MARKET POSITIONING PLAN
Betsy and Richard Bullock 202 Richdale Avenue, Unit 1 Prepared by:
Laura Fitzgerald & Bill Caci Brokers Office: 781-729-6200
CENTURY 21 Commonwealth 39 Church Street Winchester Date: May 8, 2015
May 8, 2015
Betsy and Richard Bullock 202 Richdale Avenue, Unit 1 Cambridge, MA 02140 Dear Betsy and Rick: Thank you very much for giving us the opportunity to present the enclosed proposal to market your home. We appreciate the time you spent with us reviewing the features of your home and outlining your financial goals and time considerations. You will receive competent and professional service when you select us and Century 21 Commonwealth Fine Homes & Estates to represent you. We will provide you with all the information and resources you need to make your real estate transaction as convenient and hassle-free as possible. We hope you will select us as your agents in this very important transaction. This proposal includes a comprehensive market analysis that will assist us in determining the market value and pricing of your home. We hope the information included on Bill and me and Century 21 Commonwealth Fine Homes & Estates will confirm that we are best qualified to market your home. Very truly yours,
Laura Fitzgerald & Bill Caci Brokers, REALTORS速
Leader In Brand Awareness In 2014, 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: 2014 Ad Tracking Study, Millward Brown.
Highest Overall Satisfaction for First-Time and Repeat Home Buyers and Sellers
The CENTURY 21速 brand received the highest numerical score among full service real estate firms for first-time and repeat home buyers and sellers in the proprietary J.D. Power 2014 Home Buyer/Seller StudySM. Study based on 4,800 total evaluations measuring 5 firms and measures opinions of individuals who sold a home in the past 12 months. Proprietary study results are based on experiences and perceptions of consumers surveyed March 2014 - May 2014. Your experiences may vary. Visit jdpower.com.
Global Brand. Global Economy.
Across Town. Across The Country. Across The World.
21 Reasons To Choose Century 21 Fine Homes and Estates 1 2000 properties are bought and sold 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.
6900
4 5
Many sales occur as a result of someone recognizing the CENTURY 21 Commonwealth sign.
6 CENTURY 21 referral system. You have the nation’s largest network of real estate professionals to help you sell your property.
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! 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 access to other CENTURY 21 professionals locally, from surrounding areas, and even across the world.
7 Local advertising targets prime prospects. Our national advertising attracts buyers 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
means results. have helped sell thousands of homes for over 40 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!
18 We keep you up-to-date. We inform you at every stage of the process. 19
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 • #5 CENTURY 21 Company in the U.S. • • 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 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
Franklin 9 Main Street Franklin, MA 02038 508.528.7777
Natick 1 Common Street Natick, MA 01760 508.655.1211
Hopkinton 76 Main Street Hopkinton, MA 01748 508.435.6333
Milford 199 Main Street Milford, MA 01757 508.478.8800 Somerville 205 Holland Street Somerville, MA 02144 617.666.2121
29 Albion Street 781.245.4151
Needham 1492 Highland Avenue Needham, MA 02492 781.444.7015
Lexington 9 Meriam Street Lexington MA 02420 781.862.0202
Waltham 693 Main Street Waltham MA 02451 781.313.2800 Lexington
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
Framingham 1 Edgell Road Framingham, MA 01701 508.879.0555
266 Main Street 508.359.2355 Newton 64 Needham Street Newton, MA 02461 617.969.2121
Relocation INCOMING REFERRALS CENTURY 21 Commonwealth receives incoming referrals from Relocation Management Companies, Cartus DESTINATION SERVICES Across town Across the country Across the world
CENTURY 21 Commonwealth Global Relocation Reach
Local & Regional 19 400+ Agents 200+ Communities
National & Worldwide 6,900 102,000 Agents 75 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.
Current Market Conditions Market: _____________________________________ Past _______ Month(s)
Number of Homes
Avg. Days on Market
Lowest Price
Highest Price
Median Price
Average Price
Active
Pending
Sold
Expired
*Current Data: MLS Property Information Network, Inc.
Demand Trend
Supply Trend
Up
Up
Down
Down
Even
Even
500+ Websites
• Realtor.com • Boston.com
• Google.com • Trulia.com
• www.century21.com/finehomes • Commonmoves.com • Zillow
• • 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.
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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.
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Inform you about laws and regulations including: fair housing requirements, septic regulations, lead paint laws, carbon monoxide and smoke detector requirements.
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Provide a detailed marketing plan.
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purchase your home.
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Help you relocate locally, domestically or internationally.
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Negotiate the best sale price and terms that are mutually agreeable.
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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
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. is not always accurate.
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Homes you think are the same as yours may in fact be
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Our full-time professional agents have seen your comparables and competition - they know the market INSIDE and out!
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Ultimately, the market determines the value of your home based on comparisons of homes currently for sale, under agreement and recently sold.
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CENTURY 21 Commonwealth has access to the latest technology to always provide you the most current market data available.
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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.
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Homes that are not competitively priced, do not sell.
The Effect Of Over-Pricing Improper pricing may also eventually lead to a below market 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
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
purchase their properties at fair market value.
ing your property at market value, you expose it to a much greater percentage of prospective
ure below illustrates, most or almost all buyers
asking price compared to market value +15% +10% market value -10% -15%
% 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 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
Preparing Your Home OUTSIDE •
Mow the lawn, trim trees and shrubs away from the house. Sweep the sidewalk, rake shrubs.
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Put away tools, garbage cans, hoses, toys and building materials neatly in the garage.
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Check for broken roof shingles and windows; clean gutters; replace missing siding.
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Clean windows and front door; paint if needed.
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Reseal asphalt driveway and decks.
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Spotlessly clean woodwork, carpeting, tention to the kitchen and bathrooms.
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Consider applying a fresh coat of paint.
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Organize closets to make them appear larger; be sure all clothes are hanging up and not out in the room. work. Fix leaky faucets and frayed cords.
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Clear away magazines, books and unnecesary objects from furniture throughout the house. Clear kitchen counters to make the room look more spacious.
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Take down pictures that hide walls; patch holes and paint.
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Fill the house with a pleasant aroma: fresh-
•
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 Showingtime for scheduling broker assisted showings Accessi-
efficiency
consistency
accessibility
bility, Consistency and
Hours Showingtime is open Monday thru Saturday from 8:30am to 8pm; Sun-
Showingtime 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 Showingtime automates the feedback so that you can login and read the Process Showingtime follows a computerized process for scheduling. When an
appointment is requested you will always receive a call from Showingtime asking for permission to send the agent. If you chose to, you will also
Accuracy Showingtime Security Showingtime
licensed agent.
Process When a request for an appointment is set through Showingtime, we will
call you and tell you the name of the agent who requested the showing, the
Showingtime 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 Showingtime 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.
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I have made a thorough good-faith estimate on your home.
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I have developed a winning marketing plan.
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professionally.
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I will contact you regularly to report on the selling process of your home.
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I have the resources of CENTURY 21 behind me.
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I will provide you with a CENTURY 21 Seller Service Pledge.
Our Written Guarantee