Mr Lake Norman - Ultimate Marketing

U LT I M AT E M A R K E T I N G PLAN TO SELL YOUR HOME

TABLE OF CONTENTS

05 About Kelly Myers 07 Will Change at the End 09 Will Change at the End 11 Will Change at the End 13 Will Change at the End 15 Will Change at the End 17 Will Change at the End 19 Will Change at the End 21 Will Change at the End 23 Will Change at the End 25 Will Change at the End 27 Will Change at the End 29 Will Change at the End 31 Will Change at the End 33 Will Change at the End 35 Will Change at the End 39 Will Change at the End 41 Will Change at the End 43 Will Change at the End

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What’s Inside

All About

Not Your Typical Realtor.

Not Your Typical Realtor Bio.

Kelly Myers

I was born and raised in North Carolina just an hour north of Lake Norman in the tiny town of Boonville. I attended the University of North Carolina at Chapel Hill as well as finishing my college career in Charlotte at UNCC and have been in the area ever since. I kept moving north from Charlotte starting in the very first set of townhomes that are well known as Birkdale Village now. Not realizing how much I loved the lake because where I’m from, we had nothing but small ponds, I bought my first 20 foot deck boot and my love for Lake Norman has grown exponentially ever since. Now I’m married to the love of my life and raising two beautiful daughters together right here on the lake. Growing up in a family where buying and selling anything and everything from knick knacks to knives and cars to commercial buildings, the art of the deal was spoken around the dinner table. I soaked up knowledge about marketing and negotiating almost 20 years from my father, Frank Myers. My love for real estate grew with each property I bought and sold starting with my college condo in 1993 I bought through the no longer heard of non qualifying assumable loan option. As I continued a small portfolio years after, I found myself in the automotive industry because the closing of deals and helping people with their second largest purchase of their lives allowed me to see the close relation to helping people with the largest purchase of their lives. But first the technology boom hit, and it disrupted the auto industry in an way that it has never experienced in modern history. So to stay ahead, I had no choice but to dive into and master web and internet marketing. Otherwise, we’d just become another statistic in an industry that had to push forward and adapt to a new world of customer acquisition that no longer depended on the drive by traffic it was once accustomed to. So being an entrepreneur, I mastered web and print marketing for my dealerships and started Nationwide Dealer Services in 2008. This expertise in web and digital marketing for the auto industry landed me recognition in other industries by default, and a few years later became what is still operating now, Monster Media, as a worldwide digital marketing agency specializing in PPC, SEO, lead generation, and social media for many industries not only including auto, but bringing high levels of success to the real estate market for other realtors around the country. So, I eventually found that combining my love and expertise of digital marketing with my love of Real estate was a match made in heaven. So I decided to become a full time Realtor because I found that the best Realtors in the nation are not your everday salesperson or typical part time order taker, but were marketing experts and master negotiators.

Outside of real estate, I love my wife and daughters and most of all, we live for the boat and lake time together on Lake Norman. My girls might just know the lake as good as me, so watch out a few years from now, when you might be working with Ms. Lake Norman!

MY MISSION STATEMENT

Mr.LakeNorman was founded because we felt that the Real Estate industry was stale, boring, and lacking true creativity. We coined the phrase “The Difference” not because it was cute; we chose it because we want to set the new standard for agents. We embrace our slogan in everything we do, whether working with a buyer or a seller. We are truly first, marketing experts, and excel at creating extremely effective and valuable marketing campaigns that get your home noticed. We took the real estate industry by storm with our unique branding and our guerilla marketing tactics garnering national attention in the real estate industry. We ARE the cutting edge of real estate and utilize tools, systems, and methods that are not available to anyone but our team. In fact, we have been the beta testers for dozens of real estate products that are not even released to the public.

So, please read on and you will see for yourself why no one should “JUST SETTLE FOR A SIGN IN THEIR YARD” anymore.

marketing spending on

YOU CAN’T MAKE MONEY IF YO U D O N ’T S PE N D MON E Y

PROVEN SUCCESS. PROACTIVE RESULTS. AND THE ULTIMATE MARKETING PLAN TO SUCCESS Please, do not fall for the “my brokerage has the best technology” line that so many brokers use these days!

We ALL have the same standard tools and “technology”.

It is what I am about to show you that is NOT standard and will exceed others out of the box “plans”. In fact, most brokers’ version of marketing is to snap a few photos with their cell phone and slap a sign in the yard.

The Mr.LakeNorman Team was built to completely blow the other brokers out of the water on marketing. We push further than any team out there, using the latest and greatest technology, coupled with YEARS of Internet and traditional marketing experience. This means that we spend a significant amount of money on marketing our client’s properties, exponentially more than any other agent or team in the area.

Over the next few pages you are going to see a small fraction of the marketing that we do to make sure your home gets the most possible attention, from the right target audience.

“JUST SETTLE FOR A SIGN IN THEIR YARD”

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home to sell PR EPA R I N G Y O U R

WHAT TO DO AND WHAT NOT TO DO WHEN PREPARING TO SELL YOUR HOME You’ve probably already thought about this...

“Should we renovate before we sell? Should we paint? Should we update the kitchen, bathroom, master bedroom?”

These are important questions you should ask, however, since we are in a seller’s market, most of the changes you think are necessary are actually pointless and you can actually be wasting your time, energy and money!

I will put together a list of things that you should do that will not break the bank and waste your time when preparing to sell your home. Inexpensive things like light fixtures, door knobs, faucets, plants, shrubs and simple landscaping can make a huge difference to a potential buyer.

I will also provide you with a checklist to help you stay organized, de-clutter and clean in preparation for the showings.

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CAROLINE BAILE – TOP 1% CHAIRMAN’S GROUP, ROYAL LEPAGE CANADA “I selected KBCC to guide me through the process of building a successful Real Estate Team, and I am VERY glad I did. The road to building a team is a challenging one but with the guidance of KBCC, the process was easier. With KBCC’s help I have built a solid team full of wonderful people and together we will accomplish all of our goals.”

HITTING THAT SWEET SPOT P RI C I N G YOUR HOME RI GHT TIME IS OF THE ESSENCE! The longer the home sits on the market, the bigger the discount it will take in order to sell it. The faster you reach all potential buyers, the more money you can get from selling your home. Hit the ground running with this marketing plan to reach buyers at a local and even on a national level. Don’t waste your time and money inflating the sales price expecting low ball offers. Pricing your home is a complex task that requires the expertise and access of many data resources. Consider the following: If the listing price is set too high, potential buyers may be deterred from considering your home.

Arriving at the perfect price requires evaluation and understanding of current marketing conditions, marketable features of your home, and recent trends in local real estate.

• The closer your home is to the “fair market value” when it first comes onto the market, the more likely it will sell quickly at a higher price!

• Here are some additional things we will look into to determine the price: • What have buyers recently paid for similar properties?

• Will this price attract enough attention from buyers to generate showings and acceptable offers?

• Will the price point show up in people’s searches?.e.: $652k vs. $649k) • What properties nearby are you competing with that are currently listed? What properties have not sold, indicating what prices buyers are unwilling to pay under current market conditions?

home’s value determining your

WHICH CRITERIA DETERMINES A HOME’S TRUE VALUE?

Criteria That Determine Value

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Location and Size account for the majority of value.

Amenities contribute less.

Owners often place major value on minor things — proclaiming their home to be better in terms of condition, amenities or decorating. You need to understand what really determines value.

Location and Size account for the majority of value, while Amenities, etc. contribute much less.

Whenever you see a new listing on the market, what’s the first thing you ask an agent? WHERE is it? That’s because location is the most important element.

THE NEIGHBORHOOD H OW I T A F FE CTS YOUR SAL E HOW THE PROPERTY IN YOUR AREA AFFECTS PRICE Sometimes owners will brag that their home is the “biggest on the block” as a way of puffing value.

Actually, when a property is oversized for the neighborhood, it often experiences the adverse effects of regression — the value is reduced through the influence of less expensive homes.

In contrast, progression demonstrates that value can be increased by the more expensive surrounding homes.

Regression

VALUE OF A LARGER HOME IS REDUCED BY THE INFLUENCE OF THE SMALLER SURROUNDING HOMES. Progression

VALUE OF A SMALLER HOME IS INCREASED BY THE INFLUENCE OF LARGER SURROUNDING HOMES.

YOUR HOME HAS A STORY (THE IMPORTANCE OF COPYWRITING) The art and science of writing copy (words used on web pages ads, promotional materials, etc.) that sells your product or service and convinces prospective customers to take action.

Being able to communicate essential information can make the difference on whether someone passes on your house or not. It is not only important how this is written but what ALSO is in it!

Shining a light on certain features may catch the attention of the buyer in satisfying their quest for the perfect house buy suiting their needs. Don’t count on the pictures and videos to tell the whole story!

We tend to hire this out. We are in the home selling business, so having someone that specializes in real estate copy writing can give your home a description that is sure to draw a picture in people’s minds.

Typical Listing: New furnace, air conditioning unit. all appliances included. Huge deck off back of home. walk out in basement to back yard which is fenced in. Lots of updates done. 1 stall attached garage with finished breezeway.

Well-Written Listing: This home is the definition of well maintained, in fact, it is BETTER than new! You would be hard pressed to find a home this well taken care of, and this tastefully upgraded. Earth tone colors, vaulted ceilings, kitchen granite countertops, over sized breakfast bar, under cabinet lighting, tile throughout the home except in the living room and the bedrooms. Hunter Douglas fabric blinds on windows to control the amount of sunlight that the wood wrapped windows let in. Why build when you can buy a well updated, barely lived in home? you think any agent who doesn’t have this plan can do a better job than I can, you’re mistaken.

BEFORE

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JAY MILLER – THE JAY MILLER TEAM – NEWMARKET, ON.

AFTER

eye CANDY home staging “Having worked with one of the coaches at KBCC, I know that there is incredible insight available on systems, scripts, team building and much more. I’m happy to be part of the Ultimate Team Summit!”

SHOW IT OFF! FO R A LL I T’S WORTH UGLY OUTDATED HOMES DON’T SELL! Staging your home to sell. Sellers are competing for buyers. In some cases, it can be a bit of a jungle out there, so having an edge matters. That’s where staging comes in. Staging is a strategic marketing tool designed to show a property in its best possible light. Often it just takes an outsider’s look through a professional consultation to rearrange your own furniture while adding a few accent pieces to bring in all the colors of the room to make it pop!l Professional stagers are also masters of making rooms feel much bigger for a more inviting space that buyers could picture themselves in. Here are a few advantages commonly associated with staging: • • • • • • • • • •

You’ll Increase the Likelihood of a Higher Sales Price It gives the Impression of a Well-Maintained Home You Get a Head Start on Packing It Helps You Justify the Asking Price Staging Makes the Home Seem Larger It Gives Ever Room a Purpose Helps Buyers See Themselves in the Home It Puts Your Home Above the Competition Buyers Will Have a Favorable First Impression It Creates a “Must-See” Home Through Photography

PROFESSIONAL PHOTOS N O I P H ON E PHOTOS !

THE DIFFERENCE SOMETIMES LIES IN THE DETAILS (THE LAZY AGENT INDICATOR) This may be the #1 thing that drives us nuts about your typical agent. It blows our minds that a mass majority of agents thinks it’s acceptable to snap pictures with their cell phone!!! If you don’t have a $1000+ DSLR camera and a tri-pod, this should be left to the professionals.

Good photos are so huge! We cannot stress this enough. Without clear, wide-angled pictures you are doing your home a disservice. This is almost equivalent to making buyers wear horse blinders and sunglasses as they tour your home. Professional photography is decently priced and is a dead giveaway of an agent’s marketing skills and/or budget that is selling your home. We just happen to use the best real estate photographer in the Queen City!

We have seen a 5x click rate on advertisements with visually attractive pictures! When the statistics support that 89% of buyers search the internet when looking for a home, you must show you home in its full glory.

and videos aerial photos

SEE IT ALL FROM THE SKY! AERIAL VIEWS OF ALL YOUR PROPERTY HAS TO OFFER Over the past year drones have taken the real estate industry by storm.

Being a new technology, a lot of Realtors jumped on the idea of using drones in their marketing. The FAA came in and set regulations which basically ruled 99.9% of all Realtors out of the drone market. We are the only real estate team in the Pacific Northwest that has a drone license from the FAA. Drones allow homes to be showcased from a new level. They bring a whole new perspective to real estate photos and they differentiate your home from anything else on the market. We truly believe that you have to make a great first impression when selling a home, and with drone photography, that “WOW factor� is in full effect.

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videography yo ur pr opert y +

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NEIL BAYLEY-HAY – THE BAYLET-HAY TEAM – BARRIE, ONT. “We expected a lot when we came to Kathleen Black Coaching and Consulting, and we have gotten significantly more. The Coaching and Training has helped us create a cohesive unit working toward a common goal.”

123 LAKE NORMAN DRIVE I T D OE S E XI ST ON L I N E YOUR PROPERTY DESERVES ITS ALONE TIME ALSO SHOW IT OFF ON ITS OWN DEDICATED WEBSITE Need content...

YOUR PROPERTY DESERVES ITS ALONE TIME ALSO SHOW IT OFF ON ITS OWN DEDICATED WEBSITE Your home’s custom Website : Your home deserves its own website. The custom website that we will produce allows buyers to view details, pictures, virtual tours, maps, school info, monthly payment estimates, tax info, and there is a showing request from as well! you think any agent who doesn’t have this plan can do a better job than I can, you’re mistaken.

Take a close look.

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PAUL BARON – CENTURY 21 LEADING EDGE , #1 PRODUCTION BROKERAGE OFFICE, CENTURY 21 CANADA “I am always looking for the best in the industry, and we found that with Kathleen. I am spending significant money on online lead generation, and the only agents I provide leads have completed Kathleen’s Elite Business Training. Why give leads to agents that close 2/10, when you can give the to agents that close 8/10.”

WHERE DO BUYERS COME FROM? O U T E R S PACE ?

THEY’RE OUT THERE IF ONLY YOU HAD A WAY TO ATTRACT THEM Need content...

51% INTERNET 34% REAL ESTAT AGENT

4% YARD SIGN | 4% FRIEND | 4% OPEN HOUSE 2% NEW BUILDER | 1% NEWSPAPER | 1% SELLER

WALK-THRU THE HOME IN NORTH CAROLINA WHILE ON VACATION IN ARUBA If you have never seen a Matterport 3D Virtual Tour, you are in for a treat!

This technology allows homebuyers to navigate through your house without stepping foot in your home!

Buyers can explore every little detail of your home from full 360 degree views and from multiple points in a single room! They can look directly up at the ceiling texture or even down to the condition of the floor below! We use this technology to first run a digital open house and to promote the home to out of town buyers.

Just like a dollhouse!

Mind blown! Don’t try and figure this one out! This 3D modeling derives from the Matterport Technology on the last page. Dollhouse and floorplan views allow buyers to get a detailed idea of the layout of your home.

The detail of these 3D models is insane!!! *Matterport photography is available on homes with a $250,000+ starting list price unless advertised under monthly marketing specials by Mr.LakeNorman Team.

WEB SYNDICATION M O RE S I T ES , MORE VI E WS !

HOW YOUR HOME WILL REACH THE MASSES MARKETING Ninja What is “Ninja Marketing”? It is the ability to market to people without them knowing they are being marketed to. We are all slammed with advertisements these days and most of us have built up an “ad filter” This way we ignore and tune out when we are being advertised to. We believe in creating a buzz around certain things about a home such as specific uniqueness, exclusivity, or the most effective of all cool marketing videos or 3D walk-throughs.

A good marketing video can go viral in a heartbeat automatically marketing your home, giving it an exclusive feel. We have shown you the marketing tools. Now it is on to show you how we will get your home blasted all over the Internet and beyond!

WE DON’T LEAVE OUR SEO UP TO AN AMATEUR WEB SYNDICATION NO Discrimination! Your home will be broadcasted across just about every real estate website there is.

Everyone has their own preference on what they like to use to search for homes. If someone doesn’t see your home, how are they supposed to buy it!

This can also help for people searching specific terms through Google or others.

marketing spending on

TARGET MARKETING T HE FAC EB OOK ADVA N TAGE

DON’T FORGET TO LIKE IT! Facebook allows us to target market to specific locations, age groups, household income, occupation, if they are “likely to move”, and a ton more. Other agents will tell you that they “do Facebook advertising,” Brett actually helped write the tool that most of the industry leaders use on a daily basis for Facebook marketing. He is regularly called on by companies to teach advanced Facebook and internet marketing to their clients. Why settle for someone who “dabbles in Facebook and internet marketing when you can get the expert?

We have spent thousands of dollars and countless hours tweaking these Facebook ads to be highly effective and boost the ability to sell homes quickly. We spend our own money and no extra money is paid out by the seller!

PROPERTY BROCHURES THAT WORK WHEN YOU ARE NOT AT WORK GOT THE PRINTS? Physical property information is a great way to showcase your home to neighbors, people at work, and to have readily available for people that tour your home in person.

Flyers can be pass out for people seeking more detailed information of your home, while postcards can be used to make announcements in a community.

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ALDIN SMALLING - LAKE NORMAN RESIDENT “Kelly provided what I would call Concierge service in both the selling and buying process. We had no doubt that Kelly was addressing every issue. He had a solid marketing plan and positioned our home well for a quick sale. On the buying side he handled all issues with the owners of the house we purchased, got us a great price for a wonderful new home.”

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JAY MILLER – THE JAY MILLER TEAM – NEWMARKET, ON. “Having worked with one of the coaches at KBCC, I know that there is incredible insight available on systems, scripts, team building and much more. I’m happy to be part of the Ultimate Team Summit!”

THE TRUTH ABOUT T H E FA M OUS OPE N HOUS E TECHNOLOGY HAS CHANGED, TIMES HAVE CHANGED SO WHY ARE WE STILL DOING OPEN HOUSES? Forget everything you have ever seen or heard about open houses! We are known around the Lake and Queen City for holding some of the most MASSIVE open houses in town. While most agents get 10-15 people through an average open house, we get around 100-120 people.

We treat open houses more like GIANT events that get people interested in the home and get them to come by and SEE it! From online ads to guerilla style marketing, our open houses get incredible amounts of attention.

This is a HUGE benefit for you as your home gets a TON of exposure in a short time.

There are 3 types of marketing going on during these MASSIVE events!

1. Friend of Friend Marketing Someone sees the MASSIVE amount of attention drawn to your house. They come by to check it out and realize that it is a PERFECT fit for their friends. They then tell their friends about thehome and they come by for a tour and make an offer.

2. Neighbor Marketing - Often times your neighbors are a GREAT source of potential buyers. They want THEIR friends to move into the same community so that they can be neighbors.

3. First Time homebuyers It’s a well-known statistic that a good majority of first time homebuyers will visit open houses to start the home search process. Often times, they walk into a house and fall in love right away It often only takes ONE Giant Open House to get the home sold!

HOW WE MARKET YOUR HOME Need content...

THANK YOU FOR THE OPPORTUNITY

704.729.7000

kelly@mrlakenorman.com www.mrlakenorman.com 207 Talbert Rd. Mooresville, NC 28117 W W W. M R L A K E N O R M A N . C O M