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© 2006 NRT Incorporated. All rights reserved.
COLDWELL BANKER RESIDENTIAL BROKERAGE
MARKETING PROPOSAL
© 2006 NRT Incorporated. All rights reserved. The text of this publication, or any part thereof, may not be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, storage in an information retrieval system, or otherwise, without prior permission.
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© 2006 NRT Incorporated. All rights reserved.
Minimum Marketing Services you should Expect
Multiple Listing Service
Local Advertising
For Sale Sign
Agent & Office Preview
Open House
Required Property Disclosures
Competitive Market Analysis
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© 2006 NRT Incorporated. All rights reserved.
Why Choose Coldwell Banker Residential Brokerage to Market Your Property?
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© 2006 NRT Incorporated. All rights reserved.
International Brand Recognition with Local Expertise
More Buyers from local, national and international locations to your property
Unsurpassed client representation
100 years of Real Estate “know-how” working for you
Truly Remarkable Customer Service
Worldwide Exposure = Proven ResultsWorldwide Exposure = Proven Results
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© 2006 NRT Incorporated. All rights reserved.
What is it that will NET you the Most Money?
A: Finding the one buyer that will pay you the most money
? How do we find that buyer?
A: This is the answer we will be talking about today.
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© 2006 NRT Incorporated. All rights reserved.
The Basics of Real Estate
When you are BUYING a home it’s all about Location, Location, Location
When you are SELLING a home, it’s all about Exposure, Exposure, Exposure………Exposure, Exposure, Exposure………
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© 2006 NRT Incorporated. All rights reserved.
Take advantage of our NETNETwork
Expose your property through our unsurpassed InterNETNET presence
Get the ultimate Result – More NETNET Profit for you
It’s All About the NET
Let us make the NET, work for youLet us make the NET, work for you
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© 2006 NRT Incorporated. All rights reserved.
Let’s Talk About Our Network
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© 2006 NRT Incorporated. All rights reserved.
Our Agent And Office Network
Number of Offices: 3,700+
Sales Associates: 120,800+
Coldwell Banker
Number of Offices: 130+
Sales Associates: 5,500+
RI, MA, NH and Maine
Cendant Mobility Network 150,000 leads generated per year nationwide
Cendant Mobility is the Nations #1 Relocation Service Provider
Coldwell Banker Residential Brokerage in New England
One Company,One Network
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© 2006 NRT Incorporated. All rights reserved.
National and Local Marketing
Our Network of Marketing Services
TV and Cable Promotes Brand Awareness
Brings Buyers to NewEnglandMoves.com
Specific Property Promotion
Specific Property Promotion
Specific Property Promotion through print Marketing and direct mail
An integrated approach to marketing your propertyAn integrated approach to marketing your property
Radio
Internet Marketing Program
Newspaper and Magazine
Targeted Marketing
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Have You Seen Us on TV?
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Our Brand is Featured on the Following Major Networks
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Our Ads are On When People are Watching
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© 2006 NRT Incorporated. All rights reserved.
More ExposureExposure nationally and regionally
More BuyersBuyers for your property
More Net ProfitNet Profit for you
Why is Coldwell Banker’s TV and Radio Marketing Important to You?
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Let’s Talk About Our InterNet Services
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Use of the Internet during the home search
process increases dramatically In 1995 2% of buyers used the Internet during
their home search,
In 1997, 18%
In 1999, 37%
In 2001, 41%
In 2003, 71%
In 2004, 74%
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© 2006 NRT Incorporated. All rights reserved.
How our website Stacks up against
the competitionTraffic Rank for www.newenglandmoves.com: 11,420
Traffic Rank for www.localcompetitor.com:#####
Source: http://www.alexa.com
Traffic Rank for www.localcompetitor.com:#####
Date: ____
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© 2006 NRT Incorporated. All rights reserved.
Exclusively for Exclusively for Our Our ClientsClientsExclusively for Exclusively for Our Our ClientsClients
www.NewEnglandMoves.Com (Averages 900,000+ Visits A Month)
Largest, Most Visited Real Estate Web Site in New England
Marketing your property 24 hours a day, 7 days a week
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© 2006 NRT Incorporated. All rights reserved.
Exclusively for Exclusively for Our Our ClientsClientsExclusively for Our ClientsExclusively for Our Clients
www.NewEnglandMoves.Com (Averages 900,000+ Visits A Month)
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Exclusive Tools: Photo Gallery
Exclusively for Exclusively for Our Our ClientsClientsExclusively for Our ClientsExclusively for Our Clients
Compare us with the RestCompare us with the Rest
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Actual Examples from MLS
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Exclusive Tools: Ability to Track Exact Numberof Page Views for Your Home
Exclusively for Exclusively for Our Our ClientsClientsExclusively for Our ClientsExclusively for Our Clients
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© 2006 NRT Incorporated. All rights reserved.
Automatic Email Alerts
Property Watch
Open House Watch
Instant Notification on New Listings and Open HousesInstant Notification on New Listings and Open Houses
790,000+ automatic email alerts send out every month
Over 400,000 People registered on our web site
Street Watch
Exclusively for Exclusively for Our Our ClientsClientsExclusively for Our ClientsExclusively for Our Clients
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© 2006 NRT Incorporated. All rights reserved.
Exclusive Tools: We Know Where to Find Buyers
Ability to track where buyers are coming from so we can target market those areas
Exclusively for Exclusively for Our Our ClientsClientsExclusively for Our ClientsExclusively for Our Clients
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Exclusive Tools: Our Town Video Tour
Exclusively for Exclusively for Our Our ClientsClientsExclusively for Our ClientsExclusively for Our Clients
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www.coldwellbankerpreviews.com
Exclusively for Exclusively for Our Our ClientsClientsExclusively for Our ClientsExclusively for Our Clients
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© 2006 NRT Incorporated. All rights reserved.
www.ColdwellBanker.com (Averages 2,400,000 Visits A Month)
Your property will also be featured on ColdwellBanker.comYour property will also be featured on ColdwellBanker.com
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© 2006 NRT Incorporated. All rights reserved.
www.Realtor.com: 5,500,000 users a month
Banner Marketing and Featured Home ListingsBanner Marketing and Featured Home Listings
Our Signs dominate the Market and the InternetOur Signs dominate the Market and the Internet
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© 2006 NRT Incorporated. All rights reserved.
Showcase Listings for your home
Our Competitors CBRB Listings
Statistics show that consumers “click” on properties with multiple Statistics show that consumers “click” on properties with multiple photos 20 times more than those with 1 photophotos 20 times more than those with 1 photo
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© 2006 NRT Incorporated. All rights reserved.
Ability To Track Property Views By Buyers
Ability to track the exact # of page views for your home
Ability to Monitor activity changes from week to week
The property you want to call “HOME”
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© 2006 NRT Incorporated. All rights reserved.
Multiple Listing Service (MLS PIN)
Central Database that allows us to:
Exchange information with any
Real Estate Agent
Direct market to Real Estate
Agents working with buyers
looking for property with
characteristics similar to yours
Advertise Public Open Houses
to other Real Estate Agents and
to the Public
Advertise Broker Open Houses
to other Real Estate Agents
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© 2006 NRT Incorporated. All rights reserved.
Driving internet traffic to our web site
Our Company Web sites NewEnglandMoves.com ColdwellBanker.com ColdwellBankerPreviews.com
Search Engines: Over 9,000 search terms for
NewEnglandMoves.com
Realtor.com (5.5m people a month) Banner Marketing Featured Homes
(viewed 20x more often) Enhanced Listings
TV/Web banner Marketing HGTV Discovery Channel A&E Food Network, etc
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No One will Respond as Quickly as I will Respond
=
Truly Remarkable Truly Remarkable Customer ServiceCustomer Service
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© 2006 NRT Incorporated. All rights reserved.
More ExposureExposure for your property
More BuyersBuyers for your property
More Net ProfitNet Profit for you
Why is Coldwell Banker’s Internet Marketing Important to You?
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Coldwell Banker Ads Appear in the Following Magazines:
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An Example of our Regional Print Marketing
We have the ability to capture buyers through the Marketing of our We have the ability to capture buyers through the Marketing of our entire office network entire office network
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Targeted Direct Mail
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© 2006 NRT Incorporated. All rights reserved.
An Integrated Approach to Marketing Your Property Brings More Buyers to You
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We Are a Full Service Real Estate Company
Moving Services
Mortgage Services
Real Estate Services
Insurance Services
Relocation Services
Exclusively for Exclusively for Our Our ClientsClientsExclusively for Our ClientsExclusively for Our Clients
Franklin Knotts, Realtor & International Presidents Circle Member
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© 2006 NRT Incorporated. All rights reserved.
Exclusive Services Through NEMoves Mortgage
Pre-approved buyers for your homePre-approved buyers for your home
NEMoves mortgage representatives available 24-
7
#1 Purchase Lender in Massachusetts
Peace of mind
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© 2006 NRT Incorporated. All rights reserved.
More QualifiedQualified Buyers
More ControlControl over the transaction
More Net ProfitNet Profit for you
Mortgage Services
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Some of Our Corporate Clients
Exclusively for Exclusively for Our Our ClientsClientsExclusively for Our ClientsExclusively for Our Clients
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© 2006 NRT Incorporated. All rights reserved.
More Ready Ready More WillingWillingMore AbleAble Buyers
More Net ProfitNet Profit for you
Relocation Services
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Coldwell Banker Home Protection Plan
Sellers covered during listing period No cost to you until the property sells Adds value for your home Statistics show that properties sell for 2.2% more Buyer covered for one year Reduce buyer concerns after home inspection Used to differentiate and market your home
through a sign rider
Exclusively for Exclusively for Our Our ClientsClientsExclusively for Our ClientsExclusively for Our Clients
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© 2006 NRT Incorporated. All rights reserved.
More SatisfiedSatisfied Buyers
More Peace of MindPeace of Mind during the transaction
More Net ProfitNet Profit for you
Home Protection Plan Services
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© 2006 NRT Incorporated. All rights reserved.
Do You Need any Help with Your Next Move?
Moving Services
Relocation information (in and out of state)
Mortgage Consultation
Pre-approval
Insurance Services (inclusive of vacant home insurance)
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© 2006 NRT Incorporated. All rights reserved.
Setting the Industry Standard in Real EstateEducation
AA Word on Education and Career Development Word on Education and Career Development from Our Presidentfrom Our President
“We are committed to providing the necessary tools and training to remain a leader in the industry.
We have strategically implemented a robust internal training program that educates, reinforces, and supports the technology platforms required to exceed consumer demands and expectations.”
Rick LoughlinRick LoughlinPresident
Coldwell Banker Residential BrokerageCentral New England
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© 2006 NRT Incorporated. All rights reserved.
Market Share Throughout Massachusetts
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Previews Program Market Share $2 million +
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Local Market Share
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© 2006 NRT Incorporated. All rights reserved.
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© 2006 NRT Incorporated. All rights reserved.
More VisibilityVisibility in the market place
More ExpertiseExpertise on your side
More Net ProfitNet Profit for you
Market Share
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© 2006 NRT Incorporated. All rights reserved.
Our Local Office
Number of Agents
Mortgage Rep
Services
Community Involvement
Specialized Marketing
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© 2006 NRT Incorporated. All rights reserved.
ASHBYTOWNSEND
GROTON
WESTFORDCHELMSFORD
LUNENBURGFITCHBURGSHIRLEYGARDNER
WESTMINSTERWILMINGTONBILLERICAAYER
LITTLETONLEOMINSTER
CARLISLEHARVARD
BURLINGTON
LANCASTERACTON
WAKEFIELDWOBURNBEDFORDBOXBOROUGH
PRINCETONCONCORD
STONEHAM
STERLINGLEXINGTON
BOLTON
MELROSEWINCHESTER
STOW LINCOLN MEDFORDMAYNARD
RUTLAND SUDBURY
CLINTON
ARLINGTON
HOLDEN
WALTHAM SOMERVILLEBERLIN
BELMONT
WAYLAND
HUDSONWEST BOYLSTON CAMBRIDGE
WESTONBOYLSTON
WATERTOWN
MARLBOROUGH NEWTON
NORTHBOROUGH
FRAMINGHAMPAXTON
WORCESTERSHREWSBURY NATICK
SOUTHBOROUGH WELLESLEYNEEDHAM
SPENCER
WESTBOROUGHASHLAND
LEICESTER DOVER DEDHAMSHERBORN
HOPKINTON WESTWOODGRAFTON
MILLBURY HOLLISTONAUBURN
UPTONMEDFIELD
OXFORD SUTTONCHARLTON NORTHBRIDGE
Our Office Network is Able to Bring Buyers to Your Property from Different Marketplaces
Exclusively for Our ClientsExclusively for Our ClientsExclusively for Our ClientsExclusively for Our Clients
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© 2006 NRT Incorporated. All rights reserved.
Why should you List your Home with Me?
The first part of my job is Marketing:
I know my business; I know our local neighborhoods and current real estate conditions and I know how and where to find buyers
The 2nd part of my job is Negotiations and Transaction Management:
I know how to negotiate a contract that can close and how to manage the transaction so that it will close.
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© 2006 NRT Incorporated. All rights reserved.
I have the Tools and Skills to Actively Market your Property
Franklin Knotts has been selling real estate since 1993 in Boston.RealtorInternational Presidents Circle Member
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© 2006 NRT Incorporated. All rights reserved.
What is it that will NET you the Most Money?
A: Finding the one one buyer that will pay you the most money
? How do we find that one buyer?
When you are SELLING a home, it’s all about Exposure, Exposure, Exposure………Exposure, Exposure, Exposure………
I think you must agree that our tools and resources I think you must agree that our tools and resources will provide you the most exposurewill provide you the most exposure
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© 2006 NRT Incorporated. All rights reserved.
Take advantage of our NETNETwork
Expose your property through our unsurpassed InterNETNET presence
Get the ultimate Return– More NETNET Profit for you
Let Us Make the NET Work for You
““NET” VALUE !!NET” VALUE !!
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© 2006 NRT Incorporated. All rights reserved.
Establishing an Effective Listing Price
My Objectives are to:
obtain the highest sales price
within your time frame
with the best terms and conditions
with the least inconvenience to you
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© 2006 NRT Incorporated. All rights reserved.
What Effects the Market Value of Your Property? Physical qualities of your property
Location Age Size of house and lot Floor plan and architectural style
Market Conditions Interest rates and availability of financing Buyer demand Prices of recently sold properties State of the economy Seasonal demand
The Competition The number of similar properties for sale Their prices, location and physical condition
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© 2006 NRT Incorporated. All rights reserved.
What Effects the Market Value of Your
Condominium ? Physical qualities of your property Location (Neighborhood / Unit Level) Condo Association: Budget Financials/Assessments Availability of outdoor space and parking Amenities: Elevator, Gym, Pool, Laundry Age, Architectural style and Floor Plan
Market Conditions Interest rates and availability of financing Buyer demand Prices of recently sold properties State of the economy and Seasonal demand
The Competition The number of similar properties for sale Their prices, financing terms, location and physical condition
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What has No Effect on The Market Value of Your Property?
The original price you paid
The cash proceeds you want or need from the sale
Opinions from friends and neighbors
Inaccurate/Outdated Comparables
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Let’s Review the Market Analysis
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Competitive Price Lines
Recently Sold Selling price (in thousands)
255 260 265 270 275 280 285 290 295 300 305 310 315 320 325 330
Listing Price (in thousands)Currently For Sale 255 260 265 270 275 280 285 290 295 300 305 310 315 320 325 330
Did Not Sell Listing Price (in thousands)
255 260 265 270 275 280 285 290 295 300 305 310 315 320 325 330
288 Commonwealth Avenue
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Additional Slides
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© 2006 NRT Incorporated. All rights reserved.
Through Coldwell Banker Residential Brokerage, you receive the standard marketing services and so much more
Multiple Listing Service
Local Advertising
For Sale Sign
Agent & Office Preview
Open House
Required Property Disclosures
Competitive Market Analysis
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© 2006 NRT Incorporated. All rights reserved.
Going Above and Beyond to get you the most NET profit from the sale of your home
National and Local Television and Radio Marketing
Local Network of 5500 agents working to bring buyers to our seller’s homes
NewEnglandMoves.com; ColdwellBanker.com; Realtor.com
Immediate Response Technologies and Network of e-agents ready to answer buyer inquiries
The Largest Relocation Division in New England with buyers from client corporations
Pre-approved Buyers using In-House Mortgage Services
Home Protection Plan
One Stop Shopping experience (Insurance, Mortgage, Relocation, Moving Services)
Marketing Department producing quality Direct Mail/Postcards/Property Brochures
Audio Visual Department producing quality Home Movies and Picture Galleries
Home Enhancement Consultation
Custom Multi-Page Property Handout
Skillful Negotiation
Unsurpassed Client Representation
Transaction Management
Weekly market updates and analysis of property positioning
The Integrity and Power of the Brand of Coldwell Banker Residential Brokerage
This is an example of what you can expect from Coldwell Banker Residential This is an example of what you can expect from Coldwell Banker Residential Brokerage in addition to the Standard Marketing Services:Brokerage in addition to the Standard Marketing Services:
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Absorption Rates
Insert Absorption Rates Report
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List To Sell Price Ratio
Insert Sold Portion of Area Market Survey from MLS
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Client Testimonials
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Sample Portfolio of Sold Properties
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© 2006 NRT Incorporated. All rights reserved.* Source: The 2003 NAR Profile of Home Buyers and Sellers
More Home Buyers are Using the Internet
How consumers search for Real Estate today: Realtor.com
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© 2006 NRT Incorporated. All rights reserved.* Source: The 2003 NAR Profile of Home Buyers and Sellers
Anyone can tell you they have a web site…..
Traffic Rank for NewEnglandMoves.com: 12,975
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© 2006 NRT Incorporated. All rights reserved.
Additional Slides (Jay Schweppe – Denise Riordan)
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FACT: Buyers Buy When They Perceive Value
InventorySells at its highest price in the first daysof exposure
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Perception:
Fewer buyers in the marketplace
“Buyer’s Market”
The Buyer Pool
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© 2006 NRT Incorporated. All rights reserved.
Perception:More buyers in the marketplace
“Seller’s Market”
The Buyer Pool
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The Buyer Pool: The Paradigm Shift
Expensive---Property---
----Inexpensive Property-----
$
Scale of Value
The Reality
The buyer pool remains relatively constant.
PRICES go UP and DOWN
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What is the Market Doing?
UP
DOWN
Prices go…
Prices go…
Inventory coming on….
Inventory going off….
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© 2006 NRT Incorporated. All rights reserved.
Appreciating/Depreciating Market(Abundance of energy and no inventory)
Depreciating Market(Abundance of inventory and no energy)
Depreciating Market(Abundance of inventory and no energy)
$
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© 2006 NRT Incorporated. All rights reserved.
$
Depreciating Market(Competitive pricing makes your home look good compared to the other inventory and creates the same environment as an Appreciating Market.)
Depreciating Market(Competitive pricing makes your home look good compared to the other inventory and creates the same environment as an Appreciating Market.)
$
Appreciating/Depreciating Market(Abundance of energy and no inventory)
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© 2006 NRT Incorporated. All rights reserved.
The Importance of Shelf Positioning
Buyers prepared to buyWhat will it take?
Buyers wanting to buy
Buyers just entering market
# of
Bu
yers
Days on Market
20
40
60
80
100
0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21
What is it worth?
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© 2006 NRT Incorporated. All rights reserved.
Marketing vs. Advertising
74% of today’s Homebuyers begin their search on the
internet
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My Job as Marketing Consultant:
Educate sellers -
Create a perception of value -
To stimulate the buyer pool to make offers
Negotiate the sale - To net the seller(s) top dollar for their home
To market conditions and marketing concepts
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Market Study
Uses Current Market Data Analyzes buyer criteria Requires in-depth inventory knowledge Assists in choice of initial market
position Assists in repositioning
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21-Day Listing Follow-UpPROPERTY ADDRESS: ____________________________________________ AGENT: ________________________ Open House Date: ______________ List Price: _____________
Day #13Shows:Repeat Shows:Feedback: Day #14Shows:Repeat Shows:Feedback:
Day #5Shows:Repeat Shows:Feedback: Day #6Shows:Repeat Shows:Feedback:Day #7Shows:Repeat Shows:Feedback:Day #8Shows:Repeat Shows:Feedback:
Day #1Shows: Repeat Shows:Feedback: Day #2Shows:Repeat Shows:Feedback:Day #3Shows:Repeat Shows:Feedback:Day #4Shows:Repeat Shows:Feedback:
Day #9Shows:Repeat Shows:Feedback: Day #10Shows:Repeat Shows:Feedback:Day #11Shows:Repeat Shows:Feedback:Day #12Shows:Repeat Shows:Feedback:
Time to re-evaluate property and arrange personal meeting with seller (set date): ______________
Results of meeting: _________________________________________________________________
Three Phases of Showing:
3. NO SHOWS3. NO SHOWS: home is above the market; no perception of value
1. REPEAT SHOWINGS:1. REPEAT SHOWINGS: home being shown continuously with second looks
2. SHOWINGS BUT NO SECOND 2. SHOWINGS BUT NO SECOND LOOKS:LOOKS: home being shown but not perceived as a good value