUL BUILDER
4
TITLE GOES HERE DO IT “RIGHT NOW”
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5
5
HOMEBUYERS
( YO U R TA R G E T M A R K E T )
BUYERS INFO
Among all generations of home buyers, the first step taken in the home search process is to look online for properties. Once buyers have filtered thousands of properties and sifted through hundreds they typically search for 10 weeks and look at a median of 10 homes to compare in person. They go through a process of filtering, comparing, refining, visiting and narrowing. This “comparison shopping” leads the buyer to a conclusion of fair and best value.
6
How they found their home
Internet
50%
81%
28%
Agent Open House
3%
Yard Sign
3%
Print Ads
1% 13%
53% 46%
3. WHAT BUYERS VALUE LOGICALLY & EMOTIONALLY
Location Price Size Beds Baths Parking Basement
1. 2. 3. 4. 5. 6. 7.
Sources used in home search
Condition Styling Cleanliness Organization
WHERE BUYERS COME FROM
1. WHERE BUYERS SHOP FOR HOMES
2. WHAT INFO BUYERS WANT
98%
87% Photos 85% Detailed Info 52% Floor Plans 46% Virtual Tours 42% Agent Contact Info 41% Recently Sold Info 39% Neighbourhood Info 37% Interactive Maps 36% Pending Sales 27% Open House Info 25% Videos
4. WHEN BUYERS MEET THE PROPERTY
TRICKLE OF NEW BUYERS POST MLS® LAUNCH SEARCH ONLY POOL OF EXISTING BUYERS MLS® LAUNCH BROADCAST & SEARCH
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7
®
OF
THE
GROUP BUSINESS
BUILDER
FIRST
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PAIN & PRIZE
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Transaction Based Sales
BA
OF
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EN
CI
FI Land Aquisition
AL SC
PR
EF
EF Sitting on Inventory
Higher, Faster Sales
Insider Trading
“Household” Brand
CASH FLOW
INBOUND
MARKETING - PROPERTY
- PROPERTY
- MARKETING
- MARKETING
- ADVERTISING
- ADVERTISING
- SALES
- SALES - SERVICE - PRICING
INCOME STREAM
B.O O.S S.S S.
pMASSp p
- SERVICE - PRICING
MARKETING
OUTREACH
- SOCIAL
P R O F I TA B L E GROWTH
- PULL MARKETING - PUSH MARKETING AT T R A C T BUSINESS
OUTBOUND
PA S S I V E GROWTH
SYSTEMIZED
R M
D AY B Y D AY
RARE METHOD
MONEY MANAGEMENT
PROJECT MANAGEMENT
- ICPI - MARGINS - CAHSFLOW
- INVOICING - CHANGE ORDERS - TRADES - CONSTRUCTION
SALES PRESENCE
THE PRICING BELL CURVE The Fair Market Value (F.M.V.) Range
Price High Seller Appeal High
Price Low Buyer Appeal High
Any Reasonable Seller Would Accept
“Strategically increase your odds of selling quicker and on the high end of the Fair Market Value Range, regardless of the current market”
+
R
A
AGENT TEAM POOR MARKETING POOR ADVERTISING POOR SERVICE
PP
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$
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2s
SE
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SELLER PROPERTY PRESENTATION S.M.A.R.T. PRICING
+
AGENT TEAM M.A.S.S. MARKETING M.A.S.S. ADVERTISING M.A.S.S. SERVICE
+
+
MARKET HIGH DAYS ON MARKET LOW DEMAND HIGH SUPPLY Price Low Seller Appeal Low Only desperate or forced sellers would accept
UNICORN - 1-2%
3s
34%
2.5%
Price High Buyer Appeal Low
2.5%
BARGAIN PRICING
LOW END F.M.V.
F.M.V. RANGE
- 1-2%
MEDIAN PRICE
- 1-2%
1b
MARKET LOW DAYS ON MARKET HIGH DEMAND LOW SUPPLY
13.5%
(CRAZY EGG)
HIGH END F.M.V. PREMIUM PRICING +1-2%
SALE PRICE (Standard Distribution Graph)
TIGHTWADS (24%)
(LEAST LIKELY TO COME TO AN AGREEMENT)
SPENDERS (61%) 2b AVERAGE (TYPICALLY FINDS RIGHT PLACE, RIGHT PRICE & DOES WELL) THRIFT (15%) 3b SPEND (MOST LIKELY TO OVERPAY UNLESS PROFESSIONALLY GUIDED)
10
3b
34%
13.5%
3 TYPES OF BUYERS
10
L
LIKELY SALE PRICE
E
A
U
Y
“ PE
B
SELLER/PROPERTY POOR PRESENTATION OVERPRICED
1s
+1-2% 3 TYPES OF SELLERS
OVERESTIMATERS (68%)
1s
BANG ON VALUE (30%)
2s
UNDER ESTIMATE VALUE (2%)
3s
(MAXIMIZES EQUITY WITH STRATEGIC MARKETING) (LOSES EQUITY IF NOT STRATEGIC)
UNICORN +1-2%
(HOMEGAIN & PRINCETON CAP)
(LOSES TIME & MONEY - WASTED LAUNCH & D.O.M.)
Only miseducated, misinformed buyers would agree to
(AFTER REASONABLE EFFORT)
OUR pMASSpp
1b
LIKELYHOOD OF ACCEPTANCE
BUYERS INFO
Any Reasonable Buyer Would Accept
HOW WE SELL YOUR HOME For Top Dollar
80%
51%
BUYER REP
THE TRAILING MAJORITY
Comparison Pricing
(5000+)
51%
BUYER
34%
W
HO
Print THINGS I LOVE!
PV+A
less
PV+A Spent less time on market
11
Received more showings
+3 Sold for higher price
+1%
PROPERTY CONDITION & PRESENTATION
% 97
ATT RA CT
I
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S
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x EQ
+ EQ
PROFESSIONAL TEAM
LIST AGENT DUTIES
A
ION
4%
ACH RE
S
Stager
Photographer Graphic Designer
1. Protect/Inform CREATIVE 2. Strategy/Negotiation 3. Due Diligence 4. Coordinate Team Measurements Convey *Surveyor *Legal 5. Advise/Guide TECHNICAL 6. Risk Disapproval BEWARE
BEWARE
The agent who only tells you what you want to hear
The agent who “buys the listing” (48%)
SERVICE
MARKETING RESULTS OF STAGING
4%
E AL
vs
WH AT
A WA R E N E S S I NTEREST D ESIRE
A CTION
EQx+U +PV+A
WHO
4 FACTORS OF PRICING
Fact Based
Market Value
Time is Money
Agreement
Launch
2 FUNCTIONS OF PRICING Filter
vs
STRATEGIC COMM U N I C AT
Post Viewing
EQ x
Search Portal
Bracketing
&
Attract Offers
S . M . A . R .T P R I C I N G FAIR MARKET VALUE RANGE
HOW MUCH
OFFER PRICE
PEOPLE
4%
EQ +
Auto Notifications
BOOK VIEWING & OFFER
SELLER SERV I C E S
G
FREQUENCY & REACH
PROACTIVE
IN
+ PERCEIVED VALU E
PLACES
IS
OFFLINE
TOP D OLLAR SALE P RIC E
COMPETITIVE DIFFERENTIATION
MARKET DEMAND
product presentation
SELLER/AGENT
SELLER CONTROL
RT
ONLINE
PREP FOR MAX VALUE
COMMUNICATIN G VA L U E
BUYER WA N T S
market appeal
PRO TEAM
+
= MULTIPLYING FACTORS
vs
Multi Agent System
searches location/price filtered
+
WH E RE
M S
97%
LOW TRAFFIC SITES
Digital
REALITY Location Size Amenities Condition Decade of Decor
M
BPC | MLS | IDX | DDF (SYNDICATION)
VE
Viewing
3
THSAEL ISON S WESHP HO YRO
D
Cooperative Compensation
Agent Database
Hot Sheets
MP AR
BROADCAST & SEARCH
PROPERTY
Pre Viewing
TE
MORE MORE OFFERS OFFERS
MORE SHOWINGS
LIST / ASK PRICE
PRO FES SIO NA LM EN AR HA KE NC TI ED NG M .A $/ .S LO C AT IO TA R G
20%
20%
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”
80%
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market demand
MORE VIEWS
N
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pMASSp p
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Attract Offers
O
THE MARKET LEADERS
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PERCEPTION Cleaned Decluttered Staged
STRESS LEVEL
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$
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BUYERS/AGENTS
MARKET INFLUENCE
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12
DAYS ON MARKET
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BUYERS INFO
INCREASING MARKET VIEWS & APPEAL
11
Received more showings
+3
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Sold for higher price
+1%
vs
PROPERTY
PREP FOR MAX VALUE
COMPETITIVE DIFFERENTIATION
MARKET DEMAND
product presentation
SELLER/AGENT
PROPERTY
less
Spent less time on market
WHAT
CONDITION & PRESENTATION
= MULTIPLYING FACTORS
The property goal is to increase its value, “ real and/or perceived by increasing its real/ relative appeal.
“
SELLER CONTROL
PV+A
RESULTS OF STAGING
REALITY Location Size Amenities Condition Decade of Decor
WHE RE
REALITY • • •
Location Size Amenities
• •
Condition Decade of Decor
PERCEPTION • • •
14
Value Range, regardless of the current market”
MARKETING
W HY
14
+
PV+A
Clean/Declutter Re-organize/Styling Virtual Staging/Staged
• •
Presentation Appearance
DO
Try to emulate a show home
3 QUESTIONS 1. How much can i expect to get for my home? 2. How long will it take to sell my property? 3. What are you going to do to market my home?
DON’T
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Pre Viewing
Viewing
Post Viewing
STAGING
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MARKETING
WHY
MARKET DEMAND
REALITY Location RE-ORGANIZE/STYLED Size We’ll work with what you got Amenities Condition VIRTUAL STAGING /STAGED Decade of Decor
COMPETITIVE DIFFERENTIATION
product presentation
SELLER/AGENT
CLEAN/DECLUTTER Less is more
SELLER CONTROL
EQ x
Make it look like a showhome
PERCEPTION
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less
+ PERCEIVED VALU E
A pristine, neutrally decorated home with broad appeal LIFESTYLE PEOPLE will typically sell faster andPLACES for more money, all other things being equal.
FREQUENCY & REACH
4%
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Spent less time on market
11
Received more showings
+3 Sold for higher price
+1%
PROPERTY
vs
PREP FOR MAX VALUE
BUYER WA N T S
TI
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PROPERTY
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W H AT
MARKETING
CONDITION & PRESENTATION
15
COMPETITIVE COMMUNICATIN G VA L U COMMUNICA TIN G VA E DIFFERENTIATION PLACES LIFESTYLE PEOPLE
OFFLINE
$/
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CONDITION & PRESENTATION
PROACTIVE
PROPERTY
+3
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Sold for higher price
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VALU E
11
less
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MOST POPULAR WEBSITES
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+
20% 80%
+
20%
+
PRO
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SELLER CONTROL
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PRO TEAM
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$
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product presentation
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BUYER WA N T S COMPETITIVE DIFFERENTIATION
MARKET DEMAND
product presentation
COMMUNICATIN G VA L U E
MARKET DEMAND
SE
MORE MONEY
product presentation
DAYS ON MARKET
51%
BROADCAST & SEARCH
34%
searches location/price filtered
MORE MORE OFFERS OFFERS
ATT RA
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pMASSp p
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SELLER/AGENT
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3 QUESTIONS goal of marketing is to “ The demonstrate the property’s 3 QUESTIONS marketable attributes in a
3 QUESTIONS
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TA
$/
SELLER/AGENT MARKET DEMAND
20%
80%
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80%
51%
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PV+A
generate up to 4x more visibility.
P R O P E R T YMARKETING SERVES 2 FUNCTIONS
CONDITION & PRESENTATION 16
ONLINE
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20%
R T I
SI
NG
PEOPLE
Spent less time on market
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WHE R E = MULTIPLYING FACTORS
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“
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+
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80%
LIFESTYLE
+
RT
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VE
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LIFESTYLE
20%
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AD
REALITY Location Size Amenities Condition Decade of Decor
PERCEPTION Cleaned Decluttered Staged
PROPERTY
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I NMAJORITY G
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51%
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PROPERTY THE LEADERS 20% TRAILING 51% MAJORITY HIGH TRAFFIC BUYER WA NSITES TS
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THE MARKET DEMANDLEADERS
S.M.A.R
FAIR MARK
MARKETING
PRO TEAM CONTROL
I NTEREST
PHOTOGRAPHY
D ESIRE
Great professional photography is the foundation of all the marketing pieces and the advertising campaign. A great campaign with mediocre photography is a waste of time and money.
+1% DIGITAL MARKETING
PRINT MARKETING
If photography is the foundation of the marketing then the promotion of lifestyle is the cornerstone of the purchasing decision. GOAL: Get in-person viewings
If photography is the foundation of the marketing then the promotion of lifestyle is the cornerstone of the purchasing decision. GOAL: Reinforce value to attract offers
ENHANCED HERO SHOTS 3 sec to get their attention
• • •
Clean/Declutter Re-organize/Styling Virtual Staging/Staged
PROPERTY BROCHURES People, places, things we love
• • •
Clean/Declutter Re-organize/Styling Virtual Staging/Staged
VIDEO PRODUCTION Video evokes emotion
• • •
Clean/Declutter Re-organize/Styling Virtual Staging/Staged
TOUR GUIDE CARDS Get buyer’s attention
• • •
Clean/Declutter Re-organize/Styling Virtual Staging/Staged
3D IMMERSIVE TOURS Get buyers interacting
• • •
Clean/Declutter Re-organize/Styling Virtual Staging/Staged
COMMUNITY INFO BOOKS Location. Location. Location.
• • •
Clean/Declutter Re-organize/Styling Virtual Staging/Staged
LIFESTYLE MARKETING Buyers don’t get excited about four walls. They get excited about a great new life. LIFESTYLE
PLACES
PEOPLE
3 THINGS
17
IS RT
ING
51%
BROADCAST & SEARCH
R TA
searches location/price filtered
ONLINE
LIFESTYLE
PLACES
IS
IN
PEOPLE
G
Pre Viewing
Viewing
“
ON
EQ +
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PV+A
EQ x
MARKETING REALITY Location
RESULTS OF STAGING
PV+A Spent less time
OFFLINE
% 97
ACH RE
ATT RA CT
SEARCH ADVERTISING
LIST A
Online buyers use filters (location/maximum price) to refine a list of 1,000s of potential listings to a smaller, more manageable list that represents the highest perceived value. to
1. Prot 2. Stra 3. Due 4. Coo 5. Adv 6. Risk
OUR PROCESS
“Strategically increase your odds of M.A.S.S. ADVERTISING EFFECT
“
PROACTIVE
RT
LUE
COMMUNICATIN G VA L U E
VE
PROPERTY
+
BUYER WA N T S
Accept being mediocre in a lot of places
selling quicker and on the high end of the Fair Market Merely being on one of the 1,000s websites doesn’t guarValue Range, regardless of the of current market”
BE
Th yo
antee you will be seen in the sea of listings. Our M.A.S.S. marketing program increases your odds of being noticed.
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persDigital in the door building Print THINGS I LOVE! demand and3 urgency.
ND
DON’T
FREQUENCY & REACH BOOK VIEWING & OFFER
purpose of advertising “ The is to get comparison shop-
18
34%
BPC | MLS | IDX | DDF (SYNDICATION)
AD
WHY
Attract Offers
Bracketing Bracketing
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Focus on being well presented and highly visible in key places
Filter Filter
G
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$/
T
ED
AS
K
+
ADVERTISING
N
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R MA
R ET
O ESP
EQx+U +PV+A
ADVERTISING
MARKET INFLUENCE
A WA R E N E S S
SYNDICATION
I NTEREST
Leverage the thousands of websites that buyers visit to find the home they want to buy.
BROADCAST ADVERTISING There is one small window of opportunity to broadcast to the existing pool of buyers. This is through the auto notifications at MLS® launch. IMPORTANT: Notifications happen at MLS® launch
AD
SEARCH ADVERTISING Like it or not. This is how buyers and agents search and find real estate. They go online and use filters to narrow their search to a realistic number. IMPORTANT: Buyers use location and price filters
SOCIAL MARKETING 50 Profiles via CityBlast
VITAL FEW 10’s of websites
• • •
Realtor.ca Remax.ca Real-estate.ca
FOR SALE SIGNS Drive-by traffic
MARKET LEADERS 100’s of websites
• • •
Royallepage.ca Point2Homes.com Kijiji.ca
OPEN HOUSES Buyers without agent
TRAILING MAJORITY 1000’s of websites
• • •
Agent websites Team websites Brokerage websites
R M
RARE METHOD We realize best practices in each area to form a compounding affect on the results. COMING SOON
THE LAUNCH
POST LAUNCH
19
DO
lter
Attract Offers Offers
cketing
N
W
Comparison Pricing
SA
+U
Qx +E
EQ
S E L PROFESSIONAL TEAM
COMPARISON SHOPPING
LIST AGENT DUTIES
Stager
OUR PROCESS
3
“
3 STEP PROCESS “Strategically increase your odds of selling quicker and on the high end of the Fair Market 1. In-person viewings Value Range, regardless of the2. current market” Attract Offer
PROACTIVE
Buyers compare 1,000s of listings online before narrowing a 1. Protect/Inform list of potential homes to view in person in order to find the 2. Strategy/Negotiation home that offers the best value3.to place an offer on. Due Diligence 4. Coordinate Team 5. Advise/Guide 6. Risk Disapproval BEWARE
The agent who only tells you what you want to hear
3. Due Diligence
Photographer Graphic Designer
The sales goal is to get “ comparison shoppers to see
CREATIVE
Measurements Convey
EQx+U +PV+A
*Surveyor *Legal
the value in the home as greater than the other homes they are viewing.
TECHNICAL
BEWARE
The agent who “buys the listing” (48%)
SERVICE
20
SELLER SERV I C E S
% 97
ATT RA CT
ACH RE
HO
ION STRATEGIC COMM U N I C AT
vs
4 FACTORS OF PRICING
WHO
“
SALES
O
(5000+)
+ PERCEIVED VALU E
Hire your list agent just because you like them
”” G G IIN N
Multi Agent System
UE
DON’T
WH Y
PPPP
A
THE
TI O
A
M S
BBUUYY EERR SS““ CCOO MMPP TA AARR RG ET I SI S ED OO NN SA SSHH LE S OO PR O M
Know your list agent will cooperate with 1,000s of buyers agents
SALES
MARKET INFLUENCE
I NTEREST
D ESIRE
HOT SHEETS There is an existing pool of agents with buyers who are currently looking for a home that matches your criteria. We have one shot to notify these buyer’s agents directly through agent hot sheets.
AGENT MLS® DATABASE Agents rely heavily on the private internet database (MLS®) to scour through 1,000s of available MLS® listings to narrow down the potential to a manageable number.
AGENTS The sale of real estate relies heavily on the cooperation of listing agents and buyers agents. This is very much a product of negotiating mutually beneficial transactions.
AGENTS / BUYERS AUTO NOTIFICATIONS There is an existing pool of buyers who are currently looking for a home that matches your criteria. We have one shot to notify these buyers directly through auto notifications.
BUYER SEARCH PORTAL Buyers rely heavily on the internet to scour through 1,000s of available MLS® listings to narrow down the potential to a manageable number.
BUYERS There is an existing pool of buyers who are just waiting for your home to come onto the market. New buyers looking for a home like yours come in at a slow trickle. We have one shot to hit this existing pool with an attractive offer.
21
M S
97%
vs
Multi Agent System
Comparison Pricing
(5000+)
%
BUYER
34%
W
BROADCAST & SEARCH
HO
DO
LS | IDX | DDF (SYNDICATION)
SA
+U
Qx +E Q E
PROFESSIONAL TEAM PROFESSIONAL TEAM Stager Photographer Graphic Stager PhotographerDesigner Graphic Designer
“
increase your odds of selling n the high end of the Fair Market regardless of the current market”
CREATIVE 1. Protect/Inform CREATIVE 2. Strategy/Negotiation 3. Due Diligence Measurements Convey 4. Coordinate Team Measurements Convey *Surveyor *Legal 5. Advise/Guide TECHNICAL 6. Risk Disapproval
BEWARE
*Surveyor BEWARE
The agent who only tells you what you want to hear
*Legal
The agent who TECHNICAL “buys the listing” (48%)
UESTIONS
can i expect to get for my home? will it take to sell my property? u going to do to market my home?
“
LIST / ASK PRICE
SERVICE EQx+U +PV+A
DON’T
Assume the lawyer can get you out of trouble
WHO
4 FACTORS OF PRICING
Fact Based
Market Value
Time is Money
Agreement
Launch
2 FUNCTIONS OF PRICING
&
Attract Offers
Real estate practice is about representing our clivs ent’s greatest asset to our S . M . Abenefit. . R .T P R I C I N G client’s greatest Filter
Bracketing
FAIR MARKET VALUE RANGE
22
Work with your Realtor® to work through red flags
OFFER PRICE
SERVICE
PROCESS
PROACTIVE
LIST AGENT DUTIES
SELLER SERV I C E S
ATT RA CT
S E L
TOP DO L LA R SAL E P R I C E
BOOK VIEWING & OFFER
Search Portal
“
& REACH
Auto Notifications
ION STRATEGIC COMM U N I C AT
rches location/price filtered
COSTLY & COMMON MISTAKES #1 cause of R.E.I.X. claims - Incorrect square footage #1 cause of delays at closing - Real Property Report issues #1 cause of claims in condos - Parking #1 cause of lawsuits - Non-disclosure of material latent defects
HOW MUCH EXPERIENCED GUIDANCE Besides the sales and marketing aspects lie 100s of details in the sale of real property. That’s why we have created a system that keeps you in control.
SERVICE
PRO TEAM CONTROL
A CTION
SERVICE Besides the sales and the marketing aspect lie hundreds of details in the sale of real property. Your in good hands. Accessibility and open lines of communication are key.
80
variables
LIST AGENT DUTIES
PROFESSIONAL TEAM
1. Protect/Inform 2. Strategy/Negotiation 3. Due Diligence 4. Coordinate Team
Stager
Photographer Graphic Designer
CREATIVE
5. Advise/Guide 6. Risk Disapproval
Measurements Convey
*Surveyor *Legal
TECHNICAL
BEWARE
The agent who only tells you what you want to hear
BEWARE
The agent who “buys the listing” (48%)
23
BEWARE
BEWARE
The agent who only tells you what you want to hear
The agent who “buys the listing” (48%)
n i expect to get for my home? ll it take to sell my property? oing to do to market my home?
EQx+U +PV+A
4 FACTORS OF PRICING 2 FUNCTIONS OF PRICING
Fact Based
Filter Bracketing
Market Value
&
Time is Money
Agreement
Attract OffersLaunch
2 FUNCTIONS OF PRICING Filter
vs
WHO
Bracketing
&
Attract Offers
S . M . A . R .T P R I C I N G
OFFER PRICE
S . M . A . R .T. P R I C I N G
UESTIONS
LIST / ASK PRICE
SERVICE
STRAT
*Surveyor *Legal
TECHNICAL
SE
“
Measurements Convey
TO P D O LLA R SA LE PRICE
ncrease your odds of selling the high end of the Fair Market gardless of the current market”
PROAC
PROCESS
4. Coordinate Team 5. Advise/Guide 6. Risk Disapproval
HOW MUCH
DO
List for a little less to get a little more!
DON’T
Ask more to get more. It doesn’t work that way.
FAIR MARKET VALUE RANGE
PRICING SERVES 2 FUNCTIONS Buyers (and their agents) use location and price filters to eliminate inappropriate properties in their search. If a home is priced just $1 higher than a buyer’s search parameters, it won’t show in their home search.
ATTRACT BUYER OFFERS Buyers use a comparison shopping methodology to assess the best potential property to place an offer on. They do this based on highest perceived value. 24
The pricing goal is to “optimize the supply and
demand ratio by pricing to attract masses of bonafide buyers and offers.
“
BUYERS FILTER BY PRICE
S . M . A . R .T. P R I C I N G
SELLER CONTROL
D ESIRE
4 FACTORS A CTION
FACT BASED
FAIR MARKET VALUE
Conjecture, here-say and gut feelings are a good way to leave money on the table. Your pricing/ positioning strategy has to begin with the facts.
FMV is an estimate of the market value of a property, based on what a knowledgeable, willing, and unpressured buyer would probably pay to a knowledgeable, willing, and unpressured seller.
99%
accuracy
TIME/MONEY CORRELATION
AGREEMENT
The number one reason why the phrase “we can always reduce it later” has unnecessarily cost sellers thousands of dollars.
Buyers want the best property for the lowest price. Sellers want the highest price for their property. Agreement is the ‘meet in the middle’.
-2%
2 weeks
2 FUNCTIONS PRICE BRACKETS & POSITIONING Buyers set lower and upper price limits in their filtration in the search for prospective homes. Determining which $25,000 price bracket to “position” your property in will determine if, and how much it will be seen.
ATTRACT BUYER’S OFFER Buyers comparison shop both online and in person to find the property that represents the best value for their money.
$25K brackets
25
L A N IO AT RN TE IN
ONLINE M.A.S.S. MARKETING THE PURPOSE OF THE ONLINE M.A.S.S. MARKETING IS TO STAND OUT FROM THE SEA OF OTHER LISTINGS AND GENERATE ENOUGH INTEREST TO VIEW IT IN PERSON
OPEN INTERNET BROWSER
PRIMARY IMAGE ENHANCEMENT
COMMUNITY VIDEOS
Play Luxury Property Video
G IN N IN W
OPEN INTERNET BROWSER
View Luxury Property Brochure
RD A AW
DIGITAL MARKETING SAMPLES OPEN INTERNET BROWSER
View Premium Property Brochure
OPEN INTERNET BROWSER
Play Community Video
3D IMMERSIVE WALK-THRU OPEN INTERNET BROWSER
View Luxury Property Website
26
Best real estate website 2021
RD A AW L A N IO T A N R TE IN
G IN N IN W
IN-HOUSE MARKETING MATERIAL THE PURPOSE OF THE IN-HOUSE MARKETING MATERIALS IS TO CALL ATTENTION TO AND REINFORCE VALUE FOR THE UNIQUE BENEFITS OF THE PROPERTY PROPERTY BROCHURES
AVENUE MAG AREA RANKINGS
3 THINGS I LOVE STANDS
TOP 3 features
Why I Love This Home
1
COMMUNITY PROFILE BOOKS
Giant Entertaining Island
2 Wooded Backyard Space
3 te
t s Aude i r h C
DETAILED TOUR GUIDES
Nearby Southcentre + Willow Park Village Play Community Video
QR CODE DIGITAL MEDIA 27
PUSHING INVENTORY OFF THE BOOKS
B.O O.S S.S S. OUTREACH
AG E N T AMBASSADORS CLIENT LAND
Development Opportunities Off-MLS® Opportunities J oi nt Ve nt ure s
CHASING BUSINESS
Re p e at Incentives
Revi ews
Top Agents
Referrals Re p e at Bus i ne ss
Data ba se AT T R A C T I N G
Becoming a “Household” Brand Onl i ne Re t arg e t i ng Pri nt
Ti p s /Info Me d i a Dat a S ource
BUSINESS
SEO (Search Engine Opt.) PPC (Pay Per Click) GMB (Google my business)
A DV E R T I S E SOCIAL/PR SEARCH MARKETING
P U L L I N G C U S TO M E R S I N TO YO U R S A L E S P R O C E S S
Ex
pe
rti
se
|
A
ut
h
i or
ty
|
Tr
us
t
AG E N T AMBASSADORS CLIENT LAND
30
A DV E R T I S E SOCIAL/PR SEARCH MARKETING
1
BUSINESS BUILDER PYRAMID
2
M.A.S.S. B.O.S.S.
3
MONEY MANAGEMENT SALES PROCESS PROJECT MANAGEMENT
4
2 WEEKS SPRINT M O N T H LY Q U A R T E R LY Y E A R LY
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MONEY MANAGEMENT
PROCESS
PROJECT MANAGEMENT
PR
S TA R T
ER
CT MANAG JE O
OWNER
CARING AND COMPETENT SERVICE | BETTERHOMESBETTERMARKETING.COM