AT A MINIMUM THESE ARE SERVICES THAT YOU SHOULD EXPECT FROM ANY REAL ESTATE MARKETING COMPANY Are you familiar with the Multiple Listing Service? Agent Note – Click on to the next slide to show them a screen shot of H3MLS
YOU ARE HIRING A MARKETING COMPANY TO EXPOSE YOUR PROPERTY TO THE MOST BUYERS POSSIBLE. WE ARE THE COMPANY FOR THAT JOB (This is a transition slide)
When it comes to choosing a Real Estate company to market your home, YOU WANT TO CHOOSE THE REAL ESTATE COMPANY WITH THE MOST MARKETING IMPACT - How does our Marketing Impact benefit you? We have the strongest marketing campaign in the real estate industry. Our marketing dollars put our brand name in for-front of buyer’s mind when they think about real estate. What do those buyers do when they decide to buy? They call us! Our name is associated with quality service and professionalism. This provides you with Worldwide exposure and locale results. Enabling us to generate more buyers for your home than any of our competitors! Wouldn’t you want your home listed with the office getting those calls?
There are some very well known, basic principles in Real Estate: When Buying a home it’s all about Location, location, location – When Selling a home it’s all about Exposure, Exposure, Exposure…That is how you get the most NET profit from the sale of your home. When you think about selling your home – It truly is all about the NET. Your ability to get the most profit from the sale of your home is directly connected to you ability to reach that one buyer that will be willing to pay you the most amount of money for your home. We don’t know where that buyer is but we know how you can find them, by exposing your property to the most amount of buyers possible. The Coldwell Banker Network allows you to do that.
Let me show you how we can make the NET work for you. I’d like to talk with you about our NET-work of offices and marketing services Our unsurpassed internet presence which work together to ensure that we get you the ultimate goal which is the Most NET PROFIT for your home. NOTE TO AGENT: - The Statement of MORE should not be used in reference to the competition but as a general statement of The more exposure your property gets, the more buyers it will be exposed to and ultimately you will have the ability to gain more NET profit. Difference
TRANSITION SLIDE - YOU WILL NOW TAKE A FEW MOMENTS IN THE NEXT SLIDES AND TALK ABOUT: OUR NETWORK OF OFFICES, THEN OUR NETWORK OF MARKETING SERVICES – FOCUSSING ON THE INTERNET AND AT THE END OF THE PRESENTATION WE WILL TALK ABOUT THE SELLERS NET PROFIT THROUGH THE MARKETING ANALYSIS
“ Our local, national and international network of offices allows us to cross sell within our offices and expose your property to the most buyers. We cross sell by placing referrals through our sister offices. Choosing Coldwell Banker Residential Brokerage means choosing our entire network of offices and marketing services and putting them to work for you.” Notes for detailed oriented sellers: Coldwell Banker Residential Brokerage is the largest residential real estate brokerage company in New England with more than 5,000 sales associates and staff in more than 120 office locations in Massachusetts, Rhode Island, New Hampshire and Maine. We offer a full-service real estate experience, including residential real estate sales and leasing, mortgage brokerage, insurance brokerage, corporate relocation, moving services and the marketing of luxury properties. Coldwell Banker Residential Brokerage is a member of the NRT family of companies. NRT Incorporated, a subsidiary of Cendant Corporation (NYSE: CD), is the nation’s largest residential real estate brokerage company. Coldwell Banker Residential Brokerage is the preferred relocation service provider for Cendant Mobility. Cendant Mobility is the premier provider of global mobility management and workforce development solutions serving the corporate, military, government, and affinity markets. Through its industry-leading outsourcing, consulting, language and intercultural training, logistical support, and supplier management, Cendant Mobility helps the mobile workforces of organizations of all sizes achieve success worldwide.
Each bullet will appear with an accompanying arrow – explaining our marketing network of services – after the arrow appears, it will disappear with your next mouse click Through our National and Local Marketing, we cast a wide net to make sure we capture every type of consumer At the TV and Cable Level, we will not be showing your home on TV. At this level we are marketing the Brand of Coldwell Banker. Let me tell you why this is important to you. I want you to imagine that you were thirsty for a soda and you walked into a store opened the refrigerator and reached for a soda; What soda would you reach for? (Coke, Pepsi, Sprite- whatever they say is the right answer) – Great. And if you cut your finger you would usually put what on it (Band-Aid) – Exactly.. Do you realize that band aid is not a thing – it is a brand. The actual thing you would put on your finger is an adhesive bandage. That is the power of brand. Do you realize the amount of marketing that those companies have put behind their brand in order for that to be the brand name that consumers reach for? It is the same with Coldwell Banker Residential Brokerage, we put millions of dollars behind our brand name marketing in order for us to be the brand that consumers reach for when they have a Real Estate need. They reach for a Coldwell Banker Residential Brokerage agent like me so that I can bring them to your home. At the Radio level, we not only market the brand but also our website so that consumers can go and see details on your home. Through our Internet Marketing Program obviously we feature specific property promotion and I will discuss this in further detail with you in a little bit Through Newspaper and magazine, at the national level, brand name recognition; at the local level, specific property promotion And Through Target Marketing I am able to send direct mail specifically promoting your property and I will be showing you samples of what that will look like. We cast a wide net, making sure No consumer is left unattended.
Have u seen our ads on TV ? Click on one of the 2 Real Player images to launch our ads – You will get a message pop up – just say “Yes” to launch the video. (You should only play one of the 2 ads – unless they want to see both.) Emphasize these are true stories of our agents delivering “Truly remarkable Customer Service”. (Remember you have the capability of turning down the sound and talking over the ad, to make your point, while the video is playing in the background). MAKE SURE YOU POINT TO THE PICTURE OF MARK LIPPOLT AND SAY THAT “THE LOCAL MEDIA VIEWS US AS LOCAL MARKET EXPERTS. CHANNEL 2, CHANNEL 4 AND CHANNEL 7 NEWS – OFTEN CALL ON US TO REPORT ON THE STATE OF THE LOCAL REAL ESTATE MARKET. MARK LIPPOLT IS OUR EXECUTIVE VICE PRESIDENT AND IS OFTEN FEATURED ON THE LOCAL NEWS. DON’T YOU WANT THE LOCAL MARKET EXPERT REPRESENTING YOU IN THE SALE OF YOUR HOME?” (OR SOMETHING TO THAT EFFECT) YOU NEED TO HAVE REAL PLAYER IN YOUR LAP TOP FOR THE VIDEOS TO WORK) PS – IF YOU MOVE THE POWERPOINT FROM THE CD THAT WAS ORIGINALLY GIVEN TO YOU – YOU WILL BE BREAKING THE LINKS AND THE VIDEOS WILL NO LONGER LAUNCH.
JUST SAY THE TITLE AND FLIP TO THE NEXT SLIDE
Our ads are on when people are watching television Agent Note: The next slide will take you into radio and you will then summarize, the “what’s in it for the seller” “Why should they care”
NOTE TO AGENT: - The Statement of MORE should not be used in reference to the competition but as a general statement of The more exposure your property gets, the more buyers it will be exposed to and ultimately you will have the ability to gain more NET profit. Get ready to transition to Internet marketing – by saying something like: OUR RADIO ADS DO MORE THAN PROMOTE BRAND NAME RECOGNITION, THEY DRIVE MORE PEOPLE TO OUR WEB SITE .. AND ULTIMATELY YOUR PROPERTY
Agent Note: Read the title and go to next slide – this is a transition slide
RESEARCH SHOWS THAT MORE BUYERS ARE USING THE INTERNET TO SEARCH FOR HOMES OVER NEWSPAPERS. WE KNOW THIS AND HAVE INVESTED MILLIONS OF DOLLARS INTO OUR INTERNET MARKETING STRATEGY. There has been a tremendous increase in the use of the internet for a home search even within the last 10 years. Today’s internet consumer wants fast efficient information at their finger tips, that is why they are turning away from the newspaper. Now we will still advertise in the newspaper but we know where our primary focus needs to be so that we can capture today’s consumer. On the internet.
Agent Note – You need to customize this slide with your local competitor. Anyone can tell you they have a website… It is the company with the web site that captures the most buyers that will be able to bring them to your door step when they are ready to buy. We are that company in New England. “ Research shows that buyers are using the Internet more than newspapers to search for homes. We have invested millions of dollars in an Internet marketing strategy to respond to this trend.” These statistics show that this investment has paid off dramatically. These numbers are generated by an independent company, www.alexa.com, that measures Internet traffic and ranks all registered Internet websites, regardless of industry. Compare CBRB to our local competitors!” Note to Agent: While getting ready for your listing presentation Go to Alexa.com and click on the tab “Traffic rank” enter www.newenglandmoves.com and then enter a local competitors website and compare the 2 in ranking and traffic. We are not comparing ourselves to a national site such as www.realtor.com, but to local real estate company websites: newenglandmoves.com is the largest, most visited Real Estate website in New England. Customize this slide with the local competitor web sites relevant to your market place. The stats. are from Alexa.com; to check it enter our full web address: www.NewEnglandMoves.com, not www.nemoves.com.
Clarifying comment for Agent: The Claim about being the largest – most visited Real Estate website in New England is literally comparing us to any other Real Estate web site from local Real Estate companies ( we are not comparing ourselves here to a national site like Realtor.com) The stats are from Alexa.com – if you want to check it – you need to enter in our full web address www.NewEnglandMoves.com THIS SLIDE BUILDS THROUGH ANIMATION TO ALLOW YOU TO SHOW THE SELLER HOW A BUYER WOULD SEARCH FOR AND FIND THEIR PROPERTY –
Clarifying comment for Agent: The Claim about being the largest – most visited Real Estate website in New England is literally comparing us to any other Real Estate web site from local Real Estate companies ( we are not comparing ourselves here to a national site like Realtor.com) The stats are from Alexa.com – if you want to check it – you need to enter in our full web address www.NewEnglandMoves.com THIS SLIDE BUILDS THROUGH ANIMATION TO ALLOW YOU TO SHOW THE SELLER HOW A BUYER WOULD SEARCH FOR AND FIND THEIR PROPERTY – IT SHOWS ABILITY TO SEARCH FOR CBRB OPEN HOUSES – SCHEDULE AN APPOINTMENT WITHOUT NEEDING TO PICK UP THE PHONE, GET A MOVING QUOTE AND A PRE-APPROVAL. FINALLY THE REAL PLAYER ICON WILL POP UP WHEN IT IS TIME TO TALK ABOUT HOME MOVIES. – EMPHAISE THAT HOME MOVIES ARE AN EXCLUSIVE TOOL FOR OUR SELLERS ONLY OFFERED THROUGH OUR COMPANY AT NO ADDITIONAL COST TO THE SELLER. (At the signing of the listing let them know you will be scheduling the videographer within the next 2 weeks) (You should know that home movies are only available at NewEnglandMoves.com, while photo gallery photos can transfer to MLS and Realtor.com) AGAIN --- Click on one of the Real Player image to launch the home movie video – You will get a message pop up – just say “Yes” to launch the video. (You should only play one of the 2 ads – unless they want to see both.) Remember you have the capability of turning down the sound and talking over the home movie while the video is playing in the background, to make your point of how Home Movies are different from virtual tours. That virtual tours are really still photographs pieced together that distort the home and create a Fish-bowl view of the property, YOU NEED TO HAVE REAL PLAYER IN YOUR LAP TOP FOR THE VIDEOS TO WORK) PS – IF YOU MOVE THE POWERPOINT FROM THE CD THAT WAS ORIGINALLY GIVEN TO YOU – YOU WILL BE BREAKING THE LINKS AND THE VIDEOS WILL NO LONGER LAUNCH.
WE HAVE AN ENTIRE STAFF OF PROFESSIONAL EDITORS, SELECTING THE BEST PHOTOGRAPHS FROM THE HOME MOVIE OF YOUR HOME AND CREATING A PHOTO GALLERY OF STILL PHOTOGRAPHY. THESE PHOTOGRAPHS ARE THEN USED TO MARKET YOUR HOME IN NEWENGLANDMOVES.COM, REALTOR.COM AND OUR LOCAL MLS. NO ONE ELSE WILL PROVIDE YOU WITH THIS LEVEL OF MARKETING. COMPARE US WITH THE REST Agent Note: (THE NEXT SLIDE WILL SHOW HORRIBLE PHOTOGRAPHS – ACTUAL EXAMPLES OF HOW SOME OTHER COMPANIES ADVERTISE HOMES) – ONCE YOU TURN THE SLIDE BE SILENT AND LET THE SELLERS EYES GO THROUGH ALL THE IMAGES.
Agent Note: BE SILENT FOR THE FIRST 2-3 SECONDS – LET THEM SEE THE DIFFERENCE IN HOW OTHERS MARKET PROPERTY.
EXCLUSIVELY FOR OUR CLIENTS WE ARE ALSO ABLE TO TRACK THE EXACT NUMBER OR VIEWS YOUR PROPERTY HAS HAD ON OUR WEB SITE. Agent Note: (This is the perfect opportunity for you to talk about status reports – ONLY SAY THE FOLLOWING IF YOU WILL DO IT) THIS IS ONLY AN EXAMPLE OF THE TYPE OF STATUS REPORT YOU WILL BE RECEIVING FROM ME ON A WEEKLY BASIS. EVERY WEEK, I WILL BE GIVING YOU AN UPDATE ON HOW MANY SHOWINGS WE HAD AND THE FEEDBACK ON THOSE SHOWINGS, HOW MANY PEOPLE CAME TO THE OPEN HOUSE (IF RELEVANT) AND THE FEEDBACK FROM THAT OPEN HOUSE, HOW MANY NEW PROPERTYS HAVE COME ON THE MARKET AND IF ANY HAVE COME OFF THE MARKET. AT NO TIME WILL YOU BE WONDERING WHAT IS GOING ON WITH THE MARKETING OF YOUR HOME. Everything I know you will know. We will work as a team to make sure we expose your home in the market place in the best way possible.
THROUGH OUR WEBSITE, WE HAVE THE ABILITY TO SEND INSTANT EMAIL ALERTS TO CONSUMERS AS SOON AS A PROPERTY COMES ON THE MARKET THAT MEETS THEIR CRITERIA. AS SOON AS I ENTER YOUR PROPERTY INTO NEWENGLANDMOVES.COM, THE SYSTEM WILL AUTOMATICALLY GENERATER EMAILS TO ANY BUYER REGISTERED ON OUR WEBSITE THAT IS LOOKIG FOR A HOME SIMILAR TO YOURS. ALSO ECLUSIVELY ON OUR WEBSITE CONCUMERS CAN RECEIVE ALERTS WHEN A PROPERTY COMES ON THE MARKET EVEN ON A SPECIFIC STREET THAT THEY ARE INTERESTED IN. ISN’T THAT A GREAT FEATURE? ( Or something to that effect) the slide shows the stats for you so you don’t have to worry about memorizing – (these numbers should be updated quarterly though)
AGAIN EXCLUSIVELY FOR OUR CLIENTS, WE HAVE THE ABILITY TO TRACK EXACTLY WHERE THE BUYERS LOOKING FOR A HOME IN YOUR AREA ARE COMING FROM. THIS ALLOWS US TO TARGET MARKET TO BUYERS IN THOSE TOWNS. I CAN ALSO SEND INVITATIONS TO AGENTS THAT WORK IN THOSE TOWNS, INVITING THEM TO MY BROKERS OPEN HOUSE SO THEY CAN PREVIEW YOUR HOME AND BRING THEIR BUYERS. THAT’S THE TYPE OF ACTIVE MARKETING THAT I WILL DO FOR YOU. ALSO IMPORTANT TO REALISE IS THAT IF YOU WERE TO LIST YOUR PROPERTY WITH A LOCAL, MOM AND POP OR EVEN FRANCISE COMPANY – YOU WOULD REALLY BE ONLY GETTING THE LOCAL PIECE OF THE PIE – I AM A NATIONAL AGENT, I CAN BRING YOU THE ENTIRE PIE. CAN YOU SEE HOW POWERFUL THAT IS? DON’T YOU WANT THE ENTIRE PIE? BUYERS FROM BOTH LOCAL, REGIONAL AND NATIONAL LOCATIONS??
I KNOW IT SOUNDS REPETETIVE BUT WE DO HAVE SO MANY TOOLS, EXCLUSIVELY FOR OUR CLIENTS, AVAILABLE ONLY THROUGH OUR COMPANY. THE OUR TOWN VIDEO IS ANOTHER EXAMPLE OF AN EXCLUSIVE TOOL OFFERED THROUGH OUR WEBSITE. WE HAVE THE CAPABILITY TO CAPTURE BUYERS AND PROVIDE INFORMATION TO THEM THAT NO OTHER COMPANY CAN OFFER. IMAGINE IF YOU WERE RELOCATING TO A CITY THAT YOU HAD NEVER BEEN TO BEFORE, WOULDN’T IT BE WONDERFUL IF YOU WERE ABLE TO SEE A VIDEO TOUR OR THAT CITY PRIOR TO EVEN GOING TO VISIT? WE PROVIDE THAT TO CONSUMERS THROUGH OUR “OUR TOWN VIDEOS”. LET ME SHOW YOU WHAT IT LOOKS LIKE. Agent Note ---- AGAIN Click on one of the Real Player image to launch the “Our Town” video – You will get a message pop up – just say “Yes” to launch the video. Remember you have the capability of turning down the sound and talking over it while the video is playing in the background) YOU NEED TO HAVE REAL PLAYER IN YOUR LAP TOP FOR THE VIDEOS TO WORK) PS – IF YOU MOVE THE POWERPOINT FROM THE CD THAT WAS ORIGINALLY GIVEN TO YOU – YOU WILL BE BREAKING THE LINKS AND THE VIDEOS WILL NO LONGER LAUNCH.
IN SERVICING OUR HIGH END LISTINGS, WE PROVIDE ADDITIONAL EXPOSURE THROUGH AN EXCLUSIVE WEB SITE FOR ALL OF OUR PREMIUM INTERNATIONAL PROPERTIES. YOUR HOME WILL BE FEATURED ALONG SIDE HOMES OF THE HIGHEST QUALITY THROUGHOUT THE WORLD. (ONLY SAY THIS IS YOU ARE PRESENTING TO A HIGH END LISTING)
“ Your home will receive additional exposure through the national Coldwell Banker website, which also drives people to our regional newenglandmoves.com website.”
“ Realtor.com ranks number 214 of internet web sites internationally across all industries (stats as of 9/18/05). This is the official site of the National Association of Realtors. Our company has invested millions in banner Marketing and the Featured Homes locations that highlight our listings when a consumer initiates a search in a specific town.” Speak with your manager prior to the listing presentation to find how our Featured Homes are handled in your office; know how to answer the seller’s question: “Will my home show up as a Featured Home?.” Note: The Featured Home highlight may not be offered in the community in which the property is located.
“ I have an extended service through Realtor.com that allows me to give you reports on the type of traffic your property is receiving on Realtor.com. I can report on the exact number of page views of your home and monitor activity changes from week to week.”
Finally, Your property will also be featured in MLS. IT IS NOT MY GOAL TO BE THE ONE TO SELL YOUR HOME – IT IS TO GET IT SOLD FOR THE MOST MONEY POSSIBLE FOR YOU. And I do that by exposing it to every other Real Estate Agent in the community so they can bring their buyers just like I will bring my buyers. Stress the importance of marketing to other agents – as important as marketing to buyers Ability to identify agents that are working with buyers interested in properties like yours and market specifically to them (reverse prospecting) Able to advertise public open houses and broker opens “ MLS is a local service that all participating brokers use to access inventory. If you have created a “ mock listing sheet ” in H3mls – this would be the perfect time to show it to them. Reassure them before you show it to them that this is only a sample and not visible to anyone in the system until they give you the “go ahead” to publish it.
We are spending close to 45 million dollars to capture the internet consumer and drive them to our website: through our Search engine Initiatives, our Realtor.com initiatives with enhanced listings and featured homes. And guess what, it’s working. In the first month alone of this initiative, our web site traffic has seen a dramatic increase from the average 400,000 users a month to a whopping 800,000 users a month. Our number of registered users has increased from an average of 9,000 a month to 12,000 a month.
All of this wonderful internet traffic means nothing, if you don’t have the systems in place to service the internet consumers that come to your website. It is important for you to know that industry statistics show that 50% of internet requests for information by consumers are never responded to and the other 50% are responded to in 54 hours. That is unacceptable. I have access to exclusive technology that will make sure that NO ONE WILL RESPOND AS QUICKLY AS I WILL RESPOND to an internet inquiry on your property. I also have an entire team of agents trained to work with internet consumers, at my disposal to make sure that each one of these leads is responded to. Let me show you how the system works. Internet Leads can flow through to Lead Router through our NewEnglandMoves.com Web Site, ColdwellBankerPreviews.com, Realtor.com, ColdwellBanker.com. The moment a consumer requests information through the internet on any of my listings, the Lead Router system automatically finds me through my cell phone and reads to me the consumer’s request so that I can follow up right away. Do you realize what an amazing tool this is? This means that someone could be still looking at your property on line and I am able to respond to their question within minutes.
NOTE TO AGENT: - The Statement of MORE should not be used in reference to the competition but as a general statement of The more exposure your property gets, the more buyers it will be exposed to and ultimately you will have the ability to gain more NET profit.
Lets talk a little bit about more traditional forms of Marketing through print media like newspapers and magazines. At the national level we are again able to market the brand name of our company to establish name recognition in buyers minds, through magazines such as: Vanity Fair, House and Garden, Fortune, Forbes, etc….
Our local newspaper Marketing on the other hand, allows us to feature specific properties and capture buyers through our entire office network. Through our collective marketing reach our office network is able to capture buyers in a way that no other individually owned and operated company could. Agent Note: Talk to your manager ahead of time so that you know exactly what type of newspaper Marketing your office does.
Our size and tremendous company resources is evident through our Marketing department. We have an entire team of marketing professionals designing marketing pieces with the unique look and feel of our company. I am able to spread the word about your property with marketing material of the highest quality. Let me show you an example. At this point you might want to show them a sample Just listed card or a sample Open House invitation. If you have created a any sample marketing material specific to their property, this would be the perfect time to show it to them. Reassure them before you show it to them that they are only samples and not visible to anyone until they give you the “go ahead” to begin marketing. You should know from your manager, criteria and timing for the Gallery magazine and the Previews magazine. Even though your listing might not be high end - make sure you emphasize to your seller that these magazines are a great way to capture buyers that might eventually buy something else from our inventory. Agent Note: If the topic of newspaper Marketing comes up: Talk to your manager ahead of time so that you know exactly what type of newspaper Marketing your office does.
Do you see how our integrated marketing approach of Target mailings, newspaper and magazine, television, radio and internet Marketing can bring more buyers to your door step?
We are a full service Real Estate Company. Through me you are experiencing the Real Estate Services part of the company. We also have entire departments to service our client’s Mortgage, Relocation and Insurance needs. Go on to the next slide.
This is just a sample of the mortgage professionals associated with our Metro Boston offices. The mortgage professional that I work most closely with is…………………….. S/He is available to pre-approve buyers 7 days a week. S/He is only a cell phone away whenever I am working with a prospective buyer. I will make sure that all of the offers on your property are accompanied by a pre-approval letter. By using our in-house mortgage services we are able to have “no surprises” during the financing process and ensure that everything goes as smoothly as possible. Make the second opinion brochure available to the seller as an example of a service we can offer even to pre-approved buyers.
Basically what our in-house mortgage service means to you is more qualified buyers for your property and ultimately more control of the entire transaction.
“ Our Relocation Division is the largest in New England. No other company can bring you as many relocating buyers as we can through our direct client relationships with broker networks around the world and the area corporations that we work with. We have the Number 1 market share for Relocation in New England. We move Fortune 500 companies such as IBM, EMC, GE, Raytheon, Verizon, Wyeth, Axcelis, AMGEN, FIDELTY, G-TECH and more.” Corporate names cannot be in writing or visible through use of logos. Examples of some of the Area Corporations, hospitals and universities that we relocate are: Harvard (do not place logo on slide), Boston University, Novartis, MIT, Millennium Pharmaceuticals, Arthur Andersen, Tufts Health Plan, Yankee Candle….
What our Relocation Services Division means to you is More Ready, Willing and Able Buyers for your property.
Once we have determined a price for your home we can add on the cost of the home protection plan so that in actuality the buyer will be paying for it. This plan will be a great investment since statistics show that homes covered by the plan sell for 2.2% higher than those without plans Through our insurance services we are able to help ensure that the buyer of your home has the insurance paperwork necessary to close on your home. Also it is important for your to know that the insurance services could be of use to you as well, should your home become vacant for more that a month prior to your closing. Our company offers vacant home insurance with incredible rates. (Educate the seller that if their home is vacant for more than 30 days and they have a claim – their regular insurance policy will not cover them – Regardless if they have paid their premium or not) Through our Insurance Division we are also able to offer you an exclusive Home Protection Plan (hand the seller the application) that will cover the cost for repairs to or replacement of any covered mechanical system or major built-in appliance* for 180 days during the listing period. The same plan will be extended for 360 days after the closing to the buyer of your home. This is a great marketing differentiator for your home while providing you with peace of mind during the listing period. All you pay is one low deductible per service call. If your home does not sell within the 180 day listing period, your coverage ends and you pay NOTHING --- no cost for the plan, no charge for repairs made. Your only out-of-pocket expense will be the deductibles for any approved claims. Agent note --- Avoid answering detailed coverage questions – Direct seller to call the #800 for additional information.
What the Home Protection Plan means to you is more satisfied buyers for your property and more peace of mind during the transaction.
Ask the sellers if they have the need for any of these services – Our moving services provide the sellers with a free service that allows them to speak with one of our Home resource coordinators about their needs. Our service center answers any questions they have and puts them in touch with a pre-screened company that can best meet the sellers needs. The company calls the seller within 24 hours to arrange for an estimate. The Moving Services team remains available throughout the entire move process to answer questions and resolve problems. Our service is a request-based service, so anytime you or your client needs something, just need to pick up the phone and call. Our Moving Services coordinator acts as an advocate for your client during the move. The movers in our program want to stay in good standing with us and will work hard to treat your clients as a VIP move. The volume of business we place with the movers earns your clients competitive pricing and exceptional service. Note for agent: If the seller would like more info they can contact us at (866) 339-6533 or Moving.Services@nemoves.com or you can have the Home resource team call them. Ask the seller if they are Relocating and would like your assistance in either helping them find a home locally or in helping them find an agent ANY WHERE If the seller is buying a property ask them if they would like a no obligation consultation with your mortgage rep to give them the information they will need to make informed decisions. Finally ask the seller if they have decided whether or not they would be interested in the home protection coverage for their home.
Our company feels passionately about providing us with the best tools and resources in the industry in order for us to continue to deliver Truly Remarkable Customer Service to our clients. This is Rick Laughlin, the President for our Central New England offices. We have an entire training department dedicated to keeping us on the cutting edge of the industry, with a focus on: The latest Laws and Regulations Business Processes and Marketing Techniques Market Knowledge Technology tools and computer skills Specialized designations and certifications We have invested in seven high-tech training facilities throughout New England equipped with computers and other teaching aids. With close to 50 training classes, most are offered at no cost to the sales associates. Technology courses have moved to the forefront as an integral component in the educational program with classes available covering industry requirements.
“ Our Sellers and Buyers have spoken through our market share….” We have the highest marker share throughout Mass. We own the market. Don’t you want your home in the hands of the market leader? Lets take a look at the numbers. Our market share 20.22%. You might say, that’s not that great. It is when you look at the next highest market share 5.46, then 1.78, 1.05 and then decimal points. We are the market leader. This is another reason why I work with this company. No other company has the market share that we do.
Don’t show if not a high end listing
Agent notes: You might want to have a printed version of the local market share – Ask your AO to provide prior to listing appointment. Go thought the same exercise of showing the difference in our market share and the fact that we don’t just own the market throughout mass we also own the local market. Make sure to point out that the black lines in the graph are “One hit wonders” - Companies that haven’t done enough business locally to even appear as a piece of the pie.
Bottom line for you the seller, what our market share means to you is that you can have the confidence that your home is in the hands of the market leader. This gives you more visibility in the market place and more expertise on your side.
(If the presentation is not being held at the office!!!) Do you know where our office is located? We have an amazing location that exposes us to a lot of “Walk-in” traffic from buyers that can come right in – speak with one of our agents and our mortgage rep and be ready to actively look for property. We have ___ number of agents in our office and we are all Full time career professionals. We are very involved in our community through _______________________________________ . The local Marketing that our office will provide you with in addition to the internet marketing is ___________________________________________( any local newspapers, publications, etc… that your office will do)
Our local office network is extremely power full and allows us to do cross over marketing through our sister offices. We continuously work with Office to Office referrals through our Metro Boston office network as well as our New England and national office network.
I want you to feel confident in me and my services since I will be your direct marketing representative in the Real Estate market. Why should you list your home with me? Because I know my business, I know our local neighborhoods and current real estate conditions, I know how and where to find buyers…. But that is only half of the job. The other part of the job is actually keeping the deal together and getting your property sold at the closing table. It is important for you to work with an agent that can provide you with the entire package. I know how to negotiate a contract that can close and how to manage the process so it will close, I know Real Estate Laws and Practices, I am a Full Time Real Estate Professional and I will work closely with you throughout the entire process.
Let me tell you a little bit more about my background/skills/experience… Agent Note: Add whatever information you find relevant about yourself in this slide.
Remember the question we asked at the beginning of out talk?
Are you confident that our company can market your property in the best way possible? Can you see the benefit of our incredible office network our unsurpassed internet presence. All this is geared toward getting the ultimate result. More Net Profit for you.
Agent Note: Prep seller – That in a few slides you will be talking about the pricing of the home. Remind the seller that your objectives are to Obtain the highest price, within the seller’s time frame, with the best terms and conditions and the least inconvenience to them. “To do this you need to work together to establish an effective listing price for your home” Agent Note: Go to next slide
Use if single family home or multi Lets review the different elements that we look at to determine an effective list price for your home. There are elements that effect the market value of a property that we have no control over. Elements such as Physical Qualities (location, floor plan, age of home); Market Conditions (interest rates, buyer demand, economy) and the Competition (number of similar properties for sale, their prices, location and condition)
Use if condo Lets review the different elements that we look at to determine an effective list price for your home. There are elements that effect the market value of a property that we have no control over. Elements such as Physical Qualities (location, floor plan, age of home); Market Conditions (interest rates, buyer demand, economy) and the Competition (number of similar properties for sale, their prices, location and condition)
Some elements that have no effect on the market value of your home, are: The original price you paid (if you had inherited the house or received it for free that would have absolutely no barring as to how much it would be worth in the market place). The cash proceeds you want or need from the sale Opinions of non- Real Estate professionals What a similar property sold for last year or in a different town. The most critical market data we need to review is: Price of recently sold homes that are most comparable to yours Price of currently on the market properties that are most comparable to yours Any previously listed properties that are comparable to yours that failed to sell (expired) –
There are 2 things that get a house sold – Price and Marketing – I take care of the Marketing part. Lets work together to set the best list price for your home.
Agent Note: you need to customize the numbers in this slide – Each number is inside a text box. All you need to do is customize the text boxes to go along with the numbers of the comps you are using. You can move the arrows and stretch the rectangular bars to correspond to the comps you are using.) Building the CPL’s: Conduct the Multiple Listing’s search with search criteria comparable to the subject property in these categories: Solds, Current Listings, Did not sell (Expired/Withdrawn/Terminated) and Pendings. These are the comparables. Select 4 to 6 comparables in each category, except Pendings. Find the highest priced property – most likely a ‘Did not sell.’ Write that number down. i.e., $325,000 Find the lowest priced property – most likely a ‘Sold.’ Write that number down. i.e., $260,000 Subtract the lowest number from the highest. This will yield the range of the Price Lines. Add $5,000 to the highest number and subtract $5,000 from the lowest “end.” i.e., $260,000 - $5000 = $255,000 $325,000 + $5,000 = $330,000 and. These, $255,000 and $330,000 become the “ends of the graph on each line. Plot out the Price lines as shown in slide. Use color to send the message: Green means “go” & “$$$” - Yellow (or orange) means “caution” - Red means “danger, danger/don’t go there” Presenting the CPL’s: The big picture: Explain the significance of the search categories to be utilized in the MLS search: Solds = Best indication of value and shows what a Buyer has paid Current Listings = An indication of what a Buyer may pay and represents the competition when the subject property is listed for sale Did not sell (Expired, Withdrawn, Withdrawn/Terminated) = An indication of what a Buyer will not pay . Pendings = May be misleading and only reflect days on the market and market activity. May not be relied on for sales price information. Use this information appropriately. Discuss how Buyers buy. Buyers buy using comparison shopping. Ask the listing prospect if they have purchased an appliance, automobile, furniture or some other consumer item in the past 6 months. Ask how they went about the process. (Comparison shopping) Ask them if they looked at other homes when they bought this one? Now show the listing prospects the completed CPL chart. Review the meanings of each category and insure they understand. Now look at the comparable data – output from MLS by category and show where each comp is located on the CPL. This process focuses the discussion about pricing to exactly where you want it – where, among the Current listings , do they want their home positioned!!!!
AT A MINIMUM THESE ARE SERVICES THAT YOU SHOULD EXPECT FROM ANY REAL ESTATE MARKETING COMPANY Are you familiar with the Multiple Listing Service? Agent Note – Click on to the next slide to show them a screen shot of H3MLS
Through Coldwell Banker Residential Brokerage, you don’t only receive the standard marketing services. We go above and beyond to get you the most NET profit from the same of your home.
RESEARCH SHOWS THAT MORE BUYERS ARE USING THE INTERNET TO SEARCH FOR HOMES OVER NEWSPAPERS. WE KNOW THIS AND HAVE INVESTED MILLIONS OF DOLLARS INTO OUR INTERNET MARKETING STRATEGY.
“ Anyone can tell you they have a website… It is the company with the web site that captures the most buyers that will be able to bring them to your door step when they are ready to buy. We are that company in New England. “ Research shows that buyers are using the Internet more than newspapers to search for homes. We have invested millions of dollars in an Internet marketing strategy to respond to this trend.” These statistics show that this investment has paid off dramatically. These numbers are generated by an independent company, www.alexa.com, that measures Internet traffic and ranks all registered Internet websites, regardless of industry. Compare CBRB to our local competitors!” Note to Agent: While getting ready for your listing presentation Go to Alexa.com and click on the tab “Traffic rank” enter www.newenglandmoves.com and then enter a local competitors website and compare the 2 in ranking and traffic. We are not comparing ourselves to a national site such as www.realtor.com, but to local real estate company websites: newenglandmoves.com is the largest, most visited Real Estate website in New England. Customize this slide with the local competitor web sites relevant to your market place. The stats. are from Alexa.com; to check it enter our full web address: www.NewEnglandMoves.com, not www.nemoves.com.
It’s a fact, inventory sells at the highest prices in the first days of exposure to the market. Let me explain how the Buyer Pool functions and why it is so important to generate the greatest amount of traffic through your home in the initial marketing stage. It’s that high level of buyer energy and enthusiasm - that sense of urgency, the “I have to have it” that needs to be created initially so that you net top dollar for your home.
The Buyer Pool is in the shape of a triangle – there are more buyers who can afford less expensive homes than there are those who can afford higher priced homes. There is the “perception” that the Buyer Pool contracts when the market is “bad.” There appear to be less buyers out there, inventory builds, and we call this “a buyer’s market.”
Conversely, there is also the perception that the Buyer Pool expands when the market is “good.” So when there appears to be more buyers out there, and inventory is flying off the market, we call this a “seller’s market.”
Here’s the paradigm shift - The truth is that the Buyer Pool stays about the same size in all markets. It is the buyer’s perception of value that pushes PRICES up or down. The Law of Economics is supply vs. demand. To put it another way - It is the supply that controls the demand, not the demand that controls the supply.
We can always tell whether the market is going up or down by measuring the amount of inventory coming on and going off the market. If inventory is going off the market faster than it is coming on – then prices have to go UP If inventory is coming on the market faster than it is going off – then prices have to go DOWN
Let’s address appreciating/depreciating markets and how they impact your home. As we stated earlier the buyer pool stays about the same size in all markets (appreciating or depreciating). In an appreciating market there is an abundance of energy and no inventory. This pushes selling prices up. Sellers are being funneled through the limited inventory, all wanting the same property and there’s a sense of urgency. However, in a depreciating market there is an abundance of inventory and no energy. Sellers have their pick of inventory, knowing more is coming on – and there is no sense of urgency.
We can still net you top dollar in a depreciating market by repositioning your home quickly within those first three weeks and still creating while the other inventory sits. Historically, the first home to reposition in a depreciating market sells for more money than those who follow. the energy needed to make your home look good compared to the competition. My job is to reposition with an energy number that drives the traffic through your home so that the buyers make an offer
This graph shows: Days on Market (1-21). Number of buyers who will be previewing your home during that time period. When the home is first introduced to the marketplace and we have created a perception of value, we will see the heaviest traffic. These buyers are our best buyers. Why? Because they are already working with the broker population (they are in our back pocket), they are seasoned buyers, they have seen all of the inventory, they may have lost other homes in multiple bid situations, and they are prepared to step up to the plate and make an offer. If the positioning has created a sense of urgency where more than one buyer wants the property, they will be asking the question, “what will it take to get this house.” After the first week we will begin to see the traffic taper off. These buyers do not have that same sense of urgency the first wave of buyers had. They are not as excited, and these buyers are asking the question, “I wonder what this property is worth.” By the time we enter the third week of marketing, the showings will have dropped off dramatically. These are buyers just entering the market and not ready to make decisions – they are not seasoned, nor experienced in the process. They have just started their home search adventure. We will be discussing Marketing in more detail in just a few minutes, but it is important to understand that the buyers visiting your home in the first days on market were not attracted to your home by an ad. In fact it is highly possible that no ad will have appeared during the first week of exposure. These are the buyers who answered ads 60-90 days ago in order to be today’s seasoned purchaser. The buyers we see coming in after three weeks are buyers new to market and not prepared to buy for another 60-90 days. The reality is THERE IS NO RELATIONSHIP TO ADVERTISING AND SELLING YOUR HOME – IN GOOD MARKETS INVENTORY FLIES OFF THE MARKET WITHOUT Marketing, AND IN BAD MARKETS, WE ADVERTISE IN VOLUME AND INVENTORY SITS.
For years sellers have confused advertising with marketing. In real estate advertising does not sell homes - it’s our way of shifting the buyer pool from one company to another. It’s a fishing expedition to get buyers, not to sell your home. When a buyer answers an ad it is our job to get the appointment and to show them all the inventory within their price range. What’s most interesting is that 50% of the buyers who respond to an ad can afford to spend more, and 50% aren’t even qualified. So typically your home will not be sold to someone who answers the ad on your particular home. In the past five years new buyer business has been generated at a much higher rate from the internet, and newspaper advertising responses have steadily dwindled. Over 74% of today’s home buyers begin their search on the internet where they can see all properties even before they contact a broker. By the time they call us they are already educated about listings, communities, schools, etc because of the information available on the internet. My job is to cast our net for buyers as wide as possible and to generate the greatest exposure. Your home will be posted immediately to Realtor.com, (#1 site for buyers) (all other sites). As soon as you sign the multiple listing agreement we will have your property posted within _____ hours complete with multiple pictures – because today’s buyer wants to see as many as possible before a personal inspection.
As your marketing consultant I have the following three responsibilities: To educate you and help you make decisions that are comfortable for you -(today/tonight) I have educated you about how the market functions, and I will continue to educate you throughout the entire marketing process. To create a perception of value – by first educating you we will be able to position your home so that we create the most energy and exposure to the greatest number of buyers. To negotiate the sale – this is where I earn my fee in my ability to control the negotiation process in order to net you top dollar. Poorly managed, you will lose money. In summary, if I don’t educate you, we cannot create a perception of value, and if we don’t create a perception of value, we will not get to the negotiation stage. Once we have a signed contract –the negotiation is far from complete– there are still many obstacles that could enter into the process before the closing – attorney review issues, inspection issues, renegotiations, etc.
We are now going to continue with the second segment of our presentation, and we are going to discuss the positioning of your home in today’s market based on historical and current data. After reviewing all of this information we will together come up with the initial positioning price that we believe will generate the widest exposure and most energy and enthusiasm within the buyer pool. (presenting the buyer with the following options: at $_________________ (energy number) we will most likely generate a high activity level and the best opportunity for multiple offers at $________________ (slightly higher number) we may be hitting the target dead on and generating one offer at the asking price at $________________ (too high number) we will have some level of activity because your home is new inventory, but we may not have any offers based on the competition
As we have emphasized throughout this entire presentation the first 21 days on the market are the most critical in the marketing process, and this is what we will be watching for: (Read three phases …) If we create the traffic, and there are repeat showings, then we can expect to see one or more offers. If our positioning does not create the energy we expected, then it is my job to immediately address the option of repositioning so that we can still net top dollar. You are not paying me to placate you with promises of more advertising, more Sunday public open houses, or just “waiting for that right buyer to come through.” You are hiring me to watch the market and to determine how your house stands up against the competition, and to make sure we have positioned your home so that it sells for the most money.
