REAL ESTATE GRAFTON
MARKETING TO SUCCEED H 1O| EW l d e r WI s G rL a fL t o nY –O MU a rR k e tP i nR g tO o SPu E c cR e eTd Y S T A N D O U T ? INFO GUIDE
CONTACT US (02) 6642 1122
What’s in this booklet? Our marketing platform is different…………………………………………………….3 Off-market…………………………………………………………………………………..4 EXCLUSIVE Property Booklets……………………………………………………6 Database…………………………………………………………………………...8 Internet Advertising……………………………………………………………….9 2460 – Your Monthly Real Estate Digest……………………………………....9 On-market…………………………………………………………………………………10 Marketing Inclusives…………………………………………………………………......11 Printed Media…………………………………………………………………….11 Videos and Vlogs………………………………………………………………..12 Open Home Inspections……………………………………………………….13 Marketing Exclusives……………………………………………………………………..14 Professional Photography………………………………………………….......14 Newspaper Advertisements…………………………………………………...15 Photo Signboards………………………………………………………………..16 Professional Floor Plan…………………………………………………………..17 Methods of Sale…………………………………………………………………………..18 Professional Auctioneer…………………………………………………………………20 Program Package………………………………………………………………………..21 Marketing Bundles…………………………………………………………….………....23 Contact Us………………………………………………………………………………...25
E l d e r s G r a f t o n – M a r k e t i n g t o S u c c e e d |2
OUR MARKETING PLATFORM IS DIFFERENT.
Our Marketing platform is different.
W e k n o w t h a t common practice for investors and space seekers is to go online, when time permits, to become informed about new and existing property opportunities. We are also aware that there is still a very large percentage of our market who only use face to face meetings, window card research and the local newspaper to find their new home. Without a doubt a commitment to marketing your property with a mix of both traditional and digital marketing mediums is a justified insurance towards super-profit. In fact research shows that an effective marketing campaign can result in approx. 2-5% more in your pocket. In real terms this means that if you are hoping to achieve around $500,000 for your home a well-executed marketing plan could add as much $25,000 to the final sale price. Elders Real Estate, Grafton have made a significant investment in our property marketing strategies which include both on-market and off-market sales results.
Want to know more?
Any of our Elders agents will be happy to explain to you how we are achieving final sale prices above that of comparable sales in the same market – in less time. Ask your Elders agent to talk you through The Complete National Selling Plan and explain to you how you may be able to maximise your sale price and perhaps even waiver your marketing insurance at the same time. We look forward to explaining the systems that are behind our sales prior to, and post marketing. 3 |E l d e r s G r a f t o n – M a r k e t i n g t o S u c c e e d
Off-market
O n e o v e r l o o k e d a s p e c t of entrusting a quality Real Estate Agency is the fact that they already have buyers! As workers and supporters of the local community, our agents are making contacts every time they buy a coffee, support their local club, and even chat at the checkout.
We are in constant communications with Elders offices right across Australia. We also retain highly reputable connections with industry leaders from Sydney to Cairns who are always happy to assist with any market knowledge we may need to assist our clients buying elsewhere.
We ensure that our clients can move through our services for the entirety of their life – while you require a roof over your head, Elders will be there with you.
We are proud to be the agency of choice whether it be from renting to buying, residential to rural, rural to storage sheds or even downsizing to strata property.
OFF MARKET
E l d e r s G r a f t o n – M a r k e t i n g t o S u c c e e d |4
What does this mean?
This means that our team of 18 professionals are constantly working together to identify clients at every stage of their property journey. We know who is selling rural to buy residential, selling residential to upgrade to rural, we know which landlords are looking to increase their property portfolio, we know which tenants are saving for a deposit and on every rental appraisal or sales appraisal we conduct we are ascertaining who your future buyer may be.
How does this assist me?
One overlooked aspect in validating your agencies selling fee’s is the work that should take place before you even entrust their services. Our proactive approach to client management is to ensure that we have what you want before you sign the paperwork. Elders, Grafton work to a national selling plan that has resulted, and continues to result in many of our properties selling for above estimated sale price off-market. There is an art to obtaining top dollar for a property and in most cases it is through creating competition with existing A1 buyers. By using the exclusivity of the opportunity to buy prior to marketing, we know the right buyer will pay more to avoid the threat of wider market competition. Your agent is trained to then analyse the result of the off-market period. We then either come to an agreed price with an off-market buyer or go to contract or if the environment is ideal to move into the on-market phase this will be recommended.
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Exclusive to Elder s Real Estate is a new way of marketing your property. Our in-house pro perty booklets are individually constructed by our creative director Jaz Grady. The proper ty booklets are customer centric and provide buyers with full property details and specifications. It is our intention to express the dollar value of all of your inclusio ns and give buyers everything they require to make a swift and confident commitment to purchase. The property booklets are designed to be printed with a gloss finish and made available to buyers we have identified as being suited to your property. The brochures omit quality. Buyers feel proud of how their new property looks in print and this is valuable as buy ers look for validation fro m family and friends during a purchasing period. This is a booklet to be passed around, referred to and as it is so specific it is one to be retained. Understanding the importance of marketing nationally and t he technological standards of today, we are able to email or text links to the property brochure. We must admit we love the tactile point of difference of allowing people to flip the pages and admire the fresh glossy print.
EXCLUSIVE E l d e r s G r a f t o n – M a r k e t i n g t o S u c c e e d |6
FEATURE PROPERTY BOOKLETS
REAL ESTATE GRAFTON
These booklets have been extremely well received by our community. It’s not only the flashiness that impresses, it ’s relief that they don’t have to keep engaging a busy agent for 7 |E l d e r s G r a f t o n – M a r k e t i n g t o S u c c e e d additional details and in the process losing moment um. Repeat inspections are greatly reduced and confidence heightened.
DATABASE With seven sales professionals, three sales support personnel, five property managers, and management working constantly in the field of data collection, you can count on the fact there is a very good chance we already have your next buyers details. Not only do we collect buyer data, we record their property history. History means information, and information assists in buyer negotiation. At the touch of a button we can communicate directly with thousands of would-be buyers and sellers.
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INTERNET ADVERTISING As part of your complimentary marketing package, we offer free internet advertising on a large range of real estate websites including:
Internet Advertising and Social Media
eldersgrafton.com.au
domain.com.au
realestate.com.au
renet.com.au
allhomes.com.au
homehound.com
onethehouse.com.au
homesales.com.au
eldersrealestate.com.au
While some Agents have their own Elders Professional Agent pages, the central Elders Real Estate Grafton Facebook page shares links, updates, highlighted properties and offers a general platform for communication.
Instagram The Elders Real Estate Grafton Instagram page is updated daily, and draws viewers back to the Elders website and ultimately to your listing.
2460 – YOUR MONTHLY REAL ESTATE DIGEST
2460 is the new monthly Real Estate digest from the team at Elders Real Estate Grafton. Featuring articles and information from around the Clarence Valley of NSW, the 2460 Newsletter keeps you up to date and in the know. Updated and distributed monthly, this publication takes both an online and printed form, and highlights different purchase information and opportunities as per individual Agents discretion.
You can view the current issue, along with past publications, online at:
https://www.issuu.com/eldersrealestategrafton 9 |E l d e r s G r a f t o n – M a r k e t i n g t o S u c c e e d
2460
ELDERS REAL ESTATE GRAFTON Monthly digest
On Market
. On-market
ON MARKET
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Marketing Inclusives Printed Media Window Cards
Corflute Sign
Our window cards are displayed in the expansive front window of our office.
Part of our basic marketing package gives you the option to use our complimentary For Sale signs to position on your property.
Approx. 13% of potential purchasers still use portals such as window cards, signage and the local newspaper to find their dream property. At Elders Grafton we often start our client relationships whilst they are viewing our window display.
Please see the upgraded marketing section for further options in regards to signage.
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Videos and Vlogs
Our videos showcase properties in various ways for example –
We Love video here at Elders, and every video is as unique as the property and the agent attached. Our videos have proven very popular and viewings from the public huge - often shared over and over again!
An elevated gliding eagle eye view entering a large acreage from our drones, a walk through tour with your agent explaining all the inclusions, a lifestyle video showing how your buyers will interact with the property or an emotive video based around feel.
Shot using professional DSLR equipment and edited using premium software suits, video marketing produces a whole other level of contact and engagement with potential buyers. We also proudly offer drone.
A major advantage in marketing rural property is drone shot video. This captures an eagle eye view in real time. A wonderful advantage to locate waterways, dams or rivers and to demonstrate the flow of the land.
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Open Home Inspections Open home inspections are a great way to encourage potential buyers to view your property without the pressure or formality of a private inspection. The open home provides a relaxed, informal atmosphere and allows large numbers of buyers to view your property in a short time frame. Indeed – buyers can get a sense of competition from an open home which can prompt them to act. Open homes are a valuable tool to gather buyer feedback and generate interest in your property. Open home inspections last for a minimum of 30 minutes and yield the best results on Saturday mornings. Open for inspections are offered as a complimentary service with any print media advertising chosen as a part of your marketing package.
| EE l dI N e rS sP EGCr aT If O t oNn – M a r k e t i n g tComplimentary o S u c c e e dwith any print advertising O P E N H 13 OM
Marketing Upgrade Options Professional Photography
PROFESSIONAL PHOTOGRAPHY The power of professional photography in real estate marketing simply cannot be overstated. Images are the way that the vast majority of the market will judge your property. We need images at their very best to tap into emotions and compel buyers pick up the phone and book their inspection.
PROFESSIONAL PHOTOGRAPHY PACKAGES Full Property Photo Shoot (DAYTIME)
Approx. $165.00 - $288.00
Twilight Feature image(s)
From $39.00 per image
Drone Photography
Approx. $59.00 (with full shoot)
Virtual Staging Travel Costs (over 20 minutes)
E l d e r sAdd G r$80.00 a f t o per n –image M a r k e t i n g t o S u c c e e d | 14
Starting from $50.00
Newspaper Advertisements Newspaper adverts make waves -Internet waves that is! Internet statistics show us consistently that when a well-presented and/or well-priced property is advertised in the local newspaper internet activity spikes. Newspaper advertising is well received in our area and we must reiterate that there are plenty of buyers who still rely on window cards, property booklets, the local newspaper and routine calls with their real estate agent to buy property. Many buyers we have asked have told us they attend open for inspections on Saturday mornings purely based on the newspaper advertising they obtained. It’s a cover all bases approach to marketing.
NEWSPAPER PRICING 1/8 Page Advert in The Daily Examiner + Coastal Views
$ 91.00
1/4 Page Advert in The Daily Examiner + Coastal Views
$182.00
1/2 Page Advert in The Daily Examiner + Coastal Views
$364.00
Full Page Advert in The Daily Examiner + Coastal Views
$728.00
Feature Property
$472.00
Home Highlight (rotational offering)
$475.00
FULL
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Photo Signboards
Most would-be buyers will drive-by your property before they even give us call. A photo signboard takes buyers beyond the street appeal and into the home where many more benefits can be seen. All properties warrant an impressive sign board. Whether it be an impressive drone shot, your most recent renovation, a photo of the front of your home (if you are hidden from the street), a proposed plan, Some accent shots or some screaming bold text – These boards pack a punch.
PHOTO SIGNBOARD PRICING Flat faced photo sign board Round face photo sign board Corflute sign with details added (no photo)
$209.00 E l d e r s$264.00 G r a f t o n – M a r k e t i n g t o S u c c e e d | 16
$ 55.00
Professional Floor Plan
Professional floor plans are a great way to educate potential buyers and avoid unnecessary inspections. By providing a floor plan you can cater for the buyer or investor who may live elsewhere or are unable to view the property in person which saves you precious time & effort. Floorplans are used on the internet, emailed to clients and provided in A4 hard copy to potential buyers. The other great benefit is the ability to draw in possible changes or extensions that may suit a buyer – it is not only selling the bricks and mortar but appealing to the imagination.
PROFESSIONAL FLOORPLAN
Professional floor plans are a great way to educate potential buyers and avoid unnecessary inspections.
Davkel Drafting
Approx. $132.00
Simon Hughes Photography
Approx. $165.00
Rocketshots Real Estate Photography and Marketing
From $ 39.00
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METHODS OF SALE Sale by Auction, Private Treaty or Fastrak?
What is auction?
An auction is when prospective buyers gather to bid on your property. The highest bidder at the end of the auction becomes the successful buyer, provided the bid matches or exceeds your reserve price.
What is expression of interest? Expressions of interest is marketing without a price and is basically asking the interested market to advise us at what point would they purchase the property. Expressions of interest may be advertised with or without a set date to review all offers.
What is private treaty? This is when you set the price you’d like your house to sell for, and your real estate agent negotiates individually with prospective buyers to achieve a sale as close to this price as possible.
What is Fastrak? Exclusive to Elders, Fastrak is placing a property on the market without a set price. Your Elders agent will market the property intensively and by law must convey all offers to the owner as they come in. Fastrak allows the market to determine where it sees value for a property and creates an environment for competition.
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There is no single ‘right method’
There is no single ‘right method’ Amongst real estate experts there are strong advocates for most methods of sale. Some say the competitive atmosphere of an auction guarantees the best price. Others warn that auctions are fraught with danger and a private treaty sale is the most effective way to wring every last dollar out of a buyer. While there are merits to all points of view, we don’t believe there is one generic best way of selling. What will work best depends on a number of factors which are unique to you, your agent and your property.
For example, if your property is unique in some way or otherwise hard to put a value on, you’re probably better advised to go to Auction or Fastrak. If you need a quick sale, the fast turnaround of a Fastrak or auction campaign will be just the ticket. Deceased Estates and mortgagee sales often appreciate the transparency of an auction process but if you’re just dipping your toe in the water private treaty may be the way to go. Current market conditions and the level of demand for your style of property are also important factors to be considered at any given time. If your property is in demand, it’s more than likely you’ll attract several buyers willing to compete at a similar price level, and that’s when the auction process really comes into its own.
What will work best depends on a number of factors which are unique to you, your agent and your property. 19 | E l d e r s G r a f t o n – M a r k e t i n g t o S u c c e e d
Professional Auctioneer There is absolutely no place in real estate for a poor negotiator, and in the case of your greatest asset only the best will do! We have sourced one of Australia’s finest auctioneers, Mr Gordon Macdonald (as seen on TV’s reality show HOT PROPERTY) from the Jason Andrew Group (based in Brisbane) to conduct our controlled, in-room auctions. Gordon is highly renowned and regarded in his profession and we are 100% confident our continued Auction successes and awards are a credit to his professionalism, skills and diligence.
Gordon Macdonald Gordon Macdonald is a dedicated and proficient negotiator with a reputation for putting together difficult deals with a patient yet tenacious approach. As a trustworthy and independent third party, Gordon’s honesty and straightforwardness are instantly tangible. Working as a leading Real Estate agent for nine years, Gordon developed a strong commitment to the auction process, learning first-hand the formula for the perfect campaign. After personally conducting hundreds of auctions on the Sunshine Coast, Gordon joined the Jason Andrew team as a professional auctioneer, building long-lasting partnerships with many of the leading offices and agents in the local area. At the beginning of any new working relationship, Gordon invests significant time to empower the agent with the right skills and processes to bring the maximum number of buyers together on auction day. Having created the ideal environment and operating as a skilled auctioneer, he is then able to generate the best possible outcome for all parties. Gordon is assertive yet approachable, friendly yet professional. Critically, he has a natural ability to build instant rapport with everyone he meets.
PROFESSIONAL AUCTIONEER
Jason Andrews Auctioneers Subsidised by Gordon Macdonald Elders Real Estate Grafton E l d e r s$660.00 G r a f t o n – M a r k e t i n to g $440.00 t o S u c c e e d | 20
REAL ESTATE GRAFTON
Program Package Marketing Inclusive: Brochures & window card display, corflute signage, open homes with elected paper
advertising and listings on several real estate websites (as noted).
PERSONALISED UPGRADED MARKETING PROGRAM PACKAGE PROVIDER
QUOTE
Simon Hughes Photography
Full Property Photo Shoot (Daytime) plus complimentary drone shoot where legally permitted – usually non-urban properties. Full Property Photo Shoot (Twilight inclusive)
$165.00
Elevated photography
$165.00
Floor plan
$132.00
Video
$165.00
Please note for properties further than 20 minutes from Grafton a travel fee of $82.50 will apply. If three or more of the above services are conducted on the one visit then the travel fee will not be applicable.
$198.00
$ 82.50
Rocketshots – Real Estate Photography and Marketing
11 Daylight Images (incl. Pole if required) & Floor plan – (Accurate council/builder/sketch provided by vendor) 16 Daylight Images (incl. Pole if required) & Floor plan – (Accurate council/builder/sketch provided by vendor) 2 - 5 bed floor plan - drawn onsite – No Plan
$229.00 $259.00 $ 49.00 $ 69.00
(Plan size up to 300m2 floor area then $10 per 50m2 or part) ($10.00-$30.00 deducted if a previous floorplan with dimensions is provided- deduction level subject to bedrooms inclusive ) 11 Daylight Images (incl. Pole if required) - No Plan 16 Daylight Images (incl. Pole if required) - No Plan 8 Twilight Images (return visit) Virtual Dusk (per image) Virtual Staging (per image) 3-5 Aerial/Drone images (in approved airspace) with a full shoot 3-5 Aerial/Drone images (in approved airspace) – No Plan Video – up to 90 seconds duration Travel 21(for | E properties l d e r s G rmore a f t othan n – 30 M minutes a r k e t i from n g tElders o S u Office) cceed
$199.00 $229.00 $179.00 $ 39.00 $ 89.00 $ 59.00 $100.00 $165.00 $50.00
REAL ESTATE GRAFTON
Contact Us
PERSONALISED UPGRADED MARKETING PROGRAM PACKAGE PROVIDER
QUOTE
Davkel Drafting Floor Plans
Floor plan (often inclusive of outbuildings)
$132.00
Please note for properties between 20 – 40 minutes from Grafton a travel fee of $30.00 will apply and for properties in excess of 40 minutes a travel fee of $55.00. Valley Signs and Printing
Overlay printing on corflute sign Photo signboard (flat face) Photo signboard (rounded face) 30 x A4 property booklets
$ 55.00 $209.00 $264.00 $210.00
The Daily Examiner + Coastal Views
1/8 Page Advertisement
$ 91.00
1/4 Page Advertisement
$182.00
1/2 Page Advertisement
$364.00
Full Page Advertisement Feature Property (one property full page with agent strip)
$728.00
Home Highlight (rotating availability) Home highlight is offered bi-monthly on average inclusive of a front page advert in the property guide, editorial plus teasers on the Tuesday and Wednesday prior. Jason Andrews Auctioneers – Gordon Macdonald Special offer (Charged out at $660.000) Gold Package – Please see packages on following page Silver Package – Please see packages on following page Bronze Package – Please see packages on following page
$472.00 $475.00
$440.00 $2121.00 $1428.00 $ 819.00
Marketing investment Less 10% if paid upfront TOTAL Please note the total investment amount is to be transferred onto the agency agreement and will be payable 3 months from the date of agency appointment E l d eorr swhen G r asold f t o– nwhichever – M a r is k eeffected t i n g tfirst. o S u c c e e d | 22
REAL ESTATE GRAFTON
GOLD MARKETING PROGRAM PACKAGE
GOLD
16 photo property shoot + 2D floor plan Video tour A ‘Letter from Sellers’ 30 Glossy buyer booklet 1x Rounded photo signboard ‘Feature Property’ upgrade online ($300.00 value)
$ 289.00
6 week newspaper campaign
$ 165.00 $ 0.00
Week 1 – full page Week 2, 3 & 4 – quarter page
$ 210.00
Week 5 & 6 – one eighth page
$ 265.00
Open for inspection
$
Note: (drone photography or auctioneer costs are not inclusive)
0.00
$ 1192.00
$
0.00
TOTAL COST APPROXIMATELY
$ 2121.00
$ 289.00
4 week newspaper campaign
$ 720.00
$ 0.00 $ 210.00
Week 1, 2, 3 & 4 – quarter page Open for inspection
$
$ 209.00
Note: (drone photography or auctioneer costs are not inclusive) TOTAL COST APPROXIMATELY
$1428.00
$ 249.00
4 week newspaper campaign
$ 360.00
$
Week 1, 2, 3 & 4 – one eighth page
SILVER
SILVER MARKETING PROGRAM PACKAGE 16 photo property shoot + 2D floor plan A ‘Letter from Sellers’ 30 Glossy buyer booklet 1x Flat faces photo signboard
0.00
BRONZE
BRONZE MARKETING PROGRAM PACKAGE 11 photo property shoot + 2D floor plan A ‘Letter from Sellers’ 30 Glossy buyer booklet
0.00
$ 210.00
Open for inspection
$
Note: (drone photography or auctioneer costs are not inclusive) TOTAL COST APPROXIMATELY
$ 819.00
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0.00
MARKETING TO SUCCEED H O W WI L L Y O U R P R O P E R T Y S T A N D O UT ? Elders Real Estate Grafton Phone: (02) 6642 1122 grafton@eldersre.com.au
23 Prince Street GRAFTON NSW 2460
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REAL ESTATE GRAFTON