Transcript SELLING YOUR PROPERTY: MARKETING

INSERT
reverse
ERA
prospecting
COMPANY
LOGO
feature
HERE
OUR APPROACH
A GUIDE TO HOW ERA KEY REALTY
SERVICES WILL WORK WITH YOU TO
SELL YOUR HOUSE
planning
marketing
pricing
selling
A SYSTEM FOR SUCCESS…
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1. UNDERSTANDING YOUR GOALS
2. INSPECT YOUR HOME
3. SELLING YOUR PROPERTY
• Marketing
• Market Conditions
• Pricing
4. QUESTIONS
5. WHAT NEXT?
ERA KEY REALTY SERVICES
ERA MARKETING PRESENTATION
WORKING WITH ERA: Our Mission and Values
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Mission Statement
•My Mission is to earn YOUR real estate business
for LIFE, by providing unparalleled service with
the highest levels of integrity, expertise and
professionalism »
Core Values
1. We Believe in Hard Work
2. We Believe in Teamwork
3. We Believe in Acting with Integrity
4. We Believe that you Get by Giving
5. We Believe in Seeking Solutions
6. We Believe in FUN!
UNDERSTANDING YOUR SITUATION AND GOALS
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WHY ARE YOU SELLING?
WHERE ARE YOU MOVING?
WHEN WOULD YOU LIKE TO HAVE
YOUR HOUSE SOLD?
WHAT IS DRIVING YOUR DEADLINE?
WHAT CHALLENGES DO YOU
ANTICIPATE HAVING?
WHAT ARE YOU LOOKING FOR IN AN
AGENT?
A SYSTEM FOR SUCCESS…
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1. UNDERSTANDING YOUR SITUATION
2. INSPECT YOUR HOME
3. SELLING YOUR PROPERTY
• Marketing
• Market Conditions
• Pricing
4. QUESTIONS
5. WHAT’S NEXT?
ERA KEY REALTY SERVICES
ERA MARKETING PRESENTATION
YOUR HOME…..LET’S TAKE A LOOK!
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WHAT ATTRACTED YOU?
WHAT WOULD YOU DO IF YOU STAYED
HERE?
MAY I SUGGEST IMPROVEMENTS?
MANY EYES HAVE TO “BUY”
• Agents
• Buyers
• Appraiser
• Lender
• Inspector
• Insurance
A SYSTEM FOR SUCCESS…
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1. UNDERSTANDING YOUR SITUATION
2. INSPECT YOUR HOME
3. SELLING YOUR PROPERTY
• Marketing
• Market Conditions
• Pricing
4. QUESTIONS
5. WHAT’S NEXT?
ERA KEY REALTY SERVICES
ERA MARKETING PRESENTATION
SELLING YOUR PROPERTY: MARKETING
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SELLING YOUR PROPERTY: MARKETING
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Buyer Truths:
•33% looked online FIRST.
•94% look online during the process.
•55% of Buyers were first time buyers in 2010
•Average age was 32, 39 for repeat buyers.
•Average distance from current home was 11 miles.
•Proximity to work was a major deciding factor
• 92% used an agent
•20% were single females
•Top items buyers wanted to see;
a. Pictures
b. Tours/videos
c. Property details
d. Mapping
e. Instant communication
• By 2014 most searches will be done on a mobile device
•EVERY Buyer (and most Sellers) I know watch HGTV!
2007-2010 NAR Study of Home Buyers and Sellers, ERA Key marketing survey of “initial source of
buyer contact”
SELLING YOUR PROPERTY: MARKETING
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PREPARING YOUR PROPERTY
•Step 1: Remove any buyer “objections”
- Cleanup
•Step 2: Fix up
- Repair
•Step 3: Prepare to show
- Staging
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SELLING YOUR PROPERTY: MARKETING
STEP 1: CLEANUP
$
1,500
to $2,000
Average home price increase
for cleaning and de-cluttering.
Source: StagedHomes.com 2010 statistics
SELLING YOUR PROPERTY: MARKETING
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STEP 2: REPAIR
low-cost
repairs can make a big impact
and make your property feel
“move-in ready.”
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SELLING YOUR PROPERTY: MARKETING
STEP 3: STAGING
94.6%
of Accredited Staging
Professional staged homes sell
on average in 33 days or less.
Source: StagedHomes.com 2010 statistics
SELLING YOUR PROPERTY: MARKETING
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• 51.6% of Buyers said the yard
sign was important in their
search
• “Pre Sold” on the neighborhood
and location
• Promote your property around
the clock
• Our distinctive colors and
shape make the sign stand out
from the “rest of the crowd”.
• Directional signs, Open House
Signs, Text ERA signs all add
exposure for your home.
SELLING YOUR PROPERTY: MARKETING
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ERA® KEY REALTY PROGRAMS THAT HELP US MARKET AND SELL YOUR PROPERTY:
ERA GOLD STAR PROPERTY
ERA HOMEZONE MARKETING®
ERA® KEY E-LEADS
WEB BASED
MARKETING
MLS & REAL ESTATE AGENTS
ERA® KEY RELOCATION
SELLING YOUR PROPERTY: MARKETING
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94% of consumers used the internet during their home search.
• www.ERAKey.com
• www.MichaelSeaver.com
• Home Zone Virtual Tours
• Agent & Office Super Profiles
• ERAKey.com Mobile App
• TXT ERA®
• MLSPropertyFinder
SELLING YOUR PROPERTY: MARKETING
www.ERAKey.com
33% of buyers first step was to
www.MichaelSeaver.com
look online
Home Zone Virtual tours
Agent & Office Super Profiles
ERAKey.com Mobile
TXT ERA®
ONLINE LISTING PROVIDERS
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SELLING YOUR PROPERTY: MARKETING
www.ERAKey.com
www.MichaelSeaver.com
Home Zone Virtual Tours
Agent & Office Super Profiles
ERAKey.com Mobile App
TXT ERA®
+ OVER 100
LOCAL NEWSPAPER
WEBSITES
LOCAL MEDIA OUTLETS
SELLING YOUR PROPERTY: MARKETING
ENHANCED LISTINGS PAGES
We will enhance the presentation of your property on
many high-traffic real estate sites, such as, Trulia, Zillow
and Realtor.com
• It will appear earlier in a search.
• It is more prominently displayed with more photos
• Design enhancements and generally stands out from
other listings.
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SELLING YOUR PROPERTY: MARKETING
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SELLING YOUR PROPERTY: MARKETING
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• HomeZone Audio Visual Tour
• The Audio Visual Tour enables buyers to not only
see but also hear every benefit of your home.
According to the most recent
study of homebuyers & sellers,
Home Buyers rank visual tours
as the most important item after
pictures when it comes to their
on-line search needs
HomeZone enables the listing
agent and seller to customize
the experience a homebuyer
has when viewing a listing online.
SELLING YOUR PROPERTY: MARKETING
• Property Flyers
– ERA Key Realty Services In-house Marketing
Department creates custom brochures for every
home we market.
– These brochures remind buyers of the features
your home has to offer.
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SELLING YOUR PROPERTY: MARKETING
Property Specific Website
•Every home we list, is provided with it’s
own property specific webpage.
•Links to audio visual tour
www.18commodoreroad.com
•Option for buyer to print
marketing flyers & brochures
•Interactive map display
•Provides overview of features
•Provides complete contact
info for buyer to reach list agent
• http://www.myhzm.com/36391
• http://www.myhzm.com/44035
• http://www.myhzm.com/46691
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SELLING YOUR PROPERTY: MARKETING
• YouTube Video & Craigslist.com
– As a leader in technology we, ERA Key Realty Services, strive to also be a leader in consumer
trends. Today’s Gen X and Gen Y buyers are utilizing both YouTube & Craigs list during their
home search.
– In order to provide you, our seller with maximum exposure to the buying public, we’ve created a
marketing campaign to reach every possible segment of the buyer population
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SELLING YOUR PROPERTY: MARKETING
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HOMEZONE TEXT ERA® PROGRAM BENEFITS
• With HOMEZONE TEXT ERA®, potential buyers receive
requested property information via text message
quickly.
• Promoted via your yard sign, flyers, etc.
• With the Homezone site, prospective buyers can view
your property directly from their cell phone.
• Buyers can be directly connected to me on my cell
TEXTING
•STATS
18.5 billion texts are sent
each month.
• 68.7 million text users.
• 98% of all U.S. cell phones
have text functionality.
• Text messages are read
within 15 minutes of
receipt.
Source: Yahoo.com October 2010
SELLING YOUR PROPERTY: MARKETING
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HOMEZONE TEXT ERA® PROGRAM BENEFITS
TEXTING
•STATS
18.5 billion texts are sent
each month.
• 68.7 million text users.
• 98% of all U.S. cell phones
have text functionality.
• Text messages are read
within 15 minutes of
receipt.
Source: Yahoo.com October 2010
SELLING YOUR PROPERTY: MARKETING
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SELLING YOUR PROPERTY: MARKETING
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SELLING YOUR PROPERTY: MARKETING
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SELLING YOUR PROPERTY: MARKETING
ERA Key e-Leads Department
PROGRAM BENEFITS
• Online requests are routed immediately via cell phone and e-mail.
• Creates an opportunity for immediate follow-up.
• Tracks the source of all property leads.
HOW ERA KEY e-Leads
WORKS
New Approach to
Company Leads
ERA® Key e- Leads
1. Consumer
inquires
online
2. ERA e Leads
coordinator
responds
immediately
Lead router™ Process
3. Consumer
receives
information and
follow up
5. Managers
and Brokerage
Monitor All
Leads
4. Consumer
connected to
the agent
immediately
SELLING YOUR PROPERTY: MARKETING
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Realtors and MLS:
• 70% of homes sell with the assistance of another agent
• Town tours and Broker luncheons encourage activity
• Unbranded tours present your property to all agents
buyers
• Your property will be presented directly to other agents
qualified buyers
• Quality feedback from the professionals in this market.
• MAPass ensures proper showing setup and feedback –
you will never miss a qualified buyer
By hiring me, you “hire” all the agents in the marketplace to help get your
house sold…and I will coordinate everything.
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SELLING YOUR PROPERTY: MARKETING
ERA Key Relocation Department
PROGRAM BENEFITS
• Full Time relocation department
• PRIMARY Cartus Broker for our marketplace
• 30% of Buyers come from outside the immediate market area
• Cartus handles over half of all corporate relocation in the U.S.
• Motivated Buyers that need to move.
• Domestic and international relocation
1. Consumer
inquires
online
2. ERA e Leads
coordinator
responds
immediately
ERA KEY Relocation
• Third Party Validation that ERA Key Realty Services is the
RIGHT CHOICE in today’s market!
5. Managers
and Brokerage
Monitor All
Leads
3. Consumer
receives
information and
follow up
We are committed to making
the Whole World your Market!
4. Consumer
connected to
the agent
immediately
SELLING YOUR PROPERTY: MARKETING
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My commitment: To effectively reach every potential buyer for your home,
either directly or indirectly, wherever they may be…..
• Signage
• Flyers
• Direct mail/email campaigns
• Open Houses
• ERA Talking Gallery
• Social media
SELLING YOUR PROPERTY: MARKETING
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SELLING YOUR PROPERTY: MARKETING
ERA® GOLD STAR PROPERTY:
MAKE YOUR PROPERTY MORE
COMPETITIVE IN AN HGTV WORLD
Program Highlights
• Systematic approach to home selling preparation.
• Meaningful enhancements for a potential buyer.
• Enhanced marketing materials to distinguish your home.
• Positions you to sell for and get the most money possible.
• Attainable criteria for qualifying:
 Home Staging – a competitive minimum
 ERA Home Protection Plan™
 Pre-listing home inspection –recommended
 Pricing plan to create excitement and “Fear of Loss”
for buyers.
 Seller’s disclosure and showing accessibility.
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SELLING YOUR PROPERTY: MARKETING
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SELLING YOUR PROPERTY: MARKETING
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ERA HOME PROTECTION PLAN®:
PROGRAM BENEFITS
•Provides buyers with more confidence in purchase
decision.
•Protect yourself against costly repairs during listing and
escrow.
ERA HOME PROTECTION PLAN®
•Avoid after-the-sale disputes and unwanted surprises!
29%
15%
better chance
of sale when
using an ERA Home Protection Plan®.
Homes sell on average
faster with an ERA Home Protection Plan® than without.
Source: Study conducted in conjunction with a large national real estate firm and funded by AHS. Results verified by Cannon & Company, a third-party accounting firm. Data compiled from
such firm's residential real estate listings that closed between 1/1/07 and 3/31/08 (158,197 total listings).
SELLING YOUR PROPERTY: MARKETING
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29%
better chance
of sale when
using an ERA Home Protection Plan®.
ERA HOME PROTECTION PLAN®
15%
Homes sell
on average
faster with an ERA Home Protection
Plan® than without.
Source: Study conducted in conjunction with a large national real estate firm and funded by AHS. Results verified by Cannon & Company, a third-party accounting firm. Data compiled from
such firm's residential real estate listings that closed between 1/1/07 and 3/31/08 (158,197 total listings).
A SYSTEM FOR SUCCESS…
INSERT ERA COMPANY
LOGO HERE
1.UNDERSTANDING YOUR SITUATION
2.INSPECT YOUR HOME
3. SELLING YOUR PROPERTY
• Marketing
• Market Conditions
• Pricing
ERA KEY REALTY SERVICES
4.
QUESTIONS
5.
WHAT’S NEXT?
ERA MARKETING PRESENTATION
SELLING YOUR PROPERTY: MARKET CONDITIONS
HOUSES SOLD
• Size of market (total).
• Composition of sales by price.
• The current market conditions will
impact pricing, how long your property
may be on the market and many other
factors we need to consider.
$200,000 and below
$200,000-$300,000
$300,000-$400,000
Houses sold in last 90-120 days
SELLING YOUR PROPERTY: MARKET CONDITIONS
DAYS ON MARKET
Number of days on
market
• Longer on market/lower price.
• How can we impact number of
days on market and command
higher price?
200
100
0
Market conditions
My results
SELLING YOUR PROPERTY: MARKET CONDITIONS
AVERAGE SALE PRICE
• Pricing is one of the critical sales
tools, and understanding the
dynamics of pricing is critical to a
successful sale.
• The current market is down 40%
from peak pricing in October 2006
but up 15%
from March 2009.
• An additional consideration is the
list-to-sell ratio. Currently market is
86% and my results are 95%.
Average sale price
$400,000
$350,000
$300,000
$250,000
Marketplace
My Listings
SELLING YOUR PROPERTY: MARKET CONDITIONS
LIST-TO-SALE RATIO
List-to-sale ratio
100
• Pricing accurately affects time on
the market and final price.
• The list-to-sale ratio is a means
of tracking price accuracy.
• Currently market is 86% and my
results are 95%.
50
0
Market
My Listings
A SYSTEM FOR SUCCESS…
INSERT ERA COMPANY
LOGO HERE
1.UNDERSTANDING YOUR SITUATION
2.INSPECT YOUR HOME
3. SELLING YOUR PROPERTY
• Marketing
• Market Conditions
• Pricing
ERA KEY REALTY SERVICES
4.
QUESTIONS
5.
WHAT’S NEXT?
ERA MARKETING PRESENTATION
SELLING YOUR PROPERTY: PRICING
INSERT ERA COMPANY
LOGO HERE
Fair market value
The price that a ready, willing and able buyer is willing to
pay and a seller is willing to accept.
The “fair market value” can only be determined at
closing…the actual price. Therefore, an agent or broker
uses historical data to best determine the projected “fair
market value.”
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SELLING YOUR PROPERTY: PRICING
To determine fair market value, we can use the following tools:
COMPETITIVE MARKET
ANALYSIS TOOL
•Traditional means of
analyzing the market.
•Utilizes comparable
properties.
•Adjustments for features and
amenities.
PRICING
ANALYSIS GRID
ABSORPTION
RATE TOOL
•Goes a step further.
•Analyzes the past sales rate.
•Gives you a picture of the
market.
•Helps determine expected
marketing time.
•Shows what buyers are
willing to pay in today’s
market.
HOME
APPRAISAL
• Analysis by a professional
appraiser.
• Cost.
• Advantages.
SELLING YOUR PROPERTY: PRICING
COMPETITIVE MARKET
ANALYSIS
Your home compared to:
•Recently sold homes
•Unsold homes
Assists in:
•Setting listing price
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SELLING YOUR PROPERTY: PRICING
PRICING ANALYSIS GRID
•Gives you a picture of the market.
•Shows what buyers are willing to pay in
today’s market.
•Helps us establish a fair market value.
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SELLING YOUR PROPERTY: PRICING
ABSORPTION RATE TOOL
•Analyzes the past sales rate.
•Helps determine expected marketing time.
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SELLING YOUR PROPERTY: PRICING
HOME APPRAISAL
•Required to secure a mortgage.
•Independent 3rd party evaluation.
•Important components:
– Home inspection.
– Comparable home sales.
•Potential impact on price.
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A SYSTEM FOR SUCCESS…
INSERT ERA COMPANY
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1. UNDERSTANDING YOUR GOALS
2. LOOK AT YOUR HOME
3. SELLING YOUR PROPERTY
• Marketing
• Market Conditions
• Pricing
4. QUESTIONS
5. WHAT NEXT?
ERA KEY REALTY SERVICES
ERA MARKETING PRESENTATION
WORKING WITH ERA:
ERA KEY REALTY SERVICES
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ERA KEY REALTY SERVICES
QUICK FACTS:
• 15 Offices & 340 agents in local market.
• Over 750 current listings
• ERA Leadership Team Award Winner for 10+
years.
• #1 locally owned company in market share in our
51 primary communities for the last 5 years+
• Relocation specialist - Cartus Principal Broker
• Donated hundreds of thousands of dollars to local
and national charities over the last 10 years through
The ERA Key Charitable Trust.
Over 25,000 closed transactions…and counting!
WORKING WITH ERA:
ERA KEY REALTY SERVICES & MICHAEL SEAVER
MICHAEL SEAVER:
QUICK FACTS
•23 Years of experience
• Owner, manager & trainer
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WORKING WITH ERA: Our Mission and Values
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Mission Statement
•MY Mission is to earn YOUR real estate business
for LIFE, by providing unparalleled service with
the highest levels of integrity, expertise and
professionalism »
Core Values
1. We Believe in Hard Work
2. We Believe in Teamwork
3. We Believe in Acting with Integrity
4. We Believe that you Get by Giving
5. We Believe in Seeking Solutions
6. We Believe in FUN!
A SYSTEM FOR SUCCESS…
INSERT ERA COMPANY
LOGO HERE
1. UNDERSTANDING YOUR GOALS
2. LOOK AT YOUR HOME
3. SELLING YOUR PROPERTY
• Marketing
• Market Conditions
• Pricing
4. QUESTIONS
5. WHAT NEXT?
ERA KEY REALTY SERVICES
ERA MARKETING PRESENTATION
INSERT ERA COMPANY
LOGO HERE
THANK YOU