Prudential Bob Yost Homesale Services Listing Education

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Table Of Contents

Additional Homesale Complete ServicesAdditional Homesale Complete Services

We Help People Achieve Their DreamsWe Help People Achieve Their Dreams

Homesale GuaranteeHomesale Guarantee

Your Needs Come FirstYour Needs Come First

Advertising, Marketing & MerchandisingAdvertising, Marketing & Merchandising

Transaction and Risk ManagementTransaction and Risk Management

Contract NegotiationContract Negotiation

Return on Investment StrategiesReturn on Investment Strategies

Who We AreWho We Are

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• It will help me to know what you want to achieve from

the sale of your home and the support you expect to

receive from me.

• Together, we can decide how the homeselling process

should be tailored to fit the unique characteristics of

your home.

Your Needs Come First

The process of marketing and selling your home must match your objectives, priorities and needs.

In order to best serve you, I will want to learn more about your plans, so please feel free to ask questions and share your concerns with me. In this way, I will understand your goals, helping us build a strong working relationship.

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Communication. How important is regular communication with your real estate

professional? What information is important to you? How often do you want to be

contacted, and what is your preferred way of staying in touch?

Motivation. Why are you considering selling your home at this time? How far along

are you in the homeselling process? Are you just exploring the possibility of selling,

or are you definitely committed to putting your home on the market?

Time frame. Is there a certain date by which the sale of this home needs to close?

How flexible are you on this time frame?

Relocation assistance. Will you need information or assistance in moving to a new

area?

Homeselling decisions. Are there any other individuals who will be involved in your

home sale decision? May I please have permission to speak with them?

Understanding your Expectations

The following questions will help me understand what is most important to you in the sale of your home.

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Price. Do you have specific expectations as to the selling price of your home? If so,

what do you base this figure on? Do you anticipate a certain amount of net proceeds

from this sale?

Marketing Plan. Are there any specific activities you expect to see included in the

marketing of your home?

Previous homeselling experience. Have you ever sold a home before? If so, how

many and how recently?

Positive experiences. What were the most positive features of your previous

homeselling experiences? If you have never sold a home before, what would help

make this a positive experience?

Concerns. Were there any unsatisfactory features of your previous homeselling

experiences that you hope to avoid this time? If you are selling your first home, are

there any problems or concerns about which you are worried?

Expectations. What are your expectations of me as your real estate professional?

What specific services and support do you look forward to receiving from me?

Understanding your Expectations

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What do you feel are the most appealing features of your home?

What features does your home have that differentiate it from other similar

properties?

What changes or enhancements would you suggest to make your home as

marketable as possible?

What are the most attractive features of the surrounding neighborhood?

Do you have any special terms or conditions regarding the sale of your

home, such as items of personal property to be excluded?

Are you aware of any problems or concerns regarding your home or the

neighborhood that will need to be disclosed to prospective buyers?

What Should I Know About Your Home?

Each home has special features that may interest buyers.

Please tell me about your home.

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I Guarantee Your Experience in Writing

• You’ll receive a signed contract outlining what

Prudential Bob Yost Homesale Services and I

will do for you.

• Enjoy Peace Of Mind. If I cannot perform the

services outlined in the Guarantee, you will be

released from your listing agreement.

• This level of safety and assurance is only

available with Prudential Bob Yost Homesale

Services.

See the Seller Services Guarantee for complete details.

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One Company. One Purpose.

Complete real estate solutions

from a neighbor you can trust.

The HomeSale Complete family of services work from the same set of Core Values:

• We don't claim success until our customer declares success.

• We want to earn our customers for life.

• We set the standards for customer excellence.

• We believe the quickest way to grow our organization is to grow our people.

• We believe we achieve more together.

• We think and act with a sense of urgency.

We help people We help people achieve their dreams!achieve their dreams!

Our HomeSale Complete family of services:

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Residential Real Estate Agencies – Top 10Ranked by dollar volume of sales.

Jack Gaughen Realtor ERA

PrudentialHomesale

Re/Max Realty Professionals Inc.

Re/Max Associates of Lancaster

Brownstone Real Estate Co.

Morgan-Collins Inc.

Century 21 Piscioneri Realty Inc.

The Homestead Group Inc.

Re/Max Patriots

Prudential Thompson Wood Real Estate

$72,000,000

$83,200,000

$103,550,000

$185,800,000

$204,730,000

$221,130,000

$257,550,000

$262,900,000

$943,820,000

$1,620,000,000

Superior service and expertise make

Prudential Homesale the leader in

real estate sales.

Published June 13, 2008. Updated August 20, 2008. The Central Penn Business Journal’s list of residential real estate agencies is limited to those in or near Adams, Cumberland, Dauphin, Lancaster, Lebanon, Perry, or York counties. Information came from the individual companies and other Business Journal research. To access the Business Journal’s online database, visit www.centralpennbusiness.com and click on ListCentral in the quick-links menu.

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The only firm in south central PA with sales of more than $2 Billion

1997 2001 2007

2001 was Homesale’s first complete year of operations after expansion into the York/Adams and Eastern Regions.

$2,092,800,000

$1,404,000,000

$535,000,000

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York County’s Broker of Choice • In 2008, Prudential Bob Yost Homesale

Services completed over 3,100 sales in York and Adams counties alone, more than twice as many as the closest competitor.

• The Homesale offices are ranked by the Central Penn Business Journal as the #1 home seller in the region, with $2.39 billion in sales volume.

• Honored by REALTrends as a national leader in home sales, mortgage services, and settlement services.

• Award We’re Most Proud Of:Winner of York Sunday News’ “Best of York County” Award,year after year

Prudential Bob Yost Homesale Services is the #1 resource for York

County home buyers & sellers.

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Hanover’s Broker of Choice

Prudential Bob Yost Homesale Services has been named the Best Real Estate Company in Hanover by

The Hanover Evening Sun’s Reader’s Choice Awards for 2008

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Region’s Top Homeseller

Choose The Leader!

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Return on Investment (ROI) Strategies

1. Contract Negotiation Skills & Strategies

2. Transaction & Risk Management

3. Advertising, Marketing & Merchandising

As a Premium Provider of Real Estate Services, I

will use proven strategies to maintain a strong

negotiating position to enable you to yield the best

attainable Return on Investment.

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Performance-Based Compensation

• Commission is an Expense if you choose the wrong agent, an Investment if you choose the right one.

• You don’t “save money” on a commission, because commission savings versus value can only be determined at settlement.

• When you Invest in me, you can expect a Return on Investment.

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Contract Negotiation Skills & Strategies

• Contract Negotiation Skills & Strategies

• Transaction & Risk Management

• Advertising, Marketing & Merchandising

I will use proven strategies to establish, then maintain a strong negotiating position for you:

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Strategy: Determine Mortgage Portability

• If your buyer’s mortgage

company closed tomorrow, a

buyer with Mortgage

Portability can take their pre-

approval to another lender.

• What is Mortgage Portability?

It is a pre-approval based upon

nationally acknowledged

lending standards that other

lenders can accept.

• I will protect you by insisting

that your Buyer’s mortgage be

portable.

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Strategy: Determine Buyer Quality

• Is this buyer actually able to purchase

your home?

• Are there mortgage-related “conditions”

that are likely to impede a successful

closing?

• What is the true negotiating strength of

the buyer?

• If you have multiple offers, which offer

really is the strongest?

• Depending on your risk tolerance, the

best offer might not be the highest price.

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The VALUE of a Buyer Quality Specialist

• As your Agent and a Buyer Quality Specialist, I will ascertain the Buyer Quality

and Mortgage Portability on each offer you receive.

• This will enable you to make informed decisions, while I negotiate for you from a

position of strength.

– A buyer who is accustomed to paying more for things due to past credit

issues may be willing to pay more for your home. My job is to examine

those credit issues to insure that they don’t interfere with closing.

• Being proactive and understanding Buyer Quality upfront will help anticipate and

avoid potential “deal-killing” problems as we approach settlement.

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Transaction & Risk Management

• Most problems that delay settlement are caused

by title issues, failed inspections and insurance

issues.

• Preliminary review of the settlement sheet can

reveal potential issues.

• Problems that are uncovered too close to

settlement may result in additional out-of-pocket

expenses for the seller, postponement of

settlement or killed contracts.

• Better to be proactive in the beginning than to be

reactive near settlement.

As part of my Transaction and Risk Management strategy, I will help you maintain negotiating strength by identifying potential problems early.

Review our risk management guidelines to see how we protect your interests.

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Transaction & Risk Management

• Identifies potential issues early that may otherwise cause costly problems near settlement.

• Increases the marketability of your home and attracts more qualified buyers

• Provides up-front information on your home, so qualified buyers can see the solid

value your home represents

• Home Warranty protects you against covered repairs while the home is listed, and

transfers to the buyer for one year after closing.

There is an investment when you use HomeBuyer Ready, but there is a cost if you don’t.

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American Home Shield

• Our overriding goal is your complete

satisfaction by helping you protect your

largest asset!

• Help protect yourself from unexpected

home repair costs and add value to your

home with an American Home Shield

warranty.

• In 2008, American Home Shield paid

$304,266 in warranty claims on behalf of

Prudential Homesale customers.

Statistics show that homes sell for more

money in less time with an AHS Warranty.

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The Strength of the Brand

The Prudential name and “Rock®” logo have stood for strength, stability, integrity and trust for over 30 years.

• Prudential Real Estate benefits from the name recognition and outstanding reputation of Prudential Financial.

• The Prudential Real Estate brand represents service, quality and exceptional value.

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Awareness of the Prudential Brand is almost universal among Americans

Data Source: 2007 Wave 38 brand image study

General Public Affluent Americans

The Strength of the Brand

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Network Growth

• Approximately 68,000 sales professionals

• Nearly 2,100 offices

• 547,000 transactions

• $187.2 billion in sales

• Presence in 50 states, nine Canadian provinces and Mexico

The Growth of Prudential

Data Source: Prudential Real Estate Report on Key Historical Statisics

1991 2008

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Extensive National and Local TV Advertising Presence

• National advertising drives potential buyers to see your home on PrudentialProperties.com

• Local advertising on Fox 43

• Prudential uses the most prestigious and effective media to reach the most people.

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Highest Average Sale Price

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eCertified® Designation

eCommerce Opportunity

• I have earned the eCertified Designation.

• The knowledge gained from this achievement enables me to handle any eCommerce opportunity.

• The presence of Prudential Real Estate and Prudential Homesale Services in 20 networks gives you a greater chance to find more buyers.

• It’s a competitive edge for you!

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What is Merchandising?

• Presenting a product to the right audience

• Carrying out organized, skillful advertising

• Most importantly, correctly positioning (pricing)

the home in the current market.

Merchandising is the creation of a marketing plan

that, when promoted, reaches the right buyers by:

As a Market Data Expert, I will help you

understand and position your home correctly for

the current local market, both in the MLS and

private sale inventory.

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Positioning Your Home For The Market

• Determining the price of your home through a Competitive Market

Analysis, or CMA, is not the only way to position your home in the

current market.

• A CMA looks at properties that have already sold and often doesn’t

include private sale data.

• However, you are competing for buyer attention against properties that

are currently for sale (the total available inventory).

• It is important to determine the Correct Positioning Price to achieve the

highest Market Value for your home.

CMA Pricing versus Market Value

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Determining Market Value

Price Positioning Analysis

Estimated Price Objective $_________

Area Proximity to Subject Home _________

miles

Total Available Units for Sale within MLS _________ units

Total Available Units for Sale Privately _________ units

Excitement Moderate AverageBelow

AverageRisky

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Return on Investment Worksheet

The decision about how to position your home needs to be made with an understanding of ROI.

Purchase Price (A)

Date of Purchase (B)

Down Payment + Closing Costs (C)

Improvements (D)

Investment to sell (E)

Anticipated Price (F)

Formula:

C+D+E=X

X is Your Total Investment

F-A=YY is Anticipated Profit

Y-X=KK is your Gross Profit

K/X=ZZ is your Return on Investment

Z/Years Owned

Your Annual Return on Investment

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Is now a good time to sell?

• Myth: “If I wait, my home willbe worth more, and I’ll make more of a profit.”

• Fact: As your home’s value increases, so does the value of other homes.

• Example:– Your home may sell for $200,000 today, but you think it would sell for 10%

more, or $220,000, next year.

– You want to buy a home that is $250,000 today.

– Assuming a 10% increase in home values, the home you want to buy would be $275,000 if you wait.

– You’d need an additional $5,000 to buy the home you want if you wait.

• And if mortgage interest rates rise, your buying power is decreased further.

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• At 98% name recognition, Prudential is the most recognized of all real estate brands.

• Prudential Homesale is associated with quality, experience, service, and exceptional results.

• More local buyers select Prudential Homesale.

Prudential Homesale Agents Bring More Buyers

Consumers prefer to work with companies they know and trust

• Our locations provide a network system of referring buyers throughout 11 Pennsylvania counties.

• No other real estate firm will match our services.

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• A client base from global Fortune 500 companies to U.S. government agencies.

• Global locations include Canada, France, Hong Kong, Mexico, Shanghai, Singapore, Taipei, Tokyo, United Kingdom and the United States.

• Prudential Real Estate certification programs assure that you get the benefits of working with the best of the best.

• J.D. Power agrees: Prudential Relocation represents some of the most influential corporate clients in the country.

Relocation and Business Development

Prudential Relocation offers a full-service global mobility management firm.

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• Prudential Brokers throughout North America also refer their buyers to us.

• Added to this, we receive buyer leads from hundreds of other relocation sources.

• If you want to reach the out-of-town market, go with the leader. We sell thousands of homes to relocating buyers every year.

Our Relocation Network Brings Buyers

No other realty firm in our area sells as many homes to out-of-town buyers.

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• Buyers no longer peruse newspaper ads in search of homes for sale.

• Buyers know that they can find all homes for sale online instantly.

• Our marketing plan targets the online consumer, so that your property can be seen by the most buyers.

Our World has Changed

Source: National Association of REALTORS® “2008 Profile of Home Buyers & Sellers”

1st Step Taken During the Home-Buying Process

  All Buyers

Looked online for properties for sale 33%

Contacted a real estate agent 17%

Looked online for information about the home buying process

9%

Drove-by homes/neighborhoods 9%

Talked with a friend or relative about home buying process

7%

Contacted a bank or mortgage lender 7%

Other 5%

Looked in newspapers, magazines, or home buying guides

3%

Contacted builder/visited builder models 3%

Contacted a home seller directly 1%

Attended a home buying seminar 1%

Read books or guides about the home buying process

1%

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Who is the Target Audience?

Source: National Association of REALTORS® “2008 Profile of Home Buyers & Sellers”

• Most first-time buyers (54 percent) are in the

25 to 34 age group.

• The overall median age of first-time buyers is 30.

71% of buyers are 44 or younger.

Over 90% of buyers in this age group use the internet for

their home search.

Age of First-Time and Repeat Buyers

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Who’s Looking for Homes Online?

– 87% of buyers overall

– 92% of buyers 18-24

– 94% of buyers ages 25-44

– 82% of buyers ages 45-64

– 56% of buyers ages 65+

More home buyers use the internet than any other single marketing source.

Source: National Association of REALTORS® “2008 Profile of Home Buyers & Sellers”

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MARKETING: How do buyers find the home they buy?

• 36% From their Real Estate Agent

• 24% On the Internet

• 15% Yard Sign

• 8% Friend, neighbor, or relative

• 8% Home Builder

• 5% Print Newspaper Ad

• 3% Directly from the Sellers

• 1% Home Book or Magazine

Top Three Ways Buyers Find the Homes They Purchase

Newspapers and Homes Magazines are not an effective way to attract buyers

Buyers rely primarily on their Real Estate Agent to find homes for them. It is important to select an Agent working with a large network of other Agents who may have buyers interested in a home like yours.

Source: National Association of REALTORS® “2008 Profile of Home Buyers & Sellers”

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Your home will appear on the Nation’s most widely viewed websites.

TheRealEstateBook.com

Oodle

RealtyTrac

Condo.com

AreaGuides.net

HouseLocator.com

RealtyWizard

HomeGain

BobVila.com

HomesAndLand.com

HotPads.com

The New York Times

Unique Homes

LiveDeal.com

Great Homes

Unique Global Estates

LivingChoices.com

LandWatch

LancasterOnline.com

LancasterOpenHouses.com

HomesInYork.com

Properazzi

ResortScape

The Sentinel

EveningSunHomes.com

WGAL.com Real Estate

Fox43.com

CentralPennOpenHouse.com

The Wall Street Journal Online

craigslist

Depending on the area, price range, and property type, your home may also appear in:

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Prudential’s Online “Net” Captures Buyers

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Web Presence

– At PrudentialHomesale.com, potential buyers can schedule their showing appointments online.

– “Online Advantage” technology offers industry leading enhanced customer tools and lead generation.

We Give The Online Buyer The Right Tools

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PrudentialHomesale.com

• Featured New Listing

– Qualifying listings will appear on the home

page and will be included in the New Listing

Archive for 30 days.

• Target marketing with My Home Finder.

• Highly-visible property search at top of

every page

• “Click & Zoom” Search by Map from the

home page

• Advanced property search lets buyers search

by county, area, city, schools, zip code, price,

property type, and more.

• Bold open house search from home page.

More features than any other local real estate Web site.

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PrudentialHomesale.com Property Detail Pages

• Unlimited property photos

• Mortgage calculator

• School reports

• Community information

• Link to Google Maps with driving directions

• “E-mail To Friend” feature lets interested

buyers share your home with others.

• Bold “Request a Showing” button

- 45% of showing requests are made after hours.

The Online Showing Request feature is an

important strategy to create a showing for your

home at the moment the buyer is excited about

seeing it.

• Choice of four printable flier formats

• Online activity reports available upon request

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Marketing for Open Houses

• PrudentialHomesale.com– Open House hours featured in list of search results

and the home Detail Page– Your home added to Open House search

• PrudentialProperties.com– Open House hours featured on home Detail Page– Your home added to Open House search

• OpenThisWeek.com– Time and date of your open house listed– All York & Adams County open houses

• Realtor.com – The #1 National Real Estate site

• Print Marketing– Advertised in local print media

• Open House and Directional Signage– Placed at your home and nearby, as local

jurisdictions permit.

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Listing Presentation Reports

Prudential Real Estate EXCLUSIVE: No other brand, technology company, or Multiple Listing Service can delivery this report to seller prospects. Showcases very recent actual Web buyer interest and behavior activity surrounding your property.

Includes:• How many registered buyers have requested

to be notified the minute a property like yours enters the market

• How many registered buyers are monitoring other listings in your general area

• How many times yesterday, last week, and last month your property would have been presented in search results to prospective buyers.

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Listing Activity E-Mails

Alerts Every Day

Every day, until your property sells, you’ll receive email alerts that let you know:

• how many times your listing has been returned in Search Results.

• how many times the Property Details for your listing have been viewed.

• how many times your listing has been added to a prospective buyer’s portfolio.

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• Yard signs are the third-largest source of home inquiries.

• While 15% buy the home on which they first saw the sign, 85% ultimately buy a different home.

• When the home isn’t a fit for the buyer who saw the sign, a Sales Associate will tell them about other homes that may suit them, such as yours.

• With the largest number of yard signs in the area, you’ll receive interest from buyers who first called on another Prudential Homesale sign.

More Signs = More Calls

Source: National Association of REALTORS® “2008 Profile of Home Buyers & Sellers”

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• When a buyer calls, it’s critical to address their needs promptly to avoid their calling another real estate Company about another home.

• Many buyers look for homes on the weekend, when most real estate offices are closed.

• Only Prudential Homesale has a seven-day-per-week Call Center dedicated to systematically handling the valuable leads we receive.

• You will have the reassurance of knowing that I will personally answer the vast majority of calls on your home.

Buyer calls handled efficiently by Call Center

Call Center – Prudential Homesale – actual

Typical Firm – est.

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Give buyers the info they want… …before they drive away.

Buyers can:

• Call from any phone to listen to current property details instantly

• Hear the estimated monthly mortgage payment

• Have the option to connect to your Prudential Homesale real estate agent to schedule a showing

• Have the option to receive information via text message

• Plus, photos available on iPhone, Blackberry, and other smart phones

Info 24/7 is Your Curbside Connection

24 HOURS A DAY • 7 DAYS A WEEKONE NUMBER TO CALL • 717- 801-1845

Learn more at AllHomesAllPhones.com

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Showing Center . . . Ensures You the Most Showings

• Only Prudential Homesale takes a systematic approach to working with Buyers’ Agents to scheduling showings on your home.

• Showing Center staffed seven days per week with professional scheduling coordinators.

• The efficient way for Agents from ALL companies to show your home, so you get MORE showings.

• More showings mean a greater likelihood of finding the right buyer in the fastest time possible.

• Showing activity reports and feedbackavailable through your Prudential Homesale agent.

• One good showing = One good sale Only at

Prudential Bob Yost Homesale Services!

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HomeSale Mortgage Services

• HomeSale Mortgage Services has the ability to shop multiple lending institutions to find the best rates and terms to fit your needs.

• We partner with your agent by providing marketing materials to aid in the sale of your home.

• We work with your prospective buyers to pre-approve them and customize unique financing packages.

The answer is YES! Let’s talk about how.

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• Homesale Settlement Services can provide title search and a deed review on your home to find potential problems early, thus ensuring they are properly handled.

• There is a Homesale Settlement Services agent at each Prudential Homesale office.

• HSS is a licensed Title Insurance agency for LandAmerica Lawyers Title, one of the largest and most sophisticated title insurers in the nation.

• HSS is bonded and carries insurance four times greater than required by law.

• Lowest Rates Permissible by Law. All-inclusive rate combines the costs of title search, settlement services and title insurance for ease and affordability.

Homesale Settlement Services delivers for you!

Settlement Services & Title Insurance

“#1 Settlement Company in PA” - Central Penn Business Journal

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• I am committed to assisting you with all of your real estate needs.

• Through our relationship with The Trident Group, I am able to provide exceptional homeowners’ insurance at competitive rates.

• Residential, commercial or investment properties

• These insurance Companies are working with carefully selected local, national and international insurance firms.

• We’ll find a way to insure your new home or investment, even if others can’t.

Protecting your new home

Homeowners’ Insurance

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Homesale VIP Services Need to spruce up your home before you put iton the market?

Never Fear – Homesale VIP is Here!

• Prudential’s Free Homesale VIP Services can recommend quality, pre-screened, pre-approved vendors to get your home ready for the market.

• Homesale VIP Services is exclusive to Prudential.

• Buyers moving into the area love the convenience and security of our Homesale VIP Services.

• More buyers means more people looking atyour home!

“We Help People Achieve

Their Dreams”

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Prudential Bob Yost Homesale Services

We’ll help sell your home and take care of the details along the way...