Prudential Homesale Services Group Listing Education
Table Of Contents
1.1. Who WhoisisPrudential PrudentialHomesale? Homesale?
2.2.Communication Communicationand andExpectations Expectations
3.3. Marketing Marketing
4.4. Additional AdditionalHomesale HomesaleComplete CompleteServices Services
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WHO IS PRUDENTIAL HOMESALE?
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The Strength of the Brand Awareness of the Prudential Brand is almost universal among Americans •
Prudential Real Estate benefits from the name recognition and outstanding reputation of Prudential Financial.
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The Prudential Real Estate brand represents service, quality and exceptional value.
General Public
Affluent Americans
The Prudential name and “Rock®” logo have stood for strength, stability, integrity and trust for over 30 years.
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Highest Average Sale Price
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Residential Real Estate Agencies – Top 10 Ranked by dollar volume of sales.
Prudential Homesale
Superior service and expertise make Prudential Homesale the leader in real estate sales.
Date published is June 2010. The Central Penn Business Journal’s list of residential real estate agencies is limited to those in or near Adams, Cumberland, Dauphin, Lancaster, Lebanon, Perry, or York counties. Information came from the individual companies and other Business Journal research. To access the Business Journal’s online database, visit www.centralpennbusiness.com and click List Central in the quick-links menu. Sales data for Jack Gaughen was notSSP0211HBG6 available from the Central Penn Business Journal. It was retrieved from the CPML and RAYAC MLS systems on December 1, 2010.
Prudential Homesale Agents Bring More Buyers Consumers prefer to work with companies they know and trust • Our locations provide a network system of referring buyers throughout 12 Pennsylvania counties. • No other real estate firm will match our services. • At 98% name recognition, Prudential is the most recognized of all real estate brands. • Prudential Homesale Services Group is associated with quality, experience, service, and exceptional results. • More local buyers select Prudential Homesale Services Group. SSP0211HBG7
National Recognition by J.D. Power & Associates "Highest Overall Satisfaction for Home Sellers Among National Full Service Real Estate Firms" •
We’re proud of this recognition because it reflects the real-life experiences of the people we value most: our clients.
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Discover how Prudential Homesale and I can make selling your home faster and easier.
Prudential Real Estate Affiliates, Inc. received the highest numerical score among full service real estate firms for home sellers in the proprietary J.D. Power and Associates 2010 Home Buyer Seller StudySM Study based on 3,096 total evaluations measuring 5 firms and measures opinions of individuals who sold a home between March 2009 and April 2010. Proprietary study results are based on experiences and perceptions of consumers surveyed March-May 2010. Your experiences may vary. Visit jdpower.com
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COMMUNICATION AND EXPECTATIONS.
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Your Needs Come First The process of marketing and selling your home must match your objectives, priorities and needs. In order to best serve you, I will want to learn more about your plans, so please feel free to ask questions and share your concerns with me. In this way, I will understand your goals, helping us build a strong working relationship.
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It will help me to know what you want to achieve from the sale of your home and the support you expect to receive from me.
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Together, we can decide how the homeselling process should be tailored to fit the unique characteristics of your home.
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Understanding your Expectations The following questions will help me understand what is most important to you in the sale of your home.
Communication. How important is regular communication with your real estate professional? What information is important to you? How often do you want to be contacted, and what is your preferred way of staying in touch? Motivation. Why are you considering selling your home at this time? How far along are you in the homeselling process? Are you just exploring the possibility of selling, or are you definitely committed to putting your home on the market? Time frame. Is there a certain date by which the sale of this home needs to close? How flexible are you on this time frame? Relocation assi stance. Will you need information or assistance in moving to a new area? Homeselling decisions. Are there any other individuals who will be involved in your home sale decision? May I please have permission to speak with them?
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Understanding your Expectations Price. Do you have specific expectations as to the selling price of your home? If so, what do you base this figure on? Do you anticipate a certain amount of net proceeds from this sale? Marketing Plan. Are there any specific activities you expect to see included in the marketing of your home? Previous homeselling experience. Have you ever sold a home before? If so, how many and how recently? Positive experiences. What were the most positive features of your previous homeselling experiences? If you have never sold a home before, what would help make this a positive experience? Concerns. Were there any unsatisfactory features of your previous homeselling experiences that you hope to avoid this time? If you are selling your first home, are there any problems or concerns about which you are worried? Expectations. What are your expectations of me as your real estate professional? What specific services and support do you look forward to receiving from me? SSP0211HBG12
Is now a good time to sell? •
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Myth: “If I wait, my home will be worth more, and I’ll make more of a profit.” Fact: As your home’s value increases, so does the value of other homes. Example: – – –
–
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Your home may sell for $200,000 today, but you think it would sell for 10% more, or $220,000, next year. You want to buy a home that is $250,000 today. Assuming a 10% increase in home values, the home you want to buy would be $275,000 if you wait. You’d need an additional $5,000 to buy the home you want if you wait.
And if mortgage interest rates rise, your buying power is decreased further. SSP0211HBG13
What Should I Know About Your Home? Each home has special features that may interest buye rs. Please tell me about your home. What do you feel are the most appealing features of your home? What features does your home have that differentiate it from other similar properties? What changes or enhancements would you suggest to make your home as marketable as possible? What are the most attractive features of the surrounding neighborhood? Do you have any special terms or conditions regarding the sale of your home, such as items of personal property to be excluded? Are you aware of any problems or concerns regarding your home or the neighborhood that will need to be disclosed to prospective buyers?
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Return on Investment (ROI) Strategies
As a Premium Provider of Real Estate Services, I will use proven strategies to maintain a strong negotiating position to enable you to yield the best attainable Return on Investment.
1.
Contract Negotiation Skills & Strategies
2.
Transaction & Risk Management
3.
Advertising, Marketing & Merchandising
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Performance-Based Compensation •
Commission is an Expense if you choose the wrong agent, an Investment if you choose the right one.
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You don’t “save money” on a commission, because commission savings versus value can only be determined at settlement.
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When you Invest in me, you can expect a Return on Investment.
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Contract Negotiation Skills & Strategies I will use proven strategies to establish, then maintain a strong negotiating position for you: • Contract Negotiation Skills & Strategies • Transaction & Risk Management • Advertising, Marketing & Merchandising
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Strategy: Determine Mortgage Portability • If your buyer’s mortgage company closed tomorrow, a buyer with Mortgage Portability can take their pre-approval to another lender.
• What is Mortgage Portability? It is a pre-approval based upon nationally acknowledged lending standards that other lenders can accept.
• I will protect you by insisting that your Buyer’s mortgage be portable.
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Strategy: Determine Buyer Quality •
Is this buyer actually able to purchase your home?
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Are there mortgage-related “conditions” that are likely to impede a successful closing?
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What is the true negotiating strength of the buyer?
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If you have multiple offers, which offer really is the strongest?
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Depending on your risk tolerance, the best offer might not be the highest price.
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The VALUE of a Buyer Quality Specialist •
As your Agent and a Buyer Quality Specialist, I will ascertain the Buyer Quality and Mortgage Portability on each offer you receive.
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This will enable you to make informed decisions, while I negotiate for you from a position of strength. – A buyer who is accustomed to paying more for things due to past credit issues may be willing to pay more for your home. My job is to examine those credit issues to insure that they don’t interfere with closing.
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Being proactive and understanding Buyer Quality upfront will help anticipate and avoid potential “deal-killing” problems as we approach settlement.
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What is Merchandising? Merchandising is the creation of a marketing plan that, when promoted, reaches the right buye rs by:
• Presenting a product to the right audience • Carrying out organized, skillful advertising • Most importantly, correctly positioning (pricing) the home in the current market.
As a Market Data Expert, I will help you understand and position your home correctly for the current local market, both in the MLS and private sale inventory.
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Positioning Your Home For The Market CMA Pricing versus Market Value •
Determining the price of your home through a Competitive Market Analysis, or CMA, is not the only way to position your home in the current market.
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A CMA looks at properties that have already sold and often doesn’t include private sale data.
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However, you are competing for buyer attention against properties that are currently for sale (the total available inventory).
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It is important to determine the Correct Positioning Price to achieve the highest Market Value for your home.
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Determining Market Value Price Positioning Analysis Estimated Price Objective
$_________
Area Proximity to Subject Home
_________ miles
Total Available Units for Sale within MLS _________ units Total Available Units for Sale Privately
Excitement
Moderate
Average
_________ units
Below Average
Risky
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Return on Investment Worksheet Purchase Price Date of Purchase Down Payment + Closing Costs Improvements Investment to sell Anticipated Price
(A)
Formula:
(B)
C+D+E= X
X is Your Total Investment
F-A=Y
Y is Anticipated Profit
Y-X=K
K is your Gross Profit
K/X=Z
Z is your Return on Investment
Z/Years Owned
Your Annual Return on Investment
(C) (D) (E) (F)
The decision about how to position your home needs to be made with an understanding of ROI. SSP0211HBG24
Transaction & Risk Management As part of my Transaction and Risk Management strategy, I will help you maintain negotiating strength by identifying potential proble ms early. •
Most problems that delay settlement are caused by title issues, failed inspections and insurance issues.
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Preliminary review of the settlement sheet can reveal potential issues.
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Problems that are uncovered too close to settlement may result in additional out-ofpocket expenses for the seller, postponement of settlement or killed contracts.
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Better to be proactive in the beginning than to be reactive near settlement. Review our risk management guidelines to see how we protect your interests. SSP0211HBG25
MARKETING YOUR PROPERTY.
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Our World has Changed
• Buyers no longer peruse newspaper ads in search of homes for sale. • Buyers know that they can find all homes for sale online instantly. • Our marketing plan targets the online consumer, so that your property can be seen by the most buyers.
Source: National Association of REALTORS® “2010 Profile of Home Buyers & Sellers,” Exhibit 3-1
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Who is the Target Audience? Age of First-Time and Repeat Buyers All Buyers
First-Time Buyers
Repeat Buyers
Use Internet in home search
95% 95%
63% of buyers are 44 or younger.
18 to 25 years
6%
11%
*
25 to 34 years
36%
56%
15%
35 to 44 years
21%
19%
23%
95% of buyers in this age group use the internet for their home search.
45 to 54 years
17%
10%
24%
55 to 64 years
13%
4%
22%
65 to 74 years
6%
1%
12%
75 years or older
2%
<1%
4%
95% 95% 87% 87% 62% 62%
• Most first-time buyers were born between 1985-1976. • The median age of first-time buyers is 30-Gen X. • The median age of repeat buyers is 49-Baby Boomer. • 89% of buyers overall use the Internet in their home search. Source: National Association of REALTORS® “2010 Profile of Home Buyers & Sellers,” Exhibit 1-12 Source: National Association of REALTORS® “2010 Profile of Home Buyers & Sellers,” Exhibit 3-4
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MARKETING: How do buyers find the home they buy? • 38%
From their Real Estate Agent
• 37%
On the Internet
• 11%
Yard Sign
• 6%
Friend, neighbor, or relative
• 4%
Home Builder
• 2%
Print Newspaper Ad
• 2%
Directly from the Sellers
• < 1%
Home Book or Magazine
86% of homes purchased are found through these top 3 sources
Less than 3% of homes are purchased as a result of print marketing.
Buyers rely primarily on their Real Estate Agent. It is important to select an Agent working with a large network of other Agents who may have buyers interested in a home like yours.
Source: National Association of REALTORS® “2010 Profile of Home Buyers & Sellers” Exhibit 3-9
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Prudential Homesale Property Marketing
*Your Prudential Real Estate agent may elect to market your home on their FaceBook profile.
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Exclusive Marketing Sources Generate Buyer Inquiries! • In 2010, Prudential Homesale received 24,290 buyer inquiries from property advertising. • These are leads delivered to real estate agents working for Prudential Homesale right here in Pennsylvania. • 57% of these inquiries were generated by marketing sources that are ONLY available through Prudential Homesale. • When you list your home for sale with Prudential Homesale, you will benefit from the most extensive and effective property advertising available in the market. SSP0211HBG31
More Buyers Visit PrudentialHomesale.com
• The result - PrudentialHomesale.com is the most visited local broker’s site in the region. • This means that more buyers are visiting PrudentialHomesale.com to find properties like you
SOURCE: January 1, 2010 through December 31, 2010 data from Compete.com. PruHomes aleServic es.com and Prudenti alHomesale.com URL’s c ombined to s how all traffic to the Prudential H omesale website. Some companies’ websites not included, either because their web traffic was too s mall to illustrate on this graph, or bec aus e their web traffic can not be articulated to Homes ale’s loc al geographic footprint.
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More Buyers Visit PrudentialHomesale.com
• The result - PrudentialHomesale.com is the most visited local broker’s site in the region. • This means that more buyers are visiting PrudentialHomesale.com to find properties like you
SOURCE: January 1, 2010 through December 31, 2010 data from Compete.com. PruHomes aleServic es.com and Prudenti alHomesale.com URL’s c ombined to s how all traffic to the Prudential H omesale website. Some companies’ websites not included, either bec aus e their web traffic was too s mall to illustrate on this graph, or bec aus e their web traffic can not be articulated to H omesal e’s local geographic footprint.
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PrudentialHomesale.com More features than any other local real estate Web site. •
Featured New Listing – Qualifying listings will appear on the home page and will be included in the New Listing Archive for 30 days.
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Target marketing with My Home Finder.
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Highly-visible property search at top of every page
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“Click & Zoom” Search by Map from the home page
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Ad vanced property search lets buyers search by county, area, city, schools, zip code, price, property type, and more.
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Bold open house search from home page.
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Buyers can request a showing online, anytime.
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Part of the Delta Network which gives Prudential Homesale listings exposure on 32,600 Websites! SSP0211HBG34
PrudentialHomesale.com Property Detail Pages •
Unlimited property photos
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Mortgage calculator
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School reports
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Community information
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Link to Google Maps with driving directions
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“E-mail To Friend” feature lets interested buyers share your home with others.
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Bold “Request a Showing” button - 45% of showing requests are made after hours. The Online Showing Request feature is an important strategy to create a showing for your home at the moment the buyer is excited about seeing it.
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Choice of four printable flier formats
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Online activity reports available upon request SSP0211HBG35
Prudential Homesale properties are advertised on an exclusive network of 32,600 websites.
In addition, homes are advertised on Realtor.com, Trulia, PrudentialProperties.com, Zillow, PropertyPursuit.com, Oodle, Homes.com, RealtyTrac, and CyberHomes, to name a few...
Weâ&#x20AC;&#x2122;ve got connections! Our extensive marketing network is available to Central PA home sellers only through Prudential Homesale.
Everywhere. All the time. SSP0211HBG36
Because Realtor.com has millions of listings . . .
I will make yours stand out •
Enhanced marketing includes: – Up to 25 jumbo PLUS photo emblem – open house alerts – attention-getting banners – virtual tours – printable brochure
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This enhanced marketing sets Prudential Homesale listings apart from the crowd
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Benefit: additional buyer excitement and interest in your home. SSP0211HBG37
HARRISBURG
Leading National & Local Media Your property will be advertised in the most effective national and local media including:
craigslist
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• Local Print Media • PLUS – Your home will be advertised on an Exclusive Network of 32,600 websites. Prudential Homesale is the ONLY local broker with access to this network. * Your agent may advertise your home on his or her Facebook profile page.
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Mobile Marketing Network Your home will be advertised on the leading local and national mobile real estate portals: •
PrudentialHomesale.com Mobile
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Realtor.com Mobile
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Homes.com Mobile, iPhone, and Blackberry Apps
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Trulia Mobile and iPhone App
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Zillow Mobile and iPhone App
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Info 24/7 – Unique service featuring voice descriptions – can be used with any phone!
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Two Channels of Direct Email Marketing •
Target buyers who are actively looking for a home like yours – Buyers create a portfolio specifying what kind of homes they WANT to learn more about. – Prudential Homesale sends emails to these buyers featuring homes that fit their interests. – This is powerful direct marketing to home buyers who are actively looking for a home like yours.
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“My Home Finder” – available on PrudentialHomesale.com
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“Online Buyer Advantage” - available on PrudentialRealEstate.com
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National Search Engines
The most popular search engines have discovered that real estate is a hot search item, and have developed real estate portals to help consumers find properties. Prudential Homesale markets all properties for sale on these sites, including:
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Give buyers the info they want… …before they drive away. Buyers can: •
Call from any phone to listen to current property details instantly
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Hear the estimated monthly mortgage payment
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Have the option to connect to your Prudential Homesale real estate agent to schedule a showing
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Have the option to receive information via text message
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Plus, photos available on iPhone, Blackberry, and other smart phones
24 HOURS A DAY • 7 DAYS A WEEK ONE NUMBER TO CALL • 717-798-3858 Info 24/7 is Your Curbside Connection Learn more at AllHomesAllPhones.com
Standout on CraigsList.org Typical CraigsList Ad
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CraigsList.org receives over 50 million unique visitors monthly!
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People are looking for real estate on CraigsList.org
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Your property will appear on CraigsList as a professional online flier complete with multiple photos and full description
Prudential Homesale CraigsList Ad
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More Signs = More Calls • Yard signs are the third-largest source of home inquiries. • If the home isn’t a fit for the buyer who saw the sign, a Sales Associate will tell them about other homes that may suit them, such as yours. • With the largest number of yard signs in the area, you’ll receive interest from buyers who first called on another Prudential Homesale sign.
Source: National Association of REALTORS® “2010 Profile of Home Buyers & Sellers”
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Marketing for Open Houses • •
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Open House and Directional Signage Local Marketing – CentralPennOpenHouses.com – PrudentialHomesale.com – LebanonOpenHouses.com (Lebanon County) – Local Print Media* – WGAL.com National Advertising – PrudentialProperties.com – PrudentialRealEstate.com – Realtor.com – Trulia.com – HDTV’s OpenHouse.com – RealEstate.MSN.com Mobile Marketing – PrudentialHomesale.com MOBILE – Realtor.com MOBILE – Trulia.com Mobile and iPhone app
*Depending on the location of your home, an open house may be advertised in additional local print media.
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Buyer calls handled efficiently by Call Center •
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Many buyers look for homes on the weekend, when most real estate offices are closed. Only Prudential Homesale has a seven-day-per-week Call Center dedicated to systematically handling the valuable leads we receive. You will have the reassurance of knowing that I will personally answer the vast majority of calls on your home.
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Listing Presentation Reports Prudential Real Estate EXCLUSIVE: No other brand, technology company, or Multiple Listing Service can delivery this report to seller prospects. Showcases very recent actual Web buyer interest and behavior activity surrounding your property. Includes: â&#x20AC;˘ How many registered buyers have requested to be notified the minute a property like yours enters the market â&#x20AC;˘ How many registered buyers are monitoring other listings in your general area â&#x20AC;˘ How many times yesterday, last week, and last month your property would have been presented in search results to prospective buyers.
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Listing Activity E-Mails Alerts Every Day Every day, until your property sells, you’ll receive email alerts that let you know: • how many times your listing has been returned in Search Results. • how many times the Property Details for your listing have been viewed. • how many times your listing has been added to a prospective buyer’s portfolio.
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OTHER HOMESALE COMPLETE SERVICES.
Complete real estate solutions from a neighbor you can trust.
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One Company. One Purpose. The HomeSale Complete family of services work from the same set of Core Values:
We help people achieve their dreams!
Complete real estate solutions from a neighbor you can trust.
Our HomeSale Complete family of services:
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We don't claim success until our customer declares success.
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We want to earn our customers for life.
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We set the standards for customer excellence.
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We believe the quickest way to grow our organization is to grow our people.
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We believe we achieve more together.
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We think and act with a sense of urgency. SSP0211HBG50
HomeSale Lending, LLC
• • • • •
February 2010 - HomeSale partnered with Wells Fargo 1-in-4 mortgages in the U.S. is held by Wells Fargo. HomeSale Lending, LLC can now offer all of the Wells Fargo lending programs and rates Fast Track approvals available to assist homebuyers in getting to settlement quickly HomeSale Lending, LLC home mortgage consultants are available in every Prudential Homesale office – offering “down the hall” convenience
All first mortgage products are provided by HomeSale Lending, LLC. HomeSale Lending, LLC may not be available in your area. Wells Fargo Home Mortgage is a division of Wells Fargo Bank, N.A. ©2010 HomeSale Lending, LLC. All Rights Reserved.
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Settlement Services & Title Insurance Homesale Settlement Services delivers for you! •
Homesale Settlement Services can provide title search and a deed review on your home to find potential problems early, thus ensuring they are properly handled.
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There is a Homesale Settlement Services agent at each Prudential Homesale office.
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HSS is a licensed Title Insurance agency for LandAmerica Lawyers Title, one of the largest and most sophisticated title insurers in the nation.
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HSS is bonded and carries insurance four times greater than required by law.
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Lowest Rates Permissible by Law. All-inclusive rate combines the costs of title search, settlement services and title insurance for ease and affordability.
“#1 Settlement Company in PA” - Central Penn Business Journal SSP0211HBG52
Homeowners’ Insurance Protecting your new home •
Through a relationship with The Trident Group, HomeSale Insurance Services is able to provide exceptional homeowners’ insurance at competitive rates.
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Residential, commercial or investment properties
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Working with carefully selected local, national and international insurance firms.
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HomeSale Insurance Services is often able to successfully insure “difficult to insure” properties, even if others can’t.
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Homesale VIP Services Need to spruce up your home before you put it on the market? Never Fear – Homesale VIP is Here! • Prudential’s Free Homesale VIP Services can recommend quality, pre-screened, preapproved vendors to get your home ready for the market. • Homesale VIP Services is exclusive to Prudential Homesale. • Buyers moving into the area love the convenience and security of our Homesale VIP Services. • More buyers means more people looking at your home!
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American Home Shield •
Help protect yourself from unexpected home repair costs and add value to your home with an American Home Shield warranty.
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In 2010, American Home Shield paid $233,000 in warranty claims on behalf of Prudential Homesale customers.
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One out of four home warranty claims are placed by the seller prior to closing.
Statistics show that homes sell for more money in less time with an AHS Warranty.
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Our Relocation Network Brings Buyers No other realty firm in our area sells as many homes to out-of-town buyers. • Prudential Brokers throughout North America also refer their buyers to us. • Added to this, we receive buyer leads from hundreds of other relocation sources. • If you want to reach the out-oftown market, go with the leader. We sell thousands of homes to relocating buyers every year.
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I Guarantee Your Experience in Writing
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You’ll receive a signed contract outlining what Prudential Homesale Services and I will do for you.
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Enjoy Peace Of Mind. If I cannot perform the services outlined in the Guarantee, you will be released from your listing agreement.
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This level of safety and assurance is only available with Prudential Homesale Services Group.
See the Seller Services Guarantee for complete details. SSP0211HBG57
Prudential Homesale Services Group
Weâ&#x20AC;&#x2122;ll help sell your home and take care of the details along the way...
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