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How We Will
SELL YOUR
HOME
Karen ConnellEd Connell
Over (60) years of combined experience
The Sale of Your HomeIs Important to Us!
And You Must Know All The Facts Before You Make The Decision To List!
This is why we’ll invest 1 hour of our time in reviewing how we are going to sell your home.
It’s a very important matter that must be taken seriously and done professionally.
After All…1 It’s the place you call home.
2 It’s where you have been investing your hard earned money.
3 And it’s how you are going to be able to buy your next home.
Here Are The Facts You Must Know Before You List
Your Home!
Let’s Begin!
We guarantee you will be fully informed before you make the decision to list.
Section 1 A About Us
B Our Company
C Our Results
D Our MLS Board
Section 2 A About The Market
B How You’re Impacted
Section 3 A Our Marketing Plan
B Our Pricing Plan
Section 1
Building An Army of Agents!
Together We All Work Towards Selling Your Home. Let’s Review Each Now!
When you list with us… you get more than just us… you get an army of agents.
Your Army Includes 1 Karen and Ed
2 Our Company
3 Every Agent on the MLS Board
4 Every Company on the MLS Board
About Us!
Experience Is Measured By RESULTS… Not Just Years Of Service!
How Our Proven Experience Will Sell Your Home
Ed – Member of the Greater Augusta Association of Realtors
Member – GAAR Legislative Committee
Karen - Member of the Greater Augusta Association of Realtors
Member – GAAR Public Relations Committee
Member – GAAR Finance Committee
About Prestige Partners!
Our Goal Is Simple… To Sell Your Home! And We Know This Is Your #1 Goal As Well!
How Prestige Partners Years of Proven Experience Will Sell Your Home
We are open and honest. Whether it’s providing pricing advice or tips on staging your home, we are truly dedicated in assisting you in selling your home and want to do everything possible in making that happen.
We listen to you. Simple, yes. But too often realtors forget that they are there for YOU.
Prestige Partners realtors work as a team.
About The MLS Board
How It Works With UsTo Sell Your Home!
It Is The #1 Way Homes Are Sold In The USA - No Other System Compares!
There are 1567 agents on our MLS board.
How powerful is the MLS when it comes to selling a home?
1 Real Estate Companies Join The MLS Board
Why? To allow agents from other companies the opportunity to sell their listings.
2 MLS Companies Cooperate With Each Other
This means any Realtor on the board will be able to show your home to their buyers.
3 How We Reach MLS Agents
When we get into our marketing plan for your home, we’ll show you how we get MLS agents excited about your home so that they’re eager to show it to their buyers.
Section 1 Summary
You Really Do HaveAn Army Working For You!
With 1567 Agents Looking For A Buyer For Your Home… You Can Count On It Selling!
And most importantly… We are working for you!
1 Our Company Is Working For You
Why? To allow agents from other companies the opportunity to sell their listings.
2 Our Company’s Agents Are Working For You
This means any Prestige Realtor will be able to show your home to their buyers.
3 The 1567 MLS Agents Are Working For You
When we get into our marketing plan for your home, we’ll show you how we get MLS agents excited about your home to that they show it to their buyers.
Note
Edit the numbers
By Knowing Our Enemy Only Then Can We Develop A Battle Plan To Win The War
Before going to war it just makes sense to know your enemy.
Section 2
Knowing The Market Is Like Knowing Your Enemy!
Section 2 A About The Market
B How You’re Impacted
Let’s Review Each In Detail … Starting With A Seller’s Market!
You must know which market you’re in when selling as it greatly impacts your sale.
About The Market
The Market Can Be In Only 1 of 3 Conditions
A Seller’s Market
B Buyer’s Market
C Normal Market
Market Condition Definitions
More Buyers Than Homes Means Multiple Offers And Quick Sale Times.
The total number of buyers exceeds the total number of homes for sale.
What Is A Seller’s Market?
But What Happens After You Sell & Need To Buy A Home In A Seller’s Market?
Fantastic benefits any seller highly favors.
What Impact Does A Seller’s Market Have On Your Sale?
Your Benefits When Selling In A Seller’s Market
1 You Sell At A High Price
2 Demand Is High
3 Inventory Is Low
4 Your Home Sells Fast
5 Plenty of Showings
6 Frantic Buyers
It’s Great When You Sell … But It’s Not So Great If You Need To Buy Up!
You carry $10,000 more on your mortgage when buying up in a seller’s market.
What Impact Does A Seller’s Market Have On Your Buy?
Impact When Buying A More Expensive Home
Larger Mortgage
A Market Up 10%
B Sell @ $400,000 = $40,000 Gain
C Buy @ $500,000 = $50,000 Gain
D You’re Down $10,000
It’s Great When You Sell … And It’s Just As Great If You Need To Buy Down!
You carry $20,000 less on your mortgage when buying down in a seller’s market.
What Impact Does A Seller’s Market Have On Your Buy?
Impact When Buying Less Expensive Home
Smaller Mortgage
A Market Up 10%
B Sell @ $400,000 = $40,000 Gain
C Buy @ $200,000 = $20,000 Gain
D You’re Up $20,000
What’s The Bottom Line?
Therefore the impact is dependent upon your buy and not your sale.
Seller’s Market Summary
When Selling
1 Sell High
2 Sell Fast
When Buying
1 Up = More Money & More Mortgage
2 Down = Less Money & Less Mortgage
When Selling & When Buying
Let’s Now Discuss A Buyer’s Market!
But overall… moving down is the best financial option… since you end up with less mortgage.
Seller’s Market Summary
If Moving Up
1 Buy First
2 Availability of Homes Low
3 Sell After You Buy
4 Allows Your Home To Rise
If Moving Down
1 Buy First
2 Availability of Homes Low
3 Sell After You Buy
4 Allows Your Home To Rise
When Moving Up & When Moving Down
What Impact Does A Buyer’s Market Have On You?
The total number of homes for sale exceeds the total number of buyers.
What Is A Buyer’s Market?
But What Happens After You Sell & Need To Buy A Home In A Buyer’s Market?
It is, to say the least, very challenging when selling a home in a buyer’s market.
Your Challenges When Selling
What Impact Does A Buyer’s Market Have On Your Sale?
Heavy Competition
1. You must be prepared to compete at your best price point.
2. Features must match or exceed your competition.
Who Wins?
1. Best Price
2. Best Location
3. Best Condition
Sale Impact
1. Sells Slow
2. Condition Offers
3. Low Ball Offers
It’s Great When You Sell … And It’s Also Great If You Need To Buy Up!
What Impact Does A Buyer’s Market Have On Your Buy?
Impact When Buying More Expensive Home
Smaller Mortgage
1 Market Down 10%
2 Sell @ $400,000 = $40,000 Loss
3 Buy @ $500,000 = $50,000 Loss
4 You’re Up $10,000You carry $10,000 less on your mortgage when buying up in a buyer’s
market.
It’s Great When You Sell … And It’s Almost As Great If You Need To Buy Down!
What Impact Does A Buyer’s Market Have On Your Buy?
Impact When Buying Less Expensive Home
Smaller Mortgage
1 Market Down 10%
2 Sell @ $400,000 = $40,000 Loss
3 Buy @ $200,000 = $20,000 Loss
4 You’re Kind of Up $20,000You have actually lost $20,000 – but you end up carrying less mortgage.
What’s The Bottom Line?
Therefore the impact is dependent upon your sale and not your buy.
Buyer’s Market Summary?
When Selling
1 Sell slow
2 More Competition
When Buying
1 Up = Less Money & Less Mortgage
2 Down = Less Money & Less Mortgage
When Selling & When Buying
Let’s Now Discuss A Normal Market!
A buyer’s market is the best time to sell & buy a home!
Buyer’s Market Summary
Bottom Line
If Moving Up
1 Sell First
2 Availability of Homes High
3 Shop Well, Offer Low
4 Selling First Removes Pressure
If Moving Down
1 Sell First
2 Availability of Homes High
3 Shop Well, Offer Low
4 Selling First Removes Pressure
When Moving Up & When Moving Down
What Impact Does A Normal Market Have On You?
The total number of buyers equals the total number of homes for sale.
What Is A Normal Market?
Allow Us Now To Summarize The 3 Market Conditions!
Bottom line – no real worries, challenges or advantages – simply enjoy the process.
Your Challenges When Selling
What Impact Does A Normal Market Have On You?
When Selling
1 No Specific Impact
2 Price Home At Market Value
3 Selling First Removes Pressure
4 Showings Average
When Buying
1 No Specific Impact
2 Availability Normal
3 Shop Well
4 Negotiate Well
Allow Us Now To Summarize The 3 Market Conditions!
Bottom line – no real worries, challenges or advantages – simply enjoy the process.
How You Are Impacted?
Market Condition Summary
Selling A
Home
Move Up Buy
Move Down Buy
Seller’s Market Excellent
Bad Excellent
Buyer’s Market Fair Excellent Excellent
Normal Market Good Fair Fair
Now Let’s Discuss How I Will Sell Your Home In This Buyers Market!
What Market Are We In Now!
November
2009
December 2009
January 2010
Total Number of Active Listings
5800 5800 6038
Total Number of Sales
770 692 555
Average Time On Market
146 163 163
Agent & Seller Only Control The Marketing Plan … Neither of Us Controls The Market Price!
Selling a home is rather easy, when handled professionally.
Section 3
How Prestige Partners Will Sell Your Home
Our Discussion Will Be Segmented Into 2 Parts 1. The Marketing Plan For Your Home
This is the reason why you pay a fee to hire a Realtor to sell your home. This section outlines the various marketing strategies we use when selling your home.
2. The Pricing Plan For Your Home
This section outlines the value of your home based upon data gathered on recent sales. Data will include homes currently listed for sale, recently expired homes and sold homes. We’ll then compare this data to your home and them make specific recommendations on price.
Real Estate Is An Investment With Returns Determined By The Open Market!
Realtors control marketing plans … but NEVER market price.
Understanding The Decision You Will Make Today
It’s On The Marketing Plan, Not The Pricing Plan 1. The Marketing Plan For Your Home!
A marketing plan will vary from real estate company to real estate company. It will also vary from agent to agent depending upon experience.
2. The Pricing Plan For Your Home!
The price range of your home will not vary between companies since it is determined based upon current market facts that are:
a) available to all companies, andb) not in the control of any one particular company.
If That’s All It Took You Wouldn’t Need To Hire A Realtor!
There’s more to selling your home than simply putting a sign on the lawn & an ad in the paper.
There Are 12 Reasons Why You Will Benefit By Having UsRepresent You To Sell Your Home!
Helping You To…
1 Identify Your Selling Goals!
2 Attract More Buyers!
3 Market “Inside-Home” Effectively!
4 Identify Effective Marketing Activities!
5 Reach Buyers Through The MLS!
6 Reach Buyers Through The Internet!
7 Qualify The Buyer!
8 Negotiate With The Buyer!
9 Assist The Buyer With Financing!
10 Keep The Buyer After The Sale!
11 Stay Informed At All Times!
12 Determine The Best Asking Price!
Let Me Show You How I Will Help You To Achieve Your Selling Objectives!
Does This Accurately State Your Selling Objectives?
Reason 1
Helping You To Identify Your Selling Goals!
What You Want Is…
1 The most amount of money you can get!
2 As quickly as you can get it!
3 And with the fewest problems!
Can You See This Happening? The Solution Is Called ‘Staging’ A Home For Showing!
This tends to make these key areas look smaller and unsatisfactory…
turning away an otherwise interested buyer.
Reason 2
Helping You Make Your Home More Attractive To Buyers!
Through My Experience…
1 I know why people buy homes!
2 I know why people do not buy homes!
For Example
1 Interior layout, design and spacing!
2 Most sellers have too much furniture in key living areas, such as the family room.
This Is Difficult! But Don’t Worry As I Have A Staging System That Puts The Odds In Your Favor!
Who Will Be The Winner?
The one who can bring out the details of a home in sucha way as to entice the buyer to make an offer.
Why Is Staging Important?
Here Are Buyer Facts You Must Know
A The average buyer views 11 homes before deciding on the one to purchase.
This Means
B You are competing against 10 other homes for that one buyer.
We’ll Complete The Staging Review Only After You Have Decided If You’re Hiring Me!
The Staging Solution
This is accomplished through a simple 21 point checklist.
It reviews and resolves key buyer sensitive issues when viewing a home.
Our 21 Home Staging Tips
For A Quick & CarefreeTop Dollar Sale!
We Are Absolutely Determined That…
1 Your home competes successfully against the competition.
2 Your home has every possible sales advantage.
3 Your home comes out the winner.
Plus This Solves A Major Problem!
Price Brings In Showings While Features Bring In Offers!
This is why we must invest time together in identifying your home’s features.
Reason 3
Helping You To Market The ‘Inside’ of Your Home Effectively!
Two Time Tested & Proven Showing Strategies
1 In home ‘Master Feature Display’ providing a feature summary of your home!
2 In Home ‘Specific Feature Card’ used to highlight a specific key feature! Features Sell Homes
1 The ‘Master Feature Display’ is for the buyer to take with them after the showing.
2 The ‘Specific Feature Card’ calls attention to the most important selling features.
We Must Have Buyers Ask Questions About Your Home… For Questions Lead To Offers!
Remember!
Price brings in buyers while features bring in offers!
Our Biggest Problem
Not All Agents Are Trained Properly When It Comes To Showing A Home!
We Need To Take Control of All Showings
1 Some agents just show a home to a buyer without feature discussion.
2 They walk through the home, waiting for the buyer to bring up questions. Our Job Is To Tip The Odds In Our Favor
1 This is exactly what Master & Specific feature marketing does for you.
2 It means your home is shown exactly the same way with every agent.
If These Activities Are Not Very Effective Then Why Do Realtors Use Them?
But this doesn’t sound right, does it?
Reason 4
Helping You To Identify The Most Effective Marketing Activities
How Effective Are Open Houses & Advertising?
1 What we want to avoid is overestimating the effective of these activities.
2 By understanding their effectiveness, we can better market your home. The Facts
1 Open Houses: Less than 5% of homes are sold through open houses.
2 Advertising: Less than 3% of homes are sold through newspaper advertising.
But In Terms Of Effectiveness There Is Something Far Better Than Open Houses & Advertising!
Agents use Open Houses & Advertising to gather future leads and to build name recognition.
Open Houses & Advertising
Used To Source Out Future Leads
Yesterday’s Activities Help Today’s Sellers
Advertising Facts
1 3% of buyers are found through advertising.
2 It is the collective advertising of all real estate companies that locate buyers.
Open House Facts
1 64% of open houses visitors will buy a home within 120 days of attending.
2 This means buyers going to open houses 120 days ago are buyer candidates.
Your Buyer Is Already Working With A MLS Agent & We Need To Find That MLS Agent!
Understanding how to market into the MLS is critical to a successful sale.
Reason 5
Helping You To Reach Buyers Through The MLS!
Fact: 97% of Homes Are Sold By The MLS
1 There is no better, or effective, marketing strategy.
2 The MLS opens your door to every agent in town.
Who Must We Reach First When Marketing Through The MLS?
1 Listing Agents.
2 Listing agents will provide us access to targeted buyers.
Thanks To The MLS, We Know Where Your Buyer Is Currently Located… Allow Us To Explain!
Only 5% of the market are first time buyers.
Understanding The MLS
My Goal Is To make Sure The MLS Works For You!
The MLS Is Designed To Identify Your Buyer
1 The MLS is a service dedicated to move up sellers.
2 Move up sellers are your targeted buyer.
3 Move up sellers represent 95% of all buyers and sales.
The Answer To This Question Determines Our Marketing Strategy.
Which group do you think would be more interested in your home?
Understanding The MLS
The MLS Buyer Market Consists of Two groups!
Group 1First Time
Buyers5% of the total buyer
group
Group 2Repeat Buyers95% of the total buyer
group
This group buysENTRY LEVEL
HOMES
This group buysNON-ENTRY
LEVEL HOMES
It’s Rather Easy To Target Your Buyer Thanks To The MLS!
If your home is a ‘Repeat Buyer’ home then we’ll use the MLS to target our buyer!
First Time Buyer Home
Advertising Must Be Used ToSource Out The Buyer!
The MLS Will Not Be Effective
Since there is no ‘move up’ buyer for a first time home we cannot focus on the MLS.
We’ll Use Advertising To Find The Buyer
However, it is not just our own ads but the collective ads of all real estate companies that are used to find a first time buyer.
That’s What We Call ‘MLS Collective Advertising’
Through the collective advertising efforts of all companies, the first time buyer is found. This is why MLS companies advertise… to pull in first time home buyers. Once in, they bring them to your home.
All We Need To Do Is Subtract 20% to 30% From Your Asking Price!
To find your buyer… we just need to do a little math!
Repeat Buyer Home
Through The MLS We Can Easily Target Your Buyer!
Example
Let’s say your home is worth $200,000. After you sell, you will most likely be moving up to a more expensive home. This moving up provides the secret to us on where we will find your buyer.
The Average Repeat Buyer Moves Up 20% to 30% In Value
This means MLS agents who have listings between $140,000 to $160,000 will have a homeowner who needs to buy up to a $200,000 home once his $140,000 to $160,000 home sells.
Our Next Question Is…
This range produces a list of targeted buyers for your home!
Let’s Do The Math!
The Math Will Allow Us To Target Your Buyer With Ease!
Your Home Value Estimate Is…
Top Of Range Is…Home Value – (Home Value x 20%) =
Bottom Of Range Is…Home Value – (Home Value x 30%) =
Your MLS Buyer’s Home Listing Range Is
Top: Bottom:
1
2
3
In Time, The MLS Will Produce Your Buyer!
I repeat this process over & over again, on a daily basis, until your home is sold.
The MLS Helps Us To Succeed
How The MLS Helps Us To Monitor Your Targeted Repeat Buyers!
1
2
3
Each Home Is Tracked Daily!
The MLS releases DAILY the homes that just sold within the system.
When A Target Home Is Sold!
I IMMEDIATELY call the listing agent to let him know once again about your home.
Another Email Is Sent!
Another EMAIL sent to the listing agent asking him/her to take his/her client to your home.
This Is Why We Must Have An Effective Online Presence!
Buyers use the Internet to get their feet wet before contacting an agent.
Reason 6
Helping You To Reach More Buyers Through The Internet!
Most Buyers Begin Their Home Search Online
2003 71% of buyers begin their search online.
2004 77% of buyers begin their search online.
2005 79% of buyers begin their search online.
2006 80% of buyers begin their search online.
This Is Why The MLS Remains As The Most Effective Strategy For Finding Your Buyer!
Fact
Although Buyers Begin Their Search Online… They Cannot Buy A Home Online…
They Must Still Reach Back To A MLS Agent!
Internet Marketing
We Must Cover All The Bases To Ensure We have Maximum Exposure!
Internet Marketing Strategies
Listing web site
24-7 Open House web site
Report web sites
Company web site
Personal web site
MLS web site
Google Adword Marketing
Prospect Database Marketing
We Only Want The 5th Buyer And Only The MLS Identifies This Type!
My job is to weed out the first 4 buyer types.
Reason 7
Helping You To Qualify The Buyer!
There Are 5 Buyer Types
1 Never Will Buy Buyer
2 Bargain Basement Buyer
3 Not In A Hurry Buyer
4 Not Prepared But Serious Buyer
5 Pre-Approved Serious Qualified Buyer
By Monitoring The Targeted MLS Homes, Such A Buyer Is Identified!
This is the only buyer type that has the urgency to buy.
Urgency
What Is A Pre-Approved Serious Qualified Buyer?
There Are 2 Types of Serious Qualified Buyers1 Wants to buy but does not have to buy since they have yet to sell
their home.
2 Urgent buyer who must buy because they just sold their home.
We Guarantee Your Buyer Will Be Fully Informed To Current Home Values!
A Realtor uses current market data to prove value to a buyer.
Reason 8
Helping You To Negotiate With The Buyer
We Can Get You More Money!
1 Negotiating an offer is not always easy, for emotions can get in the way.
2 When sellers and buyers negotiate directly there is a conflict of interest, as the seller wants the highest price and the buyer the lowest.
3 A Realtor serves as a third party and is in a much better position to maintain the buyer to current market value.
Financing Issues Represent 87% of All Closing Related Problems!
We are absolutely determined to do whatever is necessary to maintain your sale.
Reason 9
Helping You To Assist The Buyer With Financing
We Can Step In When Needed!
1 Sometimes even pre-approved serious buyers can find themselves in a little mortgage trouble.
2 Should this happen, we will refer the buyer to additional sources of financing to ensure the sale closes on time.
3 Unfortunately this is a more common issue now in light of the financial market.
Buyer’s Remorse Represents 11% of All Closing Related Problems!
We maintain contact with the selling agent to ensure buyer’s remorse is not an issue.
Reason 10
Helping You To Keep The Buyer After The Sale
Have You Ever Heard of Buyer’s Remorse?
1 All of us experience buyer’s remorse on major purchases.
2 However some home buyers develop an acute case of buyer’s remorse a few days after their offer has been accepted.
3 When that happens, I step in to prove their purchase through a competitive market analysis.
Service To Me Means Making Myself Available To You 24/7!
I know how important this sale means to you!
Reason 11
Keeping You Informed About The Progress of Your Sale
We Will Not Abandon You Once You List With Us!1. By Phone!
We promise to keep you up-to-date on the progress of your sale by calling you at least once a week.
2. By Email!
We will email you at least once a week to give you a report on the progress of your sale.
3. Showing Feedback!
I will contact you personally by phone, or email, to give you feedback on what buyers have said about your home after each showing.
Your Satisfaction Is My #1 Goal!
Allow me to review the guarantee & then we’ll discuss price.
Reason 12
Helping You To Determine The Best Asking Price
A Few Questions Before We Discuss Price!1. Other Than Price…
Do you have any questions about my marketing plan?
2. Additional Services…
Are there any additional marketing service you want me to include?
3. Service Guarantee…
Are you aware of my service guarantee that allows you to fire me if I do not follow through on all my promises?
How Do I Arrive At Current Market Value?
So allow us to do just that for you.
Let’s Talk Price!
Our Goal Is To Get You Top Dollar For your Home!
You Control Price & We Report Market Value!1. Open Market
The value of homes is determined by the open market and not by Realtors.
2. Seller Needs
Sellers have individual pricing needs as determined by personal issues.
3. Our Job
Is to report to you the current market value of your home, allowing you the opportunity to compare it with your selling needs.
Do You Agree This Is The Best Method for Valuing A Home?
Fact
Professional Appraisers Hired By The Banks Use This Method As Well When Making The Decision To Place A Mortgage On A Home.
CMA!
Competitive Market Analysis!
A ‘CMA’ Consists of 3 Data Sources!
1. Similar Homes Recently Sold
This tells us what buyers are willing to pay for this type of home.
2. Similar Homes Now For Sale
This is our competition. Buyers will compare your home, it’s features and price.
3. Expired Listings
This tells us what buyers are not willing to pay for this type of home.
We Must Make Sure Your Home Looks Clean, Open & Spacious!
Staging Your Home
21 Tips For Enhancing The Showroom Shine of Your Home
1 Curb Appeal: Bring it to the best appearance.2 Driveway: Fix needed repairs, wash it or clean it.3 Roof: How is the condition?4 Mailbox: Make it attractive.5 Front Door: Must be in the best shape possible.6 Windows: Clean and crack free?7 Exterior Paint: How is the condition?8 Garage Door: How is the condition?9 Front, Side & Back Yards: Clean & uncluttered.10 Your Cars: Remove before each showing.11 Front Entry: Clean & free of clutter
12 Closets & Rooms: Maximum space.13 Carpet: Must be clean.14 Door to Garage: Have door unlocked and garage clean.15 Interior Paint: Must be in the best shape possible.16 Light Bulbs: Make sure all work.17 Furnace & Air Conditioner: Clean and working good.18 Home Clutter: Eliminate it.19 Kitchen: Clean and bright at all times.20 Baths & Bedrooms & Pool: Clean & bright at all times.21 Home Smell: Must be fresh. Use air freshener.
Fact
Kitchen, Bathroom, Bedrooms & Closet Space Are The 4 Most Important Features To Buyers.
