presentation of services
PRESENTED BY: Kay E Beran Berkshire Hathaway HomeServices Pinehurst Realty Group Village Court Bldg – Pinehurst Broad & Illinois – Southern Pines
Office: 910 692 2635 Ext.:236 Mobile: 910 315 3322 Fax: 910 692 9793 Email: beran@bhhsprg.com
thank you for your time today
Finding an experienced and knowledgeable professional to manage the marketing and sale of your home can be a difficult and time-consuming process. As a certified Berkshire Hathaway HomeServices Luxury Collection Specialist, I understand that your home isn’t just a treasured part of your family’s history, it also represents a very significant investment. That is why it’s essential to have the power of a world-class brand in your corner. I’m proud to represent a company that stands for strength, integrity and trust. I would like to show you how I plan to leverage the considerable business strength and unparalleled marketing advantages of Berkshire Hathaway HomeServices Luxury Collection, to provide you with a real estate transaction experience that is as effective, efficient and enjoyable as possible. Our market knowledge, commitment to service and technological expertise will afford you marketing advantages that no local firm or international competitor can hope to match. My affiliation with Berkshire Hathaway HomeServices Luxury Collection also grants me access to the most up-to-date marketing tools, as well as connections to thousands of respected Luxury Collection Specialists, along with their extensive networks of affluent clients. Quite simply, high-end real estate deserves to be represented by an expert who specializes in the luxury market. Thank you for the opportunity to represent you. Sincerely,
Kay E Beran
understanding your expectations
Effectively Represent Your Needs In order to represent your real estate-related needs in an efficient and effective manner, please help me understand your requirements and expectations as they relate to the decision you have made to sell your luxury property. This information will, of course, remain confidential.
What time frame are you most comfortable with?
Will you remain in this area or will you be relocating?
Reflecting on prior real estate transactions, please describe the most positive aspects of those experiences. In addition, please share any unsatisfactory experiences you wish to avoid.
appreciating your luxury property Convey Your Home’s Exceptional Qualities Affluent buyers possess a keen appreciation for quality, along with a superior eye for detail that make their homes not just special, but exceptional. Sharing the most distinguishing characteristics of your property will better prepare me to represent your home and to communicate its extraordinary qualities to prospective buyers.
What features first attracted you to your home?
Which of your favorite property features should be given communication priority with prospective buyers?
Which features uniquely differentiate your home from other luxury properties?
What is your favorite aspect of the surrounding area and community?
Do you have any special terms or conditions regarding the sale of your property that I should be aware of (e.g., closing date, items of personal property to be excluded, etc.)?
you are our top priority
I will consistently represent your best interests by applying my superior knowledge of premier real estate, extensive connections and unique skills to successfully market and sell your luxury home.
I will provide you with the information and expert advice you require to make informed decisions; and will use my experience and negotiation skills to secure the highest possible sales price for your home.
I will invite into your home only qualified prospective buyers and those who represent and influence their purchase
decisions.
I will handle all of the details required to successfully complete your real estate sales transaction.
I will communicate with you on a regular basis.
I fully appreciate the emotional aspects involved during the sale of a luxury property, and respect the confidential nature of the information you share with me.
representing clients of wealth
Berkshire Hathaway HomeServices Luxury Collection utilizes an elite network of powerful relationships, along with modern, effective tools to bring together buyers and sellers of luxury property. Our experienced, service-oriented professionals combine local expertise with vast global connections, the most advanced technology available and unparalleled marketing resources to deliver our clients best-in-class results
Our select team of Luxury Collection Specialists are exclusively dedicated to the marketing and acquisition of luxury properties. These Specialists have consistently earned their clients’ respect through their comprehensive understanding of how to effectively market to affluent buyers. It is no surprise that clients value their advice.
representing clients of wealth
Only sales professionals who meet our most exacting standards are considered for this highly prestigious designation. Luxury Collection Specialists are distinguished by their:
Understanding of affluent buyers and sellers
Discrete client representation
Superior market knowledge
Advanced negotiation skills
Meaningful involvement in the local community
Use of premium, compelling and effective marketing
the value of global marketing Maximizing Reach and Influence
For your luxury home to provide you with the largest return on your investment, it must be exposed to the greatest number of prospective buyers with the means to purchase a property of this caliber.
There are a number of reasons why the ultimate buyer of your home may emerge from outside your local market or region. This is due as much to demographics and technology as it is to the discretionary nature of luxury home acquisition:
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Affluent consumers are generally more mobile and more likely to be frequent flyers, with more discretionary income available for travel. They frequently travel for business and are more predisposed to foreign travel.
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The growth of telecommuting may enhance the appeal of luxury properties in small towns, resort communities and rural locations.
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Individuals of significant wealth may not wish to identify themselves as potential luxury homebuyers until they discover a marketed property that piques their interest.
marketing tools Advertising Opportunities:
MLS listing
Unique and professional custom property brochures
Internet exposure
Video marketing
Direct marketing
Select showings
Professional peer networking
Consumer advertising in prestigious publications:
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Pine Straw Magazine
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Berkshire Hathaway HomeServices Pinehurst Realty Group – Luxury Collection Digital Magazine
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The Wall Street Journal – Digital Edition
Support from the top down with www.berkshirehathwayhs.com
maximizing the appeal of your home
The current condition of your home and the first impression it makes on prospective buyers carry enormous financial weight in the marketing of a luxury property. Since affluent home buyers are often influenced by family members, friends and the professionals who represent them, your property is likely to be previewed by astute eyes before it is ever presented directly to qualified, prospective buyers.
To ensure you receive the most value out of your property, we work closely with the finest professionals to stage your home so
that it always shows to its maximum potential. From catered parties to exclusive preview events, we pride ourselves on delivering qualified buyers directly to your door.
Homes of distinction must be maintained in show condition through the sales transaction. Please notify me immediately should there be a change in your property’s condition after it is introduced to the market, as this information may need to be disclosed to potential buyers.
staging accentuates the positives
In light of the exacting standards of today’s more discerning, affluent homebuyer, our strategy includes collaborations with professional stagers to enhance the overall appeal of your property. Even relatively minor cosmetic changes could add significant eye appeal that may result in increased interest in your home. Examples of notable cosmetic changes might include:
A lighter color palette or rearrangement of furniture to provide a more spacious appearance to key rooms
Removal of objects d’art to focus prospective buyer attention on appreciating your home instead of your prized collections
The addition of flowers and plants to make walkways and landscaping appear more welcoming
Bear in mind that the cost for interior designers and professional staging is built into the marketing plans for luxury homes and can be an invaluable tool to maximize your property’s competitive positioning on the market.
other marketing considerations
Discretion, Timing and Communication
As an experienced and highly trained luxury home marketing professional, it is exceptionally important that I represent you to all interested parties. In addition to confirming that prospective buyers are qualified to purchase your home, I can ensure that all information communicated about it, and its sale requirements (including any timing constraints due to relocation), are correctly
and discreetly managed.
This process will greatly reduce the likelihood of encountering surprises from prospective buyers when the time comes for me to negotiate offers of sale. For this reason, I respectfully request that clients refrain from showing their own properties or communicating directly with prospective buyers or buyer representatives.
other marketing considerations
Private Receptions and Select Showings Over 90% of the luxury home transactions in the Moore County area involve cooperation between brokers through the Multiple Listing Service. Therefore, it is extremely important that we consider private brokerage receptions to showcase your home to
select real estate professionals who specialize in working with clients of wealth. We may also consider hosting a private showing for select professionals and opinion leaders including interior designers and art gallery owners. These would occur in addition to scheduled private showings for qualified, prospective purchasers.
As we will be working closely to manage the scheduling of private receptions and select showings to qualified buyers and their representatives, please inform me of any dates and times that you anticipate your home will not be available for private showings.
other marketing considerations
Helping Buyers Emotionally Connect Prospective buyers must get a feel for any home they are considering for purchase. This means they must make an emotional connection by envisioning your property as they would live in it.
To enhance prospective buyers’ ability to form this emotional connection, they must feel relaxed and comfortable when visiting your home. For this reason, I always ask that homeowners and their family members (including pets) vacate the property at least twenty minutes prior to each showing, and not return until after the showing is complete. I will provide you with the prospective buyers’ feedback, as well as my professional observations.
other marketing considerations
Property Brochure
An eye-catching, professionally designed brochure can be one of our most effective tools to illustrate the distinctive qualities of your property. Brochures will be distributed exclusively to leading luxury real estate professionals and targeted buyer databases. We will also
maintain a supply of these marketing materials at your property and at select Berkshire Hathaway HomeServices Real Estate Network member offices.
Your brochure will be provided directly to select groups with proven track records of finding buyers for luxury properties of comparable value. These include:
Affluent residents of our community and the surrounding counties
Business professionals, community leaders and cooperating brokers who represent prospective buyers of means
Past clients – a valuable source of qualified referrals and repeat buyers
Select Berkshire Hathaway HomeServices Luxury Collection℠ Specialists and cooperating brokers
other marketing considerations
The Right Marketing Plan For Your Home In anticipation of the professional representation of your home, please allow me to present you with my recommendation for the marketing of your elite property. I have taken into consideration the many exclusive marketing advantages of Berkshire Hathaway HomeServices Luxury Collection, and will work closely with you to review other marketing considerations as they apply to your property.
Marketing Implementation Submit marketing information to Multiple Listing Service and Internet – Week one Professional photography
Week one
Install yard sign (per local community regulations) Press release, if appropriate
On effective marketing date of listing
Week two
Complete property brochures and any other marketing collateral
Week one and two
Property previews for your company’s brokers and select cooperative brokers
Within first month
Target marketing to local databases and select Berkshire Hathaway HomeServices Luxury Collection℠ Specialists Week two Advertising – Pine Straw/Pilot/Real Estate Magazine/Wall Street Journal Digital/BHHS PRG Luxury Collection Digital
the impact of pricing
Along with an effective marketing plan, pricing dramatically impacts the attraction of acceptable offers from qualified buyers. The price should be high enough to ensure that you receive a maximum return on your investment, yet enticing enough to pique the interest of informed buyers with access to comparable sales information. The existing pool of prospective buyers, along with the following conditions, determine the value of a high-end property:
The property’s location, design, amenities and condition
The availability of competing existing properties
The availability of competing new properties
Economic conditions relevant to upper-tier real property transactions
Your timeline for selling your home
the best guide to a property’s market value An impartial evaluation of market activity is the most effective way to estimate a luxury property’s potential selling price. A Comparative Market Analysis considers similar properties that:
Have sold in the recent past
Are currently on the market (in competition with your property for buyers)
Are competitive but are within a slightly lower price range
Failed to attract a qualified buyer
the risks of overpricing
Overpricing can damage the chances for a successful home sale. It can:
Prolong the time a property is on the market
Diminish the impact of the marketing plan
Reduce the pool of prospective buyers
Result in a lower sales price
Luxury Collection progressive value range marketing℠
A Unique Marketing Approach Our exclusive Luxury Collection Progressive Value Range Marketing can give luxury properties an advantage over fixed-price listing alternatives. By offering your property in a range, you have given prospective buyers permission to open negotiations where they feel comfortable. Luxury Collection Progressive Value Range Marketing captures buyer interest without the need for price reductions and in less time than the average for the traditional, fixed-price listing method. Properties marketed using Luxury Collection Progressive Value Range Marketing can appear in many more “range of affordable” searches, exposing your property to more prospective buyers. Of course, our discussions will determine whether Luxury Collection Progressive Value Range Marketing fits your needs, and if you choose it, only you will determine when you are comfortable accepting an offer.
With Luxury Collection Progressive Value Range Marketing, your property is listed at a fixed price, but marketed within a price range. This can attract a wider array of buyers and encourages more buyers to preview the property and submit offers.
A Way to Expand a Limited Market Luxury Collection Progressive Value Range Marketing may be an especially effective marketing tool to consider for trophy homes and estates when a Comparable Market Analysis reveals few, or no, competitive listings. Placing properties like these in a range is an innovative marketing alternative that may result in increased buyer interest and purchase offers for you to consider.
Luxury Collection progressive value range marketing℠
How it works Traditionally, property owners desiring to sell their home have been limited to a fixed price when advertising their house for sale. By using the traditional method, you run the risk of overpricing which can slow the process of selling your home and limit the number of buyers exposed to your property.
High
Buyer Activity
Fewer
Price
Market Price Buyers Target Price
Buyers
Fixed Price
More
Low
Properties marketed using PVRMSM can appear in many more “range of affordability” searches, exposing the property to more prospective buyers. High
Progressive Value Range Marketing
Buyer Activity
Fewer
Price
Buyers Target Price
Low
Buyers
Market Price
More
Luxury Collection progressive value range marketingâ„
Price Ranges 1
$17,900 - $21,876
21
$119,900 - $139,876
41
$429,000 - $488,876
61
$1,995,000 - $2,294,876
2
$19,900 - $23,876
22
$129,900 - $149,876
42
$459,000 - $528,876
62 $2,145,000 - $2,494,876
3
$21,900 - $25,876
23
$139,900 - $159,876
43
$489,000 - $568,876
63 $2,345,000 - $2,694,876
4
$23,900 - $28,876
24
$149,900 - $169,876
44
$519,000 - $598,876
64 $2,495,000 - $2,894,876
5
$25,900 - $31,876
25
$159,900 - $179,876
45
$559,000 - $648,876
65 $2,695,000 - $3,194,876
6
$28,900 - $34,876
26
$169,900 - $194,876
46
$599,000 - $698,876
66 $2,995,000 - $3,494,876
7
$31,900 - $37,876
27
$179,900 - $209,876
47
$649,000 - $748,876
67 $3,295,000 - $3,794,876
8
$34,900 - $41,876
28
$194,900 - $224,876
48
$699,000 - $798,876
68 $3,595,000 - $4,194,876
9
$37,900 - $45,876
29
$209,900 - $239,876
49
$739,000 - $848,876
69 $3,995,000 - $4,594,876
10
$41,900 - $49,876
30
$224,900 - $254,876
50
$789,000 - $898,876
70 $4,395,000 - $4,994,876
11
$45,900 - $54,876
31
$234,900 - $269,876
51
$869,000 - $998,876
71
12
$49,900 - $59,876
32
$244,900 - $284,876
52
$949,000 - $1,094,876
72 $5,295,000 - $5,994,876
13
$54,900 - $65,876
33
$259,900 - $299,876
53
$999,000 - $1,194,876
73
14
$59,900 - $71,876
34
$279,900 - $318,876
54 $1,095,000 - $1,294,876
74 $6,295,000 - $7,194,876
15
$65,900 - $79,876
35
$299,000 - $338,876
55
$1,195,000 - $1,394,876
75
16
$72,900 - $89,876
36
$309,000 - $358,876
56
$1,295,000 - $1,494,876
76 $7,395,000 - $8,494,876
17
$79,900 - $99,876
37
$329,000 - $378,876
57
$1,395,000 - $1,644,876
77
18
$89,900 - $109,876
38
$339,000 - $398,876
58
$1,545,000 - $1,794,876
78 $8,695,000 - $9,994,876
19
$99,900 - $119,876
39
$369,000 - $428,876
59
$1,695,000 - $1,944,876
79 $9,395,000 - $10,994,876
20
$109,900 - $129,876
40
$399,000 - $458,876
60 $1,795,000 - $2,094,876
80 $9,995,000 - $11,994,876
$4,795,000 - $5,494,876
$5,795,000 - $6,594,876
$6,795,000 - $7,794,876
$7,995,000 - $9,194,876
a higher caliber of service
As an experienced and highly trained Berkshire Hathaway HomeServices Luxury Collection Specialist*, I possess the specialized knowledge, expert skills and luxury home sales experience that you seek and deserve. With 24 years as a real estate sales
professional, I have successfully marketed many of the finest homes in in Moore County.
Professional Achievements and Certifications
Past President of the Pinehurst/Southern Pines Area Board of Realtors® 2002, Past President of the Area Association MLS
Twice designated PSPAAR REALTOR® of the Year in 1999 and 2009, and in 2013 named the recipient of the Lifetime Achievement Award.
Prudential Real Estate Chairman Circle Award Recipient, Leading Edge, President’s Circle and member of the Prudential Real Estate Affiliates National Advisory Board.
Berkshire Hathaway HomeServices Luxury Collection Specialist
Community Activities
Resident of Pinehurst NC since 1992
Past Chair of the Moore County Chamber of Commerce, Current Board member of Moore County Economic Development
Member of the Boards of Kiwanis Club of the Sandhills, St. Josephs/Belle Meade, Quail Haven, 4 Oaks Bank, Moore County Chamber of Commerce, Habitat for Humanity of Moore County
Active member of Pinehurst Country Club, past member of Pinewild CC and Forest Creek GC
business philosophy ď ľ
Where integrity, persistence and creativity unite, great things can happen.
I am 100% committed to providing clients with my best in terms of professional knowledge, experience, connections and skills. I am determined to provide a level of service so exceptional that they will not only consider hiring me in the future but also refer me to their friends, family and colleagues.
working with BHHS Luxury Collection With an unparalleled combination of superior customer service, expert sales professionals, leading-edge technology and the
power of our world-class brand, Berkshire Hathaway HomeServices Pinehurst Realty Group is the informed choice for sellers of fine homes in Moore County.
The Strength of the Brand Berkshire Hathaway Inc. is a worldwide holding company based in Omaha, NE. Its chairman and CEO is Warren Buffett, who according to Time magazine’s ranking is among the world’s most influential people. Berkshire Hathaway is the No.1 company in
Barron’s 2013 ranking of the world’s 100 most respected companies; it ranks at No. 8 in Fortune magazine’s 50 Most Admired Companies survey; and is No.18 in Harris Interactive’s reputation study of the 60 Most Visible Companies.
The storied Berkshire Hathaway name represents strength, integrity and trust, and is universally respected. Berkshire Hathaway HomeServices brings together that world-class brand name with the proven operational excellence of HomeServices of America, leveraging the company’s talent, experience, assets and relationships in the process of becoming the world’s most valued real
estate franchise system.
a connection to the community
A Connection to the Community Berkshire Hathaway HomeServices Pinehurst Realty Group is proud to support the local chapter of Habitat for Humanity of Moore County. We are sponsors of their Midway Gardens Development.
Our Business Philosophy Strength, integrity and trust are the pillars upon which Berkshire Hathaway was founded, and we pride ourselves on adhering to the highest standard of professional and personal ethics. Our clients can act with confidence, knowing that their luxury real estate needs will be handled in a discrete, professional and highly efficient manner. The goal of our organization is to provide worldclass client service that consistently outperforms even the highest expectations.
working with BHHS Luxury Collection
WORKING WITH BHHS LUXURY COLLECTION℠ •
Recognized for Quality
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No other real estate competitor can match the wealth of resources and marketing advantages of Berkshire Hathaway HomeServices Luxury Collection℠. Our company proudly offers:
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Worldwide Brand recognition
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Exclusive benefits and tools of Online Seller Advantage®
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Unparalleled expertise and service of a Berkshire Hathaway HomeServices Luxury Collection℠ Specialist
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The Brand’s association with premium quality is among its most important assets. This is why only select companies that meet the most demanding of criteria are invited to join the Berkshire Hathaway HomeServices Luxury Collection℠ Network. Berkshire Hathaway Pinehurst Realty Group has been affiliated with the Network since 1995. In addition, only sales professionals who meet our Brand’s exacting professional standards for luxury home marketing and sales experience, negotiation skills and market knowledge may earn the prestigious Berkshire Hathaway HomeServices Luxury Collection℠ Specialist designation.
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In today’s real estate market, it is crucial that you work with a proven company that has professionals you can not only trust, but who are guaranteed to go above and beyond to deliver you the best possible real estate experience. This is why you should hire Kay E Beran of Berkshire Hathaway HomeServices Pinehurst Realty Group.