marketing proposal, 2 redberry lane
DESCRIPTION
Jay Burnham/Coldwell Banker's Marketing Plan. It's all about the "NET".TRANSCRIPT
www.NewEnglandMoves.com
COLDWELL BANKER RESIDENTIAL BROKERAGE
MARKETING PROPOSAL
Provided by Jay BurnhamProvided for Pamela Lapointe
www.NewEnglandMoves.com
A Little About Jay Burnham…
www.NorthShoreRealEstate.com
•Previous Career: Commercial Fisherman
•Years in the real estate industry: 27
•Experience: President of the Multiple Listing Service (MLS)President of the North Shore Association of REALTORSSold more than $195 million of residential real estate; assisted more than 550 familiesHamilton Planning Board (4 years) – Hamilton Housing Authority (4 years, active)Vice President, Coldwell Banker Residential Brokerage
•Professional Designations: CRB – Certified Real Estate Brokerage ManagerCRS – Certified Residential SpecialistGRI – Graduate, REALTOR InstituteSRES – Seniors Real Estate SpecialistPREVIEWS International Property Specialist (first on the North Shore)
•Awards: Honored as the North Shore REALTOR of the Year by NSARNamed Sales Agent of the Year by the DeWolfe Company (now Coldwell Banker)Allen Hainge CyberStar – 1.2 million Realtors>only 200 invited>4 from MA>1 from the North Shore
•Personal: Lives in Hamilton with his wife Linda Morey and their two Welsh Terriers, Ozzie & HarrietFavorite non-work activities: Canoeing, fly fishing, camping, traveling, barbequing
Held by less than 1% of all REALTORS worldwide…
www.NewEnglandMoves.com
The Four Reasons a Property SellsPriceConditionTerms
Marketing
You control these three
We control this . . . I mean, we really do control this…dominantly!
www.NorthShoreRealEstate.com
www.NewEnglandMoves.com
The Process
Review Marketing System
Review Pricing Analysis
www.NorthShoreRealEstate.com
www.NewEnglandMoves.com
Why name recognition is important to you:
Why Work with Us: International Name Recognition and Local Expertise
More buyers to your door step Buyers from local and national locations A proven track record of sales
Recognized quality and service
Unsurpassed client representation
Truly Remarkable Customer Service
Worldwide Exposure = Proven ResultsWorldwide Exposure = Proven Results
www.NorthShoreRealEstate.com
www.NewEnglandMoves.com
Take advantage of our NETwork
Expose your property through our unsurpassed InterNET presence
Get the ultimate Result – More NET Profit for you
It’s All About the NET
A technological dominance over all our competitors in New England!A technological dominance over all our competitors in New England!
www.NorthShoreRealEstate.com
www.NewEnglandMoves.com
Let’s Talk About Our Network of Services
www.NorthShoreRealEstate.com
www.NewEnglandMoves.com
SALISBURYAMESBURYMERRIMAC
NEWBURYPORT
HAVERHILLWEST NEWBURY
NEWBURY
METHUEN
GROVELAND
ROWLEYGEORGETOWN
NORTH ANDOVER
BOXFORDDRACUT IPSWICHLAWRENCE
ASHBYTOWNSEND PEPPERELL
DUNSTABLE
ANDOVERTYNGSBORO
ROCKPORT
GLOUCESTERESSEX
TOPSFIELDLOWELL
GROTONHAMILTON
TEWKSBURY
WESTFORDCHELMSFORDLUNENBURGMIDDLETON
FITCHBURGSHIRLEY
WENHAM
WILMINGTON
DANVERSBILLERICA
NORTH READING MANCHESTERBEVERLYAYER
LITTLETONLYNNFIELD
LEOMINSTERPEABODYREADINGCARLISLE
HARVARDSALEM
BURLINGTON
ACTON
WAKEFIELD
WOBURNBEDFORDBOXBORO LYNNSAUGUS
CONCORDSTONEHAM SWAMPSCOTT
BOLTONMELROSE
STOWNAHANT
REVEREMALDEN
EVERETT
MARBLEHEAD
Our Office Network is Able to Bring Buyers to Your Property from Different Marketplaces
Exclusively for Exclusively for Our Our ClientsClientsExclusively for Exclusively for Our Our ClientsClients
www.NewEnglandMoves.com
Our Agent and Office Network
Number of Offices: 3,600
Sales Associates: 113,800
Coldwell Banker Residential Brokerage in New England
Coldwell Banker
Number of Offices: 111
Sales Associates: 4,991
Mass, RI, NH and Maine
Cartas Relocation Network Number of Real Estate Brokerage Firms: 375+
We are the number one Relocation Service Provider
www.NorthShoreRealEstate.com
www.NewEnglandMoves.com
Minimum Marketing Services
www.NorthShoreRealEstate.com
Jay Burnham
• Multiple Listing Service• Local Advertising• For Sale Sign• Agent and Office Preview• Open House• Required Property Disclosures• Competitive Market Analysis
www.NewEnglandMoves.com
Competitive Market Analysis
15% of Calls (National Average)
Multiple Listing Service
Local Advertising
For Sale Sign
Agent & Office Preview
Open House
Required Disclosures
Public Open, Broker Open, Sneak Preview
Agency, Lead Paint, Property…
Standard Marketing Services
www.NorthShoreRealEstate.com
www.NewEnglandMoves.com
Multiple Listing Service (MLS PIN)Central Database that allows us to:
Exchange information with any Real Estate Agent
Direct market to Real Estate Agents working with buyers looking for property with characteristics similar to listing
Advertise Public Open Houses to other Real Estate Agents and to the Public
Advertise Broker Open Houses to other Real Estate Agents
www.NorthShoreRealEstate.com
www.NewEnglandMoves.com
The “Tangibles”
www.NorthShoreRealEstate.com
Jay Burnham
• MLS• Key Box• Advertising• Public Open Houses• Signs• Feature Sheets• Magnets, Pens and Pads• Broker Open Houses• ‘Just Listed’ Announcements
• Real Estate Magazine Advertising• Internet Advertising• Home Warranties• Corporate Relocation Affiliation• Property Preparation Consultants• Agent Telephone Number on Signs• Advertising Your Home Every Week Until Sold • Advertise Your Home on Video• National Advertising in Real Estate Publications
www.NewEnglandMoves.com
Why Choose Coldwell Banker & Jay Burnham to Market Your Property?
www.NorthShoreRealEstate.com
www.NewEnglandMoves.com
National and Local Advertising
Our Network of Exclusive Multi-Media Marketing Services
TV and Cable Promotes Brand Awareness
Brings Buyers to NewEnglandMoves.com
Specific Property Promotion
Specific Property Promotion
Specific Property Promotion through print advertising and direct mail
An integrated approach to marketing your propertyAn integrated approach to marketing your property
Radio
Internet Marketing Program
Newspaper and Magazine
Targeted Marketing
www.NorthShoreRealEstate.com
www.NewEnglandMoves.com
Have You Seen Us on TV?
www.NorthShoreRealEstate.com
www.NewEnglandMoves.com
Our Brand is Featured on the Following Major Networks:
www.NorthShoreRealEstate.com
www.NewEnglandMoves.com
Our Ads are On When People are Watching
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Have You Heard Us On the radio?
www.NorthShoreRealEstate.com
www.NewEnglandMoves.com
More Exposure nationally and regionally
More Buyers for your property
More Net Profit for you
Why is Coldwell Banker’s TV and Radio Advertising Important to You?
www.NorthShoreRealEstate.com
www.NewEnglandMoves.com
Let’s Talk About Our InterNet Services
www.NorthShoreRealEstate.com
www.NewEnglandMoves.com
* Source: The 2003 NAR Profile of Home Buyers and Sellers
More Home Buyers are Using the Internet
How consumers search for Real Estate today: Realtor.com
www.NorthShoreRealEstate.com
2008 Internet usage = 84%
50% of today’s buyers do not use the newspaper at all during their home search
50%
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Homebuyers Used the Internet More Than Other Media to Search for Homes
Internet 84%(2008),
Newspapers (50%),
Home book or magazines (38%),
Television (25%).
(NAR Profile of Home Buyers and Sellers)
www.NorthShoreRealEstate.com
www.NewEnglandMoves.com
Use of the Internet During the Home Search Process Has Increased Dramatically
In 1995, 2% of buyers used the Internet duringtheir home search. . .
In 1997, 18%
In 1999, 37%
In 2001, 41%
In 2003, 71%
In 2004, 74%
In 2008, 84% . . . Projected for 2009: 88%!
www.NorthShoreRealEstate.com
www.NewEnglandMoves.com
Sources for Actual Purchases:
In the largest home purchase survey ever conducted by NAR, when asked where they first learned about the home they eventually purchased:
24% of buyers identified the Internet (up from 15% in 2004)
36% first learned about their home from a real estate professional
15% from yard signs
5 other categories were 7% or less Print newspaper advertisement was 5%
www.NorthShoreRealEstate.com
www.NewEnglandMoves.com
Let’s Start at the Local Level, with my website: NorthShoreRealEstate.com
www.NorthShoreRealEstate.comExclusively for Exclusively for Jay’s Jay’s ClientsClients
www.NewEnglandMoves.com
NorthShoreRealEstate.com &TheColdwellBankerGuy.com(Average: 4,000+ visitors a month)
Exclusively for Exclusively for Jay’s Jay’s ClientsClientswww.NorthShoreRealEstate.com
www.NewEnglandMoves.com
NorthShoreRealEstate.com / TheColdwellBankerGuy.com
www.NorthShoreRealEstate.comExclusively for Exclusively for Jay’s Jay’s ClientsClients
www.NewEnglandMoves.com
My blog: www.NorthShoreBlog.info
www.NorthShoreRealEstate.comAnother first from The Internet RealtorAnother first from The Internet Realtor
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NorthShoreRealEstate.com-Push To Talk
www.NorthShoreRealEstate.comExclusively for Exclusively for Jay’s Jay’s ClientsClients
78% of those consumers looking for a Real Estate professional will work with the first one who gets back to them when they have a question.
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Push to Talk, Then Control What Is Seen
www.NorthShoreRealEstate.comExclusively for Exclusively for Jay’s Jay’s ClientsClients
Sample North Shore Home Photos
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Push To Talk, Follow-up Format:
www.NorthShoreRealEstate.comExclusively for Exclusively for Jay’s Jay’s ClientsClients
www.NewEnglandMoves.com
www.NewEnglandMoves.com (Averages 1,050,000 visits a month)
The Largest, Most Visited Real Estate Web Site in New England
Exclusively for Exclusively for Our Our ClientsClientsExclusively for Exclusively for Our Our ClientsClientswww.NorthShoreRealEstate.com
www.NewEnglandMoves.com
Exclusive Tools: Photo Gallery
Exclusively for Exclusively for Our Our ClientsClientsExclusively for Exclusively for Our Our ClientsClientswww.NorthShoreRealEstate.com
www.NewEnglandMoves.com
Exclusive Tools: Streaming Video
Exclusively for Exclusively for Our Our ClientsClientsExclusively for Exclusively for Our Our ClientsClientswww.NorthShoreRealEstate.com
www.NewEnglandMoves.com
Actual Examples from MLS…Other Agents
www.NewEnglandMoves.com
Exclusive Tools: Ability to Track Exact Numberof Page Views for Your Home
Exclusively for Exclusively for Our Our ClientsClientsExclusively for Exclusively for Our Our ClientsClientswww.NorthShoreRealEstate.com
www.NewEnglandMoves.com
Automatic Email Alerts
Property Watch
Open House Watch
Instant Notification on New Listings and Open Houses
1,000,000 automatic email alerts sent out every month Over 600,000 people registered on our web site
Street Watch
Exclusively for Exclusively for Our Our ClientsClientsExclusively for Exclusively for Our Our ClientsClientswww.NorthShoreRealEstate.com
www.NewEnglandMoves.com
Exclusive Tools: The NOeMAR ReportTracks where buyers are coming from so we can target market those areas
Exclusively for Exclusively for Our Our ClientsClientsExclusively for Exclusively for Our Our ClientsClientswww.NorthShoreRealEstate.com
www.NewEnglandMoves.com
Exclusive Tools: Online Gallery of Homes
Exclusively for Exclusively for Our Our ClientsClientsExclusively for Exclusively for Our Our ClientsClientswww.NorthShoreRealEstate.com
This gives your home maximum visibility and exposure to over 1,000,000 visitors per month.
www.NewEnglandMoves.com
Exclusive Tools: HomeBase - Transaction Management Online
www.NorthShoreRealEstate.com
HomeBase is a Web-based organizational and time management tool that archives all critical real estate documents in a centralized location for the benefit of the users involved in a transaction. Sales associates and their teams, home buyers, home sellers, office administrators, and vendors including attorneys and mortgage professionals all can access the system from anywhere at any time 24/7 to view the transaction documents and communicate and interact with each other. Consumers and outside vendors can access the transaction documents via a secure Internet connection.
HomeBase enables sales associates and their teams to manage all details of a transaction, including adding documents; adding, tracking, and clearing lists of tasks with dates; adding and managing property listings, contacts, and service providers; creating announcements; placing and tracking service orders; viewing alerts of pending and incomplete items; and much more. Consumers can view and upload all of their transaction documents from their sales associate and vendors; view announcements and a calendar with upcoming tasks and dates; and post messages to their sales associate.
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Exclusive Tools: Our Town Video Tour
Exclusively for Exclusively for Our Our ClientsClientsExclusively for Exclusively for Our Our ClientsClientswww.NorthShoreRealEstate.com
•BEVERLY
•IPSWICH
•GLOUCESTER
•MANCHESTER
•TOPSFIELD
www.NewEnglandMoves.com
www.coldwellbankerpreviews.com
Exclusively for Exclusively for Our Our ClientsClientsExclusively for Exclusively for Our Our ClientsClientswww.NorthShoreRealEstate.com
www.NewEnglandMoves.com
Forbes Magazine International Web Page Awards International Association of Business
Communicators International Communications Professionals Web Marketing Association Public Relations Society of America Business Communications Publication Promotions Marketing Association NY Graphic Artists Trade Organization
www.coldwellbanker.com (Averages 2,400,000 Visits a month)
Instant Notification on New Listings
www.NorthShoreRealEstate.com
www.NewEnglandMoves.com
www.realtor.com: 9,500,000 users a month
www.NorthShoreRealEstate.com
www.NewEnglandMoves.com
Ability to Track Property Views by Buyers
Ability to track the exact number of page views for your home
www.NorthShoreRealEstate.com
www.NewEnglandMoves.com
Driving internet traffic to our web site, and your home
Our Company Web sites NewEnglandMoves.com ColdwellBanker.com ColdwellBankerPreviews.com
Search Engines: Over 9,000 search terms for
NewEnglandMoves.com
Realtor.com (5.5m people a month) Banner Advertising Enhanced Listings
TV/Web banner advertising HGTV Discovery Channel A&E Food Network, etc
www.NorthShoreRealEstate.com
www.NewEnglandMoves.comwww.NorthShoreRealEstate.com
Our Internet Marketing Strategy Exposes Your
Property on More Websites and to More Buyers
Our Internet Marketing Strategy
www.NewEnglandMoves.comwww.NorthShoreRealEstate.com
Millions of Visits to Real Estate Sites
0
50
100
150
200
250
300
350
400
2004 2005 2006 2007
AOL Real Estate
Trulia.com
Zillow.com
Yahoo! Real Estate
NRT LOC Sites(combined)REALTOR.com
Realtor.com: Still the largest, but other sites are playing bigger roles, and we market your home with all of them
www.NewEnglandMoves.com
No One Will Respond as Quickly as I Will Respond: with LeadRouter, RealPing and REOMD
=
www.NorthShoreRealEstate.com
www.NewEnglandMoves.comwww.NorthShoreRealEstate.com
LeadLeadRouterRouter The Right Agent . . . Right NOW!
Recently, the National Association of REALTORS® did a study to determine the response time to email inquiries made by prospective buyers and sellers of real estate. Alarmingly, NAR discovered that a full 50% of all Internet inquiries went unanswered. And of the remaining 50%, the average response time was 54 hours!
We’ve found a way to prevent that from ever happening at Coldwell Banker!
LeadLeadRouterRouter is an online application that intelligently routes incoming real estate leads from all sources directly to me, as your listing agent, and my cell phone and it does it in 1 minute or less.
www.NewEnglandMoves.comwww.NorthShoreRealEstate.com
RealRealPingPing Your Agent . . . Right NOW!
www.NewEnglandMoves.com
Introducing REOMD: Real Estate Over Mobile Device Technology
www.NorthShoreRealEstate.com
Why mobile (text) messaging for real estate?
Allows me to access, engage, respond to and track users
It’s active across all demographics (82% of 18-24 yrs and 72% of 25-49yrs)
It’s viral…23% of SMS campaign messages are forwarded
Why is it good for you?
It’s INSTANT. Buyers receive your listing information on demand
It’s MEANINGFUL. Buyers initiate the request based on their current location (convenience)
It’s COLLABORATIVE. I receive all inquiries via SMS/Text and email and online with the buyer’s phone number for follow up.
It’s 24/7. Service is always available, unlike empty brochure/flyer boxes.
It’s GREEN and eco-friendly (paperless, less driving)
NO OTHER AGENT ON THE NORTH SHORE IS USING THIS TECHNOLOGY…Most do not even know what it is!
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Did I Mention That We Own OpenHouse.com?
www.NorthShoreRealEstate.com
www.NewEnglandMoves.com
More Exposure for your property
More Buyers for your property
More Net Profit for you
Why is Coldwell Banker’s Internet Advertising Important to You?
www.NorthShoreRealEstate.com
www.NewEnglandMoves.com
Targeted Direct Mail
www.NorthShoreRealEstate.com
www.NewEnglandMoves.com
An Integrated Approach to Marketing Your Property Brings More Buyers to You
www.NorthShoreRealEstate.com
www.NewEnglandMoves.com
We Are a Full Service Real Estate Company
Moving Services
Mortgage Services Real Estate Services
Insurance Services
Relocation Services
Exclusively for Exclusively for Our Our ClientsClientsExclusively for Exclusively for Our Our ClientsClientswww.NorthShoreRealEstate.com
www.NewEnglandMoves.com
Exclusive Services Through NEMoves Mortgage
Pre-approved buyers for your homes
NEMoves mortgage representatives available 24-7
#1 Purchase Lender in Massachusetts Peace of mind
www.NorthShoreRealEstate.com
Judy DiRubioSenior Loan Officer
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More Qualified Buyers
More Control over the transaction
More Net Profit for you
Mortgage Services
www.NorthShoreRealEstate.com
www.NewEnglandMoves.com
Some of Our Corporate Clients (we have hundreds) Incoming leads from direct client relationships with area corporations, hospitals and universities (over 150 organizations)
Exclusively for Exclusively for Our Our ClientsClientsExclusively for Exclusively for Our Our ClientsClientswww.NorthShoreRealEstate.com
www.NewEnglandMoves.com
CyberStar Membership & Benefits
www.NorthShoreRealEstate.comExclusively for Exclusively for Jay’s Jay’s ClientsClients
1.2 million Realtors®…200 invited…5 from Massachusetts…only 1 from the North Shore.
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More Ready More WillingMore Able Buyers
More Net Profit for you
Relocation Services
www.NorthShoreRealEstate.com
From across the country . . . And around the world
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CARTUS Relocation Ranked #1
www.NorthShoreRealEstate.com
Coldwell Banker
Residential Brokerage in
New England is a
Principal Broker in the
Cartus Broker Network
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Coldwell Banker Home Protection Plan
Sellers covered during listing period
Buyers covered for one year
No Cost to you until the property sells
Adds value for your home
Exclusively for Exclusively for Our Our ClientsClientsExclusively for Exclusively for Our Our ClientsClientswww.NorthShoreRealEstate.com
www.NewEnglandMoves.com
More Satisfied Buyers
More Peace of Mind during the transaction
More Net Profit for you
Home Protection Plan Services
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www.NewEnglandMoves.com
Do You Need any Help with Your Next Move?
Moving Services Relocation information (in and out of state) Mortgage Consultation Pre-approval Insurance Services (inclusive of vacant home insurance)
www.NorthShoreRealEstate.com
www.NewEnglandMoves.com
Number One Market Share in Massachusetts
www.NorthShoreRealEstate.com
www.NewEnglandMoves.com
More Visibility in the market place
More Expertise on your side
More Net Profit for you
Market Share
www.NorthShoreRealEstate.com
www.NewEnglandMoves.com
Our Beverly Office – The Hub of the North Shore
54 Dodge Street
Number of Agents: 60
Servicing the entire North Shore
www.NorthShoreRealEstate.com
To W
enha
m, Ham
ilton,
Ipswich
→
To Manchester, Gloucester →
← To Topsfield, Boxford
← To Danvers, Peabody, Lynnfield To Salem, Marblehead →
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Why You Should List Your Home With Jay•Licensed broker since 1980, full time in sales since 1982•Sold more than $195 million of residential real estate•Assisted more than 550 families achieve their real estate goals•NorthShoreRealEstate.com - the #1 real estate agent website on the North Shore•Served as president of the North Shore Association of REALTORS®•Honored as the North Shore REALTOR® of the Year•Chosen as his company’s Sales Associate of the Year•Professional Designations Earned: CRB, CRS, GRI, RECS, SRES (only 1% worldwide)•The North Shore’s first certified PREVIEWS™ International Property Specialist•The only North Shore agent chosen to be a member of the National CyberStars Network•Business Style: Systems, Processes and Results-Oriented Web-based R.E. Solutions•Uses highly effective Digital and Concentric Marketing systems•One of the top agents with the #1 real estate company in New England•Committed to helping you achieve your real estate goals
www.NorthShoreRealEstate.com
Try this: Search “The Coldwell Banker Guy” in Google, YouTube,Facebook or LinkedIn…and see what you find!
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A few Awards & Designations Jay Has Earned
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Chart Source: MLSPIN, 2008, North Shore Area
www.NorthShoreRealEstate.com
Jay’s client’s averaged 3% more than those who chosediscount and limited service brokers
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Sample Portfolio of Sold Properties
www.NorthShoreRealEstate.com
www.NewEnglandMoves.com
Take advantage of our NETwork
Expose your property through our unsurpassed InterNET presence
Get the ultimate Result – More NET Profit for you
It’s All About the NET
www.NorthShoreRealEstate.com
www.NewEnglandMoves.com
Establishing an Effective Listing Price
My Objectives are to:
obtain the highest sales price
within your time frame
with the best terms and conditions
with the least inconvenience to you
www.NorthShoreRealEstate.com
www.NewEnglandMoves.com
What is the market doing?
www.NorthShoreRealEstate.com
Inventory coming on… Inventory going off… Prices go UP
Inventory coming on… Inventory going off… Prices go DOWN
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Appreciating or Depreciating?
www.NorthShoreRealEstate.com
Depreciating Market
Appreciating MarketAbundance of energyand no inventory
Abundance of inventoryand no energyCompetitive pricing makes your home look good compared tothe other inventory and createsthe same environment as anAppreciating Market.
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Values Decline with Days on Market
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www.NewEnglandMoves.com
The Importance of Shelf Positioning
www.NorthShoreRealEstate.com
What is it worth? Buyers wanting to buy
What will it take? Buyers prepared to buy
Buyers just entering market
% of Buyers
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What Effects the Market Value of Your Property?
Physical qualities of your property Location Age Size of house and lot Floor plan and architectural style
Market Conditions Interest rates and availability of financing Buyer demand Prices of recently sold properties State of the economy Seasonal demand
The Competition The number of similar properties for sale Their prices, financing terms, location and physical condition
In understanding the market value of your property, we must deal with some factors that we have no control over.
www.NorthShoreRealEstate.com
www.NewEnglandMoves.com
What has No Effect on The Market Value of Your Property?
The original price you paid
The cash proceeds you want or need from the sale
Opinions from friends and neighbors
Inaccurate/Outdated Comparables
Cost to rebuild today
www.NorthShoreRealEstate.com
www.NewEnglandMoves.com
Sellers and Buyers Have Spoken…
Our company's commitment and focus is
to deliver Truly Remarkable Servicedeliver Truly Remarkable Service in
every transaction and provide genuine provide genuine
one-stop shopping servicesone-stop shopping services to our clients
and customers through our Real Estate,
Mortgage, Insurance, Moving and
Relocation Services
www.NorthShoreRealEstate.com
www.NewEnglandMoves.com
Are you ready to list your home right now? Let’s getstarted…Call me direct at 978-233-2828.
www.NorthShoreRealEstate.com
Jay Burnham