THE COLDWELL BANKER FULL-SERVICE HOME MARKETING SYSTEM™
pittsburghmoves.com ©2009 Coldwell Banker Real Estate Corporation. Coldwell Banker® is a registered trademark licensed to Coldwell Banker Real Estate Corporation. An Equal Opportunity Company. Equal Housing Opportunity. Owned and Operated by NRT Incorporated.
THE COLDWELL BANKER FULL-SERVICE HOME MARKETING SYSTEM™
pittsburghmoves.com ©2008 Coldwell Banker Real Estate Corporation. Coldwell Banker® is a registered trademark licensed to Coldwell Banker Real Estate Corporation. An Equal Opportunity Company. Equal Housing Opportunity. Owned and Operated by NRT Incorporated.
MARKETING PROPOSAL
Prepared for
You, Home Owner
By Dionne Malush Your Address Here
MARKETING PROPOSAL Prepared for
Insert Homeowners’ Names Insert Address of Home City/Town, State
By Insert Agent Name
Insert Date
THE IMPORTANCE OF BROKER SELECTION
• Hiring a broker is a business decision. • We can net more money for your home than the competition.
MY JOB AS YOUR CONSULTANT • Inform you – Explain market concepts and conditions
• Create a high perception of value – Assist you in properly pricing your property to stimulate the buyer pool to make offers – Provide maximum exposure of your property to the buyer pool
• Negotiate the sale – Obtain the best possible price and terms for your property
REAL ESTATE IS A COMMODITY PRODUCT
COMMODITY
Seller establishes price.
Buyer establishes value.
Consumers become aware of products through advertising and choose to buy or not to buy the product at the seller’s price. Products that don’t sell are discontinued.
Commodities sell every day with prices fluctuating based on market conditions and perceptions influenced by supply and demand.
COMMODITY MARKETS APPRECIATE & DEPRECIATE Appreciating Market Less inventory coming on…
More inventory going off…
Prices go UP
Depreciating Market More inventory coming on…
Less inventory going off…
Prices go DOWN
MARKET DIRECTION To determine the market direction of real estate commodities in the area, examine local market statistics: • The first column represents new listings on the market
• The second column shows listings under contract • The third column shows total inventory of homes • The fourth column shows overpriced listings that expired
High inventory = Depreciating market Low inventory = Appreciating market
Mo1 Mo2 Mo3
BUYER POOL The Buyer Pool, those who could buy, is relatively constant in any market
(Buyer Pool)
Buyers that do buy are motivated to act when they see a perception of value
(Buyer Pool)
(Buyers motivated to act)
CAPTURING THE MOST BUYERS IN THE FIRST DAYS OF EXPOSURE The first 14 days are the most critical in capturing the largest group.
% of Buyers
Week 1
Week 2
Buyers most prepared to buy
Week 3
• • • • •
Week 4
Week 5
Week 6++
Working with an agent an average of 10 weeks.* Knowledgeable about market prices. Financially pre-approved. Have seen properties previously on the market. Ready to make an offer when they perceive value.
Inventory sells at its highest price in the first days. * Source: National Association of REALTORS 2008 Profile of Home Buyers and Sellers
DAYS ON MARKET AFFECT SELLING PRICE
$429,000
$429,000
$429,000
Days on Market
Buyer’s Perception
2
Must See
30
Seller getting anxious and should be willing to negotiate
60+
Why hasn’t this house sold? What is wrong with it?
Buyer perceptions of value decrease with every day on the market.
BUYER POOL PERCEPTION BASED ON MARKET
Appreciating Market Abundance of buyer energy and motivation, but no inventory
“With so many choices, I can afford to wait.”
“What will it take to get this property?”
Depreciating Market Abundance of inventory, but no buyer energy or motivation
POSITIONING YOUR PROPERTY TO GENERATE BUYER POOL TRAFFIC Appreciating Market
Proper Positioning in a Depreciating Market Through strategic pricing, we create a perception of value compared to other inventory and stimulate the same buyer motivation and action as in an Appreciating Market.
THREE PHASES OF SHOWINGS No Showings Home is priced above market - no perception of value.
Showings with No Second Viewings Home is being shown, but not perceived as a good value.
Repeat Showings Home is being shown continuously with second viewings and high probability of offers.
THE POWER OF PRICING
Over Priced Market Priced Action Priced
No Traffic No Offers
Some Traffic Possible Offer
Heavy Traffic Multiple Offers
MY JOB AS YOUR CONSULTANT
Inform you – We have discussed market concepts and conditions
• Negotiate the sale – When we achieve heavy traffic to your property, I will manage the important negotiation process to net you the most possible.
• Create a high perception of value – When you properly position your property to energize the buyer pool to make offers, we will provide maximum exposure.
MAXIMUM EXPOSURE TO BUYER POOL
Local, National and International Exposure • • • • • • • • • •
Multiple Listing Service PittsburghMoves.com ColdwellBanker.com Other heavy-traffic real estate web sites Yard Signs Open House Media Advertising Property Feature Sheets Just Listed Announcements eCards
REACHING BUYERS WHERE THEY ARE LOOKING 87% of home buyers use the Internet when looking for a home* and yours can be on these major, high traffic web sites:
Only 3% of buyers found the home they bought from newspaper ads*.
• • • • • • • • • • • • • •
ColdwellBanker.com PittsburghMoves.com ® REALTOR.com Google Base™ Trulia.com OpenHouse.com Yahoo Real Estate™ Zillow.com FrontDoor.com NewYorkTimes.com IHT.com HomeFinder.com Cyberhomes.com ® AOL Real Estate
* Source: National Association of REALTORS 2008 Profile of Home Buyers and Sellers
INSTANT RESPONSE TO ONLINE BUYERS • Many website inquiries go unanswered by agents • Many take days to respond With our online rapid response system – LeadRouter™ – every buyer receives a fast, professional response: • A buyer sees a listing online. • They request additional information or request a showing through the website. •
I receive an alert on my phone and can respond within seconds!
Cell phone photo
EXPOSING POSITIONED PROPERTIES Initial Marketing for Properly Positioned Properties • I will utilize the powerful Coldwell Banker marketing tools to expose your properly positioned property to the buyer pool.
• You can also make your home more compelling to the buyer pool through – Home enhancement and staging – Home warranty
INCREASING BUYERS PERCEPTION OF VALUE Home Enhancement • The better your home shows to the buyer pool, the more value they perceive. • Review our Home Enhancement Guide.
Home Protection Plan • Studies show that homes without a home protection plan sell for a lower price than those that do*. • Homes with a protection plan sell faster.*
*Homes with AHS Home Protection Plan sold an average of 4% higher at closing and average of 23 days faster.
TRANSACTION MANAGEMENT The HomeBase℠ transaction management system is an exclusive online tool for accessing and reviewing your real estate sale and purchase via a personal, secure web site account. .• Provides you with a dedicated online access, secured by 128 bit SSL encryption and password protection. • You can access your account at any time from any computer as an additional communication tool during the entire process. • After the transaction has closed, your complete documented transaction is stored in a permanent online archive.
FULL SERVICE REAL ESTATE ENVIRONMENT In me, you have a knowledgeable and skilled professional to help you net the most amount of money for your property in today’s market place. In my company, you have the largest real estate brokerage company in the U.S. offering Mortgage Services, Home Protection Plans, Homeowners Insurance, Relocation and Concierge Services.
MARKET STUDY – INITIAL MARKET POSITIONING
We will now: • Review current market data, also available to buyers • Analyze what buyers are currently paying • Interpret data through in-depth inventory knowledge • Determine choice of initial market position • Evaluate after 14 days and reposition if necessary