CUSTOM MARKETING PLAN 1101 Lake Oconee Pkwy, Suite C Eatonton, GA 31024
CUSTOM MARKETING PLAN Compliments of:
JONATHAN & ALYCE VINING The Vining Group
LiveLakeOconee.com jonathanvining@gmail.com alycevining@gmail.com 706.816.1010 / 706.816.9441
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Table of Contents 1.Who is The Vining Group 2.Leaders in Lake Oconee Market / Accolades 3.Why Keller Williams 4.Why KW Luxury Homes International 5.We Don’t Just List Your Property; We Market It 6.4 Multiple Listing Systems 7.Why Is Internet Marketing So Important 8.Broadest Internet Exposure 9.Website Enhancement 10.UniqueHomes.com 11.Our Mobile App 12.LiveLakeOconee Buyer’s Guide 13.Lake Oconee Area Print Publications 14.Domain Magazine 15.Video 16.Aerial Videography and Photography 17.Social Media 18.In-Home Booklets 19.Direct Mail Post Cards 20.Beyond Marketing 21.Statistical Reporting 22.Showing Feedback 23.Home Warranty 24.Our Pricing Strategy 25.The Power of Pricing 26.Preparing Your Home For Sale 27.Contract To Close 28.Frequently Asked Questions 29.Our Commitment 30.Testimonials 31.Moving Checklist
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Who is The Vining Group? The Vining Group consists of professional, full-time Realtors and support staff dedicated to delivering the highest level of service to our Clients. As leaders in the Lake Oconee real estate market since 2003, The Vining Group rises above their competition with their knowledge, their experience and by actively adapting to our ever-changing real estate environment. Their happily returning and referring Clients are a testament to their dedication and to the results they achieve A few of The Vining Group’s recent accolades include: Earning membership into the International Diamond Society for 2012. They were voted by the Lake Oconee community as The Best in Real Estate in 2013. In 2014, they were recognized as one of the top ranked Keller Williams agents in the Southeast region. In 2015, The Vining Group received the Top 10 Shooting Star award at the Keller Williams National Convention in Orlando. Ranked #1 among all KW teams in the Southeast for June 2015 based on GCI. The Vining Group earned the Quadruple Gold Medallion for their production in 2015 from Keller Williams. Jonathan received the Phoenix award in April 2016 They have also earned the coveted membership into KW Luxury Homes International, which is an exclusive and elite group of real estate consultants who raise the bar in service for the upper-tier home market. As part of the top 2%, they are granted access to a powerful network and high-end marketing support to reach the affluent Buyer for your luxury home. Jonathan has been in professional sales for over 20 years and has a wealth of knowledge in construction and land development. He is highly experienced in the sale of luxury property and is a licensed Broker. He received his B.S. in Urban Development from GSU in 1997. Always active in our community, Jonathan served as the 2012 President of the Lake Country Board of Realtors and chaired and served on the MLS Committee Board for several years. Jonathan currently serves on the Greene County Planning and Zoning Committee, representing District 4, and serves as Chairman of Planning and Zoning for Citizens Involvement Committee (CIC). Alyce is a native of the Lake Oconee area. Prior to real estate, she worked in the dynamic software industry as Project Manager on various Pharmaceutical account teams, such as Wyeth and Roche. Her projects encompassed multi-million dollar purchasing contracts and managing international product distribution. She received her B.S. in Consumer Sciences from UGA in 1996. Alyce specialized in luxury property sales and is a registered GA Real Estate Appraiser. She and Jonathan’s son is a student at Lake Oconee Academy, where Alyce served as the 2012 President of the Parents’ Association and coached basketball. Steve Hepler, Sales Associate, spent over 35 years in sales, marketing and management in the consumer-packaged industry with worldwide corporations, such as Gillette. He and his wife, Hollie (a 25+ year veteran of the pharmaceutical industry), relocated to Reynolds Lake Oconee from Atlanta to enjoy the lifestyle and to immerse themselves into our wonderful community. Steve is passionate about people, real estate and bringing these two together. Robin Randall, Listing and Transaction Coordinator, is a 1994 graduate of The University of Georgia and obtained her real estate license in 1996. Robin has years of real estate office experience and also taught a technology class from 2014-2016. Her organizational and management skills keep our office running smoothly. Pamela Skinner, Marketing and Internet Coordinator, has nearly 6 years experience in the real estate industry. She is a 2007 graduate of GCSU, receiving her B.B.A. in Marketing and obtained her real estate license in the same year.Her education, experience and attention to detail are the ideal characteristics for her position in The Vining Group. Blake Beeker, Special Projects Coordinator, assists with various marketing projects and servicing our listings. Meredith is an high honor student at Lake Oconee Academy.
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Longtime Leaders in the Lake Oconee Market •
Past President of the Lake Country Board of Realtors •
7 Years on LCBR MLS Committee • •
•
Associate Broker
Registered GA Appraiser
Lifetime Member of the LCBR Million Dollar Club •
Top Producing Team at Firm (Multiple Years) A few recent accolades:
2012 – Earning Membership Into The International Diamond Society 2013 – Voted Best In Real Estate By Lake Oconee Community 2014 – Recognized As Top Ranked KW Agents In The Southeast Region 2015 – Received Top 10 Shooting Star Award At The KW National Convention In Orlando June 2015 – Ranked #1 Among All KW Teams In The Southeast February 2016 – Recipient of the Phoenix Award from the LCBR June 2016 – Ranked #1 in KW Luxury Property Sales in the Southeast Region
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Why Keller Williams?
Keller Williams is #1 in North America GROWTH TRAJECTORY | Surpassing All Major Franchise Competitors
Keller Williams’ Business Model is designed for today’s real estate environment and, as such, attracts the top producing agents.
Locally, Keller Williams Realty Lake Oconee sells more real estate per agent than any other franchise.
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Why KW Luxury Homes International?
KW Luxury Homes International is an exclusive, elite and sophisticated group of real estate consultants raising the bar for service in the uppertier home market. Our Mission Statement: To lead the luxury market through a network of agent consultants who have unsurpassed skills, education, values and technology.
The Institute for Luxury Home Marketing provides world class training for KW Luxury Homes International qualified agents.
Luxury Brand Partnerships:
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Why KW Luxury Homes International?
WHAT WE OFFER: Knowledge Powerful curriculum through the Institute of Luxury Homes Marketing and Keller Williams University keeps us ahead of trends, tools and advancements in the real estate industry. Speed Our leading-edge technology solutions accelerate our efficiency and productivity. Reliability Keller Williams Realty and Luxury Homes by Keller Williams was founded on the principles of trust and honesty, emphasizing the importance of having the integrity to do the right thing and always putting the Client’s needs first. Success Keller Williams Realty and Luxury Homes by Keller Williams have a long legacy of delivering unparalleled service to our Clients. That’s why our company continues to grow throughout all the ups and downs of the real estate market.
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We Don’t Just List Your Property; We Market It We don’t simply post your property in the MLS and think that gets the job done. We launch an extensive marketing campaign for each of our listings that goes beyond our competition. We have developed proprietary business systems which we implement to ensure professionalism, consistency and RESULTS!
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4 Multiple Listing Systems We pay for membership to these MLSs to ensure your listing has the broadest exposure.
Exposure to 300 Lake Oconee Agents
Exposure to 36,000+ Agents Across GA
Exposure to 185+ Agents in the Lake Sinclair market Exposure to 129,000+ Keller Williams Agents Worldwide
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Why Is Internet Marketing So Important? More than 92% of Homebuyers search real estate on the internet. •Does your property have the best presentation? •Does your property have the broadest exposure? •Are potential Buyers easily finding your property when they search?
You can be assured the answer to these questions will be “YES” when listed with The Vining Group
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Broadest Internet Exposure Our listings syndicate to over 500 websites
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Website Enhancement
We pay for prominent positioning on the top real estate websites to promote your property and to ensure we rise to the top of searches for the best exposure.
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UniqueHomes.com
We pay to market all of our luxury real estate properties on this website in order to maximize exposure to the affluent audience.
Reaches 350,000 prospective buyers each month Targets exclusive and affluent audience looking to purchase high-end properties Allows us to network with Luxury Real Estate Professionals for additional reach
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Our Mobile App Ensuring Buyers Find Your Property From Their Smart Phone
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LiveLakeOconee Buyer’s Guide The Vining Group’s Personal Print Publication We publish our own Buyer’s Guide which gives us a larger and more professional platform to showcase all of our listings. This booklet is direct mailed and prominently displayed in Publix and several other Lake Oconee Area high traffic retail stores, restaurants, marinas, banks, medical facilities and beyond.
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Lake Oconee Area Print Publications The Real Estate Book
We purchase multiple pages in ALL of the Lake Oconee real estate publications. We utilize Text Codes, which allow us to capture contact information for Buyers who inquire on our listings.
The Homefinder
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Domain Magazine Keller Williams’ Luxury Homes Magazine We pay to advertise our Luxury Homes in this exclusive Keller Williams publication. Four issues per year (Spring, Summer, Fall and Winter) 17,000 Printed copies of each issue are distributed to KW Luxury Members, KW offices that handle large amounts of luxury real estate, and affluent consumers nationwide The digital version of Domain is sent to 100,000 affluent consumers worldwide
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Video Virtual Tours and YouTube Channel We create a high-end virtual tour through Paradym for each of our listings. We post these on various places throughout the internet including on our YouTube.com channel which focuses on the Lake Oconee area. These tours can be shared on social media sites, sent to prospective buyers and forwarded to friends and family.
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Aerial Videography and Photography Our Listings Rise Above the Rest‌ We create the ultimate online Buyer experience with our cuttingedge videos which showcase your luxury property from the sky. Our aerial videography allows us to virtually place each and every potential Buyer on the property, which is a dramatic and definitive advantage for our Sellers.
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Social Media Social Networking Exposure We feature our listings on sites such as Facebook, Twitter, YouTube, Google+ and Pinterest An active Blog to engage online Buyers and enhance SEO Exposure to our huge network of fellow Realtors, prospective Buyers and local residents via Constant Contact email campaigns
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In-Home Booklets We will produce a High Quality Booklet made specifically for your home. This is a great take away for potential Buyers and will keep your property front of mind after viewing several homes. It offers a place for us to highlight the unique features of your home and will provide any information needed should they decide to write an offer after the showing.
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Direct Mail Post Cards We will direct mail Just Listed postcards to your neighbors to let them know your property is for sale. Often, these cards are passed along to friends and family for more exposure.
We will also send out Just Sold cards following the sale of your property to let them know of our success.
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Beyond Marketing
All real estate agents will claim they can sell your property... We promise to sell your property at maximum price, in the least amount of time, as smoothly as possible. Selling a home successfully requires: Experience From pinpointing an optimal asking price to writing a purchase agreement and negotiating terms of sale, real estate transactions are a science which is acquired through experience and education. Time Selling a home involves hours of preparation, showings, phone calls and paperwork that you shouldn't have to worry about. We will take care of everything. Consider us your personal real estate concierge. Resources Keeping your property in front of potential buyers requires an upfront financial investment to marketing 24 hours a day, 7 days a week. We are committed to making that investment.
82% of home sales are the result of agent connections Source: National Association of REALTORS ®
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Statistical Reporting Keeping You Informed One of the services that separates us from our competition is our ongoing communication and activity reports. We develop a true partnership with our clients. Part of this relationship is providing accurate information from which decisions can be made.
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Showing Feedback Keeping You Informed It is our goal to have as many potential Buyers view your home as possible. An important aspect of this process is receiving feedback from those showings. Honest comments and impressions from potential Buyers are valuable information to improve our presentation and to increase our odds for an offer. We will make every effort to provide feedback from each showing.
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Home Warranty Going Beyond
We offer each of our Seller Clients a Home Warranty during the time of listing. Seller’s coverage protects the home’s major systems and appliances and is complimentary during the listing period. Homes with a service agreement sell faster and closer to the asking price Sets the home apart in a competitive marketplace Helps eliminate post-closing disputes Request service 24 hours a day, 7 days a week
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Our Pricing Strategy It’s all about strategy. We will compile a detailed comparative analysis report (CMA) to help
us properly price your home. This report will contain: Active Properties These are our direct competition in the market place. Sold Properties These properties indicate current market values and conditions. They will also likely be on an appraisal report, should your Buyer obtain a mortgage. There will be several data points of these properties that we’ll take into consideration, including Location, View, Age, DOM, Memberships, etc. Our experience shows that this pricing approach, matched with our extensive marketing plan, will draw Buyers to your home and position it as a highly appealing, highly competitive property in our market. Our goal is to be best in class and to stand above our competition. A home priced appropriately will attract more Buyers than an overpriced home. Today’s Buyers tend to be savvy and have more access to data than ever. They should also be receiving insight and advice from their Agent on value.
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The Power of Pricing
If you want to compete, we have to be competitive.
•Most Buyers have a short attention span. •Pricing your home right the first time is critical. •Proper pricing will attract even savvy Buyers. •An overpriced home will not sell, nor will it appraise. •We want to generate offers before the market moves on to newer listings. •To get your home sold for the most money in the least time, we have to price it “in the market.”
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The Power of Pricing Â
Your property will generate the most interest when it first hits the market, and if it’s priced at market value, it will generate the most showings. Pricing your home too high may make it necessary to drop the price below the market to complete with newer, better-priced listings that may come on the market.
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Preparing Your Home for Sale
It's a fact: acquiring the highest market value and elevating your home above others in the same price range often comes down to first impressions.
In our experience, there are some simple ways to maximize your home's initial appeal.
Exterior
• Keep the grass freshly cut and yard/driveway clutter-free •Apply fresh paint to wooden fences • Paint the front door • Weed and apply fresh mulch or pine straw around home and garden beds • Clean windows inside and out • Pressure Wash concrete drive/walkways and exterior • Add colorful seasonal flowers to beds or in pots • Ensure gutters and downspouts are debris free and firmly attached Interior • Remove excessive furniture, wall hangings and accessories. Visually maximize space. •Shampoo carpets • Clean or paint walls and ceilings • Clean bathrooms thoroughly, especially toilets and showers • Clean and organize cabinets and closets • Repair all plumbing leaks and drips • Clean light fixtures and replace all blown lightbulbs For showings • Turn on all the lights •Ensure home is clean and tidy. • Open drapes/blinds to maximize your view and natural lighting. • Keep pets secured outdoors. Clean litterboxes/food bowls. Put away pet beds. • Play quiet background music • Light the fireplace if seasonally appropriate • Infuse home with a comforting scent • Vacate the property while it is being shown
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Contract to Close
Once we accept an offer on your home, our services continue until closing. We will monitor the progress to ensure all of our obligations and deadlines are met, including the following:
Inspection – Negotiation and Paperwork Appraisal – Checking on status and requirements Loan Process - Status and Approval Homeowner’s Association paperwork and documents Direct all necessary documentation to closing attorney or title company, lender, co-op agent, unrepresented buyer, etc. Provide contact information for utilities, vendors for repairs, insurance requirements, tax information, etc. Arrange final inspection if necessary Arrange final walk-through if desired Keep in constant contact to keep you well informed of the closing process Review the Settlement Statement in advance when possible and distribute to you Attend Closing to make sure everything is smooth and to transfer keys, etc.
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Frequently Asked Questions
Are there things we should do to our home to help ensure the maximum price? Yes. There is a benefit to making sure your home looks its best prior to offering it for sale. There are also small remodeling jobs that will pay off at resale. We can advise you about specific improvements that will increase your home's marketability and value. How often will you advertise our property? We don't just list homes; we market them. We will make sure your home is marketed to potential Buyers around the clock, 24 hours a day, 7 days a week. We will customize a marketing plan to reach the types of Buyers most likely to purchase your home. We know how to maximize the power of the Internet for our clients, while also using traditional methods including print ads, brochures, yard signs and direct mail. What if another agent tells us they can get us more for the house? Some agents will quote a higher listing price just to get your business, but an overpriced house will not sell. If you choose to work with our team, we will conduct a comparative market analysis prior to recommending an asking price for your home. We will explain how we arrived at the price, but ultimately the decision is up to you. We will offer our professional opinion on how the market will value your home. Do we have any responsibilities during the marketing of our home? Your primary job during the sale of your home is to keep it neat, clean and available for showings. A large part of a home's appeal involves staging, which is everything from furniture placement to home fragrance. We will advise you on how to stage your home well, giving you easy tips and quick fixes to maximize your home's appeal. What happens once we get an offer? You can expect the highest level of representation when working with our team. We will help you consider each offer and negotiate the best deal for you. Once you've accepted an offer, we will guide you through the entire closing process and ensure everything proceeds smoothly.
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Our Commitment
•We will personally guarantee you the most extensive and wellexecuted marketing plan available. •We prove our commitment by making the monetary investment up front to effectively and consistently market your property until it is SOLD! •We promise to conduct our business in a professional, abovethe-board and courteous manner. •We are dedicated to making this relationship and transaction successful. •We ensure that you will receive the highest level of representation available and that your best interests are the top priority. •Our goal is to exceed your expectations, so that you happily return to us for your future real estate needs and refer us to your family and friends after closing. •We understand that our Clients, past and present, determine the success of our real estate business.
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Testimonials
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Moving Checklist Before you move, you may want to contact the following companies and service providers: Utilities: ______Electric ______Telephone ______Water ______Cable ______Gas ______ Internet
Insurance Companies: ______Accidental ______Auto ______Health ______Home ______Life ______Renters
Professional Services: ______Broker ______Accountant ______Doctor ______Dentist ______Lawyer
Business Accounts: ______Banks ______Cellular Phone ______Department Stores ______Credit Cards
Government: ______Internal Revenue Service ______Post Office ______Schools ______State Licensing ______Voting Office ______Veterans Administration Clubs: ______Health & Fitness ______Country Club
Subscriptions: ______Magazines ______Newspapers Miscellaneous: ______Business Associates ______House of Worship ______Drug Store ______Dry Cleaner ______Hair Stylist
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