listing presentation
TRANSCRIPT
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©2007 Coldwell Banker Real Estate Corporation. All Rights Reserved. Coldwell Banker® is a registered trademark licensed to Coldwell Banker Real Estate Corporation. An Equal
Opportunity Company. Equal Housing Opportunity. Each Office Is Independently Owned And Operated Except Offices Owned And Operated By NRT Incorporated.
Coldwell Banker® Seller Services Proposal
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Coldwell Banker Resources
After-Sale Services
The Sales Process
Home Enhancement
The Best Price Attainable
Your Perfect Partner
Meeting Your Needs
Marketing Activities
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Meeting Your N
eeds
Meeting Your Needs
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What Is Important To You?
Five most important seller priorities:•The best price
•The shortest time on the market
•Convenience
•Good communication
•Diligent effort by us
• Let’s rank your priorities together…
Meeting Your N
eeds
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What it takes to sell your home
Broker’s qualifications
Security of your property
Meeting Your N
eeds
Home enhancement recommendations
Pricing
Marketing and advertising
Promotion on the Internet
Open houses
Avoiding inconvenience
Staying informed on market
Time on market
Buyer’s financial qualifications
Financing options
Negotiation strategy
Closing costs and net proceeds
Handling the details
Post-sale follow up
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We’ve got it all together for you!
Meeting Your N
eeds
Pricing Marketing and advertising Promotion on the Internet Open houses Handling the details Negotiation strategy Avoiding inconvenience Staying informed Time on market Broker’s qualifications Home enhancement recommendations Security of your property Buyer’s financial qualifications Financing options Closing costs and net proceeds Post-sale follow up
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How Coldwell Banker® Meets The Needs Of Sellers
• Listening to our customers• Guaranteed service standards• Customized marketing plan
While others may talk about customer service, we ask, listen, and take action.
Meeting Your N
eeds
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Put Our Experience and Knowledge to Work for You
• WELCOME TO GREENWOOD SC LAKELANDS, ABBEVILLE , LAKE GREENWOOD, WARE SHOALS, CLINTON, LAURENS, CALHOUN FALLS, MCCORMICK, SAVANNAH LAKES, CHAPPELS. COLDWELL BANKER REALTORS are nationally recognized as top performers, Professionally Trained, Knowledgeable, and dedicated to bringing you quality service!!
•Each member of our organization shares a commitment to service aimed at building long-lasting relationships with our customers, clients and the community at large. We will never outgrow our commitment to go the extra mile to provide you with real estate services of unparalleled quality.
Joan TimmermanBroker In Charge
Coldwell Banker Timmerman and Nicholson Realty is a proven leader in our area.
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Other1%
Help find a buyer for home
28%
Help price home17% Help sell the home
within a specific time frame27%
Help sellers see homes to buy
3%
Off er home enhancement advice
12%
Help with paperwork, inspections and
settlement7%
Help with negotiations and dealings with
buyers5%
What Sellers Want Most From Real Estate Professionals
Source: The 2005 National Association of Realtors® Profile of Home Buyers and Sellers
Meeting Your N
eeds
Real estate agents can best serve their clients when they fully understand what their clients expect from them.
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Help with price negotiations
10%Help find renters for my property
1%Other
3%
Help to find the right house to purchase
59%
Help find and arrange for financing
3%
Tell you how much house you can afford
5%
Tell you what comparable homes
are selling for9%
Help with your paperwork
10%
What Buyers Want Most From Real Estate Professionals
Source: The 2005 National Association of Realtors® Profile of Home Buyers and Sellers
Meeting Your N
eeds
Real estate agents best serve their clients when they know what home buyers expect from them.
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Marketing A
ctivities
Marketing Activities
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Marketing Action Plan
• Promotional strategy• Property Preview• Price and terms offered• Negotiating and managing the sale
We carry out our promises with a plan uniquely designed for each property.
Marketing A
ctivities
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Source: The 2005 National Association of Realtors® Profile of Home Buyers and Sellers.
Where Buyer First Learned About Home Purchased
Marketing Activities
Friend/ Neighbor/ Relatives7%
New s Ad5%
Yard Sign15%
Real Estate Agent36%
Other less than1%
Knew the Seller3%
Home Book/Magazine1%
Internet24%
Builder7%
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Immediate Actions
Over the next few days, we will take the following initial steps to find a buyer for your property:
Marketing A
ctivities
Install lock box Install Coldwell Banker® FOR SALE sign Place information on coldwellbanker.comPlace information on Realtor.comPlace information on GreenwoodSCHomes.comPlace Lake Property on LakeHouse.comPlace in RealestateShowcase.com Submit info to Multiple Listing Service (MLS) Promote at Coldwell Banker office meeting Hold Coldwell Banker office preview Prepare property information flyers JUST LISTED marketing to target areas Promote through local Association of REALTORS®
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Property Promotion
• coldwellbanker.comOur award-winning national website, where buyers can learn about your home with the Coldwell Banker® Personal Retriever.
• Multiple Listing Service • Buyer’s Guide and Major Search Engines
We will promote your property in the most effective ways to get you the best price in the
shortest possible time.
Marketing A
ctivities
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Coldwell Banker Global Referral Network
• CGRN helps buyers throughout the worldBy linking Coldwell Banker® offices via the Internet.
• Instant information about out-of-town buyers• Information on the Internet• Home price comparison
The Coldwell Banker Global Referral Network generates buyer contacts from around the globe.
Marketing A
ctivities
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• Cartus ServicesCartus provides services to 1,250 global clients and manages and administers the relocation process from start to finish.
• Potential buyers worldwideMoved employees into and out of over 160 countries around the world.
The leader in the relocation services field for more than 50 years.
Marketing A
ctivities
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Advertising
• Home Buyers know Coldwell Banker®
Our national advertising on network and cable television predisposes home buyers to consider Coldwell Banker listed properties.
• Greater name recognitionOur leading national public relations programs create recognition for local Coldwell Banker listings among Home Buyers throughout North America.
Our advertising program is designed to generate buyer prospects for your property.
Marketing A
ctivities
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Advertising
• Local advertisingWe will provide you with tools to create great local and regional advertising and public relations programs.
• Coldwell Banker yard signOur nationally recognized Coldwell Banker yard sign is a highly effective advertising tool that promotes your property 24 hours a day, 7 days a week. Calls generated from our yard sign come from prospective buyers who are already interested in your neighborhood, have seen your property and are eager for more information!
Our advertising program is designed to generate buyer prospects for your property.
Marketing A
ctivities
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coldwellbanker.com
The Internet is used by 80% of home buyers to find information about specific properties or to find
information about a community.*
The award-winning coldwellbanker.com website promotes your property across the Internet!
*Source: The 2006 National Association of Realtors® Profile of Home Buyers and Sellers
Marketing A
ctivities
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coldwellbanker.com
The award-winning website - coldwellbanker.com
Marketing A
ctivities
• Rich InformationLarger photos, slide shows, virtual tours, videos, and detailed data help your home stand out to buyers.
• MappingUsing the newest mapping technology, buyers have three options of viewing your home in relation to roads and major thoroughfares. In addition, a variety of neighborhood amenities such as schools, recreational areas, hospitals, shopping, and more, are easily located and mapped.
• AgentSpaceYour home on the Internet will get even greater exposure with coldwellbanker.com’s powerful new blogging feature which allows your Sales Associate the opportunity to show his/her expertise in your local housing market and neighborhood. Using photos, video and information through a blog format, your Sales Associate will capture the interest and business of local buyers.
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coldwellbanker.com
The award-winning website - coldwellbanker.com
Marketing A
ctivities
• Saved SearchesBuyers can save a library of properties they like and return to those listings for quick future reference. This is similar to saving items to an online “shopping cart.”
• Personal Retriever® ServiceThis feature allows interested buyers to have information about your home e-mailed directly to them.
• Personal Retriever Widget®Like the Personal Retriever, the Widget brings your home information right to a buyer’s desktop.
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Make Your House Stand Out In The Marketplace
Marketing A
ctivities
As a special offer, when you list your house with us you
will receive via email a copy of these very insightful
reports.
Free E-book: 450 ideas to HELP YOUR HOME SELL FASTER!
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Seller Disclosure
Appealing to buyersComplete disclosure attracts buyers by building confidence and peace of mind.
A stronger selling price
A Seller’s Disclosure Statement makes it clear that the price of your property reflects its disclosed condition.
Reduce misunderstandingsHelps reduce misunderstandings that can lead to delayed closing, renegotiation, and even litigation.
Full written disclosure of the property’s condition can be essential to a successful sales transaction.
Marketing A
ctivities
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Home Warranty
A popular feature for buyersA home warranty builds buyer confidence by providing repair-or-replace coverage*
Protects your budgetHelps protect you from unexpected repair bills. Optional coverage for your property while it is on the market can give you additional peace of mind.
Additional marketing impactSpecial marketing materials will promote your property to potential buyers and help it stand out amongst the competition.
Offering a home warranty will enhance the marketability of your property.
Marketing A
ctivities
*See specific plan application for details.
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Personal Touch & Timely Response
ResultsWe will report the results of events such as open houses and property showings.
Trends
We will discuss current trends in buyer activity, interest rates and competitive prices.
SuggestionsWe will share suggestions from other real estate professionals who have previewed or shown your property.
Progress
We will provide a weekly progress report on the promotion and sale of your property.
You will hear from me regularly on the progress of our marketing activities.
The Sale Process
MENU15%
19%
25%
36%
38%
51%
50%
71%
77%
90%
Relocation Company
Billboard
TV
Builders
Home/Book Magazine
Open House
News Ad
Yard Sign
Internet
Real Estate Agent
Information Sources Used By Buyers In Home Search
Source: The 2005 National Association of Realtors® Profile of Home Buyers and Sellers.
Real estate agents are the primary resource used by buyers in a
home search.
Marketing A
ctivities
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Hom
e Enhancem
ent
Home Enhancement
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Home Enhancement
• Focus on how buyers see your property• Leverage ideas from our exclusive Home Enhancement Guide and Video• Identify enhancements that can pay for themselves in stronger offers from buyers.
We will develop a custom tailored home enhancement plan that can make a difference in how quickly your home sells and the
price you can obtain.
Hom
e Enhancem
ent
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Home Enhancement Checklist
Exterior Keep grass mowed, shrubs trimmed Pick up lawn tools, toys, sweep front
walkway Clean up after pets
Interior Pick up toys and shoes; make beds,
put clothes away Prepare tables with flowers and place
settings; set out a game or “coffee table” book
Turn off the television; play soft background music
Tidy up bathrooms; set out show towels Open drapes and shades, turn on lights,
make house look bright and cheerful Do a quick dusting and give the carpets a
once-over with the vacuum; straighten rugs; empty wastebaskets
Keep pets out of the way; make sure all pet areas are clean and free of odor
Special tips for showings
Secure jewelry, cash, medications and other valuables
Leave while your house is being shown If people who are not accompanied by an
agent ask to see your property, please refer them to us; we will pre-screen them
We will develop a plan to enhance your property’s ability to attract buyers
Hom
e Enhancem
ent
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Coldwell Banker® Home Protection Plan
You can sell your house faster and for a higher price with the Coldwell Banker® Home Protection Plan.
*See specific plan application for details.
Hom
e Enhancem
ent
A popular feature for buyersA home warranty builds buyer confidence by providing repair-or-replace coverage for major home operating systems and appliances for one full year after the closing.*
Protects your budgetA home warranty can help protect you from unexpected repair bills and give you peace of mind.
Additional marketing impactHome warranties give the seller a better chance of selling, in a shorter amount of time, and for more money.
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The Best Price A
ttainable
Best Price Attainable
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What Is The Best Price Obtainable For Your Property?
A Competitive Market Analysis will give you a solid foundation for the realistic pricing of your property.
The Best Price A
ttainable
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What Is The Best Price Obtainable For Your Property?
The Best Price A
ttainable
Buyers compare propertiesHome Buyers engage in comparison shopping. They will not pay more for a property than they could pay for another, similar one.
Recently sold market dataReveals what buyers have actually paid for similar properties.
Currently for saleShows properties competing for buyers’ attention right now.
Did not sell
Demonstrates what buyers have not been willing to pay under current market conditions.
We will assist you in determining the most effective list price for
your property
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What Affects The Market Value Of Your Property?
In understanding the market value of your property, we must deal with some factors that we
have no control over.
The Best Price A
ttainable
The CompetitionThe number of similar properties
for saleTheir prices, financing terms,
location and physical condition
Physical qualities of your property
LocationAgeSize of house and lotFloor plan and architectural style
Market Conditions
Interest rates and availability of financing
Buyer demandPrices of recently sold propertiesState of the economySeasonal demand
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What Affects The Market Value Of Your Property?
Original price
What you originally paid for your house Needed proceeds The cash proceeds you want or need from the sale
Opinions
What people say your property is worth
Some factors have no effect on the current value of your property:
The Best Price A
ttainable
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Market ValueYour house has many values:– to the tax assessor, – to the lender and insurance company– to you.
It also has what’s called “market value” to prospective buyers.
The best price can only be determined by testing the market and challenging the competition. The market dictates the value based on current conditions, number of home buyers, etc.
Competitive Market AnalysisBuyers do “comparison shopping” and the Competitive Market Analysis focuses on properties on the market competing for buyer attention.
An Important Message About The Value Of Your House
The price of your house must attract enough attention among buyers and brokers to generate showings and offers.
The Best Price A
ttainable
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Pricing Your Property
The higher a property is priced above realistic market value, the more time it will take to sell and the less interest it will attract.
The Best Price A
ttainable
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Pricing Your Property
The Best Price A
ttainable
If a property fails to appraise at fair market value, it will either force the buyer to make up the difference in cash or cause the sale to fall through.
If your property is priced right, more buyers will be interested when it first hits the market.
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Since mortgages are based on fair market value, not the sale price, more buyers will be able to consider your property when it is priced competitively.
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Market Analysis Summary And Recommendation
Anticipated selling price: ______________________________________________________
Recommended selling price: ___________________________________________________
Recommended financing terms:
_________________________________________________________________
_________________________________________________________________
_________________________________________________________________
_________________________________________________________________
Other recommendations: _________________________________________________________________
_________________________________________________________________
_________________________________________________________________
_________________________________________________________________
The Best Price A
ttainable
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The Sale Process
The Sales Process
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The Sale Process
Qualifying BuyersThe goal of Coldwell Banker® Mortgage Services is to bring
you more pre-approved buyers to ensure a successful transaction.
Pre-approved BuyersA potential buyer for your house can receive a pre-approval decision from Coldwell Banker Mortgage for a loan amount necessary for the purchase of your property.
Financial information on other buyersWe will seek financial qualifying information on buyers represented by other brokers.
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Important Negotiation Strategy
In order to maintain the strongest negotiating position, we recommend that you do not discuss the following
information with any buyers or other real estate agents.
The Sale Process
• Reason/Urgency for selling• Willingness to consider an offer less than listing price• Financing terms you would accept• Personal property you might be willing to include• Timing and benefits from your company • Any other confidential information
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Closing The Sale
When an offer is presented we will negotiate on your behalf to help you obtain the most favorable price and terms, and we will work on
your behalf to successfully close the sale.
The Sale Process
Understanding choices, meeting your needsWe will present all offers in an objective fashion, review and explain their terms and help you evaluate how it fits your goals.
Handling the details and keeping you informedWe will monitor the progress of the transaction and keep you informed throughout the entire transaction.
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After-Sale Service
After-Sale Service
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We’ll sell your house and help you take care of the details that go along with it.
Presenting Coldwell Banker Concierge®
After-Sale Service
The Coldwell Banker Concierge program is a convenient, time-saving service that will help make your house selling experience smoother.
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It’s just one more way your local Coldwell Banker office is making house selling simpler.
Presenting Coldwell Banker Concierge®
After-Sale Service
Service ProvidersWe will provide you with the names and phone numbers of service providers from our list in your neighborhood.
Ongoing ServiceWe also offer our assistance well after you’re in your new home.
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Your Local Coldw
ell Banker R
esources
Your Local Coldwell Banker Resources
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We Are Ready To Go To Work For You NOW!
Coldwell Banker tradition of service
Backed by the extensive resources and 100-year heritage of a premier real estate organization.
Our local Coldwell Banker office
Benefit from the marketing expertise of our team of dedicated professionals.
My personal commitment
I will devote my energy to meeting your needs, and keep you informed throughout the transaction.
We are prepared to fulfill the promises in the Coldwell Banker® Seller Service Guarantee. Your satisfaction is our top priority.
Your Local Coldw
ell Banker R
esources
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Coldwell Banker Superior Results Realty
Serving the Greater Greenwood SC, Abbeville, McCormick, Laurens, Newberry, Lake Greenwood, Lake Russell, Lake Secession and surrounding areas since 1999 with 25 highly trained proffesionals.
Your Local Coldw
ell Banker R
esources
TOLL FREE Office Number: 1-800-733-8021
Office Number: 1-864-229-6922Joan Timmerman, Broker In Charge 1-
864-993-7137Email: