MARKETING BOOK
Dear Home Owner, You’re ready to sell your property. And, while you’re looking forward to seeing the word “SOLD” posted from the curb, you know there’s a lot to consider along the way. One of your first decisions is to select a real estate agent who’ll join you in the process. You deserve much more than a sign in the yard, fliers in a box and an occasional open house. You deserve an agent who will be at your side, from listing to closing, ensuring that your property sells smoothly and you get the most money possible from the sale. My local real estate market expertise means I’m able to interpret all data that dictates the optimum pricing strategy, so your property will be priced to sell. I dig deep to learn the unique selling points of your property and neighborhood. So my marketing plans and staging strategies will effectively target and attract your potential buyers. It’s a formula for success. And, of course, I’ll take the time to listen, understand your challenges and goals and answer any questions you may have along the way. In the meantime, I hope that you’ll take the time to review the attached information before our appointment so that we can get your property listed right away and get you on the move! I appreciate the opportunity to earn your business and look forward to meeting with you!
Billy Houston billy@billyhoustongroup.com Direct 865-315-8244 Cell 865-207-1212
Team Mission Statement To provide the highest quality of professional real estate representation by continuously improving our marketing & customer service. We believe that creating a master marketing & pricing strategy as well as satisfying our client is simply the minimum requirement for staying in business. To consistently stive to make our work environment a place where individuals can grow professionally, can continue to learn and improve and can ultimately have fun every day working as a team.
Team Vision Statement To be recognized as the "realtor of choice" by providing world class real estate services.
Marketing, Sales, and Negotiation experts for the modern real estate market
Meet At Billy Houston Group, real estate is a people business. Whether we’re finding our clients a new home, selling a current home or helping business dreams come true, we are committed to our clients. And that commitment will always be accompanied with honestly, integrity and respect. We believe those are important parts of all relationships, both professional and personal.
The Win/Win beneďŹ ts of a Team We found that using a team of specialists is the best way to help clients quickly reach their goals. Proper pricing, marketing, communication, feedback, follow-up, contract negotiations, etc. are key areas that can create a great experience. Our team concept is a win/win solution because you will have 11 professionals focused on your goals...all for the price of ONE AGENT! Our clients love our level of personal service since we have experts in every field available. David Butler Commercial Specialist
Mary Campbell Listing Specialist
Cindy Kraus Listing Specialist
Chelsey Carp
Transaction Coordinator & Realtor
Lacy Mellon
Marketing Director & Realtor
Billy Houston Owner/Operator Commercial Specialist
Kelly Nichols Buyer Specialist
Johnna Easter Buyer Specialist
Jack Woods Buyer Specialist
Ashley Carpenter Listing Specialist
Lori Davis Buyer Specialist
Why We are Superior to Our Competition • My agents preview every listing within 48 hours of a signed agreement. • We answer Buyer Phone Calls the FIRST TIME 8am-8pm • We respond to online inquiries within MINUTES of submission • We have an in-house marketing manager that primarily focuses on marketing your house
and ensuring maximum online exposure.
Agent Selection • An agent has no control over the market, only over the Marketing Plan • Never select an agent based on their proposed list price • An Agent with no marketing plan can only compete by inflating your price expectations, which doesn't work in your best interest.
How to reach us Billy Houston Kelly Nichols Lacy Mellon Mary Campbell Cindy Kraus Chelsey Carp Johnna Easter Jack Woods Lori Davis Ashley Carpenter David Butler
billy@billyhoustongroup.com kelly@billyhoustongroup.com lacy@billyhoustongroup.com mary@billyhoustongroup.com cindy@billyhoustongroup.com chelsey@billyhoustongroup.com johnna@billyhoustongroup.com jack@billyhoustongroup.com lori@billyhoustongroup.com ashley@billyhoustongroup.com david@billyhoustongroup.com
mobile 865-207-1212 mobile 865-389-2568 mobile 865-742-3936 mobile 865-964-5658 mobile 865-776-0577 mobile 865-214-6234 mobile 865-386-4261 mobile 865-766-7653 mobile 865-202-2341 mobile 865-440-4941 mobile 865-441-0946
Office Address Office Phone Direct Phone
5616 Kingston Pike, Suite 201, Knoxville, TN 37919 865-694-5904 865-315-8244
Website General E-mail
www.BillyHoustonGroup.com info@billyhoustongroup.com
What We Deliver Communication Your needs always come first. I provide the service we agree to, in the ways that work for you. Whether once a week or once a day, by phone, email or text message. That’s how we’ll do it. You’ll always be kept in the loop. From listing to closing, you’ll know the status of our marketing efforts, the offers on the table and the steps leading to a successful closing once an offer is accepted. We’ll agree on the communication method that works best for you. Experience and Expertise The complexities of your real estate transaction will be well-handled. Smoothing the way for your listing and sale, I will capably remove many potential challenges before they have the opportunity to appear. Marketing Your home will get the exposure it deserves. My marketing systems maximize your property’s exposure to buyers. Neighborhood tracking tools and automated buyer calling systems allow me to reach active buyers who want to know about your listing. Pricing Your home will be priced right, adjusted as needed, and will sell quickly. With a keen understanding of both the big picture and the very latest local and neighborhood listing and sales data, the information you need is at my fingertips. Staging Your home will put its best foot forward. Homes sell because of correct pricing and great presentation. I know what it takes to make the terrific first impression that will get your home sold. Photography Your home will be shot by a professional photographer that will make your home look its finest from every angle. We pride ourselves on professional presentation and gorgeous photos. Satisfaction I’ll guarantee your satisfaction. Our relationship is dependent on meeting and exceeding your needs. We identify those needs together, and my cancellation guarantee protects your right to end our relationship if you’re disappointed.
Acknowledgments The Billy Houston Group continually ranks amongst the Top 1% selling real estate agents in the East Tennessee market.
Preparing Your Home for Sale Did you know well-placed furniture can open up rooms and make them seem larger than they are? Or that opening drapes and blinds and turning on all lights make a room seem bright and cheery? It's a fact: acquiring the highest market value and elevating your home above others in the same price range often comes down to first impressions. Here are some inexpensive ways to maximize your home's appeal: Exterior • Keep the grass freshly cut. • Remove all yard clutter. • Apply fresh paint to wooden fences. • Paint the front door. • Weed and apply fresh mulch to garden beds. • Clean windows inside and out. • Wash or paint home’s exterior. • Tighten and clean all door handles. • Ensure gutters and downspouts are firmly attached. Interior • Remove excessive wall hangings, furniture and knickknacks (consider a temporary self-storage unit). • Clean or paint walls and ceilings. • Shampoo carpets. • Clean and organize cabinets and closets. • Repair all plumbing leaks, including faucets and drain traps. • Clean all light fixtures.
For Showings • Turn on all the lights. • Open drapes in the daytime. • Keep pets secured outdoors. • Play quiet background music. • Light the fireplace (if seasonally appropriate). • Infuse home with a comforting scent like apple spice or vanilla. • Vacate the property while it is being shown.
Staging Staging is the final step in preparing your house for the market - and arguably the most important. No matter how well everything works, and how the new furnishings are, a tasteful, delicate presentation is what will actually sell your house. For these reasons, if it’s within your budget, it might be worth hiring a professional stager to help you prepare the house for showings. Staged homes sell 1/3 quicker than a traditional alternative and for 7-10% more. Think of staging as creating a mood. The first step is to try to dissociate yourself from the house. See it through an outsider’s eyes by standing on the curb, approaching slowly, and then doing a full walk through of the house and surrounding property. THE BASICS Staging requires the eye of a designer, the ability to evaluate your house and create dramatic scenery that appeals to all five senses. Here are a few things you can do for a well-staged home:
• Kitchen is King! Possibly the most important room in the house for a showing Revamp • the bath - replace tiny accessories like night-lights, towel rings, and trash bins. Arrange • furniture in an attractive grouping • Light thoroughly, creating a warm, bright environment • Drape window coverings with simple lines and fine materials (silk, satin) •Add unique elements to shelving, bookcases, and mantel places so they are not bare •Decorate each room with mirrors, plants, flowers, floor & table lamps, and throw rugs •Re-stain cabinets and woodwork that appears dry, renewing its luster •Put out large bowls of attractive, fresh fruit • In the kitchen, arrange colorful cookbooks on the counters and/or island
•Place fresh towels, soaps, and a white robe in all bathrooms
Staging Your Home Whether it’s a charming rancher worth $200K or a 20 million dollar mansion, there are certain steps you can take to best get your property ready to sell. Prepping a house is an investment - both in time and money. Everything from minor repairs to design and staging must be considered, and every corner of the house inside and out should be addressed. It’s worth the effort though. Follow these strategies, put in the care your property deserves, and you’ll be rewarded with a sparkling, sellable home.
CLEAN IT OUT
FIX IT UP
Houses show better with less furniture and more open space. Clutter is almost guaranteed to scare away potential buyers. If necessary, rent a storage unit and put your furniture, books, magazines, knickknacks somewhere safely out of sight.
Next, do a thorough inspection of your house and make the necessary repairs. Remember that a single negative impression can make the difference - it’s worth spending a little money to be sure everything is functional and looks new. Do a full walk around, taking note of every fault you can see. Here are a few items to check off the list as you go:
Also, unless they’re attractive fixtures of a room, it’s best to avoid empty bookcases and cabinets. You want only enough furniture in each room to keep the house feeling warm and livable, and to demonstrate the room’s purpose. Above all, you want to make sure the house looks open, inviting, and full of potential - with plenty of room to move around.
•Replace cracked floor and/or counter tiles •Patch holes in the wall •Replace burnt out light bulbs •Fix doors that don’t close cleanly and quietly •Fix or replace leaky faucets •Replace damaged windows (scratches) •Patch visible cracks in concrete or brickwork •Replace carpeting OR have carpeting professionally cleaned •Clean walls thoroughly •Replace old or flaking wallpaper •Switch out dated appliances and decor
Interior LOVE YOUR LIVING ROOM Take a good look at the living room and decide what elements are needed to make it shine. Remember to keep it open and airy. The rule is: downsize your furnishings to upsize the room. Price per square foot matters, and the living room should show off the size and value of your house. Mantels, ceiling fans, lamps, and coffee tables should all be strategically placed to bring out the size and elegance of the living room. If space is limited, a mirror or two on the wall can do a lot to create the appearance of openness and size.
BEAUTIFY THE BEDROOM Appeal to as many customers as possible with a clean, tastefully designed master bedroom, free of personal items and clutter. Install new linens, a reading lamp, modern artwork, and a soft-toned bedspread. It's virtually guaranteed that prospective buyers will peek inside your closets. Make it easier for them by keeping them open and making them look great. FRONT ENTRANCE First impressions are everything, so give special care to your entry way. All woodwork should be retouched and the front door repainted. Give the entrance a little character - maybe some plants or a wind-chime - and put out a clean doormat.
Professional Photography We pride ourselves on making your home look its finest. Part of the process is having a professional photographer visit your home and take interior and exterior photos of every angle of your house making it look its finest. Here are some example photos from our photographer and previously sold homes.
Traditional Marketing is Important - But it's Just Not Enough Anymore WHILE TRADITIONAL MARKETING IS IMPORTANT, IT’S JUST NOT ENOUGH ANYMORE It’s a new age in marketing when it comes to selling your home. Sticking a sign in the yard and advertising in the local newspaper just won’t cut it anymore. While these traditional real estate marketing strategies are still available from the Billy Houston Group, we also offer our sellers much more through our online marketing presence. Our unique online marketing program is an enhancement most real estate agents will never be able to match. As the market continues to change, our proactive strategies are adjusted accordingly to correctly time the marketing of your home. This is why the Billy Houston Group has an in-house marketing manager that focuses on maximizing all marketing efforts to get your home the most views possible. Here is why online marketing is incredibly important for sellers - and a strategic focus of the Billy Houston Group.
Current Internet Market Stats Buyers searching for real estate online
80%
Buyers selecting realtor from online
77% 84%
Buyers demanding multiple photos of homes listed online Online buyers planning to purchase in 12 months Realtors using search engine optimization
%
10
20
30
98%
33% 40
50
60
70
80
90
100
Internet Marketing •Buyers are 9 TIMES more likely to find the home they purchase on the Internet than in a newspaper •Buyers are 34 TIMES more likely to find the home they purchase on the Internet than in a Home Book
Multiple Listing Services (MLS) •Your home will be inputted into the MLS and exposed to over 4500 Realtors •Your home will be instantly linked to over 300 buyer specialists •Your home will be instantly linked to over 15,000 buyers who are looking for a home in Knoxville or surrounding areas.
Extended Marketing Reach When you list with me, we’ll have access to the Keller Williams Listing System, or KWLS. This proprietary, exclusive system ensures your property is marketed online 24/7 through more than 350 of the most popular search Websites. We've created the industry's most extensive online marketing program. Here are all of the websites where we'll submit your property once listed, and many of these have extended networks as well, resulting in exposure on up to 900 different sites!
The Home Selling Process: Marketing Your Property My 15-Step Marketing Plan Designed to capture the maximum exposure for your home in the shortest period of time, I’ll implement my proven 15-Step Marketing Plan. We will: 1. Price your home strategically so you’re competitive with the current market and current price trends. 2. Stage your home to cast a positive light on the features most important to buyers: uncluttered rooms and closets, fresh paint, and terrific curb appeal. 3. Place “for sale” signage, complete with property fliers easily accessible to drive-by prospects, and secure a lock box. 4. Take professional photos for marketing through our website, and our color fliers for your property. 5. Plug your home's criteria into a search algorithm that compares it to what home buyers in our current database are looking at to see if it matches with any buyers in our database. 6. Optimize your home’s Internet presence by posting information in the Keller Williams Listing System (KWLS) as well as local and global MLS systems, including plenty of photographs and a description of your property. 7. Produce a virtual tour of your home, placing it on multiple websites to attract both local and out of town buyers. 8. Create a home book and fliers to place inside your property. 9. Target my marketing to other local real estate agents who might currently have buyers searching in your neighborhood. 10. Include your home in our company and MLS tours, allowing other agents to see your home for themselves. 11. Create an open house schedule to promote your property to prospective buyers and market those open houses. 12. Market your home on all social media outlets including Facebook, Instagram, Twitter, Linked In, and more! 13. Provide you with weekly updates detailing my marketing efforts, including comments from the prospective buyers and agents who have visited your home. 14. Follow up with every agent after they show your home and provide feedback. 15. Attend your closing to ensure everything runs smoothly and ensure your overall satisfaction with the transaction! *Once under contract, we will coordinate everything with the Mortgage Company and Title Company. (Arrange termite, home and appraisal inspections; check title company instructions, ect.)*
The Home Selling Process: Determining Value of a Property Let’s begin with this direct statement: I am not the one who decides how much your home is worth. The market does.
It tells us exactly where to price your property to sell and how to approach the marketing of your property. Here are the factors that will affect the value in today’s market: Price Pricing your home properly from the start is the deciding factor on how long it will take to sell it. Location Location is the single most important factor in determining the value of your property. Condition The condition of the property affects the price and the speed of the sale. As prospective buyers often make purchases based on emotion, first impressions are important. I’ll be able to help in optimizing the physical appearance of your home to maximize the buyer’s perception of value. Competition Prospective buyers are going to compare your property – both the condition and the price – to the other listings in and around your neighborhood. Those buyers will determine value, based on properties that are listed or have recently sold in the area. Timing Property values are affected by the current real estate market. Because we can’t manipulate the market, we’ll collaborate on a pricing and marketing strategy that will take advantage of the first 30 days your property is listed. It’s the window of opportunity when buyers and their agents discover your property and are most likely to visit and make offers.
Pricing Misconceptions It is very important to price your property at competitive market value when we finalize the listing agreement.
Buyers and Sellers Determine... The value of your property is determined by what a buyer is willing to pay and a seller is willing to accept in today’s market. Buyers make their pricing decision based on comparing your property to other properties SOLD in your area. Historically, your first offer is usually your best.
User-Friendly Website Features Buyers Can Save Your Listing to their Favorites Mortgage calculator
Your Home Will Feature Detailed Listing Information and Multiple Photos to Engage the Buyer. Homes with Multiple Photos get 300% more Views Than Homes with Only One Photo!
Buyers Can Schedule Showings Immediately Buyers Can E-mail Your Listing to Anyone!
Easy to view Map feature with Satellite option!
Buyers Can Inquire About Your Home Quickly and Easily
Once a potential buyer has located the Billy Houston Group website, a variety of easy-to-use search tools and other features enable them to locate the home they are searching for and share it with others!
“Best Fit” Website Feature Once your listing goes live, an algorithm scrubs our entire database of buyers looking for homes. It then matches their past search history in comparison to your home features. If they have searched for something similar in the past, they qualify to be a “Best Fit” lead and are provided to us in list form, and even rated based on search history! This is one of the most advanced features on the market to find buyers for your home instantly! Leads are rated based on search history.
Get a list of the # of buyers currently looking for a home like yours!
Easily send a directed email about your new listing directly to the buyers in the “Best Fit” category!
Leverage Multiple Social Media Platforms Using Social Media to spread word that you've put your home on the market can be a fruitful marketing tactic, most industry professionals would agree.
https://www.facebook.com/ BillyHoustonGroup
BHGroupKW
http://pinterest.com/billyhoustonkw/
Listing Booster Marketing Tool We have partnered with Mortgage Investors Group using advanced technology that will give your listing the most exposure and make the selling process so much easier!
e Listing Basics! th r fo le tt e S t s u J Don’t
tour.me
www.15912mockingbird.u
Don t just settle for having your listing added to different websites. Your listing deserves it s own website!
Not only I am going to add your listing to other websites, I will also be building a new website dedicated to just your listing!
What I will do for you
Virtual Tours Built to Engage! I will build a virtual tour designed to engage the buyer FROM the tour, keeping the buyer exclusively concentrated on your listing !
Designed
!
to engage
I will produce and publish a YouTube video dedicated to your listing!
your will link to o e id v r u ded into Yo be embed d n a e it s b tour! listing we vice home e d e il b o your m
Direct Mail Advertising