MARKETING PRESENTATION
1
SELLING A HOME IN TODAY’S MARKET CAN BE A CHALLENGE. HANK CASSI UNDERSTANDS THAT. While the market can be challenging, hundreds of homes are sold each week in SW Florida. What’s the difference between selling your home or failing to do so? The Details. Whether it’s our proven sales approach, effective marketing campaigns, or utilizing our existing network, Hank Cassi leaves no detail overlooked. With a proven track record, the right skill set and years of experience, Hank Cassi has all the tools to sell your home. If you’re serious about selling your home, we’re serious about getting the job done. Who you work with in today’s market matters. We look forward to hearing from you.
301-520-1340 | 239-449-5823 | HCassi@JohnRWood.com
2
TABLE OF CONTENTS 4
About Hank Cassi
5
Our Network
8
Our Marketing Approach
12
Marketing and Advertising Samples
16
Our Sales Approach
19
Satisfied Clients
20
In Closing
3
Hank Cassi Hank Cassi is a dynamic real estate representative who specializes in SW Florida’s most distinguished neighborhoods. With uncompromising attention to detail and a candid approach, you know from the moment you meet him that he leads with integrity. Hank is a professional speaker who speaks and trains on the subject to real estate professionals throughout the U.S. Hank prides himself on working in all price ranges throughout SW Florida. Hank holds himself to high ethical standards and is committed to meeting the needs of his clients through superior, dedicated and personalized service. He can help you set your goals and will ensure your smooth transaction advances smoothly from contract to close. Hank’s negotiating skills will secure the best possible price and terms for you.
4
Our Network
5
Relationships that Sell The National Association of Realtors states that 42% of all properties sell because of agents. At The Cassi Group, we specialize in:
• • • •
Agent Networking Relationships with Top 100 Agents Along the Coast National Referral Network Conventions Networking and more...
John R. Wood Properties $155.8M
$493.6M
2015 1ST QUARTER CLOSED SALES VOLUME of the top brokerage firms in the Naples-Bonita-Estero Market
JRW #1 AGAIN in Q1 2015 John R. Wood Properties
$493.6M
Premier/Sotheby’s $482.7M
$181.7M
$482.7M $387.1M
6
Downing-Frye Realty, Inc.
$387.1M
Premier Plus
$181.7M
Berkshire Hathaway
$155.8M
“The source of this real property information is the copyrighted and proprietary database compilation of Southwest Florida MLS. Copyright 2015 Southwest Florida MLS. All rights reserved. The accuracy of this information is not warranted or guaranteed.”
MORE U.S. HOME SALES VOLUME THAN ANY NATIONAL REAL ESTATE BRAND Volume shown in billions of dollars
300 250 $240 $231
200 $181
$57
Sotheby’s
Prudential
Homes Services $82
Berkshire Hathaway
Century 21
$118
Keller Williams
Coldwell Banker
150
RE/MAX
Leading Real Estate Companies of the World (John R. Wood)
$321
$52
100 50 0
Actual member statistics for LeadingRE and estimates for other networks using average sales units per agent and average sales price for firms in each respective network from published sources for 2014 production.
WE HAVE THE #1 NETWORK IN THE WORLD The network is comprised of 3,500 offices around the globe, with 120,000 agents and $321 billion in sales, far surpassing every other network and franchise. John R. Wood Properties is an established leader with a reputation for expertise in representing some of the finest homes in Southwest Florida. As a powerful local brand, the Wood firm has also been chosen to locally represent several global real estate networks. The relationship with these powerful organizations provides Wood listings with additional global exposure and has proven to be a beneficial source of buyers. 7
Our Marketing Approach
8
• Professional Photography • Video • Customized Direct Mail Campaigns • Distinctive Brochures • Luxury Portfolio (For Properties $1m+) • Create A Showing Book (For Properties $1m+) • Naples Daily News • Selected Publications • Multiple Listing Service • Specialized Property Website • Call Into Our Personal Database To Potential Buyers that Match Your Home’s Criteria • Electronic Ad Campaign Sent to Thousands of Potential Buyers • Professional Staging • Marketed to over 1,500 Websites • JohnRWood.com • A John R. Wood Lawn Sign • Northern Agent Direct Marketing Campaign • A Strong Social Media Presence • Zillow • Trulia • Facebook • Pinterest • Twitter
9
We Attract Buyers Through The Following Media OVER 1500 DOMAIN NAMES In total, John R. Wood Properties has over 1500 web sites and domain names that generate leads from prospective purchasers. No other real estate company has focused with such intensity on the possibilities of the Internet for real estate marketing.
OTHER JOHN R. WOOD WEBSITES The brokerage also has sites that correspond to company trademarked publications, such as HomeLook.com and EstateLifestyles.com. TeeUpFlorida.com, another Wood site, is the most informative golf site in Southwest Florida, with extensive information on each course.
OTHER INTERNATIONAL WEBSITES John R. Wood Properties uses a variety of outside vendor sites to assist in marketing properties around the world. These sites specifically reach Europe, Asia, South America, and other locations to attract potential purchasers. Our listings are featured on over 750 websites in over 200 countries around the world. Our web partners include:
速
速
10
November/December Bring Your Highest Expectations™
HOMELOOK
®
O PE N H O U S E S A N D P RO PE RT I E S F O R S A L E
HomeLook Weekly Bring Your Highest Expectations ™
HomeLook Magazine
Estate Lifestyles
HomeLook is the centerpiece marketing tool promoting all of the company’s listings in an easy to use format. The trademarked publication is generally published monthly and distributed from Marco Island through Sanibel.
“Estate Lifestyles™” is a unique publication featuring stories geared to the luxurious, along with beautiful imagery of the Southwest Florida lifestyle, as well as a showcase of the company’s portfolio of estate listings. Estate Lifestyles™ is distributed via direct mail and strategic locations to specific clientele. It is one of the most targeted publications in the local real estate scene, extremely effective in reaching high-end purchasers and owners.
Most of the distribution occurs using the Naples Daily News and the News Press, plus delivery to a number of restaurants and other direct distribution points.
OPEN HOUSE 1-4
OPEN HOUSE 1-4
Open houses, other properties and new listings every week! HomeLook Weekly is a newspaper special insert, ranging from four to six pages, featuring open houses and new listings. HomeLook Weekly is normally published weekly throughout the busiest months of the year.
John R. Wood corporate image and/ or listing ads can be found in various local, national, and international markets, using some of the most noted publications in the world.
11
Brochures and Direct Mail
We produce high-quality color materials for all our properties. We have a wide range of pieces designed to be used together to market your home. These include multipage brochures, oversize direct-mail cards, and more. We ensure that when buyers and brokers come to your home, they leave with a print piece that stands out in the market.
PINE RIDGE • 88 EUGENIA DRIVE 4BR+Den/3.2BA 5,001 SFUA 7,099 SF Total This gorgeous estate home located on desirable Eugenia Drive in Pine Ridge features 4 bedrooms + Den with beautiful finishes throughout its recently updated 5,001 Sq. Ft. of living space and is enveloped with lush landscaping. From the foyer the home opens into a large great room with a huge vaulted pine tongue and groove ceiling, gorgeous pine wood floors and a wood burning fireplace. Offered at $1,995,000
12
Marketing Timeline FIRST 24 HOURS Install Sign and Brochure Box Submit Listing to Multiple Listing Service Order Photography
NEXT 48 HOURS Establish Website and Domain Name for Property Take Interior and Exterior Property Photography Prepare All Marketing Materials (Brochure, Direct Mail and Flyers) Prepare All Print Advertising Materials (Magazine and Newspaper Ads) Property Announced at Office Meeting Email Sent to top 100 Producing Agents Email Blast Sent to Thousands of Potential Buyers Email Blast to All Local John R. Wood Agents
NEXT 72 HOURS Update Seller of Activity on Property Customized Brochures Delivered to Property Broker Preview at Property Office Preview at Property WEEKLY Property Showings and Follow-Up Newspaper Advertising Magazine Advertising Direct Mail Online Advertising (Property featured on over 1,500 websites) Weekly Update to Seller on Property Activity
13
Where Do Buyers Come From? Seller: 2% Newspaper/Magazine: 2% Builder: 4% Friend, Neighbor or Relative: 6%
Yard Sign: 11%
Agent: 37%
Source: NAR Profile of Home Buyers and Sellers
14
Internet: 38%
Setting the Stage
Did you know that properly staged homes, statistically, sell on average for 6.9% higher and in 50% less time than homes that aren’t? Our design team is standing by to help make your home HGTV ready today.
15
Our Sales Approach
The sales approach at The Cassi Group is simple - we do what it takes to sell your home in a timely manner. While our sales approach is comprehensive, communication is the vital component to our success. As a sales team, we are committed to involving you in every step of the process. Whether it is establishing a sales price, holding open houses, accepting offers, or closing escrow, we will communicate with you on a regular basis.
16
Seller Checklist
Attempted With Another Agent and Failed
Brochure delivered
Contacted Hank Cassi and Scheduled an Appointment
Print campaign
Met with Hank to Discuss New Strategy For Selling My Home Formal Listing Presentation Executed Listing Agreement JRW Property Evaluation/Pricing Tour Hank Cassi Design Team Walk-through Market Analysis Completed Listing Price Established Marketing Campaign Started Signage Installed Professional Photography taken of interior and exterior
Direct mail campaign Telephone campaign Email campaign Evening Events Offer(s) Received Offer(s) Negotiated Offer Accepted Back-Up Offer(s) Accepted Inspections & Disclosures Completed Contingencies Removed Property Closes Refer Friends & Colleagues to Hank Cassi
Property profile submitted to the multiple listing service
17
JOHN R. WOOD PROPERTIES # 1
in Per Agent Sales in Florida Naples, FL, April 17, 2015 — According to RIS Media’s 27th Annual Power Broker Report, which ranks the top 500 real estate brokerage firms in the nation, John R. Wood Properties ranked #13 in the nation and #1 in Florida in per agent sales. John R. Wood Agents produced $5.8 million in average sales per agent in 2014. Additionally, the brokerage improved its rankings significantly in overall sales volume. In 2014, it rose to #68 in the nation versus its #86 position in 2013. “These rankings are remarkable for a firm that services a relatively small geographic market area in Southwest Florida,” states Dottie Babcock, Chief Operating Officer. “Based on per agent sales in 2014, John R. Wood clients are working with the best quality agents in the state of Florida.” John R. Wood Properties is the oldest major real estate company in Southwest Florida with 55+ years of experience in the market. The firm has thirteen offices serving the areas from Marco Island to Sanibel, and employs 400 agents and staff. 18 18
Testimonials
WHAT OTHERS ARE SAYING ABOUT HANK CASSI Hank is a real estate rockstar. He’s helped me sell two properties and buy one. In each case, he demonstrated that he was knowledgeable, helpful, caring and pragmatic. I highly recommend him.
— M. Gottlieb
Hank was a pleasure to work with. He listened to our needs and wants and sought out properties that would suit our family. It only took us 3 days out looking at houses before we found our dream home. He did a great job negotiating an amazing price for us. We always felt he had our best interests in mind and he made the entire experience simple and enjoyable. Thank you Hank!
— M. & J. Gloss
Hank is a seasoned real estate agent who truly focuses on each of his client’s specific needs. His local market knowledge is unparalleled and, having handled hundreds of transactions, he is an expert in every aspect of a real estate deal -- from negotiating, to reading, writing and understanding contracts, there isn’t a more professional agent in the business. In a business that often requires immediate response and often at odd hours, Hank is ultra-responsive and is virtually always available. I would recommend Hank with absolutely no reservations.
— E. & L. Rosen
We met Hank in 2006 and came highly recommended by our friends. Hank responded immediately and warmly. It felt like we’d known him forever. Having moved several times due to work requirements, we were never treated so professionally like we were by Hank. He listened to what we wanted and when we were ready for househunting, he took everything we said into account and only showed us exactly what we were looking for. In a matter of weeks, we moved into our home. Four years later, it’s time to move and once again...Hank to the rescue! We tried one realtor assigned by our relocation company and that resulted in nothing! We lost our relo contract and were left standing there with the house sale in our hands. We turned to Hank and within 2 weeks of listing our house, we had a buyer! Hank has been with us throughout the whole process. We couldn’t have asked for a better Realtor…and now a friend! I highly recommend Hank! You won’t be disappointed.
— B. Owens
19
In Closing
We hope you find the Cassi Marketing Presentation informative. Now the next step is to put Hank Cassi to work for you. WHO YOU WORK WITH MATTERS
Hank Cassi 301-520-1340 | 239-449-5823 | HCassi@JohnRWood.com
www.SearchHomesInSouthWestFlorida.com
20 20
21
WHO YOU WORK WITH MATTERS
22
Bring Your Highest Expectations ™