Example of Century 21 Marketing Plan Date: October 31, 2014
Prepared by Heather Cormier Real Estate Consultant CENTURY 21 Commonwealth 161 Mt. Auburn Street Watertown, MA 02472
October 31, 2014
Example of Century 21 Marketing Plan Dear Mr & Mrs. Smith: Thank you for inviting me to your home and giving me the opportunity to present this proposal. I appreciate the time you spent with me reviewing the features of your home and discussing your goals and time considerations. At CENTURY 21 Commonwealth, we are committed to providing you with the most sophisticated resources and marketing materials to give you the competitive edge to reach your goal - selling your home for the most money, in the shortest time, with the least anxiety. I realize that your house is more than an investment - it's your home. My promise to you is that I will work hard and use all the resources of CENTURY 21 Commonwealth to optimize your selling price. Providing you with this property valuation analysis will assist us in determining your home's market value and proper positioning. I hope you will select CENTURY 21 Commonwealth and me as your agent in this most important transaction. Very truly yours,
Heather Cormier Real Estate Consultant CENTURY 21 Commonwealth 161 Mt. Auburn Street Watertown, MA 02472
Leader In Brand Awareness In 2012, the CENTURY 21® System continued to maintain the highest brand awareness level when compared to any other real estate organization surveyed, a trend we have upheld since 1999.
“Which Real Estate Agencies Have You Ever Seen Or Heard Of?”
*Source: 2012 Ad Tracking Study, Millward Brown.
Global Brand. Global Economy.
Across Town. Across The Country. Across The World.
21 Reasons To Choose Century 21 1 2000 properties are bought and sold through CENTURY 21 offices everyday. This is more than any other real estate company in the world! 2 Our image works for you. Nine out of 10 American homeowners recognize the CENTURY 21 name. 3 We attract more buyers. The worldwide network consists of more than 8000 offices. 4 The right pricing makes sales. 5 The sign helps the sale. Many sales occur as a result of someone recognizing the CENTURY 21 Commonwealth sign. 6 CENTURY 21 VIP® referral system. You have the nation’s largest network of real estate professionals to help you sell your property. 7 Local advertising targets prime prospects. Our national advertising attracts buyers to CENTURY 21 offices and our local advertising brings them to your home. 8 Financing experience. Our real estate experts can help answer important questions. 9 Up-to-date tools to market your home. 10 Professional training keeps our agents on top. 11 The CENTURY 21 Commonwealth name means results. Our Commonwealth offices have helped sell thousands of homes for over 30 years and are ready to work hard for you! 12 We’ll handle the details! We have the contacts to take care of the many details associated with the sale of your home to save you time!
13 Corporate Relocation. We work globally with major companies who transfer employees. 14 Skilled negotiations close the sale. CENTURY 21 Commonwealth professionals make things move smoothly, negotiating to help you get the right terms and the price for your property. 15 We help with other services too! The CENTURY 21 system has business relationship with companies with can service your needs. 16 We take care of the paperwork. Our professionals have the knowledge and experience to arrange all the documents so you can start packing. 17 Teamwork. When you list with a CENTURY 21 Commonwealth agent and office you have access to other CENTURY 21 professionals locally, from surrounding areas, and even across the world. 18 We keep you up-to-date. We inform you at every stage of the process. 19 We offer proven success. We can help you avoid the pitfalls you face when trying to sell your own home, saving you time and getting the best price. 20 You have our promise. We don’t just tell you what we’re going to do — we give you our word. Our CENTURY 21 Service Pledge puts our promises in writing.
21 We care. Our clients are our most impor-
tant asset. When you work with CENTURY 21 Commonwealth sales associates, you’ll receive the quality of service you need and deserve.
The Commonwealth Advantage
• #1 Most Recognizable Brand • #1 CENTURY 21 Company in New England • #4 CENTURY 21 Company in the U.S. • Most Effective Internet Marketing • Integrated Media Plan • Customized Direct Mail and Virtual Marketing • Systematic Lead Capture & Measuring Tools • Local and Worldwide Relocation • International Exposure • In-House Mortgage Originators • Written Guarantee of Service
Local Brand. Local Business. Cambridge One Mifflin Place Cambridge, MA 02138 617.492.0021
Chatham 214C Orleans Road Chatham, MA 02659 508.810.0700
Dover 14 Dedham Street Dover, MA 02030 508.785.2111
Framingham 1 Edgell Road Framingham, MA 01701 508.879.0555
Franklin 9 Main Street Franklin, MA 02038 508.528.7777
Holliston 747 Washington Street Holliston, MA 01746 508.429.5700
Hopkinton 76 Main Street Hopkinton, MA 01748 508.435.6333
Medfield 266 Main Street Medfield, MA 02052 508.359.2355
Milford 199 Main Street Milford, MA 01757 508.478.8800
Natick 1 Common Street Natick, MA 01760 508.655.1211
Needham 1492 Highland Avenue Needham, MA 02492 781.444.7015
Newton 64 Needham Street Newton, MA 02461 617.969.2121
Somerville 205 Holland Street Somerville, MA 02144 617.666.2121
Wakefield 29 Albion Street Wakefield, MA 01880 781.245.4151
Waltham 693 Main Street Waltham MA 02451 781.313.2800 Watertown 161 Mt. Auburn Street Watertown, MA 02472 617.926.5280 Wellesley 592 Washington Street Wellesley, MA 02482 781.237.8000 Westwood 549 High Street Westwood, MA 02090 781.329.7500 Winchester 39 Church Street Winchester, MA 01890 781.729.7777
Relocation INCOMING REFERRALS CENTURY 21 Commonwealth receives incoming referrals from Relocation Management Companies, Cartus Broker Network, Affinity Programs, and other brokerage firms. DESTINATION SERVICES Across town Across the country Across the world
CENTURY 21 Commonwealth Global Relocation Reach
Local & Regional
National & Worldwide
19 Offices 400+ Agents 200+ Communities
8,400 Offices 140,000 Agents 57 Countries
Across Town. Across The Country. Across The World.
Customized Marketing Your home will be marketed through our customized advertising and our exclusive direct mail system.
500+ Websites
• Realtor.com • Boston.com
• Google.com • Trulia.com
• Century21.com • Commonmoves.com • Zillow
• Homefinder.com • Homes.com • Competing real estate
• Yahoo.com
company websites…
CENTURY 21 Commonwealth Lead Capture System CENTURY 21 Commonwealth Live and Local Call Center Full-time Relocation Department Live Agents Lead Router MA Pass Lead Incubation
Time is of the essence when responding to customer inquiries
Enhanced Web Presence
The Role Of A Listing Agent When a seller chooses a real estate agent to represent them in the marketing and sale of a property, the seller engages in a relationship with that agent to accomplish their mutual goal — to sell the property in a timely manner at the highest price possible with the least anxiety.
Selling your home is an important decision. The person you choose to represent you can make all the difference.
Choose carefully!
A CENTURY 21 Commonwealth agent will: • Assist you in determining fair market value. • Assist you in making your home presentable for sale, offering suggestions about how to best show your home, and what, if any, improvements you should make. • Inform you about laws and regulations including: fair housing requirements, septic regulations, lead paint laws, carbon monoxide and smoke detector requirements. • Provide a detailed marketing plan. • Screen potential buyers to make sure they are qualified to purchase your home. • Help you relocate locally, domestically or internationally. • Negotiate the best sale price and terms that are mutually agreeable. • Guide you through the closing process.
In-Depth Market Knowledge
Expert, Experienced Negotiators
Problem Solvers
• Smoke / CO Detectors • Permit Questions • Inspection Issues • Structural Defects • Pest Inspections • Mortgage Contingencies • Appraisal Issues • Short Sale Guidance
A Solid Commitment You Can Take To The Bank
Loan officers available 7 days a week to qualify your buyers. A direct underwriter of Freddie Mac and Fannie Mae federally insured loans.
Pricing Your Home To Sell Pricing your home correctly is crucial to selling your home in a timely manner at the highest price possible. Current market conditions determine the value. Pricing too high or too low can cost you time and money. • What you paid for your home has nothing to do with its present value. • The value some internet companies put on your property is not always accurate. • Homes you think are the same as yours may in fact be very different. • Our full-time professional agents have seen your comparables and competition - they know the market INSIDE and out! • Ultimately, the market determines the value of your home based on comparisons of homes currently for sale, under agreement and recently sold. • CENTURY 21 Commonwealth has access to the latest technology to always provide you the most current market data available. • Our experienced agents can help you position your home correctly so that it sells for the highest price possible, in the shortest amount of time, and with the least amount of anxiety. • Homes that are not competitively priced, do not sell.
The Effect Of Over-Pricing Improper pricing may also eventually lead to a below market value sale price or, even worse, no sale at all. Therefore, your home has the highest chance for a fruitful sale when it is new to the market and the price is reasonably established. Buyers and agents lose interest in properties that are priced too high. To generate interest, the price might have to be reduced below the competition. We can give you up-to-date information on what is happening in the marketplace and the price, financing, terms, and condition of competing properties. These are key factors in getting your property sold at the best price and in the best time-frame for you.
price
time on the market
The Importance Of Intelligent Pricing Determining the best asking price for a home can be one of the most challenging aspects of selling a home. It is also one of the most important. If your home is listed at a price that is above market value, you will miss out on prospective buyers who would otherwise be prime candidates to purchase your home. As the figure below illustrates, most or almost all buyers
asking price compared to market value +15% +10% market value -10% -15%
purchase their properties at fair market value. The percentage increases as the price falls even further below market value. Therefore, by pricing your property at market value, you expose it to a much greater percentage of prospective buyers. This increases your chances for a sale while ensuring a final sale price that properly reflects the market value of your home.
% of potential buyers who will look at property 10% 30% 60% 75% 90%
Activity vs. Timing Another critical factor to keep in mind when pricing your home is timing. A property attracts the most attention, excitement, and interest from the real estate community and potential buyers when it is first listed on the market. Improper pricing at the initial listing misses out on this peak interest period and may result in your
activity
property languishing on the market.
0
1
2
3
4
5
number of weeks on market
6
7
COMPARATIVE MARKET ANALYSIS SUMMARY Currently On The Market Style Ranch Ranch Ranch
Beds 3 3 3
Fbaths 2 2 1
Hbaths 0 0 0
Year 1960 1957 1928
Average of 3 Properties: $399,900
Apx Liv 1392 1800 1984
Sold Price
Min: $369,900
List Price $369,900 $409,900 $419,900
Max: $419,900
Median: $409,900
Recently Sold Style Ranch Ranch Ranch
Beds 3 3 3
Fbaths 2 1 1
Hbaths 0 1 1
Average of 3 Properties: $436,666
Year 1950 1952 1955
Apx Liv 2200 1267 2105
Sold Price $420,000 $445,000 $445,000
Min: $420,000
List Price $459,900 $449,900 $459,900
Max: $445,000
Median: $445,000
MAP OF COMPARABLE PROPERTIES
Ref # 1 2 3 4 5 6 7
Status Subject Property Currently On The Market Currently On The Market Currently On The Market Recently Sold Recently Sold Recently Sold
Address 307 Warren Street 131 Pine Hill Circle 406 Waverley Oaks Road 89 Columbus Avenue 71 Oakley Lane 69 Copeland Street 29 Doty St
COMPARABLE PROPERTIES Currently On The Market
131 Pine Hill Circle List Price: $369,900 DOM: 36 List$ SqFt: $266 Sold$ SqFt: City: Waltham Year Built: 1960 Lot SqFt: 3120 Assessment: $273,200 Apx Liv Ar: 1392 Apx Acres: 0.07 Est Taxes: $2,642 Beds: 3 Style: Ranch Tax Yr: 2015 Full Baths: 2 Ext: Aluminum Exter: Gutters Half Baths: 0 Gar Spaces: 0 Inter: Heat: Forced Air Parking: Floor: Tile Cool: None Fireplaces: 1 Lot: Paved Drive Remarks: Highly Desirable MacArthur School District! Pristine Sunfilled Ranch HomeFeaturing Bright E-I-K, Spacious Living Room W/Masonary Fireplace, Formal Dining, Fully Finished Lower Level W/Walk-Out, Hardwood Flooring, Brand New Ceramic Bath, Handy Play Room, New Roof, Private Deck, Ample Parking, Storage And More! Walk To Park, Shops And Public Transportation!
Currently On The Market
406 Waverley Oaks Road List Price: $409,900 DOM: 113 List$ SqFt: $228 Sold$ SqFt: City: Waltham Year Built: 1957 Lot SqFt: 6751 Assessment: $322,000 Apx Liv Ar: 1800 Apx Acres: 0.15 Est Taxes: $4,324 Beds: 3 Style: Ranch Tax Yr: 2014 Full Baths: 2 Ext: Vinyl Exter: Gutters Half Baths: 0 Gar Spaces: 1 Inter: Heat: Oil Parking: Under Floor: Tile Cool: None Fireplaces: 0 Lot: Paved Drive Remarks: Highly Desirable Belmont Line Near Beaver Brook Reservation! Pristine RanchHome Featuring Bright E-I-K, Sunfilled Living Room, Formal Dining, Three Spacious Bedrooms, Fully Finished Lower Level Family Room (Perfect For In-Law Situation), Newly Refinished Hardwood Flooring Throughout, Newer Roof, Direct Entry Garage, Ample Storage, Yard And More!
Currently On The Market
89 Columbus Avenue List Price: $419,900 DOM: 30 List$ SqFt: $212 Sold$ SqFt: City: Waltham Year Built: 1928 Lot SqFt: 6124 Assessment: $334,000 Apx Liv Ar: 1984 Apx Acres: 0.14 Est Taxes: $3,475 Beds: 3 Style: Ranch Tax Yr: 2015 Full Baths: 1 Ext: Vinyl Exter: Enclosed Porch Half Baths: 0 Gar Spaces: 1 Inter: Heat: Oil Parking: Under Floor: Tile Cool: None Fireplaces: 0 Lot: Paved Drive Remarks: Highly Desirable And Convenient West End! Pristine Character Filled CustomBuilt Ranch W/Attic Expansion Potential Featuring Huge Modern E-I-K, Sunfilled Living Room W/Natural Gumwood Coffered Ceiling, Large Dining Room, Gleaming Hardwood Flooring Throughout, Relaxing Rear Porch, Newer Roof, Private Rear Yard And More! Walk To Shops And Public Transportation!
COMPARABLE PROPERTIES Recently Sold
71 Oakley Lane List Price: $459,900 Sold Price: $420,000 DOM: 16 List$ SqFt: $209 Sold$ SqFt: $191 City: Waltham Year Built: 1950 Lot SqFt: 11222 Assessment: $409,700 Apx Liv Ar: 2200 Apx Acres: 0.26 Est Taxes: $5,526 Beds: 3 Style: Ranch Tax Yr: 2014 Full Baths: 2 Ext: Vinyl Exter: Gutters Half Baths: 0 Gar Spaces: 1 Inter: Heat: Hot Water Basbrd Parking: Attached Floor: Tile Cool: None Fireplaces: 2 Lot: Paved Drive Remarks: Highly Desirable Bentley/Lyman Estate Locale! Rare Oversized Sprawling PristineRanch Home Featuring Updated Corian E-I-K, Large Fireplaced Living Room W/Bay Window, Formal Dining W/Picture Window, Fully Finished Lower Level Fireplaced Family Room W/Walk-Out, Separate 1st Floor Laundry Room, Newer Vinyl Windows, Newer Roof.
Recently Sold
69 Copeland Street List Price: $449,900 Sold Price: $445,000 DOM: 22 List$ SqFt: $355 Sold$ SqFt: $351 City: Waltham Year Built: 1952 Lot SqFt: 10950 Assessment: $347,000 Apx Liv Ar: 1267 Apx Acres: 0.25 Est Taxes: $3,653 Beds: 3 Style: Ranch Tax Yr: 2014 Full Baths: 1 Ext: Vinyl Exter: Half Baths: 1 Gar Spaces: 0 Inter: Cable Available Heat: Forced Air Parking: Floor: Wall/Wall Carpet Cool: Central Air Fireplaces: 1 Lot: Level Remarks: Highly Desirable Glenmeadow Community On The Lexington Line! Sprawling LShaped Ranch Featuring Large Fireplaced Living Room With Bay Window, Eat-In Kitchen, Rear Cathedral Ceiling Den, Younger Windows & 2004 Roof, 1st Floor Laundry Hookups, Semi-Finished Basement With 1/2 Bath, 1/4 Acre Fenced Yard, Double Width Driveway And More!
Recently Sold
29 Doty St List Price: $459,900 Sold Price: $445,000 DOM: 149 List$ SqFt: $218 Sold$ SqFt: $211 City: Waltham Year Built: 1955 Lot SqFt: 9600 Assessment: $352,900 Apx Liv Ar: 2105 Apx Acres: 0.22 Est Taxes: $4,807 Beds: 3 Style: Ranch Tax Yr: 2014 Full Baths: 1 Ext: Aluminum Exter: Gutters Half Baths: 1 Gar Spaces: 1 Inter: Cable Available Heat: Hot Water Basbrd Parking: Attached Floor: Tile Cool: Central Air Fireplaces: 1 Lot: Paved Drive Remarks: Desirable Forest Street Location! Absolutely Pristine Ranch On A Large LotWith Many Recent Updates. The Home Features An Updated Kitchen With Stainless Steel Appliances, A Bright Fireplaced Living Room, Formal Dining Area, Three Nice Sized Bedrooms, Open Floor Plan, Hardwood Floors, Updated Bathroom, Finished Basement With Family Room With In - Law Potential.
COMPARATIVE MARKET ANALYSIS 131 Pine Hill Circle
Status List Price List$ SqFt Sold Price Sold$ SqFt
406 Waverley Oaks Road
89 Columbus Avenue
71 Oakley Lane
A $369,900 $266
A $409,900 $228
A $419,900 $212
Sold Date DOM City Assessment Est Taxes
36 Waltham $273,200 $2,642
113 Waltham $322,000 $4,324
30 Waltham $334,000 $3,475
05/09/14 16 Waltham $409,700 $5,526
Tax Yr Lot SqFt Apprx Acres Lot Desc Year Built
2015 3120 0.07 Paved Drive 1960
2014 6751 0.15 Paved Drive 1957
2015 6124 0.14 Paved Drive 1928
2014 11222 0.26 Paved Drive 1950
Bedrooms Full Baths Half Baths Total Rooms Apx Liv Ar
3 2 0 7 1392
3 2 0 7 1800
3 1 0 6 1984
3 2 0 7 2200
Style Exterior Heating Cooling Fireplaces
Ranch Aluminum Forced Air None 1
Ranch Vinyl Oil None 0
Ranch Vinyl Oil None 0
Ranch Vinyl Hot Water Basbrd None 2
Gar Spaces Parking Parking Basement Flooring
0
Full Tile
1 Under Garage Door Opnr Full Tile
1 Under Garage Door Opnr Full Tile
1 Attached Garage Door Opnr Full Tile
Asph/Fbrgl Shngl Gutters Screens
Asph/Fbrgl Shngl Gutters Screens
Asph/Fbrgl Shngl Enclosed Porch Porch
Asph/Fbrgl Shngl Gutters Screens
Roof Ext Feat Ext Feat Int Feat Int Feat
S $459,900 $209 $420,000 $191
COMPARATIVE MARKET ANALYSIS 69 Copeland Street
29 Doty St
Status List Price List$ SqFt Sold Price Sold$ SqFt
S $449,900 $355 $445,000 $351
S $459,900 $218 $445,000 $211
Sold Date DOM City Assessment Est Taxes
07/18/14 22 Waltham $347,000 $3,653
07/31/14 149 Waltham $352,900 $4,807
Tax Yr Lot SqFt Apprx Acres Lot Desc Year Built
2014 10950 0.25 Level 1952
2014 9600 0.22 Paved Drive 1955
Bedrooms Full Baths Half Baths Total Rooms Apx Liv Ar
3 1 1 6 1267
3 1 1 6 2105
Style Exterior Heating Cooling Fireplaces
Ranch Vinyl Forced Air Central Air 1
Ranch Aluminum Hot Water Basbrd Central Air 1
Gar Spaces Parking Parking Basement Flooring
0
1 Attached
Full Wall/Wall Carpet
Full Tile
Asph/Fbrgl Shngl
Asph/Fbrgl Shngl Gutters Enclosed Porch Cable Available
Roof Ext Feat Ext Feat Int Feat Int Feat
Cable Available
COMPARATIVE MARKET ANALYSIS STATISTICS Graphic Analysis of Currently On The Market Properties
Summary Statistics of 3 Properties: Average Price: High Price: Low Price: Median Price: Average $ per SqFt: Average Year Built: Average Days On Market:
$399,900 $419,900 $369,900 $409,900 $235.33 1948 59
COMPARATIVE MARKET ANALYSIS STATISTICS Graphic Analysis of Recently Sold Properties
Summary Statistics of 3 Properties: Average Price: High Price: Low Price: Median Price: Average $ per SqFt: Average Year Built: Average Sale Price % List Price: Average Days On Market:
$436,666 $445,000 $420,000 $445,000 $251.00 1952 95.64 62
POSITIONING YOUR HOME TO SELL Based on a thorough analysis of the current market and taking into consideration all active listings similar to your home — your competition — and all pending/ under agreement listings plus recently sold properties, the market indicates that the fair market value of your home would be in the range of:
$424,000 TO
$450,000
Preparing Your Home OUTSIDE • Mow the lawn, trim trees and shrubs awayfrom the house. Sweep the sidewalk, rake leaves, remove dead plants, flowers or shrubs. • Put away tools, garbage cans, hoses, toys and building materials neatly in the garage. • Check for broken roof shingles and windows; clean gutters; replace missing siding. • Clean windows and front door; paint if needed. • Reseal asphalt driveway and decks. • Spotlessly clean woodwork, carpeting, floors, walls and ceilings. Pay particular attention to the kitchen and bathrooms. • Consider applying a fresh coat of paint.
• Organize closets to make them appear larger; be sure all clothes are hanging up and not out in the room. • Make sure basic appliances and fixtures work. Fix leaky faucets and frayed cords. • Clear away magazines, books and unnecesary objects from furniture throughout the house. Clear kitchen counters to make the room look more spacious. • Take down pictures that hide walls; patch holes and paint. • Fill the house with a pleasant aroma: freshbaked cookies, or fresh flowers. • Keep pets under control at all times.
Scheduling Showing Appointments In order to make sure that we maximize all opportunities to show your property, provide you with access to online showing activity, and ease the stressful experience of selling your home, our company uses MAPASS for scheduling broker assisted showings The benefits include: Accessi-
consistency
accessibility
bility, Consistency and Efficiency
Hours MAPASS is open Monday thru Saturday from 8:30am to 8pm; Sun-
days 8:30am to 6pm; and Holidays 8:30am-5pm. After hours MAPASS provides a link for brokers through MLSPIN for 24 hour appointment setting requests.
Activity Login anytime, from anywhere to check your property schedule, block
times when your property is not available for showing, and review feedback about your property.
Feedback Online MAPASS automates the feedback so that you can login and read the feedback left by agents that have shown your property.
Process MAPASS follows a computerized process for scheduling. When an
appointment is requested you will always receive a call from MAPASS asking for permission to send the agent. If you chose to, you will also receive email confirmation.
Accuracy MAPASS is always striving for excellence. The process we use and the
efficiency
constant communication with you reduces mistakes significantly.
Security MAPASS verifies that the caller requesting to show your property is a licensed agent.
Process When a request for an appointment is set through MAPASS, we will call you and tell you the name of the agent who requested the showing, the office they represent, and the date and time of the requested showing. Then you tell us if the appointment is convenient for you. If it is not, MAPASS cancels the appointment and contacts the agent and relays to them when it is more convenient to reschedule the appointment. If we can’t speak to you directly, we will leave you a message and a callback number for you to call if an appointment needs to be cancelled for any reason.
Call this number any time to reach MAPASS if you have a question about your appointments or to cancel an appointment 888-627-2775
My Commitment To You you should choose me as your realtor! • I will provide you with excellent service and support. • I have made a thorough good-faith estimate on your home. • I have developed a winning marketing plan. • I will make every effort to market your home properly and professionally. • I will contact you regularly to report on the selling process • of your home. • I have the resources of CENTURY 21 behind me. • I will provide you with a CENTURY 21 Seller Service Pledge.
Our Written Guarantee