Cheri Hatala fi nd peace at
home
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Sellers Agenda I am looking forward to the opportunity to meet you and learn more about your goals. It is my job to educate you about the market and help you to establish a competitive position that will create a favorable response from today’s buyers. Please know that my mission is to get you where you want to go on time! This booklet is for your review. I will pick it up when we meet. It has some disclosure forms that you can review and fill out along with information about me and our service. This prelisting presentation is designed to help you better understand me, my company and the process of marketing and selling your home. Reviewing this information, in advance, will help you to know what questions to ask and what needs to be clarified when I arrive. Our appointment should be about 1 hour, during which time we should accomplish the following: • Tour your home to discover the most marketable features • Review your needs, goals and any concerns you may have • Discuss current market conditions and how they may affect you • Discuss traditional marketing as well as my unique strategies to reach today’s buyers • Answer any questions you have about hiring me to represent you in the sale of your home If this time frame does not work for you, or if you have other thoughts on the agenda, please let me know so that I may customize this appointment to meet your needs...
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Cheri Hatala I grew up in Destin, Florida in a Real Estate family. My Dad had a very successful Real Estate company that specialized in residential and commercial properties. Many of my days growing up were spent tagging along with my Dad looking at properties that he felt would be a good investment for our family or one of his buyers. I have a good eye, like my Dad did, for all aspects of Real Estate. The first twenty years of my adult life, my career was working as a Clinical Social Worker. I worked in a variety of settings and with a variety of people. During these years, I learned how to effectively handle complicated and stressful situations. The last fifteen years as a Real Estate agent, my social work skills coupled with my love for the business of Real Estate have complimented each other. I am a member of the million dollar club. For a consecutive six year period, I was the top listing agent. I was also the top producer in my company for eight years. My Dad always told me, “If you work at what you enjoy, you will be successful.� He was right. I look forward to working with you.
Sincerely, Cheri
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Meet My Marketing Team My team of marketing specialists will help us achieve maximum exposure. From flyers to buyers!
Brenda Taylor Team Leader Program Designs
Cathy Agoris
CBV Social Media Market Maker Property Marketing
Adriana Plasencia Social Media Programs Market Maker Property Marketing
Eddy Litchfield Previews Team Video Specialist Graphic Design
Lisa Ackerman
Customer Care Programs Seasonal Products Postcard Campaigns
Gabby Nicholson & Dave Tercha Property Photography
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Call Center Is OPEN 7 days a week.
All agent showing requests as well as customer contacts are managed through the CBV call center. Valuable information about your home is quickly routed directly to your agent.
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My Commitment To You •
I will hold your interest paramount at all times and pledge honesty and truthfulness in all dealings.
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The service you receive from me will be caring, compassionate and timely. I will listen to your needs and concerns and will treat them as if they were my own.
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I will provide advice and counsel regarding your sale, including information and input about price and suggestions to enhance salability.
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I will be positive and enthusiastic about your property and promote it vigorously throughout our personal networking sources as well as within all other marketing avenues.
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I will keep you informed on a weekly basis and will provide you with updates of current market activities that affect your property, reports on other agent showings, and the status of our marketing efforts.
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I will answer your phone calls the same day, assist in finding answers to your questions, and find solutions for you.
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I will advise you and then negotiate on your behalf with potential buyers to secure the best price.
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I will follow through from now until closing---and beyond; I will be with you every step of the way in this process. If there is an issue with any aspect of the transaction before or after the closing, I will do all in my power to assist you in finding a solution.
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You have my promise that your real estate experience with me will be as seamless as possible. I will follow up and do all I say I will do, that is why I put it in writing!
As you know, many Real Estate agents are unwilling to offer this level of service. I choose to perform this way because I truly believe that when someone receives this type of personal service they feel compelled to refer the people they care about to such a professional. I am that professional, and I want to be your REALTOR–for life.
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The Road To Getting Your Home On The Market Step 1: Home Staging
First Impressions are everything and you only get one chance to make a good one! Have you noticed that brand new homes seem to sell no matter the market? That’s because builders create beautiful model homes with strong visual and emotional appeal. Buyers are drawn to these fresh, well-decorated and well-maintained homes. The goal is to present your home at its very best in order to sell quickly and for the highest price. (See the Guide to Home Staging for more information)
Step 2: Schedule Photography Remember, the first “showing” of your home will likely be on-line so photographs mean everything! The National Association of Realtors stated in a 2010 study that 84% of homebuyers said that photos and detailed property descriptions are the most important feature when searching for homes on-line. Everyday buyers make decisions about which homes to see and - which to skip – If you can’t get them in the house then you can’t sell the house… In this case, pictures are worth a lot more than a thousand words – (think dollars!)
Step 3: Confirm Homeowners Association Information Step 4: Research Covenants & Restrictions Step 5: Coordinate Showing Instructions Step 6: Test Key on Door and Place Lockbox Step 7: Place Sign in Yard Step 8: Enter Listing into Multiple Listings System (MLS) Confirm geo-tag for address mapping Confirm all details and features (over 100 fields) Create description that sells Confirm tax records and attach to listing Confirm directions to property Upload documents – HOA Disclosure, Survey, Floorplan, Sellers Disclosure, Covenants & Restrictions, Special Features Sheet (if needed)
Step 9: Edit and Upload Professional Photos Step 10: Syndicate Listing to Over 500 Websites
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Marketing: A thru Z Step 11: The Marketing Checklist
A. Send listing documents to corporate office B. Send hard copy of listing documents to seller C. Prepare 30 Day Letter to seller D. Create and send new seller contact info to coordinator and add to agent database E. Add to customer servicing call list F. Set up listing on Coldwell Banker Vanguard site G. Distribution of listings to many websites H. Add YouTube video to partner sites I. Enhance listing on Realtor.com J. Set up listing on Trulia to be featured K. Set up Seller to receive Trulia reports L. Enhance listing on Zillow.com M. Add listing to other personal website(s) (when available) N. Create virtual tour O. Create flyers for inside brochure & mailing P. Create Neighborhood mailings Q. Upload documents to MLS R. Upload community pictures to MLS and partner sites S. Prepare property marketing T. Prepare additional printed or electronic marketing (when necessary) U. Set up seller on Listingbook & send notification email V. Send seller Listingbook Brochure & Letter W. Customer Care Coordinator to make calls to active buyers agents in the area and price range X. Create Announce My Listing Y. “Y”… Z. …It’s all about You!
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Leverage The Power Of The Brand
Global presence in 49 countries and 3,300 offices worldwide. Over 100 years of Real Estate experience. ColdwellBanker.com generates over 730,000 inquires per month!
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Real Trends Top 500 Report Coldwell Banker boasts the highest sales volume of any national real estate franchise.
176% higher than the nearest competitor!
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Your Homes First Showing Is Online Make It Count!*
I give your home a voice with professional photography detailing every area of your property. From entry to exit, loft to lanai, bed to bath...it’s all there for the prospective buyer to enjoy.
88% 91%
of buyers begin their home search on-line. of those buyers use a RealtorÂŽ
*Check out our guide for preparing your home for sale. 12
The Best Marketing for your home is the Internet.
900%
Buyers are more likely to find the home they purchase on the Internet than in a newspaper.
3,400%
Buyers are more likely to find the home they purchase on the Internet than in a homebook.
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Leaders In Mobile Coverage
50% of all searches
Multi-screen approach to reach the new generation of buyers; • The first national real estate brand to customize our site for smart phone screens such as the Blackberry and iPhone allowing search for home values. • The first to have listings on GPS. • Offers apps that uses GPS technology to search for recently sold homes, homes for sale in their area or users can initiate a search.
A listing distribution strategy: • Delivers listings to sites such as Google, Yahoo, Real Estate and more. • Is compatible on iPhone, iPad, Android & Blackberry
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happen on a mobile device
51% – Read general home information
48% – Get directions in order to visit a home
44% – Compare prices
35% – Compare features
35% – Search a listing company’s inventory
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Internet Distribution Work with me and I will have your property placed
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on dozens of real estate search sites.
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Internet Marketing Internet exposure is KEY these days to selling your home. I will expose your home all over the world. We are everywhere you want to be when you are selling your home.
Top Rated Real Estate Websites
vanguardcb.com
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Your Home Becomes Part of the Premium Listing Program on
Ad Space
Direct Contact To Me
Trulia.com has more than 23 million visitors to their site every month. Of those 42% are prequalified for a mortgage – That means buyers!
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Exposure That Is Provided By Many Of My Competitors
Limited Photos Large ads not relevant to your property Basic listing on Realtor.com速 The more buyers we can interest, the better chance we have of finding one who will meet your price, terms and desired closing date.
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I Will Provide Showcase Superiority That Looks Like This Your home will be more visible to buyers. I receive customer leads directly so I can personally respond to buyers. There are additiona l enhancements I can add to your listing to show off the best features. More exposure for your property 25+ Jumbo photos
My contact information not a competitors advertisement
Listing video tours Promote open houses
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Approximately 9 million people zoom to Zillow each month! 7 million people visit Yahoo Real Estate, which is now fed by Zillow! Marketing for your home includes: • Multiple photos
• Creative home description
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• Pricing information • Open house details
CONSUMER EXPERIENCE
We follow today’s consumer trends. We will put your property where the customers are looking.
INDUSTRY/ADVERTISER RELATIONS
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Worldwide Exposure For Your Home Coldwell Banker Vanguard houses over 400 property videos daily on its own channel
Additional helpful videos can be found at YouTube.com/cbvanguardrealty
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Also Included Exposure From Coldwell Banker On Location The first dedicated real estate video channel
Innovation for today’s tech-savey consumer. Search Detailed maps, listings and more...
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My Premier Marketing Provides: Total Internet Exposure
Professional Local Marketing 85 Ponte Vedra Blvd
mls 633207 Approx. 10,790 SF | 4 Bedrooms | 4 Baths This home truly is like no other in NE Florida. 10790 square feet of heated and cooled sf. A mountainside of marble on 100ft of ocean frontage and panoramic western views of the Ponte Vedra Inn & Club Ocean Course. Enter through bronze clad doors to a massive two story landscaped atrium with a winding marble staircase leading to the second floor. The downstairs gallery features marble floors, walls of french doors, and antiqued crown molding. Designed with a downstairs nanny/in-law suite, three oceanfront bedrooms, an expansive entertainment room with a built in full service bar, four over sized balconies including a third floor terrace providing those ‘’forever’’ ocean views. The west balcony off the entertainment room overlooks the Ponte Vedra Inn & Club’s Ocean Course.
fi nd peace at Visit My Website
home
Cheri Hatala
REALTOR® Cell: 904.699.3918 | Office: 904.285.5000 240 Ponte Vedra Park Dr. #201, Ponte Vedra Beach, FL 32082 CheriHatala@comcast.net | CheriHatala.vanguardcb.com
If your property is listed with a real estate broker, please disregard. It is not our intention to solicit the offerings of other real estate brokers. We are happy to work with them and cooperate fully. ©2012 Coldwell Banker Real Estate LLC. A Realogy Company. All Rights Reserved. Coldwell Banker Real Estate LLC fully supports the principles of the Fair Housing Act and the Equal Opportunity Act. Each Office Is Independently Owned And Operated. Coldwell Banker, the Coldwell Banker Logo and “We Never Stop Moving” are registered service marks owned by Coldwell Banker Real Estate LLC. All information deemed reliable but not guaranteed.
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Instant Buyer Response
Print Marketing
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Connecting You To The World Of Buyers Coldwell Banker Vanguard Realty is affiliated with the market leader in Relocation Services, Cartus速. That means I have the ability to bring buyers from all over the globe right to your front door.
Coldwell Banker Vanguard Realty $104 million in relocation sales in 2012!
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Previews速 A legacy of upscale real estate. Coldwell Banker International Home Luxury Program
We have the tools to assist you in your luxury business. Currently, Coldwell Banker Preview速 International handles an average of one hundred and fifty three million dollars in luxury home sales every day. Innovator, Henderson Talbot founded the Previews速 program in 1933.
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Showing Feedback
You need to know what potential buyers are saying about your home. I will provide you with showing feedback weekly.
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Pricing Your Home Factors that don’t affect the value of your property • What You Paid
• What Another Associate Says
• What You Need
• What It Would Cost To Rebuild Today
• What You Want • What Your Neighbor Says
History of an over-priced listing 215K
225K
235K
245K
255K
Ultimately selling price was lower than if the home would have been positioned properly in the beginning. Price Reductions Competitive Range Seller Chooses initial market position
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Five Critical Elements Of A Sale
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Asking Price
This is the number one factor in the sale of your home. Our sales and marketing program provide exposure to a large segment of potential buyers. The actual market value is then determined by what a buyer is willing to pay.
Property Location
The second most important factor in the buyer’s mind is location. The proximity to area amenities and schools is typically a concern. In addition, street traffic, proximity to expressways and public transportation are considerations.
Property Condition
Buyers look at the structural and mechanical integrity as well as the upkeep and cosmetic appeal of a property. Neutral dĂŠcor, including floor and wall covering, appliances and fixtures offer the broadest appeal to potential buyers.
Market Condition
Interest rates, competition from other properties, the economy and consumer confidence all influence the sale of your home. Each of these factors is beyond our control, so, we must respond to these conditions with the appropriate marketing and price considerations.
Contract Terms
The terms of a sale can make or break the contract. House sale contingencies, closing dates, and exclusions of accessories or fixtures should always be handled clearly up front in order to avoid any confusion that could affect the sale.
I Will Help You Price Your Home Effectively Price is a range Don’t believe anyone who has the Right Price The objective is to get to the top of the Range Higher Prices Attract Few Buyers Higher Price
Fair Market Value
Fair Market Price
Lower Price
Lower Prices Attract Many Buyers
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These People Will Price Your Home: Whose opinion counts least? • The Seller (you) • The Buyer • Your Agent • The Appraiser
I know the formula for pricing successfully!
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There Are Two Important Issues To Remember About Price It is easier to come down than to go up. The Seller sets the price
The market will tell us if the price is right. The Buyer determines the value
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As Your Agent My Duties Are: • Report to you.
• Listen to what the market tells us. • Expose your house to the entire market. • Overcome objections.
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As Your Agent Your Duties Are:
• Be the employer. • Be comfortable with the initial price. • Set the initial price based on market trends. • Control the condition of the property. • Control the properties availability to be shown.
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Get Ready To Show... Before you show your home to any potential buyer be sure to go through your entire house with your agent to finish the staging process. Meanwhile, here are some quick tips to help you start. Follow these general tips and your home will look better than the completion. Staged Homes sell faster and /or for more money! INSIDE • Clear all unnecessary objects from furniture throughout the house. Keep decorative objects on the furniture restricted to groups of 1, 3 or 5 items. In general, a sparsely decorated home helps the buyer mentally “move in” with their own things. • Rearrange or remove some of the furniture in your home, if necessary. Many times home owners have too much furniture in a room. When it comes to selling your home, thin out overcrowded rooms to make the rooms appear larger. • Clear all unnecessary objects from the kitchen countertops. If it hasn’t been used for three months...put it away! Clear refrigerator of messages, magnets, pictures, etc. • In the bathroom, remove any unnecessary items from the countertops, tub, shower stall and commode top. Keep only the most necessary cosmetics, brushes, perfumes, etc., in one small group on the counter. Coordinate towels in one or two colors only. • Take down, reduce, or rearrange pictures and objects on walls. Patch and paint all walls, if necessary. • Review the house interior, room by room, and 1. Paint any room needing paint. 2. Clean carpet and draperies that need it. 3. Clean windows. • If you need room to store extra possessions use the garage or rent a storage unit. • Leave on certain lights during the day (your agent will show you which ones). During showings turn on ALL lights and lamps. 38
Get Ready To Go...
OUTSIDE • Go around the perimeter of the house and move all garbage cans, discarded wood scraps, extra building materials, etc., to the garage or, if applicable, take them to the dump. • Check gutters and roof for dry rot and moss. Make sure they are swept and cleaned. • Look at all plants. Plants are like children...they grow so fast. Prune bushes and trees. Keep plants from blocking windows: “You can’t sell a house if you can’t see it.” • Remove any dead plants, weed all planting areas and put down fresh mulching material. • Keep your lawn freshly cut, edged and fertilized during the growing season. • Clear patios or decks of all small items, such as little planters, flower pots, charcoal, BBQ, toys, etc. • Check the condition of the paint on your home, especially the trim and the front door. The first impression, or “curb appeal” is very important. IN GENERAL Try to look at your house “through the buyer’s eyes,” as though you’ve never seen it before. This exercise will help you see what needs to be done. Any time and money invested on these items will usually bring you the return of more money and a quicker sale.
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Let’s Get Started!
So You Can Get Packing. 40
My Credentials Member National Association of Realtors (NAR) Member Florida Association of Realtors (FAR) Member Northeast Florida Association of Realtors (NEFAR) Member Million Dollar Club
Cherifi ndHatala peace at
home
Visit My Website
Cheri Hatala
REALTOR® Cell: 904.699.3918 | Office: 904.285.5000 240 Ponte Vedra Park Dr. #201, Ponte Vedra Beach, FL 32082 CheriHatala@comcast.net | CheriHatala.vanguardcb.com
If your property is listed with a real estate broker, please disregard. It is not our intention to solicit the offerings of other real estate brokers. We are happy to work with them and cooperate fully. ©2013 Coldwell Banker Real Estate LLC. A Realogy Company. All Rights Reserved. Coldwell Banker Real Estate LLC fully supports the principles of the Fair Housing Act and the Equal Opportunity Act. Each Office Is Independently Owned And Operated. Coldwell Banker, the Coldwell Banker Logo and “I Never Stop Moving” are registered service marks owned by Coldwell Banker Real Estate LLC. All information deemed reliable but not guaranteed.