The First Step In Selling your Home Presentation(1).pdf · The First Step In Selling your Home ng e … te 1986 . Contents 1 Letter to future satisfied clients 2 Market overview 4

Delivering The Highest Level Of

Service Day and Night

The First Step In Selling

your Home

Helping RCMP, M

ilitary,

Corp

orate…

Relocate across C

anada since 1986

Contents

1

2

4

10

11

12

13

Letter to future satisfied clients

Market overview

Important qualities to look for

when interviewing Realtors®

The biggest mistake a home owner

can make

Martels Real Estate highlights

Marketing synergy— Plan of action

Common concerns

Dear Future Satisfied Clients,

Martels Real Estate is focused on achieving success with those who

matter most: our clients. We embrace what is most important to

you; being effective and efficient, earning you the most amount of

money, offering the highest level of service and fulfilling your

individual needs.

With thousands of Realtors® in the Ottawa area picking the right

representation can be tricky. It could also mean the difference between

obtaining the right value for you home in a hassle free way or many...many

months of headache with disappointing results.

As professionals we need to be accountable for our actions and the services

we provide, not only during the sale but throughout the closing and in the future. Your best interest must be protected at all times. That is why we are

delivering an innovative approach focused on long term client care services. With our for sale sign on your lawn, you will know from day one that we are

committed to making you our clients for life.

Lucie Martel

Managing Director

and Owner

In our most recent survey,

97% of our clients would

use Martels Real Estate

again

Successfully moving forward

as part of the top 1% of

realtors in Ottawa

99.18%

Is how much we get you on

average. For a $350,000

home this means $7,245

more in your pocket!

Our Relocation focus gives

you access to buyers from

all over North America

and around the World

1

Market Overview 2010 2011 2012 2013F 2014F

Resale Market

MLS® Sales 14586 14551 14497 14000 14140

MLS® New Listings 25061 25949 28332 29750 29000

MLS® Active Listings 50804 64177 70126 72600 71000

MLS® Average Price ($) 328439 344791 352610 356000 358000

Rental Market

October Vacancy Rate 1.6% 1.4% 2.5% 3.2% 3.0%

New Home Market

Total Starts 6446 5794 6026 6300 5350

Economic Overview

Employment Growth 3.1% 0.6% 3.3% -2.0% 1.9%

Unemployment Rate 6.5% 5.6% 6.2% 6.4% 6.2%

Net Migration 10035 7796 7800 8500 9000

*Canada Mortgage and Housing Corporation (fall 2013), “Forecast Summary Ottawa CMA Fall 2013”, Housing

Market Outlook: Ottawa, p.7

Understanding the different factors that influence the Real Estate Resale Market is very

important while choosing a method and strategy to sell you home:

Renting

Observations: The rental market vacancy

rate has a slightly increasing trend over the

past few years. This can be caused by a

decline in population which would mean a

lower demand for housing, however, the

population of the Ottawa area has been

growing. We can assume that this trend is

caused by a larger amount of people

choosing to own instead of renting.

Employment growth

Observations: We can see a positive trend between the increase in resale and the growth in

employment. The stronger the employment growth, the stronger the growth in resales.

CMHC forecasts a growth of 3.9% this year which would be the strongest growth in the

past last 5 years.

Unemployment Rate

Observations: Has been relatively stable over the past years and thus, no direct trend with

the resale market can be observed.

2

*Canada Mortgage and Housing Corporation (fall 2013), “Forecast Summary Ottawa CMA Fall 2013”, Housing

Market Outlook: Ottawa, p.7

Observations: The increase in the total amount of new housing starts is negatively

correlated with the increase in the total amount of housing resales. This trend shows that

the total amount of new constructions projects is reduced (single-detached, semi-

detached, row/townhouse and apartments). Buyers turn their focus to buying resale

homes, thus, increasing the chances for you to sell your home.

Migration

Observations: No trend can be observed with the migration to the Ottawa area and the

resale market.

Fierce market competition: Choosing The Right Realtor® Has Never Been

This Important

2010 2011 2012 2013F 2014F

Resale Market

% Sold vs Active Listings 29% 23% 21% 19% 20%

Observations: This is possibly the most important observation that can be made regarding

the Housing Market Outlook published by CMHC. Less than a quarter of homes that

are listed on the market actually sell. This means that the real estate market is

becoming more and more competitive. Buyers are increasingly selective and have access to

a large inventory of homes. In order for your home to stand out from the others, you must

find the Realtor® that will be able to attractively market your home, maximize its

exposure to buyers and use innovative/aggressive techniques to make sure it will not be

overlooked. Limited service representation, basic MLS exposure without

representation and for sale by owner alternatives are increasingly risky

options that can waste your valuable time and money.

New homes and the resale market

-10.11%

4.00% 4.55%

-15.08%

-0.24% -0.37%

-3.43%

1.00%

-15.50%

-10.50%

-5.50%

-0.50%

4.50%

2011 2012 2013F 2014F

New Home Building Projects Vs Resales

New Home Building Projects % Change Resale Sales % Change

3

Important Qualities To Look For

While Interviewing Realtors®

Accurate Price

Unrealistic Price

Will attract a lot of buyers, obtaining

more showings and potential offers

Better priced comparable homes will be

showed before yours which means less

showings and potential offers

A quick and efficient sale The listing will be dragged on; lose

value and will require REDUCTIONS

You will know approximately how much

you will net in your pockets

You will obtain BELOW market value for

your home and lose money

Easy and simple process that will leave

you satisfied and happy

Complicated process with headaches

and disappointments

Honesty And Integrity:

Presenting an Accurate

Valuation of Your Home

Residential Real Estate prices are

governed by the laws of supply and

demand. Ultimately, the value of your

home is set by the market and what

buyers are willing to pay for it. Pricing

strategies must be designed to offer a

quality product that cannot be

reproduced or found elsewhere with a

larger incentive for the buyer.

With that in mind: Would you

rather work with the Realtor®

who can present a knowledgeable

valuation of your home and the

market or the one who gives you

the price you wish to hear in

order to secure your listing?

On average a home will

loose approximately 5% of

its value if it is on the

market for 120 days or

more. Buyers develop a

n e g a t i v e p r e j u d i c e

regarding the home.

Join the ~20% of home owner that successfully sell Be among the ~80% of unsuccessful home sellers

4

Strong Negotiator : Will a

discount Realtor ® be able to

negotiate the best price for

you?

A lower commission will not

guarantee you will get more

money in your pockets once your

home is sold.

Going for a lower commission can

actually work against your best

interest. More often than not, the

discount will reduce the budget of the

brokerages or Realtor® which will cut

the funds available for marketing and

force them to also cut on the quality of

services they deliver. This can be very

costly to you and you may end up

losing you more than the 1 to 3% you

“saved” on the commission.

Furthermore, how can you expect

someone to negotiate the highest

amount possible for your home if they

cannot negotiate their own salary? If

offering services at a discount rate is

the only way a Realtor® or a brokerage

can be competitive in this market then

their services must be average or below

average to start with. Since they

cannot differentiate themselves from

the competition how will they be able

to make your home stand out from all

the others and negotiate you the best

price?

The Martels track record

shows that we will get you

2.07% more on the sale of

your home.

99.18%

Is how much we get you on

average. For a $350,000

home this means $7,245

more in your pocket!

5

*Average data has been obtained through the largest independent provider of real estate statistics in North America based on the MLS® system.

Un-realistic pricing & better commission rate, is it really worth it in the long run?

*for a home of $350,000 (average price)

Overpromising

Realtor® Average Realtor® Martels Realtor®

Price at which they will list the home $ 360,000.00 $ 350,000.00 $ 350,000.00

Reductions

Your home loses value on the market overtime

which increases the amount of reductions $ 20,000.00 $ - $ -

$ 340,000.00 $ 350,000.00 $ 350,000.00

Carrying costs of a home during sale

Days on market (Average is 51*) 51* 51* 31

Property Taxes

$4,592.12 per year (2013)** $ 641.64 $ 641.64 $ 390.02

Average Yearly Maintenance costs $1000 per year $ 139.73 $ 139.73 $ 84.93

$ 781.36 $ 781.36 $ 474.95

Negotiations

Average sale to list price ratio

(average is 97%*) 97.11%* 97.11%* 99.18%

Gross amount obtained from the sale $ 330,174.00 $ 339,885.00 $ 347,130.00

Your Bottom Line

Commission Charge For arguments sake we will assume one of other

Realtor® discounts his/her, the other uses 5%

commission and the Martels use the market

average 4.00% 5.00% 5.25%

Commission Cost $ (13,206.96) $ (16,994.25) $ (18,224.33)

Carrying costs during sale $ (781.36) $ (781.36) $ (474.95)

Earning after gross commission and carrying costs $ 316,185.68 $ 322,109.39 $ 328,430.73

Additional amount you could have obtained with

The Martels $ 12,245.05 $ 6,321.34

The table below gives a perspective on the importance of strategic pricing

paired with quality service (full representation). After all, everyone wants to be

able to pick their best option; the one that will net them the most in their pockets at the

end of the day:

6

**City of Ottawa, “Property Tax Estimator”, consulted March 2014

Efficient : Working With a

Driven Team

In today’s competitive marketplace, a

professional approach is required to

deliver a great service and help you in

achieving your goals. Solo Realtors®

must be able to divide their limited

time; provide you with the proper

service, develop and upkeep the

marketing for your home, prospect for

potential buyers, show and attempt to

sell your home, do all the

administrative paperwork and finally

do this for multiple homes at a time

while juggling buyers irrelevant to you.

Lawyers, doctors, home builders and

many more professionals work with

the help of a team for good reasons:

A marketing professional will manage

and promote all advertisement for

your home to increase exposure

A customer service representative and

administrative staff will work with the

Realtor® to make sure your needs

are attended 24/7

In-office sales representatives will

aggressively find potential buyers

and arrange showings for your home.

A team leader and owner that will

provide funds to properly cover

marketing related costs and provide a

priceless experience

Your Realtor® will be able to focus

and make sure you are protected

throughout your transaction and

in the future

Your Realtor® will be able to focus all

their attention on getting your

home sold!

Marketing

Prospecting

Buyers

Client care

services

Admin

Work

A team backed by over 30 years of experience in Real Estate

7

Accountability : Living Up

To Our Promises

Beware of false promises and fake

smiles. It is important that your

Realtor® has a proven track record

and standards to which you can hold

them accountable to. If not, they can

be the nicest person in the world and

make wonderful promises, but once

they have secured your listing they

wont get the job done. We see the

value of giving you control and peace

of mind by providing guarantees to

which you can hold us accountable.

Below is a list of our guarantees which

will protect you where others cannot:

Unbiased (Impartial) :

Working with a friend or

family member, will it

jeopardize your

relationship?

We certainly understand the

temptation and the appeal of giving

business to a friend or relative,

especially if that person offers to cut

their commission. However, they will

be emotionally and personally involved

in the transactions because of their

relationship with you. Emotions can

get in the way of logical thinking and

sadly, this might also jeopardize your

relationship if they cannot get the job

done or under-deliver on their

promises. Someone who has no

incentive except a professional

one will stay impartial at all

times , stay focused and use

reason accompanied with critical

thinking to get what's best for

you.

Communication Guarantee:

Honest Promises Guarantee:

Guarantee#1 is a good example. We are not going to wildly promise you the moon and stars to

get your business. We tell you what we can and will do, exactly how we operate, as well as what

we will not do, up-front, in clear language. When we list your home, we give you a detailed

Advertising Schedule in writing and a detailed feature sheet for your review and approval.

GUARANTEE: if at any time, we fail to honor that schedule, we will pay you a $100.00 Penalty

on closing.

You will receive a bi-weekly update email and a phone call from our team on the progress of the

sale of your home. Your phone calls to our office will be returned within 24 hours.

GUARANTEE: if we fail to update you weekly or fail to return your call within 24 hours, we

will deduct $100.00 from the commission when your home is sold.

8

We get you top dollar. Our track record and statistics prove it. But we will never play the ‘bait 'n

switch game’ of promising to get you a wholly unrealistic price just to get your listing, then

wearing you down with low ball offers and large reductions. Unfortunately, this does go on in the

real estate industry!

GUARANTEE: for every $5,000.00 we sell your home for, below our recommended list price,

we will pay you $250.00 up to a maximum of $750.00 on closing.

Reality-Based Selling Price Range:

Reality Based Timetable:

100% Satisfaction Guarantee:

Qualified Buyers Guarantee:

Nothing inconveniences a seller more than being kicked out of their home during the showing

process or, worse, accepting an offer on their home only to discover, weeks later, that the buyer

cannot secure their home loan. The resulting loss of time and the distress a seller feels can be a

crushing economic and emotional blow.

GUARANTEE: if we ever show your home to one of our buyer who later tells us that "they can't

afford your home", we will pay you $250.00 at closing.

We implement a complete marketing program to sell your home. You know in advance what will

occur step-by-step, and will receive weekly marketing updates. And we set a target range for the

timing of the successful sale of your home. In many cases, we will sell your home faster.

GUARANTEE: if we fail to present an offer on your home within 59 days, we will deduct

$100.00 from our commission for each week after the 59 days to a maximum of $500.00, payable

on closing.

Entering into a listing agreement with a Realtor® can be risky business. We are so confident that

our real estate system will work for you, that we guarantee you the right to Cancel our listing

agreement at any time prior to accepting an offer to purchase your home, with no penalties or

obligation, if you feel our services don’t live up to our promise.

GUARANTEE: if we fail to deliver the highest level service, we will cancel our listing contract

at any time.

*These guarantees are based on your recommended list price. To be discuss with your Sale Representative at the time of listing. Available in

platinum plan

9

is to “blindly” interview Reatlors®. By blindly, we mean not having pre-determined questions

and criteria on which to judge and compare all the different options. You are investing time

into making this decision, a decision that is one of the most important financial events of your life.

That decision should be based on reason and logic.

When we meet with potential clients we are applying for a job; representing you for the sale of

your home. Like any job interview process there are some important things you should look at in

order to find the right fit.

1. Create the job description. Determine exactly what it is you want from your Realtor® in order

to achieve your goal/bottom line

2. Find possible Realtors® and eliminate those who doesn't possess the right qualifications

3. Create a list of questions and standards to interview your possible options

4. Interview and set your expectations

5. Evaluate and choose the best fit based on the standards and questions you have established

The biggest mistake a home owner can make 10

Here is a list of questions most home owners find useful in order to discover the Realtor® who will

deliver a quality service and obtain as much money as possible for their home:

What makes you different? Why should I list my home with you? Unique marketing plan, programs offered and guarantees provided

Any commission discounts? Are they contingent on something? (Ex: “if I double end your property…” is it the

Realtor®’s brokerage or just themselves, if so will they be the one showing your home?)

What is your personal track record and reputation in the market place? A lot of companies boast about being #1, but in terms of what?

Is the Realtor® you are meeting only contributing a couple sales per year in his brokerage?

What is your marketing plan for my home and what kind of service will I be

getting?

Is this Realtor® creating the material for the advertisement?

Is this your full time job?

On average, how much of the listing price do you get for your clients? How

long does it take you to sell the home?

How many buyers are you currently working with?

How knowledgeable are you with the market? Do you only specialize in one

region? Can you find buyers from all over the city and beyond?

What is your philosophy on listing low or price reduction to sell fast? Pricing too low or too high can be harmful. Accurate pricing will give you an edge

What if you don't deliver on your promise? Can I cancel my listing contract?

Do you have client testimonials I could refer to? Can I contact any of your

past clients?

Martels Real Estate Highlights • Top 1% Real Estate team for nearly 30 years

• Obtain on average 99.18% of asking price

• Get an average of 2.07% MORE MONEY for your

home

• Specialize in relocation to have access to buyer

throughout North America

• Fully bilingual team to serve both official

languages

• Involved in transactions in ALL of Ottawa and

surrounding areas not just the local area

• 97% of our clients would use Martels Real Estate

again. (in our most recent survey)

• Guarantee programs to attract 20% more Buyers to

your home

• Outstanding client care services designed to

protect you at all time and after the keys are

exchanged

• Top marketers who outspend the competition for

maximum advertising exposure to reach more

Buyers

11

Marketing Synergy: Aggressive

Strategies in all Important Niches

Newspaper/Publication, Friends,

Builders, Sellers, etc…

-Just listed,/Just Sold Postcards

-Newspaper

-Homes & Lands Magazine (first page)

-Classified Adds

-Relocation ads for Military, RCMP,

aCorporate

Realtors®:

-Multiple Listing Service (MLS®)

-Feature Sheets Optimization

-International & Exclusive Network

aof Top Realtors ®

-Buyer Profile System + Large

adatabase of clients

Internet:

-75 Different Websites

-The Martels bilingual

websites

-Various Others

-Unique offers for buyers

-Social Media

-Virtual Tours

Yard Sign

-Attractive For Sale Sign

-Buy This House We Will

Buy Yours

-Guaranteed Sale

-Instant Messaging (SMS)

12

13

Common Concerns

You may think you’ll be nothing but a number given the amount of transactions we have every

year. You may even think a less successful realtor will be able to give you more attention.

Having said that, there is a difference between “More Attention” and “Best Results”. We will

deliver an outstanding and extremely responsive client experience. Our solid team structure

will support your Martels Realtor® to deliver a personalized approach and make you a client

for life.

All our Realtors® have been hand picked and trained by the Martels in order to absorb our

30 years of experience in real estate. On top of that, they received training from the Top

Realtors® in North America. Their track record speaks for itself, the Martels’ Realtors® all

sell over 50 homes a year while working with dozens of buyers. Ask them about their

performance as it exceeds that of 99% of all other realtors in the Ottawa area.

Finally, you may be working directly with only one of our Realtors® but the whole Martels

team is working together on selling your home with its talent and dedication to client

satisfaction.

No. After reviewing all our information and taking the time to meet with one of our

Realtors® you will see the difference in the quality of services delivered/available to you.

Furthermore, our negotiation strategies and advertisement has been tested for success. We

attract, and have engineered our entire approach to selling homes based on serving clients

who have a profound preference for quality, and would hire the most respectful, qualified

and capable professional to handle their affairs.

Very frankly, it may be true that your home can sell easily. However, your Realtor®’s: track

record, support system, marketing plan, accountability and diligence in keeping you protected

will be the difference in selling your home and getting your home sold RIGHT. You want your

home sold efficiently, without confusion or unnecessary open houses or viewings that disrupt

your life. We will get you just that, a smooth and flawless transaction like we have done for

nearly 4,000 satisfied clients since our inception.

#1 Will I be a priority with The Martels?

#2 As one of the best brokerages in Ottawa, does The

Martels track record extend to all its Realtors®?

#3 Isn't what your offering basically the same thing as

other realtors®?

#4 Does all of this really matter? We have a very nice

home, it will sell easily...

Protecting Your Best Interest In Real Estate

Helping RCMP, M

ilitary,

Corp

orate…

Relocate across C

anada since 1986