LISTING YOUR PROPERTY
MARKETING ACTIVITIES PLAN & THE HOME SELLING PROCESS
PRE-LISTING ACTIVITIES
• Meet with the agent to discuss needs and goals.
• Set a competitive market price, determine the planning period, and select escrow and title services.
• Preview and stage the property (if necessary): declutter, deep clean, and address curb appeal.
• Prepare and sign all listing documents and disclosures.
• Install a “For Sale” sign in the yard with a “Coming Soon” rider.
• Arrange for professional marketing photos, tours, and videos (if appropriate).
• Post social media “Coming Soon” blasts targeting major housing markets. Provide documentation to leverage for qualifying properties valued over $1.5M.
• Prepare flyers for public distribution and create a QR code for buyers.
• Enter the listing on the Multiple Listing Service (MLS) as “Coming Soon.”
• Plan a broker open house and arrange catering.
• Finalize additional pre-launch activities as needed.
WEEK 1 - GOING LIVE
• Ensure the property is ready for showings.
• Replace the “Coming Soon” rider with an appropriate rider.
• Promote the property at weekly sales meetings in Palm Springs, Beverly Hills, and San Francisco offices.
• Schedule realtor caravan open houses, public open houses, and invite neighbors.
• Send a special email blast to top-producing agents in the area.
• Implement the “Just Listed” promotion campaign.
• Create and post a walk-through video on YouTube, sharing the link on all social media platforms.
• Coordinate and personally show the property to interested parties, and follow up with cooperating agents for feedback to share with the seller.
• Address any additional marketing opportunities that arise.
WEEK 2 AND BEYOND
• Provide the seller with weekly market and marketing updates, including feedback.
• Monitor online activity across all platforms; adjust photos and marketing verbiage as needed to maintain fresh appeal.
• Craft and send a second email blast to expand outreach.
• Continue to promote the property weekly at Avenue 8 sales meetings until an offer is accepted.
• Introduce additional strategies or campaigns as necessary to sustain momentum.
CROSSING THE FINISH LINE
• Present each offer to the seller, discussing any benefits and risks.
• Negotiate offers as needed, both before and after inspections, advocating on the seller’s behalf. Sellers can accept, counter, or deny any offer.
• Once an offer is accepted, the transaction coordinator will manage ongoing paperwork, ensuring target dates are met. Compliance managers oversee file accuracy.
• Coordinate with the buyer’s agent to schedule and attend inspections and the appraisal (both ordered by the buyer).
• Assist with handling small repairs identified during inspections, providing a list of recommended vendors if needed.
• Arrange the final walk-through within five days of closing.
• Ensure title and escrow processes are set to close as scheduled.
THE PLAYBOOK
Selling a home in today’s market is all about strategy. At Berkshire Hathaway HomeServices, we provide a detailed plan of action to maximize the value of your property, ensure a seamless (and painless) selling process and deliver a successful outcome.
1. Discovery: Planning Our Approach
• Identify the most captivating aspects of your home.
• Leverage those strategies for a winning market position.
• Outline our plan to attract and engage buyers.
2. Narrative: Packaging the Story
• Create a compelling narrative for buyers.
• Establish our creative direction and visual language.
• Harness the power of strategic pricing.
3. Details: Setting the Stage
• Complete preliminary investigation and inspection.
• Update the home via staging, repair, or renovation.
• Partner with agents and key players to create urgency.
4. Closing: Finishing Strong
• Complete preliminary investigation and inspection.
• Update the home via staging, repair, or renovation.
STEP:
DETAILS: THE ART OF HOME PRICING
Market-sensitive pricing is key to maximizing market exposure and, ultimately, achieving a satisfactory sale!
Prospective Buyers Determine a Property’s Value Based On:
• Location, design, amenities, and condition.
• Availability of comparable (competing) properties.
• Economic conditions affecting real estate transactions.
Factors With Little or No Influence on Market Value:
• The price the seller originally paid for the property.
• The seller’s anticipated (or hoped-for) net proceeds.
• The amount spent on improvements.
The Impact of Accurate Pricing
• Properties priced within the market range generate more showings and offers, selling in a shorter period of time.
• Properties priced too high often struggle to sell.
Determining a Market-Sensitive Price
An impartial evaluation of market activity is the most effective way to estimate a property’s potential selling price. A Comparative Market Analysis (CMA) evaluates similar properties that:
• Have Sold Recently: This shows what buyers have paid for properties similar to yours.
• Are Currently Active: These are your competition.
• Were Previously Listed and Did Not Sell: Understanding why these properties did not sell can help avoid disappointment in marketing your property.
Correct Pricing Matters!
• Weeks 1–3 generate the most attention and buyer showings.
• An asking price above the market range can adversely affect the marketing of your property.
• Overpricing prolongs marketing time and causes the initial momentum to be lost.
ELECTRONIC MAIL
MARKETING PROPOSAL
Single Property Website
Email blast full color just listed announcements Geo Target Audiences
Top 100 agents in Desert, Out of Area Luxury Agents & Foreign Agents
SOCIAL MEDIA
Showcased on Social Media Portals: Facebook, Instagram, Twitter & blog
Weekly promotion on Facebook Utilize Hashtags to create awareness
DIGITAL / MOBILE MARKETING
Chalk Digital –A custom digital ad will be created and shown to potential home buyers within a 15-mile radius of the listing on social media, premium websites and mobile apps. It will specifically target home buyers looking at listings online.
Percy - A tool to match a pool of buyers who are actively searching for homes like yours
PERSONAL OUTREACH
Private Broker Preview (Per Seller’s Approval)
Networking with Nextwork – Luxury Collection Specialist Nationwide Sphere of Influence
COMMUNICATIONS
Buyers Market Analysis & Market Watch Reports - Activity reports on who is looking at your property
PRINT & ONLINE
Dream Homes
BerkshireHathawayHS.com
BerkshireHathwayHomeServicesCAProperties.com
WallStreetJournal.com
MansionGlobal.com
BHHS Luxury newsletter – Distributed to over 50,000 luxury agents around the world.
GLOBAL MARKETING ONLINE
Also Featured on the Following Internet Sites:
• Fang.com
• Juwai.com
• Yahoo.com - Classified Section
• Zillow.com
• HotPads.com
• Realtor.com
• MSN.com - Real Estate Section
• Homes.WSJ.com
• NBC.com
• Trulia.com
• Homes.com
• DistinctiveHomes.com
• HomeFinder.com
• LuxuryRealEstate.com
• Oodle.com
• Redfin.com
• HomeLight.com
• Realtor.ca
• HouseLogic.com
• Nextdoor.com
• Patch.com
• USAHomeSearch.com
• PropGoLuxury.com
• RealtyTrac.com
• ListHub.com and over 1000 more!
TO FURTHER PROVIDE A UNIQUE AND
PROFESSIONAL
TOUCH
• We prefer to personally show your property to every agent or buyer requesting a tour.
• No Supra Lock Box will be installed on your property to ensure safety.
• The lights are on, the doors are open, and soft music is playing — in other words, we show the home with the optimal respect it deserves.
• A Features and Benefits Marketing Takeaway Piece is available for all guests.
• A packet containing Property Disclosures, Preliminary Title, and other relevant documents is provided to all guests.
• Regularly scheduled open house events always include refreshments such as cheese, crackers, cookies, candy, nuts, soda, and water — all intended to encourage buyers to linger and engage (when appropriate).
• Broker Open House Events are catered to attract the largest audience possible.
• Every agent who shows the property is contacted to provide sellers with client feedback.
• Sellers receive weekly updates, including the MLS Click Report and the Virtual Tour Activity Report.
• We are happy to accommodate any specific requests you may have for marketing your property.
WE START BUILDING THE VALUE OF YOUR PROPERTY LONG BEFORE IT GOES ON THE MARKET.
We handle staging, repairs, and even full-scale renovations— all at no upfront cost. We work with premier photographers to capture every element of your property in the best possible light.
TESTIMONIALS
“We met Conrad and Brandon at one of their incredible open houses and knew they would be the perfect agents when we were ready to find our new home. It took a couple of years for us to be ready, but we never forgot about them, and they did not disappoint. Conrad and Brandon made the entire process seamless! We absolutely love our house and are so grateful to the Palm Springs Home Team. We’ve referred them to family and friends who shared the same wonderful experience when buying their homes. One more thing—finding our home was almost as fun as filming an episode of House Hunters with Conrad!”
Drew and Karen Orem, Bellingham, WA, and Palm Desert, CA
“My experience with Conrad was incredible. He found me a great house even with my modest budget. He went above and beyond for me. My move was complicated, but he was extremely patient and professional throughout. Conrad is extremely knowledgeable and a joy to work with. I would absolutely recommend him to anyone buying or selling a home.”
Bill Anderson, Desert Hot Springs, CA
“I cannot speak highly enough of Conrad Miller from the Palm Springs Home Team. After receiving a referral, I began my home search remotely from San Francisco. Conrad took the time to get to know me and understand what I was looking for in a second home. He would send me listings and carefully listened to my feedback on what I liked and disliked about each property. Conrad even attended a few viewings on my behalf and provided valuable insights about construction quality, neighborhoods, and factors I would never have considered—like areas prone to high winds. By the time I arrived in Palm Springs a month later, Conrad knew my tastes perfectly. We toured 5–6 properties, and I found the one I loved. He helped me craft a competitive offer, which was accepted the very next day! I know not everyone can expect these results, but you can absolutely expect this level of care and service from Conrad Miller.”
Mary Thomas, Desert Hot Springs, CA A
THE PALM SPRING S HOME TEAM DIFFERENCE
It’s Palm Springs, and most of us living here know a multitude of agents—some good ones, others not so much. Those “not-so-much-ers” could cost you hard-earned money! That’s why selecting Palm Springs Home Team as your real estate partner is a smart choice. We are resolute in protecting the financial return on your asset while providing VIP service to every customer.
Real estate has certainly changed, and the technology we now utilize was unimaginable just a few years ago. Berkshire Hathaway is a leading visionary, dedicated to supporting the success of its agents. One recent evolution is that we “market” a property today instead of simply “selling” it. We use a high-tech, multilayered approach to professionally present your property to as many qualified buyers as possible.
Experience has taught us there are generally two reasons a home doesn’t sell: it’s either overpriced or under-marketed—or sometimes both. It’s that simple. Top-notch agents attract top-notch buyers by implementing top-notch marketing strategies and appropriate pricing. Period.
THE PALM SPRINGS HOME TEAM DIFFERENCE
Advocacy and Preparation
Every seller’s situation is unique. That’s why we first meet to clarify their short- and long-term real estate goals. Fully understanding and embracing seller motivation is crucial to being their champion throughout the process.
We recognize it can be challenging and inconvenient to maintain a home in showing condition or be ready at a moment’s notice. We applaud the homeowner’s effort and strive to make the process as manageable as possible. Properly preparing a home for the market can include:
• Assessing comparable properties and leveraging pricing expertise to establish the ideal market price. It’s paramount to interpret market trends and know the competition.
• Pinpointing a property’s strengths and opportunities and scripting engaging, captivating remarks to entice potential buyers.
• Assisting with simple staging and/or decluttering to spotlight the home’s best features. (We also have the resources to fully stage a property if necessary.)
• Crafting a showing schedule that prioritizes the seller’s convenience and safety.
Images and More
If a picture is worth a thousand words, then professional photography—including drone footage, 3-D imaging, and video—must be worth millions! Photos of your property will appear on tens of thousands of websites, so professional photography is a must. Every home deserves the ultimate in marketing, which extends far beyond the Multiple Listing Service (MLS). Here is a sampling of what we offer:
THE PALM SPRING S HOME TEAM DIFFERENCE
• Berkshire Hathaway distributes to premier real estate websites in over 100 countries, including access behind China’s “Iron Curtain.”
• Berkshire Hathaway’s “Buy Side” is a bilateral marketing tool that allows us to market your home directly to fellow agents with clients looking for a property like yours.
• Secondary platforms include Redfin, Zillow, Trulia, Realtor.com, Wall Street Journal, and thousands more.
• Individual property websites for enhanced visibility.
• Virtual tours, 3-D imaging, and drone videos/photos to showcase your property’s best features.
• Professional property flyers and materials.
• Social media promotions on Facebook, Instagram, LinkedIn, and other platforms.
• Targeted marketing campaigns to neighborhoods and our existing client sphere.
Further details of our marketing strategies are included in the enclosed marketing branding sheet.
Once Listed
• Lockboxes are installed for team convenience only, ensuring scheduled showings are guided by one of our highly skilled agents. This provides security for sellers and allows us to highlight your property’s features, address buyer concerns, and remove roadblocks. A special access code prevents unauthorized entry by other agents. Showing a property is one thing; selling it is another.
• Communication is critical. Sellers are kept updated on market trends, property activity, and competition. Data is tailored to each client and can include reports from the Multiple Listing Service, Tour Factory (virtual tours), Zillow, Realtor.com, open house feedback, and more. Updates are provided weekly or upon request.
• Our open houses are legendary. Potential buyers spend more time in your property, developing a sense of “this feels like home.” These events include refreshments, music, and an inviting atmosphere to encourage serious buyers to linger and imagine living in the space. Catered open houses attract top agents and are designed with the same intent. When appropriate, twilight open houses featuring cocktails and hors d’oeuvres create a unique and memorable experience for buyers and agents alike.
To wrap things up, The Palm Springs Home Team is your professional advocate before, during, and after every transaction. Whether selling a mega-mansion or a cozy mobile estate, your home deserves our unwavering commitment to your success and satisfaction.
Thank you for taking the time to compare the Palm Springs Home Team difference and for considering us to sell your property. It would be both a privilege and an honor to work with you.
