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I will exceed your expectations: As a REALTY EXECUTIVES REALTOR®, I have the experience that counts. Thank you for taking the time to meet with me today. I appreciate the opportunity to present my comprehensive sales and marketing plan. I am confident I can exceed your expectations. I look forward to working with you.
Custom listing presentation prepared for: Name 1234 East West Lane Town, USA 123456
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Below is a list of factors that will contribute to the sale of your home. It is important that I understand your priorities, so I know how to customize and better manage that process. Please list your priorities in order of importance low to high (low importance, moderate importance, high importance). LOW
MODERATE
HIGH
Preparation Broker Qualifications Communications Pricing Escrow & Transaction Management After Sales Follow-Up Current Market Conditions Time on the Market Walk-Away Dollars Open Houses Target Marketing Marketing & Advertising Internet Exposure Staging & Merchandising
Top Priorities in Selling Your Home
In addition to the basic features of your home, please provide some additional information regarding what makes your home unique or special. This information will enable me to better market your home, help identify – and attract – the most appropriate buyers and ultimately meet your key personal and financial objectives.
Upgrades, remodeling, additions, special qualities and characteristics:
What were the top three reasons you purchased your home?
What do you like most about the property and location of your home?
What do you like least about this property and the location?
Qualities of Your Home
Bringing Buyers to Your Home Understanding where buyers come from allows my Realty Executives team and me to market your home more effectively. While buyers use a variety of information sources to learn about homes for sale in their target neighborhood, it’s common knowledge that the vast majority will discover your home with the assistance of a real estate professional and the Internet. That is why it is so important for me to offer a powerful combination of expert real estate representation and a dominant Internet presence.
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Bringing Buyers to Your Home Understanding where buyers come from allows my Realty Executives team and me to market your home more effectively. While buyers use a variety of information sources to learn about homes for sale in their target neighborhood, it’s common knowledge that the vast majority will discover your home with the assistance of a real estate professional and the Internet. That is why it is so important for me to offer a powerful combination of expert real estate representation and a dominant Internet presence.
where the experts are™
Bringing Buyers to Your Home
My Personal 35 Point Marketing Plan
Selling a house in today’ s real estate market requires more than just a sign in the yard and an ad in the newspaper. I use a broad-based marketing approach designed to expose your home to the maximum number of qualified buyers and brokers. 1. Evaluation of your wants, needs and highest priorities when selling your home.
12. Place your home on the Multiple Listing Service (MLS)
24. Represent and assist in negotiating purchase offer and respective counter offers
13. Place your home on my personal and local websites 2. Marketing and pricing consultation and Competitive Market Analysis (CMA)
25. Open escrow and manage escrow process until closing 14. Place your home on RealtyExecutives.com, Realtor.com and YahooRealEstate.com
3. Review and sign all contracts and disclosures 4. Submit all contracts, disclosures and documents into office for legal recording 5. Make suggestions for presenting and enhancing your home, including staging if necessary 6. Order sign, brochure box and insert color marketing flyers
15. Place your home on Google™, GoogleBase™, Trulia ®, Zillow® and/or other search engines 16. Set up my schedule of “open house” newspaper advertisements 17. Advertise in Homes & Land and/or other consumer homes magazines and websites
7. Get an extra set of keys and place in lock box at property
18. Present your home in my weekly office networking meeting and schedule an office tour
8. Take picture(s) of property and upload to the Multiple Listing Service (MLS), Internet websites & search engines
19. Call 10 top producing Executives in my company announcing your home has just been listed, inquiring if they have potential buyers
9. Order a preliminary title report and document the home is free of any legal incumberences
20. Set up MLS tour, where all brokerages and agents in your area can preview your property
10. Order natural hazards disclosure report
21. Prepare all “open house” marketing materials
11. Order “just listed” postcards to be sent to 200 homes in your immediate area
22. Walk neighborhood day before “open house” passing out flyers/doorhangers to your neighbors
26. Order termite inspection and coordinate work if necessary 27. Attend general home inspection, managing problemresolution if necessary 28. Attend appraisal appointment and answer any questions for the appraiser 29. Order Comprehensive Loss Underwriting Exchange (CLUE) 30. Order C.C. & Rs and six months of minutes, if applicable 31. Place call into loan officer ensuring strength of buyer 32. Manage and communicate all pre-settlement activity via weekly progress reports 33. Attend closing sign off at title company and answer any questions you may have 34. Monitor final funding of buyer’s loan 35. Follow-up consultation ensuring your expectations were met throughout entire home selling process
23. Submit buyer offer
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My marketing plan reaches and attracts potential buyers throughout our community, our state and around the world.
I MARKET I will put together a custom media plan to market your property to the right audience. That program may include some or all of the following media: • “RealtyExecutives.com,” “Realty Executives<<location>>.com” and my personal websites — “<<Your Website>>,” and “<<Local Website>>.” • Our other internationally recognized, full-service websites for buyers and sellers: - “Executive Estates” — Our marketing site & networking system for exceptional homes - “Premier Marketing Group” — Our marketing site & networking system of top producers - “Unique Global Estates.” — The #1 website for luxury homes in the world (84 Countries) - “Google & GoogleBase,” “REALTOR.com,” “Trulia,” “Zillow” and “Yahoo” • “<<Local Publication>>” — Our exclusive full-color insert on the web and in print • “Newspaper Advertising” — Listings and displays in area newspapers • “<<Other Local Publications>>” and “<<Other Local Publications>>”
and more... this is only a short snapshot.
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My marketing plan is complemented by our local, regional, national and global advertising, marketplace coverage and industry leadership.
Throughout <<your location>>
Market Leadership & Coverage Community-Wide REALTY EXECUTIVES <<Your Location>> has invested heavily in multiple locations and high-quality offices throughout <<Your Location>> in order to both grow and lead our area with a powerful presence of market leadership and dominance. The result is a company that is #1 in production per Executive, and <<QTY>> offices with <<QTY>> Top-Producing Executives. OFFICE 1
OFFICE 2
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Office 1 Address City, State Zip Office 1 Phone Number
Office 1 Address City, State Zip Office 1 Phone Number
Office 1 Address City, State Zip Office 1 Phone Number
Office 1 Address City, State Zip Office 1 Phone Number
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OFFICE 7
OFFICE 8
Office 1 Address City, State Zip Office 1 Phone Number
Office 1 Address City, State Zip Office 1 Phone Number
Office 1 Address City, State Zip Office 1 Phone Number
Office 1 Address City, State Zip Office 1 Phone Number
where the experts are™
Reaching Buyers Through The Internet and Other International Advertising With 87% of homebuyers beginning their search for a home on the Internet, I couple my marketing strategy with a broad reach on the worldwide web by using websites, search engines, portals, blogs, virtual communities and more. Realty Executives supports me with additional and powerful international advertising to create opportunities, attract potential home buyers and generate interest in your home. This combined marketing strategy allows me to reach large networks of home buyers, other real estate agents and industry professionals. The ultimate benefit to you – my client – is more exposure for your home, making it easier for home buyers to take action on purchasing it.
where the experts are™
Our Global Network
The Power of an International Franchise
Realty Executives International’s broad reach and global community network enable me to access buyers from around the world, network with other Executives and their clients, share best practices and refer buyers and sellers.
where the experts are™
By combining cutting-edge marketing and technology strategies with an expansive worldwide network, I will be able to connect you with a wide variety of potential buyers.
Reaching Buyers Through Technology As we know, technology is changing how we live. And, it has changed the way I run my business and service you – my client. I embrace technology and have invested in it to reach, communicate and motivate your buyer – making it easy for them to purchase your home. From my mobile phone and e-mail to my website, my goal is to get your home in front of as many potential buyers as possible. And, since research shows that a fast response time to inquiries on your home is very important to home buyers, I use technology to react quickly to their requests. I embrace technology to reach your buyer – and to be accessible to you.
Mobile Marketing PDA
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Internet
My marketing creates interest and exposure for your property ... and that is often the difference between “For Sale” and “SOLD”
Home Staging Tips When selling your home you must begin to experience your home as a potential buyer might. Imagine looking at your home through a different pair of eyes – your potential buyer’s eyes.
First Step: See What Your Buyer Sees Walk outside your property. Take a look at the front door and the overall curb appeal. Notice the condition of the paint, the trim, the light fixtures, the door hardware and, if you own a detached, home notice the lawn and landscaping. In looking at your home through a potential buyer’s eyes, how does it look? Are there things you need to address?
Second Step: Create a clean canvas When setting the stage for your home to be ‘for sale,’ you must take into consideration how a buyer will feel while viewing your home. You want to create an environment where potential buyers can visualize themselves in your home. If you have a lot of personalized items throughout the house – this may hinder them from doing so. Personalized items may include specific colored walls (as opposed to neutral) or, it might be walls full of pictures and family heirlooms. Again, this will prevent them from thinking about your home as potentially becoming theirs.
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Home Staging: Tips to Consider • Check visibility of house address from the street • Create an inviting entry way • Keep windows open, light candles or bake items which appeal to a buyer’s sense of smell • Pay attention to details such as door knobs, light switches, faucets and polish or replace as necessary • Turn on all lights and keep window covering open to keep the space light and bright • Remove unnecessary furniture – you want to keep rooms appearing as large as possible • Unify your home décor to be as neutral as possible, to appeal to the masses • Place plants and fresh flowers to add color and life to rooms
where the experts are™
As an EXECUTIVE, I will position your home to get it SOLD. I List As a REALTOR®, I will post your home on the Multiple Listing Service (MLS), making it available to thousands of other REALTORS® in our city, state, across the country and around the world. I will also access all of the REALTORS® in my office and in our surrounding areas leveraging my sphere of influence.
I Market It is important to give your home the most exposure possible. The key is to use multiple streams of influence using the power of the MLS, word-of-mouth marketing, social spheres, online and print marketing in addition to my local, regional, national and global reach. I will put together a custom marketing plan so we target the right buyers for your home. My plan integrates traditional, proven methods with progressive modern methods all with one strategic purpose – getting your home SOLD.
I Call, I Communicate, I Respond Once we have listed your home and created the maximum opportunity for exposure, emphasis turns to servicing the interested buyers and their REALTORS ®. Prospective home buyers and their REALTORS® can reach me or Realty Executives through a wide variety of communication modes around the clock – mobile phone, voicemail, answering service, office attendant, text messaging, instant messaging, the internet and email – all enabling me to quickly respond to interested parties.
where the experts are™
I Show I am the best person to showcase all that your property has to offer because of our extensive conversations and my independent research. I will coordinate all showings of your home. And, during the showing process I will control the visit and make sure your home is presented in the best possible light.
I Verify My goal is to sell your home in the quickest amount of time with the least amount of inconvenience to you. Throughout the listing process it is my job to verify that your home is continuously being positioned well. From marketing, advertising and staging, to showings and researching the competition. And, when necessary, I communicate with you to make the necessary modifications to ensure a seamless transaction.
I Represent & Negotiate I have a responsibility to meet your needs to ensure the sale of your home. I will represent your best interests when dealing with prospects and their REALTOR® so you can concentrate on other things. You can be as little, or as much involved as you desire. Once a purchase contract is submitted, I will negotiate on your behalf to assure your satisfaction. I will partner with you throughout the entire process.
I Satisfy It’s my job to market your home so that it is best positioned to sell fast, and for fair-market top dollar. My goal is to make this transition as stress-free as possible so that you can enjoy the experience of what lies ahead.
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My Mission
Whether you are educated and experienced in the home selling process, or a first time home seller, I will evaluate and consult with you to ensure I fully understand – and meet – your expectations. I will walk you through the sales, negotiation and contracts and disclosures processes to make sure you are informed, and more importantly, protected. I will not compromise my professional or ethical responsibilities throughout this entire process.
My Qualifications <<Your Qualification>>
<<Your Qualification>>
<<Your Qualification>>
<<Your Qualification>>
<<Your Qualification>>
<<Your Qualification>>
<<Your Qualification>>
<<Your Qualification>>
<<Your Qualification>>
<<Your Qualification>>
<<Your Qualification>>
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<<name>> REALTY EXECUTIVES, <<Location>> <<Street Address>> • <<City>>, <<State>> <<Zip>> <<phone>> • <<fax>> <<email>>
My Personal Guarantee
I have been dedicated to meeting the needs of my clients for the past 15 years. Real estate is my career — my clients are my passion. Without your continued satisfaction and support, I could not sustain and flourish in this business. My mission is to facilitate the purchase and sale of your home in a friendly, courteous and professional manner. To achieve this goal, I have developed a strategic and comprehensive Marketing Plan that has been proven to deliver results. I hereby promise to fulfill these obligations and requirements set out in my Personal Mission Statement and Marketing Plan.
________________________________________________ <<Name>> REALTOR®
<<name>> REALTY EXECUTIVES, <<Location>> <<Street Address>> • <<City>>, <<State>> <<Zip>> <<phone>> • <<fax>> <<email>>
“There is a difference between an Agent and an Executive” -Dale Rector, 1965 1965 – Dale Rector launches Realty Executives in Scottsdale, Arizona 1972 – Realty Executives becomes #1 Brokerage in Phoenix 1988 – Realty Executives expands to Canada 1994 – Ranked 54th in Success Magazine’s list of 100 best franchises 2000 – Realty Executives celebrates 35th anniversary of their 1st franchise 2002 – Realty Executives continues its international expansion 2008 – Realty Executives expands its network to nearly 20 countries with more than 800 offices 2008 – Expansive growth in Central America includes Costa Rica, Panama, Nicaragua and Belize. 2009 – Realty Executives opens a new office in Honduras on the island of Roatan. 2010 – Realty Executives International launches a robust Technology Initiative that plans out to the year 2020. 2010 – Realty Executives International expands rapidly on the global level. New international territories include Turkey, Saudi Arabia, Qatar, United Arab Emirates, Oman, Bahrain and Kuwait. 2010 – Realty Executives International celebrates its 45th Anniversary. The Realty Executives International network extends into 24 countries. 2010 – Realty Executives International is first national franchisor to launch Microsoft TAG technology to global network. 2010 – Realty Executives International launches new web site: www.RealtyExecutives.com exceeds 1.2 Million web pages which positions the web site to be ranked top in major search engines. 2011 – Realty Executives International sees significant franchise growth first quarter of 2011.
Our History
Experience the advantages of working with an “EXECUTIVE”
Our Brand Promise
Experience the advantages of working with an “EXECUTIVE”
1. Innovative, Entrepreneurial Spirit Realty Executives is characterized by an innovative, entrepreneurial spirit. We have a proven legacy of entrepreneurialism and industry innovation which translates to more exposure and higher levels of efficiency for you.
2. Trusted and Effective Advocate We have a non-negotiable value system – it’s a priority to us that you experience our integrity-driven environment by working with me.
3. Uniquely Personalized Experience As a brand, and as individuals, we exhibit genuine warmth, caring and individual focus throughout each step of our time working together.
4. Connected, Caring Family Our underlying desire to offer exceptional service is born out of a deep-rooted commitment to service. We’re a family business, and real estate is a means to serve others.
Our Brand Pillars
When you list your home with REALTY EXECUTIVES, you’re putting your largest investment in the hands of experts. Realty Executives was founded on the principles of attracting the best professionals in the industry. That means you receive the knowledge, service and support both you and your home deserve. Realty Executives and I are committed to a smooth and successful transaction. Together Realty Executives and I set the bar – and raise the standard – in filling all five fundamental seller needs:
The five fundamental seller needs: 1. Maximize property equity 2. Utilize a massive interconnected network 3. Manage risk 4. Ensure trust 5. Communicate effectively
Setting the Bar
The Best EXECUTIVES around the world are here at my fingertips and ready to work with us – to get your home sold. The Referral Network enables me to place a referral directly, increasing your home’s exposure across town, across the country or around the world. • Provides complete referral services worldwide • Applies to both inbound and/or outbound referrals • Will completely manage the referral for you • Enhanced levels of positioning and marketing • No worries, no stress • Client-focused & user-friendly
Our Referral Network & Directory
REALTY EXECUTIVES Relocation Services has been designed from the ground up as one of the industry’s premier relocation services.
• We offer comprehensive packages for both departure and destination cities
• Our in-house staff of licensed professionals works to coordinate and manage every aspect of the move
• Each relocation specialist has chosen their role and completed intensive certification and training
• We match the best Executive for the transferee and we guarantee a perfect fit
• Even after the transferee is settled, we stay in contact to help ease the transition into the new community • We provide helpful information on topics ranging from schools and churches to shopping
• Every aspect of our business is designed around the company and the employee to ensure complete customer satisfaction
Our Relocation Network
Fair market value is set by what a buyer is willing to pay Determining an appropriate list price is the single act which will have the largest impact on how much or little activity you receive. I will help you determine the list price of your property through three key steps:
1. Know the physical and material qualities affecting the value and desirability of your home The condition of your home will impact a buyer’s perception of its value. Even moderate improvements (such as touch-up paint on walls) can dramatically improve the perceived value, therefore driving buyer interest, offers and, ultimately, a higher purchase price. 2. Know your market conditions Location, lifestyle opportunities, job growth, the economy, inventory and demand to name a few are all mitigating factors in how fair market value will be determined for your property. 3. Evaluate your competition The more we know about the competition, the better prepared I am with how to position and sell your home successfully. The competition is how we will gauge where we need to be, to get your house SOLD. It is my responsibility and obligation to help you make an informed decision.
Determining the List Price
Statistics Have Shown • Fair market value pricing will enable you to reach 95% of the buyers searching in your homes criteria
• Just 15% above fair market value will decrease your buyer pool to 20%
Market Value Strategies
Overpricing your home can mean a decrease in interested buyers and an increase in days on market Although the illusion of more walkaway dollars is enticing, overpricing one’s home typically results in the opposite effect. Overpricing a home is often a result of being uninformed or misinformed about the true value of your property. Serious home sellers that want to sell their home for the most amount of money, in the shortest amount of time, do not overprice their home. If you price your property at fair market value from the beginning you will likely increase your buyer pool and decrease days on market.
The Effects of Overpricing Your Home
• Lower levels of brokerage exposure • Lower levels of buyer exposure
1. Agents will not show overpriced properties to their buyers. 2. Buyers not working with an agent perform enough research to know an overpriced home and will not take the time to view that home. • Longer days on market
An overpriced property is perceived as ‘stale’ regardless if price reductions are implemented or there is ‘room’ for negotiating. • Perception that the home is not as desirable
Overpriced homes typically experience longer days on the market. Buyers interpret longer days on market to mean ‘buyer beware.’ • Difficulty with obtaining financing
Lenders base decision on fair market value. If a lender’s appraiser determines the home to be above fair market value, and above what they are willing to finance, they may require a buyer to make up the difference in cash.
The Effects of Overpricing Your Home
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Title Information
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CMA
My Plan of Action My job is to manage the details to get your home from “for sale” to “SOLD”. No one should go-it-alone, and that’s why I’m here to make sure you don’t have to. Over the next few pages you will see all of the details, tasks and responsibilities that need to be complete for your house to sell.
Results: The Sale of Your Home
Prior to Public Exposure: My To-Do List Complete all listing documents
Order color-coded map of easements, if necessary
Seller to complete contracts and disclosures
Review all reports with you
Prepare computer profile docs for data entry
Discuss repairs to be made prior to marketing house
Have managers review property
Coordinate repairmen, gardeners, painters, etc. for home enhancement, if necessary
Diligent visual inspection of the property for disclosures Create appropriate timelines for work with written bids Order seller’s coverage home warranty Staging day Order all reports, as needed Coordinate times with inspectors
Create onsite binder with all inspection documents for buyer perusal and all ancillary paperwork (civil codes, standard of care forms, etc.)
Meet each inspector (including but not limited to: pest control, contractor, pool, chimney, tree service, foundation and drainage, irrigation system) at property
Have complete copies of all documents available for pick up by buyer’s agents
Go to city for permit history/ disclosures
Assess and catalogue all the positive points of the property
Select title company and open escrow
Create a multi-page fact sheet both bullet style and narrative about property
Review title report and track all exceptions, easements, etc.
Plan of Action
Prior to Public Exposure: My To-Do List continued Sellers to proof read and initial fact sheet
Submit information and photo to www.RealtyExecutives.com website
Photo shoot of property for media distribution Submit information and photo to my Broker’s website Meet with local media representatives Submit information to www.Realtor.com site Create local newspaper ad campaign Create personal newspaper ad campaign to complement Realty Executives advertising
Submit information to my personal website, <<YourWebsite.com>>
Map out first two weeks of newspaper ad campaign
Order and help create interactive virtual tour of property for all websites
Create color brochure with multiple photos
Meet videographer at property
Create list of items repaired or replaced by licensed contractors
Proof all websites Prepare first direct mail piece to expanded neighborhood
Discuss staging property Go to city to obtain sign permit, if necessary Interview home stagers Make copies of keys for property Decide on stager and obtain contract Seller to proof and initial brochure
Plan of Action
Begin Public Exposure: My To-Do List
Clean-up home and balance of food
Place “for sale” sign on property
Create a spot in home for agents to leave cards
Place brochure box on property and keep stocked
Check lockbox every third day for agents who have been in home
Begin specific, targeted marketing
Call every third day for names on cards
Call a select group of agents personally to promote property prior to MLS listing
Provide weekly written updates – fax or e-mail regarding feedback from buyers
Determine list of agents who have sold neighboring houses in last 6 months as special targets
Prepare for Sunday “open house”
E-mail all Realty Executives agents in my area regarding property with an electronic flyer Place property on MLS Arrange for light food fare for tour Prepare second direct mail to hand-picked ‘buy up’ neighborhoods Place widespread open house ads – print media and Internet
Place directional signs at the nearest 4 corners Have information packet for each person at open house Follow-up phone calls or e-mails to each client who attended “open house” Check on status of weekly ads Deliver brochures to all agents in my area
Create invitations for immediate neighborhood
Provide you with copies of properties listed on the same day as yours and in your price range that have sold
Send invitations to immediate neighborhood for Sunday “open house”
Follow up with those agents
Be at property tour personally to point out assets of property
Reassess and strategize for next marketing period if necessary
Stay beyond tour hours for agents who are holding other open houses
Sell property and begin escrow process
Plan of Action
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Client Testimonials