coldwell banker listing presentation
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This is my listing presentationTRANSCRIPT
©2009 Coldwell Banker Real Estate Corporation. Coldwell Banker® is a registered trademark licensed to Coldwell Banker Real Estate Corporation.
An Equal Opportunity Company. Equal Housing Opportunity. Owned and Operated by NRT Incorporated.
THE COLDWELL BANKER
FULL-SERVICE HOMEMARKETING SYSTEM™
pittsburghmoves.com
©2008 Coldwell Banker Real Estate Corporation. Coldwell Banker® is a registered trademark licensed to Coldwell Banker Real Estate Corporation.
An Equal Opportunity Company. Equal Housing Opportunity. Owned and Operated by NRT Incorporated.
pittsburghmoves.com
THE COLDWELL BANKER
FULL-SERVICE HOME
MARKETING SYSTEM™
MARKETING PROPOSAL
Prepared for
You, Home Owner
By
Dionne Malush
Your Address Here
MARKETING PROPOSAL
Prepared for
Insert Homeowners’ Names
Insert Address of Home
City/Town, State
By
Insert Agent Name
Insert Date
THE IMPORTANCE OF BROKER SELECTION
• Hiring a broker is a
business decision.
• We can net more
money for your
home than the
competition.
MY JOB AS YOUR CONSULTANT
• Inform you– Explain market concepts and conditions
• Create a high perception of value– Assist you in properly pricing your
property to stimulate the buyer pool
to make offers
– Provide maximum exposure of your
property to the buyer pool
• Negotiate the sale– Obtain the best possible price and
terms for your property
REAL ESTATE IS A COMMODITY
PRODUCT COMMODITY
Seller establishes price. Buyer establishes value.
Consumers become aware of
products through advertising and
choose to buy or not to buy the
product at the seller’s price.
Products that don’t sell are
discontinued.
Commodities sell every day with
prices fluctuating based on
market conditions and
perceptions influenced by
supply and demand.
COMMODITY MARKETS APPRECIATE &
DEPRECIATE
Appreciating Market
Depreciating Market
Prices go UP
Prices go DOWN
Less inventory coming on… More inventory going off…
More inventory coming on… Less inventory going off…
MARKET DIRECTION
To determine the market direction of real estate commodities
in the area, examine local market statistics:
Mo1 Mo2 Mo3
• The first column represents new listings on the market
• The second column shows listings under contract
• The third column shows total inventory of homes
• The fourth column shows overpriced listings that expired
High inventory = Depreciating market
Low inventory = Appreciating market
BUYER POOL
The Buyer Pool, those who could buy, is relatively
constant in any market
Buyers that do buy are motivated to act when they see a perception of value
(Buyer Pool)
(Buyer Pool) (Buyers motivated to act)
% of Buyers
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6++
Buyers most
prepared to buy• Working with an agent an average of 10 weeks.*
• Knowledgeable about market prices.
• Financially pre-approved.
• Have seen properties previously on the market.
• Ready to make an offer when they perceive value.
* Source: National Association of REALTORS 2008 Profile of Home Buyers and Sellers
CAPTURING THE MOST BUYERS IN THE
FIRST DAYS OF EXPOSURE
The first 14 days are the most critical in capturing the largest group.
Inventory sells at its highest price in the first days.
DAYS ON MARKET AFFECT SELLING PRICE
Buyer perceptions of value decrease with
every day on the market.
$429,000
$429,000
$429,000
Days on Market
2
Buyer’s Perception
Must See
30
Seller getting anxious and
should be willing to
negotiate
60+
Why hasn’t this house sold?
What is wrong with it?
BUYER POOL PERCEPTION BASED ON MARKET
“What will it
take to get this
property?”
“With so many
choices, I can
afford to wait.”
Appreciating MarketAbundance of buyer energy and
motivation, but no inventory
Depreciating MarketAbundance of inventory, but
no buyer energy or motivation
POSITIONING YOUR PROPERTY TO GENERATE
BUYER POOL TRAFFIC
Proper Positioning in a
Depreciating Market
Through strategic pricing, we create a
perception of value compared to other
inventory and stimulate the same
buyer motivation and action as in an
Appreciating Market.
Appreciating Market
THREE PHASES OF SHOWINGS
No Showings
Home is priced above market - no
perception of value.
Showings with No Second
Viewings
Home is being shown, but not
perceived as a good value.
Repeat Showings
Home is being shown continuously
with second viewings and high
probability of offers.
THE POWER OF PRICING
Over
Priced
No Traffic
No Offers
Market
Priced
Some Traffic
Possible Offer
Action
Priced
Heavy Traffic
Multiple Offers
MY JOB AS YOUR CONSULTANT
Inform you
– We have discussed market concepts and conditions
• Negotiate the sale
– When we achieve heavy traffic to your property, I will
manage the important negotiation process to net you the
most possible.
• Create a high perception of value
– When you properly position your property to energize the
buyer pool to make offers, we will provide maximum
exposure.
MAXIMUM EXPOSURE TO BUYER POOL
Local, National and International Exposure
• Multiple Listing Service
• PittsburghMoves.com
• ColdwellBanker.com
• Other heavy-traffic real estate web sites
• Yard Signs
• Open House
• Media Advertising
• Property Feature Sheets
• Just Listed Announcements
• eCards
REACHING BUYERS WHERE THEY
ARE LOOKING
87% of home buyers use the Internet when looking for a
home* and yours can be on these major, high traffic web sites:
• ColdwellBanker.com
• PittsburghMoves.com
• REALTOR.com®
• Google Base™
• Trulia.com
• OpenHouse.com
• Yahoo Real Estate™
• Zillow.com
• FrontDoor.com
• NewYorkTimes.com
• IHT.com
• HomeFinder.com
• Cyberhomes.com
• AOL®
Real EstateOnly 3% of buyers found the home they bought
from newspaper ads*.
* Source: National Association of REALTORS 2008 Profile of Home Buyers and Sellers
INSTANT RESPONSE TO ONLINE BUYERS
• Many website inquiries go unanswered
by agents
• Many take days to respond
With our online rapid response system –
LeadRouter™ – every buyer receives a fast,
professional response:
• A buyer sees a listing online.
• They request additional information or
request a showing through the website.
• I receive an alert on my phoneand can respond within seconds!
Cell phone photo
EXPOSING POSITIONED PROPERTIES
Initial Marketing for Properly Positioned Properties
• I will utilize the powerful Coldwell
Banker marketing tools to expose
your properly positioned property
to the buyer pool.
• You can also make your home more
compelling to the buyer pool through
– Home enhancement and staging
– Home warranty
INCREASING BUYERS PERCEPTION OF VALUE
Home Enhancement
• The better your home shows to the buyer pool,
the more value they perceive.
• Review our Home Enhancement Guide.
Home Protection Plan
• Studies show that homes without a home
protection plan sell for a lower price than
those that do*.
• Homes with a protection plan sell faster.*
*Homes with AHS Home Protection Plan sold an average of 4% higher at closing and average of 23 days faster.
TRANSACTION MANAGEMENT
.• Provides you with a dedicated online access,
secured by 128 bit SSL encryption and
password protection.
• You can access your account at any time from
any computer as an additional communication
tool during the entire process.
• After the transaction has closed, your complete
documented transaction is stored in a permanent
online archive.
The HomeBase℠ transaction management
system is an exclusive online tool for
accessing and reviewing your real estate
sale and purchase via a personal, secure
web site account.
FULL SERVICE REAL ESTATE ENVIRONMENT
In me, you have a knowledgeable and
skilled professional to help you net the
most amount of money for your property
in today’s market place.
In my company, you have the largest real
estate brokerage company in the U.S.
offering Mortgage Services, Home
Protection Plans, Homeowners
Insurance, Relocation and Concierge
Services.
MARKET STUDY – INITIAL MARKET
POSITIONING
We will now:
• Review current market data, also available
to buyers
• Analyze what buyers are currently paying
• Interpret data through in-depth inventory
knowledge
• Determine choice of initial market position
• Evaluate after 14 days and reposition if
necessary